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Online Planning & Buying. Maura Hanley Managing Director MediaCom Canada [email protected] Where is the money going? How are decisions being made?. Where is the money going?. Source: TVB, IAB Canada. Where is the money going?. $1B 2006 Investment. $1.2B 2007 Investment.

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Presentation Transcript
online planning buying

Online Planning & Buying

Maura Hanley

Managing Director

MediaCom Canada

[email protected]

slide2
Where is the money going?

How are decisions being made?

slide3
Where is the money going?

Source: TVB, IAB Canada

where is the money going
Where is the money going?

$1B 2006 Investment

$1.2B 2007 Investment

Source: IAB Canada

selection considerations
Selection Considerations
  • RATIONAL
  • INSPIRATIONAL
  • REALISTIC
selection considerations1
Awareness

Consideration

Start Dialog

Purchase

Usage

Repurchase

Advocacy

Target

The Brand

Awareness

Selection Considerations
  • Educate or Reposition

AWARENESS

CONSIDERATION

PURCHASE

Reach & Remind

Leads or Sales

slide9
Reach & Remind

% Yesterday Media Consumption

A25-54

Source: BBM RTS Fall 2008

reach remind
Reach & Remind

Leaderboard (728x90)

Skyscraper

(120x600 & 160x600)

Big Box (300x250)

delivery
Delivery
  • Impressions
    • targeted
    • total
      • As reported by the adserver
  • Reach & frequency
    • Pre & Post target R/F: comScore
    • Post only total R/F: adserver

No R/F measurement for video!

performance
Performance

Traditional measure apply:

Aided & unaided recall, intent to purchase

It’s not about clicks!

It may be about engagement

slide14
Educate

Long copy, product demonstration, invitation to learn more

Reposition

Context, targeting, amplifying brand attributes

Where you are seen, how, and by who, may be more important than how many

CONSIDERATION

delivery1
Delivery

Impressions

targeted

total

As reported by the adserver

Reach & frequency

No R/F beyond demographics

performance1
Performance

Traditional measure apply:

Aided & unaided recall, intent to purchase

Engagement and actions

Unpaid media and buzz

delivery2
Delivery

Clicks & Cost per Click

Actions & Cost per Action

Impressions & Cost per Thousand

performance2
Performance

Optimizing to the desired action

Post click tracking

Optimized Campaign

the media agency mandate1
The Media Agency Mandate

AWARENESS

Primary research: awareness & attitudes

Server measured action: Interaction & engagement

Direct Results: leads & sales

Impressions

Clicks

CONSIDERATION

PURCHASE

ad