online planning and buying
DESCRIPTION
TRANSCRIPT
Where is the money going?
How are decisions being made?
2006 $ Millions
2007 $ Millions
% Change
Television 3241.0 3299.0 2%
Daily Newspaper 2635.0 2572.0 -2%
Radio 1388.0 1468.0 6%
Internet 900.0 1241.0 38%
Magazines 682.0 718.0 5%
Out of Home 370.0 422.0 14%
Mobile 1.1 2.7 143%
TOTAL $9,217.0 $9,723.0 5%
Where is the money going?
Source: TVB, IAB Canada
Where is the money going?
$1.2B 2007 Investment$1B 2006 Investment
Source: IAB Canada
How are decisions being made?
The Media Agency Mandate
Selection Delivery Performance
Where should I place my message?
Did I get what I bought?
Did it do what I wanted?
Selection Considerations
RATIONAL
INSPIRATIONAL
REALISTIC
Selection Considerations
Educate or Reposition
TargetThe Brand Awareness AwarenessConsideration Start Dialog Purchase Usage Repurchase Advocacy
AWARENESS CONSIDERATION PURCHASE
Reach & Remind
Leads or Sales
88 86
5148
33
87 86
59
49
33
87 85
67
48
33
87 86
71
48
32
87 85
71
47
31
TV Radio Internet Newspaper Magazines
2002 2004 2006 2007 2008
Source: BBM RTS Fall 2008
% Yesterday Media ConsumptionA25-54
Reach & Remind
Reach & Remind
Skyscraper
(120x600 & 160x600)
Big Box (300x250)
Leaderboard (728x90)
Reach & Remind
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
Traditional measure apply:
– Aided & unaided recall, intent to purchase
It’s not about clicks!
It may be about engagement
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
Educate or reposition
Educate or reposition
Educate or reposition
Delivery
Impressions
– targeted
– total
As reported by the adserver
Reach & frequency
No R/F beyond demographics
Performance
Traditional measure apply:
– Aided & unaided recall, intent to purchase
Engagement and actions
Unpaid media and buzz
PURCHASE
Search: the ultimate in direct response
Delivery
Clicks & Cost per Click
Actions & Cost per Action
Impressions & Cost per Thousand
Performance
Optimizing to the desired action
– Post click tracking
Daily Cume of Clicks and Conversions
-10,00020,00030,00040,00050,00060,00070,00080,00090,000
100,000110,000
Date
14
-Jul
15-J
ul16
-Jul
17-J
ul18
-Jul
19-J
ul20
-Jul
21-J
ul22
-Jul
23-J
ul24
-Jul
25-J
ul26
-Jul
27-J
ul28
-Jul
29-J
ul30
-Jul
31-J
ul1-
Aug
2-Au
g3-
Aug
4-Au
g5-
Aug
6-Au
g7-
Aug
8-Au
g9-
Aug
10-A
ug11
-Aug
12-A
ug13
-Aug
14-A
ug15
-Aug
16-A
ug17
-Aug
18-A
ug
Clic
ks
-50100150200250300350400450500550
Conv
ersi
ons
Clicks Conversions
Optimized Campaign
The Media Agency Mandate
Selection Delivery Performance
Where should I place my message?
Did I get what I bought?
Did it do what I wanted?
AWARENESS
CONSIDERATION
PURCHASE
Impressions
Clicks
Primary research: awareness & attitudes
Server measured action: Interaction & engagement
Direct Results: leads & sales