Media Planning/Buying Issues

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Media Planning/Buying Issues
Interactive Brand Communication Class 10
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Ad Placement Issues

• Delivery among Targets (Targeting Capabilities)
• Advertising Pricing ( Cost-efficiency)
• Reach (by entire buy, if possible)
• Frequency (by entire buy, if possible)
• Ad Position Effects
• BPI Value of a Vehicle
• Qualitative Values

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Delivery Among Targets

• Content Fit
• based on analysis of consumer characteristics,
  interest, values lifestyle, etc.
• Size of Delivery (target impressions, when
  possible)
• delivery breakdown by consumer groups
  demographic, geographic, usage, etc.
• Site Reach Target Reach
• site reach total unique users of the site
• target reach target unique users as of total
  unique users

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Delivery Among Targets

• Site Frequency
• frequency control capabilities
• Targeting Capabilities
• geodemographics, behavioral, any desired option,
  etc.

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Ad Pricing

• Sources for Web Advertising Sites Rates
• Who sells ad space on the Net?
• How much does it cost?
• Ad Pricing Methods Cost-Efficiency
• How is ad priced and its cost-efficiency
  determined?
• Tactics of Buying Selling Ad Space

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Ad Pricing Sources for Web Ad Sites Rates

• SRDS Interactive general source
• covers the largest number of sites
• PSA Banner Ads -- PSA only
• Ad Networks DoubleClick (www.doubleclick.net) 24
  /7 Media (www.247media.com) Link Exchange
  (www.bcentral.com)
• Ad Auction (www.adauction.com)

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Ad Pricing Methods Cost-Efficiency

• CPM (Cost-Per-Thousand) Impressions
• Cost for 1000 pages or ads displayed or requested
  (page views or ad views)
• Most popular method
• Current Rates at 5 - 100
• Rate varies by site (branded sites charge more)
  and by targeting option (the more specific, the
  more expensive)

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Ad Pricing Methods Cost-Efficiency

• Cost Per Click (Click-Through)
• Paying only for the number of click-throughs made
  
• (those who clicked the given ad and linked to
  the destination page mini-page in the current
  site or advertisers site)
• Demanded by direct response advertisers, though
  its use or popularity is decreasing
• Higher rates than CPM

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Ad Pricing Methods Cost-Efficiency

• Cost Per Sales
• Paying only for the completed sales transaction
  (in terms of so much or of the sale, which
  varies on the value of the item sold)
• Cost Per Sales Leads
• Paying for other desired actions leading to sales
  (store visits, leaving info for contact,
  test-drive, etc.)

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Ad Pricing Methods Cost-Efficiency

• Flat Fee
• A set amount charged, regardless of impressions
  or clicks
• Used often for content sponsorships
• Rate may range from 200 to 200,000 per month

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Ad Pricing Methods Cost-Efficiency

• CPVT (Cost per View-Through)
• Number of those who are exposed to the ad and
  take action within 30 days of the exposure
• New approach, getting popular for branding
  marketers

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Ad Pricing Methods Cost-Efficiency

• Auctions
• Price determined via auction
• May be much lower
• Hybrid Pricing
• Combining two or more methods
• Popular method

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Tactics of Buying and Selling Ad Space

• Study Competitive Pricing
• Be Open to Negotiation
• Flexibility is the Key

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Reach

• Unduplicated audience Unique users
• expressed in number or of total online
  population
• Reported by week, month, quarter
• Tactics of building reach (in general)
• Use many content categories use multiple sites
  within a category (thru ad networks) use top
  sites in unique users (costly) and/or buy
  keywords at search engines

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Frequency

• Average of times the target is exposed to ad
• Issue How much is optimal?
• Limit ad frequency to avoid burnout? Or the more
  the better?
• How much is too much? -- depends on the goal
  (direct response vs. branding), and many other
  factors.
• 3 exposures in a purchasing cycle?
• Tactics of Building Frequency
• Use one or two content categories use one or two
  in each category
• Develop and rote multiple banners within the same
  site

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Ad Timing

• When is the best time to run ads?
• Least developed, increasingly important area how
  ad timing is related to the desired response
• Advertising will be most effective when delivered
  right before one is about to make a purchase
  decision or when he searches for the relevant
  information
• Traditional tactics may apply (e.g.,
  double-spots, roadblocks, etc.)

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Ad Positions within a Site

• Keep the Message Close to Page Content
• (Place at the Top and/or Bottom of Page??)
• Place a Third Way Down Close to the Scroll Bar

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BPI Value Assessment

• Most useful for direct response marketers
• NetScore by comScore Network Inc. see Table
• BPI overall vs. BPI by Product Category (ROI or
  cost-efficiency indicator)
• 100 average likelihood of purchase lt100
  above average gt100 below average the larger
  the BPI, the more ROI (cost efficient) the buy
• Example a site with overall BPI of 120 (site
  visitors are 20 more likely than an average
  Internet user to purchase anything) a site with
  BPI of 120 for Travel (site visitors are 20 more
  likely than an average Internet user to travel)

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BPI Value Assessment

• Other Valuable Information (see the table in
  Experiential Exercises)
• Unique User weighed by BPI
• Indicates the relative volume of sales to be
  generated by site the larger this number, the
  larger the sales

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Qualitative Values

• content match
• ad clutter
• audience loyalty/site stickiness
• ad inventory availability
• category exclusivity

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Qualitative Values

• any added value (special deals discount)
• image and reputation
• Read Zeff Aronson book for others (reporting
  quality frequency, performance guarantees, etc.)