Online Media Planning
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Online Media Planning LunaWeb LunaWeb 901-888-5862 901-888-5862
description
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Transcript of Online Media Planning
Online Media PlanningOnline Media PlanningLunaWebLunaWeb901-888-5862901-888-5862
What does a good media plan do? The good news is also the bad news.
Sets integrated marketing objectives/goals Establishes budget and value Establishes placement (when and where) Defines delivery – Behavioral, Remarketing,
day parting, etc. Create audience psychographic Include competitive analysis
AgendaOnline Media PlanningOnline Media Planning
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Marketing Integration Client’s overall marking goals? Any existing online strategies? Social?
Blogs? Who defines ad creative and landing
pages? (See passive or active recommendations)
Landing pages’ conversion metric? Enter a drawing? Subscribe to email?
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Customer Psychographic Age, gender, race? Income level? Married / single? Parent?
Religious? How do they relate to the
product? Care giver? Fashion conscious? Feeling over-weight?
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
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901-888-5862901-888-5862
Customer PsychographicCaucasian female.Age: 45+HHI +150KDaughter in college
Only include relevant demographics and profile in psychographic.
This is key in determining placement.
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Displaying the Ads Contextual Remarketing Behavioral
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Online Media PlanningOnline Media Planning
Displaying the Ads Contextual Remarketing Behavioral
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Displaying the Ads Contextual Remarketing Behavioral
The lines are blurring.
Now some are calling this
“Interest Category” profiling.
Personally, not so effective.
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Controlling Your CostsMuch like PPC advertising – very fluid Day parting – hour/day, days/week Geographic placements Keywords and phrases Above the fold only Frequency Capping Placement Targeting / Exclusions
Online Media PlanningOnline Media Planning
LunaWebLunaWeb
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901-888-5862901-888-5862
Ad Types – The Media
Animated GIF’s
AgendaOnline Media PlanningOnline Media Planning
Static Flash
Note Play buttonHigher cost
Higher CTR
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Online Media PlanningOnline Media Planning
Placing the Ads DTS – Direct To Site Display Network Affiliate Networks
LunaWebLunaWeb
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901-888-5862901-888-5862
Online Media PlanningOnline Media Planning
Placing the Ads DTS – Direct To Site Display Network Affiliate Networks
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
13/12
$10,000 - $25,000 per month
minimum investment
$10,000 - $25,000 per month
minimum investment
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862Online Media PlanningOnline Media Planning
Online Media PlanningOnline Media Planning
Placing the Ads DTS – Direct To Site Display Networks Affiliate Networks
LunaWebLunaWeb
lunaweb.comlunaweb.com
901-888-5862901-888-5862
Online Media PlanningOnline Media Planning
Verifying the Ads How do you know?
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Online Media PlanningOnline Media Planning
Establishing ValueWhat were the original goals again? Estimate CTR (click through rate) Estimate conversion (form
submission, etc.) Determine cost of conversion (form
submission, etc.) Compare Off-line Mechanisms PPC ads
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901-888-5862901-888-5862
Online Media PlanningOnline Media Planning
Putting it all TogetherWhat were the original goals again? Audience Goals. Goals. Goals. Placement (sites) Budget Schedule Creative
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901-888-5862901-888-5862
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