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Online Planning & Buying

This presentation by Maura Hanley, Managing Director at MediaCom Canada, delves into the evolving landscape of media investments and decision-making strategies. With insights backed by data from sources like TVB and IAB Canada, it highlights the $1B investment in 2006 and the $1.2B in 2007, addressing key considerations in media agency selection and the importance of brand awareness, consumer consideration, and purchase intent. Explore frameworks for rational, inspirational, and realistic decision-making, alongside traditional and modern measurement techniques for effective media campaigns.

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Online Planning & Buying

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  1. Online Planning & Buying Maura Hanley Managing Director MediaCom Canada Maura.hanley@mediacom.com

  2. Where is the money going? How are decisions being made?

  3. Where is the money going? Source: TVB, IAB Canada

  4. Where is the money going? $1B 2006 Investment $1.2B 2007 Investment Source: IAB Canada

  5. How are decisions being made?

  6. The Media Agency Mandate

  7. Selection Considerations • RATIONAL • INSPIRATIONAL • REALISTIC

  8. 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

  9. Reach & Remind % Yesterday Media Consumption A25-54 Source: BBM RTS Fall 2008

  10. Reach & Remind Leaderboard (728x90) Skyscraper (120x600 & 160x600) Big Box (300x250)

  11. Reach & Remind

  12. 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!

  13. Performance Traditional measure apply: Aided & unaided recall, intent to purchase It’s not about clicks! It may be about engagement

  14. 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

  15. Educate or reposition

  16. Educate or reposition

  17. Educate or reposition

  18. Delivery Impressions targeted total As reported by the adserver Reach & frequency No R/F beyond demographics

  19. Performance Traditional measure apply: Aided & unaided recall, intent to purchase Engagement and actions Unpaid media and buzz

  20. PURCHASE

  21. Search: the ultimate in direct response

  22. Delivery Clicks & Cost per Click Actions & Cost per Action Impressions & Cost per Thousand

  23. Performance Optimizing to the desired action Post click tracking Optimized Campaign

  24. The Media Agency Mandate AWARENESS Primary research: awareness & attitudes Server measured action: Interaction & engagement Direct Results: leads & sales Impressions Clicks CONSIDERATION PURCHASE

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