Online Planning & Buying Maura Hanley Managing Director MediaCom Canada Maura.firstname.lastname@example.org
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 Source: IAB Canada
Selection Considerations • RATIONAL • INSPIRATIONAL • REALISTIC
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
Reach & Remind % Yesterday Media Consumption A25-54 Source: BBM RTS Fall 2008
Reach & Remind Leaderboard (728x90) Skyscraper (120x600 & 160x600) Big Box (300x250)
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
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
Delivery Clicks & Cost per Click Actions & Cost per Action Impressions & Cost per Thousand
Performance Optimizing to the desired action Post click tracking Optimized Campaign
The Media Agency Mandate AWARENESS Primary research: awareness & attitudes Server measured action: Interaction & engagement Direct Results: leads & sales Impressions Clicks CONSIDERATION PURCHASE