Transcript 110410 Matt Zumstein

Deck for MTU Students
Departments In Advertising Agencies
• Account Executive
• Creative
• Media
– Planning
– Buying
• Traffic
• Legal
• Accounting
What is a Digital Media Planner
• Digital Media planner is a job title in an advertising agency or
media planning and buying agency, responsible for selecting digital
media for advertisement placement on behalf of their clients. The
main aim of a media planner is to assist their client in achieving
business objectives through their advertising budgets by
recommending the best possible use of various media platforms
available to advertisers[1]. Their roles may include analyzing target
audiences, keeping abreast of media developments, reading market
trends and understanding motivations of consumers (often
including psychology and neuroscience).
WikiPedia
What Is Digital Media?
• Any storage device that holds digital data*.
PCMags.com
Step 1: Prior to receiving the objectives, educate
clients on the benefits of digital advertising
Digital Research Tools Available For Step 1
• eMarketer
• Forrester
• Compete
Why Should You Advertise Online
• Measurability (ROI)
– Cost and efficiencies
• PPC
• Real time optimizations
– Creative test
• Targeting
• It’s where consumers spend their time
– Researching
– Communicating & sharing opinions
– Entertainment
• Better user experience
– One click away from as much information as possible.
– Shorter purchase cycle
• Size
• It’s what competition is doing
Targeting Capabilities
Geo targeting
Fan targeting
Profile targeting
Database targeting
Search re-targeting
Demographic targeting
Occupational targeting
Re-targeting
Behavioral targeting
Survey targeting
Contextual targeting
Behavioral Targeting New Guidelines
Media Usage – Consumer’s Time
•8 hours of media per day
Media Usage – Consumer’s Time | Internet TV
• Google TV
– New to the market in October 2010. Can connect with a Logitech box
or built directly into Sony TV’s.
– Connects with:
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Netflix •
Youtube •
FlickR •
Twitter •
Pandora
Skype
Vevo
Google Chrome
– Prices:
• Logitech box $300, additional charges for Camera and mini controller
• Sony TV’s range from $600 for 24’ to $1,400 for a 46’
Media Usage - Size
Yahoo! vs. TV | P18+
Yahoo! Average Daily Audience Compared to TV
(Viewers or Unique Visitors MM)
Source for TV: Nielsen Media Research, 9/21/09 through 4/26/10
Source for Yahoo!: comScore, March 2010
Media Usage – Advertising Spend
Step 2: Take a look at what the competition is doing.
Digital Research Tools Available For Step 2
• Comscore
• Ad Relevance
Step 2: Analyze The Creative & Look At Publishers Utilized
Step 3: Client to provide objectives and
planner to come up with strategy
Step 3
Once objectives have been determined digital planners come up with strategies
and tactics.
Objectives
Increase overall sales by 5% in 2011
Strategy
Up sell current customers and target
new customers
Step 4: Once the strategy has been set the
planner then determines the tactics
Digital Research Tools Available For Step 4
• Comscore
• @Plan
• Ad Planner (free)
Step 4 Tactics
• Digital advertising is segmented into multiple categories:
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Search
Display advertising
Social
Video
Email marketing
Mobile
Step 4
Once objectives have been determined digital planners come up with strategies
and tactics.
Objectives
Increase overall sales by 5% in 2011
Strategy
Up sell current customers and target
new customers
Tactics
Current customer:
Email marketing
Tactics
Current customer:
Re-Targeting
Tactics
New customer:
Search
Step 5: After the tactics have been purchased,
digital planner analyzes results
Digital Research Tools Available For Step 5
• DART
• Atlas
• Google Analytics (free)
• Dynamic Logic (awareness campaigns)
• Insight Express (awareness campaigns)
Step 5:
Step 6: Optimize based on previous results
Step 6
Class Assignment
• 1. Go to Alexa.com and gather the following information on
http://www.mtu.edu/
– Number of sites linking to MTU
– What are the top 3 keywords that are driving traffic to MTU
– What were the top 3 sites that drove traffic to MTU (under click stream)
• 2. Go to
https://www.google.com/accounts/ServiceLoginAuth?continue=h
ttps%3A%2F%2Fwww.google.com%2Fadplanner%2F&service=bra
nding&ltmpl=adplanner
then to the search by audience tab. For geography select
Marquette Michigan and for demographic choose Male &
Females 18-44. What are the top 5 sites by composition index
and by reach?