Online Media Planning and Integration The Inner Workings

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Online Media Planning and Integration The
Inner Workings

• Presented at the IAB - 5th April 2007

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Agenda

• Why use digital as a channel?
• Setting online objectives
• The media metrics and tools
• The planning considerations
• Online media channels
• Setting online media budgets
• Online within the overall planning process
• Key points to remember

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Why use digital media?

• Consumer interaction and engagement
• Brand halo effect of modernism
• Deliver high reach of the target audience
• Powerfully amplify offline brand activity
• Create an engaging brand experience
• Build customer information and dialogue
• Traffic and sales to your website
• Delivers one of lowest cost per acquisitions

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Understand your objectives
Response
Brand
Call to action
Reach
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Brand focused campaigns

• Brand awareness
• Target audience mass reach
• Stand out
• Share of voice
• Visitors to site
• Engagement
• Interaction with brand

Brand
Objectives
Reach
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Response focused campaigns
Objectives
Response

• Response
• Traffic/ visitors to website
• Sales/ acquisition/ leads
• Niche targeting
• Lowest possible cost per action

Call to action
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Understanding metrics and tools
Tools
Metrics
Target audience Awareness Impressions Unique
Users Traffic Frequency CTR OSC visitors/ leads/
sales
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Brand planning considerations
Audience
Brand
Targets
Brand awareness targets Impressions/
traffic Reach frequency
Brand positioning Brand messages engagement/
innovation
Audience internet index Size of consumer group
Habits/lifestyle of consumers Types of sites
visit
Plan numbers to achieve this Use DL Mark
Norms Nielsen/ Comscore/ TGI
Use creative and formats Consider channels that
can deliver this
Plan using TGI/ Comscore/ Neilson Match sites to
demographics lifestyle of audience
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DR planning considerations
Audience
Message
Targets
Response Sales targets Cost per sale Conversions

• Tactical offers
• Call to action
• Price messages

Audience in buying mindset Quality of audience
for conversion Core shopping ground
Plan numbers to achieve this Client past data/
knowledge
Use creative and formats for this Consider
channels that can deliver this
Plan using knowledge/ history of channel
performance Match sites to mindset of audience
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Which channels to use and when?
Brand Building/ engagement
Sponsorships/ partnerships
Community websites
Display advertising
High number impressions Awareness building
Brand engagement Interaction
Integration Long term
plus mobile, blogging, gaming, instant
messenger..etc
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Which channels to use and when?
Direct Response
Price comparison sites/ aggregator sites
CPC/ CPA Networks/ Sites
Affiliate Networks
SEM
Warm lead Proven sales drivers Low cost
risk Volume driver
Warm lead Low cost risk CPA opportunities
Warm lead Proven sales drivers Volume driver
Proven sales drivers Very low cost risk Long term
volume driver
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Example budget by splits by online channels
Direct Response

• Cost effective volume channels priority
• PPC Search 60
• Affiliates 30
• Display 10
• Test 2 4 weeks

• Display more viable -Networks
• PPC Search 50
• Affiliates 30
• Display 20
• Up to 3 months

• More money available for display
• PPC Search 40
• Affiliates 25
• Display 25
• 6 8 month

• Affiliates maxed out, more networks
• PPC Search 40
• Affiliates 20
• Display 40
• 12 months

50k
250k
500k
100k

• More involved creative and editorial
• Display 65
• PPC Search 45
• up to 6 months

• Highly Targeted to key sites
• Display 80
• PPC Search 20
• 4 week test period
• Peak times

• Widen to target networks /more search
• Display 70
• Search 30
• Up to 2 months

• Sponsorships, partnerships
• Interactive formats
• Display 60
• PPC Search 40
• up to 12 months

Brand
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Overall budget setting - what percentage to
online?

• How much money to spend on digital within direct
  response?
• What is the CPM/ CPA of online versus other
  channels?
• What is the volume of sales likely from online?
• Will the budget invested yield higher returns if
  online is used?
• What channels within online are most efficient?
• If online channels yield the best returns
• maximise the budget within them
• Media hierarchy planning

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Media hierarchy example
Higher cost per acquisition
DRTV
Doordrops
Maximising Volume
DM
Search
Aggregators
Affiliates
Lower cost per acquisition
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Online media positioning - DR
high
Affiliate Marketing
Classic Directmarketing
Search engine Marketing
Email Marketing
Networks
Display/ sponsorship
Response
Aggregators/ Price Comparison
Print
TV
Low
Low CPA
High
Cost per acquisition
CPA
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Overall budget setting - what percentage to
online?

• How much money to spend on digital within brand
  advertising?
• Reach and frequency share of voice
• Target number of impressions and visitor to
  website
• Share of consumption -23 -27
• Share of spend - 11.4 2005 and growing (IAB/PwC)
• Sector spends online (IAB/PwC/ Neilson)
• Competitive advertising spend figures Neilson/
  Thomson
• Audience internet index (TGI)
• Objectives engagement/ innovation/ in-depth
  message
• Future Standard planning currency for reach and
  frequency GRPs
• Cross Media planning tools -IMS

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Online media positioning - Branding
high
TV
Print
Display/ sponsorship
Brand awareness
Networks
Search engine Marketing
Classic Directmarketing
Affiliate Marketing
Email Marketing
Aggregators/ Price Comparison
Low
High CPT
Low
Cost per impression
CPT
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Integration with offline media

• Integrate digital media into your overall media
  planning
• Many offline media owners are online media owners
  so leverage cross media deals
• Online display advertising and search should also
  be integrated
• Offline media has a large impact on online
  traffic
• Up-weight online when offline is running

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Impact of TV campaign on web brochure requests
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5 key things to remember

• Always get clear client objectives DR v Brand
• Utilise the right planning/ measurement tools for
  the campaign
• Understand which channels deliver against the
  objectives
• Work closely with the media planner/ client to
  ensure you are given adequate budget for online
• Online should be planned as part of the overall
  media plan - integration is key