Ad Placement / Media Planning/Buying Issues by 1WQmJ4C


									  Internet Advertising &
Promotional Communication

          Class 8

     Ad Placement / Media
     Planning/Buying Issues
     Ad Placement Issues
 D_______ among Targets (Targeting
 Advertising P______ (& Cost-efficiency)
 R_______ (by entire buy, if possible)
 F________ (by entire buy, if possible)
 Ad P_______ Effects
 B___ Value of a Vehicle
 Qualitative Values
 Delivery Among Targets
 Content F___
   based on analysis of consumer characteristics,
    interest, values & lifestyle, etc.
 S____ of Delivery (target i___________, when
    % delivery breakdown by consumer groups –
    demographic, geographic, usage, etc.
 Site Reach & T_____ Reach
   ______ reach: total unique users of the site
   _______ reach: target unique users as % of total
    unique users
  Delivery Among Targets

 Site F________
   frequency control capabilities
 T_________ Capabilities
   geodemographics, behavioral, any desired
    option, etc.
               Ad Pricing

 Sources for Web Advertising Sites & Rates
   Who sells ad space on the Net?
   How much does it cost?
 Ad Pricing Methods & Cost-Efficiency
   How is ad priced and its cost-efficiency
 Tactics of Buying & Selling Ad Space
               Ad Pricing
Sources for Web Ad Sites & Rates

• _____________ – general source
  – covers the largest number of sites
• PSA Banner Ads -- PSA only
• ____________
     DoubleClick (
     24/7 Media (
     Link Exchange (
• Ad Auction (
             Ad Pricing
    Methods & Cost-Efficiency

_______ (Cost-Per-Thousand) Impressions:
• Cost for 1000 pages or ads displayed or
  requested (___________ or _________)
• Most popular method (47% used in 2006)
• Current Rates at $ -
• Rate varies by _____ (branded sites charge
  more) and by ________ option (the more
  specific the target, the more _________)
              Ad Pricing
    Methods & Cost-Efficiency

CPC (Click-Through)
• Paying only for the number of ____________
  (those who clicked the given ad and linked to
  the destination page – mini-page in the
  current site or advertiser’s site)
• Demanded by ___________ advertisers,
  though its use or popularity is decreasing
• Rates are ________ than CPM
• Popular for search buys
                Ad Pricing
     Methods & Cost-Efficiency
• Paying only for the completed sales
  transaction (in terms of so much $ or % of the
  sale, which varies on the value of the item

• Paying for other desired actions leading to
  sales (store visits, leaving info for contact, test-
  drive, etc.)
              Ad Pricing
    Methods & Cost-Efficiency

• A set amount charged, regardless of #
  impressions or clicks
• Used often for _______________
• Rate may range from $     to $
  per month
             Ad Pricing
   Methods & Cost-Efficiency

CPVT (Cost per View-Through)

• Number of those who are exposed to the ad
  and take action within 30 days of the
• New approach, getting popular for _________
                Ad Pricing
      Methods & Cost-Efficiency
Auctions & Bidding
• Price determined via auction (auction sites,
  DoubleClick’s new, e-bay style auction service)
• May be much lower
• Popular in s_______ buys

Hybrid Pricing
• Combining two or more methods
• Popular method ( %)
 Tactics of Buying and
   Selling Ad Space

 Study Competitive Pricing
 Be Open to Negotiation
 Flexibility is the Key
• Unduplicated audience = ___________
  expressed in number or % of total online

• Reported by week, month, quarter

• Tactics of building reach (in general):
   – Use _____ ________ categories; use _______ sites
     within a category (thru ___________); use ____
     sites in unique users (costly); and/or buy ________
     at search engines
 Average # of times the target is exposed to ad
 Issue: How much is optimal?
   Limit ad frequency to avoid burnout? Or the more the
    better? – see reading list
   How much is too much? -- depends on the goal
    (direct response vs. branding), and many other
   3 exposures in a purchasing cycle?
 Tactics of Building Frequency:
   Use ________ content categories; use _______ in
    each category
   Develop and rote _____________ within the same
     Ad Timing/Scheduling

 When is the best time to run ads?
    Any day of the week? Any time of the day? Seasonal
 Least developed, increasingly important area –
  how ad timing is related to the desired response
 Advertising will be most effective when delivered
  right before one is about to make a purchase
  decision or when he searches for the relevant
 Traditional tactics may apply (e.g., double-spots,
  roadblocks, etc.)
Ad Positions within a Site

 Keep the Message Close to Page Content
 (Place at the Top and/or Bottom of
 Place a Third Way Down Close to the
  Scroll Bar
      BPI Value Assessment
 Most useful for direct response marketers
 NetScore by comScore Network Inc. – see table in
  reading list
 BPI overall vs. BPI by Product Category (ROI or
  cost-efficiency indicator)
   100 = ________________________; <100 = above
    average; >100 = below average; the larger the BPI, the
    more ______ (___________) the buy
   Example: a site with overall BPI of 120 (site visitors are
    20% more likely than an average Internet user to
    purchase anything); a site with BPI of 120 for Travel (site
    visitors are 20% more likely than an average Internet
    user to travel)
     BPI Value Assessment

 Other Valuable Information (see the table in
 Journal Exercises)
   Unique User weighed by BPI:
      Indicates the relative ________________ to be
      generated by site; the larger this number, the larger
      the __________
     Qualitative Values

 content match/fit
 ad clutter (article in reading list)
 audience loyalty/site stickiness (article
  in reading list)
 ad inventory availability
 category exclusivity
      Qualitative Values

 any added value (special deals &
 image and reputation
 Read Zeff & Aronson book for others
 (reporting quality & frequency,
 performance guarantees, etc.)

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