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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: • • • • 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: – – – – – – 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<mpl=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?
