id media1 traffic & campaign response 101 march 14, 2014
TRANSCRIPT
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ID MEDIA 1
Traffic & CampaignResponse 101
March 14, 2014
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AGENDA
1) Traffic Overview - Starts with a Matrix- Data Entry- Instructions
2) Traffic & Media Strategy Relationship
- Distribution Vendors- Ship List- High Definition
3) Traffic & Media Investment Relationship
- What is BVS?- What is Teletrax?- How is monitoring set-up?
4) Traffic & Digital Strategy - How do digital media ads appear on line?
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ID MEDIA 3
Meet the Traffic Team
Amanda RichSenior Traffic Coordinator
Matt SinisgalliTraffic Coordinator
Joanna PrzemielewskaTraffic Manager
Daniel LopezTraffic Coordinator
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Traffic Overview
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Broadcast Traffic ScenariosFull Service
• ID Media Broadcast Traffic requests VEIL codes from BVS or sends a monitoring request to Teletrax & sends traffic instructions.
• IDM Traffic Place orders with distribution vendors to send commercials to stations.
Monitoring and Instructions
• Traffic requests VEIL codes from BVS or sends a monitoring request to Teletrax
• IDM sends instructions, while the partner agency sends commercials to stations.
Monitoring Only
• Request VEIL codes from BVS or sends a monitoring request to Teletrax
• Partner agency sends commercials and traffic instructions to stations
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From ISCI to Ad-IDMONITORING
• ISCI• 8 characters – Prefix + 4. (e.g. IDMW1234)• Not guaranteed to be unique• Maintained by Agencies and Clients• Prefixes no longer offered
• Ad-ID (Industry Standard)• 12 characters – Prefix + 8 (e.g. IDMW12345678)• Guaranteed to be unique but has a cost• With HD, an “H” is added to the end of the AD-ID
(e.g. IDMW12345678H)• Maintained via the internet by Ad-ID, a division of the
AAAA
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Traffic MatrixHiatus dates must
be listed in comments section.
Must also be entered in estimate
maintenance.
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Traffic Matrix Highlights1. HD ISCI CODE: For HD ISCIs, don’t forget to put an “H” at the
end of the code. For HD stations, the matrix should list just the HD ISCI. SD stations will ship SD only if the station requires.
2. SINGLE vs. DUAL: Some HD stations require a SD backup in order to air the HD tape. Please make sure this column is updated per the master HD list provided by Traffic.
3. URL/Keyword: If campaign will be tracking URL/SMS , Media Strategy double-checks with Traffic & Business Strategy to ensure that length & characters matches exactly the same in Traffic Phone # Maintenance (Traffic Duty) & Telemarketing Cross Reference (Strategy Duty).
Example: URL on Creative/Matrix is www.trafficrules.com
URL Keyword in MBOX is “trafficrules” (Case Sensitive)Telemarketing Data Delivered as URL trafficrules
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Traffic Survey
Production & Time job numbers and estimates must be listed in billing information. Must also be entered in Vantage
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Traffic Survey HighlightsTraffic Survey on 2nd tab of workbook must be 100% complete.
Key info:• Purchase Order Monthly/Quarterly Estimates (BVS &
Dub Vendor must both be listed)• Dub Vendor Info: Contact Person and Creative
Delivery Address• Monitoring Vendor: BVS or Teletrax• Customization details – Tag, Slate, Close-Caption,
etc…• Special Instructions, such as:
Program RestrictionsLegal Disclaimers
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Phone Number Maintenance
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Traffic ConfirmationsDub Vendor Delivery Confirmations
Offline/Online TV & Radio: Traffic receives a DCR (Delivery Confirmation Report) from vendor with a date and time stamp as to when spots were delivered to stations
Station confirmations• Traffic emails and calls all stations and confirms receipt of
materials• Works with Media Investment team to make sure everything is
confirmed for a campaign start• Confirmation Faxes/Emails saved in G://Traffic
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Team Email
Team Emails include the following documents:A. TRAFFIC INSTRUCTIONS- WHAT IS FAXED TO STATIONSB. SHIPLIST- DISTRIBUTION ORDER TO DUB VENDORC. TRAFFIC MATRIX REPORT- SUMMARY OF ROTATION PATTERNS
Information included in Team E-mail: When instructions were sent out to stations; when spots were sent and when they are expected to be delivered; when confirmations will take place.
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TRAFFIC TRIVIA
What is the preferred broadcast traffic scenario?
ANSWER: Full-Service
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Distribution
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Distribution Vendors
Dub Vendors:• Extreme Reach• USA Studios• Comcast Ad Delivery• Syncro• Pelco HD• MediaVu (Network
Clearance)
Masters are to be sent by Creative Agency/Client directly to Dub Vendor – Not ID Media
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Delivery MethodsOnline TV
Station can receive TV spots as a digital file
directly into their server. No physical
tape is required.
Creatives can be delivered via standard delivery. Also, options
of 1 hour or 4 hour rush delivery for
additional charges.
Offline TV
Stations that are not online require a
physical tape. Will take 1-2 business days for delivery.
Physical Tape Formats for SD are DigiBeta and BetaSP. For HD,
tape format varies per station.
Online Radio
Radio stations can receive spots through
online delivery
Digital file through the vendor’s secure web sites or receive an MP3 emailed to the
production department.
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Down-Converting: HD SD
HD to SD Conversions
HD can be easily down-converted to SD with a 4:3 aspect ration (the traditional size of video). There are two main types of conversions to choose from:
Crop the image on the right and left side of the frame so that it fills your 4:3 frame. AKA Edge Crop (Movies are often done in a version of this called Pan & Scan.)
Center Cut
Letterbox Frame the image with black on the top and bottom of the frame so that the full width of the picture is visible.
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Up ConversionsUp-Converting: SD HD
SD to HD Conversions
SD can be up-converted to HD with a 16:9 aspect ration (the native aspect ratio for HD). There are a two types:
Picture FramedSD Letterbox image is centered to insure all image items and original aspect ratio is maintained. AKA Postage Stamp
Side Matted Frame the image with black on the left and right of the frame so that the full width and height of the picture is visible. AKA Pillar Box, Stretched Image
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High Definition High-lights
Center Cut Protected
Longer Lead Time
Higher Production Costs
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TRAFFIC TRIVIA
What are the SD & HD image ratios?
ANSWER: SD 4:3 & HD 16:9
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Monitoring
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How does ID Monitor?Monitoring
ISCIS/Rotations Validated
MRF Sent to Monitoring
Vendor
Spots Encoded at Dub Vendor
Detections Delivered in
Media Bank & Web Application
Troubleshoot
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BVS Monitoring Request
Monitoring
TVVEIL: 'Video Encoded Invisible Light.' • Track monitored television
broadcasted material by manipulating light pulses to create a unique pattern.
BVS Web Application:
http://bvs.tns-mi.com
• Shows monitored data in nearly real time
RADIO
•Fingerprint•Requires at least 12 seconds
of unique audio patterns•Data can also be viewed in
BVS Web Application•Cannot be filtered by market.
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BVS-Monitoring Request Form {MRF}Monitoring
Video
BVS provides VEIL codes to the Dub
Vendor for encoding
BVS reports each individual ISCI and
the Station(s) it aired on
Radio
Traffic Department sends de-slated
MP3 or CD to BVS
BVS sets up monitoring of the
audio spots
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Teletrax Monitoring RequestMonitoring
• Watermarking Technology, retrieved by satellite
• Teletrax Web Application- Report detections in nearly real time. http://data.teletrax.tv/
• Detect 622 stations by their pure HD feed and not by the Standard down-convert.
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Teletrax-Monitoring Request Form {MRF}Monitoring
Video Traffic sends CID# to the Dub Vendor for encoding and
MRF to Teletrax for entering data
Teletrax reports each individual ISCI and the Station(s)
it aired on
RadioWe do not use
Teletrax for monitoring radio
currently
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Job Closing Process
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Production Job NumberJob Closing Process
Production Job Number Must be provided by the Media Strategy team keep track of the production invoices.
Media Strategy Should NOT close out a production Job # and start the reconciliation process until they come to Traffic first.
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Job Closing Process
Requests/Job Closing Log
Planners or BAMs request job closing
status
J&J Team updates the J&J Job Closing Log
per month G:\J&J Reference Chart
Traffic Steps
Traffic checks to make sure ALL invoices received for that campaign for all
vendors
Checks against Purchase Order,
Invoice Log (Manual) and the Payment
History Report pulled from Vantage
Job # Status Updates
Traffic updates the Job Closing Log with a “Closed “Status once both Vendor
columns “Complete”
If invoice pending approval/dispute,
status updated in Job Closing Log and
Email.
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Key TermsJob Closing Process
Purchase Order: A document submitted to our vendors indicating the amount of dollars estimated to be spent on monitoring or production. It is a form of contract.
Job Closing Process: The process of Traffic checking to ensure that all invoices have been received and processed under the correct production job # assigned for that campaign. Must be completed prior to the Reconciliation Process.
Write-off: Is a charge that is billed to ID Media by the vendor and cannot be billed to the client. It will then becomes a write-off loss to ID Media.
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Job Closing RemindersJob Closing Process
1) Traffic needs most updated Production Job Number, and estimates input into Vantage.
2) Omaha cannot make job # changes on their end due to Auditing issues.
3) Job Closing Logs - smoother process for all departments and deadlines can be met.
4) Monitoring Invoices sent to Traffic approximately 15-20 days after broadcast month activity.
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DigitalTraffic
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The Digital Media Plan
• Receive media plans from Digital teams in New York, Chicago, and eventually LA.
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Digital Traffic Process
Planners Create Media Plan and
Upload into Spectra
Upload Creatives, including a Back-up Still Image File
Edit Banner Ads and Tracking Pixel
Creatives by Embedding a Link
Assign Ads to Placements
Traffic Banners and Tracking
Pixels to Vendors
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Digital Traffic Process
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Q&A
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Campaign Response Agenda
Foundational ConceptsTej Grewal, Business Analyst, Business Systems & Operations
Frequently Used TerminologyTej Grewal, Business Analyst, Business Systems & Operations
Q&A
All
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Meet Your LeadsCAMPAIGN RESPONSE 101
Spenser CushingSenior Business Analyst
Tej GrewalBusiness Analyst
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Foundational Concepts
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The Customer JourneyFORMULA FOR SUCCESS
AWARENESS INTENTION PURCHASE MENTION
MARIA, TOM & SAM WATCHES
TV
MARIA CALLS FOR INFO TOM
SENDS A TEXT
MESSAGE
SAM RESPONDS
ON THE WEB
MARIA CALLS TO PURCHASE
AND MENTIONS HER PURCHASE ON FACEBOOK
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The Campaign Response Data JourneyCAMPAIGN RESPONSE 101
IPGSFTP O/X
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Response Matching Overview
CAMPAIGN RESPONSE 101
MEDIA BUY AIRINGS RESPONSES
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Frequently Used Terminology
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Campaign Response QuestionnaireCAMPAIGN RESPONSE TERMINOLOGY
Contains baseline questions about the upcoming campaign response campaign such as:– Flight dates– Response mechanism (e.g., phone, url, sms)– Response type (e.g., call, lead, sale)– Media Strategy/Media Investments contacts
Completed by Media Strategy
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Campaign Response Data File
CAMPAIGN RESPONSE TERMINOLOGY
Contains raw response data such as:– Response date & time– Response mechanism (e.g., phone # dialed, url,
sms code)– Response type (e.g., call, lead, sale)– Responder’s zip code– Responder’s ani & exchange (212-907)
Created by client’s campaign response data provider (e.g., Call Center, Google Analytics, Shop Text or the client)
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Campaign Response Interface AgreementCAMPAIGN RESPONSE TERMINOLOGY
Documents the campaign response data exchange between the client’s campaign response data provider and ID Media/MPC such as:– Campaign response data file naming/layout– Method/frequency of transfer (e.g., SFTP)– Contact information
Created and maintained by Business Systems & Operations
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Mediaocean O/X - TMK Company MaintenanceCAMPAIGN RESPONSE TERMINOLOGY
Contains many campaign response data rules such as:– Response data file layout– Data supplier time zone– Responders’ market definition
Created and maintained by Business Systems & Operations
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Mediaocean O/X - TMK ProfileCAMPAIGN RESPONSE TERMINOLOGY
Contains the rules for matching airings to buys and campaign responses to airings
Created and maintained by Media Strategy, in partnership with Media Investment and Business Systems & Operations
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Mediaocean O/X - TMK Profile
CAMPAIGN RESPONSE TERMINOLOGY
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Mediaocean O/X - TMK Profile
CAMPAIGN RESPONSE TERMINOLOGY
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Mediaocean O/X - TMK Cross ReferenceCAMPAIGN RESPONSE TERMINOLOGY
Contains key attributes for each response mechanism using effective dates, such as:– Estimate– Market– Station– ISCI
Created and maintained by Media Strategy
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Mediaocean O/X - TMK HotlistCAMPAIGN RESPONSE TERMINOLOGY
Repository of campaign response data files
Includes various user enabled functions such as:– Reprocessing campaign response files – Confirming campaign response files
Verified by Media Strategy
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Mediaocean O/X - TMK HotlistCAMPAIGN RESPONSE TERMINOLOGY
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Mediaocean O/X - TMK Detail ReportCAMPAIGN RESPONSE TERMINOLOGY
Reporting tool to verify campaign response data, following attribution and/or sourcing
Created and maintained by Media Strategy and Media Investment, with consultative help from Business Systems & Operations
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Mediaocean O/X – Other Campaign Response ReportsCAMPAIGN RESPONSE TERMINOLOGY
TMK Exception Report– Lists data errors which are detected during the delivery of campaign
response files into the TMK Hotlist (e.g., bad or missing zip code)
Weighting Exception Report– Lists data errors which are detected during the matching process for
clients configured for weighting (e.g., ratings book not loaded)
BVS Exception Report– Lists data errors which are detected during the upload process of airing
files (e.g., estimate not found)
Auto-generated and emailed to 2 Media Strategy & 2 Media Investment Team Members
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Mediaocean O/X – CALL COUNTERCAMPAIGN RESPONSE TERMINOLOGY
Auto-generated and emailed to 2 Media Strategy & 2 Media Investment Team Members
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Q&A