media strategy and execution as part of the 2012 communications plan
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Media Strategy and Execution as Part of the 2012 Communications Plan. Today’s discussion will cover -. Determining the value of “added value” Online Advertising Planning Phase Execution Phase Examples of Ad Units. - PowerPoint PPT PresentationTRANSCRIPT
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Media Strategy and Executionas Part of the
2012 Communications Plan
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Today’s discussion will cover -
• Determining the value of “added value”• Online Advertising– Planning Phase– Execution Phase– Examples of Ad Units
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews
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On-Air Interviews
Interview with Administrator David Strickland
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews• Billboards
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Billboards
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews• Billboards• Custom Creative
![Page 8: Media Strategy and Execution as Part of the 2012 Communications Plan](https://reader035.vdocuments.us/reader035/viewer/2022070406/5681420e550346895dae0e28/html5/thumbnails/8.jpg)
Custom CreativeBreak Impaired Driving Homepage Takeover
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews• Billboards• Custom Creative• Signage
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Signage
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews• Billboards• Custom Creative• Signage• Integration
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IntegrationThe Daily Show Bumper
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How to Determine the Value of “Added Value”
First, determine what you will consider to be added value
Is it – • Additional spots/Announcements• On-air interviews• Billboards• Custom Creative• Signage• Integration• Talent
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Talent
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How to Determine the Value of “Added Value”Added Value is just that. It adds value.
• Where do you need the help• If your plan has achieved heavy frequency in terms of
spots, added spots may not be what you really need• Interviews and earned media can carry more weight
than paid media• Billboards can build an attachment to the sponsor
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How to Determine the Value of “Added Value”Added Value is just that. It adds value.
• Let Online Publishers suggest and build a custom unit• Signage is good. For free is even better. Added value
comes from the exposure of signage to the larger television audience.
• Integrate the message in ways to have it resonate with the target audience. A morning rock format DJ talks about your message in his or her own way.
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Online Media Planning & Buying
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Planning Phase
• Discovery– Campaign Objectives– Metrics (Measurement of Success)– Targeting• Geo-Targeting, Behavioral, First Impression
– Use of landing pages or other destinations
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Planning Phase
• Strategy– Drive CTR (Click-Thru Rate)– CPM Based (Cost per Thousand)– CPE Based (Cost per Engagement)– CPA Based (Cost per Action)– Networks– Portals– Publisher Direct
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Planning Phase
• Negotiation– Know where it is you want to be in terms of cost– A competitive cost without giving up quality
placement/units– Reduce or waive rich media up-charges
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Execution Phase
• Secure the placement after receiving client approval• Deliver ad specs for various units• Tracking– Track performance by metrics established in planning
phase– For Example, which units delivered highest CTR
• Optimization– Optimize the plan based on planning metrics
• Reporting & Analysis– Post-buy Analysis
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Online Advertising UnitsUniversal & Standard Ad Packages
Must submit ad a minimum of 3 business days prior to the beginning of your campaign
All sizes can be found on the Interactive Advertising Bureau’s website: http://www.iab.net/displayguidelines
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Online Advertising UnitsIn-Banner Video Units & Expandable/Retractable
Must submit ad a minimum of 6 business days prior to the beginning of your campaign
All sizes can be found on the Interactive Advertising Bureau’s website: http://www.iab.net/displayguidelines
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Online Advertising Units
• Pre-Roll• Mid-Roll• Post-Roll• Overlays
Video
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NHTSA Examples300x250
• Outlined in Yellow is a 300x250 ad Unit. One of the most common ad units.• This is normally found “Above the Fold”. • Above the Fold refers to content and ad units seen when a web page
initially loads
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NHTSA Examples 728x90
• Outlined in Yellow is a 728x90 ad Unit. One of the most common ad units.• This is normally found “Above the Fold”. • Above the Fold refers to content and ad units seen when a web page
initially loads
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NHTSA Examples Skin
• What you see here is referred to as a page Skinning. As a brand you own the rails/gutters and header of the page
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NHTSA Examples Takeover
• The Finished Product. In this case a Takeover where NHTSA owned all ad space on the page.
• This included the page Skin, 728x90 and 300x250.