E-advertising pdf

Digitization We have gotten to the point where the digitization of TV is a fait accompli. The fastest growing of all digital media types are digital out-of-home displays in gas stations, shopping malls, retail stores, and so on. Other media, in fact, all media will leverage all of their digital capabilities in the upcoming years. Digital advertising also brings with it new challenges when it comes to met- rics and measurement. Historically, media research has emphasized the front-end metrics of audience and audience effectiveness.

Back-end metrics have been left to market research attitude, usage, and awareness research and the world of direct response for sales purposes. The Web allows for more sophisticated options on the front end, although getting industry agreement on a standard way of measuring these options is still a challenge. Types of targeting abound.

Just a short time ago, targeting was primarily about demographics. Digitization is inherently about technology; media planners today must be tech- nologically astute. They must know how to deploy ad-serving tags, understand the value of rich media versus banners, and be able to advise creative groups on these issues. They must understand the technical considerations regarding banner spec- ification and be prepared to lead the team, including the creative group, account management, and clients, on their execution.

The media planner must also understand the back-end metrics that define return on investment ROI , because they represent the success or failure of a campaign in the eyes of the advertiser and the agency. Search Search is today the largest and fastest-growing part of the interactive marketplace, yet it is not necessarily controlled by the media planner or even the chief marketing officer CMO. For many companies, the website and search are the responsibility of the information technology IT department.

We expect this to change over time as advertisers recognize their importance to the overall marketing plan. Emerging media technologies abound. It is problematic to predict which will receive critical mass, but for some the future is clear. There is not much adver- tiser acceptance yet, but mobile has consumer critical mass and is sure to grow.

We are also sure to see video everywhere on smart phones, mobile, and out of home. Nevertheless, television is expected to remain the princi- pal place where video is watched, although the ways in which it is delivered to your living room or family room may change. Social media has become a fact of life for the advertiser.

The biggest aspect of social media turns out not to be as a major advertising medium, however. It is that consumers now feel they have permission to comment on everything from ad cam- paigns to products and services to corporate policy. As much as it is popular to talk about how media has changed or evolved, it is important to realize how much has remained the same—the basics and fundamen- tals of media planning still need to be practiced.

It has never been more important to understand who your target audience is and then to properly implement the plan to reach them. Digital media have learned from their traditional media forbearers the value of having commonly accepted, standard ways of defining and measuring advertising exposure. At first, the Web planners resisted standards; they wanted to talk about the improved metrics that the Web could provide.

Over time, the digital industry has come to realize that standards do not reduce the value of the new media. Instead, they bring comparability and order to the marketplace so that all are talking the same language and are on the same page. It not only represents a great learning opportunity, but also provides exposure to the leaders in the industry. What About a Career in Media Planning?

As mentioned earlier, this book is a great resource if you are contemplating a career in media. Starting a career as a media planner can prepare you for many different market- ing and advertising roles, including that of a media strategist, media researcher, or media director on either the agency or client side. Many go on to successful careers in advertising sales.

More than a few CMOs had their first job in media. Some benefits you gain with a career in media planning include the following: 1. An understanding of marketing and media data and analytics. The business world is driven by data today; data is the new creative in the media business. An understanding of marketing strategy. Even CEOs need this. Some great lessons on dealing with others. Everything is a learning experience, a negotiation experience, or both.

How to prepare an effective and persuasive written or oral presentation. After all, you have to sell your work every day. As a media planner and buyer, you will be responsible for ensuring that the sub- stantial amounts of money you are entrusted with are properly spent and accounted for. Beyond that, you will come to understand the value of honesty and fair dealing as you work with your client, your coworkers, and the media sales representatives.

Enjoy this book—it is a great resource. For those of us who have spent a career in media and love it, the book Jack Sissors started has been and always will be a primary reference because of its solid and in-depth information on everything you want to know about advertising media planning.

This new edition is expected to carry on that tradition. Thanks to Roger Baron for making this happen. David L. The creative team was presenting digital animatics of the new campaign from the flat-screen monitor on the wall.

The media director was glancing at the BlackBerry in his lap below the table, waiting for a response from ESPN about the base package for this client. The creative director had sold the campaign. I want to know what my competition is doing, who you are targeting, what media you are going to use and why, where it will run, and when it will run.

I want to know how many of the target audience will see the campaign and how often they will see it. It has the planner playing the dual roles of both salesperson and client—sometimes alternating between the two from one minute to the next.

Media: A Message Delivery System Media exist primarily to deliver message content—entertainment, information, and advertisements to a vast audience. Media should be thought of as both carriers and delivery systems. They carry advertisements and deliver them to individuals who buy or choose media first on the basis of the kind and quality of entertainment and information and second on the kinds of advertisements they deliver.

Advertisers find media to be convenient and relatively inexpensive delivery systems compared to direct mail or other channels that do not carry entertainment and information. This definition applies to online media as well as traditional mass media—the banner ads on websites and the sponsored links that accompany paid search key- words serve the same function as the commercials and printed advertising that accompany information and entertainment in traditional media.

It is important to recognize that consumers have specialized needs that media can meet, such as providing information about certain kinds of products and brands. Readers can browse a magazine or newspaper, stopping to look at any advertisement that seems interesting. When there is a clear need for information, 15 minutes spent with Google, Bing, Wikipedia, and the other search engines will give a person top-line knowledge about any topic on earth. Advertisers who want to reach both a mass and a specialized audience find it is more expensive to buy media that reach the specialized audience.

However, no mat- ter which kind of audience advertisers want to reach, it is imperative that someone plans the purchase of media as far ahead of publishing or broadcast dates as pos- sible. Advertisers cannot afford to buy media impulsively or capriciously.

Therefore, the planning function is a major operation in advertising and media agencies and at client companies. There is too much money involved to not plan ahead of time, and this book concentrates on the planning function. Two words are sometimes used as if they mean the same thing: medium the plural is media and vehicle.

They are not exactly the same. In other words, it refers to a group of carriers that have similar char- acteristics. A vehicle is an individual carrier within a medium.

For example, the website CNN. Martha Stewart Living and People are vehicles within the magazine medium. In which markets and regions? When all the questions have been asked and the decisions made, the recommenda- tions and rationales are organized into a presentation usually PowerPoint and a written document called a media plan.

The plan, when approved by the advertiser, becomes a blueprint for the selection and use of media. Once the advertiser has approved the plan, it also serves as a guide for actually purchasing the media.

The real question of course is: Does online advertising work? Unfortunately, it's impossible to give a simple answer to this apparently straightforward question. For starters, this is not a single question, but at least three different ones.

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