ID MEDIA1 Traffic & Campaign Response 101 March 14, 2014

ID MEDIA 1

Traffic & CampaignResponse 101

March 14, 2014

ID MEDIA 2

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?

ID MEDIA 3

Meet the Traffic Team

Amanda RichSenior Traffic Coordinator

Matt SinisgalliTraffic Coordinator

Joanna PrzemielewskaTraffic Manager

Daniel LopezTraffic Coordinator

ID MEDIA 4ID MEDIA 4

Traffic Overview


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


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


Traffic MatrixHiatus dates must

be listed in comments section.

Must also be entered in estimate

maintenance.


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


Traffic Survey

Production & Time job numbers and estimates must be listed in billing information. Must also be entered in Vantage


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


Phone Number Maintenance


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


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.


TRAFFIC TRIVIA

What is the preferred broadcast traffic scenario?

ANSWER: Full-Service


Distribution


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


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.


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.


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

http://www.youtube.com/watch?v=Ex8DY-W4qf4


High Definition High-lights

Center Cut Protected

Longer Lead Time

Higher Production Costs


TRAFFIC TRIVIA

What are the SD & HD image ratios?

ANSWER: SD 4:3 & HD 16:9


Monitoring


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


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.

http://bvs.tns-mi.com/


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


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.


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


Job Closing Process


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.


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.


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.


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.


DigitalTraffic


The Digital Media Plan

• Receive media plans from Digital teams in New York, Chicago, and eventually LA.


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


Digital Traffic Process


Q&A


Campaign Response Agenda

Foundational ConceptsTej Grewal, Business Analyst, Business Systems & Operations

Frequently Used TerminologyTej Grewal, Business Analyst, Business Systems & Operations

Q&A

All


Meet Your LeadsCAMPAIGN RESPONSE 101

Spenser CushingSenior Business Analyst

Tej GrewalBusiness Analyst


Foundational Concepts


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


The Campaign Response Data JourneyCAMPAIGN RESPONSE 101

IPGSFTP O/X


Response Matching Overview

CAMPAIGN RESPONSE 101

MEDIA BUY AIRINGS RESPONSES


Frequently Used Terminology


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


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)


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


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


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


Mediaocean O/X - TMK Profile



Mediaocean O/X - TMK Profile



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


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


Mediaocean O/X - TMK HotlistCAMPAIGN RESPONSE TERMINOLOGY


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


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


Mediaocean O/X – CALL COUNTERCAMPAIGN RESPONSE TERMINOLOGY

Auto-generated and emailed to 2 Media Strategy & 2 Media Investment Team Members


Q&A