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Site Selection Process – The “What, Why, & How” of Media Planning. Who, What, Why, How. Research “ The proof is in the numbers!”. Comscore Media Audit Site Reported Numbers. Where does Local fit vs. National-Geo?. Source: ComScore MediaMetrix – February 2008. Local Audience Trends. - PowerPoint PPT Presentation
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1 | Copyright © 2005. All Rights Reserved. Centro, LLC
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2 | Copyright © 2005. All Rights Reserved. Centro, LLC
CONFIDENTIAL
Site Selection Process –
The “What, Why, & How” of Media Planning
3 | Copyright © 2005. All Rights Reserved. Centro, LLC
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Who, What, Why, How
1. Research
“The proof is in the numbers!”
Comscore
Media Audit
Site Reported Numbers
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Where does Local fit vs. National-Geo?
Source: ComScore MediaMetrix – February 2008
Media Property Unique Users Reach
Yahoo! Sites 136,767,149 73.9
Google 135,969,691 73.5
MSN-Microsoft Sites 118,355,002 64.0
AOL-Time Warner Network 108,911,149 58.9
Local Publishers 90,962,629 49.2
Fox Interactive Media 83,637,532 45.2
eBay 77,864,464 42.1
Wikipedia Sites 55,906,125 30.2
Amazon Sites 55,172,328 29.8
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“Web users now spend half their time visiting content, far outpacing time spent
with search, communications and commerce.”
– Online Publishers Association Study (2007)
Source: Online Publishers Association, 2007
Local Audience Trends
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“Content” versus “Technologies/Applications/Mail”
True Content
Technologies/Apps/Mail
MediaMetrix 2008 comScore Network, February 2008
Why the Local Audience Matters Nationally
(Quality Reach & Environment)
Feb ’06 comScore
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Selection ProcessValue Portal Network Vertical Local
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Difficult
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
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Selection ProcessValue Portal Network Vertical Local
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Difficult
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
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Selection ProcessValue Portal Network Vertical Local Sites
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Easy
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
9
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Sample Local Market Pull: Champaign- Urbana
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Sample Local Market Pull: Peoria
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Who, What, Why, How
2. Site Design Standard IAB Ad Sizes
www.iab.net
Clean Homepage
Deep Content
Special Sections
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Entire Homepage
Easy Navigation
Includes Standard IAB Sizes ABF & BTFTop Highlighted sections
are included on HP
Video is prominent on HP
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Homepage – Above the Fold
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In story pages – Standard IAB units
728x90
300x250
160x600 or 120x600
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Who, What, Why, How
3. Ease of Use Third Party Tags
Turnaround Times
“Innovative-ness”
Video Capabilities
Rich Media
Examples:http://www.centro.net/tearsheet/FifthThird%20Bank/index.html
http://centro.net/tearsheet/nacho/index.html
http://www.centro.net/tearsheet/glenlivet/index.html
http://www.centro.net/tearsheet/wi_lottery/index.html
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Who, What, Why, How
4. Technical Aptitude Targeting Capabilities:
Section
Day parting
Geographic
Registration
Inventory Forecasting
Delivery!
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Who, What, Why, How
5. Pricing CPMs vs. Flat Rates
Understand the competition- who’s vying for the local budget?
National sites?
Portals?
Being competitive within your own marketplace
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Media Type CPMBusiness J ournal $24.11
Magazine $11.49
Campus $10.60
Alternative $8.83
Newspaper $7.93
Television $7.60
Internet Only $7.02
Specialty $6.00Radio $4.05
Grand Total $7.90
2006
Industry CPMPolitical $10.97Housing $9.07Auto $8.99Travel $8.24Food/ Beverage $8.23Misc $7.95TelCo $7.48Energy $7.48CPG $6.76
Education $6.32
Retail $5.99Tech $5.34Finance $5.18Media $4.68Employment $4.58Entertainment $4.50Insurance $3.66
Grand Total $6.79
2006 Size CPM Sliding Billboard $25.14Intro/ Interstitial $23.87Corner Peel $19.93Video $16.10Floating Ad $14.03250x250 $13.39336x280 $10.12336x800 $9.90300x250 $8.24
120x600 $7.29
160x600 $6.72728x90 $6.72Multiple $6.23120x240 $6.11Other $5.93125x125 $5.06468x60 $4.51
120x90 $2.52
120x60 $1.63Text $0.19
Grand Total $7.04
2006
2006 Local SiteCPM Averages:
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2007 Local Site CPM Averages:
Media Type CPM
Business J ournal $34.38
Specialty $11.92
Alternative $11.68
Magazine $11.31
Campus $9.78
Newspaper $9.09
Television $8.61
Radio $8.46
Grand Total $9.06
2007
Industry CPM
Beverage $11.90
Entertainment $10.60
Technology $10.56
Food $10.19
Automotive $9.89
Travel $9.47
Retail $9.40
Insurance $9.26
CPG $9.07
All $9.04
Alcohol $9.00
Financial $8.85
Real Estate $8.83
Education $8.81
Pharmaceutical $8.70
Telecom $8.58
(blank) $0.00
Grand Total $9.08
2007
Size CPM
Logo $1,338.95
Re-skin $1,000.00
Floating Ad $26.58
E-Mail Blast $25.23
Sliding Billboard $24.35
Video $19.31
Corner Peel $18.20
Intro/ Interstitial $15.68
Multiple $11.44
300x250 $10.25
250x250 $9.53
120x600 $9.39
160x600 $8.90
728x90 $8.81
336x280 $8.66
468x60 $8.30
125x125 $4.01
120x240 $3.94
120x60 $3.63
Other $3.16
120x90 $2.56
Grand Total $9.13
2007
**30% Average Increase over ’06 Rates
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2008 Local Site CPM Averages:
Media Type CPM
Business Journal $20.73
Alternative $12.97
Magazine $12.18
Specialty $10.92
Campus $9.91
Newspaper $9.59
Television $8.71
Radio $7.76
Grand Total $9.46
2008
Industry CPM
Travel $14.61
Technology $12.91
Entertainment $12.15
Financial $11.98
Alcohol $10.98
Education $10.96
Telecom $10.67
Automotive $10.27
Retail $9.85
All $8.99
Grand Total $9.51
2008
Size CPM
120x240 $28.86
336x280 $24.56
Floating Ad $23.92
Sliding Billboard $21.31
Video $21.17
Corner Peel $17.18
Multiple $13.96
300x250 $10.80
N/A $10.50
160x600 $9.41
728x90 $9.38
120x90 $9.14
120x600 $8.40
250x250 $8.00
Grand Total $9.51
2008
**4% Average Increase over ’07 Rates
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Who, What, Why, How
6. Relationships!
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Thank you.