Abstract
This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.
TopMedia Planning is the process of communicating an advertising message of a certain product or service with its prospective target audience. According to Jack Z. Sissors and Roger B. Baron (2010), this process includes many complicated strategic questions such as:
- •
Who is my target audience?
- •
What are their demographic and psychographic specifications?
- •
How many prospective target audiences do I need to communicate with?
- •
In which medium and vehicles should my advertising message appear?
- •
How many times should my prospects see my advertising message during the campaign period?
- •
When is the best time to communicate with my target audience?
- •
What is the most efficient campaign length?
- •
Where (in which markets) should my advertising be placed?
- •
How much budget do I need to allocate for each medium?
Key Terms in this Chapter
Conversion Rate: Conversion rate is the percentage of users who take a desired action. It could be signing up for an email newsletter, creating an account with a login and password, making a purchase, downloading applications, or something else entirely.
Digital Media Planning: Digital media planning defines and groups target audiences, models their on-line behavior and identifies the universe of digital media properties and placements in order to reach target audience effectively.
Media Planning: defines media planning as a process of determining when, where and how often an advertising message should be placed for realizing the objective of reaching the right audience at the right time with the right message and generating the desired response within the designated budget limits.
On-Line Media Planning: On-line media planning defines and groups target audiences, models their on-line behavior and identifies the universe of on-line media properties and placements in order to reach target audience effectively.
Incremental Reach: Incremental reach, which is the portion of audience reached only on digital platforms.
Engagement Rate: Engagement rate is defined as the percentage of people who interacted with the content over those who were exposed to the content in the news feed.
Display Advertising: Display advertising is a form of on-line advertising where an advertiser's message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.
On-Line GRPs: On-line Gross Rating Points (GRPs) is an effective way to measure the reach and frequency of an on-line media campaign.
Performance Marketing: Performance Marketing is a comprehensive term that refers to on-line marketing and advertising programs in which advertisers in the form of “retailers” or “merchants” and marketing companies in the form of “affiliates” or “publishers” are paid when a specific action is completed such as a sale, download, lead or click.
Social Media Marketing: Social Media Marketing seeks companionship with customers that have similar interests via social media avenues so as to develop a long lasting relationship and as a result, drive more revenues.