paid.docx

Media PLANNING is the process of selecting the optimal combination of media outlets for advertising a particular marketing message. It involves researching, identifying, analyzing, comparing, planning, and working around a brand’s budget. Media Buying is the complementary, secondary process by which...

Media PLANNING is the process of selecting the optimal combination of media outlets for advertising a particular marketing message. It involves researching, identifying, analyzing, comparing, planning, and working around a brand’s budget. Media Buying is the complementary, secondary process by which an individual or agency takes the insights gleaned from the media planner and begins to find and negotiate buying ad space across the intended media channels. Media Plan is the entire, collective result of both of the above including a final evaluation of the campaign’s effectiveness. Media optimization includes tracking performance and refining your campaigns over time. inventory – a term that is used often interchangeably with ad placements. It can also describe the amount of ad space a publisher has to sell, or a media buyer chooses to buy. It applies to ads in traditional and digital advertising. Media Mix – the entire combination of media channels an individual or agency uses to achieve their specific marketing objectives. If you use social media, radio, and TV to promote your marketing campaign, that’s your media mix. If you’re using direct mail, SEM, and online videos, that’s still your media mix. Scheduling – the specifications a media planner and buyer puts around a marketing campaign that indicate what time and day certain ads will be served across their various media. Typically depends on target audience. Hypothetically speaking, while 5am on Tuesdays may be a good time to feed Facebook ads to outdoor enthusiasts, Fridays at midnight on YouTube might be better for reaching music lovers. Targeting – the act of identifying the ideal audience that should receive a marketing message. Part of the internal and external market research portion of media planning. Target Market (or Audience) – the final audience that has been chosen. These can be broad or specific. A specific example would be if Bertolli Pasta was launching a new line of frozen, microwavable, single-serving pastas and they chose to market to young professionals between the ages of 25 and 35 working 60+ hour weeks and renting single bedroom apartments. Manual Bidding – this is the act of manually changing the bid on a particular set of ads based on factors such as keyword performance, engagement, cost, etc. *This is the opposite of automation or programmatic buying. Automatic Bidding (or Programmatic Media Buying) – the automated process of digitally buying and selling ad space and optimizing ad performance. It is based on algorithms with digital technology replacing manual negotiations. When done in real-time, this is called RTB or real-time bidding. Real-Time Bidding (RTB) – allows media vendors to sell ad impressions (views) through an ad exchange platform where each impression is sold as it becomes available, in real time. Advertisers can automatically adjust their bid based on changing market conditions. Guaranteed Inventory (or Direct Buys) – this strategy allows a media planner and buyer to secure bulk inventory (or ad placements) at a fixed CPM. There are situations when this method makes most sense, like when a business wants the security of knowing that a certain number of eyes will be on their ad and they have the budget to support the higher cost of that guarantee. It’s a “bird in the hand is worth two in the bush” type mindset. -Guaranteed Inventory – sometimes referred to as real-time bidding, this is an auction, of sorts, where advertisers bid against each other’s rates in an attempt to secure better ad placement. But, as the name suggests, there is no guarantee that an ad will place at a certain dollar amount. Furthermore, guaranteed inventory typically has top priority. This method is ideal for advertisers with smaller budgets or those who can commit to monitoring ad placement and performance continually in real-time. Cost Per Thousand (CPM) – this means the cost of an ad per 1,000 people who see it. So, if ad space is selling at $3 CPM you can expect to be paying $3 for every 1,000 people who come in contact with your ad. Understandably, lower CPM is more desirable but if a desired media channel is especially competitive, CPM will likely be higher. Request For Proposal (or RFP) – a document submitted by an agency (in our case a media planner) often via a bidding process; intended to express interest to a supplier (or media vendor) in buying particular ad. Traditionally paid media was outbound marketing: Inbound marketing: Inbound marketing centres on creating and distributing content that draws people to our brand (Enterprise → Clients) Outbound marketing: Outbound marketing involves proactively reaching out to consumers to get them interested in a product. (Clients → enterprise). There are cases in which paid media can be used as inbound marketing Examples of paid media: social media ads, retargeting ads and promoted pins When do we use paid media? New audience you want to reach New market When you are a new brand When you have a lot of competitors New campaigns Integrated marketing system: Paid Media : paid media includes content that you pay to promote → complete control over the message and the target. Shared Media: organic ambassador which are sharing content without paying → increase brand awareness Owned Media: Social media of the brand → complete control over the message and the target. Earned Media: anything created by users, customers,and fans who promote your brand by word-of-mouth → more trusted and authentic. Internet listening to you? Retargeting ads Advertising (paid media) can fly in the flywheel of the customer experience: ads are content Media plan —> The goal of the media plan is to find that combination of media that allows the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost (considering resources and budget). A media plan is the blueprint for our campaign efforts. When creating a campaigns you need to : Media planning: Media planning is the process of determining how, when, and where your ads are shown to a targeted Media buying : The process of purchasing your paid media placements. Takes the insights from the media planner and negotiate buying ad space across the intended media channels The paid media plan sets the vision and goals for your business, and media buying executes on the strategies in a way that maximises the Budget for the campaign We can buy: bidding, manual, by telephone Optimization: The goal of media optimization is to refine targeting, decrease spend, and increase the return on investment. The components of a media plan: Intelligence analysis Target market coverage The media mix Budget considerations Geographic coverage Scheduling/Phasing Media goals : Reach vs Frequency or and Frequency Creative aspects and mood Measurement Flexibility Geographic coverage: Media strategy is based upon market coverage → It is important to consider cause Reach vs frequency Reach: The estimated number of potential consumers who could see our specific campaign or advertising medium. You measure reach by impressions. Ration between impression and time Frequency: how many times each unique user views an ad within a predefined time frame. Media Channel across the marketing funnel Main goals depending on the stage of the funnel Main channels across the funnel, role of each media channel Channel selection: reason why / rationale Main KPIs across the funnel per objective Targeting and retargeting Session 5: CHANNEL ROLES ALONG THE FUNNEL What is a Media Channel? A media channel is a medium between a brand and its target audience. It helps communicate advertising & content to your customers and or prospects effectively via the most suitable channel FOR SEVERAL OBJECTIVES. Media has multiple roles on customer journeys. Upper Funnel: Prospect, reach Inspire Middle Funnel: Engage, attract Help, compare Lower Funnel: Convert Loyalty AWARE/DISCOVER: The perspective of the user: make the brand known by a greater volume of people Objective: coverage and reach, reaching high volumes Communication channels: mass media TV, radio, digital Goals: Introduce, Remind, Explore/Seek more info, Desire KPIs: Awareness, Unaided Awareness, Top of Mind, Differentiation Key Consideration Channels: Display, Video Advertising, Native Advertising, Audio/Online Radio, Social Media Contextual Ads Video Online: Connected TV, Preroll, Youtube / KPIS: Views, Reach, Frequency, VTR Display: Skin, Display Scroller, Full Image Video / KPIS: Views, Reach, Frequency Contextual Ads: Right moment, media integration in editorial CONSIDER/PREFER: The perspective of the user: beginning to consider for next purchase Objective: from knowledge to conviction, emotion and co-participation Communication channels: testimonial, influencer, social media, video strategy Goals: Trigger desire, persuade, convey KPIs: Consideration, FIrst Choice Consideration, Brand Love/Favorability Traffic Key Consideration Channels: Paid Social, SEO/SEM, Influencers, Branded Content, Blogging, Retail, Display/Native Editorial, E-commerce Ads CONVERSION/PURCHASE: The perspective of the user: leave your data, or complete a purchase Objective: make the choice easy and immediate (lead and/or purchase) Communication channels: email marketing, programmatic advertising, marketing performance, digital geo proximity market Goals: Try, Use, Inscribe KPIs: Purchase, Download, Leads Key Consideration Channels: Paid Search + SEO, Affiliate Marketing, Email Marketing, Paid Social, Display Programmatic, Digital Resellers A Media with a Call to Action (CTA) Message It is here that the messages become rather direct and the public is invited to act. To buy. To choose. And not just interact. RECOMMEND/LOYALTY: Recognise, Reward, Give Advantages, Be close to the client Whatsapp, CRM/Emailing Clients, Paid Social Clients, Programmatic Clients, Blog/Content Creation, Website Personalization SEO (Search engine optimization): It is the methodology or best practices by which we can increase the quantity and quality of organic traffic that reaches your website from search engines Key Levers: Content (receive searches related to your product/ service) Architecture (provide optimised experience) Technical SEO (update the code that is not directly seen by the user that influences ranking) SEM (Search engine marketing): It is the methodology or practice by which the visibility of a brand is improved through paid marketing actions on search engines Key levers: Ad Rank = Max CPC x Quality score (expected CTR, Ad relevance, Landing page → all ranked 1-10) Main metrics Ad Rank = Max CPC x Quality score (expected CTR, Ad relevance, Landing page → all ranked 1-10) Audiences Affinity segments: Reach users based on what they're passionate about and their habits and interests. Custom segments: Custom segments help you reach your ideal audience by entering relevant keywords,URLS and apps. Detailed demographics: Reach users based on long-term life facts. Life events: Reach users when they're in the midst of important life milestones. In-market: Reach users based on their recent purchase intent. Your data segments: Reach users that have interacted with your business. Website and app visitors: Reach people who have visited either your website or your apps. Customer Match: Reach your existing customers based on your CRM data. Similar segments: Reach new users with similar interests to your website visitors or existing customers Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics, on networks of publisher websites, such as the Google Display Network, and are placed on relevant third-party websites. Online Display ADV refers to certain areas of a website or blog that are reserved and sold to advertisers for them to promote a particular product or service Display advertising uses a push approach where users are targeted purposefully for those ads. AD network: connects advertisers to publishers. Advertisers define their target audiences and then it pushes banner ads to appear on publisher properties – websites, applications and videos. Google Display Network: Google Ad network Google AD Sense: allows publishers to place ads on their websites and other "real estate" in exchange for a "commission." These publishers make up a portion of the Google Display Network that advertisers can leverage through Google Ads. Google Ads: Google advertising Platform for Search and Display Display advertising generally falls into two camps: it is either branding or performance focused. Brand focused display advertising centers around: brand awareness, product education, product trial, brand favorability, brand engagement and brand consideration. Performance focused display advertising consists of: digital sales, lead generation, website visits, customer calls, footfall and downloads. A good display strategy looks at the entire customer and media picture – evaluating what other channels are live, when they are being seen, who the core consumer is, the brand’s relationship with that consumer and so on. Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs Click - through rate (CTR): The total number of people who click on the ad after seeing it. Cost-per-click (CPC): Total cost divided by the number of users clicking on the ad. Cost-per-mile (CPM): Cost per thousand impressions. Cost-per-acquisition/action (CPA): The overall campaign spend divided by the total number of conversions. It allows an advertiser to pay for a specified action from a prospective customer. Return on investment (ROI): The difference between the total revenue generated from your campaigns and total cost of running it in order to calculate the net profit. Post view conversion: When a user doesn’t click on a display ad but is influenced by it and returns to a site and then proceeds to convert. Post click conversion: When a user clicks on a display ad and proceeds to convert on a site. What Are The Benefits Of Display Advertising? Speed: Display advertising is generally quicker to deploy, adapt and pause than any other media. Targeting: Hyper-targeted to relevant users based on real time data. Coverage: Reach the majority of the global market on multiple devices via the network chosen. Formatting: Dynamic delivery of content within ads – video, rich and standard formats. Data Measurability: In-depth data allows for improved performance over time. Cost: Low-cost means for advertisers to engage with large audiences and established communities What is a HTML5 banner ad? Put simply, a HTML5 banner is an ad that uses the same coding language used to design and control webpages. HTML5 banners are therefore coded, updatable and interactive – unlike static banners. For example, within a HTML5 banner ad, text, images, video, and JavaScript are easily editable, much in the same way as any webpage. Thus basic HTML5 banner ads can be coded to automatically optimize to look perfect for every device and website. The concept of AB or Multivariate Test Creating an ideal banner from the get - go, that will perform perfectly, is pretty much an impossible task. There’s no such thing as improving without adapting. Progress comes with change, and we all know what that means A/B testing. Experiment with all the elements of your online banners and see which one works best. Play with the headline, CTA, the colours, the copy and even the size of your banner. Targeting Criterias: Detailed Demographics: Reach users based on long-term life facts. Keyword Targeting: The ad will be placed alongside content on websites that contain any target keywords defined. Placement Targeting: This allows you to choose which website(s) your display ads appear on. For example, if you’re targeting a fashion audience, you can have your ads display on specific websites such as Vogue or Elle (Whitelisting) Topic Targeting: Allows to target a group of websites that fit within a certain topic. Interest Targeting: Serve display ads based on what users are entering into the search engine. Audience Targeting: Allows you to target users who have already visited your website (remarketing). Google use the following categories: Affinity: Reach users based on what they're passionate about and their habits and interests. In-Market: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent. Custom Intent audiences: Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences. Similar Audiences: finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics. You can advertise the following types of display ads with Google Ads: Text ads Image ads Animated ads: Animated ads are similar to gifs. The animation ads must stop after 30 seconds. The ads can loop or repeat, but the animation needs to stop at the 30-second mark. Rich media ads Video ads: The Google AdWords interface lets you run video ads on Youtube and the Display Network. Your potential customers can see your video ad content before, during or after their video content. Mobile ads: With Google Ads, you can exclusively target mobile users. As more users spend time on their mobile devices, targeting mobile users is a must. Gmail sponsored ads: Gmail sponsored promotions (GPS) only show up in personal Gmail boxes. These small ads look like emails. The ad can accommodate 25 character text headline and 100 characters of body text SESSION 12: Programmatic Programmatic definition, pros and cons Cookie concept SSP, DSP, ad-exchange, ad-servers and DMP definition Ad Verification Definition: Programmatic advertising is a process that automates the buying and selling of digital advertising inventory across various platforms, including websites, mobile apps, video, and social media. It utilises sophisticated algorithms and technology to match advertisers with relevant audiences and display ads on appropriate placements in real-time. Key characteristics of programmatic advertising Automation: Programmatic advertising eliminates manual processes, streamlining the ad buying and selling process. Targeting: Advertisers can target specific audiences based on demographics, interests, behaviours, and other factors. Data-driven targeting ensures ads reach the right audience at the right time. Transparency: Programmatic advertising provides detailed reports and data insights for both advertisers and publishers. Real-time optimization: Through bidding, we can adjust our strategies to achieve the objectives that best suit our strategies and businesses, giving us the possibility of real-time optimization. Scalability + Creatives: Programmatic provides an access to target audience among a vast volume of available inventory through multiple creative formats, with the ability to negotiate agreements with a large list of publisher/media groups. Usually outsourced to a marketing agency Ad server: a software platform that manages the delivery and tracking of online advertising. They are used by both publishers and advertisers to manage their digital advertising campaigns. Advertisers use ad servers to control the placement and timing of their ads. Publishers use ad servers to deliver ads to their websites and mobile apps. Trading desk (ATD): is a specialised team within an advertising agency that manages and optimises programmatic advertising campaigns. ATDs use a combination of technology and expertise to help advertisers buy and place ads across a wide range of digital channels. (again not in house) Demand Side Platform (DSP): a software platform used by advertisers and agencies to manage and automate the buying of advertising space across various digital channels. Think of it as the buyer’s side of the equation in programmatic advertising. Central access to publishers, networks; targeting control; brand protection (white list), bidding and budgeting. Supply Side Platform (SSP): a software platform used by publishers to sell advertising. It is a platform that brings together a large number of digital publishers who make their advertising space available. Automatic optimization, buyer connection (DSPs etc), integrated data and segmentation into its inventory, price control, block advertisers etc. They can be both at the same time (ex: amazon). Ad exchange: where the buying is happening. Done in milliseconds. A marketplace where publishers can sell their ad inventory to advertisers. Ad exchanges connect publishers and advertisers in real time, allowing them to auction off ad impressions in a competitive environment. Data Management Platform (DMP): it gathers data from various sources and makes the organised data available to both DSPs and SSPs. Ad Verification Tools: tools that measure the quality of media inventory. Traffic Verification: identify and filter out fraudulent traffic, like bots and click farms, that generate fake impressions or clicks. Viewability Measurement: assess whether the ad was actually seen by a human user in a viewable area of the page. Placement Verification: confirmation if the ad is shown on the websites and in the locations which the advertiser specified, preventing unauthorised placements. Brand Safety Screening: analysis of the content of the website where the ad appears, ensuring it aligns with brand and is not associated with harmful or inappropriate content. Fraud Detection: identify and flag suspicious activities like malware insertion, domain spoofing, and ad injection. Viewability is defined as the minimum amount of time and space that an ad must occupy on the screen to be considered viewable. Why is Viewability important? To ensure that ads are reaching the target audience and not wasted on non-viewable impressions. To evaluate the quality and performance of your ad inventory, publishers, and placements. To improve ad creative and design to make it more engaging and relevant for the users. To align campaign objectives and budgets with viewability goals and expectations. Obstacles of Viewability It is not a standardised or consistent metric across different tools and platforms. It does not necessarily reflect the impact or effectiveness of the ads, as it does not measure other factors such as attention, engagement, recall, or conversion. It can be affected by various external factors, such as user behaviour, device type, browser settings, or ad fraud. It can be costly and complex to measure and optimise, as it may require additional resources, tools, and expertise. Prospecting Audiences - Awareness: Demographic and Life Events Audience: Combine elements of both geographic and psychographic segmentation, like income, age, gender, family size, parental status (single, married, etc). Life Events Audience is based on important life milestones, like graduating from college, moving homes, or getting married. By understanding when these moments are taking place, you can tailor your advertising to reach the right users with the right messages. Ex. Targeting young professionals living in urban areas with ads for eco-friendly clothing brands. Prospecting Audiences - Consideration: Contextual Targeting: Contextual targeting audiences allow placing ads on websites and apps that are relevant to the specific content users are engaging with, rather than solely relying on their broader demographics or interests. Focus on content: Ads are displayed based on the themes, keywords, and overall context of the webpage or app, ensuring greater relevance to the user's current interest. Ex. Promote travel deals on travel blogs, advertise workout equipment near fitness articles etc. Prospecting Audiences - Consideration: Affinity and Custom Affinity: Defined groups of people categorized based on their specific interests as they browse pages across the web. Users who have an interest or affinity for a specific service or product. "Auto enthusiasts," "Luxury travelers," "Tech early adopters," and "Pet owners.“ Users who have an interest or affinity for a specific service or product. Prospecting Audiences - Consideration/Conversion: Similar Audiences: Reach people who share the interest profiles of existing customers. Similar/Lookalike Audiences combines 1P Audiences data, Google Rich Audiences data and the Similarity Modeling algorithm to create a custom audience of users who are likely to engage, click and convert with your ads. Ex. Targeting similar users who are similar to our frequent flyers to South America. Prospecting Audiences - Conversion: In-Market Audience: Audiences based on users' purchase intent. Segments of potential customers actively researching or considering purchasing specific products or services. Search queries related to those products or services (buy a wedding dress) Websites and apps they visit (e.g., product comparison sites, review platforms). Content they engage with (e.g., articles about buying guides, tutorials). Purchase history (if available). Out-Stream Video Ads : The main characteristic of this ad format is that it shows up in a non-video environment. Outstream videos are video advertisements that will appear within the content of a webpage. These ads might pop up in an app or automatically play in a blogpost when the user scrolls over them. These video ads will play automatically for as long as the user has the video player in frame. If the user continues scrolling, the ad will automatically pause One of the key reasons why social media marketing has grown so much in popularity in recent years is because it was “free”. So, one of the biggest benefits of social ads is that they weren’t “spray and pray” but you had CERTAINTY. No longer free. Organic search is declining. Organic ads → no guarantee of impressions (changing algorithms or restricted reach) Paid ads → guaranteed impressions What to do: Quality>Quantity: decrease frequency and focus on quality and relevance Sponsorship of content: need for a constant allocation of budget for the promotion of content Combine Paid Campaigns with organic activity - HYBRID Social Media Strategy: Winning Strategy: Organically target customers through content and community-building while supplementing Social Media advertising strategy with paid campaigns Use organic activity to build relationships and familiarity with the brand, employee advocacy, customer service, customer connection Use paid activity to ensure and expand reach and encourage conversions Sponsoring content doesn't necessarily make it successful. Quality and relevance remain fundamental How does paid differ from organic? A good sponsored posts looks exactly like an organic post with a subtle “Sponsored” label Paid posts should tick the following boxes: Centered around a specific product, service, promotion Include some sort of call-to-action (“try our demo”, “shop now”) Lead to a (social media) landing page tied to the aforementioned promotion Basic rules of social media marketing: Social Media Marketing is a fundamental and accessible channel for companies of all sizes , but Social ads require planning and we need to consider the following STEPS to be efficient: Define goals and build a strategy Each social network has its own rules and audiences Understand how ad targeting and bidding work Measure results and learn to better perform Facebook Advertising Strategy: Facebook is king. Recent algorithm changes have basically forced businesses to invest in paid campaigns or abandon ship. Facebook is still the preferred place for 97% of marketers to run paid ads for a reason: The biggest benefit of Facebook ads is the ad targeting function that lets you pinpoint specific people who are most likely to buy. Facebook ads help you achieve one of three broad types of campaign objectives: Awareness: Build brand awareness or increase reach. Consideration: Send traffic to your website, increase engagement, encourage app installs or video views,generate leads, or encourage people to communicate with you on Facebook Messenger. Conversion:Increase purchases or leads via your site or app, or drive foot traffic to offline stores. Creating an audience: On Facebook, Businesses can define audiences from scratch based on specific parameters such as: Location: for example, local businesses can target their own cities or serve ads to nearby neighborhoods where new customers might be waiting Age: if your audience has a broad age range (think: millennials versus baby boomers), you can segment your ads accordingly rather than take a one-size-fits-all approach Interests: based on your users “likes” and Facebook activity, the platform can highlight potential customers Demographics: additional details such as education level or relationship status can help you target specific social media personas that resemble your real-life customers Custom Audiences: Also known as “remarketing ads”, Custom Audiences can be a game- changer for your Facebook ad strategy. Simply put, these types of ads target members of your audience who’ve interacted with your business in the past. Lookalike Audiences: Another key feature of Facebook ads, Lookalike audiences empower businesses to target new prospects based on current customers: you can target a Facebook audience that resembles your most loyal customers or people who’ve already engaged with your ad campaigns. If our Facebook ad strategy is centered around prospecting and awareness, Lookalike audiences is the right strategy. Some tips: Make them entertaining (so they don't feel like ads) If possible, use video (favored by the algorithm and leads to higher engagement) Quality check Instagram Advertising Strategy: Instagram uses Meta Ad Manager You can create ads that appear in feed as well as story ads Formats: Images: may appear in the square, landscape, or vertical format Videos: square or landscape (except for stories) Carousel: square or vertical in feed and stories Stories: can support any type of media, photo or video In-stream video Reels: full screen vertical Instagram Shop: single image, carousel or collection, link to you websites Product Details Page Algorithm: factors that determine what gets shown: Interest: how much it predicts you'll care about the post Timeliness: how recent the posts are Relationship: accounts u usually interact with Frequency: how often u open the app Following: content from accounts u follow Usage: how long u spend on the platform LinkedIn Advertising Strategy: 65% of B2B companies have used LinkedIn paid ads to acquire new customers. The platform is also 277% more effective than Facebook in generating leads. Start by signing into the LinkedIn Campaign Manager. Ad types: Sponsored Content: LinkedIn sponsored content looks just like a regular post that you’d see on your feed except with a CTA button and a “promoted” label Message Ads: deliver your ads as messages straight to your target audience’s inbox Text ads and dynamic ads: Pay-per-click (PPC) text ads appear on the right-hand side of a desktop screen. They include a small image along with a short headline and blurb. Lead Gen Forms: These forms auto-populate the form fields with relevant information about the prospect; all they need to do is click on the “submit” button and they’re set. Since there’s minimal effort required from your target audience, they can move along the funnel and convert into qualified leads quickly. TikTok Advertising Strategy: The TikTok for Business solutions was launched in June 2020 with TikTok Ads Manager. Main attribution models: Single touchpoint Multi-source or multi-touchpoint SINGLE TOUCHPOINT For example : email (first) → display → SEM → IG (last) → Buy These models assign all credit to a single touchpoint, being the first or last or the Lead-Conversion. Last touchpoint or last click : full attribution credit to the last touchpoint that the consumer interacted with before converting.This model is the most popular and the one that is predetermined in the Google Analytics account. CONVERSION First touchpoint : The "First Touch'' attribution model assumes that the consumer converted after the first ad they viewed. Grants full attribution at the first touchpoint, regardless of what happened next. AWARENESS Lead conversion: The other common single-touch model is the “lead conversion click” attribution model. This is where 100% of the revenue credit is given to the action that drives the visitor to become a lead (i.e. give you their contact information. INCREASE LEADS The tricky thing here is that both the First Click attribution model and the Lead-Conversion Click attribution model are sometimes called “First Touch.” MULTISOURCE This model attributes credit to each channel for being part of the user's final conversion. It Represents the entire buyer journey and takes into account multiple touch points that include everything. Linear model → this model weighs equally each of the touchpoints through which the consumer CONVERSION Time decay→ assign the majority of the credit to the last touchpoint and decrease the credit based on the time of interaction LONG SALES CYCLE U shaped → 40% to the first one, 40% to the last one, the remaining 20% is split between the rest It Makes sense that we use this model to measure the effectiveness of campaigns that start with PPC AWARENESS AND CONVERSION W-shaped: 30% for first, 30% for last, 30% for the one that created the lead, 10% for the rest LEAD GENERATION Z-shaped: Each of the touchpoints receives 22.5% credit and 10% is divided equally between the remaining points AWARENESS Data driven, algorithmic or personalised attribution: It refers to those models where a percentage of the sale is assigned to each interaction based on the value it brings together with the rest of the interactions. VERY COMPLEX CUSTOMER JOURNEYS How to choose the right attribution model? Time to convert Active channel, including offline aspects. The fewer channels, the easier the model you can use will be Long purchasing → algorithmic or W-shaped Establish what you are trying to measure Identify the user even on different devices Try Session 18: Offline Media Offline marketing refers to any advertising that is carried out using traditional offline media, such as television, billboard ads, print and radio. Main benefits: Build brand awareness Impulse sales Reaching customers where they are (low digital consumers) Testing regional and local markets Bridging offline marketing to online conversions → omnichannel Impulse consideration with omnichannel media experience The challenge is to be where the audience is. TV: Planning and Buying Principles 1. Target Planning Homes Adults Specific custom Reach/Frequency 2. Time Ranges Daytime (morning, noon, evening, late evening, night…) Prime time 3. Position Break position of the ad during advertising time: 1st, 2nd, last, middle… Program position 4. Durations 10”,15”, 20”, 30”, 45”, 60”, plus TV spots 5. Formats: Spot, Sponsorship, Layer, Mentions, Product Placement, “internal moments”, specials, U TV at football match… REACH AND FREQUENCY CONCEPTS: TV Reach: the number of people or percentage of target audience planned and then impacted by the campaign. A measure for TV mainly. Frequency: the average number a campaign impacted the audience. Is named also OTS (opportunity to see) GRPs: Gross Rating Point = is a metric to measure the conjunction of reach & frequency to quantify TV (and other media) pressure in a campaign. The formula is REACH X FREQUENCY = N* GRP. %REACH X N* OTS = GRP MAIN EFFECTS AND COMPANION IN DIGITAL TV + SEM / SEO DRIVE VISITS TV + ONLINE VIDEO RAISE AWARENESS TV + SOCIAL MEDIA BOOST ENGAGEMENT