Campaign Points System

December 2009

Campaign Points System: What is it?

All IB customers will migrate to a points-based rate card for 2010, doing away with “buckets of hours.”  

We have worked to develop a system to provide more clarity and transparency around the cost to implement campaigns.  The Campaign Points System allows customers to measure the number of points used to support a campaign vs. revenue for that campaign, allowing you to have a very clear and direct view of your ROI, down to the individual unit requested.

Campaign Points System: How does it work?

Products will be broken out into two categories: Creative Products and Ad Trafficking Products. Each product that you order through Webscan will have a point value associated with it. For example, if you were to order a Buffer Page, there is a charge of 4 points. As you order each product, points will add up within the order, and will be subtracted from your station’s total allocation once the order is in All Approved status.

Each station will be allocated a certain number of points for the quarter. This number is determined by your corporate office, and can be adjusted at any time with corporate approval.

Campaign Points System: How does it work?

Point values will be displayed on Product Catalog pages and you will also be provided with a customer-specific rate card that details each product’s point value. Your rate card and your Product Catalog will reflect the same product offerings and point values.

Campaign Points System: How does it work?

Product points will be clearly indicated in the WebScan ordering system, and campaign totals will be displayed on the bottom of the summary page.

REQUEST:

AD CREATIVE: IB creates 1 set of IAB units that includes Flash Leaderboard (1.75 points) and Flash Display ad (1.75) = 3.5 points

AD TRAFFICKING: IB traffics IAB ads ROS (.50 campaign) = .5 points

CAMPAIGN TOTAL = 4 points

Campaign Points System: Example #1

REQUEST: AD CREATIVE: IB creates 1 set of IAB units that includes Flash Leaderboard (1.75 points) and Flash Display ad (1.75) = 3.5 pointsAD TRAFFICKING: IB traffics IAB ads ROS (.5 campaign), plus Day-Part Targeting (.25) and Zip Code/Geo Targeting (.5) = 1.25 pointsCAMPAIGN TOTAL = 5.75 pointsAfter the campaign launches, IB receives a Change Order to adjust campaign from ROS to ROC (News, Weather and Homepage). This Optimization Targeting Change = .75 pointsNEW CAMPAIGN TOTAL = 6.5 points

Campaign Points System: Example #2

REQUEST: AD CREATIVE: IB creates 1 set of IAB units that includes Flash Leaderboard (1.75 points) and Flash Display ad (1.75), Pre-Roll Video (.75), Single Page Ad/Buffer (4) = 8.25 pointsAD TRAFFICKING: IB traffics IAB ads ROS (.5) plus Pre-Roll (indicated on Rate Card as “Additional Trafficking – Basic Ad Products” (.5) = 1 pointCAMPAIGN TOTAL = 9.25 points

Campaign Points System: Example #3

REQUEST: AD CREATIVE: Ads are being provided = 0 pointsAD TRAFFICKING: IB traffics IAB ads ROC on Homepage and Weather = .5 pointsCAMPAIGN TOTAL = .5 points

Campaign Points System: Example #4

REQUEST: AD CREATIVE: IB creates 1 set of IAB units that includes Flash Leaderboard (1.75 points) and Flash Display ad (1.75), Floating Rich Media (2.25), and Single Page Ad (4.0) with a Coupon (1.25) and Logo Showcase (1.25) = 12.25 pointsAD TRAFFICKING: IB traffics IAB ads ROC on Homepage and Weather (.5) and Floating Rich Media (.5) = 1 pointCAMPAIGN TOTAL = 13.25 points

Campaign Points System: Example #5

Campaign Points System: FAQsHow many points do I get each month/quarter?• That will depend on what your Corporate office allocates to

your specific station. Once your Corporate office has determined their quarterly allocations per station, we will divide those as evenly as possible into three, so that each month within the quarter has an equal number of points. Points may rollover from month to month within the quarter, but will be lost if not used at the close of the quarter.

What if I make a mistake and need my points credited back?

• Points are deducted once an order is approved in Webscan and submitted to IB. The system will not credit back any points if a product is removed in a change order. If an error on a Webscan order is made and points need to be refunded, you will be able to request the refund via your Campaign Specialist and our Account Management teams will process.

Campaign Points System: FAQsWhat if it is the end of the month/quarter and I need more points?• The purchase of additional points can only be requested by

your Corporate office. If you feel that you are in danger of running out, please contact your Corporate office. The option for them to reallocate points amongst their stations is also there, so how they proceed would be at their discretion.

What is the difference between Creative Ad Products and Ad Trafficking Products?• Creative Ad Product points are set aside for the coordination

and production of ad units, sales pages, etc. Ad Trafficking Product points represent the work necessary to schedule and QA ad products that run through the Adserver. There are several instances where one of these types of requests is not necessary, and IB does not want to “overcharge” for work that is not required. Also, Creative Ad Products points are designated at the individual product level, where Ad Trafficking Products are designated at the campaign level.

Campaign Points System: Upcoming Features

On-demand reporting

Station interface in Webscan to monitor consumption

Points request submission form

Points refund request form

Campaign Points System: Upcoming Features