Online Planning & Buying

Maura Hanley

Managing Director

MediaCom Canada

Maura.hanley@mediacom.com

Where is the money going?

How are decisions being made?

2006 $ Millions

2007 $ Millions

% Change

Television 3241.0 3299.0 2%

Daily Newspaper 2635.0 2572.0 -2%

Radio 1388.0 1468.0 6%

Internet 900.0 1241.0 38%

Magazines 682.0 718.0 5%

Out of Home 370.0 422.0 14%

Mobile 1.1 2.7 143%

TOTAL $9,217.0 $9,723.0 5%

Where is the money going?

Source: TVB, IAB Canada

Where is the money going?

$1.2B 2007 Investment$1B 2006 Investment

Source: IAB Canada

How are decisions being made?

The Media Agency Mandate

Selection Delivery Performance

Where should I place my message?

Did I get what I bought?

Did it do what I wanted?

Selection Considerations

RATIONAL

INSPIRATIONAL

REALISTIC

Selection Considerations

Educate or Reposition

TargetThe Brand Awareness AwarenessConsideration Start Dialog Purchase Usage Repurchase Advocacy

AWARENESS CONSIDERATION PURCHASE

Reach & Remind

Leads or Sales

88 86

5148

33

87 86

59

49

33

87 85

67

48

33

87 86

71

48

32

87 85

71

47

31

TV Radio Internet Newspaper Magazines

2002 2004 2006 2007 2008

Source: BBM RTS Fall 2008

% Yesterday Media ConsumptionA25-54

Reach & Remind

Reach & Remind

Skyscraper

(120x600 & 160x600)

Big Box (300x250)

Leaderboard (728x90)

Reach & Remind

Delivery

Impressions

– targeted

– total

As reported by the adserver

Reach & frequency

– Pre & Post target R/F: comScore

– Post only total R/F: adserver

No R/F measurement

for video!

Performance

Traditional measure apply:

– Aided & unaided recall, intent to purchase

It’s not about clicks!

It may be about engagement

Educate

– Long copy, product demonstration, invitation to learn more

Reposition

– Context, targeting, amplifying brand attributes

Where you are seen, how, and by who, may be more important than how many

CONSIDERATION

Educate or reposition

Educate or reposition

Educate or reposition

Delivery

Impressions

– targeted

– total

As reported by the adserver

Reach & frequency

No R/F beyond demographics

Performance

Traditional measure apply:

– Aided & unaided recall, intent to purchase

Engagement and actions

Unpaid media and buzz

PURCHASE

Search: the ultimate in direct response

Delivery

Clicks & Cost per Click

Actions & Cost per Action

Impressions & Cost per Thousand

Performance

Optimizing to the desired action

– Post click tracking

Daily Cume of Clicks and Conversions

-10,00020,00030,00040,00050,00060,00070,00080,00090,000

100,000110,000

Date

14

-Jul

15-J

ul16

-Jul

17-J

ul18

-Jul

19-J

ul20

-Jul

21-J

ul22

-Jul

23-J

ul24

-Jul

25-J

ul26

-Jul

27-J

ul28

-Jul

29-J

ul30

-Jul

31-J

ul1-

Aug

2-Au

g3-

Aug

4-Au

g5-

Aug

6-Au

g7-

Aug

8-Au

g9-

Aug

10-A

ug11

-Aug

12-A

ug13

-Aug

14-A

ug15

-Aug

16-A

ug17

-Aug

18-A

ug

Clic

ks

-50100150200250300350400450500550

Conv

ersi

ons

Clicks Conversions

Optimized Campaign

The Media Agency Mandate

Selection Delivery Performance

Where should I place my message?

Did I get what I bought?

Did it do what I wanted?

AWARENESS

CONSIDERATION

PURCHASE

Impressions

Clicks

Primary research: awareness & attitudes

Server measured action: Interaction & engagement

Direct Results: leads & sales