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PLANVIEW
NEW MANUAL – PLANVIEW INTEGRATED ON MMW
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Contents.......................................................................................... Error! Bookmark not defined.
INTRODUCTION ............................................................................................................................. 5
WHAT’S PLANVIEW ........................................................................................................................ 5
CONFIGURATION ........................................................................................................................... 5
HOW TO CONFIGURATE YOUR MMW DESKTOP .................................................................................. 6
Target Creation ............................................................................................................................ 10
DEFINITION OF THE DAYPARTS ..................................................................................................... 12
DEFINITION OF SPOTS .................................................................................................................. 16
CURVES ..................................................................................................................................... 18
User ..................................................................................................................................... 19 Memorization Rate ................................................................................................................. 22 K+ ........................................................................................................................................ 22
CAMPAIGN DEFINITIONS ............................................................................................................... 23
Supports Definition ................................................................................................................ 24 Event Types ...................................................................................................................... 25 Audience Period ................................................................................................................ 26 Filters ............................................................................................................................... 26
Campaign ............................................................................................................................. 28 Definition .......................................................................................................................... 28 Schedule Period ................................................................................................................ 30 Sub-Campaigns: ............................................................................................................... 31
Pricing Setup ......................................................................................................................... 34 Buy / Sell Configuration ...................................................................................................... 35 Pricing Setup .................................................................................................................... 35
Advanced Options ................................................................................................................. 36 Variables & Curves ............................................................................................................ 36 Season Rate ..................................................................................................................... 36 Distribution Curves ............................................................................................................ 37 Permissions ...................................................................................................................... 38 Other Options ................................................................................................................... 39
PRICING SETUP ........................................................................................................................... 40
Pricing Setup Columns ........................................................................................................... 40 Negotiations .......................................................................................................................... 43 Negociations on the Pricing Setup ........................................................................................... 44 1. Price Table ................................................................................................................. 44 2. Price Table with Discount / Tax .................................................................................... 44 3. CPR Card .................................................................................................................. 45 4. CPR with Discounts and Taxes .................................................................................... 46 5. Cost .......................................................................................................................... 47
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6. Base[T] ...................................................................................................................... 47 7. Example of negotiation to CPR with Discount / Tax ........................................................ 49
PRICE COLUMNS ON THE RANKING AND CALENDAR MODULES ......................................................... 52
Ranking Module .................................................................................................................... 52 Calendar Module ................................................................................................................... 52 Unit Prices / Total Prices ........................................................................................................ 53
TOOLBAR ................................................................................................................................... 54
Generics ............................................................................................................................... 54 Calendar ............................................................................................................................... 67 Dated evaluation .................................................................................................................... 72 Plans .................................................................................................................................... 72
RANKING MODULE ....................................................................................................................... 74
On the Ranking module .......................................................................................................... 74
CALENDAR MODULE .................................................................................................................... 79
On the Calendar módule ........................................................................................................ 79
SUMMARY MODULE ..................................................................................................................... 81
DATED EVALUATION MODULE ....................................................................................................... 85
On the Dated Evaluation Module ............................................................................................. 85
MODULES STRATEGY AND OPTIMIZATION ....................................................................................... 90
On the strategy module .......................................................................................................... 91
PLANS MODULE........................................................................................................................... 94
ADVISOR .................................................................................................................................... 94
CMS – Campaign Management System ........................................................................................... 100
Tool Bar .............................................................................................................................. 100
Season Rate .............................................................................................................................. 104
CONSTANTE PANEL ................................................................................................................... 105
100% (Continuos) ................................................................................................................ 105 At least one (Union) ............................................................................................................. 105 Intermediate (C(n)) .............................................................................................................. 106 Best Fit Panels .................................................................................................................... 106 Example – Constante Panel .................................................................................................. 106 What’s fix constant panel? .................................................................................................... 110
AUDIENCE VARIBLES ................................................................................................................. 110
Rating% (rat%) .................................................................................................................... 110 Tv rating% (tvr%) ................................................................................................................. 110 Share% (shr%) .................................................................................................................... 111 Reach% (Rch%) .................................................................................................................. 111 TAR Rate(tar) ...................................................................................................................... 111 OTS (average number of contacts) ........................................................................................ 111
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Equivalent Cost (Eqpr) ......................................................................................................... 111 Cost by Mil (CPM) ................................................................................................................ 112 Cost by Rating (CPR) ........................................................................................................... 112 Fidelidade% (Fid%) .............................................................................................................. 112 Afinidade% (Aff%) ................................................................................................................ 112 Average Time Viewing# (Atv#) ............................................................................................. 113 Adhesion index % (Adh%) .................................................................................................... 113 Average Time Spent# (Ats#) ................................................................................................. 113 Rating# (Rat#) ..................................................................................................................... 114 Reach# (Rch#) .................................................................................................................... 114 Rating Equivalent% (EQRAT%) ............................................................................................ 114 TV Rating# (Tvr#) ................................................................................................................ 114 Gross Rating Points (GRPs) ................................................................................................. 114 Coverage (Cov%) ................................................................................................................ 115 Weighted or Effective Coverage (Wcov%) .............................................................................. 115
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INTRODUCTION
PlanView is a software for planning of means that helps on the choice of media supports as: breaks, or time periods or day parts in television, day parts in radio and a set of books and publications in press, to achieve the objectives of coverage, investment and phasing preset for the campaign. This choice can be manual or optimized, based on a strategy created by the user or the Advisor module.
WHAT’S PLANVIEW
As a powerfull tool of support to television planning, Planview Como uma poderosa ferramenta de apoio ao planeamento televisivo, o PlanView garante a satisfação crescente das necessidades e exigências dos seus clientes.
Como características gerais do software destacamos:
Multitarget Planning Planing by Campaygne Phases Planning of Cost by GRP with different targets by channel Target buy and sell Costs differentiated by purchase, sell and table Total flexibility on the chose of the layout Analysis of the plan for several response curves Analysis of the plan for several Spots Optimization with base on the values established on the strategy Definition of the strategy for several items and levels Creation of the Constant Panel with multiple options Automatic Control of planed Vs broadcasted insertions Daily follow-up of planed Vs broadcasted Coverage and GRPs Report / Resume of the plan configurable by user Possibility of making several tests for the same campaign, wish allows to compare plans with different optimizations
CONFIGURATION
PlanView is designed to work in Windows environment, a PC with standard settings. However, it recommended the following minimum configuration:
Pentium 1000 Hard Disk 500 MB
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1 GB Memória Ram Windows 2000, NT, XP or more recent versions CD Rom 36x
HOW TO CONFIGURATE YOUR MMW DESKTOP
By opening MMW, where you can find the new PlanView, will appear a window in witch you must enter your user name and Password. Choose the data base for wich you pretende to create the plan and click “OK”.
On the toolbar press on “Plan View”. The following menu will appear:
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MMW allows to configurate a background page; for instance, you could activate MMW Desktop, clicking on the option “Aplication”, on the toolbar, and then “Background definitions”. Then choose the option “MMW Desktop” and click “OK”.
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On this desktop, you can see all kinds of technical documentation, in particular in the “New PLANVIEW” separator, tutorials demonstrating the different modules of PlanView, the general glossary, the document with examples of the negotiations, a presentation of the news regarding the old PlanView and, also, this manual.
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Selecting the separator “New PLANVIEW”, the following page will appear:
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Target Creation
The PlanView targets are common to all the MMW application. To create a new target, the user must select “Tools”, on the toolbar of MMW, select the option “Targets” and, in the window, select “Finish”.
A list with the existing targets will appear, as in the following example. Use the right click button on your mouse and choose the option “Create Target” / “Demographics”.
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Finally, select the variables and characteristics necessary to create your target. Click with the left mouse button to activate or deactivate the variables (where are green, it means they are selected, when they're red, they are disabled). Next, click on "Create". There will be a framework within which should include the name of the new target and the abbreviation of it. Then click "OK".
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DEFINITION OF THE DAYPARTS
The dayparts, namely the division of the day in hourly bands, perform various functions within the PlanView, including:
In the organization of supports; In the definition of the strategy; When used as own media planning; On the definition of CPR.
Before proceeding to the definition of a campaign, you have the possibility to create a specific daypart for the campaign. To create a daypart, select “Daypart Definitions”, inside the PlanView module. You can choose to create a System daypart, a Group or a User. Right click and select the option “New User Daypart” or “New System Daypart”.
It will appear a window where you should insert the name of the daypart and (optionally) a comment that will allow you to easily identify the daypart. Click “OK”.
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You can then visualize the new daypart criated. For edition, press twice with your mouse on top of it.
A list with the channels is presented, so that you that you can select those that will make part of the first fringe. To select one or more (channels), press with your mouse on top of them, in a way that they are selected in blue, as in the following image.
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To make it easy (visualy), you can hide the fringes already created for a channel, clicking with your mouse over the “eye” previous to
the name of the channel, in a way to make it signed with a red cross. Ex: . In the time grid, pressing the left button of your mouse and dragging it, you can select the fringe you wish. After, click with the right button of your mouse and select the option “New Fringe”.
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Name the fringe and add, if you wish, a comment.
Continue to select more fringes, following the same procedure, until you have builted the daypart as you wanted. In the inferior part of the window, you can visualize the channels included in each fringe, and also the beginning and end time of each one of them.
In the right superior corner of the window you have the option “save”. Save the daypart by clicking on the ícone .
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The daypart is ready to be used, for instance to organize the ranking, to attribute prices on the window CPR Card, on the Pricing Setup module, allowing this way to plan the Cost per Rating.
DEFINITION OF SPOTS
To create a new spot, select the option “Navigator” and, next, click in “Spots”.
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You can choose to create a System Spot, a Group or a User. For each one of the cases, you just click with the right button of your
mouse and select “New” or click directly on the icon “New” on the icon bar. Give a name to the spot that you are creating, put the duration in seconds, add a letter that will be associated to the spot and click in “Add”. If you wish, you could also create double spots, a spot composed by two or more groups of seconds, that will always be used / broadcasted on the same breaks.
This way you will have available the spot you just created..
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CURVES
To build a response curve – fundamental to the calculation of the effective coverage of the plan – you will have to access the “Navigator” and select the option “Curves”. You can build a System Curve, a Group or a User. Click with the right button of the mouse and “New”. You can also do it by
clicking on the icon “New” .
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There are 3 types of response curves: user curves, memorization rate and K+.
User
Allows to freely define the response function, it defines the percentage of individuals of the target that memorize the campaign after 1 contact, 2 contacts, etc. Note that this curve doesn’t necessary have to be crescent. For each one of the curves, start by attributing a name that identifies it. In “Contacts Break”, by default, appear 19 contacts, but you can alter that number. Next click in “Apply”.
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There will appear some columns that mean 100% of effectiveness for each contact.
In the meanwhile, the user can drag each column for the level he wants, freely defining the response function. To define the memorization rate of each contact, click with the mouse on the correspondent red bar and drag it to the height (memorization rate) you wish.
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In alternative, you can insert the values directly on the curves grid. Just dial, on the line that refers to the user curve, the value of memorization for each contact.
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Memorization Rate
This method allows you to define a response curve based on a memorization rate. The drawing of the curve indiats that the campaign will be memorized by X% of the individuals. This way, for a rate of 10% (as in the example), you can predict that, after the 1st insertion, 10% of the individuals that saw the spot will remember the campaign after the 2nd insertion, more 10% of the rest of the individuals will remember the campaign (the percentage is defined contact by contact). The following presents the creation of a distribution of contacts based on a memorization rate of 10%. After you attribute a name to the curve, select the option “Mem Rate” and define the percentage of individuals impacted that memorize the campaign after each exposure. Next, click in “Apply”. The curve you just created will appear, as in the precious example, along with the other curves.
K+
This method defines a response curve in which with the K+ contacts all the individuals impacted memorize the campaign. Atribute a name to the curve, select the option “K+” and indicate the nº of the contact from which all the individuals will memorize the campaign. Click in “Apply” and you will have a new curve available for the campaign. The image bellow exemplifies the criation of a response curve in which, after the 3rd contact, 100% of the individuals contacted memorize the campaign, independently of contacting or not more times with it.
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CAMPAIGN DEFINITIONS
To create a new plan, access to the “Navigator” and select the option “Plans”. Next click on the icon “New”.
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It will appear a window where you can start to delineate the plan.
On the left side of the window are identified each one of the possible definitions of the plan (“Setup”, “Event Types”, “Audience Period”,...). You can select and define each one of them or you can define the first one and click “Next” after finishing defining each option.
Supports Definition
On the first window, that corresponds to the cathegory “Supports Definition”, you must select the type of the analysis (“AudiPanel” or “AudiCable”), the channel(s) that you pretend to use and the target(s).
Region: on PlanView, the user has the possibility to work with two different panels of analysis:
o AudiPanel – panel of homes that represent the universe of homes in Portugal;
o AudiCable – panel of homes that represent the homes with Cable.
Channels: you must select the channels you want to use on the campaign.
Targets: in “Main Target” you must indicate the prime target of the campaign, the target to which the campaign is directed (target of the product/ of the advertiser). To observe the impact of the plan on the other targets or to select the buy target, select the comparing targets in “Targets”.
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Event Types
On the second window, “Event Types”, you can choose if you wish to plan with base on the time periods, breaks and/or dayparts.
Time Periods: to plan with base on time periods, activate the option “Time Periods” and indicate the duration you wish: 15, 30 or 60 minutes.
Breaks: each break can contain several types of events: “Spots”, “clock”, “Auto Promotions”, “Sponsors” and “Channel
Promotions”. To indicate the type of event(s) that you want to include on the calculation of the audience of the break, activate the option “Break” and click on the event(s) you wish.
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Dayparts: the same way, when you plan time periods, you must indicate the dayparts you want. Activate the option
“Dayparts” and click on the daypart you want. If you want for the ranking to consider the average of the audience of the breaks that compose the daypart(s) that you choose, activate the option “Use breaks inside daypart”. In case that that option isn’t activated, PlanView will consider the average of the time periods of the daypart(s) that you choose (including programs and breaks).
Audience Period
In this section, select the períod with base on what will be calculated the values of audience of your campaign (period of audience). Click with the left button of your mouse on the week(s) wish and/or days. The dates selected will appear on a red circle.
Filters
You can filter supports, limiting it’s presence on the ranking, as to the broadcast time, the audience variables and the typology of the programs.
Time Slots: by default, all the time periods appear selected (on green). To deselect a period or time, click with the left button of your mouse on the time or periods you wish. The suports with start time on the periods not selected, will not be included on the ranking.
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Variables: you can also select for the ranking only the supports that have a determined value of audience. Just click in “Variables” and then in “Insert”.
A window will appear where you can select one or more variables of audience and limit them with a minimum and maximum value.
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Typology: this filter allows you to restring the supports associated to some programs, with base on the typology of the program. Select (with double click) the typologies that you want to see associated to your campaign. The selected typologies will appear on green. If you don’t select any type of program, PlanView will consider them all, by default.
Campaign
Definition
On this window, you must insert the name of the campaign, select one (or more) spot(s), as well as the daypart you want for the organization of the several modules (except for strategy).
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As for the spots, you can create here a new spot or import directly a spot already created (of system, group or user).
1. Import from the pieces of the system : by clicking on this icon, will appear a list of spots of system, group or user (previously created on the Spots module). Just select the spot(s) on the list and they will be automatically associated to your plan.
2. New : on this option, you have the possibility to create a new spot that will only be associated to this plan (it can not be used in another plan). By clicking in the icon it will appear, just like in the Spots module, a window where you must put the name of your spot, the seconds and also a letter, that shall be associated to the spot allowing to differentiate it from the others.
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3. Edit : this icon allows you to edit a spot already created. Select the spot, on the list of spots of the plan, click on the icon and then you can edit the spot, making the changes that you want.
4. Delete : with this icon, you have the possibility to delete a spot already selected for your plan. Just select the spot you want to delete and click the icon.
Schedule Period
Select the period of campaign, clicking with the left button of your mouse on the week(s) or day(s) that you want. The selected days will appear with a red ciircle.
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Sub-Campaigns:
If you wish, you can subdivide your campaign in sub-campaigns. The division of the campaign, by phases, allows to evaluate and/or optimize the campaign for each phase and/or distribute the insertions regarding the strategy defined for each one. To subdivide a campaign by weeks, click in “Weeks”.
A list with the weeks of the campaign and the dates will appear. You can subdivid your campaign, creating your one sub-phases. For that, click in “New”.
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On the calendar, will be available the days you selected for the campaign. From these, you can select a first phase that you have to name. On the following example, we selected just the days from Monday to Friday of the two weeks and named it “Dias úteis”. After, click in “Add”.
If you wish to creat a sub campaign, click again in “New”.
Select a second phase that can or not be connected to the first. Give a name and click in“Add”.
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Continue the process successively until finalize it, until you create all the sub campaigns you wish. It will appear a list with all the phases created an respective dates.
You can also visualize that same phases by colors, on the option “Preview”.
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To delete one or more sub campaigns, select the campaign(s) and click the option “Delete”. In case you want to delete all the sub campaigns, click in “Delete All”.
Pricing Setup
Pricing Setup gathers in only one module all the negotiations of you plan: planning at table cost, planning at CPR, planning at cost by fringe, rates, discounts, etc.
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Buy / Sell Configuration
On the window “Buy / Sell Configuration”, the user can define the target of negotiation of buy and sell for each channel, and also the affinity target.
Pricing Setup
On the next window, “Pricing Setup”, it will appear by default the indication of all the selected channels that will be negotiated at table price. In fact, if you don’t select any channel, PlanView assumes by default that it applies to all that were previously selected on the window “Setup”1.
1 Este módulo será explicado mais em detalhe no capítulo “Pricing Setup”.
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However, there are 3 different types of negotiation (that appear on the column “Type”, on Pricing Setup): planning at price table (Price table), at cost by rating (CPR / CRP Card) and at cost by fringe (Cost). Each one of these negotiations is affected by the filters that the planner inserts on the other columns of the Pricing Setup.
Advanced Options
Variables & Curves
O the window “Variables & Curves” select the variables that are available on the ranking, as well as the response curve.
Season Rate
The season rate is a comparative ratio between the average audience of the total of television of the year previous of the period of analysis and the average audience of the total of television of the year previous of the period of campaign and the daypart and the configurable period. You can also use the season index, you just have to activate the option “turn season rate”. Choose the daypart you want (the one which period bands will serve as base to the calculation of the season index), as well as the period of audience and campaign with base in which will be calculated the difference between tvr%.
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Distribution Curves
The following window allows to create and select groups of contacts to later observe the coverage. To create a new group of contacts, click in “New”. In this example we are creating a group of contacts 10+. We select the option “greater or equal then”, insert the value “1” and click in “Add”, insert them the value “2” and click again in “Add”, and so on.
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In case you pretend to use this distribution curve of contacts in several plans, you can save a template. Click in “Save”, add a name to the template and click in “OK”.
To select an existent distribution curve of contacts, click in “add”. You will find the list of curves available. Select the one you want and click “OK”.
Permissions
In this window you can select the users and/or groups with which pretend to share the plan.
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Other Options
To finalize te selection of the characteristics of the campaign, you can select the equivalent seconds (20 or 30 seconds), as well as the nº of GRP’s to achieve, the budget available and the daypart that will be used in the organization of the strategy (to define the limits). Click in “OK”.
Finally, with base in all the characteristics defined, MMW PlanView will generate a Ranking of supports.
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PRICING SETUP
Pricing Setup gathers in just one model different types of negotiations. We will them demonstrate the functionality of each one of them and the way we can apply them. In a way to demonstrate each one of the negotiations, we will use informative examples that don’t show any real scenario. We highlight the fact that, when creating a package of negotiation, PlanView makes the reading from the first to the last line and, these way, on the organization of the negotiation, the exceptions shall be inserted first. In case you need, the order of the lines can be altered, selecting each one of the lines and clicking on the buttons that can be found on the lower right side of the window of this
module .
Pricing Setup Columns
Each item of negotiation is a line in which you define the type of negotiation and the filters of that negotiation.
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The first column identifies the number of the line (#1 = Linha 1).
Channel – Allows to select the channel(s) to which applies the negotiation we put on the column “Type”.
Type – Indicates the type of negotiation selected (“Price Table”, “CPR”, “Cost”, “Discount”, “Tax”,...).
Save in – Identifies the column of the calendar where it will be inserted the line of negotiation.
Percentage in – Allows to select the base of calculation of a negotiation, tax or discount.
Target of Buy – Allows to select the target of buy. This column is only to be filled if it is an exception, for instance, if the target of buy is different of the one we selected on the window “Buy / Sell Configuration”.
Target of sell – Allows to select the target of sell. This column is only to be filled if it is an exception, for instance, if the target of sell different of the one we selected on the window “Buy / Sell Configuration”. Obs. – In this column, the planner can add a text observation or comment that helps to better identify each line of the negotiation.
Buy – This column allows to:
1. insert the percentage of discount or rate that we want to apply to the price of buy; 2. add the indication (“Yes” or “No”) if we want to plan by price table, cost by fringe (Cost) or CPR; 3. include the fixed value to a determined fringe (when you plan by Cost); 4. add the CPR value to multiply by rating (when plan by CPR).
Sell - This column allows to:
1. insert the percentage of discount or rate that we want to apply to the price of sell; 2. add the indication (“Yes” or “No”) if we want to plan by price table, cost by fringe (Cost) or CPR; 3. include the fixed value by insertion for a determined fringe (when plan by Cost); 4. add the CPR value to multiply by rating (when plan by CPR).
Table - This column allows to:
1. insert the percentage of discount or rate that we want to apply to the price table;
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2. add the indication (“Yes” or “No”) if we want to plan by price table, cost by fringe (Cost) or CPR; 3. include the fixed value by insertion for a determined fringe (when plan by Cost); 4. add the CPR value to multiply by rating (when plan by CPR).
DS – This column allows to select the day(s) of the week(s) to which applies the negotiation we added on the column “Type”.
Start Time – Allows to choose a start time, to limit the negotiation of the current line.
End Time – Allows to choose an end time, to limit the negotiation of the column “Type”.
Code Brk. – On this column, the planner can indicate by text the break code to which the negotiation indicated on the column “Type” shall be applied.
To add a break code on this column to other codes already inserted, you shall select the cell of the break codes and click “F2”.
Click then on the arrow to the right (on the keyboard: ➙), in a way to put the cursor on the end of the cell, and add the new code.
Let’s see the following example, in which a line of discount was filtered to the break codes JOR1 and JNAC20:
We select the cell of the break codes and click F2:
Click then in the arrow to the right, just need to add a new break code: on this example, the TJ1.
You can also exclude a break code of a determined line ofe negotiation of the module Pricing Setup, adding the signal “!” before the break code.
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On this example, we used the syntax !JOR1, we are indicating that the line of discount will be applied in all the break codes, except on the JOR1:
Dur. Spot – Allows to define the seconds to which the negotiation indicated on the column “Type” shall be applied.
Spot Name – each line of negotiation can be filtered on this column by name / description of the spot.
CPR factor – Allows to specify if we want PlanView to automatically conversion to other seconds through factors of 20 or 30 seconds.
Initial Data – Allows to define the start date, to temporary limit the negotiation that we add on the column “Type”.
Final Data – Allows to define the end date, to temporary limit the negotiation that we add on the column
“Type”.
Negotiations
To create a line of negotiation click on the icon “New”. A list with the different types of negotiations possible to aplly will appear, as we see on the image. Select one of the options, in a way to appear on the window a new line referring to the type of negotiation selected.
Discount – Allows to apply discounts.
Tax – Allows to apply taxes (generic).
Multip. Tax (Multi-product Tax) – Tax applied to the advertising pieces that promote more then one product.
Loc. Tax (Local Tax) – Tax that considers the position of the insertions on the breaks. You can indicate a different tax according to if the insertions are on the first, second or last position. Cost – Allows to apply a fix cost for insertion.
Price Table – Allows to plan the price table.
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CPR Card – Allows to plan the Cost by Rating, creating bands and the respective CPR or using a daypart already existent to define the values of each channel(clicking on the button “Details”). The option “Details” also allows to create and save templates of CPR in a way to be used in future plans.
CPR – Allows to plan the Cost by Rating, but instead of editing the daypart in “Details”, all the prices and delimitations of time periods are defined line by line, trough the filter columns. It’s recommendable to only use on the exceptions.
Negociations on the Pricing Setup
1. Price Table
To plan the price table, you just have to add a line of Price Table, with the indication “Yes” on the columns “Buy”, “Sell” and “Table”. To add this line click in the button “New” and choose the option “Price Table”; normally this line appears by default when you begin a new plan.
You can use the rest of the columns to restring your line of negotiation, through the filters.
2. Price Table with Discount / Tax
To plan the price table with discounts or taxes, you just have to add a line of Price Table, with the indication of “Yes” on the columns “Buy”, “Sell” and “Table”. To add this line click on the button “New” and choose the option “Price Table”; normally this line appears by default when you begin a new plan. The second step will be adding a line of “Discount” or “Tax” (click in “New”) and adding the percentage of discount or tax on the columns “Buy”, “Sell” and/or “Table”, writing the value without any sign of %, + or –. On this example we added a line of discount, that appears on green; in case you have made it to the tax, the difference would be on the color of the line, that would be red.
When it’s a local tax, we will add the indication “Yes” or “No” on the columns “Buy”, “Sell” and/or “Table”, according if the tax applies or not to the buy and sell targets. We must then put the mouse on one of the cells of the line of the local tax and, next, click on the icon “Details”. A window will appear, where you shall define the local taxa to applie to each position.
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The local taxes defined on the Pricing Setup aren’t automatically applied on the plan. Afterwards, on the module Calendar or on the Dated Evaluation (before or after making the control of the insertions), you can select the group of the insertions to which you want to apply the taxes here defined. Poderá usar as restantes colunas para restringir a sua linha de negociação, através dos filtros.
3. CPR Card
To plan a CPR, you shall add a line of CPR Card, with the indication “Yes” on the columns “Buy” and “Sell”. However, if you wish, you can maintain the line “Price Table” with the indication “Yes” on the column “Table” in a way to compare the price to CPR (of buy and sell) with the price table.
The second step will be adding the prices associated to each time band of each channel. For that, click in “Details” and the following window will appear:
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Start by defining the time bands and click in “Add” or import directly one of your dayparts clicking in “Import”. Define a price for each channel and for each one of the time bands of the daypart. To different channels and time bands to which you wan to give the same price, you can select them, simultaneously, and enter the value. Establising the price to the equivalent seconds, PlanView automatically makes the conversion to other seconds. The option “Factors” has to be active and PlanView will convert the value that we entered (relative to the equivalent seconds) to the spot of our plan. You can save a template with the values of CPR that you entered, to use afterwards, clicking in “Templates” and, next in “Save”. On this window, selecting the option “Permissions...”, you have the possibility to select which of the users will access the template.
To restring the negotiation to CPR Card, you can use the filters on the other columns.
4. CPR with Discounts and Taxes
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To plan a CPR with discounts and taxes you must enter a line of “CPR Card”, with the indication “Yes” on the columns “Buy” and “Sell”. You can opt bay maintain a line “Price Table” with the indication “Yes” on the column “Table”, in a way to compare the price by CPR (of buy and sell) with the price table. Next, as it as explained in the previous step, you must enter the prices associated to each time band of each channel, clicking in “Details”. The next step will be to add a line of “Discount” and/or “Tax” (clicking in “New”) and enter the percentage of discount and/or tax on the columns “Buy”, “Sell” and/or “Table”.
To limit your negotiation, use the filters of the other columns.
5. Cost
The planning by Cost allows to fix a price by insertion to any spot broadcasted in a determined time band (it’s the price by spot). To plan by Cost, just enter a line with the indication “Cost”, clicking in “New”, and insert the prices on the columns “Buy”, “Sell” and/or “Table”.
You can use the filters of the other columns to resume your line of negotiation.
6. Base[T]
If you want for a line of negotiation to be applicable over other previous line, you must select the option “Base[T]” on the column “Percentage of”. Lets see the following examples, on which we will portrait two different scenarios, with base on the same discounts and tax, but using the functionality “Base[T]” in only one of them.
Scenario 1 – Base [T]
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We have: - A discount of 25%, on the line 3 (#3) - A Tax of 10%, on the line 4 (#4)
Applied to the base price (watch the column “Percentage of” and the indication “Base” on the lines of the first discount and the tax). - A discount of 12%, on the line 5 (#5)
Applied to the result of the previous calculation (Transposed ➙T) (watch the column “Percentage of” in the line of the second
discount):
This way, this second discount, the Base[T], will be applied to the following result
: - Base Price – Discount of line 3 (#3) + Tax of line 4 (#4) – Discount of line 5 (#5) (Base [T])
In practical terms, and having as example a base price of 100, we would have the
following scenario:
- 100 - 25% + 10% = 100 – 25 – 10 = 85 (the discount of 25% and the tax of 10% where applied to 100.)
- 85 - 12% (Base[T]) = 85 – 10.2 = 74.8 (10.2 is the result of the discount of 12% applied to 85, and not to 100.)
Scenario 2 – Without Base [T]
We have: - A discount of 25%, on line 3 (#3) - A Tax of 10%, on line 4 (#4) - A discount of 12%, on line 5 (#5)
Applied to the base price (please note the column "Percentage of" and "base" on the lines
of discounts and rate):
The calculation will be the following:
- Base Price – Discount on line 3 (#3) + Tax on line 4 (#4) – discount on line 5 (#5)
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In practical terms, and taking again as an example a base price of 100, we would have the following scenario:
- 100 – 25% + 10% - 12% = 100 – 25 + 10 – 12 = 73 (The three percentages were applied on 100 (base price), while on Scenario 1 the discount of 12% (Base [T]), has been applied to 85.)
7. Example of negotiation to CPR with Discount / Tax
To better understand the process of negotiations in Pricing Setup, we present an example of a negotiation for three generalist channels, for information purpose only and not a real scenario. The example shows a division of the day by time periods, in which the only difference between the three channels, is in TVI, which begins the access to prime time at 7pm, while SIC and RTP start at 6pm. In addition, both SIC and TVI, at the week-end, the bands increase 5euros by time band comparatively to working days. The three channels also have seasonal discounts, multi-product fee, a fee for "Telejornal", "Jornal da Noite" and "Jornal Nacional". In TVI there is also a fee for football and in SIC a rate for the break code JUL2, on Monday. These examples will allow to see how rates and discounts are applied on Pricing Setup module and the functionality of the different columns.
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ID’s
das
linhas
As it was mentioned earlier, the order of the lines can be altered, therefore, it is not required to begin to enter the negotiations by the order we demonstrate on this example. However, it is important to know that in the organization of the negotiation, the exceptions are first and only then you fill in the lines of general negotiations. (The figure below doesn’t show all columns of Pricing Setup. There are presented only the most relevant for the understanding of our example).
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The first step of our negotiation was to insert a line of "Price Table" (which normally appears by default) - Line 1 (# 1). Otherwise, click in "New" and choose the option "Price Table". We placed the words "Yes" only in the column "Table" in order to after be able to compare the price at CPR (buy and sell) with the price table. Then we enter the CPR negotiations that relate to programs that, regardless of the hour they start, will always have the CPR base of prime time (FLI break code of RTP, MIR of SIC, and "Telejornal", "Jornal da Noite " and "Jornal Nacional") - lines 2 to 4 (# 2 to # 4). In the columns "Buy" and "Sell" we added the prices and in the column "Code Brk." their codes. Note that for the "Jornal Nacional" (TVI, week-end) was created another line, because, in the example, TVI does differential pricing between day and week-end. Thus, in line 3, column "Code Brk." together with the codes of the "Jornal da Noite" and "Telejornal" is the code for "Jornal Nacional" on working days: JNAC20; line 4 refers only to "Jornal Nacional" on the week-end: JNAD20 and JNAS20. The break code JUL2 - line 13 (# 13), to which was applied a rate of 10%, was filtered by week day and per channel. Since the code is the same for every day of the week, it was necessary to specify, on the column "DS", the day to which the rate is applied: Monday. Moreover, on the column "Channel" we selected the channel SIC. It should be noted that we did not have to do it to line 3 (# 3) that concerns to news of the three channels, because in cases where the line of negotiation refers to the whole, that is, to all the days of the week, to all the channels, among others, it is not necessary to filter. Only then we enter the line "CPR Card" (# 5) which will be applied to all the other breaks that are not exceptions (hence arise after the CPR lines associated with breaks of television newspapers and codes FLI and MIR). We click on "New", select the option "CPR Card" and then click in "Details". Here we going to add the prices for the three channels. As already mentioned we can create the Daypart in the window that appears or importing it, in case if we have already previously created it in "Daypart Definitions." Then just enter the price for each period band.
Then we add the charges and discounts. In our case, we decided to first introduce the charges. We then have a line with a rate of 10% for "Telejornal" for the "Jornal da Noite" and the "Jornal Nacional" (line 7 - # 7), with a rate of 15% for football in TVI (line 8 - # 8); other with a rate of 10% for the codes FLI and MIR (line 6 - # 6), and even a line for multi-product rate of 10% for the three channels (line 9 - # 9). The values of the fees are introduced in columns "Buy", "Sell" and / or "Table" and the break codes on the column "Code Brk.". For multi-product rates, we must filter the line by duration and / or name of the spot.
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Following the example of the rates applied to football by TVI (# 8) and informative programs of the three channels, we filtered the lines of charges with the breaks codes associated with that type of programs. Note that the lines of the rates distinguished itself from other by its red color. Por fim, introduzimos os descontos (linha 10 - #10 a linha 12 - #12). Nas colunas “Buy”, “Sell” e/ou “Table” são introduzidos os valores do desconto e nas colunas “Data Inicial” e “Data Final” as datas de início e fim de cada desconto. No caso de termos descontos diferentes para cada um dos canais, teríamos uma linha diferente para cada período de cada um dos canais e seleccionaríamos, na coluna “Canal”, aquele a que se aplicava o desconto. Finally, we introduced the discounts (line 10 - # 10 to line 12 - # 12). In the columns "Buy", "Sell" and / or "Table" are entered the values of the discount and in the columns "Initial Date " and "End Date" the start and end of each discount. In the case of having different discounts for each channel, we would have a separate line for each period of each channel and we would select, column "Channel", to which the discount is applied.
PRICE COLUMNS ON THE RANKING AND CALENDAR MODULES
Ranking Module
In the Ranking module, the prices that appear in columns "Buy", "Sell" and "Table" correspond to the average price (because there may be fees or discounts dated)of the period of campaign. This average includes any negotiation included in Pricing Setup module.
Calendar Module
In the calendar module, there are two sets of variables relative to cost prices:
Average Unit Prices – They correspond to the average of the prices for the campaign period, because there may be fees or discounts dated and because they may not take into account the distribution of the insertions in the days of the campaign calendar.
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Total Prices – Correspond to the total price of the set of all of the insertions of a support.
Unit Prices / Total Prices
Whether the column "Average Unit prices " or the "Total Prices" are subdivided into:
Buy – Corresponds to the price of buy. When planned on CPR, is affected by the GRPs of the target of buy.
Sell – Corresponds to the price of sell. When planned on CPR, is affected by the GRPs of the target of sell (or Planning).
Table
Scenary 1 – Planning at price table: Corresponds to the price table. Scenary 2 – Planning at CPR: Corresponds to the value of CPR that we added on the column “Table” of the Pricing Setup, multiplied by the rating of the support. This price is calculated with base on the target of planning. On the cases in which the target of sell (or planning) is different of the Main target, the column “Table” is affected by the target of sell and not by the Main target.
The columns "Buy", "Sell" and "Table" are divided into:
Base – reflects the original price, before any discount or fee is applied. D/T – This column shows the fees (tax) (in red) and the discounts (in green) applied to the support.
Neg. – Represents the final price/ negotiated, with the discounts / fees applied.
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TOOLBAR
Generics
Proprieties of the Plan : select this option if you want to change the properties of the plan or consult the choices you made initially. PlanView will present the campaign's initial window where you can make any changes to the characteristics of the plan.
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Save the Plan : this option has the possibility to write the plan and changes made to it
Templates : allows to organize the modules on the way you want, save structure templates and load them. The creation of templates for layout will allow each user to configure each module of the most convenient way, seeing only the necessary information, generating considerable gains in time.
a) Organize the template – drag the variables in order to obtain the desired organization (per channel, per day of
the week, by program, by Daypart, by target, etc.).. In the following example, we will organize the layout by channel and Daypar.
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b) Fix/ release columns –To set columns, click the right mouse button on the column you want to fix in order to appear the options "fix Columns" and "release Columns." In the case of fixing the column, it will be marked with a dotted red line. In the following example we set the column "Name".
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c) Activate / Deactivate variables – To click in the variables that appear in blue, you have the possibility to deactivate or activate variables. Se on the following example, on which all the variables of the item “Vars”, are active . Suppose we just want to be active the variables “Rating%” and “Coverage%”, we select all the other variables and deactivate just one of them (click in the item of selection ). Then click in “Apply”. All the variables that are selected – in blue – immediately are deactivated . However, you can also deactivate one variable at each time. You just need to click on the item of selection for each variable.
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d) Organization by page – In order to view the information of variables per page, simply drag the desired variable to the bottom of the layout. To illustrate this option, put the variable "Target" by page.
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e) Alter the order of the entities – to change the order of the entities (which are organized by row or column) simply click on the entity and drag it to the "place" intended. In the following example, we clicked on the variable “name"(the first variable in column) and dragged it to after the variable Ins."
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f) Save Templates – To save a layout template, just click on the icon “save”, add a name to the template and click
OK”.
g) Charge a template – click in “Templates”, select the template you want and click “Charge”.
h) Delete templates – on this window you can also delete templates, selecting the template and clicking in “Delete” or “Delete all”.
i) Rename Templates – to change the name of a template, just select the template, click in “Rename” and
proceed to the change of the name.
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You can also upload a template layout by clicking directly on the icon “Templates” of each module . A list of all the templates available will appear, depending on the module you are in.
See details / see summary of the plan : this icon allows you to activate two options:
1. see / hide the summary of the plan. To activate this option, you must select “View Details”, by clicking on the icon. On the summary you can see information of the campaign on the following items:
Cases – number of cases in the sample that represent them Target – Number of individuals that belong to the target Pct – percentage of the target on the universe CP –constant panel used
2. See a summary of the plan and a graphic that compares what was planed with what was obtained/broadcasted. To that we select the option “View Totals / Log”.
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Status of the Plan : this option allows you to graphically view information on GRPs and prices and a sheet with information on the characteristics of your plan
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Hide / Shows Pages : here you can define which of the modules you want to show/hide.
Add / Remover supports : allows to add or remove supports from the calendar. You just have to select the supports you wish, on the column Ave (week average), WE (week-end average) or the column of one (or more) day(s)
of the week, and click in “Add Supports” . These will automaticaly appear on the Calendar.
To remove insertions the process is the same. Select the supports that you already have added to the Calendar and click in “Remove Supports”. They will desapear from the Calendar.
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Add insertions : the supports we selected on the Ranking and to which we added insertions, will go automatically to the Calendar module with an insertion added. (This option is also available in the Calendar module, in which we can use this icon to add insertions to the supports).
Reduce insertions : the supports we selected on the Ranking and passed to the Calendar with insertions associated, if we select them on the Ranking and click on the icon “reduce insertions”, the insertions will be automatically removed, but the supports will be kept on the Calendar. (This option is also available on the Calendar module, on which we can use this icon to reduce the insertions on the supports).
Selection of Supports : allows to relate different variables, in a way to select the best supports. This option lets you see a chart that lists two variables of your choice (for example, negotiated price and rating). You can also choose the target and the days of the week in order to filter the supports that appear on the graph. You can also filter the supports by group, according to the organization of the Rankings (example: our Ranking is organized by Channel hence the filter group, we can choose one of the channels. In this example we choose the channel SIC). By clicking with the mouse on the point of the graph, you can see information on the support in question.
You will only have to choose (wth the right button of the mouse) the area with the supports you want. Then click in “Select
supports” .
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The selected supports will be on green and will go to the Calendar without associated insertions.
If you want to deselect supports, select them again with the right button of your mouse and click in “Deselect supports” .
If you want the initial supports (the ones that were selected when you opened the window), click in “Initial Supports” .
You also have the possibility to “Deselect all the supports” clicking on the icon .
If you select the supports with the left button on your mouse, you can zoom in. To invert, click in “Zoom out” .
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Calc Const Panel : allows to calculate the constant panel with the options "Best Fit", "At least one" or "100%". In the chart that emerges you can also consult each panel by clicking on each one in the chart, in the following example, on the table that appears at the bottom of the chart, we see the information related to the panel C2, namely the Best fit, but if we click with the mouse on the C3, this will be the information that we will have in the table, and so on according to the panel we choose. The panel we select, will be one that will be assumed.
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Reports List : choosing this option, you will access a window where you can visualize and treat the correspondent reports to the different modules of the plan.
Fix Const Panel : this option serves to block the constant panel we are using.
Export to Adlog : clicking on this option you have the possibility to export the Ranking to Adlog.
Calendar
Random Distribution / Sequential Distribution : after entering insertions, you have the possibility to distribute them in a random or sequential way. First select the supports, on which you aim to make the distribution and then click on one of the icons.
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Aval : this option allows to evaluate the Calendar, but without having in regard the distribution of the insertions.
Aval Calendar : allows to evaluate the Calendar, considering the distribution of the insertions on the presentation of the results.
Show Details of the Calendar : this allows you activate the variables that we want to see in detail for each day of our calendar. By default, it only appears the variable of the insertions that is active. Clicking on this option we can select the different variables. In the following example, we selected in addition to the variable of the insertions, the variables of the weighting, rating% and GRPs. We can then see this information simultaneously for each day of our period of campaign
Fix Cells : allows to fix insertions on the calendar of the campaign. Select the insertion you want to block (once selected they turn to red) or select the support. Automatically the insertions of that support will be selected, not suffering more changes.
Release Cells : this option allows you to unblock the insertions. Select the insertions or the supports with blocked insertions and click in this option to unblock them.
Fix Cells with Insertions : fix / block all the cells with distributed insertions selected(when fixed they turn red).
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Proprieties of the Support : provides access to the window of the properties of the support(s). In case of selecting the line(s) of the supports and click on the icon, a window will emerge with information relating to the support(s) that can be edited: number of insertions, spot that we are using, maximum and minimum number insertions that we want to the support for the optimization, the table code of the support and the weighting for different targets of our plan.
If, on the other hand, you select one or more insertions in the calendar, and click on the icon, the information that you will appear will be of a different kind. Take the example below, for which we selected a group of supports with insertions.
The window that now appears concerns to the negotiations conducted for this insertion. We can visualize information on the price for the buy target, sell and the table price, and also the base price, which rates and discounts applied to insertion and what’s the final price, after the rates and discounts applied (Neg.). All this information can be edited.
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In this window, you can also insert the rates of location, defined in the Pricing Setup module. Select the column "Value", corresponding to the column "Buy", "Sell" and / or "Table" to where you want to insert the rate of localization.
Write the position defined to the rate of location (First, Second, or Last), in our example "First".
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Click “Enter”. All the insertions selected will assume the rate of location associated to the first position, in this example, 10%.
Hide empty supports : hides the supports that have no insertions
Copy Support : allows to duplicate one or several supports. Select and click on the icon. The copied support will appear at the end of the list.
Delete Supports : allows to delete one or more supports selected.
Add Single Timeband : allows to create a Timeband, useful for when you want to put insertions in a certain time but you don’t know what will be the break on display at that time (and the code of break). You can calculate the cost and the audience of an insertion at that time, taking into account the average of that same time band in the period of broadcast.
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Import AdLog : allows to import an AdLog plan.
Activates / Deactivates lines of the calendar : this function allows you to activate or deactivate lines of the calendar. Select the lines of the supports and click on the icon. The inactive lines aren’t considered for the evaluation, but don’t lose the characteristics. At any time these inactive lines can be reactivated.
Dated evaluation
Select Spots Posval : allows to make the connection between spot(s) of PlanView and the spot(s) broadcasted.
Add Insertions Posval : allows to add the insertions that were broadcasted (confronting the spot(s) of PlanView with the ones from Videotrack / Pubreport, in a way to evaluate the campaign).
Auto turn : automatically connects the insertions with the same code, the same date and same channel.
Remove Posval Insertions : removes the selected insertions (real’s and planned) of Videotrack / Pubreport.
Remove Insertions from the Calendar : removes all the insertions that were planned and have no correspondence with data from Videotrack / Pubreport, whether in the Dated Evaluation, or in the Calendar, we will only get the real plan (the broadcasted insertions of Videotrack / Pubreport)
Connect Insertions : through this option you have the possibility to select a real insertion and a planed one and manually connect them through this button.
Turn off Insertions : with this function you can select an active insertion and turn it off with this icon.
Plans
Copy Plans : allows to copy a plan. Select it and click on the icon. The copy will appear immediately a the end of the plan list.
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Merge Plans : we can combine different plans when we assess channels or sponsorship in a separate way and then want to evaluate jointly. Simply select the lines of those plans and click on the icon. A window will appear where you should give a name to the plan. The new plan created will automatically appear at the end of the list. At the junction of plans, if you have two different constant panels, PlanView will make a new calculation in order to find a new best fit.
Delete Plans : select a plan and delete it through this icon.
Create a Plan: in case you want to create a new plan, you should (from any module) select the name of the plan in the header and at the end of the list of available plans, click on "New". You can create a new plan based on the characteristics defined for the campaign. It will appear then again, a window where you should give a name to the new plan created and it will appear automatically at the end of the listing.
Create version: to create a version, click in “Plan”, choose the option “Make a version” and add a name. The version created will appear automatically at the end of the list, with the plans. A version is a non editable copy. It serves only to see the state of the plan at the date of the creation of the version and compares the values with the current plan in the Summary module.
Evaluate a plan: by selecting a plan and clicking on the icon “Aval” (evaluation without having in regard the
distribution of the insertions) or “Aval Calendar” (evaluation that considers only the distributed insertions), you have the possibility to evaluate the plan to watch the global values.
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RANKING MODULE
It’s on the Ranking module that appears the list of the supports, generated from the criteria that we defined for the plan. Here you will see and select the supports that will be part of your campaign. We will now explain the options available in this and the following modules.
On the Ranking module
In the Ranking module you have a list of the supports, resulting of the criteria defined by the user for the campaign. Let’s see the different features of this module:
Alter the organization of the Ranking – the organization of the Ranking can be altered by the user. You can make it by
clicking in “Structure” , obtaining a personalized layout. Order by ascendent / descendent order – you may change the presentation order of the supports, ordering the columns of
ascending or descending order. To do this, place your mouse over the top of the column you want to order, click the right button and choose one of the following: "Ascending Order" or "Descending Order". In the following example we will order by ascending the column "Ave".
Order user - if you wish, you can order by more then one criteria, trough the option “Order User”. Put the mouse on one of the columns and click on the right button. Select the "Order User".
A window similar to the one of the image bellow will appear. You must select the variables you want to use to order your supports and indicate if you want them to be ordered in ascendant or descendent order. Then select the variables from the list
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and click in the arrow so that they pass to the window “Order by”. By clicking on the arrow you will pass all the
variables available to the window “Order by”. By clicking on the arrow , you will reverse the process.
Next step will be to define if the variables will be organized by ascendant or descendent order. Watch in the previous example if
the two selected variables have before the name an arrow indicating up , that means ascendant. If we let that definition, the Ranking would be organized in an ascendant way with base on this two variables. To alter the order of the variables to the
descendent way, just click once on the icon , and it will automatically change to . That’s what we did to the variable “Name”.
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Top – To make a Top of your supports, place your mouse on top of a column and click with the right button. Select the
option “Top...” and a window will appear where you have to insert the total number of supports that you want to visualize.
On this example, and sill considering the column “Ave”, we are indicating that of all of our supports we just want to see the 10 that have bigger rating, in other words, we are going to obtain the top ten of each organization group (channel, daypart, among others) and according to the organization that we have.
Find – Clicking on the right button of your mouse, you also have the option “Find”. Here you have the possibility to, selecting search criteria, find on the ranking the supports or values you want.
You just have to select the variable / column of where you want the information in the option “In” and in “Find”, and write the value or text you want to find. According to the cell in which the cursor is, you can initiate the search “up” or “down”. You also have the possibility to click in “Find next” to “skip” to the next support fills the criteria defined. On the following example, will be identified all the supports that on the column “Ave” present a rating of 10%.
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Find next – You can also use the option “Find Next”, clicking on the right button of your mouse, placing it on one of the
columns of the rating, or clicking directly on “F3” so that, with basis on the criteria previously defined on the option “Find”, will be identified the next support that fulfills the criteria defined.
On the Header of each of the modules, are available variables that give information regarding the module and that can be altered at any time by the user.
Region – shows which region (selected on the definitions of the plan) is being used on the plan – AudiPanel or AudiCabo. Target – shows the target of which information we are visualizing on the module. In case you have more then one target
on your plan, you can alter it here. Just click on the target itself, in a way to appear the list of all the targets off the plan and select the target you want. The data you will visualize will be the data of the target selected now.
Variable – this option allows you to choose the variable you want to see on the Ranking. To alter the variable, just click on it and select a new variable on the list available (the list of the variables result of a list of the variables made by the user, on the definitions of the campaign de – Proprieties of the Plan – on the window “Variables & Curves”). See the example, on which, on the header of the Ranking module, we have a list similar to the one of the variables selected on the window “Variables & Curves”).
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Curve – here you can see which coverage curve is been used on your plan. In the case of having selected more then one
curve, you can alter it here, by clicking on the name of the curve. Part of the day – allows to see which is the selected daypart selected to the organization of your plan. In case of having
more then one daypart selected, you can alter it by, clicking on the name of the daypart.
Spot – allows to see which is the selected spot (and with base on what will be the passed the supports to the calendar). You can have selected “all” of the spots or select just one off them. It will be with the seconds of the spot here identified, that the supports will pass to the Calendar module. If you have selected the option “All”, the supports will pass with all the seconds associated (of all the spots selected by the user on the campaign definitions). To alter the spot, you just need to click on the spot, on the header, and select other spot or the option “All”.
Plan – shows the plan that we are working on. You can also switch here from your plan to another, in case you have
created copies on the Plans module. Just click on the name of the plan and make the selection.
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CALENDAR MODULE
O the Calendar module you visualize the supports that you selected on the Ranking module and that will make part of your campaign. You can visualize the information concerned to prices and audiences for each one of the supports and targets of your plan; add insertions to the supports, etc. We will now demonstrate the different functionalities of this module.
On the Calendar módule
On the Calendar module we will visualize the list of the supports selected previously on the Ranking module. We will demonstrate now the functionalities available on this module:
Adjust the options of the support – selecting one or more supports, by clicking with the right button of your mouse, you can choose the option “Adjust the options of the support”, in a way to see and edit the information that concern to this support(s).
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Adjust the days of the support – in the same way that in the previous option, we selected a support and choosing the
option “Adjust the days of the support”, you can change the days of the week on which is broadcasted the support. This functionality is useful for instance to when the programs changes of days or if is going to be a special broadcast.
Add / Remove insertions – by making double click with the left button of your mouse on the cells of the calendar, you can add insertions; if, you double click with the right button, you will remove the insertions of the selected cells.
Change the name of the program – at any moment, you can change the name of a support, on the column “Program”. Just
select the cell correspondent to the support you want to edit, and change the name.
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SUMMARY MODULE
The Summary module allows to see the results of the campaign by several items: channels, days of the week, dayparts, etc.
Define the way you want to see presented your results in templates . You can organize your layout the way you want, having the possibility to have a level of organization, two levels, three levels and so on. On the following example, we have just one level of organization, on the Summary module, we have the information available to the group “Channel” and then to the group “Spot”.
By dragging the variable "Spot" to the layout, a red line appears and separates it from the previous variable.
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If you prefer to have the information “crossed” of two variables, just drag the variable close to the previous variable (on the following example we pulled the variable “Spot” up, in a way to afterwards we can see the information simultaneously to the variable “Spot” NS “Daypart”). By dragging the variable close to the previous one, a blue line will appear to separate them, on the layout, they will depend on each other..
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Also in the summary module you have the possibility to check the differences between what was planned and what was obtained, with base on checking / control of insertions made by the Date Evaluation Module. This differences dived in two columns:
➙ “R+P” – deviations until the end of the campaign. It takes into account the actual figures until the last date controlled.
Sums these values with the values planned for the remaining time of the campaign and compares this sum with the figures originally planned for the total of the campaign.
➙ “P(R)” – includes only the data until the last controlled date, presenting equally the deviations between the planned
and the real.
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DATED EVALUATION MODULE
On the Dated Evaluation Module you can confront the planned with the broadcasted by the channels, making one connection of the plan with the data from Videotrack or Pubreport.
On the Dated Evaluation Module
Make an evaluation of the campaign
To confront the planned with the broadcasted by the channels, click in “Select Spots Posval” . You can make the connection with the data from Videotrack or Pubreport, according to the dates choose to the period of campaign.
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Select the brand you want (in Videotrack, you have also the possibility to filter the spots by product, announcer, agency, etc, as in
the following example). To select the dates, click in “Select the dates” .
Then select the period of analysis (you can only choose dates that belong to the period of campaign defined initially).
Click in “Update” and it will appear a list with all the spots broadcasted in this period to this brand (or to other selected filters – products, agency, announcer or means agency – to Videotrack). Make the correspondence between the planning spots (PlanView) and of Videotrack or Pubreport and click in “OK”.
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Afterwards click in “Add Posval Insertions” . Select “Videotrack” or “Pubreport” (according to what you previously choose). Verify if the dates of the campaign to confront are correct and click in “OK”.
Wait until the warning bellow appears and click “OK”.
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You then obtain in: Blue – the insertions broadcasted and not predicted on the same code and date; Pink – what was planned but has no match with the data from Videotrack or Pubreport; Green – what was planned and broadcasted with the same code.
Then click in “Aval Calendar” so that the values appear. For the insertions that don’t make automatic link, you can make them match, selecting the lines of the insertions and clicking in
“Connect Insertions” . This connection is only possible between insertions of the same channel. The insertions connected appear automatically on green.
The data From Videotrack / Pubreport can be more easily compared with the plan if, recurring to the structure, we put the columns
of the entities side by side. Click them in “Templates” / “Structure” and place “Variables” (that is on the line under “Programs”) above “Programs” (dragging the entity with your mouse or clicking with the right button of the mouse in “Change”). Click in OK”.
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You can compare (side by side) what was planned and what was broadcasted.
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MODULES STRATEGY AND OPTIMIZATION
On the Strategy module you can define campaign goals, organizing entities and establishing limits.
In “Structure” select the entities you want to use on the definition of your strategy (you can place limits / goals) and the way you want them to be organized. Drag the entities in a way to obtain the organization you want. Please note that when a red line appears, the entity that you are dragging will create a new level of organization, PlanView will present an organization with two independent levels.
On the example, PlanView will present the organization with two levels of campaign: channel and sub-campaign.
If instead a blue line appears, that means that you are putting an entity on the dependency of other. Next click in “OK”.
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On the strategy module
Definition of objectives
Define the objectives, introducing the percentages or maximum and minimum values (to GRPs or to values of investment). The percentages included may have two features: for the planner to evaluate and compare the values obtained with the plan that created or values as a basis for optimization. On the left you have the Ref. columns whish presents the maximum values achievable for Grp’s and Investment based on the supports available in the calendar (simulates the result of 1 insertion put at each support\day)
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Optimize / Calendar Optimization Use the optimization so that it’s PlanView to create a plan that fulfils the parameters that you established on the strategy module.
1. Optimize – realizes an optimization that doesn’t distributes the insertions in the calendar; only chooses the supports and establishes the number of inserts for each one.
2. Calendar Optimization - chooses the most rentable supports and distributes the insertions by the dates of the campaign, achieving the objectives / limits expected.
Clicking in one of the icons mentioned, you will face with the next window, in which can be created one or more plans that meet the parameters set for the campaign:
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Target – target to which you want to optimize the plan.
Curve – curves as base to which you want the optimization to be made. Price
o Opt on – price as base on what you are going to optimize (will determine the choice of the most rentable supports).
o Add – price used as limit on the chose of the supports.
Budget – budget available to the campaign (the value as default is the one inserted on the window “Other Options” of the proprieties of the plan).
GRPs – value of GRPs that you want to obtain with the plan. Use strategy – by activating this option the user indicates that whants to usethe values defined on the strategy (as for
Investment, as for GRPs).
By CPR – This option is only available when using the strategy, either of investment, or GRPs. It allows to choose a % of variation for the average CPR of the plan. Example: 100 000 euros and 500 GRPs equates to an average of 200 CPR. If the % of variation is raised by 10%, PlanView will optimize by choosing supports with a CPR from 180 to 220 (10% up or down compared to my average CPR). This limit will be respected for each organization.
Use Ins – when we activate this option we are indicating that we want to use the maximum values of insertions
defined in the strategy and / or the maximum and minimum values of insertions for support inserted in the column Opt of the schedule.
Multi-Plans – allows to generate several plans to different values of GRPs or of investment defined by the user.
W Cobertura – allows to indicate a value as the objective of effective coverage.
Coverage – allows to indicate a value as the objective of coverage.
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Max steps –number maximum of steps ( in practice, corresponds to the maximum number of insertions, as each iteration of optimization consists in always put an additional insertion until overcome one of limits).
Max insertions by placement – allows to indicate the maximum number of de insertions by placement, (by support in
each day of the campaign).
Join Spots – Sets if the value of "Max insertions by placing" is applied to all the spots or individually. When we insert, by instance, "2" in the box "Max Insertions by placing" and we do not have this option active, PlanView can bring twice a spot of 30 seconds and 2 times the same spot, but of 20 seconds, if we have this option active, PlanView can only put two spots: once the spot of 20 seconds and once the spot, 30 seconds in the same break or not.
PLANS MODULE
On the Plans module we can see the total results of the main plan, or of the possible copies and versions that we may have done. On this module, is possible to create copies of plans, create versions and merge different plans. It’s also in the module of plans that appear the Multiplan’s that result from the optimization.
ADVISOR
Advisor is a tool that allows to create and optimize the strategy of a campaign. Suggests a possible strategy based on the natural distribution of GRPs during the reference period (period of audience).
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On the proprieties of the plan, on the separator of Advisor, you cal fill-in the objectives of GRPs and investment, and choose the organization that you want for the strategy (on this example, we choose Channel / Daypart). By using the entity daypart in the organization, you must define which daypart to use (Organizing Daypart). By enabling the option "Join spots", you will be indicating the Advisor that the maximum number of insertions by support will be independent of the number of spots that you have on the plan, that is, if you have two spots in the plan, for example, one of 30 seconds and another of 15 seconds, and place 2 as the maximum number of insertions for support, the Advisor cant place 2 insertions of 30 seconds and 2 insertions of 15 seconds, but 2 insertions in the total, regardless of the spot. The option “Use Commercial Space” must be used when we want the average audience to be calculated just with base on the breaks, and the option “Use Price” is to indicate the Advisor that we want to optimize with base on the two indicators: GRPs and price. If we dont activate this indication, Advisor will account just the GRPs.
Relatively to the “Cover Guides”, these allow the user to insert different values of GRPs or investment, in a way so that Advisor creates several scenarios: one for each value added by the user.
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The window of Advisor with the natural distribution of the GRPs and investment during the period of audience, will appear.
This window sub-divides in several parts:
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Blue section – with the past values (audience period), according to the organization choose by the user (in this case, by
Channel / Daypart).
Gray section – with the values suggested at GRPs and investment level of distribution. The user can alter these values
and Advisor will automatically adjust the remain organizations. For instance, if we have 2 channels and in one of them we have 20% of GRPs and in the other 80%, by changing the value of 20% to 30%, for instance, Advisor will automatically adjust the value of GRPs of the second channel to 70%.
Orange section – with the predicted values (nº of insertions, coverage, OTS, CPR, etc.)
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At the bottom of the window of the Advisor, we also visualize a summary of all the tests that the Advisor created, according to the values entered by the user in the option "Cover Guides."
To create tests, click in “New Test” . The user will have several tests of the plan, and you can change the value on each one of those essays /tests.
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To send one of those tests to the strategy of PlanView, and initiate a tactic optimization, click in “Process” . The strategy of PlanView is then filled with the figures sent by the Advisor, and starts up automatically a strategic optimization that chooses the support with better effective coverage at the best price.
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CMS – Campaign Management System
The CMS is an application that allows to have a data base of clients with negotiations saved by client or global negotiations common to several clients. This application allows also to plan means and non edited vehicles, and also to make copies of plans.
Tool Bar
Clients
To create a new client, click in “Navigator”, on the module “PlanView”, and select the option “Clients”. Click with the right button
of your mouse and choose the option “New” or click directly on the icon “New” .
A second window will appear, on which you must insert the data of your client:
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On the second module of this same window, “Negotiations”, you can create or edit a package of negotiations associated to your client. Click on the icon “New” so that a window appears, in which you may add a name to your package of negotiations and the date in between which it applies. Next, to insert your lines of negotiation, click on the icon “New” and create your package of negotiations as it was explained on this manual on the chapter Pricing Setup.
In the window “Permissions” you have the possibility to select which users can access to the information you just created.
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Negotiations The global package of negotiations is very useful to negotiations common to several clients (without having to repeat them). To create a package of negotiations without being associated to any specific client, click in “Navigator” and then in “Negotiations”. The following window will appear, on which, the same way as in the “Pricing Setup” module or in the window of the negotiations attached to the creation of a new client, you can create or edit your package of negotiations.
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Vehicles manager
This option allows you to manage and create non audit vehicles. To create a new vehicle click in “Navigator” and select the icon “Vehicles manager”. Them, click with the right button of your mouse and choose the option “New” or click directly in the icon
“New” .
SA window will appear where you can name your vehicle.
This new vehicle will appear in your list of channels (on green) and can now be used in you plans, although it appears with no values for audiences.
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The supports on green, correspond to supports that are not audited, which were created directly on the vehicles manager. The ones on blue, are the audited supports, associated to an audience code. When data is sent that is relative to new audited supports, they will appear in pink. If one of these supports already exists as an unaudited support (green), you can connect the green line with the pink line in a way to obtain a blue line (audited vehicle), without however, losing the history of what was planned for this support while unaudited support (green).
Season Rate
The season rate is a comparative between the average audience of the total of television on the year before the period of analysis and average audience of the total of television on the year before the period of campaign and the daypart and the configurable period. When this option is active, PlanView considers the audience of the period of analysis by this factor, thereby obtaining a forecast for the audience of the campaign that includes information about the difference of audiences that occurred in the previous year for those periods.
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CONSTANTE PANEL
The calculation of Coverage & frequency for a number of events or supports that occurred on different days requires that
the sample remains constant during the period that contains these days. However, during the electronic process of measurement of TV audiences (using meters), some individuals of the panel are removed from the daily production due to technical reasons (failure of transmission of data, problems with the hardware) or because of not respecting the rules of validation. Thus, there are individuals who are present in a few days but not in others. Consequently, the size and structure of the sample of the panel changes every day. For this reason, it is not possible to calculate the Coverage & Frequency using the sample of the daily panel of the period of reference, without defining whats the criteria for the creation of the constant panel.
Usually, building a conceptual panel, designated by Constant Panel, in which the composition, size and structure of the
sample remain constant, solves this problem. In PlanView, the user has the possibility to choose between 4 different methods of construction of a Panel: Continuous (100%), Union (At least one), Intermediate (C (N)) and Best Fit. In summary, this option can set / change the panel of individuals who count for the sample in the period used in the plan.
When you click "Calculate constant panel", PlanView calculates the Best Fit Panel(by default) for the main target of the
campaign, given the number of days in the period of audience, evaluating and comparing the values with the average of the Ranking. In practice, PlanView is going to find the maximum number of times that each individual from the sample may fail.
Example, if the Best Fit panel is the C2, that means that for the panel count all individuals from the target who fail (not present) at most 2 days of the period of audience. PlanView evaluates the number of GRPs obtained by all those who failed "0", and then all that failed "1" and so on, until those who were just once present. Note: When the option Block constant panel is active, PlanView will present results for the panel you fixed.
100% (Continuos)
It consists in include on the panel only the individuals who were present in the sample every day during the period of reference. This method strengthens the idea of continuity of a panel: all individuals who where not present every day of the period, are not included. Through the elimination of non-permanent individuals, the sample size decreases. This method has two major disadvantages:
a) Tends to increase the rating of the support, compared with the daily ratings (experience shows that there is a positive correlation between the continuity of a panel and strong habits of watching TV).
b) Decreases the statistical accuracy of the results due to reduce the size of the sample
At least one (Union)
To avoid the disadvantages of the continued panel - reducing the size of the sample - is often used the so-called at least one. This method considers to the panel all individuals who were present at least one day during the reference period. For those who were not present on a given day, the audience is considered zero (for those days). Each individual in the constant sample of Union is re-weighted by its corresponding daily value, multiplied by the frequency of its presence in the reference period (percentage of days that attended). This frequency factor reduces the weight of the individuals who were not present in the panel every day.
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Intermediate (C(n))
It gives the user the option of setting a maximum number of days 'n' within the days 'N' of the reference period where individuals may miss the panel, in a way to be accepted on the constant panel. The sample size of C (n) is between the size of C (O) - Continuous Panel and the size of C (N-1) - Union Panel. Example, a C (3) is a panel that includes only those individuals who were present at least N-3 days, of the period of analysis, in other words, were no more than 3 days out of the panel.
Best Fit Panels
The panel Best Fit is the Constant panel C (n) whose ratings (from supports to the main target considerated) are closer to the daily average of the ratings of the reference period. To find the best value "n" to the panel (allowed number of days of absence), PlanView uses the following steps: 1. Calculation of the daily ratings (using the daily sample) for a certain period and for a certain group of supports on the reference period (Ranking). 2. Generation of all the different Constant Panels “n” C(n), trough the definition of different values “n” (from 0 to N-1) and ratings calculation (for the same supports) based on those panels. 3. Selection of the solution “n”, that produces ratings closer to the daily’s. The Best Fit panel selected depends on the following factors:
a) Target considerated; b) Group of events; c) Period of reference
Example – Constante Panel
This example seeks to explain the function of the Constant Panel in PlanView and the reason why it is advisable to establish the panel when the plan is approved by the customer. Exemplo: Taking as period of audience one week (7 days), there are actually 7 different panels (one for each day). That's because a home can be included in the panel on the first day and not the other days (for various reasons: technical failure, withdrawal from participating in the panel, etc.).. To overcome this, the solution is to create a constant panel that sets as criteria the minimum number of days (of the period of audience) in which a home must be present to be considered as part of the panel. In this example, as there are 7 days as period of audience, we will have 7 possible panels: from C0 of C6. The CO means that admits no failure, that is, for a home to be counted on the panel has to participate every day (participate does not mean have seen television - can contribute with 0% audience). In other way, C6 means that are included in the panel all individuals who have until 6 flaws, this is, that only attended the panel one day.
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The values of audience are going to change accordingly to the panel you choose, because the changing of the chosen panel means to include or exclude individuals. The panel that PlanView assumes being Besta Fiz (Best adjustment) is the one that presents less difference of GRPs between the calendar (plan) and the ranking (passed – period of audience). On the following example, in which the Calendar has 30 supports, of 10 different channels, the panel Best Fit (Best Adjustment) is C3, admits the individuals that had until 3 during the period of audience.
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If we add or withdraw supports in the calendar, the Best Fit panel may change and no longer be the C3, because the total of GRPs of the Calendar will be different
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For example, if our calendar of the example plan obtains only 21 supports on the calendar instead of the initial 30 supports, the Best Fit panel becomes the C5, as it is one that shows a difference of GRPs between the ranking and the calendar of only 0.05. When this happens, the value of supports that remain on the plan change.
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For that this situation of changing of panel doesnt happen as we are adding or removing supports from the calendar, the user may
fix the Constant Panel, by activating the button (fix const. panel).
What’s fix constant panel?
In the evaluation of a plan with new insertions (or with less insertions), the panel found at Best-Fit may be different from the original. If this occurs, the values of audience of the existing supports change. Therefore, if you are planning with CPR, the costs of those breaks will also change.
To avoid changes that affect existing supports every time we enter a new support, we can lock up the Panel. This procedure prevents the recalculation of the Best Fit so that the panel used in the analysis may no longer be the great panel for the campaign supports, but avoids changing values of audiences and costs.
AUDIENCE VARIBLES
Rating% (rat%)
Second average weight. For its calculation, each individual is weighted with reference to the duration of the contact with the event/channel. The calculation of this variable is based on all individuals of the target, both those who contacted with the event and those that didn’t contacted.
100%
target the of sindividual nduration Program
secondscontacted of TotalRat
Tv rating% (tvr%)
It gives you the average audience of all the channels in a specific moment (program duration, time period). The calculation of this variable is based on all individuals of the target, both those who contacted with the event and those that didn’t contacted.
100.
%
target of sindividual n duration Events
Tv with secondscontacted of TotalTvr
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Share% (shr%)
It is calculated with the total time viewing a determined event/channel with reference to the total time spent watching TV (Base Channel).
100%
/%%
Tvr
channelvente RatShr
Reach% (Rch%)
It measures the % of individuals who “contacted” with the event/channel at least 1 second. Note that even if the individual had contact two or more times with the same event/channel, it is considered just one contact.
1001.
% sindividual Total
sec least at event the withcontacted that sindividual of NRch
TAR Rate(tar)
The variable Tar gives the rate associated with to the support, in other words, the cost of the support. These values correspond to the rate that is active in the reference period. If the reference period includes different rates for the same support, the Tar will be the average of the different rates.
OTS (average number of contacts)
Average number of opportunities of contact of each individual, that belongs to the target in analysis.
Equivalent Cost (Eqpr)
Allows to standardize the cost, compares prices between supports, using the same standard seconds.
OTS = GRP’s / Cov%
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Cost by Mil (CPM)
The cost by Mil gives the average cost of a support/campaign to each 1000 of obtained contacts. The CPM is often used on the planning of supports as a measure of Efficiency of Cost by Support (Indicator of profitability of a plan), meaning that, the lesser the CPM, the bigger is the efficacy of the support. As it has as base the number of individuals that compose the target, the Cost by Mil doesn’t allows to compare between targets of different dimensions.
Cost by Rating (CPR)
The cost by Rating (CPR) is the cost of a point of rating obtained by the support/campaign. Although in a plan presents the same tendency that Cost by 1000 contacts (CPM) has the advantage of being independent of the dimension of the target. That makes easier the comparation of rentability between campaigns, even if directed to targets of very different dimension. CPR is very used by Planners of supports to predict the total cost of a plan.
Fidelidade% (Fid%)
It gives you the average % of a time period/program that is contacted by each individual.
100Duration '
#%
sEvent
AtsFid
The maximum value of Fid% is 100% and it would mean that all contacted individuals (TV viewers) were present in the whole program/period.
Afinidade% (Aff%)
It measures the “Affinity” of an event with a target, i.e.; compares the target average audiences of an event with the base target average audience of that event.
100% event target base the for Rat%
event target the for Rat%Aff
In PlanView, this variable is useful mostly to calculate the affinity with base on the buy target and the sell target.
CPM = Cost / Rat#
CPP = Custo GRP
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So, if the affinity index is:
Aff% = 100: the concentration of individuals of the target on the support it’s the same that occurs on the universe, meaning that the support is “neutral”.
Aff%< 100: the average audience of the event on the target is inferior to the average audience of the event on the base target, indicating that the target doesn’t have affinity with the event.
Aff% >100: the average audience of the event on the target is superior to the average audience of the event on the base target, indicating that the target has affinity with the event.
Average Time Viewing# (Atv#)
It is the average time, in seconds, which each individual (independently if it’s considered or not as a TV Viewer) spent viewing an event/channel.
target the of sindividual n
nelevent/chanby contacted onds of TotalAtv
.
sec#
Adhesion index % (Adh%)
This index gives you the audience structure, the target % in an event audience.
100
target base of sindividual n.target base the in event of Rat%
target of sindividual n.target the in event of Rat%%Adh
If the target is the total of the universe, the adhesion will be 100%, because all belong to the universe.
Average Time Spent# (Ats#)
It is the average time, in seconds that each contacted individual spent viewing an event/channel.
nelevent/chan the withcontacted that target of ind n
nelevent/chanby contacted onds of TotalAts
.
sec#
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Rating# (Rat#)
Average Audience rate (Rating – second average audience). For its computation, each individual is weighted with reference to the duration of the contact with the event/channel.
100%
target the of sindividual nduration Program
secondscontacted of TotalRat
Reach# (Rch#)
It measures the % of individuals who “contacted” with the event/channel at least 1 second. Note that even if the individual had contact two or more times with the same event/channel, it is considered just one contact.
1001.
% sindividual Total
sec least at event the withcontacted that sindividual of NRch
Rating Equivalent% (EQRAT%)
Allows to compare results for different seconds, creating a variable that standardizes the GRPs for an equivalent seconds.
TV Rating# (Tvr#)
It gives you the target’s average number for thousand individuals presented in the audience of the base channel during an event/channel broadcast.
100
%#
thousands in target the of sindividual of n. TvrTvr
Gross Rating Points (GRPs)
Standardized and global indicator, of the performance of a plan of means or a support, which measures the total number of contacts made by a plan (gross number of contacts). It is expressed in ratings (percentage on the number of individuals of the target), and it represents the total number of contacts made, for every 100 people of the target.
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By presenting to a percentage basis is independent of the size of the target, thus allowing comparisons between campaigns or supports directed to different targets.
Coverage (Cov%)
It gives you the % of the target that contacted at least one of the events in the set.
The coverage we have with one insertion, for a given support, is equal to the value of average audience of that support, the introduction of more insertions on a plan will increase the value of coverage, tending to the maximum possible, which corresponds to the value of Maximum coverage.
Weighted or Effective Coverage (Wcov%)
Percentage of the target exposed to a defined level of contacts with the campaign. That level is determined by the user through a curve of response. It depends on the distribution of Contacts and the response curve. The option to build a response curve, allows the user to determine what percentage of memorization expected at each frequency of contacts of an individual with the event / support, thus defining the form of progression of the apprehension.