L6 - Evaluating & Selecting Media

Question 1

The most important criterion in determining media values is…

Answer 1

A combination of three principles:

• Target Reach
• Composition
• Cost-Efficiency

Finding vehicles that reach a large number of targets with high enough compositions to avoid waste and at a low CPM

Question 2

Editorial Environment:

Answer 2

Occasionally vehicles that reach targets efficiently are not suited to an advertiser’s message

Because the editorial environments of the vehicles are not compatible with the ad message or with the advertisers content restrictions

This concept is related to the need for psychographic data to fit demographic data

• E.g. two college students of the same age in the same income class could lead radically different lives

Question 3

Contextual Targeting:

Answer 3

This approach places ads on websites that are likely to be visited by the same people whom the advertiser is targeting

So a luggage advertiser would buy impressions on travel-oriented websites and one sites appealing to businesspersons who are likely to be the heaviest travellers

It relies on the judgement and insight into the lifestyle of the product users

Geographic targeting is a form of contextual targeting

Question 4

Behavioural Targeting (BT)

Answer 4

This approach takes conceptual targeting a step further and physically paces a cookie on a computer of people who have visited

This data is used by the publishers or is sold to online networks that will serve, for example a luggage ad to computers that have this cookie

• This type of targeting is more precise BUT It raises issues of privacy

Question 5

Demographic Targeting:

Answer 5

This approach helps the user select websites based on the demographics of their visitors

Many sites ask visitors to register before allowing entry, recording key characteristics such as age, gender, family size…etc.

These registered sites can then assure advertisers that all the impressions are going to the desired demographics

Question 6

Ad Networks:

Answer 6

Ad networks were created to distribute an advertisers message over hundreds or even thousands of websites that have agreed to receive these ads, often at a significantly reduced price

Another tool for buying online media is the ad exchange, an impression by impression auction marketplace that connects website publishers and buyers in real time

Online measurement is a moving target

Question 7

Buying Internet Search Advertising:

Answer 7

Search is typically viewed as a lead-generating medium that as of this writing is largely dominated by Google

It has been called the most efficient lead-generating medium ever, and it probably is

The two dominant types of search are paid keywords, also referred to as pay-per-click (PPC):

• Search Engine Marketing (SEM) and
• Search Engine Optimization (SEO)

Question 8

SEO:

Answer 8

Organise aspects of a sites construction to raise its ranking according to a search engines algorithm.

Can take months to show positive results.

Question 9

Flighting:

Answer 9

Benefits of Flighting:

1. Advertising bursts may be timed to coincide with competitive campaigns or can avoid them
2. May suit seasonal products
3. High impact during advertising bursts

Limitations of Flighting:

1. Possible message wear-out during bursts
2. Lose momentum during periods of inactivity
3. Competitors may gain advantage if they advertise during periods when you are inactive