Course 250: Intermediate Interactive Media Planning & Buying
VIDEO 1
The Changing Digital Media Landscape
  • The Media Revolution
  • Battle for Digital Domination
  • Changing Relationship with the Consumer
  • Media Fragmentation & The Long Tail
  • Media Consumption
  • Social Media and The Changing Media Landscape
  • The Need for Content
  • Our Mobile Future
  • Impact on Planning

VIDEO 2
Integration and The Media Mix - Part 1
  • The Consumer
  • How Digital Fits in the Mix
  • Evolution of the GRP/TRP Model
  • Media Currency
  • Unique Attributes of Digital Media
  • Integration

Process Overview - Part 2
  • General Campaign Process
  • An Iterative Mindset

Developing a Media Strategy - Part 3
  • Media Strategy Development
  • What Will You Measure
  • Metrics and Key Performance Indicators
  • Engagement
  • Additional Metrics
  • Direct Response vs. Branding
  • Attribution Reporting & Analysis
  • Measuring Branding Effectiveness
  • DR Attribution Windows

VIDEO 3
Digital Channel Planning - Part 1
  • The Consumer
  • Evaluating Digital Channels
  • The Media Funnel
    • Search and Display Advertising
  • Planning Direct Response Campaigns
  • Planning Branding Campaigns
  • Buying Audience vs. Buying Media
  • Online Video Revolution
  • DR Specific Placements on the Web
VIDEO 3 - Continued
Research and Media Planning - Part 2
  • Media Planning Tools
  • The Role of Frequency Planning
  • Planning Local Campaigns
  • B2B Considerations
  • Using the RFP
  • Developing the Plan
  • Negotiating Media
  • Media Plan/Buy Presentation Elements

VIDEO 4
Executing the Buy - Part 1
  • Insertion Orders, Terms & Conditions
  • Billing Procedures
  • Media Buying Issues

Tracking and Measurement - Part 2
  • Technology Requires Management
  • Setting Up Tracking and Measurement
  • Trafficking the Campaign

Campaign Management, Analytics & Optimization - Part 3
  • Reporting Campaign Performance
  • Living in a Data Driven World
  • Analytics and Optimizing Performance
  • What Can Be Optimized?
  • Systematic Approach to Testing

VIDEO 5
Building and Optimizing a Plan
  • Example: Building a Plan
    • Client Background & Scenario
    • Budget Allocation and Flighting
    • Optimization
  • Top 10 Next Steps
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