Learning Objectives

• Define how digital media fits into the overall media mix
  • Specify the unique attributes of digital media
  • Compare the differences in media currency between traditional and digital channels
  • Differentiate between GRP’s, eGRP’s and specify the pros and cons of using GRP metrics
• Know the steps to developing an effective digital media strategy
  • Define clear and concise media objectives
  • Specify ways to build effective target audience profiles
  • Differentiate between metrics and KPI’s, and understand the importance of the distinction
  • Specify the tools and methodologies for specific measurement requirements
  • Describe ways to engage consumers based on target and objectives
  • Know how to build an iterative approach
• Identify the digital channels best suited for varying objectives
  • Compare the differences in channel / sub- channel selection for direct response versus branding objectives
  • Differentiate the nuances of specific channels
• Know how to develop an effective digital media plan
  • Define the tools and resources used to identify media opportunities
  • Compare the features of free versus syndicated planning tools
  • Know how to identify the most relevant ways to reach your target
  • Describe how to use a media planning scorecard
  • Know how to approach budget allocation and flighting
• Identify the steps to launching a digital media campaign
  • Describe the trafficking process
  • Identify how media and creative teams work together
  • Know how to build timelines and account for the lead time required for all parties
• Define the elements of campaign management and optimization
  • Define the reporting needs of a campaign
  • Describe how to apply a systematic approach to testing
  • Specify campaign elements that can be optimized

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• Review the evolving digital media ecosystem
• Define relevant consumer trends
• Learn about ramifications for marketers

• Review where digital channels fit in an overall media mix
• Define the unique attributes of digital media
  • Planning for the specific benefits of digital media
• Learn how to evaluate digital media
  • The two sides of the GRP controversy
  • Impact of media currency differences

• Review the digital media process cycle
• Define roles and responsibilities
• Learn how to apply an iterative approach

• Review direct response versus branding objectives
  • Defining and refining your target
  • Establishing clear objectives
  • Assigning specific key performance indicators (KPIs)
  • Engaging your target consumer
• Define measurement and tracking requirements
  • How to plan for multiple objectives
  • Methodology for measuring branding effectiveness
  • Methodology for measuring direct response
• Learn how to apply consumer and media insights
  • Developing research requirements
  • Consumer engagement approach

• Review consumer centric channel planning approach
  • Following the consumer
  • Selecting the right digital channels and sub-channels
• Define parameters for channel planning
  • Learn how search and display work together
  • Understand the key questions answered during the channel planning process
  • Review considerations of online video and other new standards
• Learn about the channel allocation variances between direct response and branding campaigns

Exercise: Test Your Knowledge

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• Review how to find appropriate media vehicles
  • Research tools and media planning resources
  • Targeting considerations
  • Planning for optimal reach and frequency
  • B2B implications
  • Local implications
  • Evaluating sites to RFP
• Define the RFP process
  • Providing clear objectives and KPI’s to the media
  • Addressing issues early in the process
  • Developing an RFP worksheet
  • Connectivity between buyers and sellers
• Learn how to develop a media plan
  • Analyzing and evaluating media proposals
  • Balancing reach, relevancy and media cost
  • Media negotiations
  • Presenting your plan

• Review insertion orders and industry standard terms and conditions
• Define media buying issues to be aware of
• Learn about billing procedures and best practices

• Review the steps to launching a campaign
  • Managing an ad server
  • Trafficking campaigns
  • Developing creative traffic instruction worksheets
• Define steps to implement measurement programs
• Learn how to develop a QA (quality assurance) process

• Review analytics and reporting options
  • Living in a data driven world
  • Reporting formats and schedules
  • Deriving actionable insight from data
• Define the various elements of performance optimization
  • Optimizing media, creative and landing pages
  • Establishing benchmarks & insights
• Learn how to develop key learnings systematically
  • Isolating and testing campaign attributes
  • A/B testing and multivariate testing

• This group exercise will put your new skills to the test in a controlled environment
• Attendees will build a media strategy and prepare an RFP to present to a mock client

• What’s next after “traditional” digital media?
• Next steps when you return to the office
• Review key industry associations, research, events, vendors