BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
Week 7 - Maximising Value and Removing Waste in Media
1. Hello & welcome.
We will be starting the session at 12:30 EST
There is no sound at the moment
All participants will be muted throughout the session, so
please use the chat function in the bottom of the screen to
communicate – private and public messaging is available
We will do our best to respond to questions in the session,
but please feel free to email
onestepahead@cheproximity.com.au for any additional
information afterwards
ONE STEP AHEAD
2. A P R I L 2 0 2 0C H E P R O X I M I T Y
M E D I A P R O D UC T F U N D A M E N T A L S
13. Media has a lot of ancillary
elements that feel to me to
be a lot like vitamins.
14. Maybe they work. Maybe
they don’t. But right now
there’s not much evidence,
or appetite for evidence,
that they do.
15. The big question: If you took
the $150 a year someone
spent on vitamins and spent
it on exercise, fresh produce
or other activities … would
there be a larger increase in
positive health effects?
31. Client: “It’s definitely in my best
interests for my programmatic
activity to be completely
complicated with numerous
middlemen, and for me to have no
way to access any data from it.”
37. Contrbution components
Cost of the inventory - $45,000
Cost of production - $25,000
Cost of implementation - $30,000
= Real Cost ($100,000)
38. Real cost in context
Let’s say the real cost is $100,000
This doesn’t mean if the activity generates
$100,001 in sales it’s cash positive.
It needs to generate more than $100,000 in
revenue after costs.
39. It’s up to us to understand
likely contribution.
1/ Is it reasonable to assume this investment will
yield a return?
2/ Is there a better way to invest this money
40. Cost of the inventory - $45,000
1+ reach = 200,000 (all people)
1+ reach = 150,000 (25-39 target)
Cost of production - $25,000
Concept + 5 units + custom elements
Cost of implementation - $30,000
Strategy, planning, negotiations, commercials,
optimization, finance, invoicing, payment
= Real Cost ($100,000)
41. Ecom retailer
Data suggests 1% of people in TA go to website
within 2 day window
Of those, 4% purchase, on average basket size of
$80.00
Margin = 20%. Revenue after cost = $16
$16 x 80 = $1,280
42. Ecom retailer – scenario 2
Data suggests 1% of people in TA go to website
within 2 day window
Of those, 35% sign up to loyalty list.
The value assigned to a loyalty list sign up is
$100.00
$100 x 700 = $70,000
43. Data is another area to look
closer at:
Data can be valuable but it requires significant
scrutiny, due to:
- Intangible
- Source quality
- Lack of scarcity
44. Data scenario
Assume you’ve run activity targeting audience
M25-39 income 100k+ and it costs $8 CPM.
Along comes vendor X and says ‘we have a great
in-market segment, it costs $4.
Now the inventory has gone from $8 to $12.
This means the performance needs to increase
by a min. of 50% to justify the investment
46. When mobile advertising first
emerged in 2007 – a tiny 30px by
100px banner on a 3G phone
often cost $80CPM
47. The idea was that it was ‘mobile’,
therefore deserved a 4-5x
premium.
48. There was no backing to this …
and this mentality meant mobile
took 6-8 years longer than it
should have to emerge.
49. Same unit, same audience, different method of
distribution
TV advertising has been consistently priced for a
long time.
However, TV via connected devices always
seems to cost 2-3x what the same ad costs via a
linear connection.
What changes due to the way the signal is
distributed that adds 100-200% more value?
50. Am I paying a $35 premium because it’s
transmitted via IP?
64. These cumulatively add up to significant cost.
Advertiser Agency DSP + Data Verification SSP Channel
20%
9%
10%
2% 6% ~53%
65. Costs across the waterfall
Advertiser Agency DSP Verification Ad Server Channel
$100 $$ $$ $$ $$ $$
SSP
$$
66. The more you spend here – the less you have
to reach the ultimate customer
Advertiser Agency DSP Verification Ad Server Channel
$100 $$ $$ $$ $$ $$
SSP
$$
67. Remember, every new layer of intermediary
either a/ increases the end cost; or b/ reduces
the amount that can be spent on exposure to
customers.
68. Can you, simply and concisely, explain what all
of these layers do and do you always outline
the costs incurred with each as well as other
options you’ve explored?
69. For instance – third party data.
When you’re buying ‘new car intenders’ from
vendor XYZ, do you have any concept of how
they arrived at that assertion. What qualifies
as a new car intender? Who else they’re selling
it to? How frequently the data is refreshed?
Where it is sourced from?
70. Let’s ensure clients understand each layer, as
well as the benefits of each layer, at the
campaign level. An informed client is a more
engaged, more trusting one.
71. The complexity of the indirect method of
distribution is getting more and more intricate
and harder to understand.
Make sure if you add significant resource, cost
and complication to your activity it is worth it
for the advertiser.
72. #3: Removal of blanket rules
that have no basis in
effectiveness.
73. Norms are always worth
challenging.
If you don’t know why something is done, it’s
reasonable to want to know.
82. Premium content is better than
platforms.
There’s not much science behind this blanket
statement … context is important but it’s
contributor to ROI is low.
83. The greatest
contributor to
effectiveness is
the marriage of
message and medium.
Creative
47%
Context 2%
Targeting 9%
Recency 5%
Reach
22%
Brand
15%
Source: Nielsen Catalina, 2018
84. Collectively, these can swallow
up the majority of a campaign
budget and leave it destined to
fail.
85. Our job is all about getting the
right outcome for the client.
There’s no better focus point to
build a career on.