Digital Media Plan 1222716822402967 9

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Burcu Tüzün

My presentation about online media plan at Marketingist Marketing Fair on 28.09.2008

Business Technologie

JETSONS vs FLINTSTONES BURCU TÜZÜN Nokta Internet Technologies

ABOUT DIGITAL MEDIA % 74 : internet is the most effective channel % 5: TV and radio are the most effective channels % 41 : no media plan without internet “ New media is the most effective channel in Europe. Because the target audience receives the offline media messages less.” RedShift Research –UK 2008 2. Q

WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED? % 40 budget problem % 28 lack of ability and experience Greatest Barriers

ONLINE ADVERTISING BANNER SOCIAL NETWORKS BLOG - VLOG WEB SITE ? ADVERGAME

WEB SITE No investment for airport, Nowhere to land!

Perfect online media plan DOES NOT EXIST! Legend 1

Right Ad Right Product Right Place Right Time for in the at the Legend 2

İf you don’t say: ALARM BELLS are ringing! Legend 3

25 – 35 age metrosexual Earns ... College / bachelor grad. Credit card user Cares himself sportive man Plan matches your target audience? What was my target? Legend 5

Plan matches your target audience? What happened? Plan: Football based sport sites

Socio- economics + demographic touchstone Limited site alternatives Age and sex are not enough to describe the target audience! great shot!

We provide such many impressions that our CTR rates are low! How many times can a unique user see my ad? Legend 6

Home pages mean the best ROI! Generally provide high impression. Legend 7

Well known sites give the best results! The most important one is the best shot! Legend 8

Online Ad Budget Campaign Image Competition Test

Online Ad Budget Campaign İnternet = campaign announcement media Extra budget needed!

Online Ad Budget Competition competitive analyse and control Online competitive strategy Block the competitor “ i m here”

Image Online Ad Budget Branding message Encourage the agency for creativity “ no sale, we did something for fun.”

Test Online Ad Budget experiment: new site, new format

FRED FLINTSTONE : Classic media & marketing ELROY JETSON: digital media

cpm cpc cr ctr cpa Ad corner Roll over 300 * 250 virütik İn text ugc advergame Micro site blog Social network Web 3.0 728 * 90 impression interactive mobile Web 2.0 rss Rich media mashup wiki Customer = FRED

What should Fred know about online media plan? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Dear Fred;

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dear Fred;

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dear Elroy;

[object Object],[object Object],[object Object],[object Object],[object Object],Dear Elroy; ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Social Network Ads Appl. – Pokey Hill’s

Social Network Ads Pages - Body Shop Strawberry Body Butter

To keep in touch and for comments, please contact me. Burcu Tüzün Burcu.tuzun@nokta.com, Burcu.tuzun@gmail.com Blog: http://pazarlamacigiremez.blogspot.com Friendfeed: http://friendfeed.com/pazarlamacadisi Twitter: http://twitter.com/pazarlamacadisi To download: http://www.slideshare.net/brctzn

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Digital Media Plan 1222716822402967 9

1. JETSONS vs FLINTSTONES BURCU TÜZÜN Nokta Internet Technologies

2. ABOUT DIGITAL MEDIA % 74 : internet is the most effective channel % 5: TV and radio are the most effective channels % 41 : no media plan without internet “ New media is the most effective channel in Europe. Because the target audience receives the offline media messages less.” RedShift Research –UK 2008 2. Q

3. WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED? % 40 budget problem % 28 lack of ability and experience Greatest Barriers

4. ONLINE ADVERTISING BANNER SOCIAL NETWORKS BLOG - VLOG WEB SITE ? ADVERGAME

5. WEB SITE No investment for airport, Nowhere to land!

6. BLOG - VLOG

7. ADVERGAME

8. ONLINE MEDIA PLAN URBAN LEGENDS

9. Perfect online media plan DOES NOT EXIST! Legend 1

10. Right Ad Right Product Right Place Right Time for in the at the Legend 2

11. İf you don’t say: ALARM BELLS are ringing! Legend 3

12.

13. 25 – 35 age metrosexual Earns ... College / bachelor grad. Credit card user Cares himself sportive man Plan matches your target audience? What was my target? Legend 5

14. Plan matches your target audience? What happened? Plan: Football based sport sites

15. Socio- economics + demographic touchstone Limited site alternatives Age and sex are not enough to describe the target audience! great shot!

16. We provide such many impressions that our CTR rates are low! How many times can a unique user see my ad? Legend 6

17. Home pages mean the best ROI! Generally provide high impression. Legend 7

18. Well known sites give the best results! The most important one is the best shot! Legend 8

19. Impression ≠ Unique user

20. ONLINE AD BUDGET STRATEGIES

21. Online Ad Budget Campaign Image Competition Test

22. Online Ad Budget Campaign İnternet = campaign announcement media Extra budget needed!

23. Online Ad Budget Competition competitive analyse and control Online competitive strategy Block the competitor “ i m here”

24. Image Online Ad Budget Branding message Encourage the agency for creativity “ no sale, we did something for fun.”

25. Test Online Ad Budget experiment: new site, new format

26. FRED FLINTSTONE : Classic media & marketing ELROY JETSON: digital media

27. Universal Language

28. cpm cpc cr ctr cpa Ad corner Roll over 300 * 250 virütik İn text ugc advergame Micro site blog Social network Web 3.0 728 * 90 impression interactive mobile Web 2.0 rss Rich media mashup wiki Customer = FRED

29.

30.

31.

32.

33.

34.

35. Social Networks

36.

37.

38.

39. Social Network Ads

40. Social Network Ads Ads : Sponsored story, sponsored social story, Box ad unit, Display ads Pages: brand advocates, conversations, interactivity and CRM

41. Social Network Ads

42.

43. Social Network Ads Appl.– Pokey Hill’s

44. Social Network Ads Pages - Body Shop Strawberry Body Butter

45. Social Network Ads Pages – Adidas

46. Social Network Ads Pages – Adidas

47. To keep in touch and for comments, please contact me. Burcu Tüzün Burcu.tuzun@nokta.com, Burcu.tuzun@gmail.com Blog: http://pazarlamacigiremez.blogspot.com Friendfeed: http://friendfeed.com/pazarlamacadisi Twitter: http://twitter.com/pazarlamacadisi To download: http://www.slideshare.net/brctzn

Digital Media Plan 1222716822402967 9

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