Ljubljana, Fall 2014
Switch to GRP logic
a different look on online advertising
5 advertisers needs
As much people as possible! As fast as
poss ib leAs many times as
possibleFor the best price
As biiiig AD as possible
5 advertisers dilemas
I don not understand it! Visibility is a
problem“ w h y d o I h a v e t o r e f r e s h s i t e s o m a n y t i m e s t o s e m y a d ” I can not
compare it with other mediaI would like to k n o w
what will I get for my money I have NO control
over my campaign
O n l i n e a d v e r t i s i n g problems...
Reach forcast Cockie
deletion
Monthly reach
Value of the single site
?Selling impressions as result
Reach x FrequencyBoth unknown in advance
Let‘s be comprehensible...
Predictible ...
comparable...
seen...
After decades many advertisiers still do not understand on-line metrics (CPC, CTR, CPM, CPA) and therefore they do not know what actually they buy. Traditional media buyer (TV the most) are for more than 40 years familiar with GRP. GRP is comprihensive, transparent, widely used and trustful metric.
Paradox of on-line advertising
All is measurable on-line
Advertisers want an
„apple 2 apple“ comparision among all media vehicles,
- GRP equal metric - valuate results - On-line GRP (iGRP) has an
option to become a part of serious media-planning as a part of a „big picture“ and not as now just a part of BTL and supporting media.
T o d a y we sell/buy immpressions
ü
OTS100
Opportunity to see
Visit
Exposure time
CPML o g I c
We buy
T o d a y we sell/buy immpressionsImmpresions are being delivered by an algorithm that advertiser can not understand.
Immpressons are product of: R (reach) x F (frequency)Result is known but R and F remain big question.
Advertiser and publisher never knowin advance one of the most important information: how many people & how many times
No one can predict what will happen
If I have luck I will see ad during my site visit... Otherwise I need to use refresh F5 button.
CPML o g I c
new dimension of on-line advertising
Today
MEDIA ADVERTISERSell 1 mio
immpressions
100.000 users see ad 10x or 50.000 users see ad 20x or 250.000 users see ad 4x or
Tomorrow
* Sell 50.000 users* Sell 12 min for each user
* Sell 5 iGRPs ✓MEDIA ADVERTISER
?CPML o g I c
onine advertising model enables to catch each user that visit page in defined time frame to give 100% Share Of Voice maximum ad (Brand) exposure time control over the campaigne
gives key data about display campaign: *how many people will see ad *how many times *how much time an user will be exposed to an ad *what share of users will be exposed *what share of the time advertiser will communicate with users *and what is most important what the online GRP (iGRP) will be
T o m o r r o w we‘ll sell/buy people
T o m o r r o w we‘ll sell/buy people
ü
OTS100
Opportunity To See
Visit
Exposure time
We buy
T o m o r r o w we‘ll sell/buy people
Reach
OTS(Opportunity To See)
Exposure time ✓
We buy
T o m o r r o w we‘ll sell/buy people
new dimensions in on-line advertising:
Advertisers would buy audience not immpressions
provides forecast to advertisers „so advertisers would know what do they buy“
Advertisers would know when & where their message should be exposedAdvertisers would get exclusive advertising space and extended time to
„speak“ with an user
model would give exact audience, time, space and opportunity for advertisers to communicate with user in all possible options
Advertiser would, among all other get a perffect branding tool
implementationNo publisher adaptation needed
Model is based on past data and as the user acctivity and behaviour online do not change much (as on TV),
we can with a high probability predict how many users should visit certain site within defined time priod.
As a time spend becomes more and more important, the model also forecast this information as a part of many more that help
to give a full picture of a campaign.
More about
Model takes into account only real users
without robots, traffic from abroad what gives to an advertiser just effective reach and assurance that it will pay only for those who would be exposed to an ad
More about
model exclude user duplications (on single site or among different planned sites)
model gives an advertiser daliy
report that allows total control ower paid campaign
Media Planning Tool
simple fast effective
Media Planning Tool
Media Planning Tool
iGRP: gross rating point
Metrics in
iCPP: cost per point
OTS: opportunity to see
AHR: average hour rate
PUI: people using internet
CTM: cost per thousand minutes
BEC: brand exposure costCosts
Time on site
Page views
Reach
Sounds interesting …
Would you ?
a different look on online advertising