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Media Planning for an Online Advertising Campaign

This article was translated automatically. We are working over improving the translation.

Please send your questions about the article to info@intervolga.ru

If you are reading this article, then, I hope that you agree:

helps only properly planned advertising.

In this article, we learn:

  1. On media planning in theory: I will give definitions, I will describe the stages, I will share textbooks.

  2. On media planning earlier and now: TV, newspapers, radio, outdoor and his highness the Internet.

  3. Consider the main indicators of the effectiveness of an advertising campaign on the Internet.

  4. Let's see the real calculations in the table.

Let’s go.

One of the key processes of a successful advertising campaign is media planning.

Media planning is the process of choosing channels for advertising (placement), the purpose of which is to maximize the effectiveness of an advertising campaign.

The result of this work is a media plan - a document (table, file, presentation), which contains a plan of promotional activities.

Media plan makes it more efficient:

  1. Choosing an advertising goal

  2. Determination of advertising costs

  3. Scheduling temporary downloads of your managers.

  4. The development of our brand.

We will return later to what the media plan contains. First, any self-respecting company should research the market. Intervolga does it for any customer.

As you know, media planning is strategic (3-5 years of temporary planning), tactical (1-3 years) and operational (7-120 days). Regardless of time limits, the media plan itself includes 5 basic components in the work:

1. Collection of basic, fundamental data.

2. Definition of goals.

3. Identify target markets.

4. Work with various media, determining their ratio.

5. General conclusions on the work.

I will not touch on theoretical issues further in the blog, because my goal is to tell about HOW and WHERE to do it. For those who want to learn the theoretical base - I advise the textbook Kochetkova A.V. "Mediplanirovanie" and "Yandeks.Blogi." Items 1-3 above are called media analysis and are needed in order to understand what we have (our brand), how it meets the needs and whose needs we can satisfy. I will write about how media planning helps sell. Sell ​​your product (service).

Step 1 . Data collection is information about our brand: how our consumer perceives us, what piece of cake we have on the market (our brand’s sales volume of total sales by market) and what is the structure of this market, i.e. who are our competitors. And, of course, the portrait of our consumer (hello, sociology!).

For example, recently a regional vegetable-growing company, Botanica, appeared in Volzhsky. So far, Poland, Turkey and Krasnodar are present on the market, as well as part of the Caucasus. Accordingly, the company determines the volume of its sales and explores its competitors (suppliers, sales channels, etc.).

With the help of supervisors, it checks brand attitudes at points of sale.

Step 2 . Definition of communication objectives

The new-fashioned word “briefing” or setting goals is the first step to planning advertising communications. Ideally, your brand should have a strategy. This is the correct format of work. Look at the strategic media planning for Coca-Cola and agree: they are good. How many related commercials, all the slogans are selected actual situation, and some for years to come!

Strategy is possible when your business has goals, your marketing department (or a brave marketer) has goals, your communications (any banner, a radio clip in the morning, a leaflet at the metro) has a goal. Both F. Kotler and any Russian scientists (for example, MI Sokolova “Marketing Research”) write great about goal setting.

Regardless of the communication channel, you must form a goal.

For example, “With the help of advertising, increase the number of registrations on Landing by 20%”.

Or "With advertising, increase sales in the next quarter by 30%."

And here 3 magnificent models enter the podium: Strategy, Tactics and “Here and Now”. Make your strategic goal form a tactical and tactical goal form a communication. And then you will not have “failures in October, because the banners did not enter!”

For example, a company wants 20% of the market volume and a profit level of at least 500,000 rubles per month. To do this, the company wants to expand the consumer base from 500 people to 1000. With the help of advertising on social networks and targeted promotional videos, the company increases brand loyalty. And with the help of contextual advertising and targeted advertising in Mail.ru on promotions and discounts - the company increases product awareness.

After buying at a discount (the company uses utm-tags) captures these consumers and makes distribution with an additional discount.

Step 3 . Identify target markets.

Everything here is simple and clear: in which market segments your (your) target audience is hiding.

How to determine the target audience you know without me, and then it is important to determine the main (primary target market) and additional (secondary target market) segments.

Step  4 . Working with various media, determining their relationship.

The most interesting is, of course, mediamiks. This is a practice. This is the moment. Of truth. I was waiting for him.

Mediamiks is a plan for the integrated use of various advertising channels to effectively fulfill the purpose of an advertising campaign. As it should be, there are 3 points in creating a good media mix.

1) Identify the main channels.

This stage is directly related to paragraph 3 above.

- Who is your target audience?

- Car owners 25-30.

- Great, you on the radio "There could be your radio station."

The classical once medical planning concerned three main channels of advertising: TV, radio and print media. However, the online advertising market over the past 3 years has grown to a huge cash flow - up to 81.4 billion rubles.


And I’m happy to start writing only about online advertising - because I’m in it for her.

Strictly divide advertising into 5 large segments:

  1. contextual advertising

  2. Display advertising

  3. Video advertising on the Internet

  4. Publications in social networks and subject areas

  5. Mailings.

The main channels you can choose display advertising in Mail.ru or targeted advertising on VKontakte.

You can order teasers on websites or articles on the forums.

You can order posts in communities with your target audience or launch a viral video before a video on Youtube.

You can order contextual advertising in Yandex, Google, Begun or order whatsapp-newsletter.

Everything is directly related to your product (service) and your target audience.

And here we use the results of the analysis of the brand and the entire market.

The main thing: the maximum coverage of Central Asia and the maximum conversion.

2) Secondary advertising channels.

Your target audience is changing, but you still don't know about some part (maybe).

Therefore, the use of part of the budget for secondary advertising channels will allow it to be determined.

3) The final media mix and advertising order.

You combined the results of stage 1 and stage 2, eliminated unnecessary and ordered advertising. Hooray!

Step  5 . Analysis of the results

It is necessary to analyze the past ad campaign correctly in order to:

A) understand its effectiveness;

B) estimate the deviations and make corrections before the next advertising campaign.

I propose to consider the key, in my opinion, performance indicators of the advertising campaign. First classical indicators:

  1. Profitability of an advertising campaign implemented.

ROMM  = (Profit from product sales after advertising / advertising costs) х 100%.

ROMM – Return Of Marketing Margin.

It is important to correctly track the impact of advertising on the sale of goods. Use the new packaging, and the easiest is the new price for the product.

And, please, stop using ROI for every sneeze in advertising. ROI is a measure of business profitability. It is naive and unreasonable (hello, accounting!) To use it for a time period of less than a year.

For example: in the previous quarter, you carried out a media advertising in Mail.ru and as a result sold goods for 700,000 rubles.

You spent 50 000 rubles for a 3-month period.

ROMM = (700 000 / 50 000) х 100% = 1400 % (super!)

2.  Price per thousand contacts.

CPT, Cost per Thousand — the cost of 1000 contacts with the audience, readers or viewers. We still do not know how the audience relates to the product. These are potential consumers.

For example: you spent 50,000 rubles on targeted advertisements on VK and covered 3,000,000 people.

CRT = (50 000 / 3 000 000) x 1000 = 16,6 RUR

3. Cost per click.

Cost per Click (CPC) shows the cost per click of the interested user.

CPT is used to determine the cost of coverage, but CPC is already used to determine the cost per click of a potential buyer.

CPC = advertising campaign budget / number of clicks.  

For example, you spent on advertising in Yandex 25,000 rubles per quarter and received 800 clicks on your site.

CPC = 25 000 / 800 = 31,25 RUR (expensive, of course!)

4.  Clickable ads.

In mediyku used previously GRP and Rating. Here CTR was born there and it (click-through rate) shows: how many of your ad impressions were - and how many people clicked on it.

Very useful to determine: “this is a damned ad or not”!

CTR = number of hits / number of clicks on advertising.

For example, you launched a media client in Begun`e or Mail. Three ads showed 10,000 times, and clicked on them 900 times.

CTR = 10 000 / 900 = 11,1 (all that in online advertising above 2-3 is a high CTR).

5.  Lead cost.

This is not a promotional contact, but people interested in your product (service).

Here we do not expect clicks, but work with real people.

For example, you do NOT have an online store and go to the site does not guarantee the purchase of sneakers.

A guarantee a call or request.

In general, leads are most often considered when selling services.

The cost of attracting the lead (Cost Per Lead) is calculated easily.

CPL = advertising campaign budget / number of leads.

Analyze CPL for quarters and periods to understand what your actions lead to an increase in the number of leads and subsequent sales. We have prepared for you a table with calculations. P.S .: the cost of a lead is not a cleared margin. Do not forget to deduct operating expenses.


6.  Number of new consumers.

You can earn not 1,000,000 rubles, but 250,000 rubles. But not by 500 buyers, but by 1000 purchases. Now you have even more buyers to work with them. Work for the future.

7.  Average check size.

It is relevant when you have several target groups in your advertising campaign. You will be able to determine which average check is between a 25-30 lawyer and a 30-35 programmer.


1 . www.cossa.ru

2. Jason and Partners`s consulting

We are planning an advertising campaign effectively. Properly handle leads. We carefully analyze the results. Draw conclusions.

Share the article on social networks, you will receive a file with examples of two media plans of different subjects.

For additional examples, please email: dav@intervolga.ru .

This article was translated automatically. We are working over improving the translation.

Please send your questions about the article to info@intervolga.ru