Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki
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Transcript of Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki
Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating
Gina Tarnacki
Speaker: Gina Tarnacki
The Basics of How to Buy: Goal• Branding or ROI?
• Impressions: How often your ad is shown.
• Clicks: How often your ad is clicked on.
• Conversions: The number of times a user takes a desirable action from your ad.
How to Buy: Ad Cost Options
• CPC / PPC• CPM• CPA• Flat Rate
Banner / Text Ad Media Buy Basics
• Best Sizes
• Best Locations
• ROS vs. Specific Pages
Media Buying for Email Marketing• How big is the list? • What is the open rate and CTO?
• Can the list be segmented?
• Negotiate, negotiate, negotiate.
Not All Ad Buys are Created Equal
How Publishers Want You to Buy vs. How You Should Buy
What Publishers Want1st Choice: Flat Rate2nd Choice: Impressions3rd Choice: CPC4th Choice: CPA
What You Want1st Choice: CPA2nd Choice: CPC3rd Choice: Impressions4th Rate: Flat Rate
Why the Big Difference?
The Art of Compromising
• Capping
• Value Adds
• More Changes for Creatives
• Lower Flat Rate or CPM
Ultimately, though…
You want it, you might just have to pay it the publisher’s way.
Is it worth it to pay it their way? • Average Impressions/CTR• How many conversions will that get you?• What must you make/gain to break even?
The Art of Negotiating• Get the Media Kit• Hold Your Top Price • No Emailing• End of Quarter• Be Prepared to Walk
Away …and remember, you’ll be working with these people after.
The Contract• Out Clause• Payment Terms• Data Calculating• Verbiage and Images
for Placement
• Why the IAB is Your Friend
Questions