Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/ What is Media Planning? Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives What is Media Buying? Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.) Role of Media Planning & Buying? Self Serve V/S Network Managed What is the Self Serve Model? Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign

1. fivemv.com
Media Planning & Buying
Mar 2014

2. fivemv.com
Media Planning & Buying

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What is Media Planning?
Creating a research based strategy that
showcases the effectiveness of
investments in the digital advertising
space in terms of the key marketing
objectives

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Role of Media Planning
• Setting overall media objectives
• Analyzing consumer behaviour
• Analyzing platform effectiveness
• Estimating ROI for platforms
• Creating strategy for buying
• Course correction

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What is Media Buying?
Executing the media plan through the
online platforms selected, and
monitoring the effectiveness of the
overall campaign through mutually
agreed performance metrics (reach,
clicks, impressions, etc.)

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Role of Media BuyingRole of Media Buying
• Selecting the appropriate ad-network
• Establishing a dashboard mechanism
• Monitoring campaign performance
• Recommendations on budget adjustments
• Reporting on effectiveness of spends

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Self Serve v/s Network Managed

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Self Serve Model
Self Serve model provides you with the
means to manage your own advertising
account from a web interface, by
creating, monitoring, and adjusting your
digital campaign

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Self Serve Model
• Manual set-up of the campaign dashboard
• Selecting a basic media planning strategy
• Assigning budget to platforms
• Execution and regular monitoring of campaign
• Generating reports and manual course correction

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Self-Serve: Pros
• Complete control over the campaign from set-up
to completion
• Adjusting bids as per budget shifts or platform
effectiveness
• Having a direct line of contact with multiple
platforms or network for organization and
campaign management

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Self-Serve: Cons
• Requires resource allocation for managing,
reporting, etc.
• Requires skill set capabilities for planning and
buying
• Need digital expertise for optimization of
campaign and course correction
• Limited to obtaining recommendations from
allocated employees

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Network Managed
• Agency & Network manages set-up
• Agency provides objectives, targetting, platforms,
etc.
• Network & Agency create media plan
• Client assigns budget
• Agency monitors campaign regulargly, and
prepares reports for campaign effectiveness
• Agency recommends course correction

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Network: Pros
• Limited oversight necessary for campaign
execution, management and overview
• Obtaining regular reports with in-depth analysis
• Expert recommendations from external agency
and network
• Extensive planning strategy prepared by agency

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Network: Cons
• Limited control over dashboard access
• Need to connect through agency to create
manual changes
• Limited access to daily execution information
about the campaign

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There's a lot more information about the
psychology behind marketing, media, and
consumer preferences at fivemv.com.
You can download a free copy of "How visitors
view websites" by clicking on View E-book, or by
going to (fivemv.com/visitors-view-websites/)
VIEW E-BOOK