{"id":246,"date":"2007-07-12T08:25:41","date_gmt":"2007-07-12T07:25:41","guid":{"rendered":"http:\/\/newmediatrends.fdim.fujacks.pil.dk\/?p=246"},"modified":"2013-02-25T21:10:56","modified_gmt":"2013-02-25T20:10:56","slug":"the-story-of-how-mads-builds-up-an-online-mediaplan","status":"publish","type":"post","link":"https:\/\/jon-lund.com\/main\/the-story-of-how-mads-builds-up-an-online-mediaplan\/","title":{"rendered":"The story of how Mads builds up an online mediaplan"},"content":{"rendered":"

In a comment to my previous post<\/a> about the new audience measurement in Denmark,\u00a0Gemius Audience,\u00a0Mads Kristensen<\/a> asked “what do I use the new numbers for?” Mads asks presumably because I claim\u00a0the new\u00a0audience measurement\u00a0will “lift the market, making internet advertising even more qualified and easy to encompass in cross-media campaings.”<\/p>\n

Here’s a little fiction, Mads, to show how the new audience measurement will make value to the market:<\/p>\n

…<\/p>\n

The mediaplanner – let’s call him Mads – had a job to do today. A major car-brand had develloped an ad-campaign for their newest model. The campaign were develloped to target women aged 28-38, married and with one or two kids. Mads job was to find out how best to reach ’em. How to buy the mediaspace for the ads that got him the highest percentage coverage of his target group. (Actually he had a word for this. He – and all other mediaplanners – called it Target Rating Point, TRP).<\/p>\n

On TV and in print Mads always had pretty good tools for doing so. The data-quality for TV and print might not be astonishing high – for TV you had to rely on TV-meters merely installed at some 1000 Danish households. In print you’d have to rely on surveys on representative but yet small samples, where readers were asked what papers they had read.
\nAnyway: the data were there, and the tools for finding out how to do so were there as well.
\nSo Mads entered his target group definition and found out on what TV-channels and at what time-slots he could obtain the best share of his 28-38 aged married mothers.<\/p>\n

Up untill two weeks ago, Mads would have had somewhat higher barriers facing him when he should do the online booking of the campaign.
\nThe internet had always poured out numbers to document the media-use. But the numbers were somewhat odd, or that is, he always had got a little confused about the meaning of the numbers. “Cookies, hits, pageviews, session, logfiles, unique visitors”. Uh, it’s much easier on TV and print, with their viewers and readers, he always thought. Why does it have to be so difficult online?<\/p>\n

Another thing he had always missed on the internet was solid demographical information on the users of the sites. Really, trying to get to the 28-30 married mothers, was traditional a piece of guesswork, having to combine data from different sources and then adding up with intuition.<\/p>\n

Now luckily things had rapidly improved. Thanks to the combined efforts of the Danish Internetmedia he now had the exact tool he needed to book his campaign online. He actually looked forward to do this planning! Rapidly he launched the mediaplanning application and got up the most recent data for nearly all of the commercial Danish sites. The list totalled 130 sites.<\/p>\n

Mads clicked: women… age 28-38… 1 or 2 kids… more than one adult in the household… and bingo, he had created his target group!<\/p>\n

Mads clicked once more and his list of sites were ranked according to the reach in his target group. Now the fun part really started. Mads sorted by audience dublication, affinity index, audience composition. He added sites from his media plan and he removed others. And every time he did so the total numbers changed accordingly, reflecting how his choises affected Reach and TRP.<\/p>\n

Mads looked at the list of sites in front of him. This is good, he thought. Especially because the numbers were so well-founded.\u00a0Demographics based on more than 100.000 reporting panelists.\u00a0Reach based on automatic registration of each and every pageview, advanced algorithms and monthly\u00a0telephonesurveys to establish the universe.<\/p>\n

And the terms made sense too.\u00a0“Print, TV, online, Reach, TRP and cost, readers, viewers and users”. It sounded good to Mads (“these are words that goes together well” he started humning silently).\u00a0Mads went on writting the summary to the client. “On basis of our analysis we suggest the media budget allocated in the following way…”<\/p>\n","protected":false},"excerpt":{"rendered":"

In a comment to my previous post about the new audience measurement in Denmark,\u00a0Gemius Audience,\u00a0Mads Kristensen asked “what do I use the new numbers for?” Mads asks presumably because I claim\u00a0the new\u00a0audience measurement\u00a0will “lift the market, making internet advertising even more qualified and easy to encompass in cross-media campaings.” Here’s a little fiction, Mads, to… L\u00e6s mere »The story of how Mads builds up an online mediaplan<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/posts\/246"}],"collection":[{"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/comments?post=246"}],"version-history":[{"count":1,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/posts\/246\/revisions"}],"predecessor-version":[{"id":3881,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/posts\/246\/revisions\/3881"}],"wp:attachment":[{"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/media?parent=246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/categories?post=246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jon-lund.com\/main\/wp-json\/wp\/v2\/tags?post=246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}