digital media planner happiness project
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@jpych @nextmark #dmphp
Digital Media Planner Happiness Project
@jpych @nextmark #dmphp
Agenda
1. A little about NextMark
2. Digital media planning workflow
3. Show off Digital Media Planner
4. Why is automation important?
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
250 agencies use NextMark software 15 media channels
established in traditional media channels innovating in digital media channels
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
workflow
@jpych @nextmark #dmphp
Display Advertising Marketplace
The bulk of the "negotiated" market; involves labor, sales cycles; tends to harbor the most inefficiencies in process; complexities being addressed with technology for some "non‐negotiated" premium inventory
Largely remnant inventory; "non‐negotiated" low CPMs; networks and exchanges operate this tier
Highest CPM but smallest % inventory; primarily sponsorships and customized packages; high credibility, quality content
$0.50 B 5.5%
$6.25 B
$2.33 B
68.8%
25.7%
Total $9.08 B Source: Arkose Consulting LLC
@jpych @nextmark #dmphp
digital media planning is expensive
@jpych @nextmark #dmphp
Phase Task TOTA
L P
RO
JEC
T H
OU
RS
VP
, Dig
ital
Med
ia D
irec
tor
Sup
ervi
sor
Med
ia P
lan
ner
Ass
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Pla
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Med
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Dir
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f A
d O
per
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ns
Cam
pai
gn S
up
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sor
Cam
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gn M
anag
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Ad
Tra
ffic
ker
Cam
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oo
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Cost
Project Scope Scope of Work Definition 10.0 3.0 3.0 2.0 1.0 - - 1.0 - - - - 1,978.18$
TOTAL PROJECT SCOPE 10.0 3.0 3.0 2.0 1.0 - - 1.0 - - - - 1,978.18$
Strategy Brainstorming Session 21.0 5.0 5.0 5.0 - - - 6.0 - - - - 4,050.91$
Audit History / research / data review 14.0 1.0 2.0 1.0 1.0 - - 3.0 1.0 5.0 - - 1,781.82$
Media Brief 5.5 - 1.0 4.0 - - - 0.5 - - - - 734.55$
Target Audience Definition 6.0 1.0 2.0 3.0 - - - - - - - - 1,054.55$
Develop / Agree on Objectives 6.0 1.0 1.0 3.0 - - - 1.0 - - - - 996.36$
Prepare Strategic Plan 16.0 3.0 5.0 8.0 - - - - - - - - 2,836.36$
TOTAL STRATEGY 68.5 11.0 16.0 24.0 1.0 - - 10.5 1.0 5.0 - - 11,454.55$
Planning Develop Consideration Set 17.0 - 1.0 1.0 10.0 5.0 - - - - - - 1,418.18$
Send RFPs 3.0 - - - - 3.0 - - - - - - 218.18$
Collect Proposals 1.0 - - - - 1.0 - - - - - - 72.73$
Evaluate Proposals 17.0 - - 2.0 10.0 5.0 - - - - - - 1,309.09$
Negotiate / Prepare Buy options 20.0 - - - - - 20.0 - - - - - 1,018.18$
Finalize Media Plan 15.0 - - - 10.0 - 5.0 - - - - - 981.82$
Prepare and Deliver Client Presentation 14.0 1.0 1.0 4.0 5.0 3.0 - - - - - - 1,527.27$
Revise Media Plan 5.0 - - - 5.0 - - - - - - - 363.64$
Get Media Authorization 1.0 - - 1.0 - - - - - - - - 109.09$
TOTAL PLANNING 93.0 1.0 2.0 8.0 40.0 17.0 25.0 - - - - - 7,018.18$
Implementation Issue Insertion Orders to Publishers 2.0 - - - - 2.0 - - - - - - 145.45$
Collect Insertion Orders from Publishers 3.0 - - - - 3.0 - - - - - - 218.18$
Get Creative Specs 5.0 - - - - 5.0 - - - - - - 363.64$
Gather creative Assets 47.0 - - - - - - 2.0 5.0 30.0 - 10.0 2,974.55$
Build Tags 20.0 - - - - - - - - - 20.0 - 945.45$
Traffic Tags 10.0 - - - - - - - - - 10.0 - 472.73$
QA/Confirm Tags are up 15.0 - - - - - - - - - 10.0 5.0 672.73$
Bill Client 12.0 - - - 5.0 5.0 - 2.0 - - - - 1,047.27$
TOTAL IMPLEMENTATION 114.0 - - - 5.0 15.0 - 4.0 5.0 30.0 40.0 15.0 6,840.00$
Execution Delivery Monitoring 24.0 - - - 2.0 5.0 - - 2.0 5.0 10.0 - 1,476.36$
Optimization 24.0 - - - 2.0 5.0 - - 2.0 10.0 5.0 - 1,530.91$
Monthly Invoices 36.0 - - - 2.0 5.0 - 2.0 2.0 5.0 - 20.0 2,123.64$
TOTAL EXECUTION 84.0 - - - 6.0 15.0 - 2.0 6.0 20.0 15.0 20.0 5,130.91$
Reporting Campaign Reporting 40.0 - - - - - - - 10.0 10.0 - 20.0 2,400.00$
Reconcile Invoices 40.0 - - - - - - - 10.0 10.0 - 20.0 2,400.00$
Prepare and Deliver Client Presentation 33.0 - 2.0 3.0 - - - 3.0 10.0 15.0 - - 3,134.55$
TOTAL REPORTING 113.0 - 2.0 3.0 - - - 3.0 30.0 35.0 - 40.0 7,934.55$
Cost Per Media Plan 482.5 15.0 23.0 37.0 53.0 47.0 25.0 20.5 42.0 90.0 55.0 75.0 40,356.36$
Number of Hours by Function per campaign
$40k / campaign >8% of budget on agency overhead
Source: NextMark www.NextMark.com/calculator
@jpych @nextmark #dmphp
it’s complicated
@jpych @nextmark #dmphp Source: NextMark www.NextMark.com/workflow
42 steps Yikes!
@jpych @nextmark #dmphp
expensive + manual ------------------ = automation
@jpych @nextmark #dmphp
Media Planning Tools Survey
1. MediaVisor
2. iDesk
3. MediaMind
4. Facilitate
5. Traffiq
6. Centro Transis
7. Microsoft Excel
@jpych @nextmark #dmphp
Media Planning Workflow Tools Survey
9
2
2
0
0
0
52
MediaVisor
iDesk
MediaMind
Facilitate
Traffiq
Centro
Microsoft Excel
iMedia Agency Summit Dec 2012 Show of hands survey, n=65
@jpych @nextmark #dmphp
Reasons for Failed Adoption
1. too cumbersome
2. too limited in functionality
3. too expensive
4. not integrated
@jpych @nextmark #dmphp
Too Cumbersome
33 fields to add a placement
@jpych @nextmark #dmphp
Too Limited
Missing placements, rates, quantities, ad specs, sales contacts, media plans, IOs
@jpych @nextmark #dmphp
DSO
Research
Ad Serving
Digital Switchboard Operators
Email Excel File Sharing
Billing
@jpych @nextmark #dmphp
unhappy
@jpych @nextmark #dmphp
Investment in Innovation
The bulk of the "negotiated" market; involves labor, sales cycles; tends to harbor the most inefficiencies in process; complexities being addressed with technology for some "non‐negotiated" premium inventory
Largely remnant inventory; "non‐negotiated" low CPMs; networks and exchanges operate this tier
Highest CPM but smallest % inventory; primarily sponsorships and customized packages; high credibility, quality content
?
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
replace excel
@jpych @nextmark #dmphp
easy
@jpych @nextmark #dmphp
independent agencies
@jpych @nextmark #dmphp
2 years in the making
you are the first to see this…
(I hope you like it)
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
better integration
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
better information
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
6,000+ sites, mobile, video ad programs
@jpych @nextmark #dmphp
better insights
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
better interface
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
better automation
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
better price
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
Research
Ad Serving
Billing
@jpych @nextmark #dmphp
@jpych @nextmark #dmphp
do you like it?
@jpych @nextmark #dmphp
why is automation important?
@jpych @nextmark #dmphp
Grunt Worker
Knowledge Worker
@jpych @nextmark #dmphp
Digital Media Planner Happiness Project
@jpych @nextmark #dmphp
www.NextMark.com/dmp
@jpych @nextmark #dmphp
Here at iMedia
Steve Steve DuScheid
Product Manager
Chris Chris DeMartine
Director of Business Development
Joe Joe Pych
Founder & CEO
@jpych @nextmark #dmphp
thank you!
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