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