Ljubljana, Fall 2014

Switch to GRP logic

a different look on online advertising

5 advertisers needs

As much people as possible! As fast as

poss ib leAs many times as

possibleFor the best price

As biiiig AD as possible

5 advertisers dilemas

I don not understand it! Visibility is a

problem“ w h y d o I h a v e t o r e f r e s h s i t e s o m a n y t i m e s t o s e m y a d ” I can not

compare it with other mediaI would like to k n o w

what will I get for my money I have NO control

over my campaign

O n l i n e a d v e r t i s i n g problems...

Reach forcast Cockie

deletion

Monthly reach

Value of the single site

?Selling impressions as result

Reach x FrequencyBoth unknown in advance

Let‘s be comprehensible...

Predictible ...

comparable...

seen...

After decades many advertisiers still do not understand on-line metrics (CPC, CTR, CPM, CPA) and therefore they do not know what actually they buy. Traditional media buyer (TV the most) are for more than 40 years familiar with GRP. GRP is comprihensive, transparent, widely used and trustful metric.

Paradox of on-line advertising

All is measurable on-line

Advertisers want an

„apple 2 apple“ comparision among all media vehicles,

- GRP equal metric - valuate results - On-line GRP (iGRP) has an

option to become a part of serious media-planning as a part of a „big picture“ and not as now just a part of BTL and supporting media.

T o d a y we sell/buy immpressions

ü

OTS100

Opportunity to see

Visit

Exposure time

CPML o g I c

We buy

T o d a y we sell/buy immpressionsImmpresions are being delivered by an algorithm that advertiser can not understand.

Immpressons are product of: R (reach) x F (frequency)Result is known but R and F remain big question.

Advertiser and publisher never knowin advance one of the most important information: how many people & how many times

No one can predict what will happen

If I have luck I will see ad during my site visit... Otherwise I need to use refresh F5 button.

CPML o g I c

new dimension of on-line advertising

Today

MEDIA ADVERTISERSell 1 mio

immpressions

100.000 users see ad 10x or 50.000 users see ad 20x or 250.000 users see ad 4x or

Tomorrow

* Sell 50.000 users* Sell 12 min for each user

* Sell 5 iGRPs ✓MEDIA ADVERTISER

?CPML o g I c

onine advertising model enables to catch each user that visit page in defined time frame to give 100% Share Of Voice maximum ad (Brand) exposure time control over the campaigne

gives key data about display campaign: *how many people will see ad *how many times *how much time an user will be exposed to an ad *what share of users will be exposed *what share of the time advertiser will communicate with users *and what is most important what the online GRP (iGRP) will be

T o m o r r o w we‘ll sell/buy people

T o m o r r o w we‘ll sell/buy people

ü

OTS100

Opportunity To See

Visit

Exposure time

We buy

T o m o r r o w we‘ll sell/buy people

Reach

OTS(Opportunity To See)

Exposure time ✓

We buy

T o m o r r o w we‘ll sell/buy people

new dimensions in on-line advertising:

Advertisers would buy audience not immpressions

provides forecast to advertisers „so advertisers would know what do they buy“

Advertisers would know when & where their message should be exposedAdvertisers would get exclusive advertising space and extended time to

„speak“ with an user

model would give exact audience, time, space and opportunity for advertisers to communicate with user in all possible options

Advertiser would, among all other get a perffect branding tool

implementationNo publisher adaptation needed

Model is based on past data and as the user acctivity and behaviour online do not change much (as on TV),

we can with a high probability predict how many users should visit certain site within defined time priod.

As a time spend becomes more and more important, the model also forecast this information as a part of many more that help

to give a full picture of a campaign.

More about

Model takes into account only real users

without robots, traffic from abroad what gives to an advertiser just effective reach and assurance that it will pay only for those who would be exposed to an ad

More about

model exclude user duplications (on single site or among different planned sites)

model gives an advertiser daliy

report that allows total control ower paid campaign

Media Planning Tool

simple fast effective

Media Planning Tool

Media Planning Tool

iGRP: gross rating point

Metrics in

iCPP: cost per point

OTS: opportunity to see

AHR: average hour rate

PUI: people using internet

CTM: cost per thousand minutes

BEC: brand exposure costCosts

Time on site

Page views

Reach

Sounds interesting …

Would you ?

a different look on online advertising