Digital Media Planner Happiness Project

@jpych @nextmark #dmphp

Digital Media Planner Happiness Project


Agenda

1. A little about NextMark

2. Digital media planning workflow

3. Show off Digital Media Planner

4. Why is automation important?




250 agencies use NextMark software 15 media channels

established in traditional media channels innovating in digital media channels









workflow


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


digital media planning is expensive


Phase Task TOTA

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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


it’s complicated

@jpych @nextmark #dmphp Source: NextMark www.NextMark.com/workflow

42 steps Yikes!


expensive + manual ------------------ = automation


Media Planning Tools Survey

1. MediaVisor

2. iDesk

3. MediaMind

4. Facilitate

5. Traffiq

6. Centro Transis

7. Microsoft Excel


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


Reasons for Failed Adoption

1. too cumbersome

2. too limited in functionality

3. too expensive

4. not integrated


Too Cumbersome

33 fields to add a placement


Too Limited

Missing placements, rates, quantities, ad specs, sales contacts, media plans, IOs


DSO

Research

Ad Serving

Digital Switchboard Operators

Email Excel File Sharing

Billing

http://en.wikipedia.org/wiki/File:Microsoft_Excel_2010_icon.png

http://en.wikipedia.org/wiki/File:Microsoft_Outlook_Icon.png


unhappy


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

?



replace excel


easy


independent agencies


2 years in the making

you are the first to see this…

(I hope you like it)




better integration






better information





6,000+ sites, mobile, video ad programs


better insights




better interface



better automation







better price



Research

Ad Serving

Billing



do you like it?


why is automation important?


Grunt Worker

Knowledge Worker


Digital Media Planner Happiness Project


www.NextMark.com/dmp


Here at iMedia

Steve Steve DuScheid

Product Manager

Chris Chris DeMartine

Director of Business Development

Joe Joe Pych

Founder & CEO


thank you!

Career

Digital Media Planner Happiness Project