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tamra-c2.com
How to change our approach from reactive to proactive
ClientLogoIf needed
Missed opportunities
tamra-c2.com
• 861 million websites• More than 30% growth
every year
• 861 million websites• More than 30% growth
every year
• 300,000 magazines (FIPP)• 3-10% decline
• 300,000 magazines (FIPP)• 3-10% decline
1998-Google searches were 9800 queries per day.
2013 its 3 billion per day
1998-Google searches were 9800 queries per day.
2013 its 3 billion per day
Missed opportunities
tamra-c2.com
Missed Opportunities
• Propose. Not react
•Brands want to know more about digital in this region
Capacity
tamra-c2.com
Capacity
ProductionProduction
PlanningPlanning
BuyingBuying
ManagementManagement
Creating websites,rich ad banners and any
digital material
Buying from the publishers directly rather
than through buying agency.
Researching audience and platforms,/vehicles used totarget right people at the right place.
Collecting data – clicks,Impressions ,etc, evaluatingAnd optimizing for next campaigns
Current scenario
tamra-c2.com
1 1
44
Current scenario
Media Buying Agency
Media Buying Agency
Brief
33
Request
Digital Media Plan
22
Pre Approved Banners and materials
Minimal involvement in the plan
Our capacity
tamra-c2.com
11
22
Proposal
33
Objective agreed
Campaign concept
44Digital Media PlanDigital Media Plan
Audience Measurement
Audience Measurement
Vehicle ResearchVehicle
Research
55
Measurement &
Optimization
Measurement &
Optimization
Our Capacity
The strategy to face the competition
tamra-c2.com
Shifting value away from size towards the audience
Focus on small but growing websites
• Usually digital budget is invested in websites that are popular
• There is a need to shift the conversation to relevant websites
• Small is beautiful. And effective
• Maintain relationship with niche websites and focus on long term
Strategy
The strategy to face the competition
tamra-c2.com
Dubizzle$17.10
Dubizzle$17.10
AlArabiya$ 10.01
AlArabiya$ 10.01
Clicks 960 1,747 4,111
Budget $16,451 $17,500 $4,000
Rate/click $16,451/960 $17,500/1747 $4000/4111
Facebook$ 0.99
Facebook$ 0.99
Case studies
tamra-c2.com
Obama Campaign
3.8X greater average weekly reach penetration in battleground states’ major cities,
$4.60 raised for every $1 spent on Facebook Ads
72.7 million Americans saw Obama’s Facebook content in the week leading up to and including Election Day
Case studies
tamra-c2.com
6% increase in purchase consideration due to Facebook exposure
7% increase in purchase consideration due to TV exposure
13% increase in purchase consideration when Facebook and TV were combined
Volvo V40 model launch
