Media Guru Q & A: Can I buy only “viewable” impressions?
Media Guru Question:
I am a new digital buyer. It has been suggested that I only buy viewable (above the fold) impressions for my next campaign. Can I buy such impressions from everyone and what is the premium?
Media Guru Answer:
“Above the fold” is an old newspaper concept, referring to the part of the page visible on a folded, stacked broadsheet (NY Times / USA Today size) newspaper.
The concept has come to refer to the portion of a web page visible when a user first lands on the page, before there is any scrolling.
The validity derives from the fact that all ad-units on a page are credited with impressions, even though they might not be visible immediately. Their opportunity to score a click is reduced.
However, there are other considerations:
- The users’ window size setting and type size setting increase or reduce what eventually is above the fold.
- Web sites typically rotate ads through the page positions, so that being consistently below the fold is not such a problem.
- Larger units are more likely to be above the fold.
- Being adjacent to specific content which might be lower on the page might well outweigh abstract page position
The Guru would not generalize to say that “above the fold” buys are always available. When available, they are likely to have a premium attached or be part of volume negotiations. Pay-per-click deals can also obviate page position concerns, but again, there would be a premium involved.
Media Guru Q & A: What are average click rates and why are they low?
Media Guru Question:
My supervisor has assigned me to draft the media strategy and tactics for a digital element for our client’s plan. But I hear click rates are low. What are average click rates and why are they low?
Media Guru Answer:
What does “low” mean? Click rates today generally average under 0.2%. Part of this is the great number of inexpensive impressions generated on broad general sites like Yahoo, AOL, Facebook, where the percent of those exposed to any given ad who might actually be interested enough to click is relatively low compared to targeted DRTV or Direct Mail.
To what can we compare this to decide it’s low?
A click is an action by a member of the audience you have reached that expresses interest in your product or the offer in your ad.
When you advertise by direct mail or in tv direct response, what is the comparable response rate and at what cost?
What do the impressions of direct mail or DR TV cost you? The true test is comparing cost per click or response.
Sales Executive, Media Software & Solutions, New York
Telmar, a leading multinational media planning software and consultancy company is seeking a high calibre candidate for the position of Sales Executive.
As Sales Executive you will have the opportunity to market the leading media planning software and services to the advertising media industry.
In this challenging, fast-paced role, you will enjoy a strong team culture, work amongst a seasoned group of professionals and be a part of a growing international company with great growth potential.
Requirements:
- Experience in the advertising/media industry
- Knowledge of advertising planning systems and research
- Strong desire to be financially successful
- Knowledge of computer products & systems, including Microsoft Office and ability to learn new systems quickly
- Independent, self-motivated and detail orientated; willing to take on new tasks and responsibilities
- Proven sales track record with a minimum of 2 years software or media sales experience
Interested parties, please send detailed CV to careers@telmar.com
From AdAge Digital – New Tool Promises to Put Social-Media ROI on Same Footing as Traditional Media
| By: Jack Neff | Published by AdAge Digital, June 3, 2011 |
Marketing Evolution, Telmar Believe Effects Can Be Predicted, Accountable Like Other Media
Social media has struggled for years to demonstrate return on investment on the same analytical playing field as more established media. Now, Marketing Evolution, which has been working on cross-media analytics for more than a decade, is joining with media planning software provider Telmar to release an ROI tool they say will do just that.
The companies will unveil the Telmar Matterhorn ROI tool, which became available earlier this week for early clients including Interpublic’s Universal McCann, during a presentation at Federated Media Publishing’s Conversational Marketing Summit June 6, the start of Internet Week in New York. That’s fitting, said Marketing Evolution CEO Rex Briggs, because a statement by Federated’s executive chairman, John Battelle, at a conference last year prompted development of the new tool.
“He lamented the fact that there was no way you could put the investment you were making in social media side by side with your TV investments or even digital display to figure out where you should be investing more or how much,” Mr. Briggs said. At that point, Mr. Briggs said he turned to Rick Brunner, a Doubleclick and Google veteran and longtime internet marketing analyst who has headed Marketing Evolution’s work on the project, and said, “We’ve got the data to do that. Why don’t we solve that?”
Mr. Briggs has been conducting cross-media effectiveness analysis with a wide variety of marketers for more than 10 years, adding new media in along the way as they emerge. The Telmar Matterhorn service will be based on data collected in working with clients such as as Unilever, Coca-Cola Co., Nestle, MTV, Time Warner and EA, among others. Inner workings of how the TMR tool evaluates media will be open for inspection, Mr. Briggs said, and open to addition of new media as they emerge.
“A lot of social media, search and digital advertising models just don’t follow the traditional reach and frequency and cost-per-thousand framework that media-planning tools have been using for decades,” he said.
In fairness, marketing-mix modeling now used by many big advertisers already can analyze sales impact from just about any marketing input, given sufficient levels of spending and a sufficiently well-defined time horizon. The problem, however, is that lower levels of spending for digital and social media often get swamped by the impact of higher-reach media, and earned media such as social and PR don’t always work on the same predictable schedule as paid media.
Also, not every campaign has as its objective an immediate sale, often focusing further toward the fat end of the so-called purchase funnel. Mr. Briggs points, for example, to automotive marketing that may aim to get a brand into consideration for a purchase that may not take place for years.
To address this problem, Marketing Evolution years ago began analyzing campaigns based on objectives often besides sales — such as changes in survey responses regarding what brands consumers are considering.
The TMR tool will look at “basically for every dollar you spend, how many people do you influence on whatever that business objective is — building awareness, changing a brand position, generating purchase intent or generating sales,” Mr. Briggs said.
Analyzing much of digital advertising isn’t so different than traditional, given that it operates on similar reach and frequency data and often similar pricing schemes, he said. But social media and other earned media, that is, public relations, depart from those norms in two key ways.
The costs are often structured very differently, with much of it coming in the form of relatively fixed salary or fee costs for internal or agency staff to, say, run a social media monitoring command center, Mr. Briggs said. Traditional analysis tools also often fail to count all or some of the pass-along effect of social media.
Lack of any ROI norms may have been OK when social-media marketing was still in its infancy and considered experimental, he said. But now the discipline has been around a few years — at least in its toddlerhood — and increasingly expected to stand on its own two feet.
“Earned media and the people curating it probably need to be held a bit more accountable today,” Mr. Briggs said.
Seemingly, such programs would have such a short history and wide range of reach, pass along and impact that it would be difficult to predict outcomes based on past experience, which is how the Telmar Matterhorn ROI tool works for other media. But that hasn’t been the case, Mr. Briggs said.
“What we began to see pretty quickly is that there is a range of results just like with any advertising,” he said. “Some TV ads are better than others. Some programs are more conducive to social sharing than others. But there are absolutely common patterns and averages. One thing we can do is say if you spend $100,000 or $1 million, what should you be expecting to get back as results? If you’re not getting these levels, the budget should really trade over to be invested somewhere else.”
At the same time, other ads in traditional media also generate social-media pass along that needs to be calculated, and draw on some of that investment in things like social-media monitoring, Mr. Briggs said. TMR can account for that, but, he said, more important, it aims to calculate the combined impact of media elements, including their synergy, rather than viewing them entirely in isolation.
Telmar Chairman & CEO: Integrated Media Plan, A Necessity
The Necessity of Integrated Media Planning in the Digital Age
Stan Federman, Telmar Chairman & CEO
2-15-11
Today’s advertisers and their Media Planning experts rarely have the luxury of casually selecting media.
There was an era when a media planner could simply pick TV, add one or two other traditional mass media types and end up with a highly defensible media plan. This plan would be evaluated using standard performance metrics.
More recently a new breed of media planners has emerged. This planner loves digital only, either because she was raised in all digital media world, for whatever reason, doesn’t believe that traditional media have a place in today’s media planning.
The planners often produce suboptimal plans and deny the power of non selected media types because they refuse to examine the whole landscape of media alternatives simultaneously in relation to their brand’s marketing requirements.
This whole phenomenon is just another variation of the old Silo-Mix Planning (SMP) vs. Integrated Media Planning (IMP) debate.
Web Media, Social Media, Eyes-on Out-of-Home media, Mobile Media and other new media developments have proved the traditional media Silo approach myopic, but the total abandonment of traditional media from the planning process is equally unwise.
A simple review of the Silo vs. Integrated approach may be helpful.
For many years and still in many parts of the world, agencies and advertisers plan their media campaigns separately, in silos.
What’s a silo?
A silo is a storage unit used in agriculture to hold grain; one for corn, wheat, soybeans, etc.
In media planning this translates to; one bucket for radio, tv, outdoor, etc. and then bringing them together for a final mix.
The downside for advertisers?
Agencies creating plans without treating media neutrally, at least initially, deny each media to demonstrate its contribution to a brand’s marketing goal. Some agencies first allocating budget or GRPs to each media ‘silo’
Telmar has spent millions of dollars in media planning systems that move the planner away from SILO planning and towards ‘Integrated Media Planning The results are impressive; these systems allow all media, including Social Media, the Web, Digital Outdoor and traditional media to be considered equally at the onset.
To serve the wide range of clients needs, Telmar offers both Silo/Mix Planning (SMP) and Integrated Media Planning (IMP), but wants to tell you why we recommend that you leave the Silos at the farm.
Here are the basics of the two approaches:
In Silo/Mix Planning (SMP),
The planner:
1- Uses a segmentation system to determine the best target(s) for the brand,
2- Runs a crosstab to analyze all the individual media separately (using the best currency and alternative data available),
3- Then, using the above results combined with judgment and experience selects the individual media types thought best for the brand, a budget, or how much media weight or R&F to allocate to each media type,
4- Using a Silo planning systems of choice, create the best plan for each media type selected for the resources allocated in 3 above,
5- Mix the plans selected to create an overall report on expected performance on the whole multi media plan.
Under Integrated Media Planning (IMP),
The planner:
1- Uses a segmentation system to determine the best target(s) for the brand (same as above)
2- Then allows all media to be considered neutrally and generates a plan.
They do this using an integrated, all media, single source Fused or MultiBased study.
They evaluate the study in a media planning software system that considers all the media available in the studies simultaneously, produces a recommended budget allocation, and a media plan.
The plan runs across all the media types the system selects and produces all the individual and total plan media performance metrics.
3- Also produces alternative plans on a ‘What if’ basis to compare qualitative variables not able to be considered in the Benchmark plan.
4- Selects the best combination of Benchmark and ‘What if’ plans to produce the final plan for the client.
5- Mix the plans selected to create an over all report on expected performance on the whole multi media plan.
In the hands of the professionally trained and experienced media planner both approaches can produce superior plans. Choosing the IMP approach, however, will guarantee that ALL the old and new media available in today’s new digital media environment are at least considered.
Media neutrality is key when beginning the planning process and this is virtually impossible with Silo planning.
Please contact us at info@telmar.com to learn more about modes of planning and to discuss which makes the most sense for you given your clients, region, and media data subscriptions.
Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe
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Contact: |
Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe
New York, NY (6 December 2010) – Telmar, a global supplier of advertising media information software and services, today announced that Mathieu Floirat has been appointed Regional Manager for Continental Europe. M. Floirat will retain his position in Paris as Executive Director, Telmar Peaktime SAS.
Effective immediately, M. Floirat will assume management responsibility for Telmar’s Continental European Division. M. Floirat’s successes in Telmar’s French operation, including his proven leadership and management skills over his 10 year tenure with the firm, make him the ideal choice for this position.
M. Floirat continues to report to Stanley P. Federman, Chairman and CEO of Telmar Group Inc. Federman said of his appointment, “Mathieu has been a major contributor to Telmar’s success. With his technical knowledge, driving force and dedication to the business, Mathieu was the natural choice to lead the team in Continental Europe.”
In addition to M. Floirat’s management responsibilities for Telmar Paris and Continental Europe, he will be technical champion for Telmar’s TV Planning and Revenue Management systems throughout the Company’s world-wide operation.
An expert in the Yield Revenue Management systems and a seasoned media professional, M. Floirat will continue to expand Telmar’s operation by introducing its full suite of products including Multibasing, Outdoor, Internet, ROI and media and research consultancy services throughout the Region.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For digital and print publishers, broadcasters and outdoor operators, Telmar offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.
Telmar Appoints Daryl Scott to EVP, Chief Digital Officer
Contact:
Jared M. Kreiner/ Rachel Honig
G.S. Schwartz & Co, Inc.,
212.725.4500
jkreiner@schwartz.com
Telmar Appoints Daryl Scott to EVP, Chief Digital Officer
NEW YORK – Telmar Group, a leader in media research, management, and systems development, announced today that it has added Daryl Scott to the Company’s global executive team as EVP, Chief Digital Officer. Scott, most recently president and CEO of Attaain Inc., will be responsible for the continued development of digital planning systems including all forms of digital media including social, search, content, real-time bidding, mobile, and video applications, among others.
A driving force in digital media strategy and overall software product development, Scott will use his leadership skills to align the goals of the technology teams with those of the regional and global operating divisions while facilitating strategic relationships with clients, alliance partners and data and technology suppliers.
In addition to Web-based software development expertise, Scott brings a distinguished history of agency media research management and its relevant perspectives to Telmar. He has worked at Foote, Cone andBelding, Interpublic’s Marschalk, J. Walter Thompson and Young and Rubicam in a variety of leadership roles.
At FCB, he was credited with the creation of FCB Media Planning System (all development, deployment, training & support using proprietary software on desktop PC systems), including: multimedia reach/frequency & frequency distribution system for TV, radio, print, and outdoor advertising. While at FCB, Mr. Scott developed the company’s Advertising Awareness modeling system "AdAware”. As Director, Media Research, Marschalk, he created the Marschalk Media Planning System and at JWT , he was Associate Director Media Research; Media Research Manager, where he developed and maintained vendor relationships, prepared television audience estimates, developed prototypes for the audience measurement of then-emerging media platforms and authored Media Research Bulletins on current media topics.
“Daryl Scott brings to Telmar the media, media research and digital thought leadership necessary to help our clients process, navigate and utilize of all the latest technological developments in media,” said Stanley Federman, Telmar Chairman and CEO. “He is committed to expanding and leveraging the advantages of Software-as-a-Service (SaaS) introduced by Telmar to the advertising business over four decades ago.”
Scott was formerly president and CEO of Attaain Inc. which was also acquired by Telmar. Telmar will maintain Attaain Inc. a web-based solution for business development, sales, marketing and competitive intelligence research, analysis and tracking as a separate subsidiary and expand its scope of services. The system is used by companies in a wide range of industries to identify and track key sales prospects, customer growth opportunities, competitor activities, strategic partner prospects, industry developments and more, across single or multiple lines of business.
“Throughout my career, I have admired Telmar as a leader in media innovation. I was delighted to employ Telmar and its technologies in a number of prominent agencies. But more than that, I see an incredible opportunity to further Telmar’s expertise and leadership position in media planning at this pivotal juncture in the digital age,” said Daryl Scott.
A winner of the NCTC Annual Innovation Award (2009) and the Tenth Annual AIIP Technology Award (2009), Daryl Scott also holds a Masters of Business Administration from Bernard M. Baruch College.
ABOUT TELMAR
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com
.Jennifer Daniel Joins Telmar as Managing Director, Telmar Media Systems (Pty) Ltd.
Contact:
Belinda Bertillon
Telmar Media Systems (Pty) Ltd.
0+27-(0)11-804-4489
belinda@telmar.co.za
Daniel to Head Telmar South Africa in Addition to Worldwide Leadership Role
New York, NY (September 23, 2010) Telmar, a global supplier of advertising media information software, today announced that Jennifer Daniel will join the company effective November 1st as Managing Director Telmar Media Systems (Pty) Ltd. Daniel will lead Telmar’s South African office and bring her rich experience in television research and strategy to work closely with all of Telmar’s offices worldwide.
Daniel, who has 27 years of media research experience in the South African Market, worked at Telmar early in her career before going on to hold a number of high level media positions. The last 14 years of her career have focused exclusively on the broadcast industry, working in radio and television at the SABC and e.tv. Most recently, Daniel has worked as General Manager Group Research and Audience Strategy for e.tv where she was involved in the growth and development of the channel to the second largest in the market.
“We are delighted to welcome Jennifer Daniel back to Telmar and to be able utilize her deep knowledge of and passion for television media to leverage Telmar’s tools across our global footprint,” said Stanley Federman, Chairman and CEO, Telmar. “Jennifer shares a strong cultural identity with Telmar’s business values and I couldn’t be more delighted that we have found an opportunity to work together again.”
I have always had great respect and admiration for Telmar and the tremendous tools that it offers the marketplace,” said Jennifer Daniel. “I am particularly energized to help leverage and amplify the use of Telmar’s robust TV Planning and Revenue Management systems not only in South Africa, but worldwide, across the Company’s equally diverse client base as well.”
Daniel currently serves as the chairperson of the Pan African Media Research Organisation (PAMRO), is a member of the South African Advertising Research Federation’s Television Audience Measurement Committee (TAMS) and is a Full Member of the South African Market Research Association (SAMRA) and will continue to serve on these committees.Daniel has also represented the National Association of Broadcasters (NAB) on the board of the South African Advertising Research Foundation as well as the SAARF Advisory committee.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.
Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data
Telmar Press Release: Monday July 19, 2010, 2:00 pm EDT
Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data
TAB Eyes-On Data Allows Planners to Compare and Combine Outdoor Media Market by Market with Other Media
NEW YORK– (BUSINESS WIRE) — Telmar, a global supplier of advertising media information software and services announced today the full integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. Using the Eyes-On Data in Telmar systems, clients can use traditional media metrics such as % reach, average frequency, TRPS, and compare cost efficiencies using CPMs and CPPs. These industry-standard measurements for Out-of-Home facilitate bringing outdoor into the media mix.
“Telmar is the first to apply science to the TAB’s site level data and adapt it into a media-planning system that is fully compatible with all other media platforms,” said Stanley Federman, CEO, Telmar. “We’re delighted to provide media owners and buyers alike with a system to properly integrate this powerful media. Before the Eyes-On metrics, Outdoor as a category struggled with measurement; now it is a level playing field.”
“Media planners have always been challenged by a lack of standardized measurement when integrating OOH into multi-media campaigns,” said Andrew Marcus, VP Research for Clear Channel Outdoor. “Telmar recognized the need to put OOH in terms consistent with the advertising media industry. In order for operators to provide their clients with plans that fully integrate OOH, they needed fully compatible metrics.”
In partnership with MRI/GFK Eurisco, Telmar worked on the initial TAB Eyes-On ratings which improved the way previous metric systems measured audiences ‘likely to see’ an outdoor ad, with rich demographic and ethnographic data. Telmar brought data from a variety of sources including: recorded pedestrian traffic, circulation, and travel surveys together and applied a scientific method to the raw data.
About Telmar
Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.
Contact:
G. S. Schwartz & Co, Inc. Jared M. Kreiner / Rachel Honig 212-725-4500 jkreiner@schwartz.com
World Cup TV viewership results…
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