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Telmar’s Keystone Cross Media™
User Guide

February, 2015

Table of Contents

    Introduction –>
    Getting Started- Using Keystone Cross Media –>
    The Main Screen –>
    Creating Target Media Lists –>
    Creating Media Plans –>
    Optimizing Media Plans –>
    What’s a Media Vehicle and Definition of a Use? –>
    What’s a Rating? –>
    A Word About Costs –>
    Target Audience (Population) and Other Equivalence –>
    QuickMix –>
    Flexible QuickMix Uses Column –>
    Where do I get the Ratings and Cost information? –>
    Campaign Periods –>
    Documenting your Plans –>
    Importing Media Lists –>
    Vehicle Input Summary –>
    Adding Digital Addressable Audiences –>
    Campaign Examples –>
    Frequently Asked Questions (FAQs) –>

Introduction

 

Welcome to Telmar’s Keystone Cross Media, the App that helps achieve media campaign goals through the understanding and use of Reach & Frequency analytics.

Keystone Cross Media is being offered as an App to stress the importance of establishing a targeted number of people you want to reach and the frequency you wish to reach them before embarking on buying activities.

This purpose is both logical and a proven best practice; no matter how many exposures, clicks or even sales you may achieve from a specific media campaign.  Unless you know how many people are potentially reachable in the target(s) of interest, and how often you want to reach them within your campaign period, your buy will be less efficient and produce a less absolute return on investment. Without R&F metrics, it’s the old Fire, Ready, Aim metaphor.

For almost 50 years Telmar has been delivering this message through inspired software to media planners and buyers worldwide. In our position as the world’s largest supplier of such software we feel is an important contribution and good business to spread the word in the modern era of Internet Media.

Nothing makes the point better than having a basic, easy to use and readily available R&F App in the hands of the millions of media enthusiasts.

When you need more precise, more granular and more advanced analytics for your planning needs, we hope you will consider the full range of software and services Telmar offers.

Best wishes,
The Management and Staff of Telmar

www.telmar.com.

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Getting Started- Using Keystone Cross Media

 

Keystone Cross Media features a simple and intuitive workflow for creating and comparing reach, frequency and impact of alternate media schedules. In addition, it allows you to generate media schedules optimized to most cost-effectively meet specified campaign objectives. There are two basic concepts that are the keys to using Keystone Cross Media: Media Plans and Target Media Lists.

  • Target Media Lists consist of a set of candidate media vehicles along with cost and coverage/rating data relevant to a particular target market of interest.
  • Media Plans are created by selecting a Target Media List and then specifying which of the vehicles in the list you would like to use to analyze alternative media schedules, at what level of uses or insertions you choose, or to have an Optimized schedule suggested to you.

 

The overall workflow for using Keystone Cross Media is to first create one or more Target Media Lists and save them, and then use any of these saved Target Media Lists as the starting point to create new Media Plans.

An additional QuickPlan feature lets users directly create a plan by combining the functions of creating a target, creating a media list, creating a plan, and getting a report, in a smooth flowing set of sequenced events without the need to save any of the data.

Also available is a QuickMix feature that produces multi-media Reach and Frequency reports based on a user’s entry of already calculated R&Fs for each media type schedule.

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The Main Screen

 

(Note that screen images may vary slightly depending upon the iOS version you are using).


(screen 1)

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Creating Target Media Lists

Creating a Target Media List is straightforward. You simply:

  1. Select Create New Target/Vehicle List from the main screen.


    (screen 2)

     

     

  2. Select the Country, Market, and Target Audience from the choices (if provided), or optionally enter or edit any target title or population figures as desired. (Screen 2)
  3. Click Specify Vehicles to move to the vehicle input screen. (Screen 3)


    (screen 3)

     

  4. Specify vehicles for your Target Media List by choosing a vehicle type, and then filling in the key info (rating/audience, cost, unit type, etc.) for each vehicle added to your list. Remember that the entry of this information must be consistent across all media types. If any rating or cost information diverges from the selected Target Audience, it must first be equivalenced to that Target Audience. Note that Costs can be entered either as Cost per Use, Cost per Thousand (CPM), or Cost per Point (CPP) by tapping the right arrow to toggle between these. In the same manner, you may enter either Rating or Audience by tapping the right arrow to toggle between these. Unit Type describes such things as unit size, duration, or color, for example. Typical entries are 30”or 60” for broadcast, and P4C (page 4 color) or BW for print, etc. An optional advertising Weight may also be entered (defaults to 100, meaning the media vehicle has not been downgraded relative to other media vehicles for such characteristics as effectiveness).

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Creating Media Plans

 

Once your Target Media List(s) are created, you can quickly create as many plan variations as you like based on vehicles in a selected list:

    1. Select Create New Plan from the main screen. (Screen 4)


(screen 4)

 

    1. Select one of your saved Target Media Lists that contains the candidate vehicles for the target for which you want to create a new media plan, or click Specify Target to start a new QuickPlan run (Screen 4)
    2. On the planning screen, enter the number of Uses, GRPs, or Impr(000) desired for each vehicle in the list. Note that the mode of input may be changed by tapping the right arrow to toggle between these. Then check or uncheck the green “Include” checkmark to use or not use any vehicles in this particular media plan. (Screen 5)


(screen 5)

 

Media plan summary results (total uses, GRP’s, reach, average frequency and cost) will be instantly displayed at the bottom of the planning screen.

Tapping the “Run Report” button at the bottom of the screen produces a detailed report on the performance of this media schedule that can be printed (on devices that support printing) or emailed.

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Optimizing Media Plans

Tapping the “Optimize” button on the planning screen enables you to specify criteria for an optimized media schedule to be generated by Keystone Cross Media. Optimization criteria include the ability to optimize a schedule at a specific budget level in order to most cost effectively meet either effective reach levels (such as reach 1+, 2+, 3+, etc.), or overall GRPs/impressions. Note that the Uses entered for each schedule media vehicle will serve as the maximum number of Uses for each vehicle by the optimizer. Items with zero uses will be ignored.


What’s a Media Vehicle and Definition of a Use?

Keystone Cross Media supports the use of 25 different media vehicle types, each of which carries with it certain assumptions and definitions to maximize utilization and attain best results. Each media type produces a unique reach build based on the user’s entry of the basic required data.

For example, Local and National TV and Radio vehicles are assumed to be spots in individual specific television or radio Programs. To build Reach, the model further assumes a wide dispersion of these spots, known as a “Scatter Package”.

For TV (also known as Broadcast TV), and Cable TV, they each contain 3 vehicle types, Network (national), Local, and Spot. While computationally Local and Spot will produce the same results given the same data entry, they are definitionally different. Local is considered planning or buying of a schedule by a local advertiser. Spot is considered the planning or buying of a local schedule by a national advertiser (also known as National Spot). There use is however only contingent upon your preference of labeling.

For Print media (Magazines, Newspapers, Supplements, and Business Press), the vehicle is considered to be an insertion in a specific issue of the respective publication. Therefore, 2 Uses in Better Homes and Gardens means that you are placing an ad in 2 separate issues of that magazine.

Some media types such as Directories, email, Direct Mail, Specialty, Text and Mobile are Event driven. Each Use of these media types is considered a specific Event. If you have a campaign that sends email or Text messages to a base of potential prospects, each mailing is considered a separate Event. Therefore, if you send an email message this week and another one next week, these are considered 2 Uses of the medium.

For on-line media types like Internet, Social Media, and Web, a Use is based on a Daily Impressions Goal. Since you can’t or don’t ever have enough money to buy an ad on every page of Facebook all the time, your Use would be the targeted Impressions you wish to buy for any given day. Therefore, 2 Uses of Facebook means you are going to buy those targeted impressions on each of 2 separate days. The Cost you would enter is the cost for those impressions on each day. As you will be getting actual schedule reach as opposed to site reach, you would enter each vehicle’s daily Audience goal when creating the vehicle, and the total number of daily Impressions when you are entering the schedule . If you were buying Google.com, you might buy, and therefore enter, 1,000,000 impressions per day as the Audience rather than the billions of available daily impressions on the site. If you were then going to buy 10 days’ worth, you would enter 10,000,000 as the schedule Impressions.

Out-of-home media is based on total Daily Eyes-On-Audience of the set of Posters, Bulletins, or other forms of outdoor advertising you plan to buy. If you are buying a monthly showing, you would enter 30 Uses (as each Use is a day). Cinema advertising is based on weekly usage and is associated with theater traffic counts. As a Use is a Week, you would enter 4 Uses if you were buying a 4-week Cinema campaign.

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What’s a Rating?

Simply put, a Rating is the Audience of a media vehicle expressed as a percentage of the Target Audience (Population). For Keystone Cross Media, this is true regardless of whether the particular media vehicle type requires the entry for a Spot, an Event, or Impression Goals. All entries for Rating must be for the same selected Target Audience (Population), wherever it is in the world. If you have selected Adults 18+ in the Total US, then all your rating estimates must be based on the Keystone Cross Media estimate of 228,510,000 people (or the population you manually entered).

All media types allow for the entry of either Audience or Rating.

For broadcast type media, you may enter either audience or a rating comprised of the average full duration program rating, an average commercial minute rating within the program or an average quarter hour rating within the Program. Do not use what is known as Program Total Audience Ratings, as they represent a Cume (unduplicated) value over some period of the Program’s total duration rather than an average value.

For Print media, the Audience or Rating would be based on the Average Issue Audience against the Target. If all you have available is Circulation, you must first convert the Circulation (which is based on the number of copies distributed) to, in this case, the number of Adults that will be exposed to the issue. This requires an estimate of the number of Readers per Copy (RPC), which will vary by magazine from under 1.5 to more than 11. For US Newspapers, there are approximately 2.2 Adult Readers per Copy.

For Audience entry for Adults, you would enter Circulation * RPC.

For Rating entry, you would enter Circulation * RPC / 228,510,000 * 100.

Business Press sometimes presents a challenge, as most of these publications are very vertical in nature (i.e. telecom industry, music industry). If you are told that the publication is read by 25% of the industry, you must first know what the population is for that industry. If the particular industry has 2,000,000 people, then the readership (Audience) is 500,000, or a Rating of approximately .2 (500,000 / 228,510,000).

Remember, that for on-line media types, your Impressions Goal (Audience) may be entered, or you may enter it as a percentage of the Target Audience (Population). Therefore, if you plan to buy 1 million daily impressions on Facebook, you may enter the 1,000,000 as the Audience, or you may enter this as a Rating of approximately .4 (1,000,000 / 228,510,000 * 100). Also be cognizant that on-line media measurement may be Cookie based instead of actual people based. While measurement companies and on-line ad server companies employ sophisticated algorithms to impute people measurement, always make sure that your data entry correctly matches your Target Audience (Population).

Likewise, for Out-of-home media, your Audience would be the total daily impressions. To enter as a Rating, it would be the Audience as a percentage of the Target Audience (Population). Therefore, if you buy a set of 100 30-sheet posters, you would make one vehicle entry to include the sum of all the Eyes-On Daily Impressions for all 100 posters as a percentage of the Target Audience (Population).

Cinema adverting is based on weekly theater traffic counts generally available from the local or national theater operators or representatives. If you were buying a monthly Cinema plan, you would normally enter 4 Uses.

Event driven media may require some special thought when trying to establish the Audience or a Rating. If you want to send a direct mail piece to 10% of all adults, the Rating would be 10. However, if you want to send a Text message to 10% of adult iPhone users, you first have to know how many iPhones are out there relative to the total population (and how many of them belong to adults). If 25% of adults have iPhones, and you want to send to 10% of them, the Rating you would enter into Keystone Cross Media is 2.5 (.25 * 10).

Mobile advertising to an in-game app is a further narrowing down and would also require that you know how many of the iPhone users have the app.

In all cases, mathematically, a Rating is equal to the Average Audience (or goaled Impressions) divided by the Target Audience (Population) times 100.

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A Word About Costs


In Keystone Cross Media, cost information may be entered in 3 ways; Cost per Use, Cost per Thousand, or Cost per Point, and toggled as described above. Dependent upon which of these modes you select for a particular media vehicle, the others are back calculated. Please note that if you enter either CPM or CPP, that the ultimate number of Uses, GRPs, or Impressions may be rounded to fit the type of input. The definitions for Cost per Use will vary based on the media type (see table below).


When we speak of Cost, we are talking about the cost for the execution of media. While Cost per Spot or Cost per Insertion are self-evident, there may be some questions as to the inclusion of the cost of a mailer in an email campaign. Generally, production costs are not included as media costs. In most situations, they come out of a different budget (i.e. Production, Promotion, direct expense of advertiser rather than agency). The media cost associated with a Direct Mail piece may only be the postage cost of maybe $.22 per mailer, rather than the $1.00 cost of the mailer (contents and envelope). In this case, if you were mailing 50,000 pieces, your Cost per Use would be $11,000 (50,000 * .22). In some cases, the cost of the mailing list will be included as a media cost. Let’s say you were charged $20 per thousand for the list. This would tack on another $1,000 to the Cost per Use (50 * 20). Discretion and corporate policy should be adhered to when deciding what should be included as media costs.


In the case of Out-of-home, the cost of printing a billboard is not part of the media cost. The Cost per Use for OOH advertising in Keystone Cross Media is the Cost per Day for all the boards in the campaign. Therefore, if you buy a set of 100 30-sheet posters, your Cost entry is the sum of all 100 posters for a Day. If you are quoted a monthly charge, you must first divide that by 30.

For something like Mobile advertising, where you might be targeting iPhone in-game activity, with an ad being served within an app, the Cost entry is the total cost for each execution.

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Target Audience (Population) and Other Equivalence

If you have audiences or impressions for a given medium that do not reflect the Target Audience (Population) you selected, you must either get the correct data, or you must first equivalence the values to the selected population. You may also have information for a given media type that does not match the required input type.

This may be a straightforward re-calculation of your data so that it is representative of the correct population or media parameter, or may entail some more elaborate means or require additional audience composition information to accomplish. In some cases, you may need to make certain assumptions that may not necessarily be true, or you may simply not have enough information to proceed.

Here are some of the traditionally encountered mismatches. Because these may require additional data or advanced media concepts, the scope of this document does not provide suggested solutions.

 

  • I only have target GRPs for a group of spot markets, but are buying a national campaign
  • I have Household ratings but my target is A18+
  • I have Household impressions but my target is A18+
  • I only have target GRPs for TV
  • I only have a rating against a cable universe
  • I only have monthly Internet site page views

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QuickMix

The QuickMix feature provides a complete media-mix solution for users who already have Reach and Frequency values for media schedules from other sources. QuickMix is accessed from the Main Menu.


As with creating any schedule, the first step is to select or create the Target Audience population.

Then on the main data entry grid, enter your schedule information as shown above. The multi-media schedule totals are immediately calculated and displayed. Click on Run Report to then view the complete report as shown below.


Flexible QuickMix Uses Column

 

Many media types have different definitions of Uses, as describe in the detailed Vehicle Input Summary table below. In addition to print insertions and broadcast spots, Uses could be the number of days for Internet, Out-of-home, Social media, and Web media types, and the number of weeks for Cinema. Uses also could be the number of events for Direct mail, Directories, email, Mobile, Specialty, and Text media types, for example.

 

Keystone QuickMix can accommodate these alternative media usage types in the Uses column. Here is a digital media example that an advertiser might use to build on the national TV, Newspaper and Radio schedules in the previous QuickMix sample schedule.

 

A 30-day Internet schedule is planned to deliver 32 million impressions, with an average frequency of 4, and a CPM not to exceed $5.

 

From this information, along with the target audience size of just over 228.5 million, the remaining QuickMix input data can be determined as follows.

Available Internet Schedule Parameters
Campaign length = 30 days
Target audience size = 228,510,000
Impression goal = 32,000,000
Average frequency goal = 4
Maximum CPM = $5

 

Additional Computed Parameters
GRPs = (Impressions / Target size) x 100
= (32,000,000 / 228,510,000) x 100
= 14.0
Reach % = GRPs / Average Frequency
= 14.0 / 4
= 3.5
Cost = (Impressions / 1000) x CPM
= (32,000,000 / 1000) x $5
= $160,000

These resulting values can be added to the QuickMix input grid as follows.

 

QuickMixFlex

 

Similar procedures can be applied to other media types as well, which have media usage levels based on the number of days, weeks, or events.

 

The main focus of this example has been on how to evaluate a digital media schedule in QuickMix based on limited information, such as total impression and average frequency goals for a specified time period. But this Internet schedule could be easily added to a multi-media QuickMix schedule as well. For example, this Internet schedule could be the fourth row media type in the previous QuickMix sample schedule that also includes network TV, national newspapers and network radio.

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Where do I get the Ratings and Cost information?

 

If you are a subscriber of member of the various rating producing companies or consortia, these values may be found directly in the published ratings for those sources. If you do not subscribe to any data services, the best place to obtain such information is directly from your media reps at the media, media representatives, or buying houses. General marketing/media guides may also be used where available, or information derived from media associations or trade groups. In many cases, a good estimate based on your own media knowledge and experience may be used.

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Campaign Periods

 

While campaign periods may vary widely dependent on the product or client needs, it is always best to consider a campaign period to reflect the purchase cycle of the product. In Keystone Cross Media, best results are obtained when campaign periods are restricted to weekly, monthly, or at most, quarterly periods. The use of longer campaign periods generally results in a Reach that is maximized fairly early and a high level of frequency. This high level of frequency often over shadows the brands real frequency requirement relative to its purchase cycle. If you believe that your product requires a frequency level of 3 during a monthly purchase cycle, then showing a frequency of 36 or more on an annual basis does not really tell you anything meaningful or provide greater insight about your campaign or about the ability of each medium to deliver.

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Documenting your Plans

 

The Plan Headers facility lets you easily enter and save all of the information for a particular Plan.

 

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Importing Media Lists

In addition to creating Media Lists within the application, Keystone Cross Media provides a feature to import your own lists and schedules created via Excel spreadsheets, and then exported as .CSV files.

Note: This optional feature requires an in-app purchase to enable. You may tap the “import list” button on the home screen and then follow the directions to purchase this feature.

The following template is an example of a schedule created in Excel.

The Plan Information header text displayed in red, above, must be present in each file you create.

The actual Plan information should be entered in cells B1.B8. This information will be displayed as the Plan Header in Keystone Cross Media.

Cell A9 should be the Market Title (Target and Market).

Cell A10 should be the Target Size (Population). Do not include commas when entering numbers, text, or labels.

Your Vehicle and Schedule data will begin in Row 12, and continue for as many rows as you need to complete, up to a total of 600 vehicles. Note that the Media Type must be spelled exactly as it appears in the Input Summary table shown in red below. If you make a mistake, it will be trapped upon importing to Keystone Cross Media.

When finished with the spreadsheet, Save As File Type CSV (Comma delimited) (*.csv)

Then email the file to yourself on your phone or tablet device.

Then, on your device, open the email and click on the file attachment. Once displayed, click on Open in Keystone Cross Media.

It will open and be displayed in Keystone Cross Media as a Schedule. It will also be displayed in the Vehicle List section.

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Vehicle Input Summary

 
The table below summarizes the inputs necessary for each of the media types currently supported by Keystone Cross Media. Note that the Uses column may be entered as Uses, GRPs, or Impressions. Likewise, the Cost per Use column may be entered as Cost per Use, Cost per Thousand, or Cost per Point.

 

Media Type

Average Rating

Uses

Cost per use

Use definition

Business press per insertion # insertions per insertion A Use is per issue
Cable TV (local) per spot # spots per spot A Use is considered a Spot in a Program
Cable TV (network) per spot # spots per spot A Use is considered a Spot in a Program
Cable TV (spot) per spot # spots per spot A Use is considered a Spot in a Program
Cinema weekly traffic # weeks per week A Use is based on Weekly Target Traffic (Traffic/Pop)
Direct mail per event # events per event A Use is a single mailing
Directories per event # events per event A Use is an ad in a single Directory
email per event # events per event A Use is a single mailing
Internet imprs goal per day # days per day A Use is a Daily Impression Goal (Imps/Pop)
Magazines per insertion # insertions per insertion A Use is per issue
Mobile per event # events per event A Use is per Mobile execution
Newspapers (local) per insertion # insertions per insertion A use is per issue
Newspapers (national) per insertion # insertions per insertion A use is per issue
Out-of-home daily eyes on imps # days per day A Use is the daily Eyes On Imps/Pop
Radio (local) per spot # spots per spot A Use is considered a Spot in a Program
Radio (network) per spot # spots per spot A Use is considered a Spot in a Program
Radio (spot) per spot # spots per spot A Use is considered a Spot in a Program
Social media imprs goal per day # days per day A Use is a Daily Impression Goal (Imps/Pop)
Specialty per event # events per event A Use is per Specialty event
Supplements per insertion # insertions per insertion A use is per issue
Text per event # events per event A Use is per Texting event
TV (local) per spot # spots per spot A Use is considered a Spot in a Program
TV (network) per spot # spots per spot A Use is considered a Spot in a Program
TV (spot) per spot # spots per spot A Use is considered a Spot in a Program
Web imprs goal per day # days per day A Use is a Daily Impression Goal (Imps/Pop)

 

 

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Adding Digital Addressable Audiences

In putting together a campaign, you can use both addressable and non-addressable media. Addressable media can include a broad scope of media types that may be defined as a subset of a standard target demographic audience (i.e.18-34) or a custom product usage target such as iPhone users. Examples include such things as addressable Internet Real Time Bidding via Demand-Side Platforms, a subset of a comScore measured medium such as facebook, or an in-game purchase to iPhone specific users.

You can use the Internet media type to incorporate an estimated programmatic/RTB audience buy into your campaign. Here is how to do it:

1. From the main Keystone screen, select Create New Target/Vehicle List. You can also amend an existing List using Open Existing Target/Vehicle List, but for this example, we will use Create New Target/Vehicle List

2. On the Target Specification screen, define the target for your campaign. For example Adults 18–34 (USA population 73,850,313)

3. On the Enter Vehicles screen tap the Choose Vehicle Type button and select Internet. For this example, this is the only type we will choose. tap [Done]

4. You are now back on the Enter Vehicles screen and the vehicle type Internet should be visible.

5. In the input field [Vehicle Name] enter the name of the internet population that you will buy impressions against. For example, “iPhone Users”.

6. In the input field to the right we can enter either a % Rating or, by tapping the small blue arrow, we can enter value for “Aud(000)”. Keep in mind that our addressable audience is a subset of our campaign target population. Our campaign target is Adults 18–34 and our RTB audience is “iPhone Users”, who are among Adults age 18–34. You must therefore enter a value that represents the percent of Adults 18–34 that are iPhone Users. Enter [ 45 ]. (if you wish to buy fewer than all iPhone Users, then enter a value that represents the percent of iPhone users you wish to buy. For instance, if you wish to buy only 20% of iPhone Users, you would enter [9].

7. Optionally, in the Unit Type field, you can enter “RTB”, “PROG” or other abbreviation you prefer.

8. Optionally, enter an average/goal CPM to evaluate costs against.

9. Optionally, in the Weight field you may wish adjust your achievable impressions to take into account waste due to fraud, non-viewability or other factors that will diminish your actual reach. Let’s say half your impressions are lost to fraud. Enter a 50 in the [Weight] input field.

10. You may now save this list and use it to create a plan. In planning mode you can schedule usage of your “iPhone Users – RTB” audience by entering uses, GRPs or impressions.

11. When you generate a report, review the Plan Details by Media Type section to see the impact of the weight we applied to take into account waste.

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Campaign Examples

Below are 2 examples of how Keystone Cross Media may be used to create media schedules and to optimize results.

The first example shows what is entered in Keystone Cross Media for a 3-month cosmetic campaign including multiple alternate media types along with the results. These include both addressable and non-addressable digital media.

Four media vehicles were used:

 

  • Text, in the form of iPhone SMS messages. The Rating against the Target Audience (Population) was estimated at 2.5. Since iPhone users represent 25% of our population, and we wanted to send this message to 10% of them, this yielded the 2.5 Rating. We anticipated doing 2 separate broadcasts of this. Input as an Impressions goal, this becomes 11,425,500.
  • Direct Mail pieces were sent out 2 times to 5% of the population, or 22,851,000 Impressions.
  • Directories – 3 ads of a cosmetic catalog were used across a 3-month period. The catalog would be received by 3% of our target. As shown below, this translates to 20,565,900 Impressions.
  • Web – a fashion site was used across 20 days with a goal of hitting 8% of our target on any given day. Input as uses, this would be 20 Uses. Input as Impressions below, this is 365,616,000.

 

This campaign would reach 26.7% of our Target Audience an average of 6.9 times over a 3 month period.

 

The Keystone Cross Media screens are shown below for the entry of data for the 4 media, the schedule entry, and the summary report including a pie graph of the media segments.

The second example shows an international plan that was optimized to a budget goal using multiple vehicles across 8 different media types. Once again, the composite media list and individual media data entry screens are shown, along with the optimization criteria screen and final report. The Uses displayed on the data entry screens reflect the maximum inventory the planner allowed for the 3-month campaign.

Plan Information

Planner- Jim Smith Target Audience Population – Women 18+(18,000,000)
Client- Tasty Chips Geography- National Plan for the Country of Narnia
Time Period- 3 months Budget- $600,000
Goal – 45% 3+ Reach

 

The plan would reach 74% of the Target Audience, and 44.5% 3 or more times

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To create the above plan, you would:

 

  • Specify your Target Audience and Size
  • Create or select you media list
  • Make any required data changes and save them
  • Enter your Optimization parameters and run the Optimization
  • View Report
  • Edit or produce your own set of schedules using the optimized schedule as a benchmark
  • And perhaps email a copy of the final plan options to Jane Smith

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Frequently Asked Questions (FAQs)

Q: Can I enter my cost data when creating Target Media Lists in a format most natural for each media type?


A: Yes. Tap the cost field title (shown with blue arrow to the right of it) to toggle between being able to enter cost data as cost/use, cost/thousand (CPM) or cost/point (CPP).

Q: Can I quickly perform “what if” analyses to examine alternative media schedule options with various combinations of potential media vehicles?

A: Yes. On the planning screen, simply tap the green checkmark shown in the “Include” column to the right of each media vehicle to toggle “including or “excluding” that particular vehicle. Note that media plan summary results update instantly as changes are made.

Q: Can I set Optimization constraints to limit the possible solutions to those that make sense for my campaign period?

A: Yes. To constrain the maximum uses available for Optimization, enter on the planning screen the number of uses that you would like to set as the upper use limit for each vehicle. For example, if optimizing a schedule for a one quarter calendar period, you could enter “3” as the uses for each monthly magazine in order to insure that the optimizer then does not exceed three insertions in these monthly magazines in the resulting optimized plan.

For additional Q&A’s and further information on Telmar’s Keystone Cross Media, please visit www.TelmarMobile.com/support

Keystone Cross Media Version 1.5

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