1. Example of Digital Media Plan for a local Baltimore client
Digital Media Recommendation
12/10/12
Client Logo Agency Logo
2. Objective
• Increase awareness and raise the consideration for the client in
their communities.
• Campaign Dates: December 1, 2012- June 30, 2013
Target Audience
• Adults 35-54
• Located in Baltimore, Harford, Carroll and Howard Counties
• Looking for general practice/ specialty physicians in their
community
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3. Campaign Goals
• Reach target audience across a variety of digital platforms
• Use a variety of techniques to increase ad frequency
• Run in conjunction with traditional media ads for a fully integrated
campaign
• Use existing creative for easy recognition
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4. Strategy
Google Search- 30%
ROS Display Banners- 40%
Retargeting Display Banners-
10%
Mobile- 15%
Social Media- 5%
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5. Search
• Focus 30% of the digital media budget on Google
Adwords
• Run throughout campaign: Dec 1, 2012- June 30, 2013
• Target users in key zip codes
Retargeting
• Use Google Retargeting tool to capture visitors
after page abandonment
• Non- expandable boxes and leaderboards
• Tool to use throughout the campaign
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6. Display Advertising
• Local news sites continue to be an important and
influential part of individuals’ lives.
• Important information source
• High level of trustworthiness
• Respectability
• Ads will run in conjunction with the local
traditional media outlets.
• Expandable boxes and leaderboards in standard
sizes across all sites.
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7. Display Advertising
DECEMBER JANUARY FEB MARCH APRIL MAY JUNE
Interactive 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24
WBALTV.com
ROS Geotargeted to target zipcodes
Baltimore County News Channel
Carroll County News Channel
Howard County News Channel
Harford County News Channel
WJZTV.com
ROS Geotargeted to target zipcodes
CBS HealthWatch Channel
ABC2News.com
ROS Geotargeted to target zipcodes
Lifestyle Channel
Baltimore County News Channel
Carroll County News Channel
Howard County News Channel
Harford County News Channel
BaltimoreSun.com
ROS Geotargeted to target zipcodes
Health Section
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8. Mobile
• Reach target audience at the right place and time
• Use of mobile devices are growing at a fast rate
• 35,000 apps on Millennial Media’s platform
DECEMBER JANUARY FEB MARCH APRIL MAY JUNE
Mobile 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24
Millennial Media
Variety of mobile apps and games geotargeted to target
zipcodes
WJZ Mobile
WJZ apps geotargeted to target zipcodes
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9. Social Media
• 30% of Facebook users are within the target age range
• Focus a small percentage of the media budget on Facebook ads
• Inexpensive and easy to find target audience
• Standard Facebook ad including headline, copy, and image
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10. Summary
• Focus on Google search and retargeting throughout campaign
• Use local news websites in conjunction with local traditional media
• Increase frequency by running ads across multiple channels and devices
• Use existing and matching creative across campaign for low creative costs
and high recognition
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