Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki

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Business Technologie

The Basics of How to Buy: Goal
• Branding or ROI?
• Impressions: How
often your ad is
shown.
• Clicks: How often
your ad is clicked on.
• Conversions: The
number of times a
user takes a desirable
action from your ad.

How to Buy: Ad Cost Options
• CPC / PPC
• CPM
• CPA
• Flat Rate

Banner / Text Ad Media Buy Basics
• Best Sizes
• Best Locations
• ROS vs. Specific Pages

Media Buying for Email Marketing
• How big is the list?
• What is the open rate and CTO?
• Can the list be segmented?
• Negotiate, negotiate, negotiate.

Not All Ad Buys
are Created Equal
How Publishers Want You
to Buy vs.
How You Should Buy
What Publishers Want
1st
Choice: Flat Rate
2nd
Choice: Impressions
3rd
Choice: CPC
4th
Choice: CPA
What You Want
1st
Choice: CPA
2nd
Choice: CPC
3rd
Choice: Impressions
4th
Rate: Flat Rate
Why the Big Difference?

The Art of
Compromising
• Capping
• Value Adds
• More Changes for Creatives
• Lower Flat Rate or CPM
Ultimately, though…
You want it, you might just
have to pay it the publisher’s
way.
Is it worth it to pay it their way?
• Average Impressions/CTR
• How many conversions will that get you?
• What must you make/gain to break even?

The Art of Negotiating
• Get the Media Kit
• Hold Your Top Price
• No Emailing
• End of Quarter
• Be Prepared to Walk
Away …and remember, you’ll
be working with these
people after.

The Contract
• Out Clause
• Payment Terms
• Data Calculating
• Verbiage and Images
for Placement
• Why the IAB is Your
Friend

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