Q1. I am not able to see my banner? I tried refreshing the page too.
I am sure every digital planner has faced this question at least once. I want to put this possible reason for it in black & white for all clients who don’t understand the reason behind it and for everyone else who needs a readymade answer for the same.
Here are the some of the possible reasons (when you buy on CPM):
- You might not have bought sufficient no. of impressions as compared to what the selected site delivers and what other brands might have bought. This happens usually when there is a budget constraint & clients still insist on buying high traffic sites with choosing some presence versus no presence.
- Impressions might have been spread thinly over a longer duration making your SOV (per day basis) too low.
- Check the frequency cap in case you are trying to see the banner again.
- In case you are running on an Ad Network, it’s difficult to control where and when your ad would appear.
- Try clearing your Cache (CTRL+F5).
- Check if there is a road block or a fixed buy running for that particular day by another advertiser.
If all the above things are in order, do check if your campaign is really live. This question really ranks high of annoyance, especially when you have made the presentation and secured the media approval.
Q2. What is our SOV on digital?
For CPM Deals:
This question is result of too much traditional media (TV & Radio) exposure for clients. In offline media, inventory is limited. You have content and in between you have Free Commercial Time or FCT. This FCT is available to brands. So out of 24 hours, only X time is allocated for commercials, which is limited. Demand is more than Supply. Hence, SOV becomes a good measure of presence. Compare this to online media. Most of the cases, Supply is usually greater than demand, especially for high traffic sites.
|
Website |
Daily Possible Home Page Impressions |
Bought Impression By Brand On Home Page |
Duration |
Day Wise Impressions |
SOV% |
Cost With CPM (150) |
|
Yahoo.co.in |
8,000,000 | 6,000,000 | 30 Days |
(6,000,000/30)= 2,00,000 |
(2,00,000/8,000,000) = 2.5% |
9,00,000 |
Refer to the above dummy plan. Due to budget constraints, you are able to buy only certain amount of impressions only on a particular site. Unless you have sufficient bought inventory on Yahoo, given the duration of the campaign, SOV will be very low. Here, the planning tradeoff is whether to consolidate on yahoo (high traffic) buy leaving out on similar sites or choose relatively lower sites than Yahoo to improve the visibility.
Key take out: In case of impression buy (CPM), unless you have enough monies, SOV should be avoided. If your client wants visibility, look for Fixed Properties.
Q3. Deciding on search (sponsored) spends based on SOV & the market share of our brand, let’s call it, AB
This is the one of the craziest question I have ever heard from any client. Here is how the conversation went:
C: We need to arrive at the ideal search spend basis our SOV on search & our market share (40%)?
A: We can only get to SOV of AB queries (hence impressions) out of total category query universe. That should tell us about popularity on AB in SEM space. Since, search is on Click basis, budget allocation can’t be planned on impressions.
C: We need to have equal amount of Search Share as our Market share. How much money is required?
A: Search queries can rise while your Market Share comes down (or goes up). Search SOV can change rapidly which may or may not be consistent with the Market Share of AB. Plus, search does not operate on impressions. It is a click based deal. We can decide on the budget on average daily clicks and decide on no of daily clicks we would want & accordingly allocate budget. Impressions would be free of cost any which ways.
C: Let’s do one thing; let’s fix the first position on Google for our brand.
A: WHAT?? Google works on bidding model.
C: Ya, they can carry on with their bidding on all other positions except for 1st position which is fixed for us.
With such conversations, it is difficult to get clients to see the point.
Q4: If someone is searching for competitor’s brand, why show him our brand ad?
Simply, because there is an opportunity to be present while the user is evaluating other options. You have the chance to influence him to get to your brand.
Q5: Let’s plan for 4% CTR.
It’s difficult to plan on CTR’s simply because it’s is difficult to ascertain users mind.
CTR(f)= Media Selection + Creative Treatment + Brand Proposition. Different people will respond to brand differently. It is possible to change media selection & creative to optimize the campaign but it is not possible to plan on CTRs.
What’s your favorite question, huh?
