MBA 605N - Mktg Research Week 5 Storybook - Andrew Y.
Süžeeskeem Kirjeldus
A study of major considerations among media buyers purchasing digital video advertising.
Süžeeskeem Tekst
- Do agency buyers have different buying considerations than in-house marketers? The General Manager, VP of Sales, sales managers and account executives of NBC 5 DFW
- The Audience
- The Goal
- Do agency buyers have different buying considerations than in-house marketers? Do agency buyers have different buying considerations than in-house marketers? Find out: what are the key considerations for media buyers when purchasing digital video advertising?
- We asked the level of importance of the leading considerations for media buyers when purchasing digital video. Each of these will be ranked in a bar chart to show which considerations rank higher.
- KPIs
- Today, NBC 5 has a high sell through rate for its digital video inventory. Nonetheless, the majority of the station's broadcast advertisers do not also buy NBC 5 digital video ad solutions.
- The Current State
- Media buyers know reaching consumers with advertising has never been more difficult. As a result, eMarketer has shown for the first time ever, digital advertising revenues have passed TV ad revenues. A line chart will illustrate this event and show the trend lines for advertising revenues on both channels.
- Do agency buyers have different buying considerations than in-house marketers?
- Trends
- Another trend from eMarketer: the issues media buyers have with digital advertising in general. A horizontal bar chart will show these issues like ad fraud, the use of bots, unsafe content and more.
- The Forecast
- Knowing what is important to buyers will empower business decisions by NBC 5 regarding digital video. We'll bullet point the precise decisions that can be made from the research findings.
- We'll show a pie chart that shows what if only 10% of NBC 5's current TV advertisers added digital video advertising to their buys...
- The What-If Scenarios
- ...and what if NBC 5 didn't address the needs of the media buying community, what losing digital revenue to competitors would look like, also via a pie chart.
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