- Rating is the percentage of people who saw your ad. For example, if 4 out of 100 people watched your video, the rating would be 4.
- GRP (Gross Rating Points) is the sum of all ratings duringKey metrics in Key metrics in media media an advertising campaign, that is, the total number of contacts with advertising.
- Reach shows how many people from your target audience have seen your ad at least once. Unlike GRP, each person is counted only once, so reach is always less than 100%.
- Frequency tells you how many times, on average, each person Key metrics in media saw your ad. If 50 people saw your ad 500 times in total, then the average frequency is 10.
- To understand how profitable it is to spend money on advertising, use CPT (Cost Per Thousand) – the price for 1000 contacts with the audience, and CPP (Cost Per Point) – the cost of one rating point.
In online advertising, the number of ad impressions, the number of clicks on it, CTR (click-through rate), time spent on the site, conversions (useful user actions) and engagement (likes, comments, reposts) are also important.
How to choose the right channelsKey metrics in media
It depends on the campaign goals, target audience, budget and timeframe. To increase brand awareness, it is better to use TV, outdoor advertising and online branding, and to increase sales, online performance formats and contextual advertising.
Consider the characteristics of your audience: young people are more active on social networks and video platforms, middle-aged people consume content via TV and the Internet, and the older job function email database generation prefers TV, radio and the press.
The budget also influences the choice. With limited funds, it is better to focus on the Internet with precise targeting, with an average budget you can add radio or outdoor advertising, and with a large one – conduct a comprehensive campaign with all channels.
Timing is also important: for short-term campaigns, the Key metrics in media Internet and radio are better suited, as they can be launched quickly, while for long-term campaigns, TV and outdoor advertising are better suited, as they require more time-consuming planning.
It is important to create synergy between channels: for example, outdoor advertising reminds about the brand, and the Internet helps to bring the user to the point of purchase.
Trends in media planning: Key metrics in media
- Digitalization of traditional media: the pres s digital crimes role play and discussion property goes online, radio turns into Digital Audio.
- The rise of programmatic advertising – automated purchasing.
- Personalization of advertising messages.
- Omnichannel approach – integration of offline and online advertising.
- End-to-end analytics – assessment of the effectiveness of all channels in a single system.
How to Understand Media Planning in Practice Key metrics in media
Theory is important, but real work with advertising budgets, Key metrics in media channels and analytics requires experience. Mistakes in media planning can cost a business millions, so marketers with practical knowledge are especially valuable.
In the course “Media planning: from strategy and budgeting to advertising campaign evaluation” together with experts from Sber, Yandex Advertising and Gazprom-Media you will learn uae cell number how to create comprehensive media plans and promotion strategies.
And you will also learn how:
- Develop comprehensive media plans for Key metrics in media offline and online channels.
- Distribute advertising budgets effectively.
- Analyze campaign results and optimize promotion strategies.
- Work with various channels: TV, radio, Internet, programmatic, social networks.