© 2009 Eyeblaster. All rights reserved What is P&B? Process Overview

© 2009 Eyeblaster. All rights reserved The P&B Process Animation if needed Is “Fade - very fast” Demo data Historical data Other info Planning Send/Receive RFP Back & forth negotiations Negotiation (RFP) IO signature T’s & C’s Booking (IO) “Consideration Set” “Media Plan”

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Meet Amy Age: 23 Position: Media Planner Agency: MEC NY Brand: Ford Task: Plan Ford’s Q branding campaign

© 2009 Eyeblaster. All rights reserved

© 2008 Eyeblaster. All rights reserved Day 1-13: Research Amy needs to research: Target audience Online channels Available ad opportunities Amy needs to use a large number of sources

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 14: Site Research Amy researches for sites that fit her strategy Evaluation criteria: audience demographic data and site statistics Male Sports Enthusiasts 1M page views/month

© 2009 Eyeblaster. All rights reserved Visitors Demographic breakdown

© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved Problem: Differentiation This data is currently not available or easily accessible. Amy needs a competitive advantage. She wants better campaign results. Hence, she needs more than just audience averages. Historical performance data Leverage past experience

© 2009 Eyeblaster. All rights reserved “Consideration Set”

© 2009 Eyeblaster. All rights reserved Days 14-20: Advertiser Approval

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Amy is ready to go shopping… (i.e. buying)

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 21: Request for Proposals (RFP) Amy sends out an to the different publishers in her “consideration set” Each includes: Instructions ( body) Excel template (to be filled by the publisher) Campaign brief Deck about Ford Amy asks the publishers to respond within 5 days = 30 s!

© 2009 Eyeblaster. All rights reserved Amy is waiting… … but the clock is ticking…

© 2009 Eyeblaster. All rights reserved In the meantime… Amy is preparing her “dashboard”: 1. Tracking sheet 2. Contacts sheet 3. Notes and scoring sheet 4. Budget Sheet 5. Flow chart

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 26: 5 days later… Amy received 20 proposals She needs to: Download the excel (and PPT) attachments Combine the Excels Review all the placements (Maybe) review the PPT decks In addition she needs to handle follow-ups from publishers: calls, s, IMs, etc. = 20 s! = 20 excels! = +200 placements! = if time allows…

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Amy wants to carefully evaluate all the proposals But, she needs to: Read all the s Download all the excels and PPTs Merge all the excels Update the RFP tracking excel Document her thoughts and backup her rationale Update the budget sheet Build a flow chart and so on… There is no time… so she spends only few minutes per proposal before initial elimination Problem: Manual Work

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 29: Negotiating Amy reviewed the few proposals that survived She wants to negotiate the rates and make some changes to the proposed placements So she reaches out to the publishers (phone, e- mail, etc.) Clock is ticking…

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Amy’s main objective is to buy the media at the lowest possible rate. So, she needs data in order to back her negotiation: Historical spend data (total spend, average rate) Audience and performance data But the data is not accessible. Remember? And, the clock is ticking… oops! Another Problem: Lack of Data (again)

© 2009 Eyeblaster. All rights reserved 28kb only… So she uses her memory instead…

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Oops… a new (late) proposal came in Do I have time for it? More updates to do? More manual work? He’s late and I don’t have time for it. Ok, let’s forget about this one. Maybe next time…

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 34: More time passed by… Amy received updated proposals. So, here we go again: Read s Download excels Merge excels Update the RFP tracking excel Document thoughts Update the budget sheet Update the flow chart and so on… Urrgggghhhh….!

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 35: It doesn’t stop here… Amy has few more changes to make. And she got some questions. Small ones. So there is some more back and forth… More time passes by… … but in the end, she managed to finalize the media plan.

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day : Presenting to Ford Amy needs to build a big PPT deck. So that takes some time as well… Amy hopes for approval. But reality strikes… Ford’s team wants to make some changes. Ahhmmm…. More work? Oh god… Help!!!

© 2009 Eyeblaster. All rights reserved Day 41: Crunch time… Almost no time is left. Amy needs to go back to the publishers. But let’s fast forward.

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 42: Media Plan is Approved (Finally) Now, Amy needs to sign Media IO: 1. Create an IO in Excel/Word/PDF 2. all the publishers 3. Get a signed IO through fax 4. Sign the IO and fax it back 5. Scan the fax and save it as electronic file = 10 s! = 10 faxes! = 10 scans! Inefficient. Time consuming. Campaign needs to go live!

© 2009 Eyeblaster. All rights reserved

Once Amy completes the booking, the process is over…

© 2009 Eyeblaster. All rights reserved

Recap

© 2009 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved The Main Problems Operating Cost / Campaign ROI No Data to allow: Choosing the best media (Planning) Negotiating the lowest rate (Buying) No Scale – (Buying) Manual Repetitive, inefficient work No time to think strategically Lots of media opportunities are not leveraged

© 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved The Value of Smart Planning Reverse the equation: Operating Cost / Campaign ROI