1. © 2009 Eyeblaster. All rights reserved What is P&B? Process Overview

2. © 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”

3. © 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 Q1 2011 branding campaign

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5. © 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

6. © 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 25-34 Sports Enthusiasts 1M page views/month

7. © 2009 Eyeblaster. All rights reserved Visitors Demographic breakdown

8. © 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

9. © 2009 Eyeblaster. All rights reserved “Consideration Set”

10. © 2009 Eyeblaster. All rights reserved Days 14-20: Advertiser Approval

11. © 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Amy is ready to go shopping… (i.e. buying)

12. © 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 21: Request for Proposals (RFP) Amy sends out an e-mail to the different publishers in her “consideration set” Each e-mail includes: Instructions (e-mail body) Excel template (to be filled by the publisher) Campaign brief Deck about Ford Amy asks the publishers to respond within 5 days = 30 e-mails!

13. © 2009 Eyeblaster. All rights reserved Amy is waiting… … but the clock is ticking…

14. © 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

15. © 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, e-mails, IMs, etc. = 20 e-mails! = 20 excels! = +200 placements! = if time allows…

16. © 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 e-mails 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

17. © 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…

18. © 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)

19. © 2009 Eyeblaster. All rights reserved 28kb only… So she uses her memory instead…

20. © 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…

21. © 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 e-mails Download excels Merge excels Update the RFP tracking excel Document thoughts Update the budget sheet Update the flow chart and so on… Urrgggghhhh….!

22. © 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.

23. © 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved Day 36 - 40: 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!!!

24. © 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.

25. © 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. E-mail 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 e-mails! = 10 faxes! = 10 scans! Inefficient. Time consuming. Campaign needs to go live!

26. © 2009 Eyeblaster. All rights reserved

27. Once Amy completes the booking, the process is over…

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29. Recap

30. © 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

31. © 2009 Eyeblaster. All rights reserved © 2008 Eyeblaster. All rights reserved The Value of Smart Planning Reverse the equation: Operating Cost / Campaign ROI