Tilsim
Плейбуки
Как делается работа: что нужно на входе, шаги, разбор с числами и ошибки, которые допускают.
ТВ-бюджетирование
Считается в TV Budgeting →
- Audit GRP delivery against the contracted plan
- Blend TRPs across spot lengths and dayparts
- Calculate the make-good owed for under-delivery
- Check net cost per point after seller discounts
- Convert a 15-second spot's cost to its 30-second equivalent
- Convert a target TRP goal into a campaign budget
- Convert an available budget into achievable TRPs
- Price prime-time inventory with the correct uplift
- Re-run the budget across shifting discount tiers
Стоимость инвентаря
Считается в wTRP Calculator →
- Add DOOH inventory as a programmatic line item
- Choose between a PMP deal and the open exchange
- Lock a fixed price and volume with programmatic guaranteed
- Normalize inventory cost across formats with CPM
- Price inventory against viewable impressions only
- Price video inventory against completed views
- Strip TAC to find true margin on a deal
- Track CPM compression across the market
Медиапланирование
Считается в TV Planner →
- Benchmark share of voice against competitors
- Compare money share against rating share by daypart
- Define the universe before sizing a plan
- Estimate reach and frequency from a GRP budget
- Reallocate channel budgets using an MMM read-out
- Score a program's fit using the affinity index
- Set frequency to hit an effective reach target
- Split a budget across channels by media mix
Атрибуция в digital
Считается в ValueMetrics →
- Isolate incremental conversions with a holdout test
- Link a TV exposure to a later app install
- Measure brand lift between exposed and control groups
- Measure the halo effect of one channel on another
- Set an attribution window for post-exposure conversions
- Split conversion credit across touchpoints with MTA
- Track conversions server-side instead of by pixel
Кросс-медиа измерение
Считается в ValueMetrics →
- Add podcast inventory to a cross-media plan
- Check delivered traffic for invalid and fraudulent volume
- Choose a single measurement currency for a deal
- Deduplicate reach across channels into net reach
- Match audience identifiers across platforms and vendors
- Track TV's share of total viewing across platforms
Закупка и переговоры
Считается в Media buying software →
- Audit whether agency rebates were passed through
- Check which spend threshold unlocks the next discount tier
- Negotiate annual upfront commitments before the season
- Price scatter buys against the upfront baseline
- Stack seller discounts multiplicatively, not additively
- Trim the supply path to cut redundant fees