MBA 605N - Mktg Research Week 5 Storybook - Andrew Y.

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Storyboard Description

A study of major considerations among media buyers purchasing digital video advertising.

Storyboard Text

  • 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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