Estimating Impressions

 STEP 1 - PAGE VIEWS
Estimate the # of online page views the site will have for the campaign period.  Use Google Analytics for reference and consider the following things:
  • Your page views in the last month
  • Your page views last year during the same time period that the campaign will run
  • Any partnerships/contests/etc. that will be running during the campaign and which will drive significant traffic
  • Your traffic's general growth trends (how much higher is your traffic this year than last year?  This month versus 3 months ago?  Etc.)
 

STEP 2 - PERCENT OF PAGE VIEWS ON WHICH EACH AD PLACEMENT APPEARS
Estimate the % of online page views that include each ad placement.  I reviewed with Scott the # of actual impressions delivered for our different placements, and here are some general guidelines:
  • Leaderboard brand ad 960x60:  appears on 80% of page views (or, IF you are including a mobile leaderboard placement in addition to the 960x60, then this ad can appear on 100% of page views)
  • Top Right brand ad (300x250):  appears on 75% of page views
  • Daily Listings brand ad (560x233):  appears on 25% of page views
  • Featured Event & Featured Venue ads:  appears on 75% of page views


STEP 3 - SHARE OF VOICE
Determine the "Share of Voice" (SOV) you will be committing to this particular campaign, for each ad placement.  (i.e., what % of the impressions in each ad placement will actually be dedicated to this particular campaign).  Example:  If you will have 4 different Featured Event ads in rotation during the campaign, then the SOV for any one of the Featured Event ads will be 25%.
 
 
STEP 4 - CALCULATING ONLINE IMPRESSIONS
Calculate total online impressions for each ad placement by multiplying the following:
  • (estimated # of page views during campaign period) x (% of page views that include ad placement) x (SOV for ad placement)
 
 
STEP 5 - CALCULATING EMAIL IMPRESSIONS
Estimate the # of impressions that will come from your email by multiplying the following:
  • (estimated # of people on your email list at the time of the campaign) x (# of distinct impressions delivered for the advertiser in each email) x (# of emails sent which include the campaign)
 
 
STEP 6 - CALCULATING SOCIAL IMPRESSIONS
Estimate the # of impressions that will come from your social postings by multiplying the following for each social channel that you will use in the campaign:
  • (estimated # of people in your social community at the time of the campaign) x (estimated # of distinct impressions delivered for the advertiser with each social post) x (# of social posts about the campaign)

 
STEP 7 - PROPOSAL
Lay out the # of impressions for each ad placement and each channel (online, email, social) in your proposal.  Add them together to get a total estimated # of impressions delivered.
 
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