The Basic Elements of a Digital Media Plan
Photo: Adobe
Digital Media plans are used to sell through Digital Advertising Campaigns. Before you move forward with a Digital Advertising Campaign, it is important to have all relevant campaign information and know what your goals and objectives are. Check out “I’m ready to start a Digital Advertising Campaign, now what?” if you are not sure where to start.
If you are working with a content provider directly, they will typically provide you with a Digital Media Plan. Basic Plan element usually include:
Site: Digital Advertising Source
Placement Name: Digital Advertising Source Run of Network Video
Placement Description: Premium Video Inventory across Digital Basics, Industry News, CTV, and Social Media
Activation Type: Direct IO
Ad Creative Size/Length: :15 Sec Video
Platforms: Desktop, Mobile
Flight: 10/1/2024 – 9/30/2025
Rate Type: CPM
CPM Rate: $25
Budget: $200,000
Impression Goal: 8,000,000
Digital Media plans also include proposed terms and conditions. It’s important to note that many content providers follow the IAB v3.0 Standard Terms and Conditions for Digital Advertising Campaigns, which can be found in 4’s/IAB Standard Terms and Conditions Version 3.0
A note mentioning the standard IAB v3.0 terms
Cancellation Terms: Typically Standard IAB cancellation terms are 14 days, unless otherwise negotiated
Billable Ad Server (1st or 3rd party Delivery numbers)
Disclaimers- Who is paying Ad-Serving fees if running 3rd party Ad Tags, stipulations around impression roll-overs in the case of under-delivery, and other stipulations about the inventory.
It’s important to check out the Standard IAB 3.0 terms mentioned above to get a general understanding of the legal terms typically associated with Digital Advertising campaigns. A sample media plan can be found below:
