文档介绍：该【服装品牌Digital案例 】是由【3827483】上传分享，文档一共【6】页，该文档可以免费在线阅读，需要了解更多关于【服装品牌Digital案例 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。May 20th Store Promotion Online Media Plan
单击此处添加副标题
,2012
To announce and celebrate GAP the 20th store opening in China through efficient online & mobile media
01
To build up brand awareness and ultimately drive audience to GAP store
02
Media Objective
Digital Media – IM Rich Media
Using attractive and Impressive media format can draw target audience attention at very first sight.
Utilize rich media on live messager to create high impact and awareness (IP-targeted)
Soft bonus to amplify the influence
Big day：Mar 3rd (TBD)
Media
Ad Format
MSN Live Skyscraper
Digital Media – Targeted Ads
Expand more reach to target audience in 6 cities via media network
Optimize last campaign media pool
Set up GAP audience cookies database
Amplify and dominate brand voice in fashion and lifestyle vertical
Period: Mar 3rd - 20th
Media Pool
Ad Format
Smart TV
Column+ PIP
……
Digital Media – Mobile in APP Ads
……
Leverage mobile Apps to deliver 20th new store opening messages to audience
Set up mobile media pool for GAP
Period: Mar 3th – 20th
Media Pool
Ad Format
Banner
Full Screen
Text Link
Budget Allocation and KPI
* Mobile in-app banner is purchased by CPC. Impression cannot be provided. The real time CPM will be lower than estimated.
Impression : 21 million
Click: 145 k
CPM: *
CPC:
Est. Budget : 200K