Sample Mediaplan with guide to abbreviations

Here you can find a sample of a possible media plan: Ukázka reálného MP a slev.xls

Sales and formats in this media plan are actual. In the interests of maintaining information security, the web definition has been limited. The websites were planned according to the brief for the target group in such a way as to guarantee minimal user overlap, maximum effectiveness, and attainment of the target group, as well as optimization of invested finances with maximum obtainable discounts.

Guide to abbreviations in the media plan:

  • Internet server – the web page where the advertisement will be displayed
  • Section – targeting to a specific section (on a news website, for example, the domestic vs. international sections)
  • Format – selected advertising format. This can be a banner, a press release, text link, text with image, and so forth
  • Ad size - pix – definition of the size of the ad space in pixels or text length
  • CPT price – cost per 1,000 impressions (displays) of the advertising format
  • Total Impressions – sum of all planned and reserved impressions (displays) for the entire period on a single website
  • Discount – sale off the list price. In internet advertising it is a general rule to offer reductions on the price, which can reach up to 50%
  • Discount in % – sale off the listed price expressed as a percentage (Gross Cost)
  • Gross Cost – the listed price of advertising space on the websites. As a rule, discounts on these prices are offered as a motivation to the client or agency to invest more heavily in a given website. See Discount.
  • Net Cost – the cost after discount from the list price.
  • Net Net Cost – resulting cost for a client after subtracting the media commission. The media commission is generally assessed by media agencies as a bonus for providing advertising on a given website. In the interests of long-term partnership and client motivation, an agency can offer this commission to the client, with whom it signs a contract for compensation in the form of a “fee”.