Introduction to digital media buying : Case: H.J.Heinz
Gorshkova, Galina (2014)
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121219564
https://urn.fi/URN:NBN:fi:amk-2014121219564
Tiivistelmä
The purpose of this thesis was to introduce the market of digital media from the procurement prospective. Based on the research, Heinz current digital media activities were analyzed in order to find room for improvements.
The analysis was based on a study of the structure and trends, buying methods and quality measurement techniques within the market of digital media. Heinz’s current spending on media and its quality evaluation methods were studied. It was seen that Heinz lacked the knowledge of digital media buying that would enable it to develop the required strategies that could lead the company to reach its objectives.
Based on the research it was advised for Heinz to invest more in digital media, focusing on mobile advertising and social media. In addition to that Heinz media performance evaluation template has been modified in order to standardize all used digital media terms and assist in further evaluation of digital media performance.
The analysis was based on a study of the structure and trends, buying methods and quality measurement techniques within the market of digital media. Heinz’s current spending on media and its quality evaluation methods were studied. It was seen that Heinz lacked the knowledge of digital media buying that would enable it to develop the required strategies that could lead the company to reach its objectives.
Based on the research it was advised for Heinz to invest more in digital media, focusing on mobile advertising and social media. In addition to that Heinz media performance evaluation template has been modified in order to standardize all used digital media terms and assist in further evaluation of digital media performance.