Posted in Marketing and Strategy Terms, Total Reads: 692
Definition: Advertising Weight
Advertising Weight is the measurement of exposure, afforded to a specific advertising campaign individually or a within a pool of campaign. It is an indicator of the frequency with which a particular ad should appear w.r.t. to other ads in the same pool of ads. This can be done by television commercials, radio spots, print advertisements, spot marketing or direct marketing.
If a company has wide range of products. The company has to take decisions, which products it wants to promote heavily, where they are going to promote it. This determines which customers gets to see the ads and the frequency at which those customer see those ads.
If a company is marketing cars it would be good for the company to buy significant ad space on Car magazine websites, T.V. shows related to cars etc.
0 – On hold/ Paused
0 to 10 - low-priority ads.
11+ - high-priority ads.
The higher the weight, the more likely this ad is displayed.
Suppose there are 3 ads in a campaign Z: A, B, and C, and they have weights of 3, 3 and 14 respectively. That means the total weight is 20 and these ads A, B, and C will have 15% (3/20), 15% (3/20) and 80% (14/20) respectively, of Z's total impressions.
Based on the priority of the campaign and the advertising budget Marketer determine the priority of a particular campaign.