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1、NewNewTrendsTrendsStyleStyleFashionFashionModernModernMay 20th Store PromotionOnline Media PlanApr.11th ,2012 Media ObjectiveTo announce and celebrate GAP the 20th store opening in China through efficient online & mobile media To build up brand awareness and ultimately drive audience to GAP storeDig
2、ital Media IM Rich MediaUsing 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)MediaAd FormatMSN Live Skyscrap
3、erDigital Media Targeted AdsExpand 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 PoolAd FormatSmart TVColumn+ PIPLeve
4、rage mobile Apps to deliver 20th new store opening messages to audience-Set up mobile media pool for GAP-Period: Mar 3th 20th Media PoolAd FormatBannerDigital Media Mobile in APP AdsFull ScreenText LinkBudget Allocation and KPIImpression : 21 millionClick: 145 kCPM: 8.99* CPC: 1.32* Mobile in-app banner is purchased by CPC. Impression cannot be provided. The real time CPM will be lower than estimated.Est. Budget : 200K
