basics of media planning

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The Basics of Media Planning

What is Media Planning?A traditional view

Traditionally…

Marketing strategy

Media planner /

buyer

Mass media vehicle

Consumer

Feedback

Alex Gorelik, Ph. D. | Tweet me: @Doc_G

Traditionally…

23

2319

7

8

1

19

Approximate Ad Expenditure in Major Media

(% of Total)NewspapersTVDirect responseRadioMagazinesOutdoorOther


Now …

23

1718

6

7

17

1 10

Approximate Ad Expenditure in Major Media

(% of Total)NewspapersTVDirect responseRadioMagazinesSocialOutdoorOther


Media vehicles: newspapers

Pros: Exposure to adult audience with disposable

income (Somewhat) flexible format Convenience for the reader

Cons: High ad/content ratio Growing competition Falling circulation Rising ad costs


Media vehicles: TV

Pros: Flexible format Cost efficient Offers prestige

Cons: Message is perishable Growing fragmentation of audience Ad clutter


Media vehicles: radio

Pros: Selective targeting Mobile Low production costs = market immediacy

Cons: Lack of visual impact Low average audience


Media vehicles: direct response

Pros: (Even more) selective targeting Instant feedback Accountability

Cons: Prospect database management problem Image problem Rising costs


Media vehicles: magazines

Pros: Audience targeting Long “shelf life” Prestige Flexible format

Cons: Long production cycle Declining audience Rising costs


Media vehicles: outdoor

Pros: Can reach most of the market Low cost per exposure

Cons: Image problem Low accountability Regulation


Traditionally…

The purpose is to design the best plan for delivering ads to prospective purchasers of my product, service, or brand.

Which markets?

How many prospects?

Which medium / vehicles?

Reach and frequency of exposure?

Budget?

Components of a media planEffectiveness, efficiency, accountability


Target audience

Narrowcast (mass customization) Demographic Psychographic Geographic Based on usage patterns

Take advantage of tracking capabilities From “captive audience” at live events to “captive

users” in computer-mediated transactions

Think messages not media

Can you combine advertising and selling?


Outlook on competition

Best practices

Worst practices

Avoiding advertising clutter


Communication / message requirements

Effectiveness of message delivery vs.

efficiency of audience delivery

Predispositions of the audience

Qualitative environment of the message

Synergistic effect


Exposure requirements

Reach: the total audience covered by a

wave of advertising

Frequency: a number of times a prospect

is exposed to an advertisement during a

given period of time

Continuity: a length of time an ad runs


Budget

ReachFrequencyContinuity


Impact of Convergence Mounting challenges to traditional view


Mounting challenges:

Rising costs of exposure

Diversification of media

Fragmentation of

audience


Impact of convergence

• Choice• Timeliness• Convenience• Quality• Control/interactivity

The convergenc

e is changing

the fundamental relationship

among media,

audiences and

advertisers:Alex Gorelik, Ph. D. | Tweet me: @Doc_G

Advertising messages in convergent media…

… will be individualistic, personalized, intimate, playful, specific, interactive.


Media Planning for Convergent Media Mounting challenges to traditional view


From marketing problem to media plan

Marketing problem

Marketing strategy

Media plan


Marketing problem

What does the public thinks of the X initiative?

How to increase constituency satisfaction?

How to increase constituency engagement?

What are the priorities (share of mind) of the constituency?


Marketing strategy

Monitor mentions Monitor conversations Monitor competitive mentions /

conversations Identification of prospects Positioning Engagement / feedback Placement


Traditional audience metrics

Cost per thousand (CPM)

Circulation CPM

Market CPM

The goal is to keep waste exposure at a

minimum

ncirculatio

tad 1000cos

market

tad 1000cos


Convergent media audience metrics

Click through rate Average time of exposure Repeat visitor rate Convergence rate

The goal is to keep waste exposure at a

minimum


Social media audience metrics (socialytics)

Unique blog visitors (Google analytics) Followers, friends Likes, retweets Combined influence Social influence score (Klout, PeakYou, etc.) Convergence rate

The goal is to maximize conversation

leading to convergence


Web Ad.vantagehttp://www.webadvantage.net/internet-marketing-services/online-media-buying-planning

Facebook Social Adshttp://www.facebook.com/advertising/

AppSavvyhttp://www.appssavvy.com/


http://www.webadvantage.net/internet-marketing-services/online-media-buying-planning



http://www.facebook.com/advertising/

http://www.appssavvy.com/

The ingredients of Social Media Presence:

Blog

Profile on

LinkedIn

Twitter account


Q?


Twitter.com Linkedin.com


basics of media planning

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accountability alex

audience of mediaalex

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ad costsalex gorelik

blitz campaign alex

traditional viewalex

captive audience