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Using Antony Young’s book, Brand Media Strategy, as a guide I have outlined the decisions planners make as they move through the process of media planning.
Citation preview
What Happens in
Media Planning
INSPIRATION
�2
NEEDS TO BE
Brand Media Strategy: Integrated Communications Planning in the Digital Era
by Antony Young
Read by every media executive and every media planner
AND SHOULD BE
Kept nearby, at all times, as it is the “new media playbook” and will guide you in
developing the strategies that answer “why are we advertising?”
INSPIRATION
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“People don’t buy what you do, they buy why you do it”
The Concepts of “The Golden Circle” and “Start With Why” by Simon Sinek
Every single organization functions on three levels:
What we do, How we do it and Why we do it.
https://www.startwithwhy.com
INSPIRATION
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The rest of these slides walk you through the “how” and “what” media planners do.
But let ’s first cover the “Why” . . .
We believe that media planning starts with understanding the consumer.
We want to develop media strategies that are relevant and will resonate with consumers
despite the expanded choice of media that has diluted their attention. !We are dedicated to growing and building brands with communications plans that drive
business goals.
The Concepts of “The Golden Circle” and “Start With Why” by Simon Sinek
Step One: Briefing
STEP ONE
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Planners meet with client to gather information regarding
planning parameters such as budget, media mix, timing,
product/brand detail, target audience & objectives.
BRIEFING
Ask smart questions! Such as “where will most of the business growth come from?”
!Not “what are your objectives?”.
STEP ONE
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which stage of the Consumer Pathway
the brand should influence.
PLANNERS DEFINE
STEP ONE
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pick one!Awareness Involvement
Active Consideration Purchase
Consumption Relationship Building
Advocacy
STEP ONE
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Launch a product, communicate a benefit, or tell of an event or
offer. This objective centers on visibility and recognition. It is
the most expensive to achieve in media dollars.
CONSUMER PATHWAY AWARENESS STAGE
STEP ONE
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Increase emotional engagement before purchase. Also known as
the “just looking” stage. At this point consumer needs
experiences and information about the product.
CONSUMER PATHWAY INVOLVEMENT STAGE
STEP ONE
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Shift up the order of consideration by facilitating favorable
comparison. Once engaged, consumers need to know more and
this stage is all about getting the brand on the short list;
increasing preference and purchase intent.
CONSUMER PATHWAY ACTIVE CONSIDERATION STAGE
STEP ONE
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Convert intent into action at the point of purchase.
CONSUMER PATHWAY PURCHASE STAGE
STEP ONE
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Improve the user experience. This is the point at which
consumers discover whether the product or service delivers
what it promised and they’re deciding whether they like it.
CONSUMER PATHWAY CONSUMPTION STAGE
STEP ONE
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Make the customer feel special to improve per capita value. It is
about forming a bond with consumers and reaffirming that
they made the right choice.
CONSUMER PATHWAY RELATIONSHIP BUILDING STAGE
STEP ONE
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Increase recommendations. It is the creating and enabling of
word of mouth and recommendation.
CONSUMER PATHWAY ADVOCACY STAGE
Step Two: Discovery
STEP TWO
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Using research tools, planners learn everything they can about
the client, competitive landscape and potential target
audience(s) including size and their demographics,
psychographics, media consumption, social interests and
behaviors.
DISCOVERY
STEP TWO
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consumer insights and chose which are the most important as
they relate to an understanding of how consumers will receive
and respond to the communication efforts.
PLANNERS UNEARTH
Ask “which target do we focus on? A current or heavy user? A potential user or an influential user? A purchaser or a gatekeeper?”
Step Three: Strategy
STEP THREE
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Based on audience insights gathered, planners recommend a
media strategy including communication goals, volume of
media required to achieve media objectives such as reach &
frequency or number of impressions, and they highlight tactics
that will ensure objectives are met.
STRATEGY
STEP THREE
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two important questions: where to play and how to win.
!
Planners combine media ideas, initiatives and tactics into a
bigger and more complex platform or idea.
PLANNERS ADDRESS
STEP THREE
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what not to do and make trade-offs.
Decisions regarding where and how to advertise are made
before determining what to say and what tactics will take
that message to the target consumer.
PLANNERS DECIDE
Don’t give into the temptation to jump into specific solutions and move to the tactical too soon.
STEP THREE
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in simple terms, how the communications will directly
translate to the marketing or business goal.
PLANNERS COMMUNICATE
Step Four: The Work
STEP FOUR
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Using more research tools, planners identify publishers and
placements to move forward with that best meet the set
campaign goals.
THE WORK
STEP FOUR
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how and where media can help to achieve set goals with
decisions on touch-points.
PLANNERS IDENTIFY
Decisions must be made with the consumer in mind!
STEP FOUR
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not only if a media tactic reaches the right people at the right
time but also if the tactic will influence those people.
!
This is termed “media receptivity”.
PLANNERS CONSIDER
STEP FOUR
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media receptivity tactics to help clients stand out from the
competition.
PLANNERS EXPLOIT
”It is not about food product ads in the cooking section of women's magazines or auto ads on
edmunds.com - these are valid places to advertise but are established venues - the competition is here which
makes it difficult to compete for attention.”
STEP FOUR
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Contextual planning:
advertising at the point of need
!
Situational advertising:
leveraging the right occasion or the right time period for a
message to connect most effectively
MEDIA RECEPTIVITY TACTICS
STEP FOUR
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Leveraging of target passion points:
creating an identity for a brand by association with certain
lifestyle activities
!
Branding inside content:
product placement, product integration and program
sponsorship or "branded entertainment"
MEDIA RECEPTIVITY TACTICS
STEP FOUR
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Tapping into consumers' relationship with media:
increasing the relevance of the brand by tapping into the
crossroads of media and culture to deliver highly relevant
brand communications
!
MEDIA RECEPTIVITY TACTICS
STEP FOUR
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the most relevant platforms and partners to approach with a
Request for Proposal (RFP).
!
PLANNERS SELECT
STEP FOUR
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RFPs on the basis of of how well the proposed tactical
program meets the objective(s) in comparison to competitive
submissions, how cost efficient the program is, if the program
presents an opportunity to do something for the client/brand
that hasn’t been done before, how well the program fits into
the media mix and how the program can contribute to the
overall strategy and goals.
PLANNERS EVALUATE
STEP FOUR
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three inputs of touch-point selection: data, consumer insights
and communication needs.
!
These three factors provide complementary or contradictory
forces in making selection decisions.
PLANNERS BALANCE
STEP FOUR
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touch point selection . !
With the growing list of touch points available, planners must
be careful not to incorporate too many within a plan. !
Spreading a campaign thinly across media makes it harder to
cut through and reduces frequency, which is important for
effectiveness.
PLANNERS PINPOINT
STEP FOUR
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media metrics such as reach (coverage), frequency,
impressions, GRPs and cost per response as a guide for the
effectiveness of pricing terms.
!
PLANNERS USE
Step Five: Implementation / Activation
STEP FIVE
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Planners negotiate rates and added value; create flowcharts &
insertion orders, traffic creative and implement tracking pixels.
IMPLEMENTATION / ACTIVATION
STEP FIVE
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by creating flowcharts that detail the final media
recommendations including scheduled placements by
vendor, media type, placement description, ad sizes,
impressions, and total client cost.
!
PLANNERS ORGANIZE
STEP FIVE
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inventory by creating and issuing insertion orders (IOs) to
media vendor representatives for any and all media they place.
!
IOs detail the placement dates, targeting, ad sizes, number of
impressions, etc. as well as the negotiated/approved rates.
PLANNERS SECURE
STEP FIVE
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creative.
!
For digital media placements, planners utilize third party ad
serving technology, which is a program by which ads are
placed on websites. The ad server stores, maintains and
serves (uploads) advertising banners for one or more
websites.
PLANNERS TRAFFIC
STEP FIVE
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tracking pixels (code used to track websites views,
transactions, conversion etc.) by working with client
webmasters and digital media vendors.
!
PLANNERS IMPLEMENT
Step Six: Analysis & Refinement
STEP SIX
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Planners provide ongoing reporting and manage optimization
of the campaigns where applicable.
ANALYSIS AND REFINEMENT
STEP SIX
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campaign success of media through an understanding of
where and how the elements of the plan actually drove the
final outcome.
!
PLANNERS MEASURE
“The planner needs to keep in mind that measurement isn't about reporting and justification. It is about
making better decisions and adjustments that steer the strategy and tactics.”
STEP SIX
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measurements to the objectives set for the media strategy. !
Measurement can include consumer tracking or customer
attitude and usage studies to measure for awareness, brand
equity or active consideration. !
Planners interested in increasing communications influence
and involvement are studying engagement metrics.
PLANNERS MATCH
STEP SIX
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online data such as impressions & pacing, clicks and click-
through rates (CTRs), ad placement/ad size/ad creative
performance, etc.
!
Planners use this information to make manual optimizations
towards placements that prove to be more cost efficient and
effective.
PLANNERS ANALYZE
STEP SIX
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on ad networks for their proprietary technology capabilities
that use algorithms combined with billions of data points to
optimize the campaign on multiple factors. !
Factors may include advertiser budget, available inventory,
demographics, geography, user behavior and more.
These optimizations result in reduced waste and enable ad
placements to deliver the best possible performance.
PLANNERS RELY
STEP SIX
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detailed reporting which can be daily, weekly, monthly etc.
depending on the campaign parameters and what is being
monitored.
PLANNERS DELIVER
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JUST FOR FUN
Courtesy of Centro http://www.centro.net/impact-digital-explosion-and-life-media-planner