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De-Averaging:  Changing the Planning Paradigm
 

De-Averaging: Changing the Planning Paradigm

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This presentation was given to the AAAAs in early 2010 to provoke though around the old way of buying/planning and the new way, de-averaging. The Media Kitchen believes in this construct and has ...

This presentation was given to the AAAAs in early 2010 to provoke though around the old way of buying/planning and the new way, de-averaging. The Media Kitchen believes in this construct and has applied it to many of our clients campaigns.

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    De-Averaging:  Changing the Planning Paradigm De-Averaging: Changing the Planning Paradigm Presentation Transcript

    • The $247.5bn Dollar Wara presentation given to the AAAAs by Darren Herman, Chief Digital Media Officerwww.mediakitchen.tv // @themediakitchen
    • Challenge.
      “I know half the money I spend on advertising is wasted, but I can never find out which half.”
      – John Wanamaker
    • What is the $247.5bn dollar war?
    • The War on…
      Planning Targets
      Vs.
      Buying Targets
    • Brand X Target Profile Brief
      Agency New Business
      & Strategy
      Lives in
      Brooklyn, NY
      Noelle Weaver
      In relationship,
      No kids
      Travels around the world
      seeking different cultures
      $xxx,xxx year HHI
      Fav. Movies are Wizard of Oz,
      Thomas Crowne Affair, The
      Usual Suspects
      Loves to read novels
      and write blog posts
      Fav. Music includes Coldplay,
      Dave Matthews Band, and Iron
      & Wine
      Shops at Banana Republic
      Enjoys wine
    • Unfortunately… there is no
      http://www.massaffluentfemalewinedrinker.com
    • % Comp, Average in Media
    • Plan Across Many Mediums
    • Mr. Average
    • $247,500,000,000 spent on averages.
    • There’s got to be a better way…
    • Solution.
    • Yesterday
    • Because of inefficiencies in the media buying ecosystem
      Marketers were forced to buy Costco-style
    • Now we are able toseparate the media impression
      Audience
      Media
    • The Big War
      Building out the infrastructure that supports this…
    • This 800lb Gorilla Is Not Alone in the Forest
    • The Cookie
    • The Intelligent Cookie Jar
    • Meet Greg
      $125,000 HHI
      Married
      1 Child in Household
      Upscale Credit Card
      Business Class Flyer
      In-market for BMW 5-Series
    • Qualify
      $125,000 HHI
      Married
      1 Child in Household
      Upscale Credit Card
      Business Class Flyer
      In-market for BMW 5-Series
    • Precise Targeting: De-Averaging
    • Results.
    • Website Analytics
    • Audience Analytics
    • Instead of purchasing media on comp %
      Purchase specific audiences in-real time
      Eliminate waste
      Planning targets are now buying targets
    • The Forthcoming Creative Renaissance
      Dare I say…
    • The Resurrection of the Banner
    • Don’t Take My Word For It
      Analytics + Creative
    • "RFP based premium content buys will shrink to 30% of all spending."
      - John Montgomery, COO, North America GroupM Interaction
      @ IAB 2009 Ad Ops Summit
    • The Shift
      Publisher Driven
      Agency/Brand Driven
      Optimization
      Audience Management
      Audience Management
      ATD (trading desk)
      Pricing
      Complex Trafficking
      ATD (trading desk)
    • The Battles Lines Have Been Drawn…
      Who will in?
      Buying Target vs. Planning Target
      ?
    • THANK YOU.
      @dherman76