Deconstructing Digital Media Plan | Art + Science

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In this evolving digital world, an art + science approach will keep us innovative while driving stronger performance. by Andre Woolery

In this evolving digital world, an art + science approach will keep us innovative while driving stronger performance. by Andre Woolery

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  • The purpose of deconstruction. To see why and how things work together
  • The purpose of deconstruction. To see why and how things work together
  • Media doesn’t have to be a list of sitesAd Placements doesn’t have to be ads..it can be conversations, engagementBehalf of clients…you should know more than the cleint and surprise themAchieve ad objectives…sometimes we plan for an audience vs for the objectives (need to understand the path otobejctives)
  • Media doesn’t have to be a list of sitesAd Placements doesn’t have to be ads..it can be conversations, engagementBehalf of clients…you should know more than the cleint and surprise themAchieve ad objectives…sometimes we plan for an audience vs for the objectives (need to understand the path otobejctives)
  • With an ever changing landscape and advancements in measurement, these two components are necessary to the equation of creating meaningful effective media plans.
  • Sounds very similar to what we are tasked to do…arrange a unique composition to evoke a response (click, share, comment)
  • We are guided by a brief or a commission from a client of what we need to deliver
  • This selection process requires the mixing of colors, creating color palettes that make sense when placed together. The unique thing about digital is there are infinite color combos, new colors emerge everyday…so its your job to be aware of all new colors.
  • For example, with VMM…the technology that powers the exchange allows us to sue the same colors but expressed in a different way. Instead of broad strokes, we now can exercise finer brush strokes. Retargeting
  • Small budgets have to be very focused on delviering objectives in unique ways.
  • If you want to reach moms its much different that reaching the AX consumers. Conversationally driven media may be more relevant versus cultural relevancy
  • Its important to understand how each works in art there is watercolor, oil, acrylic. …in the digital ecosystem…video, mobile, social, etc We can use them exclusviely or mixed together. Some cases require us to blend styles and mediums others not.
  • We employ science everytime we have a campaign… we pull reports and gather data to gain insights. The extend of that data/knowledge is up to us
  • Best tactic, best copy, brest creative, most shared, etc.
  • How does display affect search, video and tune-in reminders, etc.,
  • As we get more experienced with social media we will gain deeper understanding in what elements are necessary to manage a social media program…finding influencers, portable media, social tools, etc.
  • Optimal frequency for them to remember what time to watch a PBS ShowWhat is the best creative to reach this person, what colors, images, words resonate with them?
  • COOKIE data are the fundamental units of a live campaign …what story does each cookie tell in the ecosystem of a campaign. Did an exposure to a display
  • There are only 3 primary colors but what happens when you introduce a new one?Amber Ale - The images are made by first crystallizing the drink of choice on a lab slide. Using a standard light microscope with a camera attached, the light source is polarized and passed through the crystal. This creates the magnificent colors and patterns you see in the following images.

Transcript

  • 1. Deconstructing a Digital Media PlanArt + ScienceTMK UniversityAndre Woolery
  • 2. Why Deconstruct?
  • 3.
  • 4. Digital Media Plan
    “Selected digital [media] for [ad placement] on [behalf of clients] to [achieve advertising objectives]…”
  • 5. Digital media should be a creative craft that combines technology, audience insights, and platforms in a highly measurable way
  • 6. Creating A Digital Media PlanART + SCIENCE
  • 7. ART | the act of arranging a unique composition to evoke some reaction or response…
  • 8. BLANK CANVAS
    start with nothing but an empty excel sheets and powerpoints…
  • 9. DESTINATIONS | COLORS
    Every site and platform has a unique value just as every color has a unique tone and emotion.
  • 10. TECHNOLOGY | BRUSHES
    Technology can utilize the same set of colors but produce new techniques and expressions that lead to the same goals.
  • 11. BUDGET | CANVAS SIZE
    Budgets can dictate how extensive our plans may be but size doesn’t always dictate impact.
  • 12. AUDIENCE | STYLE
    Target audiences have nuances and characteristics that guide you in how to engage with them. Employing the most suitable style is necessary.
  • 13. CHANNEL | MEDIUM
    Just like painting mediums, each channel we use has their own distinct properties, techniques, and guidelines on how to execute…
  • 14. SCIENCE | systematically acquire knowledge to build laws and theories
  • 15. REPORTING | CENTRIFUGE
    Similar to a centrifuge we put the campaigns into motion and we begin to see separation based on performance.
  • 16. MIX OF TACTICS | CHEMISTRY
    How does performance change when different media elements are introduced and mixed together?
  • 17. SOCIAL MEDIA | PHYSICS
    What forces are necessary within the social universe to propel a conversation or distribute content?
  • 18. BRAND METRICS | PSYCHOLOGY
    How many exposures does it take for a consumer to retain/reinforce a brand message?
  • 19. ATTRIBUTION | BIOLOGY
    With a live campaign, how do each part of the plan work with other ?
  • 20. Conclusion
  • 21. INNOVATION
    Evolving technology, platforms, and destinations allow for innovation in every plan while being guided by data driven decisions…artists would kill for a world with a new primary color, media people get one every day.
  • 22. THANKS.