0
HOLISTIC MEDIA PLANNING
THE ROLE OF A MEDIA PLANNER IS TO BEST
DEPLOY MEDIA SPEND TO GET THE BEST ROI

BUDGET
£
THE MEDIA ECOSYSTEM HAS CHANGED IN RECENT
YEARS

D2D
THE MEDIA PLANNERS APPROACH TO
INTEGRATED PLANNING
MARKET
ANALYSIS

AUDIENCE
ANALYSIS

INSIGHT

JOURNEY
ANALYSIS

PERFORMA...
THE MEDIA UNIVERSE IS MORE THAN JUST
BUYING TRADITIONAL ADVERTISING

CINEMA

MOBILE
AD
FORMATS

RADIO

EXPERIENTIA
L

LOCA...
6 STRATEGIC IMPERATIVES THAT SHOULD BE
ADOPTED

SET OBJECTIVES &
TARGETS THAT
ARE MEASURABLE
& TIMED

DEFINE AN
APPROPRIAT...
THERE IS TWO-LEVEL APPROACH TO EVALUATION
HOLISTIC

GRANULAR

Understanding the impact of
media & communications upon
comm...
THE APPROACH TO DIRECT RESPONSE PLANNING
DEFINITION OF CORE TARGETS

Analysis of
Competitor Activity

Evaluation of Past R...
WE NEED TO CALCULATE THE COST OF ACHIEVING
OUR COMMUNICATION OBJECTIVES
CHARITY SECTOR CASE STUDY
•

THE CHALLENGE
•

Raise awareness and encourage response to Child Sponsorship programme
within...
THE CUSTOMER PROFILE HELPED DEFINE OUR
TARGET AUDIENCE
of audience
FROM THE CUSTOMER INSIGHT WORK, WE KNEW
WHERE TO TARGET ACROSS ALL MEDIA
CHARITY SECTOR CASE STUDY
• THE RESULTS
•
•
•
•
•
•

Over 2,000 new sponsorships generated within the region
Cost per Spon...
BUT ONE QUESTION I GET ASKED MORE THAN
ANY IS…….

IN WHICH MEDIA CHANNEL SHOULD I
SPEND MY NEXT £1?
THE PATH TO PURCHASE IS NO LONGER SO
STRAIGHTFORWARD
PHONE RESPONSE AS A PERCENTAGE OF TOTAL
RESPONSE IS DECLINING
Phone

Web

100%
90%

16%
23%
30%

80%

41%
53%

70%

56%

6...
THIS TREND IS ECHOED ACROSS CARAT’S
CLIENT BASE
Phone Enquiries

Web Enquiries

100%
90%

21%

26%

29%
39%

80%

45%

45%...
PHONE / COUPON RESPONSE IS IN LONG-TERM
DECLINE
• Evidence show that less
consumers choose to respond
by phone / coupon
• ...
THE MEDIA ECOSYSTEM IS BECOMING
INCREASINGLY COMPLEX

CONSUMERS OWN MULTIPLE
CONNECTED DEVICES
WE ARE A NATION OF MULTI-SCREENERS
MAJORITY OF OUR DAILY MEDIA INTERACTIONS ARE SCREEN BASED
WE ARE A NATION OF MULTI-SCREENERS
OUR TIME ONLINE IS SPLIT BETWEEN 4 KEY DEVICES
BECAUSE OF THIS LINEAR RESPONSE TRACKING
ALONE CAN’T MEASURE THE FULL EFFECT OF MEDIA
NEED CONSIDER THE FULL
PICTURE
• Understand the full effect of marketing on
business performance

• Quantify the true ROI ...
IT IS ESSENTIAL TO EMPLOY APPROPRIATE
EVALUATION & ATTRIBUTION TECHNIQUES
LINEAR RESPONSE &
SALES EVALUATION

ECONOMETRIC
...
ECONOMETRIC ANALYSIS DECONSTRUCTS
COMPLEX CHANNEL INTERACTIONS
THE EFFECT OF ECONOMETRICS CAN AFFECT
WHERE BUDGET IS DEPLOYED
Linear CPL

Multiplier

- 0.27

+ 3.09

+1.49

Adjusted CPL...
SUMMARY
• Understand challenges for clients campaign
• Know who target audience is and any
geographical considerations
• W...
Upcoming SlideShare
Loading in...5
×

Samir Patel - DMA Putting the fizz back into door drops

360

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
360
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Samir Patel - DMA Putting the fizz back into door drops"

  1. 1. HOLISTIC MEDIA PLANNING
  2. 2. THE ROLE OF A MEDIA PLANNER IS TO BEST DEPLOY MEDIA SPEND TO GET THE BEST ROI BUDGET £
  3. 3. THE MEDIA ECOSYSTEM HAS CHANGED IN RECENT YEARS D2D
  4. 4. THE MEDIA PLANNERS APPROACH TO INTEGRATED PLANNING MARKET ANALYSIS AUDIENCE ANALYSIS INSIGHT JOURNEY ANALYSIS PERFORMANCE ANALYSIS EVALUATION
  5. 5. THE MEDIA UNIVERSE IS MORE THAN JUST BUYING TRADITIONAL ADVERTISING CINEMA MOBILE AD FORMATS RADIO EXPERIENTIA L LOCAL PRESS PRESS INSERTS/D2D EVENTS & SPONSORSH IP STORE WINDOW DISPLAYS DIRECT MAIL GEO-TARGETED SEARCH LINE BY LINE OUTDOOR EMAIL STORE STAFF WORD OF MOUTH RECOMMENDATION TARGETED DISPLAY COMPETITIO NS BOUGHT SOCIAL MEDIA CONVERSATIONS MOBILE BRAND WEBSITE DIRECTORIE S IN STORE MEDIA SOCIAL MEDIA “FANS” AND FOLLOWERS OWNED ONLINE REVIEW EARNED
  6. 6. 6 STRATEGIC IMPERATIVES THAT SHOULD BE ADOPTED SET OBJECTIVES & TARGETS THAT ARE MEASURABLE & TIMED DEFINE AN APPROPRIATE TASK BASED BUDGET ESTABLISH AN APPROPRIATE MEASUREMENT SUITE DEVELOP DETAILED INSIGHT INTO YOUR TARGET CUSTOMERS SUPPORT THE CONSUMER JOURNEY ACROSS APPROPRIATE TOUCHPOINTS MAXIMISE RETURN FROM PULL CHANNELS (Digital)
  7. 7. THERE IS TWO-LEVEL APPROACH TO EVALUATION HOLISTIC GRANULAR Understanding the impact of media & communications upon commercial objectives Drill down through the data to “nuggets” unearth the “nuggets”
  8. 8. THE APPROACH TO DIRECT RESPONSE PLANNING DEFINITION OF CORE TARGETS Analysis of Competitor Activity Evaluation of Past Results Review of Media Opportunities Media Schedule Winners Results Analysis Losers Analyse Profile Marginal Discount Roll-out Potential Re-Test
  9. 9. WE NEED TO CALCULATE THE COST OF ACHIEVING OUR COMMUNICATION OBJECTIVES
  10. 10. CHARITY SECTOR CASE STUDY • THE CHALLENGE • Raise awareness and encourage response to Child Sponsorship programme within Yorkshire across a 2 week period RESPONSE DR CHANNELS – TV, Radio, Door Drop, Regional Press, National Press Inserts, Geo-targeted Digital and Search BRAND EVENTS • • • BROADCAST FORMATS – OOH Formats, Tactical Radio Advertorials, Digital, Social Media PR – Station Promotion, Live Reads, Street Teams Activity was phased to ensure maximum reach and integration the media channels Creative look / feel / messaging consistent across all channels Drive phone / online response due to higher conversion levels
  11. 11. THE CUSTOMER PROFILE HELPED DEFINE OUR TARGET AUDIENCE of audience
  12. 12. FROM THE CUSTOMER INSIGHT WORK, WE KNEW WHERE TO TARGET ACROSS ALL MEDIA
  13. 13. CHARITY SECTOR CASE STUDY • THE RESULTS • • • • • • Over 2,000 new sponsorships generated within the region Cost per Sponsorship 25% less than national CPS Door Drop CPS was 22% less than normal levels Drove the highest amount of traffic to clients website Hundreds turned up for clients events Brand Awareness saw 18% increase in approval as a results of the campaign
  14. 14. BUT ONE QUESTION I GET ASKED MORE THAN ANY IS……. IN WHICH MEDIA CHANNEL SHOULD I SPEND MY NEXT £1?
  15. 15. THE PATH TO PURCHASE IS NO LONGER SO STRAIGHTFORWARD
  16. 16. PHONE RESPONSE AS A PERCENTAGE OF TOTAL RESPONSE IS DECLINING Phone Web 100% 90% 16% 23% 30% 80% 41% 53% 70% 56% 62% 63% 65% 38% 37% 35% 2010 2011 2012 60% 50% 40% 84% 77% 70% 30% 59% 47% 20% 44% 10% 0% 2004 Source: Thinkbox 2005 2006 2007 2008 2009
  17. 17. THIS TREND IS ECHOED ACROSS CARAT’S CLIENT BASE Phone Enquiries Web Enquiries 100% 90% 21% 26% 29% 39% 80% 45% 45% 44% 46% 51% 52% 53% 70% 57% 60% 62% 43% 40% 38% 60% 50% 40% 30% 79% 74% 71% 61% 55% 55% 56% 54% 49% 20% 48% 47% 10% 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Source: Carat client database. Average phone & coupon / web split
  18. 18. PHONE / COUPON RESPONSE IS IN LONG-TERM DECLINE • Evidence show that less consumers choose to respond by phone / coupon • Reinforces the need to measure the impact of media across all conversion points • There is a need to maximise total response across all channels • Rather than focus on directly attributable phone response alone
  19. 19. THE MEDIA ECOSYSTEM IS BECOMING INCREASINGLY COMPLEX CONSUMERS OWN MULTIPLE CONNECTED DEVICES
  20. 20. WE ARE A NATION OF MULTI-SCREENERS MAJORITY OF OUR DAILY MEDIA INTERACTIONS ARE SCREEN BASED
  21. 21. WE ARE A NATION OF MULTI-SCREENERS OUR TIME ONLINE IS SPLIT BETWEEN 4 KEY DEVICES
  22. 22. BECAUSE OF THIS LINEAR RESPONSE TRACKING ALONE CAN’T MEASURE THE FULL EFFECT OF MEDIA
  23. 23. NEED CONSIDER THE FULL PICTURE • Understand the full effect of marketing on business performance • Quantify the true ROI from all advertising across all channels • Measuring individual channels in isolation will produce inaccurate MI resulting in a suboptimal marketing strategy
  24. 24. IT IS ESSENTIAL TO EMPLOY APPROPRIATE EVALUATION & ATTRIBUTION TECHNIQUES LINEAR RESPONSE & SALES EVALUATION ECONOMETRIC MODELLING Utilise sales data & analyse Isolate and measure the true value of all factors on business performance
  25. 25. ECONOMETRIC ANALYSIS DECONSTRUCTS COMPLEX CHANNEL INTERACTIONS
  26. 26. THE EFFECT OF ECONOMETRICS CAN AFFECT WHERE BUDGET IS DEPLOYED Linear CPL Multiplier - 0.27 + 3.09 +1.49 Adjusted CPL +1.55 +1.39 +1.45 £158 £108 £99 £90 £85 £71 £57 £74 £58 £51 £22 £6 Search - Brand DRTV Regional Press Royal Mail D2D Search - Non Brand Newshare D2D
  27. 27. SUMMARY • Understand challenges for clients campaign • Know who target audience is and any geographical considerations • What is the role of each media - Direct Response / Brand Awareness • Ensure good phasing to get the media multiplication effect • Eg Broadcast medium + door drop • Ensure web-based activity is amplified to ensure response harvesting • Is the response mechanism going to aid response – Phone / Coupon / Web • Understand the media hierarchy using Linear / Econometrically adjusted numbers
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×