Digital Media Planning 2010

digital planning mobile and social media 18th February 2010 Thursday, 18 February 2010

today’s menu the digital media landscape digital planning process social media rules of social engagement mobile media the opportunity Thursday, 18 February 2010

online media buying used to be quite simple PPC CPC CPM Thursday, 18 February 2010

3rd Party the landscape Partnerships Mobile search and display CPC is diversifying Social Media and CPM CPE (display) SEO will continue to PPC CPA Thursday, 18 February 2010

digital media landscape: early 2000s Instant Return for Advertiser Response Branding Longer-term Return for Advertiser Thursday, 18 February 2010

digital media landscape: now Instant Return for Advertiser Response Branding Longer-term Return for Advertiser Thursday, 18 February 2010

planning process Media & Client Business Agency g n Briefing Objectives Accept Brief ieﬁ Agreed Br Client Agency plan Agency Agency ing feedback on media recommend conduct nn strategy / placement media Audience Pla approach selection strategy Research n io Agency Ongoing at Creative tiv negotiate Reporting & Trafficked Ac media buy Optimisation Thursday, 18 February 2010

PLANNING PROCESS: BRIEFING Client Brief ‣ Budget ‣ Timings ‣ Product ‣ Audience ‣ Objectives Thursday, 18 February 2010

PLANNING PROCESS: BRIEFING Objectives Agreed ‣ Business ‣ Media Thursday, 18 February 2010

PLANNING PROCESS: BRIEFING Agency Accept Brief ‣ Agency has been able to feedback on client’s brief ‣ Once accepted agency to turn around response with in agreed SLA Thursday, 18 February 2010

PLANNING PROCESS Agency Conduct Audience Research ‣ Planners have multiple research tools at their disposal to understand the size of their audience, what media their target consumes and what motivates them i.e social interests and behaviours Example Tools: TGI (Net) & Neuroplanner Thursday, 18 February 2010

PLANNING PROCESS Agency Recommend Media Strategy ‣ Based on Audience insight agency can now recommend: • Most effective communication channels • Volume of media required to achieve media objectives (R/F) • Tactics to ensure cut-through / guarantee ROI / increase brand perception Thursday, 18 February 2010

PLANNING PROCESS Agency Plan Media Placement Selection ‣ Using further research tools agency can identify which publishers/placements are frequented by target ‣ Agency to brief Publishers and review responses ‣ Based on publisher response/ results agency to advise method of engagement in each placement Example Tools: Comscore, Adrelevance, Hitwise Thursday, 18 February 2010

PLANNING PROCESS Client Feedback on Approach ‣ Approved? ‣ Additional insight to inform strategy? Thursday, 18 February 2010

PLANNING PROCESS: ACTIVATION Agency Negotiate Media Buy ‣ Planner/Buyers to draw up IO between publisher and agency ‣ Added value / rate cuts secured where possible Thursday, 18 February 2010

PLANNING PROCESS: ACTIVATION Creative Trafficked ‣ Creative Uploaded into 3rd Party Adserver and tags sent over to Publishers ‣ Relevant content /assets handed over to Publishers ‣ Tracking provided to client ‣ Keywords generated and categorised by AdGroup Thursday, 18 February 2010

PLANNING PROCESS: ACTIVATION Ongoing Reporting & Optimisation ‣ Business ‣ Media Thursday, 18 February 2010

planning process Media & Client Business Agency g n Briefing Objectives Accept Brief ieﬁ Agreed Br Client Agency plan Agency Agency ing feedback on media recommend conduct nn strategy / placement media Audience Pla approach selection strategy Research n io Agency Ongoing at Creative tiv negotiate Reporting & Trafficked Ac media buy Optimisation Thursday, 18 February 2010

questions on planning? Thursday, 18 February 2010

social media Thursday, 18 February 2010

some BIG stats Flickr, just 4yrs old, hosts more than 3.6 billion user images. 900,000 blog posts are created within a single 24- hour period if Facebook were a country it would be the 4th most populated place in the world, easily beating the likes of Brazil, Russia and Japan Twitter receives over 30 million unique visitors each month It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million users. The internet took 4 years to reach 50 million people... In less than 9 months Facebook added 100 million users to the internet Thursday, 18 February 2010

the web has become more social publisher media social media Thursday, 18 February 2010

and brands need to understand the difference traditional media social media brand in control audience in control one-way/delivering a message two-way/being part of the conversation repeating the message adapting the message focused on the brand focused on the audience /adding value educating inﬂuencing / involving advertiser creates content user created content / co-creation Thursday, 18 February 2010

brands must crawl ﬁrst, run later DEVELOP FACILITATE GENERATE SHARING COMMUNITY PARTICIPATE AND BUZZ LISTEN EVANGELISM social media rules of engagement Thursday, 18 February 2010

excellence in social media: skype through careful social monitoring Skype realised there were many simple technical questions being asked on the web by (potential) Skype users Thursday, 18 February 2010

excellence in social media: skype Skype then entered the conversation by adding value. Better still they prioritised environments where their message could be shared and spread the result? Thursday, 18 February 2010

excellence in social media: skype skype’s positive sentiment across the web improved by 22.5 % users shared their experience in the environments Skype had participated in the result Thursday, 18 February 2010

questions on social media? Thursday, 18 February 2010

mobile media Thursday, 18 February 2010

handsets continue to evolve call text/sms wap bluetooth barcode applications wiﬁ mms GPS email augmented reality Thursday, 18 February 2010

global smartphone penetration Smartphones 30% iPhone Uptake 29% 25.9% 23% 21.5% 15% 18% 8% 11.5% 8.2% 0% 3.1% 2007 2008 2009 2010 2011 2012 2013 Thursday, 18 February 2010

low barriers to entry low cost same principals as online marketing online assets can be easily transferred to mobile Thursday, 18 February 2010

high response levels response levels are similar to early internet CTRs uncluttered environments direct call to actions Thursday, 18 February 2010

deepened engagement personal experience audio and video capability social capabilities Thursday, 18 February 2010

advance targeting age and gender handset geography day-part targeting Thursday, 18 February 2010

questions on mobile media? Thursday, 18 February 2010

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Digital Media Planning 2010

by Will Oatley

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Digital Media Planning 2010 Presentation Transcript