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
                    ru...
online media buying
      used to be
      quite simple                 PPC
                             CPC



          ...
3rd Party              the landscape
                                          Partnerships
                     Mobile
  ...
digital media landscape: early 2000s

                               Instant Return for Advertiser




 Response          ...
digital media landscape: now

                               Instant Return for Advertiser




 Response                  ...
planning process



                                                          Media &
                                Clie...
PLANNING PROCESS: BRIEFING




                                 Client Brief

                             ‣   Budget
    ...
PLANNING PROCESS: BRIEFING




                             Objectives Agreed


                              ‣ Business
 ...
PLANNING PROCESS: BRIEFING




                             Agency Accept Brief

                             ‣ Agency has...
PLANNING PROCESS



                              Agency Conduct
                             Audience Research
          ...
PLANNING PROCESS



                             Agency Recommend
                               Media Strategy
          ...
PLANNING PROCESS



                              Agency Plan Media
                             Placement Selection
     ...
PLANNING PROCESS



                             Client Feedback on
                                  Approach

          ...
PLANNING PROCESS: ACTIVATION



                             Agency Negotiate
                                Media Buy

 ...
PLANNING PROCESS: ACTIVATION




                             Creative Trafficked
                              ‣ Creative...
PLANNING PROCESS: ACTIVATION



                             Ongoing Reporting &
                                Optimisat...
planning process



                                                          Media &
                                Clie...
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 p...
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 i...
brands must crawl first, run later




                                                                     DEVELOP
       ...
excellence in social media: skype




  through careful social monitoring Skype realised there were
  many simple technica...
excellence in social media: skype




 Skype then entered the conversation by adding value. Better
 still they prioritised...
excellence in social media: skype


   skype’s positive sentiment across the web improved by 22.5 %

    users shared thei...
questions on social media?


Thursday, 18 February 2010
mobile media




Thursday, 18 February 2010
handsets continue to evolve




               call          text/sms   wap   bluetooth
                                  ...
global smartphone penetration


                                                                    Smartphones
          ...
low barriers to entry




        low cost

        same principals as online marketing

        online assets can be easi...
high response levels




                      response levels are similar to early internet CTRs



                     ...
deepened engagement




       personal experience

      audio and video capability

       social capabilities



Thursd...
advance targeting




     age and gender
     handset



    geography
     day-part targeting


Thursday, 18 February 20...
questions on mobile media?




Thursday, 18 February 2010
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Digital Media Planning 2010

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A brief introduction into Digital Media Planning for new clients and agency people.

Introduction to Social Media and the importance of Mobile.

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Digital Media Planning 2010

  1. 1. digital planning mobile and social media 18th February 2010 Thursday, 18 February 2010
  2. 2. today’s menu the digital media landscape digital planning process social media rules of social engagement mobile media the opportunity Thursday, 18 February 2010
  3. 3. online media buying used to be quite simple PPC CPC CPM Thursday, 18 February 2010
  4. 4. 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
  5. 5. digital media landscape: early 2000s Instant Return for Advertiser Response Branding Longer-term Return for Advertiser Thursday, 18 February 2010
  6. 6. digital media landscape: now Instant Return for Advertiser Response Branding Longer-term Return for Advertiser Thursday, 18 February 2010
  7. 7. 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
  8. 8. PLANNING PROCESS: BRIEFING Client Brief ‣ Budget ‣ Timings ‣ Product ‣ Audience ‣ Objectives Thursday, 18 February 2010
  9. 9. PLANNING PROCESS: BRIEFING Objectives Agreed ‣ Business ‣ Media Thursday, 18 February 2010
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. PLANNING PROCESS Client Feedback on Approach ‣ Approved? ‣ Additional insight to inform strategy? Thursday, 18 February 2010
  15. 15. 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
  16. 16. 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
  17. 17. PLANNING PROCESS: ACTIVATION Ongoing Reporting & Optimisation ‣ Business ‣ Media Thursday, 18 February 2010
  18. 18. 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
  19. 19. questions on planning? Thursday, 18 February 2010
  20. 20. social media Thursday, 18 February 2010
  21. 21. 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
  22. 22. the web has become more social publisher media social media Thursday, 18 February 2010
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. questions on social media? Thursday, 18 February 2010
  29. 29. mobile media Thursday, 18 February 2010
  30. 30. handsets continue to evolve call text/sms wap bluetooth barcode applications wifi mms GPS email augmented reality Thursday, 18 February 2010
  31. 31. 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
  32. 32. low barriers to entry low cost same principals as online marketing online assets can be easily transferred to mobile Thursday, 18 February 2010
  33. 33. high response levels response levels are similar to early internet CTRs uncluttered environments direct call to actions Thursday, 18 February 2010
  34. 34. deepened engagement personal experience audio and video capability social capabilities Thursday, 18 February 2010
  35. 35. advance targeting age and gender handset geography day-part targeting Thursday, 18 February 2010
  36. 36. questions on mobile media? Thursday, 18 February 2010
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