GAME CHANGING MEDIA PLANNING
Be more amazing at media planning.
Get back to basics of Digital media planning. Know what to ask,
understand the lingo, measure the right stuff and a bit about
collaboration and integrating teams.
@WeCollaborateSA @mylifescape #MediaBuying #WeCollaborate
The purpose of this presentation is to outline the elements and key
pieces of information a digital media planner needs to consider when
creating an outstanding bought media plan for a client or brand.
START WITH COLLABORATION
Bought media is hardly done in isolation. Ensure that you effectively
collaborate with all the teams involved in the campaign in order to
deliver beyond what is expected. Integration is key to the success of
any project, and can only be achieved by working together, as one
consolidated team, towards the same goal.
- Cherylann Smith
Innovator and MD WeCollaborate
When planning your media campaign
it is important to understand the strengths of each format.
Understand how audiences respond to these channels and
formats, and build a framework of how they can work together.
The role of the planner, besides creating an amazing plan, is to
What do we need to know and what are the gaps?
ASK THE RIGHT QUESTIONS
Understand the entire media mix, beyond digital elements.
Ask about the conversation.
Ask what behaviour you are trying to change.
Get an understanding of existing customer profiles.
Unpack the brand persona.
What is the insight?
Consider the landing page and user journey.
Get a deep understanding of the client/brand’s business goals.
What is the role of digital in the overall objective?
Is there an’ always on’ element or is this a campaign?
What are you trying to achieve?
Can this be measured?
WHO AM I TRYING TO REACH?
Who are your users and target audience?
What are your consumer behaviours?
Who is the perceived audience vs. the desired audience.
Strangers, prospects, existing customers, fans, community.
Plan not for the people you reach, but the people
that they reach.
What to sell, to who and how.
Where are you placing, in order to reach the right people at the
What will you be measuring?
How can you reach your goals?
DON’T CREATE ONE PLAN!
You need to develop 3 plans.
1. Your campaign launch plan
2. Your optimization plan
3. Your change plan
THE PLAN & SCHEDULE
Compiling a schedule based on objectives.
BEST in class. Always.
Meticulous to detail.
Best negotiated rates.
Show added value.
Create milestones to measure success.
REMEMBER THE BRIEF
How to connect and change behaviour is driven by insight!
Ensure that the message is clear across all channels. Know clearly what
your goals are and help your target get to the pot of gold at the end
of the rainbow when your campaign is successful.
PLACEMENTS AND FORMATS
Banner Ads, Premium Display, Trading desks, Overlays, InApp, mobile,
Interstitials, Sponsorship, HPTO’s, RichMedia, Expandable banners,
Paywall, Video, Pre-rolls, Newsletters, RSS Feeds, Social media,
Search, Native advertising.
Are you interrupting me, or are you being what I am interested in?
SHIFT FROM ADVERTISING TO STORIES
Is your media telling a story?
Are you making the right connections?
Is your message conversational or are you still shouting and
GETTING THE LINGO:
Let’s explore some of the jargon
CPM (COST PER MILLE)
Online buying currency
Cost for every 1000 impressions
Often used to drive awareness
High volume, low cost
CPC (COST PER CLICK)
Online pricing model
Cost for every click
Used for measuring advertising effectiveness
You don’t pay for impressions,
only when someone clicks on your banner.
CTR (CLICK THROUGH RATE)
When a user clicks on an ad
The amount of impressions divided by the clicks gives you a %
Can be used as a measure of effectiveness
To be amazing you need to measure beyond the CTR
UU (UNIQUE USERS)
Number of unique users who have visited a site within a certain period
Often used as a measure of size and potential reach
In social media it can be referred to as OTS
How many people have the Opportunity To See your content
CPA (COST PER ACQUISITION)
Online pricing model
Cost for every action or acquired lead (CPL)
Effective for measuring advertising effectiveness and acquisition
Execute and use the power of digital with inventive features like
frequency caps, retargeting, social and mobile.
Understand the audience segmentation.
Consider contextual, demographic and behavioural targeting, time of
day targeting and geo-targeting.
Your role is to get the message to the right people and to nurture and
grow a community of brand or product lovers, who will tell other
people about the brand or product. Media is not a one hit wonder. It
ignites conversations. To be amazing, create chemistry.
TRACK & MEASURE
Track beyond reach: impressions and clicks
Implement click and post click tracking
Look at your Google analytics
Understand your social metrics and insights
Consider relevance and influence
WHAT TO MEASURE
Change in business
Comments and feedback and conversations
What is the “I” you are investing in?
It’s about relationships and it’s about transactions
How have you changed behaviour?
What were the goals in the brief?
Your role in creating amazing is to build an integration model.
Bring the entire organisation closer to the customer, by integrating the
internal teams. Get your clients more involved. Without an integrated
team, you can’t have an integrated campaign.
Integrate the digital media mix into the entire media and
Your roles is to call our lazy integration.
Don’t simply push the same message in all channels.
Integration is not duplication. Customize the role of each channel in
order to truly leverage the conversation. Digital isn’t a division or a
department, it’s an integrated way of thinking and behaving with
digital at the core.
Your role is to be pro-active rather than re-active.
Don’t wait for the end of the campaign for the learnings.
Optimise as you go. Share insights with all the teams.
Do reports often enough to learn quickly.
To be an amazing planner, YOU need be the difference.
THIS IS WHAT ADDS VALUE.
END WITH COLLABORATION
Collaborate on every level, from start to finish. Success comes when
you work together on every level, not just to achieve a goal, but to
deliver beyond expectation. To deliver amazing.
- Cherylann Smith
Innovator and MD WeCollaborate
I am a passionate, innovative big picture
thinker who can connect digital and
social to all other aspects of the client
business to drive growth opportunities.
WeCollaborate specialises in consulting, strategy, training and
communication. We are driven by integration and innovation with
a strategic mindset, bringing ideas to life. You have an objective,
and we will meet your brief by developing tailor made solutions,
with the right people, to transform your business.
We believe that purposeful communication, with an integrated
approach is powerful in delivering the right experience.
COLLABORATE WITH US
We create affinity between brands, products and people. To find out more
about how we can design and create a collaborative solution for your
business, enquire about pricing or request training, drop us a mail
firstname.lastname@example.org and email@example.com
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