Game changing media planning


Published on

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.

Published in: Marketing

Game changing media planning

  1. 1. 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
  2. 2. 2   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.
  3. 3. 3   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
  4. 4. 4   QUESTION What is the role of the planner?
  5. 5. 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 integrate.
  6. 6. 6   THE BRIEF What do we need to know and what are the gaps?
  7. 7. 7   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.
  8. 8. 8   CAMPAIGN GOALS 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?
  9. 9. 9   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.
  10. 10. 10   Plan not for the people you reach, but the people that they reach.
  11. 11. 11   MEDIA PLANNING What to sell, to who and how. Where are you placing, in order to reach the right people at the right time? What will you be measuring? How can you reach your goals?
  12. 12. 12   DON’T CREATE ONE PLAN! You need to develop 3 plans. 1.  Your campaign launch plan 2.  Your optimization plan 3.  Your change plan
  13. 13. 13   THE PLAN & SCHEDULE Compiling a schedule based on objectives. BEST in class. Always. Meticulous to detail. Best negotiated rates. Showcase discounts. Show added value. Create milestones to measure success.
  14. 14. 14   REMEMBER THE BRIEF How to connect and change behaviour is driven by insight!
  15. 15. 15   MESSAGING 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.
  16. 16. 16   PLACEMENTS AND FORMATS CONSIDERATIONS 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?
  17. 17. 17   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 broadcasting?
  18. 18. 18   GETTING THE LINGO: Let’s explore some of the jargon
  19. 19. 19   PAGE IMPRESSION Views of a webpage
  20. 20. 20   CPM (COST PER MILLE) Online buying currency Cost for every 1000 impressions Often used to drive awareness High volume, low cost
  21. 21. 21   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.
  22. 22. 22   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
  23. 23. 23   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
  24. 24. 24   CPA (COST PER ACQUISITION) Online pricing model Cost for every action or acquired lead (CPL) Effective for measuring advertising effectiveness and acquisition
  25. 25. 25   TARGETING 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.
  26. 26. 26   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.
  27. 27. 27   TRACK & MEASURE Track beyond reach: impressions and clicks Create benchmarks Implement click and post click tracking Look at your Google analytics Understand your social metrics and insights Consider relevance and influence
  28. 28. 28   WHAT TO MEASURE Behaviour Engagement Conversion Effectiveness Change in business Exposure User journeys Comments and feedback and conversations Sentiment Conversion tracking Mentions Response
  29. 29. 29   ROI What is the “I” you are investing in? Interactions? It’s about relationships and it’s about transactions How have you changed behaviour? What were the goals in the brief?
  30. 30. INTEGRATE 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 communication plan.
  31. 31. DON’T IMITATE 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.
  32. 32. 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.
  33. 33. 33   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
  34. 34. Cherylann Smith 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. THANK YOU contact 0741031803 @mylifescape Adopt Adapt and Flourish COMMUNICATION SPECIALISTS   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.
  35. 35. 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 and Follow us @WeCollaborateSA Friends us on