Friday Session #52: Translating complex media briefings into media plans


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Answering a briefing often feels like trying to solve a puzzling case or cracking a code. It's a complex science mixing number crunching, logic, creativity, but also sociology, anthropology, epistemology. Philippe Deltenre presents the methodology he's using to adress complex briefings and big pitches: from briefing to storyline, from storyline to KPIs, from KPIs to execution plan.

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Friday Session #52: Translating complex media briefings into media plans

  1. 1. Friday Session #52 Philippe Deltenre Translating complex Follow @Cleverwood media briefings Use #FridaySession into media plans 29/01/2013
  2. 2. Crack the briefingCleverwood 25/01/2013
  3. 3. Biases Bandwagon effectThe tendency to believe things because many other people believe the same
  4. 4. Choice-supportive biasThe tendency to remember ones choices as better than they actually were
  5. 5. Confirmation biasThe tendency to search for or interpretinformation in a way that confirms ones preconceptions
  6. 6. Recency biasThe tendency to weigh recent events more than earlier events
  7. 7. Bias blind spotThe tendency to see oneself as less biased than other people, or to be able to identify more cognitive biases in others than in oneself
  9. 9. 3 phases• Phase 1: Read the briefing – Read the briefing one more time (together?) – Highlight business objectives and goals
  10. 10. 3 phases• Phase 2: Feed the briefing – The target: Sociologic insights – Numbers & data
  11. 11. 3 phases• Phase 3: strategic planning – (re)Write the briefing and start to plan based on business objectives and goals – Research when required
  13. 13. Key succes factor: Understand the targetMALE / NL / SG 1 – 3 / AGE GROUP 60+/BRUSSELS + BRABANT
  14. 14. Key succes factor: Understand the target360 degree look at consumer habits, mediaconsumption and characteristics.The Archetypes get to the heart of who thesereal people are and what makes them tick.A repository of everything we know about thetarget from WAVE™, C.A.T™, CIM PMP,Comscore,…
  15. 15. Briefing
  16. 16. Rebuild a target• Moodboard• Socio-demo• Other variables (attitudes and preferences)• CIM PMP• Determine touchpoints selectivity
  17. 17. Rebuild a target (archetype)Selectivity of attitudes
  18. 18. Rebuild a target (archetype)Selectivityof touchpoints
  19. 19. Rebuild a target (archetype)• Size the target(s)
  20. 20. Count on Facebook
  21. 21. PMPBig spenders profile ( > 75 Eur in average) :
  22. 22. Big spenders profile ( > 75 Eur in average) :
  23. 23. Big spenders profile ( > 75 Eur in average) :
  24. 24. 2
  25. 25. Briefing to mediaplan• Briefing – Problems – Hypothesis• Rooted in data
  26. 26. Briefing• The problems we are trying to solve – Market: • Ex: lower product renewal pace (cars) • Ex: market declining • Ex: overall lack of confidence • Ex: competition moves • Ex: conservative customers (banking) – Brand • Ex: unknown brand (product launch) • Ex: price perception • Ex: low brand consideration – Communication • Ex: limited resources • Ex: lack of consistency (erratic communication) • Ex: lack of innovation fails to demonstrate brand innovation positioning
  27. 27. BriefingBrand X communication modus is quitetraditional: relying heavily on paid media powerto impose product awareness. The brand islagging behind competitors in the use of moderncommunication techniques (which is not in linewith the brand values). Its communication is notparticularly engaging and the relevancy foryounger audiences is questionable: Does thebrands communication help justifying itspremium position to them and their currentlifestyle ?
  28. 28. Briefing• Our X hypothesis for this customer are: – Ex: The change in consumer dynamics means there is time to engage with a smarter community, who have a different mindset – Ex: Connected TV will impact TV buying models…
  29. 29. Pre-plan• The opportunities are (1 or 2)• Because… – Sociology – Market insights – touchpoints
  30. 30. • The storyline ends with the recap of the (challenged) objectives. All objectives must be translated in Business KPIs
  31. 31. Facebook KPIs?• Nb of fans, Engagement (likes, comments,…), Engagement score (Fans/engagement), TAT, Fan activity are not Business KPIs• Avoid KPIs that are achievable through black hat strategies• Basically: Reach/volume x conversion (volume & cost)
  32. 32. KPIs for media selection Loyalty Volume • Frequency • New accounts • ARPU • Exposition to right message CPL • Cost to recruit a new customer
  33. 33. KPIs for media selection Loyalty = Volume = average expense * Impressions * CTR frequency * CVR CPL = CPC * CVR
  34. 34. Tactics for impact
  35. 35. Case
  36. 36. Conclusion part 11. Define TARGET/Collect data (iterative)2. Business objectives and KPIs3. Generate Model(s)4. Translate to media plan
  37. 37. Plan• Never online in stand-alone!• Objectives translated in KPIs
  38. 38. KPIs of the plan• Reach 1+, reach 3+• Affinity• OTS• OTS/user• GRP• GRP cost
  39. 39. Reporting KPIs• CTR• Spendings• Leads vs spendings• CPL• CVR• Cost per conversion• seasonality Evolution
  40. 40. KPI: social amplification PAID 18,6% 4,0% 12,4% EARNED OWNED 36,8%
  41. 41. Panel KPIs E spy1 Je ne la connais pas Unawares2 Je la connais et je suis/ j’ai été client mais je ne l’envisagerai plus à l’avenir en cas de besoin de crédit (hors prêt hypothécaire) Lost clients3 Je la connais, je suis/j’ai été client et j‘y ferai encore appel en cas de besoin de crédit (hors prêt hypothécaire) Satisfied clients4 Je la connais, sans jamais avoir été client, et je pourrais envisager à l’avenir d’y faire appel en cas de besoin de crédit (hors prêt Considerers hypothécaire)5 Je la connais sans jamais avoir été client, et je n’y ferai jamais appel en cas de besoin de crédit (hors prêt hypothécaire) Indifferents
  42. 42. Burnout KPI! + 331% + 52% + 59% + 79%+ 28% + 73% + 36% + 2% - 18% - 53% + 115% + 176%
  43. 43. Intuition becomes increasinglyvaluable in the new informationsociety precisely because there isso much data John Naisbitt
  44. 44.
  45. 45. See you next Friday Session!• Do you want to be the next speaker for a FAS? Tell us @cleverwood or at• Did you enjoy it? Come for next FAS! – FAS #53: February, 22: Foodblogging• Do you want to know more? Visit and the Learning Hub