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TrinityP3 Boosting Media Value

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The presentation describes TrinityP3's digital media strategy.

The presentation describes TrinityP3's digital media strategy.

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  • 1. The Media Value Chain - Understanding where value is created, lost and hidden TrinityP3 October 4, 2012 © COPYRIGHT 2012 marketing management consultants
  • 2. Value vs Price Price is what you pay, value is what you get” - Warren Buffett In media, getting the cheapest price, isnt always the best result. marketing management consultants
  • 3. What is the media value chain? A company turns money into business value by investing in the media placement of their communications messaging. $BRAND MEDIA $ Done correctly, that media placement creates more value for the company than it cost to buy, making a profit on their media investment. marketing management consultants
  • 4. The complexity of the media value chain 1.  Companies usually entrust 3rd parties to manage this investment.2.  It is hard to link the price paid to the value delivered because the process of investing in media is not transparent making it difficult to account for what is being bought.3.  It is fragmented with no one person (or body) having full visibility of the full length of the media value chain. marketing management consultants
  • 5. The challenges of the media value chain BRAND $ MEDIA AGENCY $ MEDIA 1.  The company decides to spend money to connect its brand to its consumers via media. 2.  The company engages a 3rd party agent (media agency) to plan, execute and manage the buying of that media, passing on the required funds. 3.  This appears to be a very simple transaction but it relies on the company and media agency having an aligned, transparent process of decision making and purchasing. 4.  It is further complicated by the fact that media audience delivery is an intangible commodity. 5.  Therefore you have to trust the paper trail (audit) to tell you what you bought… marketing management consultants
  • 6. Media value created, lost and hidden? If your media value chain doesnt work efficientlyyou are potentially losing more valuethan you create, resulting in a net value lossand waste for the company.The first step in making a (near) perfectmedia value chain is to identify what iscreating value, what is causing valueto be lost and where value is notproperly accounted for (hidden)?Much of the value in themedia value chain isdiscretionary on behalf ofthe agencies. marketing management consultants
  • 7. How is value created in media? VALUE CREATED•  Negotiation creates additional value which is normally kept by the agency.•  Smart media planning minimises wastage making budgets go further, new value is created.•  A strong media value chain where the company is working with the right agency and has processes in place to focus and incentivise the agency to create value.•  A transparent approach to media buying, activated in the best interests of client and not according to the agencys share deals.•  Full transparency of budget dollars and where they go including full invoice transparency. marketing management consultants
  • 8. How is value hidden and lost? HIDDEN•  Lack of transparency in buying, rebate retention, digital trading desks, media brokering.•  Pressure on remuneration provides an incentive to agencies to be less transparent.LOST•  Missed opportunities, sloppy buying, poor planning, bad process, poor briefing, media bias.•  Paying agency by media commission makes their resource non- transparent (they can move people on and off your business at will). marketing management consultants
  • 9. The secret to a good media value chain? Better strategy Better Client - be the best client you can be Better structure Better Agency - work with the right agency or agencies for your strategic needs Better process Have processes between you that are aligned, accountable and productive marketing management consultants
  • 10. Better Strategy Media Digital Social Contentstrategy Strategy Media Strategy Strategy marketing management consultants
  • 11. Better Strategy Customer Data Analytics Research Insights Comms Strategy Channel Strategy Media Digital Social ContentStrategy Strategy Strategy StrategyPlanning Planning Execution ConceptTrading Optimisation Execution Results marketing management consultants
  • 12. Better Strategy Customer Data Analytics Research Insights Comms Strategy Channel Strategy Media Digital Social ContentStrategy Strategy Strategy StrategyPlanning Planning Execution ConceptTrading Optimisation Execution Results marketing management consultants
  • 13. Better Structure Customer Data Analytics Research Insights Comms Strategy Channel Strategy Media Digital Social ContentStrategy Strategy Strategy StrategyPlanning Planning Execution ConceptTrading Optimisation Execution Results marketing management consultants
  • 14. Better Structure Customer Data Analytics Research Insights Comms Strategy Channel Strategy Media Digital Social ContentStrategy Strategy Strategy StrategyPlanning Planning Execution ConceptTrading Optimisation Execution Results marketing management consultants
  • 15. Better Structure Customer Data Analytics Research Insights Comms Strategy Channel Strategy Media Digital Social ContentStrategy Strategy Strategy StrategyPlanning Planning Execution ConceptTrading Optimisation Execution Results marketing management consultants
  • 16. Better Processes Aligned•  Align media channel strategies to the communications strategy.•  Align all agency briefs to the comms strategy and specific channel strategy.Accountable•  Ensure all media briefs have clear, measurable objectives to be delivered.•  Reward the agency (or agencies) for value delivered.Productive•  Measure all media activities against delivering value.•  Engage the agency (or agencies) in delivering outcomes. marketing management consultants
  • 17. Improve the value in your media value chain ü Recognise media is a value chain for your company and brand. ü Define media value in relation to your business, communications and channel strategy. ü Look for where media value is being created, hidden and lost currently throughout the media value chain. ü Ensure your media strategy is aligned to your channel strategy, marketing strategy and business value strategy. ü Review your media value chain structure to ensure you have the right agencies and suppliers delivering value at each step. ü Optimise processes to engage and focus the agency on delivering maximum media value. marketing management consultants
  • 18. For more information contact… ID Comms Ltd TrinityP3 Pty Ltd London Sydney +44 20 7855 7610 +612 8399 0922 Melbourne +613 9682 6800 Members of the Hong Kong Marketing FIRST Forum +852 3589 3095 Singapore +65 6884 9149 info@idcomms.com people@trinityp3.com www.idcomms.com www.trinityp3.comTrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing marketing management consultants

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