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TMK.edu Traditional Media Buying

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Presented by Bruce Harwood: June 29, 2017

Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.

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TMK.edu Traditional Media Buying

  1. 1. Traditional Media Buying
  2. 2. Agenda 2 • Traditional Media Overview • Television • Radio • Print • Outdoor • Network Upfronts
  3. 3. Traditional Media Overview
  4. 4. Average Time Spent 4 Time Spent Trends • In 2013 the average time spent with digital media surpassed TV for the first time • Mobile is the only media gaining year over year • TV, Print, and Radio have all seen steady decline in time spent over the past five years
  5. 5. Planning Pillars 5
  6. 6. Cultural Perspective 6 OUR WORLD USA
  7. 7. Television
  8. 8. Television Overview 8 Strengths Limitations Immediate Impact Competitive Clutter Quickly Builds Awareness Fragmented Viewership Sight, Sound, & Motion High Out-Of-Pocket Geographically Flexibility Time-Shifted Viewing
  9. 9. Ways to Buy Television 9
  10. 10. Local and Direct Response 10
  11. 11. Buy Model 11
  12. 12. Dayparts 12
  13. 13. Addressable TV 13 Ads are served on a household basis based on income, ethnicity, children in the household, and car leases set to expire Available in up 42 million households
  14. 14. Addressable TV Availability 14 Provider Availability Cablevision 3 Million DirecTV 12 Million Dish Network 8 Million Comcast None Time Warner Cable/Spectrum None AT&T U-Verse None
  15. 15. Radio
  16. 16. Radio Overview 16 Strengths Limitations Local Presence Background Medium/Non-Intrusive DJ Mentions/Added Value Lack of Visual and Brand Logo Low Cost of Entry Limited Reach Immediacy and Frequency Expensive to Cover Markets
  17. 17. Ways To Buy 17
  18. 18. Dayparts and Formats 18
  19. 19. Print
  20. 20. Magazine Overview 20 Strengths Limitations Audience by Demo, Lifestyle, Interest Slow Reach Build Long Shelf Life Longer Lead Times High Quality Reproduction Limited Geographic Flexibility Detailed Copy Expensive to Build Frequency
  21. 21. Magazine Types 21
  22. 22. Unit Types 22 P4CB Spread
  23. 23. Newspaper Overview 23 Strengths Limitations Rapid Cume One Day Readership Geographic Selectivity Cluttered Environment Variety of Unit Sizes Lack of Editorial Control Short Lead Times Low Pass-Along Rate
  24. 24. Newspaper Types 24
  25. 25. Newspapers Units 25
  26. 26. Outdoor
  27. 27. Outdoor Overview 27 Strengths Limitations Broad Reach Copy Limitations Frequency Builder Passive Media Location Specific High Production Costs Reminder/Support Medium Long Lead Time
  28. 28. Billboard 28
  29. 29. Sidewalk 29
  30. 30. In Store 30
  31. 31. Transportation 31
  32. 32. Cinema 32
  33. 33. Network Upfronts
  34. 34. Upfront v Scatter Overview 34 Upfront Scatter Long Lead Time Shorter Lead-Time Broad Selection of Programming Offers More Flexibility Audience Guarantees/Protection Higher Rates (In General) Favorable Rates Lower Barrier to Entry
  35. 35. 2015 Results 35 Program Our Prediction Result Life In Pieces 👎 Saved but moved to Friday Limitless 👍 Cancelled Supergirl 👎 Saved by the CW Blood and Oil 👍 Cancelled
  36. 36. 2016 Results 36 Program Our Prediction Result The Good Place 👎 Season Two American Housewife 👎 Canceled Son of Zorn 👍 Cancelled
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45
  46. 46. 46 Be Brave Be Inventive Defy Expectations Thank you!

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