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Spiritmedia Presentation

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Spiritmedia presentation from Graham Bell, Managing Partner at Spiritmedia Edinburgh. Presented at #PPAScotland's quarterly member meeting in conjunction with the IPA.

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Spiritmedia Presentation

  1. 1. “Our mission is to reach the very soul ofour culturein terms of finding the rightmix of creative mediaopportunities and platforms”…it’s not just about negotiating the cheapest media deal
  2. 2. Sectors
  3. 3. Client Experience
  4. 4. The Empowered Consumer
  5. 5. TVRadioPrintCinemaOutdoorDMOnlineSocialMediaPPCTraditionalReceptive
  6. 6. TVRadioPrintCinemaOutdoorDMOnlineSocialMediaPPCIn ControlToday
  7. 7. Research
  8. 8. TARGET GROUP INDEXMedia & productconsumption, lifestyleanalysis, correspondencemapping & clusteranalysisBRITISH AUDIENCERESEARCH BUREAUTV audience data, viewinghabits, audience profilesetc.NEILSEN MEDIA RESEARCHCompetitor activity trackingRADIO AUDIENCEMEASUREMENTRadio listening habits bydemographicJoint IndustryCommittee for Regionaland Local Press AnalysisDONOVAN DATA SYSTEMSMedia BookingAdministrationINTERNATIONALPRACTITIONERS OFADVERTISINGGOOGLE TRENDSSearch Term Research, ClickThrough rate %, IndustryBenchmarksCOMSCOREDigital BusinessAnalytics, Source of IndustryTrends and Measurements
  9. 9. Our Process
  10. 10. BRIEFThe Process
  11. 11. BRIEFResearch• Market• Target Audience• Media Consumption• Opportunity AnalysisThe Process
  12. 12. BRIEFResearchPlanning• Use data and tools to optimiseweight• Timescale• ExperienceThe Process
  13. 13. BRIEFResearchPlanningEvaluation• Does the media meet theobjectives?• Does it fit with creative direction?• Is exposure optimised with targetaudience?The Process
  14. 14. BRIEFResearchPlanningEvaluation• Does the media meet theobjectives?• Does it fit with creative direction?• Is exposure optimised with targetaudience?No? Modification requiredThe Process
  15. 15. BRIEFResearchPlanningEvaluationProposal• Outline of plan• Rationale for decisions• Further recommendationsThe Process
  16. 16. BRIEFResearchPlanningEvaluationProposal• Outline of plan• Rationale for decisions• Further recommendationsModification requiredThe Process
  17. 17. BRIEFResearchPlanningEvaluationProposalApproval +Booking• Monitoring of performance• Response analysis• Modification to the plan if required• Keeping up to date with newopportunitiesThe Process
  18. 18. BRIEFResearchPlanningEvaluationProposalApproval +BookingContinual liaising with Marketing Manager, media owners andcreative agencyThe Process

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