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Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmarketing | Digital Espresso Breakfast 2016

Presentation by: Gil Snir, Co-founder and CCO, Benchmarketing

Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?

Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.

Visit www.benchmarketing.com.au for more info.

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Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmarketing | Digital Espresso Breakfast 2016

  1. 1. Unlock the power of permission
  2. 2. Unlock the power of permission
  3. 3. We  are  living  in  the  age  of   rapid  itera1ons  
  4. 4. Market  Fit   1980’s   Market  Research   1990’s   Campaign  Analysis   2000’s   Real-­‐Time   Today   We  are  seeing  shorter  and  more  frequent  cycles  of  op=misa=on  
  5. 5. Has  media  planning  adapted  to  this  new  era?  
  6. 6. Media   Planning   Media   Buying  /   Trading   Post   Campaign   Analysis  
  7. 7. Lead  to  the  era  of  Mad  Men  –   image  of  Don  Draper  Men  revered  like  prophets  for  their  ability  to  get  it  ‘right’,  crea1ng  an  unaIainable  task  for  adver1sers  who  were   forced  to  outsource.   A  touch  of   Facebook  and  a   pinch  of    Youtube   should  do  the  trick!  
  8. 8. Lead  to  the  era  of  Mad  Men  –   image  of  Don  Draper  Men  revered  like  prophets  for  their  ability  to  get  it  ‘right’,  crea1ng  an  unaIainable  task  for  adver1sers  who  were   forced  to  outsource.   A  touch  of   Facebook  and  a   pinch  of    Youtube   should  do  the  trick!  
  9. 9. Publisher   Time   Decisions  are  s1ll  led  by  channel  
  10. 10. New  ingredients,  same  method…  
  11. 11. More  ingredients…same  outcome.  
  12. 12. Facebook  and  Google  know  how  to  build  walls.  The  best  walls.  
  13. 13. If  not  channel  based  selec1on,  then  what?  
  14. 14. Facebook   Moves  From  Ad  Types  to  Objec=ves  
  15. 15. Salesforce  buys  Krux  for  $700  Million   From  CRM  company  to  Full  Marke=ng  Cloud  
  16. 16. Is  there  a  common  trend?  
  17. 17. FROM CHANNEL PLANNING TO MINDSET PLANNING
  18. 18. CAMPAIGN   FRAMEWORK   Planned  by  objec=ves   Performance  focused   Data-­‐centric   Fixed  messages   Channel  bias   Lack  of  data  passing  through   Ongoing  op=misa=on   Planned  ad  logic  and  sequencing   Validated  against  specific  and  measurable  KPIs   Old  World   New  World  
  19. 19. Media  Planning  Establish a new Advertiser- centric hierarchy Advertiser Campaign Layer Channel Source 1  
  20. 20. Switch to a full funnel mindset Awareness   Engagement   Leads   Direct   Response   Acquisi=on   Engaged  Visitors   Leads   Quotes/Enquiries   Completed  Views   Sales   2  
  21. 21. One  Audience  Group,  many  Audience  Strategies   3  
  22. 22. Introduce  the  Who  and  the  How                             Contextual  Sites   3rd  Party  Data   Interest  based  targe=ng   Behavioural   Demographic  targe=ng  
  23. 23. Plan  the  Messaging  Conversa=on   4  
  24. 24. Introduce  programmable  adver=sing   Your car deserves something better Get Comprehensive Car Insurance Get HBF Health Cover for Singles from $12.80/week Get HBF Young Saver Hospital cover from $12.80/week HBF   Health   Singles   Young  Saver   Hospital   GI   Car   Comprehensive   Brand messages   Product message   Product message   Audience message  
  25. 25. Time  based  campaigns  only   Time-­‐based  to  Always-­‐On  Planning   5  
  26. 26. 2.5   2.7   2.9   3.1   3.3   3.5   3.7   3.9   4.1   4.3   4.5   Nov   Dec   Jan   Feb   Mar   Apr  May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   CPA   Time-­‐based  Performance   Campaign  1   Campaign  2   Campaign  3   ?  
  27. 27. 2.5   2.7   2.9   3.1   3.3   3.5   3.7   3.9   4.1   4.3   4.5   Nov   Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   CPA   Time-­‐based  Performance   Campaign  1   Campaign  2   Campaign  3   Establish  a  baseline  
  28. 28. FROM MEDIA PLANS TO CAMPAIGN FRAMEWORKS

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