Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmarketing | Digital Espresso Breakfast 2016
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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
- 2. Unlock the power of permission
- 3. Unlock the power of permission
- 4. We are living in the age of rapid itera1ons
- 5. 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
- 6. Has media planning adapted to this new era?
- 7. Media Planning Media Buying / Trading Post Campaign Analysis
- 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!
- 10. 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!
- 11. Publisher Time Decisions are s1ll led by channel
- 12. New ingredients, same method…
- 15. Facebook and Google know how to build walls. The best walls.
- 16. If not channel based selec1on, then what?
- 17. Facebook Moves From Ad Types to Objec=ves
- 18. Salesforce buys Krux for $700 Million From CRM company to Full Marke=ng Cloud
- 19. Is there a common trend?
- 20. FROM CHANNEL PLANNING TO MINDSET PLANNING
- 21. 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
- 22. Media Planning Establish a new Advertiser- centric hierarchy Advertiser Campaign Layer Channel Source 1
- 23. Switch to a full funnel mindset Awareness Engagement Leads Direct Response Acquisi=on Engaged Visitors Leads Quotes/Enquiries Completed Views Sales 2
- 25. One Audience Group, many Audience Strategies 3
- 26. Introduce the Who and the How Contextual Sites 3rd Party Data Interest based targe=ng Behavioural Demographic targe=ng
- 27. Plan the Messaging Conversa=on 4
- 28. 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
- 29. Time based campaigns only Time-‐based to Always-‐On Planning 5
- 30. 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 ?
- 31. 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
- 32. FROM MEDIA PLANS TO CAMPAIGN FRAMEWORKS
Editor's Notes
- Most of my day is spent building startegy and architecture for digital media campaigns. I spend a lot of the time auditing and reviewing media plans, built by media planners and marketing teams alike. And whilst we seem to be innovating in the fields of data, technology and human know how…the media plan doesn’t seem to budge. So I asked the question, does the traditional media plan have a place in the digital age?
- Things have changed…a lot. Speed of optimisations Ability to automate, this has shfted the power balance over to the consumer and in todays session I’ll showcase how this power can be hugely beficial to the advertiser Why is media planning important? It forms the basis for all our decision before and during a campaign.
- One of the biggest changes I’ve noticed especially in the last 10 years are that our cycles of optimisation have become shorter and faster 1980s – product market fit was the catalyst for deicidng whether to launch a new product line or not. 2-3 year cycles 1990’s – Market research. 6 – 12 month cycles 2000s – Campaign insights. 3-6 month cycles Today – Split second, daily, weekly, monthly
- Who here has a process of planning that looks something like this?
- Objectives are more important than sources. Who? Medtronics
- Contiki. SBS
- Example: Pataks
- Example HBF