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HiLisa Parente Christy / @lachristy
Wieden + Kennedy
Media & Comms Planning
Your host for today
By the end of today, I want you to know…
1) My three principles for
being great
2) What is media planning
"While you were sleeping, the world
you're now inhabiting has changed
somehow. It might be a big change,
a small change, b...
Why that’s important
Technology =
mainstream
Changes =
lightspeed
Media is more
fragmented than ever
…and no one likes a
k...
Ok now down to business
What is Media?
What is Planning?
So…
Gambling?
Shopping?
Data?
Yes.
It’s finding the right
moments that your target
audience will be most
receptive to your message
in the best way for y...
Another way to look at it.
IDEATARGETS
MARKETPLACE
BUDGETS
STORYTELLING
Why we do it.
And THIS is why we do it
OMG there’s so much
How do you choose?
REMEMBER:
BE GREAT PRINCIPLE #1
Be stupid
…and then find out what’s going on
Ask the right
questions
Where do I start?
What questions are those?
“You’re smarter than you
think”
- Lisa C
Have you ever...
“Luck is the residue
of design.”
- Branch Rickey
BE GREAT PRINCIPLE #2
TARGET (WHO)
OBJECTIVE (WHAT)
STORYTELLING (WHEN)
MARKET (WHERE)
BUDGET ($$$$$)
THE IDEA (HOW)
Target: Let’s revisit black shoes:
What are the patterns in
ownership?
Defining WHO your Target
Audience is
- DEMOGRAPHICS
- PSYCHOGRAPHICS
?
WHAT are your Objectives?
- SPECIFIC
- MEASURABLE
WHEN you tell your story
- TIME OF YEAR
- TIME OF WEEK
- TIME OF DAY
WHERE you tell your story
- NATIONAL
- LOCAL
- HYPERLOCAL
And of course,
what is your BUDGET?
HOW can you best bring
THE IDEA to life
*
Let’s test ourselves:
READY FOR PART 2?
• Now you know two principles for being great
• You know what media planning is
• And you know the right questions to ask ...
R > W
- Charlotte Beers
BUT FIRST
BE GREAT PRINCIPLE #3
Back to
“how do I choose?”
Use each medium’s strengths to build a
relationship with your user
Building relationships.
Wait...
Television: Impact & emotion
TV’s audience metrics
Ratings (source: Nielsen)
3.4% of all A18-49
(or 3.4 rating)
4,488,000
Total universe of A18-49
132,...
Reach & Frequency: the bedrock of media
Let’s say you have $1,000,000 to spend in TV
Scandal = $500,000 for one spot / 5.0...
Lisa, isn’t digital bigger than TV?
Ok fine: The Magical World of Digital
“TV advertising used to work like this:
You sat on our sofa while creatives were pai...
Digital: time, targeting & measurement
Ways you can plan digital
- Banners
- Video
- Social
- Search
- Branded Content (“native”)
- Gaming/Consoles
- Radio
Banners
*
Video
*
Social
Social
*
Search
*
Native
*
*
Gaming/Consoles
*
*
Radio
*
Print:
physical expression of personal passion
Print: long-lasting, tangible, & local
Print: the basic metrics
Circulation & Cost Per Thousand (CPM)
Family Fun
2,203,947 circulation
$175,000 for one page
CPM ...
P.S.
Cost Per (______)
helps w/all hard decisions
or
Worth it?
OOH & Radio: local people on the go
OOH & Radio: Close to point of purchase
That’s it friends.
Remember:
Finding the right moments
that your target audience
will be most receptive to
your message in...
My top ten
1. How We Decide (book)
2. Netted By The Webby’s (email)
3. Entertainment Weekly Mag (print)
4. MediaLifeMagazi...
Thanks
Be great
- Walk in stupid (Find out
what’s going on)
- Luck is the residue of
design
- R>W
Media is like shopping
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Media Planning 101, CU Presentation, 5-18-14

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A highlevel overview of how to approach media planning.

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Media Planning 101, CU Presentation, 5-18-14

  1. 1. HiLisa Parente Christy / @lachristy Wieden + Kennedy Media & Comms Planning Your host for today
  2. 2. By the end of today, I want you to know… 1) My three principles for being great 2) What is media planning
  3. 3. "While you were sleeping, the world you're now inhabiting has changed somehow. It might be a big change, a small change, but don't assume anything… Find out what's going on.” - Dan W BE GREAT PRINCIPLE #1
  4. 4. Why that’s important Technology = mainstream Changes = lightspeed Media is more fragmented than ever …and no one likes a know-it-all
  5. 5. Ok now down to business What is Media? What is Planning? So…
  6. 6. Gambling?
  7. 7. Shopping?
  8. 8. Data?
  9. 9. Yes. It’s finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value
  10. 10. Another way to look at it. IDEATARGETS MARKETPLACE BUDGETS STORYTELLING
  11. 11. Why we do it.
  12. 12. And THIS is why we do it
  13. 13. OMG there’s so much How do you choose?
  14. 14. REMEMBER: BE GREAT PRINCIPLE #1 Be stupid …and then find out what’s going on
  15. 15. Ask the right questions Where do I start? What questions are those? “You’re smarter than you think” - Lisa C Have you ever bought black shoes?
  16. 16. “Luck is the residue of design.” - Branch Rickey BE GREAT PRINCIPLE #2
  17. 17. TARGET (WHO) OBJECTIVE (WHAT) STORYTELLING (WHEN) MARKET (WHERE) BUDGET ($$$$$) THE IDEA (HOW)
  18. 18. Target: Let’s revisit black shoes: What are the patterns in ownership?
  19. 19. Defining WHO your Target Audience is - DEMOGRAPHICS - PSYCHOGRAPHICS ?
  20. 20. WHAT are your Objectives? - SPECIFIC - MEASURABLE
  21. 21. WHEN you tell your story - TIME OF YEAR - TIME OF WEEK - TIME OF DAY
  22. 22. WHERE you tell your story - NATIONAL - LOCAL - HYPERLOCAL
  23. 23. And of course, what is your BUDGET?
  24. 24. HOW can you best bring THE IDEA to life *
  25. 25. Let’s test ourselves:
  26. 26. READY FOR PART 2?
  27. 27. • Now you know two principles for being great • You know what media planning is • And you know the right questions to ask to make strategic media decisions So let’s talk about selecting media
  28. 28. R > W - Charlotte Beers BUT FIRST BE GREAT PRINCIPLE #3
  29. 29. Back to “how do I choose?” Use each medium’s strengths to build a relationship with your user Building relationships. Wait, isn’t that the creative’s job? Yes. But don’t let media screw it up.
  30. 30. Television: Impact & emotion
  31. 31. TV’s audience metrics Ratings (source: Nielsen) 3.4% of all A18-49 (or 3.4 rating) 4,488,000 Total universe of A18-49 132,000,000 Scandal Finale Average Ratings: • Radio = 1.0 • Cable = 0.5 • Network TV = 2
  32. 32. Reach & Frequency: the bedrock of media Let’s say you have $1,000,000 to spend in TV Scandal = $500,000 for one spot / 5.0 rating Louie = $100,000 for one spot / 0.5 rating You can buy 2 spots on Scandal and reach a ton of people – but not very often Or you can buy 10 spots on Louie and reach fewer people several times It goes back to what the objectives are right?
  33. 33. Lisa, isn’t digital bigger than TV?
  34. 34. Ok fine: The Magical World of Digital “TV advertising used to work like this: You sat on our sofa while creatives were paid to throw a bucket of shit in your face. Today, you’re expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile.” - Charlie Brooker, The Guardian
  35. 35. Digital: time, targeting & measurement
  36. 36. Ways you can plan digital - Banners - Video - Social - Search - Branded Content (“native”) - Gaming/Consoles - Radio
  37. 37. Banners *
  38. 38. Video *
  39. 39. Social
  40. 40. Social *
  41. 41. Search *
  42. 42. Native * *
  43. 43. Gaming/Consoles * *
  44. 44. Radio *
  45. 45. Print: physical expression of personal passion
  46. 46. Print: long-lasting, tangible, & local
  47. 47. Print: the basic metrics Circulation & Cost Per Thousand (CPM) Family Fun 2,203,947 circulation $175,000 for one page CPM = $79.40 Family Circle 2,016,872 circulation $157,000 for one page CPM = $77.84 Cost / audience (thousand) x 1,000 = CPM
  48. 48. P.S. Cost Per (______) helps w/all hard decisions or Worth it?
  49. 49. OOH & Radio: local people on the go
  50. 50. OOH & Radio: Close to point of purchase
  51. 51. That’s it friends. Remember: Finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value.
  52. 52. My top ten 1. How We Decide (book) 2. Netted By The Webby’s (email) 3. Entertainment Weekly Mag (print) 4. MediaLifeMagazine.com (email) 5. Digiday (email) 6. BuzzFeed (however you like) 7. @verge 8. @adage (duh) 9. @Zzzquil (brand voice on Twitter) 10. @ludacris (instagram gold)
  53. 53. Thanks Be great - Walk in stupid (Find out what’s going on) - Luck is the residue of design - R>W Media is like shopping

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