Media Planning at its core is really about whittling down all those choices – in the smartest, most relevant way. So “How Do I Choose? ”is a great question and come down to…
So let’s take a step back and look at it a different way because frankly every single person in this room has already done media planning. Or at least a version of it.
Have you ever bought a pair of black shoes?
Yes, of course you have…Great. How many people have two pairs of black shoes? Five? (Boots count by the way) Ten?
So it’s safe to say that you would use different shoes for different reasons?
Let’s say I asked you to go buy me a pair of black shoes. Think about the questions you should ask me in order to accomplish this task.
First, how much money are you willing to spend? Where are you going? When will you be wearing them? What image are you trying to project? How often will you need to wear them?
There are a lot of black shoes out there and putting a pair of combat boots communicates a much different message than a pair of strappy stillettos which are different than dress shoes you might wear to an interview. So then once you get the general sense of what you need, there’s the value part. One pair might be really cheap, but not well made. If I’m planning to wear these shoes over and over, it’s a bad “value” for me to spend $50 on pair of shoes that I can only wear twice. Versus $100 on a pair of shoes I can wear 100 times.
That’s the kind of thought process we go through with media planning. Where & when you put your message can communicate as much about a brand and what the ad actually says.
So media planning plans ahead for as much as possible so that hopefully you aren’t relying on luck.
Please raise your hand if you own one pair of black shoes (boots count). Look around. Great. Now keep your hand up if you own three pairs. Five pairs? 10 pairs? Note the difference – males vs females, age, etc.
In media, we tend to define audience by demographics – male/female, age, income (easily quantifiable things) but ideally we layer in psychographics as well – lifestyle things. Active in Outdoor Activities or is Grooming Involved or Fashionista If you defined your target as “male 18-34” what might be a magazine you’d choose? If you defined your target as “male 18-34 who is Grooming Involved” what magazine would you choose? So target audience starts to narrow down where you place your ads.
Media Planning 101, CU Presentation, 5-18-14
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
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, but don't assume
Find out what's going on.”
- Dan W
BE GREAT PRINCIPLE #1
Why that’s important
Media is more
fragmented than ever
…and no one likes a
Ok now down to business
What is Media?
What is Planning?
TV’s audience metrics
Ratings (source: Nielsen)
3.4% of all A18-49
(or 3.4 rating)
Total universe of A18-49
• Radio = 1.0
• Cable = 0.5
• Network TV = 2
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?
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
- Charlie Brooker, The Guardian
Print: the basic metrics
Circulation & Cost Per Thousand (CPM)
$175,000 for one page
CPM = $79.40
$157,000 for one page
CPM = $77.84
Cost / audience (thousand)
x 1,000 = CPM
Cost Per (______)
helps w/all hard decisions
That’s it friends.
Finding the right moments
that your target audience
will be most receptive to
your message in the best
way for your brand for the
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)
8. @adage (duh)
9. @Zzzquil (brand voice on Twitter)
10. @ludacris (instagram gold)
- Walk in stupid (Find out
what’s going on)
- Luck is the residue of
Media is like shopping