...media planning

1. Advertising Strategy and Media Planning
Media Planning…
7

2. “The achievement of marketing and advertising
objectives by the creative selection of media platforms”
(Tibbs 2010 p174)
the creative brief
What is media planning?
the advertising strategy
Media selection must be planned and bought to reflect…
the budget

3. media planning…
The cost of buying advertising time and space makes up between 80
and 90% of the advertising budget
It is not just about selecting the appropriate media based on
audience and media characteristics
There is a huge technical aspect to this planning process…
…involving frequency, reach, weighting, continuity, cost
De Pelsmaker et.al., 2016

4. https://www.campaignlive.co.uk/article/school-reports-2018-top-20-media-agencies/1461780, 2018
Media agencies in the UK…

6. It’s summed up succinctly by Yeshin, 2006…
It is the series of decisions made allowing the marketer to
optimally communicate the message to as many of the
target market as possible at the minimum cost

7. the role of a media planner…
Keep up to date with key media developments
Research and understand market and media trends
Understand how consumers behave
Tibbs (2010 p. 179)
To analyse the target audiences in terms of media reach

8. There’s a lot for the planner to consider…
Traditional broadcast, print, outdoor, online, direct, ambient, in-store…
…plus the new and emerging digital variations of the more traditional media
…as well as where (vehicle and position) and when (schedule) the advert will run
An advertiser considering a simple monthly magazine schedule, out
of 30 possible vehicles that reach the target audience and can
deliver on the objectives would be considering over 1 billion
scheduling possibilities! 1230
Shimp, 2010

9. 450 normal radio stations, 394
DAB stations
11 national daily newspapers
Around 300 media owners
90% UK households
connected to the internet
The UK Media Environment…
851 local newspapers
17 commercial TV broadcasters
across with 352 channels
55% of 16+ binge watch
72% of 16+ use facebook,
42% YouTube, 35% twitter…
www.mediatel.com, Statista, Ofcom, Route*, Accenture, 2018
276,000 Out of Home sites*
87% of 16+ dual-screen

10. where to start…
following on from the Advertising Strategy – and specifically the
media strategy stage – we go into more depth…
Specify media categories and vehicles… matched to the audience
and linked to the creative (position and communications objectives)
Determine the optimum time to advertise
Negotiate for and buying media
Evaluate performance of the plan
Yeshin, 2006

11. BRAD Insight
Nielsen
IAB
Pamco
Kantar Media / TGI
information about media…
Ofcom

12. information about media…
BARB
RAJAR
Route
FAME/Dodona/DCM/ Pearl and Dean
JICREG
ThinkBox

13. Visual Content Time to Process Message Frequency
TV Yes Short High
Radio No Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Media ratings on essential media
selection characteristics…
Percy and Rosenbaum-Elliott (2016)

14. Brand
Awareness
Recognition
Brand
Awareness
Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
Media selection options to satisfy brand awareness
and brand attitude communications objectives…
Percy and Rosenbaum-Elliott (2016)

15. Does it enable the communication of the advertising message?
Does it provide cost-effective coverage of the target audience?
Media channel evaluation…
Is it the appropriate environment in which to place the message?
Yeshin, 2006

16. Your media strategy questions…
Adapted from Yeshin, 2006
What target audience does this media reach?
How complete a coverage of the target audience might this media have reached?
What might have been the frequency of this advertisement in this media?
When did the message reach the audience and what does this say about the
strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
What is the geographic boundary of the media and what
does that say about the likely campaign strategy?
Assuming there’s a good demographic match, what does this say about
the likely target audience for the campaign?

17. Usually a media mix…
Rare to use only one medium
Not about ubiquity… stretches resources too far
About using enough, relevant media to have the desired reach and
frequency impact
Usually a combination of media: several channels and then
several vehicles within each channel

18. Bellwether Report Q3 2017… marketing spend

19. Bellwether Report Q3 2018… marketing spend

21. Shifting paradigms…
Television viewing is in decline…
Consumers of media are now in control of what media they
consume, where they consume it and when
…brands are no longer built with a 30 second commercial
…but it is still the most consumed advertising medium… average UK viewer is 3 hours
37minutes per day! 2/3 is commercial and 87% is live
Obviously digital technology has played a massive part in this
Perez-Latre, 2009
Thinkbox, 2017, Econsu

22. 2.9%
6.3%
0.7%
4.8%
9.0%
76.3%
0.9%
3.9%
0.4%
2.5%
6.6%
85.8%
YouTube
Other online video
Cinema
Broadcaster VOD
Playback TV
Live TV
TV accounts for 95% of ad viewing time
Source: 2017, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 2017 / Rentrak

23. ‘snacking’…
Multi-screening is on the rise…
Consumers are hyper-connected via the internet
99% of UK adults dual-screen 2 or 3 times a week, 64% do so everyday
internetretailing.net, 2016, Thinkbox, 2017, Econsu
Three types of multi-screen behaviour…
co-incedental, unsynchronised and deeply synchronised

24. …multi-screening usage patterns follow TV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
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17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
%OFVIEWINGTIME
%REACH
TIME
Watching TV set Watching TV set and internet use % of viewing time
Source: Touchpoints 2017, IPA. Base: adults 15+ who have broadband

26. media mix…
'TV, radio and magazines still play a huge role in people's
lives, and so they continue to command a significant
portion of our marketing mix,' Roisin Donnelly, head of
marketing P&G UK and Ireland. 'We live in a multi-
sensorial, multimedia world and we're focused on how
we can maximise multi-touchpoints across all relevant
media.'

27. References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University
Press.
Yeshin, T. (2006). Advertising. London: Thomson
http://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-advertisers-2011
http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf
http://www.thinkbox.tv/server/show/nav.2165
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-
reports/cmr14/
https://econsultancy.com/blog/62538-multi-screening-trends-in-the-uk#i.8wqe6hcdxfcssh