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How to Balance Your Brand Communications

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Strategic communications planning considers a number of things—context, channel effects, historical profitability, and numerous other criteria beyond target audience, cost, reach and frequency when developing a communication and investment plan. But what's the impact when advertising appears in channels that make people feel bad, or alongside unsafe content?

Commissioned as a webinar by WARC (World Advertising Research Council), this presentation introduces the media planning pyramid, built from research that factors in reported psychological well-being of the audience as well as brand impact, as a tool to help balance plans.

When we're not running webinars for WARC, we're creating and facilitating bespoke workshops and talks for clients around the world. We hope you'll be in touch if you have anything we might be able to collaborate on! | hello@geniussteals.co

Published in: Marketing
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How to Balance Your Brand Communications

  1. 1. Genius Steals Presents how to balance your brand communications
  2. 2. Genius/Steals @faris @faris @rosieyakob Uyuni Salt Flats, Bolivia GeniusSteals.co steals genius a nomadic creative consultancy
  3. 3. GeniusSteals.co @faris | @rosieyakob India, Serbia, Lithuania, Australia, & New Zealand GENIUS/STEALS IS A NOMADIC creative CONSULTANCY helping clients like these solve business problems using creativity GeniusSteals.co and in:
  4. 4. GeniusSteals.co #WARCWEBINAR PART OF A THE FUTURE OF STRATEGY [2015] BEYOND BORING BRIEFS [2016] ABC’S PLANNING PARTS ONE & TWO [2017] 1. THE FUTURE OF STRATEGY [2013] 2. BEYOND BORING BRIEFS [2016] 3. ABC’s OF PLANNING PART 1 [2017] 4. ABC’s OF PLANNING PART 2 [2017] 5. Rebirth of comms [2018] SERIES geniussteals.co/warc
  5. 5. GeniusSteals.co #WARCWEBINAR conversations about brand safety is the inherent danger worth it?
  6. 6. GeniusSteals.co @faris | @rosieyakob #PROVOCATIONWIIO’S LAWS OF COMMUNICATIONS 1. Communication usually fails, except by accident. 2. If a message can be interpreted in several ways, it will be interpreted in a manner that maximizes the damage. 3. The more we communicate, the worse communication succeeds. 4. In mass communication, the important thing is not how things are but how they seem to be. 5. The importance of a news item is inversely proportional to the square of the distance. “ ”
  7. 7. GeniusSteals.co #WARCWEBINAR why do we care about balance? (and what does it really mean?)
  8. 8. #PROVOCATIONTOO MUCH?
  9. 9. GeniusSteals.co @faris #PROVOCATIONTHERE HAS ALWAYS BEEN CLUTTER “ ” Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquences sometimes sublime and sometimes pathetic. — Dr. Samuel Johnson, 1759
  10. 10. GeniusSteals.co #WARCWEBINAR the medium is the message Marshall McLuhan “This is merely to say that the personal and social consequences of any medium — that is, of any extension of ourselves — results from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.”
  11. 11. GeniusSteals.co #WARCWEBINAR
  12. 12. GeniusSteals.co @faris MATTHEW CRAWFORDDISTRACTION IS OBESITY FOR THE MIND Figuring out ways to capture and hold people’s attention is CONTEMPORARY CAPITALISM THE CENTRE OF
  13. 13. GeniusSteals.co @faris WE’VE REACHED PEAK ATTENTION 9HRS+ PER DAY CONSUMING MEDIA IN THE UK 90% OF FACEBOOK DAILY ACTIVE UESRS ACCESS VIA MOBILE AVERAGE 12HRS IN THE USA
  14. 14. GeniusSteals.co #WARCWEBINAR 31% Of Digital Budgets Going to Ad-Tech
  15. 15. GeniusSteals.co #WARCWEBINAR 31% Of Digital Budgets Going to Ad-Tech
  16. 16. GeniusSteals.co #WARCWEBINAR 31% Of Digital Budgets Going to Ad-Tech
  17. 17. GeniusSteals.co #WARCWEBINAR the mcnamara fallacy quantitive fallacy, skittles fallacy read more: logicallyfallacious.com also known as
  18. 18. GeniusSteals.co #WARCWEBINAR SYSTEMS THINKINGREQUIRED illustration via disruptdesign.co
  19. 19. GeniusSteals.co #WARCWEBINAR MEDIA SYSTEM DEPENDENCY THEORY
  20. 20. GeniusSteals.co #WARCWEBINAR to make balanced decisions, we needevidence MEDIA RESEARCH: the study of the effects of the different mass media on social, psychological and physical aspects. For unbiased evaluation of data, we need to understand: •The nature of medium being used •The working of the medium •Technologies involved in it •Difference and similarities between it and other media vehicles •Functions and services provided by it •Cost associated and access to new medium •Effectiveness and how it can be improved [SOURCE: www.mbaskool.com]
  21. 21. GeniusSteals.co #WARCWEBINAR attention spans are shorter… or are they?
  22. 22. GeniusSteals.co #WARCWEBINAR Did you see the research saying our attention spans are shorter than that of a goldfish?
  23. 23. GeniusSteals.co #WARCWEBINAR sounds right…. right?
  24. 24. GeniusSteals.co #WARCWEBINAR and Microsoft put their name on it…
  25. 25. GeniusSteals.co #WARCWEBINAR except we did some digging & found their source:
  26. 26. GeniusSteals.co #WARCWEBINAR and their source’s source:
  27. 27. GeniusSteals.co #WARCWEBINAR turns out, the numbers were fabricated: goldfish don't have short attention spans, or memories Scientists literally use us in experiments BECAUSE of our memory capacity!!
  28. 28. GeniusSteals.co @faris MATTHEW CRAWFORDNOT ALL IMPRESSIONS ARE CREATED EQUAL WHAT WE MEASURE MATTERS WE CAN’T MEASURE EVERYTHING THAT MATTERS BUT
  29. 29. GeniusSteals.co #WARCWEBINAR LOW MEDIUM HIGH FULL QUALITY DURATION DAYSHOURSMINUTESSECONDS RED DEAD REDEMPTION 2 [72 HRS] AVENGERS: 
 INFINITY WAR [2HRS 40M] MOANA [1HR 53MIN] LONGREADS [10 MIN+] KILLING EVE [45 MIN] YOUTUBE VIDEO [4 MINS] PAID ATTENTION BY FARIS YAKOB [4-5HRS] TV AD [30 SEC] “VIEWABLE” DIGITAL ADVERTISING DISPLAY IMPRESSION [2 SEC] SETTLERS OF CATAN 
 (BOARD GAME) [3 HRS+] AXES OF ATTENTION PODCAST [45 MIN] BILLBOARD [6 SEC]
  30. 30. GeniusSteals.co #WARCWEBINAR Comparative Parity how to think about budgeting Top Down how much do you have Bottom Up how much do you need to achieve your objectives historical last year’s budget plus inflation more than everyone else is spending methods to the madness
  31. 31. GeniusSteals.co #WARCWEBINAR POINTS OF REFERENCE: benchmarking Source: Tableau
  32. 32. GeniusSteals.co #WARCWEBINAR BUT MORE BROADLY DIRECT MARKETING? Source: Tableau
  33. 33. GeniusSteals.co #WARCWEBINAR MARKETING VS ADVERTISING BUDGETS Your view of budgets won’t be the same as your client’s view, or the CEO’s view, or what research says.
  34. 34. GeniusSteals.co @faris TO ZIG OR TO ZAG?
  35. 35. GeniusSteals.co @faris ESOV or SOVO?
  36. 36. GeniusSteals.co #WARCWEBINAR PROGRAMMATIC SCALES AND KEEPS GROWING BUDGETS read more: source
  37. 37. GeniusSteals.co #WARCWEBINAR SENIOR GLOBAL MARKETERS HAVE NOTICED A CORRLEATION Ivan Pollard, CMO of General Mills, Global Marketers Week, pointed out that holding companies profits seem to rise of late in lock step with programmatic revenues, which “does cause us to raise an eyebrow”. SOURCE: emarketer
  38. 38. GeniusSteals.co #WARCWEBINAR the end of cookies? What’s the key takeaway here? Write it.
  39. 39. GeniusSteals.co #WARCWEBINAR THE RENAISSANCE OF CONTEXT https://digiday.com/uk/cant-see-ads-work-cant-target-people-confessions-marketer/
  40. 40. GeniusSteals.co @faris Attention is consciousness it’s experience to think of it as a commodity is dehumanizing. GeniusSteals.co @faris
  41. 41. GeniusSteals.co #WARCWEBINAR how does re-targeting affect culture?
  42. 42. GeniusSteals.co @faris WHAT’S THE (ATTENTION) VALUE OF: SUSTAINABLE VALUE EQUATIONS A NEED FOR Image Source: Pixabay GeniusSteals.co @faris
  43. 43. GeniusSteals.co @faris
  44. 44. GeniusSteals.co @farisGeniusSteals.co @faris All of us who professionally use the mass media are shapers of society. We can vulgarize that society. We Can brutalize it. Or we can help lift it onto a higher level. — Bill Bernbach
  45. 45. GeniusSteals.co #WARCWEBINAR It’s a part of Public discourse
  46. 46. GeniusSteals.co @faris “Brand Safety will come to define digital advertising” - Advertising Week
  47. 47. GeniusSteals.co @faris
  48. 48. GeniusSteals.co #WARCWEBINAR Consider the strategic fit for theNEWS Category | insurance, Pharma VIBES | heightened states of anxiety & fear Watch outs | brand safety, brand-building Attention | low
  49. 49. GeniusSteals.co @faris A Brand Science review of multi-channel campaigns concluded that when mail was included in the marketing mix, campaigns had 12% bigger ROI than those without mail.
  50. 50. GeniusSteals.co #WARCWEBINAR Consider the strategic fit for Direct mail Category | highly measurable cpa/ltv VIBES | personal sales; not cultural stimulus Watch outs | frequency, irritation Attention | variable (low-med)
  51. 51. GeniusSteals.co @faris
  52. 52. GeniusSteals.co #WARCWEBINAR Consider the strategic fit forcinema Category | marquee brands, high stature VIBES | heightened states of anticipation Watch outs | budget concerns Attention | very high
  53. 53. GeniusSteals.co @faris “What is the difference between seeing an ad on a billboard and seeing an ad in a magazine? The answer, in a word, is permission or, in three words, freedom of choice” Howard Luck Gossage [How To View Billboards]
  54. 54. GeniusSteals.co #WARCWEBINAR Consider the strategic fit for magazines Category | visual brands, cultural VIBES | indulgent, me-time Watch outs | slow reach build Attention | very high, limited distraction
  55. 55. GeniusSteals.co @faris
  56. 56. GeniusSteals.co #WARCWEBINAR Consider the strategic fit for Sponsorship Category | global brands, culture vultures VIBES | high cultural relevance Watch outs | can be hard to measure impact Attention | variable
  57. 57. GeniusSteals.co @FARIS
  58. 58. GeniusSteals.co #WARCWEBINAR “buy the largest number of the highest quality impressions against the entire buying market for the category for the lowest price.” - Byron sharp But in that order, with quality coming first as the filter. Quality is a multivariate aspect of media, but hopefully the pyramid will help you build quality communication plans for your brands. how brands grow
  59. 59. GeniusSteals.co @FARIS ATTENTION CONTEXT INFORMS CREATIVE STRATEGY
  60. 60. GeniusSteals.co #WARCWEBINAR integration station
  61. 61. GeniusSteals.co #WARCWEBINAR breadth vs. spoiler alert: clients want both depth • Rethink media: The definition of media is changing and has moved beyond distribution channels alone. • CMOs choose to define it more broadly across technology (48%), content (44%), distribution channels (41%) and data (38%). • Each of these provides a potential source of consumer insight and a more holistic way of using media to reset strategy Dentsu client survey 2018
  62. 62. GeniusSteals.co @faris "There is always someone who knows better than you what you meant with your message” GeniusSteals.co @faris WIIOS FINAL LAW OF COMMUNICATION
  63. 63. Communication usually fails, except by accident. YES iT’s FUNNY BUT ALSO TRUE AND AN IMPORTANT REMINDER THAT COMMUNICATION IS HARD AND REQUIRES effort. geniussteals.co
  64. 64. Consider THE MEDIUM AND THE MESSAGE ALWAYS CONSIDER BOTH, TOGETHER, AND CONSIDER MEDIUM AS BROADLY AS POSSIBLE geniussteals.co
  65. 65. CONTEXT IS CRUCIAL HOW WE PARSE, UNDERSTAND, BELIEVE AND RESPOND To COMMUNICATION IS FUNDAMENTALLY ALTERED BY CONTEXT - AND it’s LESS INVASIVE geniussteals.co
  66. 66. Assess SYSTEM-LEVEL EFECTS THE SYSTEM IS THE LARGER CONTEXT: BRANDS CAN LEVERAGE AND SUPPORT IT, OR VULGARIZE AND BRUTALIZE IT geniussteals.co
  67. 67. THE GOLDFISH MYTH IS A LIE DON’t USE IT TO PLAN COMMUNICATIONS geniussteals.co
  68. 68. ATTENTION INFORMS CREATIVE STRATEGY IDEAS DO NOT WORK EVERYWHERE, NO MATTER HOW BIG THEY ARE geniussteals.co
  69. 69. send us your thoughts*! hello@geniussteals.co subscribe to our newsletter! geniussteals.co/subscribe thanks! *Or book us to speak / or hire us for a workshop / or just say hi :) we’re always looking for guest curators! email us if you’re interested.

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