What a Media Planner needs to know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analysing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Saroj Ads is a media planning agency, got expertise in Media Planning and Buying from the past 25 years. The team of media planning and buying experts working with Saroj Ads got expertise to promote small firms within the budget of the client.
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
Digital Marketing Beyond Facebook & GoogleDigital Vidya
With Google & Facebook taking up a large percentage of the digital advertising investment in India, often marketers tend to focus only on these two platforms. But there are a lot more platforms out there today that can be leveraged to build a brand and to acquire more customers. Be it LinkedIn, Native, Platforms like Quora, Industry specific platforms like 99 Acres, CarDekho etc, multilingual platforms and publishers, audio apps and programmatic to name a few. Learn how these can be leveraged to achieve different marketing goals.
Key Takeaways:
1. Understand key platforms outside of the Google-FB ecosystem
2. Reasons why over-reliance on Google-FB ecosystem is not ideal
3. Best case practices for key platforms
4. Learn how Native & Content will play a key role in the future
5. See case studies of brands who have got ROI via these newer channels
What a Media Planner needs to know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analysing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Saroj Ads is a media planning agency, got expertise in Media Planning and Buying from the past 25 years. The team of media planning and buying experts working with Saroj Ads got expertise to promote small firms within the budget of the client.
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
Digital Marketing Beyond Facebook & GoogleDigital Vidya
With Google & Facebook taking up a large percentage of the digital advertising investment in India, often marketers tend to focus only on these two platforms. But there are a lot more platforms out there today that can be leveraged to build a brand and to acquire more customers. Be it LinkedIn, Native, Platforms like Quora, Industry specific platforms like 99 Acres, CarDekho etc, multilingual platforms and publishers, audio apps and programmatic to name a few. Learn how these can be leveraged to achieve different marketing goals.
Key Takeaways:
1. Understand key platforms outside of the Google-FB ecosystem
2. Reasons why over-reliance on Google-FB ecosystem is not ideal
3. Best case practices for key platforms
4. Learn how Native & Content will play a key role in the future
5. See case studies of brands who have got ROI via these newer channels
Although this is not the greatest presentation, but i have managed to include some of the basics of web marketing. Currently i am doing SEO for a service in India. A newest of initiative in India which can take this part of the world to new heights....
Research conducted by Pretarget and Yahoo shows that 27% of consumers searched for a
business after seeing a display ad, and conversions increased by 59% when users did searches
related to display ads. So, it is obvious that display advertising is vital in accelerating your
business.
If you are keen on online business, “Singlebag” is here for you to make your business dream
come true while being able to operate your business with ease. Start and run your very own
business effectively with Singlebag and promote your brand with display advertising.
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
This report talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
2. Agenda
Digital advertising trends
Role of online in
marketing/media mix
Digital advertising options
Types of online ads
A few ways to buy online ads
Case study examples
Media Planning & Buying in the 21st Century
4. Role of Online in Media Mix
Generate website traffic/visitors
Branding (Image)
Branding (Awareness)
Increase reach of offline media
Expand reach to light users of established media
Serve as direct response vehicle
5. Online
Advantages
Consumers control what they see/solves relevance issue - Can target
interested prospects, e.g., Key Word Search
Quality video is increasing in importance
- Online commercials can vary in length
- Video presentation on website
Growing creative options, e.g., Rich media & video
High reach potential if investment is sufficiently high
Flexible rate options - CPM impressions, CPP, etc.
Disadvantages
- ROI measurements can be difficult & hard to integrate w/offline
- High cost potential
- Email spam/new regulations
- Environment constantly changing for buying options
6. Digital Advertising Options
Organic Search
Paid Search
Display Advertising
Banner
Rich media
Video
Sponsorships
Social Media
Mobile messaging
Email
Classified and directories
Native advertising
7. Search Advertising
Definition
- Search advertising is defined as paid search (revenues
from paid-only links associated with a search term listed
outside the main search results) and paid inclusion
(revenues from sponsored links within the main search
results).
Purchasing Key Words/phrases
- PPC/CPC Search Engines.
- Examples: Google AdWords, Yahoo, Bing
- You bid on key words which your target audience is
likely to search
- Optimize to low cost/high click
- Clicks may be targeted by country and/or local market
8. Display Advertising
Banner, Rich Media, Video, Sponsorships
Display Advertising
•
Standard display ad units – leaderboard (728x90), medium box (300x250), lg.
rectangle (300x600), skyscraper (160x600)
Rich Media
•
•
Ads that employ richer graphics, audio or video within the banner or ad, enabling
users to interact with the ad without leaving the page on which it appears.
Includes online video advertising
Video Advertising
•
•
•
Attracts greater attention on page
Generates a higher rate of post-impression activity and higher CTR than non-rich
media
Growing at a huge rate
Sponsorships
•
•
Inexpensive (generally) high profile placement
Huge audience targeting opportunity
9. Social – Mobile – Email – Classified - Native
Mobile
Start with the insights.
Consider how your audience is using (or will use) mobile devices. Try to
identify patterns and behavior.
Use mobile to deliver the right message at the right time.
Your audience expects mobile messages to be more tailored and customized
compared to other advertising channels.
Segmenting your audience and targeting them in specific ways.
Mobile lifestyles are changing how consumers search.
Consumers are opting to make their mobile device the primary means of
search
10. Social – Mobile – Email – Classified - Native
Email
Uses before, during and after the sales cycle
Use for customer relationship management
Sales Promotions
Generate Awareness
Classified/Directory
Consumers who are “in market” conducting research
Search and the decision making process
Generate Awareness
11. Monthly Market Penetration and Size
The majority of the Internet population is now using directories
Even unique life events (like car buying or job seeking) are common
Unique Visitors (MM)
150,000
125,000
72% Reach
100,000
29% Reach
75,000
27% Reach
50,000
25,000
0
Directories/
Resources
Automotive
Source: comScore MediaMetrix; Total US Internet February
2006
Careers
12. Native Advertising
Native Advertising
Can marketers change their messages from unwelcome
interruptions to a natural, integral part of how people
consume information?
Better yet, can ads actually add value to the user
experience?
This is the promise of native advertising.
Media Planning & Buying in the 21st Century
13. Two ways to buy online advertising
Single site/buy direct from publishers
Media buyer deals directly with the publisher to negotiate specific
placements or custom advertising opportunities on a single site or group
of sites within the publisher's control.
Network/Ad Exchange
Ad networks allow distribution of ads across a broad array of different
websites.
Media Planning & Buying in the 21st Century
15. Agenda
WHAT ARE SOCIAL MEDIA?
BENEFITS OF SOCIAL MEDIA MARKETING
BLOGS
SOCIAL NETWORKING
SOCIAL BOOKMARKING
SOCIAL NEWS
VIDEO SHARING
Media Planning & Buying in the 21st Century
16. What are Social Media?
“Refers to the means of interactions among people in
which they create, share, and/or exchange
information and ideas in virtual communities and
networks”
Media Planning & Buying in the 21st Century
17. Some Categories of Social Media
Social Networks
Bookmarking sites
Social News
Media Sharing
Microblogging
Blog Comments and Forums
Media Planning & Buying in the 21st Century
18. Benefits of Social Media Marketing
In 2008, eMarketer surveyed marketers about the
benefits of social media marketing:
Results:
Engagement (85%)
Direct consumer communication (55%)
Low cost (51%)
Brand building (48%)
Market research (42%)
Reach (37%)
Media Planning & Buying in the 21st Century
19. Blogs & Blogging
Blogs are weblogs where people can publish their
thoughts and opinions
Many are blogs about a product category in which the
advertiser does business, e.g., diet food company may
have a blog about how to lose weight
Blogs may also display ads from other internet
advertisers
Technocrati (tracks blogs) was tracking 112 million
blogs by end of 2007 (but nobody knows how many
blogs and bloggers there actually are)
Media Planning & Buying in the 21st Century
20. Serious Eats: a Food Blog
Media Planning & Buying in the 21st Century
21. Social Networking Sites
Social networking sites provide a place for people to
build relationships with others who have similar
interests. The leading sites:
Twitter
Facebook
Google+
Pinterest
LinkedIn
Instagram
Media Planning & Buying in the 21st Century
29. Choosing Social Media
Identify your brands audience and goals
Understand the strengths that each social network
offers to brands
Media Planning & Buying in the 21st Century
Editor's Notes
Show white paper on Native advertising
An ad exchange is a marketplace that lets publishers and advertisers connect to sell and purchase online advertising; the demand-side platform (DSP, as it is more commonly known) provides another layer of access, oftentimes enabling buyersto tap into advertising across multiple exchanges.Real time bidding.
Discuss definition of social media and examples of social media
Social Networks - Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.Bookmarking Sites - Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.Social News - Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The community decides which news items get seen by more people. The most popular are Digg and Reddit.Media Sharing - Services that allow you to upload and share various media such as pictures and video. Most services have additional social features such as profiles, commenting, etc. The most popular are YouTube and Flickr.Microblogging - Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is Twitter.Blog Comments and Forums - Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.
Valuable insights from the client point of view. Note engagement #1 benefit. Discuss how social media engage consumers better than traditional media or search or display ads.
Example of blog encouraging interaction and feedback, e.g., share a recipe!
These are the biggies, there are others
Twitter microblogging
Facebook now has about 1 billion users worldwideDiscuss how to use Facebook as a marketing tool.
Discuss Facebook vs. Pinterest
How does LinkedIn differ fromFacebook, MySpace, Twitter?
What is the difference between a social news site like Digg and a social networking site like Facebook?Discuss marketing uses of Digg
Stumble Upon is a bookmarking site. What is its value as a marketing tool?
Finally, the biggie– You Tube.Discuss the marketing applications of You Tube.
Because it’s easy to get overwhelmed with all the social media choices – You need to ask yourself a few questions. Who is your brand’s target audience, and which social networks are they using? For example, if your focus is on reachingmoms - research shows they spend a great deal of their time on Facebook and Pinterest. Twitter isn’t as popular for busymoms, so it’s not a big priority. What are your brand’s goals – brand awareness, customer engagement,or brand building? Finally, what type of content do you have to share on social – videos, photos, data, blogarticles, etc? These are simple questions that will help make sense out of all the social networking choices.BURST CASE STUDIES