A survey of more than 600 leading agency media professionals on how the process for RFPing, planning, buying, and measuring digital media really works.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
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.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
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.
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.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.
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.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
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.
Anatomy of a Media Plan. Evolution of media planning and media buying. This is Bionic slide deck from webinar hosted by Function Point on November 18, 2021.
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.
The Art of Media Planning, Buying & StrategyAAF SWVA
There are a lot of creative shops and agencies that market themselves as able to buy and plan media schedules for their clients. However, very few are actually trained and aware of all the intricacies and tactics required for the implementation and tracking of a successful media plan. In the current media landscape, there are hundreds of options of how to spend you or your clients advertising dollars. This presentation will discuss ways to compare media cross platforms using strategic methods that will enable you to recommend the best solution to your clients.
About the presenter:
Danielle Goodrich is a passionate and strategic minded marketing person who has held positions as Director of Marketing at Barter Theatre, Media Buyer at The Tombras Group and an account manager at Bonten Media. She is a 40 Under 40 recipient and an ADDY and Pinnacle award winning director.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
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.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.
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.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/
What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
Role of Media Planning & Buying?
Self Serve V/S Network Managed
What is the Self Serve Model?
Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
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.
Anatomy of a Media Plan. Evolution of media planning and media buying. This is Bionic slide deck from webinar hosted by Function Point on November 18, 2021.
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.
The Art of Media Planning, Buying & StrategyAAF SWVA
There are a lot of creative shops and agencies that market themselves as able to buy and plan media schedules for their clients. However, very few are actually trained and aware of all the intricacies and tactics required for the implementation and tracking of a successful media plan. In the current media landscape, there are hundreds of options of how to spend you or your clients advertising dollars. This presentation will discuss ways to compare media cross platforms using strategic methods that will enable you to recommend the best solution to your clients.
About the presenter:
Danielle Goodrich is a passionate and strategic minded marketing person who has held positions as Director of Marketing at Barter Theatre, Media Buyer at The Tombras Group and an account manager at Bonten Media. She is a 40 Under 40 recipient and an ADDY and Pinnacle award winning director.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Briefing to achieve integrated ideas & encourage maximum agency collaboration
04 November 2015, Karmarama, London, 08:30 am - 10:00 am
Concerned that your agencies aren't working in harmony? This event featured Darren Woolley, a marketing consultant with considerable expertise on how to manage relationships in a smarter way, who shared top briefing tips on encouraging integration and collaboration.
Presenter: Darren Woolley, Founder and Global CEO, TrinityP3 Marketing Management Consultants
Day 3 of ISBA/IPA Good Brief Week, hosted by Karmarama, was presented by Darren Woolley, a flamboyant Australian marketing consultant who flew in from Sydney to talk about the myth that is agency collaboration.
Read the blog of the session here: http://www.isba.org.uk/news/2015/11/05/collaboration.-cooperation.-co-ordination-briefing-to-achieve-integrated-ideas-agency-collaboration
Clients and agencies need to find robust ways to prove the business value of Social. #IPASocialWorks aims to provide definitive guidance as to the roles that social media can play, and how to measure its effectiveness and ROI. This came from the IPA Eff Fest in October 2013.
Facebook APIs: There's More Under the Hood than Anyone Knows22squared
June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).
Facebook APIs: There's More Under the Hood than Anyone Knows
What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.
On January 24, Apple commemorated the 30th anniversary of the Mac. Got us to thinking all those other technologies 30 years back (and the numbers behind them).
Reminisce & enjoy!
Breaking through the clutter: Using content, analytics and paid to achieve RO...22squared
The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.
- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com
From insights on Generation Z, to the new developments around VR and robotics, check out Mindshare NA's insights and takeaways from SXSW Interactive 2016.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
The latest in Mindshare's 'Future Of...' series focuses on connected TV.
Our view is that the connectivity that viewers enjoy on the sofa via the second screen will prove of more significance to media and marketing than the connected TV itself.
Coming to SXSW Interactive? Let Mindshare North America be your guide. We've put together a list of must-see sessions, restaurants, transit tips, and more.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Coming to SXSW Interactive? Let Mindshare North America be your guide. We've got tips on transportation, dining options, and most importantly of all: recommendations on which sessions you shouldn't miss.
This is the twelfth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
Written by Dan Calladine, Head of Media Futures, Carat Global Management
dan.calladine[at]carat.com
www.carat.com
www.vizeum.com
www.iprospect.com
www.isobar.com
www.aemedia.com
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
Agency of the Future - Summary FindingsSapient GmbH
A survey commissioned by Sapient has established that marketers are recognising the need to make greater use of digital marketing, and accordingly are looking to marketing agencies with proven expertise in digital marketing techniques.
The study, conducted by Redshift Research between July and August 2008, measured current and future usage of digital marketing activities among 500 companies employing more than 1,000 employees across the UK, Germany, Switzerland, Sweden and the Netherlands.
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
When it comes to engaging with your customers, do you have the right formula to reach them through their CHANNEL of preference, with the CONTENT they want and at their CONVENIENCE ? How engaged is your brand?
This year, Alterian surveyed nearly 1,500 marketing professionals to see just where brands stand when it comes to expenditure, social media, level of personalization, and whether brands are ready for growth or at risk.
In this presentation Donnell Wright and Russ Taufa, of Alterian's research consulting group, examine survey findings and provide insight into how brand engagement is shifting as well as discuss new marketing opportunities for 2011.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
Native advertising, which some marketers, publishers and readers
see as little different than the old “advertorial” concept, is still nascent
enough that it’s difficult for many to define—and has different definitions
depending on who you ask. To help you stay on top of the latest trends in
native advertising, eMarketer has curated a roundup of some of our latest
coverage, including statistics, insights and interviews.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Don't miss the definitive report on affiliate marketing during the holiday season. This report contains powerful and actionable insights for affiliate marketers and publishers alike. Understand key sales periods, best sales days, and more as the 2014 holiday season approaches.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless
brand experience, along with messages and offers that
match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
ER(Entity Relationship) Diagram for online shopping - TAEHimani415946
https://bit.ly/3KACoyV
The ER diagram for the project is the foundation for the building of the database of the project. The properties, datatypes, and attributes are defined by the ER diagram.
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
2. HOW THE MEDIA BUYING
PROCESS REALLY WORKS
A RESEARCH STUDY FROM CONVERSANT
2
This study, conducted in January, 2014, solicited information
and opinions from agency digital media professionals at
all levels, from large - and mid-tier agencies nationwide.
Respondents were asked to provide insight in the planning
and buying processes for digital media.
For the “buy side” media professional, this study provides
a benchmark for the processes currently in place for their
organization as compared to those used in the broader
industry. Understanding roles and processes can help to
improve decision making and streamline efforts for greater
effectiveness and efficiency.
3. Table of Contents
3
EXECUTIVE SUMMARY
SPENDING AND CHANNEL TRENDS
RFP PROCESS
VENDOR DECISION PROCESS
PERSONALIZATION: THE HOT TOPIC
“HOT BUTTON” TOPICS
PREFERRED SOURCES OF INDUSTRY INFORMATION
METHODOLOGY
4
5
6
7
8
9
10
11
4. Digital media planning and buying is an increasingly complex process,
posing significant challenges and opportunities for buyers and sellers
alike. Digital budgets continue to grow at double digit rates, and
increasing adoption of mobile and video are apparent, especially
among those brands spending greater than $5M annually.
As pressure mounts to get more and more value from every dollar
spent, agency media professionals say they are RFPing large numbers
of potential partners. Further, the process of final media partner
selection is highly collaborative; most agency professionals say
that media and partner selection are the result of collaborations
with people at all experience levels in the organization.
Personalized media continues to capture strong industry attention. Almost
half of the media professionals surveyed said that a vendor that offers
personalized media would warrant greater consideration from their teams.
Cross-device and measurement/attribution are the topics
that buyers are most interested in learning more about.
Regardless of level, virtually all of our media pros say they look to multiple
trade journals for industry news and ideas. While venerable players like
Ad Age and Adweek continue to be the most popular sources of industry
news among this audience, eMarketer also shows remarkable popularity.
EXECUTIVE SUMMARY
4
5. DISPLAY REMAINS THE MOST UTILIZED
CHANNEL, BUT VIDEO AND MOBILE
SHOW STRONG ADOPTION
Virtually all of the media professionals surveyed reported using Display in
the past year – 97%. Mobile and Video also showed very strong adoption,
at 89% and 86% respectively. Video’s strong adoption reflects the strong
growth in “branding” spend in digital. Social comes in fourth at 80%. Buyers
in charge of larger budgets show stronger interest in Mobile, Video and
Social than buyers who spent less than $5M.
DIGITAL SPENDING
EXPECTED TO CLIMB AT A
DOUBLE DIGIT CLIP
Respondents were asked to provide information on
the amount that they spent/managed in 2013 and
what they expected to spend in 2014. Results showed
continued double digit industry growth, though
somewhat lower than the 15-20% growth the industry
used to experience. Naturally this lower percentage
increase is a function of the larger spending base today,
coupled with the continued focus on driving better
results from existing programs and investments.
2013 actual digital spend and 2014
expected spend ($Millions)
Percent of digital buyers using
these media channels in 2013
2013
$8.90
$10
2014
12%
Expected
Spending Growth
$12
$10
$8
$6
$4
$2
$0
DISPLAY 97% 970=
96% 960=
98%980=
MOBILE 89% 890=
85% 850=
93% 930=
VIDEO 86% 860=
78% 780=
93% 930=
SOCIAL 80% 800=
74% 740=
85% 850=
TOTAL
SPENDERS OF
<$5M ANNUALLY
SPENDERS OF
>$5M ANNUALLY
5
6. MANY POTENTIAL PARTNERS
ARE RFPD
FOR NEW CAMPAIGNS
Respondents reported RFPing an average of 10 companies for a new
campaign, though the number varied widely across respondents.
Perhaps not surprisingly, media professionals with larger budgets
tend to RFP more companies. Among those spending less than $5M
in digital, the most common number of companies to RFP for a new
campaign was 1-5 (38%). Among those spending more than $5M,
the most common number of RFPd vendors was 6-10 (35%) followed
by 11-20 (30%).
NUMBER OF COMPANIES USUALLY RFPD
FOR A NEW CAMPAIGN
9
Average number of
companies RFPd
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
TOTAL
SPENDERS
OF <$5M
SPENDERS
OF >$5M
6%
27%
38%
17%
34% 33%
35%
23%
15%
30%
10%
4%
15%
10%
3%
NO RFP’S 1 TO 5 6 TO 10 11 TO 20 21+
6
7. “What is your role in the selection of digital media?”
MANY “DECIDERS”,
NOT JUST ONE
Our respondents reported that the selection of digital media providers is a collaborative process
spanning all levels in the agency team. Respondents at all levels agreed on this general concept.
This indicates that the myth of the all powerful single agency decision maker is largely just
that – a myth. Far more common is the team-driven decision making approach that emphasizes
the expertise and efforts of individuals across the agency “pod”.
I am the sole
decision maker
I am the primary
decision maker,
but collaborate
with others
I am one of several
decision makers
I play a small role in
decision making
6+3+26+65
Buyer/Planner Respondents
5+5+39+51
AMD and Higher Respondents
6+3+34+57
All Respondents
57% 52% 65%
6% 5% 6%3% 4% 3%
34% 38% 26%
7
8. STRONG AGREEMENT
ON THE DEFINITION OF
“PERSONALIZED MEDIA”
When asked about the definition of “personalized
media,” 80% said that the term denotes individualization
of BOTH creative and media.
PERSONALIZED MEDIA IS A
PASSION POINT
Almost half of media professionals agree that they would
be more likely to consider a vendor that offers personalized
media solutions. Only 1% say that they would be less
interested in considering such a potential partner.
“Personalized creative and media that are
tailored to the specific behaviors and interests of
each individual in your target audience”
“Would you be more or less likely to consider
a media provider that offered “personalized
media” for future campaigns?”
of media
professionals
agree
1+12+49+38
More likely
About the same
Less likely
Don’t know
1%
12%
49%
38%
8
9. CROSS-DEVICE AND
MEASUREMENT/ATTRIBUTION
ARE THE MOST POPULAR TOPICS OF INTEREST
Media professionals are interested in learning more about a variety of topics, chief among them
cross-device/mobile, measurement and RTB optimization. While just a few years ago, social
led buyer interest lists, this topic has fallen significantly in the rankings.
“Digital is constantly changing and it can be hard to keep up
with the latest trends and platforms. Which of the following
topics would you like to know more about in 2014?”
70%
64%
61%
55%
45%
41%
75%
70%
65%
60%
55%
50%
45%
40%
35%
CROSS-DEVICEADVERTISING
MEASUREMENT
ANDATTRIBUTION
MOBILE
ADVERTISING
GETTINGBETTER
RESULTSFROMRTB
VIDEO
ADVERTISING
SOCIAL
ADVERTISING
9
10. MEDIA PROFESSIONALS
RELY ON MULTIPLE SOURCES
FOR INDUSTRY INFORMATION
Ad Age, Adweek, Mashable and MediaPost are the most popular trade journals among media
professionals. Research and insights provider eMarketer’s daily posts attract a very large
following among both junior and senior level agency professionals - an indication of the strong
market desire for solid data on the changing landscape.
Percentage of agency media professionals who
consume the following sources of industry information.
(All professionals v. individuals at director-level and higher.)
AD AGE 83% 830=
ADWEEK 73% 730=
EMARKETER 53% 530=
MASHABLE 51% 510=
MEDIAPOST 49% 490=
DIGIDAY 29% 290=
TECH CRUNCH 27% 270=
BUSINESS INSIDER 25% 250=
IAB SMARTBRIEF 20% 200=
IMEDIA CONNECTION 11% 110=
AD EXCHANGER 11% 110=
ALLTHINGSD 11% 110=
CLICKZ 11% 110=
MARKETING PROFS 4% 40=
OTHER 3% 30=
ADOTAS 2% 20=
DMNEWS 2% 20=
SHOPPER MARKETING 2% 20=
AD AGE 85% 850=
ADWEEK 73% 730=
MEDIAPOST 68% 680=
EMARKETER 64% 640=
MASHABLE 42% 420=
IAB SMARTBRIEF 35% 350=
DIGIDAY 31% 310=
TECH CRUNCH 31% 310=
BUSINESS INSIDER 28% 280=
IMEDIA CONNECTION 26% 260=
CLICKZ 20% 200=
ALLTHINGSD 17% 170=
AD EXCHANGER 14% 140=
MARKETING PROFS 10% 100=
DMNEWS 7% 70=
SHOPPER MARKETING 4% 40=
ADOTAS 3% 30=
OTHER 3% 30=
TOTAL MEDIA DIRECTOR +
10
11. METHODOLOGY
Conversant commissioned Bovitz, Inc. (www.bovitzinc.com) to conduct a study of
agency media professionals at large and midsize agencies. The survey was conducted
in January, 2014. Respondents at all experience levels were included in the sample. The
questionnaire, which was administered online and via mobile, took approximately 10
minutes to complete. Respondents were offered compensation to complete the survey.
A total of 652 respondents completed the full survey.
ABOUT CONVERSANT, INC.
Conversant, Inc. (Nasdaq: CNVR) is the leader in personalized digital
marketing. Conversant helps the world’s biggest companies grow by creating
personalized experiences that deliver higher returns for brands and greater
satisfaction for people. We offer a fully integrated personalization platform,
personalized media programs and the world’s largest affiliate marketing
network – all fueled by a deep understanding of what motivates people to
engage, connect and buy. For more information, please visit
www.conversantmedia.com
Copyright 2014 Conversant, Inc. All Rights Reserved.11