Presented by: Gil Snir, CCO, Bench

2. #digiespresso

3. Is Traditional Media Planning in the
Digital Age Broken?
#digiespresso

4. We are living in the age of
rapid iterations
Marketing is having an innovation renaissance.

5. Market Fit
1980’s
Market Research
1990’s
Campaign Analysis
2000’s
Real-Time
Today
We are seeing shorter and more frequent cycles of optimisation

6. Media
Planning
Media
Buying /
Trading
Post
Campaign
Analysis
Has media planning adapted to this new era?

7. Publisher Time

8. Lead to the era of Mad Men –
image of Don Draper
Men revered like prophets for their ability to get it ‘right’, creating an unattainable task for advertisers who were
forced to outsource.
A touch of
Facebook and a
pinch of Youtube
should do the trick!

9. New ingredients, same method…

10. More ingredients…same outcome.

12. The internet is building walls. The best walls.

13. If not channel based selection, then what?

14. Facebook
Moves From Ad Types to Objectives

15. Salesforce buys Krux for $700 Million
From CRM company to Full Marketing Cloud

16. Is there a common trend?

17. CHANNEL PLANNING MINDSET PLANNING
• Fixed messages
• Channel bias
• Lack of data passing through
Old World
• Ongoing optimisation
• Planned ad logic and sequencing
• Validated against specific and
measurable KPIs
New World

18. Media PlanningEstablish a new Advertiser-
centric hierarchy
Advertiser
Campaign
Layer
Channel
Source

19. Switch to a full
funnel mindset
Awareness
Engagement
Leads
Direct
Response
Acquisition
Engaged Visitors
Leads
Quotes/Enquiries
Completed Views
Sales

20. One Audience Group, many Audience Strategies

21. Plan the Messaging Conversation

22. Time based campaigns only
Time-based to Always-On Planning

23. 2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3
?

24. 2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3

25. 2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3
Establish a baseline

26. We are living in the age of
rapid iterations

27. FROM MEDIA PLANS TO
MINDSET PLANS

28. #digiespresso

29. Let’s Take Your Marketing
To New Heights:
+61 (0)2 8412 3600
info@benchplatform.com