The Magic of Media- why, how, what of media planning
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In this presentation youl would be able to understand what media planning, how media planing is done, and some of the best cases in Turkey and around the world.
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The Magic of Media- why, how, what of media planning
- 2. YOUR SPEAKER TODAY Esra Demirkaya Koca Chief Client Officer, Mindshare Turkey
- 3. What you should remember from todays session? 1.WHAT IS THE MEDIA INDUSTRY 2.WHY-HOW-WHAT OF MEDIA PLANING
- 4. 545 billion USD industryy in the world #1 market US 183 billion $ #2 China 81 billion $ #25 Turkey 2,7 billion $ Most invested media globaly TV 41% Digital 33% Rest 26% Source: GroupM This Year Next Year Dec 2016; 2017f data Growth rates: Globally: 3-5% Turkey: 10-12%
- 5. WPP and Group M one of the world leaders in communications services Digital/ Interactive/ CRM Public Relations& Public Affairs Branding, Identity, Healthcare & Specialist Coms Information, Insight& Consultancy Advertising & Media Investment Management
- 6. WPP’s MEDIA INVESTMENT MANAGEMENT 6 Every 1 out of 3 ads on TV are bought by Group M SABA NCI H. ZORL U H. BOYD AK KOÇ H. UNILE VER NEST LE DOĞU Ş VODA FONE
- 7. TURKISH MEDIA LANDSCAPE FACTS VODAFO NE TOP ADVERTISER DOĞAN MEDIA GROUP TOP MEDIA GROUP BESIKTAS-LYON UEFA GAME(6,7 MİO VİEWERS MOST WATHCED TV SHOW SURVIVOR MOST TWEETED TV SHOW 6 HOURS DAILY TV WATCHING 10 HOURS DAILY TIME SPENT ON MOBILE 3 HOURS DAILY TIME SPENT ON SOCIAL MEDIA ENES BATUR 4,2 Mio SBSC. MOST WATCHED YOUTUBER
- 9. PROFILE Born mid 1990s Shoppers in 5 years Make 25% of the population TECHNOGRAPHIC PROFILE BEHAVIORAL PROFILE Born into online Hyper connected for only 9 sec Seek validation of peers Selfie generation PURCHASE PROFILE Not impulse shoppers Search/ask before buy After cool products to make themselves cooler 94% Personal 77% Social 68% Personal 30% Personal It all starst with the consumers... Tomorrow’s consumers will be more complicated than today... Resource: TUIK; TGI Turkey R1 2016; Stylus
- 10. The avg. attention of consumers 8,25Sec* *Microsoft Corp. Research /Canada
- 11. New technologies, content and data triggers media
- 12. Consumers create content in the new digital world. 8,941,987 12,358,175 26,444,002 33,934,862 41,947,789 53,452,44614,154,000 24,233,000 52,359,000 107,970,000 194,558,000 383,471,000 2012 Q1 2013 Q1 2014 Q1 2015 Q1 2016 Q1 2017 Q1 # of people Volume of Traffic (GigaByte) BTK 2017 Q1 Report
- 14. The number of touch points increase 20% each year *McKinsey Quarterly Report, 2015
- 15. And yet we only need to capture less than a minute of an average user`s daily attention to create a billion dollar business 25 billion $ 9 sec 1,5 billion $ 36 sec
- 16. We spent 11 hours consuming media everyday *GroupM LivePanel 2016
- 17. Avg. Ad awareness level decreases and it gets harder to communicate our brand message 30.00 32.00 34.00 36.00 38.00 40.00 42.00 44.00 46.00 Ad awareness avg. *Millward Brown Avg.
- 18. The Axis of AttentionQuality Low Medium High Full Duration Seconds Minutes Hours Days World of Warcraft (72 hours) Books (2-3 hours) Risk (The Game 3hrs+) Long reads 5min+ Master of none (30 min) Youtube video (4 min) TV Ad (30 sec) Frozen (1 hr 42 min) Interstellar (2 hr 49 min)
- 19. Imagine yourself as marketers trying to sell products to those consumers in such an environment The companies need, advise how to communicate with their current or potential customers; how to present a positive picture of themselves to the public.
- 20. What is media planning? Deciding on the process of whom, what, where, when, how and the frequency Main goal is to build the most effective and cost efficient media plan based on the advertisers’ strategies and communication plans In other words, to develop the most efficient communication strategy 2 0
- 21. EVOLUTION OF MARKETING ICON BRANDS CULTURE BRANDS EXPERIE NCE BRANDS Pure Aspiration & Symbolism Social Currency & Community Purpose & Experience/utility awareness engagement interaction
- 22. Media planning is not only utilizing all different touch points while creating great brand experiences...
- 23. But also about understanding the consumer journey and the role of each touchpoint within the journey
- 24. But also about understanding the consumer journey and the role of each touchpoint within the journey
- 25. Arts Innovation Creativity Ideas Analytics Business Results Productivity Optimization Insights BRAND EXPERIENCE SCIENCE Consumers Data ROI
- 26. How?
- 27. Media Agency’s Role on Brand Communication Brand Communication Brief Communication Strategy Creative ideas for must channels Channel Strategy and Instructions Creative Work Implementations «Big Project» Ideas Implementation Brand Team* • Brand Team= Advertiser Company, Advertising Agency, Media Agency and if any, other communication agencies Media Agency Advertising Agency Advertising Agency Media Agency Brand Team Media agency uses the available research and defines the target audience, brand/ media forecasts and must-be-used channels.
- 28. Media Planning Process Marketing Objectives Media Objectives Strategy Media Planning Bargaining , Positioning , Value- Added Buying, Implementation, Tracking Balancing Agreement Reporting Developme nt Improveme nt Media planning is a continuous process In each campaign same steps are followed. Time spent in each step depends on the advertiser, the brief and the campaign structure. Media Planning
- 29. 1 Media brief is the best opportunity for you and your agencies to summarize and understand the objectives BEFORE the media planning begins • What are the objectives? • Who is the target audience? • Where will the campaign take place? • When will the campaign take place? • What is the creative message?Big Idea? • What is the budget? • What are the tools? Pr, tv ads, content • Who are the competititors? • What are the market dynamic?
- 30. Targeting directly the person that we wish to maintain a meaningful relationship with If we don’t understand them, how can we build a relationship? 2 Demographics • Age • Gender • Occupation Psikograph •Attitudes •Values • Interests Sociography • Income • Traveling habits • Known languages TARGET AUDIENCE
- 31. In-depth understanding of the consumers Youth Adults Women Men Young in heart All have different lives... All have different relationship with the brands... All have different media consumption... TV 140’ Socail Media M 160’ ▪ Cinema ▪ Internet ▪ Instant messaging ▪ Social Media (Mobile) ▪ Mobile internet ▪ Search engine ▪ TV ▪ Instore ▪ Shopping malls ▪ Newspaper ▪ Social Media (Mobile) ▪ Mobile internet ▪ Newspaper ▪ TV ▪ Radio Source: TGI 2017r1 Spring (Mar 16 – Feb 17) (pop); : GroupM Live Panel 2015 TV 150’ Socail Media 125’ TV 164’ Socail Media 123’ TV 146’ Socail Media 118’ TV 171’ Socail Media 106’ *minutes weekdays
- 32. 3 • Who is the target audience?.. – What do they do as their leisuretime activities? – What do they watch on TV? – Do they use internet? – Do they do sports? Or watch? If so, what do they do/ watch? – Where do they go on vacation? – Do they fly on business class? – Do they follow news? – What kind of music do they like? – What do they believe in? – What are they passionate about? – Which topics concern them the most? – What are their needs, desires?
- 33. Touchpoint Selection Process There are too many mediums and too many criteria that effect the process Media features and their relationship with the target audience should be taken into consideration Medium Selection An important part of the planning process Should always be considered with lessons taken 4
- 34. Example: Medium Evaluation Matrix Medium Evaluation Matrix Medium 1 Medium 2 Medium 3 Medium 4 Medium 5 Execution time Availability Cost Capacity to raise awareness Effective Trustworthy Relevant Target audience reach Target audience affinity One-to-one communication with the target audience Consumption frequency Measurability of the impact Total Medium Point Değerlendirme 5 Very high 4 High 3 Medium 2 Low 1 Very Low 0 N/A
- 35. Connecting all touch points for an integrated campaign
- 36. Major elements of the medium selection process 1 2 3 4 5 Considering all the contact points and all the channels Thinking about strengths of each channel and how they match with the campaign objectives Choosing the mediums/ channels Assigning each medium a certain role Examining mediums on how they are building synergy and a integrated communication solution both for the brand and the consumers
- 37. You have chosen the optimal channels for your brand and campaign. You listed each channel according to the importance level You decided how you are going to use each channel and their role on the integrated communications plan 5
- 38. Tools to tell us how much to invest in each channel according to campaign objectives and the optimum level of investment for each channel Objectives Unit costs Treshold to invest on that contact point+ + + Total Budget of the campaign
- 39. 6
- 40. Tracking and Return on Investment (ROI) Campaign Attitudinal Behavioral Business Definition Helps us in understanding the success of the campaign in terms of media objectives Shows the campaign’s performance on changing consumer’s opinions and emotions Helps understanding how the campaign effected consumers’ behaviours Measures the campaign’s effectivemess on the business outcomes TV Advertisements Reach, 1+, 3+, Placement on Commercials %, CPP, Affinity TOM, Brand Image Values, Social Sentiment Visits on Website, Search and In-store Traffic Value and volume of sales growth, Market Share Growth Newspapers/ Magazines Page placement, CPT, Reach and Frequency Scores of interest, increase of awareness QR Code download, in-store traffic Sales increase, coupon comebacks Social Media/ Internet CPT, CPC, Time spent on the page Likes, Social sentiment, keywords, Blog sentiment Photos shared, videos, re-posts, comments, search, blogs, search volume, blog posts ROPO, online purchases 7
- 41. As a result of this process Encourage brand builders to focus on creating attractive and rewarding brand experiences that drive consumers ultimately to purchase, and nurture quality earned media that will influence others.
- 42. What?
- 43. Red Lights Application – Cannes Lions Turkey’s First Grand Prix VODAFONE TURKEY https://www.youtube.com/watch?v=74K9ZV72PeM
- 44. TREND : DATA DRIVEN CROWD SOURCING REAL TIME Mc Donalds Singapure https://www.coloribus.com/adsarchive/online- casestudy/unknownadvertiser-restaurant-capacity-based- advertising-for-mcdelivery-16665415-22540065/
- 45. TREND : DISRUPT Tide USA Super Bowl https://www.adforum.com/award- organization/6650183/showcase/2017/ad/34545124
- 46. TREND : SCR https://www.youtube.com/watch?v=QURUlgH544c Fearless Girl State Street Advisors
- 47. TREND : Brands with purpose Castorama, France Magic Wall Paper https://www.youtube.com/watch?v=r-9lQ45_l7Q https://www.youtube.com/watch?v=r-9lQ45_l7Q
- 48. FELIS 2017: CAMPAIGN OF THE YEAR VODAFONE Fİ SPONSORSHIP https://www.youtube.com/watch?v=MGqyCEo4saE&t=12s
Editor's Notes
- 41 years old 18 years experience in the industry Sociologist Mother of a 6 years old boy, aunt of a 14 year old girl Traveller, writer, musician, dreamer...
- It is growing it is new, it is a very young sector compared with many others.
- İÇERDE VİEWERS ONLINE 1,3- TV 9 MİO
- Y kuşağı Türkiye nüfusunun ise yaklaşık yüzde 25'ini kapsıyor. 15-25 yaş arası ise 16 milyon genç var. 2025'te Türkiye gibi gelişmekte olan ülkelerdeki işgücünün yüzde 60'a yakınının Y kuşağından olması öngörülüyor. - Kıyafet ve güzellik/bakım harcamaları ise en az ödeme yapılan kalemler. - Dünyada Y kuşağının % 65’i tek başlarına alışveriş yapmıyor. - Türkiye’de ise Y kuşağının % 66’sı sevgilileri, arkadaşları veya aile bireyleri ile alışverişe çıkıyor. - Y kuşağının % 81’i toplu taşıma ile seyahat ediyor. Y kuşağı doğduklarından beri üzerlerinde pazarlama baskısı vardır, dolayısıyla tam bir tüketim jenerasyonudur. Para kazanmaya başladıklarıda, tüm kazandıklarını harcayacak ve birikim yapamayacaklardır.
- Ama bu artık o kadar kolay değil... Değişen medya tüketim alışkanlıkları, aynı anda birden fazla mecra tüketimi & dijital hayat şekilleri bizim odaklanma kabiliyetimizi de değiştiriyor. Yapılan araştırmalara göre dikkat aralığı 12 saniyeden 8 saniyeye düşüyor. Gönderdiğimiz snapchat 1 ile 10 saniye arasında kendini yok ediyor. Okuduğumuz tweet 140 karakter. Instagram videoları 3 ile 15 saniye arasında. Vine videoları 6.5 saniyede bitiyor. Fragmante olmus multimedia dünyasında artık 3 saniyelik videolar önem kazanıyor.
- Jenerasyonlar nasıl değiştiyse, yeni teknolojiler, içerik ve veri ile medya da değişmekte. Eskiden kitlelere seslenirken bilgisayarlar ve akıllı telefonlarla iletişim araçlarının ve iletişimin kişiselleşmesini deneyimledik.
- Ve günümüzün dijital dünyası kişiselleşmiş kanallardan sonra sadece markaların değil bireylerin de içerik ürettiği bir platform yarattı. 2000 lere kadar yarattığımız datayı artık bir günde yaratabiliyoruz
- Content ile herşeyi yayabildin iinternette bill gates. Bu tüketimin yeni modeliydi. Mobil ile birlikte context önem kazanıyor. Çünkü form değişti. Kişiselleşmiş bir ekran olduğu için önemli. İmmersing consumer in brand experience. Zaman ve mekandan bağımsız olmuyor. İnsanların %60’ı 1 den fazla cihaz kullanıyor. Tabletlerin ucuzlaması ve wearable cihazların yayılması. Ortalama bir teeanger da 6 adet digital device var. Yaratılan içerik birbirinden farklı şekil ve boyuttaki cihazlarla uyumlu olmalı. Farklı cihazlara göre farklı contentler üretilmeli. Kullanıcı üzerinden öğrenilen bilgilerle doğru form oluşturulmalı. Multi screen story nin dogru oluşturulamaması yüzünden kullanıcılar mesajı ignore ediyor. Viral web de çalışıyor ama mobil de başka bir yerden gidiyor. Web den mobile geçildikçe search aramaları azaşıyor. Google phsycal web project. Fiziksel dunyanın search edilmesi. Web de nesne yok ama mobil de var.
- Hem teknolojik gelişimin hem de deneyimsel pazarlamanın bir sonucu olarak tüketiciyle iletişime geçtiğimiz noktalar da çoğaldı.
- İlk internet banner reklamı 1994
- Artan mecra sayısıyla medya tüketimimiz de artıyor. Günün 8 saatini uyurken geçirdiğimizi de hesaba katarsak günlük yaşantımız için 5 saatimiz kalıyor. Bu yüzden de çok fazla şeye aynı anda maruz kalıyoruz.
- Bu da markalar ve bizler için daha zor bir medya dünyası yaratıyor.
- Longreads.com the best long form strories on the web Risk strategy board game Master of None is an American comedy-drama web television series, which was released for streaming on November 6, 2015 on Netflix
- This is kind of an old fashined decription of media planning... İt changed a lot
- Because the marketing has changed a lot... From ıconic brands to experinece brands.... Nike hayatina ikonik bir marka olarak basladi ve profesyonel sporcularin spor partneri oldu, urun satiyordu. En profesyonel spor ayakkabi gibi. Ama tuketiciyle degisti ve artik spor, saglikli yasam, sporun gunluk hayatin bir parcasi yapma hedefiyle insanlari bu amacla etrafinda topladi spor meraklilari societyler yaratti. Simdiyse cilgin data falan fesmekan kisisellesmis deneyimler yaratan bir marka da ... retail storelari olsun, kisisellestirebilecegin urunleri olsun falan fln
- So the media planning magicly no surprise evolved also form utilisinf all different touch points to deliver the brand message to creating great brand experiences...
- Tüketici karar verme süreci iyi planlaması gereken bir yolculuk. Live Panel de bu sürecte tüketicilerin beklentileri ile ilgili detaylı bilgi veriyor. Bu türkiye özeti iken mecralar tüketici profillerine göre tabii ki değişiklik göstermekte Örneğin online tüketicimizde bilinirlikte online reklamlar da ön sıralarda yer alıyor, araştırmalarında markanın websitesi ilk mecra tercihleri oluyor, bu stagee blogları forumları daha fazla dahil ediyorlar gibi gibi...
- Tüketici karar verme süreci iyi planlaması gereken bir yolculuk. Live Panel de bu sürecte tüketicilerin beklentileri ile ilgili detaylı bilgi veriyor. Bu türkiye özeti iken mecralar tüketici profillerine göre tabii ki değişiklik göstermekte Örneğin online tüketicimizde bilinirlikte online reklamlar da ön sıralarda yer alıyor, araştırmalarında markanın websitesi ilk mecra tercihleri oluyor, bu stagee blogları forumları daha fazla dahil ediyorlar gibi gibi...
- Media planning is the arts and science of creating these brand experiences. That is the magic of it
- Hafta içi ortalama günlük tv ve sosyal medya zamanları Haftasonu ortalama günlük tv ve sosyla medya zamanları Mecra eğilimleri (indexleri en yüksek ilk 3 mecrayı aldım)
- CEVAP BASİT POEM
- LETS SEE SOME MAGIC....
- Hedef kitle kim? Kampanya/kampanyanın amacı nedir? Markanın rolü/vaadi? Medya stratejisi? Kullanılan mecralar? Sonuçlar?
- If you are a constant learner If you like change I you both like being creative and being rational at the same time If you like to follow trends If you are curious If you like observing If you would like to have fun while working Than you are wellcome in the media industry
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