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.
6. Along Came the Internet
HotWired was the first website to sell banner
ads in large quantities to a wide range of
major corporate advertisers.
HotWired coined the term "banner ad" and
was the first company to provide click through
rate reports to its customers.
The first web banner sold by HotWired was
paid for by AT&T Corp. and was put online on
October 27, 1994.
7. Media History Made Simple
1500 1600 1700 1800 1900 2000
Inception Year
Elite
Media
Mass
Media
Me
Media
8. New Internet Opportunities Continue to
Surface
Email
Marketing
Site Buys
Paid Search
Ad NetworksMobile
Marketing
Paid Social
Online Video
Retargeting
9. Internet vs. Traditional
Ability to target on multiple levels Broad reach
Difficult to apply standard media
ratings (Grps, Reach/Frequency)
Cross-platform rating systems
Cost efficient (cpc, cpa)
Creative production can be cost
prohibitive
Easy to optimize
Long leads times, harder to
optimize
Fragmented and trendy Established
Measureable but inconsistent
results
Difficult to measure ROI
20. Part I Summary
In the spectrum of media, the internet is the
newest to the party, yet the fastest growing and
most popular.
The internet has a multitude of useful yet
potentially trendy channels.
The internet is very measurable and easy to
optimize.
Although the growth of digital media usage is
outpacing traditional media, in most cases
traditional media still has higher usage and ad
recall than the internet.
The Solution: Strategically incorporate the depth
of internet with the breadth of traditional media
within your media campaigns.
23. The Future of TV and Digital Video
54% of CMOs use digital video to
supplement TV.
Yet 69% percent of CMOs keep separate
budgets for TV and digital advertising
spend.
52% claim that they have different
expectations across the two platforms.
Yet 75% said that they measure reach the
same way for both TV and digital video.
*Research February, 2015
24. Key Findings
*Research February, 2015
The key for marketers will be the
development of an optimized, cross-
platform and integrated strategy, centered
on where each unique target audience
spends time.
Digital depth cannot match TV’s breadth.
TV is not as measurable or personalized.
TV and digital do not compete, they
complement each other.
26. TV still dominates viewership, taking up about 4.5 hours of
the average person’s day.
Mobile now accounts for 22 percent of overall digital video
consumption.
27. Part II Summary
Although online video viewership is growing at an
exponential rate while TV viewership is declining,
time spent watching traditional TV far surpasses
online viewership.
Digital broadcast and online video viewership is not
surveyed in the same manner as broadcast at
this time, therefore is not included as part of our
broadcast buys. However, digital and traditional
broadcast should be planned simultaneously in
order to reach the complete target.
28. is the channel in which you
deliver your message to the
right audience at the right time
to influence a purchase or
response at the lowest cost per
thousand reach.
30. Strategic Media Planning
Who is the Target Market?
Where do they live and work?
How do they interact with media?
What is the best way to reach them?
With what type of message?
31. Media Budget Allocation Tiers
Campaign Goals
Business Divisions or Product Offerings
Campaign Timeline
Types of Buys
Target Markets (Geo and Demo)
Media Mix
32.
33. Media Campaign Goals:
Consumer: Branding, Consumer
Acquisition & ROI
B2B: Awareness, Lead Generation
& Product Launches
Business Divisions or Product Offerings:
Hotels: Transient, Groups,
Weddings & Events
Ski Resorts: Season passes, Branding,
Lodging & Visitation
34. Campaign Timeline:
Fiscal, Quarterly, Seasonality
Demand vs. Need Periods
Types of Media Buys:
Awareness, Consideration
ROI, Opportunistic