2015 media buying trends and best practices

ADVERTISING MODERN MEDIA TRENDS AND BEST PRACTICES

Introductions

Media Consumption Trends

How Media Has Changed

The Age of Programmatic

Best Practices for Buying Media

Brief Demonstration

Q&A

AGENDA

RADIO AND DIGITAL MARKETING EXPERT

KEN MARMER

•  25 years in Radio, Digital & Inbound Marketing platforms •  Specializes in building key relationships with decision

makers •  Thrives in fast paced environments that put equal

importance on innovation, creativity and using analytics to make informed marketing decisions

•  Enjoys learning and challenges self to acquire one new

tidbit of knowledge every day •  Passionate about the beach, travel, soft shell crab

sandwiches, tennis, running, walk off HR's and competing

TELEVISION, AD AGENCY AND DIGITAL DISPLAY EXPERT

JEFF FOSCO

•  27 years experience within Advertising Agencies, along with Television and Online Digital Display platforms.

•  As a former ad agency Media Director, Buyer and Planner, my knowledge of all media allows me to be a strategic marketing and media partner for my customers, not just a seller of my own products.

•  Experienced at increasing revenue and enhancing overall phases of business objectives and customer needs.

•  Enjoy staying current on industry trends, passing that knowledge onto my customers and contacts.

•  Husband, dad, devoted exerciser, healthy eater (most times), sunny beach advocate & still a darn good golfer.

1980 “THE DECLINE OF BIG

AND MASS MEDIA”

2010 “MULTICHANNEL

MEDIA”

2015 “MOBILE FIRST MEDIA”

CONSUMER HABITS OVER TIME

MEDIA CONSUMPTION

Newspapers and radio and television

broadcasting displaced by new

media sources.

The internet and cable television

take market share by storm.

Smartphones, multi-screen consumption, apps, shopping and everything you can

imagine at the fingertips of consumers.

THE DECLINE OF BIG AND MASS MEDIA.

MEDIA BEGINS TO MAKE THE SHIFT

TO TELEVISION, RADIO, MAGAZINES

AND GETS PERSONAL WITH CONSUMERS.

1980

THE RISE OF CABLE TELEVISION, RADIO AND MAGAZINES

THE DECLINE OF BIG AND MASS MEDIA

NEW MAINSTREAM

CATEGORIES FOR MEDIA CONSUMPTION

INCLUDING SOCIAL MEDIA,

GAMING SYSTEMS, APPS AND SEARCH ENGINES.

2010

BIGGEST INCREASES IN AD SPEND AND MARKET SHARE

MULTICHANNEL MEDIA

SOURCE

THE INTERNET

26 BILLION DOLLARS SPENT

2,788% increase from 1997 to 2010 18.7% Market Share

CABLE TELEVISION

27.1 BILLION DOLLARS SPENT

From just 58 million in 1980 to 27.1 billion in 2010 17.4% Market Share

OUTDOOR


Slow. steady and consistent growth 4% Market Share

BIGGEST DECREASES IN AD SPEND AND MARKET SHARE

MULTICHANNEL MEDIA

SOURCE

NEWSPAPERS


From 49 billion to 25 billion from 2005 to 2010 48% Decrease in Revenue

MAGAZINES

9 BILLION DOLLARS SPENT

Amount spent dropped from 14 billion to 10 billion between 2008 and 2009

RADIO


Amount spent on radio dropped 25% between 2006-2009

MOBILE IS CHANGING THE WORLD

AND THE WAY WE CONSUME MEDIA.

TODAY IS THE AGE OF THE CUSTOMER.

TODAY

TODAY’S MOBILE WEB CONSUMER

MOBILE FIRST MEDIA

Computer 18%

Smartphones 26%

Television 26%

Radio 16%

Tablet 6%

Print 8%

TODAY’S MOBILE WEB CONSUMER SPENDS

AN AVERAGE OF 9 HOURS PER DAY

CONSUMING MEDIA.

Smartphones: 144 Minutes Television: 141 Minutes

Computers: 96 Minutes Radio: 90 Minutes

Print: 43 Minutes Tablets: 34 Minutes

SOURCE

1 Even a goldfish can hold a thought for longer than you in today’s day and age. Attention spans have fallen from 12 seconds in 2000 to 8 seconds in 2015.

2

ATTENTION SPANS ARE SHORT

Your business must be able to rapidly adapt to the ever-

changing needs of your customers and the marketplace

in cost-effective ways.

WARNINGS AND TIPS TO STAY AFLOAT

WHAT DOES THIS MEAN FOR YOUR BUSINESS?

YOUR BUSINESS MUST BE AGILE

3 Think of all the devices your consumers use and create an experience for each of them. Don’t silo your marketing channels. Look at the big picture and create multiple touch points for consumers.

4

DESIGN FOR THE MULTI-SCREEN WORLD

People are talking about you online whether you approve of it or not. You

want to be able to interact with customers and employees that are

talking about you.

MANAGE YOUR ONLINE REPUTATION

5Make sure your brand and positioning have a purpose, and the information you provide is honest, concise and to the point.

BE AN HONEST BRAND

THE AGE OF PROGRAMMATIC

ADVERTISING

WHAT’S NEXT?

DISPLAYING ADS TO ONLY YOUR TARGET AUDIENCE

PROGRAMMATIC ADVERTISING

•  Programmatic advertising – Replaces human-based methods and allows advertisers

to automate the buying, placement and optimization of media inventory

Someone is online

researching

Their behavior and intent is

recognized

The most relevant ad is

displayed

KEEPING YOU AT THE TOP OF CONSUMERS MINDS

RETARGETING

How many of you experience ads

that follow you around as you

browse the web from your

computer, tablet or smartphone?

Pictured is an illustration that

explains how this technology

works.

TRADITIONAL MEDIA

ü  TV

ü  Radio

ü  Sponsorships

ü  Live Local News

HOW TO PROPERLY BUY MEDIA

NEW MEDIA

ü  Pay Per Click

ü  Display Advertising

ü  Social Media

ü  Mobile Advertising

ü  Retargeting

Make your content speaks to your target audience

and create a unique user experience based on the

way they interact with each platform you advertise on.

Content and Context

Make sure your advertisements have a

clear call to action and easy conversion paths so you’re leading your consumers on

the right path.

Calls to Action

Being able to monitor and report in real-time enables you to quickly

adapt and optimize the performance of your advertising efforts.

Analytics in Real-Time

“

Measuring Your ROI

KEY INGREDIENTS FOR SUCCESS

ADVERTISING BEST PRACTICES

“Half the money I spend on advertising is wasted,

the trouble is I don’t know which half.”

- John Wanamaker

INNOVATIVE, BEHAVIOR BASED

DISPLAY ADVERTISING

BRIEF DEMONSTRATION

Ken: (513) 322-8985 Jeff: (513) 708-0618

[email protected] [email protected]

Facebook.com/Advent.Media.Group.Cincinnati

twitter.com/Advent_MediaGrp

CONNECT WITH US

ANY QUESTIONS?