Media Briefing,Planning & Implementation Fundamentals

Shane Crombie October 2009 Beijing China

Shane Crombie& 

The purpose of today

The menu

Making the perfect cocktail - what we do and how we do it

• Making sense of opportunities• Tools of the trade• Selecting the right solution• Measurement

Digital – many choices

DigitalDispla

yMobile

Blogging

IM

Viral

Mashup RSS

Communitite

s

Rich Media

Gaming

OnlineAds

Search

IPTV

Web 2.0

Digital Media

Making the perfect digital cocktail

Direct Mail

PR

TVOutdoor

Print

RadioDigital

One part of the mix

The basic ingredients

Branding

Some of our ingredients

Digital display

Mobile

Messenger

In game

IPTV

Search

Community marketing

Listings

Affiliates

Sponsored Emails

Podcasting

Media Partnerships

Overlays

PDA

Solus Email

Response

Reach

Content Integration

Streaming Video

Webinar

RSS FeedsNiche Media Partnerships

Some of our Creative Options – Standard Units

120x600468x60

300x250

728x90

336x280

160x600

Tools of the trade

Audience Measurement Consumer Insight Competitive

Market InsightCampaign performance

Tools of the trade

All Weekday Users – Home & Work

%

Switch from Work to Entertainment

News & Sport at lunch

Audience insights drive informed strategies

Eyeing up the competition

Experienced bar staff make things happen

Mixing the right cocktail

Approach+

Channels

Partners+

Formats

Buying+

Implementation

Measurement+

Optimisation

BRIEF

Taking your order

1 : Focus On The Objectives 2 : Make It Simple & Clear – Insight, Insight, Insight

3 : Write It Down

Approach +

Channels

Fuelling campaign success - good reasons to get the brief right

CREATES BETTER WORK

The tightest briefs often stimulate the most creative responses

DELIVERS BETTER RESULTS

Focussed briefs lead to more effective delivery

Briefing essentials

THE BASICS

Key contacts

Project name

Background

THE ESSENTIALS

Objectives (business & communication)

Budget

Timings (for response and campaign)

Creative Hook

Other media channels being used

Any other relevant information

THE RESULT

How will success bemeasured?

Sales?

Shift in brand awareness?

Response?

Flexible Channel Approach

Critical Mass Sites

Vertical Sites

Search Engine

Marketing

Innovation

Viral / Branded Content / Sponsorship / Special Format

Finding like minded peopleUnique targeting opportunities

Editorial IntegrationFinely targeted email

Unique targeting opportunities

On the pullCost efficient & Effective engagement

Setting Campaign Metrics

ImpressionsUnique UsersClicksCTR%

Unique VisitorsPages ViewedDeeper EngagementConversion Rate

SalesSign-upsBrand AwarenessPerceptionPurchase Decision

Webscore

Cost efficient prospect & sales generation

Exploiting search to hit the hottest prospects

Ongoing prospect dialogue

Bringing the service to the consumer

Standing out from the crowdProjecting brand values

Projecting brand values

Theme AlignmentBrand advocacy

Building music credentials

Affiliating with Cricket

Striking the Media Deal

What is Standard:

• Priceo Control inflation year over year

• Relevance o Regional coverage (IP Targeting) o Site content relevance

• Flexibility o Re-scheduling flexibility o Cancellation provision

• “Hard” added value components• Integration (with offline)

Value Add:

• InnovationMedia “Firsts”Unique creative executions• Exclusivity

Category exclusivity• Customized

Content and promotions• Other

Research budget provisionsCross linksContent SyndicationData rightsBest Practices

• Get the media agency involved in syndication on a local/regional level• Negotiate deals to place content on sites where there is no media

spend

Content Syndication

Paid Media Creative Content

Creative Content Driving Media Value

And Media Driving Creative Content

Settling the bill

CPCCPM CPA

Likelihood of Acceptance

CPT

Cost per Time Cost per Thousand Cost per Click Cost per Action

Special Formats:Eg. Home PageTakeover

Types of Media Costs

Measurement

Campaign traffickedRedirects sent to publisher

Publisher rotates-in redirectsAd displayed

Impression recordedOptimisations made

User clicks to site (or turns up later)

User arrives & explores site

(Actions recorded)

Adserving – control, insight & accuracyMeasurement

+Optimisation

A good session

• Take the finest ingredients • Add the best tools into the mix• Combine the right people • Be careful with your measures• Enjoy and refine

Detailed Ideal Process

Phase 4 – Execution

High Level Ideal Campaign Process

• Briefing MeetingMedia Brief

• Staffing Estimate• Media Objectives &

Strategies Developed• Client approval of

Media fees and Obs/Strats• Analysis T&M Plan/Tracking

Set up• Development and

Presentation of Media Buy• Client approval of Media Buy

• PO/ISR Open for Media• Creative trafficked and Go-

Links tested• Sites to test and post creative• Campaign Live - Ongoing

Media Optimizations

1 Day

1-3 Day

2 weeks

2 weeks

1 week

3-5 Days

XWeek1 Week 2 Week 3 Week 4 Week 5 Week 6

1 Day

1 week

1-2 Day

1-2 Day

Phase 1 Scope

Phase 2 – Obs & Strats

Phase 3 – T&M and Media Buy 3-5 Days

2

Phase 1 & 2 Details• Campaign kick off - Media and Creative are briefed by Account/Client

o Items Media should be aware or PR, Other Media Channels, Creative Messaging or Hook, Timings, Offers, etc.

• Provide media planning timeline to Account/Client• Develop Objectives and Strategies

o Research target behavioro Research site consideration listo Develop strategies and tacticso Determine initial budget allocation by tactic

List out potential or sample sites for each tactico Work with Analytics to craft initial projections

• Objectives and Strategies presented to client and approved• Send Media Estimate to client• Client opens PO (follow up to ensure open)

Phase 3 Details

• Develop site list• Create Request for Proposal (RFP)

o Send out RFPo Consolidate proposals o Evaluate proposalso Re-negotiate proposals

• Create planned flowchart• Scheduling options• Share initial unit sizes and specs with Account/Creative team• Develop media rationale deck • Work with Analytics on full campaign projections• Present both to client• Obtain client approval

Phase 4 Details

• Traffickingo Enter plan into Adserver (possibly Media Tools also)o Send Insertion Orders to siteso Fill out media portion of traffic workbooko Send traffic workbook to Account for completion and sent to AdOpso Ensure all publishers receive tags and notify them that screen shots

are neededo Terms and Conditions accompanying IOo Specific language for Ad Network policies

• Maintain proper documentation for IOs throughout campaigno Revisionso Signed copies

• Pull adserver report 1 day after live date to ensure all placements are live

• Create screen shot deck and send to client

Ongoing Campaign Details

• After 2 weeko Pull report to evaluate delivery against goals (initial performance

and pacing) and determine if action needs to be takeno Evaluate pacing and determine whether placements are

significantly delivering too slow. If so, work with Sup/AMD and determine if client needs to be notified of issues.

• Continue monitoring pacing of media and Ad Serving to ensure budget is not exceeded or unmet

• Continue watching campaign performance on frequent basis

Ongoing Campaign Details continued

• Optimise where appropriate based on data insights • Review Analytics reports and confirm numbers are

accurate, as well as provide Media commentary• At the end of each month, update Media Estimates and

Media Tools• Build case study showcasing innovative elements with

results

Summary - It’s all about the details

• Have clear campaign goals and objectives• Understand your audience• Know your media options (buy types, sites, units,

programs, flighting)• Set realistic metric benchmarks for every campaign• Learn from every campaign no matter how insignificant

it might seem