digital media planning 2010

digital planning

mobile

and social media

18th February 2010

Thursday, 18 February 2010

today’s menu

the digital media landscape

digital planning process

social media

mobile media

rules of social engagement

the opportunity


PPC

CPM

CPC

online media buying

used to be

quite simple


Mobilesearch and

display

SocialMedia

CPM(display)

CPAPPC

SEO

3rd PartyPartnerships

CPC

CPE

the landscape

and

will continue to

is diversifying


Response Branding

Instant Return for Advertiser

Longer-term Return for Advertiser

CPA

CPC CPM(network buy)

CPM(site specific)

CPLPPC

3rd Party Sponsorships

digital media landscape: early 2000s


Response Branding

Instant Return for Advertiser

Longer-term Return for AdvertiserSocial Media(monitoring)

Social Media(outreach)

SEOCPE

digital media landscape: now

CPA

CPC CPM(network buy)

CPM(site specific)

CPLPPC inc. mobile search

3rd Party Sponsorships

mobile apps


Client Briefing

Media & Business

Objectives Agreed

Agency conduct Audience Research

Agency recommend

media strategy

Client feedback on strategy /approach

Agency plan media

placement selection

Agency negotiate media buy

Agency Accept Brief

Creative Trafficked

Ongoing Reporting & Optimisation

Briefi

ng

Plann

ing

Activa

tion

planning process


PLANNING PROCESS: BRIEFING

Client Brief

‣ Budget‣ Timings‣ Product‣ Audience‣ Objectives


Objectives Agreed

‣ Business‣ Media



Agency Accept Brief

‣ Agency has been able to feedback on client’s brief

‣ Once accepted agency to turn around response with in agreed SLA



Agency Conduct Audience Research

‣ Planners have multiple research tools at their disposal to understand the size of their audience, what media their target consumes and what motivates them i.e social interests and behaviours

Example Tools: TGI (Net) & Neuroplanner

PLANNING PROCESS


Agency Recommend Media Strategy

‣ Based on Audience insight agency can now recommend:• Most effective communication channels• Volume of media required to achieve media objectives (R/F)• Tactics to ensure cut-through / guarantee ROI / increase brand perception

PLANNING PROCESS


Agency Plan Media Placement Selection‣ Using further research tools agency can identify which publishers/placements are frequented by target‣ Agency to brief Publishers and review responses‣ Based on publisher response/results agency to advise method of engagement in each placement

PLANNING PROCESS

Example Tools: Comscore, Adrelevance, Hitwise


Client Feedback on Approach

‣ Approved?‣ Additional insight to inform strategy?

PLANNING PROCESS


Agency Negotiate Media Buy

‣ Planner/Buyers to draw up IO between publisher and agency‣ Added value / rate cuts secured where possible

PLANNING PROCESS: ACTIVATION


Creative Trafficked‣ Creative Uploaded into 3rd Party Adserver and tags sent over to Publishers‣ Relevant content /assets handed over to Publishers‣ Tracking provided to client‣ Keywords generated and categorised by AdGroup




‣ Business‣ Media



Client Briefing

Media & Business

Objectives Agreed

Agency conduct Audience Research

Agency recommend

media strategy

Client feedback on strategy /approach

Agency plan media

placement selection

Agency negotiate media buy

Agency Accept Brief

Creative Trafficked


Briefi

ng

Plann

ing

Activa

tion

planning process


questions on planning?


social media


if Facebook were a country it would be the 4th most populated place in the world, easily beating the likes of Brazil, Russia and Japan

It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million users. The internet took 4 years to reach 50 million people...

900,000 blog posts are created within a single 24-hour period

In less than 9 months Facebook added 100 million users to the internet

Twitter receives over 30 million unique visitors each month

Flickr, just 4yrs old, hosts more than 3.6 billion user images.

some BIG stats


publisher media social media

the web has become more social


brand in controlone-way/delivering a message

repeating the messagefocused on the brand

educatingadvertiser creates content

audience in controltwo-way/being part of the conversation

adapting the messagefocused on the audience /adding value

influencing / involvinguser created content / co-creation

and brands need to understand the difference

traditional media social media


PARTICIPATE

FACILITATE SHARING

AND EVANGELISM

GENERATE BUZZ

DEVELOP COMMUNITY

LISTEN

social media rules of engagement

brands must crawl first, run later


through careful social monitoring Skype realised there were many simple technical questions being asked on the web by

(potential) Skype users

excellence in social media: skype


Skype then entered the conversation by adding value. Better still they prioritised environments where their message could

be shared and spread


the result?


skype’s positive sentiment across the web improved by 22.5 %


the result

users shared their experience in the environments Skype had participated in


questions on social media?


mobile media


call text/sms wapmms

bluetoothbarcodeGPS

applicationswifiemailaugmented reality

handsets continue to evolve


0%

8%

15%

23%

30%

3.1%

8.2%

11.5%

18%

21.5%

25.9%

29%

2007 2008 2009 2010 2011 2012 2013

Smartphones

iPhone Uptake

global smartphone penetration


low barriers to entry

online assets can be easily transferred to mobile

low cost

same principals as online marketing


high response levels

response levels are similar to early internet CTRs

uncluttered environments

direct call to actions


deepened engagement

personal experience

audio and video capability

social capabilities


advance targeting

age and gender

handset

geography

day-part targeting


questions on mobile media?


digital media planning 2010

Technology

briefing objectives

io agency

client business

social media

term return

advertiser

tools

thursday