Download - Digital Media Briefing & Planning Process
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
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