Today's Media Planning and Buying Landscape
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The document discusses the evolution of media planning and buying, highlighting the growing importance of the internet alongside traditional media. It emphasizes the need for integrated strategies that leverage both digital and traditional channels for effective targeting and maximizing ROI. Additionally, it provides insights into budget allocation, campaign goals, and audience engagement in media planning.
Today's Media Planning and Buying Landscape
- 1. Today’s Media Planning and Buying Landscape Wendy Hummer Owner EXL Media [email protected]
- 2. Today’s Media Evolving Fast paced Fragmented Trendy Complicated Empowering
- 3. Today’s Topics Internet vs. Traditional Television vs. Online Video Multi-tier Media Budget Allocation
- 5. Traditional Media Television Radio Newspaper Magazines Direct Mail Billboards
- 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
- 10. Internet vs. Traditional Can be invasive to users Credible and Persuasive
- 11. Internet Campaign Clicks Cost Per Click Ad Spend Online Revenue ROI Paid Search 12,499 $0.67 $8,358 $22,251 3:1 Catalina.com 10,458 $0.12 $1,218 $19,782 16:1 Travel Zoo 2,775 $3.18 $8,823 $16,859 2:1 Yelp 1,318 $0.20 $264 $9,743 37:1 Gotocatalina.com 9,217 $0.97 $8,981 $16,000 2:1
- 12. Paid Search Clicks Cost Per Click Ad Spend Online Revenue ROI catalina island vacation packages 5,328 $0.64 $3,419 $6,715 2:1 catalina island hotel 1,685 $0.63 $1,062 $3,551 3:1 zip line 2,512 $0.52 $1,294 $2,257 2:1 catalina lodging 87 $0.81 $70 $1,501 21:1 catalina island package 1,038 $0.45 $466 $1,243 3:1
- 16. Has the internet killed traditional media usage?
- 17. The answer is “NO”
- 18. Broadcast: 45% Print: 34% Internet (including Video): 24%
- 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.
- 22. Television vs. Online Video
- 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.
- 25. Growth in Viewing vs. Time Spent Viewing
- 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
- 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
- 35. Geographic Markets: States, DMAs, Cities Neighborhoods Target Markets: Families, Affluents Active Adults
- 36. Traditional Targeting: Age, HH Income, Marital Status, Kids at Home New Targeting: Generational Segmentation: Boomers, Gen Xers & Millennials
- 37. Target Sacramento San Francisco Grand Total: % by Target Seniors $38,167 $31,606 $69,773 27% Take 5 Families $53,000 $25,089 $78,089 30% Millennials $23,000 $6,500 $29,500 11% Branding $27,533 $53,000 $80,533 31% Total: $141,700 $116,195 $257,895 100% Media Mix Sacramento San Francisco Grand Total: % by Media Print $26,965 $21,721 $48,686 19% Radio $29,430 $5,000 $34,430 13% TV $42,000 $13,740 $55,740 22% Digital Outdoor $10,000 $45,000 $55,000 21% Digital $24,305 $24,734 $49,039 19% Paid Social $9,000 $6,000 $15,000 6% Total: $141,700 $116,195 $257,895 100% % by Market 55% 45%
- 40. Resources: Marketingcharts.com Mediapost.com (center for media research newsletter) Emarketing.com Nielsen.com/us/en/insights Google.com (images) [email protected]