What Happens in

Media Planning

INSPIRATION

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NEEDS TO BE

Brand Media Strategy: Integrated Communications Planning in the Digital Era

by Antony Young

Read by every media executive and every media planner

AND SHOULD BE

Kept nearby, at all times, as it is the “new media playbook” and will guide you in

developing the strategies that answer “why are we advertising?”

INSPIRATION

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“People don’t buy what you do, they buy why you do it”

The Concepts of “The Golden Circle” and “Start With Why” by Simon Sinek

Every single organization functions on three levels:

What we do, How we do it and Why we do it.

https://www.startwithwhy.com

INSPIRATION

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The rest of these slides walk you through the “how” and “what” media planners do.

But let ’s first cover the “Why” . . .

We believe that media planning starts with understanding the consumer.

We want to develop media strategies that are relevant and will resonate with consumers

despite the expanded choice of media that has diluted their attention. !We are dedicated to growing and building brands with communications plans that drive

business goals.

The Concepts of “The Golden Circle” and “Start With Why” by Simon Sinek

Step One: Briefing

STEP ONE

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Planners meet with client to gather information regarding

planning parameters such as budget, media mix, timing,

product/brand detail, target audience & objectives.

BRIEFING

Ask smart questions! Such as “where will most of the business growth come from?”

!Not “what are your objectives?”.

STEP ONE

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which stage of the Consumer Pathway

the brand should influence.

PLANNERS DEFINE

STEP ONE

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pick one!Awareness Involvement

Active Consideration Purchase

Consumption Relationship Building

Advocacy

STEP ONE

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Launch a product, communicate a benefit, or tell of an event or

offer. This objective centers on visibility and recognition. It is

the most expensive to achieve in media dollars.

CONSUMER PATHWAY AWARENESS STAGE

STEP ONE

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Increase emotional engagement before purchase. Also known as

the “just looking” stage. At this point consumer needs

experiences and information about the product.

CONSUMER PATHWAY INVOLVEMENT STAGE

STEP ONE

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Shift up the order of consideration by facilitating favorable

comparison. Once engaged, consumers need to know more and

this stage is all about getting the brand on the short list;

increasing preference and purchase intent.

CONSUMER PATHWAY ACTIVE CONSIDERATION STAGE

STEP ONE

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Convert intent into action at the point of purchase.

CONSUMER PATHWAY PURCHASE STAGE

STEP ONE

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Improve the user experience. This is the point at which

consumers discover whether the product or service delivers

what it promised and they’re deciding whether they like it.

CONSUMER PATHWAY CONSUMPTION STAGE

STEP ONE

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Make the customer feel special to improve per capita value. It is

about forming a bond with consumers and reaffirming that

they made the right choice.

CONSUMER PATHWAY RELATIONSHIP BUILDING STAGE

STEP ONE

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Increase recommendations. It is the creating and enabling of

word of mouth and recommendation.

CONSUMER PATHWAY ADVOCACY STAGE

Step Two: Discovery

STEP TWO

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Using research tools, planners learn everything they can about

the client, competitive landscape and potential target

audience(s) including size and their demographics,

psychographics, media consumption, social interests and

behaviors.

DISCOVERY

STEP TWO

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consumer insights and chose which are the most important as

they relate to an understanding of how consumers will receive

and respond to the communication efforts.

PLANNERS UNEARTH

Ask “which target do we focus on? A current or heavy user? A potential user or an influential user? A purchaser or a gatekeeper?”

Step Three: Strategy

STEP THREE

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Based on audience insights gathered, planners recommend a

media strategy including communication goals, volume of

media required to achieve media objectives such as reach &

frequency or number of impressions, and they highlight tactics

that will ensure objectives are met.

STRATEGY

STEP THREE

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two important questions: where to play and how to win.

!

Planners combine media ideas, initiatives and tactics into a

bigger and more complex platform or idea.

PLANNERS ADDRESS

STEP THREE

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what not to do and make trade-offs.

Decisions regarding where and how to advertise are made

before determining what to say and what tactics will take

that message to the target consumer.

PLANNERS DECIDE

Don’t give into the temptation to jump into specific solutions and move to the tactical too soon.

STEP THREE

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in simple terms, how the communications will directly

translate to the marketing or business goal.

PLANNERS COMMUNICATE

Step Four: The Work

STEP FOUR

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Using more research tools, planners identify publishers and

placements to move forward with that best meet the set

campaign goals.

THE WORK

STEP FOUR

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how and where media can help to achieve set goals with

decisions on touch-points.

PLANNERS IDENTIFY

Decisions must be made with the consumer in mind!

STEP FOUR

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not only if a media tactic reaches the right people at the right

time but also if the tactic will influence those people.

!

This is termed “media receptivity”.

PLANNERS CONSIDER

STEP FOUR

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media receptivity tactics to help clients stand out from the

competition.

PLANNERS EXPLOIT

”It is not about food product ads in the cooking section of women's magazines or auto ads on

edmunds.com - these are valid places to advertise but are established venues - the competition is here which

makes it difficult to compete for attention.”

STEP FOUR

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Contextual planning:

advertising at the point of need

!

Situational advertising:

leveraging the right occasion or the right time period for a

message to connect most effectively

MEDIA RECEPTIVITY TACTICS

STEP FOUR

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Leveraging of target passion points:

creating an identity for a brand by association with certain

lifestyle activities

!

Branding inside content:

product placement, product integration and program

sponsorship or "branded entertainment"

MEDIA RECEPTIVITY TACTICS

STEP FOUR

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Tapping into consumers' relationship with media:

increasing the relevance of the brand by tapping into the

crossroads of media and culture to deliver highly relevant

brand communications

!

MEDIA RECEPTIVITY TACTICS

STEP FOUR

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the most relevant platforms and partners to approach with a

Request for Proposal (RFP).

!

PLANNERS SELECT

STEP FOUR

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RFPs on the basis of of how well the proposed tactical

program meets the objective(s) in comparison to competitive

submissions, how cost efficient the program is, if the program

presents an opportunity to do something for the client/brand

that hasn’t been done before, how well the program fits into

the media mix and how the program can contribute to the

overall strategy and goals.

PLANNERS EVALUATE

STEP FOUR

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three inputs of touch-point selection: data, consumer insights

and communication needs.

!

These three factors provide complementary or contradictory

forces in making selection decisions.

PLANNERS BALANCE

STEP FOUR

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touch point selection . !

With the growing list of touch points available, planners must

be careful not to incorporate too many within a plan. !

Spreading a campaign thinly across media makes it harder to

cut through and reduces frequency, which is important for

effectiveness.

PLANNERS PINPOINT

STEP FOUR

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media metrics such as reach (coverage), frequency,

impressions, GRPs and cost per response as a guide for the

effectiveness of pricing terms.

!

PLANNERS USE

Step Five: Implementation / Activation

STEP FIVE

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Planners negotiate rates and added value; create flowcharts &

insertion orders, traffic creative and implement tracking pixels.

IMPLEMENTATION / ACTIVATION

STEP FIVE

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by creating flowcharts that detail the final media

recommendations including scheduled placements by

vendor, media type, placement description, ad sizes,

impressions, and total client cost.

!

PLANNERS ORGANIZE

STEP FIVE

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inventory by creating and issuing insertion orders (IOs) to

media vendor representatives for any and all media they place.

!

IOs detail the placement dates, targeting, ad sizes, number of

impressions, etc. as well as the negotiated/approved rates.

PLANNERS SECURE

STEP FIVE

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creative.

!

For digital media placements, planners utilize third party ad

serving technology, which is a program by which ads are

placed on websites. The ad server stores, maintains and

serves (uploads) advertising banners for one or more

websites.

PLANNERS TRAFFIC

STEP FIVE

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tracking pixels (code used to track websites views,

transactions, conversion etc.) by working with client

webmasters and digital media vendors.

!

PLANNERS IMPLEMENT

Step Six: Analysis & Refinement

STEP SIX

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Planners provide ongoing reporting and manage optimization

of the campaigns where applicable.

ANALYSIS AND REFINEMENT

STEP SIX

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campaign success of media through an understanding of

where and how the elements of the plan actually drove the

final outcome.

!

PLANNERS MEASURE

“The planner needs to keep in mind that measurement isn't about reporting and justification. It is about

making better decisions and adjustments that steer the strategy and tactics.”

STEP SIX

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measurements to the objectives set for the media strategy. !

Measurement can include consumer tracking or customer

attitude and usage studies to measure for awareness, brand

equity or active consideration. !

Planners interested in increasing communications influence

and involvement are studying engagement metrics.

PLANNERS MATCH

STEP SIX

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online data such as impressions & pacing, clicks and click-

through rates (CTRs), ad placement/ad size/ad creative

performance, etc.

!

Planners use this information to make manual optimizations

towards placements that prove to be more cost efficient and

effective.

PLANNERS ANALYZE

STEP SIX

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on ad networks for their proprietary technology capabilities

that use algorithms combined with billions of data points to

optimize the campaign on multiple factors. !

Factors may include advertiser budget, available inventory,

demographics, geography, user behavior and more.

These optimizations result in reduced waste and enable ad

placements to deliver the best possible performance.

PLANNERS RELY

STEP SIX

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detailed reporting which can be daily, weekly, monthly etc.

depending on the campaign parameters and what is being

monitored.

PLANNERS DELIVER

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JUST FOR FUN

Courtesy of Centro http://www.centro.net/impact-digital-explosion-and-life-media-planner