Post on 20-Nov-2014
description
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Holistic Media Planning
Leveraging the overall media mix – cross media effectiveness
New communications reality
Average number of communications channels used as part of the awards entries for the IPA Effectiveness Awards in 2006 was six compared to four channels two years ago.
The media landscape
The media ecosystem
The Basics
The Law of Diminishing Returns
£
ROI
x
Media 1
Media 2
Which is usually a function of coverage
Multiplier Effects
Hassloch
Different Channels Carry Different Types of Influence
Section Break
Section Break
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Some New Thinking
Hours per week by age group by medium
0
2
4
6
8
10
12
14
16
18
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older
TV
Internet
Radio
Magazines
Newspapers
New forms of fragmentation
Changing model of TV
Still sharing cultural phenomena
Multi-channel media brands
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Some planning ideas
Heroes and Nissan : Integrated multi platform communications
TV show sponsorship
Fan site sponsorship Alternate reality sites
Graphic Novel
Product placement
Web site integration
A new approach to targeting
Skimmers
Dippers
Divers
And a new planning model
Big Idea
Outdoor
Press
DM
Online
PR
TV
The integration model
Non-linear planning
Outdoor
Press
DM
Online
PR
TV
Knowledge Communities
Media today is all exposing the underbelly
Cinema TV PressOnline Video
MEDIA BY TIME OF DAY REVEALS THE USE OF MEDIA TO OVERCOME ISOLATION
Source: IPA Touchpoints, Hub 2
TV Press
Talking face to face Travelling
Television 5, ITV
BBC Radio
Regional Press
Manchester Evening
News
National Press Supplements
Stella
CommercialRadio
Classic FM
National Press
Sunday Telegraph
Consumer Magazines
Which
Online communitiesSaga
Religious Programming
Hobby Magazines Gardener’s World
Local Press
Regional News
ShoppingCentre
Reader’s Digest
Leisure centres
Pharmacy
National organisations Saga
Supermarkets
Shop windows
Parks Libraries Bus Interiors
Gala Bingo
Working Men’s Clubs
Hairdressers
Churches /Temples
Lampposts
BusShelter
Day Centres
Post Offices
Garden CentresNational Organisations
Saga
SPREADING STORIES TO START CONVERSATIONS
STORYTELLING AS OAP WOM!
Television 5, ITV
BBC Radio
Regional
PressMancheste
r Eveni
ng News
National Press
SupplementsStella
CommercialRadio
Classic FM
National
PressSund
ay Telegraph
Consumer MagazinesWhic
h
Online communitiesSaga
Religious Programming
Hobby Magazines Gardener’s World
Local
Press
Regiona
l New
s
Shoppin
gCentre
Reader’
s Digest
Leisure centres
Shoppin
g Centres
National organisations Saga
Supermarkets
Shop windows
ParksLibrar
ies
Bus Interiors
Gala
Bingo
Working Men’s Clubs
Hairdressers
Churches /
Temples
Lamp
posts
BusShelter
Day Centres
Post Offices
Garden CentresNational Organisations
Saga
Reading: Top Quintile
0
10
20
30
40
All Adults 55+ 75+
In summary
Media consumption is much more complicated and inter-connected than
ever before
Brands that have strong ideas and smart consumer centric channel plans are best
placed for success
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