2015 Media Buying Trends and Best Practices
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Transcript of 2015 Media Buying Trends and Best Practices
Introductions
Media Consumption Trends
How Media Has Changed
The Age of Programmatic
Best Practices for Buying Media
Brief Demonstration
Q&A
AGENDA
RADIO AND DIGITAL MARKETING EXPERT
KEN MARMER
• 25 years in Radio, Digital & Inbound Marketing platforms • Specializes in building key relationships with decision
makers • Thrives in fast paced environments that put equal
importance on innovation, creativity and using analytics to make informed marketing decisions
• Enjoys learning and challenges self to acquire one new
tidbit of knowledge every day • Passionate about the beach, travel, soft shell crab
sandwiches, tennis, running, walk off HR's and competing
TELEVISION, AD AGENCY AND DIGITAL DISPLAY EXPERT
JEFF FOSCO
• 27 years experience within Advertising Agencies, along with Television and Online Digital Display platforms.
• As a former ad agency Media Director, Buyer and Planner, my knowledge of all media allows me to be a strategic marketing and media partner for my customers, not just a seller of my own products.
• Experienced at increasing revenue and enhancing overall phases of business objectives and customer needs.
• Enjoy staying current on industry trends, passing that knowledge onto my customers and contacts.
• Husband, dad, devoted exerciser, healthy eater (most times), sunny beach advocate & still a darn good golfer.
1980 “THE DECLINE OF BIG
AND MASS MEDIA”
2010 “MULTICHANNEL
MEDIA”
2015 “MOBILE FIRST MEDIA”
CONSUMER HABITS OVER TIME
MEDIA CONSUMPTION
Newspapers and radio and television
broadcasting displaced by new
media sources.
The internet and cable television
take market share by storm.
Smartphones, multi-screen consumption, apps, shopping and everything you can
imagine at the fingertips of consumers.
THE DECLINE OF BIG AND MASS MEDIA.
MEDIA BEGINS TO MAKE THE SHIFT
TO TELEVISION, RADIO, MAGAZINES
AND GETS PERSONAL WITH CONSUMERS.
1980
NEW MAINSTREAM
CATEGORIES FOR MEDIA CONSUMPTION
INCLUDING SOCIAL MEDIA,
GAMING SYSTEMS, APPS AND SEARCH ENGINES.
2010
BIGGEST INCREASES IN AD SPEND AND MARKET SHARE
MULTICHANNEL MEDIA
SOURCE
THE INTERNET
26 BILLION DOLLARS SPENT
2,788% increase from 1997 to 2010 18.7% Market Share
CABLE TELEVISION
27.1 BILLION DOLLARS SPENT
From just 58 million in 1980 to 27.1 billion in 2010 17.4% Market Share
OUTDOOR
6.4 BILLION DOLLARS SPENT
Slow. steady and consistent growth 4% Market Share
BIGGEST DECREASES IN AD SPEND AND MARKET SHARE
MULTICHANNEL MEDIA
SOURCE
NEWSPAPERS
25.8 BILLION DOLLARS SPENT
From 49 billion to 25 billion from 2005 to 2010 48% Decrease in Revenue
MAGAZINES
9 BILLION DOLLARS SPENT
Amount spent dropped from 14 billion to 10 billion between 2008 and 2009
RADIO
17.3 BILLION DOLLARS SPENT
Amount spent on radio dropped 25% between 2006-2009
TODAY’S MOBILE WEB CONSUMER
MOBILE FIRST MEDIA
Computer 18%
Smartphones 26%
Television 26%
Radio 16%
Tablet 6%
Print 8%
TODAY’S MOBILE WEB CONSUMER SPENDS
AN AVERAGE OF 9 HOURS PER DAY
CONSUMING MEDIA.
Smartphones: 144 Minutes Television: 141 Minutes
Computers: 96 Minutes Radio: 90 Minutes
Print: 43 Minutes Tablets: 34 Minutes
SOURCE
1 Even a goldfish can hold a thought for longer than you in today’s day and age. Attention spans have fallen from 12 seconds in 2000 to 8 seconds in 2015.
2
ATTENTION SPANS ARE SHORT
Your business must be able to rapidly adapt to the ever-
changing needs of your customers and the marketplace
in cost-effective ways.
WARNINGS AND TIPS TO STAY AFLOAT
WHAT DOES THIS MEAN FOR YOUR BUSINESS?
YOUR BUSINESS MUST BE AGILE
3 Think of all the devices your consumers use and create an experience for each of them. Don’t silo your marketing channels. Look at the big picture and create multiple touch points for consumers.
4
DESIGN FOR THE MULTI-SCREEN WORLD
People are talking about you online whether you approve of it or not. You
want to be able to interact with customers and employees that are
talking about you.
MANAGE YOUR ONLINE REPUTATION
5Make sure your brand and positioning have a purpose, and the information you provide is honest, concise and to the point.
BE AN HONEST BRAND
DISPLAYING ADS TO ONLY YOUR TARGET AUDIENCE
PROGRAMMATIC ADVERTISING
• Programmatic advertising – Replaces human-based methods and allows advertisers
to automate the buying, placement and optimization of media inventory
Someone is online
researching
Their behavior and intent is
recognized
The most relevant ad is
displayed
KEEPING YOU AT THE TOP OF CONSUMERS MINDS
RETARGETING
How many of you experience ads
that follow you around as you
browse the web from your
computer, tablet or smartphone?
Pictured is an illustration that
explains how this technology
works.
TRADITIONAL MEDIA
ü TV
ü Radio
ü Sponsorships
ü Live Local News
HOW TO PROPERLY BUY MEDIA
NEW MEDIA
ü Pay Per Click
ü Display Advertising
ü Social Media
ü Mobile Advertising
ü Retargeting
Make your content speaks to your target audience
and create a unique user experience based on the
way they interact with each platform you advertise on.
Content and Context
Make sure your advertisements have a
clear call to action and easy conversion paths so you’re leading your consumers on
the right path.
Calls to Action
Being able to monitor and report in real-time enables you to quickly
adapt and optimize the performance of your advertising efforts.
Analytics in Real-Time
“
Measuring Your ROI
KEY INGREDIENTS FOR SUCCESS
ADVERTISING BEST PRACTICES
“Half the money I spend on advertising is wasted,
the trouble is I don’t know which half.”
- John Wanamaker
Ken: (513) 322-8985 Jeff: (513) 708-0618
[email protected] [email protected]
Facebook.com/Advent.Media.Group.Cincinnati
twitter.com/Advent_MediaGrp
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ANY QUESTIONS?