Media Planning 101
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Transcript of Media Planning 101
Media presented by
Jeffrey RichVice President, Stamats
08.7.2014
Working together.Smarter.
2 | Lunch & Learn – August 7, 2014 | © Stamats 2014
How an Agency Defines Media Planning Most agencies have a media
department staffed with media planners/analysts
Some differentiate between traditional media and digital media– The good ones are media agnostic
The role of the media department is to understand what media channels will most efficiently reach the client’s target audience within the allotted budget
The media department then contacts those media venues, negotiates placement and cost, ,then receives an insertion order specifying the specifics of the media buy, including the required creative assets
3 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Major Media Channels Traditional Media
Television (network, cable, satellite) Radio (AM, FM, satellite) Outdoor (billboards, bus panels) Direct mail (saturation, solo) Print (newspapers/magazines) Telemarketing
Digital Media Email Digital display Affiliate Search engine marketing Social media / social networking Internet radio & broadcast
Guerilla & Earned Media Events, sponsorships PR, etc.
4 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Definition of Key Terms REACH & FREQUENCY - are always looked at hand in hand, one measures the number of people
exposed, the other the number of exposures
MEDIA MIX - The combination of media used for a particular schedule / campaign
PENETRATION - The percentage of total homes or people in a given geography who own a particular media vehicle
AUDIENCE PROFILE - The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.
IMPRESSIONS – The number of views of your media usually expressed in thousands (000)
COST EFFICIENCY - The cost of reaching a unit of your target audience i.e. measures the relationship between the audience reached and the cost of using the medium.
FRAGMENTATION - refers to the increasing number of audience subdivisions which, when taken together, constitute total usage of a medium
5 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Marketing Planning vs. Media Planning Marketing Planning:
Leads the development of the overall strategy and account
Leads the development of creative assets
Works in-between all stakeholders
Media Planning: Researches, recommends, negotiates &
places media Needs to work across traditional media &
digital Responsible for increasing “efficiency”
6 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Developing a Media Strategy Brands like Target, Disney, etc., have
spent years & millions of dollars building their brands through media Colleges & universities don’t have
those kind of financial resources or the institutional will to stick with it
For many schools, brand building through media is a luxury, not a necessity to grow awareness & enrollments
If you can’t fund an integrated media plan or enough reach & frequency, you may be wasting your money
#AligningExperts
7 | Lunch & Learn – August 7, 2014 | © Stamats 2014
You Just Told Me I Was Wasting My Money Play to your strengths – leverage low/no
cost media venues Earned media (public & media relations) Social media (great for awareness &
engagement, not great (yet) for inquiry generation)
Digital display is the new a awareness media Understand the difference between awareness
advertising & acquisition marketing
If funding is inadequate, better to go all-in on a short list or single media channel like digital, radio or TV. Become known for something!
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Media Fragmentation
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Baseline Media Coupled With Campaign Spikes
Septem
ber
Octobe
r
Novem
ber
Decem
ber
Janu
ary
Februa
ryMarc
hApri
lMay
June Ju
ly
Augus
t0
102030405060708090
100
Targeted Media & CampaignsAwareness Advertising
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Developing an
Effective Media Plan
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First, Define What You’re Marketing Are you marketing the institutional brand,
schools or programs? Are you marketing the traditional UG
experience or grad & non-traditional programs?
Which programs need help You probably don’t have enough resources to
market them all Can you market a school or basket of
programs that are related, or do you need to market individual programs?
Each program may have a different media formula
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Inquiries Across Media Channels
#AligningExperts
MBA
IT Leadership
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Second, Segment & Profile Your Target AudiencePersona Description - Debbie
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Third, Define Your Budget Needs
Inquiries (X) Conversion Rate (=) Enrolled Students
CPI (X) Required Inquiries (=) Marketing Budget
1,000 (X) 10% (=) 100 Enrolled Students
$115 (X) 1,000 (=) $115,000
CPES (X) Required Enrollments (=) Marketing Budget$1,500 (X) 100 (=) $115,000
15 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Most Effective Media Channels
Search engine marketing, PPC
Direct mail
Other online digital display advertising
Radio
Social media
Billboards and other outdoor
Purchasing of leads from aggregation sites
Magazines, periodical advertising
Local newspaper ads
Earned media generated from PR activity
TV
Referrals
0% 20% 40% 60% 80% 100%
74%
50%
42%
41%
38%
29%
24%
24%
19%
17%
13%
11%
9%
54%
11%
30%
28%
33%
10%
26%
15%
14%
12%
2%
9%
0%
Largest Budget (n=156)
Effective (n=162)
Which of the following media channels or activities do you feel are most effective [have the largest annualized budget] in generating inquiries for your Master’s degree students?
Multiple mentions possible. Base: Responsible for Master’s degree students
16 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Let’s Talk About Digital Media Search Engine Marketing (SEM)
SEM is the use of search engines to drive relevant traffic to your site. There are currently three main types of search marketing: Pay per click (PPC) Natural search (SEO) Contextual search
Affiliate Marketing Pay Per Lead - Every time a potential student registers at a
publisher’s website, a previously determined amount is deposited into the affiliate’s account
Display Advertising A graphical advertisement that appears next to content on
websites, social networks, apps, emails & other digital formats
Programmatic Buying
17 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Digital Media Generates Inquiries
Find the right mix of: Pay per click on Google, Bing & Yahoo Aggregators (pay per lead) on sites like Zinch,
Gradschools.com, etc. Social display advertising, particularly on Facebook
and LinkedIn
Use digital display to build awareness, don’t expect click-thru’s but evaluate on impressions
18 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Build Your Plan
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Tracking & ROI Assessment
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Evaluate & Act on Metrics
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Digital is All About Testing & Optimization
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Global Holding Company – Headquarters in NY
Digital Advertising Solutions for Agencies & Direct Advertisers
Digital Advertising Solutions for Affiliate Marketers
Client facing Digital Advertising Platform that powers CPXi divisions
Programmatic Media Solutions for Demand & Supply-side partners
Digital innovation for new & emerging media formats
23 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Programmatic MediaProgrammatic media buying is a holistic
approach that leverages automation technology in support of ongoing, channel-agnostic
customer engagement to enable continuous optimization as strategies evolve.
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AdReady Programmatic Platform: A One Stop Shop
THE
PLATFORMAn all-in-one digital advertising solution.
Programmatic creative platform
Seamless programmatic media buying across Display, Mobile,
Video & Social
Best-in-class targeting capabilities
Transparent campaign planning, optimization and
reporting
25 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Audience TargetingCHANNEL AUDIENCE / CONTENT Target your audience
residential cluster, proximity to retail locations, campaign level DMAs and more.
Place a relevant ad in front of a user that is reading content that contains specific terms.
Contextual Targeting
Geo Targeting
ZONE 1
ZONE 2
ZONE 3
IP Zone Targeting
IP Targeting leverages the relationship between users and the location of their IP addresses in real time. Since it is cookie-free, IP Targeting is a scalable and safe for way for advertisers to reach unique audiences online.
Targeting Capabilities
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Site Visitor Retargeting
Social Retargeting
CRM Retargeting
Customer Base
Site Visitor
s
Use your own CRM assets and segmentation framework to create online audiences for display audiences using cookies.
Look-a-like Retargeting
Measure data and audience profiles on conversion pages and use the data to target new customers with similar characteristics
When a user searches for specific keywords in a search engine, they become part of a keyword cookie pool are eligible to receive a retargeting ad on their favorite content sites.
Search Retargeting
Retarget users who visited your site without converting by showing them expertly crafted ads in order to re-engage them with your brand.
Retargeting Capabilities
27 | Lunch & Learn – August 7, 2014 | © Stamats 2014
Quick, scalable building and testing of creative
Shared and custom template libraries to be used across channels
Creative AutomationReduce creative costs to increase ROI
Decrease creative development time
28 | Lunch & Learn – August 7, 2014 | © Stamats 2014
White Label Solution
29 | Lunch & Learn – August 7, 2014 | © Stamats 2014