Traditional Media Planning : what are the reasons for conservatism?
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Traditional Media Planning
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In the era of digital marketing, most brands keep investing a very important part of their above the line budgets in traditonal media. What are the reasons for this conservatism?The advertisers point of vue, the media agency point of vue, the user point of vue… and the chaos scenario. Let’s discuss this together! This Cleverwood Friday Session will be animated by Philippe Deltenre, Digital Media Trainer.
Transcript of Traditional Media Planning : what are the reasons for conservatism?
TraditionalMediaPlanning
Why?
Leverage– Ad/message awareness– Brand awareness (top of mind, spontaneous,
aided)– Brand favorability < Advocacy– Purchase consideration– Purchase intent
Players:
Advertiser Creative Agency Media planning and
buying Media (broadcast,
print, digital) Target audience
Pressure!
Coverage
High reach Emotion, Brand values GRP: cumulative, undeduped net audiences Average reach x frequency Measurement by CIM mediamétrie (panel based) ! Time shifting vue (live +6)
! Pre-sets Conservatism: people listen to few radios Attention and « unavoidability » Measurement: CIM/GFK audiométrie « Carnets d’écoute » Several waves/year – 8000+ interviews
New attitudes towards advertising
Close to PoS PoS packages 48 agglomerations Interviews (15.000) « implantation » & « movement » Can be very creative
metric: readers = issues x number of readers Not page-based! Short production time Volume of information Local/tactical Please the distribution network (retail, automotive) LDP How do we define a reader? Magazine (branding) vs newspaper (tactical)
Conservatism: resistance to online
Share of voice Where is my ad? What’s in the advertiser’s mind (or the mind of his family) Process (creative agency and media planning) No/very few online in mono-media experiences Reporting Overhype history & CIM struggle TV can become viral anyway Google business model
Community animationTwitter opportunities
Case Study mobile appMonitoring Social media
Geo-localizationInnovative mash-upsScrum : tips & tricks
Career mgt 2.0BasecampWebwriting
DYNAMIC INSOURCINGFRIDAY SESSIONSFriday Sessions are organized internally within Cleverwood, where a few external people are also invited.
Their goal is to share the knowledge on a particular hot topic between Cleverwood staff members.
Follow @CleverwoodUse #FridaySession
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Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.
Slides will up be there
Pic’s will be here
Summary over hereAnd tweets down here
Thank You
Philippe [email protected]@PhilippeD
