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Rethinking Media Planning and Strategy
Rethinking media strategy and planning discusses the need to change traditional media mixes to account for changes in media consumption and consumer behavior. The document outlines how media has fragmented with new options, and consumers now engage with brands in more personalized ways on their own schedules. It argues that while clients resist change due to uncertainty over new metrics and concerns that tried-and-true approaches will be less effective, focusing on consumer insights can help identify opportunities to engage audiences in meaningful ways across different channels. The key is to understand mindsets, what media means to consumers, and how they use various platforms to develop a strategic, insight-driven plan.
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Rethinking Media Planning and Strategy
- 1. Rethinking media strategyand planning ©2010 22squared
- 2. Why do weneed to? ©2010 22squared
- 3. Media has evolved In the past 10 years the media landscape has evolved rapidly, with fragmentation happening in almost every media category. New technology is making this happen at a more rapid pace than ever before in history. iPads, smart phones, internet TV, gaming, and digital out-of-home are just a few of the media choices that have been added in the last two years. Satellite Digital VOD Social Digital TV Direct Apps Satellite TV Gaming Cinema Marketing Text Mobile Radio Digital advertising advertising Posters/ Billboards 1980 Cinema 2010 Augmented Video Print Blogs Reality Posters/ Print Radio Internet Social Billboards E-readers Direct Marketing Digital Display Boards Interactive Search Boards Email More choices, more places for consumers = Harder to reach the same audience using traditional mixes ©2010 22squared
- 4. Brands have evolved CLASSIC MODERN Deliver a promise Guided by purpose Singular consistent message Multiple coherent messages Controlling Empowering Marketing as a layer Marketing is built in Create transactional relationship Create community PRODUCT-CENTRIC RELATIONSHIP-DRIVEN * Adrian Ho, Zeus Jones ©2010 22squared
- 5. On Demand andpersonalization drive new habits Technology and media advancements are making it possible for consumers to interact with brands and media in ways that never seemed possible. On demand and DVR devices allow consumers to consume on their schedule. Internet TV sites like Hulu and Comcast’s Infinity service even allow consumers to watch their favorite programs on mobile devices, computers and iPads. Comcast’s On Demand service allows users to watch certain programming whenever they want. eBay’s iPhone app keeps the consumer in touch and tracking their bidding or selling on the site 24/7. Pandora allows users to personalize their radio experience and then access their selections even from their cell phone. Consumers determine how and when they want to engage with you. ©2010 22squared
- 6. If brands, consumerhabits, and choices have changed... why haven’t we changed how we plan media? ©2010 22squared
- 7. Clients have severalreasons for not changing their media mixes: SUCCESS METRICS are often hard to define with new media. They tried something new and they perceive it DIDN’T WORK. They DON’T KNOW HOW to use new media in their mix. They had results with the current mix – so WHY CHANGE? ©2010 22squared
- 8. These reasons resultin MEDIA MIXES that are the same as 5 YEARS AGO (with digital banners). Radio 10% Print 5% Digital 10% But what about Broadcast TV MOBILE, SOCIAL, GAMING, 60% INTERNET TV? Cable TV 15% Goal: Try to be wherever the consumer might be. ©2010 22squared
- 9. When a MOREEFFECTIVE mix might look like this. Digital Content 15% Social Networks Network TV – Fragmentation and prime only CONSUMER ENGAGEMENT 10% 40% considered with use of some NON-TRADITIONAL Social Gaming channels, and budgeting 10% for DEEPER EXPERIENCES (i.e., digital content). Mobile 5% Print Internet TV 10% 10% Goal: Be part of the consumer’s life where it matters the most. ©2010 22squared
- 10. But THIS MIXcan make clients NERVOUS. Radio Digital Content 10% 15% Print 5% Network TV – Digital Social Networks 10% prime only 10% 40% Broadcast TV 60% Social Gaming 10% Cable TV 15% Mobile 5% Print Internet TV 10% 10% LESS RELIABLE than tried and true. NEW MEDIA types, DIFFERENT METRICS, And they REVERT to this. sometimes production-heavy and COSTLY. ©2010 22squared
- 11. So, how dowe get clients to move forward? ©2010 22squared
- 12. Show them theyare behind their competition? ©2010 22squared
- 13. No, that justmakes them angry and jealous. ©2010 22squared
- 14. Satellite Digital VOD Social Digital TV Direct Apps Satellite TV Gaming Cinema Marketing Text Mobile Radio Digital advertising advertising Posters/ Billboards 1980 Cinema 2010 Augmented Video Print Blogs Reality Posters/ Print Radio Internet Social Billboards E-readers Direct Marketing Digital Display Boards Interactive Search Boards Email Show them how media has changed? ©2010 22squared
- 15. Great. But notclient actionable. ©2010 22squared
- 16. Give them aninsight about the consumer that they can’t ignore? ©2010 22squared
- 17. GOOD IDEA YES. The insight will lead to planning di erently. ©2010 22squared
- 18. Finding the mediainsights ©2010 22squared
- 19. A non-insight driventarget Demographic targets make good media buying targets but are not ideal for media planning or determining media mix allocations. Demographic-only targets do not di erentiate a Woman 25-45 with a HHI of $75,000+ who would consider buying your product from one who would not. ARE THESE THE SAME PERSON? WOMAN, 25-45, HHI $75,000+ WOMAN, 25-45, HHI $75,000+ Likes Rush Limbaugh. Head of the Likes wholistic foods, eastern PTA and Home Owners Association. cultures and architecture. Studying Started a local petition to have speed for her Reiki certification. Visits the bumps put in her neighborhood. local farmer’s markets every week for her produce. ©2010 22squared
- 20. STATUS: Married tohusband Jim, 39, and living in a suburb of Chicago. They have two children: Jacob, 8, and Madison, 3. DAY IN THE LIFE: An insight-driven snapshot of a target. LIFESTYLE: Works, shuttles the kids around, feels like her life is NAME: Anne overwhelming at times. AGE: 37 Cherishes her personal time. Leaves work, picks up Madison and Jacob at daycare. Stops by the grocery store to pick items up for dinner. Arrives home, turns on Logs into Facebook and checks Disney Channel for Madison and personal email after arriving at Jacob, and starts cooking dinner. work. Comments on a friend’s Jim arrives home and takes Has “The Today Show” on in the status update and posts pictures background while quickly making Madison and Jacob outside to from Madison’s dance recital. play. Anne finishes cooking cereal for kids. Eggs for husband During lunch, goes online to Jim. Glances at morning news. dinner with “Rachel Ray” on in shop – Jacob ripped his winter the background while on the Briefly logs into Facebook to see jacket. Before returning to her friend updates. Checks out telephone with her mom. work, she checks people.com for weather.com to see how to dress celebrity gossip. children for school. Drives Jacob to school and Madison to daycare prior to going into work. Family eats dinner and Jim cleans up while Anne gives the Jim reads the kids a bedtime kids their baths for the night. story while Anne checks While washing the kids, her Anne says goodbye to her friends people.com, tmz.com and phone buzzes –Anne’s best friend and checks Facebook one more perezhilton,com online. Anne from high school just posted a time before shutting down her checks her Facebook updates picture of her new baby on computer. As she winds down and her restaurant in Restaurant Facebook. Anne comments from for bed, she picks up her City before logging into her cell phone. Another friend Glamour magazine and starts pogo.com. Her friends are all texts to say that the group will be reading the cover story about the waiting for her in the Word online playing Pogo tonight at next bachelorette. Whomp chat room. Anne plays 9:30pm. The kids are bathed and Word Whomp and socializes with dressed for bed. The whole family her friends for the next hour and gathers around the TV to watch half. “American Idol” and “Dancing with the Stars.” ©2010 22squared
- 21. Importance of aninsight Good media insights go beyond if the target consumes the media to how and why they consume. Most media agencies use syndicated or proprietary media research that tells them if targets consume. We don’t just look at media consumption data: We observe how targets are consuming it. Like creative, media now needs good qualitative insight to understand things like... 1 Mindsets 2 Meaningfulness 3 Usage Patterns ©2010 22squared
- 22. 1 Mindsets Mindsets allow us to take into consideration how the target is consuming di erent media types. We are able to determine multi-tasking behavior and hone in on media channels and specific properties that the consumer spends more time with and pays attention to. Advertisers naturally want to place their message where consumers have the best chance of seeing it. Knowing mindsets ME TIME optimizes that interaction. UNPLUG FROM WORK WEEK BACKGROUND NOISE ©2010 22squared
- 23. 2 Meaningfulness Everyone has a must watch program, a favorite website, a magazine he or she has to read. Meaningfulness helps us identify those favorites and determine what makes them important to the consumer. The more meaningful a media property is to the consumer, the more likely he or she is to engage with it, pay attention, and see advertiser messaging. High Engagement : High Involvement Low Engagement : Low Involvement ©2010 22squared
- 24. 3 Usage Patterns Usage patterns help us identify and optimize the best times to reach the target audience. They also allow us to see why the targets use certain media and the places that are the most valuable to them. On websites, we are able to determine most-visited pages and priority in users’ lives. We found with one of our clients that the target consumer visited Yahoo! often but never made it past the rotating news of the day on the front page. We were able to optimize our media buy to only include placements on the front page and within each news story. We found that Financial Advisors subscribe to trade magazines but are unlikely to spend time with them. They skim for interesting articles and put the magazines in the lobby for their clients. We found that Pogo users like to schedule times to meet in game rooms and chat with their friends. Most users spend over an hour a day on the site. ©2010 22squared
- 25. Text 66 Things you should do to plan di erently. ©2010 22squared
- 26. 1 Use syndicatedresearch to validate the insight Syndicated research is valuable and helpful in determining whether someone uses a particular media type, but in most cases it doesn’t go beyond this. After conducting our media consumption research, we use syndicated sources to validate our findings. In the old way of media planning, syndicated sources informed the entire plan. Great information but limiting. Often lags behind trends and new media sources. Missing mindset and importance of media in their life information. ©2010 22squared
- 27. 2 Find placesto engage with your audience E ciency has its place within a media plan and is great for getting mass reach. Deeper engagement with consumers can be formed by creating experiences that they relate to or value in their lives. When a brand becomes a part of their lives, they are more likely to share it with others. We found through a media consumption study that the female Florida’s Natural consumer spends several hours a day on Facebook socializing with her friends and playing games like Restaurant City and Pet Society. The more goods you accumulate within these games, the higher your score is. The consumer uses their score as a status badge with her friends. As part of our media plan, we introduced Florida’s Natural virtual goods into these games, integrating the Florida’s Natural brand within the actual gaming experience – not just as an “ad” in the background. Our target consumers are able to interact with our brand within the games and gain status by doing so. ©2010 22squared
- 28. 3 Invent newmedia applications with the consumer in mind New media applications can be daunting when planning media. Knowing how the devices fit in consumers’ lives and what they value makes this easier. Successful uses of new technology take into consideration the needs and wants of your target audience. AMERICAN AIRLINES CHIPOTLE AMERICAN EXPRESS AA’s app makes traveling easier. Chipotle consumers wanted to order Amex teamed up with foursquare It allows travelers to check in, check faster and not wait in line; Chipotle’s to create an app that allows flight status and even play games app allows consumers to order and cardholders to check in on during downtimes in the airport. then sends their order to the nearest foursquare and track purchases. Chipotle, based on GPS location. ©2010 22squared
- 29. 4 Define rolesfor each channel Since brands have evolved to have multiple messages that work in conjunction with each other, it makes sense that media mixes now require role definition for each channel. With roles clearly defined, it is easier to determine creative needs and whether or not the whole plan is accomplishing the client goal. Rich TV Radio Search Display Media Facebook .com TOM Awareness POP In-store Mobile Consideration/Trial Decision/Use Email Twitter Retention/Loyalty Fan/Join Participate/Advocate ©2010 22squared
- 30. 5 Create spaceinstead of buying existing space When you gather consumer insights, it sometimes takes media considerations to new places. Finding out what consumers might need can lead you into creating new programs or places for your brand to fit into their lives. Advisors wanted their content streamlined and were comfortable using Google, so we partnered with iGoogle and four of the most trusted financial media sources to create a Lincoln Financial branded iGoogle page and custom gadgets from each source to go in the page. Each gadget did exactly what the advisor needed it to do, so advisors could stay up to date on information throughout the day. iGoogle and the four media vendors had never been approached to do anything like this before! ©2010 22squared
- 31. 6 Build metricsinto the plan We track the media plan based on goals that we establish with all of our clients. This makes it easier for us to measure and report only what’s important, instead of any measurable metric. We also hold our partners accountable for helping us achieve those goals. Partners who do not do not make it on future plans. In this example, we performed custom Purchase Intent (% Lift) research to make sure our advertising with our digital vendors was enhancing 27 purchase intent with our target audience. Increasing purchase intent was one of the 22 % Lift Control vs. Exposed overall brand goals for the year. 19 15 iVillage Meredith Scripps Yahoo! Website ©2010 22squared
- 32. 33 key things to remember Key things to remember ©2010 22squared
- 33. Clients RESPOND toconsumer insights 1 as agents of change. 2 Good INSIGHTS should drive media plans. 3 Insights leadto greater brand involvement. which leads to ENGAGEMENT, ©2010 22squared
- 34.