1 / 11

Buying digital a media planner’s perspective

Buying digital a media planner’s perspective. Hello…. Activity TyPE. metric. role. Affinity Advocacy Sales value. Buy more More frequent B rand extensions. RETENTION. Recognition Positioning Acceptance. Awareness Noting. Brand consideration.

verdad
Download Presentation

Buying digital a media planner’s perspective

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Buying digitala media planner’s perspective

  2. Hello…

  3. Activity TyPE metric role Affinity Advocacy Sales value Buy more More frequent Brand extensions RETENTION Recognition Positioning Acceptance Awareness Noting Brand consideration Response Leads Sales Volume Hook into trial Make purchase RECRUITMENT

  4. Activity TyPE DIRECT / CRM / BROCHURES / EVENTS / ACTIVATIONS / EMAIL / SOCIAL / APPS RETENTION TV / OUTDOOR / NATIONAL RADIO / NATIONAL PRESS / DIGITAL DISPLAY Brand consideration REGIONAL RADIO / REGIONAL PRESS / SAMPLING / POS / DIGITAL PERFORMANCE / SMS / SEARCH RECRUITMENT

  5. ISSUE ONE TV / OUTDOOR / NATIONAL RADIO / NATIONAL PRINT / DIGITAL DISPLAY Brand consideration • Channel objectives: Reach and Efficiency • Maximum reach still 20% less than print • Relatively expensive ito CPT (TV, Radio, OOH) • Selective data revelation (norms) • Lack of adspend context (norms)

  6. ISSUE TWO REGIONAL RADIO / REGIONAL PRESS / SAMPLING / POS / DIGITAL PERFORMANCE / SMS / SEARCH RECRUITMENT • Channel objectives: Effectiveness • Time consuming • Myriad of metrics, requires experience • Siloed

  7. ISSUE THREE DIRECT / CRM / BROCHURES / EVENTS / ACTIVATIONS / EMAIL / SOCIAL / APPS RETENTION • Channel objectives: Engagement • Requires back end support • Dependent on brand’s ability to respond • Often misunderstood

  8. POPULATION Most economically viable still traditional Next 10 year behavioural shift to digital Data costs continue to decline Digital to become a reach medium Competitive CPT Programmatic buying to evolve opportunity

  9. MEASUREMENT Unravelling of SAARF Legacy thrown out of kilter Marketers’ attention on metrics Importance of ROI Tipping point for industry Context essential opportunity

  10. COLLABORATION opportunity DMMA / Nielsen with Agencies: Adspend Digital with Digital: Ratecards DMMA / Effective Measure w Agencies: Data DMMA / Digital w Agencies: Benchmarks

  11. In summary Work together to build legacy in digital Take lead from those who have gone before Understand context ……..and more of these please

More Related