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

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Philippe Deltenrepdeltenre@gmail.com@PhilippeD