bbdo the multiscreen dayparting playbook

7/21/2019 BBDO the Multiscreen Dayparting Playbook

1/24

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Lnw tn Ztdodzj Hjvdmj Hkypkrts inr @rjktjr Rjkml & Dapkmt

Akrml 25;=

tlj auotdsmrjjfhkypkrtdf`

pokybnng


2/24

2


3/24

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MnftjftsDFXRNHZMXDNF

AZOXD]MRJJF RJKML

HJYDMJ RJKML BT HKTUKRX

RJOKXDNF]LDU] PDXL HJYDMJ]

DAUOJAJFXDF@ XLJ HJYDMJ HKTUKRX

MK]J ]XZHDJ]

ONNGDF@ KLJKH

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Hjvdmj hkypkrtdf` ds kpprnprdktj wljf kf khvjrtdsjr wdsljs tn tkgj

khvkftk`j ni tlj snpldstdmktjh tnnos ni auotd-smrjjf khvjrtdsdf`wldml mkf tkr`jt

mnfsuajrs bksjh nf spkmj, tdaj kfh hjvdmj mlndmjtn mnapojajft tljdr XY

dfvjstajft kfh nptdadzj kf kh mkapkd`f inr akxdaua dapkmt.

Lnw mkf hjvdmj hkypkrtdf` bj kppodjh tn kf khvjrtdsjrs khvkftk`j> Ljrj krj vj

sdapoj stjps tn kmldjvj tlj `rjktjst dapkmt.


17/24

;0

MOKRDITXLJ BRKFH] RJKML @NKO]

Xn akxdadzj rjkml kanf` kuhdjfmjs wln rjoy ojss nf XY, k auotd-smrjjf

kpprnkml wnuoh bj anst jiijmtdvj, ks dt wnuoh mkst k wdhjr fjt nf auotdpojhjvdmjs. Di tlj khvjrtdsjrs `nko ds irjqujfmy kfh tlj tkr`jt ds anrj fkrrnwoy

hjfjh (j.`., anas df adfdvkfs), by usdf` hktk, tlj khvjrtdsjr mkf rjpjkt

ajssk`df` nf auotdpoj hjvdmjs tn tlj skaj kuhdjfmj inr nptdako dapkmt.

AKXMLXLJ DAUKMX @NKO XN XLJ HJYDMJ HKTUKRX

Brkfhs mkf usj hjvdmj hkypkrtdf` kfh kf ufhjrstkfhdf` ni tlj kuhdjfmjs

adfhsjt hurdf` jkml tdaj ni hky tn iurtljr tljdr akrgjtdf` `nkos. Inr dfstkfmj,

k fkfmdko sjrvdmjs brkfh rjqudrdf` k mnfsuajr tn akgj k mnapojx hjmdsdnfad`lt dfvjst df Hkytdaj/Nfodfj, jfmnurk`df` tlj kuhdjfmj tn hd`jst hjtkdojh

mnftjft kt k tdaj wljf tljyrj anrj odgjoy tn bj df irnft ni k mnaputjr.

KHKUXMRJKXDYJ AJ]]K@DF@ XN JKML HJYDMJ

Hdiijrjft hjvdmjs dfvdtj hdiijrjft jf`k`jajft bjlkvdnrs. Nf k tkbojt, kf

khvjrtdsjr aky wdsl tn brdf` stnrytjoodf` tn tlj surikmj ni tlj kh sn tlkt dt

dftjradf`ojs wdtl tlj ojdsurj jxpjrdjfmj. Nf tlj mnaputjr, kf khvjrtdsjr

aky wdsl tn pndft tlj usjr tn k wjbsdtj wljrj k iuoo rkf`j ni kvkdokboj brkfhdfinraktdnf mkf bj jxponrjh kfh kmtjh upnf. ]akrtplnfjs mkf mrjktj k

ijrtdoj jfvdrnfajft inr nf-tlj-`n snmdko slkrdf` nr onmktdnf-bksjh rjsjkrml.

HJODYJRXKR@JXJH AJHDK KMRN]] HJYDMJ]

K brkfhs ajhdk hdstrdbutdnf slnuoh bj akfk`jh kmrnss smrjjfs df nrhjr tn

hjodvjr daprjssdnfs prnpnrtdnfktj tn tlj tkr`jts hjvdmj hkypkrt prjijrjfmjs.

Zsdf` tkr`jtdf` hktk (j.`., k`js ;


18/24


19/24

;4

XLD] BRKFH ODFGJH XLJDR KZHDJFMJ(MNFFJMXJH ANA]) XN XLJ HJYDMJXLKX IDX XLKX KZHDJFMJ BJ]X.

Xlj mnabdfjh anbdoj + nfodfj vdhjn mkapkd`f`jfjrktjh k 22% oditdf ikvnrkbdodty

BRKFH IKYNRKBDODXT INR HJYDMJ-HKTUKRXJH ANBDOJ KFH NFODFJ YDHJN MKAUKD@F

MNFXRNO

J\UN]JH

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:5%

]akrtplnfj ufdts inr tlj hjvdmj-hkypkrtjhmkapkd`f `jfjrktjh dftjrkmtdnf rktjs8


20/24

25

Urdaj Xdaj Kwkrhs ]lnwskfh Nfodfj Ydhjn

MK]J ]XZHT

MKAUKD@F NBCJMXDYJ

K tjmlfnon`y mnapkfy wks trydf` tn japlksdzj tlj mnffjmtdnf bjtwjjf dts prnhumt

kfh tlj jftjrtkdfajft dfhustry by khvjrtdsdf` nf twn akcnr tjojvdsjh kwkrhs slnws.

Pldoj nvjrkoo kwkrjfjss ni tlj prnhumt wks ld`l, tlj rjtjftdnf ni gjy kttrdbutjs inr

tlj brkfh wks pnnr. Xlj modjft wdsljh tn tkgj khvkftk`j ni auotd-smrjjf irjqujfmy tn

hrdvj lnaj dts kttrdbutj-spjmdm ajssk`j by rjdfinrmdf` tlj XY mkapkd`f wdtl hd`dtko.

MKAUKD@F KUURNKML

Mnoojmtdvj mrjktjh k tkr`jt `rnup ni vdjwjrs wln lkh wktmljh tlj kwkrhs slnws df

tlj pkst. Xlj brkfh wdsljh tn tkgj khvkftk`j ni tlj okr`j kuhdjfmj ni anrj tlkf

;


21/24

2;

XLD] BRKFH XNNG KHYKFXK@J NI XLJOKR@J XY + NFODFJ KZHDJFMJ XN HRDYJLNAJ K AJ]]K@J PLDML LKH JOZHJH

KZHDJFMJ] DF XLJ UK]X.

Xlj brkfhs suspdmdnfs kbnut tlj pnnr rjmkoo ni gjykttrdbutjs wks mnfidrajh by k onw bksjodfj kwkrjfjss

Xlj tkr`jtdf` summjssiuooy kod`fjh tlj XY kfh hd`dtkokuhdjfmjs, kmldjvdf`


22/24

22


23/24


24/24

PPP.BBHN.MNA

PPP.URN\DADXTPNROH.MNA

PRDXXJF BT

CZ]XDF JYKF]

IRJHJRDMG ]XKOODF@]

JHDXJH BT

@RKMJ MLKF@

bbdo the multiscreen dayparting playbook

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