media planning 101

Media presented by

Jeffrey RichVice President, Stamats

08.7.2014

Working together.Smarter.

2 | Lunch & Learn – August 7, 2014 | © Stamats 2014

How an Agency Defines Media Planning Most agencies have a media

department staffed with media planners/analysts

Some differentiate between traditional media and digital media– The good ones are media agnostic

The role of the media department is to understand what media channels will most efficiently reach the client’s target audience within the allotted budget

The media department then contacts those media venues, negotiates placement and cost, ,then receives an insertion order specifying the specifics of the media buy, including the required creative assets


Major Media Channels Traditional Media

Television (network, cable, satellite) Radio (AM, FM, satellite) Outdoor (billboards, bus panels) Direct mail (saturation, solo) Print (newspapers/magazines) Telemarketing

Digital Media Email Digital display Affiliate Search engine marketing Social media / social networking Internet radio & broadcast

Guerilla & Earned Media Events, sponsorships PR, etc.


Definition of Key Terms REACH & FREQUENCY - are always looked at hand in hand, one measures the number of people

exposed, the other the number of exposures

MEDIA MIX - The combination of media used for a particular schedule / campaign

PENETRATION - The percentage of total homes or people in a given geography who own a particular media vehicle

AUDIENCE PROFILE - The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.

IMPRESSIONS – The number of views of your media usually expressed in thousands (000)

COST EFFICIENCY - The cost of reaching a unit of your target audience i.e. measures the relationship between the audience reached and the cost of using the medium.

FRAGMENTATION - refers to the increasing number of audience subdivisions which, when taken together, constitute total usage of a medium


Marketing Planning vs. Media Planning Marketing Planning:

Leads the development of the overall strategy and account

Leads the development of creative assets

Works in-between all stakeholders

Media Planning: Researches, recommends, negotiates &

places media Needs to work across traditional media &

digital Responsible for increasing “efficiency”


Developing a Media Strategy Brands like Target, Disney, etc., have

spent years & millions of dollars building their brands through media Colleges & universities don’t have

those kind of financial resources or the institutional will to stick with it

For many schools, brand building through media is a luxury, not a necessity to grow awareness & enrollments

If you can’t fund an integrated media plan or enough reach & frequency, you may be wasting your money

#AligningExperts


You Just Told Me I Was Wasting My Money Play to your strengths – leverage low/no

cost media venues Earned media (public & media relations) Social media (great for awareness &

engagement, not great (yet) for inquiry generation)

Digital display is the new a awareness media Understand the difference between awareness

advertising & acquisition marketing

If funding is inadequate, better to go all-in on a short list or single media channel like digital, radio or TV. Become known for something!


Media Fragmentation


Baseline Media Coupled With Campaign Spikes

Septem

ber

Octobe

r

Novem

ber

Decem

ber

Janu

ary

Februa

ryMarc

hApri

lMay

June Ju

ly

Augus

t0

102030405060708090

100

Targeted Media & CampaignsAwareness Advertising


Developing an

Effective Media Plan


First, Define What You’re Marketing Are you marketing the institutional brand,

schools or programs? Are you marketing the traditional UG

experience or grad & non-traditional programs?

Which programs need help You probably don’t have enough resources to

market them all Can you market a school or basket of

programs that are related, or do you need to market individual programs?

Each program may have a different media formula


Inquiries Across Media Channels

#AligningExperts

MBA

IT Leadership


Second, Segment & Profile Your Target AudiencePersona Description - Debbie


Third, Define Your Budget Needs

Inquiries (X) Conversion Rate (=) Enrolled Students

CPI (X) Required Inquiries (=) Marketing Budget

1,000 (X) 10% (=) 100 Enrolled Students

$115 (X) 1,000 (=) $115,000

CPES (X) Required Enrollments (=) Marketing Budget$1,500 (X) 100 (=) $115,000


Most Effective Media Channels

Search engine marketing, PPC

Email

Direct mail

Other online digital display advertising

Radio

Social media

Billboards and other outdoor

Purchasing of leads from aggregation sites

Magazines, periodical advertising

Local newspaper ads

Earned media generated from PR activity

TV

Referrals

0% 20% 40% 60% 80% 100%

74%

50%

42%

41%

38%

29%

24%

24%

19%

17%

13%

11%

9%

54%

11%

30%

28%

33%

10%

26%

15%

14%

12%

2%

9%

0%

Largest Budget (n=156)

Effective (n=162)

Which of the following media channels or activities do you feel are most effective [have the largest annualized budget] in generating inquiries for your Master’s degree students?

Multiple mentions possible. Base: Responsible for Master’s degree students


Let’s Talk About Digital Media Search Engine Marketing (SEM)

SEM is the use of search engines to drive relevant traffic to your site. There are currently three main types of search marketing: Pay per click (PPC) Natural search (SEO) Contextual search

Affiliate Marketing Pay Per Lead - Every time a potential student registers at a

publisher’s website, a previously determined amount is deposited into the affiliate’s account

Display Advertising A graphical advertisement that appears next to content on

websites, social networks, apps, emails & other digital formats

Programmatic Buying


Digital Media Generates Inquiries

Find the right mix of: Pay per click on Google, Bing & Yahoo Aggregators (pay per lead) on sites like Zinch,

Gradschools.com, etc. Social display advertising, particularly on Facebook

and LinkedIn

Use digital display to build awareness, don’t expect click-thru’s but evaluate on impressions


Build Your Plan


Tracking & ROI Assessment


Evaluate & Act on Metrics


Digital is All About Testing & Optimization


Global Holding Company – Headquarters in NY

Digital Advertising Solutions for Agencies & Direct Advertisers

Digital Advertising Solutions for Affiliate Marketers

Client facing Digital Advertising Platform that powers CPXi divisions

Programmatic Media Solutions for Demand & Supply-side partners

Digital innovation for new & emerging media formats


Programmatic MediaProgrammatic media buying is a holistic

approach that leverages automation technology in support of ongoing, channel-agnostic

customer engagement to enable continuous optimization as strategies evolve.


AdReady Programmatic Platform: A One Stop Shop

THE

PLATFORMAn all-in-one digital advertising solution.

Programmatic creative platform

Seamless programmatic media buying across Display, Mobile,

Video & Social

Best-in-class targeting capabilities

Transparent campaign planning, optimization and

reporting


Audience TargetingCHANNEL AUDIENCE / CONTENT Target your audience

residential cluster, proximity to retail locations, campaign level DMAs and more.

Place a relevant ad in front of a user that is reading content that contains specific terms.

Contextual Targeting

Geo Targeting

ZONE 1

ZONE 2

ZONE 3

IP Zone Targeting

IP Targeting leverages the relationship between users and the location of their IP addresses in real time. Since it is cookie-free, IP Targeting is a scalable and safe for way for advertisers to reach unique audiences online.

Targeting Capabilities


Site Visitor Retargeting

Social Retargeting

CRM Retargeting

Customer Base

Site Visitor

s

Use your own CRM assets and segmentation framework to create online audiences for display audiences using cookies.

Look-a-like Retargeting

Measure data and audience profiles on conversion pages and use the data to target new customers with similar characteristics

When a user searches for specific keywords in a search engine, they become part of a keyword cookie pool are eligible to receive a retargeting ad on their favorite content sites.

Search Retargeting

Retarget users who visited your site without converting by showing them expertly crafted ads in order to re-engage them with your brand.

Retargeting Capabilities


Quick, scalable building and testing of creative

Shared and custom template libraries to be used across channels

Creative AutomationReduce creative costs to increase ROI

Decrease creative development time


White Label Solution