HOLISTIC MEDIA PLANNING

THE ROLE OF A MEDIA PLANNER IS TO BEST DEPLOY MEDIA SPEND TO GET THE BEST ROI

BUDGET

£

THE MEDIA ECOSYSTEM HAS CHANGED IN RECENT

YEARS

D2DD2DD2DD2D

THE MEDIA PLANNERS APPROACH TO INTEGRATED PLANNING

AUDIENCE ANALYSIS

MARKET ANALYSIS

PERFORMANCE ANALYSIS

JOURNEY ANALYSIS

INSIGHT EVALUATION

BOUGHT OWNED EARNED

THE MEDIA UNIVERSE IS MORE THAN JUST BUYING TRADITIONAL ADVERTISING

CINEMA RADIO LOCAL

PRESS

PRESS

INSERTS/D2D

DIRECT

MAIL

MOBILE

AD

FORMATS

EXPERIENTIA

L

EVENTS &

SPONSORSH

IP

MOBILE

LINE BY

LINE

OUTDOOR

DIRECTORIE

S

GEO-TARGETED

SEARCHEMAIL TARGETED

DISPLAY

COMPETITIO

NS

STORE WINDOW

DISPLAYS

IN STORE MEDIA

BRAND

WEBSITE

STORE

STAFF

SOCIAL MEDIA

“FANS” AND FOLLOWERS

SOCIAL MEDIA

CONVERSATIONS

WORD OF

MOUTH

ONLINE

REVIEW

RECOMMENDATION

6 STRATEGIC IMPERATIVES THAT SHOULD BE

ADOPTED

SET OBJECTIVES &

TARGETS THAT

ARE MEASURABLE

& TIMED

DEFINE AN

APPROPRIATE

TASK BASED

BUDGET

ESTABLISH AN

APPROPRIATE

MEASUREMENT

SUITE

DEVELOP

DETAILED INSIGHT

INTO YOUR

TARGET

CUSTOMERS

SUPPORT THE

CONSUMER

JOURNEY ACROSS

APPROPRIATE

TOUCHPOINTS

MAXIMISE

RETURN FROM

PULL CHANNELS

(Digital)

THERE IS TWO-LEVEL APPROACH TO EVALUATION

HOLISTIC GRANULAR

Understanding Understanding Understanding Understanding the the the the impact of impact of impact of impact of

media & communications media & communications media & communications media & communications upon upon upon upon

commercial commercial commercial commercial objectivesobjectivesobjectivesobjectives

Drill down through the data to Drill down through the data to Drill down through the data to Drill down through the data to

unearth the “nuggetsunearth the “nuggetsunearth the “nuggetsunearth the “nuggets””””

THE APPROACH TO DIRECT RESPONSE PLANNING

DEFINITION OF CORE TARGETS

Media Schedule

Marginal

Potential Re-Test

DiscountAnalyse Profile

Roll-out

Analysis ofCompetitor Activity

Review ofMedia Opportunities

Evaluation of Past Results

Results Analysis LosersWinners

WE NEED TO CALCULATE THE COST OF ACHIEVING OUR COMMUNICATION OBJECTIVES

CHARITY SECTOR CASE STUDY

• THE CHALLENGETHE CHALLENGETHE CHALLENGETHE CHALLENGE

• Raise awareness and encourage response to Child Sponsorship programme

within Yorkshire across a 2 week period

RESPONSE

BRAND

EVENTS

DR CHANNELS – TV, Radio, Door Drop, Regional Press, National

Press Inserts, Geo-targeted Digital and Search

BROADCAST FORMATS – OOH Formats, Tactical Radio

Advertorials, Digital, Social Media

PR – Station Promotion, Live Reads, Street Teams

• Activity was phased to ensure maximum reach and integration the media channels

• Creative look / feel / messaging consistent across all channels

• Drive phone / online response due to higher conversion levels

THE CUSTOMER PROFILE HELPED DEFINE OUR TARGET AUDIENCE

of audience

FROM THE CUSTOMER INSIGHT WORK, WE KNEW WHERE TO TARGET ACROSS ALL MEDIA

CHARITY SECTOR CASE STUDY

• THE RESULTSTHE RESULTSTHE RESULTSTHE RESULTS

• Over 2,000 new sponsorships generated within the region

• Cost per Sponsorship 25% less than national CPS

• Door Drop CPS was 22% less than normal levels

• Drove the highest amount of traffic to clients website

• Hundreds turned up for clients events

• Brand Awareness saw 18% increase in approval as a results of

the campaign

BUT ONE QUESTION I GET ASKED MORE THAN ANY IS…….

IN WHICH MEDIA CHANNEL SHOULD I

SPEND MY NEXT £1?

THE PATH TO PURCHASE IS NO LONGER SO STRAIGHTFORWARD

PHONE RESPONSE AS A PERCENTAGE OF TOTAL RESPONSE IS DECLINING

84%77%

70%

59%

47% 44%38% 37% 35%

16%23%

30%

41%

53% 56%62% 63% 65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2004 2005 2006 2007 2008 2009 2010 2011 2012

Phone Web

Source: Thinkbox

THIS TREND IS ECHOED ACROSS CARAT’S CLIENT BASE

79%74% 71%

61%55% 55% 56% 54%

49% 48% 47%43% 40% 38%

21%26% 29%

39%45% 45% 44% 46%

51% 52% 53%57%

60% 62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013

Phone Enquiries Web Enquiries

Source: Carat client database. Average phone & coupon / web split

PHONE / COUPON RESPONSE IS IN LONG-TERM DECLINE

• Evidence show that less

consumers choose to respond

by phone / coupon

• Reinforces the need to measure

the impact of media across all

conversion points

• There is a need to maximise

total response across all

channels

• Rather than focus on directly

attributable phone response

alone

THE MEDIA ECOSYSTEM IS BECOMING INCREASINGLY COMPLEX

CONSUMERS OWN MULTIPLE CONNECTED DEVICES

MAJORITY OF OUR DAILY MEDIA INTERACTIONS ARE SCREEN BASED

WE ARE A NATION OF MULTI-SCREENERS

OUR TIME ONLINE IS SPLIT BETWEEN 4 KEY DEVICES

WE ARE A NATION OF MULTI-SCREENERS

BECAUSE OF THIS LINEAR RESPONSE TRACKING ALONE CAN’T MEASURE THE FULL EFFECT OF MEDIA

• Understand the full effect of marketing on

business performance

• Quantify the true ROI from all advertising

across all channels

• Measuring individual channels in isolation

will produce inaccurate MI resulting in a

suboptimal marketing strategy

NEED CONSIDER THE FULL

PICTURE

IT IS ESSENTIAL TO EMPLOY APPROPRIATE EVALUATION & ATTRIBUTION TECHNIQUES

Utilise sales data &

analyse

Isolate and measure the

true value of all factors

on business performance

LINEAR RESPONSE & SALES EVALUATION

ECONOMETRIC MODELLING

ECONOMETRIC ANALYSIS DECONSTRUCTS COMPLEX CHANNEL INTERACTIONS

THE EFFECT OF ECONOMETRICS CAN AFFECT WHERE BUDGET IS DEPLOYED

£6

£158

£85£90

£99

£108

£22

£51£57 £58

£71 £74

Search - Brand DRTV Regional Press Royal Mail D2D Search - Non

Brand

Newshare D2D

Linear CPL Adjusted CPL

---- 0.270.270.270.27 + 3.09+ 3.09+ 3.09+ 3.09 +1.49+1.49+1.49+1.49 +1.55+1.55+1.55+1.55 +1.39+1.39+1.39+1.39 +1.45+1.45+1.45+1.45

MultiplierMultiplierMultiplierMultiplier

SUMMARY• Understand challenges for clients campaign

• Know who target audience is and any

geographical considerations

• What is the role of each media - Direct Response

/ Brand Awareness

• Ensure good phasing to get the media

multiplication effect

• Eg Broadcast medium + door drop

• Ensure web-based activity is amplified to ensure

response harvesting

• Is the response mechanism going to aid response

– Phone / Coupon / Web

• Understand the media hierarchy using Linear /

Econometrically adjusted numbers