Spiritmedia presentation from Graham Bell, Managing Partner at Spiritmedia Edinburgh. Presented at #PPAScotland's quarterly member meeting in conjunction with the IPA.

2. “Our mission is to reach the very soul of
our culturein terms of finding the right
mix of creative media
opportunities and platforms”
…it’s not just about negotiating the cheapest media deal

3. Sectors

4. Client Experience

5. The Empowered Consumer

6. TV
Radio
Print
Cinema
Outdoor
DM
Online
Social
Media
PPC
Traditional
Receptive

7. TV
Radio
Print
Cinema
Outdoor
DM
Online
Social
Media
PPC
In Control
Today

8. Research

9. TARGET GROUP INDEX
Media & product
consumption, lifestyle
analysis, correspondence
mapping & cluster
analysis
BRITISH AUDIENCE
RESEARCH BUREAU
TV audience data, viewing
habits, audience profiles
etc.
NEILSEN MEDIA RESEARCH
Competitor activity tracking
RADIO AUDIENCE
MEASUREMENT
Radio listening habits by
demographic
Joint Industry
Committee for Regional
and Local Press Analysis
DONOVAN DATA SYSTEMS
Media Booking
Administration
INTERNATIONAL
PRACTITIONERS OF
ADVERTISING
GOOGLE TRENDS
Search Term Research, Click
Through rate %, Industry
Benchmarks
COMSCORE
Digital Business
Analytics, Source of Industry
Trends and Measurements

10. Our Process

11. BRIEF
The Process

12. BRIEF
Research
• Market
• Target Audience
• Media Consumption
• Opportunity Analysis
The Process

13. BRIEF
Research
Planning
• Use data and tools to optimise
weight
• Timescale
• Experience
The Process

14. BRIEF
Research
Planning
Evaluation
• Does the media meet the
objectives?
• Does it fit with creative direction?
• Is exposure optimised with target
audience?
The Process

15. BRIEF
Research
Planning
Evaluation
• Does the media meet the
objectives?
• Does it fit with creative direction?
• Is exposure optimised with target
audience?
No? Modification required
The Process

16. BRIEF
Research
Planning
Evaluation
Proposal
• Outline of plan
• Rationale for decisions
• Further recommendations
The Process

17. BRIEF
Research
Planning
Evaluation
Proposal
• Outline of plan
• Rationale for decisions
• Further recommendations
Modification required
The Process

18. BRIEF
Research
Planning
Evaluation
Proposal
Approval +
Booking
• Monitoring of performance
• Response analysis
• Modification to the plan if required
• Keeping up to date with new
opportunities
The Process

19. BRIEF
Research
Planning
Evaluation
Proposal
Approval +
Booking
Continual liaising with Marketing Manager, media owners and
creative agency
The Process