Digital Media Planning is no different from traditional media planning. This presentation details out the steps that one needs to follow to build a digital media plan and also indicates steps to measure effectiveness of the media plan.

1. Nuances of
Digital Media Planning
Anandan Pillai
Associate Director (Paid Media), Performics.Resultrix (Publicis Groupe)

2. Digital Marketing Landscape
Media Planning
Analytics
Digital Marketing Career Scope
AGENDA

3. Digital Marketing Landscape
SEM/PPC
SEO
Social
Video
Display
Mobile
Email

4. SEM / PPC and SEO
SEM / PPC
SEO

5. Product Listing Ads (PLA) / Google Shopping Ads

6. Social

7. Video Advertising
- 6 secs (Bumper Videos)
- 30 secs (Truview Ads)
- Long form (> 60 secs )

8. Display Marketing
High Impact (Fixed Cost)

9. Display Marketing
Direct buying from Publishers (CPM /CPC buy)

10. Mobile Marketing

11. Email Marketing

12. Media Planning

13. What ? Whom ?
How ? When ? How much ?
Media Planning
Where ?

14. What?

15. What It SHOULD NOT Be!

16. What is Media Planning?
How Many People Can be Reached ?
at
What Frequency ?
to
Achieve Objectives

17. Awareness
Share of Voice
Top of the Mind
recall
Brand Equity
Engagement
Usage
Average Time
Spent
View Rates
Acquisition
Leads
Sales / Revenue
Footfalls
Objectives
Marketing
Objectives
Organization
Objectives
Sales, Profit, Market Share

18. Whom?

19. Intent- Driven
1st party
Non-
Intent- Driven
2nd party
3rd party
Interest
based
Customers
Consumers
Influencers
Trade Partners
Competitors
Target Audience
SEM
Web Visitors
Phone No
Email
Supplier / Partner
Platform specific
Industry database

20. Consumer Decision Journey vs Digital Channels
Non-Intender
Intender
Research
Consideration
Purchase
SEM Social Display Video Email Mobile

21. Where?

22. Type of Channels
YouTube Masthead
2016 – Rs. 25 lakhs/day
2017-18 – Rs. 75 lakhs/day
Impact Sustenance Closure
Facebook Lead Gen
Affiliate Network
CPM / CPC /
CPV/ CPCV
Facebook Lead Gen
Affiliate Network
Cost Per Download /
Lead / Sale

23. How?

24.  Product launch
 Product feature
 Service benefits
 Price benefits
 Limited Availability / Urgency
 Customer / End-Customer benefits
 Societal benefits
 Achievement / Milestones
Communication Message

25. Marketing
Funnel
Stage
Facebook Twitter YouTube Programmatic
Display
Google
Search /
GDN
Mobile
Upper
Video,
Facebook Live,
Cinemagraph
Promoted
Trend,
Videos
Masthead
Truview,
Ads
Videos,
Rich Media,
Expandos,
Interstitials
GIFs,
Static
Banners,
Text Ads
Interstitials
Middle
Canvas,
Collections,
Carousels
GIF Bumper Ads, GIF
GIFs,
Static
Banners,
Text Ads
GIF
Lower
Static Banner,
Lead Ads
Static
Banners
Truview Ads
with keyword
targeting
Static Banners Static
Communication Message vs Marketing funnel

26. When?

27. Geography Creative Max.
Exposure
Navratri Durga
Puja
Dussehra Karva
Chauth
Pre-Diwali Dhanteras Diwali
Gujarat 5
Maharashtra 5
UP, MP 6
Punjab, Delhi 4
Karnataka 2
West Bengal 3
Assam, Tripura 1
Tamil Nadu 1
Bihar,
Jharkhand
1
Rajasthan 1
Haryana 1
Tamil Nadu 2
Rest of India 3
Campaign Calendar

28. July'18
July'18 -
Aug'18 Aug'18 Aug'18 Aug'18
Aug'18 -
Sept'18 Sept’18
Channels Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13
TV
SEM
Hotstar
YouTube
DBM
Display
FB /
Twitter
Campaign Flighting

29. How Much?

30. Campaign Success Measurement
 Brand Metrics
 Business Metrics
 Digital Channel Metrics
 Web Metrics

31. Brand Metrics – Brand Lift Study
YouTubeFacebook
Publisher
3rd Party
Brand Track

32. Business Metrics
 Market Share
 Category Share
 Revenue
 Profit
 App Installs
 Average Revenue Per User (ARPU)
 Customer Acquisition Cost
 Customer Retention Rate

33. Analytics – Display, SEM
 Impressions
 Clicks
 CTR = (Clicks / Impressions) *100
 Cost
 CPM = (Cost / Impressions) *1000
 CPC = (Cost / Clicks)
 Conversions
 Cost / Conversion = (Cost / Conversions)
 Reach
 Cost per Unique Reach

34. ANALYTICS - Social
 Engagement
 Facebook – Likes, Comments, Shares
 Twitter – Retweets, Replies, Likes
 YouTube – Views, Likes, Comments, Dislikes
 LinkedIn – Likes, Comments, Shares
 Clicks
 CTR = (Clicks / Impressions) *100
 Cost
 CPM = (Cost / Impressions) *1000
 CPC = (Cost / Clicks)
 Conversions
 Cost / Conversion = (Cost / Conversions)
 Share of Voice
 Sentiment Analysis (Positive, Negative, Neutral)

35. ANALYTICS – Video Advertising
 Views
 Cost per View
 Video completion quartiles – 25%, 50%, 75%, 100%
 Cost per completed view
 CTR

36. ANALYTICS – Email Marketing

37. ANALYTICS - Web
 Audience
 Sessions
 Unique Users
 Demographics
 Time Spent
 Bounce Rate
 Exit Rate
 New vs Returning User
 Acquisition
 Source – Direct, Search, Referral, Social
 Source – Country, City
 Behavior
 Pages Visited
 Site Search
 Conversions
 Goals
 Attribution

38. Digital Marketing Career Scope
Corporate Agency Publishers
Strategic
Creative,
Visionary
Account Management
Account Manager, Client Servicing
Overall Knowledge,
Communication Skills
Negotiation Skills
Number Cruncher
Functional
SEM, Social, Email, Affiliate, Media Buying, Media Planning
Analytics, Web Development, Mobile Marketing
In depth functional knowledge
Always at the top of industry
Creative
Number Cruncher

39. Key Takeaways
 While planning media, don’t get swayed by media channel metrics, but focus on
business metrics
 Understand, collaborate and compliment the digital media planning with
traditional media planning
 Consolidate on your best channels, but don’t shy to test new channels that come
your way
 Iterate, persevere and learn – have loads of patience
 Respect content consumer’s zone

40. Thank you
&
Good Luck!