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Digital Media Briefing & Planning Process

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Digital Media Briefing & Planning Process

  1. 1. Media Briefing,Planning &Implementation FundamentalsShane Crombie October 2009 Beijing China
  2. 2. The purpose of today
  3. 3. The menu Making the perfect cocktail - what we do and how we do it• Making sense of opportunities• Tools of the trade• Selecting the right solution• Measurement
  4. 4. Digital – many choices Digital Web Displa 2.0 IPTV y Searc Mobile h Bloggi Online ng Digital Media Ads Gamin IM g Rich Viral Media Comm Mashu unitite p RSS s
  5. 5. Making the perfect digital cocktail
  6. 6. One part of the mix TV Outdoor Print Digital Radio PR Direct Mail
  7. 7. The basicingredients
  8. 8. Some of our ingredients Reach Media Partnerships Search Messenger Affiliates Overlays Digital display Streaming Video Listings Niche Media RSS Feeds Partnerships Community marketing Podcasting Solus Email Sponsored Emails Content Integration In game Webinar Mobile IPTV PDA Branding Response
  9. 9. Some of our Creative Options – Standard Units 120x600 160x600 468x60 728x90 300x250 336x280
  10. 10. Tools ofthe trade
  11. 11. Tools of the tradeAudience Measurement Consumer Insight CompetitiveCampaign performance Market Insight
  12. 12. Audience insights drive informed strategies Switch from Work to Entertainment% News & Sport at lunch All Weekday Users – Home & Work
  13. 13. Eyeing up the competition
  14. 14. Experienced bar staff makethings happen
  15. 15. Mixing the right cocktail BRIEF Approach + Channels Partners + Formats Buying + Implementation Measurement + Optimisation
  16. 16. Approach +Taking your order ChannelsFuelling campaign success - good reasons to get the brief right CREATES BETTER WORK The tightest briefs often stimulate the most creative responses DELIVERS BETTER RESULTS Focussed briefs lead to more effective delivery 1 : Focus On The Objectives 2 : Make It Simple & Clear – Insight, Insight, Insight 3 : Write It Down
  17. 17. Briefing essentials THE ESSENTIALS Objectives (business & THE BASICS communication) THE RESULT Key contacts Budget How will success be measured? Project name Timings (for response and campaign) Sales? Background Creative Hook Shift in brand awareness? Other media channels being used Response? Any other relevant information
  18. 18. Flexible Channel Approach Viral / Branded Content / Sponsorship / Special Format Innov ation Search Engine Marketing Vertical Sites Critical Mass Sites
  19. 19. Finding like minded peopleUnique targeting opportunities
  20. 20. Unique targeting opportunitiesFinely targeted email Editorial Integration
  21. 21. On the pullCost efficient &Effectiveengagement
  22. 22. Setting Campaign MetricsImpressions Unique VisitorsUnique Users Pages ViewedClicks Deeper EngagementCTR% Conversion Rate Sales Sign-ups Brand Awareness Perception Purchase Decision Webscore
  23. 23. Cost efficient prospect & sales generationExploiting search to hit the hottest prospects Bringing the service to the consumer Ongoing prospect dialogue
  24. 24. Standing out from the crowdProjecting brand values
  25. 25. Projecting brand values Brand advocacy Theme Alignment Affiliating with Cricket Building music credentials
  26. 26. Striking the Media DealWhat is Standard: Value Add:• Price • Innovation o Control inflation year over year Media “Firsts”• Relevance Unique creative executions o Regional coverage (IP Targeting) • Exclusivity o Site content relevance Category exclusivity• Flexibility • Customized o Re-scheduling flexibility Content and promotions o Cancellation provision • Other• “Hard” added value components Research budget provisions• Integration (with offline) Cross links Content Syndication Data rights Best Practices
  27. 27. Content Syndication• Get the media agency involved in syndication on a local/regional level• Negotiate deals to place content on sites where there is no media spend Creative Content Driving Media Value Paid Media Creative Content And Media Driving Creative Content
  28. 28. Settling the bill Types of Media Costs CPT CPM CPC CPACost per Time Cost per Thousand Cost per Click Cost per ActionSpecial Formats:Eg. Home PageTakeover Likelihood of Acceptance
  29. 29. Measurement
  30. 30. Measurement + Adserving – control, insight & accuracy Optimisation User clicks to site (or turns up later) User arrives & Campaign trafficked explores site Redirects sent to publisher (Actions recorded)Publisher rotates-in redirects Ad displayed Impression recorded Optimisations made
  31. 31. A good session• Take the finest ingredients• Add the best tools into the mix• Combine the right people• Be careful with your measures• Enjoy and refine
  32. 32. Detailed Ideal Process
  33. 33. High Level Ideal Campaign Process • Briefing Meeting 1 Day Media Brief 1 • Staffing Estimate Day • Media Objectives & 1-3 Strategies Developed Day • Client approval ofMedia fees and Obs/Strats 1 week • Analysis T&M Plan/Tracking Set up 1-2 Day • Development and Presentation of Media Buy • Client approval of Media Buy 2 weeks • PO/ISR Open for Media 2 weeks • Creative trafficked and Go- Links tested • Sites to test and post creative 1 week • Campaign Live - Ongoing Media Optimizations 1-2 Day 3-5 Days Phase 1 Phase 2 – Obs & Phase 3 – 3-5 Days Scope Strats T&M and Media Buy Phase 4 – Execution X Week1 Week 2 Week 3 Week 4 Week 5 Week 6 2
  34. 34. Phase 1 & 2 Details• Campaign kick off - Media and Creative are briefed by Account/Client o Items Media should be aware or  PR, Other Media Channels, Creative Messaging or Hook, Timings, Offers, etc.• Provide media planning timeline to Account/Client• Develop Objectives and Strategies o Research target behavior o Research site consideration list o Develop strategies and tactics o Determine initial budget allocation by tactic  List out potential or sample sites for each tactic o Work with Analytics to craft initial projections• Objectives and Strategies presented to client and approved• Send Media Estimate to client• Client opens PO (follow up to ensure open)
  35. 35. Phase 3 Details• Develop site list• Create Request for Proposal (RFP) o Send out RFP o Consolidate proposals o Evaluate proposals o Re-negotiate proposals• Create planned flowchart• Scheduling options• Share initial unit sizes and specs with Account/Creative team• Develop media rationale deck• Work with Analytics on full campaign projections• Present both to client• Obtain client approval
  36. 36. Phase 4 Details• Trafficking o Enter plan into Adserver (possibly Media Tools also) o Send Insertion Orders to sites o Fill out media portion of traffic workbook o Send traffic workbook to Account for completion and sent to AdOps o Ensure all publishers receive tags and notify them that screen shots are needed o Terms and Conditions accompanying IO o Specific language for Ad Network policies• Maintain proper documentation for IOs throughout campaign o Revisions o Signed copies• Pull adserver report 1 day after live date to ensure all placements are live• Create screen shot deck and send to client
  37. 37. Ongoing Campaign Details• After 2 week o Pull report to evaluate delivery against goals (initial performance and pacing) and determine if action needs to be taken o Evaluate pacing and determine whether placements are significantly delivering too slow. If so, work with Sup/AMD and determine if client needs to be notified of issues.• Continue monitoring pacing of media and Ad Serving to ensure budget is not exceeded or unmet• Continue watching campaign performance on frequent basis
  38. 38. Ongoing Campaign Details continued• Optimise where appropriate based on data insights• Review Analytics reports and confirm numbers are accurate, as well as provide Media commentary• At the end of each month, update Media Estimates and Media Tools• Build case study showcasing innovative elements with results
  39. 39. Summary - It’s all about the details• Have clear campaign goals and objectives• Understand your audience• Know your media options (buy types, sites, units, programs, flighting)• Set realistic metric benchmarks for every campaign• Learn from every campaign no matter how insignificant it might seem