Unlock the power of permission

Unlock the power of permission

We  are  living  in  the  age  of  rapid  itera1ons  

Market  Fit  1980’s  

Market  Research  1990’s  

Campaign  Analysis  2000’s  

Real-­‐Time  Today  

We  are  seeing  shorter  and  more  frequent  cycles  of  op=misa=on  

Has  media  planning  adapted  to  this  new  era?  

Media  Planning  

Media  Buying  /  Trading  

Post  Campaign  Analysis  

Lead  to  the  era  of  Mad  Men  –  image  of  Don  Draper  

Men  revered  like  prophets  for  their  ability  to  get  it  ‘right’,  crea1ng  an  unaIainable  task  for  adver1sers  who  were  forced  to  outsource.  

A  touch  of  Facebook  and  a  pinch  of    Youtube  should  do  the  trick!  

Lead  to  the  era  of  Mad  Men  –  image  of  Don  Draper  

Men  revered  like  prophets  for  their  ability  to  get  it  ‘right’,  crea1ng  an  unaIainable  task  for  adver1sers  who  were  forced  to  outsource.  

A  touch  of  Facebook  and  a  pinch  of    Youtube  should  do  the  trick!  

Publish

er  

Time  Decisions  are  s1ll  led  by  channel  

New  ingredients,  same  method…  

More  ingredients…same  outcome.  

Facebook  and  Google  know  how  to  build  walls.  The  best  walls.  

If  not  channel  based  selec1on,  then  what?  

Facebook  Moves  From  Ad  Types  to  Objec=ves  

Salesforce  buys  Krux  for  $700  Million  From  CRM  company  to  Full  Marke=ng  Cloud  

Is  there  a  common  trend?  

FROM CHANNEL PLANNING TO MINDSET PLANNING

CAMPAIGN  FRAMEWORK  

Planned  by  objec=ves  Performance  focused  Data-­‐centric  

Fixed  messages  Channel  bias  Lack  of  data  passing  through  

Ongoing  op=misa=on  Planned  ad  logic  and  sequencing  Validated  against  specific  and  measurable  KPIs  

Old  World  

New  World  

Media  Planning  Establish a new Advertiser-centric hierarchy

Advertiser

Campaign

Layer

Channel

Source

1  

Switch to a full funnel mindset

Awareness  

Engagement  

Leads  

Direct  Response  

Acquisi=on  

Engaged  Visitors  

Leads  

Quotes/Enquiries  

Completed  Views  

Sales  

2  

One  Audience  Group,  many  Audience  Strategies  

3  

Introduce  the  Who  and  the  How      

   

     

     

     

Contextual  Sites  

3rd  Party  Data  

Interest  based  targe=ng  

Behavioural  

Demographic  targe=ng  

Plan  the  Messaging  Conversa=on  4  

Introduce  programmable  adver=sing  

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HBF  

Health  

Singles  

Young  Saver  Hospital  

GI  

Car  

Comprehensive  

Brand messages  

Product message  

Product message  

Audience message  

Time  based  campaigns  only  

Time-­‐based  to  Always-­‐On  Planning  

5  

2.5  2.7  2.9  3.1  3.3  3.5  3.7  3.9  4.1  4.3  4.5  

Nov   Dec   Jan   Feb  Mar   Apr  May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  

CPA  

Time-­‐based  Performance  

Campaign  1  

Campaign  2  

Campaign  3  

?  

2.5  2.7  2.9  3.1  3.3  3.5  3.7  3.9  4.1  4.3  4.5  

Nov   Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  

CPA  

Time-­‐based  Performance  

Campaign  1  

Campaign  2  

Campaign  3  Establish  a  baseline  

FROM MEDIA PLANS TO CAMPAIGN FRAMEWORKS