Media2win

How paid media can help

brands?27th June 2014

PRESENTATION SNAPSHOT

DEFINITION OF PAID MEDIA

LEVERS OF PAID MEDIADISPLAY PLANNING PROCESSADVERTISING ON FACEBOOKCASE STUDIES

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DEFINITION OF PAID MEDIA

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THE STARTING POINT

Paid media is used when a brand wants to amplify it’s message in an attempt to reach out to more potential consumers

Different platforms/mediums are paid for so as to increase the leverage from them

Paid media has become an catalyst that feeds owned media and creates earned media

Display ads, Paid search and Sponsorships are an example of Paid media

POEST FRAMEWORKPaid MediaBrand Pays to leverage a channel

Owned MediaChannel which is controlled by a brand

Earned MediaWhen customers become the channel of communication

Social MediaUsing social platforms for generating conversations and engaging with the audience on a regular basis

Transitional MediaMedia platforms created for the short term, like activations, exhibitions, contests, flash mobs, events

LEVERS OF PAID MEDIA

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VIDEO ADS

There is no better way than videos to showcase your communication

With recent advent of platforms and formats, videos have become interactive in their nature and hence can generate higher traction when used appropriately

Videos are as effective as TV in building awareness of your business. And they get results – like an average 20% increase in traffic to your website

YouTube is one of the biggest and preferred platform for video promotion

SAMPLE VIDEO AD

DISPLAY ADS

Graphical advertising on the internet that appears next to content on web pages, IM applications, email, etc.

These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.

Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and interactivity content for active participation from the recipient of the ad.

SAMPLE DISPLAY AD

TEXT ADS

Right set of words can do wonders for your brand if present on right mediums/platforms

A text ad typically includes a link to your website or any other destination where you would like the users to land after clicking along with a description (or promotion) of your product (or service)

By highlighting what makes you unique from the competition, text ads can contribute a lot of the making of a brand

SAMPLE TEXT AD

DISPLAY PLANNING PROCESS

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UNDERSTANDING THE BRIEF

The most important part of the planning process is to determine the audience, geography and demography which would should be targeted using the paid mediums

This helps in deciding the platforms and inventories which should be included in the plan

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COMPETITIVE INTELLIGENCE2

Understanding competitors’ spending patterns, scheduling strategies, tactics and geographic skews help in avoiding the clutter that paid media proffers

It is also necessary to know the competitive positioning, message complexity, target audience and communication objectives so that there is no confusion in the minds of consumer about your product or service

ESTABLISHING OBEJECTIVES3

Objectives are important because they establish criterions for evaluating the media plan

Media Objectives are:

Consistent with brand’s marketing objectives and strategies

Relate directly to the established advertising role

Expressed in measurable and actionable terms

OBEJECTIVES SHOULD ANSWER4

WHO?Target Audience

WHERE?Geography

WHEN?Scheduling

HOW OFTEN?Communication Goals

THE PLAN5

Based on the interpretations from the competitive mapping and derivatives from analysis of the brief, inventories on specific mediums are decided

Apt scheduling is done so as to reach the audience at appropriate times which would help in higher consumption of the message

Impact or regular properties are involved in the plan based on the budget mentioned in the brief

ADVERTISING ON FACEBOOK

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ACHIEVING BUSINESS GOALS WITH FACEBOOK ADSFacebook as a platform provides multiple ad units and targeting options so as to achieve the objectives set during the planning process

These ad units can be used across multiple devices based on the usage pattern showcased by the target audience

NEWS FEED DESKTOP

NEWS FEED MOBILE

LOGOUT PAGE PLACEMENT

RIGHT HAND SIDE PLACEMENT

AD OPTIONSPLACEMENT OPTIONS

PLACEMENT INCLUDED

WHY THIS OPTION?

Homepage Right Column of homepage News Feed desktop News Feed mobile

The best way to reach your audience from the most visited page onFacebook

All Facebook  All placements except logout page

Facebook will decide where to show your ad to drive the most clicksand actions that you desire for your budget

News Feed  News Feed mobile News Feed desktop

The most engaging placement on Facebook

News Feed mobile  News Feed mobile The most engaging placement on customers’ most personal device

News Feed desktop  News Feed desktop The most engaging placement on customers’ biggest screen

Right Column onDesktop  Right column on Desktop A great place to share relevant

content with your audience

Logout page  Logout pageThe largest creative format to drive either video views or directresponse traffic

CASE STUDIES

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Asia’s first feature phone-only Facebook campaign

60%of the target audience reached

4-pointlift in the message recall rate

5-pointlift in the ad recall rate

$0.002cost per reach

GOALGillette wanted to promote its new Vector 3 razor, which launched in India in November 2013. It wanted Indian men to be aware of the product, understand its benefits and overcome any impression that the razor was too expensive.

SOLUTIONThe majority of Indians in these tier 2 cities use feature phones rather than smartphones. With this insight, Gillette used Facebook targeting to map the men in the target cities and then ran photo ads in the Facebook News Feed on feature phones only.

AIRBNB'S SUCCESS WITH GOOGLE DISPLAYAirbnb started out with the goal to open the world to travel. In doing so, its success was dependent on their ability to talk to a global audience. Using Google advertising, they were able expand their reach and target their audiences geographically.

GOALS• Reach international audience• Target new customers internationally• Change perception as a budget travel

agency

RESULTS• Became an international brand• Listings grew from 1 to 80,000