Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmarketing | Digital...
Transcript of Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmarketing | Digital...
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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
Your car deserves something better Get Comprehensive Car Insurance
Get HBF Health Cover for Singles from
$12.80/week
Get HBF Young Saver Hospital cover from
$12.80/week
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