introduction to media agencies, planning and research
DESCRIPTION
Presentation to agency planners about the advertising landscape is changing, basic for media planning and how research is used. For more information please contact Patrick Melville, [email protected] / uk.linkedin.com/in/patrickmelvillemediaconsultant/TRANSCRIPT
• What you need to know about media agencies
• Planning fundamentals
• Research considerations for planning
5th November 2013
Patrick Melville, Media Consultant, The Vision Network
1
What you need to know about media agencies
2
Things have come a long way since the original agency model
3http://www.youtube.com/watch?v=pk9L_WGUXuA
Number of players is growing in the B2B space
Size(Billings)
Specialism(Financial)UK market place. Based on Global Billings, RECMA Jul 2013, not all agency figures and names are included
4
Media agencies are in a good place
• Distributing content in the right way
• Choosing relevant content
• Audience knowledge – Opinion Leaders/HNWI
• Accountability
Can Media Agencies help ?✓
✓
✓
✓
5
What is the future?
• The return of the Full Service model• Data• Content services• Power with media agencies as they buy media space
6
Planning fundamentals
77
Understand what clients want
8Source – International Media Image Survey 2013 (Client/Advertiser respondents only)http://www.i-mis.eu/
What attributes do you look for from media agencies?
Different agencies are known for different things
9Source – International Media Image Survey 2013http://www.i-mis.eu/
Media agencies sell themselves on their philosophy
10
Difference between strategy and planning
• Strategy – based on insights from• Market• Competition• Brand• Message• Media channel
• Media planning• Distribution of strategy and message
11
UPS example
• Insight - People don’t appreciate the trust they put into a logistics company
• Strategy– • Highlight emotional link and bring audience
together with common theme • Leverage audience’s national pride
• Planning/Execution – • Leverage influential audience but focused
on the target audience – OOH (Posters and Experiential marketing), Print and Online
M&M Award 2013: Best campaign for reach of business and political decision makers
12Source – http://www.creamglobal.com/case-studies/latest/17798/32827/ups-terracotta-warriors/
Put s!#t in, get s!#t out
When briefing the market1. Give context
2. Reason for brief
3. Provided the minimum information• Budget• Period
4. Give feedback
• KPIs• Audience
13
• Market• Output
Research considerations for planning
14
Big Data is here!
15
10 years ago
• Sales,• Market research:
Offline questionnaires
• GRPs• Media spend
5 years ago
• Market research: Online questionnaires
• Web history/tracking
• Digital TV (return path data)
Today
• Online video• Smartphone-
location-based• Social data: profile
info, “likes”, social graph, buzz monitoring etc.
Increased sources of campaign data
16
Whilst data types are growing, the client’s needs must be kept in perspective
DRIVERS RESPONSE SALES PROFIT PERFORMANCE
CEOCFOCMOAdvertisin
g/Marketing
Digital Marketing
17
Goal
Contact
Media fragmentation means even more work for agencies
Which media do you expect to grow or decline in the next 18 months?
18Source – International Media Image Survey 2013http://www.i-mis.eu/
Research can be used for a variety for purposes
Don’t get overawed by it. It should work with your experience and knowledge
19
Strategy
Planning
Campaign optimisatio
n
Audience analysis
Competitive analysis
Channel analysis
Review of opportunitie
s
Client
•Sales tracking
•Database•Web analytics
•Commissioned research
Media Agency
•Econometrics
•DFA•In house tools
Research
•Comscore•IPSOS (BE Europe, EMS, UK)
•Non for profit bodies (WARC, IPA, IAA, IAB)
Competitive
•Ad Dyanmix•Ebquity•Nielsen•Kantar•Brand monitoring
Within Media
•3rd Party data•Hitwise•Bid management tools
•Google tools (Ad words, Analytics, Insights
•Social listening
•Econometrics
Media Owner
•Journalists•Onsite data•Commissioned research
•1st Party•In house tools – Sky plan, Ad Smart
General
•Bank of England
•Internet
Source types are growing
•Think about the objective• Brief / Client language
20
•Use media owners• Research team