advertising test 03

Media planning

the process by which advertisers determine where, when, and how often they will run an ad message in order to maximize return on investment - ROI.

Most of a client’s advertising budget is spent on…

media

CPM

The most common way brands buy social media “ad space” is by cost of per 1000 impressions.

Impression

The total number of times your ad or content has been displayed on a screen.

The way agencies define media today:

earned, shared, owned, paid

Paid media

The media that advertisers pay for to run their commercials. They pay for the space, the engagement, or the impression (social media, TV, radio, audio streaming, etc.)

Owned media

Companies own their websites, blogs, sponsored events, corporate communications

Earned media

is typically public relations. A story about a brand may appear on a website as a result of a press release. Didn’t pay for the media.

Shared media

Engagements, comments, and shares your content receives is up to audience on social media. Out of your hands.

Traditional media

Over the airwaves and cable TV, over the air radio, newspaper, magazine, static outdoor.

Social media

Facebook, LinkedIn, twitter, Snapchat, instagram, YouTube, Pinterest, TikTok, WhatsApp

Characteristics of traditional media

• Distinct media channels and limited overlap.

• Selective audience.

• One-way communication.

Characteristics of social media

• Convergence, very similar (all on screen).

• Created content can go anywhere (shared).

• Platforms (open, shared).

• Two-way communication.

Audience fragmentation

So many media options for the individual that large numbers of people are difficult to reach with one media

SERPs

Search engine results page. Web pages served to users when they search for something online

Task profile

To figure out how easy or difficult will it be for media to be effective

Brand status

the consumer’s perceptions of quality, prestige, price

Channel ranking

Which media will be most effective for my campaign?

Channels

Media vehicles

Experiential brand event

Marketing strategy that invites an audience to interact with the brand

KPIs

Key performance indicators. Engagement, reach, leads, conversions.

KPI for social media

Engagement

Engagement

way of measuring how interested a person is with your brand and like minded consumers. Likes, shares, comments.

Reach

An estimate. The percentage of the target market who see or hear your message at least one time

Reach

Measured by tracking followers and fans

Leads

Any information someone shares that you can use to follow up with them. Names, email addresses, occupations, and other info a social media user may share with you.

Conversions

Sales. Ultimate measure of your success in social media. You need to know how many of your fans on social media actually buy your product

Impressions

Total number of times your ad or content has been displayed on a screen. ADD UP!

If 100 total people have seen your ad, that means your ad’s reach is…

100

If the same 100 people see your ad 8 times, impressions are

800

Pay for performance

Ad keeps running until you’ve achieved your pre-set marketing objective (ex: 1,000 impressions)

RTB

Real time bidding.

Reasons to use programmatic

• Faster way of creating a media plan.

• Self improves with AI.

• Place different ads in front of people based on their web behavior.

Geofencing

Uses your phone’s GPS technology to reach you when you cross a “fence” (virtual perimeter around building or area).

How do media planners know if a TV show makes financial sense for advertising a particular brand?

They review the rating and share for that show.

Rating

the % of all TV households watching a show whether TV is on or not.

Share

the % of TVs on at the time tuned into the show.

Rating and share

how viewing and listening is measured for broadcast programs.

Frequency

number of times the average person sees or hears an ad message.

Why create a media plan that emphasizes reach?

• Whenever anything new is planned in the marketplace.

• New product

• New distribution

• New features

• New packaging

• New media being used for first time

• New creative campaign

Media plan will emphasize reach so…

ads can be seen/heard by as many people in target audience as possible.

Why create media plan that emphasizes frequency?

• Whenever repetition is the key selling strategy.

• High frequency is needed to compete in a highly competitive market.

• Product is purchased often.

Continuity

advertising that is continuous over the period of the campaign. This could be a year, a few months or just a few weeks.

Number of markets

refers to the regions, states or cities in which the target market will be exposed to ads.

you can NOT plan for high levels of reach, frequency, continuity and number of markets on a…

fixed budget (have to trade-off)

How can a local AM/FM radio survive?

Own multiple stations in a given market so you can offer both reach and frequency.

One of the major advantages of advertising on social media.

Ads placed by programmatic.

Granular

highly specific and accurate targeting.

OTT (over-the-top) advertising

advertising delivered directly to viewers over the internet through streaming video services or devices, such as smart or connected TVs (CTV).

“Over the top” allows streaming companies to…

bypass TV providers

Guerrilla Marketing

a cost-effective marketing strategy that uses unconventional and inventive tactics to get exposure for a product or brand. Focuses on direct interaction with the public.

Branded content

This can be almost anything that people find entertaining or useful or both. Gets around people’s unwillingness to sit still for advertising.

Engagement rate

total engagement / potential reach

How a company determines their media budget

• Fixed percentage of sales.

• Spend what the competition is spending.

• Objective and task-based method.

• Spend what we can afford.

Influencer

a person who influences potential buyers of a product by promoting or recommending the items on social media.

IGC

influencer-generated content

RMNs

Retail media networks