Adapting your media plan to stay relevant in an evolving media world

ADAPTING YOUR MEDIA PLANTo Stay Relevant in an Evolving Media WorldOctober 6, 2015NCMPR Conference

FEATURED CAMPAIGNHonda’s “The Power of Dreams” CampaignCampaign Overview

• Produced 2-min. long-form video/ad about the history of Honda• Ran long-form ads in high-profile Prime TV programming (NFL, DWTS,

Rosewood, College Football, ESPN, Minority Report)• Ran online video units on YouTube and Facebook• Supported campaigns with Social Media posts on FB and Twitter

Results• 650,000+ Video Views on YouTube in 1st week• 2.5M Video Views on Facebook & 28,000 likes• 70,000 Video views of Behind-the-scenes video, released later

MEDIA STRATEGYThe Traditional Media Buy

Successful Advertising Campaign

MEDIA STRATEGYToday’s Media Buy

Successful Advertising Campaign

MEDIA RESEARCHThe Media World is Evolving

Challenges Advertisers Face• Advertising in an Attention Economy

• Over-exposure to media• 8-Sec. attention span• Difficult to break through clutter• Shift from supply-based to demand-based media

MEDIA RESEARCHThe Media World is Evolving

Challenges Advertisers Face• More Options than Ever

• New media introduced regularly• Changes to Legacy & Social Media buying

• Creative solutions – more than spots & dots• Shift to IMPs vs. Ratings• Integrated media campaigns

MEDIA RESEARCHThe Media World is Evolving

Challenges Advertisers Face• Staying on Top of Media Trends

• Changing consumer media usage• Influence of social media• Millennials driving trends

MEDIA RESEARCHHow Do You Stay Relevant?

Developing an Effective Media Campaign• Know your audience• Stay on top of media trends and research• Analyze media options

• Cost-effective media solutions• Reach media to increase general awareness & drive traffic to web• Targeted digital/social media to build social media followers/brand

advocates • Increased media presence during key enrollment periods• Establish success metrics, analyze results & course-correct if necessary

MEDIA RESEARCHNew Advertising Funnel

HOW THE FUNNEL WORKS• Mass Reach Media Feeds the Funnel

& Increases Brand Awareness• Social Media Reintroduces

Consumers Back into the Funnel & Creates Brand Advocates

• Digital Media Feeds the Funnel and quantifies ROI

MEDIA RESEARCH

Source: 2015 Social Admissions Report

Importance of Social Media Sites for College Research

MEDIA RESEARCH

Source: 2015 Social Admissions Report

Social Media Trends for College Research

Students are experienced researchers!

4 in 5 Students have watched a video during their College search

QUESTIONS?Megan Olson, VP, MediaWorks, Ltd.Molson@medialtd.comColleen Winterling, Media Planner/Buyer, MediaWorks, Ltd.Cwinterling@medialtd.com

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