AdU: Media Planning 2014 - Kristin Hogan

Kristin Hogan

• Strategy Supervisor @ OMD

• 5+ years in advertising

• Experience across all media types, with accounts spanning

– Entertainment

– Travel

– Video Games

– Electronic CPG

Media Before You Were Born

Media As We Know It Today

Fragmentation of Channels & Content = More Choice Than Ever

I want to watch Game of Thrones…

Live Recorded On Demand

Stream Own Steal

Challenge Consumers Have Pick of the Litter Access

Opportunity Reach consumers across multiple touch points

That’s a lot of touch points.

What’s a Strategist to Do?

What’s a Strategist to Do?

#1 ADAPT TO STAY RELEVANT

• Pay attention to evolution of technology and changing consumer behavior

What’s a Strategist to Do?

#2 BE INNOVATIVE

• With Traditional Channels, break through in Non Traditional Ways

What’s a Strategist to Do?

#3 PURSUE THE HOLY GRAIL

• Right Time, Right Media, Right Message

Looking Ahead…

Right Now Trend #1 - Instant Gratification

Right Here Trend #2 - Always On & Mobile

• x

Right for Me Trend #3 - Experience Focused

Right for Me Trend #4 – New Visual Vernacular

• x

THANKS!