Media Planning 101, CU Presentation, 5-18-14

• 1. HiLisa Parente Christy / @lachristy Wieden + Kennedy Media & Comms Planning Your host for today

2. By the end of today, I want you to know 1) My three principles for being great 2) What is media planning 3. "While you were sleeping, the world you're now inhabiting has changed somehow. It might be a big change, a small change, but don't assume anything Find out what's going on. - Dan W BE GREAT PRINCIPLE #1 4. Why thats important Technology = mainstream Changes = lightspeed Media is more fragmented than ever and no one likes a know-it-all 5. Ok now down to business What is Media? What is Planning? So 6. Gambling? 7. Shopping? 8. Data? 9. Yes. Its finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value 10. Another way to look at it. IDEATARGETS MARKETPLACE BUDGETS STORYTELLING 11. Why we do it. 12. And THIS is why we do it 13. OMG theres so much How do you choose? 14. REMEMBER: BE GREAT PRINCIPLE #1 Be stupid and then find out whats going on 15. Ask the right questions Where do I start? What questions are those? Youre smarter than you think - Lisa C Have you ever bought black shoes? 16. Luck is the residue of design. - Branch Rickey BE GREAT PRINCIPLE #2 17. TARGET (WHO) OBJECTIVE (WHAT) STORYTELLING (WHEN) MARKET (WHERE) BUDGET ($$$$$) THE IDEA (HOW) 18. Target: Lets revisit black shoes: What are the patterns in ownership? 19. Defining WHO your Target Audience is - DEMOGRAPHICS - PSYCHOGRAPHICS ? 20. WHAT are your Objectives? - SPECIFIC - MEASURABLE 21. WHEN you tell your story - TIME OF YEAR - TIME OF WEEK - TIME OF DAY 22. WHERE you tell your story - NATIONAL - LOCAL - HYPERLOCAL 23. And of course, what is your BUDGET? 24. HOW can you best bring THE IDEA to life * 25. Lets test ourselves: 26. READY FOR PART 2? 27. Now you know two principles for being great You know what media planning is And you know the right questions to ask to make strategic media decisions So lets talk about selecting media 28. R > W - Charlotte Beers BUT FIRST BE GREAT PRINCIPLE #3 29. Back to how do I choose? Use each mediums strengths to build a relationship with your user Building relationships. Wait, isnt that the creatives job? Yes. But dont let media screw it up. 30. Television: Impact & emotion 31. TVs audience metrics Ratings (source: Nielsen) 3.4% of all A18-49 (or 3.4 rating) 4,488,000 Total universe of A18-49 132,000,000 Scandal Finale Average Ratings: Radio = 1.0 Cable = 0.5 Network TV = 2 32. Reach & Frequency: the bedrock of media Lets say you have $1,000,000 to spend in TV Scandal = $500,000 for one spot / 5.0 rating Louie = $100,000 for one spot / 0.5 rating You can buy 2 spots on Scandal and reach a ton of people but not very often Or you can buy 10 spots on Louie and reach fewer people several times It goes back to what the objectives are right? 33. Lisa, isnt digital bigger than TV? 34. Ok fine: The Magical World of Digital TV advertising used to work like this: You sat on our sofa while creatives were paid to throw a bucket of shit in your face. Today, youre expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. - Charlie Brooker, The Guardian 35. Digital: time, targeting & measurement 36. Ways you can plan digital - Banners - Video - Social - Search - Branded Content (native) - Gaming/Consoles - Radio 37. Banners * 38. Video * 39. Social 40. Social * 41. Search * 42. Native * * 43. Gaming/Consoles * * 44. Radio * 45. Print: physical expression of personal passion 46. Print: long-lasting, tangible, & local 47. Print: the basic metrics Circulation & Cost Per Thousand (CPM) Family Fun 2,203,947 circulation $175,000 for one page CPM = $79.40 Family Circle 2,016,872 circulation $157,000 for one page CPM = $77.84 Cost / audience (thousand) x 1,000 = CPM 48. P.S. Cost Per (______) helps w/all hard decisions or Worth it? 49. OOH & Radio: local people on the go 50. OOH & Radio: Close to point of purchase 51. Thats it friends. Remember: Finding the right moments that your target audience will be most receptive to your message in the best way for your brand for the best value. 52. My top ten 1. How We Decide (book) 2. Netted By The Webbys (email) 3. Entertainment Weekly Mag (print) 4. MediaLifeMagazine.com (email) 5. Digiday (email) 6. BuzzFeed (however you like) 7. @verge 8. @adage (duh) 9. @Zzzquil (brand voice on Twitter) 10. @ludacris (instagram gold) 53. Thanks Be great - Walk in stupid (Find out whats going on) - Luck is the residue of design - R>W Media is like shopping