Spiritmedia Presentation
Dec 08, 2014
Spiritmedia presentation from Graham Bell, Managing Partner at Spiritmedia Edinburgh. Presented at #PPAScotland's quarterly member meeting in conjunction with the IPA.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
“Our mission is to reach the very soul of
our culture in terms of finding the right mix of creative media
opportunities and platforms”
…it’s not just about negotiating the cheapest media deal
Public SectorTourism
Education
LeisureRetail
Shopping Centres
Arts & Events
Food & Drink
Renewables
Sectors
Client Experience
The Empowered Consumer
TV
Radio
CinemaOutdoor DM
Online
Social Media
PPC
Traditional
Receptive
TV
Radio
Cinema
Outdoor
DM
Online
Social Media
PPCIn Control
Today
Research
TARGET GROUP INDEX Media & product consumption, lifestyle analysis, correspondence mapping & cluster analysis
BRITISH AUDIENCE RESEARCH BUREAUTV audience data, viewing habits, audience profiles etc.
NEILSEN MEDIA RESEARCH Competitor activity tracking
RADIO AUDIENCE MEASUREMENTRadio listening habits by demographic
Joint Industry Committee for Regional and Local Press Analysis
DONOVAN DATA SYSTEMS Media Booking Administration
INTERNATIONAL PRACTITIONERS OF ADVERTISING
GOOGLE TRENDSSearch Term Research, Click Through rate %, Industry Benchmarks
COMSCOREDigital Business Analytics, Source of Industry Trends and Measurements
Our Process
BRIEF
The Process
BRIEF
Research
• Market • Target Audience• Media Consumption• Opportunity Analysis
The Process
BRIEF
Research
Planning
• Use data and tools to optimise weight
• Timescale• Experience
The Process
BRIEF
Research
Planning
Evaluation
• Does the media meet the objectives?• Does it fit with creative direction?• Is exposure optimised with target
audience?
The Process
BRIEF
Research
Planning
Evaluation
• Does the media meet the objectives?• Does it fit with creative direction?• Is exposure optimised with target
audience?
No? Modification required
The Process
BRIEF
Research
Planning
Evaluation
Proposal
• Outline of plan• Rationale for decisions• Further recommendations
The Process
BRIEF
Research
Planning
Evaluation
Proposal
• Outline of plan• Rationale for decisions• Further recommendations
Modification required
The Process
BRIEF
Research
Planning
Evaluation
Proposal
Approval +Booking
• Monitoring of performance• Response analysis• Modification to the plan if required• Keeping up to date with new
opportunities
The Process
BRIEF
Research
Planning
Evaluation
Proposal
Approval +Booking
Continual liaising with Marketing Manager, media owners and creative agency
The Process
Related Documents
