Media Buying and Planning PDF

**Media Buying and Planning** **Introduction to the Media Mix** - Media is where the big money is traditionally spent in advertising (Intro) - Media planning and buying have a significant impact on the success of an ad campaign (Intro) - The media mix has grown larger, with more op...

**Media Buying and Planning** **Introduction to the Media Mix** - Media is where the big money is traditionally spent in advertising (Intro) - Media planning and buying have a significant impact on the success of an ad campaign (Intro) - The media mix has grown larger, with more options beyond traditional advertising media (Intro) - Media planning is both a science and an art, requiring detailed analysis and qualitative insights (Intro) **Changing Media Consumption** - Media consumption is continuously evolving, with growth in online and mobile usage (Changing Media Consumption) - UK adults spend over 11 hours per day engaged in media and communications activities (Changing Media Consumption) - Media multitasking is common, with 99% of adults conducting two or more media activities simultaneously (Changing Media Consumption) - Children are heavy advocates of technology, with 88% claiming to do \"lots of different things\" on their devices (Changing Media Consumption) **Changing Media Platforms** - Television is shifting from broadcasting to narrowcasting, reaching more distinct target audiences (From Broadcasting to Narrowcasting) - Audiences are migrating online, driving demand for measurable ROI and engagement (Audience Migration Towards New Tools) - New advertising tools are emerging, including transactional banners, contextual ads, geolocation ads, and more (Audience Migration Towards New Tools) **New Media Categories: POEM (Paid, Owned, and Earned Media)** - POEM represents the evolution of media mix, with paid, owned, and earned media working together (New Media Categories: POEM) - Brand websites are key, anchoring the owned media and supporting the paid and earned (New Media Categories: POEM) **Traditional Media** - Press advertising can provide an \"announcement feeling\" and target audiences more effectively (Press) - Television is at the heart of \"Emotional Engagement\" in advertising, reaching large national audiences (TV) - Radio is a \"friend\" and companion medium, with high impact and low advertising avoidance (Radio) - Cinema ads generate deep emotional engagement with captive audiences (Cinema) - Outdoor/OOH advertising is a confident, stature-building medium that cannot be turned off (Outdoor Posters) - Ambient media includes a wide range of non-traditional advertising formats (Ambient Media) **Media Selection** - Key factors in media selection include audience size, audience type, budget, message objectives, and ease of booking (Media Selection (Overview)) - Audience size, audience type, and audience state of mind vary across different media (Media Selection (Detail)) - Cost considerations include production cost, media cost, and cost per thousand (CPT) (Media Selection (Detail)) - Qualitative factors like message objectives, technical details, and compatibility also influence media selection (Media Selection (Detail)) **Media Buying** - Skilled media buyers can save significant sums by negotiating discounts and leveraging volume (Media Buying) - Programmatic advertising automates the bidding, buying, and placement of online ads in real-time (Programmatic Buying) **Media Research** - Media research provides insights into audience size, audience profiles, and media usage patterns (Media Research) - Key industry research bodies include BARB (TV), RAJAR (radio), FAME (cinema), and NRS (print) (Media Research Bureaux) **Media Jargon and Vocabulary** - Key terms include coverage/reach, frequency, impacts, CPT/CPM, TVRs, drip/burst patterns, and positioning (Media Jargon and Vocabulary) **Media** **Average Response Rates** **Notes** -------------------------- ---------------------------- ------------------------------------------- Facebook Ads 0.01% to 20% LinkedIn Ads 0.01% to 20% Display Ads 0.05% to 20% Average click-through rate Email Ads in Enewsletter 0.1% to 10% Paid Search 0.5% to 2% Highly dependent on targeting and bidding Email House List 1% to 10% Email campaign response compilation