Media Planning PDF

MEDIA PLANNING Tim Vanacker 17.11.2023 A bit about myself 2 What is media planning? 3 A (very simplistic) communication model 4 A (very simplistic) communication model...

MEDIA PLANNING Tim Vanacker 17.11.2023 A bit about myself 2 What is media planning? 3 A (very simplistic) communication model 4 A (very simplistic) communication model MESSAGE SENDER RECEIVER MEDIUM (~CHANNEL) 5 Media planning is a key component in advertising CREATIVE AGENCY MESSAGE ADVERTISER CONSUMER SENDER RECEIVER MEDIA AGENCY CHANNELS ➔ A media agency’s key role is to make sure the message reaches the advertiser’s audience. 6 The focus lies on paid media (PESO) 7 Which are the channels to choose from? 8  Which are the channels to choose from? TV OLV (Online Video) Radio OLA (Online Audio) Cinema Print (newspapers + magazines) Websites & apps SoMe (Social Media) OOH (Out Of Home) Door to Door 9  Media planning = choosing when & how to use these channels. ➔ How do we choose? - Which media channels should we use? TV OLV (Online Video) Radio OLA (Online Audio) Cinema - When should we use them? - Where should we use them? - How should we use them? Print (newspapers + magazines) Websites SoMe (Social Media) OOH (Out Of Home) Door to Door 10 Today’s agenda: 5 rules for good media planning. Rule 1 We are not the audience. Theory Practice Rule 2 We need to reach our audience. Theory Practice Rule 3 Broader is often better. Theory Practice Rule 4 Our audience doesn’t care. Theory Practice Rule 5 We need to say things differently. Theory Practice 11 We end with a quiz to see what you’ve learned. Winner gets a prize! Rule 1 We are not the audience. Theory Practice Rule 2 We need to reach our audience. Theory Practice Rule 3 Broader is often better. Theory Practice Rule 4 Our audience doesn’t care. Theory Practice Rule 5 We need to say things differently. Theory Practice + QUIZ 12 1 1. WE ARE NOT THE AUDIENCE How old do you think these people are? The average gamer The average soda buyer The average car buyer 14 How old do you think these people are? The average gamer The average soda buyer The average car buyer = 34 15 How old do you think these people are? The average gamer The average soda buyer The average car buyer = = 34 42 16 How old do you think these people are? The average gamer The average soda buyer The average car buyer = = = 34 42 55 17 How old do you think the average Belgian is? The average Belgian 18 How old do you think the average Belgian is? The average Belgian = 42 https://statbel.fgov.be/nl/themas/bevolking/structuur-van-de- bevolking#:~:text=De%20snelst%20groeiende%20provincie%20in,positi e%202%2C%203%20en%204. 19 In practice: rely on audience data, not your gut feeling. Source: EssenceMediacom’s “Audience Origin” Source: Microsoft Data for BE https://www.windowscentral.com/heres-some-interesting-stats-about-xbox-one- owners-microsoft-shared-partners Data for US 20  In practice: rely on audience data, not your gut feeling. If we follow our gut feeling that tells us gamers are 12-34 years old, we miss out on +/-50% of our potential. If we follow our gut feeling that tells us gamers are usually men, we miss out on 30% of our potential. Source: EssenceMediacom’s internal tool “Audience Origin” 21 2 2. WE NEED TO REACH OUR AUDIENCE Gamers represent +/- 1 out of 7 Belgians Total Population Gamers Non-Gamers 23 Gaming companies need to try to reach gamers Total Population Gamers Non-Gamers Gaming companies need to reach these people – regardless of their age, their gender, etc.. 24 Key metric in media planning = reach Total Population Gamers Non-Gamers Campaign reach = 3 out of 4 = 75% For reach, we only look at people in our target audience. 25 If we reach people outside of our audience, that’s considered “waste” Total Population Gamers Non-Gamers Waste = 9 Reach is 3, not 12, because we only look at people who are in our target audience. 26 Key metric in media planning = GRP Total Population Non-Gamers GRP (“gross rating point”) = reach in % x average frequency If we reach 75% of our audience an average of 4 times, we have 300 GRPs. (75 x 4 = 300) 27 Two exercises We reached 25% of our audience 10 times. We have 150 GRPs and have reached 75% of our How many GRPs do we have? audience. What was our average frequency? 28 Two exercises We reached 25% of our audience 10 times. We have 150 GRPs and have reached 75% of our How many GRPs do we have? audience. What was our average frequency? 250 (=25x10) 2 (=150/75) 29 Next step: which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) What percentage of the total population do you think we can reach through TV? What percentage of the total population do you think we can reach through radio? How much time per day do you think the average Belgian spends on social media? How much time per day do you think the average Belgian spends watching TV? How much time per day do you think the average Belgian spends listening to the radio? 30 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? What percentage of the total population do you think we can reach through radio? How much time per day do you think the average Belgian spends on social media? How much time per day do you think the average Belgian spends watching TV? How much time per day do you think the average Belgian spends listening to the radio? 31 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? 82% What percentage of the total population do you think we can reach through radio? How much time per day do you think the average Belgian spends on social media? How much time per day do you think the average Belgian spends watching TV? How much time per day do you think the average Belgian spends listening to the radio? 32 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? 82% What percentage of the total population do you think we can reach through radio? 64% How much time per day do you think the average Belgian spends on social media? How much time per day do you think the average Belgian spends watching TV? How much time per day do you think the average Belgian spends listening to the radio? 33 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? 82% What percentage of the total population do you think we can reach through radio? 64% How much time per day do you think the average Belgian spends on social media? 1h28min How much time per day do you think the average Belgian spends watching TV? How much time per day do you think the average Belgian spends listening to the radio? 34 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? 82% What percentage of the total population do you think we can reach through radio? 64% How much time per day do you think the average Belgian spends on social media? 1h28min How much time per day do you think the average Belgian spends watching TV? 2h23min How much time per day do you think the average Belgian spends listening to the radio? 35 Which media channels allow for a high reach? What percentage of the total population do you think we can we reach through social media? (all platforms combined) 74% What percentage of the total population do you think we can reach through TV? 82% What percentage of the total population do you think we can reach through radio? 64% How much time per day do you think the average Belgian spends on social media? 1h28min How much time per day do you think the average Belgian spends watching TV? 2h23min How much time per day do you think the average Belgian spends listening to the radio? 1h59min 36  In practice: figures are available for different audiences. Example: gamers. Social Internet Internet Media Browsing (search) (video) TV Radio Newspaper Magazine OOH Cinema Reach % 83% 90% 84% 66% 78% 60% 63% 67% 76% 12% Index 112 ix 109 ix 111 ix 157 ix 96 ix 94 ix 97 ix 104 ix 110 ix 188 ix Time Spent 1.62 hrs 0.00 hrs 0.43 hrs 1.35 hrs 2.33 hrs 1.81 hrs 0.39 hrs 0.36 hrs 2.44 hrs - (Index = reach figures among target audience – gamers - compared to reach among total audience. 100 = same >100 = higher