Paid Media Session 1 PDF

Session 1 Tuesday, January 9, 2024 12:37 PM SESSION 1 (LIVE IN-PERSON) (9th Jan 2024) Part 1: Course Introduction: presentation of the class, and the processor - Methodology & Syllabus Review. Part 2: Setting the Battlefield: - Media Landscape and its actors: a continuous disruption - Who is who in...

Session 1 Tuesday, January 9, 2024 12:37 PM SESSION 1 (LIVE IN-PERSON) (9th Jan 2024) Part 1: Course Introduction: presentation of the class, and the processor - Methodology & Syllabus Review. Part 2: Setting the Battlefield: - Media Landscape and its actors: a continuous disruption - Who is who in omnichannel media strategy? - Main Market Trends Other / Complementary Documentation : Global Media Landscape (GWI) Material shared by the professor in advance: main presentation as a PDF to study and readings for the discussion. Paid media refers to any form of media exposure that a company or individual pays for to promote a product, service, or message. This can include traditional advertising channels like television, radio, and print, as well as digital platforms such as social media, search engines, and display advertising. Here's an overview of the landscape, key actors, and market trends in paid media: Media Landscape and its Actors: Continuous Disruption 1. Traditional Media: Television: Advertisers often use TV commercials to reach a broad audience. Radio: Radio ads remain a cost-effective way to target specific demographics. Print: Newspapers and magazines offer print advertising, although it has declined in the digital age. 2. Digital Media: Social Media: Platforms like Facebook, Instagram, Twitter, and LinkedIn provide targeted advertising options. Search Engines: Paid search ads on platforms like Google and Bing are crucial for reaching users actively looking for products or information. Display Advertising: Banner ads, pop-ups, and other visual formats across websites and apps. 3. Emerging Channels: Podcasts: Advertisers are increasingly using podcasts as a medium to reach engaged audiences. Influencer Marketing: Collaborating with influencers on platforms like YouTube, Instagram, or TikTok for product promotion. Streaming Services: Advertisements on streaming platforms like Hulu, Netflix, or YouTube. Who is Who in Omnichannel Media Strategy? 4. Media Agencies: Traditional Agencies: Handle TV, radio, and print advertising. Digital Agencies: Specialize in online advertising, including social media, search, and display. 5. Ad Networks: Facilitate the buying and selling of ad inventory across multiple websites or platforms. 6. Demand-Side Platforms (DSPs): Automated systems that allow advertisers to buy digital ad space in real-time auctions. 7. Supply-Side Platforms (SSPs): Help publishers maximize revenue by selling their ad inventory in real-time. 8. Data Management Platforms (DMPs): Manage and analyze data to enhance targeting and audience segmentation. 9. Creative Agencies: Develop ad creatives that resonate with the target audience. Main Market Trends 10. Programmatic Advertising: Automated, data-driven ad buying is increasingly prevalent for efficiency and targeting. 11. Video Dominance: The rise of video content, especially on social media and streaming platforms. 12. Mobile-First Approach: With the majority of internet users on mobile devices, mobile advertising is a key focus. 13. Personalization and Targeting: Advertisers leverage data for more personalized and targeted campaigns. 14. Ad Blocking Challenges: Advertisers are adapting strategies due to the increasing use of ad blockers. 15. Social Commerce: Integration of e-commerce features into social media platforms for seamless shopping. 16. AI and Automation: Utilizing artificial intelligence for ad optimization, targeting, and personalization. 17. Privacy Concerns: Evolving regulations and consumer concerns are impacting data collection and usage. The paid media landscape is dynamic, with constant technological advancements, changes in consumer behavior, and evolving strategies to navigate. Staying abreast of these trends is crucial for advertisers aiming to maximize the impact of their campaigns. Paid media, shared media, owned media, and earned media are four categories that encompass different channels and strategies within the broader media landscape. Each type serves a distinct purpose in a comprehensive marketing strateg y: 1. Paid Media: Definition: Paid media refers to any form of media exposure that a company or individual pays for to promote a product, service, or message. Provieds complete control over the message and audience Examples: Paid advertising on TV, radio, print, social media ads, search engine marketing (SEM), display advertising, influencer partnerships, and paid sponsorships. Characteristics: Direct cost involvement, immediate visibility, control over messaging, targeted reach. 2. Shared Media: Definition: Shared media involves the distribution and amplification of content through social media and other online platforms, leveraging the audience and communities of others. Examples: Social media posts, shares, retweets, user-generated content (UGC), and content virality on platforms like Facebook, Twitter, Instagram, LinkedIn, etc. Characteristics: Engagement-driven, relies on the audience's willingness to share, can go viral, builds community and brand advocacy. 3. Owned Media: Definition: Owned media refers to channels that a company or individual has control over and uses to communicate directly with their audience. Examples: Company websites, blogs, newsletters, branded mobile apps, and any other content or channels controlled by the brand. Characteristics: Complete control, brand messaging consistency, long-term asset building, direct relationship with the audience. 4. Earned Media: Definition: Earned media is the result of organic, unpaid efforts where others share or talk about a brand, product, or service. Examples: Publicity, press coverage, word-of-mouth marketing, reviews, social media mentions, and organic content sharing. Characteristics: Trust and credibility, relies on third-party validation, often a result of a positive brand reputation, earned through exceptional products or experiences. Key Differences: Payment: The primary distinction lies in payment. Paid media involves direct financial investment, while shared, owned, and earned media are often achieved organically or through the brand's existing assets. Control: Paid media provides direct control over the message and placement, while owned media gives complete control as the brand owns the channel. Shared and earned media rely more on user engagement and external perceptions. Authenticity: Shared and earned media are often seen as more authentic and credible, as they are driven by user actions and third-party endorsements. Paid and owned media are perceived as more controlled and potentially biased. Outcome: Paid media aims for immediate visibility and results, while shared and earned media focus on building relationships, community, and long-term brand reputation. A well-rounded marketing strategy often involves a combination of these media types, known as the PESO model (Paid, Earned, Shared, Owned), to leverage the strengths of each category and create a holistic and effective approach.