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#digiespresso
Is Traditional Media Planning in the
Digital Age Broken?
#digiespresso
We are living in the age of rapid iterations
Marketing is having an innovation renaissance.
Market Fit1980’s
Market Research1990’s
Campaign Analysis2000’s
Real-TimeToday
We are seeing shorter and more frequent cycles of optimisation
Media Planning
Media Buying / Trading
Post Campaign Analysis
Has media planning adapted to this new era?
Pu
blis
her
Time
Lead to the era of Mad Men –image of Don Draper
Men revered like prophets for their ability to get it ‘right’, creating an unattainable task for advertisers who were forced to outsource.
A touch of Facebook and a pinch of Youtubeshould do the trick!
New ingredients, same method…
More ingredients…same outcome.
The internet is building walls. The best walls.
If not channel based selection, then what?
FacebookMoves From Ad Types to Objectives
Salesforce buys Krux for $700 MillionFrom CRM company to Full Marketing Cloud
Is there a common trend?
CHANNEL PLANNING MINDSET PLANNING
• Fixed messages• Channel bias• Lack of data passing through
Old World• Ongoing optimisation• Planned ad logic and sequencing• Validated against specific and
measurable KPIs
New World
Media PlanningEstablish a new Advertiser-
centric hierarchy
Advertiser
Campaign
Layer
Channel
Source
Switch to a full
funnel mindset
Awareness
Engagement
Leads
Direct Response
Acquisition
Engaged Visitors
Leads
Quotes/Enquiries
Completed Views
Sales
One Audience Group, many Audience Strategies
Plan the Messaging Conversation
Time based campaigns onlyTime-based to Always-On Planning
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3
?
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CPA
Time-based Performance
Campaign 1
Campaign 2
Campaign 3
Establish a baseline
We are living in the age of rapid iterations
FROM MEDIA PLANS TO
MINDSET PLANS
#digiespresso
