Seven Ways to Play in the New World of Media Planning

As we all know, mass media has been eroding over the last decade.

There are thousands of examples of this shift but in the interest of space, here is just one. Twenty years ago, The Cosby Show had a 27 rating.  Today’s American Idol has a 9 rating.

 Media’s long tail is growing as existing media channels are fragmenting and new ones are forming, creating a much more complex environment.

For advertising to be effective today, great creative is not enough. We must also make sure that the message appears in the right context.

Here are seven real world implications of these shifts on media planning strategies:

1. Relevance is Key

It used to be all about the awareness. 

As a media planner on major brands, my success was measured on reach, efficiency and awareness.  Now it is as much about relevance and involvement as grabbing attention.

This is done by:

• locating the right audience
• emphasizing context as well as content

2. Emphasis on Engagement and Sales

Metrics have shifted to be more closely aligned with business outcomes and away from pure awareness and brand measures. 

This is done with the following strategies:

• Integration

Marketers want an integrated approach where creative and media work together to adjust campaigns according to responses.

• Planning versus Optimization

Testing and adjustments must be built into campaigns.

Cost Structures must reflect this new way of executing campaigns.

• Cut Out Waste

While targeting has become more specific, we are still locked into cost-per-thousands based on demographics.  We rarely see different creative on Food Network versus VH1.

3. Let Consumer Insight Drive the Media Strategy

Media selection must deliver memorable, interactive and emotional experiences with the brand. The key is media planning from the consumer’s perspective.  Media planning must move away from audience measurement and coverage and efficiency and move towards involvement and relevance.

4. Media Neutrality

With influence becoming more important than reach, paid, earned, and owned media must be given equal consideration.  The new approach should start with “Where should we be?” then move to “How to say it?” rather than the other way around. The role of media and channel selection has become more of a strategic decision by marketers.

 

5. Social Media Makes Word-of-Mouth More Scalable

With the ability to aggregate social media the media supply becomes expanded. Marketing messages can be spread online putting power behind grass roots media outlets.  Consumers are more influenced by their peers than corporations.  Earned media needs to be integral to brand communications.

6. Search is the Last Chance

Search is the most important medium in advertising.  It is where people start to look for and filter information about your products or services in a very personal way.  Search’s accountability has rubbed off on the advertising world.  The more relevant the more effective the ad and the more it is viewed as information and the less it will be avoided.

 

7. Personalized Content is King

Now that technology can meet the demand of individual experiences for everyone, marketers are tapping into it. 

Personalization is causing marketers to consider whether a message resonates with the widest group or if it would be better if it were customized to the new home owner, or the golfer.

The New Media Planning Playbook addresses the evolving media environment where technology has forced brands to re-connect with a more wired, mobile and attention-elusive consumer.