1. Rethinking media strategy and planning
©2010 22squared

2. Why do we need to?
©2010 22squared

3. Media has evolved
In the past 10 years the media landscape has evolved rapidly, with fragmentation happening in almost every media category. New
technology is making this happen at a more rapid pace than ever before in history. iPads, smart phones, internet TV, gaming, and
digital out-of-home are just a few of the media choices that have been added in the last two years.
Satellite
Digital VOD
Social Digital
TV
Direct Apps Satellite
TV Gaming Cinema
Marketing
Text Mobile Radio Digital
advertising advertising
Posters/
Billboards 1980 Cinema
2010
Augmented
Video Print Blogs
Reality
Posters/
Print Radio Internet
Social Billboards E-readers
Direct
Marketing
Digital
Display
Boards
Interactive
Search Boards
Email
More choices, more places for consumers = Harder to reach the same audience using traditional mixes
©2010 22squared

4. Brands have evolved
CLASSIC MODERN
Deliver a promise Guided by purpose
Singular consistent message Multiple coherent messages
Controlling Empowering
Marketing as a layer Marketing is built in
Create transactional relationship Create community
PRODUCT-CENTRIC RELATIONSHIP-DRIVEN
* Adrian Ho, Zeus Jones
©2010 22squared

5. On Demand and personalization drive new habits
Technology and media advancements are making it possible for consumers to interact with brands and media in ways that
never seemed possible. On demand and DVR devices allow consumers to consume on their schedule. Internet TV sites like Hulu
and Comcast’s Infinity service even allow consumers to watch their favorite programs on mobile devices, computers and iPads.
Comcast’s On Demand service
allows users to watch certain
programming whenever they want.
eBay’s iPhone app keeps the
consumer in touch and tracking
their bidding or selling on the site
24/7.
Pandora allows users to
personalize their radio experience
and then access their selections
even from their cell phone. Consumers determine
how and when they want to
engage with you.
©2010 22squared

6. If brands, consumer habits, and choices have changed...
why haven’t we changed how we plan media?
©2010 22squared

7. Clients have several reasons for not changing their media mixes:
 SUCCESS METRICS are often hard to define with new media.
 They tried something new and they perceive it DIDN’T WORK.
 They DON’T KNOW HOW to use new media in their mix.
 They had results with the current mix – so WHY CHANGE?
©2010 22squared

8. These reasons result in
MEDIA MIXES that are the
same as 5 YEARS AGO
(with digital banners).
Radio
10%
Print
5%
Digital
10%
But what about
Broadcast TV MOBILE, SOCIAL, GAMING,
60% INTERNET TV?
Cable TV
15%
Goal: Try to be wherever the consumer might be.
©2010 22squared

9. When a MORE EFFECTIVE
mix might look like this.
Digital Content
15%
Social Networks
Network TV – Fragmentation and
prime only CONSUMER ENGAGEMENT
10%
40%
considered with use of
some NON-TRADITIONAL
Social Gaming channels, and budgeting
10% for DEEPER EXPERIENCES
(i.e., digital content).
Mobile
5%
Print Internet TV
10% 10%
Goal: Be part of the consumer’s life where it matters the most.
©2010 22squared

10. But THIS MIX can make clients NERVOUS.
Radio
Digital Content 10%
15% Print
5%
Network TV – Digital
Social Networks 10%
prime only
10%
40%
Broadcast TV
60%
Social Gaming
10% Cable TV
15%
Mobile
5%
Print Internet TV
10% 10%
LESS RELIABLE than tried and true.
NEW MEDIA types, DIFFERENT METRICS, And they REVERT to this.
sometimes production-heavy and COSTLY.
©2010 22squared

11. So, how do we get clients to move forward?
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12. Show them they are behind their competition?
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13. No, that just makes them angry and jealous.
©2010 22squared

14. Satellite
Digital VOD
Social Digital
TV
Direct Apps Satellite
TV Gaming Cinema
Marketing
Text Mobile Radio Digital
advertising advertising
Posters/
Billboards 1980 Cinema
2010
Augmented
Video Print Blogs
Reality
Posters/
Print Radio Internet
Social Billboards E-readers
Direct
Marketing
Digital
Display
Boards
Interactive
Search Boards
Email
Show them how media has changed?
©2010 22squared

15. Great. But not client actionable.
©2010 22squared

16. Give them an insight about the consumer that they can’t ignore?
©2010 22squared

17. GOOD IDEA
YES. The insight will lead to planning di erently.
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18. Finding the media insights
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19. A non-insight driven target
Demographic targets make good media buying targets but are not ideal for media planning or determining media mix
allocations. Demographic-only targets do not di erentiate a Woman 25-45 with a HHI of $75,000+ who would consider buying
your product from one who would not.
ARE THESE THE SAME PERSON?
WOMAN, 25-45, HHI $75,000+ WOMAN, 25-45, HHI $75,000+
Likes Rush Limbaugh. Head of the Likes wholistic foods, eastern
PTA and Home Owners Association. cultures and architecture. Studying
Started a local petition to have speed for her Reiki certification. Visits the
bumps put in her neighborhood. local farmer’s markets every week
for her produce.
©2010 22squared

20. STATUS: Married to husband Jim,
39, and living in a suburb of
Chicago. They have two children:
Jacob, 8, and Madison, 3.
DAY IN THE LIFE: An insight-driven snapshot of a target.
LIFESTYLE: Works, shuttles the
kids around, feels like her life is
NAME: Anne overwhelming at times.
AGE: 37 Cherishes her personal time. Leaves work, picks up Madison
and Jacob at daycare. Stops by
the grocery store to pick items up
for dinner. Arrives home, turns on
Logs into Facebook and checks Disney Channel for Madison and
personal email after arriving at Jacob, and starts cooking dinner.
work. Comments on a friend’s Jim arrives home and takes
Has “The Today Show” on in the status update and posts pictures
background while quickly making Madison and Jacob outside to
from Madison’s dance recital. play. Anne finishes cooking
cereal for kids. Eggs for husband During lunch, goes online to
Jim. Glances at morning news. dinner with “Rachel Ray” on in
shop – Jacob ripped his winter the background while on the
Briefly logs into Facebook to see jacket. Before returning to her
friend updates. Checks out telephone with her mom.
work, she checks people.com for
weather.com to see how to dress celebrity gossip.
children for school. Drives Jacob
to school and Madison to
daycare prior to going into work.
Family eats dinner and Jim
cleans up while Anne gives the
Jim reads the kids a bedtime kids their baths for the night.
story while Anne checks While washing the kids, her
Anne says goodbye to her friends people.com, tmz.com and phone buzzes –Anne’s best friend
and checks Facebook one more perezhilton,com online. Anne from high school just posted a
time before shutting down her checks her Facebook updates picture of her new baby on
computer. As she winds down and her restaurant in Restaurant Facebook. Anne comments from
for bed, she picks up her City before logging into her cell phone. Another friend
Glamour magazine and starts pogo.com. Her friends are all texts to say that the group will be
reading the cover story about the waiting for her in the Word online playing Pogo tonight at
next bachelorette. Whomp chat room. Anne plays 9:30pm. The kids are bathed and
Word Whomp and socializes with dressed for bed. The whole family
her friends for the next hour and gathers around the TV to watch
half. “American Idol” and “Dancing
with the Stars.”
©2010 22squared

21. Importance of an insight
Good media insights go beyond if the target consumes the media to how and why they consume. Most media agencies use
syndicated or proprietary media research that tells them if targets consume. We don’t just look at media consumption data:
We observe how targets are consuming it. Like creative, media now needs good qualitative insight to understand things like...
1 Mindsets
2 Meaningfulness
3 Usage Patterns
©2010 22squared

22. 1 Mindsets
Mindsets allow us to take into consideration
how the target is consuming di erent media
types. We are able to determine multi-tasking
behavior and hone in on media channels and
specific properties that the consumer spends
more time with and pays attention to.
Advertisers naturally want to place their
message where consumers have the best
chance of seeing it. Knowing mindsets
ME TIME
optimizes that interaction.
UNPLUG FROM WORK WEEK
BACKGROUND NOISE
©2010 22squared

23. 2 Meaningfulness
Everyone has a must watch program, a favorite website, a magazine he or she has to read. Meaningfulness helps us identify
those favorites and determine what makes them important to the consumer. The more meaningful a media property is to the
consumer, the more likely he or she is to engage with it, pay attention, and see advertiser messaging.
High Engagement : High Involvement Low Engagement : Low Involvement
©2010 22squared

24. 3 Usage Patterns
Usage patterns help us identify and optimize
the best times to reach the target audience.
They also allow us to see why the targets use
certain media and the places that are the
most valuable to them. On websites, we are
able to determine most-visited pages and
priority in users’ lives.
We found with one of our clients that the target
consumer visited Yahoo! often but never made
it past the rotating news of the day on the front
page. We were able to optimize our media buy
to only include placements on the front page
and within each news story.
We found that Financial Advisors
subscribe to trade magazines but
are unlikely to spend time with
them. They skim for interesting
articles and put the magazines in
the lobby for their clients.
We found that Pogo users like to
schedule times to meet in game
rooms and chat with their friends.
Most users spend over an hour a
day on the site.
©2010 22squared

25. Text
66 Things you should do to plan di erently.
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26. 1 Use syndicated research to validate the insight
Syndicated research is valuable and helpful in determining whether someone uses a particular media type, but in most cases it
doesn’t go beyond this. After conducting our media consumption research, we use syndicated sources to validate our findings.
In the old way of media planning, syndicated sources informed the entire plan.
Great information
but limiting.
Often lags behind trends
and new media sources.
Missing mindset and
importance of media
in their life information.
©2010 22squared

27. 2 Find places to engage with your audience
E ciency has its place within a media plan and is great for getting mass reach. Deeper engagement with consumers can be
formed by creating experiences that they relate to or value in their lives. When a brand becomes a part of their lives, they are
more likely to share it with others.
We found through a media
consumption study that the female
Florida’s Natural consumer spends
several hours a day on Facebook
socializing with her friends and
playing games like Restaurant City
and Pet Society. The more goods
you accumulate within these
games, the higher your score is.
The consumer uses their score as a
status badge with her friends.
As part of our media plan, we
introduced Florida’s Natural virtual
goods into these games,
integrating the Florida’s Natural
brand within the actual gaming
experience – not just as an “ad” in
the background. Our target
consumers are able to interact
with our brand within the games
and gain status by doing so.
©2010 22squared

28. 3 Invent new media applications with the consumer in mind
New media applications can be daunting when planning media. Knowing how the devices fit in consumers’ lives and what they
value makes this easier. Successful uses of new technology take into consideration the needs and wants of your target
audience.
AMERICAN AIRLINES CHIPOTLE AMERICAN EXPRESS
AA’s app makes traveling easier. Chipotle consumers wanted to order Amex teamed up with foursquare
It allows travelers to check in, check faster and not wait in line; Chipotle’s to create an app that allows
flight status and even play games app allows consumers to order and cardholders to check in on
during downtimes in the airport. then sends their order to the nearest foursquare and track purchases.
Chipotle, based on GPS location.
©2010 22squared

29. 4 Define roles for each channel
Since brands have evolved to have multiple messages that work in conjunction with each other, it makes sense that media
mixes now require role definition for each channel. With roles clearly defined, it is easier to determine creative needs and
whether or not the whole plan is accomplishing the client goal.
Rich
TV Radio Search Display Media Facebook .com
TOM Awareness
POP
In-store Mobile
Consideration/Trial
Decision/Use
Email Twitter
Retention/Loyalty
Fan/Join
Participate/Advocate
©2010 22squared

30. 5 Create space instead of buying existing space
When you gather consumer insights, it sometimes takes media considerations to new places. Finding out what consumers
might need can lead you into creating new programs or places for your brand to fit into their lives.
Advisors wanted their content streamlined and
were comfortable using Google, so we partnered
with iGoogle and four of the most trusted
financial media sources to create a Lincoln
Financial branded iGoogle page and custom
gadgets from each source to go in the page.
Each gadget did exactly what the advisor
needed it to do, so advisors could stay up to
date on information throughout the day.
iGoogle and the four media vendors had never
been approached to do anything like this before!
©2010 22squared

31. 6 Build metrics into the plan
We track the media plan based on goals that we establish with all of our clients. This makes it easier for us to measure and
report only what’s important, instead of any measurable metric. We also hold our partners accountable for helping us achieve
those goals. Partners who do not do not make it on future plans.
In this example, we performed custom Purchase Intent (% Lift)
research to make sure our advertising
with our digital vendors was enhancing 27
purchase intent with our target audience.
Increasing purchase intent was one of the
22
% Lift Control vs. Exposed
overall brand goals for the year.
19
15
iVillage Meredith Scripps Yahoo!
Website
©2010 22squared

32. 33 key things to remember
Key things to remember
©2010 22squared

33. Clients RESPOND to consumer insights
1 as agents of change.
2 Good INSIGHTS should drive media plans.
3 Insights leadto greater brand involvement.
which leads
to ENGAGEMENT,
©2010 22squared

34. ©2010 22squared