Tools and tips to get the best synergy between placement and message.

1. Hello & welcome.
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ONE STEP AHEAD

2. A P R I L 2 0 2 0C H E P R O X I M I T Y
M E D I A P R O D UC T F U N D A M E N T A L S

3. Let’s finish up today. We’ve
had a good 8 weeks.

5. Media Product Fundamentals
Week 8 – Creative: Making it Fit for
Purpose
June - 2020

6. We can really help guide
creative by providing rationale
as to why we have chosen
specific media.

7. Remember the briefing
template?

8. Basics
Audience
Message
Action
Tone
Efficacy
Mandatories
No thanks

9. This is a good starting point

10. Audience – make it actionable
Broad – M25-54
Challenging – women, 25-49, career driven but well rounded, they enjoy going to
cafes, are professional but not serious, have a side hustle or volunteer at the local
shelter.
Always make the audience relevant for the partner – and make it detail to be
applied to targeting. YOU should know their audience scale for the cohort(s)
you’re after
Message – what are you wanting to communicate? This is key – it impacts context,
scale, properties. If you don’t know what needs to be communicated, how can you
expect a response?

11. Make the action relevant to the partner – TV action may be
simply about exposure; digital could be around app
visitation; radio could be to drive search behavior.
We should know the partner – what they excel at, what they
don’t – so guide them, be prescriptive, guidance is critical if
you are to develop a campaign that feels aligned across
channels and not multiple interpretations of a general
directive
Again, make relevant to the partner. TV may work by hitting
the 1+ reach figure for the demo. Digital may work through a
similar metric. Out of Home could be around specific web or
search behavior. Have some sort of idea around what the
activity will generate and be specific so this performance
expectation is known.

12. Why – has the format been
chosen?
Who – is the audience?
What – do we want to happen?

13. A real life example.

14. Digital
Allows for messaging variants at scale and
speed
Context
Enrich the message via context and creative
matching
Data Rich
Provides the capability to utilize data fields to
drive variants
Impact & Scale
Reach category buyers at scale with a canvas
that can communicate a benefit
Capability Mandatories
TV
1+ of category eligible buyers to create salience
and top of mind awareness
Short form video
Reach high volume users with a relevant
message

15. 15
Format overview
Large format -
scale
Small format -
scale
Large format -
tactical
Small format -
tactical
• Aim – impact, scale and reach
• Key arterials, digital formats
• High visibility assets
• Selection of ‘marquee’
statement type assets
• Aim – drive fame and talkability,
one to one to many distribution
• Adshel/Commute assets
• In key ‘destination’ type areas –
CBD, beachside, culture strips
• Aim – drive personalized story
and one to one to many
distribution
• Airport or airport adjacent
• Within key tourist or cultural
destinations for domestic
audiences (CBD, Manly, Fiztroy,
St. Kilda)
• Aim – drive volume and awareness
across category users
• Adshel/Commute assets
• Retail dependent on cost

16. 16
Format overview
Digital -
Tactical
TV - scale Digital - Scale
• Same formats as Digital – Scale
• Focused at heavy travelers –
business and personal.
• YouTube focus
• Mobile focus – consider screen
size
• 15 and 6s – aiming at light TV
viewers 25-54
• Served prior to content
• YouTube focus
• Device agnostic – however
consider mobile screen size
• Aim – drive volume and awareness
across category users
• FTA – 3 channel buy
• 80% peak, 20% off peak
• 30/15 – predominantly 15s

17. Audience
Context
Purpose
GoalCanvas
Specs
Small Format Scale - context
• 10 second rotation duration
• Street Furniture dominant format
• Aim to keep content static due to restrictions
around movement around roadside areas
• 10 second rotation duration
• Audience is broad – public spaces have a diversity of people
moving throughout them
• Our primary audience is speaking to members – with 10m
members we are confident approximately 50% of those exposed
will be part of VFF
• Small format roadside has 2 audience – on foot traffic (longer dwell,
slower moving, often static) and those moving past at speed (driving,
public transport)
• Drivers are focusing on the road, those in transit (public transport or
on feet) are often on phones, speaking to others
• Commute periods are key and high volume
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance

18. Small Format - placements
Public Space areas High volume public transport hubvs Roadside Small Format

19. Audience
Context
Purpose
GoalCanvas
Specs
Small Format Tactical - context
• 10 second rotation duration
• Street Furniture dominant format
• Aim to keep content static due to restrictions
around movement around roadside areas
• 10 second rotation duration
• Audience is concentrated in key areas – tourist attractions.
• Our primary audience is speaking to members – with 10m
members we are confident approximately 50% of those exposed
will be part of Member org.
• We are using tourist areas as a way of providing relevance for tourist
based messaging.
• Member org enables its members to visit tourist areas – provides
valuable opportunity to distribute this message with full geo
relevance.
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• We want the audience to link the environment to the product –
that points allowed x volume of members to visit this area
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• Make points real by linking them to a physical destination known
to the recipient

20. Small Format Tactical - placements
Public Space areas Tourist attraction areas – beaches,
landmarks, dining zones

21. Audience
Context
Purpose
GoalCanvas
Specs
Large Format Scale - context
• 10/25/30/60 second rotation duration
• Large format – mix of ‘intersection’ and ‘in
motion’ form ats
• Aim to keep content static due to restrictions
around movement around roadside areas
• In- car – driver or passenger
• Context 1 – intersection (static) – shorter rotations (10 seconds)
• Context 2 – in motion – longer rotations (30-60 seconds)
• Audience are often in situation of unpleasant traffic and/or
repetitive commutes
• Viewer is in vehicle
• In moving traffic they are moving past the message at 60-100kmh
• In peak they are moving past at 5-10kmh
• Viewer is often 100m or more from unit
• Large format zones are often cluttered
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance

22. Large Format – example placements
MEL – Bourke Street MallSYD – Parramatta Road

23. Audience
Context
Purpose
GoalCanvas
Specs
Large Format Tactical - context
• 10/25/30/60 second rotation duration
• Large format – mix of ‘intersection’ and ‘in
motion’ formats
• Aim to keep content static due to restrictions
around movement around roadside areas
• In- car – driver or passenger
• Context 1 – intersection (static) – shorter rotations (10 seconds)
• Context 2 – in motion – longer rotations (30-60 seconds)
• Audience are often in situation of unpleasant traffic and/or
repetitive commutes
• Viewer is in vehicle
• In moving traffic they are moving past the message at 60-100kmh
• In peak they are moving past at 5-10kmh
• Viewer is often 100m or more from unit
• Large format zones are often cluttered
• Airport zones
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Reach travelers in the act of travelling
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• Understanding that points can get recipient to new destinations

24. Large Format – example placements
MEL – T4 Car Park SYD – General Holmes Drive SYD – General Holmes Drive

25. Audience
Context
Purpose
GoalCanvas
Specs
TV - context
• 30s
• 15s
• At home (linear only)
• 25-54 is buying demographic, but many of these programs will
have both younger and older viewers.
• Buy is metro only – no regional
• Context – evening, likely on mobile at same time
• Context - within ad break with 4-5 competing advertiser messages, 3-
4 station based promos
• Audience are looking to unwind, watch one of their favourite shows,
many/most have been active all day
• Some viewers may be watching with others
• Move vernacular from earning points to being paid in points
• We will have 15 seconds to make our point in most instances – we
are competing with their mobile, as well as other distractions
(channel flicking, getting food, getting drink) as well as the
audience just not paying attention.
• We want some level of impact to our target
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• App opens during evening TV activity
• Web and search traffic during TV activity

26. TV – example programs
Reality/escape/entertainment Sport/adventure Fun/variety Drama

27. Audience
Context
Purpose
GoalCanvas
Specs
Video - context
• 15/6s
• Sound and video
• See Slide 28
• Viewer is wanting to watch a video they have selected
• Our ad is effectively ‘in the way’ – so natural disposition is to look to
skip or ignore
• First 2 seconds are critical to generate attention
• There is only the potential for 1 key takeout plus brand
• Broad placement – device agnostic. Targeted – mobile (mindful of
font size)
• Move vernacular from earning points to being paid in points
• We have 6 seconds to be seen and processed
• Online video provides us with 1/ strong reach of light TV viewers
and 2/ opportunity to target specific higher value segments.
• Broad – maximise category eligible reach/. Targeted – activate
balance, open app
• 1+ reach – broad
• App opening – targeted
• Online video provides us with 1/ strong reach of light TV viewers
and 2/ opportunity to target specific higher value segments.
• Broad – maximise category eligible reach/. Targeted – activate
balance, open app

28. Video – audience segments
In market - travel
Affinity – luxury traveller
In market – Destination Australia
In-market - destination US
In-market - destination Fiji
Custom affinity – comparable member organisations

29. Keep it simple – inform don’t try
and be the creative, help inform
them to best understand the task
they are solving.

30. I said we’d talk about
measurement.

31. Measurement is simple.
Know what success looks
like before you start and
hold true to these.

32. Remember tone and role from
week 3?

33. Video
Tone: Immersive, engaging, entertaining
clear space, relevance
Role: Audience reach, association with
key programming, entertainment context
(measurement: TARP, reach against
audience, performance of key programs)
OOH
Tone: Impactful, proximity, scale
Role: Impact and perception
(measurement: TOMA, pre/post)
Radio
Tone: Personal, relevant, entertaining
Role: Reach, visibility during key transit
(measurement: pre/post, reach, SOV)
Channel, tone and core roles
Digital
Tone: Clear space, rich
Role: Data collection, retargeting, audience reach
(measurement: reach, engagement, data collation)
Programmatic
Tone: Targeted, reinforcement
Role: Conversion assistance (measurement: CPX
etc)

34. Always check how you’re
tracking to these key roles as
the campaign progresses.

35. Next steps:
What.
So What.
Now What.

36. Social
What. Response rate is 45% lower than
forecast
So What. CPA blowing out in cost,
volume too low
Now What. Adapt bid approach,
implement amended formats.

37. TV
What. Delivering as per proj.
So What. On track.
Now What. No action

38. Finally, to finish …

39. I’ve learnt these over 17
years of listening to others,
and I want to call these
people out for all their help.

40. Matt Houltham
In 2003 taught me in an Introduction to Web Advertising Course run by the AFA. Best
$3200 I ever spent and I learnt more in that 12 weeks than ever before. Matt was at
Optimedia running digital, he is now CEO of Havas Media
Jo Gaines
In 2003 employed me at Yahoo (On Matt’s referral) – a great, supportive leader and taught me
the world of advertising. Jo was Sales Director at Yahoo, she is now MD and AVP at
Salesforce.

41. Cliff Rosenberg
Was CEO at Yahoo and interviewed me. Was my Chairman at Sound Alliance
and a wise source of counsel. Started Linkedin in Australia and until last
month was on the board of Afterpay.
Tony Faure
Lucky enough to meet him when he was CEO at ninemsn and I was a nobody
at Mindshare – probably the most generous with his time senior leader I’ve
ever encountered and still is. Currently Chair at ooh Media, boards of Uno,
Stackla and more.

42. Alan Kohler
Met him in the late 00’s right in the middle of GFC – he had started Business
Spectator and would meet some of the agency people. Encouraged me to
write about advertising and taught me the value of making things simple.
Ben Maudsley
Key part of the industry as digital emerged across Australia – he was my
client at Yahoo, my boss at Mindshare and I was his client at OMD.
Determined and honest, awesome at building consensus.

43. Neil Ackland
Met through raving two decades ago. He employed me at Sound Alliance
(now Junkee) and I moved to Sydney for almost 3 great, challenging and
influential years next to him. Smart guy, super resilient. Now on the exec
team at Ooh, after selling Junkee to them in 2015.
Margie Reid
Made OMD Melbourne a powerhouse. Taught me how to pitch properly, how to
motivate staff, trust in others abilities and output and how to properly listen to
clients. Was MD at OMD Melbourne, now Managing Partner at Thinkerbell.

44. Thankyou. There’s a good
chance most of the material
in this program came from
one of these eight people.

45. Big thanks for making this possible
Nicholas Biggs
Renee Hyde
Eva Oldham

46. Contact me anytime
ben.shepherd@cheproximity.com.au

47. Materials
PDF will be sent to you
Webex recording will be available to
view via link
Dispatch 24-48 hours post session

48. Thank you.