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Deconstructing a Digital Media PlanArt + ScienceTMK UniversityAndre Woolery<br />
Why Deconstruct?<br />
Digital Media Plan<br />“Selected digital [media] for [ad placement] on [behalf of clients] to [achieve advertising object...
Digital media should be a creative craft that combines technology, audience insights, and platforms in a highly measurable...
Creating A Digital Media PlanART + SCIENCE<br />
ART | the act of arranging a unique composition to evoke some reaction or response…<br />
BLANK CANVAS<br />start with nothing but an empty excel sheets and powerpoints…<br />
DESTINATIONS | COLORS<br />Every site and platform has a unique value just as every color has a unique tone and emotion.  ...
TECHNOLOGY | BRUSHES<br />Technology can utilize the same set of colors but produce new techniques and expressions that le...
BUDGET | CANVAS SIZE<br />Budgets can dictate how extensive our plans may be but size doesn’t always dictate impact.<br />
AUDIENCE | STYLE<br />Target audiences have nuances and characteristics that guide you in how to engage with them. Employi...
CHANNEL | MEDIUM<br />Just like painting mediums, each channel we use has their own distinct properties, techniques, and g...
SCIENCE | systematically acquire knowledge to build laws and theories<br />
REPORTING | CENTRIFUGE<br />Similar to a centrifuge we put the campaigns into motion and we begin to see separation based ...
MIX OF TACTICS | CHEMISTRY<br />How does performance change when different media elements are introduced and mixed togethe...
SOCIAL MEDIA | PHYSICS<br />What forces are necessary within the social universe to propel a conversation or distribute co...
BRAND METRICS | PSYCHOLOGY<br />How many exposures does it take for a consumer to retain/reinforce a brand message?<br />
ATTRIBUTION | BIOLOGY<br />With a live campaign, how do each part of the plan work with other ?<br />
Conclusion<br />
INNOVATION <br />Evolving technology, platforms, and destinations allow for innovation in every plan while being guided by...
THANKS.<br />
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Deconstructing Digital Media Plan | Art + Science

In this evolving digital world, an art + science approach will keep us innovative while driving stronger performance. by Andre Woolery

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Deconstructing Digital Media Plan | Art + Science

  1. 1. Deconstructing a Digital Media PlanArt + ScienceTMK UniversityAndre Woolery<br />
  2. 2. Why Deconstruct?<br />
  3. 3.
  4. 4. Digital Media Plan<br />“Selected digital [media] for [ad placement] on [behalf of clients] to [achieve advertising objectives]…”<br />
  5. 5. Digital media should be a creative craft that combines technology, audience insights, and platforms in a highly measurable way<br />
  6. 6. Creating A Digital Media PlanART + SCIENCE<br />
  7. 7. ART | the act of arranging a unique composition to evoke some reaction or response…<br />
  8. 8. BLANK CANVAS<br />start with nothing but an empty excel sheets and powerpoints…<br />
  9. 9. DESTINATIONS | COLORS<br />Every site and platform has a unique value just as every color has a unique tone and emotion. <br />
  10. 10. TECHNOLOGY | BRUSHES<br />Technology can utilize the same set of colors but produce new techniques and expressions that lead to the same goals. <br />
  11. 11. BUDGET | CANVAS SIZE<br />Budgets can dictate how extensive our plans may be but size doesn’t always dictate impact.<br />
  12. 12. AUDIENCE | STYLE<br />Target audiences have nuances and characteristics that guide you in how to engage with them. Employing the most suitable style is necessary. <br />
  13. 13. CHANNEL | MEDIUM<br />Just like painting mediums, each channel we use has their own distinct properties, techniques, and guidelines on how to execute…<br />
  14. 14. SCIENCE | systematically acquire knowledge to build laws and theories<br />
  15. 15. REPORTING | CENTRIFUGE<br />Similar to a centrifuge we put the campaigns into motion and we begin to see separation based on performance.<br />
  16. 16. MIX OF TACTICS | CHEMISTRY<br />How does performance change when different media elements are introduced and mixed together?<br />
  17. 17. SOCIAL MEDIA | PHYSICS<br />What forces are necessary within the social universe to propel a conversation or distribute content?<br />
  18. 18. BRAND METRICS | PSYCHOLOGY<br />How many exposures does it take for a consumer to retain/reinforce a brand message?<br />
  19. 19. ATTRIBUTION | BIOLOGY<br />With a live campaign, how do each part of the plan work with other ?<br />
  20. 20. Conclusion<br />
  21. 21. INNOVATION <br />Evolving technology, platforms, and destinations allow for innovation in every plan while being guided by data driven decisions…artists would kill for a world with a new primary color, media people get one every day.<br />
  22. 22. THANKS.<br />

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