Media Strategy

Media Strategy

1. Media Vehicle Decisions

   • Specific carrier within a medium category  Example: The Vanity, In Style are print vehicles  The Good Wife or 60 Minutes are broadcast vehicles 
   • Given a medium, which specifically?
   • What should be the tradeoff be between reach & frequencu?
     • Reach
       • Measure of the number of different audience members exposed at least ONCE to a media vehicle in a given period of time  (ACTUAL AUDIENCE DELIVERED)
     • Frequency
       • Number of times the receiver is exposed to the media vehicle during a given time 
     • Coverage
       • Potential audience that might receive the message through a vehicle 

2. Media Class Decisons

   • Which medium to choose?
     • General Category (TV/Print)
     • Digital (Internet)
       • Took over TV by US Total Media Ad Spend
       • Growing Tremendously
       • Mobile is the fastest growing category
         • More and more of the budget is being focused on the mobile platform that desktop
       • Content Viewing (18-34 year olds): Smartphones, TV connected, tablet > TV
     • TV/Video (National or Local)
       • We will see less and less of TV
       • Challenges
         • DVR & Subscription Video on Demand are 50/50
           • Device Penetration in households 
           • You can skip through./see little snippets
         • Dual Screening
           • 33% of TV ad viewing time spent on devices Using mobile devices in front of the TV Multiscreeners are more open to advertising on TV than on computers, tablets or mobile phones
           • Make ad shorter Stopping & Locking power more critical than before Engage in more activities related to programs watching through interactive media  Integrate other devices
           • Integrate with Devices to Make Ads Interactive
     • Print (Newspaper & Magazines) & Radio
       • Greatest Decline
     • Billboards
     • Point of Purchase
   • What is the criteria?
     • Target Market
       • Geographic
       • Demographic
       • Psychographic
     • Communication Objective
     • Time
     • Cost
     • Location
     • Message and Creative Flexibility

3. When to Advertise (Schedule)

4. Where to Advertise

5. Challenges

   • Insufficient Information
     • Some data are not measured either because they cannot be measured or it is too expensive  Timing of measurements
     • Timing constraint - some measurements are taken only at specific times of the year, for example during sweep periods in February, May, July and November are used for measuring TV audiences and setting advertising for the fall season
   • Inconsistent Terminologies
     • Cost bases used by various media often vary and standards of measurement used to establish these costs are not always consistent 
     • CPM cost per thousand PRINT MEDIA   versus CPRP cost per ratings point BROADCAST MEDIA 
   • Time Pressures
   • Difficulty Measuring Success

6. Media Plan

   • 1) Market Analysis
   • 2) Establishment of Media Objectives
   • 3) Media Strategy Development & Implementation
   • 4) Evaluation and follow up

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