Media Planning landscape
Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements.
It involves researching, identifying, analyzing, comparing, planning, and working around a brand’s budget.
Set Your Goals
Get to know your client’s on the deepest level possible.
An effective media plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget.
When establishing a media plan, marketers will often factor in the following considerations:
Who does the ad need to reach?
What is the marketing budget?
Frequency of the message
Reach of the message
How to define success
Who’s Your Best Audience?
Understanding who to reach with your media plan starts with defining your target audience.
Marketing today is driven by creating positive customer experiences. This means that when developing messaging and selecting where to display those messages across the media mix, marketers need to be focusing on specific audience needs.
Before you can decide on the details of your media strategy, you must understand who your ideal consumers are and how you can best reach them.
Here are some things to consider when building the target audience for your campaign:
Type of campaign – Business to Business (B2B) or Business to Consumer (B2C)
Demographics – age, gender, ethnicity, income, occupation, etc.
Interests – intent to purchase, in-market
Media Habits – preferred media platforms to engage (desktop, mobile, native, etc.)
Build Your Media Plan
Once all of the necessary target audience is created and counts are compiled, it’s time to build your media plan.
It might be easy to assume that the goal is to drive conversions or engagement; however, that would oversimplify this step. Goals may vary by department, or there might be multiple objectives for one campaign. Once clear goals are established, media planners must conduct research into market trends and the competitive landscape. This research will offer visibility into where similar brands and goals have achieved success in the past, informing planning decisions.
Consider Frequency & Reach
There are a few popular approaches that marketers take when selecting frequency.
Continuity: This approach to frequency means that ads will run on a consistent schedule over the course of the campaign: for example, two ads per week. This strategy is often used for goods that are not seasonal and require regular reinforcement to stay top of mind.
Flighting: “Flights” refer to internment or alternating periods of advertisements followed by pauses in advertising on the channel altogether. This strategy works well for seasonal products or for those with less ad budget. For example, when there is a pause in a flighted television campaign, marketers may choose to run print ads instead.
Pulsing: This is a combination of flighting and continuity. Pulsed campaigns will incorporate low-intensity consistent advertising that is augmented by flights of higher-intensity ads during times when additional messaging can have a high impact.
Analyze and Optimize Campaign Performance
Continuously monitor, track, and analyze performance. Marketing campaigns are not “set-it-and-forget-it,” instead, they require ongoing management to drive maximum ROI.
Selecting the Right Media Channels
Digital Publications: Many digital publications have opportunities for you to email their database through a personalized email or newsletter. They can track open rates and understand conversion rates to your site or asset. These are often specialized publications, making it easy to reach your target audience, and are great tools for lead generation campaigns.
PPC: Advertisers can capitalize on search intent. Advertisers can retarget people who have visited their site. PPC is an extremely cost-effective medium.
Social Media: Like PPC, social media is an extremely cost-effective medium. It is also extremely targeted, allowing marketers to target by interests, age, marriage status, etc. Social platforms are constructed on a basis of community, which allows your brand to connect more personally with consumers. It also gives your brand the chance for content to go viral.
Programmatic Advertising: Programmatic advertising is extremely targeted, using an algorithm to find and target specific audiences across digital platforms. When looking into this, there are two methods to consider:
Programmatic Bidding – uses demand side platforms to buy ads on the digital market based on target audience.
Real-Time Bidding – allows advertisers to bid on impressions to their target audience. If their bid wins, the ad is displayed right away.
Digital media plans should be designed to cut through the growing noise and clutter of the online world. And with the right data at your side, the answers you need to do just that aren’t far away.
The world of digital advertising has to move with consumers – and consumers move fast.