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Holistic Media Planning

Leveraging the overall media mix – cross media effectiveness

New communications reality

Average number of communications channels used as part of the awards entries for the IPA Effectiveness Awards in 2006 was six compared to four channels two years ago.

The media landscape

The media ecosystem

The Basics

The Law of Diminishing Returns

£

ROI

x

Media 1

Media 2

Which is usually a function of coverage

Multiplier Effects

Hassloch

Different Channels Carry Different Types of Influence

Section Break

Section Break

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Some New Thinking

Hours per week by age group by medium

0

2

4

6

8

10

12

14

16

18

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older

TV

Internet

Radio

Magazines

Newspapers

New forms of fragmentation

Changing model of TV

Still sharing cultural phenomena

Multi-channel media brands

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Some planning ideas

Heroes and Nissan : Integrated multi platform communications

TV show sponsorship

Fan site sponsorship Alternate reality sites

Graphic Novel

Product placement

Web site integration

A new approach to targeting

Skimmers

Dippers

Divers

And a new planning model

Big Idea

Outdoor

Press

DM

Online

PR

TV

The integration model

Non-linear planning

Outdoor

Press

DM

Online

PR

TV

Knowledge Communities

Media today is all exposing the underbelly

Cinema TV PressOnline Video

MEDIA BY TIME OF DAY REVEALS THE USE OF MEDIA TO OVERCOME ISOLATION

Source: IPA Touchpoints, Hub 2

TV Press

Talking face to face Travelling

Television 5, ITV

BBC Radio

Regional Press

Manchester Evening

News

National Press Supplements

Stella

CommercialRadio

Classic FM

National Press

Sunday Telegraph

Consumer Magazines

Which

Online communitiesSaga

Religious Programming

Hobby Magazines Gardener’s World

Local Press

Regional News

ShoppingCentre

Reader’s Digest

Leisure centres

Pharmacy

National organisations Saga

Supermarkets

Shop windows

Parks Libraries Bus Interiors

Gala Bingo

Working Men’s Clubs

Hairdressers

Churches /Temples

Lampposts

BusShelter

Day Centres

Post Offices

Garden CentresNational Organisations

Saga

SPREADING STORIES TO START CONVERSATIONS

STORYTELLING AS OAP WOM!

Television 5, ITV

BBC Radio

Regional

PressMancheste

r Eveni

ng News

National Press

SupplementsStella

CommercialRadio

Classic FM

National

PressSund

ay Telegraph

Consumer MagazinesWhic

h

Online communitiesSaga

Religious Programming

Hobby Magazines Gardener’s World

Local

Press

Regiona

l New

s

Shoppin

gCentre

Reader’

s Digest

Leisure centres

Shoppin

g Centres

National organisations Saga

Supermarkets

Shop windows

ParksLibrar

ies

Bus Interiors

Gala

Bingo

Working Men’s Clubs

Hairdressers

Churches /

Temples

Lamp

posts

BusShelter

Day Centres

Post Offices

Garden CentresNational Organisations

Saga

Reading: Top Quintile

0

10

20

30

40

All Adults 55+ 75+

In summary

Media consumption is much more complicated and inter-connected than

ever before

Brands that have strong ideas and smart consumer centric channel plans are best

placed for success

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