• What you need to know about media agencies

• Planning fundamentals

• Research considerations for planning

5th November 2013

Patrick Melville, Media Consultant, The Vision Network

1

What you need to know about media agencies

2

Things have come a long way since the original agency model

3http://www.youtube.com/watch?v=pk9L_WGUXuA

Number of players is growing in the B2B space

Size(Billings)

Specialism(Financial)UK market place. Based on Global Billings, RECMA Jul 2013, not all agency figures and names are included

4

Media agencies are in a good place

• Distributing content in the right way

• Choosing relevant content

• Audience knowledge – Opinion Leaders/HNWI

• Accountability

Can Media Agencies help ?✓

✓

✓

✓

5

What is the future?

• The return of the Full Service model• Data• Content services• Power with media agencies as they buy media space

6

Planning fundamentals

77

Understand what clients want

8Source – International Media Image Survey 2013 (Client/Advertiser respondents only)http://www.i-mis.eu/

What attributes do you look for from media agencies?

Different agencies are known for different things

9Source – International Media Image Survey 2013http://www.i-mis.eu/

Media agencies sell themselves on their philosophy

10

Difference between strategy and planning

• Strategy – based on insights from• Market• Competition• Brand• Message• Media channel

• Media planning• Distribution of strategy and message

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UPS example

• Insight - People don’t appreciate the trust they put into a logistics company

• Strategy– • Highlight emotional link and bring audience

together with common theme • Leverage audience’s national pride

• Planning/Execution – • Leverage influential audience but focused

on the target audience – OOH (Posters and Experiential marketing), Print and Online

M&M Award 2013: Best campaign for reach of business and political decision makers

12Source – http://www.creamglobal.com/case-studies/latest/17798/32827/ups-terracotta-warriors/

Put s!#t in, get s!#t out

When briefing the market1. Give context

2. Reason for brief

3. Provided the minimum information• Budget• Period

4. Give feedback

• KPIs• Audience

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• Market• Output

Research considerations for planning

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Big Data is here!

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10 years ago

• Sales,• Market research:

Offline questionnaires

• GRPs• Media spend

5 years ago

• Market research: Online questionnaires

• Web history/tracking

• Digital TV (return path data)

Today

• Online video• Smartphone-

location-based• Social data: profile

info, “likes”, social graph, buzz monitoring etc.

Increased sources of campaign data

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Whilst data types are growing, the client’s needs must be kept in perspective

DRIVERS RESPONSE SALES PROFIT PERFORMANCE

CEOCFOCMOAdvertisin

g/Marketing

Digital Marketing

17

Goal

Contact

Media fragmentation means even more work for agencies

Which media do you expect to grow or decline in the next 18 months?

18Source – International Media Image Survey 2013http://www.i-mis.eu/

Research can be used for a variety for purposes

Don’t get overawed by it. It should work with your experience and knowledge

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Strategy

Planning

Campaign optimisatio

n

Audience analysis

Competitive analysis

Channel analysis

Review of opportunitie

s

Client

•Sales tracking

•Database•Web analytics

•Commissioned research

Media Agency

•Econometrics

•DFA•In house tools

Research

•Comscore•IPSOS (BE Europe, EMS, UK)

•Non for profit bodies (WARC, IPA, IAA, IAB)

Competitive

•Ad Dyanmix•Ebquity•Nielsen•Kantar•Brand monitoring

Within Media

•3rd Party data•Hitwise•Bid management tools

•Google tools (Ad words, Analytics, Insights

•Social listening

•Econometrics

Media Owner

•Journalists•Onsite data•Commissioned research

•1st Party•In house tools – Sky plan, Ad Smart

General

•Bank of England

•Internet

Source types are growing

•Think about the objective• Brief / Client language

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•Use media owners• Research team