MEDIA PLANNING GUIDEMEDIA LEVEL

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICS

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICs

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

THE PICTURE

ONLINE OFFLINE

WHAT IS OFFLINE

OFFLINE CONSUMTION

TRADITIONAL PUBLIC

OUT OF HOME

PRINT ADS

WHAT IS ONLINE

ONLINE/OFFLINE CONSUMTION

DIGITAL DEVICES

ONLINE OR OFFLINE

WHAT IT DIFFERENCE !

TRADTIONAL

I AM A AUDIENCE

TV Radio PRINT AD

AS A INTERACTIVE MEDIA

I ONLY HEAR, VIEW AND READ

AS A INTERACTIVE MEDIA

I ONLY HEAR, VIEW AND READ

ONE WAY

DIGITAL

I AM A USER

Laptop PC Mobile/Table

AS A DIGITAL MEDIA

NOW, I CAN LIKE, COMMENT AND

SHARE

NEW WAY COMMUNCATION

Now I can like, share, comment

TWO WAY

NEW WAY COMMUNCATION

Now I can like, share, comment

DIGITAL MEDIA CREATE A NEW WAY COMMUNICATION TO ONLINE

CONSUMER

WHAT YOU ARE

MASS MEDIA FOCUS MEDIA SMART MEDIA

WHY MEDIA DIRECTION

HUGE BUDGET MASS ALL

CHANNELs

MEDIUM BUDGET FOCUS ON SOME

CHANNELs

SMALL BUDGET SMART TO FEW

CHANNELs

1. MARKETING ISSUES

2. OBJECTIVE

3. COMMUNICATION

4. PLATFORM

5. DIGITAL MEDIA

6. SOCIAL MEDIA

7. ONLINE CRM

8. MEASUREMENT

TABLE OF CONTENT

TO SET AN OBJECITVE

TO CREATE BRAND AWARENESSRECONIGTION OR RECAL

BRAND AWARENESS

BRAND ENGAGEMENT

BRAND CONSUMTION

TO CREATE BRAND LOVE

TO CREATE CONSUMTION

OBJECTIVE FOR WHAT BRAND

FMCG: Clear, Life Boy. etc F&B: Pepsi, Cola, etcFoot& Sport: Nike

BRAND AWARENESS

BRAND ENGAGEMENT

BRAND CONSUMTION

Pharmacy: Nic, WellnessTourist: Viet TravelCosmetic: thefaceshop, Skin FoodFood Retailer: Domino Pizza

E-Commerce: Lazada, Sendo, ZaloraShopping RetailerEducation: Topica

THE MOST OF BRANDs SPEND FOR AWARNESS

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICs

6. CHANELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

MEDIA SUPPORT FOR COMMUNICATION

Type of Response

Message Objective

Message Strategy

Think Awareness brand knowledgeUnderstandingconviction

Info generic credibility

Feel Brand image & personalityLikingDesireself identity

EmotionAssociationlifestyle

Do Buy, try, register, visit, contact

IncentiveRemindinteractivecall to action

COMMUNICATION STRATEGY

THINK BANNER

FEEL BANNER

DO BANNER

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICS

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

VIDEOFAN PAGE MOBILE APPWEBSITE

DIGITAL MEDIA SUPPORT

SAMSUNG S6 MICROSITE

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICS

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

BASIC METRICS

IMPRESSION

FREQUENCY

REACH

CLICK

CTR

CVR

CONVERSION/ ACQUISITION

AD IMPRESSION

NO. OF AD IMPRESSION PER REACH

NO. OF USERS VIEW AD

NO. OF AD CLICK

% CLICK TO THROUGH RATE

% CONVERSION RATE

NO. OF RESGISTER/LEAD/ORDER/DOWNLOAD

HOW IT WORK

IMPRESSION

AD

USERS

EVERY TIME AD SHOW UP WE CALL IMPRESSION

HOW IT WORK

AD

USERS

REACH

WHEN USER VIEW AD WE CALL REACHAN AD CAN IMPRESSION 1-10 TIMES PER USER WE CALL

FREQUENCY 1-10

HOW IT WORK

AD

USERS

CLICK

WHEN USER CLICK ON IT WE CALL CLICKTHE % BETWEEN IMPRESSION AND CLICK WE CALL CTR-

CLICK THROUGH RATE

CTR

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICs

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

CHANNELs

DIGITAL MEDIA

DISPLAY ADS

LOCAL BASE AD

3RD PARTY TOOLS

SOCIAL ADS

MOBILE ADS

SEM

ONLINE VIDEO

EMAIL MARKETING

CHANNELs

MOBILE ADNETWORK

PUBLISHERS ADNETWORK

WIFI AD

FB ADS ZALO AD

ITVC TRUE VIEWS

GOOGLE PAID SEARCH COC COC SEARCH

DIGITAL MEDIA

DISPLAY ADS

LOCAL BASE AD

3RD PARTY TOOLS

SOCIAL ADS

MOBILE ADS

SEM

ONLINE VIDEO

OTT SERVICE/ SMS

EMAIL MARKETING

EMAIL

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICs

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

PLANNING TOOLsLOGO NAME USING NOTE

Keyword Planner Search Volume Free

Display Planner Search for Website - GDN Free

Consumer Barameter Digital Consumer Insight Free

Similarweb Web Competitor Analytic Free/Pay

FB Ad Manager Search No. of FB users Free

Comscore Search Website Pay

Social Listening Collect Online Consumer Pay

Social Barker Fan Page Analysis Free/Pay

TRACKING TOOLs

LOGO NAME USING NOTE

Mediamind Performance Track Pay

Ad Serving Banner Upload Pay

Google Analytic Web Analytic Free

Itracker Competitor Analysis Pay

1. UNDERSTANDING – OFFLINE/ONLINE

2. OBJECTIVE

3. COMMUNICATION

4. PROMOTE PLATFORM

5. METRICs

6. CHANNELs

7. TOOLs

8. MEASUREMENT

TABLE OF CONTENT

CHANNEL KPI

DIGITAL CHANNEL KEY MEASURES

iTVC Impression, iTVC completion Rate, Reach

iVideo – True views Views, completion views rate

Search Paid Clicks, Share Of Category Search

Display Ad Impression, Reach, Click

Mobile Ad Impression, SMS open Rate, Clicks, Reach, App Install

Email Marketing Unique Visitor, Email Open Rate, Page Views Per Visit, Registration

Owned Brand Channel – Website

Session, users, Page Views, Bounce Rate

E-Commerce site Average Order Value, Ad Retarget Rate, Conversion Rate, Click To Buy, Sales

Social Ad Impression, Reach, Interaction (like, comment, share) brand sentiment (Social listening), WOM – Word of mount

Source: Mindshare

THANK YOU

APPENDIX

HOW YOU WORK

Client NameProduct Name – ResearchTarget AudienceBudgetTimeline

STEP 1

STEP 2

STEP 3

Find Channel Where Target Audience Stay on DigitalReading And Analysis Channel InsightDo The Plan

Contact to 3rd Party Supplier For Rate Card And Performance InfoAsk Them To Confirm

ASK FOR BASIC INFO

PLAN MAKER

ASK FOR PROPOSAL

CHECK COST

CHECK KPI

HOW YOU DO THAT

Contact to Line Manager/Client/Strategy to Collect Campaign Info

STEP 1

STEP 2

STEP 3

Come To Media Library To Collect Supplier Info For Rate Card And PerformanceDo 1 or 2 Options Per Channel Chose The Best One

Ask Media Trading For Supplier Contact

ASK FOR BASIC INFO

PLAN MAKER

ASK FOR PROPOSAL

CHECK COST

CHECK KPI

MINDSET

Target InsightMedia InsightChannel Insight

STEP 1

STEP 2

STEP 3

MATCH CLIENT REQUIREMENT (TA, Budget, KPI) To Media Channel

Do Budget Allocation And Est. Campaign Performance

RESEARCH

MATCHING

ANALYSIS

ALLOCATION

EST. PERFORMANCE

HOW TO WIN THE PITCH

LOW COST, HIGH KPI BY UNDERSTANDING MEDIA CHANNELs

GOOD PLANNINGBY EASY MEDIA DETAIL PLAN

(GOOD LOOKING, WELL-ORGANIZE)

BEST MEDIA STRATEGYBY PROPOSED MEDIA CHANNEL MAKE SENSE