DIGITALMARKETINGDAY17 April 2013

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Market structure

Advertisers

Creative Agency

Media Agency

Sales houses

• Strategic Media planning• Tactical Media Planning• Buying & negotiation

What?

How?

Where…

…How much?

Recommendation

Media planning

&

Advertising validation

ImplementationFollow up

Learnings - reporting

Briefing

Market Analysis, target, Websites audience &

profile

Simulation & optimisationBuying & Nego

Technical specifications

Trafficking & tracking

Data analysis & optimizations

Effectiveness

What digital planning is about?

From the briefing to the media planning Developing a digital strategy: What media planning is about

Media selection

Timing & phasing

Pressure

Budget

From the briefing to the media planning Developing a media strategy – Target analysis example:

Almost 45% of the population buys vitamins or strengthening products

Source: CIM PMP 2008,2009,2010,2011,2012 & FACT Check-Up

Health has become synonymous for good

condition and wellbeing

Who are they?Women, 25-54 y.o., PRP, families with 3 persons

and+, with kids, social groups 1-4

2008 2009 2010 2011 2012

43.6%

43.8%

41.3% 44.6%

44.8%

From the briefing to the media planning Developing a media strategy – Media usage example:Media Usage Broadband users

Source: CIM PMP 2012

Dutch Speaking French Speaking

85.6494.4

75.2267.71

99.16

94.47

53.32

89.02

45.2

99.97

57.72

85.26

62.3955.02

92.684.28

6.33

79.56

14.5

93.84

102 100 10797 100 104

116125 123

104

Total Reach(%) Last Period Reach(%)

Affinity

81.8590.22

72.29 72.8298.01

91.46

59.4

89.06

44.7

99.64

50.86

79.38

53.87 58.43

89.9180.72

8.77

78.66

15.4

92.36

103 102 10998 101 105

120129 130

104

Total Reach(%) Last Period Reach(%)

Affinity

TV, Radio & OOH allow highest reachOnline & Cinema provide high affinity (but reach building takes time in Cinema)Print provides fair reach but less instantly

Source: CIM

From the briefing to the media planning Developing a media strategy – Focus on digital strategy-Example

An interview with the surfer

Global view

Specific approach

Digital habits

Pharmaceuticals & Beauty/hygiene

Specifics questions about products

Internet use when finding generic information &

buying specific products

Target: Heavy Internet user

From the briefing to the media planning Developing a media strategy – Focus on digital strategy-Example

Do you perfectly agree OR Rather agree with…

Trust traditional pharmaceuticals

50% Universe / 1 388 250 and 94 selectivity

Generics are as effective

71% Universe / 1 992 620 and 106 selectivity

Are you the main decision maker OR Co-decision maker for

beauty products/hygiene?

68% universe / 1 895 650 and 96 selectivity

CIM 2012 PMP based on Heavy Surfers

Global view

Please be more specific with your questions

OTC

CHC & Beauty

@ this stage surfers are not interesting to reach => Global view is too general

Online surfers have little trust in traditional Pharmaceuticals & are no decision makers in beauty & hygiene products

From the briefing to the media planning Developing a media strategy – Focus on digital strategy-Example Surfers are decisionmakers when buying specific categories

Ok, so tell me if you buy this type of products on your own initiative

remedy against cough33% universe / 913 390 and 111 selectivity

pain-killer external use34% universe / 960 360 and 111 selectivity

remedy diarrhoea32% universe / 902 580 and 115 selectivity

remedy for stomach/liver17% universe /465 900 and 107 selectivity

CIM 2012 PMP based on Heavy Surfers

Specific approach

OTC

@ this stage surfers are interesting to reach & influence

From the briefing to the media planning Developing a media strategy – Focus on digital strategy-Example Surfers are very active in finding info on the internet before buying

And do you search the Internet once a week or more, on products you want to purchase?

17% universe / 468 490 and 192 selectivity

Do you buy medication minimum once a month on Internet? 1.2% universe /33 710 and 162 selectivity

Do you buy beauty products minimum once a month on Internet?

3.1% universe / 87 360 and 177 selectivity

CIM 2012 PMP based on Heavy Surfers

Digital habits

OTC

Beauty

@ this stage surfers are interesting to reach & influence

From the briefing to the media planning Developing a media strategy – Focus on digital strategy-Example

Surfers search for specific info => SEA & contextual approach are important to deliver qualitative traffic.

Specific and

search info

Contextual approach

SEA and context

Qualitative traffic

Reach / ExposureLarge and/or specific

Response

Preference

Loyalty Advocacy

Impact Display

Content Integration

SEA

Augmented Reality

Mobile activation

Viral Community management

E-couponing

Classic Display

Affiliates CPL

Site, App SEO

CPC Display Network

Preroll

ASU

Facebook App

Different objectives are obtained by different tactical vehicles

PR 2.0

P O E

Website

Mailing

Facebook PageSocial Media (Blog Invasion)

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