Spiritmedia presentation from Graham Bell, Managing Partner at Spiritmedia Edinburgh. Presented at #PPAScotland's quarterly member meeting in conjunction with the IPA.
2. “Our mission is to reach the very soul of
our culturein terms of finding the right
mix of creative media
opportunities and platforms”
…it’s not just about negotiating the cheapest media deal
9. TARGET GROUP INDEX
Media & product
consumption, lifestyle
analysis, correspondence
mapping & cluster
analysis
BRITISH AUDIENCE
RESEARCH BUREAU
TV audience data, viewing
habits, audience profiles
etc.
NEILSEN MEDIA RESEARCH
Competitor activity tracking
RADIO AUDIENCE
MEASUREMENT
Radio listening habits by
demographic
Joint Industry
Committee for Regional
and Local Press Analysis
DONOVAN DATA SYSTEMS
Media Booking
Administration
INTERNATIONAL
PRACTITIONERS OF
ADVERTISING
GOOGLE TRENDS
Search Term Research, Click
Through rate %, Industry
Benchmarks
COMSCORE
Digital Business
Analytics, Source of Industry
Trends and Measurements
15. BRIEF
Research
Planning
Evaluation
• Does the media meet the
objectives?
• Does it fit with creative direction?
• Is exposure optimised with target
audience?
No? Modification required
The Process