At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape. Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.

1. Today’s Media
Planning and
Buying Landscape
Wendy Hummer
Owner EXL Media
Wendy@exlmedia.com

2. Today’s Media
 Evolving
 Fast paced
 Fragmented
 Trendy
 Complicated
 Empowering

3. Today’s Topics
 Internet vs. Traditional
 Television vs. Online Video
 Multi-tier Media Budget Allocation

4. Internet
vs.
Traditional

5. Traditional Media
Television Radio
Newspaper Magazines
Direct Mail Billboards

6. Along Came the Internet
 HotWired was the first website to sell banner
ads in large quantities to a wide range of
major corporate advertisers.
 HotWired coined the term "banner ad" and
was the first company to provide click through
rate reports to its customers.
 The first web banner sold by HotWired was
paid for by AT&T Corp. and was put online on
October 27, 1994.

7. Media History Made Simple
1500 1600 1700 1800 1900 2000
Inception Year
Elite
Media
Mass
Media
Me
Media

8. New Internet Opportunities Continue to
Surface
Email
Marketing
Site Buys
Paid Search
Ad NetworksMobile
Marketing
Paid Social
Online Video
Retargeting

9. Internet vs. Traditional
Ability to target on multiple levels Broad reach
Difficult to apply standard media
ratings (Grps, Reach/Frequency)
Cross-platform rating systems
Cost efficient (cpc, cpa)
Creative production can be cost
prohibitive
Easy to optimize
Long leads times, harder to
optimize
Fragmented and trendy Established
Measureable but inconsistent
results
Difficult to measure ROI

10. Internet vs. Traditional
Can be invasive to users Credible and Persuasive

11. Internet Campaign Clicks
Cost Per
Click
Ad
Spend
Online
Revenue ROI
Paid Search 12,499 $0.67 $8,358 $22,251 3:1
Catalina.com 10,458 $0.12 $1,218 $19,782 16:1
Travel Zoo 2,775 $3.18 $8,823 $16,859 2:1
Yelp 1,318 $0.20 $264 $9,743 37:1
Gotocatalina.com 9,217 $0.97 $8,981 $16,000 2:1

12. Paid Search Clicks
Cost Per
Click
Ad
Spend
Online
Revenue ROI
catalina island vacation
packages 5,328 $0.64 $3,419 $6,715 2:1
catalina island hotel 1,685 $0.63 $1,062 $3,551 3:1
zip line 2,512 $0.52 $1,294 $2,257 2:1
catalina lodging 87 $0.81 $70 $1,501 21:1
catalina island package 1,038 $0.45 $466 $1,243 3:1

16. Has the internet killed
traditional media usage?

17. The answer is “NO”

18. Broadcast: 45%
Print: 34%
Internet (including Video): 24%

20. Part I Summary
 In the spectrum of media, the internet is the
newest to the party, yet the fastest growing and
most popular.
 The internet has a multitude of useful yet
potentially trendy channels.
 The internet is very measurable and easy to
optimize.
 Although the growth of digital media usage is
outpacing traditional media, in most cases
traditional media still has higher usage and ad
recall than the internet.
 The Solution: Strategically incorporate the depth
of internet with the breadth of traditional media
within your media campaigns.

21. Media
Plan
Cable
Digital
LED
Boards
Street
Furniture
Transit
Magazine
Broadcast
TVRadio
Newspaper
Direct
Mail
Signage
Outdoor
Streaming
Digital
Radio
Online
Video
Retargeting
Chatter
Native
Advertising
Site
Buys
Mobile
Programmatic
Email
Marketing
Directories
Ad
Networks
Paid
Social
Paid
Search

22. Television vs. Online Video

23. The Future of TV and Digital Video
 54% of CMOs use digital video to
supplement TV.
 Yet 69% percent of CMOs keep separate
budgets for TV and digital advertising
spend.
 52% claim that they have different
expectations across the two platforms.
 Yet 75% said that they measure reach the
same way for both TV and digital video.
*Research February, 2015

24. Key Findings
*Research February, 2015
 The key for marketers will be the
development of an optimized, cross-
platform and integrated strategy, centered
on where each unique target audience
spends time.
 Digital depth cannot match TV’s breadth.
 TV is not as measurable or personalized.
 TV and digital do not compete, they
complement each other.

25. Growth in Viewing vs. Time Spent Viewing

26. TV still dominates viewership, taking up about 4.5 hours of
the average person’s day.
Mobile now accounts for 22 percent of overall digital video
consumption.

27. Part II Summary
 Although online video viewership is growing at an
exponential rate while TV viewership is declining,
time spent watching traditional TV far surpasses
online viewership.
 Digital broadcast and online video viewership is not
surveyed in the same manner as broadcast at
this time, therefore is not included as part of our
broadcast buys. However, digital and traditional
broadcast should be planned simultaneously in
order to reach the complete target.

28. is the channel in which you
deliver your message to the
right audience at the right time
to influence a purchase or
response at the lowest cost per
thousand reach.

29. Multi-tier Media Budget
Allocation

30. Strategic Media Planning
 Who is the Target Market?
 Where do they live and work?
 How do they interact with media?
 What is the best way to reach them?
 With what type of message?

31. Media Budget Allocation Tiers
 Campaign Goals
 Business Divisions or Product Offerings
 Campaign Timeline
 Types of Buys
 Target Markets (Geo and Demo)
 Media Mix

33. Media Campaign Goals:
Consumer: Branding, Consumer
Acquisition & ROI
B2B: Awareness, Lead Generation
& Product Launches
Business Divisions or Product Offerings:
Hotels: Transient, Groups,
Weddings & Events
Ski Resorts: Season passes, Branding,
Lodging & Visitation

34. Campaign Timeline:
 Fiscal, Quarterly, Seasonality
 Demand vs. Need Periods
Types of Media Buys:
 Awareness, Consideration
 ROI, Opportunistic

35. Geographic Markets:
 States, DMAs, Cities
 Neighborhoods
Target Markets:
 Families, Affluents
 Active Adults

36. Traditional Targeting:
Age, HH Income, Marital Status, Kids at
Home
New Targeting:
 Generational Segmentation: Boomers,
Gen Xers & Millennials

37. Target Sacramento San Francisco Grand Total: % by Target
Seniors $38,167 $31,606 $69,773 27%
Take 5 Families $53,000 $25,089 $78,089 30%
Millennials $23,000 $6,500 $29,500 11%
Branding $27,533 $53,000 $80,533 31%
Total: $141,700 $116,195 $257,895 100%
Media Mix Sacramento San Francisco Grand Total: % by Media
Print $26,965 $21,721 $48,686 19%
Radio $29,430 $5,000 $34,430 13%
TV $42,000 $13,740 $55,740 22%
Digital Outdoor $10,000 $45,000 $55,000 21%
Digital $24,305 $24,734 $49,039 19%
Paid Social $9,000 $6,000 $15,000 6%
Total: $141,700 $116,195 $257,895 100%
% by Market 55% 45%

38. Media
Plan
Cable
Digital
LED
Boards
Street
Furniture
Transit
Magazine
Broadcast
TVRadio
Newspaper
Direct
Mail
Signage
Outdoor
Streaming
Digital
Radio
Online
Video
Retargeting
Chatter
Native
Advertising
Site
Buys
Mobile
Programmatic
Email
Marketing
Directories
Ad
Networks
Paid
Social
Paid
Search

39. Thank you!
wendy@exlmedia.com

40. Resources:
 Marketingcharts.com
 Mediapost.com (center for media research
newsletter)
 Emarketing.com
 Nielsen.com/us/en/insights
 Google.com (images)
wendy@exlmedia.com