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2015 Media Buying Trends and Best Practices

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In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.

Veröffentlicht in: Marketing
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2015 Media Buying Trends and Best Practices

  1. 1. ADVERTISING MODERN MEDIA TRENDS AND BEST PRACTICES
  2. 2. Introductions Media Consumption Trends How Media Has Changed The Age of Programmatic Best Practices for Buying Media Brief Demonstration Q&A AGENDA
  3. 3. RADIO AND DIGITAL MARKETING EXPERT KEN MARMER •  25 years in Radio, Digital & Inbound Marketing platforms •  Specializes in building key relationships with decision makers •  Thrives in fast paced environments that put equal importance on innovation, creativity and using analytics to make informed marketing decisions •  Enjoys learning and challenges self to acquire one new tidbit of knowledge every day •  Passionate about the beach, travel, soft shell crab sandwiches, tennis, running, walk off HR's and competing
  4. 4. TELEVISION, AD AGENCY AND DIGITAL DISPLAY EXPERT JEFF FOSCO •  27 years experience within Advertising Agencies, along with Television and Online Digital Display platforms. •  As a former ad agency Media Director, Buyer and Planner, my knowledge of all media allows me to be a strategic marketing and media partner for my customers, not just a seller of my own products. •  Experienced at increasing revenue and enhancing overall phases of business objectives and customer needs. •  Enjoy staying current on industry trends, passing that knowledge onto my customers and contacts. •  Husband, dad, devoted exerciser, healthy eater (most times), sunny beach advocate & still a darn good golfer.
  5. 5. 1980 “THE DECLINE OF BIG AND MASS MEDIA” 2010 “MULTICHANNEL MEDIA” 2015 “MOBILE FIRST MEDIA” CONSUMER HABITS OVER TIME MEDIA CONSUMPTION Newspapers and radio and television broadcasting displaced by new media sources. The internet and cable television take market share by storm. Smartphones, multi- screen consumption, apps, shopping and everything you can imagine at the fingertips of consumers.
  6. 6. THE DECLINE OF BIG AND MASS MEDIA. MEDIA BEGINS TO MAKE THE SHIFT TO TELEVISION, RADIO, MAGAZINES AND GETS PERSONAL WITH CONSUMERS. 1980
  7. 7. THE RISE OF CABLE TELEVISION, RADIO AND MAGAZINES THE DECLINE OF BIG AND MASS MEDIA
  8. 8. NEW MAINSTREAM CATEGORIES FOR MEDIA CONSUMPTION INCLUDING SOCIAL MEDIA, GAMING SYSTEMS, APPS AND SEARCH ENGINES. 2010
  9. 9. BIGGEST INCREASES IN AD SPEND AND MARKET SHARE MULTICHANNEL MEDIA SOURCE THE INTERNET 26 BILLION DOLLARS SPENT 2,788% increase from 1997 to 2010 18.7% Market Share CABLE TELEVISION 27.1 BILLION DOLLARS SPENT From just 58 million in 1980 to 27.1 billion in 2010 17.4% Market Share OUTDOOR 6.4 BILLION DOLLARS SPENT Slow. steady and consistent growth 4% Market Share
  10. 10. BIGGEST DECREASES IN AD SPEND AND MARKET SHARE MULTICHANNEL MEDIA SOURCE NEWSPAPERS 25.8 BILLION DOLLARS SPENT From 49 billion to 25 billion from 2005 to 2010 48% Decrease in Revenue MAGAZINES 9 BILLION DOLLARS SPENT Amount spent dropped from 14 billion to 10 billion between 2008 and 2009 RADIO 17.3 BILLION DOLLARS SPENT Amount spent on radio dropped 25% between 2006-2009
  11. 11. MOBILE IS CHANGING THE WORLD AND THE WAY WE CONSUME MEDIA. TODAY IS THE AGE OF THE CUSTOMER. TODAY
  12. 12. TODAY’S MOBILE WEB CONSUMER MOBILE FIRST MEDIA Computer   18%   Smartphones   26%   Television   26%   Radio     16%   Tablet   6%   Print   8%   TODAY’S MOBILE WEB CONSUMER SPENDS AN AVERAGE OF 9 HOURS PER DAY CONSUMING MEDIA. Smartphones: 144 Minutes Television: 141 Minutes Computers: 96 Minutes Radio: 90 Minutes Print: 43 Minutes Tablets: 34 Minutes SOURCE
  13. 13. 1 Even a goldfish can hold a thought for longer than you in today’s day and age. Attention spans have fallen from 12 seconds in 2000 to 8 seconds in 2015. 2 ATTENTION SPANS ARE SHORT Your business must be able to rapidly adapt to the ever- changing needs of your customers and the marketplace in cost-effective ways. WARNINGS AND TIPS TO STAY AFLOAT WHAT DOES THIS MEAN FOR YOUR BUSINESS? YOUR BUSINESS MUST BE AGILE
  14. 14. 3 Think of all the devices your consumers use and create an experience for each of them. Don’t silo your marketing channels. Look at the big picture and create multiple touch points for consumers. 4 DESIGN FOR THE MULTI-SCREEN WORLD People are talking about you online whether you approve of it or not. You want to be able to interact with customers and employees that are talking about you. MANAGE YOUR ONLINE REPUTATION 5 Make sure your brand and positioning have a purpose, and the information you provide is honest, concise and to the point. BE AN HONEST BRAND
  15. 15. THE AGE OF PROGRAMMATIC ADVERTISING WHAT’S NEXT?
  16. 16. DISPLAYING ADS TO ONLY YOUR TARGET AUDIENCE PROGRAMMATIC ADVERTISING •  Programmatic advertising – Replaces human-based methods and allows advertisers to automate the buying, placement and optimization of media inventory Someone is online researching Their behavior and intent is recognized The most relevant ad is displayed
  17. 17. KEEPING YOU AT THE TOP OF CONSUMERS MINDS RETARGETING How many of you experience ads that follow you around as you browse the web from your computer, tablet or smartphone? Pictured is an illustration that explains how this technology works.
  18. 18. TRADITIONAL MEDIA ü  TV ü  Radio ü  Sponsorships ü  Live Local News HOW TO PROPERLY BUY MEDIA NEW MEDIA ü  Pay Per Click ü  Display Advertising ü  Social Media ü  Mobile Advertising ü  Retargeting
  19. 19. Make your content speaks to your target audience and create a unique user experience based on the way they interact with each platform you advertise on. Content and Context Make sure your advertisements have a clear call to action and easy conversion paths so you’re leading your consumers on the right path. Calls to Action Being able to monitor and report in real-time enables you to quickly adapt and optimize the performance of your advertising efforts. Analytics in Real-Time “ Measuring Your ROI KEY INGREDIENTS FOR SUCCESS ADVERTISING BEST PRACTICES “Half the money I spend on advertising is wasted, the trouble is I don’t know which half.” - John Wanamaker
  20. 20. INNOVATIVE, BEHAVIOR BASED DISPLAY ADVERTISING BRIEF DEMONSTRATION
  21. 21. Ken: (513) 322-8985 Jeff: (513) 708-0618 ken@adventmediagrp.com jeff@adventmediagroup.com Facebook.com/Advent.Media.Group.Cincinnati twitter.com/Advent_MediaGrp CONNECT WITH US ANY QUESTIONS?

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