This document discusses the major changes and trends impacting media planning and buying in the 21st century. It outlines the rise of integrated marketing communications (IMC) and the need for accountability and ROI measurement. It also describes the proliferation and fragmentation of media options due to factors like convergence and addressable advertising. Finally, it notes the changing demographics in America and the impacts of globalization on media planning.
3. Leo Burnett on IMC in 1950
“When you are planning an advertising
campaign, the people involved in planning must
be able to mentally integrate, in the thought and
structure of the advertising itself, the things that
should take place in the store, at the service
station, in the showroom, at the ticket window,
or when the salesman calls.”
--Leo Burnett in a 1950 speech to the ANA
Media Planning & Buying in the 21st Century
4. 1. The IMC Revolution
Media Planning & Buying in the 21st Century
5. What is IMC?
“…a planning process designed to assure that
all brand contacts received by a consumer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time.”
Media Planning & Buying in the 21st Century
6. The Client View
The #1 concern of the Association of National
Advertisers (ANA) has been the inability of its
internal & external partners (e.g., agencies) to
deliver effective integrated marketing solutions to
client marketing and communications problems.
Media Planning & Buying in the 21st Century
7. Tools of IMC
Goal is to use whatever marketing communications tools
will best and most cost effectively address marketing
problems or opportunities
IMC tools include:
Advertising
Direct Marketing
Consumer & Trade Promotion
Online advertising & Promotion
Publicity
Event Marketing
Product Placement
Custom Publishing
And more
Media Planning & Buying in the 21st Century
8. Tools of IMC
Goal is to use whatever marketing communications tools
will best and most cost effectively address marketing
problems or opportunities
IMC tools include:
Advertising
Direct Marketing
Consumer & Trade Promotion
Online advertising & Promotion
Publicity
Event Marketing
Product Placement
Custom Publishing
And more
Media Planning & Buying in the 21st Century
9. Barriers to IMC
Clients
Internal fiefdoms and budget power
Bid out agency’s ideas to suppliers
Lack of IMC education
Agencies
Client politics
Lack of expertise in many marketing communications areas
Financial realities of making/losing money on IMC
Media Planning & Buying in the 21st Century
10. IMC: Do or Die
Clients
Must stop shooting themselves in their IMC feet by rewarding
internal marketing groups for pursuing programs which are
not on strategy
Stop disincentivising their agency
Agencies
Some agencies have had difficulty delivering IMC programs
Agencies must learn how to profitably deliver IMC solutions
Failure to do so will put business at risk
Media Planning & Buying in the 21st Century
12. Accountability & ROI
Historically, There has been little accountability for
results and ROI based on most forms of marketing
communication, except for those which are
quantifiable by nature (e.g., direct mail)
Many variables affect sales results
Brand managers prefer predictable results of trade
promotion
Is a sales increase due to increased awareness or to in-store
promotional activities?
ANA is renewing its call for better metrics to
measure ROI
Media Planning & Buying in the 21st Century
14. 4. Revolution in Media Options
Proliferation
Fragmentation
Declining Effectiveness of Television
Newspapers in Freefall
Convergence
Addressable Media
Interactive Media
Media Planning & Buying in the 21st Century
17. Convergence
Convergence is the merger of two or more media to
create a new medium
Internet + Television = Internet TV
Internet + Newspapers = Online Newspaper
Internet + Magazines = Online Magazines
Movies + Games = New Games
Messaging on cell phones
Media Planning & Buying in the 21st Century
18. Addressable Media
A Super Targeting Methodology
In early-mid stages of development
Utilizes set top boxes in cable TV homes
Substantial information collected on subscribers
Could be used to precisely target audiences for commercials
Pick up truck commercial goes to truck owners
Corvette commercial goes to sports car enthusiasts
Google a prime developer with Echo Star Cable
Cable industry’s Project Canoe
Media Planning & Buying in the 21st Century
19. Interactive Media
Traditional Interactive Media Techniques
800 numbers
Reader service cards
URLs in ads
Digital Interactive Media
Websites
Internet/search
Social Media
Mobile
Interactive Television (iTV)
Has been available for years on a limited # of cable systems
May be getting closer to a real debut
75% surveyed execs think iTV would be an effective source of lead
generation and could become a large industry
Media Planning & Buying in the 21st Century
20. 5. Changing Face of America
New Target Markets?
Media Planning & Buying in the 21st Century
23. The New Media Planning:
Integrated Marketing Communications
Traditional
Media
Experiential
Marketing
Public
Relations
Media
Planning
& Buying
New/Digital
Media
Sales
Promotion
Direct
Marketing
24. The New Media Planning
% of Spending
Now
44%
Future
15%
Radio
10
3
Print
33
25
Outdoor
4
3
Search
9
22
Interactive
--
30
Mobile
<1
2
Television
Source: Kellogg on Advertising and Media & Thumbnail Media Planner
Media Planning & Buying in the 21st Century
Hinweis der Redaktion
Purpose: overview of the revolution taking place which has dramatic effect on media.
Revolution going on is multi faceted– ranging from client demnds for IMC to consumers taking more control, how target audiences will change due to the changing face of America…
Long before anyone ever coined the Integrated Marketing Communications term, some visionaries already embraced it. Here’s 1950 quote from Leo…
Rather than providing a one dimensional solution to a marketing problem, IMC requires us to take a 360-degree look at the problem and provide a 360 degree solution.
What is IMC?
IMC is the #1 concern of the ANA. It should be the #1 concern of agencies too.
The marketing communication tool box is overflowing, and the tools that should be woven together are those which address the client’s marketing and communications tasks
Barriers to IMC. Not unlike national politics. But why can’t we all just work together for the business’ good?
Second is greater accountability with better metrics to measure effectiveness
Third characteristic of the revolution is that consumers are taking more and more control over their media and ad consumption– made easier with the internet, DVRs, etc.
Fourth, the revolution going on involves some big issues like these
Media choices, especially digital, have soared as a result of technology and learning how to serve the needs of specialized audiences
The proliferation of media has fragmented the available audience. Over 100 cable TV channels have stolen audience from the broadcast networks. to the point of having the largest share of audience. Digital media, especially internet search. Ambient media. Marketing Services media’s share is the largest of all.
Convergence is also creating new media– from internet TV to online editions of print media
Every media planner’s dream has always been to have the ability to target an audience with great precision. Addressability is here and will become more prevalent.
Finally, interactive media
The fifth part of the revolution is the Changing Face of America. Population demographics arechanging rapidlyas shown on this slide. Changes in the population and marketplace will spawn new target markets, new media, and different spending priorities.
Hispanics to overtake African American population, Asians growing most rapidly but represents many different countries, cultures and languages.
Finally, Global Expansion no longer just large corporations. Utilizing the internet can turn a small specialty shop into a global player.
Some experts see these future shifts in spending. No one knows the future, but these shifts would play havoc with the current media establishment. Keep in mind that the growth in interactive media will put dollars back into television (iTV), but radio as we know it would be in serious trouble.