Presentation by: Gil Snir, Co-founder and CCO, Benchmarketing
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
8. Lead
to
the
era
of
Mad
Men
–
image
of
Don
Draper
Men
revered
like
prophets
for
their
ability
to
get
it
‘right’,
crea1ng
an
unaIainable
task
for
adver1sers
who
were
forced
to
outsource.
A
touch
of
Facebook
and
a
pinch
of
Youtube
should
do
the
trick!
9.
10. Lead
to
the
era
of
Mad
Men
–
image
of
Don
Draper
Men
revered
like
prophets
for
their
ability
to
get
it
‘right’,
crea1ng
an
unaIainable
task
for
adver1sers
who
were
forced
to
outsource.
A
touch
of
Facebook
and
a
pinch
of
Youtube
should
do
the
trick!
21. CAMPAIGN
FRAMEWORK
Planned
by
objec=ves
Performance
focused
Data-‐centric
Fixed
messages
Channel
bias
Lack
of
data
passing
through
Ongoing
op=misa=on
Planned
ad
logic
and
sequencing
Validated
against
specific
and
measurable
KPIs
Old
World
New
World
22. Media
Planning
Establish a new Advertiser-
centric hierarchy
Advertiser
Campaign
Layer
Channel
Source
1
23. Switch to a full
funnel mindset
Awareness
Engagement
Leads
Direct
Response
Acquisi=on
Engaged
Visitors
Leads
Quotes/Enquiries
Completed
Views
Sales
2
28. Introduce
programmable
adver=sing
Your car deserves something
better
Get Comprehensive Car
Insurance
Get HBF Health Cover
for Singles from
$12.80/week
Get HBF Young Saver
Hospital cover from
$12.80/week
HBF
Health
Singles
Young
Saver
Hospital
GI
Car
Comprehensive
Brand messages
Product message
Product message
Audience message
30. 2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
CPA
Time-‐based
Performance
Campaign
1
Campaign
2
Campaign
3
?
31. 2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
CPA
Time-‐based
Performance
Campaign
1
Campaign
2
Campaign
3
Establish
a
baseline
Most of my day is spent building startegy and architecture for digital media campaigns. I spend a lot of the time auditing and reviewing media plans, built by media planners and marketing teams alike.
And whilst we seem to be innovating in the fields of data, technology and human know how…the media plan doesn’t seem to budge.
So I asked the question, does the traditional media plan have a place in the digital age?
Things have changed…a lot.
Speed of optimisations
Ability to automate, this has shfted the power balance over to the consumer and in todays session I’ll showcase how this power can be hugely beficial to the advertiser
Why is media planning important? It forms the basis for all our decision before and during a campaign.
One of the biggest changes I’ve noticed especially in the last 10 years are that our cycles of optimisation have become shorter and faster
1980s – product market fit was the catalyst for deicidng whether to launch a new product line or not. 2-3 year cycles
1990’s – Market research. 6 – 12 month cycles
2000s – Campaign insights. 3-6 month cycles
Today – Split second, daily, weekly, monthly
Who here has a process of planning that looks something like this?
Objectives are more important than sources. Who? Medtronics