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Paid Media

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  1. Paid Media

  2. Paid Media Discussion Topics • Types of Paid Media • Media Evaluation Before Purchase • Media Evaluation After Purchase (Post-Buys) • New Media • Added-Value • Sports Marketing

  3. Why do we call it paid media? • Well, you pay for it. • But, it also differentiates it from earned media.

  4. Types of Paid Media • Out-of-Home • Bulletins • Posters • Mobile billboards • Transit • Gas pump toppers • Hotel keys • Bathrooms • Projections • Parking lot stripes • Street teams • Cinema Television • over-the-air • cable • satellite • internet Radio • terrestrial • satellite • internet Print • newspapers • magazines • Internet Online/Digital • broadband • mobile • gaming • social

  5. Out of Home Examples • Bulletins Out-of-Home

  6. Out of Home Examples • Bulletins Out-of-Home • Posters

  7. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards

  8. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit

  9. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers

  10. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys

  11. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys • Bathrooms

  12. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys • Bathrooms • Projections

  13. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys • Bathrooms • Projections • Parking Lot Stripes

  14. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys • Bathrooms • Projections • Parking Lot Stripes • Street Teams

  15. Out of Home Examples • Bulletins Out-of-Home • Posters • Mobile Billboards • Transit • Gas Pump Toppers • Hotel Keys • Bathrooms • Projections • Parking Lot Stripes • Street Teams • Cinema

  16. How to Evaluate Mediums Before Purchase & After Purchase

  17. Before Purchase • Know what your communications objective is • How will this translate to media objectives • What medium(s) can best help to achieve the goal • Is the goal reach • Which mediums generate the greatest reach • Is the goal frequency • Which mediums generate the greatest frequency • What are the basic strengths and weaknesses of each medium? • What currency will each medium be measured by • Target Audience • Budget • Geography

  18. Television Strengths • Sight, Sound & Motion • Targetable by program selection • Reach an audience with niche programming • Broadcast builds reach • Cable builds frequency Weaknesses • Top rated programming can be expensive • Becoming more and more fragmented • Commercial avoidance/Time Shifting • Clutter

  19. Radio Strengths • Can build reach when added to another medium • Builds frequency • Recency • Promotionally focused • Target selectivity via format • Personality endorsements • Remote broadcasts Weaknesses • Sound only • Can become part of background clutter • Easy to avoid commercial messages • Clutter

  20. Print Strengths • Targetable via niche titles • Allows for conveyance of a more complex message • Newspapers are geographically selective • Larger circ. magazines offer demographic & geographic breaks • Advertising can run adjacent to appropriate editorial • High quality reproduction • Larger readership when pass-along is included • Newspapers total reach potential takes one day Weaknesses • Pass-along readers not always as qualified as primary readers • Magazine’s total reach potential runs over a long period • Decreasing readership for many titles/newspapers • CPMs are increasing

  21. Out of Home Strengths • Very efficient • Generates high levels of reach & frequency • Reaches a broad target • Highly intrusive (you can’t change the channel or turn the page) • Recency/Point of sale • Use of inflatables or extensions increase ad recall • Digital boards allow for copy changes and dayparting Weaknesses • Short flight campaigns difficult to execute for some vehicles • Must use short copy • Not always fully targetable

  22. Online/Digital Strengths • Targeting – Demo, Geo, Behavioral, Contextual • Consumer Interaction – Interaction with the ad/product • Accountability – Able to track front-end (Impressions, clicks, interactions) and back-end data (sales, conversion rate, leads) • Flexibility – Easy to launch, pause or change creative Weaknesses • Very fragmented • Evolving quickly

  23. Currency We’re not talking dollars and cents.

  24. In media terms, currency refers to measurement. Currency can be defined as: • Nielsen ratings • Arbitron ratings • Rate base circulation • Daily effective circulation

  25. Example: Say you bought 10 programs for a total of 30 GRPs, and established currency as the Nielsen ratings. The station owes you 30 GRPs,NOT10 programs.

  26. Post Buys • The post-buy compares what you bought to what you received. • This is why establishing currency, or what you are actually buying, is important.

  27. Post Buys

  28. New Media What does “new media” really mean?

  29. New Media Generally, we are referring to new electronic mediums such as: • The Internet • Video Games • Mobile • Blogs • Podcasting

  30. Internet GO GO GO GO GO • PointRoll expanding banner • Custom canvas • Banner examples • Revision3 Examples • Ripe Digital Examples

  31. Video Games MASSIVE: MLB 2K8

  32. Video Games MASSIVE: THE INCREDIBLE HULK

  33. Video Games MASSIVE: NASCAR 2009

  34. Video Games MASSIVE: NHL 2008

  35. Video Games MASSIVE: NEED FOR SPEED

  36. Mobile

  37. Added Value GO GO GO • Bonus activity • Billboards • Squeezebacks • Talent • Features

  38. Sports Marketing • Television • Radio • Signage • Talent

  39. Sports Marketing Planning • Who are you trying to talk to • Identify teams • Timing • RFP – what assets do they have

  40. Sports Marketing Execution • Interaction in an entertainment environment • “Click It or Ticket” • Cops give vehicle drivers and passengers game tickets for wearing their seatbelts • Signage – know the location and size

  41. Contact:Guy Jacobssen Sr. Vice President – Media Director The Tombras Group 865-524-5376 gjacobssen@tombras.com

  42. NBC Custom Canvas

  43. NBC Banner: Active Logo & 728 x 90

  44. NBCU RON Preroll & Companion Ad

  45. NBC.com Home Page 728 x 90

  46. Break.com 300 x 250

  47. Break Network Game Site

  48. ESPN.com

  49. ESPN U