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Understanding the Role of Digital Media Planners in Advertising Agencies

Digital media planners play a crucial role in advertising agencies, focusing on selecting optimal digital media for ad placement to meet client objectives. They analyze target audiences, stay updated on media trends, and understand consumer psychology to recommend effective strategies. This deck outlines the key responsibilities of media planners, from educating clients on digital advertising benefits to analyzing competitive strategies. It also explores the digital advertising landscape, targeting capabilities, and the importance of media usage analytics, enabling students to grasp critical concepts in media planning.

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Understanding the Role of Digital Media Planners in Advertising Agencies

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  1. Deck for MTU Students

  2. Departments In Advertising Agencies • Account Executive • Creative • Media • Planning • Buying • Traffic • Legal • Accounting

  3. What is a Digital Media Planner • Digital Media planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting digital media for advertisement placement on behalf of their clients. The main aim of a media planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers[1]. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience). WikiPedia

  4. What Is Digital Media? • Any storage device that holds digital data*. PCMags.com

  5. Step 1: Prior to receiving the objectives, educate clients on the benefits of digital advertising

  6. Digital Research Tools Available For Step 1 • eMarketer • Forrester • Compete

  7. Why Should You Advertise Online • Measurability (ROI) • Cost and efficiencies • PPC • Real time optimizations • Creative test • Targeting • It’s where consumers spend their time • Researching • Communicating & sharing opinions • Entertainment • Better user experience • One click away from as much information as possible. • Shorter purchase cycle • Size • It’s what competition is doing

  8. Targeting Capabilities Geo targeting Fan targeting Profile targeting Database targeting Search re-targeting Demographic targeting Occupational targeting Re-targeting Survey targeting Behavioral targeting Contextual targeting

  9. Behavioral Targeting New Guidelines

  10. Media Usage – Consumer’s Time 8 hours of media per day

  11. Media Usage – Consumer’s Time | Internet TV • Google TV • New to the market in October 2010. Can connect with a Logitech box or built directly into Sony TV’s. • Connects with: • Netflix • Youtube • FlickR • Twitter • Prices: • Logitech box $300, additional charges for Camera and mini controller • Sony TV’s range from $600 for 24’ to $1,400 for a 46’ • Pandora • Skype • Vevo • Google Chrome

  12. Media Usage - Size Yahoo! vs. TV | P18+ Yahoo! Average Daily Audience Compared to TV (Viewers or Unique Visitors MM) Source for TV: Nielsen Media Research, 9/21/09 through 4/26/10 Source for Yahoo!: comScore, March 2010

  13. Media Usage – Advertising Spend

  14. Step 2: Take a look at what the competition is doing.

  15. Digital Research Tools Available For Step 2 • Comscore • Ad Relevance

  16. Step 2: Analyze The Creative & Look At Publishers Utilized

  17. Step 3: Client to provide objectives and planner to come up with strategy

  18. Step 3 Once objectives have been determined digital planners come up with strategies and tactics. Objectives Increase overall sales by 5% in 2011 Strategy Up sell current customers and target new customers

  19. Step 4: Once the strategy has been set the planner then determines the tactics

  20. Digital Research Tools Available For Step 4 • Comscore • @Plan • Ad Planner (free)

  21. Step 4 Tactics • Digital advertising is segmented into multiple categories: • Search • Display advertising • Social • Video • Email marketing • Mobile

  22. Step 4 Once objectives have been determined digital planners come up with strategies and tactics. Objectives Increase overall sales by 5% in 2011 Strategy Up sell current customers and target new customers Tactics Tactics Tactics Current customer: Re-Targeting Current customer: Email marketing New customer: Search

  23. Step 5: After the tactics have been purchased, digital planner analyzes results

  24. Digital Research Tools Available For Step 5 • DART • Atlas • Google Analytics (free) • Dynamic Logic (awareness campaigns) • Insight Express (awareness campaigns)

  25. Step 5:

  26. Step 6: Optimize based on previous results

  27. Step 6

  28. Class Assignment • 1. Go to Alexa.com and gather the following information on http://www.mtu.edu/ • Number of sites linking to MTU • What are the top 3 keywords that are driving traffic to MTU • What were the top 3 sites that drove traffic to MTU (under click stream) • 2. Go to https://www.google.com/accounts/ServiceLoginAuth?continue=https%3A%2F%2Fwww.google.com%2Fadplanner%2F&service=branding&ltmpl=adplanner then to the search by audience tab. For geography select Marquette Michigan and for demographic choose Male & Females 18-44. What are the top 5 sites by composition index and by reach?

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