At thinkLA's AdU: Media Planning course at OMD's office in Los Angeles, California, four leaders from the OMD team shared their insights in the media planning and buying space. There is always more to be learned in this space, and the students listened in on four presentations, all with important takeaways for media planners and other marketing professionals alike.
Analytics must be planned in advance
"Analytics should not be an afterthought," Kemble Fletcher, associate director, analytics, emphasized to students. Metrics should be established up front with the client, in accordance with measurable goals. Fletcher also remarked on the humungous volume of data in the world today. (1,200 exabytes, to be exact!) Fletcher then highlighted an important distinction. There are two main approaches to measuring people, and it is important to remember the difference. While demographics refer to quantifiable stats like age and sex, psychographics are more about attitudes and values, for example, people who like dogs or particular breeds of dogs.
Ask these questions when developing a mobile strategy
According to Mobile Manager Laura Schneider, these are the three most important questions to ask about mobile:
- How can I target my audience through mobile?
- How does this fit into my plan strategically?
- What unique value can mobile bring to the campaign?
Schneider also emphasized that when considering the time spent with the medium, mobile spend still isn't where it should be. Granted, it is still a complicated space. Schneider broke it down for students, explaining that there are four avenues to buying media on mobile: apps, premium, ad networks, and audiences. And when it comes to ad formats, Schneider claims native ads, short-form video, rich media, and interstitial ads are a better investment than static banners or long-form video.
Keep your eye on these consumer trends
Kristin Hogan, senior strategist at OMD, presented next, highlighting four major trends to capitalize on. Look no further than successful recent campaigns, and you are sure to recognize these key factors.
- Instant gratification
- Always-on and mobile
- New visual vernacular
Today's consumers, especially the youngest generations, have limited patience, want to be in constant contact, prefer experiences over tangible possessions, and speak a language driven by images.
Understand the value of paid search
Senior Strategist Jennie Antonakis, the last to instruct the class, gave a detailed overview of why search matters, as well as how it works. Search, many argue, is the most important channel because it leverages consumers who are already interested. Not only that, but search is at the center of the consumer's online journey. Paid search ads (SEM) are served as a result of a real-time auction, where you bid on certain keywords (for example, "jeans" for Levi's). A student asked: Why pay for SEM in cases where the brand already shows up organically (SEO)? Antonakis says it's because your brand will take up more real estate on the page, which means more clicks. Plus, you only pay for SEM when someone actually clicks through. SEM targeting is one of the most important considerations, so be sure to take into account dayparting, device, geo-targeting, retargeting, and language.