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MEDIA BUYING

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Like many other industries, Media has been disrupted.
Audiences have shifted as opportunity to find new entertainment
has exponentially exploded. Change is healthy. Pick the trend and
win or stand firm and hope that any threat is a mere fad that
will fall away.

Media, like marketing in general, is much more complex now than ever before.

Digital will soon surpass TV and be crowned as the world’s largest advertising medium. The digital sector has a huge number of Media providers. In reality, there are two that dominate - Google and FaceBook. TV isn’t dead despite the rumours but focus has irrevocably shifted to the promise of what programmatic digital will deliver.

Media Principals

“Let’s start at the very beginning; it’s a very good place to start."

Media is about Reach. It’s reaching the right people with a message that has them ‘do’ something within a meaningful timeframe. While positive impact is always good, investing in creating a sale in five years time is rarely ideal.

There is good news - your prospects do want to hear from you (it’s true). They might not say those words but they are open to any benefit that solves a problem or will make their life richer.

When it comes to advertising spend, the single biggest line item is Media. Conventional wisdom said that the Media investment should be 85%+ of the total ad budget, with the caveat being that you first need to have a budget. As times change, new options appear, lines blur and what once seemed to make sense no longer feels relevant. This is a digital age.

Audiences move but people
are still people

People are predictable and consistent in what they do and how they think. While there may be more options and opportunities in how media is accessed and consumed, the underlying behavioral patterns have remained the same. We eat, drink, work and play just like before.

One example of this is that viewing ‘screen time’ hasn’t shifted much over the past decade (or two). With technology, access to devices and programming has dramatically increased but total consumption has broadly remained the same. After all, there are only ‘so many hours in the day’.

A definite change, though, is Human attention span. It’s now measured at just 8.25 seconds, down from 12 seconds in the year 2000. (For comparison, a goldfish is measured at 9). The shift is attributed to use of devices and the cluttered world in which we now find ourselves.

9seconds

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8.25seconds

The Wonderful World
of Programmatic

Programmatic media buying is the future. What is it?

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Programmatic media buying uses algorithms to dynamically purchase advertising space in real time. During this process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding/auction system

More simply - Consumer data (captured live while those consumers are active online) is matched with other behavioral information (using algorithms) and offered to potential advertisers who bid in real-time to present their ad to that consumer. It happens in microseconds - and can be tightly targeted (from location to demographic, to context, etc.).

Programmatic is highly sophisticated and super smart. In theory, ads are only presented to people who fit precisely with the target profile, making your advertising ROMI exceptionally good. But, there have been many reports questioning the value - some saying that as little as 20 cents from every dollar is reaching the media, the rest being the costs of precise micro-targeting.

We don’t believe that micro-targeting works. The issue here is not programmatic; it’s targeting.

Programmatic is here to stay and can only get better and better. Like all mass media, it requires a solid strategic approach, an understanding of the objectives and a focus on meaningful results - plus a finely attuned and skilled planner/buyer.

Audience Reach vs
Targeting vs Frequency

Conventional media wisdom says that there is an ideal balance between Reach and Frequency - once you have identified your target audience. Traditionalists argue the tighter the target audience, the less wastage, and the better the results. Flipping convention, Marketing Science has proven that the Gold is often found in the wastage. So what do we now know?

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  • Targeting is important, although not nearly as much as we once believed. Optimum results are achieved by targeting all possible buyers, including those who buy occasionally.
  • Reach is the single biggest driver of success.
  • Frequency plays a secondary role.
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Talk with us and we’ll share more on how we maximise impact.

Context is a Competitive
Advantage

Context is playing an increasingly important role in cutting through the clutter. Aligning messages to audiences in environments that are comfortable, makes for messages that are easier to digest. Context is the intersection of Brand, Creative and Media.

Native, Earned and Paid

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When a Publisher crafts content to meet an advertiser’s objective. It’s a good editorial fit, as it is created by the same editorial team.

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Using social and other platforms to encourage users to create and share content on your behalf. Context and consistency drive Earned success.

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When you buy media space. Say what you want (almost). Guaranteed to appear.

Of course, nothing is free. All activity should be measured using the same base metrics.

2020 Media - A Vision and System

AMBA created 2020 Media response to the dramatic changes occurring within the media ecosystem.

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Marketing science has revealed much by exposing the myths and confabulations that form the basis of traditional media thinking. Reach vs frequency is one example. Segmentation theory is yet another. And, as the media continues to fragment, options and opportunities have exponentially increased.

The audience, though, remains predictable. By using the sciences, we’re able to closely focus on those buyers who will deliver a meaningful sales increase. Reach those who will shift the dial (and it’s often not the group you may expect).

Our 2020 MEDIA system is a structured format to bring clarity across the vast complexity of media opportunities. It combines evidence-based learning, market conditions, sales data, audience and context - and matching to the primary drivers of sales growth. The resulting recommendation is comprehensive, media agnostic and solely about delivering commercial success.

Transparency, Measurement
and other Challenges

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There is a simple principle in business - there is no free lunch. Everything has a cost and, in the end, someone has to pay. To assume otherwise (ie work is done for free) opens the door to misunderstandings that eventually lead to a potential loss of trust. The issues are well documented - programmatic providers eating a large part of the budget, some media companies earning what appears to be very low rates. With us - fees are disclosed, costs are transparent, measurements should always be shared.

Measurement.

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There isn’t consistent and meaningful measurements for all media. This is a challenge particularly for digital. In 2016 FaceBook, Twitter and YouTube have all announced errors in their data. FaceBook misreported video impressions by 80% (wow). There needs to be consistency and third party transparency over the data.

Advertisers also need third-party audience measurement standardised across digital players and broadcast television to give them confidence in making investment decisions for campaigns.

Metrics need to be measured in the same way across digital and television in order to analyse that the advertiser received what they paid for.

Transparency.

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A challenge on many fronts. Measurement data (as highlighted above) is an issue for many. Many digital providers self-report (or mark their own homework), including Google. How do you ensure you received all that you paid for? (If this is a concern for you, talk to us about media assurance). Media and service costs are not always outlined, especially around programmatic. Fees are not always clear. Commissions and rebates can sometimes disguise the true costs.

Media transparency can only ever be achieved if every part of the media buying ecosystem comes to the party.

TALK TO US

AMBA consults with clients on media strategy, buying and placement. We have the tools plus the street smarts.

2020 Media
Media Buyingwhat you need to know.
2020 Media
The Media market is evolving rapidly and there are things you need to know to maximise results today. Our eBook shares details on the current market, the issues and the opportunities.
FREE eBook - CLICK HERE