DISCOVER

Every movement begins with a moment.

Media Breakdown: M.ath E.Auths D.ata I.nsights A.cronyms

Posted 12 August 2016 9:00 AM by Lauren Sims @MoxieUSA, @lauren_sims

When I happily landed the role of Media Planning Intern at Moxie, I pictured developing social media calendars, creating social content and staying far away from math. Then came the wake-up call: media planning is an extremely quantitative field.

Words and phrases like “data,” “analytics” and “row 17,276 on sheet 15 of the Excel doc,” are thrown around constantly in this department. For someone who prefers words and big ideas to numbers and hard data, working alongside the Moxie media planning team has been an adjustment. During my first few days, my eyes glazed over in meetings as media planners enthusiastically spoke in code. I spent a solid amount of time looking up acronyms like CPA, CR, ESV, CPC, CTR, UX, UI, API and more… So many more.

Needless to say, I was a little (okay, very) uninformed when it came to understanding what exactly the team does and how the work benefits clients — and in my defense, it seems as though other folks in the ad industry are in the dark as well. After drinking the media planning Kool-Aid, I’m vowing to spread the word about what we really do to anyone who will listen (or read).

First, let’s meet Sally and Tim.

Sally is in her mid-fifties. She is a financially stable empty nester who owns a home, banks online and loves to travel and learn about other places. Sally also stays active, enjoys spending time outdoors and seeing movies, prefers organic food and needs to feel valued.

Tim is in his late twenties, has no kids, lives a budget-conscious life and keeps up with popular trends. Tim also likes to be the first to try new things, has higher than average mobile use, enjoys spending time with friends and values a low price when purchasing anything.

What do these two have in common?

For starters, they’re just personas. If you were able to meet them, the introduction would be face-to-screen — a glorious screen of data consisting of numbers and evidence to justify reaching the audiences we know as “Sally” and “Tim” in a specific way. Knowing who they are is key for the success of a campaign, and extensive analysis allows for that. 

When I heard the word “analytics” on my first day here, I’m pretty sure I started sweating and imagining death by data. I was told upfront that the amount of data we have access to can get “real creepy, real fast,” and I smiled through an intro-to-analytics meeting with only a few moments of fear. Once we have data from various consumer databases, we throw it into Excel, create numerous pivot tables and then treasure said data like the holy grail of information it is. After researching our target consumers (say, Sally and Tim), we then begin to analyze previous campaigns, current trends, the latest data and potential outcomes to start forming a plan for communication.

Our communication task is to determine what message through what medium will resonate enough to gain loyalty to the brand. Everything we propose must fall in line with the brand’s personality, mission, values, goals and objectives while also aligning with the campaign’s budget, resources and timeline.

Our goal is to craft successful, on-or-under-budget campaigns that draw our audience(s) in for a call to action or an overall awareness through the optimal ad outlets. We are in direct contact with partners and clients to recommend exactly what we feel is best for all parties involved, and we’ll probably do so over a casual lunch or drinks.

We can then put our plan into action to effectively reach a specific population we understand on a deep, data level. So we secure billboards on the different routes that Sally and Tim frequent. We purchase spots on the music-streaming apps that Sally engages with. We optimize mobile for Tim’s preferred method of web browsing. Knowing our client’s target audiences and how they live day-to-day allows us to employ unique media strategies to lead those audiences straight to the brand.

Then comes evaluation. Pivot tables, Excel sheets, organized charts and graphs are crafted and CPAs, CPCs, CTRs, CRs and other various units of measurement are calculated. We become the mediators (see what I did there?) between the insane amounts of hard data we possess and the people trying to understand it. Because not everyone can look at a 24-sheet Excel doc and interpret just how significant row 7,384 is for a media buy, it’s our job to make the results digestible. And once we feel as though our job (at the moment) is done, we wrap up our findings with a pretty little bow and present them to the client with hopes of acceptance and praise.

That’s it. That’s media planning: fully understanding everything about analytics, brands, consumers, clients, data, strategic planning, media trends, potential outcomes and the past/ present/ future to benefit clients, consumers, the agency and (admittedly) ourselves through a process that takes a reasonable amount of time and meets all requirements, expectations and standards.

Welcome to our world. Any questions?


Share:

Add your comment

 
 

 

Comments

  • wilson escobar said:
    1/16/2017 11:53 PM

    Do you want riches, power or you want to be famous in life this is an opportunity for you to join the Illuminati, get back to us with the following information bellow. Full name_________________ Country______________________ State of origin_________________ Date of birth_____________________ Sex_________________________________ Address______________________________ Phone_________________________________ Email_________________________________ Tell us little about yourself… No dirty game please, this is our mobile number contact us now if want to be famous EMAIL OR #WhatsApp US: illuminatiworld46@gmail.com Call or Whatsapp us with: +2348101333426

  • Illuminate Agent said:
    1/20/2017 7:45 AM

    JOINING THE ILLUMINATI BRINGS YOU INTO THE LIMELIGHT OF THE WORLD IN WHICH YOU LIVE IN TODAY. YOUR FINANCIAL DIFFICULTIES ARE BROUGHT TO AN END. WE SUPPORT YOU BOTH FINANCIALLY AND MATERIALLY TO ENSURE YOU LIVE A COMFORTABLE LIFE. IT DOES NOT MATTER WHICH PART OF THE WORLD YOU LIVE IN. FROM THE UNITED STATES DOWN TO THE MOST REMOTE PART OF THE EARTH, WE BRING YOU ALL YOU WANT. BEING AN ILLITERATE OR A LITERATE IS NOT A BARRIER TO BEING A MILLIONAIRE BETWEEN TODAY AND THE NEXT TWO WEEKS. YOU BEING IN THIS OUR OFFICIAL PAGE TODAY SIGNIFIES THAT IT WAS ORDERED AND ARRANGED BY THE GREAT LUCIFER THAT FROM NOW ON, YOU ARE ABOUT TO BE THAT REAL AND INDEPENDENT HUMAN YOU HAVE ALWAYS WISHED YOU WERE. if you are interested, kindly Email: worldwideilluminate666@gmail.com or call /whatsapp +2349073598657 for you to be rich and famous today.

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Media Media Planning Data Intern Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.