Week 2 - Media Planning - Trends and Examples Flashcards
(14 cards)
What are recent trends affecting Reach and Frequency?
- Digital Fragmentation and Multi-Platform Media Consumption.
- Programmatic Advertising and Advanced Analytics.
- Shift from Exposure Metrics to Engagement and Performance.
- Influencer and Content-Driven Ecosystems.
- Ad Avoidance, Privacy Regulations, and Measurement Challenges.
What are the recent trends affecting weight and continuity?
- Digital media proliferation and fragmentation
- Data driven personalisation and AI integration
- Shift towards performance based metrics
- Emphasis on evidence based planning
What is Digital Fragmentation and Multi-Platform Media Consumption and how does it affect reach and frequency? + 2 references.
- Digital media fragmentation challenges traditional reach metrics. With consumers dispersed across platforms, planners must consider cross-platform reach rather than treating each channel in isolation (Koslow & Stewart 2022).
- Need for cross-platform integration in IMC, suggesting media planners use unified dashboards and media mix modelling to address fragmentation (Belch & Belch 2021).
How does digital media proliferation and fragmentation affect weight and continuity strategies + references?
Expansion of digital platforms has led to fragmented media consumption, requiring adjustments in weight and continuity strategies
Belch & Belch (2021) emphasise need for IMCs that ensure messsage consistency across diverse channels
Shimp & Andrews highlight importance of adapting media plans to evolving digital landscape, where traditional metrics may not fully capture audience engagement
What is Programmatic Advertising and Advanced Analytics and how does it affect reach and frequency+ 2 references?
- Programmatic buying allows planners to fine-tune frequency at the individual level - this is both a strength and a risk to reach and frequency (Belch & Belch 2021).
Real-time optimization, where AI adjusts frequency based on engagement signals, which shifts the media planning model to an adaptive delivery systems (Koslow & Stewart 2022).
What is the Shift from Exposure to Engagement and Performance and how does it affect reach and frequency? + 3 references.
WARC research (2002 and ongoing) shows a growing preference among advertisers for action-based KPIs (clicks, conversions, sales lift) over traditional exposure metrics.
Belch & Belch (2021) and Shimp & Andrews (2013) argue for qualitative assessments of frequency, integrating emotional and contextual factors to understand how frequency drives response.
How has the growth of Influencer and Content Driven-Ecosystems affected Reach and Frequency? + references.
Influencer marketing introduces new variables to reach/frequency planning. Koslow & Stewart (2022) note that influencer content is not “pushed” in the same way as traditional ads, so frequency becomes variable and user-driven.
Belch & Belch emphasize the role of earned media in IMC, suggesting that traditional metrics must evolve to account for virality and organic reach.
How has Ad Avoidance, Privacy Regulations, and Measurement Challenges affected Reach and Frequency? + reference.
The rise of ad-free environments, ad blockers, and regulatory constraints (GDPR, CCPA) (Koslow & Stewart 2022).
- These limit accurate measurement of reach and frequency.
Explain how data driven personalisation and AI integration affect weight and continuity + references?
Advancements in data analytics and AI have enabled more precise targeting and real time optimisation of advertising efforts.
Koslow and Stewart (2022) discuss how AI facilitates dynamic adjustment of weight and continuity, allowing for personalised messaging that aligns with individual consumer behaviours and preferences
Explain how the shift towards performance based metrics has affected weight and continuity?
There is growing emphasis on performance based advertising, where success is measured by direct responses such as clicks or conversions
This shift influences weight allocation as advertisers focus on channels and times that yield highest ROI
Continuity strategies are affected due to a trend towards always-on campaigns that maintain a constant presence to capture consumer interest at various touch points
Explain how an emphasis on evidence based planning has affected weight and continuity + references?
WARC reports highlight a return to evidence based planning, with marketers utilising tools like Marketing Mix Modelling (MMM) to assess the effectiveness of different media channels
This analytical approach informs decisions on weight distribution and continuity scheduling, ensuring that advertising efforts are grounded in measurable outcomes
What is an example of a company that has adapted to Digital Fragmentation and Mult-Platform consumption (affects reach and frequency)? + reference.
Coca Cola runs coordinated campaigns across TV, Insta, TikTok.
E.g. ‘Share a Coke’ - across multiple platforms.
Explain how Nike effectively applied weight and pulsing continuity and how they adapted them in response to recent trends?
Media Objective Used: Weight and Pulsing Continuity
Trend Leveraged: AI, Performance Media, Personalization
Application: Precision targeting and pulsing strategy
Nike pulses high intensity ad bursts around product launches or events
(e.g. Olympics, new Air Jordan releases), while maintaining a lower baseline presence
Relevance to theory
Shimp and Andrews highlight **IMCs ability to maximise resonance by syncing campaigns with consumer touchpoints **, a strategy Nike uses well
Koslow and Stewart (2022) emphasise data driven creative evident in Nikes use of real time performance data for customising content and optimising speed
What is an example of a company that has adapted to Programmatic Advertising & AI-Powered Optimization (affects reach and frequency)? + reference.
Volkswagen - Uses programmatic ads with dynamic creative optimisation (DOC) to adjust ad frequency per user interest.
