1. BUYING DIGITAL A MEDIA PLANNER’S PERSPECTIVE

2. HELLO…

3. Buy more More frequent Brand extensions BRAND CONSIDERATION RECRUITMENT RETENTION Awareness Noting Response Leads Sales Volume Affinity Advocacy Sales value Recognition Positioning Acceptance Hook into trial Make purchase ROLE METRIC ACTIVITY TYPE

4. BRAND CONSIDERATION RECRUITMENT RETENTION ACTIVITY TYPE DIRECT / CRM / BROCHURES / EVENTS / ACTIVATIONS / EMAIL / SOCIAL / APPS TV / OUTDOOR / NATIONAL RADIO / NATIONAL PRESS / DIGITAL DISPLAY REGIONAL RADIO / REGIONAL PRESS / SAMPLING / POS / DIGITAL PERFORMANCE / SMS / SEARCH

5. BRAND CONSIDERATION ISSUE ONE TV / OUTDOOR / NATIONAL RADIO / NATIONAL PRINT / DIGITAL DISPLAY Channel objectives: Reach and Efficiency – Maximum reach still 20% less than print – Relatively expensive ito CPT (TV, Radio, OOH) – Selective data revelation (norms) – Lack of adspend context (norms)

6. RECRUITMENT ISSUE TWO REGIONAL RADIO / REGIONAL PRESS / SAMPLING / POS / DIGITAL PERFORMANCE / SMS / SEARCH Channel objectives: Effectiveness – Time consuming – Myriad of metrics, requires experience – Siloed

7. RETENTION ISSUE THREE DIRECT / CRM / BROCHURES / EVENTS / ACTIVATIONS / EMAIL / SOCIAL / APPS Channel objectives: Engagement – Requires back end support – Dependent on brand’s ability to respond – Often misunderstood

8. POPULATION OPPORTUNITY Most economically viable still traditional Next 10 year behavioural shift to digital Data costs continue to decline Digital to become a reach medium Competitive CPT Programmatic buying to evolve

9. MEASUREMENT OPPORTUNITY Unravelling of SAARF Legacy thrown out of kilter Marketers’ attention on metrics Importance of ROI Tipping point for industry Context essential

10. COLLABORATION OPPORTUNITY DMMA / Nielsen with Agencies: Adspend Digital with Digital: Ratecards DMMA / Effective Measure w Agencies: Data DMMA / Digital w Agencies: Benchmarks

11. IN SUMMARY Work together to build legacy in digital Take lead from those who have gone before Understand context ……..and more of these please