I challenge anyone who says this is not a fascinating time to be in media planning. Our lives have been radically disrupted by the internet (how we socialise, shop, work, eat) and planners need to evolve to keep up. Continue reading
Category: Edin Startup Crowd
Anything you can do, I can do better
“Mobile is the internet after it was bitten by a radioactive spider.”
(Singh & Carney, 2018)
Being a G&T lover, Gordon’s 2016 mobile marketing campaign really appealed to me. Using a clever mix of data, Gordon’s were able to identify commuters over 18, currently waiting for a delayed train, and send them a message to the nearest shop stocking nice cold cans of Gordon’s G&T (WARC, 2017). Continue reading
TV is no longer just on the TV, radio is no longer on the radio
The world of daily deals is fast paced and high volume. The real time, shareable and ultimately trackable nature of newer digital channels can help Itison to get their message out there, get shared and see results. Continue reading
When you’re watching TV, who’s watching you?
“You can’t spend wisely unless you understand marketing’s full impact.”
(Court, et al., 2012)
BARB is a useful tool for planners as it records “a vast range of programme and spot advertising performance data” (Thinkbox, 2015)This is everything from dayparts to programme information; from reach to channel share viewing. It can even identify “a dog owning Geordie” (Thinkbox, 2015). Continue reading
How to get under the skin of a nation
Although there are arguments for both continuous and flighting media planning, the overall winner appears to be continuous. According to Newstead, Taylor, Kennedy, and Sharp (2009) overall “continuity schedule is generally the most appropriate advertising strategy”. Continue reading
When less is more
“Media planners must carefully monitor reach and frequency levels to ensure that a campaign receives sufficient exposure without becoming an irritant.”
(WARC, 2017) Continue reading
Who are ya?
“The more you know about your consumer, the more accurate your targeting will be. For agency planners, this process starts with insight.”
Keane (2018)
Isolating an audience of one, you can identify why they need your product, help them become aware of it, develop their preference for it, help their search for it, guide their selection of it, all of which leads to the purchase of and satisfaction with your product (Katz, 2016). Continue reading
Digital versus traditional marketing in a digital first world
“We work and live in an always-on, always moving, mobile-first reality, where business happens at the speed of speech and thumbs.”
Wright & Snook (2017)
In this eight part series, I’ll be investigating different aspects of media planning, and relating them back to Itisonas part of my Masters Degree in Advertising Strategy & Planning. Continue reading
Data is now a by-product of every day life
Horizon scanning is a funny thing. It can be awe-inspiring. It can be frightening. It can make you feel big, proud and jazzed about what is to come. It can make you feel small, insignificant and anxious. It’s like looking up into the night sky, and being struck with a sense of wonder at its vast expanse of unknown.
Technology has been moving forward so quickly for the past ten years, that sometimes you need to just stand still and think. Think about where we’ve come from, and where we’re going. I’m not trying to go all Black Mirror on you, I’m just fascinated by it all. Continue reading
Edinburgh Coworking Scene
Starting a new business is a tough gig. There’s no denying that. But there’s no better high than kicking ass and succeeding in a business that you built. In the beginning, the biggest challenge could be finding time outside of a day job and family commitments to work on the business. It could be finding the money for the tools that the business needs to succeed before the sales start coming in regularly. It might simply be the fear of failure. Continue reading
Mission: Playtime 