I NTE G RATE D

ESSENTIALS
D I G ITAL MAR K ETI N G
C O M M U N I CATI O N S

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Integrated Digital Marketing Communications © Singapore Polytechnic, School of Business 2020
 LECTURE 9.1
IN T EG RAT ED DIG ITAL MA R K ET IN G
CO MMU NIC AT IO N S
TO P I C : PA I D M E D I A E X E C U T I O N

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 LEARNING OBJECTIVES

1. Understand the tools used in paid media execution

2. Understand the parameters within paid media execution

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING

WHY?

Entails the process of selecting the best combination of media platforms for a brand or product to
use, to achieve overall marketing objectives of any given campaign.

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING

KEVIN HART’s HYUNDAI COMMERCIAL

AD PLACEMENT: NBC, Prime Time, Superbowl Commercial 2018

COST: USD$10 million
REACH: Approx 111.3 million people
IMPRESSIONS: 357.1 million
COST PER THOUSAND (CPM): USD$28.01

IS IT WORTH IT?

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING

MEDIA VEHICLE

The general communication methods that carry advertising Specific broadcast programs, channels, print choices, online
messages—television, magazines, newspapers, and so on. media, affiliates in which advertisements are placed.

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING PROCESS

SELECT MEDIA
MATCHING THE GTM SPECIFY THE MEDIA
CATEGORIES & BUY MEDIA
PERSONA OBJECTIVES
VEHICLES

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING PROCESS

The GTM Persona should be pinpointed, otherwise exposures may be wasted, and prime
candidates missed.

MEDIA VEHICLE

In selecting appropriate and optimum media & vehicles, segmentation profiling should be used to determine the right
GTM Persona.

SEGMENTATION PROFILING:
Behavioral, Geographic, Demographic, Lifestyle/Psychographic

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING PROCESS

MEDIA OBJECTIVES HAVE TO BE SMART TOO

BASED ON

REACH FREQUENCY WEIGHT

The percentage of a target audience The average number of times during
(e.g., homes) that is exposed at least the specified time period that
once (e.g., 1, 2, 3, ...) during a members (homes) in the target
specified time frame to the media audience are exposed to the media
vehicles containing the ad message. vehicles containing advertiser's
message.
Represented as (Gross Rating
Points) on how much advertising
volume is acquired to accomplish
advertising objectives. The higher
the GRP, the better.

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING PROCESS

MEDIA OBJECTIVES HAVE TO BE SMART TOO

BASED ON

IMPRESSIONS COST PER THOUSAND CONTINUITY

The total number of occurrence the The cost of showing 1000 How the overall timeline of the
message(s) were shown on (a) media impressions of marketing message(s) media scheduling impacts each
vehicle(s). Unique views are not through (a) media vehicle(s). GTM persona’s user journey
taken into consideration here. through their exposure from various
vehicles

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PA I D M E D I A E X EC U T I O N
MEDIA PLANNING PROCESS

MEDIA OBJECTIVES HAVE TO BE SMART TOO

BASED ON

RECENCY COST
How close to the purchase intention Is the overall cost within budget,
should each GTM persona be and the most economically
exposed to advertising messages to justifiable way to gain ROI based on
ignite a call-to-action overall media budget

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PA I D M E D I A E X EC U T I O N
T R A D I T I O N A L V S D I G I TA L

EXAMPLE #1 (DIGITAL)
MEDIA VEHICLE PLACEMENT GTM TARGETED ESTIMATED WEIGHT IMPRESSION COST CPM CPC
PERSONA REACH FREQUENCY (GRPs) S

Social Media Facebook Newsfeed 41—50 20,000 (5%) 1 15GRPs 20,000 $80 $4 $0.13
(Native) (Homemakers)

Represented by Estimated Reach Reach x Total cost of the Total Cost /

total targeted number of times (percentage) Frequency placement Targeted Reach
reach as a full each user is X (whole number)
figure & exposed to the Estimated X 1000
percentage of message Frequency
total target
audience size

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PA I D M E D I A E X EC U T I O N
T R A D I T I O N A L V S D I G I TA L

EXAMPLE #2 (Traditional)
MEDIA VEHICLE PLACEMENT GTM TARGETED ESTIMATED WEIGHT IMPRESSION COST CPM CPC
PERSONA REACH FREQUENCY (GRPs) S

Television Channel 8 7pm (Prime-Time 41—50 80,000 (20%) 3 60GRPs 240,000 $45,000 $187.50 NA
Show) (Homemakers)

Represented by Estimated Reach Reach x Total cost of the Total Cost / There are certain
total targeted number of times (percentage) Frequency placement Targeted Reach metrics that cant
reach as a full each user is X (whole number) be predicted or
figure & exposed to the Estimated X 1000 measured from
percentage of message Frequency traditional media
total target planning (rate
audience size cards)

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PA I D M E D I A E X EC U T I O N
T R A D I T I O N A L V S D I G I TA L

MEDIA VEHICLE PLACEMENT GTM TARGETED ESTIMATED WEIGHT IMPRESSION COST CPM CPC
PERSONA REACH FREQUENCY (GRPs) S

Television Channel 8 7pm (Prime-Time 41—50 80,000 (20%) 3 60GRPs 240,000 $45,000 $187.50 NA
Show) (Homemakers)

Social Media Facebook Newsfeed 41—50 20,000 (5%) 1 5GRPs 20,000 $80 $4 $0.13
(Native) (Homemakers)

WHICH IS MORE EFFECTIVE?

WOULD YOU BUY BOTH?

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PA I D M E D I A E X EC U T I O N
T R A D I T I O N A L V S D I G I TA L

WHERE DO YOU GET THE INFORMATION?

TRADITIONAL MEDIA & AFFILIATES SEARCH, DISPLAY & SOCIAL MEDIA

RATE CARDS: A document containing prices
of & descriptions of advertising placement
from media outlet(s). Usually gives a
breakdown of target audience segments &
maximum reach.
AD PLANNER: Google Adwords (Now Google
Ads), Facebook Ads Planner – Platforms that
allow you to plan your ad placements based
on audience segmentation profile and budget
to showcase estimated results for media
planning.

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PA I D M E D I A E X EC U T I O N
R AT E C A R D S

Double click on the blue media rate book to open the

pdf of the 2020 media ratebook for SPH

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PA I D M E D I A E X EC U T I O N
AD PLANNERS

Google Ads Keyword Planner

Google’s Paid Media platform that allows you

purchase advertising space on Google Owned and
Partner channels.

In this case the keyword planner is a tool that allows

you to analyse keywords to buy as part of a search
campaign; before actually purchasing it
(to assist with media planning & budgeting)

Source: https://www.youtube.com/watch?v=y-abxi0Pclc

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PA I D M E D I A E X EC U T I O N
AD PLANNERS

Source: https://www.youtube.com/watch?v=y-abxi0Pclc

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PA I D M E D I A E X EC U T I O N
AD PLANNERS

Source: https://www.youtube.com/watch?v=y-abxi0Pclc

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PA I D M E D I A E X EC U T I O N
M E D I A T I M E L I N E P AT T E R N S

MEDIA PLANNING PATTERNS

CONTINUOUS PULSING FLIGHTING

An equal number of ad dollars are invested Some advertising is used during every period The advertiser varies expenditures throughout
throughout the campaign. of the campaign, but the amount of advertising the campaign and allocates zero expenditures
varies from period to period. in some months.

9000 10000 10000

8000 9000 9000

7000 8000 8000

7000 7000
6000
6000 6000
5000
5000 5000
4000
4000 4000
3000
3000 3000
2000 2000 2000
1000 1000 1000
0 0 0
Jan Feb Mar Apr May Jun Jul Aug Sep Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Nov Dec

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PA I D M E D I A E X EC U T I O N
M E D I A T I M E L I N E P AT T E R N S

MEDIA TIMELINE Sep 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19

ATL

Channel 8

Channel U

OKTO

Female Magazine

Heeren Media Billboard

BTL

Flyers

Direct Mailers

Event (Pop-Up @ Scape)

DIGITAL

Facebook Feed

Facebook Audience Network

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TO P I C CO N C LU S I O N
K E Y TA K E A W AY S

Planning on your exposure of your brand on media is extremely important in marketing

You need to plan media in such a way that it influences choice

A high reach OR high frequency does not guarantee success all the time!

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