Vous avez un placement média. Comment savoir si l’investissement en vaut la peine ?

You must be clear on whether you are looking for brand equity or lead generation. This would be the key aspects to consider so that you measure success against visibility or sales

Ao definir um posicionamento de mídia para uma campanha, o planner deve ter à sua frente, dois pilares de análise: metas e objetivos; KPIs (métricas para análise do retorno sobre o investimento). Esses dois elementos são essenciais para avaliar se o plano será (ou foi) assertivo ou não e é importante realizar essa análise de forma constante: antes, durante e depois do planejamento, para que haja uma avaliação do que será lançado, uma comparação das etapas do planejamento e uma avaliação final do plano.

Defining the value of a media placement relies greatly on the context and objectives of the placement/campaign. The objectives can extend beyond brand awareness and traffic to many other factors including audience reach and engagement, brand alignment, media prestige, format, positioning and timing, and exclusivity amongst other factors. We have the tools to collect so many data points that defining objectives, if not aligned with data, is moot and just vanity.

When considering the value of a media placement, defining your objectives is a crucial first step. This means clearly outlining what you aim to achieve with the placement—be it increasing brand awareness, driving website traffic, generating leads, or enhancing your company's reputation. Your objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). This approach not only helps in evaluating the effectiveness of the placement but also in making informed decisions about future media investments.

Media planning is an integral part of the digital marketing ecosystem. To achieve results, I will write down what I want to achieve: define my goal of the campaign and KPIs before creating that ad. I will begin by aligning my campaign goals to the business objectives, from increasing brand awareness to generating sales.

Google analytics is my go to app. I use the user attributes overview report to see summarized data about the people who visited my site or app, such as age, gender, and location. I would also recommend the SEM rush audience intelligence tool to give me key insights into social consumer segments.

Choosing the right tools for evaluating media placement effectiveness involves matching the tool's capabilities with your specific objectives. For tracking brand awareness, consider tools that monitor brand mentions and sentiment across media. If driving traffic is your goal, use web analytics tools like Google Analytics to measure changes in site visits or engagement metrics. For lead generation and sales, CRM software can track conversion sources and sales data. Ensure the tools selected offer robust reporting features for accurate measurement and analysis. Prioritize tools that integrate with your existing systems for seamless data collection and evaluation.

Here's how your goals can influence your media placement toolkit: Understanding Your Audience: - Demographics and Interests: Tools like social media analytics platforms or marketing automation software can provide insights into your target audience's demographics, interests, and online behavior. Reaching Your Target Audience: - Media Planning Tools: Platforms like Mediaocean or Brandwatch can help you research and identify media channels (websites, social media platforms, TV programs) where your target audience spends their time. - Social Media Management Tools: Tools like Hootsuite or Buffer can streamline scheduling and managing your content across various social media platforms.

Es importante seleccionar medios que lleguen a tu audiencia objetivo de manera precisa y efectiva, utilizando datos demográficos y de comportamiento.

I swear by KPIs and OKRs. Pick up a copy of John Doerr’s “Measure What Matters” and ensure that you have the tools available to you — whatever they may be — to measure both in-process progress and the key results. The tools are less important the system. You MUST have quantitative and qualitative measures established to know if you’re on target and achieving the desired results.

Match Metrics to Objectives: - Brand Awareness: Track metrics like impressions (number of times your ad was seen), reach (number of unique users who saw your ad), and brand mentions on social media. - Website Traffic: Analyze website traffic data using tools like Google Analytics. Look for spikes in traffic coinciding with the media placement's launch. See where visitors came from (referral traffic from the media source) and their behavior on your site (time spent, pages viewed). - Lead Generation: Track the number of leads generated through the media placement, such as signups for email lists or contact form submissions. - Sales: Analyze sales data to see if there's a correlation between the media placement and an increase in sales.

I think measure baseline is essentially important because it gives you atleast an idea of progress and also somewhat trend annalysis

1. Calculating the cost per thousand impressions. This helps you compare the efficiency of different placements and channels. 2. Analyze metrics like click-through rates, conversions, and interactions to gauge audience engagement with the placement.

Utiliza herramientas de análisis de medios para evaluar la relevancia y el alcance de cada medio en relación con tus objetivos y audiencia.

I am always anxious about this step. Having said that, it’s a leaning step for me plan better for the next one. I go back to my original objectives and KPI’s and deep dive on how the media plan actually panned out. Did my brand awareness increase? How many opportunities did my firm generate? How many calls did I get for an enquiry? How many people applied to the open jobs advertised on my website? How many partners did reach out for an affiliate agreement? These are a few questions that I would get answers to, besides the revenue being generated around this campaign.

EAV is always a very good metrics to use. As a PR or Communications professional, keep in mind to calculate it in your reports.

Die Ermittlung des ROI (Return on Investment) einer Medienplatzierung ist ein wichtiger Schritt, um den Erfolg Ihrer Investition zu bewerten. Der ROI hilft Ihnen zu verstehen, ob die Kosten für die Medienplatzierung durch die erzielten Ergebnisse gerechtfertigt sind. So berechnen Sie den ROI einer Medienplatzierung: 1. Bestimmen Sie Ihre Ziele 2. die Kosten bestimmen 3. die Ergebnisse messen 4. ROI berechnen Es ist zu beachten, dass diese Methode zwar hilfreich ist, um den direkten finanziellen Erfolg einer Kampagne zu messen, aber nicht unbedingt alle Vorteile einer Medienplatzierung erfasst, wie z.B. langfristige Markenbekanntheit oder Kundenbindung.

Evalúa regularmente el desempeño de tus campañas en los medios, analizando métricas como el tráfico web, las conversiones y el retorno de la inversión (ROI).

Honestly, you have to have a grasp on ROI before the final numbers come in. That means putting in the extra effort early on in the strategic formulation process to set KPIs on ROI, as well as everything else. Measuring this at the end is too late.

El ROI es el factor de confianza que genera la efectividad de la estrategia de la campaña para la compañía, pues para nadie es un secreto que las empresas siempre analizan costos beneficios y la manera en como presentes el informe del costo - beneficio del retorno de la inversión te ayudará a seguir realizando campañas con regularidad, incluso podrá permitir a los que manejan el presupuesto el poder incrementar progresivamente el presupuesto de las campañas para alcanzar objetivos específicos o generales.

Assess the media placement's reach, relevance to target audience, engagement metrics, and alignment with brand values. Evaluate the return on investment based on conversion rates, brand visibility, and potential long-term benefits. If it aligns with strategic goals and delivers measurable impact, it's likely worth the investment.

Assessing potential long-term benefits such as brand awareness, brand loyalty, and customer lifetime value should be key in order to be able to readjust goals at any given point a strategy is not beneficial to the parties involved.

Basándote en los resultados obtenidos, ajusta tu estrategia de medios según sea necesario para optimizar el rendimiento y alcanzar tus objetivos.

If you’ve done everything right to this point, you’ve made in-stride changes to your strategy the entire time and won’t need any major adjustments at the end. Strategy is iterative. The context and environment in which you execute is in a constant state of flux, so you have to make changes during execution to ensure you stay focused on the outcome.

As Agile project managers, it is crucial that we continuously evaluate our media placements to ensure sustainable success of our campaigns. In the Agile world, we understand that change is inevitable and that our strategies and tactics must constantly be adjusted to meet evolving demands. Therefore, we view the evaluation of our media placements not as an isolated activity, but as an integral part of our iterative process. Through regular monitoring and analysis, we can quickly identify which media channels, messages, or target audiences are delivering the desired results and which are not. These insights enable us to remain flexible and dynamically adjust our strategy to achieve optimal outcomes.

Es fundamental revisar continuamente tu enfoque en los medios, aprendiendo de los éxitos y fracasos para mejorar futuras estrategias y maximizar el valor de tu inversión en medios.

Media placements can amplify your message, but there has to be an already established presence to begin with to have a strong ROI. You can pay a lot of money for eyeballs, but most of the time it’s not targeted enough, it’s a one size fits all approach with poor execution. Billboards work for McDonalds. Perfume ads work in magazines. Seinfeld ads work on buses. Those approaches may not work for your brand. The best way to get the strongest ROI is to do everything organically. Be strategic, be savvy, and figure out how to insert your brand, your company, your story in the existing narrative. Strong storytelling is at the heart of everything.

Take this as an example: My target audience can’t stop talking about one of my ad on a brochure or what they saw online Why? Because they saw it at the right time and in the right place and resonates with the message behind the ad. That’s the impact I need to make with my media planning campaign. I have had my prospects write back to me after 1 or 2 years with a solution I offered because of my message. Have clarity on your message, the words and the tone used.

Lo más importante en todo el proceso es medir, una campaña que no se pueda medir, es solo información que no se puede argumentar y menos comprobar. Recuerden estar muy pendientes del proceso, analizar constantemente el comportamiento para poder corregir y optimizar.

When it comes to media placements, there’s three kinds that are big: “earned”, “owned” and paid. Paid opportunities should be heavily scrutinized and in the majority of cases they are not going to give your brand the boost you want if it’s a paid feature. The exception to this rule could be paid submissions for awards. Awards look great when you win and are typically not free to apply for. If you’ve never gotten any press, paid opportunities can be an easy way to start, but earned opportunities typically have so much more ROI and offer validity to your brand that paid opportunities never can.