How digital advertising is becoming an integral part of media planning process

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Information about How digital advertising is becoming an integral part of media planning...

Published on June 7, 2016

Author: PierceComms


1. DIGITAL: An integral part of the Media Planning Process

2. ADHAUS MEDIA LTD • Established in October 2002 by Steven W Johnston • Modelled on agency evolution in NYC, London & Dublin • Northern Ireland’s ONLY Independent Media Agency • Media Strategy across the entire Media Mix • NEW Sponsorship Division created Q1, 2016 • NEW Digital Division created Q2, 2016 • NEW Recruitment Division planned for Q3, 2016 • Projected turnover 2016 up 100%; 40% Digital Media



5. UK ADVERTISING SPEND Source: WARC & Advertising Association


7. MEDIA OWNER EVOLUTION • TV – Display – Red Button – VoD – Live TV • Press – Display – Social Media – MPU Video – Native Content • Radio – Display – FB – OBU/Connectivity – PP – Snapchat • Outdoor – Sound – Smell – Bluetooth – NFC – Digital LED

8. BENEFITS OF VOD ON THE ITV HUB • Allows access to highly demanded programmes • Extends reach of standard broadcast • Build a bespoke schedule • Adverts can be clickable • You can geo-target by town • Viewers are more engaged • You can’t skip the ads

9. VOD COSTS Format: Standard VOD Area: Northern Ireland Demo: 16-34 women Period: Running over 4 weeks Impressions: 28 500 Rate: £35CPM Budget: £980

10. NATIVE CONTENT • Ad served in editorial position above the side-rail • Clicks through to Full Native Article • Content for the Ad position supplied by the Mail Online Native & Design Team – supplied to client for sign-off • Editorial Content written by dedicated Native Team in Dublin

11. CREATIVE FORMATS Christmas 2015 ‘Welcome Home’ Online & Digital OOH Coke sent a welcome home greeting directly to the arrivals at Dublin Airport Reinforce brand awareness a1.3 Million impressions, 62,000 clicks, or 4.77 % Click through rate Maximise the Christmas brand association and emotionally engage consumers a300 unique greetings Fuel social sharing a5,851 Facebook Shares and 1,308 Tweets

12. • Majority of TV campaigns now with VoD (ITV Hub, All 4, Demand 5) • Radio spans Cross-Platform (On-air, Online, FB, PP) • OOH moving to HD & Digital Formats • Videology used to communicate clients’ brand message • 20% of Advertisers’ Budget on Digital SPONSORSHIP D RECRUITMENT Y DIGITAL S


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