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Guest Column
Media Quantemplations: Media Integration – Digitally powered!

Guest Column
Media Quantemplations: Media Integration – Digitally powered!

Author | Arpita Menon | Friday, Jul 16,2010 8:34 AM

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Guest Column<br>Media Quantemplations: Media Integration – Digitally powered!

It is heartening to see the industry moving slowly but surely towards a more integrated approach to planning media. This is because more and more clients are demanding a media-neutral, brand-focused approach to their communication plans. Dismantling of individual specialised profit centers within agencies and aligning them to brand teams is a necessary step that agencies like Mindshare have put into place.

Digital integration – now!

Digital media seem to unfortunately stay out of the integration ambit. Are digital media vehicles alien beings from outer space? Is technology so difficult and ‘other-worldly’ that it is fated to be forever pushed aside by media planners citing technological ignorance? Media agencies are not bringing their in-depth knowledge of the brand to bear by having specialized cells and not the media (brand) planner plan digital media. This is also the reason that most of the leading digital agencies are independents! It’s time to stop treating digital media as step-children and to integrate it into the overall media plan. With the youth (and even more so kids) being so linked into this space, do we really have a choice?

comScore really scores!

Powering this revolution will be comScore’s panel which takes the online space and makes it talk the language that all media planners understand – reach, frequency, affinity index et al! Comscore has 6,50,000 people under measurement in India. That’s double the size of our sample for national readership surveys like the IRS! The icing on the cake is that this is all captured and not reported behavior. Currently only Print, TV and Radio (in 4 markets) allow for any reach based metrics.

Talking the planner’s language

TG specific – It is possible to plan the online activity basis gender and age of the user

Reach vs Frequency playoffs –Reach of a site and average number of times it is visited helps fine-tune the plan by aligning it with the brand’s reach vs frequency (or repetition) priorities

Site
% Reach Web population
Average Freq
Orkut
10.3
1.3
Cricinfo
3.5
3.7
Bhaskar.com
0.6
20.4

* 5 million impressions over a month

Duplication –Reach maximisation is possible by including sites with lower duplication

Affinity Index – Helps minimise wastage by selecting sites which have higher proportion of users from the TG base

  Gaadi Rediff
% Reach - Web audience 1.3 26.9
% Reach - Automotive heavy 24.0 46.5
Affinity Index 1847 173

Campaign level Reach-frequency –It is possible to get reach-frequency of a campaign and more importantly the software allows simultaneous experimentation with parameters like varying impression levels or sections within the site

Optimizer –An in-built optimizer throws out the most efficient plan which meets the pre-defined objectives like reach maximisation or cost-minimisation

Intensity-based plans –the TG can be looked at with an additional layering of intensity of online usage. Plans too can be modified to account for the difference in online behavior for the heavy vs the medium or light user. This would mean a balanced delivery across different intensity levels vs an over-delivery in say the heavy segment and an under-delivery in the medium or light segment

Behavioral targeting –What is the focus of our TG when online – chatting, instant messages, gaming, blogs, information or visiting auctions? Which category interests them – auto, retail, computer hardware, books, movies, family and parenting, etc.? It is now possible to fine-tune our TG definition even further and do focused targeting

Scheduling –Audience flow as they move from one site to another is mapped and the result is a really cool database to plan a campaign as it ensures that your communication chases the consumer as he navigates the online space

Market specific planning : On the anvil is state level reporting starting next month which will allow for market targeted mapping of consumer behavior leading to market specific plans and strategies. Your brand’s digital plan for West Bengal would be different from the Maharashtra plan or the Karnataka plan basis behavioral insights thrown up by the data

Vive la revolution!

The real issue – what needs to be shouted from the rooftops by every person remotely associated with the online space, is just not getting the mileage it deserves! This is true to the character of digital media, quite like the dutiful son who goes about quietly and responsibly doing what needs to be done without making a fuss. Which other medium gets evaluated on such stringent parameters or gives such a measurable link to sales? It’s time to get each planner in every media agency to start thinking and planning digital. Only in integration lies the true victory for the online industry and its time for a movement, an uprising, a revolution!

(Arpita Menon is Managing Partner, Quantemplate. Quantemplate is a media analytics company focused on maximising realisation for media owners.)

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