benchmarking media value
measuring media added value
At P3Media we have a very simple approach to determining whether a client is getting good value from the Media Buying side. The right discount levels mean that wherever you determine you need to be, you’ll be buying those environments at a good price relative to the market. But the level of discount is not the ‘be all and end all’.
the right value is better
The overall package can be significantly improved by securing the right added value. There are the obvious elements such as bonus spots on broadcast media, free space in print and additional signage in outdoor but do these add to the campaign in a way that generates a real increase in campaign potency and cut through?
value is determined by the strategy
When determining weights of activity for Television and Radio, most media planners and buyers will plan weights to achieve reach & frequency goals without taking into account additional bonus activity on the basis that it can’t be relied upon and is often of dubious quality. The net result is that bonus activity is very often ineffective over exposure of low engagement at less appropriate times of day.
Other types of added value may well be of greater real value to the client. Customised promotions, tailored sponsorships or web based extensions can add new dimensions to a campaign that prove far more effective in elevating awareness and creating a stronger consumer connection.
operational value versus strategic value
P3Media’s approach to Added Value is to break it down into two components. Operational and Strategic. Operational Added Value is additional inventory, i.e. more of the same activity such as bonus airtime or space. Strategic Added Value is deemed to deliver against business objectives and/or the communication objectives of the campaign – an additional element that adds a new dimension to activity.
negotiating the best added value
What we tend to see when analysing clients’ campaigns is a lot of Operational added value at the expense of the Strategic. Our role in these instances is to work with the Client and Media Agency to maintain (or even improve) the overall level of added value but within this to increase the proportion of Strategic and through this enhance its capacity to resonate with the target market.
We are careful not to devalue important elements of Operational value but to encourage trade offs when Operational can be replaced by strategic Added Value of greater overall benefit.
determine if you are getting the value you need
P3Media has an extensive pool of information on discount levels and added value parameters across all major media. To find out how to access this information and benchmark your current arrangements, contact Stephen Wright at P3Media in Sydney 02 8399 0922 or Melbourne 03 9682 6800 or email email@example.com
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