Theories & ideas of media planning

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Bayer marketer: Agency “inertia” leads to brands in-housing

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Bayer Consumer Health, the pharma company, is seeking to introduce greater dynamism into its media strategy.

Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness

Research Paper • Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

The ad frequency debate: what works best?

News • 05 March 2019

Media planners should understand the development of the frequency debate and the implications of the plans that they put together, an industry figure advises; there is a cost to excessive frequency as well as a difficulty to overcome with ...

Unilever’s three recommendations for the future of advertising measurement

Article • Stephen Whiteside, Event Reports, CIMM Summit 2019, February 2019

Unilever, the fast moving consumer goods giant, is seeking to overcome some of the main obstacles facing brands in the measurement space.

Is it time to move on from frequency?

Article • Michael Chadwick and Richard Frampton, Admap, March 2019

Considers if the industry has fallen out of love with frequency as our consumption and understanding of media has evolved.

The evolution of effective frequency

Research Paper • Chris Sloane, Admap, March 2019

Looks at the history of frequency theory and what this can teach us in today's media environment.

How behavioural science explains the brand gap

Article • Brian Carruthers, Event Reports, The Future of Brands, February 2019

Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.

There are no ‘golden rules’ for optimal frequency

Article • Phil Sumner, Admap, March 2019

Provides broad considerations for marketers when thinking about frequency, while reaffirming that there is no rule book to follow.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

What we know about advertising clutter

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Radiocentre: Re-evaluating Media – What the evidence reveals about the true worth of media for brand advertisers

Research Paper • MRS Awards, Finalist, MRS Award for Media Research, 2018

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

What we know about dwell time

Article • WARC Best Practice, November 2018

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Why reach and the long term matter: perspectives from Hegarty, and the gap between the crowd and the evidence

Article • Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Why TV should be part of every brand marketer’s toolkit

Article • Mickey Wilson, ANA Magazine, Forward, October 2018

The average American still spends a lot of time watching live TV – advertisers' target viewers are in fact sticking with live television, and view video and TV online far less often than assumed.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.

Do brands need ethical media buying?

Opinion • Lawrence Dodds, September 2018

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

How we can fix the distraction economy

Article • Oliver Feldwick, Admap, September 2018, pp. 22-24

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

The future of strategy 2018

Article • Amy Rodgers, Adrian Ho and Ian Edwards, WARC Webinars, August 2018

Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.

Why we need communications planning at Facebook

Opinion • Ian Edwards, August 2018

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Cross-media measurement will grow digital brand advertising

News • 07 June 2018

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

The company brands keep

Opinion • Faris Yakob, May 2018

There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.

Unilever tests blockchain on media-buying

News • 02 April 2018

NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.

Unilever and IBM apply the blockchain to media buying

Article • Stephen Whiteside, Event Reports, BRITE 2018, March 2018

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Re-evaluating media

Research Paper • Ebiquity, March 2018

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
The future of strategy 2018

Article • Amy Rodgers, Adrian Ho and Ian Edwards, WARC Webinars, August 2018

Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.
Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness

Research Paper • Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.