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DIGITAL MEDIA
WEEK 14 TUTORIAL
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TODAY’S TUTORIAL

• Questions you need to address BEFORE working on your digital plan

• How to plan the digital campaign
• How to calculate digital cost using CPM
• Case Study: Nike ‘She Runs’
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QUESTIONS TO ANSWER, BEFORE WE BEGIN DIGITAL

PLANNING

1. What do we know about our brand’s past digital activity?

2. What kind of digital goals should we create to support our advertising
objectives?
3. What can we measure to prove the digital campaign was successful?
4. How can our digital media channels work together with our offline
media?
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DIGITAL MEDIA SHOULD COMPLEMENT,

NOT REPLACE OFFLINE MEDIA

TRADITIONAL MEDIA DIGITAL MEDIA

REACH SPARK ATTENTION INFO INTERACTION ACTION

• Use digital media to support not to replace traditional media

• Check for consistent, cohesive messaging to your audience
• Use digital media to drive traffic to stores and online channels
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ACHIEVING OUR DIGITAL OBJECTIVES

Objective: REACH Objective: ACT / CONVERT Objective: ENGAGE

Choose digital mediums that Achieve conversion to goals, such Build fan relationships to
build awareness as new fans, leads and sales. encourage repeat visits and
Make the whole consumer user sales
experience an easy one

Media and Tactics: Media and Tactics: Media and Tactics:

Facebook Video Posts Choose digital media formats Create meaningful content
Instagram Posts where a click-thru link can be E-newsletters
Instagram Stories added, for consumers to share, Online video
Display Advertising register, jump to brand’s website GIFs
Email Marketing or to make a purchase Games
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PLANNING THE DIGITAL PORTION OF OUR CAMPAIGN

Set Goals
and Plan Create Implement
Objectives

- Check that - Go back to your - Adapt advertising - Put together

your digital Media Brief and creatives for the media
media goals media selection. digital media schedule
are in line - Are your choices formats. based on the
with your suitable for the - Check messaging Media Brief,
advertising brand and the and link to the Big Media Mix
objectives. audience? Idea and budget
- How much should allocated
you spend?
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CALCULATE THE COST OF DIGITAL MEDIA USING CPM

(COST PER 1000 ADVERTISING IMPRESSIONS)
Example:
• If a website has $2 CPM, it costs $2 to reach 1000 impressions (or exposures) of the ad
(NOTE: exposures, not 1000 people).
• Most platforms can have an average of 1 billion impressions a day, it means impressions are
endless!
• We need to calculate how many impressions (or exposures) we can afford to buy, based on the
budget we have set aside.
• The more impressions you buy, the more exposures you get.
(TOTAL IMPRESSIONS / 1000) x CPM = COST FOR ADVERTISING

(200,000 / 1000) X $2 = $400

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CALCULATE THE COST OF MEDIA USING CPM

(COST PER 1000 ADVERTISING IMPRESSIONS)
MEDIA CPM Ad Formats
MEDIA PLANNERS:
Facebook $12 Engagement post, Link post,
1. Decide how much of your budget is set aside for Video post, GIF
digital media Instagram $10 Instagram Video Post,
Instagram Static Post,
2. Choose the media platforms you want to Instagram Stories
advertise in and have a rationale WHY. Twitter $7 Video tweet, Sponsored tweet
Yahoo $15 Leaderboard, Half Page Banner,
3. Choose the advertising format Skyscraper Banner
4. Calculate the TOTAL COST using the CPM. See
YouTube $8 Display Ad, Skippable Video Ad,
how far you can stretch your digital budget. Non Skippable Ad
AsiaOne, $15 Leaderboard, Half Page Banner,
If you need the CPM for other Straits Times Skyscraper Banner
platforms, search online.
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DIGITAL MEDIA PLANNING CHECKLIST

 Objectives: Are the Digital Media objectives aligned with advertising objectives?
 Media Mix: How will all the different types of media work together, to deliver a consistent
message?
 Measurement: What could be measured to prove the success of the campaign?
 Creative: How will the Big Idea and creative work be adapted to suit a digital format?
 Budget: Is it within the media budget?
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CASE STUDY: NIKE ‘SHE RUNS’ (AUSTRALIA)

ISSUE
• Nike had always designed shoes for women’s feet, but
had never exclusively communicated this to a female
audience.
• According to Research: Nike was the top consideration
for female runners, however brands like Asics were seen
as the “running specialists”.
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CASE STUDY: NIKE ‘SHE RUNS’ (AUSTRALIA)

OBJECTIVE
• Find a way to connect with female runners and get them
talking about Nike.

AUDIENCE INSIGHTS
• Running is an individual pursuit.
• Women had a tendency to run alone, often left to overcome
their own fears and achieve their goals by themselves.
• Women lacked a forum to communicate, achieve goals and
conquer barriers together.
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CASE STUDY: NIKE ‘SHE RUNS’ (AUSTRALIA)

MEDIA STRATEGY
Create real
running groups

Create a community
for young female
Organise running Build digital
runners bound by a event communities

passion for running

Mobile
Advertising in
interactivity. 87%
women-centric
of women run
worlds
with their phone
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CREATIVE MEDIA PARTNERSHIPS

• Partnership with Cosmopolitan Magazine.

• Editorial feature about night running
• Advertising in the publication
• Display banners on Cosmopolitan.com.au
• A co-organised running workshop for readers

• Partnership with Universities

• Networking and recruitment through CCAs, gyms and Schools.
• Posters across University campuses
• Emails sent to 39,834 female students
• Promotions on university social media
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NEXT STEPS

• Download Media Plan Recommendation Template

• Review of completed Media Brief
• Finalise all creative executions