Media spend level
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What are the primary benchmark for planning a new campaign in Nigeria media scene? These questions are answered from three simple perspectives. Enjoy!!!
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Media12062005
1. Media planning involves selecting the right media vehicles to direct messages to target audiences at the optimal times.
2. Key factors in media planning include defining the target market, budget, competition strategies, message nature, and reach versus frequency versus continuity.
3. Media objectives and strategies must consider various media types, schedules, budgets, seasonality, promotions, and cost efficiencies.
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- Inventory left after the upfront is sold in the scatter market at fluctuating prices depending on remaining supply.
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Rationale document gm
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Setshwano Setshogo Profile
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TVVIS VIP Survey
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Hulu has delivered strong results for many clients. Marketers have tested a mix of direct publisher and aggregator platforms for streaming video. Some clients saw growth in audiences for healthy/lifestyle programming as people sought escapism.
Most budgets previously allocated 90% to traditional TV and 10% to streaming, but some shifted small amounts to streaming. Linear TV provides better performance for the cost than streaming. Placement depends on goals, audiences and budgets of each client.
Marketers consider indicators like demographic/rate efficiency, unique reach, behavioral targeting, addressability, and attribution/measurement when deciding
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This report summarises the findings from the 2016
programme of research and analysis, providing an
overview of the pay-TV innovation landscape and setting
out the views of industry executives around the world
– in Europe, Asia Pacific, Latin America and North
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about the innovation challenges and opportunities
facing the industry and outlines a set of innovation
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SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
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2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
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Media spend level
- 1. Media Plan Buying Rationale Media Spend Guide Media Plan
- 2. At this launch stage, testing the effectiveness of the campaign is very important, i.e. beside creating awareness for a brand, you need quick feedback that tells you if the ad is delivery sales or not. And is appropriate positioning achieved based on the communication material and medium the ad is been seen or heard? Introduction
- 3. Media Selection Rationale Media Rate Users Affinity % Reach Content Likes Highly rated time belt and channels should be considered in a media plan Selection should also be based on the consumer affinity to the TV station i.e. premium or low-end contents The eye-balls, the likes and followership a content gets determine its selection in a media plan The cost rate of a TV program or Radio station determines its selection in a media plan, lower gets first consideration
- 4. Media Planning Options Gold Plan Silver Plan Bronze Plan this is the ideal spend for any brand playing in a clustered and highly competitive market category, launching at a maximum spend level it is an ambitious media investment level for a brand in a clustered market category, spending at an average level among top established competition this is below the market recommended investment, but with traction in Lagos or the brand strongest market
- 5. The Gold Media Plan Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Pan-Nigeria More inclusive, covering all states in Nigeria through Cable & Network channel buy-in i.e. DSTV, NTA, AIT Lagos Inclusive NTA & AIT Dominance Fast Delivery The plan delivers the highest Reach & the most suitable tactical buy to gain immediate awareness across Nigeria High Budget Lagos is the only state that is included in the Gold plan, being the hub of CPG in Nigeria. Lagos is the only state where private TV channels dominate, other state has only NTA & AIT as the most watched TV channel. The budget is usually high because deployment is cable, network channel and Lagos where cost of buying media is relatively high
- 6. Pocket Deployment Income Dependent Budget Dependent Distribution Strength Radio as Priority Lagos and other economically viable states i.e. Kano, PH, Abuja, Ibadan are considered when adopting the Silver media plan approach to launch a brand The media investment cost involved is low compare to the Gold plan, but limited to states with high income-earners population. Recommended media plan for new brand with average category budget, testing its brand acceptance in Nigeria This plan focuses on lucrative states and the brand distributorship strength and locations High use of Radio is recommended to gain traction within short period of launch Silver Media Plan
- 7. Bronze Media Plan Lagos Only Spend Low Budget Brands Spending at a low level that will enable the brand to grow into other markets (states) at a well studied approach gradually and steadily First Touch Point The deployment consider Lagos as the first touch point for most consumer goods and services in Nigeria This media plan focuses only on Lagos without any direct media investment in other states, as it is the most developed market in Nigeria
- 8. 0% Abuja 20% 40% 60% 80% 100% 120% 140% PH Ibadan Kano AIT NTA Others STV RSTV TV Ratings
- 9. Top 5 TV Channels in Lagos AIT General entertainment content and popular with its early morning newspaper review – Kaakaki TVC Strongly rated for political programs and general entertainment. ONTV Popular for entertainment and youthful contents. Leading across Lagos with Jodi Akbar being its most popular program Channels TV Mostly refer to as Nigeria CNN due to its deep news reporting and coverage, popular among the ABC Galaxy TV Popular among the lower class Lagos TV viewers with high number of Nollywood 13% 15% 11%20% 9% Others are STV, LTV, MITV
- 10. ◆ Fee Model Agencies Fee is based on two scenario: Service Fee Agencies are paid a 15% on the GROSS media spend i.e. the gross is before any deduction – the real value of media investment before discounts Flat Fee Base on the volume and value of business a Retainer is usually agreed and it usually last for a minimum of 1 year 100%15%
- 11. Prepared By: Emmanuel Jaitto-Jeffrey jaittoemmanuel@gmail.com 234.806.120.5359TELEPHONE: © Emmanuel Jaitto-Jeffrey. All Right Reserved ® DM me for Q & A …Looking out for new ways to Reach your target
Notas del editor
- These channels dictate the ad spend in Lagos market as their media rate is always and a benchmark for other media