4 Steps To Improve Your Media Planning Now

4 Steps toImprove YourMedia Planning NowHow to maximize every dollar

Make every mediadollar matterBecause the media landscape isincredibly complex, marketers spendsignificant resources to plan theirmedia mix.But surprisingly, 65% of CMOshave no idea how their marketingis performing, according to a recentstudy conducted by Deloitte,Duke University and the AmericanMarketing Association.Modern marketers have to movefast, and their media plans mustdemonstrate that every dollarResearchModelingTestingIteratingspent matters. A solid, data-based approach to research,modeling, testing anditerating will improve a mediaplan’s effectiveness, and deliverthe insights needed to makebetter decisions.To learn more from Quad’s media thought leaders,watch this on-demand webinar, “Save Yourselves:What marketing leaders need to know about mediato keep their jobs.”

“ Don’t wasteyour time andmoney onconfirmativeresearch.”Earl Potter, Ph.D.,Senior Vice President of Media AnalyticsQuad 2021 4 Steps to Improve Your Media Planning Now3

RESEARCHResearch with change in mindResearch intentionally.It seems obvious enough. Yet, many marketing organizations go through the motionswithout intending to make any significant changes. Too often, research is designed tocheck a box or validate already held assumptions — a waste of time and resources thatwon’t impact the business’s trajectory.A better way to conduct research is with the goal of doing something differentbecause of the results.Research for better decision-making:It’s about insights, not data.Data gathering: Necessary fordefining target audiences — age,city, household income, and basicdemographics and purchase history.Insights: A deeper understandingof target audiences — behaviors,values, attitudes, interactionpreferences and lifestyle drivers.Insights allow you to developricher, omnichannel media plansthat resonate with individualsand segments.Quad 2021 4 Steps to Improve Your Media Planning Now4

A more complete research regimen drives positive changesReexamine existing research When you ask an agency partner to look into something, ask:––Was this research trying to validate a perspective?Or was this research to facilitate change? If the answer is “validate,” look at the research again through the lens of change.Is there data that’s telling you something different than what you believe?Expand consumer segments Sometimes marketers are enamored with a particular segment (usually the largest)and lose sight of other customers (like the most engaged) Don’t sacrifice the universe of consumers for one target audience;gut-check your insights against multiple segmentsFollow through on insights Research could reveal your target customer is heavily engaged with social media;the reaction would be to dump more money into social channels Think beyond reach – focus on connections; take time and money to sendtest messages first to better understand what specifically addresses yourconsumers’ needsIdentify strategic opportunities Go beyond optimizing media buys; use insights to identify more offerings. For example,if research reveals your target customers are value-driven, test a loyalty rewardsprogram instead of blanket offers to everyone.RESEARCHMODELINGTESTINGITERATINGQuad 2021 4 Steps to Improve Your Media Planning Now5

“ Don’t shoehornyour questionsinto a tool thatwasn’t designedto provide theanswers you need.”Earl Potter, Ph.D.,Senior Vice President of Media AnalyticsQuad 2021 4 Steps to Improve Your Media Planning Now6

MODELINGUse a full suite of modeling to answerall media-related questionsToo often, budget drives the search for a single, one-size-fits-all modeling approach.It doesn’t exist, so stop looking.Instead, start by identifying the questions you want to answer. For example: Which TV stations are over/under invested? Which digital buys lead to the largest incrementalsales increases? What channels deliver more conversions in a particular region? Which messages produce in-store vs. online sales?You can’t answer all of these questions with a single model. But using a number of complementarytools will help fill the gaps to give you more complete information. Use this modeling hierarchy forboth strategic allocation and tactical effectiveness.1Strategic Mix ModelingProvides insights into appropriate marketing and media spend, channel planning andforecasting. Make sure to factor in outside influences like major events or seasonality.Use for: Informing annual media planningAnswers questions like: Is it more effective to place TV ads in 10 markets over 10 weeks? Or is it betterto place more ads during a concentrated three-week period? Which channel(s) lead to more conversions in the Southeast regionvs. the Northeast region?Quad 2021 4 Steps to Improve Your Media Planning Now7

2Tactical Mix ModelingMoves from high-level insights to the tactical information for monthly or seasonaloptimization decisions. Combines both offline and online media data with offlineand online sales or traffic data to provide the marketer a full picture of how theirinvestments are performing.Use for: Monthly planning check-ins; plan adjustmentsAnswers questions like: Which digital buys lead to the largest incremental sales increases? What geographies respond best to OOH investments? What offline messaging and tactics are driving online sales?3Digital Response ModelingUseful for analyzing near real-time consumer-level reaction. Allows you to adjustdigital strategies and increase engagement during campaigns.Use for: Monitoring and fine-tuning digital campaign performanceAnswers questions like: Which display ad is generating the most clicks? How many consumers who clicked made purchases? What messaging is resonating with connected consumers?Combining these three techniquesprovides a fuller understanding for moreeffective media planning, adjustmentsand iterations.RESEARCHMODELINGTESTINGITERATINGQuad 2021 4 Steps to Improve Your Media Planning Now8

“ Never run a testif you believe theresults will beinconclusive.”Gwen Maass,Vice President, Media ServicesQuad 2021 4 Steps to Improve Your Media Planning Now9

TESTINGTest boldly to improve campaign performanceMany marketers see testing as obligatory. What’s really needed is bold testing that yields definitiveanswers that will improve campaign performance.There’s an assumption that bold tests are expensive. Therefore, some marketers pull back, opting for awatered-down test strategy. The result: Inconclusive results and wasted time, money and resources.When marketers apply a bold testing strategy, they getconclusive data to support ROI, without increasing spend.What is bold testing?Tests that are frequent enough to inform multipleiterations of every campaign.Examples: Results from Q1 tests can be implemented no sooner than Q3.Don’t wait. Make the most of time and conduct tests in Q2 as well,establishing a continuous test and iterate cycle. The first test looks into the big questions; you dig into more nuancedissues with subsequent testsTests that don’t leave you with inconclusive results.Examples: Go dark with traditional marketing vehicles in one market segment,and move those resources to targeted digital. (You’ll know for surewhich drives more sales — expect lots of pushback!) Change to entirely new creative rather than making minor imageor content adjustments Direct 50% of your media spend to a targeted testing initiativerather than just 10%Quad 2021 4 Steps to Improve Your Media Planning Now10

Ask these questions to embolden your tests:ConstructIs the design of the test appropriate for the questions you want to answer?ImpactOnly test what matters. Save time and money by asking this question first: If I getclear direction from the test, will the resulting change have a meaningful impacton my business?TIP: If a test won’t lead to a significant increase in salesor profitability, don’t test.ConclusivenessIs the design of your test going to yield solid results? Is the test set up withenough budget, scope and duration to uncover the information you need?TIP: Don’t waste time on tests that are too meek to yieldactionable insights.PracticalityAssuming everything goes smoothly and the test delivers clear insightsabout what to change, can you implement those changes?TIP: Make sure the idea you’re testing can beoperationalized. Get buy-in before testing.RESEARCHMODELINGTESTINGITERATINGQuad 2021 4 Steps to Improve Your Media Planning Now11

The goal: To become a learning organizationData and insights generated by bold tests become even more valuable when applied in a layered method.Conduct overlapping tests in cycles so that you continually learn new things that can be implemented forthe next campaign.Testing follow-up questions transforms yourteam into a learning organization. Apply thefindings of each test to improve future mediamix and spend.RESEARCHMODELINGTESTINGITERATINGQuad 2021 4 Steps to Improve Your Media Planning Now12

“ Iterating slowly cansometimes resultin not learninganything at all. Youneed to get aroundthe cycle faster.”Gwen Maass,Vice President, Media ServicesQuad 2021 4 Steps to Improve Your Media Planning Now13

ITERATINGIterate quickly and confidentlyMany marketers fall into a simple trap when it comes to iterating campaigns:They move too slowly. They want to limit risk and not change too much too quickly,afraid of breaking what’s already working.The truth is: Being timid hampers results.The goal is to get more versions of campaigns into market and blow out what works.To do this, marketers need to iterate quickly.Reduce handoffsOptimize your creative production process to reducehandoffs. Multiple handoffs slow things down.Streamline by taking a content-first approach tocreative development, and, if your agency portfolio iscreating drag on the process, rely on fewer partners.Challenge your processes and eliminate loopbacksand other unnecessary steps.Limit approversOften, multiple stakeholders feel compelled to inserttheir POV and insist on being part of the approvalloop. But too many approvers create time lags andunnecessary rework. Limit the number of peoplewith input and approval power to get more iterationsinto market faster.RESEARCHMODELINGTESTINGITERATINGQuad 2021 4 Steps to Improve Your Media Planning Now14

Perfect the media cycle12ResearchModeling Aim to produce change, notreinforce established beliefs Use a combination of modelsto get a complete understandingof media performance Research all target segments,not just your ideal customer Fine-tune media planningby focusing on big-picturestrategic modeling, offline/onlinetactical insights and more granularattribution models Reexamine existing researchto see what insights canbe gleanedThoroughresearch yieldsbetter inputs formodelingFaster iteration,better decisionmaking withinmarketingcyclesUse test resultsto guide eachnew iterationIteratingTesting Be decisive: make changes informedby testing data immediately Test boldly, for actionableresults & insights Streamline the creative process:too many handoffs slow things down Don’t let too manystakeholders muddy the testwith off-point questions Limit the number ofapprovers to get iterationsinto market faster4Multiple modelsframe a strongertesting plan Stagger testing: waitingfor results means downtime,so continually test to informfuture tests3Quad 2021 4 Steps to Improve Your Media Planning Now15

The bottom lineGreat media plans treat eachcampaign as a work in progressmoving toward an ultimate goal.By changing strategies in four keyareas — research,modeling,testing and iterating — youwill develop a complete planningoperation that maximizes data,technology, people and experience.You’ll be able to act faster, testbolder and increase efficiency,leading to better results.ResearchModelingTestingIteratingFor more ways to strengthen your mediaplanning efforts, visit Quad.com.

Quad 2021 4 Steps to Improve Your Media Planning Now 4 RESEARCH Research with change in mind Research intentionally. It seems obvious enough. Yet, many marketing organizations go through the motions without intending to make an