2011 Media Planning
February 23, 2010 by Benjamin Christie · Leave a Comment
Believe it or not a great deal of digital advertising agencies are already undertaking their 2011 Media Planning for their clients. The RFPs from agencies coming in right now are mostly for companies planning media from July 2010 through to June 2011 activity. This is very different from media planning which we experienced last year with most planning taking place either a couple of days from going live or at a maximum of 8 weeks in advance.
Interestingly most companies have increased their budgets for 2011 Media Planning by approximately 2 to 2 and half times from that in 2009/2010. Many of the companies we deal directly with in the food, wine, tourism and kitchen appliance industries are all looking at online as a cost effective channel to achieve growth in sales.
Already apparent across 2011 media planning that we’ve seen is the shift from the performance based metric of just click through rate (CTR) over to the broader brand based metric of engagement rate. The move to engagement rates suggests that a heavy emphasis will be placed on creative development in 2011, using high visibility units such as video. This is very different from the past where most campaigns booked consisted of only regular display units such as 728×90, 300×250 and 160×600. Its seems that agencies are planning to use creative such as pre roll video, widgets, long term integration, dynamic ads, expandable units, interstitials, background skins and social networking elements all which can be executed through Gourmet Ads.
For companies in the Food and Wine space, Gourmet Ads is a natural fit, but some of the media planning we’ve seen in 2011 is for companies outside of this space. Advertising agencies have recognised the value of our female grocery buying audience which has led to RFPs in the tourism, financial, automotive spaces indicating that many brand advertisers are seeking quality inventory out of their “safe” advertising places that they used in 2009 and Q1 2010.
Gourmet Ads can help you or your advertising agency develop your 12 month plan to target your audience online throughout the year. By booking media in advance (either 6 month or 12 months) allows us to offer significant discounts on CPM rates and bonus impressions increasing your return on investment.
To have Gourmet Ads help with your 2011 media planning, please Request for Proposal from us or to learn more about Gourmet Ads, download a copy of our media kit.
