• by Cory Treffiletti , Featured Contributor, August 9, 2006

Since the model for general media planning is going to see a continued shift in the coming years, I thought I'd take a moment to explain where I think it might be headed.

The model for media planning is going to shift in a way where we categorize the desired role the media will play in our interaction with the customer. As I see it, there are three primary roles for media. The first is an introduction model, where the consumer is initially made aware of a product or service. This introductory media can be purchased in bulk and relies on the typical model of GRP's or audience identification. This is the category of media that can be purchased in an upfront model or possibly in an auction model, though that model has not yet proven to be successful for many forms of media. This media consists of your basic broadcast, broad reach online and print to an extent, as these are primarily unidirectional media, meaning that you convey a message out to a large audience, and there is no method for feedback built in.

Supplementing this introductory model are unique sponsorship and partnership elements. These are the elements of an upfront or negotiations which cannot be purchased, based on pricing and are more indicative of a larger relationship. These are still awareness-driving tools. but they are unique to that campaign.

The second category is response-oriented media. These formats represent a two-way street. These are sometimes referred to as direct-response, but I think that pigeonholes them too much. I like to consider them media vehicles with a deeper opportunity for interaction. These range from search and most targeted online placements to point of sale, direct mail and mobile efforts. These are slightly higher in base pricing, but they are immediately accountable and they support the message that was initially introduced in the first format of media. The pricing model here can be performance and demand-based, such as with CPC pricing from Google, or they can be fixed pricing on a CPM or some other model. I don't see these as strong auction pricing opportunities unless they are performance priced--and I still see advertisers willing to pay a premium in these situations, because this is the most important element of your media plan. This is the element where you truly gain information on the effectiveness of your efforts.

The third role of media will be reminders. These are low-cost media, which are not effective at introducing an idea and are probably not too effective at offering an opportunity for interaction. These are really just to remind you of a product or service, hopefully at a relevant moment. Radio fits in this space, as does non-interactive outdoor and some other formats of media. These are typically inexpensive media, and they can be purchased on an auction model, as these are the most commoditized formats to work with.

As more opportunities for interaction with the customer through media appear, it becomes very important to understand the role that media will play. The real trick is not this categorization that I am coining above, but how you predict the inter-relationships of these media and how you respond to the accountability afforded to each of them in a digital environment. There are ways to read the response, or lack of response, from each of these, and that's where the trick comes in.

That's where your selection of an agency or a partner becomes extremely important. You might ask why I would volunteer this information to everyone reading this column. My response is simple. I don't think any of this is new. I don't think this is entirely my vision. I think it's culled together from many smart people whose work I read, and with whom I discuss these topics. My question to you is, "do you think this is correct, and have you heard it before?" If you haven't, I would ask, "why"? If you have, then what have you done with it?

So what do you think?