Media strategy: From objectives to impact
How do you evaluate a media strategy, from strategic thinking to measurement?
Introduction
Evaluating a media strategy goes beyond measuring the results of a campaign. It starts much earlier: you need to ask the right questions, translate an ambition into clear challenges and objectives, and then define the indicators that will allow you to assess performance.
This interactive session will explore the different links in this chain: from defining audiences and objectives to connecting branding and performance, through structuring messages and KPIs, to the different approaches used to evaluate the effectiveness and efficiency of media investments.
But beyond frameworks, tools and data, we will focus above all on what gives them meaning: strategic thinking and sound judgement. In an environment where almost everything can be measured, the real challenge is no longer simply having access to information,but knowing how to distinguish the signal from the noise and turn those insights into the right decisions.
What will you learn?
The session is structured around four pillars:
- Asking the right questions to translate a business challenge into communication and media objectives, in order to define what the media strategy actually needs to achieve.
- Building a coherent evaluation framework, from defining audiences to establishing the role of different media channels and tactics, with particular attention to the distinction between branding and performance approaches.
- Defining key performance indicators (KPIs) and building a measurement framework that connects objectives, observable signals and expected results.
- Evaluating the effectiveness and efficiency of the media strategy by choosing appropriate measurement methods and, above all, interpreting the results to distinguish the signal from the noise and inform decision-making.
For whom?
This Master Class is aimed at advertisers, brand managers, communication managers, media managers and marketing professionals who want to strengthen their approach in measuring and evaluating the impact of their media strategy.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
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Jonathan Rijavec
Jonathan Rijavec is Chief Strategy Officer at Space, where he leads client strategy and contributes to the agency’s growth. He began his career at GfK, developing expertise in consumer behaviour and market dynamics, before moving into media and communications, first in client service and th...
Register
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Prices
- UBA members: Free. Your participation is included in your company's annual membership fee.
- Non-members: € 430 (excl. VAT).
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