Media strategy evaluation
How do I best evaluate an annual media strategy?
Introduction
The media strategy provides the most relevant response to the advertiser's briefing. This high-acrobatics exercise is one of the most challenging to evaluate, as it involves many different elements that may be either fact-based or more subjective.
This session will cover a general model for drafting a media strategy, including defining objectives and associated KPIs, as well as various methods for evaluating results. It will also address identifying target audiences and the studies and tools necessary to select "touchpoints" and "tactical" media.
Participants in this training will receive an update on a wide range of challenges, best practices in impact measurement or impact likelihood, a comprehensive overview of how advertising channels can be determined based on objectives, as well as a detailed analysis of media trends, with a particular focus on Belgium. Examples of media strategies will also be presented.
What will you learn?
The session is structured around four themes:
- Evaluate the agency's proposal using a phased process and strategic framework.
- Assess how the agency has built its rationale through key questions that need to be asked.
- Develop your own evaluation KPIs.
- Define measures to evaluate the outcome of the recommended strategy.
For whom?
Media specialists, media managers, marketing managers, ...
Language
The training is conducted in French, and the slides are in English. Participants may respond in the language of their choice.
Speakers
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Bruno Liesse
Client Service Director at SpaceBruno held the position of Director at Carat from March 2014 to January 2018, after which he became a Senior Consultant at Emakina Insights & Consulting until early 2020. During this period, he developed Polaris, a research and marketing advisory department within the media agency Space. Previously, he was responsible for deepblue, which he established in 2007 within Dentsu Aegis, after developing Carat Expert and gaining experience at both agencies and advertisers.
Specialized in research, Bruno is a regular speaker at various trade associations and gives lectures at institutions including Commpass and IHECS. He has a deep-seated passion for research fields.
Register
Sorry, the registration period is over.
Prices
- UBA member | brand member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | media member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | expertise member: € 215 (excl. VAT)
- Standard: € 430 (excl. VAT)
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