Principles of effective planning of advertising activity in the 21st century

Twelve main principles of media planning of the 21^st century are formed in Fig. 1. Let's consider the specifics of each of them in more detail.

Principle 1: Reach/Coverage maximization is the main target. The speed of reaching the audience is a primary task in media planning, but it is important to correctly define and control the target indicators. In this case, it is always most appropriate to measure the weekly coverage at the frequency of contact of the target audience with the advertising message 1 time or more (frequency 1+), the potential of which differs significantly by media channel (Fig. 2). The frequency 1+ is recommended for measurement as it shows the general potential of each media channel and the capacity of covered consumers.

Each communication channel has a different potential for building reach. Thus, television (TV) quickly and reliably builds high weekly coverage on all frequencies, in particular on 1+, 3+, and 5+. TV is the leader in building coverage, as it allows you to reach ~70% coverage of the target audience during the week h The online activity (in Digital) allows you to quickly rebuild weekly coverage, however, due to limited inventory, it has a much lower upper limit 30--40%, depending on the target audience Nielsen Ukraine. URL: https://www.nielsen.com/about-us/locations/ukraine/ (accessed on: 20.12.2022). Kantar Ukraine. URL: https://www.kantar.com/locations/ukraine#_= (accessed on: 20.12.2022).. As for outdoor adver

tising (OOH - out of home), due to regional restrictions, the coverage potential within national campaigns is not so high, but coverage within the city can reach 80% Ibid., but it grows slowly and with a high frequency of contact with the regional target audience.

Principle 2: Multimedia mix increases efficiency. Each communication channel is strong at different times of the day and has a different degree of conveying the message to the target audience. So, for example, the main time for viewing TV content is the evening hours after 6:00 p.m., and in the daytime hours the audience is in most cases outside the home Ibid., which increases the role of mobile formats of placement in digital, the volume of audience contacts with outdoor advertising increases, as well as advertising in public transport (Fig. 3). As a result, the OMNI-channel mix always has higher efficiency as each media covers different touchpoints of contacts with the target audience. Additionally, the use of different media in a media mix makes it possible to achieve synergy because one media channel increases the quality of contacts with another communication channel due to the new contact on the consumer journey.

Principle 3: Online + TV are strong supplements. Digital and TV as communication channels perfectly complement each other, taking into account the fact that the audience of TV viewers and online audiences are significantly different, which affects the potential and specificity of target audience coverage.

Fig. 1. Basic principles of media planning of the 21^st century Source. Constructed by authors.

TV is usually watched more by the older generation. Thus, for the audience older than 45 years, TV allows to ensure coverage at the level of 80%, but for the audience under 30 years, this indicator does not reach 70% (Fig. 4). Younger audiences use the Internet more, and in addition, each of these two communication channels reaches a certain unique segment of the audience that only watches TV or only uses the Internet. Yes, only TV is watched by 12% and up to 68% of the audience, depending on the age group among people aged 16 to 65, and only 4% to 32% of the audience use only the Internet ^{5; 6}. Nielsen Ukraine. URL: https://www.nielsen.com/about-us/locations/ukraine/ (accessed on: 20.12.2022). Kantar Ukraine. URL: https://www.kantar.com/locations/ukraine#_= (accessed on: 20.12.2022).

Fig. 2. Building the coverage of the target audience through various communication channels, as well as the distribution of coverage by frequencies on TV Source. Constructed by authors based on internal data of the marketing researchers Nielsen Ukraine and Kantar Ukraine (data is confidential) for 2021.

Fig. 3. Weekday and weekend media consumption for a specific target audience Source. Constructed by authors based on internal data of the marketing researchers Nielsen Ukraine and Kantar Ukraine (data is confidential) for 2021.

Accordingly, in order to maximize the coverage of the target audience and increase their contacts with the advertising message, it is advisable to connect TV + Digital activity. It is due to the use of two communication channels at once that the optimization of target audience coverage occurs since in this case, online activity generates additional coverage to coverage of television advertising.

In addition, the digital activity allows you to renew the audience and increase profits because, for brands that currently use only television activity, digital turns into a zone that allows you to reach a significant part of potential buyers. Incremental weekly coverage (coverage of the new audience, which uses Digital and doesn't use the TV) can reach an average 18% of consumers (from 4% to 32% depending on the target audience) Ibid. (Fig. 4).

Principle 4: Online video (OLV) is another TV channel for consuming video content. Online video is a full-fledged replacement for TV, and the target audience very often does not distinguish where they saw this or that material - on TV or on the Internet. In this regard, placement on the Internet using the video format is an effective addition to television activity.

Additionally, the specificity of placement in Digital provides, in contrast to TV, the opportunity to limit frequency tails and thus control the frequency of contact of the target audience with the advertising message (Fig. 5).

Fig. 4. Weekly coverage of the audience on TV and on the Internet for different age groups

Source. Constructed by authors based on internal data of the marketing researchers Nielsen Ukraine and Kantar Ukraine (data is confidential) for 2021.

Fig. 5. Reaching the target audience on different frequencies

Source. Constructed by authors based on internal data of the marketing researcher Nielsen Ukraine (data is confidential) for 2021

Depending on business and communication tasks, there are several options for using online video in the media mix:

• consistent use for the continuation of the advertising campaign and the transition to the strategy of permanent (continuity) presence;

• parallel use to increase media pressure and increase the share of voice (SOV), stand out from the noise in a high-profile category, and launch a new product or a new brand communication platform.

However, it is important to understand that depending on the target audience, the overlap between online and offline is usually quite significant and, as a result, OLV adds only a few percent of additional reach and it is important to optimize the media mix taking into account the cost of the reach and the overall media budget. There is always a limit value of the share of the media budget directed to the placement of online video, after reaching which the cost for the increase in coverage increases significantly and the further increase of the budget is already ineffective. Such a limit value will depend on the specific target audience, the level of the budget, as well as the specifics of the category. Using the example of one of the products, exceeding the share of digital activity in the format of the online video above 10% leads to an increase in cost more than twice (Fig. 6).

Principle 5: Display provides an additional frequency of contact with the target audience, just like outdoor advertising. If video formats (TV and OLV) build the coverage of the target audience, but usually on the eve of purchases and in the evening, then display formats on the Internet work to remind a potentially interested audience about the product during the day and on the way to work or home. In addition, the consumption of display formats is relatively uniform throughout the day. Taking into account the above, such a media mix works for the direct generation of purchases at points of sales.

Principle 6: Mobile thinking should lead to a significant share of mobile placement in the media mix. Mobile is becoming the main screen for the majority of the audience, which requires concentration and adaptation of advertising activity to this variant of consumption of advertising messages. 78% of the online audience are smartphone users Ibid., who no longer distinguish where they saw this or that information. The boundaries between the online and offline worlds are blurring and there is a need to allocate a bigger part of the advertising budget to mobile tools in digital.

Principle 7: Adaptation of creatives. It is critical for brands to use adapted formats of all advertising materials, and to adapt all applications and sites for mobile consumers in order to form a quality perception of the brand by its target audience. The target audience interacts with each communication channel differently and this affects our behavior. It is important to make the advertising materials look as native as possible in the eyes and surroundings of the target audience, and the perception of advertising is as clear as possible without requiring additional explanations.

Fig. 6. Building cumulative coverage TV + OLV, as well as determining the optimal share of the budget for video placement

Source. Constructed by authors based on internal data of the marketing researchers Nielsen Ukraine and Kantar Ukraine (data is confidential) for 2021.

In the framework of creative work, the question of what length of videos is the most optimal, ta- into account their cost and effectiveness, always arises. Data Science and modeling of business indicators allow you to evaluate the actual effectiveness of each creative material and the effect of different lengths of videos in order to form the optimal tactics of media placement [2].

Principle 8: Regional specificity. Ukrainians are very different in terms of their consumer attitudes, behavior, and consumer preferences. The experience of Ukrainian companies proves that a national advertising campaign has different returns in different regions and there is an urgent need for the formation of a regional media strategy. In-depth data analysis allows you to identify regions whose residents respond less well to a comprehensive TV, digital, or outdoor advertising campaign and regions in which advertising generates more sales than the national average in order to redistribute regional activity and thus optimize marketing investments.

Principle 9: Campaign Building Architecture. Depending on the goals and specifics of the product and category, there are various options for building the architecture of media campaigns, which determines the choice of the best option in each case (Fig. 7):

• Burst strategy (flight strategy) has the following characteristics: rapid audience coverage; high weights; short campaign period;

• Continuity strategy - constant activity with low weights, which has the following characteristics: stretching coverage in the period; low weights (usually half as much from burst); long campaign period;

Pulse strategy - week-by-week activity, which has the following characteristics: stretching of coverage in the period; low weights (usually half as much from burst); alternating one week on the air and one week off.

After choosing the campaign architecture, the question arises as to how to use the media mix of TV and online tools. Two options are possible:

• Parallel placement, which works well for increasing frequency and persuasiveness, but shortens the period of presence on the air. The main advantage of this type of placement is incremental weekly coverage, but on the other hand, the weekly frequency increases, the period of presence shortens, and there is also a high cross-section of the audience - about 82% of the Internet campaign will be covered on television ^{9; 10}. This type is suitable for a complex category or seasonal products when placement intensity and SOV should be increased, as well as when launching a new creative or a new product to build a sufficient level of awareness among the target audience;

Fig. 8. The main tools of media promotion and the tasks that they perform

Source. Constructed by authors based on econometric modeling of internal data of the advertisers (confidential).

* Consistent placement that does not increase weekly frequency, but increases air presence.

Among the main advantages of this type of advertising placement are an increase in the accumulated weekly reach and an increase in the duration of the campaign. The main disadvantage is the lack of incremental coverage and lower SOV. This type of activity is recommended for support campaigns and a gradual transition to a continuity strategy.

Principle 10: Performance is not only online. Performance should be considered any activity aimed directly at the growth of traffic and sales. A vivid example is the marketing strategy of pharmacies, which distribute the media budget evenly between the Internet, outdoor advertising, and radio, which work not to build awareness but to directly attract an interested target audience to sales points (Fig. 8).

Summarizing the results of the econometric modeling for different market categories that we conducted earlier [20; 21], there are conclusions, that TV and OLV are the best brand awareness builders, display and radio work both on awareness and on performance goals, as well as OOH and search campaigns in the Internet have a high efficiency on performance metrics (Fig. 8). As a main metrics for econometrics modeling were selected brand awareness, sales, and share of market collected for pharmaceutical, FMCG, banking, retail categories.

Principle 11: Programmatic as the audience targeting should be maximized. Programmatic is a collection of models and technologies aimed at finding target audiences and placing ads with a high degree of targeting to the most interesting segments. The best solution is to increase programmatic placement with the highly segmented target audience as it helps to increase the results of the advertising campaign.

Programmatic purchases allow you to optimize the cost of reaching the target audiences, control the frequency of contact with the target audiences, increase the response of potential customers (for example, the CTR indicator), and also ensure the growth of the key brand and business KPIs (for example, awareness of the brand/advertising message, the level of consumption, sales, etc.).

Principle 12: Brand Safety - protection of the brand environment needs to be in permanent focus. With automatic purchases, you can rely on technology, but additional control and verification will only increase the quality of placement. It is always necessary to control the context in which advertising materials are placed, as an unpleasant or inappropriate context will have a significant negative impact on the health of the brand. In order to avoid this, it is worth:

• work with proven partners;

• exclude inappropriate topics and use negative words (for example, war, alcohol, gambling, drugs, profanity, hatred and negative news, terror, etc.);

• exclude unreliable resources from the placement plan. In Ukraine, the "Clean Sky" initiative operates, since according to the Ukrainian Anti-Piracy Association ⁿ, more than 1.7 thousand domains are untrustworthy.

Conclusions

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38. Kim G., Moon I. Online banner advertisement scheduling for advertising effectiveness. Computers & Industrial Engineering. 2020. Vol. 140. No. 106226. https:// doi.org/10.1016/j.cie.2019.106226

39. Ritter M.B., Vaala S.E. Advertising effects on behavior. Encyclopedia of Child and Adolescent Health. 2023. Vol. 3. P. 314--324. https://doi.org/10.1016/B978-0-12- 818872-9.00187-4

40. Samuel A., White G.R.T., Thomas R., Jones P. Programmatic advertising: An exegesis of consumer concerns. Computers in Human Behavior. 2021. Vol. 116. https:// doi.org/10.1016/j.chb.2020.106657

41. Shehu E., Nabout N.A., Clement M. The risk of programmatic advertising: Effects of website quality on advertising effectiveness. International Journal of Research in Marketing. 2021. Vol. 38. Iss. 3. P. 663--677. https://doi.org/10.1016/j.ijresmar.2020.10.004

42. Fareniuk Y. Marketing strategy optimization in FMCG market. Bulletin of Taras Shevchenko National University of Kyiv. Economics. 2022. Vol. 2(219). P. 49--57. https://doi.org/10.17721/1728-2667.2022/219-2/7

43. Chornous G., Fareniuk Y. Marketing mix modeling for pharmaceutical companies on the basis of data science technologies. Access to science, business, innovation in digital economy, ACCESS Press. 2021. Vol. 2(3). P. 274--289. https://doi.org/ 10.46656/access.2021.2.3(6)

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