Allocation of Resource by Media

 

Is your share of support by media fully optimal to overall business needs?

 

As TV portfolios grow and business models shift to digital, it is critical that your allocation of owned media marketing support for each service is strategically aligned to fulfil your short, medium & longer term business objectives.

 

JWM can help you achieve this by combining the best elements of Top Down approaches and combining them with the practicalities of a Bottom Up approach.

With a global footprint and a varied broadcast client base, JWM are uniquely placed to answer common challenges, such as:

  • How can I ensure my marketing grows my digital business, whilst still fulfilling my linear business needs?

  • How do I shift my promotional strategy to align with a creative production focus that is shifting to digital?

  • How do I optimise each of my owned media channels to maximise overall ROI?

Align media support to business objectives

Radio

21%

Online

9%

VOD

15%

TV

55%

OWNED

MEDIA INVENTORY

Ch1

Ch2

Ch3

Ch4

All media

Within TV

Case study: Align media support

European FTA & Pay portfolio

Why

  • Portfolio of 10+ channels and VOD platform operating a mixed revenue model

  • A need to identify optimum levels of owned media support for each channel and service in order to maximise its value in supporting the business needs of this matrix structure

  • A requirement to align creative resource effectively to support the changing needs for creative across the portfolio & beyond

What

Recommendation of levels of owned media support for each service in order to support both short term and long term revenue objectives. This included

  • Overall levels of support and detailed campaign plan for driving growth of VOD from linear

  • Identified levels of support for each revenue model and key audience groups

  • Identified levels of cross promotion based on audience, brand, business and editorial requirements

  • Annual campaign make-list across portfolio to aid creative resource planning

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