Media Modules: Framing the Big Picture

By Carly Tschantz, Connections Strategy Intern

Carly Tschantz

I know I speak for every intern when I say we learn something new every day. 

On a daily basis I am made aware and sometimes bombarded by the fact that I do not know as much as I thought about the media industry (the procedures, systems, research, etc.). Worrying about these facets of training can cloud an intern’s focus and appreciation for this summer’s opportunity. 

Am I doing this right? What is this data telling me? Why can I never remember what floor the supply closet is on? These are some classic examples of thoughts that have crossed my mind once or twice. 

To add perspective to our daily work, SMG arranges presentations from a variety of its departments called Media Modules. During these presentations, members of the different teams come and speak to all of the interns and explain what they do on a daily basis.  

While no day is ever the same at SMG, they show us (mainly using PowerPoint) what their roles are in the company.  Thankfully, we have these Media Modules every week, so we never stop learning about SMG and we also get an inside look at each department.

Now, these presentations are not designed to reaffirm our confidence or give us a how-to lesson (these skills are acquired through team member tutorials and experience). Instead, they offer insight into new media frontiers and how they may be utilized, or already have been, in SMG strategies. 

Walking out of one of these presentations, you see the bigger picture a little clearer. You also see the reasons behind the tasks you are assigned and how they fit into the greater scheme of things.

Personally, the presentations have helped me explore new channels while performing strategy research. My major project has been analyzing campaigns for their Paid, Owned, and Earned values (a staple of an SMG thought process) and deciphering how my brand can apply that in future planning. 

Equipped with what I have learned in the Modules, I am able to create a more dynamic presentation by adding another lens to my perspective.

Here is an overview of a couple Media Module topics the interns get to experience. Enjoy!

“Focus on the Future” Chris Allen (VP/Innovations Director); “TV Marketplace” Chris Chin

TV is an ever evolving medium for advertisers to reach their consumers in a place they, hopefully, spend the most time: their household. 

Yet from ’09 to ’10, the concept of TV and programming started to accelerate towards a more mobile (online and mobile video), less stationary (live TV) format. 

Overall hours of TV watched increased by nearly 200 hours and online video and time-shifted TV increased their shares by 2% and 1%, respectively. How does a brand adapt to such rapid change? By using SMG’s buying and innovation strategies, of course. 

SMG is capable of tracking this data through the multitude of collection agencies it is affiliated with.  Then we design a cohesive plan based on this data to engage an efficient level of its target audience.  Finally, SMG buyers work to get the ad spots on programming and channels they frequent. 

The next step, as outlined by Chris Allen, is running a fine tooth comb through the data and increasing relevance on the individual level. 

Through a process called Addressable Advertising, media groups can approach each consumer on a household-by-household basis and deliver customized advertisements that fit their needs. 

What I found most significant was the image of a row of houses all watching the same TV program at the same time, yet each house receives different ads tailored just for them.

Even though it may border on the edge of the personal violation usually associated with a breaking & entering, the world of TV advertising has the ability to give the consumer what they want by using the artifacts they leave already behind as they interact with media. SMG has the capacity to pick up these artifacts and personalize a package full of the consumers’ behaviors, needs and wants.

This type of segmentation is particularly interesting for a national brand, like the one I’m working for this summer, since the variety and variability of income, geography and advertisement interest is a common topic of contention when creating campaigns. This innovation could eventually be as revolutionary for the SMG brands as the evolution of digital targeting.

 “SMG Multicultural Overview” Tapestry Associates

The market power of the U.S. Hispanic (USH) and African American (AA) demographics is grabbing the attention of SMG and for good reason. 

The integration of both cultures into mainstream media has been no mistake and a brand’s success can largely be attributed to the systems SMG’s multicultural division has designed. 

At the core of SMG multicultural is Tapestry. A leader in its field, Tapestry has been accredited for its innovative strategies based on humanistic and cultural insight.

For example, Tapestry played a large role in increasing current client Venus’s exposure in the USH market. How? Tapestry (or Tappie as it is called around the office) conducted research that showed Hispanic women dispose of razors at an infinitely faster rate than general market consumers. 

With this knowledge in hand, Tapestry aggressively started creating and placing ads with the USH woman in mind. They gained a spokesman in Jennifer Lopez, an obvious choice to reach their target, and paid close attention to what kind and in what way Hispanic woman were using media. 

Through such a small piece of information as disposal habits, Venus was one of the first razorblade brands to speak directly to an untapped USH consumer base; all thanks to Tapestry.

What this presentation made me realize was that SMG has the ability to help any brand in any market at any time. No matter what a brand’s campaign may entail, the resources are available at this multi-faceted company. I understand it may sound as if I am waxing poetic for obvious reasons but it does not change the fact that SMG is constantly impressing and leaving an impression on me everyday throughout this internship.