31 January 2018

360 MEDIA: HOW CONTEXT AND CONTENT ARE SHAPING MEDIA PLANNING

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360 MEDIA: HOW CONTEXT AND CONTENT ARE SHAPING MEDIA PLANNING

The Department of Media Studies (DMS) at the Faculty of Humanities (FH), Notre Dame University- Louaize (NDU), in collaboration with the International Advertising Association (IAA) Advertising Club at NDU, organized on January 31, 2018, a seminar titled, “360 Media: How Context and Content are Shaping Media Planning,” presented by Lama Naimi, digital media associate director at Spark Foundry.

Naimi briefly described the topics to be discussed and the exercises to be expected, regarding “Content and Context Marketing.”

Segment one covered the rise and roots of content marketing, briefly revisiting advertising content between the 1940s and 1990s, and leading to the kings of content Red Bull, as an example of perfect content marketing. She then introduced customer-relevant needs and the use of contextual media through targeting filters available on digital and offline media. The last part of this segment discussed the depth of data available to target the online platform through cookies and user-specific behavioral data.

The first exercise required the class to be divided into teams, and each team was handed a client brief with a defined objective. The teams had to use their knowledge of media platforms combined with the targeting filters introduced in the session to put together a recommendation.

The next part focused on content marketing – ideation exercises in particular, with case studies exemplifying each exercise to help students come up with insights for a campaign idea and then grow it into something memorable. After being given time to implement the exercises on the briefs at hand, the teams were asked to stand and present their recommendation with Naimi discussing the strong and weak points with each team as they went along.

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