RED BULL MEDIA REVIEW BRIEFING

Objective
Overall objective of the Media Review is to provide actionable learnings and recommendations, which guide Media Strategies and Plans for
the following year’s Business Plan.
Presentation Structure
1. Media landscape trends and Competitive Review
2. Critical Business Questions
3. Red Bull Media Plan Review with Start/Stop/Continue recommendations
Agency Briefing
 Define “critical business questions” relevant for Media analysis (see below)
 Define the scope, i.e.
- Which media should be covered in the landscape review (default: all relevant media for Red Bull + emerging ones)
- Which competitors should be covered (specify energy drinks and, if relevant, other lifestyle brands)?
- Business data (sales numbers – local decision whether Agency should analyze media impact on sales - recommended) 
- T&A data TBD (local decision whether in scope or not)
- Buying aspects are not in scope. Timing for Buying analysis is end of the year via separate buying review (big countries).
Logistics / How to
 Brief agency with enough lead time (4 - 6 weeks)
 Define meeting attendance (at least BM, MM, Digital Manager; local decision whether to also invite GM – recommended)
 Plan for HQ attendance via Webex (top countries, align with HQ)
 Deck must be in English (Live presentation can be in local language) and needs to be shared prior to the Webex
 Optional: Media Landscape review and competitive review can be shared as pre-reading and do not need to be discussed
 Max 90 min live presentation 
 Key findings to be summarized by media agency in written form and distributed to all participants after the meeting
 Timings: June/July in time before media plan creation ahead of BP
Briefing Details
1. Media Landscape Trends and Competitive Review
Objective of this part is to update local business teams on latest external trends on the market. Focus on news and trends only, i.e. what
developments on the media market have influenced Energy Drinks Advertising in past year? What are the key consumer and key media
mix trends?
a. Media consumption trends of the target audience
Media consumption behaviour changes of our target group over the year including hours consumed and affinities split in overall
target A18-34 and any other locally relevant target, e.g. Red Bull Consumer Segments, users/non-users, brand lovers/can lovers, …
b. Trends by Media
i. Emerging and New Media
 Please include in any of the below categories:
o Any innovation or new Media worth testing and learning, or mention separately (i.e. Virtual Reality, etc.).
o Any Programmatic developments in your market for each of the relevant media channels
ii. TV
 Developments of cable/satellite, pay TV/free TV penetration and impact on media target (18-34).
o Market shares of stations in the target development vs. year ago. Are there differences when looking at different media
targets (18-34, Red Bull Consumer Segments, users/non-users, brand lovers/can lovers…)?
o Trends on daytime, prime-time, night-time
o Key program highlights (top 20 rated programs per station and Magic Moments) for 18-34 target.
 Any changes in TV clutter and/or integrated Reach development?
 Regional split (if applicable)
 Importance and learnings of involvement and attention of audience (e.g. specific studies, affinities, abilities to link social
buzz with TV programs).
iii. Overall Digital
 Please outline any new Programmatic developments (eg. Programmatic Digital OOH, cross-device, etc.) for each of the
media channels below.
 Which ad formats are most efficient in driving Reach, Awareness and Engagement (eg. tickets bought, videos viewed,
resolutions created, etc.)?
 What are the cross-device targeting capabilities in your market?
WebTV
o Development of WebTV, and impact on media target (18-34). Which platforms have content meeting our quality
needs? How big are they? Can we select the content environment we want to be in? What is the usual video content
length in your country where pre-roll can be booked?
o Which net reach do you achieve with webTV (including mobile views) in our target?
o Do we have the possibility to read integrated reach across TV and WebTV?
 o What are the Programmatic capabilities across WebTV and how would you tackle cross-publisher frequency capping?
o Does the companion banner format achieve a higher CTR than a standard banner?
Connected TV
o Trends on OTT devices and/or connected devices
Digital Display
o Key trends on display market relevant for our TG?
o Which reach values do you achieve against our TG?
Mobile
o Which TG relevant trends/innovations do you see here (covering smartphones and tablets and feature phones (if
relevant))?
o Trends on 2nd screen usage?
o How big is our Search traffic share on Mobile (impressions)?
o Which apps do you consider relevant for our TG especially in regards to your defined key occasions? Share an
overview as well as the current status on in-app advertising and the outlook in your market.
o Audience targeting capabilities in mobile
Social Media
o Update on social media platforms and their TG relevance (international and local ones).
o What is the role and benefit of PMDs in your market?
o Do GIFs drive more engagement?
SEM & SEO
o New learnings on integration of SEO and SEM following guidance of Global Search Strategy?
o Which new innovations have you rolled out in Search for Red Bull?
iv. Out-of-Home
 What are the latest digital OOH trends? Which innovative OOH executions can be found in your country?
 How cost efficient is it (cost vs reach/impact)?
v. Radio
 How TG (or specific segments) relevant is radio?
 How big is digital radio and what are the main platforms?
vi. Cinema
 Overview on major networks trends and the number of visitors versus year ago?
 3D capabilities and national coverage of the country?
 What films “worked”, what is in the pipeline?
 Do we want to book blockbusters? Is there a change in the way we can book Cinema?
c. Competition
 What can we learn from competition? How does their media plan look like?
 What seems to work in their strategy? What is their target group?
 What effect did their plans have on our business?
 What are the Share of Voice (TV) and Share of Spending (All Media)?
2. “Critical business questions”
Objective of this part is to get the Agency’s perspective on 2 to max 3 key business questions that are important to the local business and
addressable via media analysis. Questions should be in area of i) consumer understanding, ii) media selection and optimization and iii)
competition. These questions need to be defined by the country based on local needs. Generic examples are below for illustrative purposes:
 What is the impact of the Segmentation Study on the way you plan media? How do you best reach the “Win segments”, while
confirming existing consumers?
 How do you fight consumption barriers? And how effective have your media strategies been (T&A results)?
 What is the impact of occasion communication? How does the “always-on” approach work?
 What is the strategy of competitor XX and how do we best differentiate from it?
 Which benefits did you get from planning integrated TV and WebTV? Is a WebTV-only plan an option in your market?
3. Red Bull Media Plan Review with Start/Stop/Continue recommendations
Objective of this part is to analyse last year's and the ongoing advertising plan for overall effectiveness learnings and recommend actionable
steps in start/stop/continue for next years BP Media Plan.
 Start = what will you do differently, what will you start doing
 Stop = what did not work, what will you stop doing
 Continue = what worked well, what will you continue doing
Areas to cover
 Target audience
i. Recommendations for future targeting of A18-34.
ii. Recommendations for future targeting per Red Bull Consumer Segmentation/brand love/user group and any other relevant
differentiation (A/B/C classes – country specific, please define in line with T&A if needed/interesting).
iii. What is the impact of programmatic buying (audience centric buying) on targeting?
iv. Current status and usage of the local DMP insights
 Media mix
i. Are we using the right communication vehicles (TV and non-TV) for our targets split in overall target A18-34 and locally
relevant Consumer Segments and sub-targets and for the respective objectives (Cartoon/Flanker)?
 ii. Are we missing effective communication by not using other communication vehicles? Are they measurable?
 Effective media performance
i. Any learning that validates or challenges the current media performance level of the brand (GRPs/TRPs and 1+/2+ etc. levels)?
Specifically:
 What is the impact of changing our reach goal from effective reach 2+ to net reach maximisation per flight at given budget?
 Any learning on lowering or increasing the level for the different campaigns (Cartoon/Flanker)?
 Any learning on integrated reach planning TV and webTV (if applicable for your country)?
 Any need to change the integrated reach planning levels based on TV clutter or media landscape change?
ii. Media continuity
 How does continuity of the total plan look like, learnings and outages in continuity and how to fix?
 How did media continuity develop over time (year-on-year), effect on business?
iii. In case you aired Cartoon Occasion pre-rolls (7”/10”), do we see a higher VTR compared to the 15” Cartoon pre-rolls? What
was the additional impact of airing these, eg. Reach increase, cost reduction, etc.
 Seasonal / geographic spending
i. Focus on big cities only vs national coverage – which learnings proving or findings challenging your current geographic focus
can you share?
ii. How does your seasonal spending look like (upfront spending, etc)? Any country specific reasons challenging the current Red
Bull strategy of being off air in summer?