IAB: Christmas & Holiday Media Planning 2021

Part 2: Interview with Sam Thompson

IAB: Christmas & Holiday Media Planning 2021 – Pt 2

Marketers will need to approach Christmas and seasonal marketing different ways in 2021 from their media planning, creative development and ensuring that goods are available for consumers in time for Christmas. In this Q&A a range of industry experts give guidance on making Christmas 2021 a success.  We dive into what the current circumstances mean for both brands and retailers themselves and the opportunities that are available. We will look at how consumer behaviour has changed in the last 6 months and how to best navigate this space to maximise the impact in the lead up to the Christmas period.

Sam Thompson, Head of Media & Partnerships Bench: Q. Even though many states are not currently in lockdown and others are on a clear path out of lockdown some marketers are nervous around locking down their plans too early. What recommendations would you make to help marketers make the most of Q4 advertising opportunities?

Sam – Given there is so much uncertainty in the market regarding lockdowns, consumer spending, shifts in media consumption trends, and marketing flexibility, it is understandable that marketers are nervous about locking in plans with their agency and media partners too early. Societal changes are happening incredibly quickly. Being locked into deals while attempting to maximise return on ad spend in Q4 can have a detrimental effect on a businesses bottom line.

Fear not, there is a simple solution that can help to combat this challenge, which is very much engrained in some marketers plans, while others are just scratching the surface. The solution is to transact media via programmatic technology. The easiest way of describing the value that a marketer can obtain by delivering media programmatically is the ability to control your media buy and be flexible when it comes to a range of factors such as creative messaging, media access, and targeting. Marketers no longer have to lock themselves into traditionally rigid deals and can now react to market changes with speed, flexibility and efficiency.

Imagine a scenario in which a marketer has locked in a national deal with a number of OOH media-owners for a product launch in Q4. If Sydney and Melbourne have a snap lock down at any stage, an OOH campaign has the potential to continue to serve in those areas that are receiving no foot traffic and create little impact for the brand. By transacting media programmatically, marketers have the control to tactically run DOOH in areas that will create the most impact (states that aren’t locked down), while shifting budget in lock-down areas to other awareness channels in which people will be consuming media indoors, such as BVOD.

Having the flexibility to react to change, while accessing high quality branding channels, that will create the most impact for a brand is your key to success, and very much achievable despite uncertain times.


This Q&A appeared on the IAB website October, 2021

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.