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How to increase impact in times
of decreased ad spend

5 steps to reimagine your media portfolio

This must be one of the weirdest times in your career. Your multi-brand media company is probably heavily impacted by the coronavirus crisis. Your B2B customers reducing their ad spend by about 50%. While your B2C traffic has risen by record numbers. Your portfolio of advertising propositions needs to be adapted quickly to this new situation. And with a lean and mean cost base.

The media industry is emotional. We know it and you know it. Users are in love with our brands, at least that’s what we like to think. Probably every brand/digital owner within your company can explain to you why their department must stay. That it is of enormous strategic importance. That it has tremendous added value. And most importantly: that you should look to the other brands in the portfolio if you want to reduce spending.

We’ve been in your position and can imagine what you’re thinking: How do we adapt? How do we make the right choices now to come out stronger?

5 steps to reimagine your media portfolio

We’ve been helping multi-brand media companies making the right decisions for almost 20 years. In times of growth AND crisis. From our experience we have learned 5 steps a multi-brand media company needs to take to make the right choices. To increase impact you need a better overview of your media portfolio. Follow these steps to get this overview.

  1. Make a total overview of your media portfolio. The overview should include: 
    • All your media brands
    • All touchpoints per brand
  2. Analyze each touchpoint
    • What is the business model?
    • How much traffic does it generate?
    • How much engagement does it have?
    • How has the touchpoint developed over time? (Growing, declining, flat line, etc.)
    • Do you have long term contract commitments?
  3. Analyze your team per touchpoint
    • Who works for what?
      • Amount of people
      • People’s profiles
    • What is the minimum team setup to be successful? (Tip: smaller is usually better)
  4. Revenue
    • What is the total revenue per touchpoint?
    • What are the total costs per touchpoint?
    • Are there costs that shouldn’t be accounted for in this touchpoint? (In our experience this is always the case)
  5. Matrix
    • When you add all this up, compare the outcomes. When comparing, do so without emotions.
    • Divide the touchpoints into 4 cohorts: strategic (potential), winners, must-have, candidates to reduce/stop.

Make better decisions
So now you have an overview of your touchpoints and how they are performing. In our experience, you are now able to make better choices. We know, this looks like a quick and dirty process. Obviously, you can always make better analyses. But in our experience speed is key. And taking more time isn’t going to enable you to make better decisions.

Let us know how this has helped you. Send our colleague Thijs Speet a message via e-mailLinkedIn or WhatsApp!

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Speed is key. Need assistance?

We have been helping multi brand media companies making the right choices for almost 20 years. In times of growth AND crisis. Don’t hesitate before it’s too late. We’re ready to help.

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