際際滷

際際滷Share a Scribd company logo

Media Market Overview

Download as PPTX, PDF
Irish Marketing Journal
Irish Marketing Journal

The document discusses opportunities for advertisers to gain a competitive advantage. It recommends advertisers 1) look for opportunities to lead competitors, 2) understand customers and how best to reach them, 3) know what marketing works, 4) know what is being said about the brand, and 5) leverage new media channels which are beneficial for advertisers due to features like cost-effective targeting and access to broader audiences. The document contains case studies, research data, and recommendations around television, print, outdoor, and digital advertising strategies.

1 of 62
Downloaded 50 times
Welcome!
Housekeeping
Thank yous
Media Market Overview
Cormac OShea
Media Market Overview
Digital will drive the recovery 780m 749m 709m 678m 684m 704m 733m -7% -4% -5% -4% +1% +3% +4% 97 108 130 210 150 168 188 683 641 579 528 516 516 523 2009 2010 2011 2012 (f) 2013 (f) 2014 (f) 2015 (f) Traditional Media Digital Media Source Clear Blue Water
+2 to 5% Value
Media Market Overview
鏤 Look for opportunities to lead your competitors 1. 鏤 Understand your Competitor 5stomer and how best to reach 2. them 3. Know what works 4. Know whats being said about you 5. New media channels are good news for advertisers
Media Market Overview
Look for opportunities to lead your competitors
Case study - background Cluttered with brands adopting similar media strategies, and utilising same media mix Leads to a wallpaper effect among consumers Breaking this cycle will lead to a clear advantage for our client, and will take significant time for any other brand in the category to catch up
Battleground was in print TV Radio Print OOH Cinema Client 22% 9% 53% 16% Competitor 1 25% 7% 46% 21% 1% Competitor 2 31% 19% 42% 8% Competitor 3 31% 12% 55% 1% 1% Competitor 4 22% 23% 48% 7% Competitor 5 29% 15% 51% 2% 3% 0% 20% 40% 60% 80% 100% In an undifferentiated market, print was the most cluttered advertising environment We had the lowest investment in TV of all competitors
TV is the most influential paid for medium
and has strongest return on investment Source: Thinkbox, IPA, Neilsen
Media Market Overview
Key recommendations Lead the most influential media in this category - TV Divert money from other media to television Invest in consistent presence across the year Invest in quality (PIB, Centre Breaks, Peak) Look for opportunities to lead in other media
Press - use larger formats to deliver brand stature and differentiation Sector press size summary DPS Full Page Half Page Qtr. Page Strip Sponsorship Other Competitor 2 Competitor 4 Client Competitor 1 Competitor 5
and the same in outdoor 96 Sheets Golden 48 Sheets 6 Sheets Transport Other Squares 5% 3% 4% 4% 89% 89% our client 5% 3% 1% 35% 34% 11% 18% Competitor 1 1% 35% 34% 11% 18% 17% 2% 80% Competitor 2 17% 2% 80% Competitor 4 16% 10% 45% 10% 67% 23% 67% 84% 19% 4% 19% 32% 4% Competitor 5 Large 45% 23% Small 32% 1% 42% 55% 2% Competitor 6 Format 1% 42% Format 55% 2% 46% 54% Competitor 3 46% 54% 4% 20% 76% Competitor 7 4% 20% 76%
What happened? Consideration increased by 12% over the year Share of market increased by 1.4% over the year
Media Market Overview
Understand your customer and how best to reach them
Media Market Overview
TGI media and marketing survey Annual c.5,000 per annum TV, radio, newspapers, magazines, outdoor, internet, direct mail 18 sectors, 500 categories, 4,000 brands 270+ lifestyle statements, socio-demographic classifications, geo-demographics
Example of how we use this research The brief: We want to reach heavy shoppers who would use their mobile phones to accumulate loyalty points while shopping
Main Shopper (68%) 2,427,000 Cant live without internet on phone (20%) 723,000 Main Shopper & cant live without Internet on phone (13.2%) 474,000 Source TGI 2011
Main shopper and cant live without internet on phone 65+ 8 55-64 10 45-54 15 35-44 22 64% 36% 25-34 27 C2DE 50 15-24 20 ABC1 45 0 10 20 30 0 50 100 Strong Female bias, 25-44s across all social classes . This is the sweet spot Source TGI 2011
Media Market Overview
Main shoppers & cant live without internet on phone Heaviest media consumption % Efficiency Vert. % Index 30% 175 150 25% 125 20% 100 15% 75 10% 50 5% 25 0% 0 Newspapers Magazines Television Internet Outdoor Media Cinema Radio High reach by Digital, TV & Outdoor. Highest affinity with Digital, TV also rates higher than average Source TGI 2011
TV station viewership Top 10 stations watched yesterday 350 300 250 200 150 100 50 0 Main Shopper& cant live without mobile RTE 1 TV 3 RTE 2 UTV Channel 4 Sky News TG 4 Sky 1 Sky Living Sky Sports Source TGI 2011
Daytime is key to delivering this audience efficiently Viewership of RTE 1 by Index 140 120 100 80 60 40 20 0 Main Shopper& cant live without mobile 9.30 - 11.59 am 8.00 - 10.59 pm 5.30 - 7.59 pm 12.00 - 3.59 pm 11.00 - 12.59 am 4.00 - 5.29 pm 6.00 - 9.29 am 1.00 - 5.59 am Source TGI 2011
Sunday Press Readership (000) 1000 900 800 700 600 500 400 300 200 100 0 Sun World Sund Ind Sun Mirror Sun Times Mail on Sunday Sun Bus Post Main Shoper & can't live without internet on phone Readership Radio Listenership 140 120 120 100 100 80 80 ('000) Index 60 60 40 40 20 20 0 0 RTE Radio 1 RTE 2FM Today FM Newstalk FM 106.8 RTE Lyric FM (000) Index Source TGI 2011
Media Market Overview
Frequency of Shopping Regular main shopping Main Shoppers & cant live without internet on phone 350 300 250 Once a Week Weighted (000) 2-3 Days a Week 200 4-5 Days a Week 150 Every Day 2-3 Times a Month 100 Once a Month 50 Less than once a Month 0 61% do one main shop a week Source TGI 2011
Main Shopping Day 140 120 Monday 100 Tuesday Weighted (000) Wednesday 80 Thursday Friday 60 Saturday Sunday 40 No particular day 20 0 69% of main regular shopping done Thursday, Friday & Saturday Source TGI 2011
Media Market Overview
Know what works
Which elements of your marketing mix work?
Econometric modelling - relates the size and timings of different marketing mix activity to movements in sales
Think of it as unbaking a cake understanding the recipe for sales
What drivers does econometrics measure? All influencers on sales over time not just media activity Price increases / Sales promotions decreases Competitor activity Economic factors Sporting / Competitor Weather cultural events Media weights Media types
Real Dependent Variable Units 0 20000 40000 60000 80000 100000 120000 140000 160000 25-Feb-06 Sum of Fitted Regions 25-Apr-06 25-Jun-06 25-Aug-06 25-Oct-06 25-Dec-06 Actual 25-Feb-07 From sales 25-Apr-07 25-Jun-07 25-Aug-07 25-Oct-07 25-Dec-07 25-Feb-08 25-Apr-08 Enter Date Name / Type 25-Jun-08 25-Aug-08 25-Oct-08 25-Dec-08 25-Feb-09 25-Apr-09 Model 25-Jun-09 25-Aug-09 25-Oct-09 25-Dec-09 to drivers of sales Econometrics moves the definition of success to improved profitability
The business benefits of econometrics Marketing Trading Pricing Competitive Effect of Return on Sales Driving Effect of competitors on Investment promotions pricing sales Allows reaction Maximise Price elasticity Media Mix to promotional Profitability analysis activity Input into Seasonality pricing policy
Return on investment Media efficiencies Min 15% improvement in marketing return
Media Market Overview
Know whats being said about you
Media Market Overview
Pre digital age Family and friends Potential reach - 10-20
Digital age Family and friends Potential reach - 100s
Digital age Forums, blogs etc. Potential reach 1,000s ++
Media Market Overview
Media Market Overview
Media Market Overview
Query solving process and outcome
Media Market Overview
New media channels are good for advertisers
Cost Targeting
RTE (x 2) 100% RTE (x 2) + Tv3 (x 3) 92% audiences RTE (x2) + TV3 (x3) + Sky 75% (x10) RTE (x2) + TV3 (x3) + Sky 72% (x10) + TG4 Coverage objective: 50% 2+ Spread your budget in line with RTE (x2) + TV3 (x3) + Sky 67% (x10) + TG4 + E4 RTE (x2) + TV3 (x3) + Sky 66% (x10) + TG4 + E4 + Setanta this can save up to 1/3rd of your budget
VOD to take 15% of viewing by 2015 100% 3% 4% 6% 7% 9% 11% 90% 13% 15% VOD 80% 34% 35% 37% "Others" 38% 70% 40% 41% 42% 43% "Opt-Outs" 60% 13% 12% 11% 50% 2% 2% 9% 8% TG4 2% 2% 7% 40% 11% 12% 2% 6% 12% 2% 2% 5% 12% 12% 11% 2% TV3 30% 10% 9% 10% 10% 9% 9% 8% 8% 8% 7% RTE2 20% 26% 25% 23% 22% 10% 21% 20% 19% 18% RTE1 0% 2008 2009 2010 2011 2012 2013 2014 2015 Source: MediaVest estimates
鏤 Look for opportunities to lead your competitors 1. 鏤 Understand your customer and how best to reach them 2. 3. Know what works 4. Know whats being said about you 5. New media channels are good news for advertisers
Media Market Overview

More Related Content

Media Market Overview

  • 7. Digital will drive the recovery 780m 749m 709m 678m 684m 704m 733m -7% -4% -5% -4% +1% +3% +4% 97 108 130 210 150 168 188 683 641 579 528 516 516 523 2009 2010 2011 2012 (f) 2013 (f) 2014 (f) 2015 (f) Traditional Media Digital Media Source Clear Blue Water
  • 10. 鏤 Look for opportunities to lead your competitors 1. 鏤 Understand your Competitor 5stomer and how best to reach 2. them 3. Know what works 4. Know whats being said about you 5. New media channels are good news for advertisers
  • 12. Look for opportunities to lead your competitors
  • 13. Case study - background Cluttered with brands adopting similar media strategies, and utilising same media mix Leads to a wallpaper effect among consumers Breaking this cycle will lead to a clear advantage for our client, and will take significant time for any other brand in the category to catch up
  • 14. Battleground was in print TV Radio Print OOH Cinema Client 22% 9% 53% 16% Competitor 1 25% 7% 46% 21% 1% Competitor 2 31% 19% 42% 8% Competitor 3 31% 12% 55% 1% 1% Competitor 4 22% 23% 48% 7% Competitor 5 29% 15% 51% 2% 3% 0% 20% 40% 60% 80% 100% In an undifferentiated market, print was the most cluttered advertising environment We had the lowest investment in TV of all competitors
  • 15. TV is the most influential paid for medium
  • 16. and has strongest return on investment Source: Thinkbox, IPA, Neilsen
  • 18. Key recommendations Lead the most influential media in this category - TV Divert money from other media to television Invest in consistent presence across the year Invest in quality (PIB, Centre Breaks, Peak) Look for opportunities to lead in other media
  • 19. Press - use larger formats to deliver brand stature and differentiation Sector press size summary DPS Full Page Half Page Qtr. Page Strip Sponsorship Other Competitor 2 Competitor 4 Client Competitor 1 Competitor 5
  • 20. and the same in outdoor 96 Sheets Golden 48 Sheets 6 Sheets Transport Other Squares 5% 3% 4% 4% 89% 89% our client 5% 3% 1% 35% 34% 11% 18% Competitor 1 1% 35% 34% 11% 18% 17% 2% 80% Competitor 2 17% 2% 80% Competitor 4 16% 10% 45% 10% 67% 23% 67% 84% 19% 4% 19% 32% 4% Competitor 5 Large 45% 23% Small 32% 1% 42% 55% 2% Competitor 6 Format 1% 42% Format 55% 2% 46% 54% Competitor 3 46% 54% 4% 20% 76% Competitor 7 4% 20% 76%
  • 21. What happened? Consideration increased by 12% over the year Share of market increased by 1.4% over the year
  • 23. Understand your customer and how best to reach them
  • 25. TGI media and marketing survey Annual c.5,000 per annum TV, radio, newspapers, magazines, outdoor, internet, direct mail 18 sectors, 500 categories, 4,000 brands 270+ lifestyle statements, socio-demographic classifications, geo-demographics
  • 26. Example of how we use this research The brief: We want to reach heavy shoppers who would use their mobile phones to accumulate loyalty points while shopping
  • 27. Main Shopper (68%) 2,427,000 Cant live without internet on phone (20%) 723,000 Main Shopper & cant live without Internet on phone (13.2%) 474,000 Source TGI 2011
  • 28. Main shopper and cant live without internet on phone 65+ 8 55-64 10 45-54 15 35-44 22 64% 36% 25-34 27 C2DE 50 15-24 20 ABC1 45 0 10 20 30 0 50 100 Strong Female bias, 25-44s across all social classes . This is the sweet spot Source TGI 2011
  • 30. Main shoppers & cant live without internet on phone Heaviest media consumption % Efficiency Vert. % Index 30% 175 150 25% 125 20% 100 15% 75 10% 50 5% 25 0% 0 Newspapers Magazines Television Internet Outdoor Media Cinema Radio High reach by Digital, TV & Outdoor. Highest affinity with Digital, TV also rates higher than average Source TGI 2011
  • 31. TV station viewership Top 10 stations watched yesterday 350 300 250 200 150 100 50 0 Main Shopper& cant live without mobile RTE 1 TV 3 RTE 2 UTV Channel 4 Sky News TG 4 Sky 1 Sky Living Sky Sports Source TGI 2011
  • 32. Daytime is key to delivering this audience efficiently Viewership of RTE 1 by Index 140 120 100 80 60 40 20 0 Main Shopper& cant live without mobile 9.30 - 11.59 am 8.00 - 10.59 pm 5.30 - 7.59 pm 12.00 - 3.59 pm 11.00 - 12.59 am 4.00 - 5.29 pm 6.00 - 9.29 am 1.00 - 5.59 am Source TGI 2011
  • 33. Sunday Press Readership (000) 1000 900 800 700 600 500 400 300 200 100 0 Sun World Sund Ind Sun Mirror Sun Times Mail on Sunday Sun Bus Post Main Shoper & can't live without internet on phone Readership Radio Listenership 140 120 120 100 100 80 80 ('000) Index 60 60 40 40 20 20 0 0 RTE Radio 1 RTE 2FM Today FM Newstalk FM 106.8 RTE Lyric FM (000) Index Source TGI 2011
  • 35. Frequency of Shopping Regular main shopping Main Shoppers & cant live without internet on phone 350 300 250 Once a Week Weighted (000) 2-3 Days a Week 200 4-5 Days a Week 150 Every Day 2-3 Times a Month 100 Once a Month 50 Less than once a Month 0 61% do one main shop a week Source TGI 2011
  • 36. Main Shopping Day 140 120 Monday 100 Tuesday Weighted (000) Wednesday 80 Thursday Friday 60 Saturday Sunday 40 No particular day 20 0 69% of main regular shopping done Thursday, Friday & Saturday Source TGI 2011
  • 39. Which elements of your marketing mix work?
  • 40. Econometric modelling - relates the size and timings of different marketing mix activity to movements in sales
  • 41. Think of it as unbaking a cake understanding the recipe for sales
  • 42. What drivers does econometrics measure? All influencers on sales over time not just media activity Price increases / Sales promotions decreases Competitor activity Economic factors Sporting / Competitor Weather cultural events Media weights Media types
  • 43. Real Dependent Variable Units 0 20000 40000 60000 80000 100000 120000 140000 160000 25-Feb-06 Sum of Fitted Regions 25-Apr-06 25-Jun-06 25-Aug-06 25-Oct-06 25-Dec-06 Actual 25-Feb-07 From sales 25-Apr-07 25-Jun-07 25-Aug-07 25-Oct-07 25-Dec-07 25-Feb-08 25-Apr-08 Enter Date Name / Type 25-Jun-08 25-Aug-08 25-Oct-08 25-Dec-08 25-Feb-09 25-Apr-09 Model 25-Jun-09 25-Aug-09 25-Oct-09 25-Dec-09 to drivers of sales Econometrics moves the definition of success to improved profitability
  • 44. The business benefits of econometrics Marketing Trading Pricing Competitive Effect of Return on Sales Driving Effect of competitors on Investment promotions pricing sales Allows reaction Maximise Price elasticity Media Mix to promotional Profitability analysis activity Input into Seasonality pricing policy
  • 45. Return on investment Media efficiencies Min 15% improvement in marketing return
  • 47. Know whats being said about you
  • 49. Pre digital age Family and friends Potential reach - 10-20
  • 50. Digital age Family and friends Potential reach - 100s
  • 51. Digital age Forums, blogs etc. Potential reach 1,000s ++
  • 55. Query solving process and outcome
  • 57. New media channels are good for advertisers
  • 58. Cost Targeting
  • 59. RTE (x 2) 100% RTE (x 2) + Tv3 (x 3) 92% audiences RTE (x2) + TV3 (x3) + Sky 75% (x10) RTE (x2) + TV3 (x3) + Sky 72% (x10) + TG4 Coverage objective: 50% 2+ Spread your budget in line with RTE (x2) + TV3 (x3) + Sky 67% (x10) + TG4 + E4 RTE (x2) + TV3 (x3) + Sky 66% (x10) + TG4 + E4 + Setanta this can save up to 1/3rd of your budget
  • 60. VOD to take 15% of viewing by 2015 100% 3% 4% 6% 7% 9% 11% 90% 13% 15% VOD 80% 34% 35% 37% "Others" 38% 70% 40% 41% 42% 43% "Opt-Outs" 60% 13% 12% 11% 50% 2% 2% 9% 8% TG4 2% 2% 7% 40% 11% 12% 2% 6% 12% 2% 2% 5% 12% 12% 11% 2% TV3 30% 10% 9% 10% 10% 9% 9% 8% 8% 8% 7% RTE2 20% 26% 25% 23% 22% 10% 21% 20% 19% 18% RTE1 0% 2008 2009 2010 2011 2012 2013 2014 2015 Source: MediaVest estimates
  • 61. 鏤 Look for opportunities to lead your competitors 1. 鏤 Understand your customer and how best to reach them 2. 3. Know what works 4. Know whats being said about you 5. New media channels are good news for advertisers