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TRANSCRIPT
Building Big BrandsFEPE Conference 8th June 2017
Premier League
2
3
Sky+
Sky Playerstreaming
1999-2004 2007-20092005-2007 2011-20122010-2012 2013 2014 2015 2016
Sky+ HD On demand
Sky Go
NOW TV Box sets Buy and Keep Sky Q
Sky Kids
Sky Store
Catch up TV
Broadband
NOW TV hybrid box
Sky AnytimeInteractive
Mobile TV Sky+ app
3D
NOW TV Box
Sky Go Extra
Sky Adsmart
Sky+ UI Fibre
Sky Advance launches
Virtual Reality
4
The Jungle Book
1st
agree
53%2nd
agree13%
• Question: Which one of these companies do
you consider to be the leading TV entertainment
company?
Source: Kantar research, October 2016
5
Star Trek Beyond
UK Customers (millions)
2012 2013 2014 2015 2016
10.6
11.2
11.5
12.0
12.4
6
UK Germany Italy
Ad Spend*
Rank
7
Key Propositions Products Channel Brands
8The Force Awakens
• We are Europe’s #1 content business
• Biggest investor with £5bn budget
• Large marketing investment in key
shows
9
Source: Ebiquity
10
Source: Ebiquity
11
Zootropolis
• Driving fame through impact
• Build brand through broadcast media
• Complement TV schedules to target
lighter TV viewers
• Premium medium
• Drive tune in
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48 Sheets 96 Sheets 6 Sheets
Bus Large format Digital
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• Content is a key pillar of our
business
• We have an annual commitment
to a long term outdoor holding
• Enables consistent
communication of content we
believe consumers will love
14
15
To the Right people
In the Right place
The Right
message
At the Right time
16
17
• A big advertiser
• A big advocate of outdoor
• BUT we have a big concern
18
Demand for billboards is at an all time high whilst panel numbers have reduced by 40% over 6 years
Source: Rapport tracker
48 sheets 96 sheets
19
Av.
Digital
cost
index
400
Av.
Classic
cost
index
100
Source: Ebiquity Pool rates
20
• A core planning belief is the
delivery of reach
• We need all media investments to
be measureable, accountable
and verified
• Environment and context is key
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Credibility AccountabilityMeasurementTransparency
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Inputs Outputs
Timings Budget
Geography Audience / key data
Mindset Environment Distribution
Quality
£
sky data
Optimal Audience Reach
23
BirminghamUK
24
Scale &
Cut-Through
Context &
Tactical
25
• Don’t kill the classic billboard and turn your back on the medium’s
heritage
• In a world of media fragmentation there is a premium on broadcast reach
and impact. Outdoor is uniquely positioned to deliver this for advertisers.
• Digital innovation is exciting but any medium must offer an advertiser
accountable, measureable, value for money
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Thank you