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REDEFINING MEDIA
THE MEDIA AGENCY MYTH
IN THE OLD WORLD MEDIA WAS A SUBSET OF ADVERTISING
THE REALITY
THE CHANGING MEDIA LANDSCAPE
THE NEW ERA OF MEDIA
21ST CENTURY MEDIA MODEL
ADVERTISING IN NOW A SUBSET OF MEDIA
THE NEW ERA OF MEDIA
REDEFINING THE VALUE OF MEDIA
REDEFINING MEDIA VALUE
DELIVERING MEDIA VALUE
REDEFINING MEDIA VALUE
DELIVERING MEDIA VALUE
BUILDING BUSINESS VALUE THROUGH MEDIA
1. CONSUMER CENTRIC PLANNING
Single source study of 11,000 UK consumers (200,000 globally) covering
demographics, attitudes, lifestyles, media consumption, and relationships with media
THE MOST IN-DEPTH MEDIA AND LIFESTYLE
SURVEY IN THE UK
CONSUMER CONNECTION SYSTEM ENABLES DETAILED PROFILING & INTEROGATION OF CURRENT & DESIRED TARGET AUDIENCES
UNLOCK BEHAVIOURAL UNDERSTANDING IN CATEGORY UNDERSTAND HOW MEDIA CAN INFLUENCE DECISION-MAKING
2. ‘TOTAL VALUE’ MEDIA TRADING
+SCALE AND
MOMENTUM
LEADING PRICES INNOVATION PERFORMANCE
THE INNOVATION AGENDA
3. MEASURE THE VALUE OF WHAT’S DELIVERED TO YOUR BUSINESS
BUT IS TODAY’S MEDIA MEASURABLE?
REDEFINING THE EFFECTIVENESS OF MEDIA
BEWARE THE DM CUL-DE-SAC
LINEAR ANALYSIS IS FLAWED
Source: Foresight Data, considering Jan-June, 2009-2011 (run Oct 11)
WHAT IS DIRECT RESPONSE?
LINEAR RESPONSE TRACKING ALONE CAN’T MEASURE THE FULL EFFECT OF MEDIA
ECONOMETRICS IS NOT A BLACK BOX
APPLYING THE OUTPUTS FROM ECONOMETRIC ANALYSIS
ISOLATE THE TRUE IMPACT OF ADVERTISING
ECONOMETRICALLY ADJUSTING KPIS
“WHAT IF” SCENARIO PLANNING
£44#£24#
£88#£67# £65# £58#
£39# £57#£37#
£61#
£133#
£64#
£165#
£101#£72# £63#
£37# £53#£34#
£62#
£0#
£50#
£100#
£150#
£200#
£250#
£300#
£350#
£400#
£450#
£500#
DRTV# Email# Generic#Search# Display# Regional#Press# Leaflets# DM# Inserts# Affiliates# Royal#Mail#
CPL$
Econometric#CPL# Linear#CPL#
Source: Economizer
Source: Economizer
Weeks 1- 33 FY11
THE ART OF THE POSSIBLE
THE NEW ERA OF MEDIA
IN SUMMARY
MEDIA LANDSCAPE HAS CHANGED
CONSUMER IN CONTROL
HARDER TO REACH
BETTER INFORMED
FIND THE RIGHT BALANCE
UNDERSTAND TARGET
CONSUMERS
UNDERSTAND CONSUMER PURCHASE JOURNEY
EMPLOY HOLISTIC
MEASUREMENT TECHNIQUES
BE SENSIBLE, BUT BE BRAVE
ANY QUESTIONS?
REDEFINING MEDIA