Post on 02-Nov-2014
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Media Planning in the “ME” MEDIA Generation
Anthony Coles, February 13th 2007
“It’s like a splinter in your mind”
“What is The Matrix (Web 2.0)”? or “ Can’t everything just stay as it is?”
“You have to understand that many people are not ready to be unplugged, and many of them are so inured, so hopelessly dependent on the system,
that they will fight to protect it.”..Morpheus, The Matrix 1999
What is The Matrix?…
The Matrix…
• 2006 - $11B– up 6%
AustraliaTrends in Ad spend - all media/ marketing communications
(1993 - 2006)
$4,790 $4,923$5,414
$5,914 $5,954$6,568
$7,061
$7,970$7,423 $7,514
$8,159
$9,072
$10,126
$11,000
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
$'00
0's
Source: CEASA Report YE 31 December
‘noise’ up 40% since 2001
The Matrix...
• Internet category spend up 60%– All others up also
Trends in share of Ad Spend
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2000 2001 2002 2003 2004 2005 2006
Press Mags TV Radio Outdoor Online Cinema
+ 4.9%
+ 9.5%
+ 3.5%
+ 6.5%
+ 8.3%
+ 59.8%
+ 13.5%
Sour
ce: A
BVS
Feb
07
The Matrix…
• Trends in Internet ad spend– $900,000,000 spent in all types of ‘online’ ads
• Display, Classifieds, Search
Source: ABVS Report YE 31 December
Source – ABVS Dec 2006
LATE PRESS:• The Australian
online advertising market grew 61.5% in 2006 to reach $1,001 million
• The 2006 calendar year revenues for General Advertising grew 56.2% over 2005 to $303M, with revenues for Classifieds Advertising up by 45.1% to $299M and Search and Directories Advertising up by 81.4% to $399M.
What was Web 1.0?
Travel
Banking PropertyJobs
Cars
Missed that train did you?
Free email…
News
Books, Music… everything else
Looking for things…
???…
What were people doing?S
ou
rce
– N
iels
en N
etV
iew
Dec
200
6
Where exactly are they going?
Source – Nielsen NetView Dec 2006
What are advertisers doing - Display?
What are advertisers doing – Search/ Directories?
What are advertisers doing - Classifieds?
Market Share Classified Ads
2005 2006
So
urc
e –
AB
VS
Dec
200
6
Big Spenders 2006
• All Display• Top 5 FI’s
– $73,000,000
So
urc
e –
Nie
lsen
Ad
Rel
evan
ce J
an-D
ec 2
006
Tipping Point 2006 – broadband + video = UGC
Social Networking takes hold
• News buys MySpace• Google buys YouTube• ANPL launched AdelaideNow
0
2000
4000
6000
8000
10000
12000
'000's
1st Qtr '06 2nd Qtr '06 3rd Qtr '06 4th Qtr '06
2006
Unique Visitors Search Engines/ Portals &/or "Communities"
Google NineMSN Yahoo7 Fox Int (MySpace) BloggerSo
urc
e –
Nie
lsen
Net
Vie
w 2
006
Web2.0’s Challenge to Traditional Media Planning
Media Planning 101…• Hit the Right People• In the Right Environments• With the Right Messages• At the Right Times• In the Right Amounts• For the Right Cost• To make a measurable difference to an advertiser
TV
CPT
CPM
Radio
Cume
OOH
OTS
WEBCPM
CPC
Efficiency- Reach/ Frequency- OzTam- Roy Morgan- Nielsen- Etc.
Effectiveness- Brand tracking- Calls- Traffic- Leads
Advertising/ Media Planning 1.0
• Linear• Silo’s of information• Tyranny of tools
Needs to sell ‘stuff’
‘consumers’ access/ create their own ‘stuff’
Business decidesto make ‘stuff’
Buys space/ time in media to tell people
about their ‘stuff’
Media also need to convince people to buy their ‘stuff’ so advertisers buy their stuff
We’re all ‘stuffed’!!
Planet’s stuffed
The Media Planner/ Marketers challenge today…
• Proliferation– More media to choose from
• Addiction– More media to be with
• Multi-Tasking• Avoidance• Shift of Control• Consolidation of industry players• Digitisation, and• New Economics
– Spiraling costs to reach v reducing effectiveness of media– Content via publishers v content directly to people– Clients asking increasingly, “show me the value”?
Digital Publishing Eco-System
Idea
Banner Ads
Full-page Banners
Branded
Mobile Phone
Sites
iTV
Elevator Advertising
Household PDAs
Branded Sceens
Viral Mail
Branded Games
Mobile Mkt.
PDAs
PVRs
Telematics
Screens on Exercise Bikes
Image Content ScannerBar Code
ScannerBranded CDs
Branded Web Content
Outdoor
Retail Point of Sale Face-to-Face
Directory Marketing
Event/ Sponsorships
MagazinesRadio
Television
Telemarketing
Fax
Customer
Service
Newsprint
Placement/
Product Sampling
1. Proliferation of media options
2. Addiction
TV Radio Mags. Newsp. Internet Total
1945 -- 3.0 .3 .8 -- 4.4 1955 2.4 2.7 .3 1.0 -- 6.4 1965 3.5 2.8 .3 .7 -- 7.3 1975 3.7 3.0 .3 .6 -- 7.6 2000 4.11 3.0 .3 .6 .3 8.3 2002 2003 2004
4.21 4.16 4.19
3.0 3.0 2.8
.3
.3
.4
.6
.6
.6
.3
.3
.3
8.4 8.4 8.3
Source: Media Dynamics, Inc. Television Dimensions 2004, p.333
• Average daily media usage
3. Multi-tasking
• The 32 hour day
4. Avoidance
• 3,000+ messages a day
60% of people passing a poster site do not see the poster
SMG Project Visibility/Starsight
52% of radio “listeners” do not listen to radio ads
SMG Radio Effectiveness Study
19% of magazine “readers” don’t look at the ads
SMG Print Positioning Study
86% of TV “viewers” claim not to pay attention to regular commercial breaks
SMG Event TV Studies
77% of TIVO HHs fast-forward past commercial time
SMG TIVO Study
4. Avoidance
36%Remain
17% Left the room
13%Paid no attention
26%Paid
partialattention
3%Surfed away
5% PVR ad skipping
Source: Media Dynamics
4. Avoidance – the ‘shrinking’ commercial
I’ve seen this before
Show mesomething
new
I want to simplify my choices
Do I needthis
information?
5. Shift of Control
Devices
PC’sDESKTOPS, LAPTOPS, MACS.
GAME’sXBOX, GAMECUBE, PS 2, GAMEBOY.
MOBILE’s
BLACKBERRYS, BLUETOOTH?
MUSIC
IPOD, ITUNES, WALKMAN, ETC.
TV’sVIDEO ON DEMAND TIVO, HDTV, ETC.
yesterday today tomorrow
LEARN + SHARE
EXPLOSIVE CHOICE
CONSOLE + MOBILE
TALK + EMAIL
MP3 PLAYER
LEARN + SHARE + ENTERTAIN
ON DEMAND NETWORKED
NETWORKED CONSOLE +
MOBILE
TALK + EMAIL PHOTO/VIDEO
WIRELESS DIGITAL MUSIC PLAYER
LEARN
CHOICE
CONSOLE
TALK
DISCMAN
5. Control Shift – Technology drivers
yesterday today tomorrow
CONSUMECONSUME +
COMBINE
CONSUME + COMBINE +
CREATE
EXPLORE EXPLORE + SHARE
EXPLORE + SHARE + EXPRESS
5. Control Shift – Human-drivers
6. Consolidation + new kids on the block
In the U.S., these suppliers control nearly:
• 80% overall national network inventory
• 40% national cable inventory
• 25% national print titles
• 9-11% local broadcast stationsSource: Media Tracker
Google + Yahoo each with market cap of $50B
• Viacom + Walt Disney $30B ea
PC/InternetPC/Internet
Wireless/MobileWireless/Mobile PhonePhone
Non-PC Internet Access
Smart Phone
Personal Digital Assistant (PDA)
TVTV
Wireless Internet Wireless Internet EvolutionEvolution
Television/PCTelevision/PCConvergenceConvergence
Personal Video Recorder (PVR)
Broadband Video
Streaming Audio
Enhanced TV (ETV)
Game Console
Interactive TV (ITV)
Wireless Handheld Access & Content
Source: TV 2.0 “Are You Ready” Version 2/03
7. Digitisation
8. New Media Economics
• Invest in the Strategy discussion– integrate understanding of new media landscape into business/
comms planning + core creative idea
• Bring media into the conversation early– Influences your metrics, strategic ‘upfront’ opportunities
• Build on the cumulative strengths of a layered approach– “seamless, multi-level creative event”
Reach media
Lifestyle media
WOM
Tipping Point
$175.8Billion$178.4
Billion
MoneySpent on
Direct Access toMedia Content
MoneySpent on AdSupported
Media2003
Source: Veronis Shuler 2004 Report
So, how to include ‘new’ media into your planning?
• Fund/ allow agencies to do what they do best– Create new ideas
• Remove the separation– of ‘old’, from ‘new’ media– of ‘creative’ from ‘media’ agencies
• Build on the inter-connectedness of the life of people– “Relevant Life Moments”
• Balance Reach (CPM/CPT) with Attraction (WOM)
It’s all about choice, or the “sense” of control
• Advertising in the 40’s -’70’s– XYZ Co. makes washing powder– this ‘new media’ is emerging– “Let’s create our own program to show people how good it is”
• radio/ tv
• Control with manufacturer, opportunity for media, consumer – passive
The sacred trinity – Home, Husband, Respectability
The ME MEDIA generation
• Me media– Reader/ viewer is editor, is publisher, is ‘consumer’– Control with individual, challenge for traditional publishers
The future…
• Location-based marketing– Bluetooth/ 3G
The future…
Impact on Media/ Marketers
• Loss of Control = Grief– stages of dealing with grief
1. Shock/ paralysis
2. Denial/ avoidance
3. Anger/ projections of
4. Bargaining / a way out
5. Depression/ realisation of the inevitable
6. Testing/ Looking for alternative solutions
7. Acceptance/ Finding a way forward
• What symptoms are you displaying?
Starcom’s ‘Grief’ resolution process
• Things we know• media landscape
• consumption habits• competitors sov• developments
• proprietary research
• category experience
• local media market
• Things you know• business knowledge
• category experience
• recent research
• plans for future
• Shared knowledge• brand insights
• customer insights
• competitor insights
• media opportunities
• Ideas/ Opportunities• message/ content
• medium/ contact opportunities
Communications strategy development
planning around context…
And what is Web 3.0?
• “The Matrix cannot tell you who you are” Trinity• The Semantic Web
– Metadata web
• The meaning expressed in a language, or code• The relationship of signs to objects• The relation of signs or other signs, or concepts• http://www.well.com/~doctorow/metacrap.htm