Media landscape updater vi 2012
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MEDIA LANDSCAPE UPDATER JANUARY – JUNE 2012 b y
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Transcript of Media landscape updater vi 2012
MEDIA LANDSCAPE UPDATERJANUARY – JUNE 2012
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
MEDIA SNAPSHOT
•Media investments• Media mix• Biggest players• Sectors
MEDIA REVENUES YTD TOTAL
In 1H of 2012 advertisers invested 4% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%).
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
0 5,000,000,000 10,000,000,000
Jan - June 2012
Jan - June 2011
Jan - June 2010
1 2 3 4 5 6 7 8 9 10 11 120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2010 2011 2012
mln
20 BIGGEST PLAYERS YTD TOTAL
Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka) and Coca – Cola.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
In 1H of 2012 Telecom sector is No.1 with its share on the level of 13%. On the next positions are: Medicine, Food and Retail.
Source: Kantar Media
2010
2011
Jan - June 2012
0%
20%
40%
60%
80%
100%
13%
12%
13%
11%12%
13%
15%
13%11%
8%
9%
9%
10%
9%
8%
6%
6%7%
6%
8%7%
7%7%
7%
7%7%
7%
5%4%
5%
4%5%
4%
COMPUTER & AUDIO VIDEO
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
CLOTHING & ACCESSORIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
LEISURE
BEVERAGES & ALCOHOLS
OTHERS
MEDIA, BOOKS, CDs AND DVDs
FINANCIAL
AUTOMOTIVE
HYGIENE & BEAUTY CARE
RETAIL
FOOD
PHARMACEUTICAL PRODUCTS, MEDICINE
TELECOMS
TV ADVERTISING
• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
TV is still well consumed. Average time viewed considerably increased during Euro 2012 and Olympic Games.
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100
120
140
160
180
200
220
240
260
280
300
2010 2011 2012
ALL TIME VIEWING (SHR%)
TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic
stations. Source: AGB Nielsen Media Research, TG:All 16-49
Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec
2007 2008 2009 2010 2011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74.4% 71.0% 66.6% 59.3%
25.6% 29.0% 33.4% 40.7%
Share of Viewing by Stations Group (All 16-49)others Big 4
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
In 1H of 2012 total number of generated GRP’s is higher than in 2011 by 4%. We observed stronger activity during Euro 2012, however not as strong as expected at the beginning of 2012.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - July
2011
Jan - July
2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
-4%
+20%
+14%
+8%
+12%
+12%
+9%+2%
+13%
+7%
+3%
+3%
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 25% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000 no of seconds sold - Total TV
Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011
Total TV 2012
weeks
no o
f sec
s
SECONDS SOLD
Source: AGB Nielsen Media Research
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
50,000
100,000
150,000
200,000
250,000 no of seconds sold - TVP1+TVP2
TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000 no of seconds sold - TVN
TVN 2008 TVN 2009
TVN 2010 TVN 2011
TVN 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000 no of seconds sold - POLSAT
Polsat 2008 Polsat 2009Polsat 2010 Polsat 2011Polsat 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000 no of seconds sold - AtMedia
AtMedia 2008 AtMedia 2009 AtMedia 2010
AtMedia 2011 AtMedia 2012
weeks
no o
f sec
s
TV – NICE TO KNOW
HITS OF JULY
Programme Date
Audienc
e AMR%EURO 2012 FINAŁ HISZPANIA-WŁOCHY 2012-07-01
4 833 038 26,56%
STUDIO SPORT 2012-07-01 4 051 592 22,26%
CEREMONIA MEDALOWA EURO 2012 2012-07-01
3 813 287 20,95%
IO LONDYN 2012 / SIATKÓWKA POL-WŁ 2012-07-29
2 893 669 15,90%
EURO 2012 PO MECZU HISZ - WŁ 2012-07-01 1 659 266 9,12%
SPORT /SERWIS SPORT./ 2012-07-01 1 621 442 8,91%
PROGNOZA POGODY 2012-07-01 1 592 199 8,75%
Programme Date
Audience AMR%
MAZURSKA NOC KABARETOWA2012-07-
14 1 531 923 8,42%
KABARETOWY KLUB DWOJKI NA WAKACJACH
2012-07-07
1 417 310 7,79%
MAZURSKA NOC KABARETOWA2012-07-
14 1 393 077 7,66%
KABARETOWY KLUB DWOJKI NA WAKACJACH
2012-07-07
1 379 909 7,58%
XVIII FESTIWAL KABARETU - KOSZALIN 2012
2012-07-28
1 350 602 7,42%
MAZURSKA NOC KABARETOWA2012-07-
14 1 290 773 7,09%
ZAPROSZENIE NA TOUR DE POLOGNE
2012-07-07
1 188 909 6,53%
Programme Date
Audience AMR
%CEREMONIA MEDALOWA LŚ SIATKÓWKI 2012-07-08
1 437 602 7,90%
LIGA SWIATOWA SIATKOWKI / POLSKA-USA 2012-07-08
1 370 126 7,53%
BAD BOYS II 2012-07-23 1 366 237 7,51%
BAD BOYS 2012-07-02 1 247 240 6,85%
S.W.A.T. JEDNOSTKA SPECJALNA 2012-07-16 1 240 600 6,82%
SIE KRECI NA ZYWO KULISY 2012-07-23 1 234 576 6,78%
NEW YORK TAXI 2012-07-25 1 234 222 6,78%
Programme Date
Audienc
e AMR%
FAKTY 2012-07-29 1 311 150 7,20%
SKNERUS 2012-07-22 1 144 013 6,29%
VABANK II CZYLI RIPOSTA 2012-07-15 1 068 489 5,87%
KLAMCA KLAMCA 2012-07-29 986 996 5,42%
PROGNOZA POGODY 2012-07-15 964 514 5,30%
HARRY POTTER I WIEZIEN AZKABANU 2012-07-20
948 537 5,21%
TVN CLIP 2012-07-22 907 824 4,99%
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Source: Kantar Media
In 1H of 2012 print revenues increased by 1% (mainly thanks to increase of magazines revenues). We predict rather decrease of investments in the 2H of 2012.
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
4,45
2,43
0,09
8
4,73
9,08
2,12
5
2,11
5,63
0,33
4
2,34
3,78
8,06
0
2,36
0,61
3,21
4
Full Year Jan - June
+1%
SEASONALITY
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media
In 1H of 2012 print media sold 8% less insertions than in 2011.
1 2 3 4 5 6 7 8 9 10 11 12 -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Investments 2010
Investments 2011
Investments I - VI 2012
Insertions 2010
Insertions 2011
Insertions I - VI 2012
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products.On the other hand Financial and Food sector are rather pulling back from print media.
Source: Kantar Media
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Investments I - VI 2010
Investments I - VI 2011
Investments I - VI 2012
Insertions I - VI 2010
Insertions I - VI 2011
Insertions I - VI 2012
PUBLISHERS
In 1H of 2012 Bauer and Agora SA are top players on the Print market (considering media revenues).
Source: Kantar Media, M&MP
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
0
10000
20000
30000
40000
50000
60000
70000
Investments I - VI 2010
Investments I - VI 2011
Investments I - VI 2012
Insertions I - VI 2010
Insertions I - VI 2011
Insertions I - VI 2012
PRESS – NICE TO KNOW
READERSHIP OF DAILIES
„Fakt” is constantly the leader among dailies, but starting from April 2012 average sales drop significantly.
„Gazeta Wyborcza” and „Super Express” noticed a slight increase in June 2012 after drops in previous months.
„Rzeczpospolita” notes continuous decline in sales.
ZKDP: 01.2011 – 06.2012
Ave
rage
sal
es
READERSHIP OF WEEKLY REVIEWS
Angora is still the leader among weekly reviews. (an average sales is 362 989 a month).
„Uważam Rze” appeared last year on the market and now its average sales is 133 321 a month.
„Gość Niedzielny” (the second place) – catholic weekly, has still high position among others weekly reviews.
The last position - Przekrój with constant decline in sales.
All national weeklies have seen a drop in sales over last 1.5 year.
ZKDP: 01.2011 – 05.2012
Ave
rage
sal
es
HARPER’S BAZAAR DEBUT ON POLISH MARKET
Harper’s Bazaar (Hearst Marquard Publishing) will debut on Polish publishing market in autumn. Regular editions will start in the spring 2013.
MAGAZINE FOR WOMAN - NAJ CHANGES IT’S PERIODICITY
Arter changing the publishing house (from G+J to Bauer) Naj has changed it’s periodicity from monthly do weekly. Relaunch was supported by advertising campaign for 6.6 million PLN. The first issue sell was on the level of 412k what was considered a success.
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types
OUTDOOR INVESTMENTS
In 1H of 2012 advertisers invested 7% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as media market faces slowdown.
Source: Kantar Media
2010 2011 20120
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,18
5,67
5,85
1
1,24
6,98
5,89
3
597,
896,
995
622,
598,
150
669,
174,
150
Full Year Jan - June 2012
7%
SEASONALITY
On the contrary to the prognosis, during Euro 2012 outdoor revenues were lower than in 2011.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
110,000,000
120,000,000
130,000,000
140,000,000
2010 2011 2012
MARKET SHARES
Outdoor market is consolidated. Over 84% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 29% share is on the second position.
Source: Kantar Media
30%
19%15%
10%
25%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
32%
27%
16%
10%
15%
2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
30%
29%
16%
9%
16%
Jan - June 2012
AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
MOST POPULAR AD TYPES
Source: Kantar Media
We observe growth of expenditures on BB and Frontlights.
Backlight Billboard Citylight Frontlight -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
Jan - June 2010 Jan - June 2011 Jan - June 2012
-2% -2%+13%
+3%
OOH – NICE TO KNOW
SAMSUNG GALAXY S IIIFOR THE CHAMPIONS!
Simultaneously with launching the 2012 London Olympics, on the Polish market an Olympic campaign of Samsung Galaxy S III appeared. The campaign will last till the end of August. Samsung planned TV, press,
Internet, and OOH campaigns. Concerning the OOH activities, billboards at the airports are being exposed, as well as the vinyl nets in Warsaw.
„5 STADIUM” CAMPAIGNSUPPORTING POLISH OLYMPIC REPRESENTATION
Taking advantage of the Polish Olympic Representation sponsorship, Tyskie, after the succeed of the first part of the „5 Stadium” campaign during Euro 2012, is continuing this event now.
„5 Stadium” means whole Poland, the slogan on the official website states: „5 Stadium is everywhere, where the fans are” and the fans are in all 908 cities of Poland… The action launched on Facebook „Poleć Zimochem” (Fly with Zimoch) promoted by Tomasz Zimoch allows the fans to comment the sport events
and be rewarded. Let’s cheer our Polish sportsmen on!
NIKON SUMMER PROMOTION AT THE SEASIDE
Promotional action by Nikon at the Polish seaside shows how important and beneficial using of seasonal advertising may be in trying to reach specific target group. Nikon created
„photographical city”, where there’s a chance to test the photo equipment not only for the adults, but also for the children. In the „Nikon city” it’s possible to participate in the sport
events, such as volleyball, skim-boarding and spike-ball and take a professional picture that one can take home.
ACER, INTEL, PLANETA FMMOBILE ZONE OF THE OLYMPIC FANS
Thanks to the Polish Olympic Representation sponsors: Acer, Intel, and Planeta FM, the fans can feel the Olympic atmosphere travelling in the London buses across Warsaw. Inside, the guests
can participate in the contests, see the animations and transmissions from the Olympic Games. The action is conducted by the hostesses who will invite people inside the bus and a DJ playing
the music from Planeta FM radio. The program aims to educate people in the field of sport events, building positive sport emotions and to promote the sponsors.
FRUGOFRUGO WARNINGS!
Frugo decided to take care of the fans, who will take part in the summer music events. First Frugo air-walls appeared on July, 27th. We can find on them funny warnings about the side-
effects of being at the concerts, but also some useful information that will help people participating in the summer events. The posters’ designs illustrate the exact image of twisted,
fruity Frugo.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 35% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).
2010 2011 Jan - June 20120
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
663,
837,
150
709,
250,
418
409,
260,
519
Full Year Jan - June 2012
+35%
SEASONALITY
Because of Euro 2012 cinema audience and media revenues in June were lower in comparison to the previous years.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 120
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2010 2011 2012
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
In 1H of 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas Computer & Audio Video sector is rather in retreat.
2010 2011 Jan - June 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 17%
13%
14% 16%
17%
15% 14%
11%8% 11%
4%6% 7%5%7%
7%10%
7% 7%0%3%
5%8%
5%4%5% 4%3%5% 2%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
TRAVEL / TOURISM / HOTELS & RESTAURANTS
PHARMACEUTICAL PRODUCTS, MEDICINE
CLOTHING & ACCESSORIES
HYGIENE & BEAUTY CARE
OTHERS
COMPUTER & AUDIO VIDEO
RETAIL
BEVERAGES & ALCOHOLS
MEDIA, BOOKS, CDs AND DVDs
FINANCIAL
AUTOMOTIVE
FOOD
TELECOMS
LEISURE
Source: Kantar Media
MARKET SHARE
Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA
47%53%
Jan - June 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
WEAKER BEGINNING OF 2012
Source: NAM
In 1H of 2012 Cinema audience was weaker while comparing to the same period of 2011 by 8%.
January February March April May June July August September October November December0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2012 2011 2010 2009
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
In 1H of 2012 radio ratecard revenues were higher by 17% while comparing to 2011.
Source: Kantar Media
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2,47
8,23
3,14
5
3,11
9,21
9,05
1
1,14
4,77
3,89
2
1,51
8,43
7,95
5
1,78
3,33
1,22
4
Full Year Jan - June
+17%
SEASONALITY
We observe typical seasonality of radio expenditures.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
90,000,000
140,000,000
190,000,000
240,000,000
290,000,000
340,000,000
390,000,000
2010 2011 2012
MARKET SHARES (STATIONS)
Strong 1H of 2012 for RMF FM with its SoS on the level of 33%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
32%
18%
5%3%
43%
2011RMF FM
ZET
PR 3
PR 1
Others
33%
19%
5%3%
40%
Jan - June 2012RMF FM
ZET
PR 3
PR 1
MARKET SHARES (MEDIA OWNERS)
For the last years RMF FM and Zet have been the biggest radio stations on Polish market.
Source: Kantar Media
33%
25%3%
8%
12% 2%
2010GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
39%
20%
17%
10%
12% 2%
2011 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
39%
22%
16%
11%
11% 2%
Jan - June 2012
GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
Others
RADIO – NICE TO KNOW
110 120 130 140 150 160 170 180 1900%
5%
10%
15%
20%
25%
30%
RMF FMRadio ZetPR 1PR 3ESKAZłote PrzebojeRMF MAXXX
Avarage time of listening
Shar
e in
the
time
of l
iste
ning
0 50 100 150 200 2500%
5%
10%
15%
20%
25%
30%
35%
40%
Grupa RMF
Polskie Radio
Eurozet
Time
Agora
Avarage time of listening
Shar
e in
the
time
of l
iste
ning
Radio stations Radio groups
LISTENING OF RADIO
Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) I-VI 2012
The highest share of the time of listening noted RMF Group. Avarage time of listening of RMF FM is 163 minutes per day.
The highest time of listen noted Polish Radio espacially PR-3 (182 minutes per day).
ONLINE
ADVERTISING
Advertising on the Internet is constantly growing – according to IAB AdEx research, made by PwC, online advertisement spending in Poland in the 1st quarter of 2012 were about 485
mln PLN (9,3% more than last year)
The most active sectors are real estate, automotive, tourism and catering.
ONLINE ADVERTISEMENT EXPENDITURES IN 1ST QUARTER OF 2012
MAIN TYPES OF ADS – SHARES:
HOUSEHOLD PRODUCTSALCOHOLIC AND NONALCOHOLIC BEVERAGES
CLOTHINGEDUCATION
COMPUTERS AND AUDIO VIDEOPHARMACEUTICAL PRODUCTS, DRUGS
FERNITURE, DECO, AGDBUSINESS SERVICES
TOURISM, HOTELS, RESTAURANTSFOOD
HYGIENE AND CAREFREE TIME
MEDIA, BOOKS, CD, DVDTRADE
REAL ESTATETELECOMMUNICATION
FINANCEAUTOMOTIIVE
0.3%1.2%1.6%2.0%
2.5%2.5%
3.1%3.3%3.5%
4.9%5.2%
6.1%6.8%
9.3%9.3%9.7%
12.4%16.4%
ECONOMIC SECTORS – SHARES:
Source: IAB Polska/PwC AdEx 2012 Q’1
Source: IAB Polska/PwC AdEx 2012 Q’1
NEW ADVERTISING SOLUTIONS :CAPTCHA & IN-IMAGE
ON EXAMPLE OF TWO POLISH MARKETING NETWORKS:
NEW ADVERTISING CHANNEL – CAPTCHA – COMPLETLY AUTOMATED PUBLIC TURING TEST TO TELL COMPUTERS
AND HUMANS APART
The new form of advertisement – Type-In – where instead of random password the user types the advertisement slogan. In this case the advertising message can be not only
noticed but also rewritten. This solution significantly increases the brand awareness and remembering advertising communication.
Instead of: It can be:
Sourse: SolveMedia, Exploring the Impact of Type-ins on Brand and Message Recall, Summer 2010
Effectivenes of campaigns based on Type-in technology:
video-type-adexpand-type-adtype-ad
answer-type-ad flash-type-ad
EXAMPLES OF POSSIBILE LOCATIONS OF CAPTCHA ADVERTISEMENTS
PIXAD – innovative solutions, In-Image Advertising, which for example can help to generate sales in e-commerce sector. It gives a possibility of advertisements emissions on the surface of the picture by Pixad Mark, which is turning static images into interactive ones. It is non-invasive form of advertising because the user is inducing the ad by moving the mouse over the image.
Additionally, the technology gives precise targeting opportunities, i.e.: personalized retargeting (age, sex, education), geo targeting, audience targeting, targeting by categories, specific brands and models, objects on the picture.
IN-IMAGE ADVERTISING SOLUTIONS
PIXAD MARK
BOX AD
BANNER AD
TEXT AD
POSSIBLE ADVERTISEMENTS’ LOCATIONS ON THE
PICTURES:
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Media Direction Group webpage:www.mediadirection.com.pl
In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]
