Everything is Media

8/14/2019 Everything is Media

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1THE JOINED UP MEDIA COMPANY

Everything is media, and media is everything

Latest Trends in Media


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IN THE WORDS OF DAVID BECKHAM..

I dont make predictions, and I never will


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THE PHILOSOPHY

Everything is media

How technology, lifestyle and measurement changesare causing us to re-evaluate our definition of what isa media contact

And media is everything

How existing and emerging media planning conceptsdrive consumer behaviour


4/474THE JOINED UP MEDIA COMPANY

WHAT IS THE EVIDENCE OF THE GROWTH INEVERYTHING IS MEDIA?

Winners of IPA Effectiveness awards use an averageof four different media

As markets evolve, the dominance of TV reduces



WHAT IS THE EVIDENCE OF ITS GROWTH IN IMPORTANCE?DISTRIBUTION OF ADVERTISING EXPENDITURE

Newspapers43 %

Magazines19%

TV26 %

Radio4%

Cinema1%

Outdoor5%

Internet2%

Newspapers41%

Magazines15%

TV30 %

Radio

4%

Cinema1%

Outdoor

6%

Internet3%

Germany United Kingdom

Newspapers32 %

Magazines4%

TV52 %

Radio5%

Cinema

1%

Outdoor

6%Internet

0%

Newspapers12%

Magazines14%

TV61%

Radio7%

Cinema1%

Outdoor5%

Internet0%

PolandTurkey

Source: Carat 2003



WHAT IS THE EVIDENCE OF ITS GROWTH IN IMPORTANCE?% ADVERTISING BUDGET SPENT ON TV

0

10

20

30

40

50

60

70

80

90

R o m a n

i a

U k r a i n e

F Y R M a c e d o n

i a

S e r

b i a

&

S l o v a

k R e p u b

l i c

C r o a t

i a

B u l g a r i a

P o l a n

d

S l o v e n i a

P o r

t u g a

l

I t a l y

T u r k e y

C z e c

h R e p u b

l i c

R u s s i a

S p a

i n

H u n g a r y

G r e e c e

B e l g i u m

F r a n c e

U n i t e d K i n g d o m

N o r w a y

G e r m a n y

A u s

t r i a

N e t

h e r l a n

d s

S w e d e n

D e n m a r

k

F i n l a n

d

Classic model

Diversification model

Source: Carat 2003



WHY HAS THIS HAPPENED?

TV Media Inflation

Saturated consumers

Busy consumers

Media fragmentation

Better measurement

More specialists



HOW HAVE ADVERTISERS AND AGENCIES RESPONDED ?

Diversification and creativity

Rethinking consumer planning around an organisingidea

Using new measurement techniques



DIVERSION & CREATIVITY IN SLOVAKIA:CATEGORY BREAKER MEDIA:HVB CREDIT

HVB Bank in Slovakia had a particularchallengeTo stimulate take up of credit the bankwanted to stress the benefits of buyingproducts even when you dont have themoney at present.A sensitive message so a mass TVcampaign was out.So the media solution was to put the TVad in an environment where shoppingaspirations would be top of mindThe media was TVs in a retailer window,NAY (electronics retailer with 20% share)

Three times uplift in credit applications



DIVERSION & CREATIVITY IN CROATIA:LEVERAGE TV CAMPAIGN

Print Advertisment In support to Duracell

Racing Bunny tvcadvertisement invitesconsumers to joinDuracell bunny in histour around Croatia,

have fun, learn aboutchildren with specialneeds and take aphoto which wasagreed with Olympus

Headline Copy: Gowith the bunny andprepare for the foto

shoot!





Rethinking consumer planning around an organising idea




RETHINKING COMMUNICATIONS PLANNING:THE SIX STEPS

Set up a team and a collaborative processDefine the brand challenge

Get consumer insightDevelop an organising ideaExecute the idea into relevant channelsDesign of evaluation

Source: Julian Saunders


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AN ORGANISING IDEA CAN BE.

A Message

A symbolic idea

Brand identity

Campaign theme


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WHAT IT MEANS FOR MEDIA/CHANNEL PLANNING

Starts with the consumer, not the media.

Media/channel combinations often required.

Winning consumer attention requires more creativity.


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Rethinking consumer planning around an organisingidea



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We manage what we

measure!


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IF WE MEASURE IN FRAGMENTS, WE MANAGE IN FRAGMENTS

To integrate marketing effectively managers need a tool

that measures the contribution of differentcommunication touchpoints . holistically

Market Contact Audit

(MCA)


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P&G ENDORSEMENT

An innovative tool that addresses an urgent need of theindustryit is based on a simple and solid consumer interview,from which a wealth of data is derived

Hans Ulrich Krause

(Global Media Research - Procter & Gamble)


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WHAT IS A TOUCHPOINT?

Each and every opportunity (or potential opportunity) for a brandcategory and a consumer to encounterExample of contacts:

Mass Media exposure: TV ads, Magazine ads, Press Articles... One-to-One contacts:

Direct Mail, Coupons...

POS experience: In-store leaflets, gondolas... Events and Sponsorship coverage Any other contact:

Word-Of-Mouth... Packaging... Web-Site or Internet Banners...


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TOUCHPOINTS: TELEPHONY ADVERTISER

D i r e

c t ( 1 2

)

Helpline or call centreE-mail messageSpecial offer through my workText message or telephone call fromphone companyWelcome pack or users' manualCustomer magazine sent to me by myphone companyInternet sitesInformation received with monthly billOffer in conjunction with anothercompany (eg credit card company)Advertisements on the internetSales people in a public place (egrailway station, shopping centre, cafor gym)Mail from a phone company

M a s s ( 1 1

)

Articles in newspapers andmagazinesTV advertisementsAdvertising on posters or billboardsLeaflets inserted in magazines ornewspapersNewspaper advertisementsMagazine advertisementsAdvertising on buses, trains or taxisRadio advertisementsCinema advertisementsInformation at airport or on airplaneInteractive TV commercial (when youpress the red button)

P O S ( 5 )

Promotional voucher or couponMagazines, leaflets, brochures inshopsRecommendation/advice from salespersonShop window displaysSpecial in-shop display

S p on

s or sh i p

( 4 )

Sponsorship of TV programmesSponsorship of music or arts eventsSponsorship of sports events, teamsor sportsmen/sportswomenSponsorship of radio programmes

U n

b r an

d e d ( 4 )

Recommendation/advice from a friendor colleaguePrompt from family or friends to jointheir networkRecommendation/advice from myspouse or partnerRecommendation/advice from my kids


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TOUCHPOINTS: COFFEE ADVERTISERTV advertising

Price reductions in newspaper

ads

Cinema advertising

Advertising in newspaper,

journals and magazines (withoutprice information)

Billboards

Discounts through radio

advertising

Radio advertising

M

a s s

P

O C

Free cup of coffee at store

brand-promotion-standFree coffee sample handed atworkCaf (serving coffee cups,pastries and cakes,)A specialized shop that sells

coffee and related products(Special blends, beans,) andserves cupsBranded coffee shopsBranded coffee machine atworkBranded coffee parasols incafs

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Price reductions in mailed

leaflets

Product tasting at work

Smaller packages to initiate

trial of new brand

Posted flyers without price

information

Branded automatic espresso

machine for home use

Recommended by coffee

machine vendor

P O S

Free sample trial at store when

you buy coffee

Store flyers with promotions

(e.g. buy 3 for the price of 2) or

price reduction/information

Shelf positioning in store

Packaging that is functional

Special gondolas to make

coffee promotions more visible

Nice layout in shop window

S p on s or sh i p

Sponsoring of sports events

Live ads/events sponsored by

a coffee brand

Brand presence at sportsevents

Sponsoring of TV programs

Sponsoring of cultural events

Brand presence at cultural

events

I n d i r e

c t

Tried at a friend's house

My family used this brand

Recommended by a

friend/someone who knows your

taste

G e n e r a

t e d b y

M C A u

t o m a

t e d

. I n

t e g r a

t i o n

i s t r a

d e m a r k a n

d c o p y - r

i g h t o w n e r o

f a

l l M C A p r o

d u c t s , t o

o l s a n

d s e r v

i c e m a r k s


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MCA MEASURES BRAND EXPERIENCE ...

by measuring the degree to which consumers

associate brands with contacts:

Contact Brand A Brand B Brand CTV-Advertising 40% 30% 20%

Reflects the perceived weight of the intensity andimpact of brand activities in a contact

WHICH BRAND HAS THE MOST EFFECTIVE


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WHICH BRAND HAS THE MOST EFFECTIVEMARKETING MIX?

Contact Brand A Brand B Brand CTV advertising 40% 30% 20%Press articles 15% 30% 15%

POS Displays 50% 40% 60%Direct Marketing 10% 20% 50%

Some associations are worth more than others!

We need to weight the brand/contact associations by a factor thatrelates to brand choice.


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MCA MEASURES CONTACT VALUES ...

... as if contacts were sales - people:

Effect CauseRational - Information value

Emotional - Attractive value

Behavioral - Power value

These 3 contact values are measured: Per category

Per market

Independent of brands and message content

Robust, validated questionnaire techniques

Proprietary questionnaire

AND MERGES THE THREE CONTACTS VALUES


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AND MERGES THE THREE CONTACTS VALUESINTO A SINGLE INDICATOR:

Contact Clout Factor (CCF):

Information, Attractive and Power measured values Merged via proprietary algorithm

Single indicator for the capacity of a contactto influence attitudes

THIS PROVIDES A HOLISTIC VIEW OF BRAND


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THIS PROVIDES A HOLISTIC VIEW OF BRANDEXPERIENCE

Contact Associations CCF BEPs BEPs BEPs BEPsBrand A Brand A Brand B Brand C Category

TV-Advertising 40% 70 2800 2100 1400

Press articles 15% 50 750 1500 750POS Display 50% 30 1500 1200 1800

Dir. Marketing 10% 60 600 1200 3000

Etc.

Total BEPs 5,650 6,000 6,950 18,600

BES 30% 32% 38% 100%

CCF = Contact Clout Factor:

The capacity of a contact to influence attitudes

BEP = Brand Experience Points:Level of brand contact associations weighted by the CCF.

BES = Brand Experience Share:Perceived cumulative weight of all brand communication activities relative to competition.


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MEASURES ARE VALIDATED

Brand Experience Scores delivered by MCAcorrelate with market shares at 0.80 on

average.

In over 500 audits, covering 50 categories,in 25 markets and 18 languages

AND SUPPORTED BY MAJOR MARKETING


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AND SUPPORTED BY MAJOR MARKETINGSERVICES COMPANIES

Global allies:PUBLICIS

Starcom MediaVest Group,ZenithOptimedia

OMNICOM OMD, TBWA

DENTSUWPP

Mediaedge:cia, MediacomHAVAS

MPG

Pilots:ATKearneyVideo Research Japan(syndicated MCA)

CategoriesGlobal market leaders in:

Grocery/Beauty/FoodAutomotiveConsumer durablesFinancial servicesTelecoms

Markets:All continents30 languagesDeveloped & developing markets

WHAT KIND OF ISSUES CAN THIS DATA BE USED


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WHAT KIND OF ISSUES CAN THIS DATA BE USEDTO UNDERSTAND?

Which contacts are critical to influence ANDdifferentiate my brand?

How much Brand Experience are we achieving, andhow competitive is this?What are my brands strengths and vulnerabilities?

How much return is my brand achieving per dollarinvested?

CLIENT BRAND: HOUSEHOLD APPLIANCE RATIO


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CLIENT BRAND: HOUSEHOLD APPLIANCE RATIOOF BUDGET/BEPS

Budget Period: February 2003 - January 2004

Budget % % of BEP

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 4%

23%

5%

8%

16%

27%

19%

14%60%

25%

1/1

IndirectMassPOC

POSSponsoring

G e n e r a

t e d b y

M C A u

t o m a

t e d

. I n t e g r a

t i o n

i s t r a

d e m a r k a n

d c o p y - r i g

h t o w n e r o

f a

l l M C A p r o

d u c t s ,

t o o

l s a n

d s e r v

i c e m a r k s

Sample: Total (628)

OUR SERVICE TO RETHINKING COMMUNICATION


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OUR SERVICE TO RETHINKING COMMUNICATIONPLANNING

RESEARCH ACTIVATION


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THE PROMISE OF RESEARCH ACTIVATION

Simply, to turn research into insight and action plans

Specifically,we work with research outputs

To draw conclusions and observations from their research that areuseful in developing marketing communications.

And help brands to make decisions.


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HOW WE MAKE IT HAPPEN

We get an overview of the research / data sources thatyou haveThen we break it up into briefings and use these asinputs to..A structured series of workshops..With a multidisciplinary team.


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WHAT VALUE DOES RESEARCH ACTIVATION DELIVER?

Better communications strategies and ideasStrategies for using communications more effectively

and efficientlyIdeas for better communications.A focussed communications strategy.

Ownership and changeTeam ownership of the thinking,the action plan andthe key metrics for measuring it.


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WHAT ARE THE TYPICAL OUTPUTS ?

Agreement on

What the brand should do nowHow the brand can optimise its communications infuture

What the brand needs to find out more aboutWhat metrics will be used to evaluate and trackprogress

WHEN CAN RESEARCH ACTIVATION BE USEFUL?


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WHEN CAN RESEARCH ACTIVATION BE USEFUL?

When you want to take new research and build team

consensus on its implicationsWhen you think the brand is under-performingWhen the brand is facing competitive entry.

When you are in the challenger position needing toout think bigger spending competitorsWhen a part of our audience may need a different

approachWhen launching a line-extensionAs part of annual planning


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GOING BACK TO OUR PHILOSOPHY

Everything is media

How technology, lifestyle and measurement arecausing us to re-evaluate our definition of what is amedia contact

And media is everything

How existing and emerging media planning concepts drive consumer behaviour

THE TRADITIONAL AIDA APPROACH


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THE TRADITIONAL AIDA APPROACH

Awareness

Interest

Desire

Action

IN THE NEW MEDIA ENVIRONMENT A NEW UNIVERSAL


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FRAMEWORK FOR PLANNING IS EMERGING

Central ProcessingLearning Hierarchy

Dissonance Hierarchy

Low involvement Hierarchy

Peripheral ProcessingNudge

Source: Sue Elms: March 2005

RESPONSE HIERARCHIES AND THEIR STRATEGIC


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CONSIDERATIONS

Central Processing Happens in high involvement situations where brands are

considered different Role of advertising is significant in the marketing mix Consumers engage with advertising learn rational info

very quickly, sensitive to placement, mood for emotional

connectionsTypically advertising dominated communicationwhich is continuous, medium frequency,with premium

placement and multiple copy



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CONSIDERATIONS

Dissonance Happens when there is high involvement, but alternative

brands are not seen as different Consumers sometimes experience the brand through means

other than media brand advertising which leads toreappraisal and a move towards central processing

Typically burst advertising tying in with promotional/ sampling activity

HUNGARY EXPERIENTIAL MARKETING


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HUNGARY: EXPERIENTIAL MARKETINGHUNGARY: EXPERIENTIAL MARKETING



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CONSIDERATIONS

Peripheral processing Happens in low involvement categories where brands are

not considered different Advertising is acting as a weak force..its as likely behaviour

precedes attitude as the other way around

Typically campaigns use repetition,consistency and

cues should be used to get consumers to learnbrands by mnemonics rather than advertising

118 118


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118 118

ADVERTISED ALL THE TIME, EVERYWHERE, TO REINFORCE NEW DIRECTORYASSISTANCE NUMBER. LOTS OF CUES ON WINNING AND GETTING THERE

FAST, NO ATTEMPT TO GET CONSUMERS TO PROCESS AN ARGUMENT

RESPONSE HIERARCHIES AND THEIR STRATEGICCONSIDERATIONS


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CONSIDERATIONS

Nudge Happens in very low involvement situations where brands are

not considered different Role of advertising is secondary to other marketing levers and

its role is to nudge action Consumers not motivated to process message so all you have

to is avoid negative connotationsTypically, campaigns concentrate on just being thereas cost effectively as possible, driving a cue (but make

sure cue is not an auto pilot to ignore). Cues work beston brand users. Increasing penetration may require anon-advertising route


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IN SUMMARY


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IN SUMMARY..

Advances in technology and growth are allowingfor measurability of total consumer connectivenessMeasurement and accountability will unlock the potential ofthis most motivating of marketing philosophiesIt will create challenges for advertisers in terms of how theyorganise, approve and set budgetsIt will create challenges for agencies as functional specialism

will have to be combined with a multi-functional perspective.This affects resourcing, organisational models and rewardmechanisms

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Everything is Media