WILL 2017 BE THE WILL 2017 BE THE YEAR OF THE HOCKEY STICK · of the agency and of the Print Summit.” Mathias Brüll, CEO Group M Germany Agencies re-evaluate print 10 “At the

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WILL2017BETHEYEAROFTHE

HOCKEYSTICK?

Ulbe Jelluma @Printpower @Ulbe 2

WILL2017BETHEYEAROFTHE

HOCKEYSTICK?

Ulbe Jelluma @Printpower @Ulbe

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WhatisPrintPower?

PrintPowerpromotestheuseofprintmediaasan

effec4veadver4singchannelamongbrandownersand

media&adver4singagencies

PrintPowerisac4vein12countriesviait’sownnetwork

PrintPowerisfundedandsupportedbythepaper,

prin4ng,publishingandpostalindustries

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TheevoluDonofprintadverDsingexpenditures

0

2

4

6

8

10

12

200809 10 11 12 13 14 15 16 17 18

Magazines Newspapers

DeclineofadverDsingexpenditures(%)MagazinesandNewspapers

%

Source:ZenithOp4media

6

7

WhyaDppingpoint?

��Agenciesre-evaluateprint

Concernsaboutmetricsdigitalmedia

Lackoftransparencydigitalmediaandagencies

Ques4oningeffec4venessdigitalmedia

Threatsofdigitalmediacontent

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“Ithinkthatactuallywe’restar4ngtoseewithtradi4onalmedia,par4cularly

newspapers,abitofapendulumswingingbackbecausethemarketwill

realisethattheyaremorepowerfulthanpeoplegivethemcreditfor”.

“Someclientsarelookingatwhethertheyhaveover-investedinsomenew

mediaalterna4ves”.

“Recentresearchhasfoundthattradi4onalmediacanbemoreengagingandreadersarelikelytobeWerretaininformaDoninprint.Adver4sersshouldlookmoreatmeasuringengagementratherthan4mespent”.

“Facebookcan'treallyclaimthatathree-second

viewisthesameasa15”,a30”,a60”TVador

someonereadingaTheTimesfor40minutes”.

SirMar4nSorrell,CEOWPP

Agenciesre-evaluateprint

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“Weareinatransi4onperiod,inavacuum.Ourmostimportantgoalistooffera

be\eradvisetoourclients”.Withanaverageagestaffof32-33years,mostofthe

GroupMstaffhasnotbeenbroughtupwithprint.TrainingandinformingstaffaboutprintisthereforeakeytaskoftheagencyandofthePrintSummit.”

MathiasBrüll,CEOGroupMGermany


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“Atthesame4measthey’rebuyingviewsonlineblind,adver4sersare

abandoningamediumthathasbeenproventobeeffecDve.Tescohascutitsprintadspendby85%thisyeardespitestudiesshowingthat

thechannelcanalmosttripletheeffec4venessof

retailcampaigns.”

MaisieMcCabe,deputyeditorinchiefCampaignUK

Re-evaluateprint

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“Whatwefindinthisstudy,yetagain,isare-itera4onoftheimportanceof

mediathatcandeliveroverthelongerterm....showsthatnewsbrands’ability

tocontributetolongtermeffec4venessisakeydriverofsuccessforbrands.

Wearebeingover-hypedandover-soldonauniquelydigitalfuture.Weneedtogetrealandtakeamoreevidence-basedviewofwhat

reallydriveseffec4veness.”

PeterField,effec4venessconsultantandauthor

Re-evaluateprint

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Shorttermvs.Brandbuilding

Source: Binet & Field

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WhyaDppingpoint?


��Concernsaboutmetricsdigitalmedia




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Credibilitymetrics?

“Duetothemiscalculateddata,marketersmayhavemisjudgedtheperformanceofvideoadver4singtheyhavepurchasedfromFacebookover

thepasttwoyears.Italsomayhaveimpactedtheirdecisionsabouthowmuch

tospendonFacebookvideoversusothervideoadsellerssuchasGoogle’s

YouTube,Twi\er,andevenTVnetworks”.

TheWallStreetJournal

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Credibilitymetrics?Credibilitymetrics?

WhomeasuresGoogleandFacebookeffecDveness?

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Credibilitymetrics?

“Mr.PritchardsaidP&GisfullyendorsingtheoiencontroversialMediaRa4ng

Councilviewabilitystandardsfordigitalmedia.Thesedefinedisplayadsas

“viewable”ifatleast50%ofpixelsareon-screenforatleast1second.And

videoifatleast50%oftheplayerison-screenforatleast2seconds”.

GroupMandforexampleUnileverhaveadoptedstricterstandards:displayads

need100%of4meinviewforanylengthof4meandvideowhen100%ofthe

playerisinviewforhalfthepurchased4me,thesoundisonandtheviewerhas

clickedtostart”.

Adver4singAge

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WhyaDppingpoint?




��Ques4oningeffec4venessdigitalmedia


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"Wetargetedtoomuch,andwewenttoonarrow.Andnowwe'relookingat:

Whatisthebestwaytogetthemostreachbutalsotherightprecision."

MarcPritchard,P&G’schiefmarke4ngofficerP&G


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"Viewsa\ractedbyeachvideointheseriesvariedwidely.One,which

introducedHayesasthenewpresenter,clockedupmorethan750.000,while

severalmorereached6figures.Butmanyothersreceivedfarlessa\en4on,

withnoneoftheninefilmspostedin2016managing1.000views”.


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“Animportantgroupofmarketersbelongtothegroupcalled"thelost

genera4on",peopleintheir30sandearly40swhodon'tyethavegrownup

childrenwhoaredigitalna4vesandweren'tdigitalna4vesthemselves.Theseare

peoplewhoareleadingsomanyofourbrandsandbusinesses,andthey'rebluffingtoomuchaboutdigitalfromwhat

theyreadintheFinancialTimesorMarke4ngWeek”.

KeithWeed,ChiefMarke4ngandCommunica4onsDirectorUnilever


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“Inthefinalquarterof2016,only49%ofbanneradsservedmettheIABand

MediaRa4ngsCouncil’srecommenda4onthat50%oftheadwasinviewforatleast

onesecond-5%lowerthanatthebeginningof2016”.

MediatelNewsline,Jan192017

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23

Programma4cvaluechainandadfraud

Source: WFA/ISBA

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WhyaDppingpoint?





��Threatsofdigitalmediacontent

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“Itcanbecomeverydifficultforanyonetotellthedifferencebetweenfactsthataretrue

and‘facts’thatarenot,thereforefactsdon’twork.Inthedigitalage,itiseasierthanevertopublishfalseinforma4on,whichisquickly

sharedandtakentobetrue.

Newspublishershavelostcontroloverthedistribu4onoftheirjournalism,whichisnow

filteredthroughalgorithmsandplasormswhichareopaqueandunpredictable.”

TheGuardian

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“Theright-wingnewssiteBreitbarthasdeclared“#WAR”onKellogg’s,calling

foraboyco\ofthecerealcompany’sproductsaiertheydecidedtocease

adver4singonthesite.InresponsetoKellogg’s,Breitbartpublishedafurious

a\ackonthecerealcompanysayingthatthe

moverepresents“anescala4oninthewarby

leiistcompanies...againstconserva4ves

customers”.

TheGuardian

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“Theini4albargainmightbefine,butthefollow-upbycompaniescanbe

annoyingandunwanted.Peoplerepeatedlyexpressedangeratthebarrageof

unwantedemailsthatoiencomesaier.Loca4ondataseemsespecially

preciousintheageofthesmartphone.

Profilingsome4messeemscreepy.Thewords“creepy”and“BigBrother”and

“stalking”wereusedregularlyintheanswers

ofthosewhoworryabouttheirpersonal

informa4on”.

PewResearchCenter

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WhyaDppingpoint?



��Lackoftransparencydigitalmediaandagencies



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Programma4cbuyingTradi4onalbuying

Target audience Channels that fit audience One person Algorithm “Personal” advert

Advertising appears in selected channels

Click-based - non-humanQuantitative & qualitative - human

Advertising appears in selected and unknown channels

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TheANA(Associa4onofNa4onalAdver4sers)papers-

• Cashrebatesandfreemediacredits

• Rebatesstructuredas“serviceagreements”inwhichmediasupplierspaid

agenciesfornon-mediaservices

• Markupsonmediasoldrangedfromapproximately30%to90%,

• Dualratecardsinwhichagenciesandholdingcompanies

nego4atedseparaterateswithmediasupplierswhen

• ac4ngasprincipalsandasagents

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Lackoftransparency(digital)mediaandagencies

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“Advertisers and agencies agree that most advertisers see media as a complex headache, are focused on media buying and efficiency rather than planning and effectiveness, and view media agencies more as commodity suppliers than as strategic partners.Both advertisers and agencies believe that advertisers in general are leading media decisions from procurement rather than marketing.Agencies score advertisers at 3,2 (on 7) on the question ‘media is a complex headache or an exciting opportunity’ while advertisers rank themselves at 4,1”

Global Media Thinking Survey, Feb 2017

ADVERTISERS ARE FAILING TO LEAD ON MEDIABy Tom Denford, Feb 28, 2017 6:19:41 AM

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“SoP&Garenowporingovereveryagencycontractforfulltransparencybytheendof2017toincludetermsrequiringfundstobeusedformediapayment

only,allrebatestobedisclosedandreturned,andalltransac4onssubjectto

audit”.

Theheavilyinfluen4almarketer’sprogrammeincludesathoroughreviewofall

media-agencycontracts,plusrequirementsthateveryoneusetheindustrystandardviewabilitymetrics,fraudprotec4onandthirdpartyverifica4on”.

MarcPritchard,P&G,Jan292017

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Thirdphase?

“Ithinkwiththemeasurementissues,withthefakenewsissues,and

thefraudissuesthattheInternetfaces,clientswanttotryand

experiment”.

SirMar4nSorrell,CNBC,Davos,Jan192017

Test & Trial phase Digital First phaseRe-

evaluating phase

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Thethreephasesofdigitalchanneladop4on

Basis:adver4singexpendituresindigitalmediaUK(source:ZenithOp4media)www.printpower.eu

0

5000

10000

15000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

$mio

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“Barwisewarnedthatthepropor4onofadspendgoinginto

short-termsalesac4vi4esoverthelastyearshadincreased

“beyondtheopDmum”forbuildingshareholdervalue.

Adspendisflowingawayfromthenewsbrandsbecausetoomany

marketersaredisregardingtheavailableevidenceandare

insteadfollowinganemo4onalins4ncttoinvestintheshinyandnew”.PatrickBarwise,Shii,March32017

Adver4sers/brandowners,agenciesandmediaownersexpressthe

needtore-evaluatetheirdigitalmediashareofthemediamix

Thereareconcernsaboutvariousaspectsofdigitalmediawhich

causesdoubtamongbrandownersandtheiragencies.

Digitalmediawillremainanimportantpartofthemix,andsowill

printmedia(albeitatalowerlevel).

Thispresenta4onisapleafortheindustrytosimplyevaluatethe

availableevidenceandusethetradi4onalmediaandnewerplasorms.

Safeguardingarichandvariedmedialandscapethatcancaterfor

bothshort-termsalesandlonger-termbrandbuilding.

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Ageneralchangeofa{tude

1. Strongviewaboutongoingroleofprint

2. Cross-disciplineinnova4oninprintmedia

3. Ac4velyengagewithmediadecisionmakers

4. BroadersupportforPrintPowerini4a4ve

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Whatweneed

MAGAZINEMAILINGDOORDROPCATALOGUECUSTOMERMAGAZINE

Thankyou

UlbeJelluma@Ulbe@printpower

printpower.eu

Documents

WILL 2017 BE THE WILL 2017 BE THE YEAR OF THE HOCKEY STICK · of the agency and of the Print Summit.” Mathias Brüll, CEO Group M Germany Agencies re-evaluate print 10 “At the