8th INDIAN MAGAZINE CONGRESSDay 2 | 25th February 2014

How is media buying changing?Anupriya Acharya, Group CEO, ZenithOptimedia Group, India

Explosion of choices

Are Magazines still relevant?

EO

P

PR

Social

UGC

Reviews

News

Mobile

ContentBlogs

Events

Content

MobileContent

Packaging

InstoreBrand Site

Social

OOH

Cinema

Radio

TV

Sponsorship

Display

Print

Sponsorship

Paid Search

Social

EO

P

Interviews with c.1,000 category consumers

per project18 brands, 35 touchpoints

TOUCHPOINTINFLUENCE

relative influence of each touchpoint on category

buying decisions

BRAND RECALL INEACH TOUCHPOINT

% recalling each brand in each touchpoint

(in recent months)

relative contribution of each touchpoint to

brand sales

BRAND EXPERIENCEPOINTS

X =

Consumer segments

100

90

80

70

6050

40

30

20

10

0Low

InfluenceHighInfluence

Base: Total (762 projects)

All Touchpoints

Advice/ Reco

Mass MediaOne-to-One

POS

Spons/ Events

Total – Touchpoint types

100

90

80

70

6050

40

30

20

10

0Low

InfluenceHighInfluence

Base: Total (762 projects)

All Touchpoints

Ads near storeAdvertorial/ infomerical

Brand website

Branded merchandise

Bus shelter ads/ other smallCeleb endorsementCinema ads

Internet display adsInternet searchInternet video ads

LeafletsMagazine adsMass transit ads Newspaper ads

Outdoor ads Print inserts/ leaflets

Print promo/ coupons

Product placementRadio ads

Sample in magazines

Specialist magazine ads

TV ads

Vehicle exteriors

Total – Mass media

8

100

90

80

70

6050

40

30

20

10

0Low

InfluenceHighInfluence

Base: India (16 projects)

All Touchpoints

Ads near store

Brand website

Celeb endorsement

Cinema ads

Internet display ads

Magazine ads

Newspaper ads

Outdoor ads

Product placement

Radio ads

TV ads

India – Mass media

Digital onslought?

Lean back print Lean forward web Lean back Digital! Habit led In depth reading

SnackingQuick cursory reading

Leisure readingIn depth is back

Andrew Rashbass, Ex- Chief Executive, The Economist Group

FIRST AGE SECOND AGE THIRD AGE

You cant judge future based on the past: Lean Back 2.0

Lean Back 2.0

Coming soon to your town

It’s the same!

Lean back 2.0 = Lean back 1.0 Quality content and visual appeal Authoritative information and analysis Strong bond with the reader Engagement!

Lean back 2.0 ≠ Lean back 1.0 Liquid content – share, comment, curate Way higher reach Free is in but so is measurability! Sustainability Tech glitches

And yet different!

Lean back 2.0 = Lean back 1.0 Quality content and visual appeal Authoritative information and analysis Strong bond with the reader Engagement!

Thank you!