media planning for a global brand · • media consumption • digital brand planning • digital...
TRANSCRIPT
MEDIA PLANNING FOR A GLOBAL BRANDSIMON WOOD
26/06/18
• Who are StarsGroup?
• Who are our customers?
• Media Consumption
• Digital Brand Planning
• Digital Brand Measurement
• Creative Opportunities
• What we look for in Media Partners
• What are our Key Challenges
• Q&A2
AGENDA
WHO ARE WE?A collection of leading gaming brands forming one of the largest online gaming businesses in the world.
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A COLLECTION OF LEADING GLOBAL GAMING BRANDS
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OUR CUSTOMERS
Sociable Thrill Seekers Money Driven Techie Risk Takers
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CUSTOMER’S MEDIA CONSUMPTION
02468
101214
25 - 34 35 - 44 45 - 54 55- 64
Online TV Radio Press Games ConsolesSource: GlobalWebIndex 2016
57%Online
64%Mobile
36%Desktop
25-34 35-44 45-54 55-64
Online 60% 57% 54% 49%
Linear TV 16% 21% 26% 31%
Games Consoles 9% 7% 5% 3%
Print Press 6% 6% 5% 5%
Broadcast Radio 7% 9% 11% 11%
Share of Total Media Time
• Digital video as a media source offers an increase in potential frequency for the Stars Group target demographic
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GLOBAL DIGITAL BRAND STRATEGY
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SUPPLY OPPORTUNITIES
Conversion
Priming
Awareness
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DIGITAL BRAND MEASUREMENT
Measurement Framework (3 R’s)1. Reach
2. Resonance
3. Reaction
Short vs Long Term Reporting Metrics• Short Term
• VTR, Viewability, CTR
• Installs, volume of site traffic
• Long term
• Brand awareness and consideration
• Brand uplift studies - Nielsen
• Advert recall, Favorability & Intent
• Channel growth
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CREATIVE OPPPORTUNITIES
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WHAT WE LOOK FOR IN MEDIA PUBLISHERS
Premium Publishers
Gambling Advertisers
Innovative Formats
Audience Targeting
Global Reach Deliver at Scale
Campaign Optimisation
Client Service
Viewability
No FraudTransparency
Contextual
• Finding a young audience who are not watching TV
• Measurement of on target audience – currently limited to Nielsen in a handful of markets
• Understanding the true impact of digital brand to drive actual revenue online
• Building strong relationships with premium publishers across Europe
• Finding a balance between direct buys and programmatic
• Single view of the customer – not duplicate reach
• Tech issues with programmatic buys : PMPs
• Limited inventory available through platforms : publishers automatically block gambling advertisers
• Understanding value in a multi screen world 12
WHAT ARE OUR KEY CHALLENGES?
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ANY QUESTIONS?
DIGITAL BRANDING 2018