Slide 1

Media Service Brands & Media Owners: cross purposes or same team

MEDIA = EXPERIENCE > GRPS

Attention = Experience = Advertising in isolation
s= 408772, 419 studies, 39 markets, 149 categories

Chart1

25POSPOS

25Advice/ RecoAdvice/ Reco

17One-to-OneOne-to-One

20Mass MediaMass Media

12Spons/ EventsSpons/ Events

BES

Sheet1

BES

POS25

Advice/ Reco25

One-to-One17

Mass Media20

Spons/ Events12

Source: ZenithOptimedia Touchpoints ROI Tracker 2009 Global Norms = n=468,000
Engagement is CONTEXT in mass communication
Content delivers over half of TVs Brand Experience

Chart1

0.3780.2220.2180.0920.0730.017

TV ads

Spons/adv funded prog

Product Placement

Ad in public area

Instore TV ad

i TV ads/ sites

Sheet1

Average BEP

TV ads38%

Spons/adv funded prog22%

Product Placement22%

Ad in public area9%

Instore TV ad7%

i TV ads/ sites2%

Chart1

26

20

25

17

12

BES

Sheet1

BES

POS26

Mass Media20

Advice/ Reco25

One-to-One17

Spons/ Events12

Translating an Idea in a media idiom
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Media organisation is changing

consumer control
motivation
enjoyment
involvement
context
resonance
experience
connection
emotional response
information
trust
want
relationship
relevance
Media Service Brands will drive engagement

choice
cut outs
properties
events
celebrity
interactivity
brand solutions
programme integration
innovations
mobile
contests
AFPs
sampling
demonstration
Metamorphosis of the Media Owner
makeover

Need for a metrics of experience beyond rates
Ad Spend Share Vs Brand Experience Share

In sum: The future is about an emerging VFM equation
Procurement will coexist with marketing

Media service brands and media owners strive beyond rates for greater value

Together evolve an acceprted metric that measures brand experience & value

Partner to enhance innovation and content with ideas and brand solutions

Use morphing media as an opportunity of form and content fusion deriving excellent results for the audience and the consumer alike

Evolve norms/card rates for media service brand compensation for beyond regular inventory utilisation

Thank You
Exchange4media Conclave9th June 2010

Continuing with the Touchpoints norms, the data in the pie-chart clearly shows that mass media is one part of what drives the overall brand experience and advice/recommendation, one-to-one have a much larger contribution. But more importantly, the bar chart shows need to customise the experience even on mass media for advocacy loop: on TV as a whole, regulation advertising component contributes just over half (38 + 9 + 7) and rest of experience comes from content integration: again a source much more powerful with advocates than advertising on its own.
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Make the point of a quality matrix for engaging
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Make the point of a quality matrix for engaging
This chart shows share of global adspend by media from ZenithOptimedia ad-spend forecasts compared with share of brand experience delivered by advertising touchpointsTouchpoint studies show that magazines deliver move brand experience compared to magazine spends
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