sky final presentation
TRANSCRIPT
Building Our Relationship
What’s in it for you?
• We are Europe’s leading entertainment company
• 21 million customers• 5 countries in Europe- UK, Ireland, Italy,
Austria, Germany• 2.6 products per household• 4.6 billion investment into content
annually
Opportunities• 65 million European households are yet to pay for a
TV subscription• UK transactional home video market is worth £1.5
Billion
Channel PortfolioBrands
Entertainment Movies
+
Sport
Music
Kids
Lifestyle
News
Documentaries
Ethnic
How we compare– Channel 4, ITVChannel 4• Lower level of in house and operated channels• New and digital media is always growing- constantly need
to change in order to keep up with other institutions and are unable to do so as efficiently as we are
ITV• Shifting to social content and moving to production,
decreases TV presence• Smaller range of targetable channels, resulting in high
wastage
SONY Brand Image
Sony strives to inspire and fulfill curiosity, creating unique new cultures and experiences
Sony Xperia Z5 Premium
SONY- Current Advertising
#Miss Nothing
2014 advertising spend- 2.35 Billion
Xperia Z5 Premium Target AudiencePrimary Demographic: A16-34Secondary Demographic: ABC13 Targeted Groups Social Connectors: The mobile device becomes a bridge to their social world
Moborati: Those who have grown up with mobiles and can’t imagine life without one
Mobile Professionals: The phone becomes an all-in-one device for all their communication and information needs
Competitor Mobile Market Advertising Expenditure01/05/15 – 30/04/16 (Nielsen)
Grand Total Total Total TV
Advertiser Expenditure Expenditure % Across Expenditure % Year on Year Expenditure Grand Total
33,494,466 100.00 (37.59) 33,494,466 Alcatel Business Systems
12,471 100.00 0.00 12,471 Amazon (Uk) Ltd
0 0 (100.00) 0 Apple Computer Uk Ltd
12,491,648 100.00 (6.22) 12,491,648 Doro Uk Ltd
268,557 100.00 88.81 268,557 Ee Everything Everywhere Ltd
2,136,454 100.00 26.60 2,136,454 Htc Europe Co Ltd
0 0.00 (100.00) 0 Hutchison 3g Uk Ltd
149,015 100.00 0.00 149,015 Kazam
0 0 (100.00) 0 Lg Electronics Uk Ltd
1,400,473 100.00 19.14 1,400,473 Microsoft Ltd
2,049,787 100.00 (83.55) 2,049,787 Phones 4u
0 0 (100.00) 0 Samsung (Uk) Ltd
14,754,656 100.00 0.30 14,754,656 Sony Mobile Communications Ab
231,405 100.00 (89.48) 231,405
Flagship Phone Television Expenditure 01/05/15 – 30/04/16 (Nielsen)
Apple - Iphone 6s 9,613,963 100.00 0.00 9,613,963
Samsung - Galaxy S6 Edge Plus 5,058,092 100.00 0.00 5,058,092
Sony - Xperia Z5 Rge 60,140 100.00 0.00 60,140
Grand Total Total Total TVBrand Expenditure Expenditure % Across Expenditure % Year on Year Expenditure
Product TV Ad Share of Voice
SonySamsungApple
We have found that Sony’s image has hit an all time low in 6 years (YouGov Brand Index, 2015)
We believe that this is due to the lack of TV advertising and investment in promotional activities, from which the publics brand perception has crumbled
Low share of voice
Sony Sales are consistently lower than competitors flagship products
Our SolutionTelevision Advertising
• Sky Movies Family• Comedy Central• Sky 1• Sky Sports F1
Why Television? (thinkbox)
• “TV has unbeatable scale and reach”• “TV is the steroid for other media”• “TV creates emotion and makes brands famous”
SponsorshipTelevision• Sponsoring Sky Sports F1’s Live coverage of the 2016 Formula 1
British Grand Prix 8th – 10th July• Adverts surrounding content
Digital (Display Advertising)• Billboard advertising on Sky Sports (F1) web page:
http://www.skysports.com/f1• Click through link
Sky Advance
Customised advertising
BARB- Provides in depth packaged data we can utilise to target individuals with low levels of wastage
Households sign up, we have large amounts of data, tailored and efficient targeting of appropriate households, decreasing losses
Takes the message across platforms- sequential messaging taking the consumer through the AIDCA framework
Multiple devicesExample B
Primary Ad Placement (TV)
Ad variation + repetition
Cross-Platform Targeting
Cross Platform Repetition
Creative Solutions
Find Out More
Summary
• We have so much to offer you across a number of platforms, content and channels• In building a relationship we can spread awareness of your brand and increase sales
The Next Steps
Smart Objective
Increase U.K market sales by 5% with an investment of £500k within 6 months from campaign initiation
From here, we look forward to hearing from, and working with you
We Can Take You Up