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Media Market Overview

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Media Market Overview - Cormac O’Shea, Clear Blue Water

Media Market Overview - Cormac O’Shea, Clear Blue Water


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  • 1. Welcome!
  • 2. Housekeeping
  • 3. Thank yous
  • 4. Cormac O’Shea
  • 5. Media Market Overview
  • 6. Digital will drive the recovery €780m €749m €709m €678m €684m €704m €733m -7% -4% -5% -4% +1% +3% +4% 97 108 130 210 150 168 188 683 641 579 528 516 516 523 2009 2010 2011 2012 (f) 2013 (f) 2014 (f) 2015 (f) Traditional Media Digital Media Source Clear Blue Water
  • 7. +2 to 5%Value
  • 8.  Look for opportunities to lead your competitors 1. Understand your Competitor 5stomer and how best to reach 2.them3. Know what works4. Know what’s being said about you5. New media channels are good news for advertisers
  • 9. Look for opportunities to lead your competitors
  • 10. Case study - background• Cluttered with brands adopting similar media strategies, and utilising same media mix• Leads to a wallpaper effect among consumers• Breaking this cycle will lead to a clear advantage for our client, and will take significant time for any other brand in the category to catch up
  • 11. Battleground was in print TV Radio Print OOH Cinema Client 22% 9% 53% 16%Competitor 1 25% 7% 46% 21% 1%Competitor 2 31% 19% 42% 8%Competitor 3 31% 12% 55% 1% 1%Competitor 4 22% 23% 48% 7%Competitor 5 29% 15% 51% 2% 3% 0% 20% 40% 60% 80% 100%In an undifferentiated market, print was the most cluttered advertising environment We had the lowest investment in TV of all competitors
  • 12. TV is the most influential paid formedium…
  • 13. …and has strongest return on investment Source: Thinkbox, IPA, Neilsen
  • 14. Key recommendations• Lead the most influential media in this category - TV – Divert money from other media to television – Invest in consistent presence across the year – Invest in quality (PIB, Centre Breaks, Peak)• Look for opportunities to lead in other media
  • 15. Press - use larger formats to deliver brandstature and differentiation… Sector press size summary DPS Full Page Half Page Qtr. Page Strip Sponsorship OtherCompetitor 2Competitor 4ClientCompetitor 1Competitor 5
  • 16. …and the same in outdoor 96 Sheets Golden 48 Sheets 6 Sheets Transport Other Squares 5% 3% 4% 4% 89% 89%our client 5% 3% 1% 35% 34% 11% 18%Competitor 1 1% 35% 34% 11% 18% 17% 2% 80%Competitor 2 17% 2% 80%Competitor 4 16% 10% 45% 10% 67% 23% 67% 84% 19% 4% 19% 32% 4%Competitor 5 Large 45% 23% Small 32% 1% 42% 55% 2%Competitor 6 Format 1% 42% Format 55% 2% 46% 54%Competitor 3 46% 54% 4% 20% 76%Competitor 7 4% 20% 76%
  • 17. What happened? Consideration increased by 12% over the year Share of market increased by 1.4% over the year
  • 18. Understand your customer and how best to reach them
  • 19. TGI media and marketing survey• Annual• c.5,000 per annum• TV, radio, newspapers, magazines, outdoor, internet, direct mail• 18 sectors, 500 categories, 4,000 brands• 270+ lifestyle statements, socio-demographic classifications, geo-demographics
  • 20. Example of how we use this research The brief: “We want to reach heavy shoppers who would use their mobile phones to accumulate loyalty points while shopping”
  • 21. Main Shopper (68%) 2,427,000 Can’t live without internet on phone (20%) 723,000 Main Shopper & can’tlive without Internet onphone (13.2%) 474,000 Source TGI 2011
  • 22. Main shopper and can’t live without internet on phone 65+ 855-64 1045-54 1535-44 22 64% 36%25-34 27 C2DE 5015-24 20 ABC1 45 0 10 20 30 0 50 100 Strong Female bias, 25-44’s across all social classes . This is the sweet spot Source TGI 2011
  • 23. Main shoppers & can’t live without internet on phone Heaviest media consumption % EfficiencyVert. % Index30% 175 15025% 12520% 10015% 7510% 505% 250% 0 Newspapers Magazines Television Internet Outdoor Media Cinema Radio High reach by Digital, TV & Outdoor. Highest affinity with Digital, TV also rates higher than average Source TGI 2011
  • 24. TV station viewership Top 10 stations watched yesterday350300250200150100 50 0 Main Shopper& cant live without mobile RTE 1 TV 3 RTE 2 UTV Channel 4 Sky News TG 4 Sky 1 Sky Living Sky Sports Source TGI 2011
  • 25. Daytime is key to delivering this audience efficiently Viewership of RTE 1 by Index14012010080604020 0 Main Shopper& cant live without mobile 9.30 - 11.59 am 8.00 - 10.59 pm 5.30 - 7.59 pm 12.00 - 3.59 pm 11.00 - 12.59 am 4.00 - 5.29 pm 6.00 - 9.29 am 1.00 - 5.59 am Source TGI 2011
  • 26. Sunday Press Readership ‘(000)1000900800700600500400300200100 0 Sun World Sund Ind Sun Mirror Sun Times Mail on Sunday Sun Bus Post Main Shoper & cant live without internet on phone Readership Radio Listenership 140 120 120 100 100 80 80 (000) Index 60 60 40 40 20 20 0 0 RTE Radio 1 RTE 2FM Today FM Newstalk FM 106.8 RTE Lyric FM (000) Index Source TGI 2011
  • 27. Frequency of Shopping – Regular main shopping Main Shoppers & can’t live without internet on phone 350 300 250 Once a WeekWeighted (‘000) 2-3 Days a Week 200 4-5 Days a Week 150 Every Day 2-3 Times a Month 100 Once a Month 50 Less than once a Month 0 61% do one main shop a week Source TGI 2011
  • 28. Main Shopping Day 140 120 Monday 100 TuesdayWeighted (‘000) Wednesday 80 Thursday Friday 60 Saturday Sunday 40 No particular day 20 0 69% of main regular shopping done Thursday, Friday & Saturday Source TGI 2011
  • 29. Know what works
  • 30. Which elements of your marketing mixwork?
  • 31. Econometric modelling - relates the size andtimings of different marketing mix activity tomovements in sales
  • 32. Think of it as ‘unbaking acake’……understanding the‘recipe’ for sales
  • 33. What drivers does econometrics measure? All influencers on sales over time – not just media activity Price increases / Sales promotions decreases Competitor activity Economic factors Sporting / Competitor Weather cultural events Media weights Media types
  • 34. Real Dependent Variable Units 0 20000 40000 60000 80000 100000 120000 140000 160000 25-Feb-06 Sum of Fitted Regions 25-Apr-06 25-Jun-06 25-Aug-06 25-Oct-06 25-Dec-06 Actual 25-Feb-07 From sales… 25-Apr-07 25-Jun-07 25-Aug-07 25-Oct-07 25-Dec-07 25-Feb-08 25-Apr-08 Enter Date Name / Type 25-Jun-08 25-Aug-08 25-Oct-08 25-Dec-08 25-Feb-09 25-Apr-09 Model 25-Jun-09 25-Aug-09 25-Oct-09 25-Dec-09 …to drivers of sales… Econometrics moves the definition of success…to improved profitability
  • 35. The business benefits of econometrics Marketing Trading Pricing Competitive Effect of Return on Sales Driving Effect of competitors on Investment promotions pricing sales Allows reaction Maximise Price elasticity Media Mix to promotional Profitability analysis activity Input into Seasonality pricing policy
  • 36. Return on investment Media efficiencies Min 15% improvement in marketing return
  • 37. Know what’s being said about you
  • 38. Pre digital age Family and friends Potential reach - 10-20
  • 39. Digital age Family and friends Potential reach - 100’s
  • 40. Digital age Forums, blogs etc.Potential reach – 1,000’s ++
  • 41. Query solving process and outcome
  • 42. New media channels are good for advertisers
  • 43. Cost Targeting
  • 44. RTE (x 2) 100% RTE (x 2) + Tv3 (x 3) 92% audiences… RTE (x2) + TV3 (x3) + Sky 75% (x10) RTE (x2) + TV3 (x3) + Sky 72% (x10) + TG4 Coverage objective: 50% 2+ Spread your budget in line with RTE (x2) + TV3 (x3) + Sky 67% (x10) + TG4 + E4 RTE (x2) + TV3 (x3) + Sky 66% (x10) + TG4 + E4 + Setanta…this can save up to 1/3rd of your budget
  • 45. VOD to take 15% of viewing by 2015100% 3% 4% 6% 7% 9% 11%90% 13% 15% VOD80% 34% 35% 37% "Others" 38%70% 40% 41% 42% 43% "Opt-Outs"60% 13% 12% 11%50% 2% 2% 9% 8% TG4 2% 2% 7%40% 11% 12% 2% 6% 12% 2% 2% 5% 12% 12% 11% 2% TV330% 10% 9% 10% 10% 9% 9% 8% 8% 8% 7% RTE220% 26% 25% 23% 22%10% 21% 20% 19% 18% RTE1 0% 2008 2009 2010 2011 2012 2013 2014 2015 Source: MediaVest estimates
  • 46.  Look for opportunities to lead your competitors 1. Understand your customer and how best to reach them 2.3. Know what works4. Know what’s being said about you5. New media channels are good news for advertisers

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