Bauer at MediaCom Engage October 2013

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Dilupa Nanayakkara closes the conference with cases studies and key learnings on how to get the most out of multi-media brand partnerships

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Bauer at MediaCom Engage October 2013

  1. 1. UPER CONNECTED MEDIA PARTNERSHIPS S MediaCom Edinburgh 10th October 2013 Dilupa Nanayakkara, Head of Strategy, Bauer Media
  2. 2. BAUER MEDIA GROUP: GLOBAL 4 Continents - 17 Countries OVER 570 MAGAZINES OVER OVER 300 50 DIGITAL PRODUCTS RADIO & TV STATIONS 200 MILLION REACH
  3. 3. 53 Magazines 43 Radio Stations 07 Television 20 Million REACH AT ANY ONE TIME REACHING OVER 2/3 OF ALL WOMEN AGED 15-34 39% THAT’S OF THE POPULATION! REACHING 62% OF ALL 15-24 36% OF ALL ABC1s
  4. 4. B AUER’S TARGET MARKET PREMIUM LIFESTYLE PEOPLE SPECIAL INTEREST TV FOOD WOMEN CHILDREN AND YOUTH OLDER MARKET
  5. 5. S UCCESSFUL BAUER PARTNERSHIPS INSIGHT CONTENT WE KNOW WE OWN
  6. 6. Heat & C4 LIVE Dual screen Companion shows O2 GoThinkBIG Matalan Closer & ITV Partnership
  7. 7. O2 GoThinkBIG
  8. 8. 1 INSIGHT O2 ‘Think Big’ CSR 2 3 IDEA GOTHINKBIG EXECUTION Editorial + 4 RESULTS No.10 Support Commercial A social media hub and partnership between O2 and Bauer Media 16-24s Second highest unemployment Support and inspiration for young people seeking work & 16-24s Want real opportunities and career advice from trusted people Features Opportunities Tools Conversations 2,500 + Skills and experience in first 3 months. Commitment to bridge skills gap for 46,000 over 3 years Social enterprise partners:
  9. 9. H OW TO GET THE BEST WHAT TO DO MOST IMPORTANTLY Test, test, test…. That grumble can become a truth Launch product will change Identify stakeholders: working group Be agile Weekly conference calls Invest in a great Project Manager
  10. 10. Matalan Closer & ITV Partnership
  11. 11. 2 IDEA 22+ week partnership 1 4 INSIGHT Value, editorial, pap er technology, AFP 3 EXECUTION Creative execution This morning partnership “Window to the high street” Front page flash RESULTS Increase in driving traffic to Matalan online sales, increasing footfall & basket size Retail partnership with Matalan stores Fashion sense TV Database of 11m matalan customers Exclusive subs deal with Closer & heat Editorial support Editorial tweets Curator for MATALAN Kat Byrne Future: adding Bauer Radio to the mix
  12. 12. H OW TO GET THE BEST WHAT TO DO MORE IMPORTANTLY Be clear on individual roles Trade + PR is aligned Understand how the advertiser will measure success Contingency budget - don’t spend it
  13. 13. Heat & C4 LIVE Dual screen Companion shows
  14. 14. 1 INSIGHT Increase in dual screen technology 2 3 IDEA EXECUTION Simulcast live programmes on E4.com and heatworld.com 4 RESULTS HOLLYOAKS + REVENGE Increase in young people using Twitter Fans, cast & Unseen footage Prompting fans to go to their mobile devices MIDNIGHT BEAST 23M Generating the most buzz online +20% +37% +23%
  15. 15. H OW TO GET THE BEST WHAT TO DO MORE IMPORTANTLY Spend time on what matters Right platform – right audience Focus on the technology and the smooth transition We’re Creatives not IT Avoid having to pay for extra talent Twitter feeds go global
  16. 16. F AMILY Your Partnership will be like a family: dysfunctional but you will learn to make it work!

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