Italian Media Planning and Management, TV Campaign Verification and Certification

1. media planning & management tool
Rodolfo Rotta-Gentile
Dir.Marketing R&D
r.rotta@mcs.it
http://it.linkedin.com/in/rodolforottagentile
https://twitter.com/RodRotta

2. What we/our tools do
Media
Planning
Media
Management
TV
Campaign
Verification
/ PostBuy
Analisys,
Consulting
and Training
on Media
Surveys,
Planning, ...

3. •Target definition
•Ranking
•Plan build
•GRP R&F
estimate
•Billing mediaplan (costs,
discounts, ...)
•Schedules and Seller’s
proposals
•Booking, traffick, track,
•Billing analysis
•Invoices supervision
•Broadcast collection,
verification and
certification
•Owner taxonomy
•Harmonizeed with
AdExNielsen taxonomy
•Auditel® Audience,
GRP, R&F, ... kpi
analytics
Media
Planning
Media
Management
TV
Campaign
Verification
/ PostBuy
Analisys,
Consulting
and Training
on Media
Surveys,
Planning, ...

4. TV – 83.000 media plans & 5.000 planning jobs
Internet - 18.000 media plans & 8.500 planning jobs
Radio – 4.500 media plans & 4.000 planning jobs
Press – 8.500 media plans & 3.000 planning jobs
OOH – 5.200 media plans *
2.800 users (media managers, supervisors, planners, ...) in 2014

5. TV – 5.500
(average month) commercial time bands
Internet - 30.000
6.000 sites, >750 packages / network, >800 app.
Radio - 900
Commercial time bands
Press – 6.000
Magazines, newspapers, technical, professional, ...
OOH – 12.000
Networks, positions, districts
Cinema – 250
Networks, positions, venues
Media vehicles DB

6. 2.800 users >950.000 launches in 2014

7. A. MANZONI ITALIA BRAND GROUP ONE BILLBOARD
A.P.A. INMEDIATO OPTIMUM MEDIA DIRECTION
ACQUA IPAS PERTRE - TEAMRADIO
ADVERTISING THOMAS 2 IPG ITALIA PIUENNE
AFFISERVIZI ITALIAONLINE POPULIS
APOUTDOOR KEY DUE POSTERSCOPE
ARMANDO TESTA CONSULTING KINETIC PRS
AUDIOUTDOOR L.D.B. PUBBLIMED
AUDIWEB L'ECO DELLA STAMPA PUBLICIS GROUP
BANZAI LIFE LONGARI & LOMAN PUBLITALIA '80
BMB OUTDOOR LOCAL LEADER GROUP QUESTA PUBBLICITA'
B-SIDE MEDIA L'OREAL RAI PUBBLICITA'
CEMUSA LT PUBBLICITA' RB ITALIA
CLEAR CHANNEL MARIO MELE E PARTNERS RE:SOURCES
CM EXTERNA MARKETING POINT SACI SERVICE
DENTSU AEGIS NETWORK ITALIA MATISSE SANPELLEGRINO
DIGITAL MEDIA RESEARCH MAXIMA SELECTION/PERFETTI
DISCOVERY ITALIA MAXUS GLOBAL SGL
DOLCE & GABBANA MAXUS MC2
SHAA
EBIQUITY MCM - Media Communication Marketing Group SKY
EQUINOX ME.PE./Sofia SPEED
ERAHORA MEC ITALIA STAGE UP
EUROTEAM MEDIACOM STARCOM ITALIA
EXPANSION MEDIADATA STS ITALIANA
F. DIVELLA MEDIAMENTE TARGET PUBBLICITA'
F.C. MEDIA SERVICE MEDIAVEST THE WALT DISNEY
FAST MEDIAWORK TP - ASSOCIAZIONE ITALIANA PUBBLICITARI
FMCG MEMIS TV A VICENZA
FOSBURY OUTDOOR/THE MEDIA LAB MGA GROUP U.T.O. UNTUCANO OVUNQUE
GEOTAG MINDSHARE UNIVERSAL MCCANN
GFK SWITZERLAND AG MISTRAL UNIVERSO
GROUP M NESTLE' VIMN
HAVAS MEDIA NIELSENSERVICES ITALY VIVAKI
HEARST MAGAZINES ITALIA NIELSENTV AUDIENCE MEASUREMENT ITALY VIZEUM
HENKEL ITALIA NUOVI SPAZI WAY MEDIA
IGPDECAUX OC&M WPP
INITIATIVE OMNICOM MEDIA GROUP ZENITHOPTIMEDIA GROUP
MCS Clients 2015

8. Launches in 2014

9. Media
Consultants
MCS
MMS
Metro
Media
System
MCE
Matisse

10. • TV Campaigns collection, verification and certification
• Spot identification via Fingerprint
• Owner taxonomy
• Harmonizeed with AdExNielsen taxonomy
• TV events DB – reliable, trustwothy, third party,
broad, timely, daily updated ...
MMS
TV Campaign
Broadcast
verification
Certificazione
qualità
SpotSystem
Spot Movies DB
Data Base
• Spot
• Break
• Programs
• TVSponsor...

12. TV Spot Movies Data Base

13. TV Campaign analysis

14. TV Campaign GRP’s R&F

15. TV Campaign
GRP’s
Pre vs Post
Evaluation

16. Thanks
+39 02 485781
www.mcs.it
Commerciale
commerciale@mcs.it