If you build it will they come /Why the first beer is the best and     other important lessonsMultiMedia planning has taug...
Our definition of a Multi Media database                 • Strategic and tactical                   planning              ...
Our definition of a Multi Media database                 • Strategic and tactical                   planning              ...
Our definition of a Multi Media database                 • Strategic and tactical                   planning              ...
Our definition of a Multi Media database                 • Strategic and tactical                   planning              ...
Our definition of a Multi Media database                 • Strategic and tactical                   planning              ...
Why should we press the big cross media button             – The practical advantages of multimedia planning
Why should we press the big cross media button                   Real target groups for all media
Why should we press the big cross media button Avoid diminishing return – replace ineffective GRP:s
Why should we press the big cross media button      Distributive advantages – Higher reach, frequency.PEOPLE - OFTEN
Why should we press the big cross media button                            Timing of exposures
Synergies• Response synergies• Content synergies• Memory reinforcement• Stimulus synergies
Obstacles in creating multi media data bases               Methodology / Political / Financial
Obstacles in creating multi media data bases               Methodology / Political / Financial
Obstacles in creating multi media data bases                Methodology /Political/ Financial
But why has it taken such a long time for multi                   media planning to catch on
Obstacles in creating usage of multi media data                                         bases                         • La...
Obstacles in creating usage of multi media data bases                               • Lack of knowledge                   ...
Obstacles in using multi media data bases                    • Lack of knowledge                    • Business models     ...
Obstacles in creating usage of multi media data                                         bases                         • La...
Obstacles in creating usage of multi media data                                         bases                         • La...
The Mediacom solution
Multi Media Planning makes earned and owned media                                       work harder
From the planners laboratory – From theoretical advantages        to the practical use of the multi-media planning tool
Day in Life – planning for different generations
To time the communication
Prolonging the campaign in the same brand with online
Major TV channel3025201510 5 0     TV   On line
The Yoghurt case
The original television plan (Un weighted and weighted)250        238                       214.320015010050              ...
Media weights100                9090      7980         75                                                            75   ...
Diminishing return of TV schedule – we cut the schedule at 75 %
Net comparison – TV primary media (2 MSEK) and            Secondary media (700 TSEK). Individual reach7060                ...
Cross media Campaign net comparisons of combined reach8070                                   67.7                         ...
Frequency distribution Television vs Mixed schedule12.010.0 8.0 6.0 4.0 2.0 0.0       1 2 3 4 5 6 7 8 9 101112131415161718...
Television + Mix of all media (same budget as original plan) –                                            Net Comparison90...
Net reach per media in mixed plan50        45,94540                                                 32,535                ...
Multiple hits in different media                   Four Media      Five Media                      5%               1%Thre...
1 MSEK without discount compared to what you can buy for 1                    MSEK (Average discounts) – Net reach90      ...
Conclusions Yes - they will come but it will take time – it takes time to change  structures Multimedia opens up a new w...
Thank you to my co authors and super planners                     Peter Masson /                     Sesame, Masson & Buck...
Peter.callius@tns-sifo.se
Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me
Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me
Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me
Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me
Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me
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Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me

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Peter Callius is originaly from the print media industry but then he realised the importance of media research to the whole media industry. He has been heading both the media department and earlier the brand/consumer research department at TNS Sifo – Sweden's largest and leading research agency. He believes in integration, integration between consumer, brand, advertising and media research. And he is a true believer in integration between the different media silos. He is a regular speaker at media and research conferences.

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Peter callius // Why the first beer is always the best and other important lessons multimedia research has taught me

  1. 1. If you build it will they come /Why the first beer is the best and other important lessonsMultiMedia planning has taught me…
  2. 2. Our definition of a Multi Media database • Strategic and tactical planning • Target Groups for all media • Match reach & frequency levels from silo research. Maintain cross media duplication. • Timing of exposures attributed for
  3. 3. Our definition of a Multi Media database • Strategic and tactical planning • Target Groups for all media • Match reach & frequency levels from silo research. Maintain cross media duplication. • Timing of exposures attributed for
  4. 4. Our definition of a Multi Media database • Strategic and tactical planning • Target Groups for all media • Match reach & frequency levels from silo research. Maintain cross media duplication. • Timing of exposures attributed for
  5. 5. Our definition of a Multi Media database • Strategic and tactical planning • Target Groups for all media • Match reach & frequency levels from silo research. Maintain cross media duplication. • Timing of exposures attributed for
  6. 6. Our definition of a Multi Media database • Strategic and tactical planning • Target Groups for all media • Match reach & frequency levels from silo research. Maintain cross media duplication. • Timing of exposures attributed for
  7. 7. Why should we press the big cross media button – The practical advantages of multimedia planning
  8. 8. Why should we press the big cross media button Real target groups for all media
  9. 9. Why should we press the big cross media button Avoid diminishing return – replace ineffective GRP:s
  10. 10. Why should we press the big cross media button Distributive advantages – Higher reach, frequency.PEOPLE - OFTEN
  11. 11. Why should we press the big cross media button Timing of exposures
  12. 12. Synergies• Response synergies• Content synergies• Memory reinforcement• Stimulus synergies
  13. 13. Obstacles in creating multi media data bases Methodology / Political / Financial
  14. 14. Obstacles in creating multi media data bases Methodology / Political / Financial
  15. 15. Obstacles in creating multi media data bases Methodology /Political/ Financial
  16. 16. But why has it taken such a long time for multi media planning to catch on
  17. 17. Obstacles in creating usage of multi media data bases • Lack of knowledge • Business models • Internal structures • The ”we still miss factor” • OTS Comparability • Uninterest amongst advertisers
  18. 18. Obstacles in creating usage of multi media data bases • Lack of knowledge • Business models • Internal structures • The ”we still miss factor” • OTS Comparability • Uninterest amongst advertisers
  19. 19. Obstacles in using multi media data bases • Lack of knowledge • Business models • Internal structures • The ”we still miss factor” • OTS Comparability • Uninterest amongst advertisers
  20. 20. Obstacles in creating usage of multi media data bases • Lack of knowledge • Business models • Internal structures • The ”we still miss factor” • OTS Comparability • Uninterest amongst advertisers
  21. 21. Obstacles in creating usage of multi media data bases • Lack of knowledge • Business models • Internal structures • The ”we still miss factor” • OTS Comparability • Uninterest amongst advertisers
  22. 22. The Mediacom solution
  23. 23. Multi Media Planning makes earned and owned media work harder
  24. 24. From the planners laboratory – From theoretical advantages to the practical use of the multi-media planning tool
  25. 25. Day in Life – planning for different generations
  26. 26. To time the communication
  27. 27. Prolonging the campaign in the same brand with online
  28. 28. Major TV channel3025201510 5 0 TV On line
  29. 29. The Yoghurt case
  30. 30. The original television plan (Un weighted and weighted)250 238 214.320015010050 35.1 34.5 0 GRP Net
  31. 31. Media weights100 9090 7980 75 75 7270 6660 56 55 57 58 60 515040302010 0 TV Radio Print Internet Sweden Switzerland Callius & Masson weights
  32. 32. Diminishing return of TV schedule – we cut the schedule at 75 %
  33. 33. Net comparison – TV primary media (2 MSEK) and Secondary media (700 TSEK). Individual reach7060 57.650 4440 37.7 31.3 31.8302010 0 Net TV Dailies Magazines Radio Internet
  34. 34. Cross media Campaign net comparisons of combined reach8070 67.7 59.160 55.6 52.15040 34.5302010 0 TV TV + Dailies TV + Magazines TV + Radio TV + Internet
  35. 35. Frequency distribution Television vs Mixed schedule12.010.0 8.0 6.0 4.0 2.0 0.0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950 TV Mix
  36. 36. Television + Mix of all media (same budget as original plan) – Net Comparison9080 78.170 NET 126 + %605040 34.5302010 0 Television MIX
  37. 37. Net reach per media in mixed plan50 45,94540 32,535 29,030 23,92520 16,31510 5 0 Magazines TV Radio Internet Dailies
  38. 38. Multiple hits in different media Four Media Five Media 5% 1%Three Media 18% One Media 42% Two Media 34% 58 % synergy
  39. 39. 1 MSEK without discount compared to what you can buy for 1 MSEK (Average discounts) – Net reach90 82.38070 62 59.1 59.260 55.5 49.4 51.2 49.250 44.6 46.240302010 0 TV Radio Dailies Evening tabloids Magazines
  40. 40. Conclusions Yes - they will come but it will take time – it takes time to change structures Multimedia opens up a new world for media planning Multi Media campaigns work better through synergies and/or distributive advantages – plan against diminishing return Multi media planning makes financial sense to advertisers and by all means to agencies and media Multi media planning and media weighing is complex and we need a new breed of planners and sales reps – The super planners. We need new multi media revolutionaries Transparency and comparability between media categories will become the norm
  41. 41. Thank you to my co authors and super planners Peter Masson / Sesame, Masson & Bucknull Patrik Unell/MediacomJimmy Bolander/Mediacom
  42. 42. Peter.callius@tns-sifo.se

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