Digital Media Planning

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Презентация на Атила Вейс от интернет директор на Ominicom Media Group. Презентацията е част от семинара на Gemius Bulgaria проведе в Интерпред

Презентация на Атила Вейс от интернет директор на Ominicom Media Group. Презентацията е част от семинара на Gemius Bulgaria проведе в Интерпред

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  • 1. SOFIA-STICATED DIGITAL MEDIA PLANNING OMNICOM MEDIA GROUP DIGITAL DIRECTOR ATTILA WEISZ
  • 2. Basics Lesson ONE
  • 3. TREMENDOUS CHANGES ! Global Consumption Of Media During Leisure Time (By age group, hours per week) MORE DIGITAL LESS TV LESS NP Source: Financial Times – „Advertisers in search of revenues look to web’s latest heroes”, 2006
  • 4. TREMENDOUS CHANGES ! Internet, DigitalTV/Radio, Mobile, Outdoor and Games 100 Number of Hours Spent with Media Games 90 80 Digital radio 70 Mobile 60 Outdoor 50 Digital TV Cinema 40 30 Analogue radio Analogue TV 20 Internet 10 Print 0 1900 1920 1940 1960 1980 2020 2000 Forrás: Microsoft, OmnicomMediaGroup
  • 5. Consumer touch points are becoming increasingly fragmented (and as a result) even more complex
  • 6. HOW CAN ADVERTISERS COPE WITH THIS NEW SITUATION?
  • 7. Success will come to those who can truly bring all aspects of marketing together
  • 8. ONE THING FOR SURE: PROPER RESEARCH IS JUST INEVITABLE !
  • 9. Basics Lesson TWO
  • 10. Online / Digital salespersons used to say: „I know visitorship data of my channel, I measure it – it is a BiiiiiiG number, believe me.” „All my visitors are valuable, and exactly what you are looking for!” ANY INDEPENDENT SOURCE?
  • 11. Not Transparent Site Centric Data Not Comparable Not Competitive etc… ? ADVERTISER / AGENCY
  • 12. WE NEED TO APPROACH OUR CONSUMERS, NOT MEDIA CHANNELS Consumer Centric
  • 13. Consumer Centric Measurement Independent From Media Comparable Data Generates Real Competition
  • 14. CONSUMER PANEL IS THE SOLUTION UNLESS YOU ARE ABLE TO MEASURE EVERY SINGLE CONSUMER (YOU CAN GIVE A TRY… )
  • 15. HUNGARY an example of panel based audience research
  • 16. For many years…. – there were two separate research areas, both site centric QUANTITATIVE QUALITATIVE research research GAP (ie. UniqueUsers, (i.e. Demography, PageImpressions Habits, Online Data) Shopping, etc.) It was a struggle to get relevant data from the system…
  • 17. We realized: We need to dedicate Resource TIME and MONEY
  • 18. gemius liaised with Szonda in 2005 and built a panel – Representative of online popul. • Weighted on Total popul. – Data are in one single source – Methodology widely accepted Now (March, 2008) in HUNGARY there are – 3,512 Software – 49,727 Pop-up panel members
  • 19. HOW DID IT „SOFIA-STICATE” DIGITAL MEDIA PLANNING?
  • 20. WE NOW KNOW… – WHAT YOUR AUDIENCE IS ACTUALLY VISIT • And NOT what they say they visit… – WE CAN PLAN WITH OVER 1,500 SITES INC. INTERNAT’AL – WE KNOW DEMOGRAPHY DATA AS WELL AS VISITORSHIP DATA – WHERE YOUR AUDIENCE LIKE TO STAY
  • 21. IN MEDIA TERMS 1. REACH% (also within total population) 2. AFFINITY 3. GRP (comparable with eg. television) 4. TIME SPENT ON SITE 5. CROSS READERSHIP
  • 22. AND THIS IS ALL ABOUT….
  • 23. gemiusAudience research combined with other measurement tools can give much more…
  • 24. From media measurement to sales effect B M as et ic ric s En g M age et m ric en st Br a tra nd/d ck ire in ct g Sa BRAND le Ef s/Br f e an ct d Direct Coming Up Very Rapidly DIRECT / E-COMMERCE
  • 25. Modelling Conversion Rate 0.6% RR 1.5% 1,000 Unique Users 1,000 150 200 15 150,000 CLICK THROUGH BUY IN WEBSHOP Thank Webshop you for Landing What the Page Registr. product? purchase Unique Users VIEW THROUGH 3000 500 750 50 150,000
  • 26. ALL I CAN SAY:
  • 27. THANK YOU FOR LISTENING ATTILA WEISZ OMNICOM MEDIA GROUP