Navigating The Media World

Navigating the Media World with Consumer Centric Research Dirk Engel Universal McCann Germany SEMPL II, Portorož , November 28th 2008

The media world is changing… High Unlimited number reach of media Passive Acitve media consumption media usage 80‘s 90‘s 00‘s Limited Low number of reach media 2

A certain feeling of insecurity in marketing Is our repertoire of communications able to face upcoming challenges? What is the best way to use research findings to improve marketing & media planning? 3

Consumer centric research… My ABC1 Feelings My My Male Teenager Attitudes Brands 30-59 My My Needs Media Product Consumer Female Housewifes My My 20-49 Day in the Life Thoughts Consumer Consumer Traditional Approach Traditional Approach Centric Approach Centric Approach 4

…leads to new approach in media planning Yesterday Today Target Target segmentation Consumer conflicts chances ideas Insights Communication strategy TV, radio, press etc. Mass media, online, events, sales promotion, PR, mobile, dialouge marketing, CRM, sponsorship, viral etc. Media plans Communication planning 5

What we need from media research today • Data about usage of traditional and recently emerged media • Information on how target audiences react to below the line communication channels • Understanding of how people use media in their daily life • Insights into how consumers interact and communicate with each other • Variables, which are able to link findings from effectiveness research to robust survey data • …and last but not least: An idea of what the near future will bring to the fields of consumer behaviour and media usage 6

New kind of research is needed Traditional media studies Real insight studies • Huge sample size • Mulit media point of view, 360° • Accurate measurement of reach & • Qualitative information frequency for one medium • Linked to models of effectiveness • „Currency“, gold standard research & psychology • Base for intra media selection • Interesting stories, not only figures • But… • Input for strategic communication planning • …no multi-media point of view • Addition to syndicated research • …not consumer centric • …not flexible 7

360° view on media usage Consumer Situation Activities Media Mood 8

…needs new studies Consumer Situation Activities Media Mood A study for navigating today‘s media world 9

Media in Mind™ • First international wave of Media in Mind™ in 1997 • Recent wave in Germany: June 2007 • Sample = 1,600 interviews • German adults, 14 to 64 years • Study design: Universal McCann • Fieldwork: TNS Infratest 10

The questionnaire •40 page questionnaire covering… • Media usage • Internet & computer • Mobility • Shopping • Consumption • Attitudes, values • Leisure • FutureView (by TNS Infratest) 11

The diary •7-day-diary, paper & pencil • Whole week: Monday to Sunday • Half hour intervals • Database of 11,200 days • Careful quality control guarantees complete & robust data 12

Information measured in Media in Mind™ The Diary Mood Day of the week Attention (high, medium, low) Questionniare: Activities Demographics Leisure, Lifestyle Consumption Attitudes Media: TV, radio, magazines, Newspapers, internet, video/DVD, PC, books, music Place (home, work, OOH) Company (alone, with others, with kids) 13 © 2008 Media in Mind™ / Universal McCann

A Day in the Life (Example) Listening to music Young German Male 20% Music (no radio) not at home 18% Music (no radio) at home 16% Car Radio 14% Radio (not in the car) 12% 10% 8% 6% 4% 2% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 14 © 2008 Media in Mind™ / Universal McCann

Input for strategy & marketing communications • Which is the best mix of ad media? • Which are the most effective time periods and days for advertising? • Which other communication channels are appropriate? • Which media are best to stimulate short-term sales because of reaching the target audience close to the purchase? • What information sources are valued the most and used for purchasing products? • How do activities like computer and video gaming affect the time budget of specific target audiences? • Which media, topics, products will become more relevant in the future? 15

How consumers cope with information overload? •Consumers are not overwhelmed by the today’s media output, they developed mechanisms to deal with it. • Three examples: • On psychological level = Selective attention management • On sociological level = Division of labor in information processing • Strategy for marketing communication = Finding the best moment to deliver relevant messages 16

The importance of attention management “Viewer attention to what is on the screen has a direct bearing on commercial perception and communication. The real TV value issue is attention and not zapping or liking.” How can we measure attention? Erwin Ephron 17

Laboratory vs. real life 18

Share of media on total time spend on media German adults 14 – 64 years, n = 1.600 TV Radio Internet Newspapers Magazines 14-29 year 44 % 27 % 23 % 5 % 2% 30-49year 40 % 35 % 16 % 7 % 1% 50-64year 45 % 33 % 9% 11 % 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20 © 2008 Media in Mind™ / Universal McCann

TV viewing & attention Average day, German adults 14 to 64 years TV with low Attention …with medium Attention …with high Attention 100% 80% 60% 40% 20% 0% 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 21 © 2008 Media in Mind™ / Universal McCann

Internet usage & attention Average day, German adults 14 to 64 years Internet with low Attention …with medium Attention …with high Attention 100% 80% 60% 40% 20% 0% 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 22 © 2008 Media in Mind™ / Universal McCann

Share of Attention – Shift from TV to internet German adults 14 – 64 years, n = 1.600 TV Radio Internet Newspapers Magazines Adults 14-64 years 43 % 9% 32 % 14 % 2% 14-29 y 38 % 7% 44 % 8% 3% 30-49y 42 % 8% 34 % 13 % 2% 50-64y 46 % 12 % 19 % 20 % 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 23 © 2008 Media in Mind™ / Universal McCann

2-Step-Flow of communication yesterday & today 30‘s - 50‘s MEDIA 24

2-Step-Flow of communication yesterday & today 30‘s - 50‘s 60‘s - 80‘s MEDIA MEDIA 25

2-Step-Flow of communication yesterday & today 30‘s - 50‘s 60‘s - 80‘s Today MEDIA MEDIA M1 M2 M3 M4 26

Giving advice for specific product categories German adults 14 – 64 years, n = 1.600 Female 19% Don't give any advice Male 21% 46% Food, cooking 21% 37% Entertainment, music, books 30% 34% Travelling, vacation 32% 11% Computer-Hardware und -Software 38% 10% Personal finance, investments 20% 0 5 10 15 20 25 30 35 40 45 50 27 © 2008 Media in Mind™ / Universal McCann

Preferred source of information about cars German adults 14 – 64 years, n = 1.600 60 Opinion Leader 51% Advice giver Cars 50 47% 46% 42% 39% 40% 40 37% 31% 30 25% 20 19% 1st 1st 11% 10 7% 0 Magazines Word of Internet Newspapers TV Radio Mouth 28 © 2008 Media in Mind™ / Universal McCann

Situations are individual… and predictable! 29

Mood in everyday life Average day, German adults 14 to 64 years stressed pleased relaxed cheerful bored melancholic tired 100% 80% 60% 40% 20% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 30 © 2008 Media in Mind™ / Universal McCann

Finding the Point of Relevance •P.O.R. = Point of Relevance • When the target audience is in the right situation to have an open ear for our advertising message. • It is not a place (like the Point of Sale), it is a situation. The best time for a message is during or close to the specific POR., and the most appropriate media are those used during or close to the POR. 31

Point of Relevance for Headache OTC brand Target audience: People who suffers frequently on headaches TV viewing Mood: Stress Listening to radio 50% 40% POR 30% 20% 10% 0% 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 32 © 2008 Media in Mind™ / Universal McCann

P.O.R.: Finding the right moment for TV ads Average weekday, German adults 14 to 64 years Watching TV and being… …happy ...tired 60% 50% 40% 30% 20% 10% 0% 12:00 14:00 16:00 18:00 20:00 22:00 00:00 33 © 2008 Media in Mind™ / Universal McCann

Navigating the Media World •We have learned some lessons from qualitative and ethnographic media research, so we know that people… • …do not think about media, • …they think about content, activities, routines, ! needs and gratifications. So our research is consumer centric research, exploring how media usage is part of the daily life of consumers, finding out how media are represented in their minds 34

dirk.engel@umww.com Dirk Engel Tel.: + 49 - (0)69 – 79 404 - 110 Head of Research Universal McCann Knowledge Universal McCann GmbH, Speicherstrasse 57-59, D 60327 Frankfurt http://www.universalmccann.de

www.dirkengel.org

Navigating The Media World

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