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El Futuro De Los Medios Masivos
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El Futuro De Los Medios Masivos


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Unos breves tipos sobre el futuro de los medios en Mèxico entre la "tradiciòn" de las marcas y la revoluciòn de la interactividad

Unos breves tipos sobre el futuro de los medios en Mèxico entre la "tradiciòn" de las marcas y la revoluciòn de la interactividad

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  • 1. Media characteristics A general overview of Europe and the U.S.: what can be applied here in Mexico?
  • 2. What is the Media? The “media”: The umbrella term that includes all types of print and electronic communication (TV, radio, newspapers, magazines, outdoor, mail, etc.)
  • 3. Initial perspective Myth: media’s only job is to expose the message Not true: media is used by all types of MC messages Not true: media also must add value for their clients Myth: media = advertising
  • 4. Different Media Classifications +
  • 5. Mass Vs. Niche Media Mass Media Vehicles reaching “the masses” (large, diverse audiences) Mass Media Vehicles reaching “the masses” (large, diverse audiences) Niche Media Vehicles focusing on a defined group who share a characteristic
  • 6.
    • During the 1960s, mass media advertising accounted for more than 2/3 of the total MC budget for many companies. Over time, however, management began demanding more accountability on MC budgets. The result has been a budget shift to other MC functions, particularly sales promotion, whose results are more easily measured than advertising, and to public relations, whose costs are considerably lower than advertising.
  • 7. Different Types of Media Addressable Media: Carry messages to identifiable customers or prospects Interactive Media: Allow both companies and customers to send and receive messages
  • 8. More Personal/Addressable Media are Generally More Intrusive
  • 9. TV
  • 10. About Mexican consumer
    • In Mexico a Tv set is tuned for approximately 8 ¼ hours per day
      • Range from MTY to PUE
    • However this does not mean exposure: 4 ½ hours per day
      • Local peculiarities
  • 11. About Mexican consumer
    • What about National Open TV?
      • Chihuahua has a higher rate of closed TV penetration than open TV
      • In NL Local TV is a all a case…MEO
      • In AGS, JAL there is a strong preference for local news…
      • In YUC local channel SIPSE is the leader, however press is the most relevant media…
      • Radio has a stronger penetration in the South of Mexico than TV…
  • 12. Did you know that?
    • Morning news…more people get them from TV than any other media…Radio is on the second place…
    • More TV is watched in winter time…and that some periods are almost dead…
    • Time spent watching TV is also spent on doing some other activities (eating, reading, etc.)
    • A good % of adults are multitasking while watching TV (navigating, listening to music, etc.)
    • Saturday night TV has fewer viewers but they are more engaged..
  • 13. TV (tendencies)
    • Friends on NBC
    • Appointment TV: is it still so important?
      • What about cable? 
      • There are so many way to enjoy yourself…
    • US and Europe: are the traditional sit coms tired? Yes but…
      • Just think at shows such as 24 or Prison Break (FOX)
      • Where and how do you think people watch sit coms?
      • Do you know Survivor? This has allowed CBS to have a larger audience than NBC for the first time in years…what does that imply?
        • Think: what was the outcome of the “series de Televisa”?
  • 14. TV
    • Reality Shows are becoming the top-rated TV Shows in the US:
      • American Idol in the US….
      • And here in Mexico La Academia …
    • Marketers look at the program's relevance to the audience: do they lean back or towards as they are watching it?
      • People remember ads when:
        • They watch purposefully: school, job, training or simply to remain part of their social network
  • 15. TV This was not that great success (so far)….but DVR (Digital Video Recorder)…. Do you know what are they for? Currently they are just in the 8% of US House= Holds; by 2009 it is expected 49% will have it. In Mexico it has just arrived with many limitations What will that imply???
  • 16. TV (tendencies)
    • What will users will be fair likelier to watch lively?
      • Live sports
      • Events TV such as The Academy Award, Super Bowl, Grammy’s, Sports
      • Useful stuff such as News, Weather Broadcast…
      • (think also at Video-on-demand from cable
      • Companies like Sky Premiere….)
  • 17. TV (tendencies)
    • Consumer generated ads….You Tube
      • Do you know Chuck Norris and Mr Huckabee?
    • Viral marketing might be a good option…but the worst nightmare…
      • Jet Blue, Mastercard connected successfully with internet savvy young people
      • … but CHEVY (Tahoe) was a total disaster
        • The environmentalist people attacked them..
  • 18. TV (tendencies)
    • Do you know Al Gore’s Current TV ?
      • It’s the only network based entirely around viewer-created content…
      • It’s not only “journalism”, it’s also advertising…
      • Consumer-generated advertising to be exploited by brands to reach inexpensively internet oriented consumers through a viral campaign (You Tube, Blogs, Mails, etc.)
        • Some success stories: Mastercard, Sony, Converse, Jet Blue…
        • However things can go awry…Chevrolet Tahoe
  • 19. TV
    • Ratings : 1 rating point represents 1 % of the total households in Mexico with a TV. On cable TV, anything over 1.5-2% is something to get really excited about; on open TV the tops shows earn between 15 and 25% with peaks up to 33-34%
    • Share : This is measured in the % of television sets tuned into a show. So, if Lopez Doriga gets a 56% share, then 56% of households watching TV at 10,30 PM on a given Monday were tuned in Televisa.
  • 20.
    • What is the difference between rating and sharing?
      • Target 19-49
      • Target P 4+
      • What does a 2.7% share in 19-49 means?
    • CPM (cost per thousand): ad rates
    • Rating: ad rated
    • GRP: gross rating points
  • 21.
    • Shortcomings:
      • How many viewers are really watching from the household where the set is on? Is anybody really watching?
      • Is really effective this metrics?
      • Furthermore, IBOPE only measures MEX, GDL, MTY: what about other cities? Are they really watching you?
      • Local TV in Mexico can’t tell they have a x% rating  appreciations can only be based on qualitative bases or personal appreciations….
  • 22.
    • Shortcomings:
      • Do you know the case of the anchor women (naked) in Primetime Live in Cleveland??
  • 23.
    • Reach versus frequency strategy
      • Rubén Mendoza versus Peña Nieto
    • Pro’s and Con’s
    • In the future, ENGAGEMENT will be the relevant metrics…
    • Ratings are overrated (Quote: David Verklin)
  • 24. TV Contents
    • Do you know the American Family Association and the Methodist Rev. Donald Wildmon? (U.S.)
    • With that kind of intimidation from these kind of movements, marketers (and networks) must pay a lot of attention…
      • Desperate Housewives (they did not care to…)
      • Nip/Tuck (sex)
      • Survivor and GM (race issue)
      • On defensive…P&G (that’s interesting)
  • 25. TV Contents
    • What does this example teach us?
      • Reluctance to take risks: contents will standardize and will avoid being controversial
      • Pay attention at where you advertise…
      • … and cash dividends….
      • … and get them happy with you…
      • … however, don’t let them press you
        • Eg. Disney and The Chronicles of Narnia
      • Advocacy Groups will definitely become an issue very soon in Mexico as well
    • However…
    • Superbowl is still super
    • América – Chivas is still super…
    • Live sports and event programming will
    • remain part of our culture…just be smart
    • when you negotiate them!!
  • 27. Content branding: Product Placement
    • Connect your brand with story, actor, talent: it is Brand Integration
    • Investment in the USA in 2006: 6 BLN $ (+65%):
      • 8,303 product placement in the Top 10 Movies
      • Product placement on 7 out of 10 reality shows
  • 28.
    • Product placement, if well done, foster:
      • Brand visibility
      • Reinforce attributes through associations
      • Connect the Brand to well known talents
  • 29.
    • Product Placement might be:
      • No integrated / no expressed
      • Integrated / expressed
      • Integrated / used
      • Embedded
      • Rules:
      • More integrated  more effective
      • Right vehicles  influence context: manage the conflict advertisers vs producer
      • TRUST is the base of product placements in brand
      • Look for deeper, emotional, subconscious level
  • 31.
    • “ Engagement will be critical in the 21st Century: it will replace soon the GRP”
    • How to position your brand?
    • Differentiation should evolve to:
      • Correspondance
      • Alignment
      • Beneficial environments
      • Valued experiences
  • 32.
    • In product placement tradicional media metrics aren’t effective:
      • Eg. We don’t know how frequency really works
  • 33.
    • 5 golden rules for Product Placement:
      • Put it in a Quality Show
      • It must be relevant
      • It must engage
        • Work better in News and Sports
      • It must involve: consumer will want to buy what he sees
      • It must capture attention
        • Works better at the start of the program
  • 34.
    • Product placement versus Spots (source: AC Nielsen):
      • Less brand recognition (40% vs 47%)
      • More brand feeling (58% vs 53%)
      • More purchase interest (38% vs 36%)
      • Consider associating Product Placement with
      • traditional spots: it boosts this indicators
      • (57.5%, 59%, 45% respectively)
  • 35.
    • Brand familiarity is the key driver
    • Integrated Promos (advs on future shows) is an excellent way: it must give valuable information about the show in order to work…Be carefull!
    • Eg: E! Ent. (tickers), VH1, FOX,…
  • 36.
    • Procuct Placement:
      • Build brand awareness / familiarity
      • Brand association
      • Sales
      • Good to launch a new product if there is already and established brand
      • Spread word-to-mouth
  • 37.
    • Be aware of:
      • Target carefully
      • Ensure integration verbally and visually
      • Be relevant
      • Respect creative nuances
      • Integrate with other brand characteristics
      • Evaluate with an established metrics
      • Rules must be clear
  • 38.
    • Some good examples….
      • Nokia in Mexico
      • Domino’s Pizza in Mexico
    • And some horrible examples…
      • As much as you like…
    • Where can you see brand / product placement?
      • Movies
      • Series
      • Reality shows
      • Live Events but also…
      • Video Games
      • Theater
      • Books
      • Songs…etc. etc. etc. etc.
  • 39. NEWSPAPERS What will the future give them?
  • 40. Newspapers
    • Did you know that?
      • Many readers are engaged in other activities while reading
      • More newspapers are read on Sunday and Monday
      • Local section are the most read…
      • Local peculiarities are extremely important here…
  • 41. Newspapers
    • Strengths
      • Reader education and income (not always)
      • Tangible
      • Reader loyalty
      • Short lead time
      • Low production cost
      • High one-time reach
      • Good to give long and detailed explanations
    • Weaknesses
      • Poor reproduction
      • Readership is declining
      • Media wast
      • Cluttering
  • 42.
    • 3 ways of advertising:
      • Classified
      • Display
      • Inserts
        • Publireportajes
        • Encartes
  • 43.
    • Why is the circulation of the main newspapers in the US is declining?
      • Citizen journalism
      • Craiglist (
      • Time lag between news happening and people reading it
        •  sense of community and is being lost
      • Free Press is also to blame
        • There are 100 new free big city dailies nowadays…
  • 44.
      • 18.5 millions free dailies
      • In 21 countries…
      • In 17 languages
      • And in 83 major cities
      • What about their operation costs?
        • A traditional Paper: 340 newsroom people, an ad page can cost as much as 17,000 USD (The Baltimore Sun)
        • A free paper…20 newsroom people, an ad can cost as much as 2,400 USD ( The Baltimore Examiner)
        • Assignment: find out the same data between REFORMA and METRO MEXICO DF
  • 45.
      • These are magnet for younger readers: 74% of METRO readers are < 49 años….news-lite style
      • People can get news anywhere…the perceived value of traditional newspapers is eroding
  • 46.
    • Did you know that?
      • Newspapers have 2 tier pricing
      • The most successful newspapers will be the local and community specificity based: just think at some examples here in Mexico
      • Newspapers are going online…however this is only 5% of their total revenues in the US
  • 47.
    • Philip Meyer “ The Vanishing Paper ”
      • Newspapers in 10-12 years will look radically different than today
        • They may be delivered electronically through a scroll down system on your PDA or cell phone
        • A lot will simply disappear
        • The survivors will be a very premium exclusive product or they will go ultralocal
        • They will be fully interactive…
        • ¿Is he dreaming? ¿Has he drunk? ¿Or he is visionary?
  • 48. Outdoors Why do they pray for traffic jams?
  • 49. Outdoors
    • Pro’s
      • Localized
      • Frequency buildr
      • It is not on demand: you have to see it
    • Con’s
      • Low attention
      • Very short exposure time
      • Visual contamination: they may get lost
      • Zoning restrictions
  • 50.
    • They may be fixed…
    • … but they are more and more becoming electronic billboards that change static messages dozens of times a day…
      • They will ultimately replace the billboards (US Outdoor Advs. Association)
  • 51.
    • What does it change for a consumer? Almost nothing
    • What does it change for a marketer?
    • Almost everything:
      • Flexibility: you can target specific area by day part or day of the week or message…
      • You buy time instead of space
      • Eg. Flat Panel TVs in Office Elevator: lunch time is prime time!!
  • 52.
    • So what does outdoor mean today?
      • More than 200 formats
        • Ads on buses
        • Plaques atop taxis
        • Coasters in bars
        • Shopping carts
        • Airport signage
        • Street furniture
        • Etc.
  • 53.
    • What do they promote?
      • 70% are local business
      • It is growing very fast because of technological innovation, creativity,…in 2006 were more than 6% of total media investment in the US (2.3% in 2004), ¿in Mexico? Find out.
      • Good opportunity cost compared to TV
      • Can you measure its effectiveness?
        • They have started to…Nielsen Outdoor, IBOPE, etc.
  • 54.  
  • 55.
    • Does it work?
      • An example: “Sharlene Wells, Miss America” stayed for over a month in all billboards all over town that were not sold…
      • What was the result?
      • Ask who is Miss America?
        • After the campaign 12% of people were able to tell that unaided,
        • before a mere 1%
  • 56.
    • Furthermore it is becoming interactive…
      • It can talk to you (via short wave radio link)…
      • Download data (Street Beam Devide)
      • Change messages as you stroll past (through motion detection…)
      • Please note: pray for traffic jams..
  • 57. Magazines
  • 58.
    • Strength:
      • Audience selectivity: possibility of segmentation
      • Expertise environment
      • High credibility
      • Loyal readers
      • High quality
      • Relative long life of ads.
    • Weaknesses:
      • Long lead time
      • Long production time
      • Low mass reach (but check pass along rate)
      • Costly production
      • Low frequency (weekly, monthly, etc.)
      • Difficult to measure penetration
  • 59.
    • 2 kind of magazines:
      • Restricted circulation
      • Free circulation
  • 60. Radio What about digital radio? Is the AM really dead?
  • 61.
    • Strengths:
      • Audience selectivity: segmentation at its highest
      • Frequency builder
      • Low production cost
      • Short lead time
    • Weaknesses
      • Background media  low attention (if any)
      • Low reach
      • Only sound…
      • Short lived message
  • 62.
    • It is a very loyal media…local based, sense of belonging,…
    • Loyal audience
    • In some parts of Mexico they are the leading media (South East)
    • 10, 20, 30 seconds format
    • On air promotions
    • Brand sponsoring
    • It’s only hearing but do not forget some success story used through radio…Sensorial Branding.
  • 63.
    • Some topics to think about:
      • Is really radio that cheaper than TV?? Remember your target in terms of frequency and reach…
      • Radio metrics
      • Is AM really dead?
      • What about digital radio?
      • Why is decreasing time consumers are exposed to the Radio? Ipods, Cell Phones…new toys
  • 64. CINE
  • 65.
    • Strengths:
      • Audience is captive
      • Long exposition to the message: 60 sec.
      • Spectacular, highly emotional
      • Can be complemented by brand messages in cups, seats, etc.
    • Weaknesses:
      • Cost
      • Criteria of selling screen in cine
      • Limited audience
      • Dispersion
  • 66. Non traditional Media Something you have to look at…BTL is increasing is % of the total marketing investment
  • 67.
    • Marketing approach that reaches people in a very unconventional way – in the streets or some other unexpected places
      • Often used in Guerrilla Marketing
      • Hard to measure impact, …..
  • 68. Non-Traditional Media Event for
  • 69. Some future (or futuristic) tendencies A whole new game
  • 70.
    • Google: an efficient and automated way to sell ads that target consumers with what they actually really want to see…it dominates the US 12 BLN USD Advs Internet Market
      • You only pay for the attention you really get…and you can measure it…
  • 71.
    • Wikipedia, My Space: marketers are there.
    • And they tread very carefully so as not to mess up with these communities
    • Trying to build on Buzz Marketing as if it were consumer generated advs.: grassroots viral adoption of a brand / product in a community
  • 72.
    • Video Games: great for brand placement. Real ads are accepted: they give a sense of realism
      • US ARMY
      • VOLVO
      • VISA
      • AXE
      • Just think: around the globe there are 100 MLN Play Stations2 and 40 MLN XBOX
      • Who plays? Not only young boys…and 96% of them remember and like the brands that are present
      • … furthermore, this unregulated world is great for testing new ideas…
      • Do you know SECOND LIFE?
  • 73.
    • Online search: 62% of searchers do not go beyond the 1st page, 90% do not go beyond the 2nd page
      • A good way: make simple organic search results in the unpaid section…Think very well the words you may use…
      • This is how Aubuchon in Nebraska beated SEARS as an hardware store!!! …
  • 74.
    • Experiential and Event Marketing : consumers want to feel and touch a product, in an entartaining way
    • Works better for food, beverages, PC, cell phones, cars.
    • As old as sampling: go where and when people are most open…Neutrogena
  • 75.
    • Cell Phone: 4 BLN by 2010. Portable interactivity. 89% of major US brands plan to market via mobile phones by 2008 (Airwide solutions). Why?
      • Consumers are very willing to trade free air time with listening to ads (eg. VIRGIN….response rate was 4-10% versus 1% direct marketing)
      • New technology will just increase that…Google, Microsoft, Yahoo! are all present on cell phones…
  • 76.
    • Blogs : brands are behind them and you do not even notice that!
      • More than 100 new blogs per minute about everything
      • 90% fail in a month; only 55% survive more than 3 months
      • For marketers is a big opportunity: talk to people when they are really listening and interested
      • Blog advertising, section in corporate sites…some companies are looking for dialogue (Fedex, Diageo)
      • Some other brands pays bloggers to post positive comments around the blogosphere: be aware of the damage to the brand. They will see you! (Dr. Pepper in 2003)
      • How much does it cost advertsing there? AUDI promoted A3 on 286 blogs for 3 months: 50,000 USD. BUDGET RENT-A-CAR.
      • Pay attention: anyone can destroy a brand in the blogosphere!!
  • 77.
    • Sport Marketing: a whole new game
      • Golf
      • Football
      • Bull Riding (!!!)
      • … .
  • 78.
    • A conclusion:
    • If you want to know about the media in the future look at what the sex industry is up to today
    • TV will remain a mere King, not yet an Emperor: most of it will be on demand
    • By 2010 traditional ads will have lost 2/3 of its effectivity compared to 1990 (Mc Kinsey)
  • 79.
    • We are moving to the age of RELEVANCE
    • People don’t hate ads, they hate interruptions
    • Experiental marketing
    • Less TV, more online, centrality of corporate Web. It will reflect the ethnic makeup and cultural mosaic in the US.
    • More interactive elements
    • Harder negotiation on TV: the first or the last ads on the pod. More Brand Placement
    • Hyperlocalism and personalization
    • A lot more options: just think, cable, digital radio, tematic networks, etc.
    • Blogs & C-…smaller but more valuable audiences
  • 80.