Basics of media planning - workshop slides at Great Indian Marketing Weekend

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Roopam Garg of MEC Global conducted an interactive workshop on basics of media planning for delegates at Great Indian Marketing Weekend. Here are the slides for your benefit. Check out more on www.gimw.in

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Basics of media planning - workshop slides at Great Indian Marketing Weekend

  1. 1. MEDIA LANDSCAPE + Terminology By Roopam Garg, MEC Global at Great Indian Marketing Weekend – www.gimw.in
  2. 2. INDIA - CONNECTED AND GROWING 150 mn
  3. 3. MOBILE, THE SECOND HIGHEST REACH MEDIUM AFTER TV Source: IRS Q4 2012, Q2 2009 %Penetration 63 56 20 18 3 4 35 86 81 35 23 5 9 5052 44 13 15 2 2 28 TV C&S Press Radio Cinema Internet Mobile All India Urban Rural 2012 %Penetration 56 36 20 21 3 1 15 81 65 35 24 6 4 28 44 23 13 20 2 0.2 8.8 TV C&S Press Radio Cinema Internet Mobile 2009 Internet and Mobile under reported in IRS. As per IAMAI figures, Internet population at 150 mn, 921 mn mobile connections
  4. 4. TELEVISION AND PRINT SPENDS HIGHEST, DIGITAL FASTEST GROWING 3 2 5 15 2 28 4 12 5 7 15 6 32 8.5 Television Print Radio Cinema OOH Digital All Media 12 on 11 growth 13 on 12 growth Source: GroupM TYNY WW 2012 6.6 BN2.73 BN 0.36 BN0.32 BN0.04M0.36 BN2.73 BN % growth US$
  5. 5. DESK INTERNET 150 mn ENGLISH PRINT 38 mn DIGITAL IN PERSPECTIVE
  6. 6. CLAIMED READERSHIP 7.5 mn DAILY REACH 10 mn DIGITAL IN PERSPECTIVE
  7. 7. Source: comScore ONE OUT OF THREE INTERNET USERS IN INDIA IS A WOMAN
  8. 8. MORE PERSPECTIVE Source: TV- TAM – Aug 2011, C&S Universe, 5Min + Unique Monthly Reach YouTube – Comscore, IAMAI, Aug 2011 Unique Reach Publication Readership (000s) Times of India 7142 Yahoo Home Page 4135 Hindustan Times 3347 The Hindu 2169 Deccan Chronicle 1152 Telegraph 1150 Mumbai Mirror 810 Economic Times 757 DNA 793 Yahoo! Home page is the second largest English daily YouTube is the 8th biggest channel in the Country
  9. 9. ADVERTISING TO DIGITAL VIDEO CONTENT 4BN 3RD 60% Monthly YouTube Views Largest Video Market Growth in Online Video in 2013
  10. 10. THE DEMOCRATIZATION OF THE MOBILEPHONE 921 180 74 Mobile Subscriptions GPRS Enabled Phones Smartphone Users All Numbers are Millions
  11. 11. SOCIAL MEDIA AND MOBILE FUELLING THE INTERNET 90 70 34 Facebook Users Access via Mobile Device Access via Feature Phone All Numbers are Millions
  12. 12. TECHNOLOGY ENABLERS
  13. 13. THE NEW EQUATION CONNECTED = ENGAGED
  14. 14. Media Terminology Basics
  15. 15. • Target Audience & Universe • TV • Ratings • GRPs • Coverage (Reach) • Average Frequency
  16. 16. Introductory Terms • TARGET AUDIENCE • Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group This needs to be layered with Behavioral understanding of consumers to engage and connect with consumer
  17. 17. Socio-Economic Classification (SEC) Grid: Print
  18. 18. SOCIO-ECONOMIC CLASSIFICATION GRID : URBAN EDUCATION OCCUPATION Illiterate Lit. no sch/school upto 4 years Sch 5-9 yrs SSC/ HSC Some college Grad/ PG gen Grad/ PG prof Un Skld Wrker E2 E2 E1 D D D D Skilled Worker E2 E1 D C C B2 B2 Petty Trader E2 D D C C B2 B2 Shop Owner D D C B2 B1 A2 A2 B’men/Ind with no of employees : …None D C B2 B1 A2 A2 A1 …1-9 C B2 B2 B1 A2 A1 A1 …10+ B1 B1 A2 A2 A1 A1 A1 Self Emplyed Prf D D D B2 B1 A2 A1 Clerk/Salesmen D D D C B2 B1 B1 Supervisors D D C C B2 B1 A2 Off, Exec – Jr C C C B2 B1 A2 A2 Off,Exec-Sr/middle B1 B1 B1 B1 A2 A1 A1
  19. 19. SOCIO-ECONOMIC CLASSIFICATION GRID : RURAL EDUCATION TYPE OF HOUSE PUCCA SEMI PUCCA KUCHHA Illiterate R4 R4 R4 Literate but no formal school R3 R4 R4 Upto 4th std R3 R3 R4 5th to 9th std R3 R3 R4 SSC / HSC R2 R3 R3 Some college but not graduate R1 R2 R3 Grad / Post Grad [general] R1 R2 R3 Grad / PostGrad [professional] R1 R2 R3
  20. 20. Urban Markets : • All statutory towns ie. All places with a municipal corporation, municipal board, cantonment board or notified town area etc. • All other places which satisfy the following criteria : • A minimum population of 5,000 • 75% male working population in non agricultural (and allied) activity; and • A density of population of at-least 400 per sq.km. Rural Markets : • As per NRS : irrespective of population size, places which have 75% of the male working population engaged in agricultural and allied activity (fishing, livestock, plantation, etc) • As per IRS : All areas not identified as ‘Urban’ are classified as ‘Rural’.
  21. 21. Introductory Terms • TARGET AUDIENCE • Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group. • UNIVERSE • Definition : The actual number of individuals within the defined target audience. • In Practice : The Whisper target audience is 15-45 year old Women. The Philishave target audience is Men aged 18-40 yrs. • In Practice : The 15-60 yr Women universe is 5,000,000. (Market X) The 18-40 yrs Men universe is 2,750,000.
  22. 22. Television
  23. 23. Definition : The percentage of the target audience who saw the programme/commercial 1 rating point = 1% of the target audience. Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating A Rating
  24. 24. Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.) Gross Rating Points (GRP’s)
  25. 25. Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured and reported on a 4 week basis.) In Practice : Our commercial appeared in the following programmes : Programme Rating F 32% D 21% M 18% S 24% N 15% 110% - 110 GRPs achieved (or 110% of defined universe) Gross Rating Points (GRP’s)
  26. 26. Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period. Coverage (Reach)
  27. 27. Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period. In Practice : Programme F D M S N Rating 32 21 18 24 15 110 GRPs Unduplicated Reach 32 11 9 7 4 63% Cumulative Reach 32 43 52 59 63 63% Reach Coverage (Reach)
  28. 28. Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period. In Practice : Programme Friends Dynasty Movie Sport News Rating 32 21 18 24 15 110 GRPs Unduplicated Reach 32 11 9 7 4 63% Cumulative Reach 32 43 52 59 63 63% Reach Coverage (Reach)
  29. 29. Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average Frequency Average Frequency
  30. 30. Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula : Average Frequency = Total GRPs ÷ Reach or GRPs = Reach x Average Frequency In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period. Average Frequency
  31. 31. Print
  32. 32. •Reach: The number or percentage of a population group exposed to media schedule within a given period of time Reach = Total exposure of all HHLDs / Avg. Frequency •Gross Reach: Total opportunities to see ads in a given schedule (making no allowance for duplication) •Net Reach: Assessment of the no. of people who have at least one opportunity to see an ad in a given ad schedule ( making allowance for duplication) Reach/Readership/Circulation Related Terms
  33. 33. •Average Issue Readership: Unless otherwise specified, readership refers to AIR. It is estimated by determining the no. who have read an issue within a specified time interval, which is equal to the publishing interval of the publication. This is known as recent reading method. But recent reading method needs review because in rural areas irregular distribution is a problem •Duplication: The estimated number of people who read either two or more given publications or two or more issues of the same publication
  34. 34. •Claimed Readership: It is the estimated number of people who have last read the publication in a definite time frame with a frequency greater than zero [ever]. •Claimed readership of Magazines is relatively higher as compared to a Daily. –Essentially due to higher shelf life leading to higher pass along readership
  35. 35. •Audit Bureau of Circulation: An organization formed by media suppliers, advertisers, & advertising agencies to audit the circulation statements of its member newspapers & magazines
  36. 36. Hits, Files, Page Views & Visits Understanding Digital Media Basic Metrics
  37. 37. Page views •Also called impressions and exposures. •A logical measure of usage based on what the user receives.
  38. 38. Unique Vistors •a single user session •perhaps the most useful indicator but difficult to track unless cookies are used.
  39. 39. CPM Cost Per Thousand •CPM is the cost to reach a thousand people.
  40. 40. Stickiness •How long do users remain at a site? •A pattern of usage measured in •Time •Pages •Games and community sites are sticky; users stay on the site for a long time.
  41. 41. Click-through Rate (CTR) •How many people actually clicked on the banner •Click-through initially averaged higher than it does today. Down below 1%. •Publishers argue that click-through rate fails to account for value of an impression. •Studies have shown that even when CTR is low the ads still work
  42. 42. Summary •Online Media provides critical reach for many brands •TV + Online has potential to provide significant “lift” for most campaigns •Online media strategy needs to translate your communication approach •Creative Strategy counts •Distinctive eye catching ads work harder •Premium for large format is justified •Coherence with online and offline media critical
  43. 43. Thank You www.gimw.in

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