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Welcome!
Housekeeping
Thank yous
Cormac O’Shea
Media Market Overview
Digital will drive the recovery €780m   €749m   €709m          €678m              €684m      €704m      €733m  -7%     -4%...
+2 to 5%Value
 Look for opportunities to lead your competitors 1. Understand your Competitor 5stomer and how best to reach 2.them3. Kn...
Look for opportunities to lead      your competitors
Case study - background• Cluttered with brands adopting similar media  strategies, and utilising same media mix• Leads to ...
Battleground was in print                       TV     Radio       Print     OOH     Cinema      Client         22%       ...
TV is the most influential paid formedium…
…and has strongest return on investment                                  Source: Thinkbox, IPA, Neilsen
Key recommendations• Lead the most influential media in this category - TV   – Divert money from other media to television...
Press - use larger formats to deliver brandstature and differentiation…                     Sector press size summary     ...
…and the same in outdoor               96 Sheets   Golden    48 Sheets    6 Sheets     Transport         Other            ...
What happened?  Consideration increased by 12% over the year Share of market increased by 1.4% over the year
Understand your customer and   how best to reach them
TGI media and marketing survey•   Annual•   c.5,000 per annum•   TV, radio, newspapers, magazines, outdoor, internet, dire...
Example of how we use this research                            The brief:   “We want to reach heavy shoppers who would use...
Main Shopper (68%)     2,427,000  Can’t live without  internet on phone    (20%) 723,000  Main Shopper & can’tlive without...
Main shopper and can’t live without internet on                    phone 65+          855-64             1045-54          ...
Main shoppers & can’t live without      internet on phone            Heaviest media consumption               %        Eff...
TV station viewership                             Top 10 stations watched yesterday350300250200150100 50  0               ...
Daytime is key to delivering this audience efficiently                                                 Viewership of RTE 1...
Sunday Press Readership ‘(000)1000900800700600500400300200100   0              Sun World            Sund Ind             S...
Frequency of Shopping – Regular main shopping                            Main Shoppers & can’t live without internet on ph...
Main Shopping Day                  140                  120                                                               ...
Know what works
Which elements of your marketing mixwork?
Econometric modelling - relates the size andtimings of different marketing mix activity tomovements in sales
Think of it as ‘unbaking acake’……understanding the‘recipe’ for sales
What drivers does econometrics measure?       All influencers on sales over time – not just media activity                ...
Real                                                                                                                      ...
The business benefits of econometrics  Marketing       Trading           Pricing          Competitive                     ...
Return on investment                   Media efficiencies         Min 15% improvement in marketing return
Know what’s being said about you
Pre digital age            Family and friends          Potential reach - 10-20
Digital age           Family and friends          Potential reach - 100’s
Digital age         Forums, blogs etc.Potential reach – 1,000’s ++
Query solving process and outcome
New media channels are good for         advertisers
Cost   Targeting
RTE (x 2)                                                                                   100%                          ...
VOD to take 15% of viewing by 2015100%    3%            4%              6%     7%     9%    11%90%                        ...
 Look for opportunities to lead your competitors 1. Understand your customer and how best to reach them 2.3. Know what w...
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
Media Market Overview
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Media Market Overview
Media Market Overview
Media Market Overview
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Media Market Overview

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Media Market Overview - Cormac O’Shea, Clear Blue Water

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Media Market Overview

  1. 1. Welcome!
  2. 2. Housekeeping
  3. 3. Thank yous
  4. 4. Cormac O’Shea
  5. 5. Media Market Overview
  6. 6. Digital will drive the recovery €780m €749m €709m €678m €684m €704m €733m -7% -4% -5% -4% +1% +3% +4% 97 108 130 210 150 168 188 683 641 579 528 516 516 523 2009 2010 2011 2012 (f) 2013 (f) 2014 (f) 2015 (f) Traditional Media Digital Media Source Clear Blue Water
  7. 7. +2 to 5%Value
  8. 8.  Look for opportunities to lead your competitors 1. Understand your Competitor 5stomer and how best to reach 2.them3. Know what works4. Know what’s being said about you5. New media channels are good news for advertisers
  9. 9. Look for opportunities to lead your competitors
  10. 10. Case study - background• Cluttered with brands adopting similar media strategies, and utilising same media mix• Leads to a wallpaper effect among consumers• Breaking this cycle will lead to a clear advantage for our client, and will take significant time for any other brand in the category to catch up
  11. 11. Battleground was in print TV Radio Print OOH Cinema Client 22% 9% 53% 16%Competitor 1 25% 7% 46% 21% 1%Competitor 2 31% 19% 42% 8%Competitor 3 31% 12% 55% 1% 1%Competitor 4 22% 23% 48% 7%Competitor 5 29% 15% 51% 2% 3% 0% 20% 40% 60% 80% 100%In an undifferentiated market, print was the most cluttered advertising environment We had the lowest investment in TV of all competitors
  12. 12. TV is the most influential paid formedium…
  13. 13. …and has strongest return on investment Source: Thinkbox, IPA, Neilsen
  14. 14. Key recommendations• Lead the most influential media in this category - TV – Divert money from other media to television – Invest in consistent presence across the year – Invest in quality (PIB, Centre Breaks, Peak)• Look for opportunities to lead in other media
  15. 15. Press - use larger formats to deliver brandstature and differentiation… Sector press size summary DPS Full Page Half Page Qtr. Page Strip Sponsorship OtherCompetitor 2Competitor 4ClientCompetitor 1Competitor 5
  16. 16. …and the same in outdoor 96 Sheets Golden 48 Sheets 6 Sheets Transport Other Squares 5% 3% 4% 4% 89% 89%our client 5% 3% 1% 35% 34% 11% 18%Competitor 1 1% 35% 34% 11% 18% 17% 2% 80%Competitor 2 17% 2% 80%Competitor 4 16% 10% 45% 10% 67% 23% 67% 84% 19% 4% 19% 32% 4%Competitor 5 Large 45% 23% Small 32% 1% 42% 55% 2%Competitor 6 Format 1% 42% Format 55% 2% 46% 54%Competitor 3 46% 54% 4% 20% 76%Competitor 7 4% 20% 76%
  17. 17. What happened? Consideration increased by 12% over the year Share of market increased by 1.4% over the year
  18. 18. Understand your customer and how best to reach them
  19. 19. TGI media and marketing survey• Annual• c.5,000 per annum• TV, radio, newspapers, magazines, outdoor, internet, direct mail• 18 sectors, 500 categories, 4,000 brands• 270+ lifestyle statements, socio-demographic classifications, geo-demographics
  20. 20. Example of how we use this research The brief: “We want to reach heavy shoppers who would use their mobile phones to accumulate loyalty points while shopping”
  21. 21. Main Shopper (68%) 2,427,000 Can’t live without internet on phone (20%) 723,000 Main Shopper & can’tlive without Internet onphone (13.2%) 474,000 Source TGI 2011
  22. 22. Main shopper and can’t live without internet on phone 65+ 855-64 1045-54 1535-44 22 64% 36%25-34 27 C2DE 5015-24 20 ABC1 45 0 10 20 30 0 50 100 Strong Female bias, 25-44’s across all social classes . This is the sweet spot Source TGI 2011
  23. 23. Main shoppers & can’t live without internet on phone Heaviest media consumption % EfficiencyVert. % Index30% 175 15025% 12520% 10015% 7510% 505% 250% 0 Newspapers Magazines Television Internet Outdoor Media Cinema Radio High reach by Digital, TV & Outdoor. Highest affinity with Digital, TV also rates higher than average Source TGI 2011
  24. 24. TV station viewership Top 10 stations watched yesterday350300250200150100 50 0 Main Shopper& cant live without mobile RTE 1 TV 3 RTE 2 UTV Channel 4 Sky News TG 4 Sky 1 Sky Living Sky Sports Source TGI 2011
  25. 25. Daytime is key to delivering this audience efficiently Viewership of RTE 1 by Index14012010080604020 0 Main Shopper& cant live without mobile 9.30 - 11.59 am 8.00 - 10.59 pm 5.30 - 7.59 pm 12.00 - 3.59 pm 11.00 - 12.59 am 4.00 - 5.29 pm 6.00 - 9.29 am 1.00 - 5.59 am Source TGI 2011
  26. 26. Sunday Press Readership ‘(000)1000900800700600500400300200100 0 Sun World Sund Ind Sun Mirror Sun Times Mail on Sunday Sun Bus Post Main Shoper & cant live without internet on phone Readership Radio Listenership 140 120 120 100 100 80 80 (000) Index 60 60 40 40 20 20 0 0 RTE Radio 1 RTE 2FM Today FM Newstalk FM 106.8 RTE Lyric FM (000) Index Source TGI 2011
  27. 27. Frequency of Shopping – Regular main shopping Main Shoppers & can’t live without internet on phone 350 300 250 Once a WeekWeighted (‘000) 2-3 Days a Week 200 4-5 Days a Week 150 Every Day 2-3 Times a Month 100 Once a Month 50 Less than once a Month 0 61% do one main shop a week Source TGI 2011
  28. 28. Main Shopping Day 140 120 Monday 100 TuesdayWeighted (‘000) Wednesday 80 Thursday Friday 60 Saturday Sunday 40 No particular day 20 0 69% of main regular shopping done Thursday, Friday & Saturday Source TGI 2011
  29. 29. Know what works
  30. 30. Which elements of your marketing mixwork?
  31. 31. Econometric modelling - relates the size andtimings of different marketing mix activity tomovements in sales
  32. 32. Think of it as ‘unbaking acake’……understanding the‘recipe’ for sales
  33. 33. What drivers does econometrics measure? All influencers on sales over time – not just media activity Price increases / Sales promotions decreases Competitor activity Economic factors Sporting / Competitor Weather cultural events Media weights Media types
  34. 34. Real Dependent Variable Units 0 20000 40000 60000 80000 100000 120000 140000 160000 25-Feb-06 Sum of Fitted Regions 25-Apr-06 25-Jun-06 25-Aug-06 25-Oct-06 25-Dec-06 Actual 25-Feb-07 From sales… 25-Apr-07 25-Jun-07 25-Aug-07 25-Oct-07 25-Dec-07 25-Feb-08 25-Apr-08 Enter Date Name / Type 25-Jun-08 25-Aug-08 25-Oct-08 25-Dec-08 25-Feb-09 25-Apr-09 Model 25-Jun-09 25-Aug-09 25-Oct-09 25-Dec-09 …to drivers of sales… Econometrics moves the definition of success…to improved profitability
  35. 35. The business benefits of econometrics Marketing Trading Pricing Competitive Effect of Return on Sales Driving Effect of competitors on Investment promotions pricing sales Allows reaction Maximise Price elasticity Media Mix to promotional Profitability analysis activity Input into Seasonality pricing policy
  36. 36. Return on investment Media efficiencies Min 15% improvement in marketing return
  37. 37. Know what’s being said about you
  38. 38. Pre digital age Family and friends Potential reach - 10-20
  39. 39. Digital age Family and friends Potential reach - 100’s
  40. 40. Digital age Forums, blogs etc.Potential reach – 1,000’s ++
  41. 41. Query solving process and outcome
  42. 42. New media channels are good for advertisers
  43. 43. Cost Targeting
  44. 44. RTE (x 2) 100% RTE (x 2) + Tv3 (x 3) 92% audiences… RTE (x2) + TV3 (x3) + Sky 75% (x10) RTE (x2) + TV3 (x3) + Sky 72% (x10) + TG4 Coverage objective: 50% 2+ Spread your budget in line with RTE (x2) + TV3 (x3) + Sky 67% (x10) + TG4 + E4 RTE (x2) + TV3 (x3) + Sky 66% (x10) + TG4 + E4 + Setanta…this can save up to 1/3rd of your budget
  45. 45. VOD to take 15% of viewing by 2015100% 3% 4% 6% 7% 9% 11%90% 13% 15% VOD80% 34% 35% 37% "Others" 38%70% 40% 41% 42% 43% "Opt-Outs"60% 13% 12% 11%50% 2% 2% 9% 8% TG4 2% 2% 7%40% 11% 12% 2% 6% 12% 2% 2% 5% 12% 12% 11% 2% TV330% 10% 9% 10% 10% 9% 9% 8% 8% 8% 7% RTE220% 26% 25% 23% 22%10% 21% 20% 19% 18% RTE1 0% 2008 2009 2010 2011 2012 2013 2014 2015 Source: MediaVest estimates
  46. 46.  Look for opportunities to lead your competitors 1. Understand your customer and how best to reach them 2.3. Know what works4. Know what’s being said about you5. New media channels are good news for advertisers

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