1 elliot muscant

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1 elliot muscant

  1. 1. REDEFINING MEDIA
  2. 2. THE MEDIA AGENCY MYTH
  3. 3. IN THE OLD WORLDMEDIA WAS ASUBSET OFADVERTISING
  4. 4. THE REALITY
  5. 5. THE CHANGING MEDIA LANDSCAPE
  6. 6. THE NEW ERA OF MEDIA
  7. 7. 21ST CENTURY MEDIA MODEL
  8. 8. ADVERTISINGIN NOW ASUBSET OFMEDIA
  9. 9. THE NEW ERA OF MEDIA REDEFINING THE VALUE OF MEDIA
  10. 10. REDEFINING MEDIA VALUE DELIVERING MEDIA VALUE
  11. 11. REDEFINING MEDIA VALUE DELIVERING MEDIA VALUE BUILDING BUSINESS VALUE THROUGH MEDIA
  12. 12. 1.  CONSUMER CENTRIC PLANNING
  13. 13. CONSUMER CONNECTION SYSTEMENABLES DETAILED PROFILING & INTEROGATION OF CURRENT & DESIREDTARGET AUDIENCES Single source study of 11,000 UK consumers (200,000 globally) covering demographics, attitudes, lifestyles, media consumption, and relationships with media THE MOST IN-DEPTH MEDIA AND LIFESTYLE SURVEY IN THE UK
  14. 14. UNLOCK BEHAVIOURAL UNDERSTANDINGIN CATEGORYUNDERSTAND HOW MEDIA CAN INFLUENCE DECISION-MAKING
  15. 15. 2.  ‘TOTAL VALUE’ MEDIA TRADING SCALE LEADING + AND INNOVATION PERFORMANCE PRICESMOMENTUM
  16. 16. THE INNOVATION AGENDA
  17. 17. 3.  MEASURE THE VALUE OF WHAT’S DELIVERED TO YOUR BUSINESS
  18. 18. BUT IS TODAY’S MEDIA MEASURABLE?
  19. 19. REDEFINING THEEFFECTIVENESS OF MEDIA
  20. 20. BEWARE THE DM CUL-DE-SAC
  21. 21. LINEAR ANALYSIS IS FLAWEDSource: Foresight Data, considering Jan-June, 2009-2011 (run Oct 11)
  22. 22. WHAT IS DIRECT RESPONSE?
  23. 23. LINEAR RESPONSE TRACKING ALONE CAN’TMEASURE THE FULL EFFECT OF MEDIA
  24. 24. ECONOMETRICS IS NOT A BLACK BOX
  25. 25. APPLYING THE OUTPUTS FROMECONOMETRIC ANALYSIS ISOLATE THE TRUE IMPACT ECONOMETRICALLY “WHAT IF” SCENARIO OF ADVERTISING ADJUSTING KPIS PLANNING
  26. 26. THE ART OF THE POSSIBLE £500# Econometric#CPL# Linear#CPL# £450# £400# £350# £300#CPL$ £250# £200# £165# Source: Economizer Weeks 1- 33 FY11 £133# £150# £88# £101# £100# £64# £67# £65# £72# £58# £63# £57# £53# £61# £62# £44# £39# £37# £37# £34# £50# £24# £0# DRTV# Email# Generic#Search# Display# Regional#Press# Leaflets# DM# Inserts# Affiliates# Royal#Mail# Source: Economizer
  27. 27. THE NEW ERA OF MEDIA IN SUMMARY
  28. 28. MEDIA LANDSCAPE HAS CHANGED
  29. 29. CONSUMER IN CONTROL
  30. 30. HARDER TO REACH
  31. 31. BETTER INFORMED
  32. 32. FIND THE RIGHT BALANCE UNDERSTAND UNDERSTAND EMPLOY TARGET CONSUMER HOLISTIC CONSUMERS PURCHASE MEASUREMENT JOURNEY TECHNIQUES
  33. 33. BE SENSIBLE, BUT BE BRAVE
  34. 34. ANY QUESTIONS?
  35. 35. REDEFINING MEDIA

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