1. Clientlogo
Digital Takeover
Herbert Pratter, Managing Director, Vizeum Austria Media Service GmbH
herbert.pratter@vizeum.com
Wien, 12.07.2012

2. What does it mean for Consumers & Advertisers?

3. The industrial revolution was triggered by inventions of machines.
It leds to massive changes in all areas of life.

4. 150 years later people´s life changes extensively again. The digital
revolution affects economical, social and cultural habits.
The process of digitization isn´t over yet…

5. Information is available at any time – quickly and comprehensively
Transparancy & Control
Location-independent and time-independent communication
Global collaboration
Maximum comfort

6. TOUCHPOINTS: IN WHICH CHANNEL DO I REACH MY PEOPLE?
Fernsehwerbung
Werbung in Online-Spielen 100 Werbeprospekte in ZS/TZ
Another 28
90
Werbung am Handy (z.B. SMS)
80
Zeitungsanzeigen touchpoints are
70 queried in CCS
Im/am Taxi 60 Radiowerbung
50
40
Online-Werbevideos 30 Zeitschriftenanzeigen
20
10
Kneipe/Bar/Club 0 Gratisproben
Empfehlungen in Blogs/Foren Schaufenster
THINK
Sporthalle/Fitness-/Freizeitzentrum Freunde/Verwandte
FEEL
Öffentliche WCs Plakate am Straßenrand
DO
Fußballplatz/Stadion Empfehlungen eines Experten
Postkarten
Source: CCS Austria 2010

7. TOUCHPOINTS: IN WHICH CHANNEL DO I REACH MY PEOPLE?
RW in % Reach RW in %
Werbung im Fernsehen 65 51 Werbung auf Plakaten
Public Space
Sponsoring von TV-Sendungen 25 29 Werbung an Haltestellen (Bus/U-Bahn)
Radiowerbung 42 42 Plakatein Einkaufsstraßen
Classic Media
31 Werbung an Bussen/Taxis
Anzeigen in Magazinen 60
Bandenwerbung im Sportstadion
Anzeigen in bezahlten Tageszeitungen 44 21
Werbeplakate in Geschäften
49
Point of Sale
Anzeigen in Gratis Tageszeitungen 42
Werbebroschüre im Shop /Produktverpackung
Advertorials 63 43
Empfehlung von Verkäufern
Werbung im Kino 37 67
Verteilung von Warenproben
Sponsoring im Kino 61
23 Schaufenster
Gewinnspiel im Radio 49
41 Beilage in Printmedien
Marketing
Werbe-SMS
56
Direct
10 Persönlich adressierte Werbebriefe
Banner im Internet
52 Prospekte und Handzettel
18
Mobile /
Internet
63 Rabattgutscheine
Online Videos 22
63 Kundenbewertungen online
Werbe-Emails 38
32
Word of
Blogs/Foren
Mouth
Search Anzeigen 33
83 Empfehlung von Freunden/Verwandten
Onlinewerbung (bewegt) 21
80 Produktprobe von Freunden/Verwandten
Source: Aegis Media CCS 2011, „Werbung auf… fällt mir auf“

8. DAY IN A LIFE OF A CUSTOMER
Weekday
www
TV
www
TV
Radio
Uhr
0:00 6:00 9:00 12:00 15:00 18:00 21:00 24:00
Weekend
TV
www TV
Radio
 Day in a Life illustrates the use of different media of a day, and the differences between weekdays and
weekends
Source: CCS 2011/2012 (Deutschland)

9. CONSUMER LIFETIME FUNNEL
Groceries & Clothes, Shoes Home Fast Food
Personal Care & Accessories Electronics
6%
High 12% 21%
Research purchase
68% Longer path to purchase
Greater effort
52%
66% 39% Habitual purchase
Effort
Shorter path to purchase
Minor effort
40% 14% 42% Impulse purchase
Short path to purchase
22% 18% Little or no effort
Low
"Thinking about the last time you bought, which statement best describes your actions?"
Source: New Shopper Journeys Europe 2010

10. THE FUTURE IS BRIGHT FOR DIGITAL…
Which of the following are you likely to do in the future?
63%
19% 17%
13% 8% 8%
Make a Send Ask opinions Use mobile to Make a Use mobile to
purchase online pictures/videos from people research whilst purchase interact with
of potential don’t personally in-store via a mobile billboards/
purchases know on forums, download
blogs, social special offers
networks etc via the
3 of Groceries & Personal Care consumers believe they will be
phone
4 utilising digital technologies for their future purchases
Source: New Shopper Journeys Europe 2010
Groceries & Personal Care n=2622

11. And what does it mean for advertisers strategy?

12. MULTICHANNEL STRATEGY
 Multichannel strategy describes the simultaneous
and coordinated use of multiple marketing
channels to construct and service customer
relationships.
 We differentiate:
 Media channels & institutional channels (shop, call
center etc.)
 Sales/distribution channel & service channel
 Channel´s objectives:
 Direct adressing
 Distribution & sales
 Service
Source: http://www.absolit.de/PDF/Leitfaden-Permission-Marketing-Kap-2.pdf