Me Media and the changing role of Communications Strategy

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Via Media CEO, Anthony Coles, presenting to Governement Marketiers in Febriary 2007 on the Changing Media Landscape.

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  • Me Media and the changing role of Communications Strategy

    1. 1. Media Planning in the “ME” MEDIA Generation Anthony Coles, February 13 th 2007
    2. 2. “ It’s like a splinter in your mind ” “ What is The Matrix (Web 2.0)”? or “ Can’t everything just stay as it is?”
    3. 3. “ You have to understand that many people are not ready to be unplugged, and many of them are so inured, so hopelessly dependent on the system, that they will fight to protect it .” .. Morpheus , The Matrix 1999 What is The Matrix? …
    4. 4. The Matrix… <ul><li>2006 - $11B </li></ul><ul><ul><li>up 6% </li></ul></ul>Source: CEASA Report YE 31 December ‘ noise’ up 40% since 2001
    5. 5. The Matrix... <ul><li>Internet category spend up 60% </li></ul><ul><ul><li>All others up also </li></ul></ul>+ 4.9% + 9.5% + 3.5% + 6.5% + 8.3% + 59.8% + 13.5% Source: ABVS Feb 07
    6. 6. The Matrix… <ul><li>Trends in Internet ad spend </li></ul><ul><ul><li>$900,000,000 spent in all types of ‘online’ ads </li></ul></ul><ul><ul><ul><li>Display, Classifieds, Search </li></ul></ul></ul>Source: ABVS Report YE 31 December Source – ABVS Dec 2006 <ul><li>LATE PRESS : </li></ul><ul><li>The Australian online advertising market grew 61.5% in 2006 to reach $1,001 million </li></ul><ul><li>The 2006 calendar year revenues for General Advertising grew 56.2% over 2005 to $303M, with revenues for Classifieds Advertising up by 45.1% to $299M and Search and Directories Advertising up by 81.4% to $399M. </li></ul>
    7. 7. What was Web 1.0? Missed that train did you? News Travel Banking Property Jobs Cars Free email… Books, Music… everything else Looking for things… ???…
    8. 8. What were people doing? Source – Nielsen NetView Dec 2006
    9. 9. Where exactly are they going? Source – Nielsen NetView Dec 2006
    10. 10. What are advertisers doing - Display?
    11. 11. What are advertisers doing – Search/ Directories?
    12. 12. What are advertisers doing - Classifieds?
    13. 13. Market Share Classified Ads 2005 2006 Source – ABVS Dec 2006
    14. 14. Big Spenders 2006 <ul><li>All Display </li></ul><ul><li>Top 5 FI’s </li></ul><ul><ul><li>$73,000,000 </li></ul></ul>Source – Nielsen AdRelevance Jan-Dec 2006
    15. 16. Tipping Point 2006 – broadband + video = UGC
    16. 17. Social Networking takes hold <ul><li>News buys MySpace </li></ul><ul><li>Google buys YouTube </li></ul><ul><li>ANPL launched AdelaideNow </li></ul>Source – Nielsen NetView 2006
    17. 18. Web 2.0 is born… What is WEB 2.0?
    18. 19. Web2.0’s Challenge to Traditional Media Planning <ul><li>Media Planning 101 … </li></ul><ul><li>Hit the Right People </li></ul><ul><li>In the Right Environments </li></ul><ul><li>With the Right Messages </li></ul><ul><li>At the Right Times </li></ul><ul><li>In the Right Amounts </li></ul><ul><li>For the Right Cost </li></ul><ul><li>To make a measurable difference to an advertiser </li></ul>TV CPT Print CPM Radio Cume OOH OTS WEB CPM CPC <ul><li>Efficiency </li></ul><ul><li>Reach/ Frequency </li></ul><ul><li>OzTam </li></ul><ul><li>Roy Morgan </li></ul><ul><li>Nielsen </li></ul><ul><li>Etc. </li></ul><ul><li>Effectiveness </li></ul><ul><li>Brand tracking </li></ul><ul><li>Calls </li></ul><ul><li>Traffic </li></ul><ul><li>Leads </li></ul>
    19. 20. Advertising/ Media Planning 1.0 <ul><li>Linear </li></ul><ul><li>Silo’s of information </li></ul><ul><li>Tyranny of tools </li></ul>‘ consumers’ access/ create their own ‘stuff’ Business decides to make ‘stuff’ We’re all ‘stuffed’!! Needs to sell ‘stuff’ Buys space/ time in media to tell people about their ‘stuff’ Media also need to convince people to buy their ‘stuff’ so advertisers buy their stuff Planet’s stuffed
    20. 21. The Media Planner/ Marketers challenge today… <ul><li>Proliferation </li></ul><ul><ul><li>More media to choose from </li></ul></ul><ul><li>Addiction </li></ul><ul><ul><li>More media to be with </li></ul></ul><ul><li>Multi-Tasking </li></ul><ul><li>Avoidance </li></ul><ul><li>Shift of Control </li></ul><ul><li>Consolidation of industry players </li></ul><ul><li>Digitisation, and </li></ul><ul><li>New Economics </li></ul><ul><ul><li>Spiraling costs to reach v reducing effectiveness of media </li></ul></ul><ul><ul><li>Content via publishers v content directly to people </li></ul></ul><ul><ul><li>Clients asking increasingly, “show me the value”? </li></ul></ul>
    21. 22. Digital Publishing Eco-System
    22. 23. Idea Banner Ads Full-page Banners Branded Mobile Phone Sites iTV Elevator Advertising Household PDAs Branded Sceens Viral Mail Branded Games Mobile Mkt. PDAs PVRs Telematics Screens on Exercise Bikes Image Content Scanner Bar Code Scanner Branded CDs Branded Web Content Outdoor Mail Retail Point of Sale Face-to-Face Directory Marketing Event/ Sponsorships Magazines Radio Television Telemarketing Fax Customer Service Newsprint Placement/ Product Sampling 1. Proliferation of media options
    23. 24. 2. Addiction Source: Media Dynamics, Inc. Television Dimensions 2004, p.333 <ul><li>Average daily media usage </li></ul>
    24. 25. 3. Multi-tasking <ul><li>The 32 hour day </li></ul>
    25. 26. 4. Avoidance <ul><li>3,000+ messages a day </li></ul>
    26. 27. 4. Avoidance 60% of people passing a poster site do not see the poster SMG Project Visibility/Starsight 52% of radio “listeners” do not listen to radio ads SMG Radio Effectiveness Study 19% of magazine “readers” don’t look at the ads SMG Print Positioning Study 86% of TV “viewers” claim not to pay attention to regular commercial breaks SMG Event TV Studies <ul><li>77% of TIVO HHs fast-forward past commercial time </li></ul><ul><ul><ul><ul><ul><li>SMG TIVO Study </li></ul></ul></ul></ul></ul>
    27. 28. 4. Avoidance – the ‘shrinking’ commercial 36% Remain 17% Left the room 13% Paid no attention 26% Paid partial attention 3% Surfed away 5% PVR ad skipping Source: Media Dynamics
    28. 29. 5. Shift of Control I’ve seen this before Show me something new I want to simplify my choices Do I need this information?
    29. 30. 5. Control Shift – Technology drivers Devices yesterday today tomorrow PC’s DESKTOPS, LAPTOPS, MACS. GAME’s XBOX, GAMECUBE, PS 2, GAMEBOY. MOBILE’s BLACKBERRYS, BLUETOOTH? MUSIC IPOD, ITUNES, WALKMAN, ETC. TV’s VIDEO ON DEMAND TIVO, HDTV, ETC. LEARN + SHARE EXPLOSIVE CHOICE CONSOLE + MOBILE TALK + EMAIL MP3 PLAYER LEARN + SHARE + ENTERTAIN ON DEMAND NETWORKED NETWORKED CONSOLE + MOBILE TALK + EMAIL PHOTO/VIDEO WIRELESS DIGITAL MUSIC PLAYER LEARN CHOICE CONSOLE TALK DISCMAN
    30. 31. 5. Control Shift – Human-drivers yesterday today tomorrow CONSUME CONSUME + COMBINE CONSUME + COMBINE + CREATE EXPLORE EXPLORE + SHARE EXPLORE + SHARE + EXPRESS
    31. 32. 6. Consolidation + new kids on the block <ul><li>In the U.S., these suppliers control nearly: </li></ul><ul><li>80% overall national network inventory </li></ul><ul><li>40% national cable inventory </li></ul><ul><li>25% national print titles </li></ul><ul><li>9-11% local broadcast stations </li></ul><ul><li>Source: Media Tracker </li></ul><ul><li>Google + Yahoo each with market cap of $50B </li></ul><ul><li>Viacom + Walt Disney $30B ea </li></ul>
    32. 33. 7. Digitisation PC/Internet Wireless/Mobile Phone Non-PC Internet Access Smart Phone Personal Digital Assistant (PDA) TV Wireless Internet Evolution Television/PC Convergence Personal Video Recorder (PVR) Broadband Video Streaming Audio Enhanced TV (ETV) Game Console Interactive TV (ITV) Wireless Handheld Access & Content Source: TV 2.0 “Are You Ready” Version 2/03
    33. 34. 8. New Media Economics <ul><li>Invest in the Strategy discussion </li></ul><ul><ul><li>integrate understanding of new media landscape into business/ comms planning + core creative idea </li></ul></ul><ul><li>Bring media into the conversation early </li></ul><ul><ul><li>Influences your metrics, strategic ‘upfront’ opportunities </li></ul></ul><ul><li>Build on the cumulative strengths of a layered approach </li></ul><ul><ul><li>“ seamless, multi-level creative event” </li></ul></ul>Reach media Lifestyle media WOM
    34. 35. Tipping Point <ul><li>$175.8 </li></ul><ul><li>Billion </li></ul>$178.4 Billion Money Spent on Direct Access to Media Content Money Spent on Ad Supported Media 2003 Source: Veronis Shuler 2004 Report
    35. 36. So, how to include ‘new’ media into your planning? <ul><li>Fund/ allow agencies to do what they do best </li></ul><ul><ul><li>Create new ideas </li></ul></ul><ul><li>Remove the separation </li></ul><ul><ul><li>of ‘old’, from ‘new’ media </li></ul></ul><ul><ul><li>of ‘creative’ from ‘media’ agencies </li></ul></ul><ul><li>Build on the inter-connectedness of the life of people </li></ul><ul><ul><li>“ Relevant Life Moments” </li></ul></ul><ul><li>Balance Reach (CPM/CPT) with Attraction (WOM) </li></ul>
    36. 37. It’s all about choice, or the “sense” of control <ul><li>Advertising in the 40’s -’70’s </li></ul><ul><ul><li>XYZ Co. makes washing powder </li></ul></ul><ul><ul><li>this ‘new media’ is emerging </li></ul></ul><ul><ul><li>“ Let’s create our own program to show people how good it is” </li></ul></ul><ul><ul><ul><li>radio/ tv </li></ul></ul></ul><ul><li>Control with manufacturer, opportunity for media, consumer – passive </li></ul>The sacred trinity – Home, Husband, Respectability
    37. 38. The ME MEDIA generation <ul><li>Me media </li></ul><ul><ul><li>Reader/ viewer is editor, is publisher, is ‘consumer’ </li></ul></ul><ul><ul><li>Control with individual, challenge for traditional publishers </li></ul></ul>
    38. 39. The future… <ul><li>Location-based marketing </li></ul><ul><ul><li>Bluetooth/ 3G </li></ul></ul>
    39. 40. The future…
    40. 41. Impact on Media/ Marketers <ul><li>Loss of Control = Grief </li></ul><ul><ul><li>stages of dealing with grief </li></ul></ul><ul><li>Shock/ paralysis </li></ul><ul><li>Denial/ avoidance </li></ul><ul><li>Anger/ projections of </li></ul><ul><li>Bargaining / a way out </li></ul><ul><li>Depression/ realisation of the inevitable </li></ul><ul><li>Testing/ Looking for alternative solutions </li></ul><ul><li>Acceptance/ Finding a way forward </li></ul><ul><li>What symptoms are you displaying? </li></ul>
    41. 42. Starcom’s ‘Grief’ resolution process <ul><li>Things we know </li></ul><ul><ul><li>media landscape </li></ul></ul><ul><ul><ul><li>consumption habits </li></ul></ul></ul><ul><ul><ul><li>competitors sov </li></ul></ul></ul><ul><ul><ul><li>developments </li></ul></ul></ul><ul><ul><li>proprietary research </li></ul></ul><ul><ul><li>category experience </li></ul></ul><ul><ul><li>local media market </li></ul></ul><ul><li>Things you know </li></ul><ul><ul><li>business knowledge </li></ul></ul><ul><ul><li>category experience </li></ul></ul><ul><ul><li>recent research </li></ul></ul><ul><ul><li>plans for future </li></ul></ul><ul><li>Shared knowledge </li></ul><ul><ul><li>brand insights </li></ul></ul><ul><ul><li>customer insights </li></ul></ul><ul><ul><li>competitor insights </li></ul></ul><ul><ul><li>media opportunities </li></ul></ul><ul><li>Ideas/ Opportunities </li></ul><ul><ul><li>message/ content </li></ul></ul><ul><ul><li>medium/ contact opportunities </li></ul></ul>Communications strategy development planning around context …
    42. 43. And what is Web 3.0? <ul><li>“ The Matrix cannot tell you who you are ” Trinity </li></ul><ul><li>The Semantic Web </li></ul><ul><ul><li>Metadata web </li></ul></ul><ul><li>The meaning expressed in a language, or code </li></ul><ul><li>The relationship of signs to objects </li></ul><ul><li>The relation of signs or other signs, or concepts </li></ul><ul><li>http://www.well.com/~doctorow/metacrap.htm </li></ul>

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