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Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences
The document shows advertising expenditure data from 2000 to 2012 for various media formats including print, television, internet, radio, cinema and outdoor advertising on a global, Western European and Dutch level. It also discusses how brands can combine different media formats to reach audiences and the effect of an integrated approach. Additionally, it explores how the influence of different touchpoints may vary based on age and provides suggestions for optimizing planning and budgets based on communication goals, touchpoint quality, reach and costs.
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Kees de Groot (ZenithOptimedia) @ CMC Formats & Audiences
- 1. Crossmedia Formats &Audiences 1
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- 3. Print, cinema, TV,radio, outdoor, internet ad expenditure World Wide 2000 to 2012 160,000 TV 140,000 Ad expenditure (EUR), current prices 120,000 Print 100,000 80,000 Internet 60,000 40,000 20,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Year Print Cinema TV Radio Outdoor Internet
- 4. Print, cinema, TV,radio, outdoor, internet ad expenditure Western Europe 2000 to 2012 45,000 40,000 Ad expenditure (EUR), current prices 35,000 30,000 Print 25,000 TV 20,000 Internet 15,000 10,000 5,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Year Print Cinema TV Radio Outdoor Internet
- 5. Print, cinema, TV,radio, outdoor, internet ad expenditure Netherlands 2000 to 2012 3,000 2,500 Ad expenditure (EUR), current prices 2,000 Print 1,500 TV 1,000 Internet 500 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Year Print Cinema TV Radio Outdoor Internet
- 6. Welke verschillende mediavormenworden er gecombineerd? Wat is het effect? 6
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- 10. Brand experience Reviews earned Social Blogs Packaging News Content Mobile PR UGC Sponsorship Brand Site TV Social Content Instore Radio Events Incomplete and Overloaded Social incomparable Print consumers A holistic tool that data measures and plans OOH Mobile all consumer Content contacts paid Sponso rship Cinema owned Display Paid Search
- 11. PAID OWNED EARNED Ads at sports events Print inserts/ leaflets Brand rep reco Social network page/app Awards Ads near store Print inserts/ leaflets by retailers Recipes/ menus Telesales Beautician reco Ads/ leaflets in waiting rooms Print promo/ coupons Booklets/ info kits Brand staff Brand received as gift frm friend Advertorial/ infomerical Product placement Brand website Brand store Colleagues reco Airport ads Radio ads Branded merchandise Branded furniture Cons opinion site/ blogs Bus shelter ads/ other small Radio promos/ DJ reco Delivery/ branded vehicles Coupons Expert reco Celeb endorsement School ads Leaflets Coupons at checkout Friends/ family reco Cinema ads Social network ads Postcards in public areas Coupons on package Independent review Co-brand activity Specialist mag ads by retailers Sample in magazines Free gift with purchase Kids/ family request Colour supps ads Specialist magazine ads TV adv funded prog Gym/ club sample/ demo Personal use of the brand Colour supps ads by retailers TV ads After sales service Info on packaging Print articles Directory ads TV ads by retailers Brochure/ catalogue Instore displays Relevant websites Gym/ club ads TV ads in public areas Call centre/ help line Instore flyers/ catalogues Salesperson reco Huge outdoor ads TV screens in public areas Coupons on internet Instore product tester Seeing others with brand i TV ads/ sites Vehicle exteriors Coupons on mobile Instore promo Social network likes Inflight media Video game ads Customer mag/ letter Instore sales circular Specialist one-to-one reco Internet ads by retailers E-reader ads Direct mail Instore sample/ demo Use of other products frm the brand Internet display ads Instant messenger ads Direct mail by retailers Instore touch screen Relevant magazines Internet search Mobile phone ads/ promo Email Package bundle Relevant mobile phone sites Internet search ads Mobile phone ads/promo by Home visit from salesperson Packaging Relevant radio progs Internet video ads retailers Internet apps/widgets Retailer catalogues Relevant TV progs Lite boxes/ screens Instore ads Internet brand video Retailer promotion Comparison websites Local newspaper ads Instore TV ad Invitation Sample with other products Friend-get-friend schemes Magazine ads POC ads Loyalty card/ scheme Shelf ads/ info Mobile Checkin Magazine ads by retailers Window display/ ad Mailed instore promos Vending machines Social networking sites Mass transit ads Event sponsor Personal letter/ statement Brand event Viral ads Mass transit ads by retailers Event sponsor by retailers Podcasts Classes Newspaper ads Good causes sponsor Receipts Contest/ competitions Newspaper ads by retailers Public facility sponsored by brand Retailer customer mag/ letter Display in public area Outdoor ads Radio prog sponsor Retailer websites Event demo/ trial Outdoor ads by retailers Sports sponsor Sample to home Field marketing Petrol station pump ads TV prog sponsor Sample via internet Roadshows Petrol station TV ads Website sponsor Seminars/ trade fairs Print inserts by retailers
- 12. Touchpoints trends High Influence 2007 2011 TV ads Friends & family reco Sports Sponsor Social networking sites Most Least associated Outdoor ads associated Online video ads Print ads TV prog sponsoring Mass transit ads Brand website Internet display ads Low Influence 12
- 13. POE - Touchpointsinvloed, op leeftijd Base: Touchpoints 2010-2012 (213 projects) 80 75 70 65 Influence 60 55 50 45 40 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+ Age
- 14. Touchpoints invloed, opleeftijd Base: Touchpoints 2010-2012 (213 projects) 80 75 70 65 Internet search 60 TV ads 55 Newspaper ads 50 Influence 45 Magazine ads 40 Outdoor ads 35 30 Radio ads 25 Internet display ads 20 Cinema ads 15 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+ Age
- 15. Planning & budgetoptimalisatie gebaseerd op: 1. Communicatie doelen (Awareness, …Advocacy) 2. Touchpoint kwaliteit (voor elk doel) 3. Touchpoint bereik (binnen de doelgroep) 4. Touchpoint kosten
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- 18. Brand Experience Map TVAds Blogger Briefing & Competition Campaign c Role / usage Role / usage a Metrics Metrics Remarketing m Paid Paid p Print Ads a Rich Media Ads Role / usage Owned i URL Dynamic Scraping Role / usage g Metrics of reviews Metrics Earned n URL & QR CODE Tech Always On A Search SEM Brand Site User Reviews l Role / usage Role / usage Role / usage w a Metrics Metrics Metrics y s Search SEO Sample URL Follow Role / usage Role / usage up via o Metrics Metrics email n
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