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2017: the tipping point for print media


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During 2016 advertising, media and marketing experts have increasingly pointed at a possible review of their media spend. It seems that all of these indicators of an attitude change come together and that 2017 might well become the year when advertisers and their agencies will review their choice of channels.

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2017: the tipping point for print media

  2. 2. 2 Why  a  :pping  point? ➤ Agencies  re-­‐evaluate  print Concerns  about  metrics  digital  media Lack  of  transparency  digital  media  and  agencies Ques;oning  effec;veness  digital  media Threats  of  digital  media  content
  3. 3. 3 “I  think  that  actually  we’re  star;ng  to  see  with  tradi;onal  media  ,   par;cularly  newspapers,  a  bit  of  a  pendulum  swinging  back  because   the  market  will  realise  that  they  are  more  powerful  than  people  give   them  credit  for”. “Some  clients  are  looking  at  whether  they  have  over-­‐invested  in   some  new  media  alterna;ves”. “Facebook  can't  really  claim  that  a  three-­‐second view  -­‐  when  50%  of  the  ;me  the  sound  is  off  -­‐  is the  same  as  a  15”,  a  30”,  a  60”  TV  ad  or   someone  reading  a  The  Times  for  40  minutes”. Sir  Mar;n  Sorrell,  CEO  WPP Agencies  re-­‐evaluate  print
  4. 4. 4 “We  are  in  a  transi;on  period,  in  a  vacuum.  Our  most  important  goal   is  to  offer  a  beVer  advise  to  our  clients”.  With  an  average  age  staff  of   32-­‐33  years,  most  of  the  Group  M  staff  has  not   been  brought  up  with  print.  Training  and   informing  staff  about  print  is  therefore  a  key  task of  the  agency  and  of  the  Print  Summit.” Mathias  Brüll,  CEO  Group  M  Germany Agencies  re-­‐evaluate  print
  5. 5. 5 “At  the  same  ;me  as  they’re  buying  views  online  blind,  adver;sers  are   abandoning  a  medium  that  has  been  proven  to  be  effec;ve.  Tesco  has   cut  its  print  adspend  by  85%  this  year   despite  studies  showing  that  the  channel   can  almost  triple  the  effec;veness  of   retail  campaigns.” Maisie  McCabe,  deputy  editor  in  chief  Campaign  UK Re-­‐evaluate  print
  6. 6. 6 “What  we  find  in  this  study,  yet  again,  is  a  re-­‐itera;on  of  the   importance  of  media  that  can  deliver  over  the  longer  term.  ...shows   that  newsbrands’  ability  to  contribute  to  long  term  effec;veness  is  a   key  driver  of  success  for  brands. We  are  being  over-­‐hyped  and  over-­‐sold on  a  uniquely  digital  future.  We  need  to get  real  and  take  a  more  evidence-­‐based view  of  what  really  drives  effec;veness.” Peter  Field,  effec;veness  consultant  and  author Re-­‐evaluate  print
  7. 7. 7 Why  a  :pping  point? Agencies  re-­‐evaluate  print ➤ Concerns  about  metrics  digital  media Lack  of  transparency  digital  media  and  agencies Ques;oning  effec;veness  digital  media Threats  of  digital  media  content
  8. 8. 8 Credibility  metrics? “Due  to  the  miscalculated  data,  marketers  may  have  misjudged  the   performance  of  video  adver;sing  they  have  purchased  from  Facebook   over  the  past  two  years.  It  also  may  have  impacted  their  decisions  about   how  much  to  spend  on  Facebook  video  versus  other  video  ad  sellers   such  as  Google’s  YouTube,  TwiVer  ,  and  even  TV  networks”. The  Wall  Street  Journal
  9. 9. 9 Credibility  metrics? “Aviva’s  group  brand  director  has  expressed  her  “outrage”  and  “anger”  over   Facebook’s  metrics  blunder  which  saw  the  social  media  pla<orm  miscalculate   video  views  for  more  than  two  years. Jan  Gooding,  also  chair  of  Publishers  Audience   Measurement  Company,  has  now  publicly   called  on  digital  players  to  be  subjected  to   audits  that  match  the  scruGny  of  tradiGonal  media”. Marke;ng  Week
  10. 10. 10 Credibility  metrics? “Buyers  and  sellers  are  moving  away  from  the  ad  serving  metrics  such  as   click  and  towards  brand  KPIs  to  evaluate  digital  video  adver;sing   campaigns.  67%  of  agencies  and  adver;sers  are  using  brand  awareness   as  a  key  effec;veness  metric  to  evaluate  digital  video  campaigns”. Internet  Adver;sing  Bureau  (IAB)  Europe
  11. 11. 11 Why  a  :pping  point? Agencies  re-­‐evaluate  print Concerns  about  metrics  digital  media Lack  of  transparency  digital  media  and  agencies ➤ Ques;oning  effec;veness  digital  media Threats  of  digital  media  content
  12. 12. 12  "We  targeted  too  much,  and  we  went  too  narrow.  And  now   we're  looking  at:  What  is  the  best  way  to  get  the  most  reach   but  also  the  right  precision." Marc  Pritchard,  P&G’s  chief  marke;ng  officer  P&G Ques;oning  effec;veness  digital  media
  13. 13. 13  "Views  aVracted  by  each  video  in  the  series  varied  widely.   One,  which  introduced  Hayes  as  the  new  presenter,  clocked  up   more  than  750.000,  while  several  more  reached  6  figures.  But   many  others  received  far  less  aVen;on,  with  none  of  the  nine   films  posted  in  2016  managing  1.000  views”. Ques;oning  effec;veness  digital  media
  14. 14. 14 “An  important  group  of  marketers  belong  to  the  group  called  "the  lost   genera;on",  people  in  their  30s  and  early  40s  who  don't  yet  have   grown  up  children  who  are  digital  na;ves  and   weren't  digital  na;ves  themselves.  These  are   people  who  are  leading  so  many  of  our  brands   and  businesses,  and  they're  bluffing  too  much   about  digital  from  what  they  read  in  the   Financial  Times  or  Marke;ng  Week." Keith  Weed,  Chief  Marke;ng  and  Communica;ons  Director  Unilever   Ques;oning  effec;veness  digital  media
  15. 15. 15 Ques;oning  effec;veness  digital  media
  16. 16. 16 Why  a  :pping  point? Agencies  re-­‐evaluate  print Concerns  about  metrics  digital  media Lack  of  transparency  digital  media  and  agencies Ques;oning  effec;veness  digital  media ➤ Threats  of  digital  media  content
  17. 17. 17  “It  can  become  very  difficult  for  anyone  to  tell  the  difference  between  facts   that  are  true  and  ‘facts’  that  are  not,  therefore  facts  don’t  work.”   “In  the  digital  age,  it  is  easier  than  ever  to  publish  false  informaGon,  which  is   quickly  shared  and  taken  to  be  true." “News  publishers  have  lost  control  over  the  distribuGon  of  their  journalism,   which  is  now  filtered  through  algorithms  and  pla<orms  which  are  opaque   and  unpredictable.” The  Guardian
  18. 18. 18  “The  right-­‐wing  news  site  Breitbart  has  declared  “#WAR”  on  Kellogg’s,   calling  for  a  boycoW  of  the  cereal  company’s  products  aXer  they  decided  to   cease  adverGsing  on  the  site.   In  response  to  Kellogg’s,  Breitbart   published  a  furious  aWack  on  the  cereal   company  saying  that  the  move  represents   “an  escalaGon  in  the  war  by  leXist   companies  ...  against  conservaGves   customers.  ” The  Guardian
  19. 19. 19 “The  iniGal  bargain  might  be  fine,  but  the  follow-­‐up  by  companies  can  be   annoying  and  unwanted.  People  repeatedly  expressed  anger  at  the  barrage   of  unwanted  emails  that  oXen  comes  aXer”. “LocaGon  data  seems  especially  precious  in  the  age  of  the  smartphone.   Some  of  the  most  strongly  negaGve  reacGons  came  in  response  to  scenarios   involving  the  sharing  of  personal  locaGon  data” “Profiling  someGmes  seems  creepy.  The  words   “creepy”  and  “Big  Brother”  and  “stalking”  were used  regularly  in  the  answers  of  those  who  worry about  their  personal  informaGon”.   Pew  Research  Center  
  20. 20. 20 Why  a  :pping  point? Agencies  re-­‐evaluate  print Concerns  about  metrics  digital  media ➤ Lack  of  transparency  digital  media  and  agencies Ques;oning  effec;veness  digital  media Threats  of  digital  media  content
  21. 21. 21 Programma;c  buyingTradi;onal  buying Target audience Channels that fit audience One person Algorithm “Personal” advert Advertising appears in selected channels Click-based - non-humanQuantitative & qualitative - human Advertising appears in selected and unknown channels
  22. 22. 22  “We  recently  reviewed  the  list  of  sites  where  our  ads   can  be  placed  and  decided  to  disconGnue  adverGsing   on   Many  companies  do  not  realise  they  were  adverGsing   on  Breitbart  because  their  campaigns  are  run  through   automated  systems  which  distribute  ads  across  a   large  network  of  sites”. The  Guardian
  23. 23. The  ANA  papers • Cash  rebates  from  media  companies  to  agencies,  adverGsers  indicated   they  did  not  receive  rebates  or  were  unaware • Rebates  as  free  media  credits  were  offered  to  agencies • Rebates  structured  as  “service  agreements”  in  which  media  suppliers  paid   agencies  for  non-­‐media  services • Markups  on  media  sold  ranged  from  approximately  30%  to  90%,  and   media  buyers  were  someGmes  pressured  to  direct  client   to  spend  to  this  media,  regardless  were  in  the  clients’   best  interests • Dual  rate  cards  in  which  agencies  and  holding  companies                                         negoGated  separate  rates  with  media  suppliers  when   acGng  as  principals  and  as  agents 23 Lack  of  transparency  (digital)  media  and  agencies
  24. 24. Test & Trial phase Digital First phase Re- evaluating phase 24 The  three  phases  of  digital  channels  adop;on Basis:  adver;sing  expenditures  in  digital  media  UK  (source  ZenithOp;media) 0 5000 10000 15000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 $mio
  25. 25. AdverGsers/  brand  owners,  agencies  and  media  owners  express  the   need  to  re-­‐evaluate  their  digital  media  share  of  the  media  mix Digital  media  will  remain  an  important  part  of  the  mix,  but  the  three   parGes  involved  are  eager  to  develop  a  beWer  balance  between  the   channels This  is  the  moment  for  Print  Power  to  act  strongly,  becoming  part  of   this  discussion  between  the  three  players.  Voicing  a  knowledgeable   POV,  underpinned  with  data  and  passion 25 A  general  change  of  aqtude
  26. 26. Thank  you Ulbe  Jelluma @Ulbe  @printpower