Media Strategy

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Media Strategy

  1. 1. Media Directions to „XXXXXXX‟
  2. 2. The flow • A look at the competitive environment – with a special focus on Top Spenders • Media Strategies
  3. 3. A snapshot of the industry… 23 % rise in ad spends over 2007
  4. 4. A detailed overview of 2009 activity
  5. 5. Top Spenders ADVERTISER BANK MUSCAT X Y NBO BANK DHOFAR BANK SOHAR Z A OAB V TOTAL 868717 447978 232330 227859 201619 DAILY 93% 83% 96% 86% 75% WEEKLY 4% 12% 8% 9% MONTHLY 3% 5% 1% 6% 16% SPECIAL ISSUE 1% 2%
  6. 6. Month – wise Spending 180000 BANK MUSCAT NBO BANK SOHAR OAB BANK DHOFAR 160000 140000 120000 100000 80000 60000 40000 20000 0 JAN FEB MAR APR MAY JUN JUL XXXXXXX is consistent across the months January and June saw reduced spends as compared to other months
  7. 7. In Sum… • Category operates primarily on DAILIES • Weeklies are used for frequency • Magazines used for longevity of campaign • Use of topical events for reaching the TG - Football
  8. 8. FIXED POSITION PLAN
  9. 9. •TOTAL SPENDS (FIXED + NON FIXED) – RO 379296 •TOTAL SPOTS (FIXED + NON FIXED) - 710 •Details of Non Fixed Insertions based on data till October 2009
  10. 10. Advantages Disadvantages •Space consumption irrespective of campaign •Higher investment at the beginning of year •Cannot change plan if media is not yielding results • Prime positions • Chances of missing out on good options – •Assured occurrence cover stories / operations •Operational problems – modifications in size •One time buying •Creative is restricted to adhere with space •One time planning •Only a few products have been exposed from a diverse portfolio •Product exposure has been below the normal frequency level •Focus on only one media - Print
  11. 11. Strategy for 2010
  12. 12. Integrating Media for Sustained Brand Presence XXXXX
  13. 13. Our Recommended Media Mix •PRINT – Newspapers for immediate response and call for action - Weeklies for frequency - Magazines for longevity of Campaign •RADIO – Generate buzz and excitement •ONLINE – Experiential - Low cost frequency builder •ACTIVATIONS – Brand and product experience •TELEVISION - Reinforce the communication process of print & radio
  14. 14. BUDGET ALLOCATION
  15. 15. REACH BUILDERS SUPPLEMENTARIES •AL WATAN •OMAN ARABIC •TIMES OF OMAN •MUSCAT DAILY •AL ISBOU‟A MEDIA DETAILS •AL Mara •KOOORA •BT •THE WEEK •OER •INTERNET •SHABAB FM •HALA / HI FM •OMAN TRIBUNE •OMAN OBSERVER •AL SHABIBA •OMAN TV •CINEMA TVC •AZZAMAN TERTIARY / NEW MEDIA
  16. 16. Print • Print will be used as the lead medium. Print has several advantages: 1. It gives reach with minimum spillover 2. It can convey long or detailed copy 3. Through specialized sections we can target desired audience 4. It is a one to one medium and therefore able to hold readers‟ attention 5. It has sense of immediacy • For launch we‟ll use Front Page ads across publications • For sustenance smaller size ads on inside / back page is recommended • Minimum exposure of 3 to a media and max exposure of 7 • Look to buy in buy in bulk to get more value ads • Annual commitment of space consumption but no commitment on size
  17. 17. Electronic Media Radio TV • used for creating buzz and • To reinforce the excitement during the launch communication of print & radio • Repetitive exposure gives a higher recall value to the brand • Used more for brand campaigns • Not only we‟ll run the normal FCT but also we look some • Be present on News innovative options like Contest, centric programmes RJ Mention • Creating property on • Creating property on the radio TV
  18. 18. Electronic Media contd… Cinema – A major brand contact point and source of enjoyment – We can miss the TG on print but wont miss them here – Advertising is all about audio & video – On print we are seen but not heard, a simultaneous process of hearing has to be there for impact – Creating one TVC which will showcase the Brand Identity as a whole – emphasizing ‘ With You Always ‘ – Having special screenings on days like World Health Day, Children‟s Day, Mother‟s Day and tying up one product with the promotion
  19. 19. Online Media Promotional Strategy
  20. 20. Internet Users by Age Group Two out of 3 internet users come from the age-group of 19 to 40 yrs Noticeable usage amongst teenagers & middle age users on the Internet
  21. 21. Promotion Process   Initial planning Media plan Ongoing  Reporting Tracking  Optimisation Test & Learn  Campaign analysis  Regular reporting
  22. 22. Selection of Media • Since a majority of our TG visit entertainment & knowledge oriented sites we intend to use portals as: – Facebook.com – Sabla‟s – Kooooora.com – Tagged.com – Msn Arabia – Maktoob.com • Search engine marketing (PPC) will also contribute significant awareness. • EDM activity for registered TG user-base with portals • We can also boost the activity with “Online PR”.
  23. 23. Targeted Websites for Banner Advert. English Sabla Maktoob Facebook m s n koooora
  24. 24. Search Engine Marketing • Strategy – Utilize sponsored search to drive qualified traffic to the website from top tier search engines – Media Contacts will closely manage the campaign budget to ensure visibility in the marketplace • Sponsored Search (also known as pay-per-click or PPC) – Text ads targeted to specific search queries to attract the TG – Advertisers pay on a cost-per-click bases according to their bid price – Ranking is determined based upon a combination of bid price and click-through-rate – Benefits – Brings fast, measurable, and guaranteed results with more control for the advertiser • Recommendation – Run sponsored search programs on Google to increase awareness among online audience & convert traffic to the website . – Use Revenue Science to re-target searchers who have not completed a qualified action after they leave website by displaying ads on network partners sites
  25. 25. Ambient Media • Display Boards in Cinema theatres across the market •Creating property with Shell outlets •Owning spaces in super markets and places of high footfall •Creating sun shades on the beaches – with the message – ‘With You Always’
  26. 26. Open for Discussion
  27. 27. Thank You

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