<ul><li>Getting more bang for the media buck. </li></ul><ul><li>Brian Rock </li></ul><ul><li>Network TEN </li></ul><ul><li...
<ul><li>Today’s objectives: </li></ul>
<ul><li>1) Economy-independent principles:  </li></ul><ul><li>Things that are always good to do. </li></ul><ul><li>2) Rece...
<ul><li>Three points before we start: </li></ul>
<ul><li>1. </li></ul>
 
<ul><li>2. </li></ul>
 
<ul><li>3. </li></ul>
 
<ul><li>Economy-independent principles: </li></ul><ul><li>Things that are always good to do. </li></ul>
<ul><li>Diversify. </li></ul>
 
<ul><li>? </li></ul>
<ul><li>Media selection </li></ul><ul><li>and  </li></ul><ul><li>timing. </li></ul>
<ul><li>? </li></ul>
<ul><li>Media selection. </li></ul>
<ul><li>Multiple media usually outperform a single medium. </li></ul>
The long media tail Sue Elms Executive Vice President,  Global Media Practice, Millward Brown UK
This is not “new” news.
A few studies. <ul><li>1962: Audits & Surveys For CBS TV Network - Taking The Measure Of Two Media  </li></ul><ul><ul><li>...
A few studies <ul><li>1970 - General Foods - Television Vs. Magazine Advertising For Five Brands  </li></ul><ul><li>For fo...
A few more studies <ul><li>1987: Media Mix And Advertising Effectiveness  </li></ul><ul><ul><li>(Horzu Magazine, Germany) ...
And more… <ul><li>1989: The Multiplier Effect - Canadian Research Into The Communication Synergy Between Television And Ma...
And   more… <ul><li>1990: Multiplying The Media Effect - First Italian Experiment &quot;TV/periodicals“ </li></ul><ul><ul>...
And still more… <ul><li>1996: Which medium works best? </li></ul><ul><ul><li>(CENEC) </li></ul></ul><ul><ul><li>Found mult...
Then I got bored.
 
 
<ul><li>SUMMARY </li></ul><ul><li>“ Most research that exists shows a net benefit to advertisers of employing multi-media ...
<ul><li>1) reach > frequency. </li></ul>
<ul><li>Reach a lot of people a few times, not a few people a lot of times.   </li></ul>
<ul><li>Why?   </li></ul>
<ul><li>Most advertising usually works by reminding people </li></ul><ul><li>about brands they know, when they happen to n...
<ul><li>It takes less effort to  remind  than to  teach . </li></ul>
<ul><li>Nice theory. </li></ul><ul><li>Is it true? </li></ul>
<ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising tri...
<ul><li>11% of the effect came from one ad. </li></ul>
<ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising tri...
<ul><li>11% of the effect came from one ad. </li></ul><ul><li>All other exposures combined  </li></ul><ul><li>only added 3...
<ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising tri...
<ul><li>Since then… </li></ul>
Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Rob...
<ul><li>Sales messages have the most impact close to the time of purchase/decision   </li></ul>Recency, frequency and the ...
<ul><ul><li>Source: “Measuring Responsiveness from a 360 O  angle” FitzGerald, 2008 </li></ul></ul>Measuring Responsivenes...
<ul><li>Fewer impressions = better ROI.   </li></ul><ul><ul><li>Source: “Measuring Responsiveness from a 360 O  angle” Fit...
<ul><li>Reach as many people as possible  </li></ul><ul><li>as few times as possible  </li></ul><ul><li>as close to time o...
<ul><li>Recency = reach planning. </li></ul>
<ul><li>Diversity in timing: </li></ul><ul><li>Use more weeks. </li></ul>
<ul><li>? </li></ul>
<ul><li>Four schedules: </li></ul><ul><li>P25-54. </li></ul><ul><li>400 TARPs. </li></ul><ul><li>5 city metro. </li></ul><...
<ul><li>Geek digression: </li></ul><ul><li>Source: Advantage AdEdge Karma Optimiser, wks 27-34, five city metro, 100 itera...
<ul><li>The schedules: </li></ul>
<ul><li>3 days. </li></ul>
69.7% cume reach
<ul><li>1 week. </li></ul>
71.5% cume reach
<ul><li>4 weeks. </li></ul>
77.1% cume reach
<ul><li>8 weeks. </li></ul>
79.0% cume reach
<ul><li>8 week schedule = </li></ul><ul><li>+9.3 more reach points   </li></ul><ul><li>than a 3 day schedule. </li></ul>
 
<ul><li>Continuity vs bursts/pulses. </li></ul>
<ul><li>Seasonal brands. </li></ul>
<ul><li>Seasonal brands? </li></ul>
Source: Nielsen Adex Jan 08- July 09
<ul><li>Non seasonal brands. </li></ul>
Source: Nielsen Adex Jan 08- July 09
<ul><li>? </li></ul>
<ul><li>Another aspect of timing. </li></ul>
<ul><li>By time of day </li></ul><ul><li>(where relevant). </li></ul>
Source: Nielsen Media Research Panorama Jun 08 – May 09
<ul><li>And one final suggestion… </li></ul>
<ul><li>Make better ads. </li></ul>
<ul><li>2) Recession principles: </li></ul><ul><li>Things that are good to do now. </li></ul>
 
<ul><li>Keep advertising. </li></ul>
 
<ul><li>Consumers have short(ish) memories. </li></ul>
<ul><li>The interval between brand exposure and choice is typically less than 5 seconds... </li></ul><ul><li>Siberstein & ...
Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Rob...
<ul><li>Most advertising usually works by reminding people </li></ul><ul><li>about brands they know, when they happen to n...
 
<ul><li>Share of voice. </li></ul>
<ul><li>Share of voice =  </li></ul><ul><li>share of last brand I’m thinking about when I’m about to buy. </li></ul>
<ul><li>Share of voice works both ways. </li></ul>
Project Apollo and ad impact Improving returns from media expenditures Bart Flaherty CEO, GroupM Business Science N.A.
 
<ul><li>Share of voice is  relative . </li></ul>
<ul><li>Cutting can work if still  </li></ul><ul><li>outspending the competition. </li></ul>
<ul><li>So that’s share of voice. </li></ul>
<ul><li>On the other hand… </li></ul>
We do indeed observe that a brand’s share-of-voice does have a positive correlation with ad recall and brand impact.  Howe...
<ul><li>Make better ads. </li></ul>
<ul><li>Plan smarter. </li></ul>
<ul><li>Next recession trick: </li></ul>
<ul><li>Next recession trick: </li></ul><ul><li>negotiation. </li></ul>
 
<ul><li>Rate. </li></ul>
<ul><li>Flexibility. </li></ul>
<ul><li>Disclaimer: </li></ul><ul><li>The following is not an ad for TEN. </li></ul><ul><li>The example is one I’m familia...
 
<ul><li>Flexibility matching content to budgets. </li></ul>
<ul><li>60 spot package. </li></ul>
<ul><li>50 spot package. </li></ul>
<ul><li>TV sponsorship = spots and billboards. </li></ul>
<ul><li>TV sponsorship = spots and billboards. </li></ul><ul><li>Plus promotions, in-program, cross media </li></ul>
<ul><li>Additional add-ons:  </li></ul><ul><li>Tailored promotions, integration, production. </li></ul>
 
<ul><li>Not unique to TEN. </li></ul>
<ul><li>Not just TV:  </li></ul><ul><li>all media = more flexible/innovative. </li></ul>
Not just TV:  all media = more flexible/innovative.
 
 
<ul><li>Get (more) consumer focused. </li></ul>
 
<ul><li>Get (more) consumer focused. </li></ul>
<ul><li>3) Metrics:  </li></ul><ul><li>How to know what’s working. </li></ul>
<ul><li>Are we begging the question? </li></ul>
 
<ul><li>Issues: </li></ul>
<ul><li>Old. </li></ul>
 
<ul><li>Broken. </li></ul>
 
<ul><li>Just not interested. </li></ul>
 
<ul><li>Time to replace? </li></ul>
<ul><li>Econometrics, </li></ul><ul><li>Neuro-science,  </li></ul><ul><li>Actuarial analyses… </li></ul>
<ul><li>Actuarial analyses? </li></ul>
<ul><li>Eg Quantium mediaqube and market blueprint </li></ul><ul><li>“ For those marketers not exposed to cutting edge ana...
<ul><li>Disclosure:  </li></ul><ul><li>TEN is in talks with Quantium about using their services. </li></ul>
 
<ul><li>Quantium mediaqube and market blueprint </li></ul><ul><li>“ How can my marketing investment drive maximum sales ou...
 
<ul><li>Doesn’t mean all old metrics wrong. </li></ul>
<ul><li>Awareness and branding. </li></ul>
Measure twice and cut once Measuring what matters, properly John Hallward  President Global Product Development, Ipsos-ASI...
Measure twice and cut once Measuring what matters, properly John Hallward  President Global Product Development, Ipsos-ASI...
 
 
<ul><li>------------------------------------------------------------------------------------------------------------------...
 
So...
 
 
<ul><li>Re-cap: </li></ul><ul><li>Use multiple media. </li></ul><ul><li>Plan for reach. </li></ul><ul><li>Aim for continui...
Thank you.
 
 
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3 E Brian Rock

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3 E Brian Rock

  1. 1. <ul><li>Getting more bang for the media buck. </li></ul><ul><li>Brian Rock </li></ul><ul><li>Network TEN </li></ul><ul><li>Marketing Week 2009 </li></ul><ul><li>27 August 2009 </li></ul>
  2. 2. <ul><li>Today’s objectives: </li></ul>
  3. 3. <ul><li>1) Economy-independent principles: </li></ul><ul><li>Things that are always good to do. </li></ul><ul><li>2) Recession principles: </li></ul><ul><li>Things that are good to do now. </li></ul><ul><li>3) Metrics: </li></ul><ul><li>How to know what’s working. </li></ul>
  4. 4. <ul><li>Three points before we start: </li></ul>
  5. 5. <ul><li>1. </li></ul>
  6. 7. <ul><li>2. </li></ul>
  7. 9. <ul><li>3. </li></ul>
  8. 11. <ul><li>Economy-independent principles: </li></ul><ul><li>Things that are always good to do. </li></ul>
  9. 12. <ul><li>Diversify. </li></ul>
  10. 14. <ul><li>? </li></ul>
  11. 15. <ul><li>Media selection </li></ul><ul><li>and </li></ul><ul><li>timing. </li></ul>
  12. 16. <ul><li>? </li></ul>
  13. 17. <ul><li>Media selection. </li></ul>
  14. 18. <ul><li>Multiple media usually outperform a single medium. </li></ul>
  15. 19. The long media tail Sue Elms Executive Vice President, Global Media Practice, Millward Brown UK
  16. 20. This is not “new” news.
  17. 21. A few studies. <ul><li>1962: Audits & Surveys For CBS TV Network - Taking The Measure Of Two Media </li></ul><ul><ul><li>A comparison of the advertising effectiveness of TV and magazines measuring the audience response under normal conditions of exposure to parallel magazine ads and TV commercials for 13 products. The study showed that for all measurements TV outperformed magazines by a ratio of two or three to one. </li></ul></ul><ul><li>1963: ABC TV, Ltd. - Inter-Media Comparison </li></ul><ul><ul><li>A British study to measure the recall of a magazine ad and television commercial for the same product, showing higher levels for TV. </li></ul></ul><ul><li>1963: Effects Of Television Vs. Print Advertising On Attitudes Toward A Grocery Store Product (Foote, Cone & Belding) </li></ul><ul><ul><li>Housewives were interviewed by phone the day after exposure to the advertising. Print and TV generated equal share-of-mind, but exposure to both media beat either medium by itself. </li></ul></ul>
  18. 22. A few studies <ul><li>1970 - General Foods - Television Vs. Magazine Advertising For Five Brands </li></ul><ul><li>For four brands, 1/3 of their TV budget was replaced by magazines (100% for a fifth). Sales, awareness, attitude and trial increased for three of five brands; it was a standoff for a fourth, and TV won for the fifth. Magazines tested were Life, Look and Reader's Digest. A landmark research study. </li></ul><ul><li>1971 - Tele Research For ABC, CBS & NBC Networks - Action Speaks Louder Than Words </li></ul><ul><li>In a test of 12 matched pairs of TV commercials and magazines ads, it was found that TV had an 82% advantage over magazines in product purchases per 100 shoppers. </li></ul><ul><li>1974 - Robert C. Grass And Wallace H. Wallace For Du Pont - Advertising Communication: Print Vs. Tv - Jar, Oct. 1974 </li></ul><ul><li>This study suggests that television is more effective at communicating an advertising message than print for consumer products, because of the amount of attention a person pays to advertising carried with each medium. </li></ul>
  19. 23. A few more studies <ul><li>1987: Media Mix And Advertising Effectiveness </li></ul><ul><ul><li>(Horzu Magazine, Germany) </li></ul></ul><ul><ul><li>Analysis concluded that television combined with print was more effective than either TV or print on its own. </li></ul></ul><ul><li>1988: Media Imperatives. A Report On The Effects Of Advertising In Different Media </li></ul><ul><ul><li>(Market Research Africa For The Newspaper Publishers Union, South Africa) </li></ul></ul><ul><ul><li>Study on press, television and radio indicated that best predictors of effectiveness scores were high exposure levels and use of mixed media. </li></ul></ul><ul><li>1988: Television And Print Study </li></ul><ul><ul><li>(The Pretesting Company For Sports Illustrated) </li></ul></ul><ul><ul><li>Controlled test showed higher brand name recall and ad content recall, but competitive imagery was higher for combined media. </li></ul></ul>
  20. 24. And more… <ul><li>1989: The Multiplier Effect - Canadian Research Into The Communication Synergy Between Television And Magazines </li></ul><ul><ul><li>(Canadian Facts For Maclaren-Lintas, Chatelaine, Reader's Digest And TV Guide) </li></ul></ul><ul><ul><li>Results indicate that television plus print was better than television alone for three of the four test brands. </li></ul></ul><ul><li>1989: Multi-Media Effect </li></ul><ul><ul><li>(Nipo And Centrum For Admedia And Lintas: Amsterdam) </li></ul></ul><ul><ul><li>Magazine and TV study concluded the combined impact was greater than either medium could achieve separately. </li></ul></ul><ul><li>1990: The Media Multiplier </li></ul><ul><ul><li>(Communications Research Ltd. And The Research Business For The Press Research Council, London) </li></ul></ul><ul><ul><li>Conclusion: print plus television added additional communication benefits to television-only schedule; eg adding new information. </li></ul></ul>
  21. 25. And more… <ul><li>1990: Multiplying The Media Effect - First Italian Experiment &quot;TV/periodicals“ </li></ul><ul><ul><li>(Explorer Research For Arnoldo Mondadori Editore, Italy) </li></ul></ul><ul><ul><li>Effectiveness measured by unprompted resonses confirmed that there was a “positive interaction” between the two media. </li></ul></ul><ul><li>1990: The Research Study Wave 1: The Advertising Impact Of Magazines In Conjunction With Television </li></ul><ul><ul><li>(The Pretesting Company For Magazine Publishers Of America) </li></ul></ul><ul><ul><li>A mix of print and television was more effective than either medium on its own based on both brand preference and brand imagery. </li></ul></ul><ul><li>1994: 30/30 Synergy in South Africa </li></ul><ul><ul><li>( Print Media Association of South Africa) </li></ul></ul><ul><ul><li>Found evidence that advertisers who used more than one medium had consistently higher market share than advertisers who only used a single media. </li></ul></ul>
  22. 26. And still more… <ul><li>1996: Which medium works best? </li></ul><ul><ul><li>(CENEC) </li></ul></ul><ul><ul><li>Found multimedia increased campaign effectiveness, with different media better on different criteria (eg TV: overall brand image and emotional brand attributes, magazines on rational attributes. </li></ul></ul><ul><li>2002: The contribution of magazines in mixed TV-print schedules </li></ul><ul><ul><li>(Kantar Media Research/CNBC) </li></ul></ul><ul><ul><li>Analysed 500,000 mixed television-print schedules and showed that magazines and television combined had higher reach/coverage. </li></ul></ul><ul><li>2003: EIAA Cross Media Research project </li></ul><ul><ul><li>(European Interactive Advertising Association) </li></ul></ul><ul><ul><li>Study of online, TV, radio and print advertising showed that combination of “traditional” media plus online increased brand recall and brand perceptions. </li></ul></ul>
  23. 27. Then I got bored.
  24. 30. <ul><li>SUMMARY </li></ul><ul><li>“ Most research that exists shows a net benefit to advertisers of employing multi-media approaches. </li></ul><ul><li>The fact that much of it is funded by organisations representing the radio, newspaper, magazine or poster industries, all of whom have a vested interest in persuading companies to move money out of television into their own media should not be forgotten. </li></ul><ul><li>However the arguments on improving reach, awareness and saliency cost-effectively all make intuitive sense .“ </li></ul><ul><li>Andrew Green, ZenithOptimedia </li></ul><ul><li>WARC Media FAQ March 2007 </li></ul>
  25. 31. <ul><li>1) reach > frequency. </li></ul>
  26. 32. <ul><li>Reach a lot of people a few times, not a few people a lot of times. </li></ul>
  27. 33. <ul><li>Why? </li></ul>
  28. 34. <ul><li>Most advertising usually works by reminding people </li></ul><ul><li>about brands they know, when they happen to need the product… </li></ul><ul><li>Recency is a “reminding” not a “remembering” model. </li></ul><ul><li>Erwin Ephron </li></ul><ul><li>Reach Trumps Frequency </li></ul>
  29. 35. <ul><li>It takes less effort to remind than to teach . </li></ul>
  30. 36. <ul><li>Nice theory. </li></ul><ul><li>Is it true? </li></ul>
  31. 37. <ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising triggers sales John Philip Jones Prof Newhouse School of Public Communications, Syracuse University
  32. 38. <ul><li>11% of the effect came from one ad. </li></ul>
  33. 39. <ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising triggers sales John Philip Jones Prof Newhouse School of Public Communications, Syracuse University
  34. 40. <ul><li>11% of the effect came from one ad. </li></ul><ul><li>All other exposures combined </li></ul><ul><li>only added 3% to effect. </li></ul>
  35. 41. <ul><li>John Philip Jones </li></ul><ul><li>“When Ads Work” (1995) </li></ul>When Ads Work: New proof that advertising triggers sales John Philip Jones Prof Newhouse School of Public Communications, Syracuse University
  36. 42. <ul><li>Since then… </li></ul>
  37. 43. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999
  38. 44. <ul><li>Sales messages have the most impact close to the time of purchase/decision </li></ul>Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999
  39. 45. <ul><ul><li>Source: “Measuring Responsiveness from a 360 O angle” FitzGerald, 2008 </li></ul></ul>Measuring Responsiveness from a 360 o Angle Fitzgerald 2008
  40. 46. <ul><li>Fewer impressions = better ROI. </li></ul><ul><ul><li>Source: “Measuring Responsiveness from a 360 O angle” FitzGerald, 2008 </li></ul></ul>Measuring Responsiveness from a 360 o Angle Fitzgerald 2008
  41. 47. <ul><li>Reach as many people as possible </li></ul><ul><li>as few times as possible </li></ul><ul><li>as close to time of purchase as possible. </li></ul>
  42. 48. <ul><li>Recency = reach planning. </li></ul>
  43. 49. <ul><li>Diversity in timing: </li></ul><ul><li>Use more weeks. </li></ul>
  44. 50. <ul><li>? </li></ul>
  45. 51. <ul><li>Four schedules: </li></ul><ul><li>P25-54. </li></ul><ul><li>400 TARPs. </li></ul><ul><li>5 city metro. </li></ul><ul><li>3 station buy. </li></ul><ul><li>60:40 peak:off-peak split. </li></ul><ul><li>Four different campaign periods. </li></ul><ul><li>Blah blah blah. </li></ul>
  46. 52. <ul><li>Geek digression: </li></ul><ul><li>Source: Advantage AdEdge Karma Optimiser, wks 27-34, five city metro, 100 iteration combinations. </li></ul>
  47. 53. <ul><li>The schedules: </li></ul>
  48. 54. <ul><li>3 days. </li></ul>
  49. 55. 69.7% cume reach
  50. 56. <ul><li>1 week. </li></ul>
  51. 57. 71.5% cume reach
  52. 58. <ul><li>4 weeks. </li></ul>
  53. 59. 77.1% cume reach
  54. 60. <ul><li>8 weeks. </li></ul>
  55. 61. 79.0% cume reach
  56. 62. <ul><li>8 week schedule = </li></ul><ul><li>+9.3 more reach points </li></ul><ul><li>than a 3 day schedule. </li></ul>
  57. 64. <ul><li>Continuity vs bursts/pulses. </li></ul>
  58. 65. <ul><li>Seasonal brands. </li></ul>
  59. 66. <ul><li>Seasonal brands? </li></ul>
  60. 67. Source: Nielsen Adex Jan 08- July 09
  61. 68. <ul><li>Non seasonal brands. </li></ul>
  62. 69. Source: Nielsen Adex Jan 08- July 09
  63. 70. <ul><li>? </li></ul>
  64. 71. <ul><li>Another aspect of timing. </li></ul>
  65. 72. <ul><li>By time of day </li></ul><ul><li>(where relevant). </li></ul>
  66. 73. Source: Nielsen Media Research Panorama Jun 08 – May 09
  67. 74. <ul><li>And one final suggestion… </li></ul>
  68. 75. <ul><li>Make better ads. </li></ul>
  69. 76. <ul><li>2) Recession principles: </li></ul><ul><li>Things that are good to do now. </li></ul>
  70. 78. <ul><li>Keep advertising. </li></ul>
  71. 80. <ul><li>Consumers have short(ish) memories. </li></ul>
  72. 81. <ul><li>The interval between brand exposure and choice is typically less than 5 seconds... </li></ul><ul><li>Siberstein & Nield </li></ul><ul><li>Brain activity correlates of consumer brand choice </li></ul><ul><li>shift associated with television advertising </li></ul><ul><li>International Journal of Advertising, 2008 </li></ul>
  73. 82. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999
  74. 83. <ul><li>Most advertising usually works by reminding people </li></ul><ul><li>about brands they know, when they happen to need the product… </li></ul><ul><li>Recency is a “reminding” not a “remembering” model. </li></ul><ul><li>Erwin Ephron </li></ul><ul><li>Reach Trumps Frequency </li></ul>
  75. 85. <ul><li>Share of voice. </li></ul>
  76. 86. <ul><li>Share of voice = </li></ul><ul><li>share of last brand I’m thinking about when I’m about to buy. </li></ul>
  77. 87. <ul><li>Share of voice works both ways. </li></ul>
  78. 88. Project Apollo and ad impact Improving returns from media expenditures Bart Flaherty CEO, GroupM Business Science N.A.
  79. 90. <ul><li>Share of voice is relative . </li></ul>
  80. 91. <ul><li>Cutting can work if still </li></ul><ul><li>outspending the competition. </li></ul>
  81. 92. <ul><li>So that’s share of voice. </li></ul>
  82. 93. <ul><li>On the other hand… </li></ul>
  83. 94. We do indeed observe that a brand’s share-of-voice does have a positive correlation with ad recall and brand impact. However, this correlation is small and less important than many other principles such as creative quality, reach, recency, airing one spot at a time, and excessive creative wear-out . That is, share-of-voice is helpful, but it is not so important that advertisers should plan to achieve high share-of-voice to the detriment of other more important contributors to advertising efficacy. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
  84. 95. <ul><li>Make better ads. </li></ul>
  85. 96. <ul><li>Plan smarter. </li></ul>
  86. 97. <ul><li>Next recession trick: </li></ul>
  87. 98. <ul><li>Next recession trick: </li></ul><ul><li>negotiation. </li></ul>
  88. 100. <ul><li>Rate. </li></ul>
  89. 101. <ul><li>Flexibility. </li></ul>
  90. 102. <ul><li>Disclaimer: </li></ul><ul><li>The following is not an ad for TEN. </li></ul><ul><li>The example is one I’m familiar with and </li></ul><ul><li>is for illustration purposes only. </li></ul>
  91. 104. <ul><li>Flexibility matching content to budgets. </li></ul>
  92. 105. <ul><li>60 spot package. </li></ul>
  93. 106. <ul><li>50 spot package. </li></ul>
  94. 107. <ul><li>TV sponsorship = spots and billboards. </li></ul>
  95. 108. <ul><li>TV sponsorship = spots and billboards. </li></ul><ul><li>Plus promotions, in-program, cross media </li></ul>
  96. 109. <ul><li>Additional add-ons: </li></ul><ul><li>Tailored promotions, integration, production. </li></ul>
  97. 111. <ul><li>Not unique to TEN. </li></ul>
  98. 112. <ul><li>Not just TV: </li></ul><ul><li>all media = more flexible/innovative. </li></ul>
  99. 113. Not just TV: all media = more flexible/innovative.
  100. 116. <ul><li>Get (more) consumer focused. </li></ul>
  101. 118. <ul><li>Get (more) consumer focused. </li></ul>
  102. 119. <ul><li>3) Metrics: </li></ul><ul><li>How to know what’s working. </li></ul>
  103. 120. <ul><li>Are we begging the question? </li></ul>
  104. 122. <ul><li>Issues: </li></ul>
  105. 123. <ul><li>Old. </li></ul>
  106. 125. <ul><li>Broken. </li></ul>
  107. 127. <ul><li>Just not interested. </li></ul>
  108. 129. <ul><li>Time to replace? </li></ul>
  109. 130. <ul><li>Econometrics, </li></ul><ul><li>Neuro-science, </li></ul><ul><li>Actuarial analyses… </li></ul>
  110. 131. <ul><li>Actuarial analyses? </li></ul>
  111. 132. <ul><li>Eg Quantium mediaqube and market blueprint </li></ul><ul><li>“ For those marketers not exposed to cutting edge analytical techniques, many are quite surprised that such questions can now be answered empirically.  In my mind, the difference that actuarial analysis brings is the granularity of understanding.” </li></ul><ul><li>Chris Walton </li></ul><ul><li>Fidelity </li></ul>
  112. 133. <ul><li>Disclosure: </li></ul><ul><li>TEN is in talks with Quantium about using their services. </li></ul>
  113. 135. <ul><li>Quantium mediaqube and market blueprint </li></ul><ul><li>“ How can my marketing investment drive maximum sales outcomes? </li></ul><ul><li>What is the most effective weight of exposure in each channel </li></ul><ul><li>What is the optimal mix to drive synergy? </li></ul><ul><li>How are broadcast, direct response and digital channels inter-dependent? </li></ul><ul><li>How do competitor activities affect my results? </li></ul><ul><li>What difference in response is delivered by brand, product and offer based executions?   </li></ul><ul><li>What are the incremental sales derived from promotional offers and discounts? </li></ul><ul><li>How should my strategy change depending upon campaign objectives and spend?” </li></ul>
  114. 137. <ul><li>Doesn’t mean all old metrics wrong. </li></ul>
  115. 138. <ul><li>Awareness and branding. </li></ul>
  116. 139. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
  117. 140. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
  118. 143. <ul><li>---------------------------------------------------------------------------------------------------------------------------------Choice Advertised brand Competitor brand </li></ul><ul><li>---------------------------------------------------------------------------------------------------------------------------------- </li></ul><ul><li>Initial brand selection 69 (34.8%) 129 (65.2%) </li></ul><ul><li>Change to brand post-ad 18 (9.1%) 8 (4.0%) </li></ul><ul><li>Final brand selection 79 (39.9%) 119 (60.1%) </li></ul>Brain activity correlates of consumer brand choice shift associated with television advertising Richard B. Silberstein Brain Sciences Institute, Swinburne University of Technology, Melbourne, Australia; Neuro-Insight Pty Ltd, Melbourne, Australia Geoffrey E. Nield Neuro-Insight Pty Ltd, Melbourne, Australia
  119. 145. So...
  120. 148. <ul><li>Re-cap: </li></ul><ul><li>Use multiple media. </li></ul><ul><li>Plan for reach. </li></ul><ul><li>Aim for continuity over bursts. </li></ul><ul><li>Seek value through innovation. </li></ul><ul><li>Make good ads. </li></ul>
  121. 149. Thank you.

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