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Magna Global - Intelligence Reports & Services 2013


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Magna Global - Intelligence Reports & Services 2013

  2. 2. RESEARCH PACKAGE 2013 US ADVERTISING FORECASTS THE MOST RESPECTED SOURCE FOR 50 YEARS • Ad revenues for 20 media categories, from 1980 annually and 1990 quarterly, with forecasts through 2017. • From UM to MAGNA we have been monitoring the US ad market for 50 years. • Unique granularity. e.g. TV split out between: national v. local, broadcast v. cable, English-speaking v. Spanish-speaking, with or without cyclical Political and Olympic ad spend, etc. • Model allows user to enter alternative scenarios and forecasts. • MAGNA is the main source for Wall Street media analysts and the NorthAmerican business press. • Deliverables: detailed data in excel, key findings in a ppt presentation. • Frequency: quarterly. 2
  3. 3. RESEARCH PACKAGE 2013 GLOBAL ADVERTISING FORECASTS AD TRENDS IN 70 MARKETS • Net media owners advertising revenues: historicals from 2000, forecasts to 2017. • 70 countries, seven media categories and 12 sub-categories, made consistent and comparable across all countries. • Updated twice a year (July, December). • Five year forecasts based on macro-economic, econometric modeling. • Deliverables: full dataset in excel format. Market dashboard in PowerPoint format. Coverage: Argentina, Australia, Austria, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Croatia, Czech Republic, Denmark, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Gulf countries, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Norway, Oman, Panama, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, Ukraine, United Kingdom, United States, Uruguay, Venezuela, Vietnam. 3
  4. 4. RESEARCH PACKAGE 2013 GLOBAL ADVERTISING FORECASTS THE MARKET DASHBOARD • A 250page+ powerpoint-style document. • An interactive and visual way of navigating and accessing global advertising market data and market profiles - optimized for tablet use. Presentation of Key Findings and Key Trends June 2012 Update Executive Summary Market Profiles Key Facts and Figures for 20 Top Markets Maps Growth by country Market shares by media Ad per capita Full Data Tables Detailed ad forecasts and economic data on all 63 Markets 4
  5. 5. RESEARCH PACKAGE 2013 GLOBAL ADVERTISING FORECASTS MARKET PROFILES • Market profiles, updated twice a year, coming in various formats. • The more detailed version (Dashboard) includes detailed data, charts, key media owners, top 10s etc. Two Page Snapshots Market Dashboards 5
  6. 6. RESEARCH PACKAGE 2013 GLOBAL ADVERTISING FORECASTS “BRIC” REPORTS • In-depth reports on Brazil, China, India and Russia media markets and advertising market trends. • Where the growth comes from: the four BRICs account for 15% of the global ad market size but contributed to 45% of the dollar growth in 2011! • Updated Annually. 6
  7. 7. RESEARCH PACKAGE 2013 THE MEDIA ECONOMY REPORT • MAGNA GLOBAL’s holistic point of view on media, advertising and marketing. • Aimed at media executives and CMO looking to gain a competitive advantage from understanding forces that shape disruption in the media economy. • The best of Magna insights on media supply, media consumption, media demand, new value drivers. • Published twice a year (June, January) in a magazine format. 7
  8. 8. RESEARCH PACKAGE 2013 THE GLOBAL MEDIA COSTS STUDY THE “INFLATION REPORT” • A study of media costs and media inflation trends in 40+ markets compiled and published by MAGNA GLOBAL New York. • Estimates for current CPM levels and inflation forecasts for seven media categories in each market. • Based on a periodical survey of Mediabrands/IPG employees. • Seven media category monitored: free TV, pay TV, online display, magazines, newspapers, radio, OOH. • Published since 2010 (four reports published already). Latest report published October 2012. • Deliverables: pdf/ppt report. 8
  9. 9. RESEARCH PACKAGE 2013 MEDIA ACCESS QUARTERLY (MAQ) AND THE COMPANION “MEDIA DISTRIBUTION” DATA FILE • Historical data on media distribution and media device ownership. • Pay TV subscription numbers by operator, historical from 2001, forecasts through 2016. • Forecasts and industry-leading thought pieces on the future of television and digital media: consumption trends and technology trends, VOD, over-the-top, DVRs, smartphones, tablets, eReaders etc. • Deliverables: PDF+Excel (“Media Distribution” excel file). • Frequency: Quarterly. 9
  10. 10. RESEARCH PACKAGE 2013 US CATEGORY PROFILES • Economic and marketing insights on 10 key advertising sectors in the US (representing 70% of total ad spend). • Analyzes the health, prospect and past ad spend patterns of each sector, to forecast their future ad spend. • Updated twice a year (March, October). Industry Prospects Top 10 Advertisers Economic Environment Ad Spend Dashboard Ad Spend Ratios Ad Forecast Funnel Consumption Trend Top Ad Spenders 10
  11. 11. RESEARCH PACKAGE 2013 MEDIA CONSUMPTION RESEARCH • Intragenerational Media Habits: An examination of media habits by age, and which are native to a particular generation. Covers all media types. Updated once a year. • Primetime Review: Analysis of US primetime TV ratings and TV viewing trends. Published twice a year: Pre-Season and Mid-Season. • Tentpole Event Recaps: Cross-platform media consumption analysis: Olympics, Academy Awards, Golden Globes, Super Bowl, etc. 11
  12. 12. RESEARCH PACKAGE 2013 POVs • Ad hoc thought pieces on key trends affecting the media, marketing and tech economy. • Published MAGNA and its sister-agency IPG Media Lab • Already published: • • • • • • • Economy & Advertising Over-the-Top and Cord-Cutting Programmatic Buying The future of Audience Measurement Multi-Screen VOD etc. 2013 Marketing Tech outlook etc 12
  13. 13. RESEARCH PACKAGE 2013 ANALYST ACCESS • Indispensable to get the facts and the stories behind the numbers. • Unlimited access (email, phone) to MAGNA INTELLIGENCE’s analysts for any question on any publication, any data, and all the markets we cover: clarification on methodologies, drivers behind the forecasts, etc. • Audience and media consumption trends: Brian Hughes • US & Global Ad Market trends: Vincent Letang, Shelley Yang, Luke Stillman. • Global Media Costs: Cat Stewart. • Our New York-based experts are in permanent contact with IPG/Mediabrands, Initiative and UM media experts in 70+ countries. Vincent Letang Global Forecasting Cat Stewart Global Media Costs Luke Stillman Asia, Eastern Europe Shelley Yang North America Malcolm Hess Latin America Brian Hughes Audience Analysis 13
  14. 14. RESEARCH PACKAGE 2013 OUR CONSULTING CAPABILITY Case Study: Analyzing global business opportunities in advanced TV advertising • Client: a global vendor in set-top box technology and television software and middleware. • Brief: analyze current and potential market opportunities generated by various non-standard TV advertising formats (addressable, local, interactive, etc) in 39 international markets. • Methodology: MAGNA GLOBAL’s New York analysts researched TV innovation, regulation and industry trends across 39 foreign markets with the support of researchers, planners and TV buyers in sister agencies throughout all these markets (through interviews and templatized surveys). • Deliverable: individual market profiles showing market size estimates, growth forecast, list of drivers and inhibitors and local pioneers in the 12 most promising markets ; a benchmarking deck making recommendations on which markets should be prioritized by the client. 14
  15. 15. ABOUT US MAGNA GLOBAL • MAGNA is the research and investment entity of IPG/Mediabrands. MAGNA is responsible for: • Forecasts, insights and negotiation strategy for IPG’s Mediabrands. • $31 billion global media billings (per RECMA). Management of data and insights drives clout. • We deliver actionable intelligence to our affiliated planningbuying teams globally. • MAGNA’s advisory services, data and tools focus on global media industry strategies. 15 IPG FACTS • • • • 60,000 employees 60+ agencies 60+ countries $31 billion in billings (2011) Mediabrands • Three global media agencies: UM, Initiative, BPN. • 15+ media specialty agencies: Reprise, Ansible, Cadreon, IPG MediaLab, Orion etc.
  16. 16. ABOUT US MAGNA GLOBAL INTELLIGENCE Subscribers Media Companies Technology Consulting & Other 16 Finance
  17. 17. ABOUT US MAGNA GLOBAL INTELLIGENCE A Leading Reference in Advertising Forecasts 12/3/2012 12/4/2012 Vincent Letang, global head of forecasting at MAGNA GLOBAL , is confident that the worse-case scenario will not happen. “It is even a possibility that some nervous marketers . . . will end up spending more than they have currently earmarked if January brings a relief sentiment,” he said. Excluding political and Olympics-related ad, advertisers increased spending by 0.5% in 2012, according to research firm MAGNA GLOBAL . 12/4/2012 That prediction assumes “we don’t fall off the fiscal cliff,” said Vincent Letang, executive vice president and director for global forecasting at MAGNA GLOBAL. 12/5/2012 This trend is largely echoed by Interpublic’s MAGNA GLOBAL ad revenues forecast – which includes insights from its UM and Initiative networks. This time last year, MAGNA GLOBAL expected UK media revenues to grow 4.4% in 2012, now its forecasts have been slashed to exactly half of that, at 2.2%. Vincent Letang, director of global forecasting, notes that the BBC-led Olympics proved to be a negative factor for commercial television. 12/5/2012 Werbemarkt-Prognose von MAGNA GLOBAL: Deutschland trotzt der Finanzkrise 10/27/2012 Selon MAGNA GLOBAL , les dépenses publicitaires en ligne devraient atteindre 87 milliards de dollars en 2012 et 130 milliards en 2016. 12/4/2012 MAGNA GLOBAL , a media buying agency, forecast that ad spending in the country would drop 8.4 percent this year, the fourth decline in five years, which would put the Spanish ad market 37 percent below 2007 levels. 10/11/2012 TV non morira, ma cautela su futuro generaliste – MAGNA GLOBAL 17
  18. 18. ABOUT US MAGNA GLOBAL INTELLIGENCE A Leading Reference in Advertising Forecasts MAGNA GLOBAL Forecasts are regularly quoted in the financial and marketing press in the US (WSJ, AdWeek, Mediapost), in Asia (Campaign Asia), in Germany (Horizont,, in France ( etc 18
  19. 19. RESEARCH PUBLICATION 2013 MAGNA GLOBAL INTELLIGENCE Key 2013 Publications Update Scope Comments Quarterly US Twice a year Global June, December Annually Global India, China, Brazil, Russia Media Access Quarterly (MAQ) Quarterly US US Media Distribution Model Quarterly US Intragenerational Media Habits Annually US Twice a Year US March, October Annually Global October Twice a Year US/Global ADVERTISING REVENUE FORECASTS US Revenue Forecasts Global Revenue Forecasts BRIC Market Profiles AUDIENCE AND MEDIA CONSUMPTION Data companion of the MAQ OTHER US Category Profiles The Media Inflation Report Media Economy Report (MER) Unlimited access to Magna analysts (email, calls) Analyst Access POVs Ad Hoc 19 US/Global Ad hoc thought pieces on key trends and topics
  20. 20. Editorial Calendar 2013 JANUARY • • • • • FEBRUARY Media Economy Report Primetime Mid-Season Review TV/ Video Landscape Update US Media Quarterly Highlights US Ad Forecast Report APRIL • • • • • • MAY • US Media Quarterly Highlights • US Ad Forecast Report JULY • TV Upfront Daily Email Blasts • US Sports Report AUGUST • US Media Access Quarterly • US Media Quarterly Highlights • US Ad Forecast Report OCTOBER • • • • • • Golden Globes Tentpole Recap • Grammy Tentpole Event Recap MARCH • BRIC Report: India • BRIC Report: Brazil • Programmatic Report NOVEMBER Intergenerational Media Habits MTV VMAs Tentpole Recap US Ad Forecast Report US Media Access Quarterly US Media Quarterly Highlights • BRIC Report: China • Global Media Cost Study Academy Award Tentpole Recap BRIC Report: Russia Industry Bodies Update Super Bowl Tentpole Recap US Category Report US Media Access Quarterly JUNE • • • • • Global Ad Forecast Report Industry Bodies Update Media Economy Report Primetime Fall Review TV/ Video Landscape Preview SEPTEMBER • Industry Bodies Update • NEW TV Season Email Blasts DECEMBER • Global Ad Forecast Report • Industry Bodies Update • US Media Access Quarterly Black Denotes US-centric reports. Blue Denotes Global/International publications.
  21. 21. CONTACT Vincent Letang EVP, Director of Global Forecasting +1 (646) 376 1542 21