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Carat Presentation
- 1. A PRESENTATION TO PPASCOTLAND 12TH JUNE2013
- 2. CONTENTS • Your companyand its USP’s. • Your plans as a company for the short and long term. • How your strategy affects which platforms you use and what part magazines play. • What you look for in an advertising package. • YOU HAVE 10 MINUTES
- 3. THE AEGIS MEDIAFAMILY
- 4.
- 5. CARAT IS REDEFININGMEDIA. WE USE MEDIA IN NEW WAYS TO BUILD BUSINESS VALUE FOR OUR CLIENTS. WE HAVE A HERITAGE OF INNOVATION, HAVING BEEN FOUNDED AS THE WORLD’S FIRST MEDIA AGENCY BACK IN 1968. WE ARE NOW IN A NEW ERA OF MEDIA AND MEDIA IS NOW BOUGHT, OWNED AND EARNED. THIS BRINGS WITH IT THE OPPORTUNITY TO CREATE NEW COMMUNICATIONS MODELS THAT DELIVER NOT JUST MEDIA VALUE BUT TRULY BUILD BUSINESS VALUE FOR OUR CLIENTS. THIS IS CARAT’S MISSION AND WE HAVE THE BEST PEOPLE AND PRODUCTS TO ACHIEVE THIS. REDEFINING MEDIA.
- 6. OUR VISION To pioneerthe new more valuable, media agency model in Scotland centred around the digital world REDEFINING MEDIA Delivering real value through media
- 7. OUR USP’S • GLOBALSCALE • Media Trading • Technology and Systems • People Development • LOCAL CUSTOMER SERVICE ETHOS • Team of 48 based in Edinburgh • Strong Customer Service Ethic • BEST OF BOTH WORLDS
- 9. OUR WORLD ISCHANGING 69% will own a Smartphone 51% will own a Tablet 82% will own a PVR and time shift will represent almost 40% of all viewing 76% will be dual screening 74% will be using social networks 40% will regularly be reading newspapers online Source: CCS 2011/2012, Future Foundation BY 2015...
- 10. TARGET THE PERSON ANDNOT THE MEDIUM
- 11. GENERIC SEARC H DISCUSS ON SOCIAL MEDIA DOWNLOAD MOBILE APP INTERACT WITH COMMERCIA L CONTENT REA D BLO G VISIT COMPARISON SITE WRITE REVIE W READ REVIEW VIEW PRINT AD WATC HVIDEO VISIT BRAND SITES CONVERT TO SALE SEE YOU ON TV FOLLOW ON TWITTER PRODUCT SEARC H BRAND SEARCH BUY ADDITIONA L PRODUCTS LIKE ON FACEBOO K SEE DISPLAY BANNER EXPOSED TO BRAND SPONSORSHIP EXPERIENC E SERVICE VIEW MOBILE AD READ MAGAZINE REVIEW BUY ITEM TARGETE D BY COMPETITOR
- 12. MEDIARELATIONSHIP MAP ABC1 MEN25-34 0 10 20 30 40 50 60 70 40 60 80 100 120 140 160 180 200 Exposure Noticability C4ITV1 Radio Out of Home All Magazines Internet Mids Pop s Cinema five Mchannel hard to miss wallpaper hidden persuader challenging Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium DM Quals Metro/ES
- 13. MEDIARELATIONSHIP MAP ABC1 MEN25-34 0 10 20 30 40 50 60 70 40 60 80 100 120 140 160 180 200 Exposure Noticability C4ITV1 Radio Out of Home Internet Mids Pop s Cinema five Mchannel hard to miss wallpaper hidden persuader challenging Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium Men’s Lifestyle Magazines = Shortlist, Zoo, Nuts, Wired, Loaded, Esquire, FHM, GQ, Men’s Health, Four Four Two, Q, Men’s Fitness, T3, Stuff (Almost Always/Quite Often net) DM Quals Metro/ES All Magazines Men’s Lifestyle Magazines 315
- 14. WHATWE LOOK FORINANADVERTISING PACKAGE • Understanding of Brief and client objectives • Bespoke • Innovation • Creativity • Longer Term • Customer not Platform • Value • Evaluation
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