To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms.
The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
The total reset of marketing, branding and media – are you ready for the futu...SEMPL
Powerful technologies and a significant personal habit changes are impacting societal, economic and political developments. Marketing is following media/content as the next big arena for change – consider what has happened to music, film/TV and newspaper industries and then extrapolate on what will happen to marketing, branding and advertising in nearby future. Integration of media and communication channels (online-offline, augmented reality, responsive design, social TV), problems and challenges of editing, distribution and monetizing media content are just some of the challenges in the industry. These are also some of the topics that Gerd Leonhard will touch on; showing examples from around the globe and presenting future scenarios that will become reality quicker than you might think.
The future of media and marketing communications: engage consumers! (Steven v...SEMPL
There are three levels of activation: the receipt of the message, spreading of the message and the creation of the information. All three are becoming a necessity for us to understand if we want to co-create the advertising future. Classic advertising models are long gone. Steven Van Belleghem will guide you through data and best practice in order to give you an insight on how to achieve a long-lasting consumer involvement through combining classic and social media.
Programmed to succeed (prof. dr. Matej Tušak)SEMPL
Can everybody succeed in personal and business life? What exactly is success? Which factors lead to it? How can managers motivate employees to do their best in a way that will contribute to the company's and their personal growth the most? The well-known Slovenian sport psychologist will try to answer these questions, based on case studies of successful athletes from region.
On the threshold of changes (Tomaž Žontar - Europlakat)SEMPL
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?
Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)SEMPL
What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.
Аудитория интернета (весна 2014) RIF 2014. Статистика, цифры.Dmitry Zorkin
Презентация господина Сергей Плуготаренко на RIF 2014.
Главный аналитический доклад агрегирующий информацию по состоянию развития Рунета - по итогам прошедшего года.
Аналитика и главные цифры.
Выводы и прогнозы.
Оценка динамики развития интернета в России и сопоставление с всемирным интернетом.
68.7 млн. пользователей интернета в России.
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
The total reset of marketing, branding and media – are you ready for the futu...SEMPL
Powerful technologies and a significant personal habit changes are impacting societal, economic and political developments. Marketing is following media/content as the next big arena for change – consider what has happened to music, film/TV and newspaper industries and then extrapolate on what will happen to marketing, branding and advertising in nearby future. Integration of media and communication channels (online-offline, augmented reality, responsive design, social TV), problems and challenges of editing, distribution and monetizing media content are just some of the challenges in the industry. These are also some of the topics that Gerd Leonhard will touch on; showing examples from around the globe and presenting future scenarios that will become reality quicker than you might think.
The future of media and marketing communications: engage consumers! (Steven v...SEMPL
There are three levels of activation: the receipt of the message, spreading of the message and the creation of the information. All three are becoming a necessity for us to understand if we want to co-create the advertising future. Classic advertising models are long gone. Steven Van Belleghem will guide you through data and best practice in order to give you an insight on how to achieve a long-lasting consumer involvement through combining classic and social media.
Programmed to succeed (prof. dr. Matej Tušak)SEMPL
Can everybody succeed in personal and business life? What exactly is success? Which factors lead to it? How can managers motivate employees to do their best in a way that will contribute to the company's and their personal growth the most? The well-known Slovenian sport psychologist will try to answer these questions, based on case studies of successful athletes from region.
On the threshold of changes (Tomaž Žontar - Europlakat)SEMPL
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?
Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)SEMPL
What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.
Аудитория интернета (весна 2014) RIF 2014. Статистика, цифры.Dmitry Zorkin
Презентация господина Сергей Плуготаренко на RIF 2014.
Главный аналитический доклад агрегирующий информацию по состоянию развития Рунета - по итогам прошедшего года.
Аналитика и главные цифры.
Выводы и прогнозы.
Оценка динамики развития интернета в России и сопоставление с всемирным интернетом.
68.7 млн. пользователей интернета в России.
An introduction to BPI group and our services.
This presentation highlights our new Leadership Development coaching program, Navigate. Outstanding for High Potential Endeavors, Team Algnment, and Engagement Models. For more information please contact directly at 770-399-8400
Behavioural economics: how to turn human understanding into business advantag...SEMPL
Humans are influenced in our daily behaviour not by rational decision-making but by multiple conscious and sub-conscious factors such as priming, framing, anchoring, copying etc. We are now able to drawn some conclusions for advertising market that can help us turn human understanding into business advantage for our clients.
Can the selection of media influence your customer portfolio? (Irena Kocjan G...SEMPL
Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand rejuvenation? Media selection? Redefinition of key touch points? Clear differentiation in communication? Find out, how Sava, leading budget brand in Goodyear's brand portfolio is successfully targeting new customers in a modern and effective way.
More Related Content
Similar to Different media platforms – same consumers? (Maša Muster - Mediana)
An introduction to BPI group and our services.
This presentation highlights our new Leadership Development coaching program, Navigate. Outstanding for High Potential Endeavors, Team Algnment, and Engagement Models. For more information please contact directly at 770-399-8400
Behavioural economics: how to turn human understanding into business advantag...SEMPL
Humans are influenced in our daily behaviour not by rational decision-making but by multiple conscious and sub-conscious factors such as priming, framing, anchoring, copying etc. We are now able to drawn some conclusions for advertising market that can help us turn human understanding into business advantage for our clients.
Can the selection of media influence your customer portfolio? (Irena Kocjan G...SEMPL
Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand rejuvenation? Media selection? Redefinition of key touch points? Clear differentiation in communication? Find out, how Sava, leading budget brand in Goodyear's brand portfolio is successfully targeting new customers in a modern and effective way.
Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar -...SEMPL
The phenomenon of ambush marketing is slowly, but progressively coming to the region. Is ambush marketing an inacceptable advertising approach or an appropriate creative solution? When and how can we profit from the activities of ambush marketing and when can it damage our business? Marketing, PR and law aspects of ambush marketing in the region.
Future Forward: four trends that will change the online world (Béla E. Papp -...SEMPL
We are all digital story painters, but what will be tomorrow’s canvas? How will devices change? How will consumers have fun? And where, when and how is it best for our brands to speak to them? What does Microsoft have to offer to advertisers with its digital assets, will be presented by Béla E. Papp, director of Advertising & Online for CEE at Microsoft. He will especially underline the Microsoft's vision of advertising and online media future.
Ozana Jurković // Challenges of modern marketing: the importance of analyses SEMPL
Ozana Jurković’s professional experience includes a variety of leading multinational companies, such as Henkel, AC Nielsen, a global market research company, where she held one of the top positions and was responsible for two countries, and Styria, one of the largest regional media houses, where she operated as a media consultant.
Due to her analytical skills she is one of the top 8 percent business professionals worldwide. Her approach to work is very practical and client focused, that’s why she is considered trustworthy by large global companies, such as Unilever, Gillete, Kraft and many others.
www.sempl.si
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
Peter callius // Why the first beer is always the best and other important le...SEMPL
Peter Callius is originaly from the print media industry but then he realised the importance of media research to the whole media industry. He has been heading both the media department and earlier the brand/consumer research department at TNS Sifo – Sweden's largest and leading research agency. He believes in integration, integration between consumer, brand, advertising and media research. And he is a true believer in integration between the different media silos. He is a regular speaker at media and research conferences.
Peter callius // Why the first beer is always the best and other important le...
Different media platforms – same consumers? (Maša Muster - Mediana)
1. DIFFERENT MEDIA PLATFORMS –
SAME CONSUMERS?
Maša Muster, Qualitative research manager
Matej Mrevlje, Data analysis manager
November 2012
2. 2
Data source
»Single-source« research about
Product and brand usage
Consumer opinions, free time activities and purchasing habits
Reading, listening, viewing and usage of other media
Sociodemographic characteristics of respondents
Mediana TGI (“Target group index) is the largest independent licensed
international research in Slovenia
Interviewing method and sample size
Self-completion of questionnaires in households
Multistratified, random sample, based on statistical regions
Annual average data are based on app. 4.000 respondents per country
Target group
individuals aged from 15 to 75
Frequency
Continuously from the second half of year 2000, half-year intervals
3. 3
Global presence of TGI
Sweden
Canada Russia
Ireland & N. Ireland
GB Middle and
Ukraine
France eastern Europe
Kazakhstan
Turkey Japan
USA Spain Greece S. Korea
Lebanon China
Egypt Israel
Iran Taiwan
Kuwait
Hong Kong
Saudi India
Mexico Puerto Rico Arabia UAE
Nigeria Thailand Philippines
Venezuela
Uganda Malaysia
MIDDLE AND E. EUROPE Columbia
Germany Kenya Singapore Indonesia
Brazil
Poland Ecuador Tanzania
Slovakia
Czech republic Peru
Romania South Africa
Australia
Italy Chile
Slovenia Argentina
Croatia
Serbia New Zealand
Macedonia
Montenegro
Hungary
Bulgaria
69 countries – 700.000 interviews yearly
4. 4
The numbers never lie…
840.000.000 users 4 billion views/day 500.000.000 users
685.000 pieces of 48 hours of video 100.000 tweets/
content/minute uploaded/minute minute
More than half of active
67 % mobile growth 800.000.000 unique
users follow companies,
rate in 2012 users/month
brands, products
91 % of online adults regularly use social media
40 % of people spend more time socializing online then they do face to face
5. 5
Digital revolution is SO last year!
8 new people come onto the internet every second
Average tablet user spends 14h/week with the device
By 2014, mobile internet should take over desktop
internet usage
36 % of mobile
users search
for news!
but only 3 %
use dailies
apps!
6. 6
What’s the catch?
PRIMARY CHANNEL 69 % REVENUES DIGITAL CHANNELS 31 % REVENUES
EXPECTATIONS BY 2015:
50 % PRIMARY - 50 % DIGITAL
7. 7
We can’t afford to ignore digital anymore
INVESTMENTS EASY ACCESS
NEW USERS
HARD WORK &
ORGANIZATIONAL PERSONALIZATION
CHALLENGES
REVENUES
LOW ATTENTION
SPAM
BRANDING
BRANDING
LOYALTY
8. 8
Media consumption in Adriatic region
Slovenia Croatia Serbia Macedonia
82,9
TV 84,4
91,3
84,3
79,7
69,5
radio
46,6
25,3
74,1
billboards 65,3
54,6
23,1
63,8
49,5
internet
40,9
42,7
53,1
dailies 44,6
32,4
28,6
11,5
7,1
cinema
3,7
1,0
9. 9
Media consumption in an average day
70,0%
SLOVENIA CROATIA SERBIA MACEDONIA
60,0%
50,0%
40,0%
30,0%
20,0%
10,0%
0,0%
06:00 ‐ 06:59 07:00 ‐ 07:59 08:00 ‐ 08:59 09:00 ‐ 10:59 11:00 ‐ 12:59 13:00 ‐ 14:59 15:00 ‐ 16:59 17:00 ‐ 18:59 19:00 ‐ 20:59 21:00 ‐ 22:59 23:00 ‐ 05:59
11. 11
Each media has it specifics
PRINT users EXCLUSIVE PRINT users ONLINE users EXCLUSIVE ONLINE users ONLINE & PRINT users
Večernji list 94,2% 92,4% 7,6% 5,8% 1,7%
Jutarnji list 83,8% 73,7% 26,3% 16,2% 10,2%
Business.hr 71,0% 69,3% 30,7% 29,0% 1,7%
12. 12
One that’s already working on all platforms
PRINT users
EXCLUSIVE PRINT users all
15‐30
ONLINE users 31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
13. 13
One that’s still focusing on print
PRINT users
EXCLUSIVE PRINT users
all
15‐30
ONLINE users
31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
14. 14
And one that’s gaining new young users online
PRINT users
EXCLUSIVE PRINT users
all
15‐30
ONLINE users 31‐50
51‐75
EXCLUSIVE ONLINE users
ONLINE & PRINT users
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
15. 15
This kind of thinking can be applied to any media type
TV Slovenija
Mladina CLASSIC users
EXCLUSIVE CLASSIC
users
ONLINE users
Cosmopolitan
EXCLUSIVE ONLINE users
CLASSIC & ONLINE users
HRT
B92
16. 16
SEL groups can help us with the targeting
In each country, the population is divided into 4 socio-economic classes
SEL group 1 10%
SEL group 2 20%
SEL group 3 30%
SEL group 4 40%
17. 17
In Slovenia, young users are also really profitable!
70,0% 160
%
index 140
60,0%
120
50,0%
100
40,0%
index
80
%
30,0%
60
20,0%
40
10,0% 20
0,0% 0
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)
18. 18
Generation X can be the most profitable in Serbia
70,0% 160
%
index 140
60,0%
120
50,0%
100
40,0%
index
80
%
30,0%
60
20,0%
40
10,0% 20
0,0% 0
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)
19. 19
It’s all about the brand and its ambassadors!
100,0% 200
90,0% 180
80,0% 160
70,0% 140
60,0% 120
50,0% 100
40,0% 80 %
30,0% 60 index
20,0% 40
10,0% 20
0,0% 0
Ambassadors Inf luencers Receivers Ambassadors Inf luencers Receivers
24 SATA (PRINT) 24 SATA (ONLINE)