Maneuvering Through A Crowded Media Landscape

MANEUVERING
THROUGH A CROWDED
MEDIA LANDSCAPE
Kenny Ong
Astro Radio. Rocketfuel Entertainment.
Astro Media Solutions
Reset, Recharge, Reconnect.

2
⚠
1. Personal views
2. Mixed Room
3. Senior /Junior
4. Avoid obvious
5. x Astro ref
6. Many slides

THE MEDIA UNIVERSE
Getting more ridiculously complex by the day

4
Evan Shapiro 4. Audio 3. Social 2. Video 1. Gaming

5
Media Universe 2022
by: Evan Shapiro
1. There are four major segments of media:
4. Audio; 3. Social; 2. Video; 1. Gaming.
2. Companies overly-dependent on just one
revenue stream are out of fashion.
3. The Death Stars are getting more
powerful.
4. Gen Z is beginning to maximize their
power.
5. Covid fast-forwarded every single business
model in the media universe, by 5-10 years.

BEFORE WE START
Asking the right questions to get the right answers

10
“Abraham Wald’s Work on Aircraft Survivability”,
M. Mangel and F.J. Samaniego
Where would
you focus
reinforcement?
The logical error of only concentrating
on a sample that survives or passes
some kind of process and ignoring those
who don’t. This form of bias can lead to
optimistic beliefs and incorrect
assumptions because failures are
ignored, and in this case, the failures
were most important to look at.
Survivorship Bias

STRATEGY FIRST
Understanding our role in the whole scheme of things

12
What is the purpose?
Ultimate Objective :
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman
“Retention and Loyalty are useless if
No Conversion is happening.”

13
What is the Objective?
1.Obj = Relationship (something like
Dating)
2.Obj ≠ Media glitz
3.Obj ≠ ATL/BTL/BwTL/ArTL/FTL
4.Obj ≠ CSR
5.Obj ≠ Social Media
6.Obj ≠ Points / Redemption / Discounts
7.Obj = Get more people, to buy more,
more frequently, at higher prices

Attention
Assets
Audience
Addressable
Activation
Advocacy

ATTENTION
You cannot influence those you cannot hold

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Zig Ziglar
“Most prospects that
don’t buy are confused
about the offer”

17
Attention: The What
Hold Time Understanding Recall

“Cow don’t drink
water cannot push
cow head down”

19
Alignment: 4-Wheels Model
Condition
Audience
Media
Creatives
Location
Message
Timing

20
Downturn: Customer Types vs. Message
Customer
Types Your Products/Services
Hand brake
Surviving
Well Off
Don’t Care
Essentials
Treats
Postponables
Expandables

21
Your Products/Services
Essentials Treats Post-
ponables
Expan-
dables
•Necessary
•Survival
•Well-being
•Indulgences
•Justifiable
• Needed
or
desired
• Can be put
off
•Unnecessary
•Unjustifiable

22
Hand brake
Customer
Types •Price
•Smaller Pack
Essentials
Surviving
Well Off
Don’t Care
•Private Labels
•Low-cost ‘Value’ products
•Fighter Brands
•Less Variety/Customization
•Immediate cash back

23
Hand brake
Customer
Types
•Reward Loyalty
Treats
Surviving
Well Off
Don’t Care
•“Improve Morale”
•Affordable vs. Luxury
•Immediate cash back
www.myCNI.com.my www.OOBEY.com

24
Hand brake
Customer
Types
Postponables
Surviving
Well Off
Don’t Care
•“Save from Buying Now”
•“You are missing out”

ASSETS
Invest, Build and Collaborate

27
Media Strategy
Content
≠
King

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Media Strategy
King
=
Platform + Content + IP
+ First-party Audience

29
Media Strategy
Platform +
Content + IP +
First-party
Audience
King =
”The
Last
Mile”
=

30
Assets
Client
• Platform
• Content
• IP
• First-party
Audience
Agency
• Platform
• Content
• IP
• First-party
Audience
Media
• Platform
• Content
• IP
• First-party
Audience

31
The battle for first-party audience

34
universe
OOH
SOOH | DOOH | MOOH | IYF | Cinema
Look For: Format Innovation

AUDIENCE
Decide on who you want reach first

37
Understanding Your Audience
The Product is Not the Product
Job To Be Done (JBTD)

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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
Reliable product and
service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product
Leadership
Operational
Excellence
Customer
Intimacy
• Cost
• Convenience
• TCO
• Features,
Benefits
• Limited
Range
• Solutions
• Customization
• Breadth &
Depth
Air Asia
Apple
Ramly

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Operational
Excellence
• Competitive price
• Error free, reliable
• Fast (on demand)
• Simple
• Responsive
• Consistent
information for all
• Transactional
• 'Once and Done'
Customer Intimacy
• Management by
Fact
• Easy to do
business with
• Have it your way
(customization)
• Market segments
of one
• Proactive, flexible
• Relationship and
consultative
selling
• Cross selling
Product Leadership
• New, state of the
art products or
services
• Risk takers
• Meet volatile
customer needs
• Fast concept-to-
counter
• Never satisfied -
obsolete own and
competitors'
products
• Learning
organization
Market Discipline: Priorities and KPIs
Air Asia Apple Ramly

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Market Discipline: Audience Messaging
Operational Excellence: Quality and selection in
key categories with unbeatable prices
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Quality
Product/Service Attributes
Price Time
Selection
√
√
Smart
Shopper
Relationship Image
•Air Asia

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Product Leadership: Unique products and services
that push the standards
√
Brand
Time
Function
√
√
Best
Product
Relationship Image
•Apple

42
Customer Intimacy: Personal service tailored to
produce results for customer and build long-term
relationships
√
√ √
√
Trusted
Brand
Relationship
Service
Image
Relations
•Ramly

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TV / OTT
WATCH
RADIO
LISTEN
WEB & APP
READ
fans
ADVOCATE
KOLs
Media ➡ Audience

44
Mass Malay Mass Chinese Mass Indian Malay +
Lifestage
Chinese +
Generation
Income Based
T20 | M40 | B40
Business Sports Home
Improvement
Audience ➡ Media

45
Special note on TV-Video Audience
Media-first Audience-first
Linear or VOD Unified Views
GRP Total Audience
CPP CPM/CPV

ADDRESSABLE
Are You Ready For a Cookie-less World?

TARGETING
IDENTITY
&
ADDRESSABILITY

Traditional Advertising Addressable Advertising
Viewers all see the same ad on
national scale
Viewers see different ads based on
their profile/ interest/ location
Difference
What Is
Addressable
Advertising?
Addressable Media (TV /Audio / Digital)
combines Mass Media’s power of
persuasion with targeting and
accountability, providing relevant
messages to intended audiences.
It is targeted advertising messages
served directly to households.
Serves ad messages to the best
qualified audience across any screen
or device, whenever they’re watching.

Addressable Solutions : What Should You Look For?
HIGH VALUE
AUDIENCE &
NATIONAL SCALE
FIRST PARTY
DATA @ REAL
AUDIENCES
UNIFIED VIEW
@ HOLISTIC
ANALYSIS
OUTCOME
DRIVEN
Access to high
value audience
spanning Linear TV,
OTT ,CTV, Audio,
and Digital
audience segments
Link first party data
across the
marketing
ecosystem in a
unified automated
platform for
addressable
targeting
A unified view of
households to
identify audiences
across channels
and devices
Analyse
campaign
performance
against both
media and
business KPIs

ADDRESSABLE ADVERTISING WITH SMART
DATA & TECHNOLOGY

Demographics Income group Geography Home
Purchase behavior Interest Fandom
IDENTIFY & REACH YOUR AUDIENCE WITH ADDRESSABLE
ADVERTISING

ACTIVATION
Bringing your brand to life

53
Markets Rank #1 Rank #2 Rank #3 Rank #4 Rank #5
Regional Music Film/ Cinema Culinary Football Olympics
Australia Music Culinary Film/ Cinema Rugby Union Cricket
China Basketball Film/ Cinema Marathon Winter Sports Music
India Cricket Film/ Cinema Music Theatre Football
Indonesia Film/ Cinema Music Culinary Football Museums
Japan Baseball Culinary Running Football Marathon
Korea Football Music Golf Baseball Olympics
Malaysia Culinary Music Film/ Cinema Football Art
Singapore Culinary Music Film/ Cinema Theatre Golf
Activation: Leveraging
Consumer Passions
SOURCE: MASTERCARD PROPRIETARY RESEARCH

ADVOCACY
Harnessing the power of Talents and Influencers

58
What should brands consider
when working with influencers ?
Working with Influencers
Followers VS Fans
- look beyond the
numbers
- demographic +
geographic
- followers ≠ exposure
- followers ≠ fans
- buying followers + Bots
Posting VS Marketing
- look at past posts, how
they work with brands,
and type of engagement
- more than uploading
selfie with product
- marketing component
before and after post
Influencers VS Ads
- influencers ≠ ads
- influencers do things
their way
- authenticity: allow
influencers freedom to
showcase
https://techwireasia.com/2018/07/what-should-brands-
consider-when-working-with-influencers/
if brands want full control over content, then influencer marketing is not
the thing for them.

QUESTIONS W/O ANSWERS?
Trends, Problems, Watch List and a Lot of Unanswered Questions

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What To Look Out For…
§ Regulations
§ Brand Safety
§ AIML
§ Metaverse / Web3
§ Demographics vs
Psychographic
§ UGC
§ TikTok & Roblox
§ AOTM
§ Vernacular /
Cultural
§ West vs China
§ Local Local Local
§ “Influencers”
§ Content Code
2022

64
“…in the past 18 months, we have heard that
profit is more important than revenue, quality is
more important that profit, people are more
important than profit, customers are more
important than our people, big customers are
more important than small customers, and that
growth is the key to our success. No wonder our
performance is inconsistent"
CEO, Anonymous

Thank You.
soft copy of slides:
https://www.slideshare.net/kennyong

Maneuvering Through A Crowded Media Landscape

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