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- Prime time of Watching TV in Ramadan in key Arab countries.
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Nuevas implicaciones multi-plataforma de contenido y publicidad.
¿Cómo ha evolucionado el consumo de desktop y sigue siendo relevante?
El aumento de las audiencias “solo móviles”.
Desafíos y recompensas en la aplicación móvil “battleground”
Factores que influyen en la selección de plataforma.
Polarización de las audiencias y comportamientos a través de dispositivos.
El aumento de video digital a través de todas las plataformas.
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Utilizando ejemplos de una selección de mercados fuera de los Estados Unidos, en este informe se describen los comportamientos que han alterado al público y el consumo de medios en un mundo Multi-plataforma. Este estudio proporciona una comprensión a nivel macro del paisaje digital, así como destacar los valores extremos específicos que se pueden dar a los dueños de medios y anunciantes, de una ventaja cuando actúan de forma global o local.
Los temas clave dentro de la edición 2016 incluyen:
Nuevas implicaciones multi-plataforma de contenido y publicidad.
¿Cómo ha evolucionado el consumo de desktop y sigue siendo relevante?
El aumento de las audiencias “solo móviles”.
Desafíos y recompensas en la aplicación móvil “battleground”
Factores que influyen en la selección de plataforma.
Polarización de las audiencias y comportamientos a través de dispositivos.
El aumento de video digital a través de todas las plataformas.
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This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
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Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi-screeners according to AMPS and MillwardBrown AdReaction 2014.
At Silverstone, we believe in mobile first marketing.
To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets.
Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through.
There are some really cool stats and infographics, and we’ve also included an opportunity guide and media cheat sheets per segment.
If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch.
Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave!
#MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team
// http://silverstone.solutions
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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2. Educating The Market
At ConsumerScope, one of our objectives has always been to
”Tell the Truth.” We have no vested interest in selling any medium,
all we want to do is give marketers and agencies the most accurate
market information to make informed decisions.
The fact of the matter is that Newspaper & Magazine readership is
impossibly high, not unbelievably high, impossibly high.
Getting to Real Readership
On the other hand, AMPS internet penetration has figures that are
too low, when compared to verified IP addresses from Effective
Measure. This difference stems from respondent confusion
regarding mobile inetrnet access, as we will show in this
presentation.
4. Advertising Expenditure
SOURCE: Nielsen AD Dynamics July 2012, ConsumerScope 56% Reduction
0% 2% 3%
5%
15%
30%
46%
Direct Mail
Cinema
Internet
Out of Home
Radio
Print
Television
Total R19B
56% of Rate card
WRONG!
The internet gets
Less than R500M!
Less than 1/10th
of Print
WHY?
It’s not Impact
It’s not Frequency
It’s not Production Cost
It’s partly Inertia
It’s AMPS Reach
It’s Buying & Delivery
It’s mainly High CPT
1
This presentation
examines AMPS reach
6. The CVC database contains more than 4,400
publication editions with combined audited
circulation of over 65,000,000. Each year CVC
surveys hundreds of thousands of print readers
across the country. The national average for
readers per edition is 1.75.
7. Reader’s Per Copy
PUBLICATION R.P.C.
MEDIAN HH
INCOME
Daily News 12.1 R 11,456
Sowetan 11.5 R 9,240
The Herald 9.1 R 9,402
Daily Dispatch 9.1 R 8,734
Daily Sun 8.7 R 5,917
DFA 7.6 R 4,048
Isolezwe 7.5 R 7,190
Pretoria News 7.1 R 11,470
The Mercury 6.6 R 20,705
The Citizen 6.5 R 10,661
Witness 6.4 R 10,793
Kaapse Son 5.6 R 8,603
Cape Argus 5.5 R 9,078
Beeld 5.3 R 19,254
Cape Times 5.2 R 9,316
Die Volksblad 5.0 R 10,928
The Star 4.8 R 14,604
Die Burger 2.8 R 10,872
Business Day 2.8 R 31,524
AVERAGE 6.2
7.9
There are only 3.4 adults per household
Have you ever passed your newspaper over the fence?
Have you shared with more than 6 people at the office?
Have you shared with more than 8 people in a taxi/rank?
8. Reader’s Per Copy
Bringing Print Down
1
4
5
6
9
13
18
20
14
5
6
0
5
10
15
20
25
ONE TWO THREE FOUR FIVE SIX SEVEN EIGHT NINE TEN
PLUS
For the Avg. RPC to be 6.2, means that many copies must have
far more and some less. For 6 to be the average the frequency
distribution would have to look something like this:
Percent
Readers Per Copy
6.2
AVG
Less than a quarter of
copies in Avg. HH size.
But on origin of copy
89% of readers state
copy was bought by
self or family
member!
So the remaining 11%
“Out of Home” copies
would need in excess
of 33 RPC!
9. Reader’s Per Copy
Bringing Print Down
1
10
14
20 20
15
10
5
3 3 3
0
5
10
15
20
25
ONE TWO THREE FOUR FIVE SIX SEVEN EIGHT NINE TEN
PLUS
So what would be more realistic? With 3.4 adults per household, and 89% home
readership we know the centre of gravity has to be between 3 and 4. Let’s be
magnanamous and say out of home readership pushes this to an average of 4.4.
The RPC frequency distribution would then look something like this:
Percent
Readers Per Copy
6.2
AVG
4.4
AVG
Real Readership
will be 71% of
current AMPS
Readership
(4.4/6.2)
11. Percent
0
5
10
15
20
25
30
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Sources: AMPS / ConsumerScope People vs. Browsers and Cell browsers/ Neilsen Net Ratings / Effective Measure
AMPS/Incl Cell Phone browsing, Nielsen, Effective Measure
AMPS
ALMOST ONE IN 3 PEOPLE
14.6M UB= 11.1M PEOPLE
JUST OVER 1 IN 5 PEOPLE
7.8M ADULTS
The inter media decision i.e between Print or Web, or
between Outdoor or Radio, has far more of an influence
on Media Owner revenue, than the intra-media choice
between say News 24 and Howzit MSN.
Planners like to use one source (AMPS) when doing the
initial inter-media strategy. This is from both a
“single measurement currency” and Time perspective.
Bring the Internet Up
1
Include Mobile Access
DIFFERENT SOURCES HAVE VASTLY DIFFERENT RESULTS
Internet Usage P4W
12. 22
29
35
0
5
10
15
20
25
30
35
40
P4W INTERNET P4W INTERNET, CELL SURF,
SOCIAL, RINGS
P4W INTERNET & CELL SURF,
SOCIAL, DOWNLOADS
Sources: AMPS
Matching AMPS to Effective Measure
Respondent Confusion means Mobile Web access is excluded
7.8M 10.2M 12.3M
From Effective Measure we have concrete proof that 14.6M unique IP addresses
access the web each month. From EM panel and CS multiple access methods we
reduce this to 11.1M People. So we need to code an AMPS (ADULT) figure that
matches this closely. This is Standard internet plus Cell access, social and ringtones.
THESE 10.2M ADULTS
PLUS 900k KIDS
= 11,1M
PEOPLE
ONLINE
13. Percent
SOURCE:AMPS 2012 with ConsumerScope adaptions
83
34
79
36
94
96
29
4
0
20
40
60
80
100
Radio
(P4W)
TV
(P4W)
Mobile
Phone
Billboards
(P4W)
News
papers
Mags Internet
(P4W)
Cinema
(P4W)
Real Media Penetration Part 2
Total Adults
Increase 7%
16. SOURCE:AMPS 2011
Media Penetration
By Lifestyle Level
94
97 97 97
81
99 99 99
70
85
92
96
27
53
68 70
24
49
73
83
0
2
10
19
2
17
47
79
0
20
40
60
80
100
Percent
LEVEL D LEVEL C LEVEL B LEVEL A
Radio
TV
Mobile
Internet
Cinema
Magazines
Newspapers
17. SOURCE:AMPS 2011
Real Media Penetration
By Lifestyle Level
7
25
55
82
19
38
48 50
17
35
52
59
0
20
40
60
80
100
Percent
LEVEL D LEVEL C LEVEL B LEVEL A
Internet
Magazines
Newspapers
60%+ ADSPEND
FOR LSM 8-10
THE INTERNET IS ALREADY BIGGER
THAN PRINT!
It is imperative that every client and every
planner be made aware of this.
18. Easy Coding For Planners
Simple Own Codes In Telmar
ConsumerScope can supply you with the codes to reduce print to more believable
and realistic levels and to increase the internet to inlude mobile access.
Or you can just use the formulas displayed below and put them into your TNT cross-
tab.
74% OF HOUSEHOLDS HAVE BELOW 4 PEOPLE92% OF HOUSEHOLDS HAVE BELOW 6That means 33 readers per copy from the other 11 % to get to average of 6.2
AMPS data used until 2004. Due to respondent confusion regarding mobile access on questionnaire, CS has slightly adapted 2005-2007 figures to include cell phone browsing. Nielsen Net Ratings (2009/10) and Effective Measure (20011/12) Unique Browser figures reduced by 78% based on AMPS dual and triple location access and verified by EM Panel data.
The 29% 10.2M figure allows for 900K children (under 15) to get back to the 11.1M TOTAL