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User's Guide to Men

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How to target men on TV

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User's Guide to Men

  1. 1. A USER’S GUIDE TO MEN
  2. 2. OVER NEXT 30MIN WE WILL …Bust the myths about men & TVDiscover who is this MAN?!Establish what effects a modern man’s life anddecisionsExtract male viewers segments
  3. 3. Men don’t watch TV much 1TV isn’t important to most men as a media 2Men rarely watch TV with women, kids, parents, etc. 3Men are all about rational and reasonable 4
  4. 4. Men don’t watch TV much 1(Across Europe 44% TV viewers are male)
  5. 5. TV is by far the dominant media for men in EuropeDigital TV is great for men – more channels, more choiceMale viewers are sophisticated – they watch much more thannews & sport including music, films, kids & entertainmentTV advertisers are increasingly clever about targeting men
  6. 6. TV isn’t important to most men 2
  7. 7. TV dominates the media day of men Source IPA Touchpoints (Europe average)
  8. 8. Men solely decide what they watch – and watch TV on their own 3
  9. 9. Men often watch TV with their partners &families60% of time-shifted viewing is shared10% higher than for womenVast majority of shared TV with women
  10. 10. Men are all about rational 4
  11. 11. Viewing TV (together) heightens emotionsOur feelings mirror TV programmes and ad contentTV programmes prompt self-reflection e.g. dinner/decorating/holidays etc.Memories more vivid when sharing TV programmes
  12. 12. http://www.youtube.com/results?search_query=axe+clean+your+balls&aq =0&oq=axe+clean
  13. 13. I TV
  14. 14. THE MODERNCOMPLICATEDMAN
  15. 15. TOUGH STRONG WISDOM A GOOD BUT FRIEND TENDER A LEADER TECHNO KNOWLEDGEABLE SAVVY BRAVE HUMOUR POWER
  16. 16. ALFA MALE STEREOTYPE:MEET THE EXPECTATIONSGET A BIG HOUSE AND A FANCY CARGET A COOL JOBBE COOL – BE CARING
  17. 17. http://www.youtube.com/watch?v=2R yPamyWotM
  18. 18. http://www.youtube.com/watch?v=Ab GLidX5LTc
  19. 19. YOUNG MEN’S LIVES ARE MORE COMPLEX THAN EVER BEFORE. ACROSSEUROPE, THEY ARE NAVIGATING THEIR WAY THROUGH A NEW LANDSCAPEOF ISSUES AND CONCERNS.ECONOMIC CHANGES MAKE IT HARDER TO GET AND KEEP JOBS. SOCIALCHANGES MEAN THEY ARE EXPECTED TO BE BOTH PROVIDER AND CARERFOR THEIR FAMILIES. CULTURAL CHANGES MEAN THAT THEY FEEL THEYHAVE TO STRIVE HARDER TO MATCH THE SUCCESSFUL LIFESTYLES THEYSEE IN THE MEDIA.
  20. 20. JOB IS EVERYTHINGMEN HAVE THEIR OWN PASSIONS- NOWOMEN ALLOWED!MEN’S HUMOUR – WOMEN DO NOTUNDERSTAND
  21. 21. http://www.youtube.com/watch?v=rb Nc7GzRSqM
  22. 22. FATHERHOOD – BUT BETTER!WOMANIZER
  23. 23. http://www.youtube.com/watch?v=6i TKJdz3Jt4
  24. 24. PRESSURED PROVIDER MODERN &IN CONTROLALL ABOUT ME NONCOMMITTAL
  25. 25. Mapping and Targeting (RUSSIA example) 36% 26% 16% 22% Balancing Act, Man in Mirror, Health, Work, Male Pressured Modern & All Non- Me-Time, Expert, Home, Fatherhood, Politics, Travel, Providers In Control About Me Committal Money, Relationships Info Hunter-Gatherer, Roadmap, Younger for Longer, Roadmap, Younger for Fatherhood, Travel, Keep Work, Friends, Expert, Male Me- Longer, Man in Mirror, It Real, Money, Expert, Time, Travel, Home, Politics, Travel, Politics, Politics, Relationships, Balancing Act, Health, Money, Fatherhood, Work, Balancing Act Fatherhood, Relationships, Health, Balancing Act Digital, Keep It Real Caring & Bread King ofSegments devoted winner the castle 6% 7% 9% Key Balancing Act, Travel, Work, Man Balancing Act, Active Best of Laid back mindsets Man in Mirror, in Mirror, Health, Work, achiever all worlds & loving it Hardworki associated Politics, Expert, Balancing Act, Fatherhood, Stability Status Home, Travel, Money, Politics, Travel, Politics, 1% 31% 4% ng with each Work, Health, Male Me-Time Man in Mirror, seeker Driven segment Fatherhood, Male Me-Time, Politics, Travel, Male Fatherhood, Info Info Hunter- 5% hobbyist 16% Relationships Expert, Home Me-Time, Keep It Hunter-Gatherer, Gatherer, 5% Real, Money, Travel, Keep It Balancing Act, Work, Balancing Roadmap, Younger Roadmap, Younger Fatherhood, Info Real, Money, Travel, Health Act, Friends, for Longer, Keep It for Longer, Work, Hunter-Gatherer, Relationships, Male Expert, Male Me- Real, Money, Work, Friends, Man in Health Me-Time, Time, Home, Politics, Travel, Mirror, Health, Male Balancing Act, Fatherhood, Politics Expert Me-Time, Travel, Expert, Politics, Expert, Money, Friends, Work, Fatherhood, Politics, Home Home
  26. 26. TV IS A REWARDTODAY’S MAN IS HAVING HARD TIMES WITH PLAYINGALL SORTS OF ROLES – AND THEY WANT AREWARD FOR IT!TV AS A TOY, A MEAN TO ESCAPE THE ROUTINEAND REALITY, A BETTER WORLD THAT YOU CANIMMERSE IN AND LEARN FROM.
  27. 27. MEME (VIRAL) - “AN IDEA, BEHAVIOR, STYLE OR USAGE THAT SPREADSFROM PERSON TO PERSON WITHIN A CULTURE.”“IT IS A GREAT MISTAKE OF MANY MARKETERS TO SEE A DIFFERENCEBETWEEN THEIR MARKETING AND ADVERTISING AND THE MEME(S) THEYARE TRYING TO CREATE OR VIRAL CAMPAIGNS.THEIR ADVERTISING NEEDS TO BECOME A MEME IN WHATEVERMEDIA IT APPEARS...”
  28. 28. “MEDIA COMPANIES - DESPITE BEING IN THE MOST COMPETITIVE MARKET PLACE ANDDESPITE ALL THEIR KNOWLEDGE - RARELY FIND WAYS TO DISRUPT WITH THEIRADVERTISING. ONE FINDS IT HARD TO CHOOSE BETWEEN ANY OF THEIR „PRODUCTS‟ OR BEGIVEN A NEW REASON TO WATCH ”WITH DISRUPTION WE NEED TO BECOME CREATIVE BEFORE THE CREATIVE WORKSTARTS....GREAT CAMPAIGNS ARE ALWAYS RUPTURES WITH THE PREVAILING ADVERTISINGLANGUAGE - IN STYLE AND CONTENT...DISRUPTION IS ABOUT FINDING THE STRATEGIC IDEA THAT BREAKS ANDOVERTURNS A CONVENTION...”
  29. 29. CELEBRATINGMENSCAPISM
  30. 30. http://www.youtube.com/watch?v=Tf v6djceGnY
  31. 31. Men do watch the right TVRight TV recognises what matters tomen the mostYou want a man? Stand out!Reinvent the bicycle

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