2. The world is a great
big complicated place!
• There are 6,500 languages
in the world
• There are 196 independent
countries recognized in
the world
• There are more than 5,000
ethnic groups
5. When the journey began
We didn’t know what we
didn’t know
• What do we test?
o What is relevant?
o What will resonate?
• What can we test?
• What are the targeting,
production and delivery
opportunities and limitations?
6. How to boil
the ocean
Start with what
you know
Translate
predictive factors
from your
domestic efforts
How to boil
the ocean
Start with what
you know
Translate
predictive factors
from your
domestic efforts
8. Question everything
Just because it’s a viable
market to enter – does not
make it a viable market for
all media
Don’t assume even the most
basic things - mere delivery
of direct mail is not
“automatic” in many
countries
9. Media and direct mail usage
Source: Institute for Advertising and Media Statistics (IRM), 2010
10. High broadband penetration
Majority of residents have credit cards
Preference for shopping online
Unaddressed mail options
Broad acceptance of direct mail
Reliable post offices
99% literacy rates
Very little direct mail usage
Poor delivery: The national
postal service is said to FAIL to
deliver as much as 30% of mail
44.2% poverty rate
Credit card usage limited to only
25% of the country
15. Media assessment
• Population does not equal
market size potential
• Many countries have a
simple mail opt-out
process, leaving deliverable
houses who want mail
• Products and delivery
methods vary from country
to country
16. Targeting tools
Unaddressed mail
Not uncommon to
identify population,
income and other
factors by geography
(zone)
17. Targeting
We found a variety of kinds
of segmentation available
for consideration
18. Type 1: Mature and practical high spenders
e-Types - Example
20. First see what’s out there…
ViaPlay
• Streaming TV and movies for about $10/mo
US
• One month free offer
Voddler
80% of catalog is free (sponsored by ads)
1.3 million subscribers in Scandinavia
A standard app on the Nokia phones
LOVEFiLM
Streaming TV and movies for about $8/mo US
One month free offer
Nordic performance “has not met
management expectations” (as of Oct 2011)
Other competitors (pay per view)
• Headweb
• Film 2 Home
• Comoyo
22. Creative and testing considerations
Use your controls
• Maintain cost-effective performance and baseline metrics
with control while testing new approaches
23. Love is in the details
• Tax issues
• Exchange rates
• Oversight critical