REDEFINING MEDIA

THE MEDIA AGENCY MYTH

IN THE OLD WORLD MEDIA WAS A SUBSET OF ADVERTISING

THE REALITY

THE CHANGING MEDIA LANDSCAPE

THE NEW ERA OF MEDIA

21ST CENTURY MEDIA MODEL

ADVERTISING IN NOW A SUBSET OF MEDIA

THE NEW ERA OF MEDIA

REDEFINING THE VALUE OF MEDIA

REDEFINING MEDIA VALUE

DELIVERING MEDIA VALUE

REDEFINING MEDIA VALUE

DELIVERING MEDIA VALUE

BUILDING BUSINESS VALUE THROUGH MEDIA

1.  CONSUMER CENTRIC PLANNING

Single source study of 11,000 UK consumers (200,000 globally) covering

demographics, attitudes, lifestyles, media consumption, and relationships with media

THE MOST IN-DEPTH MEDIA AND LIFESTYLE

SURVEY IN THE UK

CONSUMER CONNECTION SYSTEM ENABLES DETAILED PROFILING & INTEROGATION OF CURRENT & DESIRED TARGET AUDIENCES

UNLOCK BEHAVIOURAL UNDERSTANDING IN CATEGORY UNDERSTAND HOW MEDIA CAN INFLUENCE DECISION-MAKING

2.  ‘TOTAL VALUE’ MEDIA TRADING

+SCALE AND

MOMENTUM

LEADING PRICES INNOVATION PERFORMANCE

THE INNOVATION AGENDA

3.  MEASURE THE VALUE OF WHAT’S DELIVERED TO YOUR BUSINESS

BUT IS TODAY’S MEDIA MEASURABLE?

REDEFINING THE EFFECTIVENESS OF MEDIA

BEWARE THE DM CUL-DE-SAC

LINEAR ANALYSIS IS FLAWED

Source: Foresight Data, considering Jan-June, 2009-2011 (run Oct 11)

WHAT IS DIRECT RESPONSE?

LINEAR RESPONSE TRACKING ALONE CAN’T MEASURE THE FULL EFFECT OF MEDIA

ECONOMETRICS IS NOT A BLACK BOX

APPLYING THE OUTPUTS FROM ECONOMETRIC ANALYSIS

ISOLATE THE TRUE IMPACT OF ADVERTISING

ECONOMETRICALLY ADJUSTING KPIS

“WHAT IF” SCENARIO PLANNING

£44#£24#

£88#£67# £65# £58#

£39# £57#£37#

£61#

£133#

£64#

£165#

£101#£72# £63#

£37# £53#£34#

£62#

£0#

£50#

£100#

£150#

£200#

£250#

£300#

£350#

£400#

£450#

£500#

DRTV# Email# Generic#Search# Display# Regional#Press# Leaflets# DM# Inserts# Affiliates# Royal#Mail#

CPL$

Econometric#CPL# Linear#CPL#

Source: Economizer

Source: Economizer

Weeks 1- 33 FY11

THE ART OF THE POSSIBLE

THE NEW ERA OF MEDIA

IN SUMMARY

MEDIA LANDSCAPE HAS CHANGED

CONSUMER IN CONTROL

HARDER TO REACH

BETTER INFORMED

FIND THE RIGHT BALANCE

UNDERSTAND TARGET

CONSUMERS

UNDERSTAND CONSUMER PURCHASE JOURNEY

EMPLOY HOLISTIC

MEASUREMENT TECHNIQUES

BE SENSIBLE, BUT BE BRAVE

ANY QUESTIONS?

REDEFINING MEDIA