BRANDING IN THE NEW MEDIA ENVIRONMENT · 2016-10-05 · BRANDING IN THE NEW MEDIA ENVIRONMENT Dr. Larry Chiagouris, March 2006 Presented by Dr. Larry Chiagouris Associate Professor

BRANDING IN THE NEW MEDIA ENVIRONMENT

Dr. Larry Chiagouris, March 2006

Presented by Dr. Larry Chiagouris

Associate Professor of Marketing, Pace University

And

Senior Partner, BrandMarketing Services, Ltd.



Experience on100 + Brands, Including:


Flow of my remarks

• The Brand Environment

• The Media Environment

• Recommendations to Protect brands and Thrive in the Future


Thrive in the Future

The Brand Environment


Key cultural trends impacting brands

• Fake reality

• Fake celebrity

• Pornography growing

• Morality movement growing

• Dissatisfaction

• Control freaks

• Quick impressions…fast decisions

• Everyone expressing an


growing • Everyone expressing an opinion

Multitasking!!!

More competition than ever before


More competition than ever before

More government involvement than ever before


More government involvement than ever before

More new products are being introduced than ever before


More new products are being introduced than ever before

There are more consumer segments to sell to than ever before


segments to sell to than ever before

The consumer has more places to shop than ever before


The consumer has more places to shop than ever before

The consumer is more price resistant than ever before


The consumer is more price resistant than ever before

The consumer has more media choices than ever before


The consumer has more media choices than ever before

I Control

30%

30%

36%

54%

56%

On-demand access to first run movies

On-demand access to popular cable network shows

On-screen interactive program guide

Record one show while watching another

Skip commercials easily

I Control - What Consumers Want

Better Television/Time Management


21%

22%

28%

29%

29%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

%

Get digital music channels

One-button access to news/sports headlines

On-demand access to premium-channel movies

Pause live TV

On-demand access to popular network shows

On-demand access to first run movies

Source: Forrester Research, 2003

Consumer Control Landscape

DVR8.0 Million Homes

Video On Demand 18 Million Homes

Ad Targeting108 Million

Homes

Satellite Radio & Internet Radio

6.0 Million Subscribers / 70%

Interactive/Place Based Out of Home –

400M BB’s

DVD Player55 Million Homes

IPTV 1 Million Homes


Dual Sync45 Million Homes

Gaming50% Penetration

Interactive Program Guide16 Million Homes

Virtual Channels18 Million Homes

65.2% cell phoneU.S. penetration

Subscribers / 70% Penetration

Internet / Broadband155 Million Users / 57 Million BB Users

Portable Audio

20+ Million Units

Navigation

Interactive Program Guides

Navigation Overview

• Screen listings

• Interactive


• Interactive

• Future will bring links embedded on screen

Interactive Program Guide Usage

• % of TV viewers use the IPG on a daily basis 83%

• Avg. # unique ads HHs exposed per day/August: 5.3

• Avg. # of IPG sessions per day/per HH: 8.5

• Avg. length of IPG session (seconds): 53.3

• Total minutes spent using IPG per day: 7.6

TV Guide and Nielsen top line findings on IPG usage


• Total minutes spent using IPG per day: 7.6

• Avg pages per session: 1.8 pages

Source: Nielsen, TV Guide, March 2004

Consumer Control Video

On Demand Video Digital Video Recorder DVR

21

DVR Usage

What DVR features do consumers enjoy the most?


The ability to record multiple programs, skip commercials and pause and rewind live TV, are top reasons consumers love their DVR

Source: Forrester September 2004

Commercial killer???Percent of TiVo ads skipped during programming

75% Ads Skipped During Recorded Programming

60% Ads Skipped During Real Time Programming

Percent SkippedWhen

Category ads skipped during programming


50%Drugs

36%Beer

79%Feminine Products

79%Auto

85%Soft Drinks

94%Credit Cards

94%Home Products

95%Fast Food

Percent SkippedCategory

Source: TiVo


On Demand Video On Demand (VOD)

RESUME VIEWING

SEARCH

Health & Wellness

FreeZone Features


Health & Wellness

Automotive

Underground Groove

NOKIA Style & Fashion

Food & Wine by Gallo

Main Menu

Back

Help

View Now: NOKIA Style & Fashion


Broadband

Broadband: Usage

• The faster the consumers internet access, the more time

they spend online, view web pages, and access the internet

16.538: 32: 37Modem 28.8/33.6K

15.1210: 07: 46Modem 14.4K

Visits per personTime Per PersonSpeed

Dr. Larry Chiagouris, March 2006Report: Web Connection Speed - Property Period: Month of October 2003 Panel Type: Home

35.5420: 16: 37DSL

35.9219: 25: 41Cable Modem

33.715: 44: 27ISDN

19.711: 03: 57Modem 56K

16.538: 32: 37Modem 28.8/33.6K


Ad Targeting

Targeting Penetration

Landscape: Addressable advertising will be delivered on the HH level, targeting consumers set top boxes based viewing habits and household characteristics. Result: Creative unit would run across multiple demographics and markets speaking to individual customers and consumers on the household level with a highly targeted and relevant message

Caucasian Family –Customer

College CampusConsumer


highly targeted and relevant message

Seniors – Consumer African American

Newlyweds Consumer

African American Family Customer

Hispanic FamilyCustomer

Single Female-Consumer

Teen Girls -Customer

Gamer Digital Landscape

Internet

82 Million Casual Gamers

Virtual Channels

5 Million Homes

On Screen Play Along

500,000 Homes

DVD Penetration 50%

Who is the Gamer?

• Today 150 Million Americans play video games

• Skews male 60%/40%

• Average Game Player Age: 29

Who is the Gamer?


Mobile Phone

65% US Penetration

Mobile SystemPersonal Computer

76 Million Home Computers

Console Systems

HH penetration 50%

Males 8-34 75%

Arcade

DVD Penetration 50%

Two Screen Sync to

Broadcast

45 Million Homes

Age: 29

• Average Video & Computer Game Buyer is 36

• Plays video games a minimum 5 times per week

• Time spent playing per sessions, minimum 30 minutes

Source: The Entertainment Software

Association, May 2004

Gaming: The Next Frontier

• While the dominant demographic for hardcore gaming is Males 18-34, the 35+ Female segment is one of the fastest growing gaming populations (primarily online gaming) Virtual online tournaments that can attract hundreds of thousands of players AND spectators


• Gamers are now spending as much time playing as they do on the Internet as a whole (1 hour per day each)

• Game Advertising is forecasted to surpass the $1B mark by 2010 (Yankee Group)

*Jupiter Report – US Video Games Forecast 2004** Jupiter Report – Mobile Gaming Revenues 2003 - 2009**@Plan, 2005

In-Game Marketing for N-Gage


I Connect

Dr. Larry Chiagouris, March 2006Mobile

The Opportunity is Large and Growing

• Mobile messaging is projected to grow from $1 billion in ‘05 to $5 billion in ’09

• Largest growth areas are Utilities and Media and Gaming

$3,500

$4,000

$4,500

$5,000

Graphics & Themes


• Spending on mobile marketing is projected to reach up to $253MM in 2005 and could reach $750MM in 2009; (growth rates are projected between 22% and 31.7%)

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

2002 2003 2004 2005 2006 2007 2008 2009

Graphics & Themes

Ringtones

Utilities & Media

Gaming

Source: Zelos Group, 2004

The Three Categories of Mobile Marketing

• Mobile advertising: branding or lead and sales generation programs: downloads, ringtones, wallpapers, sponsored content, custom applications, beamed applications, demo/geo targeting on PDAs)

• Increasing Circulation & Affinity Marketing via Mobile Publishing: delivering valuable content…branded


Publishing: delivering valuable content…branded content to mobile devices

• Mobile Customer Relationship Management: SMS/MMS campaigns

Examples of Mobile Marketing Techniques

SMS – with 5 digit code (opt-in, confirmation, etc.)

WAP – Ad units with content download integration (e.g. branded wallpapers)


Sponsored content withindownloaded applications

Reebok Whodunit

Email Clue #1 Text Message Clue #2

Examples of a Mobile Marketing Campaign: Current Clients: Dialog Management


Podcasting


Podcast Advertising

• No ad model developed for podcasting space so we can be as creative as we want

• Audio ads can be imbedded directly in the downloaded data • Contact Podcaster

• Contact terrestrial radio station who is podcasting content

• Develop your own podcast for consumers


• Not limited to traditional audio commercial length

• Non cluttered advertising environment, your message will definitely be heard… If you build your own Podcast must market. If you build it will they come

• Dailysourcecode.com

• Ipodder.org

• Podcastingnews.com

• Podcast.net

• Podcastalley.com

Consumer Podcasts


• Podcastalley.com

• Podcastbunker.com

• Downloadradio.org

• Audio.weblogs.org

• Allpodcasts.com

Branded Entertainment


Protecting Brands in an age of media fragmentation, product

proliferation, consumer segmentation, retail dispersion

and increased competition:


and increased competition:

Recommendations and ideas and a word of caution

Back to the Futurewith Word of Mouth

and Social Networking?


Writing on walls and smoke signals


Modern examples

• Procter & Gamble and the Tremor initiative

• Friendster

• myspace.com


• myspace.com

The first words of caution


SCALABILITY AND CONTROL!

Brand building issues

• Privacy and government intervention

• Competition and control among industries


Recommendations for Navigation Pages

• Target brand messages within Music, Sports and Technology programming

• Incorporate long form brand videos that consumers can access from their Interactive Program Guide


Program Guide

• Work with Interactive Program Guide companies to customize ad units and executions

Recommendations for Gaming

• Remember that gamers are not all young or male

• Remember that gamers who are young are now developing their brand loyalties


brand loyalties

• Remember the limits to the human eyesight….do not put too much on the screen

Recommendations for VODs and DVDs/DVRs and Podcasts • Extend media buy to include VOD placement within

partners channel

• Sponsor VOD/DVD events

• Develop custom creative for VOD


• Develop custom creative for VOD

General Recommendations

• Pay attention

• - Educate yourself

• - Watch and learn


• Communicate

• - Talk to peers

• - Talk to experts

General Recommendations

• Plan with Flexibility

• - Begin to assess the opportunities

• - Design change into your plan

• - Plan based on tasks and not only the year


• - Plan based on tasks and not only the year

• Review and refine frequently

• Repeat As Needed

General Recommendations in terms of intellectual property

• Take a lesson from Coke

• Take a lesson from Microsoft


Recommendations

Establish Partnerships:

• No one person or company or country is big enough to succeed alone in the new media


alone in the new media environment!!

• And there are many willing partners!!

THANK YOU AND


THANK YOU AND

GOOD LUCK

Documents

BRANDING IN THE NEW MEDIA ENVIRONMENT · 2016-10-05 · BRANDING IN THE NEW MEDIA ENVIRONMENT Dr. Larry Chiagouris, March 2006 Presented by Dr. Larry Chiagouris Associate Professor