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Good RESEARCH
tells a
STORY
Kelly McGillivrayPeoplecount
Are you SELLING
what Media Buyers
are BUYING?
What are you selling?
locations technology screens time exposures CPMs
audience content coverage sexiness service support
So is EVERYBODY else
So, what ARE Media Buyers reallyBUYING?
You want to be SELLING what
Media Buyers are
BUYING!
And what is that?
Accountability
RESULTS for my client?
PROVE it!
What they are really saying…
“Don’t make me REGRET this.”
Credibility
Why should I spend my client’s
MONEY on you?
What they are really saying…
“Why should I risk my
REPUTATION on you?”
Differentiation
Media Planners Think “TV”
3%
8%
45%
37%
7%
Out-of-Home
Radio
Internet
TV
2007 Ad Spend – OAAA
Accountability+ Credibility
+ Differentiation
= YOUR STORY
Your STORY is in the
NUMBERS
Metrics GoldNuggets
CompellingStory
Research
Highest TRAFFIC Observedby Peoplecount
(1,000s per week)
15
30
130
1000
Place-Based
Campus
Mall
Outdoor
“Captivate reaches more managers than Forbes, Fortune, Business Week
and The Wall Street Journal combined.”
A Good TRAFFIC Story
Typical DWELL TIMESObserved by Peoplecount
(minutes)
90
5
20
3
<<1
Place-Based
Campus (Notice Board)
Mall (Food Court)
Outdoor (in congestion)
Outdoor (free flow)
“In traffic, it takes up to 14 minutes
to pass this sign.”
A Good DWELL TIME Story(Outdoor Video Screen)
NOTICE RatesObserved by Peoplecount (Aided + Unaided)
22%
48%
66%
82%
Pharmacy -Ceiling
C-Store -Cash
Retail - POP
Service -Queue
We learned…
Short loop
Eye level
Simple content
Pilot studies are GOOD
Imagine telling
your STORY
STORY = SOLUTION
(Specific Measurable Results)
It’s easier to sell
STEAKthan SIZZLE