Transcript
Kde komunikovat a Kdy?
Výběr a definice mediálních kanálů a optimální doby komunikace
Komunikační proces
Communication brief
Analyses
Communication
cornerstones
Deals negotiation
Campaign Architekcture
Implementation planning
Negotiation
Campaign operation
management
Checking
Evaluation
•KOMU•CO•KDE•KDY
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Kde komunikovat?
Úkolem je najít nejvhodnější komunikační kanály
60
80
100
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180
0 20 40 60 80 100
Reach
Affinity index
OOHInet
Radio
TV MagazinesCinema
Media consumption – M 25-35 CDE
Source: Median, MML-TGI CR Q1-Q2 2009
• Very simple analysis shows the performance of every media type in terms of reach and affinity in general context
• The best performing media vehicles are located in upper right hand side of this chart
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4
60
80
100
120
140
160
180
0 20 40 60 80 100
Reach
Affinity indexTV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
Media consumption – M 25-35 CDE
Source: Median, MML-TGI CR Q1-Q2 2009
High affinity media
High reach media
• Very simple analysis shows the performance of every media type in terms of reach and affinity in general context
• The best performing media vehicles are located in upper right hand side of this chart
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5
Media consumption – M 25-35 CDE TG: M 25-35 CDE
OOH last week
TV yesterday
Dailies last issue
Internet last week
Source: Median, MML-TGI CR Q1-Q2 2009
Affinity (100 % = average)
Reach
in
firs
t tw
o c
on
su
mp
tion
qu
inti
les (
40
% =
avera
ge)
Magazine last issue
Cinema last month
Radio yesterday
80
74
5054
59
16
72
0
10
20
30
40
50
60
80 90 100 110 120 130 140 150
• Different view based on the power of consumption for two strongest media quintiles, counted on MML-TGI
• Any media scoring above the level of 40 on vertical axe have competitive advantage of stronger users
• The size of every bubble with the figure inside represents reach in %
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Media dynamics Map
• Media dynamics map explains the relationship between age and socioeconomic classification among all men towards to stronger and weaker users of every particular media type
• The strongest users are in first two media quintiles and the weakest users are in in fourth and fifth ones
• The distance and location of stronger and weaker consumption shows the ability of particular media type to follow different communication goals
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7
Print consumption – M 25-35 CDE
60
80
100
120
140
160
180
200
220
240
260
280
0 20 40 60 80 100
Reach
Affinity indexTV guides
Hobby
Society and lifestyle
Nationwide dailies
Women
Men
Crosswords
Regional dailies
Motoristic
Enjoyably educational
Report
Economic and business
Travelling
Free distribution
Exclusive
Professional
High affinity
High reach
Source: Median, MP CR Q1-Q2 2009
Sorted by Reach
Print performance of above mentioned categories help us to understand that our TA is really interested in Motoristic titles in terms of affinity but their highest reach might be achieved in TV guides
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OOH consumption – M 25-35 CDE
112
115
104
107
136
113
158
162
103
148
80
90
159
94
94
144
82
144
119
40
0 50 100 150 200 250 300
large posters on boards at the side of teh road or on buildings
poster advertising in shopping centres/malls
advertising outside a bus
poster advertising at supermarkets
advertising on the outside of call boxes/payphones
bus stop/shelter advertising
product advertising in clubs or pubs
advertising on petrol pumps
small poster sites on the street (excl. bus stops)
poster advertising in shopping centres/malls
advertising inside a bus
advertisting outside a tram
advertising outside a taxi
advertisting inside a tram
advertising at railway station
advertising in fitness and sport centres
advertising in the uderground (metro)
advertising at an airport
advertising inside a taxi
advertising inside a train
42%
30%
29%
28%
25%
24%
22%
21%
21%
19%
15%
13%
11%
11%
8%
8%
7%
5%
5%
2%
0%
large posters on boards at the side of teh road or on buildings
poster advertising in shopping centres/malls
advertising outside a bus
poster advertising at supermarkets
advertising on the outside of call boxes/payphones
bus stop/shelter advertising
product advertising in clubs or pubs
advertising on petrol pumps
small poster sites on the street (excl. bus stops)
poster advertising in shopping centres/malls
advertising inside a bus
advertisting outside a tram
advertising outside a taxi
advertisting inside a tram
advertising at railway station
advertising in fitness and sport centres
advertising in the uderground (metro)
advertising at an airport
advertising inside a taxi
advertising inside a train
Reach Index
Source: Median, MML-TGI CR Q1-Q2 2009
Sorted by Reach
Pubs and clubs, public transportation, phone booths, POS and large formats are the best performing ones in terms reach and reasonable affinity index
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Radio consumption – M 25-35 CDE
Source: Median, RP CR Q1-Q2 2009
Evro
pa 2
Rádio
Impu
ls
Frek
venc
e 1
ČRo 1
- Rad
iožu
rnál
Rádio
Bla
ník
Rádio
Bea
t
Kiss H
ády
Fajn
Nor
th M
usic
Rádio
Čer
ná H
ora
Radio
Čas
ROCK MAX
Rádio
O.K
.
Kiss M
orav
a
zahr
aničn
í sta
nice
Hitrád
io O
rion
Rádio
City
Rádio
Han
á
Radio
1
Kiss Ji
žní Č
echy
Hitrád
io V
ysoč
ina
0
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20
0
50
100
150
200
250
300
350
400Top 20 radio stations
Reach Affinity
Reach (
%)
Sorted by Reach
Even if Evropa 2 could be the ideal combination of reach&affinity there are certain smaller radios very suitable to target only selected regions
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10
Evolution of Share (HW 25-54 with children)
1. w
4. w
7. w
10. w
13. w
16. w
19. w
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25. w
28. w
31. w
34. w
37. w
40. w
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5. w
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0
5
10
15
20
25
30
35
40
45
50 CT1 CT2 NOVA PRIMA OTHER TVs Linear (OTHER TVs)S
hare
(%
)
Source: ATO-Mediaresearch
2009 2010
Note: Other TVs includes – CT24, CT4, PRIMA COOL, NOVA CINEMA, BARRANDOV, AXN, CS Film, Deko, Disney Channel, Film+, Hallmark, MGM, Minimax, Public, Spektrum, Sport1, TV Paprika, Zone Romantica, OTHER TVs
• Dominant position of TV Nova as a market leader declined
• Share of other TV stations is raising constantly
Source: ATO-Mediaresearch
2009 2010
Note: other TVs excludes not separately monitored TVs
• TV Barrandov is the most viewed of the smaller TV stations, its share is still raising
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
0
1
2
3
4
5
6
7CT24 CT4 NOVA CINEMA PRIMA COOL BARRANDOV AT MEDIA
Share
(%
)
Evolution of Share (HW 25-54 with children) “other TV Stations”
All main TV channels with high affinity
Based on historical viewership of ads TG: HW 25-54 with children
Source: ATO Mediaresearch, 12_2009-11_2010
ČT1 ČT2ČT2
4ČT4
Nova
Nova
Cinem
a
Prim
a
Prim
a Coo
l
TV B
arra
ndov
AT m
edia
0
0.4
0.8
1.2
1.6
0.8 0.630000000000004
0.42 0.48
1.22 1.221.05 1.11 1.06
1.53A
ffinit
y index
Affinity Index by Month
Yearly average affinity index
TV consumption – HW 25-54 with children
Source: ATO Mediaresearch (Based on data from January – November 2010)
6:00
-7:0
0
7:00
-8:0
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8:00
-9:0
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9:00
-10:
00
10:0
0-11
:00
11:0
0-12
:00
12:0
0-13
:00
13:0
0-14
:00
14:0
0-15
:00
15:0
0-16
:00
16:0
0-17
:00
17:0
0-18
:00
18:0
0-19
:00
19:0
0-20
:00
20:0
0-21
:00
21:0
0-22
:00
22:0
0-23
:00
23:0
0-24
:00
00:0
0-01
:00
01:0
0-02
:00
02:0
0-03
:00
03:0
0-04
:00
04:0
0-05
:00
05:0
0-06
:00
0
50
100
150
200
250
300
350
400
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
Proj. (000) Affinity
• Affinity figures reach the top in the morning
• TV consumption behavior effect programme selection within particular dayparts
What Prime time share is price effective?
• We have to consider reach parameters that can be achieved within PT/OPT as well as different prices of those dayparts
• Effective prime time allocation vary according to each frequency
• On TV Prima we can see effect of condition OPT discount obtained up to the level of 60% PT
• On Nova TV is our recommendation to use the level of 70% PT
Source: ATO-Mediaresearch
Nova Prima
TV Sold-out ratios
Source: ATO – Mediaresearch, 11/2010
• We consider sold out ratio as an important media parameters that influence the
quality of the communication
• TV Prima and all CT’s face this year insufficiency of media space especially in peak
months
Source: ATO-Mediaresearch
2009 2010
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
TV Nova 37% 60% 62% 66% 71% 59% 59% 63% 77% 70% 72% 36% 37% 71% 62% 64% 84% 94% 70% 75% 88% 89% 82%
Nova Cinema 16% 31% 30% 32% 34% 33% 27% 28% 38% 25% 23% 14% 26% 48% 34% 44% 29% 49% 32% 36% 52% 45% 42%
TV Prima 53% 92% 78% 65% 67% 84% 61% 60% 79% 85% 85% 58% 47% 82% 85% 88% 93% 96% 66% 72% 91% 94% 82%
Prima Cool 13% 6% 9% 19% 18% 20% 15% 5% 20% 25% 35% 50% 46% 26% 24% 33% 36% 35%
ČT 1 78% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 97% 100% 100% 100% 100% 100% 93% 79% 101% 100% 100%
ČT 2 28% 84% 90% 100% 100% 81% 48% 88% 100% 100% 100% 55% 64% 100% 100% 100% 100% 100% 30% 33% 100% 100% 100%
ČT 4 36% 60% 34% 66% 63% 31% 21% 46% 90% 100% 96% 60% 39% 78% 56% 95% 100% 100% 20% 26% 99% 100% 100%
ČT 24 44% 81% 72% 80% 51% 41% 21% 27% 75% 99% 98% 60% 29% 75% 63% 97% 98% 80% 28% 43% 100% 100% 98%
Barrandov 18% 12% 16% 29% 39% 42% 28% 14% 20% 22% 32% 41% 40% 24% 23% 45% 55% 42%
AT Media 37% 39% 27% 30% 57% 62% 62% 74% 79% 65% 50% 55% 69% 53%
Commercial breaks
23:59:16
0:00:00
0:00:43
0:01:26
0:02:09
0:02:52
0:03:36
0:04:19
0:05:02
0:05:45
Average length of break
ČT 1 NOVA NOVA CINEMA PRIMAPRIMA COOL TV BARRANDOV
Min
ute
s
0
3
6
9
12
15
42
10910
8
1113
7
5
8
5
Average number of spots in break
ČT 1 NOVA NOVA CINEMA PRIMAPRIMA COOL TV BARRANDOV
Nu
mb
er
of
spo
ts
0
5
10
15
20
25
30
35
40
45
72
13
37
91513
27
101516
24
Daily average number of breaks
ČT 1 NOVA NOVA CINEMA PRIMAPRIMA COOL TV BARRANDOV
Nu
mb
er
of
bre
aks
Prime Off Prime
Source: ATO Mediaresearch, November 2010
• Nova and Prima with similar number of breaks in PT but lower ratings on Prima makes them longer
• With longer breaks importance of premium positions increases
Prime Off Prime Prime Off Prime
Konzumace?
Rozdělte se do skupin a zamyslet se nad tím jak by mohla vypadat mapa konzumace media typů pro následující 3 CS.
1) Muži 25-40 AB
2) Mladí 12-20
3) HW 30-50
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Tvo
rba
med
iáln
ího
mix
u
Media consumption – M 25-40 AB1
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19
Source: Median, MML-TGI CR Q1-Q2 2009
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity indexTV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
High affinity media
High reach media
Media consumption – M 25-40 AB1
3.0
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023
20
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity indexTV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
High affinity media
High reach media
Source: Median, MML-TGI CR Q3-Q4 2010
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity indexTV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
Media consumption – AA 12-201
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4.2
023
21
High affinity media
High reach media
Source: Median, MML-TGI CR Q1-Q2 2009
Media consumption – AA 12-201
3.0
4.2
023
22
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity indexTV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
High affinity media
High reach media
Source: Median, MML-TGI CR Q3-Q4 2010
Media consumption – HW 30-501
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23
Source: Median, MML-TGI CR Q1-Q2 2009
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity index TV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
High affinity media
High reach media
Media consumption – HW 30-501
3.0
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023
24
50
70
90
110
130
150
170
190
210
230
250
0 20 40 60 80 100
Reach
Affinity index TV yesterday
Radio yesterday
Newspaper last issue
Weeklies last issue
Biweeklies last issue
Suplements last issue
Mothlies last issue
Internet last week
Cinema last month
Indoor
Outdoor
Recomendation
Special offers
Competition
Sponsor
DM
High affinity media
High reach media
Source: Median, MML-TGI CR Q3-Q4 2010
how, where and when is it most effective to connect with people?
Community
Reputation
Knowledge
Story
Viral
where consumers choose to “meet” marketing how and why consumers absorb messages (harmony of context and content)
Dialogue
Reality
Need to know/learn Need to experience it for real
Need to talk
Need to get it & spread it
Need to participate/belong
Need to assimilate/reconcile newways of living
Need to associate with success
Distraction
Filling time
how, where and when is it most effective to connect with people?
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Kdy komunikovat?
Úkolem je najít optimální timing & phasing kampaní
Načasování kampaně
•Co ovlivňuje způsob načasování kampaně?
• charakter produktu nebo služby (FMCG vs. delší
doba spotřeby)
• různá fáze životního cyklu daného výrobku/služby
(uvedení na trh/připomenutí)
• cíle komunikace
• konkurenční prostředí (daný segment i celkový
trh)
• sezónnost
• životní styl, preference a spotřeba cílové skupiny
• výběr komunikačních kanálů
• zkušenosti marketéra/strategického plánovače
•Timing: v jakém období?
•Phasing: jakým způsobem/jak silně v daném období
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Rozložení rozpočtu v průběhu roku(multikriteriální rozhodování)
0
50000000
100000000
150000000
200000000
250000000
300000000in
mio
CZK
Year 2010*1 757 502 478
15%
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,0002010 2009 2008 2007
in m
io C
ZK
*1-10_2010 to 1-10_2009
Season
ality
of
invets
men
tTr
en
d o
f in
vestm
en
t
Media investment - seasonality
Source: Kantar Media, AdMonitoring
Year 2007: Year 2008: Year 2009:1 050 090 382 1 426 272 474 2 000 316 963
36% 40%
Selected competitors
Media investment – Hypermarket competitors
2009 2010
Rozložení rozpočtu v průběhu roku 0
4/1
3/2
02
33
2
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023
Vzory komunikačních kampaní(communication patterns)
Nové výrobky
BLITZ PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
Ideal pattern for new product or services if you can afford it. Blitz pattern aims for nearly 100% reach of TA. The advertising cycle is the full year. Large pool of advertising execution is needed.
WEDGE PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
Most common pattern for new products launches of regularly purchased products – pattern of decreasing expenditure. Main task is keep the reach constant and taper the frequency.
REVERSE WEDGE PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
Increasing frequency with each flight, when reach is held constant at 100 percent. Most appropriate in categories where personal influence is known to play important role
SHORT FAD PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
For product with a short product life cycle. Most are 1-time purchased. Works like a short blitz pattern. Proper pattern for new movies, get-fit programs, children toys and games
Pro
duct life
cycle
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Vzory komunikačních kampaní(communication patterns)
Zavedené výrobky
REGULAR PURCHASE CYCLE PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
For products and services with relatively short purchase cycle, for example FMCG. Such communication way is based on knowledge of regular purchase cycle of communicated products. Nielsen show average US HH purchases margarine every 19 days, ketchup 50 days, toilet tissue 20 days, tuna fish 31 days…
AWARENESS PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
For consumer and industrial products and services with a long purchase cycle and a long decision time (only once or every several years). Consumer examples are long-haul holiday travel, new cars, other luxury items. Industrial ex: tractors for farmers, equipment upgrades, management consultancy services.
SHIFTING REACH PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
For products and services with a long purchase cycle and a short decision time. You use them because of an emergency need. It fits for home appliance replacements, domestic carpet cleaning, office redecorating… One step DM is ideal way for such communication. Larger advertisers can use different media types in each cycle to shift the reach
internet
radio
ooh
cinema
TV
DM
SEASONAL PRIMING PATTERN
JanJan FebFeb MarMar
Q1Q1
AprApr MayMay JunJun
Q2Q2
JulJul AugAug SepSep
Q3Q3
OctOct NovNov DecDec
Q4Q4
Planning periodPlanning period
Reach
of
TA
Reach
of
TA
Some products have more than 1 seasonal peak in the year. Should reach people just prior or nearly into the seasonal peak to learn or remind TA about brand differences (sunglasses, holiday greeting cards, snowboarding and ski equipment, home swimming pools, tax consultancy servises).
Sales rate
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023
Nákupní chování – FMCG produkty
Pondělí Úterý StředaČtvrtek Pátek SobotaNeděle0%
5%
10%
15%
20%
25%
30%
35%
6% 6%
11% 11%
26%29%
6%
ANO 21%NE 79%
Nákupní chování5
/18/2
009
44
Máte vyhrazen nějaký den kdy nakupujete většinu potravin (vč. běž. drogist. zboží)?
Pondělí Úterý StředaČtvrtek Pátek SobotaNeděle0%
5%
10%
15%
20%
25%
30%
35%30%
27%30%
26% 25%
16%
8%
Hlavní nákup
Vedlejší nákup
1 833 000 kupujících
preferovanými dny pro hlavní nákup je
pátek a sobota
Source: Median, MML-TGI Q3-Q4_2009
Pro co nejefektivnější ovlivnění nákupčích je vhodné silněji komunikovat ve čtvrtek a pátek tak aby komunikace ovlivnila hlavní nákup realizovaný v následujícím dni.
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023
Díky za pozornost
top related