Newspaper Target Marketing Coalition Thérèse Mulvey Consumer Engagement Officer February 4 th 2015 Consumer Trade Area The Newspaper Advantag
Newspaper Target Marketing Coalition Thérèse Mulvey Consumer Engagement Officer February 4 th 2015 Consumer Trade Area The Newspaper Advantage.
Dec 24, 2015
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Newspaper Target Marketing Coalition
Thérèse MulveyConsumer Engagement OfficerFebruary 4th 2015
Consumer Trade AreaThe Newspaper Advantage
The
Consumer
Why We Are Here Today?
MediaPrint & Digital
The Newspaper Edge
The
Retailer
CTA
A Day In The Life…
Media Influence – Then & Now
Coupons
In-Store
TV/Broadca
st
Direct
Ad Inserts
Newspaper
Magazines
CableRadio
Product Place
ment
Outdoor Billb
oards
Yellow Pages
Online Gaming Ads
Web Radio
Satellit
e Radio
Instant M
essaging
Video on Mobile
Texting
Blogs
Mobile Devic
es
Socia
l Media
InternetEmail
26%
24%
21%
18% 18%17%
15%14%
11%
10%
7%7%
4% 4% 4% 4% 4% 4% 5%6%
8%
14% 15%
20112014Traditional Media Digital Media
Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January 2014. Average influence across 9 categories.
Media Influence – Then & Now
Online Gaming Ads
Satellite RadioInstant Messaging
Video on Mobile
Texting
Blogs
Mobile
Social Media
Internet
Web Radio
Yellow Pages
Outdoor Billboards
Product Placement
Radio
Magazines
TV/Cable
Newspaper
Ad Inserts
Direct Mail
TV/Broadcast
In-Store
Coupons
Traditional = 73% of influence Digital = 27% of Influence2011:
Traditional = 67% of influence Digital = 33% of Influence2014:
Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January 2014. Average influence across 9 categories.
Media Influence – Now and Then
73
27
67
33
Average
2011
2014
%
Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January 2014.
Digital Traditional
Online Search Triggers
In-Store
Radio
Internet Ads
Direct Mail
Newspaper
Email Ads
Magazine
Cable TV
TV / Broadcast
Coupons
19%
19%
20%
21%
22%
24%
26%
28%
29%
33%
Adults 18+
Q: Which of the following triggers you to start an online search? (Check all that apply) Top Ten Responses
Source: Prosper Insights & Analytics Media Behaviors & Influence Study, January 2014.
The Power of Integrated Media
Reach your target consumer in print, on lineAt home and on the go
1. Embrace the concept of Consumer Trade Areas2. Leverage offline data and insights…online3. Consider media as complementary not competitive
1 1+ = 3
Consumer Trade Area
On line & Off line consumer
data & insights
Optimized Multi Media
Plan
Retail Trade Area
10pm-6am Sleep
6-7:30 Start Day
7:30-8 Commute8am-12:30pm Work
12:30-4:30 Work
4:30-5:30 Commute / Dinner
5:30-8:30 Family Time
8:30-10 Me Time
Retail Trade AreaConsumer Trade
Area
Media EngagementNot All Impressions are Equal!
10pm-6am Sleep
6-7:30 Start Day7:30-8 Commute
8am-12:30pm Work
12:30-4:30 Work
4:30-5:30 Commute / Dinner
5:30-8:30 Family Time
8:30-10 Me Time
6am – 7:30amStart the Day
Media EngagementStart the Day!
6am – 7:30amStart the Day Who Can Benefit:
o Dunkin Donuts & Restaurants
o Research Purchase Categories
o Time Sensitive Retail Promotions
Media EngagementNot All Impressions are Equal!
10pm-6am Sleep
6-7:30 Start Day
7:30-8 Commute
8am-12:30pm Work
12:30-4:30 Work
4:30-5:30 Commute / Dinner
5:30-8:30 Family Time
8:30-10 Me Time
8am – 4:30pm Work
Media EngagementWorkplace
8am – 4:30pm Work
Who Can Benefit:o E-commerceo Dinner Solutions
Grocery / Restaurantso Research Purchase
Categorieso Time Sensitive Retail
Promotions
10pm-6am Sleep
6-7:30 Start Day
7:30-8 Commute
8am-12:30pm Work
12:30-4:30 Work
4:30-5:30 Commute / Dinner
5:30-8:30 Family Time
8:30-10 Me Time
Media EngagementNot All Impressions are Equal!
8:30pm – 10pmMe Time!
Media EngagementMe Time!
8:30pm – 10pmMe Time!
Who Can Benefit:o E-commerceo Dinner Solutions
Grocery / Restaurantso Research Purchase
Categorieso Time Sensitive Retail
Promotions
1 +1 = 3! 10pm-6am Sleep
6-7:30 Start Day
7:30-8 Commute
8am-12:30pm Work
12:30-4:30 Work
4:30-5:30 Commute / Dinner
5:30-8:30 Family Time
8:30-10 Me Time
Print Digital Combined
Sales
Source: Specialty Retailer 2014, Valassis
2x
Key Takeaways
• Talk CTA not RTA• Media is Complimentary not Competitive• Ask for Measurement to prove your reach and
effectiveness• Help your clients build the Media Mix story
leveraging your insights and strengths
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