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8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014

8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014. How is media buying changing ? Anupriya Acharya , Group CEO, ZenithOptimedia Group, India . Explosion of choices. Are Magazines still relevant?. Reviews. Social. Blogs. News. Content. Packaging. PR. Mobile. TV. Social.

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8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014

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  1. 8th INDIAN MAGAZINE CONGRESSDay 2 | 25th February 2014 How is media buying changing? Anupriya Acharya, Group CEO, ZenithOptimedia Group, India

  2. Explosion of choices

  3. Are Magazines still relevant?

  4. Reviews Social Blogs News Content Packaging PR Mobile TV Social UGC Radio Brand Site O Instore O Content E P E P Sponsorship Sponsorship Events Social Display Mobile Content OOH Print Cinema Paid Search

  5. Interviews with c.1,000 category consumers per project 18 brands, 35 touchpoints TOUCHPOINT INFLUENCE BRAND RECALL IN EACH TOUCHPOINT BRAND EXPERIENCE POINTS relative influence of each touchpoint on category buying decisions % recalling each brand in each touchpoint (in recent months) relative contribution of each touchpoint to brand sales = X Consumer segments

  6. More personal & experiential Total – Touchpoint types Mass Media Spons/ Events One-to-One All Touchpoints 50 POS 40 60 Advice/ Reco 30 70 20 80 10 90 Low Influence High Influence 0 100 Base: Total (762 projects)

  7. Total – Mass media Product placement Vehicle exteriors Radio ads Advertorial/ infomerical Outdoor ads Print inserts/ leaflets Bus shelter ads/ other small Leaflets Celeb endorsement Ads near store Newspaper ads Mass transit ads Cinema ads Magazine ads Branded merchandise All Touchpoints Internet display ads Internet search Internet video ads Specialist magazine ads TV ads 50 Brand website 40 60 Print promo/ coupons Sample in magazines 30 70 20 80 10 90 Low Influence High Influence 0 100 Base: Total (762 projects)

  8. India – Mass media Internet display ads Radio ads Brand website Cinema ads Outdoor ads All Touchpoints 50 Magazine ads Celeb endorsement 40 60 Product placement Ads near store 30 70 Newspaper ads TV ads 20 80 10 90 Low Influence High Influence 0 100 Base: India (16 projects)

  9. Digital onslought?

  10. You cant judge future based on the past: Lean Back 2.0 Andrew Rashbass, Ex- Chief Executive, The Economist Group Lean back print  Lean forward web  Lean back Digital! THIRD AGE SECOND AGE FIRST AGE Habit led In depth reading Snacking Quick cursory reading Leisure reading In depth is back

  11. Lean Back 2.0

  12. Coming soon to your town

  13. It’s the same! • Lean back 2.0 = Lean back 1.0 • Quality content and visual appeal • Authoritative information and analysis • Strong bond with the reader • Engagement!

  14. And yet different! • Lean back 2.0 = Lean back 1.0 • Quality content and visual appeal • Authoritative information and analysis • Strong bond with the reader • Engagement! • Lean back 2.0 ≠ Lean back 1.0 • Liquid content – share, comment, curate • Way higher reach • Free is in but so is measurability! • Sustainability • Tech glitches

  15. Thank you!

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