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Added value advertising

Added value advertising. How can we give our advertisers a better return on their advertising investment?. Added value advertising. Newspapers are under pressure to deliver results for advertisers more than ever before.

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Added value advertising

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  1. Added valueadvertising How can we give our advertisers a better return on their advertising investment?

  2. Added value advertising • Newspapers are under pressure to deliver results for advertisers more than ever before. • They need to demonstrate that their medium works harder and faster than other media. • And they need to augment their advertising packages with complementary services such as events, sales promotion, leaflets, direct marketing, to bring the advertiser ever greater value and results.

  3. Added value advertisingGiving advertisers a better return on their investment? Markets current new Products / services new current • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • “Out-of-market” distribution • Features and supplements programme • Leaflets and inserts • Segmented products • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Acknowledging Igor Ansoff

  4. Added value advertisingGiving advertisers a better return on their investment? Markets current new • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Database services • Targeted distribution • Internet distribution • “Out-of-market” distribution Products / services new current • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services • Features and supplements programme • Leaflets and inserts • Segmented products • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current • Increase advertising effectiveness • Audience pricing • Improve service levels

  5. Added value advertisingIncrease advertising effectiveness “Half my advertising works” Who is he kidding? Lord Leverhume

  6. Added value advertisingMeasuring advertising effectiveness The Sun Reading traffic per page 80 70 Male Female 60 50 40 30 20 10 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 40 42 44 46 48 50 52 TV 2 TV 4 Source: eVolt.Co/Newspaper Society

  7. “Too many advertising campaigns fail to deliver… … not because of the newspaper medium, but because of the advertisements” Added value advertisingIncrease advertising effectiveness

  8. Added value advertisingMeasuring advertising effectivenessFive levels of measurement

  9. Added value advertisingMeasuring advertising effectivenessFive levels of measurement What we do currently What the media buyer is seeking What the advertiser wants

  10. Added value advertisingMeasuring advertising effectivenessFive levels of measurement

  11. Added value advertisingIncrease advertising effectiveness Advertising effectiveness = The effectiveness of the medium X The effectiveness of the advertisement

  12. Added value advertisingMeasuring advertising effectiveness Remodelled size effect (key categories only) 16 14 Cable TV 12 DIY McDonalds 10 Electrical TV progs 8 Readership levels ENTS MEAN. Dept Stores Cinema Leisure Parks 6 Motors FURNITURE MEAN Concerts Health Mixed Furniture Suites Travel 4 Mobile phones Beds Restaurants Insurance 2 Clubs 2 R = 0.3657 0 0 10 20 30 40 50 60 70 80 90 100 Ad size (percentage of page) Source: eVolt.Co/Newspaper Society

  13. Added value advertisingMeasuring advertising effectiveness • Reading and noting study across all content and advertising • Measure readership of all advertisements • Against size • Category • Position in the newspaper • Provide index of readership for each advertiser/ advertisement by category.

  14. Added value advertisingMeasuring advertising effectiveness • Advertisers receive monthly report showing: • Exposure in terms of • Readership traffic • Reach and frequency • Advertisement readership • Comparisons with competitors • Share of audience • Exposed • Read • Monthly “excuse” to brief the advertiser

  15. Added value advertisingAudience pricing • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current • QRP provides currency for charging • Traffic measurement provides justification for price premiums: • Scale of audience • Relevance of audience • Need to identify points of least resistance: • How much does the advertiser need the medium? • What pricing measures will increase their loyalty and frequency. • How much of their perceived value driven by the effectiveness of the advertisement rather than the effectiveness of the medium?

  16. Added value advertisingAudience pricing Topical advertising

  17. Added value advertisingImprove service levels • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current Do we service our advertisers according to their needs…. …. or ours?

  18. Added value advertisingProduct and service extension • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • “Out-of-market” distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current Markets current new Products / services new current • Features and supplements programme • Leaflets and inserts • Segmented products

  19. Added value advertisingFeatures and supplement programmes • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution Customer driven Category driven Market driven Opportunity driven • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current

  20. Added value advertisingLeaflets and inserts YOUR MESSAGE “memostuck” to the page • Are we exploiting the latest inserting technologies: • Address specific capability • Fine-zoning • New insert concepts • Leaflet pages

  21. Added value advertisingLeaflets and insertsValue and growth (measured markets) $US Source: World Press Trends

  22. Added value advertisingSegmented products • Identify sub-groups of the subscription base to target with niche products; • Tailor gifts to reward subscribers by repurposing current content: • Recipe books • Travel guides • Leisure and sports products • Fund new products through premium rated advertising.

  23. Added value advertisingSeeking new markets Markets current new • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • “Out-of-market” distribution Products / services new current • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services

  24. Added value advertisingDatabase services and targeted distributionThe value of non-readers • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current • Help recruitment advertisers hire the best people by targeting your non-subscribers: • Identify non-reading prospects from your subscription database; • Send them the copy with the advertisement • Extend the reach for the advertiser • Fund valued sampling to non-subscribers • Top-up advertisers’ coverage by distributing to non-readers in key geographic locations; • Set up shared database projects with major advertisers: • Identify new prospects • Develop new product lines • Introduce new channels to market

  25. Added value advertisingThe importance of context Future media usage will be driven by context as much as by content.

  26. Added value advertisingDiversified development • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current Markets current new • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • “Out-of-market” distribution Products / services new current • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services

  27. Added value advertisingDesign services • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current • Utilise in-house resources to create an agency service for smaller local advertisers: • Direct mail • Point of sale • Stationery • Production of advertising for other media • Introduce a points system where advertisers are rewarded with additional services, based on increased advertising expenditure:

  28. Added value advertisingCustomer surveys • Increase advertising effectiveness • Audience pricing • Improve service levels • Database services • Targeted distribution • Internet distribution • Features and supplements programme • Leaflets and inserts • Direct mail • PR • POS and design services • Customer surveys • Mobile and email services Markets current new Products / services new current • Undertake surveys of advertisers customers • Point of sale • Telephone • Mail • Demonstrate the power of the newspaper as an advertising medium; • Help the advertiser identify weaknesses in their offer and marketing; • Share the strategy for developing their business; • Charge for the survey service.

  29. Added value advertising Tracking patterns of consumptionComparisons of media usage (UK) Sources: Forrester, UK National Readership Survey

  30. Added value advertising Tracking patterns of consumptionComparisons of media usage (UK) Sources: Forrester, UK National Readership Survey

  31. Added value advertising Tracking patterns of consumptionDemography of each medium (Japan) Source: Asahi Shimbun

  32. Added value advertising Access to media (Finland) The media gap Movies Months Books Magazines Weeks Letter Time to market Newsletters Days Time to Market Newspapers Hours Minutes Television Radio Telephone Seconds 1 1 10 100 1000 10000 100000 1000000 Audience Audience Source: Alma Media Neuman: The Future of the Mass Audience

  33. Added value advertising Preparing for mobile Our biggest opportunity lies in the emergence of mobile Community meets content, meets access, meets immediacy.

  34. Click here to order a copy of the SFN report on added value advertising and the ten step advertiser development process. Click here to contact the Director of the SFN Project, Jim Chisholm

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