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RAB

Competitive Media Selling Against Newspaper, Television, Cable. www.RAB.com. Total Advertising Revenues. Billions. 37.8. 31.5. 23.5. 21.6. 21.2. 18.8. 12.2. 7.0. Source: Universal McCann, 2009. Local Advertising Revenues. Billions. 28.7. 14.9. 13.6. 3.3.

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RAB

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  1. Competitive Media Selling Against Newspaper, Television, Cable www.RAB.com

  2. Total Advertising Revenues Billions 37.8 31.5 23.5 21.6 21.2 18.8 12.2 7.0 Source: Universal McCann, 2009

  3. LocalAdvertising Revenues Billions 28.7 14.9 13.6 3.3 Source: Universal McCann, 2009

  4. What We’ll Cover Direct Mail Broadcast TV Internet Out-Of-Home Yellow Pages Newspaper Cable TV

  5. Direct Mail Upside Targetability Reach Maintenance Tracking Precision

  6. Direct Mail Downside Expensive Outdated mailing lists Low return Limited attention Doesn’t move new customers No customer loyalty Consumer perception

  7. Direct Mail & Radio Radio lends receptive environment Draw attention Reach new prospects

  8. Tuning Into Broadcast TV Zipping, Zapping, Flipping & Skipping

  9. Broadcast TV ABCCBSFoxNBCThe CWIonMyNetworkTV (MyTV) Independents

  10. Broadcast TV Upside Widespread reach Visual appeal A way of life High time spent viewing Agencies love it

  11. Broadcast TV Downside Decreasing audience Fragmented audience Relationship to HH income Surfing DVRs

  12. Broadcast TV Downside Decreasing audience Fragmented audience Relationship to HH income Surfing DVRs According to 2009 Nielsen Research, DVR penetration reached 31% of households

  13. ABC Backs Off Including DVR Users In Ad Rates Broadcast TV Downside Decreasing audience Fragmented audience Relationship to HH income Surfing DVRs

  14. Broadcast TV Downside Decreasing audience Fragmented audience Relationship to HH income Surfing DVRs Production costs

  15. Broadcast TV & Radio Radio doubles impact on upscale Radio production is efficient Radio reach/frequency is efficient Theater of the mind Image transfer Close your eyes

  16. Broadcast TV & Radio Radio doubles impact on upscale Radio production is efficient Radio reach/frequency is efficient Theater of the mind Image transfer Close your eyes Bud Weis Er

  17. Internet Marketing

  18. Internet Upside Direct response Interactivity Tracking Immediacy Enhanced capabilities Search

  19. Internet Downside Clutter Consumer concerns Infrastructure problems Rising costs New technology Age concerns Retailer concerns • ROI • Click fraud

  20. Internet & Radio Trust Cost efficient Ease of use Target consumers Radio drives visits Radio increases unaided recall Proof by the Radio Ad Lab. Available at www.rab.com.

  21. Outdoor

  22. Outdoor Upside New technology Attention grabbing Low cost Directional 24 hour Strategic placement

  23. Outdoor Downside Limited availability Brief message Limited reach Inflexible Metrics

  24. Deadline Couriers, Auckland, NZ

  25. Deadline Couriers, Auckland, NZ

  26. Deadline Couriers, Auckland, NZ Reach: 1.6 million

  27. Deadline Couriers, Auckland, NZ Reach: 1.6 million Because of coverage on Radio, TV and newspaper

  28. Outdoor & Radio Complete message Easy, inexpensive revisions Reach consumers driving

  29. Yellow Pages

  30. Yellow Pages Upside 97% of HH 46% Weekly usuage 50% undecided Targets customers

  31. Yellow Pages Downside 54% Don’t use Digital directories Inflexible Multiple books Clutter Separation Ineffective in buying cycle early stages

  32. R.I.P. Yellow Pages

  33. Yellow Pages & Radio Increases TOMA Direct consumers to the ad Revise message

  34. Competitive Media Selling Against Newspaper, Television, Cable www.RAB.com

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