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Media Service Brands & Media Owners: cross purposes or same team

Media Service Brands & Media Owners: cross purposes or same team. MEDIA = EXPERIENCE > GRP’S. Attention = Experience = Advertising in isolation. s= 408772, 419 studies, 39 markets, 149 categories. Engagement is CONTEXT in mass communication.

kennan-fowler
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Media Service Brands & Media Owners: cross purposes or same team

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  1. Media Service Brands & Media Owners: cross purposes or same team

  2. MEDIA = EXPERIENCE > GRP’S

  3. Attention = Experience = Advertising in isolation s= 408772, 419 studies, 39 markets, 149 categories

  4. Engagement is CONTEXT in mass communication Content delivers over half of TV’s Brand Experience Source: ZenithOptimedia Touchpoints ROI Tracker 2009 Global Norms = n=468,000

  5. Translating an Idea in a media idiom

  6. Media organisation is changing

  7. Media Service Brands will drive engagement consumer control information emotional response enjoyment relationship relevance involvement want experience resonance connection context motivation trust

  8. Metamorphosis of the Media Owner choice mobile innovations properties sampling demonstration events AFP’s brand solutions makeover interactivity programme integration celebrity cut outs contests

  9. Need for a metrics of experience beyond rates Ad Spend Share Vs Brand Experience Share

  10. In sum: The future is about an emerging VFM equation • Procurement will coexist with marketing • Media service brands and media owners strive beyond rates for greater value • Together evolve an acceprted metric that measures brand experience & value • Partner to enhance innovation and content with ideas and brand solutions • Use morphing media as an opportunity of form and content fusion deriving excellent results for the audience and the consumer alike • Evolve norms/card rates for media service brand compensation for beyond regular inventory utilisation

  11. Thank You Exchange4media Conclave 9th June 2010

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