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Understanding today’s Media Mix Landscape

Minnesota Coming Together: 2010 MNA/MFPA Convention. Understanding today’s Media Mix Landscape. Presented by: Tom Yunt. Sales Training Symposium. The Media Mix. The Media Landscape is Changing!. The Media Mix.

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Understanding today’s Media Mix Landscape

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  1. Minnesota Coming Together: 2010 MNA/MFPA Convention Understanding today’s Media Mix Landscape Presented by: Tom Yunt

  2. Sales Training Symposium The Media Mix The Media Landscape is Changing!

  3. The Media Mix • The Media Industry is attempting to move from monologueto dialogue.” Mike Wagner White Rabbit Group Des Moines, IA

  4. The Media Mix • “We have moved from the Fordto the Starbuckseconomic model.” Mark J. Penn Author microtrends

  5. The Media Mix • Analysts forecast decliningtraditional media company revenue, market share, and profit margins…

  6. The Media Mix • And continued and aggressive market share competition and erosion form on-line media, as well as new and emerging interactive technologies…

  7. The Media Mix Good examples…

  8. The Media Mix • The internet exceeded radio in its share of global advertising spending in 2008!

  9. The Media Mix • It is predicted that the internet will overtake magazine advertising in its share of global advertising spending in 2010!

  10. The Media Mix • Private equity and investment firm Veronis Suhler Stevenson (VSS) predicts the US Internet will capture $61.98 billion and become the top ad medium in 2011!!!

  11. The Media Mix Largest percentage gains in 2007 advertising spending: • Satellite Radio 12% • Mobile 100% • Video Game Advertising 90% • Cinema Advertising 15%

  12. The Media Mix • Branded Entertainment-Product Placement 35% • Custom Publishing 14%

  13. The Media Mix In 1998 Newspapers had 32.4% of advertising market share…

  14. The Media Mix By 2007, Newspaper advertising market share had declined to 20.4%!

  15. The Media Mix According to Nielsen, the biggest American Advertising declines in 2007 by category were…

  16. The Media Mix • Network Radio…down 8.5% • Local Newspapers…down 8% • National Newspapers…down 5.9% • B2B Magazines…down 5.7% • Local Magazines…down 5.2% • Sunday Supplements…down 4.7%

  17. The Media Mix • Where does that leave Newspapers and Traditional Media?

  18. The Media Mix Opportunity!

  19. The Media Mix If…

  20. The Media Mix • WE work harder, smarter, understand our business and that of our customers, place our customer in the priority position, know our competitors and their role in the media mix and accept the new media landscape!

  21. The Media Mix Keep in Mind… The customer BUYS three (3) things: • Their Rep (YOU!) • An Idea (Spec Ads/Concepts) • Results

  22. The Media Mix Newspapers…

  23. The Media Mix: Newspapers Strengths: • Local, local, local • Good level of market coverage • Baby Boomer’s media choice!$!$!$!$ • Readership! • Coffee Table Effect…Pass Along Readers • Media “purchased” by consumers • Portable/Flexible • Foundation of most local media mix

  24. The Media Mix: Newspapers Weaknesses: • Declining readership and circulation • Difficulty in reaching younger demos • Difficult media to purchase • Inconsistent reproduction quality • Heavily dependent upon Automotive, Real Estate and Employment Advertising! • Short life span

  25. The Media Mix Shoppers…

  26. The Media Mix: Shoppers Strengths: • Total market coverage/distribution • FREE! • Shopper denotes use of product! • Cost effective • Classified Advertising • Small, limited budget Advertisers • Coupons • Fast Food Advertisers!

  27. The Media Mix: Shoppers Weaknesses: • Free…uninvited into the household! • Ineffective to mid-to-upper demos • Often times, it’s to the “recycling bin” • Frequency…once a week • Dependent upon small-to-medium size advertisers! • Inability to select/target audience • Image

  28. The Media Mix Network Television…

  29. The Media Mix: Network TV Strengths: • Dynamic, attention-getting media! • Sight-Sound-Motion • Good at demonstrating product • Baby Boomer Media Choice! • Intrusive • Mass Coverage…like Newspapers! • Considered “sexy” by media buyers and advertising agencies

  30. The Media Mix: Network TV Weaknesses: • Production costs, lead time • “Now you see it, now you don’t!” • Inconsistent production quality…national versus locally produced spots! • Channel Surfing! • Fragmented by Cable Television • Network television viewing in decline, attempting to re-invent itself!

  31. The Media Mix Cable Television…

  32. The Media Mix: Cable TV Strengths: • Growing audience! • Local and regional advertisers • Ability to target viewers (i.e. ESPN) • High frequency to specific targeted audience • Affordability compared to local affiliate network television • Similar to buying radio advertising

  33. The Media Mix: Cable TV Weaknesses: • FRAGMENTATION! • Ever increasing number of cable channel options • Production quality • Channel surfing • Limited local “avails” • “Now you see it, now you don’t.”

  34. The Media Mix Terrestrial Radio…

  35. The Media Mix: Radio Strengths: • Radio reaches almost everyone every week • “Targeted” medium • Intrusive and local • Production costs are low, lead times are short • Excels as a promotional media • Sound!

  36. The Media Mix: Radio Weaknesses: • Not a visual medium • Difficult to measure radio advertising effectiveness! • Considered an entertainment medium • “Station surfing” • Inability to target geographically • Fragmentation!

  37. The Media Mix Outdoor…

  38. The Media Mix: Outdoor Strengths: • Digital Billboards the New Rage • Outdoor advertising renaissance underway • Broad audience reach • Superior graphic capability • Creative Revolution • Geographic targeting and flexibility • Tremendous “directional” medium

  39. The Media Mix: Outdoor Weaknesses: • Short exposure time…you just drove past the ad message at 70 mph! • Limited message capability…seven (7) words or less! • Affected by weather and environment conditions • Low recall • Outdoor moratoriums – Local law and ordinances commonplace

  40. The Media Mix Magazines…

  41. The Media Mix: Magazines Strengths: • Growing younger audience readership! • Gen X – Y – Millennial • Targeted to lifestyle/interests • Pass along readership • Coffee table effect • High quality reproduction/color images • Portability

  42. The Media Mix: Magazines Weaknesses: • Lengthy lead time, requires professional graphic design to be effective • Static media • Ad clutter • Fragmentation of magazine industry/readers • Typically, cost prohibitive to small and medium size advertisers

  43. The Media Mix The Internet…

  44. The Media Mix: Internet Strengths: • It’s THE New Media • It’s a lifestyle and cultural phenomena in itself! • Younger demos…Gen X – Y – Millennials PLUS Baby Boomers and Older • Most everyone is curious, if not a web user or consumer • Search! • e-Commerce: It’s the NEW Shopping Mall

  45. The Media Mix: Internet Social Networking!!!

  46. The Media Mix: Internet Weaknesses: • How do WE monetize the web? • Fragmentation on steroids! • High speed Internet access • Privacy/Security • Web consumers highly dislike Internet Advertising! • Declining click-through rates • Standardization and Measurability

  47. The Media Mix Questions???

  48. The Media Mix Thank You!

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