Defining and Understanding Communications Platform Trends and Implications to the Print Value Chain

Transcription

1 Defining and Understanding Communications Platform Trends and Implications to the Print Value Chain J Zarwan Partners Sherburne & Associates NPES 2013

2 Defining and Understanding Communications Platform Trends and Implications to the Print Value Chain TABLE OF CONTENTS I. EXECUTIVE SUMMARY... 1 II. INTRODUCTION AND BACKGROUND...31 CHANGING ROLE OF PRINT...32 OVERALL TRENDS IN MEDIA...36 OBJECTIVES, ISSUES AND SCOPE...37 STUDY OBJECTIVES...39 III. METHODOLOGY...43 PRIMARY AND SECONDARY RESEARCH...43 QUALITATIVE RESEARCH AND IN-DEPTH INTERVIEWS...45 IV. TRENDS IN MARKETING AND COMMUNICATIONS PLATFORMS...49 OVERVIEW...49 ADVERTISING SPENDING...50 CONTROL POINTS...61 THE ROLE OF THE AGENCY...65 V. COMMUNICATIONS PLATFORMS...71 TRADITIONAL MEDIA...71 BROADCAST...71 Television...71 Radio...86 PRIMARILY PRINT...89 PUBLICATIONS...89 Newspapers...89 Magazines FSI/Flyers Directories MARKETING MATERIALS Direct Mail Catalogs Marketing Collateral v-

3 OUT OF HOME TRADE SHOWS AND EVENTS PRIMARILY DIGITAL MEDIA AND PLATFORMS INTERNET SEARCH AND SOCIAL SEARCH INTERNET DISPLAY ADS MOBILE SOCIAL MEDIA VI. CROSS-CHANNEL AND CROSS-MEDIA D Barcodes and Other Interactive Measures Augmented Reality Adoption Rates The Road Ahead Case Studies VII. TECHNOLOGY TRENDS AND FUTURES B2B versus B2C Differentiators Near Field Communications and Digital Wallets D Printing and Printed Electronics VIII. CONCLUSIONS THE ROLE OF PRINT THE PUBLICATIONS CONUNDRUM MEDIA BUDGETS SPREAD THINLY IX. IMPLICATIONS AND RECOMMENDATIONS FOR NPES MEMBERS AND PRINTERS 265 IMPLICATIONS BY NPES MEMBER SEGMENT Film, Plate and Supplies Manufacturers Paper and Synthetic Substrate Manufacturers and Distributors Ink, Toner, Coatings and Chemical Manufacturers Traditional Press Manufacturers (Offset, Flexo, Gravure) Postpress Equipment Manufacturers Digital Press/Output Device Manufacturers Prepress Equipment and Software Manufacturers vi-

4 Print Firms and Trade Shops Other Software and Equipment Manufacturers X. APPENDICES APPENDIX I: GLOSSARY APPENDIX II: SELECTED RESOURCES APPENDIX III: INTERVIEWS CONDUCTED APPENDIX IV: INTERVIEW GUIDES NPES COMMUNICATIONS PROJECT INTERVIEW GUIDE FOR BRAND OWNERS NPES COMMUNICATIONS PROJECT INTERVIEW GUIDE FOR AGENCIES AND MEDIA BUYERS vii-

5 EXHIBITS Exhibit I-1: U.S. Commercial Printing Forecast (2012 to 2018)... 5 Exhibit I-2: Printing vs. Creative Employment, Exhibit I-3: Advertising Spending: (U.S. and Canada)... 7 Exhibit I-4: U.S. Advertising Spending and GDP: Exhibit I-5: Where Marketing is Located in Firms Exhibit I-6: Major Communications Platforms (U.S.) Exhibit I-7: Share Change in Major Communications Platforms (U.S.) Exhibit IV-1: Advertising Spending: (U.S. and Canada) Exhibit IV-2: Economic Indicators for Advertising Spending (U.S.) Exhibit IV-3: Advertising Spending and GDP: (Canada and U.S.) Exhibit IV-4: U.S. Advertising Spending and GDP: Exhibit IV-5: U.S. Advertising Spending: Exhibit IV-6: U.S. Advertising Spending: Exhibit IV-7: Canada Advertising Spending: Exhibit IV-8: Canada Advertising Spending: Exhibit IV-9: U.S. Media Platform Revenue Share Exhibit IV-10: U.S. Media Platform Revenue Share Exhibit IV-11: Canada Media Platform Revenue Share Exhibit IV-12: Canada Media Platform Revenue Share: Exhibit IV-13: Where Marketing is Located in Firms Exhibit IV-14: Digital Services Revenue as Percentage of Total U.S. Ad Agency Revenue Exhibit V-1: U.S. Television Advertising Revenue Exhibit V-2: Canada. Television Advertising Revenue Exhibit V-3: Net Change in Pay-TV Subscribers (U.S.) Exhibit V-4: Attitude of Advertisers and Agencies to Online Video vs. TV Ads Exhibit V-5: Brand Advertisers and Agencies Who View Brand Engagement as Primary Video Campaign Objective, Exhibit V-6: Social Media Comments about Television Exhibit V-7: Radio Advertising Revenue (U.S.) Exhibit V-8: Number of U.S. Newspapers Exhibit V-9: U.S. Newspaper Circulation Exhibit V-10: U.S. Newspaper Advertising Revenues, Exhibit V-11: Print vs. Digital U.S. Newspaper Revenue Change Since Exhibit V-12: U.S. Newspaper Print Advertising Revenue Trends viii

6 Exhibit V-13: Magazine Advertising U.S. and Canada Exhibit V-14: Digital vs. Print Magazine Advertising (U.S.) Exhibit V-15: Magazine Circulation (U.S.) Exhibit V-16: Magazine Ad Pages (U.S.) Exhibit V-17: Percentage Change in Magazine Ad Pages (U.S.) Exhibit V-18: Largest Magazine Advertiser Categories (U.S.) Exhibit V-19: Coupons Distributed in the U.S., Exhibit V-20: Distribution of Coupons by Media Type 2011 (U.S.) Exhibit V-21: Directory Advertising Revenue: (U.S. and Canada) Exhibit V-22 Millions of Equivalent Directory Pages Printed: (North America) Exhibit V-23: Use of Printed Yellow Page Books Exhibit V-24: Direct Mail Spending Exhibit V-25: Catalogs Mailed per Year (U.S.) Exhibit V-26: Number of Catalogs (U.S.) Exhibit V-27: Millions of Equivalent Letter-Size Catalog Pages Printed Forecast, North America Exhibit V-28: Millions of Equivalent Letter-Size Marketing Collateral Pages Printed Forecast North America, Exhibit V-29: Out of Home Format Composition: 2011 (U.S.) Exhibit V-30: Out of Home Advertising (U.S. and Canada) Exhibit V-31: Out of Home Market in U.S. and Canada Exhibit V-32: Spending on Digital Out-of-Home Advertising (U.S.) Exhibit V-33: Outdoor Advertising Share of All Local Advertising, (U.S.) Exhibit V-34: Most Effective B2B Content Marketing Tactics Exhibit V-35: Share of Internet Ad Formats, (U.S) Exhibit V-36: Search Spending: B2B v. B2C Exhibit V-37: Search Retargeting: How It Works Exhibit V-38: U.S. Online Ad Spending, Exhibit V-39: U.S. Online Ad Spending, (IAB) Exhibit V-40: U.S. Online Advertising Pricing Models, Share of Market, Exhibit V-41: U.S. Digital Ad Spending Share by Industry, (% of Total) Exhibit V-42: Marketing Spending in the U.S Exhibit V-43: Where is Read Exhibit V-44: Mobile Data Traffic per Mobile Connection: 2009, 2010, Exhibit V-45: 2011 U.S. Mobile Advertising Spending ($ millions) Exhibit V-46: Use of Site Optimized for Mobile Exhibit V-47: Mobile Marketing Use 2011 vs (U.S.) Exhibit V-48: Worldwide Mobile Marketing Use ix

7 Exhibit V-49: Mobile Marketing Objectives Exhibit V-50: Use of Mobile as a Marketing Channel Exhibit V-51: Top Brands on Facebook Exhibit V-52: Top Categories of Engagement Exhibit V-53: Top Areas of Corporate Social Marketing Investment for Exhibit V-54: Size of Company Budget for Social Media Marketing Exhibit V-55: Change in Social Media Budgets Exhibit VI-1: Fragmentation of Media Exhibit VI-2: Cross-Channel Campaign Management x