Role of print in strategic media planning

Transcription

1 1

2 Role of print in strategic media planning ERA Annual Meeting Dresden, 23rd of September 2008 Andreas Bahr Managing Partner Mediaplus Group 2

3 The future lies in digitalisation and abroad. Mathias Döpfner, CEO Axel Springer AG I really don t know whether we ll be printing The Times in five years, and you know what? I don t care. Arthur O. Sulzberger Jr., publisher New York Times There s no place for traditional printund TV-advertising in a world of digital and mobile media. Maurice Lévy, CEO of the international advertising agency Publicis Print media belongs to a dying category. The future is built through moving images in the internet. Achim Berg, Head of Microsoft Germany 3

4 Agenda 1. What does media planning mean? 2. Role of print 3. Outstanding implementations 4

5 Media planners are the investment consultants of advertising Creation: Idea Consumer Media planners are responsible for an efficient and effective placement of the advertisement to reach the appropriate target group with the most suiteable media. 5

6 Sounds easy, but isn t 6

7 7

8 About advertising messages towards a consumer per day Each year 50-60K brands and products are advertised Humans remember brands 8

9 9

10 Increasing costs vs less ROI Media channel inflation Media price inflation Decreasing ad-impact Until total: Increasing gross ad-spends Less ROI for the advertisers 10

11 11

12 12

13 Innovative Media: Eine echte Chance! Relevance Visibilityibilit Optimal Impact Efficient 13

14 This is only possible by the optimal integration ti of all different media channels! But which role plays print? 14

15 First of all: What is print from a media perspective? Example from German market General interest magazines Titles Daily and weekly newspapers 738 Titles Customer magazines Titels Sources: VDZ, BDZ, FCP Special interest magazines Titels Direct Mailings Companies 15

16 What are the Strenghts? Qualitative Appealing advertising media High impact High credibility (esp. newspapers) Transmission of specific, high informal messages Long-term learning success Quantitative Addresses target group precisely (esp magazines) Optimal regional spread through regional newspapers Multiple exposures per reader Opportunity to control exposure number in total 16

17 The current importance of print in the media mix First half-year 2008: Bn Share of advertising market in % Dire ct 14,0% Radio 4,9% New spapers 20,9% Print 38,1% Television 34,4% Online 5,2% Magazines 17,2% Billboards 3,0% Cinema 0,3% Source: The Nielsen Company, WizzAd Client Basis: First half-year

18 The current importance of print in the media mix First half-year 2008: Bn Share of advertising market in % Dire ct 14,0% Radio 4,9% New spapers 20,9% Print 53,1% Television 34,4% Online 5,2% Magazines 17,2% Billboards 3,0% Cinema 0,3% Source: The Nielsen Company, WizzAd Client Basis: First half-year

19 and weaknesses? Qualitative Limited visualization of complex issues and messages Aging target groups in print media (change of media usage) old fashioned - defending position compared to other media channels Quantitative Slow generation of total reach (magazins) High absolute costs for a campaign Increasing costs per ad by a decreasing performance per title Inflation of titles 19

20 It s a change of the whole market The media world becomes digital fast Zahlen zu Internetanschlüssen etc. What we experience ongoing is the digital revolution which will affect every business model and the life of everyone Print suffers most: reach, content and sales 20

21 What does this mean for print and the publishers? From a print- to media-house. 21

22 But will this be enough? No. Not alone. Short time online only will be not a compensation for the losses in trational revenues there is no paid content t in the net. 22

23 Publishers have to get out of the copy culture to stay competitive in the core business, There are still readers left to win But only with brave concepts and innovative content Titles which set themselves apart from the existing supply bear good prospects 23

24 and create clear positionings as well as strong brands Consequent adjustment to target groups Overall concept (all media) as publishing paradigm Distinction from competitors Invest in future readership 24

25 And what does this ongoing revolution mean for the job of a media agency? 25

26 26

27 TV Kino Plakat Funk Print 27

28 TV Print is one among many media channels which competes for Print the attention of the target group. 28

29 The right idea and strategy for the advertisers brand stay crucial, 29

30 as well as their realisation in media. 30

31 Example Beck s Ice Launch of a new taste The uniqueness: This new taste is totally transparent 31

32 32

33 33

34 Example Playboy e-journal 34

35 35

36 Example How to become DSL-market leader in metropolitan areas. 36

37 Campaign mechanism Alice - The most beautiful connection Print Outdoor Radio Online PR Ambient de 37

38 Alice. The most beautiful connection 38

39 Alice. The most beautiful connection 39

40 Alice. The most beautiful connection 40

41 Alice. The most beautiful connection 41

42 Alice. The most beautiful connection 42

43 Alice. The most beautiful connection 43

44 Alice. The most beautiful connection 44

45 Alice. The most beautiful connection 45

46 Print stays important within media planning but : Be focused Be brave Be innovative Do it the 21th century way The future of print depends on us! 46

47 Thank you very much for your attention! 47