1
Role of print in strategic media planning ERA Annual Meeting Dresden, 23rd of September 2008 Andreas Bahr Managing Partner Mediaplus Group a.bahr@mediaplus.de 2
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
Agenda 1. What does media planning mean? 2. Role of print 3. Outstanding implementations 4
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
Sounds easy, but isn t 6
7
About 3.000 advertising messages towards a consumer per day Each year 50-60K brands and products are advertised Humans remember 50 100 brands 8
9
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
12
Innovative Media: Eine echte Chance! Relevance Visibilityibilit Optimal Impact Efficient 13
This is only possible by the optimal integration ti of all different media channels! But which role plays print? 14
First of all: What is print from a media perspective? Example from German market General interest magazines 2.450 Titles Daily and weekly newspapers 738 Titles Customer magazines 15.000 Titels Sources: VDZ, BDZ, FCP Special interest magazines 3.752 Titels Direct Mailings 12.700 Companies 15
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
The current importance of print in the media mix First half-year 2008: 12.76 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 2008 17
The current importance of print in the media mix First half-year 2008: 12.76 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 2008 18
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
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
What does this mean for print and the publishers? From a print- to media-house. 21
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
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
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
And what does this ongoing revolution mean for the job of a media agency? 25
26
TV Kino Plakat Funk Print 27
TV Print is one among many media channels which competes for Print the attention of the target group. 28
The right idea and strategy for the advertisers brand stay crucial, 29
as well as their realisation in media. 30
Example Beck s Ice Launch of a new taste The uniqueness: This new taste is totally transparent 31
32
33
Example Playboy e-journal 34
35
Example How to become DSL-market leader in metropolitan areas. 36
Campaign mechanism Alice - The most beautiful connection Print Outdoor Radio Online PR Ambient www.alice-dsl.de de 37
Alice. The most beautiful connection 38
Alice. The most beautiful connection 39
Alice. The most beautiful connection 40
Alice. The most beautiful connection 41
Alice. The most beautiful connection 42
Alice. The most beautiful connection 43
Alice. The most beautiful connection 44
Alice. The most beautiful connection 45
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
Thank you very much for your attention! 47