traditional media buying

Be inventiveTraditional Media Buying

July 5, 2016

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Agenda

• Traditional Media Overview• Television• Radio• Print• Outdoor• Network Upfronts

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Traditional Media Overview

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Average Time Spent

Time Spent Trends•In 2013 the average time spent with digital media surpassed TV for the first time•We are still spending more time with TV than we did in 2010•Print and Radio have both seen steady decline in time spent over the past five years

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Planning Pillars

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Cultural Perspective

OUR WORLD USA

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Television

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Television Overview

Strengths Limitations

Immediate Impact Competitive Clutter

Quickly Builds Awareness Fragmented Viewership

Sight, Sound, & Motion High Out-Of-Pocket

Geographically Flexibility Time-Shifted Viewing

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Ways to Buy Television

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Local and Direct Response

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Buy Model

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Dayparts

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Radio

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Radio Overview

Strengths Limitations

Local Presence Background Medium/Non-Intrusive

DJ Mentions/Added Value Lack of Visual and Brand Logo

Low Cost of Entry Limited Reach

Immediacy and Frequency Expensive to Cover Markets

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Ways to Buy

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Dayparts and Formats

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Print

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Magazine Overview

Strengths Limitations

Audience by Demo, Lifestyle, Interest Slow Reach Build

Long Self Life Longer Lead Times

High Quality Reproduction Limited Geographic Flexibility

Detailed Copy Expensive to Build Frequency

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Magazine Types

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Units Types

P4CB

Spread

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Newspaper Overview

Strengths Limitations

Rapid Cume One Day Readership

Geographic Selectivity Cluttered Environment

Variety of Unit Sizes Lack of Editorial Control

Short Lead Times Low Pass-Along Rate

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Newspaper Types

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Newspaper Units

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Outdoor

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Outdoor Overview

Strengths Limitations

Broad Reach Copy Limitations

Frequency Builder Passive Media

Location Specific High Production Costs

Reminder/Support Medium Long Lead Time

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Billboard

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Sidewalk

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In Store

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Transportation

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Cinema

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Network Upfronts

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Upfront v Scatter Overview

Upfront Scatter

Long Lead Time Shorter Lead-Time

Broad Selection of Programming Offers More Flexibility

Audience Guarantees/Protection Higher Rates (In General)

Favorable Rates Lower Barrier to Entry

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Last Years Results

Program Our Prediction Result

Saved but moved to Friday

Cancelled

Saved by the CW

Cancelled

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The Good Place

• NBC• Thursdays @ 8:30• A New Jersey woman who comes to

realize that she hasn’t been a very good person. She decided to turn over a new lead by learning what it actually means to be good or bad.

• https://youtu.be/UMf24rEsMOs

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American Housewife

• ABC• Tuesdays @ 8:30• A family comedy narrated by Katie, a

strong-willed mother raising her flawed family in a wealthy town filled with perfect wives and their perfect offspring

• https://youtu.be/A9JRoZsnINw

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Son of Zorn

• Fox• Sunday @ 8:30• Centers on an animated barbarian father

who comes home for the first time in 10 years to his live-action son and ex-wife.

• https://youtu.be/kPnlQTi8heM

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THANK YOU