peter callius // why the first beer is always the best and other important lessons multimedia...
TRANSCRIPT
If you build it will they come / Why the first beer is the best and other important lessons MultiMedia planning has taught me…
Our definition of a Multi Media database
• Strategic and tactical planning
• Target Groups for all media• Match reach & frequency
levels from silo research. Maintain cross media duplication.
• Timing of exposures attributed for
Our definition of a Multi Media database
• Strategic and tactical planning
• Target Groups for all media• Match reach & frequency
levels from silo research. Maintain cross media duplication.
• Timing of exposures attributed for
Our definition of a Multi Media database
• Strategic and tactical planning
• Target Groups for all media
• Match reach & frequency levels from silo research. Maintain cross media duplication.
• Timing of exposures attributed for
Our definition of a Multi Media database
• Strategic and tactical planning
• Target Groups for all media• Match reach & frequency
levels from silo research. Maintain cross media duplication.
• Timing of exposures attributed for
Our definition of a Multi Media database
• Strategic and tactical planning
• Target Groups for all media• Match reach & frequency
levels from silo research. Maintain cross media duplication.
• Timing of exposures attributed for
Why should we press the big cross media button – The practical advantages of multimedia planning
Why should we press the big cross media button Real target groups for all media
Why should we press the big cross media button Avoid diminishing return – replace ineffective GRP:s
Why should we press the big cross media button Distributive advantages – Higher reach, frequency.
MOREPEOPLE - OFTENMORE
Why should we press the big cross media button Timing of exposures
Synergies
• Response synergies
• Content synergies
• Memory reinforcement
• Stimulus synergies
Obstacles in creating multi media data basesMethodology / Political / Financial
Obstacles in creating multi media data basesMethodology / Political / Financial
Obstacles in creating multi media data basesMethodology /Political/ Financial
But why has it taken such a long time for multi media planning to catch on
Obstacles in creating usage of multi media data bases
• Lack of knowledge• Business models• Internal structures• The ”we still miss
factor”• OTS Comparability• Uninterest amongst
advertisers
• Lack of knowledge• Business models• Internal structures• The ”we still miss
factor”• OTS Comparability• Uninterest amongst
advertisers
Obstacles in creating usage of multi media data bases
Obstacles in using multi media data bases
• Lack of knowledge• Business models• Internal structures• The ”we still miss
factor”• OTS Comparability• Uninterest amongst
advertisers
• Lack of knowledge• Business models• Internal structures• The ”we still miss
factor”• OTS Comparability• Uninterest amongst
advertisers
Obstacles in creating usage of multi media data bases
• Lack of knowledge• Business models• Internal structures• The ”we still miss
factor”• OTS Comparability• Uninterest amongst
advertisers
Obstacles in creating usage of multi media data bases
The Mediacom solution
Multi Media Planning makes earned and owned media work harder
From the planners laboratory – From theoretical advantages to the practical use of the multi-media planning tool
Day in Life – planning for different generations
To time the communication
Prolonging the campaign in the same brand with online
Major TV channel
06:00-07:00
07:00-08:00
08:00-09:00
09:00-10:00
10:00-11:00
11:00-12:00
12:00-13:00
13:00-14:00
14:00-15:00
15:00-16:00
16:00-17:00
17:00-18:00
18:00-19:00
19:00-20:00
20:00-21:00
21:00-22:00
22:00-23:00
23:00-24:00
24:00-01:00
01:00-02:00
0
5
10
15
20
25
30
TV On line
The Yoghurt case
The original television plan (Un weighted and weighted)
GRP Net 0
50
100
150
200
250 238
35.1
214.3
34.5
Media weights
TV Radio Print Internet0
10
20
30
40
50
60
70
80
90
100
79
5157 58
75
56
6660
90
55
72 75
Sweden Switzerland Callius & Masson weights
Diminishing return of TV schedule – we cut the schedule at 75 %
Net comparison – TV primary media (2 MSEK) and Secondary media (700 TSEK). Individual reach
Net 0
10
20
30
40
50
60
70
31.3
37.7
57.6
44
31.8
TV Dailies Magazines Radio Internet
Cross media Campaign net comparisons of combined reach
TV TV + Dailies TV + Magazines TV + Radio TV + Internet0
10
20
30
40
50
60
70
80
34.5
55.6
67.7
59.1
52.1
Frequency distribution Television vs Mixed schedule
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 490.0
2.0
4.0
6.0
8.0
10.0
12.0
TV Mix
Television MIX0
10
20
30
40
50
60
70
80
90
34.5
78.1
Television + Mix of all media (same budget as original plan) – Net Comparison
NET 126 + %
Net reach per media in mixed plan
Magazines TV Radio Internet Dailies0
5
10
15
20
25
30
35
40
45
5045,9
23,9
16,3
29,0
32,5
Multiple hits in different media
One Media42%
Two Media34%
Three Media18%
Four Media5%
Five Media1%
58 % synergy
1 MSEK without discount compared to what you can buy for 1 MSEK (Average discounts) – Net reach
TV Radio Dailies Evening tabloids Magazines0
10
20
30
40
50
60
70
80
90
44.6 46.249.2 51.2
62
55.5
49.4
59.1 59.2
82.3
Conclusions
Yes - they will come but it will take time – it takes time to change structures
Multimedia opens up a new world for media planning Multi Media campaigns work better through synergies and/or distributive
advantages – plan against diminishing return
Multi media planning makes financial sense to advertisers and by all means to agencies and media
Multi media planning and media weighing is complex and we need a new breed of planners and sales reps – The super planners. We need new multi media revolutionaries
Transparency and comparability between media categories will become the norm
Thank you to my co authors and super planners
Jimmy Bolander/MediacomPatrik Unell/Mediacom
Peter Masson / Sesame, Masson & Bucknull
