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Brad Berens Executive Editor iMedia Communications, Inc.

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Changes in the Marketing Mix. Brad Berens Executive Editor iMedia Communications, Inc. Celebrity Equations. Jim Carrey Ben Stiller . -. =. Christina Aguilera Erik Estrada. +. =. Mick Jagger James Brown. -. =. Part 1 The audience is changing….

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slide1

Changes in the Marketing Mix

Brad Berens

Executive Editor

iMedia Communications, Inc.

1995 estimated movie tickets sold
1995: Estimated Movie Tickets Sold

Top 3 Movies

Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations

2000 estimated movie tickets sold
2000: Estimated Movie Tickets Sold

Top 3 Movies

Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations

Modest growth…

2004 estimated movie tickets sold
2004: Estimated Movie Tickets Sold

Top 3 Movies

Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations

Things look GOOD for ticket sales, but…

slide13

No \'Passion,\' no problem?The summer of mixed messages

U.S. Box Office Hits Longest Modern Slump

\'Batman\' Can\'t Begin to Rescue Film Industry

slide14

June 28, 2005

CNN did an online poll Friday, asking what movie people were most likely to see over the weekend. The new films "Herbie," "Bewitched" and "Land of the Dead" received 27% of the vote. The landslide winner, with 73%, was "None, I\'d rather rent a DVD of something good."

Patrick Goldstein, Times Staff Writer

home video dvd unit sales
Home Video: DVD Unit Sales

Does not count rentals.

Source: LeesMovieInfo.net

a vhs aside
A VHS aside…

Source: LeesMovieInfo.net

The DVD market is bigger than the VHS ever was.

1 tv show a gradual decline
#1 TV Show: A Gradual Decline

Season

Share

%

Viewers

Source: Nielsen Media Research

5 tv show even worse
#5 TV Show: Even Worse...

Season

Share

%

Viewers

Source: Nielsen Media Research

One word to describe this?

implications
Implications…
  • Your audience is fragmenting
  • They go where they want, when they want
  • We’re not talking enough about Games
  • Mass culture is a lot less massive (but it hasn’t been around all that long anyway)
slide22
Part 2

Show me the money!

who is spending what
Who is spending what?
  • Nearly all advertisers are spending more
  • But more $$$ do not equal more audience
  • You’re paying more for less
  • And this does NOT include DVRs and SIMM
slide33

June 13, 2005

Ad Icon P&G Cuts Commitment To TV Commercials

P&G to reduce "upfront" TV spending

Remember: P&G is the USA’s biggest advertiser.

P&G sharply cuts commitment to TV ads

so why did p g make the change
So why did P&G make the change?
  • TiVo and other DVRs
  • Internet and Games
  • Increased investment in PPP

Generally, a move away from…

slide35

"Spray and pray."

          • Wenda Harris Millard
          • Chief of Sales
          • Yahoo!
slide36
Although the budgets are miniscule compared to TV and newspapers, the big growth areas for marketing are more targeted.

And topping the list…

slide38
Part 3

Online: what the fuss is about

(I’ve shown you this next slide before…)

the big question
The Big Question

Should entertainment marketers follow the rest of marketers and invest more online?

Answer: Yes. That’s where your consumer is.

slide46
Part 4

Entertainment Consumers & the Internet

slide47
Leading provider of marketing research for the entertainment industry
  • Known for innovation in consumer understanding

www.comscore.com

(See press pages for insight on Star Wars Episode III: Revenge of the Sith!)

slide48
Entertainment marketers have the opportunity to reach almost 60 Million consumers per month via the Internet!

40 to 60 Million U.S. Consumers Visit Movie SitesEvery Month!

Source: comScore Media Metrix

in march 05 1 of every 2 internet users visited a music site and 1 of every 3 visited a movies site
In March \'05, 1 of every 2 Internet users visited a music site; and 1 of every 3 visited a movies site!

Strong Growth

Year-to-Year

Source: comScore Media Metrix

movie site visitors can be hard to reach through traditional media
Movie Site Visitors* Can Be Hard to Reach Through Traditional Media
  • 31% to 34% are "light" TV viewers

Source: AiM, by comScore Media Metrix

*Visitors of Yahoo! Movies, Moviefone, or IMDB.com

movie site visitors can be hard to reach through traditional media1
Movie Site Visitors* Can Be Hard to Reach Through Traditional Media
  • 31% to 34% are "light" TV viewers
  • 28% to 30% claim they don’t listen to the Radio, or listen rarely

Source: AiM, by comScore Media Metrix

*Visitors of Yahoo! Movies, Moviefone, or IMDB.com

movie site visitors can be hard to reach through traditional media2
Movie Site Visitors* Can Be Hard to Reach Through Traditional Media
  • 31% to 34% are "light" TV viewers
  • 28% to 30% claim they don’t listen to the Radio, or listen rarely
  • 59% to 65% have computers in the same room as their TV… and use them while they’re watching!

= SIMM

Source: AiM, by comScore Media Metrix

*Visitors of Yahoo! Movies, Moviefone, or IMDB.com

sales of event movie tickets on the internet shows continued growth
Sales of event & movie tickets on the Internet shows continued growth

Source: comScore eCommerce Insights

Includes delivery of physical products, does NOT include streamed content

consumers have proven that they want streamed content over the internet
Consumers have proven that they want streamed content over the Internet …

Source: comScore Streaming Report

*Includes both streamed content and progressive downloads.

slide55
Particularly entertainment content, which was the fastest growing of all online paid content categories in 2004

Percent Change in Paid Content by Category (2004 vs. 2003)

Source: comScore / OPA Online Paid Content Report – 2005 Release

consumers like streamed content
Consumers like streamed content
  • Millions of consumers are watching online trailers, listening to music online, and downloading clips and movies every month.
  • Even smaller sites can have very loyal viewers -- the average viewer on iFilm Network streamed over 20 times in the last month!

Source: comScore Streaming Report – February 2005

slide57
When Showtime provided a webcast of the "Fat Actress" Pilot on Yahoo!, over 15% of the total viewing audience "tuned in"

Source: comScore Streaming Report

slide58
Internet portals remain the primary source for consumer information about listings, reviews, and show times

Source: comScore Media Metrix; February 2005

search marketing movie sites vary in their use of the major search engines
Search marketing: movie sites vary in their use of the major search engines

Source: comScore Media Metrix; February 2005

the internet a great way to reach the emerging digital media services market
The Internet: a great way to reach the emerging digital media services market
  • People who use devices like Microsoft’s Media Center and Dell’s Media Experience use the Internet significantly more than other consumers.
  • Also, 89% use Broadband making them an obvious target for online movie trailers, etc.
  • They skew towards higher income, and larger households (5+) with parents aged 55-64 years old and teen-aged kids.

Source: comScore Marketing Solutions; March 2005

digital media services users are avid internet entertainment consumers
Digital media services users are avid Internet entertainment consumers
  • People who use devices like Microsoft’s Media Center and Dell’s Media Experience are significantly more likely to visit entertainment-oriented websites than the average Internet consumer.

Source: comScore Marketing Solutions; March 2005

conclusions
Conclusions
  • Entertainment consumers are a moving target, but they are engaged with and passionate about your products
  • Entertainment marketers need to catch up with these consumers
  • Integrated marketing is the way to go
  • As mobile computing and wireless entertainment spread -- enabling consumers to move even FASTER -- integration will become even more important
for more info
For more info:

www.imediaconnection.com

[email protected]

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