1 / 22

Advertising and magazines

Advertising and magazines. Adam Smith Head of knowledge management ZenithOptimedia 26 th April 2005. ZenithOptimedia. One of the leading global media services agencies 4,000 employees 162 offices in 59 countries Owned 100% by Publicis Groupe SA. How we forecast ad expenditure.

neron
Download Presentation

Advertising and magazines

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Advertising and magazines Adam Smith Head of knowledge management ZenithOptimedia 26th April 2005

  2. ZenithOptimedia • One of the leading global media services agencies • 4,000 employees • 162 offices in 59 countries • Owned 100% by Publicis Groupe SA

  3. How we forecast ad expenditure • Historic base of actual spend from 1980 • Four year forecast from local offices • ‘Top-down’ analysis in London

  4. Forecast headlines • Stable global economic growth • Corresponding growth in adspend • Direct and interactive spend rising fastest

  5. Stable growing world economy Gross Domestic Product: year-on-year % change in current prices Source: ZenithOptimedia

  6. Major media* adspend growing Adspend: year-on-year % change in current prices * TV, Print, Radio, Cinema, Outdoor, Internet Source: ZenithOptimedia

  7. Global adspend v GDP yr-on-yr % change (at current prices) Source: ZenithOptimedia

  8. TV and internet gaining share Global adspend by media type $417bn $355bn TV 38% 38% $217bn $bn 29% Newspapers 36% 30% Magazines 13% 36% 14% Radio 8% 9% 13% Outdoor 5% 5% 8% Internet 5% 6% 3% Source: ZenithOptimedia

  9. Magazine and newspaper share: world Newspapers Magazines Source: ZenithOptimedia

  10. Magazine and newspaper share: Asia-Pacific Newspapers Magazines Source: ZenithOptimedia

  11. Internet users 2000-200822 developed markets and 14 emerging Combined Developed Emerging Source: ZenithOptimedia

  12. Internet: no ceiling in sight N. America World Asia-Pac Europe Source: ZenithOptimedia

  13. Media adspend – declining share of marketing Spend 2004 v 2001 % change (US, Japan, Germany, UK, France) Source: Marketing Expenditure Trends Report, London Business School

  14. Ninah Consulting Econometric modelling Touchpoints Consumer contact audit The ROI Blueprint Practice manual Achieving ROI

  15. Telemarketing Fax Mail Radio Delivery Fulfillment Television Event/ Sponsorships Magazines Outdoor Newsprint Placement/ Product Sampling Branded Screens Viral Mail Household PDAs Branded Games Mobile Mkt. Elevator Advertising Customer Service iTV PDAs Retail Point of Sale Face-to-Face Brand to consumer Branded Mobile Phone Sites PVRs Full-page Banners Telematics Screens on Exercise Bikes Banner Ads Image Content Scanner Branded Web Content Bar Code Scanner Branded CDs

  16. Media consumption % share of the average person’s media time % share of time Source: ZenithOptimedia

  17. Media reach atomising 2004 Personal Communication 2014 Mobile internet E-mail PC Internet High reach Low reach Digital TV Print Analogue TV Radio Mass Communication Cinema Posters Source: ZenithOptimedia

  18. Direct Media Mass media Creating awareness Generating response Enhancing experience Interactive Media Integrated marketing Aim here

  19. Honey – conventional media • TV (lots of satellite) • Press (7-19 year-olds) • Radio

  20. Honey – EMAP media partnership • Dance competitions with local DJs • On-screen ‘Bug’ on Kiss TV; advertorial in magazines • Microsite linked to EMAP websites

  21. Conclusion • Traditional media good for cash, harder for growth • New media good for growth but harder to manage • Brand more vital in age of excess choice • Brand defined by users not producers

More Related