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8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014. How is media buying changing ? Anupriya Acharya , Group CEO, ZenithOptimedia Group, India . Explosion of choices. Are Magazines still relevant?. Reviews. Social. Blogs. News. Content. Packaging. PR. Mobile. TV. Social.

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8 th indian magazine congress day 2 25th february 2014

8th INDIAN MAGAZINE CONGRESSDay 2 | 25th February 2014

How is media buying changing?

Anupriya Acharya, Group CEO,

ZenithOptimedia Group, India

slide4

Reviews

Social

Blogs

News

Content

Packaging

PR

Mobile

TV

Social

UGC

Radio

Brand Site

O

Instore

O

Content

E

P

E

P

Sponsorship

Sponsorship

Events

Social

Display

Mobile

Content

OOH

Print

Cinema

Paid Search

slide5

Interviews with c.1,000 category consumers per project

18 brands, 35 touchpoints

TOUCHPOINT

INFLUENCE

BRAND RECALL IN

EACH TOUCHPOINT

BRAND EXPERIENCE

POINTS

relative influence of each touchpoint on category buying decisions

% recalling each brand in each touchpoint (in recent months)

relative contribution of each touchpoint to brand sales

=

X

Consumer segments

slide6

More personal & experiential

Total – Touchpoint types

Mass Media

Spons/ Events

One-to-One

All Touchpoints

50

POS

40

60

Advice/ Reco

30

70

20

80

10

90

Low

Influence

High

Influence

0

100

Base: Total (762 projects)

slide7

Total – Mass media

Product placement

Vehicle exteriors

Radio ads

Advertorial/ infomerical

Outdoor ads

Print inserts/ leaflets

Bus shelter ads/ other small

Leaflets

Celeb endorsement

Ads near store

Newspaper ads

Mass transit ads

Cinema ads

Magazine ads

Branded merchandise

All Touchpoints

Internet display ads

Internet search

Internet video ads

Specialist magazine ads

TV ads

50

Brand website

40

60

Print promo/ coupons

Sample in magazines

30

70

20

80

10

90

Low

Influence

High

Influence

0

100

Base: Total (762 projects)

slide8

India – Mass media

Internet display ads

Radio ads

Brand website

Cinema ads

Outdoor ads

All Touchpoints

50

Magazine ads

Celeb endorsement

40

60

Product placement

Ads near store

30

70

Newspaper ads

TV ads

20

80

10

90

Low

Influence

High

Influence

0

100

Base: India (16 projects)

slide10

You cant judge future based on the past: Lean Back 2.0

Andrew Rashbass, Ex- Chief Executive, The Economist Group

Lean back print  Lean forward web  Lean back Digital!

THIRD AGE

SECOND AGE

FIRST AGE

Habit led

In depth reading

Snacking

Quick cursory reading

Leisure reading

In depth is back

slide13

It’s the same!

  • Lean back 2.0 = Lean back 1.0
    • Quality content and visual appeal
    • Authoritative information and analysis
    • Strong bond with the reader
    • Engagement!
slide14

And yet different!

  • Lean back 2.0 = Lean back 1.0
    • Quality content and visual appeal
    • Authoritative information and analysis
    • Strong bond with the reader
    • Engagement!
  • Lean back 2.0 ≠ Lean back 1.0
    • Liquid content – share, comment, curate
    • Way higher reach
    • Free is in but so is measurability!
    • Sustainability
    • Tech glitches