Champions 20th July 2017

Transforming Industry Fortunes The need for AMP AMP – World Leading Audience Measurement Will you be ‘AMP-Ready’? First of all we are going to look at the wider industry context and the need for a new currency to replace NRS Next I will briefly outline the methodology of your new AMP currency Finally we will issue a challenge – will your businesses be AMP ready?

Transforming Industry Fortunes The need for AMP AMP – World Leading Audience Measurement Will you be ‘AMP-Ready’?

Published media is delivering record audiences - our latest estimate has 94% of the GB population consuming diverse, up to the minute content on all platforms in rich editorial environments produced by some of the UK’s strongest brands That’s bigger than the monthly reach of FACEBOOK, GOOGLE and COMMERCIAL RADIO

Advertising to these audiences is delivered using transparent industry currencies, in safe editorial environments which enhance the brand image of the guest advertiser

But investment into this dynamic, much-loved and valued sector is in serious decline. AMP offers an opportunity to turn that around…to the benefit of publishers, agencies and most importantly the paying advertisers I’m going to spend 10 minutes telling you how AMP can help TRANSFORM INDUSTRY FORTUNES but I’m also going to challenge you…because unless everyone in this room (and many who can’t and maybe should be here), play their part, that won’t happen AMP is not a magic wand!

Transforming Industry Fortunes The need for AMP AMP - World Leading Audience Measurement Will you be ‘AMP-Ready’? What is AMP and how can it help?

Newest Joint Industry Currency AMP is the very latest Joint Industry Currency and that is hugely important The JICS are owned and developed jointly by advertisers, agencies and media owners - to provide transparent and impartial audience data for each medium. They are produced and sold at cost, providing accountability and a robust currency for planning and trading.

World Leading Methodology Digital panel Representatives from magazine media, news brands, agencies and advertisers chose the AMP solution devised by our partners at Ipsos and comScore because they believe that it can help transform YOUR businesses Unlike NRS, AMP is a brand first, multi platform currency which recognises that publishers provide their content on whichever platform the audience chooses to consume

World Leading Methodology AMP survey 35,000 sample in home interviews comScore (Respondent level data-file: fused PC & mobile panels) Fusion Digital panel 5000 ‘light’ tracker app The methodology combines the latest passive measurement techniques with high quality face to face sampling which will provide us with single source data to give improved estimates of overall reach and duplication 35,000 face to face interviews provide information on demographics and print readership Interviewers then recruit 5,000 of this sample to download software which passively measures the consumption of published media on all devices. This duplication data is then applied to UKOM approved, comScore digital audience estimates to provide a single, reliable cross platform estimate Duplications

A Quality Sample Is Paramount We want the industry to recognise and be proud of the significant investment in AMP’s high quality sample All but one of the companies pitching for this prestigious contract proposed face to face interviews as the best way of getting demographic and readership information The challenges the polling industry faces are well documented, and last year’s electoral commission report on the subject found the biggest issue with political polling is that in pursuing what it thought were the latest online techniques, the industry forgot the importance of a high quality sample. We all know what this meant for their predictions of Brexit and Trump, and we can take satisfaction that AMP will not be making the same mistake

AMP vs. NRS PRESENT BENEFITS ON SLIDE

Transition From NRS To AMP Your representatives on the Technical Group and Board have devised a programme which sees us blend AMP & NRS PRINT data across 2017 (we will still be carrying out NRS PADD style fusion to deliver digital audience estimates) This has the benefit of smoothing new data into the market and is cost efficient. Because the data is different blends and AMP and and NRS are different currencies, the PAMCo board have mandated that the data should not be compared for marketing or commercial purposes across different periods The fully operational 100% AMP dataset with increased utility (ie r&f) will be published in February 2018

Transforming Industry Fortunes The need for AMP AMP - World Leading Audience Measurement Will you be ‘AMP-Ready’? We have seen the benefits that AMP offers and the opportunities to transform industry fortunes PAMCo’s role is to work with our partners at Ipsos and comScore and the data bureaux to ensure AMP is available for easy use. We are already running training sessions and there will be more events BUT AMP will only succeed if you use it, and you ensure your businesses are AMP ready With over twenty years’ commercial experience in both agency and media owner I’d like to offer you my starters for ten on what you can be doing NOW…

Transforming Industry Fortunes Marketing Planning Trading To get maximum value and to transform industry fortunes the industry needs to use AMP MUCH MORE THAN IT USES NRS…

Are You Structured For AMP? Will your sales teams be structured in a way that allows them to focus on brand building and have a deep enough understanding of AMP, whilst separate performance teams specialise in proprietary data and analytics to deliver linked, but different outcomes for customers? Agencies, will your planning and trading teams use AMP differently to unlock the untapped audience value which AMP will bring? I would urge publishers and agencies to appoint commercial AMP champions – its not enough to delegate this to research and insight teams! AND IF YOU WANT AMP HELP OR SUPPORT ON ANY OF THE ABOVE – GET US IN TO SEE YOU – I’M DELIGHTED SOME PUBLISHERS LIKE HELLO ARE ALREADY GETTING US IN FOR COMMERCIAL BRAINSTORM SESSIONS

Avg 78% extra net reach from mobile If you are waiting for February 2018 to have commercial conversations, you could miss out on a year of transformation We can be confident that AMP will unlock large audiences for reach and frequency planning. We hope to be able to give you sector level estimates of total reach by the autumn of 2017 based on early sight of the data Will your 2018 deal conversations reflect the additional reach and OTS AMP will make available to plan and trade from Feb 2018 and will agencies and publishers explore the different planning and trading approaches which AMP allows I for one, would explore how ratings could replace the current apples and pears approach of formats and impressions as the basis for planning and trading a truly cross platform medium Estimated +78% reach

AMP Launch Advertiser Opportunities… AMP is a multi platform currency Are your audience packages, multi platform, easily articulated, easily understood, and easy to plan and buy?

Role of AMP Champion To ensure your company is fully updated on AMP news (through your company newsletter/company meetings/intranet etc.) Be the key contact at your company and conduit responsible for setting up company/department wide PAMCo presentations Advise PAMCo on who to invite to PAMCo events Attend two AMP Champion “briefing & feedback” sessions – your feedback is invaluable to the success of AMP Promote AMP and the utility of the dataset within your own company and ensure your company is AMP ready

Benefits of Being an AMP Champion Free entry to Newsworks, Magnetic and IPA events Opportunity to win a place on the Media Business Course or Media 360 PAMCo support for industry recognition Social events

BE ‘AMP-READY’! AMP isn’t a magic wand But if we all roll up our sleeves, get our team structures right, get our products right and get our customer proposition right it can make a huge difference The industry MUST be AMP ready by February 2018…

Thank You For Your Commitment! The Duke of York (Food & Drink) http://www.bokitla.com/

Transforming Industry Fortunes