1. Media Service Brands & Media Owners: cross purposes or same team

2. MEDIA = EXPERIENCE > GRP’S

3. Attention = Experience = Advertising in isolation
s= , 419 studies, 39 markets, 149 categories

4. Content delivers over half of TV’s Brand Experience
Engagement is CONTEXT in mass communication
Content delivers over half of TV’s Brand Experience
Continuing with the Touchpoints norms, the data in the pie-chart clearly shows that mass media is one part of what drives the overall brand experience and advice/recommendation, one-to-one have a much larger contribution. But more importantly, the bar chart shows need to customise the experience even on mass media for advocacy loop: on TV as a whole, regulation advertising component contributes just over half ( ) and rest of experience comes from content integration: again a source much more powerful with advocates than advertising on its own.
Source: ZenithOptimedia Touchpoints ROI Tracker 2009 Global Norms = n=468,000

5. Translating an Idea in a media idiom

6. Media organisation is changing

7. Media Service Brands will drive engagement
consumer control
information
emotional response
enjoyment
relationship
relevance
involvement
want
experience
resonance
connection
context
motivation
Make the point of a quality matrix for engaging
trust

8. Metamorphosis of the Media Owner
choice
mobile
innovations
properties
sampling
demonstration
events
AFP’s
brand solutions
makeover
interactivity
programme integration
celebrity
cut outs
Make the point of a quality matrix for engaging
contests

9. Need for a metrics of experience beyond rates
Ad Spend Share Vs Brand Experience Share
This chart shows share of global adspend by media from ZenithOptimedia ad-spend forecasts compared with share of brand experience delivered by advertising touchpoints
Touchpoint studies show that magazines deliver move brand experience compared to magazine spends

10. In sum: The future is about an emerging VFM equation
Procurement will coexist with marketing
Media service brands and media owners strive beyond rates for greater value
Together evolve an acceprted metric that measures brand experience & value
Partner to enhance innovation and content with ideas and brand solutions
Use morphing media as an opportunity of form and content fusion deriving excellent results for the audience and the consumer alike
Evolve norms/card rates for media service brand compensation for beyond regular inventory utilisation

11. Exchange4media Conclave 9th June 2010
Thank You
Exchange4media Conclave
9th June 2010