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September 2008 The Evolving Media Economy
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www.MagnaInsights.com 2 Once Upon a Time, Marketing = Media + Creative Traditional media was primary (sole?) venue for communications objectives
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www.MagnaInsights.com 3 But Fragmentation Fractured That Proposition
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www.MagnaInsights.com 4 Music Was The Canary In The Coal Mine Source: Magna, RIAA Digitization changed production, distribution and consumption
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www.MagnaInsights.com 5 And DVRs Were To Be The Last Nail In The Coffin
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www.MagnaInsights.com 6 With A Digital Revolution Blooming In The Aftermath
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www.MagnaInsights.com 7 But Traditional Media Never Died “Television is the worst form of advertising, except all the others that have been tried”
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www.MagnaInsights.com 8 But Traditional Media Never Died New advertisers rely on it for mass branding effects Source: Magna analysis of TNS-CMR data
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www.MagnaInsights.com 9 But Traditional Media Never Died Large brand-based advertisers: focus on reach… Source: Initiative Analysis of Nielsen Data
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www.MagnaInsights.com 10 Source: Magna, US Census, Veronis Suhler, OPA But Traditional Media Never Died …And frequency
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www.MagnaInsights.com 11 Source: Magna, WARC, InternetWorldStats. Weekly reach figures for France and UK, daily for other countries. Reach definition for magazines = issue reach in France, Italy and Spain. Internet reach typically = % of population online monthly per Nielsen NetRatings, ITU and other sources as of June 30 2007 (except for US = March 31, 2007) But Traditional Media Never Died This is true in established markets…
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www.MagnaInsights.com 12 But Traditional Media Never Died …And emerging ones Source: Magna, WARC, InternetWorldStats. Weekly figures for Brazil and Russia. Russia, China and India magazines are issue reach figures. Indian TV and radio = daily, newspapers = issue. Chinese TV = weekly and radio = daily. Internet typically = % of population online monthly per Nielsen NetRatings, ITU and other sources as of June 30 2007
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www.MagnaInsights.com 13 But Traditional Media Never Died It also holds for young audiences… Source: Magna analysis of Nielsen Media Research data
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www.MagnaInsights.com 14 But Traditional Media Never Died …In the US and around the world Source: WARC
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www.MagnaInsights.com 15 Consequences of Reach and Frequency Paradigm 20 YEARS AGO Models that were well-designed…
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www.MagnaInsights.com 16 Consequences of Reach and Frequency Paradigm 20 YEARS AGO …For an era of homogenous media platform access…
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www.MagnaInsights.com 17 Consequences of Reach and Frequency Paradigm TODAY …May not be as well-suited for a world of Web 2.0%…
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www.MagnaInsights.com 18 Consequences of Reach and Frequency Paradigm TODAY …Which will reach some audiences and miss others
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www.MagnaInsights.com 19 Drivers of Online Spend = Endemics, New Businesses Largest advertisers drive TV, smaller advertisers drive online Source: Magna analysis of TNS-CMR data
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www.MagnaInsights.com 20 Source: Magna, US Census, Veronis Suhler Drivers of Online Spend = Endemics, New Businesses Reflecting effectiveness for SMEs…
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www.MagnaInsights.com 21 Drivers of Online Spend = Endemics, New Businesses …Who benefit from a Democratization of Advertising Source: Magna analylsis of IRS data
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www.MagnaInsights.com 22 Beyond search, emerging media = small business today Emerging Media: Systemic Growth Requirements Source: Magna, IAB
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www.MagnaInsights.com 23 Emerging Media: Systemic Growth Requirements Impacting “gut” decisions = ?
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www.MagnaInsights.com 24 Emerging Media: Systemic Growth Requirements Establishing better infrastructure
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www.MagnaInsights.com 25 Emerging Media: Systemic Growth Requirements Re-aligning organizational structure Operating Division Retail Distribution Product Development Branding CEO Other Corporate Functions COO PR / Corporate Communications Operating Division Product Development Branding Operating Division Product Development Branding CMO / Central Marketing CreativeOtherMedia Marketing, PR, Retail, Sales Source: Magna Direct / Online Sales
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www.MagnaInsights.com 26 Emerging Media: Systemic Growth Requirements Focusing on people, not pages (or ratings)
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www.MagnaInsights.com 27 Emerging Media: Systemic Growth Requirements Assessing value, not cost Top 10 DMAs $>$ National Network
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www.MagnaInsights.com 28 Emerging Media: Systemic Growth Requirements Transforming data into actionable insights = + ?
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Contact: Brian Wieser, CFA Tel: 646-865-2260 Email: brian.wieser@magnaglobal.com www.MagnaInsights.com
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30 Discussion Roger Keating SVP, Digital Media Hearst-Argyle Television Steve McGowan SVP, Insights and Client Research Initiatives The Nielsen Company
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www.MagnaInsights.com 31 Issue #1 Consumers in Control Vs. Controlled Consumers? Source: Magna
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www.MagnaInsights.com 32 Issue #2 Fragmentation: Friend or Foe? Source: Magna analysis of Nielsen data
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www.MagnaInsights.com 33 Issue #3 Who Crosses Platforms? Source: Magna
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