Post on 24-Aug-2020
Consumer Marketing:
Media Trends and Insights
March 15, 2010
Overview
• Media Consumption – 5 year trend
Women
Men
• Media Usage
Women
Men
• Ad Spend Overview
Overall
HBA Industry
• A Look at Individual Mediums
• What’s Next
Consumption changes over last 5 years
Women 18-54
Source: GfK MRI Fall 2006-2010; Average units consumed. Internet was not measured in 2006
-0.78%
1.65%
-9.14%-9.83%
-7.93%
-12.00%
-10.00%
-8.00%
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
5 Year Trend
Consumption changes over last 5 years
Women 55+
Source: GfK MRI Fall 2006-2010; Average units consumed. Internet was not measured in 2006
-1.00%
5.87%
-8.23%
-1.79%
-4.54%
-10.00%
-8.00%
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
5 Year Trend
Consumption changes over last 5 years
Men 18-54
-12.50%
5.67%
-11.61%
-8.95%
-4.62%
-15.00%
-10.00%
-5.00%
0.00%
5.00%
10.00%
5 Year Trend
Source: GfK MRI Fall 2006-2010; Average units consumed. Internet was not measured in 2006
Consumption changes over last 5 years
Men 55+
-3.30%
2.32%
-0.94%
-3.24% -3.10%-4.00%
-3.00%
-2.00%
-1.00%
0.00%
1.00%
2.00%
3.00%
5 Year Trend
Source: GfK MRI Fall 2006-2010; Average units consumed. Internet was not measured in 2006
How much are they consuming now?
Source: GfK MRI Fall 2010; Average units consumed.
Media Women 18-54 Men 18-54
MagazinesIssues a month
12.80 9.80
TV½ Hours per week
55.40 55.90
InternetHours per week
15.60 17.60
Radio½ Hours per week
31.80 37.30
NewspapersIssues a month
15.60 17.30
OutdoorMiles driven per week
128.80 167.30
How much are they consuming now?
Source: GfK MRI Fall 2010; Average units consumed.
Media Women 55+ Men 55+
MagazinesIssues a month
9.90 8.80
TV½ Hours per week
81.20 74.90
InternetHours per week
13.50 14.20
Radio½ Hours per week
30.10 31.50
NewspapersIssues a month
21.90 23.90
OutdoorMiles driven per week
103.10 137.70
Source: Kantar Media Jan-Dec 2010
2010 Ad Spend Allocation - Overall
51%
19%
13%
8%
6%3%
TV
Magazines
Newspapers
Internet
Radio
Outdoor
Total 2010 media spend increased 5.5% vs. 2009
• TV increased 9.8% $68,051,019,000
• Outdoor increased 9.6% $ 3,770,146,200
• Radio increased 7.6% $ 8,150,009,500
• Magazines increased 2.3% $25,007,256,000
• Online increased 1.4% $11,016,058,200
• Newspaper decreased 3.6% $18,060,165,000
TOTAL: $134,054,654,000
Source: Kantar Media 2010 vs. 2009; Total 2009 spend was $127,028,968,400
Online measures display only (captures banners and buttons of all shapes/sizes and some rich media units)
Ad Spend Per Medium
2010 HBA media spend increased 1.13% vs. 2009
• Newspaper increased 27.2% $ 426,432,200
• Outdoor increased 13.0% $ 32,107,500
• Magazines increased 8.8% $ 5,127,464,100
• TV decreased 2.8% $7,622,287,500
• Radio decreased 4.6% $ 200,289,400
• Online decreased 16.4% $ 635,412,400
TOTAL: $14,044,293,100
Source: Kantar Media 2010 vs. 2009. HBA Category includes: Cosmetics & Beauty Aids; Personal Hygiene & Health; Hair Products & Accessories; Toiletries, Hygienic
Goods & Skin Care-Men; Medicines & Proprietary Remedies; Eye Glasses, Medical Equip & Supplies; Pharma Houses; Fitness & Diet Programs & Spas;
Ad Spend Per Medium – HBA Industry
Source: MediaFinder; Forrester Research ; Deloitte’s "State of the Media Democracy"
• 193 new magazines launched while 176 ceased publication in 2010
Food category had 28 new titles
Home category closed 13 titles
• Overall circulation for consumer magazines decreased 1.2%
Newsstand sales dropped 7.3%
Subscriptions fell 1.2%
• Introduction of tablets – 82 million Americans will be using tablets by 2015
• 70% of Americans enjoy reading printed magazines even though they know they
could find most of the same information online
Magazines
• Marketers will spend $28.5 Billion on Internet in 2011
• Breakout of $25.8 Billion 2010 Internet Spend
Search $12.4B (48%)
Banner Ads $ 5.9B (23%)
Classifieds $ 2.5B (10%)
Rich Media $ 1.6B (6%)
Video $ 1.4B (5%)
Lead Generation $ 1.3B (5%)
Sponsorships $ 0.5B (2%)
Email $ 0.24M (1%)
• Facebook accounts for 12.3% of time spent online – up from 7.2% a year ago
Source: eMarketer, comScore
Online
• More than 75% of consumers between the ages of 18 and 44 view video online
• In 2011, 68.2% of US internet users will be watching video content online each
month. By 2015, that figure will increase to 76%
• Consumers are growing increasingly more comfortable with the advertising included
in streaming video:
• 80% of viewers under the age of 40 are comfortable watching advertising in
online videos
• 60% of viewers under 40 are “not bothered” by “must-watch” in-stream ads that
preface online video
• Nielsen research shows that women 18-49 have greater recall from online video
than TV
Source: eMarketer
Online Video
Social
• 58 million women (37% of US women) read blogs every month
• More women visit Facebook each month than use Gmail and Hotmail…combined
• 47% of women say that social sites influence their decision to purchase
• Women-centric social communities will have the greatest impact on brand trust
• 54% of marketing executives say that Facebook is the #1 biggest digital opportunity
today, followed by mobile (36%)
• 55% read emails from health & beauty brands
• 72% of online consumers think more positively of brands that allow sharing and foster
community
Sources : Technorati; GfK MRI Spring 2010; eMarketer ; BlogHer; L2 Think Tank
• 33% of American households own a smartphone – up 11% from last year – and 40%
of those that do not own a smartphone are likely to purchase one in the near future
• Smartphone sales will surpass those of computers in 2012
• 49 million consumers have engaged with a mobile ad and 12 million have clicked on
an ad and purchased a product
• $1.1 billion will be spent on mobile advertising in 2011 - up 48% from 2010 - and will
grow 130% more by 2014 to $2.5 billion.
• 74% of women carry their cell phone with them wherever they go
Source: Tremor Media and DM2PRO; Morgan Stanley 2010; eMarketer; GfK MRI Spring 2010
Mobile
Outdoor
Source: Kantar Media; OAAA 2010
• Ad spending on out-of-home advertising has increased by almost 10% in the
past year
• It’s not just about billboards anymore: Street furniture, transit, alternative, and
cinema formats comprise 35 percent of total out of home advertising revenue in
the US
• There are more than 2,100 operators in out-of-home media in America, with
hundreds of thousands of options
Source: Deloitte’s "State of the Media Democracy"
• 71% of Americans rate watching TV on any device among their favorite media activities
• 75% of American’s are multi-tasking while watching TV…
• 42% of US viewers are online
• 29% are talking on cell phones or mobile devices
• 26% are sending instant messages or text messages
• 86% of Americans said that TV advertising still has the most impact on their buying
decisions
Television
Radio
Source: RAB; GfK MRI Spring 2010
• Today’s radio landscape:
• 11,000 on-air stations
• 1,000 streaming
• more than 1,800 digital stations
• 14% of Americans have Sirius or XM radio – more than double the 6% from 5 years ago
• Car is where radio is listened to most often
• HD Radio has been the most significant advancement in radio broadcasting since the
introduction of FM stereo more than 50 years ago
what’s next
Source: QRaware; Mobio Identity Systems Inc.
QR Codes
What is it?
A QR Code is a 2-D code that can be scanned by a smart phone, to connect an
engaged consumer with additional, relevant content.
• 52% of Consumers are currently aware of QR Codes
• 42% of Americans now have smart phones
• 28% of Consumers have actually scanned a QR Code
• 6% of Consumers say a QR Code led to an eventual Purchase
During the last six months of 2010 QR code scanning increased 1,200 percent
across North America
ShopText
Source: ShopText internal data
Engage consumers, drive sales….
• ShopText is a mobile performance platform
• Drives leads/sales with in-ad call to text message
• Used for sweepstakes entry, sampling, coupons,
rebates and purchase
• Ad response / conversion measured in real time
• 85% completion rate for first-time users
• Response rate up to 15x greater than traditional
direct response
Source: Forrester Research
Tablets
• There are 100+ tablets in the marketplace currently
• Only about a quarter of MRI-measured magazines are
currently published via iPad apps
• 82 million Americans will be using tablets by 2015
• iPad2 released March 11th
Interactive TV
• Pause & rewind live TV
• T-commerce: You can order a pizza without dialing a phone!
• Click on advertisements to get more info
• Click stream analysis - Capture behavior data, just like the web. Every click of
your remote can be analyzed
• Google TV
Apps, web, search engine, channels. Search all of them simultaneously
Use your Android phone as a remote
Conclusion
• Traditional media is performing well
• Online and mobile will grow rapidly over the next few years
• New media formats emerging as technology evolves
• Must connect with your consumers in their comfort zone
THANK YOU!
RICH ZELDES
203.256.4154
RZELDES@WOMENSMARKETING.COM