TMK.edu Traditional Media Buying
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Transcript of TMK.edu Traditional Media Buying
Traditional Media Buying
Agenda
2
• Traditional Media Overview• Television• Radio• Print• Outdoor• Network Upfronts
Traditional Media Overview
Average Time Spent
4
Time Spent Trends• In 2013 the average time spent
with digital media surpassed TV for the first time
• Mobile is the only media gaining year over year
• TV, Print, and Radio have all seen steady decline in time spent over the past five years
Planning Pillars
5
Cultural Perspective
6
OUR WORLD USA
Television
Television Overview
8
Strengths Limitations
Immediate Impact Competitive Clutter
Quickly Builds Awareness Fragmented Viewership
Sight, Sound, & Motion High Out-Of-Pocket
Geographically Flexibility Time-Shifted Viewing
Ways to Buy Television
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Local and Direct Response
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Buy Model
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Dayparts
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Addressable TV
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Ads are served on a household basis based on income, ethnicity, children in the household, and car leases set to expire
Available in up 42 million households
Addressable TV Availability
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Provider Availability
Cablevision 3 Million
DirecTV 12 Million
Dish Network 8 Million
Comcast None
Time Warner Cable/Spectrum None
AT&T U-Verse None
Radio
Radio Overview
16
Strengths Limitations
Local Presence Background Medium/Non-Intrusive
DJ Mentions/Added Value Lack of Visual and Brand Logo
Low Cost of Entry Limited Reach
Immediacy and Frequency Expensive to Cover Markets
Ways To Buy
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Dayparts and Formats
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Magazine Overview
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Strengths Limitations
Audience by Demo, Lifestyle, Interest Slow Reach Build
Long Shelf Life Longer Lead Times
High Quality Reproduction Limited Geographic Flexibility
Detailed Copy Expensive to Build Frequency
Magazine Types
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Unit Types
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P4CB
Spread
Newspaper Overview
23
Strengths Limitations
Rapid Cume One Day Readership
Geographic Selectivity Cluttered Environment
Variety of Unit Sizes Lack of Editorial Control
Short Lead Times Low Pass-Along Rate
Newspaper Types
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Newspapers Units
25
Outdoor
Outdoor Overview
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Strengths Limitations
Broad Reach Copy Limitations
Frequency Builder Passive Media
Location Specific High Production Costs
Reminder/Support Medium Long Lead Time
Billboard
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Sidewalk
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In Store
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Transportation
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Cinema
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Network Upfronts
Upfront v Scatter Overview
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Upfront Scatter
Long Lead Time Shorter Lead-Time
Broad Selection of Programming Offers More Flexibility
Audience Guarantees/Protection Higher Rates (In General)
Favorable Rates Lower Barrier to Entry
2015 Results
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Program Our Prediction Result
Life In Pieces 👎 Saved but moved to Friday
Limitless 👍 Cancelled
Supergirl 👎 Saved by the CW
Blood and Oil 👍 Cancelled
2016 Results
36
Program Our Prediction Result
The Good Place 👎 Season Two
American Housewife 👎 Canceled
Son of Zorn 👍 Cancelled
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Be Brave Be Inventive Defy Expectations
Thank you!