Tvb Roadshow -Seattle Final PDF
-
Upload
sean-shannon -
Category
Documents
-
view
144 -
download
0
Transcript of Tvb Roadshow -Seattle Final PDF
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 1/63
MediaSolutions
to Grow YourBusiness
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 2/63
MediaSolutions
to Grow YourBusiness
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 3/63
Brad Seitter VP, Marketing
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 4/63
Advertising in Today’s World
Media is evolving.
Media consumption habits are changing.
Advertisers must engage consumers wherethey spend the most time, and are mostinfluenced.
All media can be effective. But they work indifferent ways.
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 5/63
Advertising in a Complex Media World
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 6/63
Simplifying the Process
Spend your money
where consumers spend
the most time, and
are the most influenced
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 7/63
Stages of thePurchase Decision Process
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
Make The Purchase
Visit Store/Website
Want to Purchase
Making APurchase
Consideration
InterestInfluencingThe
Decision
ReachingConsumersEarly
Awareness
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 8/63
The Purchase Funnel 2.0 Study
1. Fast food/quick service restaurant
2. Casual dining restaurant
3. Department store
4. Discount store
5. Grocery store
6. Hardware/home improvement store
7. Home, auto, or life insurance
8. Banking services9. Auto dealership or car/truck/SUV
10. Furniture/bedding
11. Travel/travel services
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 9/63
What Influences Consumers Most
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
6661
52 5247
43
1111
12 11
10 11
3
3
5
56
5
65
3
3
34
44 4
5
55
710
8
8
Interest Consideration Want ToPurchase
Visit Store/Website
MakePurchase
Awareness
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 10/63
71
32
12
12
Toyota Corp.
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Corp. allocation based on Kantar Media.
Toyota Corp % Media Mix
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 11/63
83
12
22
Toyota Local Dealers
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Local Dealers allocation based on Kantar Media.
Toyota Local Dealers % Media Mix
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 12/63
91
261
Jack in the Box
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Jack in the Box allocation based on Kantar Media.
Jack in the Box % Media Mix
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 13/63
99.9
Sleep Country
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Sleep Country allocation based on Kantar Media.
Sleep Country % Media Mix
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 14/63
What Are Your Choices?
Broadcast Television
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 15/63
Cable
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 16/63
Cable
Most Effective Use
Retail zone targeting
Frequency
Niche programming
Limitations
Low reach
Fragmentation
Limited market penetration
Local commercials are notseen in Satellite homes
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 17/63
How Does the SeattleMarket Receive its Programming?
21.2%
69.2%
3.8%
Broadcast Reaches 100% of TV Homes
Cable reaches 73% of TV Homes, but reach diminishes
depending on the cable interconnect
Local cablecommercials are
not seen insatellite homes
Satellite
Comcast
OTA
Source: The Nielsen Company, Nov. 2010; TV Datatrak 2011
OtherOther:• Fios• Click • Ranier• Hood• Broadstripe
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 18/63
Last Season Cable Had Only TwoPrograms in the Top 100Rank Primetime Programs Network
1 SUPER BOWL XLIV CBS
2 FOX NFC CHAMPIONSHIP FOX
3 ACADEMY AWARDS ABC
4 NBC NFL PLAYOFF GAME 2 NBC
5 AFC DIVISIONAL PLAYOFF CBS
6 2010 CITI BCS NATIONAL CHAMPIONSHIP ABC
7 WINTER OLYMPICS OPENING CEREMONY NBC
8 GRAMMY AWARDS CBS
9 WINTER OLYMPICS WED PRIME NBC
10 AMERICAN IDOL-TUESDAY FOX
45 NFL REGULAR SEASON ESPN
83 2010 AFC-NFC PRO BOWL ESPN
Source: The Nielsen Company; Full Season ’09-’10 A25-54
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 19/63
Newspaper
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 20/63
Newspaper
Most Effective Use
Price and item
Couponing
Product detail drilldown
Retail zone targeting
Limitations
Declining circulation
Seattle TimesDMA penetrationDaily 16.7%*
Post-Intelligence nowonly online
No frequency
Being replaced by Internet
Doesn’t drive brand awarenessor interest
Source: *2011 SRDS/Audit Bureau of Circulation DMA Analysis
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 21/63
Newspaper CirculationContinues to Decline
Source: SRDS/Audit Bureau of Circulation, Seattle DMA
28.8%
25.6%
21.7%
16.7%
1996 2001 2006 2011
Seattle Times Daily Circulation % of DMA
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 22/63
5648
43 43 41 39
23
2830 30
25 29
43
4 3
33
43 4 3
53
3
57 10
73 6
Newspaper is More Effectivewith Grocery Ads
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
Interest Consideration Want ToPurchase
Visit Store/Website
MakePurchase
Awareness
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
Grocery / Supermarket Ads
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 23/63
Radio
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 24/63
Radio
Most Effective Use
Reminder medium
Hyper-niche targeting
Reaching consumerson-the-go
On-site promotions
Limitations
No Visual Engagement
Fragmented
Difficult to build reach
Losing share to MP3 (iPods),cell phones, DVDs, internetradio and satellite radio
Hard to buy
Not a primary influencer
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 25/63
Radio is Not a Primary Influencer
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
6661
52 5247
43
1111
12 11
1011
3
3
5
56
5
65
3
3
34
44 4
5
55
710
8
8
Interest Consideration Want ToPurchase
Visit Store/Website
MakePurchase
Awareness
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 26/63
Yellow Pages
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 27/63
Yellow Pages
Most Effective Use
Used as a directory
Can reach people withouttelevision or Internet
Limitations
No frequency of message
Inflexible creative
Replaced by digital options
Not a branding medium Opt out
Buyer Beware: automaticrenewal
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 28/63
Billboards
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 29/63
Billboards
Most Effective Use
Locator
Extension of an advertiser’sstorefront
Limitations
Limited demographictargeting
Exposure is short
Digital Billboards’ exposure
even shorter
Not effective if you don’t havea physical store location
Difficult to measure
Not a primary influencer
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 30/63
Social Media
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 31/63
Social Media
Most Effective Use
Connecting with customers ata personal level
Reaching younger demos
To be in front of shoppers who
are already online
Global reach
Limitations
Not a branding medium
Not a primary influencer
Can’t measure ROI
Widespread buzz but
participation is limited toheavy users:
12% of Facebook users make up 66%of total visits*
73% of Twitter usershave tweeted lessthan 10 times*
Source: *Barracuda Labs
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 32/63
What Influences Consumers Most
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
6661
52 5247
43
1111
12 11
10
11
3
3
5
56
5
65
3
3
34
44 4
5
55
710
8
8
Interest Consideration Want ToPurchase
Visit Store/Website
MakePurchase
Awareness
Television Newspaper Radio Outdoor Email Magazines
Internet Display Internet Search Blog Mobile Other
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 33/63
Broadcast TV
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 34/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 35/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 36/63
Television: The Most Effective Advertising Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 37/63
Television: The Most Effective Advertising Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 38/63
Television: The Most Effective Advertising Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 39/63
Time Spent with TV is Growing
16.7
26.7
98.0
98.5
236.6
15.6
19.2
26.4
91.2
156.6
319.2
Magazines
Mobile
Newspapers
Radio
Internet
Television
2010
2008
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. (Mobile not studied in 2008)
Time Spent Yesterday (in minutes)Persons 18+
Up 35%
Up 59%
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 40/63
Marketers are Increasing Spending in TV …Because it Works
Jan-Sept 2010: Double Digit Growth Categories
Auto & Dealers +61.5% Government & Orgs +28.6%
Telecom +21.4 Food Stores/Supermarkets +19.0
Restaurants +12.9 Media +36.4
Financial +51.2 Home Improvement +37.9
Furniture Stores +16.8 Soaps/Cleaners/Supplies +22.9
Food & Food Products +19.3 Beverages +35.4
Schools & Colleges +11.8 Clothing Stores +10.0
Legal Services +16.6 Department Stores +34.6
Travel/Hotels/Resorts +10.5 Political +615.0
Source: Kantar Media Top 100 Markets
S i Off C
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 41/63
TV Stations Offer Contentthat Consumers Use Most
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 42/63
People Trust Their Local News Most …
Source: Hearst / Magid Study 2010
% Adults who say this medium has
personalities / writers whom they trust
4.3
29.0
34.0
43.0
48.0
Websites
Print Newspaper
Print Magazines
Radio
Local TV News
TV St ti W b it th
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 43/63
TV Station Websites are theTop Choice for News & Events
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.
Which website do you go to mostfor local news and weather?
Percent 18+
Local television station website(s) 52.3
Local newspaper website(s) 43.2
Local radio station website(s) 9.3
Other Local Site(s) 6.6
None/Don't know 2.5
TV St ti W b it
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 44/63
TV Station WebsitesConnect to Your Community
TV St ti W b it
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 45/63
TV Station WebsitesConnect to Your Community
HOME NEWS WEATHER TRAFFIC ENTERTAINMENT LIFESTYLE SPORTS VIDEO MONEY MARKETPLACE ABOUT
TV St ti W b it
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 46/63
TV Station WebsitesConnect to Your Community
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 47/63
Mobile Media
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 48/63
TV and Internet Work Together
Source: Nielsen IAG; Online Video Study
Brand Recall
One online
exposure 20+ online
exposures
TV Only
TV + Internet
+ 50%+ 18%
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 49/63
TV and Internet Work Together
(Percent)
Went online to learn more 11.6Purchased the product online 4.5
Tried to find the advertisement on the Web 4.4
Sent someone a website link about the product 1.9
Percent of consumers driven to the Web 22.4%
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study
22% percent of consumers who took action after seeing atelevision commercial, went to the internet:
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 50/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 51/63
Penny-a-Person
Direct Mail = 45¢ Yellow Pages = 35¢
Newspaper = 10¢Cable = 7¢Radio = 3¢
Broadcast TV = 1¢
Source: Ekstein Summers Armbruster & Co.
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 52/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 53/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 54/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 55/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 56/63
Success
Stories
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 57/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 58/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 59/63
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 60/63
TV Stations Deli e
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 61/63
TV Stations Deliver
Cable Newspaper Radio YellowPages
Billboards Social MediaBroadcast
TV
BuildBrand
NicheTargeting
HighReach
CostEffective
Price/Coupon
HighInfluence
Consumers
On-the-go
CommunityConnection
RetailZoning
BroadcastTV
& StationWebsites
Take Aways
5/7/2018 Tvb Roadshow -Seattle Final PDF - slidepdf.com
http://slidepdf.com/reader/full/tvb-roadshow-seattle-final-pdf 62/63
Take-Aways
Media is effective, but in different ways
Television is the top influencer throughout thePurchase Funnel process
When evaluating the cost of reaching youraudience, TV is the most efficient medium
TV stations offer multi-media content thatconnects with consumers most
Partnering with local broadcast television willhelp you grow your business