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Media Planning & Brand Management

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Media Planning & Brand Management Media Planning & Brand Management Stella Romagnoli Marketing & Digital Communication LUMSA 2019-2020 Lesson 10. Other media: TV, Press, Radio, OOH, Cinema Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 2 Course contents. Section 2: Media Planning • Owned, paid & earned media • Offline media planning: key metrics • Digital planning: key metrics • Google Ads • Facebook Business • Media scenario: TV, radio, press, Out-of-home, cinema • Media planning process • Media buying • The advertising budget Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 3 Course contents. Section 2: Media Planning • Owned, paid & earned media • Offline media planning: key metrics • Digital planning: key metrics • Google Ads • Facebook Business • Media scenario: TV, radio, press, Out-of-home, cinema • Media planning process • Media buying • The advertising budget Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 4 Television Time spent watching Tv WORLD 03:13 Europe and North America are the most notable areas talking about time spent watching TV. EUROPE 02:41 04:10 Asia stands in the last position. 04:37 ASIA NORTH AMERICA 03:16 03:33 AFRICA LATIN AMERICA Media Planning & Brand Management - LUMSA 2019/20 6 TV audience is concentrated on heavy users (older people) HEAVY MEDIUM LIGHT 59% 28,8% . % audience . % 12,2% 7h 27 3h 45 1h 34 comP HEAVY MEDIUM LIGHT Average age 62 50 42 Education level Low-MediumΔ Medium High-Medium Δ audience -1,4% -2,7% -7,4% vs. ‘14 Δ reach% -0,8% -1,5% -4,2% vs. ‘14 SOURCE: elaboration GroupM on Auditel data- year 2015 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 7 Traditional TV is still the most viewed Source: Prima Comunicazione - Rapporto Censis sulla Comunicazione 12/ 10/2018 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 8 Thematic channels distribution Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 9 Video Eco-System is changing FROM TO BROADCASTER TV BROADBAND TV v TV Set v Digital devices (PC, Smart TV, Tablet, SmartPhone) v Broadcast viewing v Streamed/Downloaded viewing v Programme Schedule v Broken Programme Schedule Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 10 VOD: Video On Demand SVOD: Subscription Video On demand VOD: Video On Demand SVOD: Subscription Video On demand VOD SVOD v Free service v Pay service v Business model: advertising v Business model: mainly subscription v Streaming live + Re-video of v Access “open” to all the library contents Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 12 There are lots of alternative to free generalist TV PaY TV Free linear TV (linear and on demand) SubscriPtion video on demand Streaming Fonte: Osservatorio EY sull’evoluzione dei contenuti e dei video online. Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 13 Despite the fragmented television universe, generalist channels still get about 60% share. Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 14 - MediaPlanning & Brand Management TV peak Time: share. channels still get about 60% universe, generalisttelevision Despite the fragmented being generalist being Importanceof LUMSA2019/20 EveningTimePrime 8 aroundnoon 8 - - 9 pm 9 am 9 100% 10% 20% 30% 40% share%50% 60% 70% 80% 90% 0% 07:00 07:23 07:46 08:09 Especially during peak times Especially 08:32 2004 08:55 09:18 09:41 10:04 10:27 10:50 2005 11:13 (13:00 and 20:00) 11:36 11:59 12:22 12:45 2006 13:08 13:31 13:54 14:17 14:40 2007 15:03 15:26 15:49 16:12 16:35 16:58 2008 17:21 17:44 18:07 18:30 18:53 2009 19:16 19:39 20:02 20:25 20:48 2010 21:11 21:34 21:57 22:20 22:43 23:06 2011 15 23:29 23:52 24:15 24:38 25:01 25:24 25:47 SKY subscribers in Italy are essentially stable since 2008 SkY subscribers (.000) 6.000 5.000 4.000 3.000 4.700 4.695 4.676 4.667 4.502 4.491 4.494 2.000 4.392 4.328 4.324 4.220 3.940 1.000 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 16 While Netflix keeps on growing (more than 2 million subscribers) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 17 •This fragmented situation is a nightmare for media planners… Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 18 Let’s see how to plan advertising on TV Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 19 Knowing each media To effectively planning media we have to know: 1. Potential reach of (and frequency on) our target audience 2. How audence is measured, and if these surveys are reliable 3. Expressive capability 4. Technical Constrains 5. Cost (and who sell the media vehicles - dealers) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 20 Knowing each media To effectively planning media we have to know: 1. Potential reach of (and frequency on) our target audience 2. How audence is measured, and if these surveys are reliable 3. Expressive capability 4. Technical Constrains 5. Cost (and who sell the media vehicles - dealers) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 21 In Italy there’s Auditel • Instead of measure households audience, Auditel measure individuals’ behaviour Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 22 Auditel • 30.540 meter AGB in 16.100 households • Every member of the family has a dedicated button in the meter’s remote (there’s also a button for hosts) • Audience is tracked every 60’’: so we can estimate our ad audience (the advertising break, not only the TV program’s audience) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 23 Auditel data AM: audience: gross imPressios SH: share% PE: penetration% (reach%) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 24 10.000.000 11.000.000 12.000.000 13.000.000 14.000.000 15.000.000 16.000.000 18.000.000 19.000.000 20.000.000 17.000.000 1.000.000 2.000.000 3.000.000 4.000.000 5.000.000 6.000.000 8.000.000 9.000.000 7.000.000 MediaPlanning & Brand Management During 0 21:10 21:15 21:20 21:25 21:30 21:35 21:40 audienceadvertising break 21:45 21:50 1 Break 21.53: 2 21:55 ° ° Lidl Tic Tac (farf.) 22:00 puntataminutoprima minutoper 2007Ascolti Curva con Curva i break pubblicitari (caduta di audience) 22:05 22:10 22:15 2 1 Break 22.20: 22:20 ° ° 22:25 Bravo Wind ( - 22:30 LUMSA2019/20 22:35 farf 22:40 .) 22:45 22:50 22:55 23:00 23:05 23:10 23:15 23:20 23:25 23:30 23:35 23:40 23:45 23:50 drops 23:55 2007 Stella Romagnoli Stella 00:00 00:05 00:10 00:15 00:20 00:25 00:30 00:35 00:40 00:45 00:50 00:55 01:00 01:05 01:10 01:15 01:20 01:25 01:30 01:35 01:40 01:45 01:50 01:55 02:00 25 Audience during the day Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 26 Mainstream TV channels have millions of viewers Rocco Schiavone RAI1 Amici Celebrities Canale5 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 27 Satellite TV Look at the scale Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 28 Knowing each media To effectively planning media we have to know: 1. Potential reach of (and frequency on) our target audience 2. How audence is measured, and if these surveys are reliable 3. Expressive capability 4. Technical Constrains 5. Cost (and who sell the media vehicles - dealers) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 29 Television advertising is very effective • The most obvious advantage of television advertising is the opportunity to use sight, sound, color and motion in commercials. • We can create emotional commercial, make product demo, or show people in situations in which they can identify • But we must remember to say one thing at the time (Unique Selling Proposition) • Drawbacks: high cost, limited exposure time, cluttered airways and poor placement of ads within or between programs Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 30 Who sells TV in Italy Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 31 Media owners scenario Top 5 Jan-Dec18 2017: SoS Jan-Dec18 (investments .000) Publitalia (media owner of DIGITALIA Mediaset channels) is the 08 3%PRS 1% market leader: it collects more CAIRO 4% than 54% of total investments. DISCOVERY 2.095.768 6% Rai with 19% of SoS is in second 709.138 place and precedes sky (13%). SKY MEDIA 13% PUBLITALIA Discovery Media has seen the 498.889 RAI 55% most significant growth PUBBLICITA overcoming Cairo. ' 19% 230.282 166.936 Media Planning & Brand Management - LUMSA 2019/20 32 Publitalia TV offer Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 33 Publitalia price-lists Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 34 We can download the price list we are looking for Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 35 Prices for a 30” commercial Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 36 Do you think that a 15’’ commercial costs half the price of a 30’’? Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 37 It is not so… Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 38 Price list per lenght of time LENGHT: PRICE: • 60” (costa x 2,5 il 30”) • 45” (1,70) • 40” (1,4) • 30” • 20” (0,80) • 15” (0,70) • 7”- 10” (0,60) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 39 15’’ cost 70% of a 30’’ Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 40 So if a 30’’ on TG5 costs 80.000€ 15’’ costs 56.000€ Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 41 Other TV formats Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 42 TV Scheduling patterns Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 45 Scheduling Patterns 1.
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