1. REDEFINING MEDIA

2. THE MEDIA AGENCY MYTH

3. IN THE OLD WORLD
MEDIA WAS A
SUBSET OF
ADVERTISING

5. THE REALITY

6. THE CHANGING MEDIA LANDSCAPE

7. THE NEW ERA OF MEDIA

8. 21ST CENTURY MEDIA MODEL

9. ADVERTISING
IN NOW A
SUBSET OF
MEDIA

10. THE NEW ERA OF MEDIA
REDEFINING THE
VALUE OF MEDIA

11. REDEFINING MEDIA VALUE
DELIVERING MEDIA VALUE

12. REDEFINING MEDIA VALUE
DELIVERING MEDIA VALUE
BUILDING BUSINESS VALUE
THROUGH MEDIA

13. 1. CONSUMER CENTRIC PLANNING

14. CONSUMER CONNECTION SYSTEM
ENABLES DETAILED PROFILING & INTEROGATION OF CURRENT & DESIRED
TARGET AUDIENCES
Single source study of 11,000 UK
consumers (200,000 globally) covering
demographics, attitudes, lifestyles, media
consumption, and relationships with media
THE MOST IN-DEPTH
MEDIA AND LIFESTYLE
SURVEY IN THE UK

15. UNLOCK BEHAVIOURAL UNDERSTANDING
IN CATEGORY
UNDERSTAND HOW MEDIA CAN INFLUENCE DECISION-MAKING

16. 2. ‘TOTAL VALUE’ MEDIA TRADING
SCALE LEADING
+
AND INNOVATION PERFORMANCE
PRICES
MOMENTUM

17. THE INNOVATION AGENDA

18. 3. MEASURE THE VALUE OF WHAT’S
DELIVERED TO YOUR BUSINESS

19. BUT IS TODAY’S MEDIA MEASURABLE?

20. REDEFINING THE
EFFECTIVENESS OF MEDIA

21. BEWARE THE DM CUL-DE-SAC

22. LINEAR ANALYSIS IS FLAWED
Source: Foresight Data, considering Jan-June, 2009-2011 (run Oct 11)

23. WHAT IS DIRECT RESPONSE?

24. LINEAR RESPONSE TRACKING ALONE CAN’T
MEASURE THE FULL EFFECT OF MEDIA

25. ECONOMETRICS IS NOT A BLACK BOX

26. APPLYING THE OUTPUTS FROM
ECONOMETRIC ANALYSIS
ISOLATE THE TRUE IMPACT ECONOMETRICALLY “WHAT IF” SCENARIO
OF ADVERTISING ADJUSTING KPIS PLANNING

27. THE ART OF THE POSSIBLE
£500#
Econometric#CPL# Linear#CPL#
£450#
£400#
£350#
£300#
CPL$
£250#
£200# £165# Source: Economizer
Weeks 1- 33 FY11
£133#
£150#
£88# £101#
£100# £64# £67# £65# £72# £58# £63# £57# £53# £61# £62#
£44# £39# £37# £37# £34#
£50# £24#
£0#
DRTV# Email# Generic#Search# Display# Regional#Press# Leaflets# DM# Inserts# Affiliates# Royal#Mail#
Source: Economizer

28. THE NEW ERA OF MEDIA
IN SUMMARY

29. MEDIA LANDSCAPE HAS CHANGED

30. CONSUMER IN CONTROL

31. HARDER TO REACH

32. BETTER INFORMED

33. FIND THE RIGHT BALANCE
UNDERSTAND UNDERSTAND EMPLOY
TARGET CONSUMER HOLISTIC
CONSUMERS PURCHASE MEASUREMENT
JOURNEY TECHNIQUES

34. BE SENSIBLE, BUT BE BRAVE

35. ANY QUESTIONS?

36. REDEFINING MEDIA