Презентация на Атила Вейс от интернет директор на Ominicom Media Group. Презентацията е част от семинара на Gemius Bulgaria проведе в Интерпред

1. SOFIA-STICATED DIGITAL MEDIA PLANNING
OMNICOM MEDIA GROUP
DIGITAL DIRECTOR
ATTILA WEISZ

2. Basics
Lesson ONE

3. TREMENDOUS CHANGES !
Global Consumption Of Media During Leisure Time
(By age group, hours per week)
MORE DIGITAL
LESS TV
LESS NP
Source: Financial Times – „Advertisers in search of revenues look to web’s latest heroes”, 2006

4. TREMENDOUS CHANGES !
Internet, DigitalTV/Radio, Mobile, Outdoor and
Games
100
Number of Hours Spent with Media
Games
90
80
Digital radio
70
Mobile
60
Outdoor
50
Digital TV
Cinema
40
30 Analogue radio
Analogue TV
20
Internet
10
Print
0
1900 1920 1940 1960 1980 2020
2000
Forrás: Microsoft, OmnicomMediaGroup

5. Consumer touch points
are becoming
increasingly fragmented
(and as a result)
even more complex

6. HOW CAN ADVERTISERS COPE WITH
THIS NEW SITUATION?

7. Success will come to those who
can truly bring
all aspects of marketing together

8. ONE THING FOR SURE:
PROPER RESEARCH IS JUST
INEVITABLE !

9. Basics
Lesson TWO

10. Online / Digital salespersons used to say:
„I know visitorship data of my channel, I
measure it – it is a BiiiiiiG number,
believe me.”
„All my visitors are valuable, and exactly
what you are looking for!”
ANY INDEPENDENT SOURCE?

11. Not Transparent
Site Centric Data Not Comparable
Not Competitive
etc…
?
ADVERTISER
/ AGENCY

13. WE NEED TO APPROACH OUR CONSUMERS,
NOT MEDIA CHANNELS
Consumer Centric

14. Consumer Centric Measurement
Independent From Media
Comparable Data
Generates Real Competition

15. CONSUMER PANEL IS THE SOLUTION
UNLESS YOU ARE ABLE TO MEASURE EVERY
SINGLE CONSUMER (YOU CAN GIVE A TRY… )

16. HUNGARY
an example of
panel based
audience
research

17. For many years….
– there were two separate research areas, both site centric
QUANTITATIVE
QUALITATIVE
research
research
GAP
(ie. UniqueUsers, (i.e. Demography,
PageImpressions Habits, Online
Data) Shopping, etc.)
It was a struggle to get relevant data from the system…

18. We realized:
We need to dedicate Resource
TIME and MONEY

19. gemius liaised with Szonda in 2005 and built a
panel
– Representative of online popul.
• Weighted on Total popul.
– Data are in one single source
– Methodology widely accepted
Now (March, 2008) in HUNGARY there are
– 3,512 Software
– 49,727 Pop-up
panel members

20. HOW DID IT „SOFIA-STICATE”
DIGITAL MEDIA PLANNING?

21. WE NOW KNOW…
– WHAT YOUR AUDIENCE IS
ACTUALLY VISIT
• And NOT what they say they
visit…
– WE CAN PLAN WITH OVER
1,500 SITES INC. INTERNAT’AL
– WE KNOW DEMOGRAPHY
DATA AS WELL AS
VISITORSHIP DATA
– WHERE YOUR AUDIENCE LIKE
TO STAY

22. IN MEDIA TERMS
1. REACH% (also within total population)
2. AFFINITY
3. GRP (comparable with eg. television)
4. TIME SPENT ON SITE
5. CROSS READERSHIP

23. AND THIS IS ALL ABOUT….

24. gemiusAudience research combined
with other measurement tools
can give much more…

25. From media measurement to sales effect
B
M as
et ic
ric
s
En
g
M age
et m
ric en
st
Br
a
tra nd/d
ck ire
in ct
g
Sa
BRAND
le
Ef s/Br
f e an
ct d
Direct Coming Up Very Rapidly
DIRECT / E-COMMERCE

26. Modelling Conversion Rate
0.6% RR
1.5%
1,000
Unique Users 1,000 150
200 15
150,000
CLICK THROUGH
BUY IN WEBSHOP Thank
Webshop
you for
Landing
What the
Page Registr.
product? purchase
Unique Users VIEW THROUGH 3000 500
750 50
150,000

27. ALL I CAN SAY:

28. THANK YOU FOR LISTENING
ATTILA WEISZ
OMNICOM MEDIA GROUP