Indian media understanding

Media Understanding

Next 90’ in 4 parts

• Understanding

• Basics

• Opportunities

• Media Basics

• Planning

• Functions & role

Advertising Media

Social Media

Digital

2 Brand Case Studies on communication planning over the years

Media reach?

Account planning?

Online Reputation Management?

Media planning?

Social Media?

Share of voice?

Campaign scheduling?

Everything

revolves

around

consumers!

The Indian Consumer diversity…

We are like this!

Advertising

○ Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action.

Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.

Drive 5

Emotional Senses

Sight Touch

Case Study#1: Direct-to-home Brand Communication

DTH entering the market, a NEW category

Tata + Sky Collaboration

TVC#1: Communicating best picture quality

Case Study#2: Energy Drink Brand Communication

Establishing itself in the new market

Communicating brand benefits

TVC#1: Cartoon - Cricket

Top creative agencies

Sr # Top Indian Agencies

1 Ogilvy & Mather

3 Mudra Communications

4 FCB Ulka

5 Rediffusion DY & R

6 McCann Erickson

7 RK Swamy BBDO

8 Grey Worldwide

9 Leo Burnett

10 Contract

Sr # Top Global Agencies

1 Dentsu

2 Omnicom Group (BBDO, DDB and TBWA)

3 WPP (JWT, Ogilvy & Mather and Young & Rubicam)

4 Publicis (Leo Burnett and Saatchi & Saatchi)

5 IPG / Interpublic (McCann Erickson, Lowe Lintas)

6 Hakuhodo DY

7 Havas

8 Aegis Group (Carat, Isobar, Posterscope & Vizeum)

9 Asatsu-DK

10 MDC Partners

Top media agencies

Sr # Top Indian Agencies

1 Mindshare (GroupM)

2 Madison

3 Maxus (GroupM)

4 Lodestar

5 Lintas

6 Mediacom

7 Zenith Optimedia

8 Starcom Mediavest

10 DDB Mudra

Sr # Top Global Agencies

1 Starcom Mediavest

3 Zenith Optimedia

4 Mindshare (GroupM)

5 Mediacom

6 Carat

8 UM Curiosity Works

10 Initiative

TV & Print largest but Digital growing fast

Source: Group M estimates

Medium 2006 2012 CAGR

TV 1.04 2.13 15%

Newspaper 1.38 2.02 8%

Radio 0.08 0.22 22%

Magazine 0.11 0.12 2%

Cinema 0.01 0.03 25%

OOH 0.19 0.32 11%

Digital 0.05 0.23 36%

Total 2.9 5.1 12%

Adex $ Bn

Case Study #1: Direct-to-home brand communication, 2009

Reiterating the brand promise of technological superior picture quality

TVC#1: Amir Khan Sardar Teaser

TVC#2: Amir Khan Sardar Main

Agency Structure

Account Planning

Client Servicing

Creative Media

Production

Account management / client servicing

○ Account Management is the pivot on which the entire agency’s work revolves.

○ Also called as Client Servicing or suits, it is the agency’s big window to the outside world.

○ The ‘suits’ are the agency’s face to the client. They interact with the clients, take briefs and understand the marketing issues involved.

○ Internally, they brief the creative and media on the jobs and co-ordinate the entire ‘work processes ‘inside the agency.

Account planning / strategic planning

○ It is the second core function in the agency.

○ It is also referred to as ‘strategic planning’. However, all agencies do not necessarily have a separate unit for planning.

○ In some agencies account management takes care of the strategic planning involved in their respective brands.

○ Whether as a separate unit or not, planning is the research face of the agency. However they rarely conduct research themselves, though sometimes they may co-ordinate it through research agencies if required.

Creative / Copy

○ Creative form the third core function of the agency.

○ They are also at the core of the production process of the agency as they are the ones who create ads.

○ Generally, the copywriters write the headline and copy and the art directors do the visualizations and layouts.

○ But often they ideate and work together.

○ A headline may come from the art person and visualizations from the writer.

○ Creatives are the agencies lifeline the one who can make or break the agency.

Media planning

○ Media forms the last core function of an agency.

○ With increased media fragmentations, media planning and media buying have emerged as two specialized functions within media. Sometimes the media planners may also extend expertise to the both.

○ Media planning involves a lot of number crunching and good ‘quantitative’ abilities.

○ Media Buyers not only look other media relations and negotiate rates but also supervise the media operational work like sending release order and ad material to the respective media. They also monitor releases.

○ The onus of the media campaign across media platform like TV, Print, Radio, Digital lies with them and thereby they can make or break a brand campaign through their strategic media planning expertise

○ Their key role is to ensure that the brand communications reaches to the right audience

Case Study #1: Direct-to-home brand communication, 2010-11

Introducing new technology & brand variant to build superior brand

personality

TVC#1: Multi Television Camera

TVC#2: Guerilla Advertising Strategy on Cricket Theme

Planning

What’s media planning ….

#1: DD National + AM + TOI

.. and #2:

and then….the media expanded ……

leading to fragmentation….

so many platforms created multiple

consumer touch points…..

Simply...media planning …

…can be defined as the BEST and EFFECTIVE means of REACHING out and communicating to the prospective CONSUMERS or TARGET AUDIENCE of my brand

○ Reaching the RIGHT TG

○ At the right PLACE & TIME

○ With the right FREQUENCY

○ In the right ENVIRONMENT

○ To address the right ISSUE

○ With the right media WEIGHTS

Targeting

Market Prioritization

Strategic Media Priority

Media Mix

Communication Objective

Weight Setting Guidelines

. HOW MUCH .

Key challenges for media planning… & the

marketer…

Taking on competition directly by introducing consumer centric approach

It was also to counter its premium vs. VFM brand proposition

TVC#1: Tru Choice Packages - Saloon

TVC#2: Tru Choice Packages - Salesman

Media planning process

Media Brief

TG Ratification

Media Evaluation

Media Plan

Media Buying

Scheduling

Plan implementation

Maintenance

Post-Evaluations

Media scheduling patterns

Burst / Flights

○ A scheduling tactic that alternates reasonably heavy periods of advertising with periods of hiatus or no activity

Continuity

○ A technique used by advertisers in which media is scheduled to run continuously throughout a period without interruption in order to build or maintain advertising awareness and recall.

o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Media scheduling patterns

○ A spread of advertising at low weekly weights to provide regular reminder messages to the target audience

○ A combination of burst and drip, where small bursts of activity are interspersed with short hiatus periods. Provides continuity of presence throughout the year with a degree of cost-efficiency.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Pioneering in another first by bringing “Record – Pause – Rewind” features

to enhance viewing experience

Continue to Build technological superiority of the brand

TVC#1: Going Digital with animated comedy spoof on PAUSE

TVC#2: Amir Khan & Gul Panag – Pause TVC

What's a Target Audience or Consumer….

Consumer is the total potential audience that we would like to communicate to

○ It can be explained & defined on the basis of:

○ Gender

○ Age

○ SEC

What is SEC?

○ Socio-Economic Classification is the classification of Indian consumers’ propensity. Traditionally, there are 2 separate systems for Urban and Rural areas.

○ In Urban areas, the parameters on which the traditional classification is based are:

○ Occupation of Chief Wage Earner (CWE)

○ Education of Chief Wage Earner (CWE)

NOW, ON THE BASIS OF CONSUMER DURABLE OWNERSHIP IN THE HOUSE

Consumer tracking through ….industry measurement currency

Television| 27,000 individuals | Urban India

Radio| 2,000+ individuals | Top 13 towns

Psychographics/ Behavior | 33,000 individuals | Urban India

Readership | 243,000 individuals | Urban + Rural India

Present Audience Classification System

A1 A2 B1 B2 C D E1 E2

Premium Mass

Socio-Economic Classification

Present

Urban: Education and Occupation of

Chief Wage Earner

Rural: Education of Chief Wage

Earner and Type of House

Future: CWE Education and Consumer Durables

ownership

12 grades SEC

Single system for U & R

Less subjectivity & more discrimination

New SEC system based on durable ownership

Source: Media Research Users’ Council (MRUC, India)

12 grades SEC Single system for Urban & Rural

Less subjectivity with more discrimination

Targeting consumers across key media platforms…

Digital Cinema

Activation

Television

Television in India is highly proliferated and fragmented

Year 2003 2007 2009 2012

No. of Channels 152 370 450 623

But its still the highest reach medium

Medium TV Radio Print Cinema Internet

Reach % 68% 14% 39% 3% 8%

4396 2950 2391 2030

1059 765 161 100

Australia USA UK Japan Singapore Vietnam China Indonesia India

Television CPM Index

Globally, India has the lowest TV CPM ○ TV is still 5 to 10 times cheaper than the next best reach medium - Print

Cable & Satellite: Over 600 channels flooding the air waves in various genres & languages

29 24 22

17 15 11 11 10

554 Million C&S viewers: The key avenue to reach the Target Audience

However, 10% of channels = 80 % of viewership

Source: IRS 2011 Q4 & TAM

GEC: General Entertainment Channel Nat: National Reg: Regional L&I: Lifestyle & Entertainment

Genres classification – Hindi Genres dominate

Hindi -

• Hindi - GECs, Movies, News • Mass Appeal. • Extremely high reach and TVRs nationally.

English -

• English - Entertainment, Movies, Lifestyle, Info, News • Niche Appeal - More affined in SEC A and B audiences. • Low on reach and TVRs.

Kids -

• Hindi , English and regional feeds. • Mass Appeal. • High passive viewership of mothers.

South -

• Divided in four states. • Mass Appeal. • Very high on viewership, reach and TVRs in

South.

Hindi Regionals-

• Popular only in respective states. • Local Appeal. • High on viewership, reach and TVRs in respective

states.

Sports -

• Event driven. • Numbers very high during cricket. • WWE only sport popular after Cricket,

Football, Tennis.

Share- 43.4%

Share- 7%

Share- 3.4%

Share- 23%

Share- 10%

Source: TAM

Event Based

Case Study #1: Direct-to-home brand communication, 2011 & 13

Television Digitization Transition – Phase I & III

Countering the premium perception through VFM proposition

TVC#1: Poochne Mein Kya Jaata Hein - Bank

TVC#2: Poochne Mein Kya Jaata Hein - Dinner

TV Planning process

Frequency Estimation

Content Profiling

Channel Selection

Zero TVR Analysis

Final Plan

Channel Selection

Channel selection based on Share, Affinity, Incremental reach and Zero TVRs analysis

Incremental Reach

Zero TVR Affinity Channel

TV Plan Evals – Reaching 62% of our TG @ 3+

CS 15-44 AB GRP 1 + 2 + 3 + 4 + 5 +

ALL INDIA 689 80 71 62 55 49

HSM 695 81 72 63 56 49

South 666 76 66 57 51 45

8 METROS 824 83 76 67 61 55

AP 689 84 72 62 57 51

GUJ 636 80 70 61 55 48

KAR 806 82 73 63 58 52

MAH 794 86 78 70 62 57

MP 631 80 69 61 52 46

PHCHP 596 75 67 59 52 43

RAJ 513 76 66 55 47 39

TN 619 73 64 57 49 42

UP 613 83 70 61 53 46

WB 714 80 69 59 53 48

Television terminologies

○ Universe: The total number of people in a defined target audience in a given market.

○ Reach: The number of people who watched a given programme or a channel for a daypart. Reach can be defined in two ways:

○ Gross Reach: Summation of all audiences who have been exposed to a channel or programme or campaign in a daypart

○ Net Reach: This reach eliminates duplications in a given daypart

○ TVR (Television Ratings): This is a formula that can be expressed as follows: TVR = [(Reach x Time Spent Universe) ÷ Universe]%

○ OTS (Opportunity to See): The average number of times an individual watched a given programme or ad.

○ GRP (Gross Rating Points): Gross Rating Points can be expressed in three ways: GRP = Σ (TVR by 30 mins.) either for a day, a week or a month – This is for a channel GRP = Σ (TVR of spots in a campaign) GRP = Reach x OTS

Television terminologies

○ Channel Share: This refers to the share of a channel in the overall television space. The formula is: Share = (TVR of a Channel ÷ Overall TV TVR) %

○ ACD (Average Commercial Duration): This is the average duration of commercials in a campaign or a brand or a channel

○ FCT (Free Commercial Time): This refers to the advertising space that we buy on a channel and is expressed in terms of seconds

○ CPRP (Cost per Rating Point): This is the measure of efficiency of a Television campaign: CPRP = Cost ÷ NGRP Channel Efficiencies can also be measured through the following formula for CPRP: CPRP = Effective Rate per 10 seconds ÷ TVR

○ Affinity: Affinity is an index to determine whether a programme or a channel appeals to the core Target Group and can be calculated as follows: Affinity = TVR for Core TG ÷ TVR for Base TG x 100

Building on Technological Superiority

Highlighting HD high definition superiority & Mobile Accessibility

TVC#1: HD Courtroom

TVC#2: Amir Mobile App.

Media Integration

‘A picture speak thousand words, but an HD picture can speak a million’

India’s top daily readership is 2 times the population of Austria!

○ However, English language publications generate more revenue than Hindi language publications

Sources: FICCI-KPMG Indian Media and Entertainment Industry Report , IRS Q4 2011

Language Readership Split % Revenue Split %

English 10 40

Hindi 35 30

Vernacular 55 30

2 X 16.5 million 8 million

Print planning process

Medium Reach

Television 56%

Print 32%

TV + Print 88%

Budget Incremental

Reach Duplication

& Readership

TG Ratification

Duplication % Times Of India Hindustan Times Economic Times

The Times Of India 100 40 67

Hindustan Times 30 100 38

The Economic Times 9 7 100

City Reach @ 1st Insert Reach @ 2nd Insert Reach @ 3rd Insert

Mumbai 52 59 62

Chennai 58 69 71

Delhi 52 58 61

Kolkata 57 64 67

Radio planning process

Frequency

Spotting

Incremental Reach

Analysis

Listernship

TG Ratification

- High frequency campaign; 4 spots per hour during peak hours

- Contextual Tagging

- Consumer Testimonials

- AFPs/OB Links

- RJ Mentions/Links involving interacting with people

- Content & contest integration

Easy integration opportunities through Radio

Sr. # Market Radio Station Reach (000's)

Rate PTS Days ACD Spots

PD Total Spots

Total FCT Outlay

2 Bangalore Radio City (91.1) 205 400 25 40 36 900 36,000 1,335,600

3 Bangalore Red FM (93.5) 163 250 25 40 33 825 33,000 742,500

Digitization Phase II

Highlighting Customer Service Benefits backed by research

TVC#1: 24x7 Call Center Service

TVC#2: Service Relocation

New planning paradigm

AJSHAJSHAS

Print Reach

15 Million

Radio Reach

10 Million

TV Reach @ 52%

20 Million

Then approach : Conventional planning approach on media in isolation

○ In order to reach audiences, media planning used to be done in media in isolation as per the media brief demands

○ The media evaluation also used to happen on media in isolation

Source: TAM, ComScore and Maximizer

Now: Integrated media strategy

Integrated: TV + Web TV

○ In order to reach audiences better, brands now run campaigns on both TV and online within the same budgets

○ Incremental Media added newer audiences, thus increasing the TG base that is exposed to the brand

TV Reach @1+: 62%

20 Million

People reached by TV: 59%

19 Million

People reached by Digital: 20%

8 Million

Integrated Reach: 67% 21 Million

Conventional: TV plan

People reached by TV: 59%

19 Million

People reached by Digital: 20%

8 Million

Integrated planning delivers better than any media plan in isolation

Workings

TV Reach 59

Proportion Not Reached by TV (100-59) 41

Digital Reach 20

Incremental Reach (67-59) 8

Combined Reach (41*20%) 67

Combined Reach: 67% 21 Million

Integrated planning approach

Reach @ 80%

60 Million

Television

Social

Cinema

Digital

Mobile

Content

Tech. superiority, Record for the BUSY YOU

Integrated approach across TV + Radio + Digital + PR + Cinema + Print

TVC#1: Prison Break Campaign

Media Campaign in absence of a TVC

Anger Management – Comedy Central

Gossip Girls – Zee Café

Chota Bheem - POGO

Future

Media…

Digital

but Why?

Evolution of digital media in India

Video#Digital India

Digital Media Ecosystem

Digital

Mobile

Display Apps

Display Social

Search

Number of Internet users will come close to number of television viewers by 2016

132 180

546 539 599

650 696

747 789

2011 2012P 2013P 2014P 2015P 2016P

Internet V/S TV Penetration

Internet Users

TV Viewers

Source: KPMG in India Analysis, TRAI, IAMAI, Analysys Mason estimates Notes: For TV viewers we have assumed an average of 4.5 people per Household

Internet … from single access point to multiple access points

121 Million PC Internet Users

○ India has the 2nd highest number of Internet users in Asia & 3rd largest in the world

○ 38% access from Cyber Cafés

147 Million Mobile Internet Users ○ India has more than 919 Mn Mobile Subscribers

○ Over 50 Mn estimated Smart Phones in India

○ 12 Million 3G Users

More than 1 Million Tablets in India ○ Samsung leads with 46% market share.

○ Apple is at 18% market share

source: Internet Stats, Mobile Operators, Market Estimates

From Niche to mass: Facebook has more readership than top news dailies

Comscore & IRS

Daily Readership in Mn (All Adults)

Facebook Homepage The Times of India Yahoo Homepage Hindustan Times

From big screen to small : Video consumption increasing on Mobile

○ Over 7.4 Million viewers of Mobile TV

○ Over 1 Million views a day on YouTube mobile

○ Vu-Clip, the leader in mobile video with over 1.5 million unique users/day

Usage Frequency of Watching Videos

source: Google IPSOS Study

Social Networking Is the Leading Purpose For Accessing Internet

Source: comScore

Purpose of accessing Internet Youth 15 - 24

TOTAL 100%

Social Media 92.4

Search/Navigation 89.7

Portals 87.2

Promotional Servers 78.7

Entertainment 76.4

e-mail 67.3

News/Information 62.8

Downloads 61.6

Multimedia 60.9

Directories/Resources 60.7

Social Media 92.4

○ Higher % of 15-24 are on Social Networking & Entertainment

○ % Users accessing services like Mail, Instant Messenger reduces by Age

○ Male users consume more Sports content

Trend: Growth of content access on mobile growing significantly

Print Online Mobile

7.6 mn in 162 yrs 12 mn in 10 yrs 9.5 mn in 3 yrs

Trend: Convergence of audience on key properties makes portals of significant importance

Reach- 10 mn @ Rs. 25 lakh

Reach- 7.6 mn @ Rs. 50 lakh

Digital advertising opportunities

Digital Display

Banners

Video Banners

Interactive Banners

Search Text Ads

Facebk.

Stamp Ads

Promoted Post+Vid

Log Out Page

Twitter

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