Cynthia Evans Mediaedge Consumer Comm Integration

Integrated consumer communicationIntegrated consumer communication

Presentation: June 4, 2009Presentation: June 4, 2009Portada Latin America SummitPortada Latin America Summit

Latin America

Latin America

EntertainmentTV Music Radio Movies Internet

ElectronicsFood

Content

Telephone ServiceBanking

Technology, internet and bandwidth

Latin America

facilitate integration, convergence

in consumer communication

People visit blog sites and chat from all over the world

Integration happened already

•Across media – Sports TV/internet/mobile packages

•Across borders - TV content migration north to south, and vice versa

• Across brands – Plug and play• Across brands – Plug and play

• Across themes – Sports, news, weather, celebrities

• Across consumers – Social media

Context and content link consumers and brands

The seven indicators of integration

Addressable Portable SearchableAddressable Portable

Interactive TransactionalSocial Everywhere

• 77% have web/cable TV/broadband/cell• 47% have web/cable TV/broadband

Latin America

c. 80% of the population have technology

More Cellular driven

More Cable and Web driven

Geographic borders become less important, than culture and interests and beliefs

• 85% have web/cable TV/broadband/cell• 70% have web/cable TV/broadband

US Hispanic

Source: TGI LATINA 2008 Wave I + II (Y9w12) v.02.12.2009; SMRB NHCS Full Year 08

More Cable and Web driven

Almost half of TV viewing occurs in company of other forms of communication:

Internet

Cell phone chat

Word of mouth [socializing]

Source: GroupM Latin America Studies/MEC Sensor, MS Mindset

Consumers filter media according to interests

The opportunity is creating integrated packages

organized for context and content

not necessarily media and geography

• Content and context trump channel for influence & attention

• Content may be implemented in various channels and disciplines – advertising, placement, promotion, sponsorships

• Success comes from a good idea, something that is interesting

Brands are adapting how they engage consumers

interesting

• Based on [REAL] consumer insight

• Gives [REAL] return on investment

Consumers receive and participate in advertising, their way!

Find the link

Leverage the synergies

Create ROI Create ROI

Here are some thought starters

• What is the consumer insight

• What is the idea that links a brand with consumer interests• What is the idea that links a brand with consumer interests

• What is the return on investment

What is important to consumers

Q – Please can you tell me how important each of the following elements are to you in

your life? (All important)

Things that link the Latin Americas

• Music

• Soccer

•Personal care

• Social responsibility

• Friends and family

How do we link them to create brand consumer engagement?brand consumer engagement?

Let’s talk about soccer

A round ball,

friends, friends,

and a dream

“Definitivamente yo soy de las personas que programa la agenda del día en torno al partido semanal de mi equipo favorito, busco en internet qué día, a qué hora y en qué canal lo pasan. Cualquier compromiso social, familiar, etc., deberá suceder preferiblemente despues de este partido” - Mexico

“Las mujeres tambien ven el futbol sobre todo durante el mundial, no

Agendas are arranged around soccer

“Las mujeres tambien ven el futbol sobre todo durante el mundial, no es algo solo de hombres. Cuando es un partido de un equipo local ahi si las mujeres odian ver el futbol y es mas probable ver a hombres en un bar o restaurante o mas que nada en la casa de alguien” - Florida

Source: MEC MediaLab Digifaces

And there are futbol widows as well as football widows

Consumers have multiple choices for content

Mexico televised soccerAverages ~3.5 rating p12+

Televisadeportes.comAverage daily visitors = 89,000 persons[Comscore, Jan-April, 2009]

Averages ~3.5 rating p12+[IBOPE Mexico, Q1, 09]

YouTube instructions on

‘Live TV on the Internet for free’Average to date = 3,576 views

Source: YouTube, IBOPE Mexico, Comscore

Soccer is followed across media

% of Soccer people who visit sports web sites

Typ

e o

f m

ed

ia w

eb

sit

e

Source: TGI LATINA 2008 Wave I + II (Y9w12) v.02.12.2009, Simmons NHCS, full year, 08

Typ

e o

f m

ed

ia w

eb

sit

e

Content providers cross geographic borders

ESPNRank #3

2.4mm visitors/mo

Rank #2

1.5mm visitors/mo

Fox Sports

on MSN

Rank #4

2.4mm visitors/mo

Rank #4

885k visitors/mo

Latam US Hispanic

on MSN 2.4mm visitors/mo 885k visitors/mo

Yahoo Sports

Rank # 6

2.3mm visitors/mo

Rank #1

1.9mm visitors/mo

Source: Comscore, April 09, Total unique visitors

If the destination is the same, integrate communications

How do you play the synergies?

Elements of integrated consumer communications

Communications planning

TV Cable

Content

Entertainment,sports and

partnerships

Digital

Broadcast TV & Radio

Content

Retail

Digital(digital, direct, search)

Out of home & mobile

What is [are?] Social Media?

Social media timeline

24

Property

Facebook

Windows Live Profile

US Hispanic

Rank # 231% Reach6mm visitors

Rank #38% Reach

Latin America

Rank #134% Reach

28mm

Rank #230% Reach

People are socializing across the border

HI5

Windows Live Profile

My Space Sites

Rank #56% Reach

1mm visitors

8% Reach2mm visitors

Rank #147% Reach

10mm visitors

Rank #318% Reach

15mm visitors

30% Reach26mm visitors

Rank #610% Reach8mm visitors

Source: Comscore, April 2009

Audience is important, but also what people say

People are talking every day The sentiment +/- is a factor

Understanding both is a good starting point to finding synergy

Sentiment translates into influence

Managing word of mouth [consumer chat] is part of the media plan

The synergy:

Leverage interest areas

across consumers and geographic boundariesacross consumers and geographic boundaries

in paid, owned and earned media

Instead of media plan like this, spots and dots

There is a strategy across platforms and roles

The ROI: It depends, but. . .

Latin Americas

$750,000 and 1,015 TRPs invested centrally

can yield $1,800,000 of media value locally

What Brands need to doWhat Brands need to do

Be willing to think differentlyBe willing to think differently

And, a final note

State of play is economic meltdown

35

Recessions (like wars) are times of rapid innovation

• 1929 – radio sales surged (from 35 % to 67 % in 4 years)

• The price of a radio then in today's prices is around US$2,000

36

• 1975 – Bill gates launched Microsoft

• Three weeks after 9/11 Apple launched the iPod

And, don’t worry,

“recession, what recession?“recession, what recession?we’ve been in recession since 1994”

Client Director, Mexico, January 09