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8th INDIAN MAGAZINE CONGRESSDay 2 | 25th February 2014
How is media buying changing?Anupriya Acharya, Group CEO, ZenithOptimedia Group, India
EO
P
PR
Social
UGC
Reviews
News
Mobile
ContentBlogs
Events
Content
MobileContent
Packaging
Instore
Brand Site
Social
OOH
Cinema
Radio
TV
Sponsorship
Display
Sponsorship
Paid Search
Social
EO
P
Interviews with c.1,000 category consumers
per project18 brands, 35 touchpoints
TOUCHPOINTINFLUENCE
relative influence of each touchpoint on category
buying decisions
BRAND RECALL INEACH TOUCHPOINT
% recalling each brand in each touchpoint
(in recent months)
relative contribution of each touchpoint to
brand sales
BRAND EXPERIENCEPOINTS
X =
Consumer segments
100
90
80
70
6050
40
30
20
10
0Low
InfluenceHighInfluence
Base: Total (762 projects)
All Touchpoints
Advice/ Reco
Mass MediaOne-to-One
POS
Spons/ Events
Total – Touchpoint types
100
90
80
70
60
50
40
30
20
10
0Low
InfluenceHighInfluence
Base: Total (762 projects)
All Touchpoints
Ads near store
Advertorial/ infomerical
Brand website
Branded merchandise
Bus shelter ads/ other smallCeleb endorsementCinema ads
Internet display adsInternet searchInternet video ads
Leaflets
Magazine adsMass transit ads Newspaper ads
Outdoor adsPrint inserts/ leaflets
Print promo/ coupons
Product placementRadio ads
Sample in magazines
Specialist magazine ads
TV ads
Vehicle exteriors
Total – Mass media
8
100
90
80
70
60
50
40
30
20
10
0Low
InfluenceHighInfluence
Base: India (16 projects)
All Touchpoints
Ads near store
Brand website
Celeb endorsement
Cinema ads
Internet display ads
Magazine ads
Newspaper ads
Outdoor ads
Product placement
Radio ads
TV ads
India – Mass media
Lean back print Lean forward web Lean back Digital! Habit led In depth reading
SnackingQuick cursory reading
Leisure readingIn depth is back
Andrew Rashbass, Ex- Chief Executive, The Economist Group
FIRST AGE SECOND AGE THIRD AGE
You cant judge future based on the past: Lean Back 2.0
It’s the same!
Lean back 2.0 = Lean back 1.0 Quality content and visual appeal Authoritative information and analysis Strong bond with the reader Engagement!
Lean back 2.0 ≠ Lean back 1.0 Liquid content – share, comment, curate Way higher reach Free is in but so is measurability! Sustainability Tech glitches
And yet different!
Lean back 2.0 = Lean back 1.0 Quality content and visual appeal Authoritative information and analysis Strong bond with the reader Engagement!