Copy of Final Clutter Ppt

Group members

Ovais

Amil

Hamza

Bakhtiar

Yasir

We will discuss :

What is clutter

How much clutter

Impact of clutter

Fight clutter

Clutter Breaking

What is Clutter

Video

Audio

Games

Video

Audio

Games

Past Present

Predictions and reality

Multiple and converging platforms…

Clutter Defined

• What is clutter –

• Clutter is any non-programming (content) material which could be commercials/ads, program announcements (promos), station announcements.

• Clutter in Outdoor (Billboards, Signage, Transit etc.)

“Clutter is too many messages being given out to a viewer at the same time”

Why….!!!

• Number of channels increased since last years, national as well as foreign

• Wide range of program selection

• Channel zapping• Longer commercial

breaks –

Fawad HussainGeneral ManagerMindshare Pakistan (Pvt) Ltd

How much clutter

No Of Ads on Pakistani Channels

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

GEO PTV ARY Indus PTVW

Ch-3

No.

Of A

ds

510,300 ads in last year –1398 ads were aired daily

1340 X 7 days = 9800 weekly

Clutter – Commercial minutes per hour

0

5

10

15

20

25

30

35

40

How much clutter

Medium Ads Content AD:ContentPTV

Primetime

30 min 45 min 40:60

Jang (Sun) FP,BP, Pg2, Pg11

1082 CCM 646 CCM 63:37

Jang (Mon) FP,BP, Pg2, Pg11

453 CCM 1275 CCM 25:75

Dawn (Sun) FP,BP, Pg2, Pg15

504 CCM 1275 CCM 29:71

Dawn (Mon) FP,BP, Pg2, Pg15

492 CCM 1275 CCM 28:72

948

841

691 686655

600

522 504 490463 453 450

403363

293 279250

211 200 191 176 170136

1010 1000

0

200

400

600

800

1000

1200

TV Commercials viewed per week

Above 800 < 150150 - 399300 - 749

Clutter – the viewers perspective

(Almost 5% of entire placement)

Impact of Clutter

Pakistani Consumer Behavior During Ad Breaks

Watch Ads, 70%

Others, 6%

Change Channels,

14%

Walk Away, 10%

Mute, Turn to other tasks,Talk to others

Source: Pakistan Advertisers Society Media Habits Survey ( Urban Pakistan)

1999

Pakistani Consumer Behavior During Ad Breaks

Watch Ads, 35%

Others, 65%

MSP Estimate

2004

Viewership drops with increase in commercials

Episode 1

0

10

20

30

40

50

Break 1 Break 2 Break 3

Episode 1

0

10

20

30

40

50


Episode 2

0

10

20

30

40

50


Episode 2

0

10

20

30

40

50


Comm. Minutes

RatingsEpisode 3

0

10

20

30

40

50

60


Episode 3

0

10

20

30

40

50

60


Clutter – Position in Break

020406080

100120140160180

1st spot 1 of thefirst 3

middle 1 of the last3

Last Spot

Average for allAds = 100

60% better recall thanthe average level

Clutter – impact of competitive ads

50

55

60

65

70

75

80

85

90

95

100

None 30 Min 10 Min Same break

Proximity to a competitor

Impact Index

35% less effective

Answer: A Resounding Yes

• Studies show that clutter degrades the television environment

• Overload - decreases in brand recall, brand recognition, ad liking, ad content recall

• Interference - miscommunication, brand confusion

• Especially a problem for new brands, unfamiliar brands and low involvement categories

• Longer breaks pose a greater problem

• Competitive clutter is the worst culprit

• Position in breaks can have an impact on recall

Clutter – summary

So how to fight Clutter ??

What should creative agencies do

• Brand will increasingly become content.& content will become brand. (Mercedez)

What Creative Agencies Need to do ( cont’ d )

• This ad is using an extremely good pulling power which forces viewers to watch this ad again and again. Originality ( !dea )

What should creative agencies do ( cont’ d )

• Brand messages will be selected rather than passively accepted (corolla) depicts worthiness of Toyota which never breaks


• Creative will need to engage rather than just be memorable (overwork)


• Through creative art we can generate interest in our brand (SXL).


• Focus will shift to making ads that appeal to the viewer rather than just acting as a vehicle for carrying a brand message (good slice of life)(kinley)

• TV brand communications will increasingly be consumed at the discretion of the viewer

• In the past, communications have been supported by the content but now they need to stand alone

• MindShare’s global qualitative youth studies indicate that opinion forming 16 - 19s are all claiming to watch less TV nowadays. They are into Movies, Malls, Mobiles.

What should creative agencies do

How Should Media Take Care Of Clutter

• Place an upper limit on the number of ads appearing in programs/print publications

• Increase the rates. Its time for all channels to further increase the advertising rates.

• Policies on disallowing the broadcast of ads for competing brands within a break.

How should Marketers Cut Through

• A brand should not place spots in ad breaks containing directly competitive brands.

• Negotiate for greater protection from competitive clutter

• Air commercials at the same time on a number of channels.

How should Marketers Cut Through

• Product Placement

• In order to connect with TV viewers develop a deeper relationship with the content supporting the brand message

• Innovative placements• Opening spot• Closing spot• Island spot

• Consider Branding/sponsorshipStation branding

Regular Advertising

Imp campaigns,launches/ relaunches

etc

Product Placement

• In order to connect with TV viewers develop a deeper relationship with the content supporting the brand message

Sponsorship

• Sponsorship of prog. can also assist in conveying our brand’s message

Station Branding

• Brand the whole day, thus giving the effect of owning the channel

• Category exclusivity – thus no other conflicting or similar messages,

• E.g. Pepsi branding, no competition allowed to advertise, therefore the viewer only got an undisturbed message of Pepsi.

• The whole channel is reflecting the brand properties

LINKING

What do we get in it:

• Break Bumper, Scrolls, logos Opening & closing 5-10 sec spot, announcing the opening and closing of the mid-break

• Break Bumpers

• Break bumper is the most visible part of the mid-break, people tend to switch the channel as soon as the break starts, therefore first short duration break bumper/ telop is sure to catch their eye

Station Branding

BREAK BUMPERS

Break Bumper

• Lipton Tea Break

Station Branding

• Scroll :– Subtle advertising,

message is displayed on the lower portion of the TV screen

• During a program, a 7-10 sec scroll runs on the lower half of the screen, this message is bound to get noticed as the viewer is watching the program and the scroll distracts the viewer to see

Station Branding

• Packshot:– Reminder advertising, by

showing the logo/ packshot to the viewer.

• If a brand is being relaunched, or a packaging change, it is necessary to register the pack with the consumer. Therefore displaying the pack shot/ logo on the screen the new look is reinforced

• The pack is displayed usually on the right top corner

PRINT Innovations

• Innovative placements

• Odd sized

– Different than usual size, make the simple creative standout

• Placements

– Unusual placements/ positions

Print Innovations

Print Innovations

Print Innovations

Print Innovation

Teezar (Aur Aur…..)

Print Innovations

Cut Through & Reach Them ( 360˚ approach )

• TV• Press and Magazines• Radio• Outdoor• Sponsorship• Programming/Entertainment• Promotional material• Cinema• Phone• Mail• Catalogue• Point of Sale• Games• Public Access Kiosks• WWW/On-line

CustomerBrand

with consistent brand communications

mails

print

radio

cinema

hunterstoilettes

TV Program

inscription

www.luxstar.tv

casting

alternative&

massive

media repercusiontrade

activitiesT

brings out the Star in

you

Sampling

Promotional Activities

Marketing Events

Sponsorship

POSPR

Alternative Channels

TraditionalMedia

tv subway

visibility

( IMC ) 360˚ – Example …… LUX

BRANDED ASSETS:

Creating experiences that bring a brand to life

A day in the life of your consumer

• At home• At work• On the Move• Shopping• Eating and drinking• Entertainment • Sport …

Himalaya Beauty Salons

At home: Experiencing a service

At Malls Experiencing a service

• During relaunch free trial ( Direct experience ) can plays decisive role and helpful for the awareness towards brand

like ……Sunsilk

During education: Media is a captive vehicle

On the Move: Using Media as the Medium

“ Stop! Don’t jump. If you have financial

problem, click www…….”

Taking a break: Media is the message

Keep The Fruit Fresh In Xinfei’s Refrigerator

While Shopping: The moment of truth

On the Move: Adventure and Extreme sports thrill the consumers

Launch

C h a n g e

For all of us

Think Different

?

Questions

Suggestions

Documents

Copy of Final Clutter Ppt