ROI TRACKER

Steve King4 October 2007

Taking the power back: can advertisers regain control?

The media ecology - 1996

Consumer‘s media habits have changed

In 1990 10 prime time spots in Europe would give you an average reach of 55%

Consumer‘s media habits have changed

Today that figure is closer to 15%

The media ecology - 1996

The media ecology - 2010

consumer’s always in control

moreinformation

morebrands

moremedia

more ways

to choose

whathas

changed ?

moreinformation

48

609

2,723

3,445

394

2,0851,847

152

TV Channels Newspapers ConsumerMagazines

Radio Stations

1993 2006

Source: BRAD

More media

moremedia

Teenagers: internet more popular than TV

38%45%

3%

11%

3%

Teenagers

21% 43%

5%9%

22%

Adults

TV

Radio

Internet

NewspapersMagazines

% of time spent by medium (UK)

Source: Forrester Research

TV

Radio

Internet

NewspapersMagazines

25%

20%

14%

33%

1960-62 1975-78 1995-97 2003-5

Declining recall of TV advertising

% Day after recall of TV advertising (USA)

Source: Media Dynamics

morebrands

more waysto choose

Neville Isdell, CEOThe Coca-Cola Company

June 2004

”

Today’s consumer and media environments call for a more multi-faceted and integrated approach to

marketing, from our consumer communications to the point of sale and all the way through to opening a bottle

of Coca-Cola.

Creativity is vital, and so is a broader, holistic view of how to reach our

consumers.

“

Reality of brandexperience

Reality of ad measurement

Point of Sale Face-to-Face

Customer Service

Outdoor

Mail

Event/ Sponsorships

Magazines

Radio

Newsprint

Delivery Fulfillment

Television

Telemarketing Fax

Placement/ Product Sampling

Branded Games

Banner Ads

Full-page Banners

Branded Mobile Phone

Sites

iTV

Elevator Advertising

Household PDAs

Branded Screens Viral Mail

Mobile Mkt.

PDAs

PVRs

Telematics

Screens on Exercise Bikes

Image Content Scanner

Bar Code Scanner

Branded CDs

Branded Web Content

BrandExperience268 projects

281,000 interviews36 countries

139 categories69 clients

ROI TRACKER

ROI TRACKER

GRPs no longer a good proxy for ad effect

Garnier-spokesperso

n Style Column

Footage from

audition events

Garnier “RYS” Stage

Performances

Style Station Footage

AI Contestant “Transformatio

n” Videos & Style/Hair-

related editorial

Re-purposed

Garnier TV Features

Rock Your Style Stage

Styling Stations / Sampling

AI Style Videos

15K / Event

Presenting sponsor of

Top 24 Party / P.R. Event

Top 24 Party Styling Stations,

TV/Print coverage w/

Step & Repeat

2 American Idol Promos

3 AI Rewind “Transformatio

n” Features

11 Weekly Style/Transformation Features on AI

Extra

11 Weekly “guerilla makeover” features

outside AI Theater on TV Guide Channel in

their Idol Tonight program

ROI TRACKER

Steve King4 October 2007

Taking the power back: can advertisers regain control?