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S U N D AY, O C TO B E R 3 1 , 2 0 1 0
Smart Media Choices
Introduction/ Topics for discussion
Gigi BurtonMedia Director, GlynnDevins
Media habits and trends
Carmen Laughlin
Account Group Director, GlynnDevins
Integrated media
Cathleen ToomeyVice President of Marketing, RiverWoods at Exeter
Practical strategies and media tactics
Who are you target ing?
Poll
General Media Trends
Media Vehicles – Fragmentation and Time Spent
Trends in Primetime TV Viewing
1950 1962 1986 20060%
10%
20%
30%
40%
50%
60%
70%
80%
#1 ShowTop 10 Avg.
The Changing Media Landscape
We spend more time with media than ever before
New distribution methods
for traditional media
Different platforms available
Consume multiple media concurrently
View on your “own time”
Personalization of media
The Changing Media Landscape
We spend more time with media than ever before
The Changing Media Landscape
More TV viewing
More TV’s than people
Time-shifting
TV Viewing at All-time High
Influence of the Internet
Internet is an integral part of one’s media choices
Digital media is now “mainstream”10 years ago, considered alternative media
Daily online news use has increased by about a third since 2006*
*Pew Internet and American Life Project study
Media Trends
1993 1996 1998 2000 2002 2004 2006 2008
Listened/read yesterday
% % % % % % % %
Newspaper 58* 50 48 47 41 42 40 34
Radio News 47* 44 49 43 41 40 36 35
Regularly Watch
Cable TV News -- -- -- -- 33 38 34 39
Local TV News 77 65 64 56 57 59 54 52
Nightly Network News
60 42 38 30 32 34 28 29
Network Morning News
-- -- 23 20 22 22 23 22
Online for News Three or More Days a Week
-- 2** 13 23 25 29 31 37
Newspaper Readership/Local TV News viewing Declines; Internet News Increases
Pew Research, 2008
Influence of the Internet
Newspapers
Newspaper Readership declining in every age group
Scarborough Research Survey Data, 2008
Influence of the Internet
1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 20080
10000
20000
30000
40000
50000
60000
70000
Newspaper Circulation
TV CABLE INTERNET
Timeline: 1940-2008
Circulation (000s)
Media Trends
Bad economy impacted advertising industry Ad spending decreased dramatically in 2009 Traditional media hit the hardest
Newspaper – is it the end?
Adaptation Is Key - Newspapers
Changes
Cutbacks in staff
Reduction of delivery area
Elimination of special sections
Results
Save $ on bottom line
Less flexibility for advertisers
Less targeted areas for editorial
Adaptation Is Key - Newspapers
Changes
Publication size changes
New printers
Expansion into new venues
Results
More “user friendly”
Better quality
Media websites
Niche websites
The Changing Media Landscape
Relaxed rules between editorial and advertising
La Times front page on 3/12/10
The Changing Media Landscape
Future of Newspapers
Television
Media Trends - Television
Time shifting 29% of homes have a DVR Live TV viewing has dropped 4%* 13% drop for the four big broadcasters
Top 5 DVR’d shows in 2009 Grey’s Anatomy Criminal Minds The Office Big Bang Theory Private Practice
*Nielsen, 2009
*Pew Internet and American Life Project study
Adaptation is key - Television
Changes
Switch from analog to digital (HDTV)
Results
Improved sound and picture quality
More room on digital signal EQUALS more programming
New platforms – phones and other handsets
Adaptation is key - Television
Changes
Interactive television on Digital TV
Results
Viewer interaction with TV content
Build a database of qualified leads from opt-in list
Adaptation is key - Television
Changes
Addressable TV is coming!
Results
Targeted, relevant messaging
Less waste
No longer “mass” medium
COMMERCIAL
Senior Media Usage
Media Philosophies for Reaching Seniors
Traditional media vehicles work best Newspaper and television reach the
largest number of seniors News is a key area of interest Magazines can reach a niche, hard-to-
target audience
Affluence Affects Media Consumption
Affluence
Television viewing
Cable subscribership
Internet usage
NPR/Public TV viewing
News Consumption Differs By Age Group
Pew Research 2008
Weekly Time Spent in Hours: MinutesBy Age Demographic 4Q 2009
K2-11
T12-17
A18-24
A25-34
A35-49
A50-64
A65+ P2+
On Traditional TV
25:17 23:24 26:14 31:58 35:40 42:38 47:21 34:37
Watching Time shifted TV
1:33 1:15 1:28 2:58 2:44 2:22 1:10 2:04
Using the Internet
0:24 1:21 3:45 5:20 6:35 4:53 2:17 3:56
Watching Video on Internet
0:04 0:15 0:39 0:35 0:33 0:17 0:06 0:22
Mobile Subscribers Watching Video on a Mobile Phone
n/a 0:21 0:08 0:06 0:01 <0:01 n/a 0:04
Source: The Nielsen Company(Credit: Nielsen)
ARE YOU INCLUDING ONLINE DISPLAY ADVERTISING IN YOUR MEDIA PLAN?
Poll
The Changing Media Landscape
Research - #1
Email - #2
Shop- #3
Content Here
Generation gap – mobile
Senior Media Consumption
Cell phone use - high
Mobile web use - low
The Changing Media Landscape
Online Display
Paid online ads such as bannersTargeting capabilities available increase
relevanceAge/geoBehavioral
Online Display Advertising
Benefits
Increase reach
Target ACI audience
Hesitant buyers or in information seeking stage
Results
Increase in web traffic
Better engagement on site
Handful of conversions
Three- year outlook
Three-year Outlook
Media evolving at rapid pace
Old methods of media measurement will be irrelevant
Broadcast media will be targetable
More adventurous with choices
Still consume traditional media
Media Opportunities Are Everywhere
Integrated Media Decisions
The New Media Mix
Traditional media New technology applications
The right mix depends on your objectives
Integrated Media Decisions
Awareness
Reach a broad base of prospective customers
THROUGH
Mass media choices that “deliver eyeballs”
Inquiry
Reach prospective customers with a proclivity to act
THROUGH
Targeted media choices that are
modeled from buyer profiles
The New Addition
Awareness Engagement Inquiry
Reach prospects in a contextually relevant
environment
Personalized media choices which
address the customer’s query
THROUGH
Mass Media Targeted Media Personalized Media
Objective
Announce a
redevelopment
in a large,
urban market
Media Mix
Objective
Reach beyond a saturated suburban
market area
Media Mix
Objective
Introduce memory support
product line
Media Mix
Media Case Study
Retirement Community in Exeter, NH
RiverWoods
Retirement Community in Exeter, NH
Not-for-profit type “A” CCRC• Founded by residents
• 1994 – Original campus 200 IL apartments (AL, Skilled)
• 2004 – Second campus100 IL apartments (AL, Skilled)
Retirement Community in Exeter, NH
Current status• Opened third campus in March 2010
100 IL units Achieved 80% occupancy in first three months
• Existing two campusesMaintain 97% occupancy
RiverWoods
Marketing Challenge
• Atypical and disaggregated prospect base
1/3 from New Hampshire
1/3 come from New England
1/3 come from rest of U.S.
• Underfunded ad dollarsExpensive media market (Boston)
RiverWoods
Case Study
Objective
Extend brand awareness throughout the region
Low investment costs with high visibility
Answer
Selected one local TV station for 100% share
Integrated solution (TV/online) which included production
Results
40% increase in phone calls140% increase in emailsVideo clips enhanced web presenceIncrease in “buzz” among residentsIncrease in “awareness”Not a response vehicle
RiverWoods Commercial
Questions to Ask Yourself
What are my media assumptions and when did I last challenge them?
Am I considering social media in my marketing mix?
How can I revise my marketing plans to include a 24 hour prospect portal?
Have I analyzed my lead source report this year versus 5 years ago?
The Changing Media Landscape
Take-aways
Share your challenges with agency, and be open to new ideas
Be aware of changes in your market
Don’t put all your eggs in one basket
Expect to see more integrated, multi-media campaigns
Look for opportunities for targeting based on age, geography, income and other qualifiers
Wheel and deal
Media Consultation
GlynnDevins complimentary media consultation Evaluation of current media plan Media market trends Media buying strategies
Leave your business card and we’ll get back to you
Questions