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Media Intelligence : 2009 - 2010
state of play Recovery in last quarter Stuart Mitchell CEO, Mitchell Communication Group What do you believe to be the biggest issues facing media in the present climate? Demand has decreased and therefore margins and revenues have been affected. Media business models are being transformed by digital media and the resulting fragmentation of audiences into more niche areas and even more stress is being placed on these models by lack of growth in advertising spending. The ‘rivers of gold’ business models of the 20th century need to be reinvented. Free TV, Newspapers and Magazines all face these challenges now. There is a temptation for advertisers to focus more on direct response and ROI-driven communications strategies and media that become more attractive. What has the eff ect been on agency clients? The price of media time and space is driven by supply and demand. In the last six months, bargains in the media market-place have meant that advertisers can spend less and still do the same job they did last year. For shortterm buying, there’s no need to plan and book so far ahead. In the next six months, the situation will be very similar although the last quarter will see the economy in recovery mode with consumers starting to open their wallets again. and spend. This will be added to by seasonal demand, diminished widespread availability of extreme bargains and the need for more forward planning and booking for quality (high demand) media. What is your marketing priority during the GFC? Encouraging our clients to take advantage of the media cost opportunities and value to build and support their brands and come out the other end of the recession as winners. What about the impact of new media – are clients willing to experiment with/invest in diff erent types of campaigns? Accountability and measurable ROI is more attractive to clients during a downturn. Online has a head start here with behavioural targeting and search engine marketing where you can negotiate to pay for what you get. What position do you think the industry will be in, in a year’s time? Recovery to positive growth again. Search intelligence is key Alan Long Research Director – Asia Pacifi c, Hitwise What are some of the main features and demands placed on online measurement? In the past three years, our company has focused on building more strategic planning tools for clients as opposed to basic reporting tools. The key has been Hitwise Lifestyle, using Mosaic which is a feature that allows the identifi cation of demographic characteristics and attitudes around an audience and website and compare for example, how the audience has changed over time or differences between two sites. This then allows you to fi nd where more of this audience might be residing online for you to target as well as delivering a range of offl ine applications. As this delivers to a specifi c audience – based on lifestyle as well as demographic – it lowers the wastage element of media planning so clients can readily identify media advertising and affi liate partners that deliver the highest percentage of audience. Such data can also highlight market gaps as well as the strengths and weaknesses of your own site and that of 15 MEDIA Trends + Strategy p11-15_stateOfPlay.indd 14 p11-15_stateOfPlay.indd 14 3/7/09 11:51:01 AM 3/7/09 11:51:01 AM your competitors. We have also developed much deeper search intelligence – understanding how traffi c is delivered to a site or a collection of sites. You can see seasonal shifts in how people search for products and brands. The data also identifi es a hot product, helps in understanding cycles and tracking product launches. We can use that search intelligence to look at competitive strategies to understand what competitors are doing, what they’re bidding on, what’s driving search engines and traffi c to their site – and through which search engine – clients can really understand paid and SEO strategies. Search Intelligence also allows clients to build and manage their keyword lists, through search term portfolios. Futher improvement is in click-stream analysis – understanding what sites are driving traffi c to a website and where the traffi c goes after it leaves that website. Often you can pick up on advertising strategies – eg one site had around 60+% of traffi c coming from a particular site so they had a strong ad deal/ partnership. You can then use that information to devise tactics or strategies. What are the main features of online reporting that assist advertising decision makers in their media buying and planning online? Our company works hard on the usability and how the data is visualised so we can tell a story as quickly as possible. We provide observed behaviour as opposed to panel- driven statistics which present a snapshot of stated behaviour. We provide information on “cognitive dissonance” – the difference between what people say they’re doing and how they actually behave so that provides great insights for clients. The other thing we’ve just launched which is quite exciting is the ability to establish bespoke panels; if a client has a specifi c group of people defi ned by behavioural sets, age or lifestyle we can build a bespoke panel to follow and understand what sort of search they do, what sort of sites they go to, click-stream and so on. We use that to understand the client’s audience – to build and develop strategies around their ad campaign, thus providing them with valuable, actionable outcomes. What is the major point of diff erence between Hitwise and other competitive suppliers of online measurement? Hitwise draws on a sample of three million people daily – by far the largest in the country. In terms of media planning, one of our real advantages is having an incredible depth of sites that are monitored so even though we monitor the web surfers themselves – not the websites – that three million sample ends up going to about 1.2 million websites over a month. We break that down into 64 industry categories: because of the sample size we can offer an enormous depth of site. The breadth and depth of data are the real keys to what we deliver.
MT Resource 2010