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Media Intelligence : 2009 - 2010
For information on your sector go to www.mediabiznet.com.au More pre-campaign accountability Richard Herring CEO, APN Outdoor What will the new MOVE measurement system mean for the industry? Has the delay aff ected perceptions in the market? It’s going to deliver a deeper level of audience understanding across the different formats, giving clients a lot more pre-campaign accountability with regard to audiences although, ultimately, clients are still looking for return on investment. The Media Federation of Australia is intrinsically linked to the process, so with regard to those perceptions, they are very well managed. The bottom line is that people respect the fact that we are trying to put out something that is new, which is very complex and something that we want to put out that we can stand behind. The complexity of what we are doing is appreciated, and that is the reason for the time delay. What are clients typically asking for in terms of research, and how are you delivering? Increasingly agencies and clients want more information, specifi cally in the outdoor fi eld, about the understanding of different format roles and about consumer insights – how they consume the media and what frame of mind they are in. Late last year, we launched a model called COMPASS with the idea that every client has different objectives in their campaigns, so our response is very much guided by their objectives. COMPASS tries to establish these objectives through the inputting of variables, and comes out with a recommendation of the best combinations of formats to use, given what they wish to achieve. It is a very comprehensive tool and piece of research we have developed through the historical information we have gathered over 15 years. What technologies and innovations are you integrating into your products and campaigns? What we are trying to do is use our real estate in the best way to connect with users and we have done that by introducing new formats. We have introduced what we call “cosmopolitans” which are portraitsized, high quality presentation panels in what we call the “cafe” sectors of society – geographically upmarket. We have also introduced an 18m x 4m large screen in the busiest part of Melbourne right across the road from Flinders St Station which has been a great success and innovation, giving advertisers the ability to change their message virtually whenever they like. Things like that are obviously very expensive, but they are great innovations we are bringing to market and will continue to do so. How are you integrating across platforms? The crucial thing for us is to ensure they are used in conjunction with the objectives of the client. We only use it where it is appropriate but we do fi nd a lot of campaigns should and can be cross-platform, and we use that part of our business quite effectively. Across media within APN, there are some examples in New Zealand where we have very similar geographical areas with our newspapers, radio, online and outdoor, where we are able to provide a total or very large solution for clients. We are less inclined to do it in Australia purely because there is less geographical matching of our assets. Has your selling proposition to both agencies and brand managers undergone signifi cant changes, particularly in light of the economic circumstances? Defi nitely. We have responded to the market, and continue to ensure that we are providing value to our customers that is comparable to other media owners. Rate is one of the things that comes to mind when you talk about value, but we are also offering what we believe are very sound solutions, and being very creative about it which has far greater reach than just the rate position. Shift in mindset Kirsty Dollison General Manager, Marketing and Commercial, TorchMedia What are clients typically asking for in terms of research and how are you delivering? We have seen a shift in mindset away from the traditional cost per thousand methodology, pretty much driven by the climate. In the past there was always talk of ROI, but it has been even more so in the last six months. Clients want a more robust methodology of ROI measurement, and/or real engagement from media platforms as opposed to just the potential or opportunity to see a medium. Because we are in the retail space, we are well positioned. We have access to scan data so we can look at hard sales information as to whether our mediums are infl uencing sales. We do that via a testing and control methodology with our major research partner Synovate Aztec. In terms of engagement we are also working with Aztec to develop new methodology which incorporates infra red, and looking at dwell times via shopper hotspots: That is going to give us a real understanding of category visitation, how shoppers shop, and what infl uences purchasing decisions. What technologies and innovations are you integrating into your products and campaigns? In terms of innovation we are seeing new ways of engaging shoppers through the use of 3D printing, die cuts, and other creative executions. Within Woolworths, we have integrated a “squeeze and sniff” technology where consumers can smell the scents available for air freshener. We are also looking at lenticular executions from a print perspective so there is more interaction and you are getting your message across, but also engagement, particularly for children’s products. Probably the most popular product at the moment is maxi fl oor decals that are at the entry points to Coles and Woolworths. How are you integrating across platforms? We have been working in conjunction with “What’s New”. We work together and pitch together to clients where there is a relevance for a TVC execution that is very much ROI/ sales driven and then bring that message in-store via the TorchMedia formats. Has your selling proposition to both agencies and brand managers undergone signifi cant changes, particularly in light of the economic circumstances? It hasn’t changed at all. We have always reiterated the importance of infl uencing purchasing decisions as opposed to the consumer, and the economic conditions have actually brought that to the fore. Looking at shopper interaction has become more valuable because it is a direct return on investment. The focus more and more is making sure that every dollar spent is having an impact on getting that product picked up off the shelf. Closing the loop once they are in-store is vital. TV may drive them to a category, but it doesn’t make them pick the product up. MEDIA Trends + Strategy 50 p48-50,52_outOfHome.indd 49 p48-50,52_outOfHome.indd 49 3/7/09 12:03:37 PM 3/7/09 12:03:37 PM
MT Resource 2010