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Media Intelligence : Media Trends+Strategy 2012
T he key to understanding the complex myriad of choice lies in the fact that the potential audience or population is static. The media has exploded whilst the user base remains the same. The growth in media choice in effect is force fitting itself into the number of eyeballs and ears available. This is where the whole media exercise becomes tricky. How does a client, agency, media buyer or specialist start to unravel the thousands of buying options when the target audience remains relatively the same? Media research is one way of quantifying a medium’s audience, but how does a media buyer qualify the performance of a medium and its unique reason for being on your schedule. Add in the thousands of choices available and the challenge becomes evident. To put it into perspective consider the number of choices in main media ... Free to air TV in both analogue and digital at present, FM and AM radio commercial plus Community and Narrowcast radio, Press in its paid cover price forms, free press, local press, magazine inserts to press and the online digital versions of the press. Magazines in every variety and format abound to engage specific audiences, plus a growing outdoor and ambient sector and don’t forget to add the thousands of social media/online applications, the emergence of mobile phone communication, rich data and database mining, and the media scene becomes a complex traffic jam. By the changing nature of communication, media formats overlap and this is where the lines become blurred...what is a medium now that line extensions exist in every media outlet. Every medium has it s online version, Facebook page, Twitter posts or rich content via website. Every offering is an opportunity to reach a select and defined audience. Where do you draw the line and how much is enough? Where is this discussion leading? To fragmentation of the media market and how it is measured against a fixed population potential that is growing slowly and ageing. This is where the true art of media lies...how to unravel it all, make sense of the media offerings, get results and deliver ROI. At the heart of every media equation is IF ONLINE CLICK ON PAG E NuMBEr TO ACCESS INTErvIEwS* OuT OF HOME pp 64-67 Kirsty Dollisson General Manager – Marketing & Commercial, Torch Media Steve O’Connor CEO JC Decaux Charmaine Moldrich CEO OMA richard Herring Group Radio and Outdoor Chief Executive, APN Outdoor vaughan O’Connor MD Absolute Media NEwSPAPErS pp 70-71 Mark Hollands CEO Pacific Area Newspaper Publishers’ Association (PANPA) Jack Matthews CEO Metro Division Fairfax Media DIrECT MAIL/ pp 74-77 MArKETING Jodie Sangster CEO ADMA John Moore General Manager Marketing Australia Post Grant Harrod CEO Salmat CINEMA pp 78-81 Matthew Liebmann Director, Commercial & New Business, Hoyts Damian Keogh CEO Val Morgan Peter Skillman Director & CEO CinemaLive & The Shooting Star Picture Company * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. MEDIA Trends + Strategy 10 MEDIA Trends + Strategy feature SPOILT FOR ChOICe THE EXPLOSIVE MEDIA MARKET If the media scene is more than a little daunting, and the media buyer’s inbox is overloaded with media offers and every medium claiming to be number one in something, then welcome to the explosive media market. 700+ radio stations (5.6% digital listening) Fastest adopted piece of technology in history (3% penetration in 1 year) 13 hours a day (300% increase in 10 years) Readership -14% since 2007 (vs Online +33%) 5,000 OOH sites now digital (+15% yoy) Mobile Internet browsing increased from 29% (2009) to 52% (2010) 200+ TV Channels (vs 5, 15 years ago) 5 4 3 5 4 3 5 2,000 cinema screens (+140% in 20 years) 3 p6-11,13_feature.indd 10 28/11/11 2:47:08 PM
MT Resource Guide 2011
MT Resource Guide 2012