United Kingdom

Telmar Moving Ahead on UK Outdoor System

Check out Postar’s James Whitmore’s Wednesday blog. Sounds like Telmar is a part of his Media Day. The beta version of the new outdoor system for the UK will be out by mid-September.

Media Guru Q & A : Reach vs. Coverage

Media Guru Question:
Dear Guru, What is the difference between Coverage(000) and Reach(000)?
The Media Guru Answers:
Coverage is equivalent to a rating, a one-time audience. Reach is a net unduplicated accumulation of audience from multiple advertising occasions. The reach of a single occasion is equal to its coverage.

Segmentation Article in MediaPost

Have a look at the article, then visit our Segementation Products page or email us at info@telmar.com to find out how you can segment with Telmar.Segmentation Clarifies Direct Marketer’s Data
by Susan Rowe, Yesterday, 5:00 AM

All of us in the direct response industry talk about the importance of gaining further understanding of our client’s customer. And today, frankly, we’re all in direct response in one way or another. So we employ the use of syndicated data to reveal demographics of the category, we ask our clients for studies against their own customers and we even conduct surveys ourselves in order to gain additional insight. What we are often missing in this exploration is capitalizing on our client’s own database and improving our understanding of the complexity of a target through segmentation.There is actually a wealth of information sitting in our client’s current customer database that is too often ignored. Our role as leaders in the direct response field is help, through database segmentation, to provide creative and media with an in-depth understanding of who we are trying to reach. By employing the use of long-established tools such as Prizm and GfK MRI, for example, to segment our clients’ data, we are able to not only improve testing and expand our media program, but greatly improve the creative messaging as well.

Here is an illustration of how segmentation can improve communication. Years ago, I was involved in creating the media strategy for a national pizza chain located in the Midwest. When I looked at the customer data, it appeared that a pizza purchaser was just about anybody. You needed to be an adult 18-54 and be breathing for us to sell you a pizza. It was easy to develop a media plan against such an extremely broad age cell.

However, during our planning process we went a step further and by using a combination of syndicated data we were able to actually see that this broad target was comprised of two groups of heavy pizza consumers: busy suburban moms with children present in the household and young male college students. We could make the decision to try to attract these two groups with one bland message, or we could actually create two very disparate campaigns and increase our success by speaking to these two groups in their own language.

How does the process work? We take Prizm and run our client’s database against the clusters to determine the highest indexing clusters. Once we identify the clusters, we combine clusters into groups we call Super Clusters. Then we run each Super Cluster against GfK MRI to obtain a wealth of information about the group, including not only demographic and media habit information but also extensive psychographic and purchase behavior data.

Once we obtain the segments, each group each group should be approached as its own campaign. Messaging should be focused on what appeals to that particular segment. We would be hard pressed to create a campaign that not only appeals to a busy mom but to a young male college student as well; generating two campaigns appealing to each improves our communication and our media program.

As we view the future of the television industry with addressable media around the corner, you can see how employing the use of segmentation today prepares us for the extreme nature of the segmentation of tomorrow. Used intelligently, these consumer insights can improve our clients’ business dramatically.

2 people recommend this article.

One comment on “Segmentation Clarifies Direct Marketer’s Data”

  1. ”"Sarah Federman from Telmar
    commented on: August 17, 2010 at 6:30 AM
    Exactly! And with software like Telmar agencies can actually plan on their clusters. In other words, once you figure out that you are after Suburban Moms, you can find out their TV ratings on shows, websites, etc.

Media Guru Q & A : Print Planning Question

Question for the Media Guru
I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.
The Media Guru Answer
In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.

World Cup TV viewership results…

Congratulations to Spain on their exciting World Cup victory over Holland.
Want to know how many people were watching? Find answers to all your World Cup viewership questions here…

Telmar South Africa shares World Cup attendence results

Curious about how many people were in a particular stadium for a particular game? See the latest results here…

Soccer World Cup 2010 Update


Fan Fest Venues:
(260 000 people!)

Elkah Stadium (Soweto) 40 000
InnesFree Park (Sandton) 20 000
Grand Parade (Cape Town) 20 000
Centurion Cricket Ground (Pretoria) 30 000
New Beach (Durban) 25 000
Mangaung Outdoor Sports Centre (Bloemfotein) 20 000
Bergvlam High School (Nelspruit) 30 000
Bergvlam High School (Port Elizabeth) 25 000
Polokwane Cricket Club (Polokwane) 30 000
Fields College (Rustenburg) 20 000

Top 3 Viewed Matches 

SA vs Mexico       13 605 000
Italy vs Paraguay   11 658 000
Uruguay vs France     11 487 000

 

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Soccer World Cup

2soccerball1soccerball Update
25 June 2010

Probably the most talked about event since the 1994 elections is underway. Did it have the impact that people were expecting? Well, in South Africa on the afternoon of Friday 11th, soccer is pretty much all that was happening.


A fortunate few (84,000) were able to attend the opening ceremony and the SA vs Mexico match at Soccer City. A high percentage of the rest of the country was watching the event at either one of the “Fan Fest” venues or on television. In South Africa, at the peak of the viewing (17:30) an estimated 10 421 million individuals (4 years+) were watching the game on television at home. This does not include the many thousands who watched at friends, restaurants, pubs, and other central venues.

The match took 86%-90% share of all television viewing between 16:00 and 18:00. Over 6 million people watched the opening ceremony.

2010 – South Africa vs Mexico
SABC 1 Viewer Profile

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Date / Time

Match

Venue

Stage

1

Jun 11,
(4:00pm SA local)

South Africa 1 – 1 Mexico

Soccer City, Johannesburg

Group A

2

Jun 11,
(8:30pm SA local)

Uruguay 0 – 0 France

Green Point, Cape Town

Group A

4

Jun 12,
(1:30pm SA local)

Korea Republic 2 – 0 Greece

Nelson Mandela Bay, Port Elizabeth

Group B

3

Jun 12,
(4:00pm SA local)

Argentina 1 – 0 Nigeria

Ellis Park, Johannesburg

Group B

5

Jun 12,
(8:30pm SA local)

England 1 – 1 USA

Royal Bafokeng, Rustenburg

Group C

6

Jun 13,
(1:30pm SA local)

Algeria 0 – 1 Slovenia

Peter Mokaba, Polokwane

Group C

8

Jun 13,
(4:00pm SA local)

Serbia 0 – 1 Ghana

Loftus Versfeld, Tshwane

Group D

7

Jun 13,
(8:30pm SA local)

Germany 4 – 0 Australia

Durban, Durban

Group D

9

Jun 14,
(1:30pm SA local)

Netherlands 2 – 0 Denmark

Soccer City, Johannesburg

Group E

10

Jun 14,
(4:00pm SA local)

Japan 1 – 0 Cameroon

Free State, Bloemfontein

Group E

11

Jun 14,
(8:30pm SA local)

Italy 1 – 1 Paraguay

Green Point, Cape Town

Group F

12

Jun 15,
(1:30pm SA local)

New Zealand 1 – 1 Slovakia

Royal Bafokeng, Rustenburg

Group F

13

Jun 15,
(4:00pm SA local)

Côte d’Ivoire 0 – 0 Portugal

Nelson Mandela Bay, Port Elizabeth

Group G

14

Jun 15,
(8:00pm SA local)

Brazil 2 – 1 Korea DPR

Ellis Park, Johannesburg

Group G

15

Jun 16,
(1:30pm SA local)

Honduras 0 – 1 Chile

Mbombela, Nelspruit

Group H

16

Jun 16,
(4:00pm SA local)

Spain 0 – 1 Switzerland

Durban, Durban

Group H

17

Jun 16,
(8:30pm SA local)

South Africa 0 – 3 Uruguay

Loftus Versfeld, Tshwane

Group A

20

Jun 17,
(1:30pm SA local)

Argentina 4 – 1 Korea Republic

Soccer City, Johannesburg

Group B

19

Jun 17,
(4:00pm SA local)

Greece 2 – 1 Nigeria

Free State, Bloemfontein

Group B

18
Jun 17, 2:30pm
(8:30pm SA local)
France 0 – 2 Mexico
Peter Mokaba, Polokwane
Group A

Media Guru Q&A- “Connections” Planning

Question:  

I want to more formally embrace and practice “connections” planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a “connections” planning mindset?

Answer: 

The Guru believes “Connections Planning” is a new-agey term for the not-so-new concept of strategic planning and account planners, going back over 20 years to some concepts out of Saatch & Saatchi in London. It’s about focusing on consumers and their consumption behavior’s intersection with media, rather than more narrowly on their media behavior.The greater ability of the internet to facilitate this approach is likely the driver of the new popularity and nomenclature. You will find many online references.

From Telmar Chairman & CEO: How to Reap the Rewards of Print’s Demise

iMedia Connection Article Highlights:


http://www.imediaconnection.com/content/26933.asp

  • It’s impossible for humans to track every client demand and cancellation over time, creating a need for another solution
  • In combination with other online metrics, revenue management systems help agencies and publishers maximize value and take advantage of demand
  • Revenue management solutions give agencies and publishers real-time data to help extend or pull campaigns
Stanley P. Federman

When asked about how his ad agency relationship, an online publisher might respond, “Agency? What agency?”

That’s an extreme example, but one that may make many publishers nod in agreement. Over the past few months, the digital content shift has changed the relationship between advertising agencies and online publishers. In the United States, online ad spending has just surpassed print. This means that publishers’ sales houses and agencies must develop a new kind of relationship if they are to have one at all.

For example, last year a major online publisher in France sold one of its banner ads by posting it on eBay. The publisher reported very positive results.

How can agencies play a role in this new game?
The changing digital space is nothing to smile about for many publishers or agencies, nor is the proliferation of free content. Agencies can support online publishers by finding new ways to quantify the value of ad space, integrate content with brands, and charge again for formerly free online content.

Revenue management (RM), including the concepts and software solutions, offers just that. RM originates in the travel industry. Anyone who has ever purchased a last-minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality. The value of a seat changes depending on the time of travel, destination, and the number of days until takeoff.  Airlines greatly increase their rates as a result of their RM, otherwise known as yield solutions.

How does this relate to media?
Seats are perishable, just as are spots, ads, or banners. Therefore, in the media business, RM solutions help businesses free up ad space and increase revenue for any media. Moreover, RM solutions can help publishers and advertising agencies negotiate more effectively, adding more value to both parties.

No human mind could possibly track all the demands and cancellations of every client over time. Even if you think you can, you often provide inflated discounts to certain clients while wrongly punishing others. RM systems record behavior, make projections, and offer pricing models based on constantly updated information. The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value.

For example, let’s say Client A buys 10 percent of the available ad space early in a TV season, but always cancels 3 percent at the last minute. Let’s say Client B will pay more and rarely cancels. Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B.

How can this apply to new technology?
The iPad, soon to be accompanied by various other fancy handheld ways of consuming the work of publishers, will force publishers to adapt quickly. The Economist has been successfully making the transformation; it remains a subscription-only publication and has the most subscribers of any online publication via the iPad. In fact, the magazine is willing to go 100 percent digital if that’s what the world demands. At a media conference in 2009, The Economist announced its uncertainty about maintaining a print addition in five years. This means that all revenue will have to come from subscriptions and digital advertising. RM can help the magazine through digital channels as successfully as it can via print.

Apple’s iPad and other devices may even provide better tracking information, making the system’s recommendations that much more powerful. Advertisers will always want to be where there are eyeballs and credit cards, and these are both still everywhere. Loyal, affluent readers remain glued to The Economist. RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay-per-click ads. Their ad space still has value and adding other metrics allows us to simply deepen the solution. All the demands for ad space are fed directly into the system, updating constantly and reallocating the ads to ensure that reach goals are met. In this sense, online media becomes more like television.

With more immediate feedback on readership — similar to overnight ratings — publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks. They can manage the campaign live, extending it to reach optimum numbers or retracting if the ad flops. Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools.

For agencies today, the majority of print planning relies on surveys conducted often no more than two times per year. TV advertisers and agencies, on the other hand, have benefitted from overnight ratings for many years. As a result, they can adjust campaigns throughout the season. Agencies and advertisers can now work similarly with online publishers. The information of demands and readership, along with other metrics available (such as click-throughs), can be reported, offering a better measurement of campaign success.

How many solutions are in the marketplace?
Currently, revenue management solutions are available from Telmar Worldwide and Mereo in France. There are also similar services available from RSG Media Systems, Rapt, Yield Solutions, and Fivia. While all good companies, these solutions cover only some media and therefore provide a less comprehensive solution for all media sales houses.

Overall, the RM solutions available on the marketplace have bridged the gap between advertising agencies and online publishers’ sales houses. Now, media owners can benefit from knowing the true value of their media. Meanwhile, agencies and advertisers can now be rewarded for their loyalty and receive pricing proposals more in-line with the true value of the opportunity.

As the Indigo Girls often belted out, “Everything is different, but nothing has changed.”

Stanley Federman is chairman and CEO of Telmar.

http://www.imediaconnection.com/content/26933.asp

Radio Results Best in a Decade

On June 2nd, Mediapost emailed a brief entitled, ‘Radio Results Best in a Decade’ Why this increase?

5 Reasons

Reason 1: Control Image:
Increasingly brands are losing control of their message as consumers speak up on-line, create ads and define brands themselves. Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image.

Reason 2: Association Control:
Related to number 1, brands can place themselves on stations and day-parts that not only reach their target, but sustain a certain image. Tiffany’s, for example, on a classical music station. On the web everything gets mixed in together. Luxury next to Pepsi.

Reason 3- Back to What We Know:
In times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times.

Reason 4: Internet Still Hard to Measure!:
Agencies still not sure exactly how internet helps a brand, but they know it does something. Radio is well studied, folks know what they’re getting.

Reason 5: Internet Revives Radio:
Increasingly people are listening to Internet or streaming radio. Even though most of this listening is not yet measured (Many markets still use diary and ask very few questions related to web-listening..such as “where did you listen”) But the fact remains, the radio is still playing!

Given this resurgence of investment in traditional media, clearly old school media planning (reach + frequency etc), still has a place alongside of it’s new more talked about cousin, new metrics such as impact etc. Whatever new planning metrics we add, clearly advertisers don’t yet want us to abandon media fundamentals.
To read the original article, click below

Click to read this article on the MediaPostPublications.com website.

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