carat presentation
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A PRESENTATION TO PPA SCOTLAND 12TH JUNE 2013
CONTENTS
• Your company and its USP’s.
• Your plans as a company for the short and long term.
• How your strategy affects which platforms you use and what part magazines play.
• What you look for in an advertising package.
• YOU HAVE 10 MINUTES
THE AEGIS MEDIA FAMILY
CARAT EDINBURGH IN 2013
CARAT IS REDEFINING MEDIA. WE USE MEDIA IN NEW WAYS
TO BUILD BUSINESS VALUE FOR OUR CLIENTS. WE HAVE A
HERITAGE OF INNOVATION, HAVING BEEN FOUNDED AS THE
WORLD’S FIRST MEDIA AGENCY BACK IN 1968. WE ARE NOW
IN A NEW ERA OF MEDIA AND MEDIA IS NOW BOUGHT, OWNED
AND EARNED. THIS BRINGS WITH IT THE OPPORTUNITY TO
CREATE NEW COMMUNICATIONS MODELS THAT DELIVER NOT
JUST MEDIA VALUE BUT TRULY BUILD BUSINESS VALUE FOR
OUR CLIENTS. THIS IS CARAT’S MISSION AND WE HAVE THE
BEST PEOPLE AND PRODUCTS TO ACHIEVE THIS.
REDEFINING MEDIA.
OUR VISION
To pioneer the new more valuable, media agency
model in Scotland centred around the digital world
REDEFINING MEDIA
Delivering real value through media
OUR USP’S
• GLOBAL SCALE
• Media Trading
• Technology and Systems
• People Development
• LOCAL CUSTOMER SERVICE ETHOS
• Team of 48 based in Edinburgh
• Strong Customer Service Ethic
• BEST OF BOTH WORLDS
OUR WORLD IS CHANGING
69% will own a Smartphone
51% will own a Tablet
82% will own a PVR and time shift will represent almost 40% of all viewing
76% will be dual screening
74% will be using social networks
40% will regularly be reading newspapers online
Source: CCS 2011/2012, Future Foundation
BY 2015...
TARGET THE PERSON AND NOT
THE MEDIUM
GENERIC
SEARC
H
DISCUSS
ON SOCIAL
MEDIA
DOWNLOAD
MOBILE
APP
INTERACT
WITH
COMMERCIA
L CONTENT
REA
D
BLO
G
VISIT COMPARISON
SITE
WRITE
REVIE
W
READ REVIEW
VIEW
PRINT AD
WATC
H VIDEO
VISIT
BRAND
SITES
CONVERT
TO
SALE
SEE
YOU ON
TV
FOLLOW ON
PRODUCT
SEARC
H
BRAND SEARCH
BUY ADDITIONA
L
PRODUCTS
LIKE ON
FACEBOO
K
SEE DISPLAY
BANNER
EXPOSED
TO BRAND SPONSORSHIP
EXPERIENC
E
SERVICE
VIEW
MOBILE
AD
READ
MAGAZINE REVIEW
BUY
ITEM
TARGETE
D BY
COMPETITOR
MEDIA RELATIONSHIP MAP ABC1 MEN 25-34
0
10
20
30
40
50
60
70
40 60 80 100 120 140 160 180 200Ex
po
su
re
Noticability
C4 ITV1
Radio
Out of
Home
All
Magazines
Internet
Mids Pop
s
Cinema
five
Mchannel
hard to miss
wallpaper
hidden persuader
challenging
Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium
DM
Quals Metro/ES
MEDIA RELATIONSHIP MAP ABC1 MEN 25-34
0
10
20
30
40
50
60
70
40 60 80 100 120 140 160 180 200Ex
po
su
re
Noticability
C4 ITV1
Radio
Out of
Home
Internet
Mids Pop
s
Cinema
five
Mchannel
hard to miss
wallpaper
hidden persuader
challenging
Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium
Men’s Lifestyle Magazines = Shortlist, Zoo, Nuts, Wired, Loaded, Esquire, FHM, GQ, Men’s Health, Four Four Two, Q, Men’s Fitness, T3, Stuff (Almost Always/Quite Often net)
DM
Quals Metro/ES All
Magazines
Men’s Lifestyle
Magazines
315
WHAT WE LOOK FOR IN AN ADVERTISING
PACKAGE
• Understanding of Brief and client objectives
• Bespoke
• Innovation
• Creativity
• Longer Term
• Customer not Platform
• Value
• Evaluation
CARAT. REDEFINING MEDIA.
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