metro users 2014 industry challenges and opportunities through the eyes of an ad guy

36
Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Upload: allen-craig

Post on 27-Dec-2015

217 views

Category:

Documents


1 download

TRANSCRIPT

Page 1: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Metro Users 2014

Industry Challenges and Opportunities through the

Eyes of an Ad Guy

Page 2: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

The

Story

POLITICO

Page 3: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy
Page 4: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

PrintPOLITICO’s newspaper is as vibrant and prosperous as ever. Why? Put simply, members of Congress and their staff still read it voraciously, as they await votes or sit through committee hearings and floor debates

who reads politico?With the largest distribution of any Capitol Hill news publication, POLITICO distributes over 35,000 copies of its newspaper five days a week when Congress is in session. Copies go to:House & Senate | Federal Agencies | White House | Supreme CourtLobbyists | Special Interest Groups | Think Tanks | Media Companies | Wall Street160 Vending Boxes and 100 Starbucks Locations in the D.C. AreaDelta and American Airlines Shuttle Locations  at DCA and LGA

Page 5: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Audience Fragmentation Affecting Everyone

Page 6: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Source: Nielsen

In 1983, the M.A.S.H final episode was viewed by

121.6 million or 52% of the population.

This year’s Super Bowl was viewed by 111.5 million or

only 35% of U.S. population

Page 7: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Source: 2013 (r2) Scarborough USA Database

Newspaper Audience

Today newspapers still reach 153 million or 63% of U.S. adults

in an average week

Page 8: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Sources: Nielsen, U.S. Census Bureau

22 million view the evening news 6:30-7 pm on the three big

networks COMBINED out of 317 million people in the U.S.

Evening News

Page 9: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Source: 2014 Scarborough Report (r1)

1.8 million of Tampa Bay DMA adults every Sunday read a newspaper out

of 3.6 million adults

Newspaper Audience

Page 10: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Our Audience is Telling Us

Page 11: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

More than half (56%) ALWAYS use the printed product compared to the

newspaper’s other offerings

Source: 2014 RAM Engagement Study

56%

9%

5%

4%

4%

3%

3%

Page 12: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

The majority of readers (63%) are reading the printed product in some form every day

Source: 2014 RAM Engagement Study

0

10

20

30

40

50

60

70

Daily 5-6 days aweek

2-4 days ofweek

One day aweek

Less thanone day a

week

Never

63%

11% 13%

5% 4% 3%

Page 13: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Readers continue to spend more time with the Sunday product than any other day of the week

Source: 2014 RAM Engagement Study

0%

5%

10%

15%

20%

25%

30%

35%

40%

Less than10 minutes

10 to 15minutes

16 to 30minutes

31 minutesto 1 hour

More than 1hour

Do not read

10%9%

5%

21%19%

9%

31%

28%

21%

34%

23%24% 25%

6% 6% 6%

14%

9%

Monday-Friday Saturday Sunday

Page 14: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Readers still feel that the newspaper updates them on things they want to know and that it

is part of their habit

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

None of these

I lose myself in the pleasure of reading thisnewspaper

Read the newspaper makes me feel like abetter citizen

This newspaper has columns and features thatgive me good advice

I use the advertising information to be a bettershopper

It's my civic responsibility to keep informed onissues and happenings around me

Reading this newspaper gives me somethingto talk about with others

Read this newspaper makes me more a part ofmy community

The coupons and ads save me money

It's a habit/Been doing it a long time

This newspaper updates me on things I try tokeep up with

Source: 2014 RAM Engagement Study

73%78%

62%

67%

53%49%

45%49%

41%47%

40%47%

35%34%34%

41%30%

38%26%

34%

4%3%

2014 2013

Page 15: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Newspapers are still considered a more reliable source over other media

0% 10% 20% 30% 40% 50% 60% 70%

Friends and Family

Magazines and Periodicals

Online or Digital Media

Television

Radio

Newspaper (Print, Digital or E-editions)

Source: 2014 RAM Engagement Study

16%63%

17%

25%53%

8%

30%53%

36%40%

32%45%

6%

50%24%

4%

8%

5%

Sometimes reliable Usually reliable Always reliable

Page 16: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Local News continues to be the most looked at content

Source: 2014 RAM Engagement Study

Total Men Women

Local News 83%

National/International News 68%

Features-Arts & Entertainment 63%

Coupons 61%

Editorials/Opinions 55%

Medical & Health Information 55%

Local News 81%

National/International News 69%

Sports – Pro 64%

Politics 60%

Business 60%

Features-Arts & Entertainment 56%

Local News 86%

Coupons/Advertising Inserts 71%

Features-Arts & Entertainment 70%

National/International News 67%

Special Features and Sections 63%

Medical & Health Information 62%

Page 17: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Most readers still feel they get good value from the money they pay for the newspaper

Source: 2014 RAM Engagement Study

0%

10%

20%

30%

40%

50%

60%

Outstanding Good Fair Poor

29%

22%

49%51%

18%

23%

3%5%

2013 2014

Page 18: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Where is the Money?

Page 19: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Local Media Five-Year Forecast

U.S. $Billions

Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

$120.0

$125.0

$130.0

$135.0

$140.0

$145.0

$150.0

$155.0

2012 2013 2014 2015 2016 2017

$132.7

$136.6

$139.5

$145.2

$148.8

$132.5

Page 20: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Local Ad Market Less Dominated by Traditional Media

2012 and 2017 U.S. Local Media Revenues

2012

Direct Mail

Newspapers

Television

Radio

Online/Interactive

Yellow Pages

Out-of-Home

Cable

Magazine

*ERPM

Mobile

Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

$132.5 Billion

2017

Direct Mail

Newspapers

Television

Radio

Online/Interactive

Yellow Pages

Out-of-Home

Cable

Magazine

*ERPM

Mobile

$148.8 Billion

27.0%

17.0%

15.7%

8.2%

5.8%

5.5%5.1%

2.4%1.2%

0.9%

25.0%

11.9%

15.2%11.5%

10.6%

3.7%

6.0%

6.0%

2.0%

2.0%

6.1%

11.2%

Page 21: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Steady Shift Toward Digital Media

Source: BIA/Kelsey’s U.S. Local Media Forecast (2012-2017)

17.4% 19.4% 21.3% 23.7% 25.5% 27.6%

82.6% 80.6% 78.7% 76.3% 74.5% 72.4%

Traditional Online/Digital

Page 22: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Metro Comparative Report through Q1

• Retail (4.2%)

• National (2.2%)

• Automotive (20.6%)

• Real Estate (4.3%)

• Employment (15.3%)

• Classified (10.5%)

• Total Advertising Revenue (7.1%)

• Total Newspaper Revenue (3.5%)

Page 23: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Customers Are Telling Us……

• ROI

• Dark Cloud over our Industry

• Pressure to Move Towards Digital

• Branded Edition Abuse

• Opt-in Program Abuse

• AAM Confusion

Page 24: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Stand Your Ground

Page 25: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Our Enormous Assets

• Brand Identity

• We Generate Most of the Content

• Thud Factor

• Feet on the Street

• People Actually Want Our Ads!

Page 26: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Innovative Revenue Growth

Page 27: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Video

• While TV holds the largest share of ad spending

worldwide, online video is becoming a viable

alternative……

Page 28: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

TV and Video Viewing Habits are Changing

Source: AYTM Market Research May 2013

Among Internet Users who Have a Cable TV Subscription

May 2013

60%Cable TV

23% Had in past

17% No

With rising online video viewing, nearly one-fourth no longer have a cable TV

subscription

Page 29: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Online Video Offers Better Engagement Opportunities

Page 30: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Pay Per Lead Program

Page 31: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Pay Per Lead Program

• 11,152 calls in past 12 months

• 214 calls per week

$500,000 in New Money!

Source: Call Source Report

Page 32: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Native Ad Content

Page 33: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Digital Services

Page 34: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Extension Selling

Page 35: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

Don’t Look Past The Obvious

• Know who is on your Media Kit

• Implement an ISS Team

• B-2-B Marketing

Page 36: Metro Users 2014 Industry Challenges and Opportunities through the Eyes of an Ad Guy

How You Can Help

• Address Specific

• Products to Households