user's guide to men
DESCRIPTION
How to target men on TVTRANSCRIPT
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A USER’S GUIDE TO MEN
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OVER NEXT 30MIN WE WILL …
Bust the myths about men & TV
Discover who is this MAN?!
Establish what effects a modern man’s life and decisions
Extract male viewers segments
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Men don’t watch TV much
TV isn’t important to most men as a media
Men rarely watch TV with women, kids, parents, etc.
Men are all about rational and reasonable
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Men don’t watch TV much (Across Europe 44% TV viewers are male)
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TV is by far the dominant media for men in Europe
Digital TV is great for men – more channels, more choice
Male viewers are sophisticated – they watch much more than news & sport including music, films, kids & entertainment
TV advertisers are increasingly clever about targeting men
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TV isn’t important to most men 2
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TV dominates the media day of men
Source IPA Touchpoints (Europe average)
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Men solely decide what they watch – and watch TV on their own 3
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Men often watch TV with their partners & families
60% of time-shifted viewing is shared
10% higher than for women
Vast majority of shared TV with women
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Men are all about rational 4
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Viewing TV (together) heightens emotions
Our feelings mirror TV programmes and ad content
TV programmes prompt self-reflection e.g. dinner/ decorating/holidays etc.
Memories more vivid when sharing TV programmes
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http://www.youtube.com/results?search_query=axe+clean+your+balls
&aq=0&oq=axe+clean
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I TV
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THE MODERN COMPLICATED MAN
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TOUGHA GOOD FRIEND A LEADER
STRONG BUT
TENDER
KNOWLEDGEABLE
BRAVE
TECHNO SAVVY
HUMOUR
WISDOM
POWER
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ALFA MALE STEREOTYPE:
MEET THE EXPECTATIONS
GET A BIG HOUSE AND A FANCY CAR
GET A COOL JOB
BE COOL – BE CARING
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http://www.youtube.com/watch?v=2RyPamyWotM
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http://www.youtube.com/watch?v=AbGLidX5LTc
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YOUNG MEN’S LIVES ARE MORE COMPLEX THAN EVER BEFORE. ACROSS EUROPE, THEY ARE NAVIGATING THEIR WAY THROUGH A NEW LANDSCAPE OF ISSUES AND CONCERNS.
ECONOMIC CHANGES MAKE IT HARDER TO GET AND KEEP JOBS. SOCIAL CHANGES MEAN THEY ARE EXPECTED TO BE BOTH PROVIDER AND CARER FOR THEIR FAMILIES. CULTURAL CHANGES MEAN THAT THEY FEEL THEY HAVE TO STRIVE HARDER TO MATCH THE SUCCESSFUL LIFESTYLES THEY SEE IN THE MEDIA.
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JOB IS EVERYTHING
MEN HAVE THEIR OWN PASSIONS- NO WOMEN ALLOWED!
MEN’S HUMOUR – WOMEN DO NOT UNDERSTAND
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http://www.youtube.com/watch?v=rbNc7GzRSqM
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FATHERHOOD – BUT BETTER!
WOMANIZER
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http://www.youtube.com/watch?v=6iTKJdz3Jt4
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PRESSUREDPROVIDER
MODERN & IN CONTROL
ALL ABOUTME
NON COMMITTAL South Africa
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22%
36%
26%
16%
PressuredProviders
Modern &In Control
All About Me
Non-Committal
Roadmap, Younger for Longer, Man in Mirror,
Travel, Politics, Fatherhood,
Balancing Act
Balancing Act, Man in Mirror, Health, Work, Male
Me-Time, Expert, Home, Fatherhood, Politics, Travel,
Money, Relationships
Info Hunter-Gatherer, Fatherhood, Travel, Keep
It Real, Money, Expert, Politics, Relationships, Work, Balancing Act
Roadmap, Younger for Longer, Work, Friends, Expert, Male Me-
Time, Travel, Home, Politics, Balancing Act, Health, Money,
Fatherhood, Relationships, Health, Digital, Keep It Real
Activeachiever
1%
Best ofall worlds
31%
Laid back & loving it
4%
Politics, Travel, Male Me-Time, Keep It
Real, Money, Fatherhood, Info Hunter-Gatherer,
Health
Fatherhood, Info Hunter-Gatherer, Travel, Keep It Real, Money,
Relationships, Male Me-Time,
Balancing Act, Expert, Politics, Friends, Work,
Home
Info Hunter-Gatherer,
Balancing Act, Travel, Health
Stabilityseeker
5%
Hardworking
hobbyist5%
StatusDriven16%
Work, Balancing Act, Friends,
Expert, Male Me-Time, Home,
Fatherhood, Politics
Roadmap, Younger for Longer, Keep It Real, Money, Work,
Politics, Travel, Expert
Roadmap, Younger for Longer, Work, Friends, Man in
Mirror, Health, Male Me-Time, Travel, Expert, Money,
Fatherhood, Politics, Home
Segments
Caring &devoted
6%
Breadwinner
7%
King ofthe castle
9%
Balancing Act, Man in Mirror,
Politics, Expert, Home, Travel, Work, Health, Fatherhood, Relationships
Travel, Work, Man in Mirror,
Balancing Act, Money, Politics, Male Me-Time
Balancing Act, Health, Work, Fatherhood,
Travel, Politics, Man in Mirror, Male Me-Time, Expert, Home
Key mindsets
associated with each segment
Mapping and Targeting (RUSSIA example)
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TV IS A REWARD
TODAY’S MAN IS HAVING HARD TIMES WITH PLAYING ALL SORTS OF ROLES – AND THEY WANT A
REWARD FOR IT!
TV AS A TOY, A MEAN TO ESCAPE THE ROUTINE
AND REALITY, A BETTER WORLD THAT YOU CAN IMMERSE IN AND LEARN FROM.
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MEME (VIRAL) - “AN IDEA, BEHAVIOR, STYLE OR USAGE THAT SPREADS FROM PERSON TO PERSON WITHIN A CULTURE.”
“IT IS A GREAT MISTAKE OF MANY MARKETERS TO SEE A DIFFERENCE BETWEEN THEIR MARKETING AND ADVERTISING AND THE MEME(S) THEY ARE TRYING TO CREATE OR VIRAL CAMPAIGNS.
THEIR ADVERTISING NEEDS TO BECOME A MEME IN WHATEVER MEDIA IT APPEARS...”
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“MEDIA COMPANIES - DESPITE BEING IN THE MOST COMPETITIVE MARKET PLACE AND DESPITE ALL THEIR KNOWLEDGE - RARELY FIND WAYS TO DISRUPT WITH THEIR ADVERTISING. ONE FINDS IT HARD TO CHOOSE BETWEEN ANY OF THEIR ‘PRODUCTS’ OR BE GIVEN A NEW REASON TO WATCH ”
WITH DISRUPTION WE NEED TO BECOME CREATIVE BEFORE THE CREATIVE WORK STARTS....GREAT CAMPAIGNS ARE ALWAYS RUPTURES WITH THE PREVAILING ADVERTISING LANGUAGE - IN STYLE AND CONTENT...
DISRUPTION IS ABOUT FINDING THE STRATEGIC IDEA THAT BREAKS AND OVERTURNS A CONVENTION...”
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CELEBRATINGMENSCAPISM
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http://www.youtube.com/watch?v=Tfv6djceGnY
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Men do watch the right TV
Right TV recognises what matters to men the most
You want a man? Stand out!
Reinvent the bicycle