Advertising Media Management

March 2011

Advertising Media Management

Sessions Objective:
Role of media in advertising communication Media planning, buying & execution Management of the advertising function

Advertising Media Management

Definition & Scope: The World Federation of Advertisers (WFA) provides us with the guidelines & expectations of advertisers globally The charter of the WFA Any kind of vehicle through which commercial communication may be expressed, conveyed or exchanged, or which may enable interaction with the relevant audience The process of managing the above ranges from research, planning, buying, through to execution

Advertising Media Management

Structure & Role of the Commercial/Advert Departments Media Research Understanding the media consumption patterns of different consumer groups & establish SWOT Crucial to defining the rate cards & reviews (audience NOT CAPEX alone) Commercial/Advert Sales Sale of advertising spaces based on competitive advantage & USP Vetting, Monitoring & Reconciliations Ensure that advertisements placed have APCON certification Tracking of placements effected for best compliance managing the broadcast/placement schedule

On-time makegoods to ensure least disruption to commercial order

Finance Match placement to execution for transparency & accountability

Media Planning

The Art of

Reaching out
to the right audience in the right frame of mind at the right place in the best possible manner & at the best possible cost

Key Stakeholders & Their Concerns

Agency/ Client

Are we reaching the right audience? Are we operating at the best possible cost? How are we faring against our competitors?

Media Owners Which

audience segments do we cater to?

Are we priced correctly?

Which brands are using our media vehicle?

Data The Key To Informed Decision Making

The Right Consumer? Where to find him? His Media preference How & When he consumes that
media?

What is the cost of reaching

consumers by different media

What is the competition doing?

Data Sources In Nigeria

Demographic and Psychographic Audience Classification Reach of Media Product Consumption Print Readership

AMPS

Television & Radio Diaries

Viewership and Listenership of TV and Radio

Media Monitoring (MMS/MediaTrak)

Monitoring of Brand Activity Analysis of competitive media behavior

AMPS All Media & Product Survey

Survey commissioned by Media Planning Services Research conducted by Media Research Consultancy 20,750 respondents pan-Nigeria Covers Urban & Semi-urban locations Readership of all major print titles covered Consumption of more than 120 product categories covered All respondents above the age of 7 years

Television & Radio Diaries (MPS Diaries)

Survey commissioned by Media Planning Services Research conducted by Media Research Consultancy 20,680 respondents across 15 locations Data collection using daily diaries Provides TV Viewership and Radio Listenership in 15 minute breaks Enables choice of Station and specific programs

Media Monitoring (MediaTrak/MMS)

Monitoring of Brand Activity on TV, Radio, Print and OOH Covers media activity across 80% of Nigeria and almost all State capitals TV and Radio activity monitored using automated picture and audio matching technologies Enables monitoring of brand activities and Analysis of Competitors media activities

Data Guided Media Planning Decision Making

AMPS
Consumer Analysis Demographics, Psychographics, Location, Product Consumption Choice of Media Choice of Print Titles

MPS Diaries

Choice of TV and Radio Station Choice of Days, Time bands and Programs Estimation of Plan Deliverables Evaluation of Actual Deliveries after execution

MediaTrak / MMS

Monitoring of Brand activities to ensure compliance Evaluation of Competitive Brand Strategies

Basic Media Definitions

Socio Economic Classification (SEC)

Helps classify Population based on Purchasing Power Alternate to income as an indicator since income is usually wrongly reported SEC is defined based on ownership of various purchasing power indicators such as House, Car, Household Durables and Servants Households are scored based on the indicators owned and classified based on the total score SEC A is representative of the highest strata while SEC represents the lowest strata of the population

Universe, TA and Reach

Reach
Those amongst the Target Audience who have been exposed to the Brand Communication Eg. Men 25-44 SEC AB who have seen the ad 0.4 Mn. The Demographic group identified as the key consumer group for a brand Eg. Men 25-44 SEC AB in Lagos 1 Mn

Target Audience

Universe

The actual number of individuals within the defined geography Eg. Population in Lagos 14 Mn

Print terms
Circulation The average daily net paid sales of a daily newspaper over a period of 6 months Readership The total number of persons who have read a given publication Average Issue Readership (AIR) The no. of people who claim to have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication Claimed Readership (CR) No. of people who claim to have read a publication Readers Per Copy

Average number of Readers per copy

Cost Per Thousand (CPT/CPM)

Cost per every 1000 Readers

Television terms
Reach Number of individuals from the target audience who are exposed to TV or a given program for atleast 15 minute Normally expressed as a %age Average Frequency / Average Opportunity to See (AOTS) AOTS describes the number of times on an average a viewer sees an ad Television Ratings Point (TRP) No. of people in the Target Audience who watched the program; weighted by time spent watching; expressed as a %age Gross Rating Point (GRP) The sum of all ratings achieved in a campaign

CPRP (Cost per Rating Point)

The cost of buying one rating point

Data Sources In Practice Some Examples


The Consumer
Objective
Interrogation of data to show key consumer trends that would define the direction of the brands media strategy
Data Interrogated by MediaStar on All Media & Products Survey (AMPS)

Target Audience Profiling

Gender Split SEC Split

Age Group

TG Size: 24.5m
Base: Male & Female, 18-35 yrs, SEC BC1,C2 Database: AMPS 2009

Target Audience Population Split

Region Split

Markets Split

TG Size: 24.5m
Base: M & F, 18-35 yrs, SEC BC1,C2

Category Awareness

Brand X Awareness

Category Consumption

Brand X Consumption

TG Size: 24.5m
Base: Male & Female, 18-35 yrs, SEC BC1,C2 Database: AMPS 2009

Media Penetration
Media Activities Total Lagos South South South East South West North East North Central North West

Radio Television OOH Newspapers Internet Magazine Cinemas

86% 85% 67% 37% 34% 31% 3%

93% 93% 59% 45% 37% 34% 7%

87% 83% 71% 41% 31% 39% 0%

85% 82% 73% 41% 38% 38% 2%

86% 86% 65% 38% 36% 27% 1%

90% 87% 72% 36% 36% 36% 3%

83% 89% 81% 44% 40% 30% 2%

84% 78% 59% 27% 27% 23% 4%

Radio, TV and OOH have the highest media penetration Highest radio & TV penetration in Lagos Highest Newspaper penetration in Lagos Significant internet penetration across regions with highest penetration in South East, South West and North East TG Size: 24.5m
Base: Male & Female, 18-35 yrs, SEC BC1,C2 Database: AMPS 2009


TV Viewership & Radio Listenership

Objective
Interrogation of diaries data to show consumer viewing and listening preferences on TV & Radio

Data Interrogated by MediaStar on MPS Diaries

TV Viewership Pan Nigeria

Highest TV viewership btw 6.30am 9:00am and evening Primetime 8pm 11pm

Source: MPS Diaries October 2009 TG Size: 13.5m

Base: Male & Female, 18- 35yrs, SEC BC1,C2

TV Viewership By Key Market

LAGOS

OYO
Source: MPS Diaries October 2009 TG Size: 13.5m
Base: Male & Female, 18- 35yrs, SEC BC1,C2

Radio Listenership Pan Nigeria

Radio listenership is highest in the morning btw 7:00am 8:00am

Source: MPS Diaries October 2009 TG Size: 13.5m

Base: Male & Female, 18- 35yrs, SEC BC1,C2

Radio Listenership By Key Market

LAGOS

OYO
Source: MPS Diaries October 2009 TG Size: 13.5m
Base: Male & Female, 18- 35yrs, SEC BC1,C2


Competitive Data Analysis

Objective
Interrogation of media monitoring data to understand use of media by competition

Spend by Medium (Jan Dec 09)

Total Spend N378.9m

Source MMS

Total Spend By Brand (Jan Dec09)

Top Spenders SOE

Total Spend N378.9m

Source MMS

Top 12 Brands Spend By Medium

Total Spend N378.9m

Source MMS

Thank You