Transcript ppt - European Institute for Commercial Communications Education

Opportunity or Engagement ?
Vic Davies
Course Leader & Senior Lecturer
Does the model of media effectiveness hinder the assessment of media in
21st century ?
What impact does this have on assessing different types of use of media
on different media platforms ?
Are there areas that can be researched and developed to overcome these
questions ?
Does the university sector have a role to play in this and what might it be?
Why is this important ?
•
85%-- Media has always been bigger than creative
•
Moore’s Law Growth –
 Types of media
 Media brands on different technological platforms
•
Social Structures
 Ageing Baby Boomers( Prensky’s ‘Migrants’)
 Variations in levels of digital literacy ( Carat, Ofcom, Davies)
•
‘The New Kid on The Advertising Block’
 Google
•
‘What We Already Know’

Bank of academic and commercial ‘user and gratification’ research
•
What role does a medium play in the consumer’s life ?
•
Is that relevant to what I need to say about about a brand ?

•
i.e. How does the consumer’ engage with media ?
If yes how can I then commercially use the ‘2 R’s’ and how can I measure if it has worked in the way I
wanted to ( ‘ordered transference of meaning’)
Industry Media Surveys; Why And What For ?
• Neutral
 Agreed definitions between two sides of industry
• Currency
 Basis for buying and selling media space and airtime
• But also a language
 A definition of ‘communication’ and ‘effectiveness’
 Coverage , frequency , cost per thousand
 The Mantra : ‘70% coverage at 3.0 OTS’
How Do These Surveys Define ‘Communication’,
The Power of Media?
•
They measure ‘opportunity’ , not ‘exposure’ or ‘engagement’
•
Media communication in the buying process = opportunity
•
Indirectly stated:
 TV = In the room with the set on
 Press = have you read or looked at over the past 6/12 months a copy of this title
•
The communication power of media is defined by:
 How many of a given group it can deliver at the opportunity level
 Matched against its advertising cost : ‘CPT’
•
Implication of this definition :
 If media gains audience at opportunity level it is deemed to be more powerful
 If it loses audience at opportunity level it is deemed less powerful
Wider Implications
• Type and context of opportunity
 Are breakfast TV viewing and late evening peak the same?
 If someone gets up and leaves the room, but others remain, what does this
imply about their engagement with programming ?
 Which issue did someone read– the current one, or the old one in the
hairdressers ?
 Am I ‘reading or looking’ at digital versions of print titles?
Implications Beyond Media Planning And Buying
•
ROI
 Tracking and econometric studies relate ad communication /sales
analysis to media information from these surveys
• Impact on issues and debates over does advertising ‘work’ and
‘how’
•
Clients
 The role marketing
 Competitive Economy
 Advertising = 10%-15% of time
 The lure of digital
•
The structure and skill sets required in agencies
‘How long have we got
left to answer
Leverhume’s
question?’
Why Is Media Still Evaluated Like This?
•
UK Surveys

•
Began as Industry Surveys in mid 1950s
Context
•
•
•
•
Limited media
Mass audience
Mass products, emerging brands
Emerging (full service) ad agencies
•
Prevailing Theories
 Linear models
 Advertising:
• AIDA, DAGMAR
 Media
• As propaganda vehicles
• Omnipotent power
• Shannon and Weaver
• Bernays
• ‘Orwellian Big Brother’
Message
Medium
Opportunity Works
Audience
!
Individual Savvy Consumer
Changes in Economy
And Consumer Since 1950s
Post Modern
Marketing
Multi-headed
Customer Driven
Marketing
Classic
Branding
Satellite
Self
Actualisation
Esteem
Service
Sophisticated
Manufacturing
Economy
Marketing
Economy
Relational
Secretive
Key
Commodity
Selling
Statistical
Safety
Marginalised
Physical
Mass Market Naïve Consumers
Goodyear’s
Evolution Stages
Gordon &
Valentines’
Consumers
Maslow’s
Hierarchy of Needs
Planning Moves On, But Media
( Buying) Is Locked Into The Past
•
1968 JWT Study ‘What People Do To Media’
•
Late 1960s Account Planners
•
1970s – 1990s Media Independents and then Agencies
•
Widening gap between commoditised buying and sophisticated planning
•
Change the model in the survey and you alter the currency
 Media owners fear lost of ad revenue
 How do media agencies differentiate themselves ?
•
But Moore’s Law and Neuman show you will lose any way
•
If OTS does not work anymore – what does ?
“What Is To Be Done ?”
•
Are we still selling products to the masses, or brands to individual customers?
•
Measuring communication in that multi media ‘moment of identity’ within any
one piece of brand communication
•
Planning and buying must reengage with one another or we may find Google
analytics dominating social media and iplayer
•
What will media owners and agencies do ?
•
Role for universities
 Research and development
• Definitions and uses across Europe
• What do we mean by ‘engagement’?
• Means of measuring value
 Educating students (and Industry) that media is not just an ‘opportunity’ or
a ‘click’