2018 Offline and Online Media Trends BMAP General Membership Meeting - - PowerPoint PPT Presentation

2018 Offline and Online Media Trends

BMAP General Membership Meeting

Jay G. Bautista April 20, 2018

• Advertising Highlights
• Offline Media Trends
• Television
• Radio
• Print
• Out of Home
• Online Media Trends
• BMAP Proposal

2

Topics for today

Advertising spend

• No. 3

3

4

Php 600 Billion

5 Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 Costs are based on published ratecards Only includes Thematic and Promotion spots

6

Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 Costs are based on published ratecards Only includes Thematic and Promotion spots

7

Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 Costs are based on published ratecards Only includes Thematic and Promotion spots

8

Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 Costs are based on published ratecards Only includes Thematic and Promotion spots

Offline Media Trends

Media Reach

99 47 23 76 66 32 33 91 67 50 36 8 6 3

FTA Yesterday Outdoor Past Week Internet Yesterday Radio Yesterday Newspaper Yesterday Cinema Past Month Magazine Past Month

2007 2017

Source: Media Insights 2017 National Urban Philippines Nielsen Media Brieing 2007

11

Television reinvents itself.

12

13

Base: Total TV Homes Interviewed– Philippines (4,110 Households)

Pay TV Subscription

Rural Philippines

10.8% 8.7% 4.3% 13.6% 10.6% 12.5%

23.5% 19.3% 10.8% 25.8% 26.6% 29.1%

32.4% 25.5% 14.1% 34.2% 37.5% 41.5%

Rural Philippines North Luzon Central Luzon South Luzon Visayas Mindanao 2011 2016 2017

TV Plus Incidence

Among TV Homes

14

Total Philippines Urban Philippines Rural Philippines

TVES 2016 3.7 6.5 0.8 TVES 2017 15.7 24.7 6.1

Source: Kantar Media Television Audience Measurement

TV’s shape of the day

15

10 20 30 40 50

02:00 02:30 03:00 03:30 04:00 04:30 05:00 05:30 06:00 06:30 07:00 07:30 08:00 08:30 09:00 09:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 24:00 24:30 25:00 25:30

Rtg %

2013 2014 2015 2016 2017

How much time is spent watching TV?

Among TV viewers

16

Source: Kantar Media Television Audience Measurement

6.8 7.7 6.6 7.8 0.0 2.0 4.0 6.0 8.0 10.0

Terrestrial Only Homes Cable/Satellite Homes

Urban Philippines

2013 2014 2015 2016 2017

5.8 6.7 5.7 6.3 0.0 2.0 4.0 6.0 8.0 10.0

Terrestrial Only Homes Cable/Satellite Homes

Rural Philippines

2013 2014 2015 2016 2017

in hours in hours

Top 10 Channels

Total Philippines

17

Source: Kantar Media Television Audience Measurement January to December 2017

1 2 3 10 9 8 7 6 5 4

Mega Manila

1 2 3 10 9 8 7 6 5 4

18

Radio Evolves

Radio Ownership

20

Base: Total Homes Interviewed

37.4 41.2 33.6 46.3 50.7 53.2 58.4 48.6 63.3 66.9

57.7 65 51.1 73.7 77.1 Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017

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Place of Listening Audience Profile Preferred Device

22

Top Metro Manila AM Stations Top Metro Manila FM Stations

23

Print lives

24

3 16 10 21 23 28 54 28 11 7 20 40 60 80 100 Tabloid Broadsheet

Socio-Economic Class

AB C1 C2 D E

Profile of Newspaper Readers

Based on Kantar Media MHS 2016

25

11 8 10 17 24 26 20 17 16 14 18 18 20 40 60 80 100 Tabloid Broadsheet

Age

10-19 20-29 30-39 40-49 50-59 60+

Profile of Magazine Readers

26

10 21 18 47 4 2016 AB C1 C2 D E 15 30 24 10 10 11 2016

10-19 20-29 30-39 40-49 50-59 60+

Source: Kantar Media Habits Survey 2014 & 2016

Based on Kantar Media MHS 2016: Individuals 10+. Total Philippines

Top Broadsheets

27

Based on Kantar Media MHS 2016: Individuals 10+. Total Philippines

Top Monthly Magazines

28

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QuickFacts

• In 2016, the total motor vehicles in Metro Manila has already peaked at 3.1 million.

Our daytime (road) population is 16 million. Source: LTO

• Metro Manila has only 1,032 kilometers of roads or 3.5% of the total 39,370

kilometers of roads nationwide. The National Capital Region has only one kilometer

• f road per 482 vehicles. Source: LTO
• The traffic demand in Metro Manila is at 16.8 million trips. 69% of these total trips are

done using public transport yet only 22% of the road space is occupied by public vehicles. The

• ther

78%

• f

road space is taken by private vehicles.

Source: National Economic and Development Authority

Average one-way commutingand traveling time in the Philippines spans~48 minutes

before people reach their destination.

Class ABCs are more likely to be out during morning rush hour 7-9am. Class ABC1s are least likely to be out during noontime. Meanwhile, higher incidence of travel seen among Class ABC1 and Class Es.

Travel Shape of the Day – Weekdays By Socio-economic Class (%)

Base: Total interviews (n=800)

5 10 15 20 25 30 35 40 45 50 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05:59 06:00-06:59 07:00-07:59 08:00-08:59 09:00-09:59 10:00-10:59 11:00-11:59 12:00-12:59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 18:00-18:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59

ABC1 (n=37) C2 (98) D (n=483) E (n=182)

73 83 61 45 52 49 28 41 27 Large posters on boards at the side of the road or on … Market/Sari Sari Store Tarp Jeepney Top Taxi Top Ad Tricycle Ads Outdoor LED (Digital Screens/Billboards) Small poster sites on the street (excluding bus stops) … Advertising outside the bus or bus wrap Advertising outside the taxi

Billboards, SSS tarps and jeepney tops are the most popularly known and seen OOH ad types. Billboards, especially, are voluntarily mentioned by half of the respondents.

50 16 3 2 2 7 17 2 1 49 74 78 69 68 62 45 57 57 Large posters on boards at the side of the road or on … Market/Sari Sari Store Tarp Jeepney Top Taxi Top Ad Tricycle Ads Outdoor LED (Digital Screens/Billboards) Small poster sites on the street (excluding bus stops) … Advertising outside the bus or bus wrap Advertising outside the taxi

Base: Total interviews (n=800)

Awareness of/Exposure to OOH Ad Types – 1/4 (%)

Unaided Aware Aided Aware Seen P3M

PH: OOH spendsplit 2017

P21.2 billion

MM 70% Luzon 11% Visayas 10% Mindanao 9% Billboard Transit Digital Ambient 65% 13% 13% 9%

PH:OOHindustrysplit 2017

3000, 21% 2300, 16% 1800, 13% 1500, 10% 800, 6% 800, 6% 850, 6% 1300, 9% 650, 4% 650, 5% 550, 4%

Banking, Finance and Insurance Real Estate Quick Service Retail Retail, Malls and Supermarkets Apparel, Fashion & Textile Food and Beverage Consumer Electronics Automobile and Accessories Communication & Telecom Hospitality, Travel & Tourism Alcoholic, Beers and Spirits

11-12 % share of OOH spends in total media spends

Forecast2018: OOH

78 : 22

ratio between traditional& DOOH

12%

• verall OOH growth

based on 2017

8-10 %

price inflation based on 2017

The Digital Wave

36

Mobile Phone Ownership (Regular/Smartphone)

37

Base: Total Homes Interviewed

78.5 88.9 68.1 92.6 94.5 87.7 91.9 83.9 93.6 93.5 89.3 94.3 84.8 97.1 97.9

Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017

Smartphone Ownership

38

Base: Total Homes Interviewed

23.3 33.1 13.5 39.0 45.2 38.7 51.8 27.0 63.7 65.2 57 69.7 45.4 81.4 82.4

Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila MHS 2014 2016 2017

Internet Connection at Home

39

Base: Total Homes Interviewed

10.2 18.0 2.3 24.3 32.6 31.7 44.6 20.1 58.8 64.8 59.8 73.2 47.6 84.4 87.3

Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017

Top Websites

Source: Kantar Media Internet Audience Measurement Urban Philippines, Individuals 12+, Feb 2018, Total Websites and Apps,, Based on Average Daily Reach

40

Top Apps

1 3 2 4 5 6 1 3 5 2 4 6

41

The Connected Consumer

There are many ways into Filipino needs

Source: Kantar TNS Connected Life, October 2017

42

85 37 69 78 22 14 13 36 68 89 2 Messaging Emails Post photos Social Online articles TV/movies (via subscription) TV/movies (bought one-time) TV/movies (free) Video clips (free) Video clips (on social) Internet banking

What are the key online activities to target?

Source: (C1) Frequency of online activities Base: Philippines (1001) Kantar TNS Connected Life

43

Weekly activity usage – Philippines %

+9 +1 +4

• 1
• 14
• 6
• 5
• 1

+5 +6

• 3

COUNTRY GROWTH VS. 2016 Philippines

What is my target’s social repertoire?

Source: (D3) Time spent on activities | (C2) Frequency of social/IM usage Base: Global (72067) | Emerging Asia (16621) | Philippines (1001) Kantar TNS Connected Life

44

Global Philippines Average time spent

• n social (hrs/day)

1.5 2.0 Average number of social platforms used weekly 8.4 4.3 Platform weekly usage>30%

FACEBOOK YOUTUBE WHATSAPP FACEBOOK MESSENGER WECHAT INSTAGRAM FACEBOOK FACEBOOK MESSENGER YOUTUBE

How much media time has moved online?

45

Daily users %

Source: (C1) Frequency of online activities | (C1c) Frequency of offline activities | (D3) Time spent on activities Base: Global (72067) | Emerging Asia (16621) | Philippines (1001) Kantar TNS Connected Life

65 36 32 61 26 36 86 37 13 68 28 49 69 27 48 67 15 13 Traditional 1.8 2.8 0.8 0.8 0.4 0.3 1.0 0.7 0.7 0.6 0.5 0.6 0.3

AUDIO ARTICLES

Daily hours (users) Daily hours (users)

TRADITIONAL DIGITAL Global Philippines VIDEO

28 25 23 43 30 7 18 25 Global Philippine s

What proportion are moving away from traditional TV?

Source: (D3) Time spent on media/activities Base: Global (72067) | Emerging Asia (16621) | Philippines (1001) Kantar TNS Connected Life

46

Online video viewer type penetration % Watch limited online video, but large amounts of TV Watch limited amounts of both online video and TV Watch limited TV, but large amounts of online video Watch large amounts of both online video and TV

Beware of clichés – the connected world is building upon traditional ways of marketing, not killing them

Kantar TNS Connected Life

47

Cutting through the hype requires a comprehensive view of the activities your target is doing online, and on what devices, in order to reach them in the right way.

The change – connectivity trend The cliché – what’s ‘dying’? The implication – reality check Balance online/offline channel approach Media migration Traditional media Ad blockers Digital advertising Brands must deliver relevant content in the right moments Social media growth and fragmentation Effective targeting Use data insight to prioritise device and social platforms Rise of online video Television advertising Complement and boost TV content with online video

About Kantar Media

6,000+

employees work with

32,000

clients tracking

3 million

brands

2007

Philippine

• perations

started

Our Clients

We are uniquely positioned to provide essential insight across paid, owned and earned media.

Local Media Agencies Regional Clients

PROPOSED RESEARCH PROGRAM

Similar to the BSP, BMAP can also provide members with insights

Market Research Options for BMAP

Research Type Advantages Limitations Kantar’s Media Insight Banking Report Results are available May not address all of BMAP’s requirements Cost efficient Commission a Qualitative Study Quick turnaround (minimum

• f 4 weeks)

Results are not conclusive Can address qual information needed by BMAP Commission a Quantitative Study Can provide all of BMAP’s information requirements. Requires more funding Results are quantifiable and conclusive Requires at least 3 months to complete

PHASE 1 – SUBSCRIPTION TO EXISTING MEDIA INSIGHTS MODULE

BMAP can have access to the following information upon subscription

BANKING & REMITTANCE CENTER & PAWNSHOP Awareness to bank transactions or services/products Bank transactions or services/products currently avail Bank currently use Bank transactions or services/products intend to avail in the next 12 months Bank intend to avail the services/products in the next 12 months Remittance Incidence Bank or Remittance Center avail of Bank or Remittance Center avail most often Considerations in choosing a bank/remittance center to do transactions CREDIT CARD/FINANCES/DEBIT CARD Credit card ownership/Number of credit cards own Credit cards currently owned Credit cards used in the last 12 months Type of Credit Card Frequency of using credit cards Purposes/occasions of using credit card Decision Maker for Household Purchases

Media Insights Banking/Finance Report

In addition, BMAP will also have access to additional information like: §Demographic profiles of banked/unbanked consumers §Their Media habits/touchpoints (offline/online) §Their Lifestyle/Shopping/Dining activities

Media Insights Banking/Finance Report

BMAP’s investment: Php 1 Million plus VAT §If 10 BMAP members are interested, they only pay Php 100,000 each §If 15 BMAP members are interested, they only pay Php 67,000 each Each BMAP member get’s a powerpoint copy of the report. We can also customize charts if needed.

PHASE 2 – COMMISSION A QUALITATIVE STUDY

SCMI’s Qualitative Study Overview Methodology § Focus group discussions Areas to be covered § Metro Manila and key cities Respondent definition § Consumers who have no bank accounts/experience Investment per FGD group – Php 100,000 Sample project investment: § 4 cities x 1 group per city x 100,000 = Php 400,000

PHASE 3 – COMMISSION AN EXCLUSIVE BMAP QUANTITATIVE STUDY

Investment

BMAP to commission an exclusive nationwide study §BMAP to invest Php 2,500 per interview §Sample investment = Php 2,500 x 2,000 interviews = Php 5,000,000

Thank you!

61

Jay Bautista

Jay.Bautista@kantarmedia.com (02) 441 7800

Measuring Effectiveness

63

Marketing Objectives Funnel

Traditional vs Digital Media Planning and Buying

Independent Media Research Plan on Target Market Sets DEMOGRAPHICS PSYCHOGRAPHICS Media Channel Selection and Buying 3rd Party Tracking

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Data from Media Owners (Facebook, Google, etc.) Media Channel Buying and Selection WEBSITE PLATFORM Tracking from Media Owners (Facebook, Google, etc.)

65

Digital Media Metrics

Reach Page Views Unique Visits Share of Voice Conversion Rates Referring URLs Lead Origination Click-Through-Rate Acquisition Rate Click by Channel Net Promoter Score Keyword Ranking Cost-per-Click Impressions Cost-per-Lead Organic Search Bounce Rates CPM Page Rank

Traditional Media Metrics

Reach Frequency Impressions/TARPs/GRPs

• BAV Threat
• Brand Safety
• 6.7% of display impressions are surrounded by unsafe or inappropriate content
• 7% of video impressions are surrounded by unsafe or inappropriate content
• Ad Fraud
• 16% of digital impressions are fraudulent
• Viewability
• Only 50% of display ads are in “view”
• Only 40% of video ads are in “view”

Digital Marketing Challenges

66