Get Involved @PAMCo_Ltd 30EustonSq #PAMCo2018 The Drum Mediatel - - PowerPoint PPT Presentation

▶
get involved
SMART_READER_LITE
LIVE PREVIEW

Get Involved @PAMCo_Ltd 30EustonSq #PAMCo2018 The Drum Mediatel - - PowerPoint PPT Presentation

Dec 17, 2022 109 likes •693 views

Get Involved @PAMCo_Ltd 30EustonSq #PAMCo2018 The Drum Mediatel Mediatel Mediatel Campaign Marketing Week Press Gazette Mr Web Media Post Research Live Introduction Simon Redican CEO, PAMCo Ltd @SimonRedican Back to Basics

slide-1
SLIDE 1

Get Involved

@PAMCo_Ltd #PAMCo2018 30EustonSq

slide-2
SLIDE 2

Mediatel Mediatel Mediatel The Drum Marketing Week Campaign

slide-3
SLIDE 3

Research Live Media Post Mr Web Press Gazette

slide-4
SLIDE 4

Introduction

Simon Redican CEO, PAMCo Ltd @SimonRedican

slide-5
SLIDE 5
slide-6
SLIDE 6

‘Back to Basics’ Why PAMCo Matters

Nick Manning Senior VP, MediaLink

slide-7
SLIDE 7

What Advertisers Want and Need

Growth Strong brands Relevance of audience and context Trust Measurable results

slide-8
SLIDE 8

What Advertisers Want and Need

Source: Ebiquity/Radio Centre advertiser survey 2017

slide-9
SLIDE 9

Where We Are

Multi-channel marketing- Lack of common metrics, complexity Programmatic from hero to villain? – Brand safety, invalid traffic, viewability Re-targeting effect ‘Walled Gardens’ –

  • pacity of data usage

‘Fake news’ Imbalance of ad revenue vs content Nascent financial transparency Clutter and ad blocking

slide-10
SLIDE 10

‘Back to Basics’: People, Not Algorithms

Limits to the value exchange ‘Mindfulness’, gender D&I, #metoo People define themselves through their personality passions and communities – media brands

slide-11
SLIDE 11

The importance of brands to business The importance of advertising to brands The importance of audience, reach, context and relevance Audience trust The role of attention and memory structures

‘Back to Basics’: Opportunity For a Re-set

slide-12
SLIDE 12

‘Back to Basics’: Independent Audience Research

Necessary in a world of mis- matched data across print, smartphone, tablet, desktop

slide-13
SLIDE 13

What the evidence says

1 TV 107.1 2 Radio 103.2 3 Newspapers 87.8 4 Magazines 79.5 5 Out of home 71.7 6 Direct mail 67.0 7 Social media 65.8 8 Cinema 61.4 9 Online video 57.6 10 Online display 50.0

What advertisers and agencies say

1 TV 48.9 2 Online video 41.6 3 Social media 41.3 4 Out of home 39.6 5 Cinema 39.1 6 Radio 38.9 7= Newspapers 36.3 7= Direct mail 36.3 9 Online display 35.5 10 Magazines 35.1

‘Back to Basics’: Perception Versus Reality

Source: Ebiquity/Radio Centre advertiser survey 2017

slide-14
SLIDE 14

‘Back to Basics’: What PAMCo Delivers

Improves the ability to reach audience communities at scale in high attention, relevant, safe context Supports high quality, curated editorial environment that showcases brands Provides advertisers with multi-platform measurement to inform media choices Strengthens the professional publishing industry when user-generated content questioned Provides media planners with the data they need to plan across platforms

slide-15
SLIDE 15

Publishers should continue to innovate to demonstrate the power of their brands in the attention economy Media Agencies should adopt PAMCo and plan across multiple platforms Advertisers should require their media agencies to adopt PAMCo

PAMCo: What Needs to Happen Next

slide-16
SLIDE 16

PAMCo matters because it is part of a movement That movement is rooted in human truths: we don’t want algorithms to define us PAMCo is not just audience research, it’s important to business, brands and the need for high quality context and relevance Let’s use it

slide-17
SLIDE 17

PAMCo Data Unlocking Value of Publisher Audiences

Geoff Copps Managing Partner / Head of Data, IPG Katie Ingram Trade Marketing & Insight Director, ESI Jane Wolfson Chief Agency Officer, Hearst UK

slide-18
SLIDE 18

PAMCo Data Unlocking Value of Publisher Audiences

Geoff Copps Managing Partner / Head of Data, IPG Katie Ingram Trade Marketing & Insight Director, ESI Jane Wolfson Chief Agency Officer, Hearst UK

slide-19
SLIDE 19

26.2 million Every Day

slide-20
SLIDE 20

26.2 million Every Day

slide-21
SLIDE 21

Planning Proof Packaging

slide-22
SLIDE 22
slide-23
SLIDE 23
slide-24
SLIDE 24

Planning Proof Packaging

slide-25
SLIDE 25

PAMCo Data Unlocking Value of Publisher Audiences

Geoff Copps Managing Partner / Head of Data, IPG Katie Ingram Trade Marketing & Insight Director, ESI Jane Wolfson Chief Agency Officer, Hearst UK

slide-26
SLIDE 26

PAMCo INSIGHT

PROVING THE MAGAZINE MEDIA BRAND OPPORTUNITY

slide-27
SLIDE 27

14 MILLION

slide-28
SLIDE 28

DIGITAL

9,813,000

PRINT & DIGITAL

2,144,000 15.5% OF TBR

SOURCE: PAMCO JAN-DEC 17

PRINT

6,122,000

slide-29
SLIDE 29 406k monthly print readership 791k total brand reach +95% 1m monthly print readership 3.3m total brand reach +231% 616k monthly print readership 1.3m total brand reach +109% 163k monthly print readership 804k total brand reach +393% 1.3m monthly print readership 2.9m total brand reach +127 % 808k monthly print readership 1.1m total brand reach +38% 808k monthly print readership 1.1m total brand reach +145% 511k monthly print readership 858k total brand reach +68% 218 monthly print readership 391k total brand reach +79% 432k monthly print readership 810k total brand reach +88% 585k monthly print readership 895k total brand reach +53%

INCREASED BRAND REACH

slide-30
SLIDE 30

COSMOPOLITAN 3,344,000 ADULTS

DIGITAL

2,560,000

OVERLAP

226,000 6.8%

Brand profile

59.0 25.4 15.6 10 20 30 40 50 60 70 marital - married/living with partner marital - single marital - wid/div/sp 25.9 29.9 18.2 26.0 10 20 30 40 50 social class ab social class c1x social class c2x social class de 13.9 16.2 15.1 16.9 14.3 12.4 11.4 10 20 30 40 15-24 25-34 35-44 45-54 55-64 65-74 75 or over ALL WOMEN PRINT DIGITAL PRINT & DIGITAL SOURCE: PAMCO JAN-DEC 17

PRINT

1,010,000
slide-31
SLIDE 31

A platform for change

  • [image of young people from Nest being in charge]

MAGAZINE BRANDS DELIVER ENGAGEMENT

slide-32
SLIDE 32

Homes & Interiors 10.5M 4.6M

PRINT

7.2M

DIGITAL

88%

DRIVEN BY TRUST

slide-33
SLIDE 33

Time well spent Close connection Highly trusted Something you cant get elsewhere

slide-34
SLIDE 34

THE EFFECTS

slide-35
SLIDE 35

X

616k

NRS REACH

1.289m

+109%

PAMCo REACH

slide-36
SLIDE 36

X X

1.880m

+120%

PAMCo REACH

853k

NRS REACH

slide-37
SLIDE 37

X

4.158m

+195%

PAMCo REACH

X

1.405m

NRS REACH

slide-38
SLIDE 38

PAMCo Delivers

Engaged audiences Brand reach Cross platform audience proof points

slide-39
SLIDE 39

PAMCo Data Unlocking Value of Publisher Audiences

Geoff Copps Managing Partner / Head of Data, IPG Katie Ingram Trade Marketing & Insight Director, ESI Jane Wolfson Chief Agency Officer, Hearst UK

slide-40
SLIDE 40
slide-41
SLIDE 41
  • 1. Delivery

R&F planning in context

slide-42
SLIDE 42
  • 2. Diversification

Exploring fresh platform possibilities

39% (+12%)

Switch (=) Boost (+32%)

62% (+78%)

Boost (+47%)

69% (+98%) 35%

slide-43
SLIDE 43
  • 3. Depth

Complementary narratives Engagement

Articulating the unique value of published media, e.g. ‘It gives me something I can’t get elsewhere’

Verticals

Planning against interest areas across mags, supplements and sections

Audience comparisons

Identifying concentrations

  • f high-value audiences

across published media vs. digital pure play properties

slide-44
SLIDE 44

Packages Planning Trading

The challenge

Transforming industry fortunes together

slide-45
SLIDE 45

Panel Session - Making the Most of PAMCo’s World Leading Methodology

Chris Forrester Chief Revenue Officer The Telegraph Adam Crow Head of Print Brands MediaCom Torin Douglas Chair Emma Cranston Head of Publishing MGOMD Vanessa Clifford CEO Newsworks Duncan Tickell Commercial Director Immediate

@PAMCo_Ltd #PAMCo2018

slide-46
SLIDE 46

What Next for PAMCo Data?

Katherine Page Technical Consultant, PAMCo Ltd

slide-47
SLIDE 47

PAMCo Releases

Data Period Release date Embargoed until PAMCo 1 2018 Jan '17 – Dec '17 (Nov '17 comScore data) 9th April 2018 08:59am 19th April 2018 PAMCo 2 2018 Apr '17 – Mar '18 (Feb '18 comScore data) 11th June 2018 08:59am 18th June 2018 PAMCo 3 2018 Jul '17 – June '18 (May '18 comScore data) 10th September 2018 08:59am 17th September 2018 PAMCo 4 2018 Oct '17 – Sep '18 (Sep '18 comScore data) 10th December 2018 08:59am 12th December 2018

slide-48
SLIDE 48

World-leading methodology

Key innovations:

  • Creation of respondent-level datafile from comScore

to add mobile audiences

  • Single-source data on duplication of reading in print

and digital

  • Specially designed data integration methodology
slide-49
SLIDE 49

PAMCo Releases

Key aspirations for PAMCo Nothing stands still – developments in European audience measurement

What’s next?

slide-50
SLIDE 50

Via the Bureaux Via company proprietary tools

Extending the ways that PAMCo data can be accessed and used

slide-51
SLIDE 51

Touch Points

PAMCo data to be incorporated fully in Touch Points 2018 i.e. including mobile audiences

slide-52
SLIDE 52

Survey developments

  • Adding weekday newsbrand sections
  • Publishing digital engagement data
  • Evolving attitudinal statements
slide-53
SLIDE 53

Third-party platforms

Flipboard Facebook Instant Articles Google AMP Apple News Google Newstand

slide-54
SLIDE 54

Trends in audience measurement around Europe

  • Increasing complexity bringing hybrid datasets together
  • Digital audience data central to developments
  • Collaboration between JICs
  • Collaboration between media owners
  • Publishers joining forces to set up DMPs
  • Gravity Alliance in France
slide-55
SLIDE 55

The importance of collaboration to deliver audiences

slide-56
SLIDE 56

Trends in audience measurement around Europe

slide-57
SLIDE 57

Simon Redican CEO, PAMCo Ltd @SimonRedican

Summary

slide-58
SLIDE 58

Get Involved!