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Introduction Simon Redican CEO, PAMCo Ltd @SimonRedican
‘Back to Basics’ Why PAMCo Matters Nick Manning Senior VP, MediaLink
What Advertisers Want and Need Relevance of audience Growth Strong brands and context Measurable results Trust
What Advertisers Want and Need Source: Ebiquity/Radio Centre advertiser survey 2017
Where We Are ‘Walled Gardens’ – Multi-channel marketing- Programmatic from hero to villain? – opacity of data usage Lack of common metrics, Brand safety, invalid traffic, viewability ‘Fake news’ complexity Re-targeting effect Imbalance of ad revenue vs content Clutter and ad blocking Nascent financial transparency
‘Back to Basics’: People, Not Algorithms ‘Mindfulness’, gender Limits to the D&I, #metoo value exchange People define themselves through their personality passions and communities – media brands
‘Back to Basics’: Opportunity For a Re -set The importance of The importance of The importance of audience, reach, context brands to business advertising to brands and relevance The role of attention Audience trust and memory structures
‘Back to Basics’: Independent Audience Research Necessary in a world of mis- matched data across print, smartphone, tablet, desktop
‘Back to Basics’: Perception Versus Reality What the evidence says What advertisers and agencies say 1 TV 107.1 1 TV 48.9 2 Radio 103.2 2 Online video 41.6 3 Newspapers 87.8 3 Social media 41.3 4 Magazines 79.5 4 Out of home 39.6 5 Out of home 71.7 5 Cinema 39.1 6 Direct mail 67.0 6 Radio 38.9 7 Social media 65.8 7= Newspapers 36.3 8 Cinema 61.4 7= Direct mail 36.3 9 Online video 57.6 9 Online display 35.5 10 Online display 50.0 10 Magazines 35.1 Source: Ebiquity/Radio Centre advertiser survey 2017
‘Back to Basics’: What PAMCo Delivers Improves the Supports high Provides Strengthens the Provides media ability to reach quality, curated advertisers with professional planners with audience editorial multi-platform publishing the data they communities at environment that measurement to industry when need to plan scale in high showcases inform media user-generated across platforms attention, brands choices content relevant, safe questioned context
PAMCo: What Needs to Happen Next Advertisers should require their media agencies to adopt PAMCo Media Agencies should adopt PAMCo and plan across multiple platforms Publishers should continue to innovate to demonstrate the power of their brands in the attention economy
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
PAMCo Data Unlocking Value of Publisher Audiences Katie Ingram Jane Wolfson Geoff Copps Trade Marketing & Chief Agency Officer, Managing Partner / Insight Director, ESI Hearst UK Head of Data, IPG
PAMCo Data Unlocking Value of Publisher Audiences Katie Ingram Jane Wolfson Geoff Copps Trade Marketing & Chief Agency Officer, Managing Partner / Insight Director, ESI Hearst UK Head of Data, IPG
26.2 million Every Day
26.2 million Every Day
Planning Proof Packaging
Planning Proof Packaging
PAMCo Data Unlocking Value of Publisher Audiences Katie Ingram Jane Wolfson Geoff Copps Trade Marketing & Chief Agency Officer, Managing Partner / Insight Director, ESI Hearst UK Head of Data, IPG
PAMCo INSIGHT PROVING THE MAGAZINE MEDIA BRAND OPPORTUNITY
14 MILLION
PRINT PRINT & DIGITAL DIGITAL 6,122,000 2,144,000 9,813,000 15.5% OF TBR SOURCE: PAMCO JAN-DEC 17
INCREASED BRAND REACH +95% +109% +393% +145% +68% 616k monthly print readership 511k monthly print readership 406k monthly print readership 163k monthly print readership 808k monthly print readership 1.3m total brand reach 858k total brand reach 791k total brand reach 804k total brand reach 1.1m total brand reach +127 +38% +231% +88% % 1.3m monthly print readership 1m monthly print readership 808k monthly print readership 432k monthly print readership 2.9m total brand reach 3.3m total brand reach 1.1m total brand reach 810k total brand reach +79% +53% 218 monthly print readership 585k monthly print readership 391k total brand reach 895k total brand reach
70 60 50 40 Brand profile 30 20 59.0 25.4 15.6 10 0 marital - married/living with marital - single marital - wid/div/sp partner 40 ALL WOMEN PRINT 30 DIGITAL PRINT & DIGITAL 20 PRINT OVERLAP DIGITAL 16.9 16.2 15.1 14.3 1,010,000 226,000 13.9 10 2,560,000 12.4 11.4 6.8% 0 15-24 25-34 35-44 45-54 55-64 65-74 75 or over 50 40 30 29.9 COSMOPOLITAN 25.9 26.0 20 3,344,000 ADULTS 18.2 10 0 social class ab social class c1x social class c2x social class de SOURCE: PAMCO JAN-DEC 17
A platform for change • [image of young people from Nest being in charge] MAGAZINE BRANDS DELIVER ENGAGEMENT
Homes & Interiors 88% 4.6M 7.2M 10.5M DRIVEN BY PRINT DIGITAL TRUST
Something you cant Time well spent Close connection Highly trusted get elsewhere
THE EFFECTS
X PAMCo REACH NRS REACH 1.289m 616k +109%
X X PAMCo REACH NRS REACH 1.880m 853k +120%
X X PAMCo REACH NRS REACH 4.158m 1.405m +195%
PAMCo Delivers Brand Engaged Cross platform audience reach audiences proof points
PAMCo Data Unlocking Value of Publisher Audiences Katie Ingram Jane Wolfson Geoff Copps Trade Marketing & Chief Agency Officer, Managing Partner / Insight Director, ESI Hearst UK Head of Data, IPG
1. Delivery R&F planning in context
2. Diversification Exploring fresh platform possibilities Switch (=) Boost (+32%) Boost (+47%) 35% 39% (+12%) 62% (+78%) 69% (+98%)
3. Depth Complementary narratives Audience Engagement Verticals comparisons Articulating the unique Planning against interest Identifying concentrations value of published media, areas across mags, of high-value audiences e.g. ‘It gives me something I supplements and sections across published media vs. can’t get elsewhere’ digital pure play properties
The challenge Transforming industry fortunes together Planning Trading Packages
Panel Session - Making the Most of PAMCo’s World Leading Methodology Adam Crow Torin Douglas Vanessa Clifford Chris Forrester Duncan Tickell Emma Cranston Head of Print Brands Chair CEO Chief Revenue Officer Commercial Director Head of Publishing MediaCom Newsworks The Telegraph Immediate MGOMD @PAMCo_Ltd #PAMCo2018
What Next for PAMCo Data? Katherine Page Technical Consultant, PAMCo Ltd
PAMCo Releases Data Period Release date Embargoed until Jan '17 – Dec '17 9 th April 2018 08:59am 19 th April 2018 PAMCo 1 2018 (Nov '17 comScore data) Apr '17 – Mar '18 11 th June 2018 08:59am 18 th June 2018 PAMCo 2 2018 (Feb '18 comScore data) Jul '17 – June '18 10 th September 2018 08:59am 17 th September 2018 PAMCo 3 2018 (May '18 comScore data) Oct '17 – Sep '18 10 th December 2018 08:59am 12 th December 2018 PAMCo 4 2018 (Sep '18 comScore data)
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
PAMCo Releases What’s next? Key aspirations for PAMCo Nothing stands still – developments in European audience measurement
Extending the ways that PAMCo data can be accessed and used Via the Bureaux Via company proprietary tools
Touch Points PAMCo data to be incorporated fully in Touch Points 2018 i.e. including mobile audiences
Survey developments • Adding weekday newsbrand sections • Publishing digital engagement data • Evolving attitudinal statements
Third-party platforms Apple News Google Newstand Facebook Instant Articles Flipboard Google AMP
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 o Publishers joining forces to set up DMPs o Gravity Alliance in France
The importance of collaboration to deliver audiences
Trends in audience measurement around Europe
Summary Simon Redican CEO, PAMCo Ltd @SimonRedican
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