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Technology and Innovation

Technology and Innovation. Brasilia 20 June 2012. George Hyde. Senior Associate, W.B. Grimes & Co. (Media Mergers and Acquisitions, Investment Banking) Managing Director, Ascend Local (Search Engine Marketing) Executive Vice President, Radio Advertising Bureau

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Technology and Innovation

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  1. Technology and Innovation Brasilia 20 June 2012

  2. George Hyde • Senior Associate, W.B. Grimes & Co. (Media Mergers and Acquisitions, Investment Banking) • Managing Director, Ascend Local (Search Engine Marketing) • Executive Vice President, Radio Advertising Bureau • Regional Vice President/Florida, Susquehanna Radio Corporation (Miami, Orlando)

  3. What I’ve Been Hearing… • “I just don’t understand some of this new technology.” • “We’re a small station, and we don’t see how these things will be profitable for us immediately.” • “We’re having a hard enough time meeting our sales and profit budgets now! I can’t see adding another layer of expense to our station.”

  4. Technology and Innovation Brasilia 20 June 2012

  5. Within two years… • Electric Clothes • Power your cell phone while sitting still • Adaptive Cruise Control • Cut traffic delays by 20% • Better Looking Movies • Frame rates from 24 to 60 fps • Mind-Reading Shopping Cart • Computer-assisted shopping, instant check-out

  6. Within four years… • The Morning Multi-Tasker • Display screens in/on every surface • Projectors/cameras in light fixtures • Verbal or motion computer commands • Bicycles Without Greasy Chains • Powered by an updated shaft drive

  7. Reaching and Motivating the Consumer in a Time of Revolutionary Change Brasilia 20 June 2012

  8. Proliferation of Media Options • 1970’s: 8 • 2012: 100 +

  9. A Social Media Matrix

  10. Yet Broadcast Media Still Reach Everyone, Everyday • TV: 84% • Radio: 56% • Internet: 41% • Newspapers: 12% • Magazines: 6% 2012 USA Touch Point, Daily Reach

  11. Radio’s Reach Steady Across the Years

  12. Radio’s Reach Steady Across the Years

  13. Radio’s Reach Steady Across the Years

  14. Placeholder for TV Reach Statistics

  15. Placeholder for TV Reach Statistics

  16. Why Broadcast Remains Strong • Radio is a companion medium…sharing the same moment in time with another living, breathing human being. • Television is a hobby...for many people, their favorite hobby. • Internet is a “manage my life” box.

  17. Newspaper: A Different Story

  18. First Media Activity of the Day • 20-30%: Television • 20-30%: Radio • 5-10%: Facebook • Less than 5%: Newspaper • Less than 5%: Websites 2012 Touch Points. Adults 25-54

  19. Media in Proximity to Purchase • Radio: 48% • Television: 31% • Internet: 15% • Newspaper: 2% • Magazines: 2%

  20. Broadcast and Social Media • The average Facebook user spends 7 hours a month on Facebook. • That’s less than half the time the average listener spends with Radio or TV in just 2 or 3 days!

  21. But Social Media Has “Buzz” • New, sexy, time consuming • Ability to build brands? (Ask GM!) • The recent IPO initially valued Facebook at $104-billion • More than Pepsi, McDonald’s, Ford, and Walt Disney

  22. Overcoming Reluctance to Buy Radio and TV(“Traditional Media”)

  23. What Do Advertisers Want?

  24. Goals for Advertising Elicit feelings, emotions, perceptions and actions that ultimately increase brand loyalty and increase sales

  25. Listen to (the) Chorus! • Chorus: a channel-planning tool to optimize today’s integrated media campaigns • From the “pointlogic” company website: • A smart IMC plan involves understanding consumer perceptions and identifying through expert methodology and modeling, the media channels that best deliver the messaging that will influence consumer behavior.

  26. 1. Ability to generate awareness • TV advertising • Sampling • Radio advertising

  27. 2. Ability to Generate Consideration • Sampling • Experiential Brand Events • Personal Recommendation • TV and Radio Advertising

  28. 3. Ability to Generate Trial • Sampling • TV Advertising • Experiential Brand Events • Radio Advertising

  29. What Do Advertisers Want? • Make it easy! • Make me look good! • Make me money!

  30. Position Radio and TV as the hub of an integrated array of marketing resources that combine synergistically to build brands and sell products

  31. A Few Examples • Exciting Internet presence • Client involvement with urgency • Special engagement with listeners and viewers • Scalable across market sizes • Strength in synergy

  32. Exciting Internet Presence

  33. Engaging Connections

  34. Strength in Synergy

  35. Scalable across market sizes

  36. A Cautionary Tale • Some Radio and TV salespeople will not adapt to selling multi-platform marketing plans • Under pressure, many will revert quickly to their “comfort zone” – selling spots and negotiating CPM’s or CPP’s • Executing your multi-platform sale program may require : • A new type of seller • A new type of manager • A new type of commitment • Beware of the “shiny new toys”!

  37. Why Bother? US 1st Quarter Internet Ad Revenue: $8.4-B; Radio $3.8-B Ad revenue decreased at CBS, NBC, ABC, and CW networks; only Fox increased TV station revenues dropped $5.4-B from ‘06 to ’09; by ‘13, only half the drop will be recovered

  38. Within four years… • The Morning Multi-Tasker • Display screens in/on every surface • Projectors/cameras in light fixtures • Verbal or motion computer commands • Bicycles Without Greasy Chains • Powered by an updated shaft drive • A World Without Hangovers • Synthetic alcohol without the after-effects

  39. Reaching and Motivating the Consumer in a Time of Revolutionary Change Brasilia 20 June 2012

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