Presentation Transcript

1. Presentation to IAB 12th September 2012Meadhbh QuinnHead of Brand & Marketing CommunicationsMeteor Mobile

2. Contents 1 How Meteor’s customer base has shaped our digital strategy? 2 The impact on our media channels. 3 What is driving the increase in digital spend? 4 Importance of media meshing & a case study Meteors wider digital strategy 5 6 Importance of the IAB/PwC Adspend Study
3. Our audience has grown up in a digital world Profile of the Meteor Base They are ‘Value loving sociables’ Their common ground is the importance of community. They are worried about the future They are demanding & like to be in control of the media they consume They are content seekers and generators Online and offline social networks are extremely important to them They are switched onto media 24/7 Peer group mentality is strong despite their claim towards individualism They are Digital innovators Their media consumption is more fragmented than ever with an increasing number of touch points They still watch lots of TV content, spend hours online each day, don’t read papers , listen to radio for music & still love a trip to the cinema
4. Change in media channel mix & spends Comments Meteors Media Channel Split 2006 -2012 Meteors channel mix has changed dramatically since 2006 with TV continuing to dominate but Digital growing in importance Casualties include Press & OHH with Radio relatively stable Meteor Media spend has also fallen dramatically since 2007 – consequence of the recession, reduced disposable income & a mature market Nielsen reported rate card category spend in 2008 was close to €60m gross – likely to be close to €38m in 2012. Growing imperative to justify every penny being spent – bodes well for digital Category media budgets in steady decline since recession despite big spends on eMobile and 48 months launches
5. Digital optimisation Improvements in efficiency of display advertising Comments Emergence of Real Time Bidding Solutions has been significant- less focus on CPM’s & more on CPA’s, Coupled with Blind Networks means advertisers can now deliver DR campaigns leading to lower CPS –comparable to search Greater cognizance of customers end – to end journey targeting mobile devices & tablets as well as PC’s Improved tracking analytics & insights around customer journey Ad formats have evolved & changed Analytics Aids Optimization
6. There’s a role for Meteor online at every stage of the consumer journey Evaluation: Optimised product focussed messages Active Evaluation/ Information Seeking Brand Awareness: High reach online & social media Registration: Optimised messaging Initial Consideration/ Latent Interest Decision Time/ Moment of purchase Loyalty loop Trigger Post purchase experience E-commerce: Meteor Online Store Re Targeting Customer experience: Owned and earned online media
7. Resulting in improved sales performance Growth in sales online Prepay Growth in sales online Billpay Billpay channel share has grown between 25% - 30% over a short period Peer review sites & forums important for information gathering/pre - purchase Prepay channel share is lower at 7%- reflective of a younger age profile, different online habits and lower credit card penetration etc.
8. Role of media meshing- UPDATE Meteor – Attitudes to TV & Online IAB/Aegis Amarach Study- 274 Meteor Prepay Customers Those who viewed the Meteor ad on TV & Online were much more likely to follow up having seen the message online also +
9. Case Study – Choice
10. METEOR – Infamous offline but online?
11. A new collaborative approach to drive greater online engagement So we embarked on a new approach with collaboration at it’s heart 100,000 Facebook Fans 15,000 Twitter Followers Improved brand sentiment scores
12. Importance of IAB/PWC Adspend Survey Valuable insights about media splits (Display, Search etc) Top spending categories & YOY changes/trends Benchmarks within the category Analysis around key drivers contributing to growth in online spend
13. Thank you