Opportunity or Engagement ?

1. Opportunity or Engagement ? Vic Davies Course Leader & Senior Lecturer Does the model of media effectiveness hinder the assessment of media in 21st century ? What impact does this have on assessing different types of use of media on different media platforms ? Are there areas that can be researched and developed to overcome these questions ? Does the university sector have a role to play in this and what might it be?

2. Why is this important ? • 85%-- Media has always been bigger than creative • Moore’s Law Growth – • Types of media • Media brands on different technological platforms • Social Structures • Ageing Baby Boomers( Prensky’s ‘Migrants’) • Variations in levels of digital literacy ( Carat, Ofcom, Davies) • ‘The New Kid on The Advertising Block’ • Google • ‘What We Already Know’ • Bank of academic and commercial ‘user and gratification’ research • What role does a medium play in the consumer’s life ? • Is that relevant to what I need to say about about a brand ? • i.e. How does the consumer’ engage with media ? • If yes how can I then commercially use the ‘2 R’s’ and how can I measure if it has worked in the way I wanted to ( ‘ordered transference of meaning’)

3. Industry Media Surveys; Why And What For ? • Neutral • Agreed definitions between two sides of industry • Currency • Basis for buying and selling media space and airtime • But also a language • A definition of ‘communication’ and ‘effectiveness’ • Coverage , frequency , cost per thousand • The Mantra : ‘70% coverage at 3.0 OTS’

4. How Do These Surveys Define ‘Communication’, The Power of Media? • They measure ‘opportunity’ , not ‘exposure’ or ‘engagement’ • Media communication in the buying process = opportunity • Indirectly stated: • TV = In the room with the set on • Press = have you read or looked at over the past 6/12 months a copy of this title • The communication power of media is defined by: • How many of a given group it can deliver at the opportunity level • Matched against its advertising cost : ‘CPT’ • Implication of this definition : • If media gains audience at opportunity level it is deemed to be more powerful • If it loses audience at opportunity level it is deemed less powerful

5. Wider Implications • Type and context of opportunity • Are breakfast TV viewing and late evening peak the same? • If someone gets up and leaves the room, but others remain, what does this imply about their engagement with programming ? • Which issue did someone read– the current one, or the old one in the hairdressers ? • Am I ‘reading or looking’ at digital versions of print titles?

6. Implications Beyond Media Planning And Buying • ROI • Tracking and econometric studies relate ad communication /sales analysis to media information from these surveys • Impact on issues and debates over does advertising ‘work’ and ‘how’ • Clients • The role marketing • Competitive Economy • Advertising = 10%-15% of time • The lure of digital • The structure and skill sets required in agencies ‘How long have we got left to answer Leverhume’s question?’

7. Why Is Media Still Evaluated Like This? • UK Surveys • Began as Industry Surveys in mid 1950s • Context • Limited media • Mass audience • Mass products, emerging brands • Emerging (full service) ad agencies • Prevailing Theories • Linear models • Advertising: • AIDA, DAGMAR • Media • As propaganda vehicles • Omnipotent power • Shannon and Weaver • Bernays • ‘Orwellian Big Brother’ Opportunity Works ! Audience Message Medium

8. Individual Savvy Consumer Changes in Economy And Consumer Since 1950s Post Modern Marketing Multi-headed Customer Driven Marketing Self Actualisation Classic Branding Satellite Esteem Service Economy Manufacturing Economy Sophisticated Marketing Relational Secretive Key Commodity Selling Statistical Goodyear’s Evolution Stages Safety Gordon & Valentines’ Consumers Marginalised Maslow’s Hierarchy of Needs Physical Mass Market Naïve Consumers

9. Planning Moves On, But Media( Buying) Is Locked Into The Past • 1968 JWT Study ‘What People Do To Media’ • Late 1960s Account Planners • 1970s – 1990s Media Independents and then Agencies • Widening gap between commoditised buying and sophisticated planning • Change the model in the survey and you alter the currency • Media owners fear lost of ad revenue • How do media agencies differentiate themselves ? • But Moore’s Law and Neuman show you will lose any way • If OTS does not work anymore – what does ?

10. “What Is To Be Done ?” • Are we still selling products to the masses, or brands to individual customers? • Measuring communication in that multi media ‘moment of identity’ within any one piece of brand communication • Planning and buying must reengage with one another or we may find Google analytics dominating social media and iplayer • What will media owners and agencies do ? • Role for universities • Research and development • Definitions and uses across Europe • What do we mean by ‘engagement’? • Means of measuring value • Educating students (and Industry) that media is not just an ‘opportunity’ or a ‘click’