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Media Intelligence : Media Trends+Strategy 2012
MEDIA Trends + Strategy 11 10 MEDIA Trends + Strategy feature SPOILT FOR ChOICe THE EXPLOSIVE MEDIA MARKET syndicated research or, in its absence, audited data that will stand the test of scrutiny. As media dollars are an investment, choose wisely validated by audited numbers. Still many media decisions are based on gut feel and these are normally the ones that come unstuck. Recent initiatives by the outdoor industry through MOVE research and the improvements in online measurements give every media professional a solid benchmark on how to analyse and dissect the media offerings in order to achieve a balanced portfolio of mediums that eliminates wastage and drives effective frequency. The media landscape with its explosive choice has also changed the media practices needed for the current era. This is a good thing as media truly is an investment requiring considered appraisal. It needs to be at the front of marketing planning, not as the end result of a business decision or a creative process. Given that media is normally 80%–90% of a marketing campaign budget, it makes sense to consider the myriad of choice, sub markets, rich media experiences and engagement that can make the cash register ring in addition to branding and awareness. Which brings us back to the topic of the article... the explosive media market... spoilt for choice. The savvy media practitioner today must always be alert to the continual fragmentation of the marketplace, the subtle shifts in media habits and the basic rule that there is no constant in media. The fact that audiences are static and not growing but media costs continue to rise makes for a dynamic planning process. The savvy media buyer will then continue to always leave a small reserve budget to pick up the short term market shifts as audiences do drift in the time from the finished plan. It’s official... the market has shifted dramatically and choice is now in the hands of the consumer, not necessarily the media. A professional media advisor will know where the market subtleties are and unravel the choices in a systematic way but adding an artful angle to extract the essence of the medium and utilise its core strengths. For information on your sector go to www.mediabiznet.com.au By Greg Allardice Managing Director of Media Futures 700+ radio stations (5.6% digital listening) Fastest adopted piece of technology in history (3% penetration in 1 year) 13 hours a day (300% increase in 10 years) Readership -14% since 2007 (vs Online +33%) 5,000 OOH sites now digital (+15% yoy) Mobile Internet browsing increased from 29% (2009) to 52% (2010) 200+ TV Channels (vs 5, 15 years ago) 5 4 3 5 4 3 5 2,000 cinema screens (+140% in 20 years) 3 ¥ Publications ¥ Television ¥ Digital ¥ Radio ¥ Out of Home ¥ Publishers ¥ Industry/ Associations ¥ Research ¥ Websites/Online Media ¥ Printers/Print Services ¥ Video and Audio Services ¥ Graphic Design ¥ Photographic Services ¥ Print, Art and Design Supplies ¥ Marketing Services ¥ Production Support Services ¥ Distributors (Retail) ¥ Media Services ¥ Fulfilment (Mailing) ¥ Marketing Channels ¥ Direct Marketing ¥ Experiential Marketing ¥ Sponsorship Marketing ¥ Incentives/Sales ¥ Marketing Software Tools ¥ PR/ Communications ¥ Promotional Services ¥ Promotional Products ¥ Marketing/ Consulting ¥ Custom / Client Publishers ¥ Sales Promotions ¥ Digital/Mobile Services ¥ Multimedia/ Internet ¥ Search Engine Marketing ¥ Domain Name/ Web ¥ Management Services ¥ Licensing ¥ Advertising Services ¥ Events/ Exhibitions ¥ Event Organisers ¥ Suppliers & Services ¥ Venues ¥ Recruitment ¥ Research ¥ Media Monitoring ¥ Advertising Agencies ¥ Branding and Design Agencies ¥ Online Marketing Agencies ¥ Media Agencies ¥ Media Glossary ¥ News/Archives/ Links ¥ And more Each lisiting has contact dEtails and it’s own landing pagE with many frEE automatEd facilitiEs. add your listing to this free service and generate more exposure and business for your enterprise on www.mediabiznet.com.au If onlIne ne ZZZ mediabiZ ZZbiZnet Z mediabi net .c om.au Search all media sectors as well as thousands of advertising media and marketing services including p6-11,13_feature.indd 11 28/11/11 2:47:10 PM
MT Resource Guide 2011
MT Resource Guide 2012