Presentation on theme: "Opportunity or Engagement ? Does the model of media effectiveness hinder the assessment of media in 21 st century ? What impact does this have on assessing."— Presentation transcript:
Opportunity or Engagement ? Does the model of media effectiveness hinder the assessment of media in 21 st 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? Vic Davies Course Leader & Senior Lecturer
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’)
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’
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
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?
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?’
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’ MessageMedium Audience Opportunity Works !
Individual Savvy Consumer Mass Market Naïve Consumers Manufacturing Economy Service Economy Commodity Selling Marketing Classic Branding Customer Driven Marketing Post Modern Marketing Marginalised Statistical Secretive Sophisticated Satellite Multi-headed Physical Safety Relational Esteem Self Actualisation Goodyear’s Evolution Stages Gordon & Valentines’ Consumers Maslow’s Hierarchy of Needs Key Changes in Economy And Consumer Since 1950s
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 ?
“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’