Good RESEARCH tells a STORY Kelly McGillivray Peoplecount
Are you SELLING what Media Buyers are BUYING?
What are you selling? locations technology screens time exposures CPMs audience content coverage sexiness service support
So is EVERYBODY else
So, what ARE Media Buyers really BUYING?
You want to be SELLING what Media Buyers are BUYING! And what is that?
Accountability
RESULTS for my client? PROVE it!
What they are really saying… “Don’t make me REGRET this.”
Credibility
Why should I spend my client’s MONEY on you?
What they are really saying… “Why should I risk my REPUTATION on you?”
Differentiation
Media Planners Think “TV” 2007 Ad Spend – OAAA
Accountability + Credibility + Differentiation = YOUR STORY
Your STORY is in the NUMBERS
Metrics Gold Nuggets Compelling Story Research
Highest TRAFFIC Observed by Peoplecount (1,000s per week)
“Captivate reaches more managers than Forbes, Fortune, Business Week and The Wall Street Journal combined.” A Good TRAFFIC Story
Typical DWELL TIMES Observed by Peoplecount (minutes)
“In traffic, it takes up to 14 minutes to pass this sign.” A Good DWELL TIME Story (Outdoor Video Screen)
NOTICE Rates Observed by Peoplecount (Aided + Unaided)
We learned… Short loop Eye level Simple content Pilot studies are GOOD
Imagine telling your STORY
STORY = SOLUTION (Specific Measurable Results)
It’s easier to sell STEAK than SIZZLE
“Thank you.” Kelly McGillivray President & Chief Methodologist