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Postar Signs with Telmar UK for New Out-of-Home Software

Postar appoints Telmar in move set to transform outdoor planning.

In a move that is set to transform the planning process for outdoor, Postar, the uk’s audience research body for out-of-home, has today awarded the contract for its planning systems to Telmar. The company was selected following a keenly fought competitive tender. Continue reading

How to take full advantage of the current recession

In these tough economic times whatever marketing decisions you make, you need to make sure that they’re based on the best information available. This is where sound consumer and media research can point the way for you. Good quality, up to date data is essential – as is research and planning software that will help you analyse the data, understand it and apply it to the creation of advertising campaigns that will yield you recession-beating results.

It’s important to keep ahead of the game in a recession, especially in your advertising and promotional efforts.

As a first step, it’s critical to understand consumer spending. According to marketing doyen Philip Kotler, as household incomes fall during the course of a recession, consumers go through several stages of adjustment, namely: Denial, Cut & Trim, Anger, Despair and Resignation. By keeping close to your customers, you’ll be in tune with their current psychological state and in an excellent position to tailor your advertising initiatives accordingly.

Should you cut advertising spend?
Here we draw on the experience of Tony Hillier and Marilyn Baxter who studied the business performance of 1 000 companies. They concluded that:

“The natural reaction of many businesses experiencing a downturn in their revenue is to cut costs in areas like advertising and promotion. Our findings prove that they should do exactly the opposite if they are to ride out a recession and thrive thereafter.“The data shows that businesses which increased marketing spend were not significantly less profitable during recession. However, their profits increased dramatically faster once recovery started – unlike cutters of marketing spend whose profitability actually fell when recovery began.“Furthermore, businesses which increased marketing spend in recession, gained market share three times as fast as cutters once recovery began.”

Making the most of the downturn
Dr Simon Broadbent advocates “taking advantage of tough times to turn the screw on your rivals”. Budget slashing is no answer – even maintaining your level of spend can give you a major competitive advantage. During bad times you can enjoy greater relative share of voice.

Effective actions can be taken to develop new media and new messages, attuning them to your consumer’s state of mind. It can also be a time to move media money into more cost-effective channels, for example from television into radio.

Taking well-informed marketing decisions
This is even more critical in a recession like the one we’re experiencing now. The good news is that Telmar can help you with marketing, advertising, media and research interpretation and expertise – in all major markets across Africa and around the world.

Written by Sharon Penhallrick, Managing Director, Telmar SPC South Africa

The Usual Suspects – The Optimum TV Strategy and Planning Journey

With the television scene in South Africa changing rapidly and the industry experiencing difficulty in unpacking the implications, a SAARF industry TV Information Forum was held last week in Johannesburg to ensure that everyone is “on the same page” and understands the past, current and future methodology changes and the implications.

Telmar SPC was invited to talk on the importance of the media and planning process, and to review how we should go about media strategy and planning from the perspective of marketers, media owners, advertising agencies and media agencies. The presentation was well received by the industry and is summarised below.

Many of you will remember the 1995 movie, “The Usual Suspects”. It’s about five men who are hauled into the New York police station because a crime was committed and they are “the usual suspects”. No doubt you are asking yourself “What on earth has this got to do with media strategy and planning?”

The movie was hailed for its brilliance in leaving crucial questions unanswered, inspiring viewers to revisit it and try to connect the dots. The big question is “who’s the one controlling everything?” Overall, one is left with a strong sense of “all is not as it seems”.

In the same way, our ever evolving TV environment is so much more than it seems on the surface. The question is “What are we going to do about it? How should we approach our strategic thinking and media planning?”

Very basically, in this constantly changing and sensitive economic environment, we still need to follow our usual cyclic strategic process, as follows:

• Marketing and Advertising requirements
• Media Brief
• Media Strategy based on research and media insights
• Media Plan including sponsorship
• Local Implementation/buying, negotiations, monitoring of media plan
• Financial Management
• Media Review
• Evaluation of Results – reapply learnings

However, before coming up with solutions, we need to take into account the “usual technical suspects” which include:

• Working with Targets (Planning vs Marketing target markets)
• Universe, samples and weighting
• Timing /Seasonality (source periods, forecasting, down weighting)
• Objectives (Reach, Frequency, Ratings, ‘000, CPP, CPT)
• Implementing TV plans
• Delivery

The implications and how to manage these and ‘other technical suspects’ was discussed, illustrated with practical examples.

In conclusion, we are experiencing ongoing changes in our TV environment. There have been changes to methodologies which are making life very challenging for us and we need to accept that all is not as it seems. Our optimum TV strategy journey should be to follow our tried and tested strategic process, at the same time taking into account the usual technical suspects.

There are great lessons we can learn from “The Usual Suspects”. Watch the movie and you’ll see what we mean!

If you’d like us to share this important presentation with you, please contact Sharon or Lisa at Telmar on 011 804 4489, or sharon@telmar.co.za or lisa@telmar.co.za.

Written by Sharon Penhallrick, Managing Director, Telmar SPC South Africa.

PRODUCT UPDATE: ReSearch GURU brings you Ready Reports

Ready Reports, available on ReSearchGURU, allows users to create their own customized reports. Then, next time they
login, Guru generates prepared reports and graphs meeting their exact needs.

Since Agencies and sales houses obviously benefit from this new feature. We also see great benefits for our research company clients who upload new will now be able to upload and distribute new studies themselves! Continue reading

Radio Results Best in a Decade

On June 2nd, Mediapost emailed a brief entitled, ‘Radio Results Best in a Decade’ Why this increase?

5 Reasons

Reason 1: Control Image:
Increasingly brands are losing control of their message as consumers speak up on-line, create ads and define brands themselves. Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image.

Reason 2: Association Control:
Related to number 1, brands can place themselves on stations and day-parts that not only reach their target, but sustain a certain image. Tiffany’s, for example, on a classical music station. On the web everything gets mixed in together. Luxury next to Pepsi.

Reason 3- Back to What We Know:
In times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times.

Reason 4: Internet Still Hard to Measure!:
Agencies still not sure exactly how internet helps a brand, but they know it does something. Radio is well studied, folks know what they’re getting.

Reason 5: Internet Revives Radio:
Increasingly people are listening to Internet or streaming radio. Even though most of this listening is not yet measured (Many markets still use diary and ask very few questions related to web-listening..such as “where did you listen”) But the fact remains, the radio is still playing!

Given this resurgence of investment in traditional media, clearly old school media planning (reach + frequency etc), still has a place alongside of it’s new more talked about cousin, new metrics such as impact etc. Whatever new planning metrics we add, clearly advertisers don’t yet want us to abandon media fundamentals.
To read the original article, click below

Click to read this article on the MediaPostPublications.com website.

From Telmar Chairman & CEO: How to Reap the Rewards of Print’s Demise

iMedia Connection Article Highlights:


http://www.imediaconnection.com/content/26933.asp

  • It’s impossible for humans to track every client demand and cancellation over time, creating a need for another solution
  • In combination with other online metrics, revenue management systems help agencies and publishers maximize value and take advantage of demand
  • Revenue management solutions give agencies and publishers real-time data to help extend or pull campaigns
Stanley Federman, Telmar Chairman and CEO

When asked about how his ad agency relationship, an online publisher might respond, “Agency? What agency?”

That’s an extreme example, but one that may make many publishers nod in agreement. Over the past few months, the digital content shift has changed the relationship between advertising agencies and online publishers. In the United States, online ad spending has just surpassed print. This means that publishers’ sales houses and agencies must develop a new kind of relationship if they are to have one at all.

For example, last year a major online publisher in France sold one of its banner ads by posting it on eBay. The publisher reported very positive results.

How can agencies play a role in this new game?
The changing digital space is nothing to smile about for many publishers or agencies, nor is the proliferation of free content. Agencies can support online publishers by finding new ways to quantify the value of ad space, integrate content with brands, and charge again for formerly free online content.

Revenue management (RM), including the concepts and software solutions, offers just that. RM originates in the travel industry. Anyone who has ever purchased a last-minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality. The value of a seat changes depending on the time of travel, destination, and the number of days until takeoff.  Airlines greatly increase their rates as a result of their RM, otherwise known as yield solutions.

How does this relate to media?
Seats are perishable, just as are spots, ads, or banners. Therefore, in the media business, RM solutions help businesses free up ad space and increase revenue for any media. Moreover, RM solutions can help publishers and advertising agencies negotiate more effectively, adding more value to both parties.

No human mind could possibly track all the demands and cancellations of every client over time. Even if you think you can, you often provide inflated discounts to certain clients while wrongly punishing others. RM systems record behavior, make projections, and offer pricing models based on constantly updated information. The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value.

For example, let’s say Client A buys 10 percent of the available ad space early in a TV season, but always cancels 3 percent at the last minute. Let’s say Client B will pay more and rarely cancels. Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B.

How can this apply to new technology?
The iPad, soon to be accompanied by various other fancy handheld ways of consuming the work of publishers, will force publishers to adapt quickly. The Economist has been successfully making the transformation; it remains a subscription-only publication and has the most subscribers of any online publication via the iPad. In fact, the magazine is willing to go 100 percent digital if that’s what the world demands. At a media conference in 2009, The Economist announced its uncertainty about maintaining a print addition in five years. This means that all revenue will have to come from subscriptions and digital advertising. RM can help the magazine through digital channels as successfully as it can via print.

Apple’s iPad and other devices may even provide better tracking information, making the system’s recommendations that much more powerful. Advertisers will always want to be where there are eyeballs and credit cards, and these are both still everywhere. Loyal, affluent readers remain glued to The Economist. RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay-per-click ads. Their ad space still has value and adding other metrics allows us to simply deepen the solution. All the demands for ad space are fed directly into the system, updating constantly and reallocating the ads to ensure that reach goals are met. In this sense, online media becomes more like television.

With more immediate feedback on readership — similar to overnight ratings — publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks. They can manage the campaign live, extending it to reach optimum numbers or retracting if the ad flops. Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools.

For agencies today, the majority of print planning relies on surveys conducted often no more than two times per year. TV advertisers and agencies, on the other hand, have benefitted from overnight ratings for many years. As a result, they can adjust campaigns throughout the season. Agencies and advertisers can now work similarly with online publishers. The information of demands and readership, along with other metrics available (such as click-throughs), can be reported, offering a better measurement of campaign success.

How many solutions are in the marketplace?
Currently, revenue management solutions are available from Telmar Worldwide and Mereo in France. There are also similar services available from RSG Media Systems, Rapt, Yield Solutions, and Fivia. While all good companies, these solutions cover only some media and therefore provide a less comprehensive solution for all media sales houses.

Overall, the RM solutions available on the marketplace have bridged the gap between advertising agencies and online publishers’ sales houses. Now, media owners can benefit from knowing the true value of their media. Meanwhile, agencies and advertisers can now be rewarded for their loyalty and receive pricing proposals more in-line with the true value of the opportunity.

As the Indigo Girls often belted out, “Everything is different, but nothing has changed.”

Stanley Federman is chairman and CEO of Telmar.

http://www.imediaconnection.com/content/26933.asp

 

Media Guru Q&A- “Connections” Planning

Question:

I want to more formally embrace and practice “connections” planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a “connections” planning mindset?

Answer: 

The Guru believes “Connections Planning” is a new-agey term for the not-so-new concept of strategic planning and account planners, going back over 20 years to some concepts out of Saatch & Saatchi in London. It’s about focusing on consumers and their consumption behavior’s intersection with media, rather than more narrowly on their media behavior.The greater ability of the internet to facilitate this approach is likely the driver of the new popularity and nomenclature. You will find many online references.

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

Telmar Press Release: Monday July 19, 2010, 2:00 pm EDT
TAB Eyes-On Data Allows Planners to Compare and Combine Outdoor Media Market by Market with Other Media

NEW YORK– (BUSINESS WIRE)Telmar, a global supplier of advertising media information software and services announced today the full integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. Using the Eyes-On Data in Telmar systems, clients can use traditional media metrics such as % reach, average frequency, TRPS, and compare cost efficiencies using CPMs and CPPs. These industry-standard measurements for Out-of-Home facilitate bringing outdoor into the media mix.

“Telmar is the first to apply science to the TAB’s site level data and adapt it into a media-planning system that is fully compatible with all other media platforms,” said Stanley Federman, CEO, Telmar. “We’re delighted to provide media owners and buyers alike with a system to properly integrate this powerful media. Before the Eyes-On metrics, Outdoor as a category struggled with measurement; now it is a level playing field.”

“Media planners have always been challenged by a lack of standardized measurement when integrating OOH into multi-media campaigns,” said Andrew Marcus, VP Research for Clear Channel Outdoor. “Telmar recognized the need to put OOH in terms consistent with the advertising media industry. In order for operators to provide their clients with plans that fully integrate OOH, they needed fully compatible metrics.”

In partnership with MRI/GFK Eurisco, Telmar worked on the initial TAB Eyes-On ratings which improved the way previous metric systems measured audiences ‘likely to see’ an outdoor ad, with rich demographic and ethnographic data. Telmar brought data from a variety of sources including: recorded pedestrian traffic, circulation, and travel surveys together and applied a scientific method to the raw data.

About Telmar

Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.

Contact:

G. S. Schwartz & Co, Inc.
Jared M. Kreiner / Rachel Honig
212-725-4500
jkreiner@schwartz.com

Media Guru Q & A : Print Planning Question

Question for the Media Guru
I am putting together a media plan with only print media vehicles. I am looking for a guideline as to the minimum media weight that I should be keeping in mind as I work this plan out. Maybe a minimum number of GRPS per month or maybe another measure more suited to print advertising. Another way of saying this is a minimum media weight where my investment makes an impact and is not wasted. A threshhold media weight.
 
The Media Guru Answer
In print, better to think of what percent of the target do you need to reach and how often in a month. For example, if you want to reach the majority of your target at least three time per month (“50% reach at 3+”), you would build a plan that achieves that. GRPS are less used to establish print levels; the number for a plan that delivers a reach / frequency goal can vary widely, depending on whether you are using broad reach, general coverage vehicle or highly targeted, focused vehicles. Different target groups also build reach in different patterns.