2. Introduction/ Topics for discussion Gigi Burton Media Director, GlynnDevins Media habits and trends Carmen Laughlin Account Group Director, GlynnDevins Integrated media Cathleen Toomey Vice President of Marketing, RiverWoods at Exeter Practical strategies and media tactics
7. The Changing Media Landscape We spend more time with media than ever before New distribution methods for traditional media Different platforms available
8. The Changing Media Landscape We spend more time with media than ever before Consume multiple media concurrently View on your “own time” Personalization of media
9. The Changing Media Landscape More TV viewing More TV’s than people Time-shifting TV Viewing at All-time High
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11. Digital media is now “mainstream”10 years ago, considered alternative media
12. Daily online news use has increased by about a third since 2006**Pew Internet and American Life Project study
13. Media Trends Newspaper Readership/Local TV News viewing Declines; Internet News Increases Pew Research, 2008
20. Adaptation Is Key - Newspapers Changes Cutbacks in staff Reduction of delivery area Elimination of special sections Results Save $ on bottom line Less flexibility for advertisers Less targeted areas for editorial
21. Adaptation Is Key - Newspapers Changes Publication size changes New printers Expansion into new venues Results More “user friendly” Better quality
27. Adaptation is key - Television Changes Switch from analog to digital (HDTV) Results Improved sound and picture quality More room on digital signal EQUALS more programming New platforms – phones and other handsets
28. Adaptation is key - Television Changes Interactive television on Digital TV Results Viewer interaction with TV content Build a database of qualified leads from opt-in list
29. Adaptation is key - Television Changes Addressable TV is coming! Results Targeted, relevant messaging Less waste No longer “mass” medium
32. Media Philosophies for Reaching Seniors Traditional media vehicles work best Newspaper and television reach the largest number of seniors News is a key area of interest Magazines can reach a niche, hard-to-target audience
33. Affluence Affects Media Consumption Affluence Television viewing Cable subscribership Internet usage NPR/Public TV viewing
43. Three-year Outlook Media evolving at rapid pace Old methods of media measurement will be irrelevant Broadcast media will be targetable More adventurous with choices Still consume traditional media
46. The New Media Mix Traditional media New technology applications The right mix depends on your objectives
47. Integrated Media Decisions Inquiry Reach prospective customers with a proclivity to act THROUGHTargeted media choices that are modeled from buyer profiles Awareness Reach a broad base of prospective customersTHROUGHMass media choices that “deliver eyeballs”
48. The New Addition Awareness Engagement Inquiry Reach prospects in a contextually relevant environment THROUGH Personalized media choices which address the customer’s query
58. Case Study Objective Extend brand awareness throughout the region Low investment costs with high visibility Answer Selected one local TV station for 100% share Integrated solution (TV/online) which included production
59. Results 40% increase in phone calls 140% increase in emails Video clips enhanced web presence Increase in “buzz” among residents Increase in “awareness” Not a response vehicle
