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   UK based International Media Planning and Buying Specialists
fox media


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international media buying

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Our previous experience

EUROPE
Europe
With over thirty years' involvement in strategy planning and media buying for European ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your media campaign in Europe is planned and implemented successfully, whatever your (or your client's) spend level. You'll find our full contact details here.

Wherever you are in the world,
we look forward to hearing from you!

EUROPE

From pan-continental TV opportunities to precise, specifically-targeted local media, the media landscape in Europe in 2017 is impressive in its flexibility - a key consideration during these challenging times.

Our media planning and purchasing services are equally flexible, offering sound, objective advice and delivering impressive buying results, whatever your budget.

Depending on their targeting requirements, advertisers who wish to convey a message across the whole European land mass can choose from a dazzling array of broadcast, print and online options.

Television

Access to television is universal in Europe with 97% of EU households having at least one television. From a situation in which there were just forty-seven national channels twenty years ago, the European broadcasting industry has developed into a pluralistic and diverse media landscape, with more than 3,300 channels available across the continent.

People are certainly spending more time watching television than ever - but when and how they watch is also changing. Recent Ericsson ConsumerLab research shows that consumption of 'on-demand' content is accelerating rapidly: 70% are streaming, downloading or watching recorded broadcast TV. The popularity of ad-funded, free-to-view, video-on-demand (VoD) sourced from the internet - and viewed via PC/laptop or mobile - is accelerating.

Many of the pan-European TV stations continue to offer 'ad. windows' into specific countries or groups of countries - and it's at this level that they start to compete with indigenous channels and other national media. (In media buying terms, one practical effect of this is that it is often necessary to talk to different sales teams about either pan-European or country-specific airtime).

Pan-Euro TV isn't just about reaching mass markets - many stations also offer opportunities for targeting specific interest groups: arte, BBC World, Bloomberg, Cartoon Network, CNBC Europe, CNN, Discovery, EuroNews, Eurosport, Jetix, MTV, National Geographic Channel, Sky News and TV5, amongst others, all offer a degree of audience selectivity, with 'upward' links to global media networks.

Press

The same is true in press, with newspaper media such as the Financial Times, International Herald Tribune, USA Today, Metro and The Wall Street Journal Europe making it easy to reach the region's business élite as well as other less discrete target groups.

In magazines, there's a kaleidoscope of pan-Euros to choose from, including predictably titles aimed at the business community, such as The Economist, Time, BusinessWeek, Euromoney, Forbes, Scientific American and Fortune (amongst others), but also an ever-growing list of lifestyle titles such as Cosmopolitan, Wallpaper*, FHM, Hello!, Playboy, Elle and (good old?) Reader's Digest to name - again - but a few ...

More than 150 million newspapers are sold and read by over 300 million Europeans every day. Some countries have a strong line up of national newspaper media - nowhere perhaps as strong as in the UK. Countries such as Germany and Sweden have strong regional newspapers, but arguably no truly national titles, though the growth of free newspapers - the Metro phenomenon being a case in point - is beginning to upset this established order of things.

The "integrated sell" is the name of the game nowadays, with grouping of a publisher's media and/or different publishers getting together to offer a range of attractive joint deals across many - or just a few - countries.

Radio/Online/Cinema

Radio and (in particular) online continue to grow at impressive rates. The lingering death of analogue is the prelude to a new digital dawn, with wave upon wave of new broadcast options being launched every month. Increasingly online is being used as a 'standalone' medium, though many are still utilising it as an interactive extension of broadcast and print media. Large numbers of magazine and news titles are launching tablet editions for the iPad, the Samsung Galaxy Tab, etc.

The attractions of digital's flexibility and immediacy, whether mobile or on the desktop, are only slightly dampened by the problem of achieving - or, at least, being sure of achieving - any kind of mass audience coverage in such a vast sea of opportunities.

But ... important steps have been taken recently in terms of online audience measurement. Nielsen is providing online audience measurement systems in France, Italy, Spain and Switzerland. Since December 2010 the company's UKOM APS (APS = Audience Planning System) has been using a nationally-representative and carefully validated panel to provide UK monthly audience data on over 10,000 internet brands. The system promises to give advertisers and their agencies across Europe "the ability to plan media schedules around a single, benchmark source of highly accurate and consistent online data".

One suspects that the (till very recently) lack of hard data on online has been one of the reasons behind the growth of free, user-generated and social media content, as website owners look to both users and advertisers to support their net ventures in the face of the consumers' thumbs-down to paid-for. All of which makes the stuttering development of paid-for online newspaper content one to watch closely over the next few years.

Media technologies continue to converge across Europe, as streaming tv and downloadable video are ported to PCs (typically free of charge), posters send SMS messages to passing mobile owners and radio goes worldwide via the net. Digital is also having a major impact in cinema, too, with digitalisation well under way and leading to lower production costs - with implications for more and better product and lower entry costs; not to mention the revolutionary impact of 3D.

Outdoor

Posters (especially out-of-home, or OOH, as we seem to say nowadays) have never been the easiest medium to plan and buy across Europe. Better sales co-ordination and more and more attempts at packaging are providing reasons to be cheerful. And currently the world's largest international outdoor media owners – APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux are working together to develop the first standardised industry approach to measuring digital out-of-home (DOOH) audiences. This unique industry collaboration has come about in response to continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.

But, for the moment, media planners who aren't buying into environments such as airports, where there is some consistency of poster sizes and specs., still tend to have to take countries one at a time and piece the poster jigsaw together. There are always - of course - many big brand multi-country outdoor campaigns; but like its local press, Europe's poster advertising medium is most often used to address the fine tuning of an advertiser's media strategy.

Broadbrush surveys covering the whole continent offer an excellent vade mecum for strategic planning. Companies offering national reports such as Target Group Index, Nielsen and ABC provide a service more tailored to the specifics of a country's own media profile. And many local media are wise to the attractions of hard data about audiences - and have invested accordingly.

Fox Media can ensure that your European campaign is a great success.

 

For more details about our international media planning and buying services call Richard Fox direct from the UK on 01354 696961 or on +44 1 354 696961 from outside the UK - or get in touch via the form on our contact page.


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We can plan and buy campaigns across all or any of the countries listed below.
 


Austria
Belgium
Bosnia and Herzegovina
Bulgaria
Croatia
Czech Republic
Denmark
Estonia
Finland
France
Germany
 
Greece
Hungary
Ireland
Italy
Latvia
Luxembourg
Malta
Netherlands
Poland
Portugal
Romania
Russia
Scandinavia
Slovakia
Spain
Switzerland
Turkey
Ukraine
United Kingdom

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buying advertorials
poster media opportunities
radio buying alternatives
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buying tv short term
allocating buying budgets
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Useful links
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Association of Commercial Television in Europe
Trade association representing the interests of the commercial broadcasting sector in Europe

Association of European Radios (AER)
Trade body representing the interests of over 4,500 private/commercial radio stations across the EU27 and in Switzerland

EASA: the European Advertising Standards Alliance
Brings together national advertising self-regulatory organisations (SROs) and organisations representing the advertising industry in Europe

      : European Copy Advice/Pre-Clearance
           
facility

EGTA (European Group of Television Advertising)
Brussels-based trade association of TV and radio sales houses

EMRO - European Media Research Organisations
Co-ordinates international media research and audience measurements

ENPA - European Newspaper Publishers Association
Trade body representing over 5,200 national, regional and local newspaper titles, published in twenty-five European countries.

ESOMAR
World Association of Opinion and Marketing Research Professionals

      : Directory of Research Organisations

Eurodata TV
Database of programme logs and TV ratings

Europa
Official website of the European Union

European Audiovisual Laboratory
Gathers and circulates information on the audiovisual industry in Europe

Eurostat
"Your key to European statistics"

FAEP - European Federation of Magazine Publishers
Body representing 15,000 publishers throughout Europe (the vast majority being small and medium sized enterprises) publishing over 50,000 magazine titles

FEDMA - Federation of European Direct & Interactive Marketing
Voice of the European direct and interactive marketing industry

FIPP - The International Federation of the Periodical Press
Federation of more than 35 national magazine associations

IAB Europe
Representing twenty-three country members across Europe and over 5,500 companies, IAB Europe is the trade association of the European digital and interactive marketing industry

Internet World Stats: Europe
Internet usage and population statistics

TNS Global
European division of this global research organisation

 
Key current media research
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european media
european buying
european launches
established europe
media buying
european campaigns
media planning
european opportunities
broadcast media in europe
european media launch
europe and PR
EMS   
European Media & Marketing Survey: measures both international and national media, TV and print among Europe’s affluent target groups. Issued twice a year as a two-year database.

Other important European media surveys include: european media
europe - buying
europe: planning
media europe
european media buying
BE:EUROPE 2012 survey (formerly EBRS)europe: a planning strategy
the new europe
the old europe
eastern europe
western europe
northern europe
southern europe
European Opinion Leaders Surveymedia buying in europe
new media in europe
newspapers europe
europeand broadcast media
european business media
broadband europe
new european planning
measuring european media
Toon Track (European Kids Insights)europe and media
media research europe
setting european objectives
planning a european media launch
europe radio
posters in europe
online european
new europe cinema
Target Group Index (22 countries)european lists
ambient europe
buying outdoor europe
radio europe
satellite media europe
buying european magazines
buying european space
planing european tv
TGI Europa (full coverage of the adult populations of each country in a harmonised database covering France, Germany, Great Britain and Spain).europe and the future

Comprehensive service

  planning and buying

  broadcast, press, outdoor
   online and cinema

  international, national,
    regional and local

  work with both clients
   and agencies

  cost-effective service
   tailored to your
   requirements

Comprehensive service

  planning and buying

  broadcast, press, outdoor
   online and cinema

  international, national,
    regional and local

  work with both clients
   and agencies

  cost-effective service
   tailored to your
   requirements

Comprehensive service

  planning and buying

  broadcast, press, outdoor
   online and cinema

  international, national,
    regional and local

  work with both clients
   and agencies

  cost-effective service
   tailored to your
   requirements

EMS Europe 2013: how digital are Europe's affluent consumers?

More than a century ago, when all was black and white, and double-decker horse-drawn buses were used as public transport, the forerunners of modern day digital media platforms were already under development.

Typewriters were invented, and we were introduced to the first phone by Alexander Graham Bell. Decades later we got the first handheld mobile phone, personal computers, and change started happening much more rapidly when the World Wide Web was introduced in 1989. Today, among Europe's affluent, mobile media consumption is becoming the norm. The major research study EMS Europe measures both reach and frequency for print titles, TV channels and digital platforms across the twenty-one countries measured.

 

digital vs print editions of media
main tv vs other media for tv

    On weekdays, just under two-thirds of newspaper and magazine reading is via printed copies. At weekends, this rises to nearly three-quarters of reading.

    94% of TV viewing still takes place via a traditional television screen.

    Nowadays a significant part of the audience for international media is consumed via digital platforms. International print brands are on average already accessed more via other platforms than by the traditional printed edition.

    International TV brands still reach their audience mainly via the main TV set, but large parts of their audiences are also reached by other devices, such as the laptop or PC.

    The UK leads Europe in its adoption and usage of digital devices, with 4 out of 5 Affluents using smartphones and just under half using tablets.

Source: EMS Deep Dive, Ipsos, September 2013



Fox Media Company Limited   •   Tel./fax (from UK): 01354 696961; (from outside UK) +44 1 354 696961   •   Email: info@foxmedia.co.uk
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