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Research
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Providing insights into the relationship between candidate media and market research is one of our key roles.
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At no extra cost to our clients, we make use of product-specific databases which, when analysed together with media costs and usage data, can often point to big improvements in targeting and media selection.
Clearly if the user profile of a product and the readership profile of a magazine - for instance - are 'out of sync', the publication is less likely to be worth adding to the media schedule. But where a medium can be shown to be similar in its readership/audience profile to that of the targeted group (medium users, perhaps, or the profile of a competitive product), then it is probably worthy of further consideration.
In the media planning and
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buying process, we routinely undertake detailed analysesof data from media research surveys such as Target Group Index (TGI), the National Readership Survey, the British Business Survey, BPA, ABC, RAJAR, FAME, POSTAR, etc.
We also make use of geo-demographic tools such as A.C.O.R.N., Mosaic, Prospex, etc., which can be helpful in the targeting of direct marketing campaigns.
Expenditure patterns by competitive advertisers can also assist in the media decision-making process. We can source this kind of research and make our clients aware of their historical or projected 'share-of-voice' in the market over any specified period.
Response analysis demands a disciplined approach in terms of both implementation and interpretation. Using our B.A.R.T. (Budget And Response Tracking) system we are able to keep our clients updated by email with latest media schedules, response analysis and an interactive ('what if?') budgeting model, in a single Excel workbook tailored to their own specific requirements.
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Update
New comScore report highlights key characteristics of the Millennials
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US research company comScore, Inc. has released the results of a recent study that identifies the unique characteristics of the Millennial generation, commonly defined as persons born between 1981 and 2000.
Although the report focuses solely on 12-31 year old Americans, it appears to confirm a growing suspicion that this group - wherever located - exhibits very distinctive attitudes to,  and patterns of usage of, both online and other major media. Its findings would seem to have relevance for media planning across most markets worldwide.
Key findings highlighted in the study include:
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The defining characteristics of Millennials include their comfort-level with new technologies and cultural diversity, as well as being accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking.
• Ad breakthrough via television advertising for Millennials was substantially lower than for older generations. However, Millennials demonstrated a higher propensity than other generations to retain a lasting impression of a television advertisement.
• Millennials tend to be less interested and more difficult to connect with, capture attention, impress, convince and entertain. Millennials also appear to be more price-sensitive, perhaps due to lower disposable incomes.
• Digital advertising performs better in relative terms among Millennials than does television advertising.
• Across generations including Millennials, the presence of key creative elements in advertising, coined by comScore as the Validated Drivers, were shown to relate strongly to successful advertising.
• Millennials are highly engaged with the content that they choose to view, within both television and digital environments. Engagement has been shown to amplify the effectiveness of advertising, so when targeting Millennials, it is important to utilize engaging content to help boost returns from investments in advertising.
"The 79 million Millennials in the U.S. have an estimated purchasing power of $170 billion dollars per year, making them a highly attractive segment for brands to target", said comScore vice president Bert Miklosi.
"Their comfort-level with the internet and technology in general makes the digital medium an ideal platform for reaching these individuals. But as is typical with younger people when compared their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimization in driving worthwhile returns from an investment in advertising to this segment".
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