ANALIZA 360 ANALIZA 360. jednostavno do odluke. Brojevi : Analize : Argumenti :
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1 ANALIZA 360 jednostavno do odluke ANALIZA 360 :
2 Consumer Intelligence obilježja i stavovi čitatelja Hrvatska 2012 Page 2
3 Tržišni uvjeti postaju sve teži i teži... # potrošača pada [broj rođenih/god: > ] fragmentacija medijske scene i navika pojavljivanje novih proizvoda oštrija konkurencija kupovna moć pada sve više reklama [2011 vs. 2010] Page 3
4 Tržišni uvjeti postaju sve teži i teži što to znači za oglašivače, agencije i medije? Page 4
5 Paradoks tržišta potrebe za dodatnim vještinama i objektivnim pokazateljima nikada nisu bile veće a ulaže se sve manje Page 5
6 New challenges of marketing Global IBM research conducted in 64 countries and over CMO 2/3..of CMO consider that main criteria for evaluation of their work will be......measuring results of marketing activities and their effectivness Source IBM, Gayling, Maxi studeni/prosinac 2011 Page 6
7 Advertising Week 2011, New York City THE HOLY GRAIL OF MARKETING MEASURING THE TRUE VALUE OF A FACEBOOK FAN NEW THINKERS NEW THINKING SOCIAL, LOCAL AND MOBILE - IGNITING INNOVATION INSIDE THE FUTURE OF TV AND VIDEO THE NEXT 9 YEARS CONNECTING WITH CONSUMERS ANYWHERE, ANYTIME What data are behind? Page 7
8 Tko su čitatelji tiskovinama?? Bolje obrazovani Zaposleni Visokih prihoda... Page 8
9 Trenutni pogled na čitatelja... Čitatelj Potrošač Interni pokazatelji Oglašavanje Page 9
10 ... i potrebe modernog oglašavanja Čitatelj Potrošač Consumer Intelligence Interni pokazatelji Oglašavanje Page 10
11 Doba medijske fragmentiranosti... Page 11
12 Zamke naj... pristupa Najprodavaniji Najbolji...za mene! Najbrži Najjeftiniji Najveći Najbolji...za mene Page 12
13 Medijske navike potreba integriranog pristupa novine TV radio magazini internet Page 13
14 King is dead...long live the king novinama časopisima 42% internetu radiju televiziji Source: BrandPuls, Hrvatska 2012/I Page 14
15 Obilježja čitatelja...razlike u životnim stilovima? televiziji radiju internetu novinama časopisima Family oriented Loaded with obligations Open minded Hard life Routine based Fun seekers Source: BrandPuls, Hrvatska 2012/I val, Affinity Index vs. Total population Page 15
16 Obilježja čitatelja... što im je bitno pri kupovini automobila? televiziji radiju internetu novinama časopisima Pouzdanost (rijetko se kvari) Održavanje (ne skupo) Široka servisna mreža Atraktivnost Povoljna cijena Sportski karakter Dobro držanje cijene Kvalitetna izrada Zemlja porijekla Niska potrošnja goriva Ugledna marka Source: BrandPuls, Hrvatska 2012 / I val, Affinity Index vs. Total population Page 16
17 Obilježja čitatelja... o čemu brinu, o kojim osiguranjima razmišljaju? televiziji radiju internetu novinama časopisima Životno osiguranje Osiguranje motornih vozila (automobila, plovila) Osiguranje kuće ili stana (provala, požar, potres, lom stakla i sl.) Osiguranje stvari u kućanstvu (namještaj, kućanski aparati i sl.) Dodatno zdravstveno osiguranje Osiguranje od posljedica nesretnog slučaja Source: BrandPuls, Hrvatska 2012 / I val, Affinity Index vs. Total population Page 17
18 Koliko se trenutno medijske platforme koriste u oglašavanju u Hrvatskoj? U Hrvatskoj je u 2011 bilo aktivno oglašivača, te je objavljeno više od reklama. Magazini % % Internet* % 1% Novine % Radio* % % Source: MediaPuls Hrvatska 2011 (1-12), Magazini obuhvaćaju tjednike, dvotjednike i mjesečnike, *) limitirani coverage TV 514 8% OOH % % % 15% broj oglašivača i njihov udio broj oglasa i njihov udio Page 18
19 Reklame: koristan izvor informacija o proizvodima 50% 45% U kojoj mjeri su Vam reklame u sljedećim vrstama medija korisne za informiranje o proizvodima i uslugama? 40% Reklame me obavještavaju o novim proizvodima 35% 30% 25% 20% 28% 22% 24% 21% 23% 51% 15% 10% 5% 0% TV Radio Novine Časopisi Internet Source: BrandPuls, Hrvatska 2012 / I val Source: IpsosPuls, N=1.149, CATI, Hrvatska 05mj 2012 Page 19
20 Reklame: pomoć ili iritacija? U kojoj mjeri Vam reklame u sljedećim vrstama medija smetaju? 80% TV Radio Novine Časopisi Internet 60% 40% 20% 26% 51% 58% 58% 38% Ne smetaju me 0% -20% -40% 55% 21% 16% 15% 19% Smetaju me -60% -80% Source: IpsosPuls, N=1.149, CATI, Hrvatska 05mj 2012 Page 20
21 Ima li povjerenje granice? Ponekad mislim da su mediji napravljeni zbog reklama, a ne zbog svojih korisnika % 50% Source: BrandPuls, Hrvatska 2010/ i val vs 2012 / I val Page 21
22 Tržišni uvjeti postaju sve teži i teži što to znači za oglašivače, agencije i medije? Page 22
23 Potrebe modernog oglašavanja Čitatelj Potrošač Consumer Intelligence Interni pokazatelji Oglašavanje Page 23
24 ANALIZA 360 jednostavno do odluke Nada Finderle mob: hvala na pažnji Ozana Jurković mob: Page 24
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