carat presentation

A PRESENTATION TO PPA SCOTLAND 12TH JUNE 2013

CONTENTS

• Your company and its USP’s.

• Your plans as a company for the short and long term.

• How your strategy affects which platforms you use and what part magazines play.

• What you look for in an advertising package.

• YOU HAVE 10 MINUTES

THE AEGIS MEDIA FAMILY

CARAT EDINBURGH IN 2013

CARAT IS REDEFINING MEDIA. WE USE MEDIA IN NEW WAYS

TO BUILD BUSINESS VALUE FOR OUR CLIENTS. WE HAVE A

HERITAGE OF INNOVATION, HAVING BEEN FOUNDED AS THE

WORLD’S FIRST MEDIA AGENCY BACK IN 1968. WE ARE NOW

IN A NEW ERA OF MEDIA AND MEDIA IS NOW BOUGHT, OWNED

AND EARNED. THIS BRINGS WITH IT THE OPPORTUNITY TO

CREATE NEW COMMUNICATIONS MODELS THAT DELIVER NOT

JUST MEDIA VALUE BUT TRULY BUILD BUSINESS VALUE FOR

OUR CLIENTS. THIS IS CARAT’S MISSION AND WE HAVE THE

BEST PEOPLE AND PRODUCTS TO ACHIEVE THIS.

REDEFINING MEDIA.

OUR VISION

To pioneer the new more valuable, media agency

model in Scotland centred around the digital world

REDEFINING MEDIA

Delivering real value through media

OUR USP’S

• GLOBAL SCALE

• Media Trading

• Technology and Systems

• People Development

• LOCAL CUSTOMER SERVICE ETHOS

• Team of 48 based in Edinburgh

• Strong Customer Service Ethic

• BEST OF BOTH WORLDS

OUR WORLD IS CHANGING

69% will own a Smartphone

51% will own a Tablet

82% will own a PVR and time shift will represent almost 40% of all viewing

76% will be dual screening

74% will be using social networks

40% will regularly be reading newspapers online

Source: CCS 2011/2012, Future Foundation

BY 2015...

http://www.google.co.uk/url?sa=i&rct=j&q=tablet+vector&source=images&cd=&cad=rja&docid=mMu24oLum9U2EM&tbnid=GSjnNrBRtA37QM:&ved=0CAUQjRw&url=http://www.vectorstock.com/royalty-free-vector/computer-tablet-vector-791501&ei=bfFBUdGhOtD70gXW44CQBg&psig=AFQjCNHVd59dd6dKNdDrT0aYAtlw1xKY6w&ust=1363362506002869

http://www.google.co.uk/url?sa=i&rct=j&q=smartphone+vector&source=images&cd=&cad=rja&docid=DkttCnJBSsRaxM&tbnid=N91WQTgKHX1F6M:&ved=0CAUQjRw&url=http://www.vectorstock.com/royalty-free-vector/black-smartphone-vector-1061426&ei=mvFBUYf6MMbM0AXk4IHQAg&psig=AFQjCNEaWBrMAP3V3URQiZ9HRaK7U1Ji9w&ust=1363362570836369

http://www.google.co.uk/url?sa=i&rct=j&q=sky++box&source=images&cd=&cad=rja&docid=68UCmkxxlaQxiM&tbnid=dc0gXhbPf2E9PM:&ved=0CAUQjRw&url=http://www.eyewimax.com/store/hd-set-top-box-and-pvrs/sky-plus.html&ei=iPJBUabyIYLL0AXr1oGYAQ&psig=AFQjCNFAC3TJSuk37YY-4GoloXuZYN5Hjg&ust=1363362815597959

http://www.google.co.uk/url?sa=i&rct=j&q=dual+screening+image&source=images&cd=&cad=rja&docid=g8ojZ57IAms9DM&tbnid=c7Qi5yjzn5rnOM:&ved=0CAUQjRw&url=http://www.redbeemedia.com/blog/dual-screens-not-duelling-screens&ei=-PJBUd6sFeWX1AXLp4DICA&psig=AFQjCNHBLa1XK4f-K9k4hEYkdC60Il3Fyg&ust=1363362888181897

http://www.google.co.uk/url?sa=i&rct=j&q=social+netowrking+vector&source=images&cd=&docid=J74AuygON-855M&tbnid=qZcrxFeEEWnFvM:&ved=0CAUQjRw&url=http://www.fasticon.com/free-icons-social-media-vector-icons-2012/&ei=hPNBUeOlFqSa1AWM1YC4Dg&psig=AFQjCNEAkairy3o6FacPhbDbjymU-cyx9Q&ust=1363362992760004

http://www.google.co.uk/url?sa=i&rct=j&q=newspaper+vector&source=images&cd=&cad=rja&docid=MpPfJuKF5ejr2M&tbnid=AcdJhFHINQ4thM:&ved=0CAUQjRw&url=http://www.smashapps.org/2009/07/25-stunning-photoshop-vector-icon.html&ei=zv9CUeOFCY6o0AWtz4D4Cw&bvm=bv.43828540,d.d2k&psig=AFQjCNH_PNbnKf2p8RgtFAba2BFYBxm2LA&ust=1363431419462561

TARGET THE PERSON AND NOT

THE MEDIUM

GENERIC

SEARC

H

DISCUSS

ON SOCIAL

MEDIA

DOWNLOAD

MOBILE

APP

INTERACT

WITH

COMMERCIA

L CONTENT

REA

D

BLO

G

VISIT COMPARISON

SITE

WRITE

REVIE

W

READ REVIEW

VIEW

PRINT AD

WATC

H VIDEO

VISIT

BRAND

SITES

CONVERT

TO

SALE

SEE

YOU ON

TV

FOLLOW ON

TWITTER

PRODUCT

SEARC

H

BRAND SEARCH

BUY ADDITIONA

L

PRODUCTS

LIKE ON

FACEBOO

K

SEE DISPLAY

BANNER

EXPOSED

TO BRAND SPONSORSHIP

EXPERIENC

E

SERVICE

VIEW

MOBILE

AD

READ

MAGAZINE REVIEW

BUY

ITEM

TARGETE

D BY

COMPETITOR

MEDIA RELATIONSHIP MAP ABC1 MEN 25-34

0

10

20

30

40

50

60

70

40 60 80 100 120 140 160 180 200Ex

po

su

re

Noticability

C4 ITV1

Radio

Out of

Home

All

Magazines

Internet

Mids Pop

s

Cinema

five

Mchannel

hard to miss

wallpaper

hidden persuader

challenging

Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium

DM

Quals Metro/ES

MEDIA RELATIONSHIP MAP ABC1 MEN 25-34

0

10

20

30

40

50

60

70

40 60 80 100 120 140 160 180 200Ex

po

su

re

Noticability

C4 ITV1

Radio

Out of

Home

Internet

Mids Pop

s

Cinema

five

Mchannel

hard to miss

wallpaper

hidden persuader

challenging

Source: CCS 2013, base adults 15+, size of bubble = % audience reached weekly, Noticability axis = % saying they notice most/some ads in that particular medium

Men’s Lifestyle Magazines = Shortlist, Zoo, Nuts, Wired, Loaded, Esquire, FHM, GQ, Men’s Health, Four Four Two, Q, Men’s Fitness, T3, Stuff (Almost Always/Quite Often net)

DM

Quals Metro/ES All

Magazines

Men’s Lifestyle

Magazines

315

WHAT WE LOOK FOR IN AN ADVERTISING

PACKAGE

• Understanding of Brief and client objectives

• Bespoke

• Innovation

• Creativity

• Longer Term

• Customer not Platform

• Value

• Evaluation

CARAT. REDEFINING MEDIA.

carat presentation

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