During 2016 advertising, media and marketing experts have increasingly pointed at a possible review of their media spend. It seems that all of these indicators of an attitude change come together and that 2017 might well become the year when advertisers and their agencies will review their choice of channels.

1. 1
WILL
2017
BE
THE
TIPPING
POINT
FOR
PRINT
MEDIA?

2. 2
Why
a
:pping
point?
➤ Agencies
re-­‐evaluate
print
Concerns
about
metrics
digital
media
Lack
of
transparency
digital
media
and
agencies
Ques;oning
effec;veness
digital
media
Threats
of
digital
media
content

3. 3
“I
think
that
actually
we’re
star;ng
to
see
with
tradi;onal
media
,
par;cularly
newspapers,
a
bit
of
a
pendulum
swinging
back
because
the
market
will
realise
that
they
are
more
powerful
than
people
give
them
credit
for”.
“Some
clients
are
looking
at
whether
they
have
over-­‐invested
in
some
new
media
alterna;ves”.
“Facebook
can't
really
claim
that
a
three-­‐second
view
-­‐
when
50%
of
the
;me
the
sound
is
off
-­‐
is
the
same
as
a
15”,
a
30”,
a
60”
TV
ad
or
someone
reading
a
The
Times
for
40
minutes”.
Sir
Mar;n
Sorrell,
CEO
WPP
Agencies
re-­‐evaluate
print

4. 4
“We
are
in
a
transi;on
period,
in
a
vacuum.
Our
most
important
goal
is
to
offer
a
beVer
advise
to
our
clients”.
With
an
average
age
staff
of
32-­‐33
years,
most
of
the
Group
M
staff
has
not
been
brought
up
with
print.
Training
and
informing
staff
about
print
is
therefore
a
key
task
of
the
agency
and
of
the
Print
Summit.”
Mathias
Brüll,
CEO
Group
M
Germany
Agencies
re-­‐evaluate
print

5. 5
“At
the
same
;me
as
they’re
buying
views
online
blind,
adver;sers
are
abandoning
a
medium
that
has
been
proven
to
be
effec;ve.
Tesco
has
cut
its
print
adspend
by
85%
this
year
despite
studies
showing
that
the
channel
can
almost
triple
the
effec;veness
of
retail
campaigns.”
Maisie
McCabe,
deputy
editor
in
chief
Campaign
UK
Re-­‐evaluate
print

6. 6
“What
we
find
in
this
study,
yet
again,
is
a
re-­‐itera;on
of
the
importance
of
media
that
can
deliver
over
the
longer
term.
...shows
that
newsbrands’
ability
to
contribute
to
long
term
effec;veness
is
a
key
driver
of
success
for
brands.
We
are
being
over-­‐hyped
and
over-­‐sold
on
a
uniquely
digital
future.
We
need
to
get
real
and
take
a
more
evidence-­‐based
view
of
what
really
drives
effec;veness.”
Peter
Field,
effec;veness
consultant
and
author
Re-­‐evaluate
print

7. 7
Why
a
:pping
point?
Agencies
re-­‐evaluate
print
➤ Concerns
about
metrics
digital
media
Lack
of
transparency
digital
media
and
agencies
Ques;oning
effec;veness
digital
media
Threats
of
digital
media
content

8. 8
Credibility
metrics?
“Due
to
the
miscalculated
data,
marketers
may
have
misjudged
the
performance
of
video
adver;sing
they
have
purchased
from
Facebook
over
the
past
two
years.
It
also
may
have
impacted
their
decisions
about
how
much
to
spend
on
Facebook
video
versus
other
video
ad
sellers
such
as
Google’s
YouTube,
TwiVer
,
and
even
TV
networks”.
The
Wall
Street
Journal

9. 9
Credibility
metrics?
“Aviva’s
group
brand
director
has
expressed
her
“outrage”
and
“anger”
over
Facebook’s
metrics
blunder
which
saw
the
social
media
pla<orm
miscalculate
video
views
for
more
than
two
years.
Jan
Gooding,
also
chair
of
Publishers
Audience
Measurement
Company,
has
now
publicly
called
on
digital
players
to
be
subjected
to
audits
that
match
the
scruGny
of
tradiGonal
media”.
Marke;ng
Week

10. 10
Credibility
metrics?
“Buyers
and
sellers
are
moving
away
from
the
ad
serving
metrics
such
as
click
and
towards
brand
KPIs
to
evaluate
digital
video
adver;sing
campaigns.
67%
of
agencies
and
adver;sers
are
using
brand
awareness
as
a
key
effec;veness
metric
to
evaluate
digital
video
campaigns”.
Internet
Adver;sing
Bureau
(IAB)
Europe

11. 11
Why
a
:pping
point?
Agencies
re-­‐evaluate
print
Concerns
about
metrics
digital
media
Lack
of
transparency
digital
media
and
agencies
➤ Ques;oning
effec;veness
digital
media
Threats
of
digital
media
content

12. 12
"We
targeted
too
much,
and
we
went
too
narrow.
And
now
we're
looking
at:
What
is
the
best
way
to
get
the
most
reach
but
also
the
right
precision."
Marc
Pritchard,
P&G’s
chief
marke;ng
officer
P&G
Ques;oning
effec;veness
digital
media

13. 13
"Views
aVracted
by
each
video
in
the
series
varied
widely.
One,
which
introduced
Hayes
as
the
new
presenter,
clocked
up
more
than
750.000,
while
several
more
reached
6
figures.
But
many
others
received
far
less
aVen;on,
with
none
of
the
nine
films
posted
in
2016
managing
1.000
views”.
Ques;oning
effec;veness
digital
media

14. 14
“An
important
group
of
marketers
belong
to
the
group
called
"the
lost
genera;on",
people
in
their
30s
and
early
40s
who
don't
yet
have
grown
up
children
who
are
digital
na;ves
and
weren't
digital
na;ves
themselves.
These
are
people
who
are
leading
so
many
of
our
brands
and
businesses,
and
they're
bluffing
too
much
about
digital
from
what
they
read
in
the
Financial
Times
or
Marke;ng
Week."
Keith
Weed,
Chief
Marke;ng
and
Communica;ons
Director
Unilever
Ques;oning
effec;veness
digital
media

15. 15
Ques;oning
effec;veness
digital
media

16. 16
Why
a
:pping
point?
Agencies
re-­‐evaluate
print
Concerns
about
metrics
digital
media
Lack
of
transparency
digital
media
and
agencies
Ques;oning
effec;veness
digital
media
➤ Threats
of
digital
media
content

17. 17
“It
can
become
very
difficult
for
anyone
to
tell
the
difference
between
facts
that
are
true
and
‘facts’
that
are
not,
therefore
facts
don’t
work.”
“In
the
digital
age,
it
is
easier
than
ever
to
publish
false
informaGon,
which
is
quickly
shared
and
taken
to
be
true."
“News
publishers
have
lost
control
over
the
distribuGon
of
their
journalism,
which
is
now
filtered
through
algorithms
and
pla<orms
which
are
opaque
and
unpredictable.”
The
Guardian

18. 18
“The
right-­‐wing
news
site
Breitbart
has
declared
“#WAR”
on
Kellogg’s,
calling
for
a
boycoW
of
the
cereal
company’s
products
aXer
they
decided
to
cease
adverGsing
on
the
site.
In
response
to
Kellogg’s,
Breitbart
published
a
furious
aWack
on
the
cereal
company
saying
that
the
move
represents
“an
escalaGon
in
the
war
by
leXist
companies
...
against
conservaGves
customers.
”
The
Guardian

19. 19
“The
iniGal
bargain
might
be
fine,
but
the
follow-­‐up
by
companies
can
be
annoying
and
unwanted.
People
repeatedly
expressed
anger
at
the
barrage
of
unwanted
emails
that
oXen
comes
aXer”.
“LocaGon
data
seems
especially
precious
in
the
age
of
the
smartphone.
Some
of
the
most
strongly
negaGve
reacGons
came
in
response
to
scenarios
involving
the
sharing
of
personal
locaGon
data”
“Profiling
someGmes
seems
creepy.
The
words
“creepy”
and
“Big
Brother”
and
“stalking”
were
used
regularly
in
the
answers
of
those
who
worry
about
their
personal
informaGon”.
Pew
Research
Center

20. 20
Why
a
:pping
point?
Agencies
re-­‐evaluate
print
Concerns
about
metrics
digital
media
➤ Lack
of
transparency
digital
media
and
agencies
Ques;oning
effec;veness
digital
media
Threats
of
digital
media
content

21. 21
Programma;c
buyingTradi;onal
buying
Target audience Channels that fit audience One person Algorithm “Personal” advert
Advertising appears in selected channels
Click-based - non-humanQuantitative & qualitative - human
Advertising appears in selected and unknown channels

22. 22
“We
recently
reviewed
the
list
of
sites
where
our
ads
can
be
placed
and
decided
to
disconGnue
adverGsing
on
Breitbart.com.
Many
companies
do
not
realise
they
were
adverGsing
on
Breitbart
because
their
campaigns
are
run
through
automated
systems
which
distribute
ads
across
a
large
network
of
sites”.
The
Guardian

23. The
ANA
papers
• Cash
rebates
from
media
companies
to
agencies,
adverGsers
indicated
they
did
not
receive
rebates
or
were
unaware
• Rebates
as
free
media
credits
were
offered
to
agencies
• Rebates
structured
as
“service
agreements”
in
which
media
suppliers
paid
agencies
for
non-­‐media
services
• Markups
on
media
sold
ranged
from
approximately
30%
to
90%,
and
media
buyers
were
someGmes
pressured
to
direct
client
to
spend
to
this
media,
regardless
were
in
the
clients’
best
interests
• Dual
rate
cards
in
which
agencies
and
holding
companies
negoGated
separate
rates
with
media
suppliers
when
acGng
as
principals
and
as
agents
23
Lack
of
transparency
(digital)
media
and
agencies

24. Test & Trial phase Digital First phase
Re-
evaluating
phase
24
The
three
phases
of
digital
channels
adop;on
Basis:
adver;sing
expenditures
in
digital
media
UK
(source
ZenithOp;media)
0
5000
10000
15000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
$mio

25. AdverGsers/
brand
owners,
agencies
and
media
owners
express
the
need
to
re-­‐evaluate
their
digital
media
share
of
the
media
mix
Digital
media
will
remain
an
important
part
of
the
mix,
but
the
three
parGes
involved
are
eager
to
develop
a
beWer
balance
between
the
channels
This
is
the
moment
for
Print
Power
to
act
strongly,
becoming
part
of
this
discussion
between
the
three
players.
Voicing
a
knowledgeable
POV,
underpinned
with
data
and
passion
25
A
general
change
of
aqtude

26. Thank
you
Ulbe
Jelluma
@Ulbe
@printpower
printpower.eu