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As Print Circs Decline,
How do you Retain and Grow
Advertisers & Readers?
Asian Publishing Convention 2013
July 11 & 12| Mandarin Oriental, Manila, Philippines
Opportunities with your Consumer Online
Maria Java
Country Managing Director
Effective Measure
Changing dynamics
Broadcast Media
• 
• 
Statistically sampled panels of
people
Audience Measurement
Companies defined by publishers
Key Metric: People
Internet
• 
• 
Census Measurement
quantitatively with a java script tag
Hybrid measurement with a panel
of users
Key Metric: Unique Browsers
Media Chaos
• 
• 
Open Platform Census
Measurement of Device Users
Hybrid measurement with
Community based Panels and
other data sets
Key Metric: Unique Devices
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CLAIM: Today an advertiser can reach over 95% of his target market in almost
every country in the world through four companies…
90% of search spend
mobile advertising spend – watch this space
90% of social media spend
40% of e-commerce spend
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The advantage of digital publishing is measurability
Page & Ad Tags
360° view of the consumer
Access location
+
Device Type
Purchase Intent
Online Surveys
+
Community Online Panels
Demographics
Interests & Behaviors
Which facilitates a simple,
single view of the market,
pre- and post buy, fuelling
growth in online
advertising.
4
Go Beyond simple physical Demographic but rather… Psychographics
Meet the digital CONSUMERS of the Emerging Markets
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Understand Audience Behavior : YOU vs Competition
Understand Browsers and Buyers
Be Meticulous about audience niches WITHIN your site.
Brands do it for themselves too!
loreal.com/garnier
loreal.com/maybelline
Segment
loreal.com/elvive
loreal.com/elvive-anti-breakage
loreal.com/base-magique
Products
loreal.com/lash-architect
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What other consumer insight can you provide advertisers about
YOUR Unique Readers
Understand your
customers by
category and
their habits
when they are
NOT on your site
10
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THOUGHT STARTER:
How do Advertisers and Agencies
discover Audiences Online?
Discover Niche Audiences of High Value to Advertisers
CASE: Audience for senior health product
HHI
Occupation
Age
= 3k p/m
= Middle to upper Execs
= 45 – 65 yrs old
Total Addressable
Market
e.g. 8.1 Million
Who use Yahoo
mail, fb, inq, philstar,
abs-cbnnews, gma,
mb, twitter, linkedin
Target
Market
(on sched, on
budget)
34%
Case Study
Digital BRAND KPIs
SOLAIRE
Resort and Casino
Effective Measure – Philippines
Last Song Syndrome
•  A strong brand starts with
KYC
•  Conventional wisdom
tells us that this was an
older well heeled
audience
•  Solaire’s wanted though
to pursue an aspiring
affluent younger client
–  Where
–  When
–  WHO
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How did Advertiser Solaire measure their Paid Media Strategy?
•  Confirm engaged audience VS target market
•  ONE CONTENT ASSET : 3 GRPS
–  Touch point 1: TVC format for TV
–  Touch point 2: In banner video ad
–  Touch point 3: Mobile
•  The Benchmark GRP
–  Don’t limit your brand to a Category or
Competitive GRP
–  OUT DO your last GRP
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Solaire’s Owned Media KPIs
•  PAID MEDIA vs. OWNED MEDIA
Audience
•  Hitting the right Solaire market
•  56%+ A1, A2, B1 Age 25-30, 34-40
and 60>
•  Who consider themselves Early
Adopters and are Health Conscious
•  From local PH, East Asia
•  Over 25% of site traffic is from
Mobile
What works for them:
•  Great discoverable content
•  Highly visual, participatory ad material
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Making Earned Media and PR Content measurable
100,000 LIKES the day after launch
• 
PR Media Asset monitoring
–  Who’s reading your photo release
and where?
• 
Measure the Qualitative points of
IMPACT
–  Periodic Brand lift
–  Effectiveness of creative
–  Purchase intent
–  Competitive scan vs. brand
• 
Paired with a tactical social media
program
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One Single Version of the Truth :
Speak the language of Advertisers and their Consumers
Define your
consumer
Benchmark
EARNED MEDIA
qualitative
Measure Content
Assets Off site
THE GAME HAS
CHANGED!
Plan & measure
PAID MEDIA
•  Content discovery
•  Competitive strategy
•  Consumer market
development
Validate OWNED
MEDIA On-Site
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PUT THE CONSUMER FIRST!
www.effectivemeasure.com
Maria Java
Country Managing Director
[email protected]