WHAT WE DO:
EFFICIENCY: We provide the cost benchmarks that allow advertisers the efficiency control of their media buying. By month, by Channel, by Zone, etc. reporting also on the Qualitative KPIs, according to local & Int’l best practices.
EFFECTIVENESS: Media planning hasn’t changed much from what it used to be. But the financial crisis diminished dramatically the LOYALTY level for almost all brands. Consumers get bombarded by promos and enter into buying dilemmas almost continuously. Thus the ratio between weekly pressure, weeks on air, length of videos, sync with Digital media and Content creation, needs a fresher orchestration. We empower advertisers to sort out!
MEDIA AGENCY PITCH: We contribute in setting-up the rules to make possible direct comparisons between agencies. And to accommodate also the specific client priorities.
MARKETS WE COVER:
Greece & Cyprus
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PEOPLE / WHO WE ARE:
Principal is Milton Papadakis. Used to be the Central Media Buyer for Unilever for ten years. Set up CARAT Hellas and was its Managing Director for five years. Became the Commercial Director of MEGA TV, then No 2 Channel in terms of income, that moved on to No1. Founded MEDIARISK in Dec 1998
- hen you feel your agency’s TV buying performance is excellent, who will check and verify?
- Last but not least: Do you know what are the drivers of sales for your business? Do you have numbers on how much of your incremental sales is due to Advertising and how much due to Promotion? Have you spotted other external drivers? Did you know for example that Chocolate sales are positively correlated with the unemployment index? There is an article on this site that explores this relationship. And there are analysts in this company that can determine WHICH and HOW MUCH are the external drivers for your own business.
- Digital Media: Web sites are built to get as much traffic as possible. But … apart your site builders, do you have an independent media auditor to check if everything behind the façade follows the ever growing list of steps to excellence for SEO, for Google detectors, for downloading speed, for all devices, for…
- Common sense suggests you need to secure your House foundations before building the upper part! Thus, are you sure your web site is getting the appropriate look when accessed through a mobile apparatus? Your site, as time passes by, gathers “garbage”, or pages with thin content. Have you instructed the search engine spiders NOT to read them? Have you set-up properly your sitemap? Have you indexed your pages? Are the URLs you are using SEO friendly? Have you included Metadata? How many lines do you devote to page titles? Page structure (Home Page) ? Were you perhaps very occupied with the aesthetics and applications you added when building the site? These are antagonistic aspects to the smooth operation of the site and to being easily read by the crawls. What is your priority? Has your KEYWORDS density the proper ratio? Is an 8 better than 15 or vice versa? And versus what? Is your page speed of 5″ good or bad? Where do you assign no-index? Do the social bots see structured data to use? And after all, can you evaluate User Experience? Can you get user feedback? Is your site flexible to implement such a feedback? (not necessarily the case for a large percentage of sites that have a common starting concept). For all these issues and many more questions, who do you expect to come-up with the proper checks and the fixes needed? Your own site builder, or a skillful Media Auditor like Mediarisk? If it was for your own house, would you employ the contractor only? Wouldn’t you have a supervising engineer as well, that with a minimal fraction of the cost, would secure the dignity of the whole construction?
- To get a trial FULL REPORT, contact MEDIARISK at (030) 210 6101240, or mail Milton Papadakis Milton@mediarisk.gr
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A Client’s overall CPR in Dec 2018 was 18% lower than the Market Benchmark:
A cause to celebrate? Maybe, but let’s have a look on the details.
The yellow column presents the Benchmark weighted for Prime Time, exactly on client’s % of Prime. The comparison is horizontal. So we see that on ALPHA, client’s performance was 35% more expensive than the market.
Thus, although the overall buying score is competitive, a perfect handling should have been a bit better.
Conclusions: Only a detailed monitor, detects all secrets!
The minimum gain of brands followed by MEDIARISK, was never below 7.5%. In absolute terms, 45K Eu minimum gain for a spending of 600K.
In parallel, Quality parameters were also pursued: TVRs, split per Channel & zone, etc.
Ask Milton for a totally free/ no strings attached demo report of the efficiency of your TV buying on any month of your preference.
Note: We will only need the Target Group used and your spot list with actual cost & timing per spot, including LMBs. MEDIARISK is committed not to use this information for any other purpose than the above described and will not integrate your data into any DB. Will also send immediately a signed NDA.
TV advertising for seasonal segments, usually have the following shape:
This means that the strong sales in July and in August are usually left without advertising support.
- Length of videos: In phase 2, almost all brands are on air. What mattered most is “recency”, Share of Voice and Coverage. All three would have been better served through shorter commercials. Brand building had to finish at the end of phase 1 and not during the “dogfight”.
- The strength of the bursts:
We see that the red curve, i.e. Coverage 3+ grows insignificantly after a certain number of GRPs. Thus, ROI from there on is not served. The brand should stop there, bridge the gap with other media like Web TV and come back for a second burst approx. two weeks later.
Would you like us to comment on your TV planning in previous year?
We will only need your Brand, definition of Target Group and what was your main Planning Objective.
Any additional info will enrich our approach. Most helpful: If you have pre & after data on AWARENESS and/ or MARKET SHARE
If you want to check with us, the same confidentiality terms apply also here. But the subject is more complex and we will need to talk.
In Digital media … things are more complicated and need more exchanges between us. But can lead to courses of action that are much clearer than you may think.
Would you like to start a conversation with us?
We have handled a significant number of media pitches throughout the years and especially in these last two.
In Banking, in Services and FMCGs, the top names have trusted MEDIARISK to support their process and set the rules for a fair evaluation
Would you like to start a conversation with us?
It is very simple
