Peter Callius is originaly from the print media industry but then he realised the importance of media research to the whole media industry. He has been heading both the media department and earlier the brand/consumer research department at TNS Sifo – Sweden's largest and leading research agency. He believes in integration, integration between consumer, brand, advertising and media research. And he is a true believer in integration between the different media silos. He is a regular speaker at media and research conferences.

1. If you build it will they come /
Why the first beer is the best and
other important lessons
MultiMedia planning has taught
me…

4. Our definition of a Multi Media database
• Strategic and tactical
planning
• Target Groups for all media
• Match reach & frequency
levels from silo research.
Maintain cross media
duplication.
• Timing of exposures
attributed for

5. Our definition of a Multi Media database
• Strategic and tactical
planning
• Target Groups for all media
• Match reach & frequency
levels from silo research.
Maintain cross media
duplication.
• Timing of exposures
attributed for

6. Our definition of a Multi Media database
• Strategic and tactical
planning
• Target Groups for all
media
• Match reach & frequency
levels from silo research.
Maintain cross media
duplication.
• Timing of exposures
attributed for

7. Our definition of a Multi Media database
• Strategic and tactical
planning
• Target Groups for all media
• Match reach & frequency
levels from silo research.
Maintain cross media
duplication.
• Timing of exposures
attributed for

8. Our definition of a Multi Media database
• Strategic and tactical
planning
• Target Groups for all media
• Match reach & frequency
levels from silo research.
Maintain cross media
duplication.
• Timing of exposures
attributed for

9. Why should we press the big cross media button
– The practical advantages of multimedia planning

10. Why should we press the big cross media button
Real target groups for all media

11. Why should we press the big cross media button
Avoid diminishing return – replace ineffective GRP:s

13. Why should we press the big cross media button
Distributive advantages – Higher reach, frequency.
PEOPLE - OFTEN

14. Why should we press the big cross media button
Timing of exposures

15. Synergies
• Response synergies
• Content synergies
• Memory
reinforcement
• Stimulus synergies

16. Obstacles in creating multi media data bases
Methodology / Political / Financial

17. Obstacles in creating multi media data bases
Methodology / Political / Financial

18. Obstacles in creating multi media data bases
Methodology /Political/ Financial

19. But why has it taken such a long time for multi
media planning to catch on

20. Obstacles in creating usage of multi media data
bases
• Lack of knowledge
• Business models
• Internal structures
• The ”we still miss
factor”
• OTS Comparability
• Uninterest amongst
advertisers

21. Obstacles in creating usage of multi media data bases
• Lack of knowledge
• Business models
• Internal structures
• The ”we still miss
factor”
• OTS Comparability
• Uninterest amongst
advertisers

22. Obstacles in using multi media data bases
• Lack of knowledge
• Business models
• Internal structures
• The ”we still miss
factor”
• OTS Comparability
• Uninterest amongst
advertisers

23. Obstacles in creating usage of multi media data
bases
• Lack of knowledge
• Business models
• Internal structures
• The ”we still miss
factor”
• OTS Comparability
• Uninterest amongst
advertisers

24. Obstacles in creating usage of multi media data
bases
• Lack of knowledge
• Business models
• Internal structures
• The ”we still miss
factor”
• OTS Comparability
• Uninterest amongst
advertisers

25. The Mediacom solution

26. Multi Media Planning makes earned and owned media
work harder

27. From the planners laboratory – From theoretical advantages
to the practical use of the multi-media planning tool

29. Day in Life – planning for different generations

30. To time the communication

31. Prolonging the campaign in the same brand with online

32. Major TV channel
30
25
20
15
10
5
0
TV On line

33. The Yoghurt case

34. The original television plan (Un weighted and weighted)
250 238
214.3
200
150
100
50 35.1 34.5
0
GRP Net

35. Media weights
100
90
90
79
80 75 75
72
70 66
60 56 55 57 58 60
51
50
40
30
20
10
0
TV Radio Print Internet
Sweden Switzerland Callius & Masson weights

36. Diminishing return of TV schedule – we cut the schedule at 75 %

37. Net comparison – TV primary media (2 MSEK) and
Secondary media (700 TSEK). Individual reach
70
60 57.6
50
44
40 37.7
31.3 31.8
30
20
10
0
Net
TV Dailies Magazines Radio Internet

38. Cross media Campaign net comparisons of combined reach
80
70 67.7
59.1
60 55.6
52.1
50
40
34.5
30
20
10
0
TV TV + Dailies TV + Magazines TV + Radio TV + Internet

40. Frequency distribution Television vs Mixed schedule
12.0
10.0
8.0
6.0
4.0
2.0
0.0
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950
TV Mix

41. Television + Mix of all media (same budget as original plan) –
Net Comparison
90
80 78.1
70
NET 126 + %
60
50
40 34.5
30
20
10
0
Television MIX

42. Net reach per media in mixed plan
50
45,9
45
40
32,5
35
29,0
30 23,9
25
20 16,3
15
10
5
0
Magazines TV Radio Internet Dailies

43. Multiple hits in different media
Four Media Five Media
5% 1%
Three Media
18%
One Media
42%
Two Media
34%
58 % synergy

44. 1 MSEK without discount compared to what you can buy for 1
MSEK (Average discounts) – Net reach
90
82.3
80
70
62
59.1 59.2
60 55.5
49.4 51.2
49.2
50 44.6 46.2
40
30
20
10
0
TV Radio Dailies Evening tabloids Magazines

45. Conclusions
 Yes - they will come but it will take time – it takes time to change
structures
 Multimedia opens up a new world for media planning
 Multi Media campaigns work better through synergies and/or distributive
advantages – plan against diminishing return
 Multi media planning makes financial sense to advertisers and by all
means to agencies and media
 Multi media planning and media weighing is complex and we need a new
breed of planners and sales reps – The super planners. We need new
multi media revolutionaries
 Transparency and comparability between media categories will become
the norm

46. Thank you to my co authors and super planners
Peter Masson /
Sesame, Masson & Bucknull
Patrik Unell/Mediacom
Jimmy Bolander/Mediacom

47. Peter.callius@tns-sifo.se