NEW EUROPE MARKET (NEM), Dubrovnik 8th – 11th May 2013
New Europe Market (NEM)Dubrovnik is a first time event gathering professionals in television, production, IPTV, cable distribution and marketing agencies, as well as all prominent media figures. During this
4-day event attendees will have the opportunity to receive insight into the latest trends in the industry.
Zagreb, 22nd April 2013
THE CHALLENGES OF AD SALES ON LOCALIZED CHANNELS
How important are ratings in terms of global crisis and will shotgun marketing strategy lose the share of the market to THE rifle approach? What is the real power of niche audiences?
John Florescu, CEO of Centrade, a US-based media company operating in CEEMEA, has produced more than 150 hours of national and international television for the world's leading networks. “TV stars, series, producers, networks, shareholders all live on ratings. To ignore that fact invites catastrophe - and it happens all the time. The guidebook on how to acquire, interpret and respond to ratings is a text that is being continually re-written.“
The director of Nielsen Audience Measurement Darko Broćić has dealt with all kinds of applied research in various fields during his career in research, which spans over almost a quarter of a century. “The existence of quality information on TV ratings is always of the utmost importance. Especially in a situation when advertising budgets are becoming limited, and competition is increasing. In this situation only those who address their target demographic can expect market (industry) success.”
Magdalena Malinova is the CEO and owner of Manta Consulting, a regional media consulting company. “TV ad sales models are predominantly based on audience deliveries, and, consequently, define the critical role of audience measurement data as a system backbone. The main challenge for niche channel ad sales lies in audience potential, i.e. size. In vast and emerging markets, such as the BRIC economies, 0.5% ratings represents between one to six million potential customers with rapidly increasing purchase power. Taking it back to the Adriatic region, 0.5% ratings represents between 10,000 and 35,000 potential customers. Niche channels need to scale down the importance of overall audience deliveries and focus on other measures deriving from the audience systems, such as affinity, loyalty and exclusiveness.”
After more than 10 years of experience in the media industry, NEM's speaker Marin Latković is responsible for developing, managing and coordinating Vivaki, one of the leading media groups in Croatia and Bosnia and Herzegovina. “As for the importance of measurement, I definitely believe that high quality and independent viewing measurement is a basic tool for the entire media industry. It primarily defines the position of individual television stations on the advertising market. Television is still the most powerful media, and understanding how TV channels are watched, and monitoring results in real time, is a basic prerequisite for a successful TV campaign.”
For more information on NEM panels and speakers go to www.neweumarket.com
