競(jìng)品傳播策略分析報(bào)告9nxpowerlite

韓國(guó)-競(jìng)品傳播策略分析報(bào)告(9月）

邁勢(shì)韓國(guó)2014.10.309月信用卡行業(yè)的品牌媒介活動(dòng)同8月相似，因?yàn)?月的投放多為8月的延續(xù)對(duì)比去年同期，1-9月的信用卡行業(yè)花費(fèi)增加了20%；但比對(duì)8月，9月行業(yè)總花費(fèi)下降了69%從主要競(jìng)品來(lái)看，JCB是投放量第一的品牌，其在9月份的花費(fèi)達(dá)到8mil韓幣從整個(gè)行業(yè)來(lái)看，現(xiàn)代在9月花費(fèi)最多，為4.3bil韓元韓國(guó)市場(chǎng)媒介活動(dòng)概覽-9月UPICompetitiveAnalysis2KOREAKRW1,927M320132014YTD2014YTDUPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep2013KOREAKRW3,774MKOREAKRW1,927MKOREAKRW3,774M媒介花費(fèi)概覽-主要競(jìng)品主要競(jìng)品媒介類(lèi)型媒介花費(fèi)概覽-主要競(jìng)品4KOREAKRW83,041M52014YTD20132014YTDUPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep2013KOREAKRW135,304MKOREAKRW135,304MKOREAKRW83,041M媒介花費(fèi)概覽-行業(yè)主要競(jìng)品媒介類(lèi)型媒介花費(fèi)概覽-行業(yè)6主要競(jìng)品分析-7UPICompetitiveAnalysis媒介花費(fèi)趨勢(shì)&媒介組合8VISA自六月到八月，僅在網(wǎng)絡(luò)投放上有所增長(zhǎng)-對(duì)比去年同期，VISA大幅投放網(wǎng)絡(luò)和平面廣告Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-37%YOY+12%YOY-70%9Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花費(fèi)周期性變化

VISA在2014年的投放主要集中在夏季（6-8月）

整體來(lái)看，媒介投放主要集中在年初和年末（新年和圣誕節(jié)），其余時(shí)間以較少的量持續(xù)投放。No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

339,56229%653,79673%2

283,15624%78,5369%3Others3,0390%-0%4NewsPortal

51,5294%75,1988%5

46,3574%25,2783%6seoul.co.kr52,3614%12,7821%7

50,0714%2,5160%8ytn.co.kr33,1573%8,3691%9

34,7113%2,2870%10nocutnews.co.kr33,1773%2,8270%11moneytoday.co.kr24,6632%6,4311%12

30,4343%-0%13

14,7621%5,7781%14khan.co.kr13,1681%2,1820%15

14,6761%1840%16asiae.co.kr12,4121%1,1710%17Others83,2007%12,8891%18SocialPlatform

27,5402%3,0640%19

5,1820%-0%20Videowebsite

2,3800%4510%21

2,4430%-0%22

-0%2,0350%23Others1,2290%4380%24Othersmoneta2,1900%-0%25

1,3700%3280%26Others1,5130%550%Total1,164,282100%896,595100%10Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’0002014年，對(duì)比新聞?lì)惥W(wǎng)站更偏重大眾類(lèi)網(wǎng)站網(wǎng)絡(luò)媒體

11網(wǎng)絡(luò)媒體創(chuàng)意形式CampaignName:IfyourcardisVisa,youcanwithdrawChina’scurrencyUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner

20132014Jan–Sep媒介花費(fèi)KRW000KRW3,539,019KRW1,827,798媒介花費(fèi)趨勢(shì)

(同前一年相比)-59%+12%媒介花費(fèi)周期性變化12月1月，6月，7月市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合報(bào)紙18%

雜志

5%有線電視44%

網(wǎng)絡(luò)33%有線電視–51%網(wǎng)絡(luò)–49%媒介使用有線電視垂直類(lèi)網(wǎng)站日?qǐng)?bào)娛樂(lè)/紀(jì)實(shí)頻道,大眾類(lèi)垂直網(wǎng)站,新聞網(wǎng)站，視頻網(wǎng)站，社交媒體12小結(jié)

主要結(jié)論&建議

13結(jié)論VISA2014年的主要投放集中在1月份的有線電視上自6月份開(kāi)始，VISA開(kāi)始了網(wǎng)絡(luò)媒體的投放建議主要競(jìng)品分析-MASTER14UPICompetitiveAnalysis9月無(wú)可監(jiān)測(cè)的媒介投放主要競(jìng)品分析-JCB15UPICompetitiveAnalysis16Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-54%YOY100%YOY100%媒介花費(fèi)趨勢(shì)&媒介組合JCB的投放至今依然只采用網(wǎng)絡(luò)媒體。17Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介投放周期性變化

JCB在8月有較大規(guī)模的媒介投放漲幅8月的投放增長(zhǎng)與假期促銷(xiāo)相關(guān)No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

84,39237%-0%2

44,33019%33,04437%3

2,8061%-0%4

1,6571%-0%5NewsPortalnocutnews.co.kr7,1533%17,98920%6

14,3336%9,22810%7

14,1596%2,1482%8moneytoday.co.kr6,9313%7,7399%9

3,7222%7,1578%10

9,3444%-0%11ytn.co.kr9,1794%-0%12mk.co.kr1,3391%4,0305%13

4,9012%-0%14khan.co.kr1,5721%2,4913%15seoul.co.kr3,9232%-0%16mediatoday.co.kr3,4371%-0%17

2,0351%1,3752%18

1,4841%5241%19zdnet.co.kr1,8391%-0%20

1,3201%-0%21Others2,3811%8881%22Videowebsite

2,3821%-0%23

1,9091%-0%24

1,4121%-0%25Others

2,2121%-0%26ezday.co.kr-0%1,5512%Total230,152100%88,164100%18Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’0002014年側(cè)重垂直類(lèi)新聞門(mén)戶網(wǎng)站，2013年則以大眾類(lèi)垂直網(wǎng)站為主網(wǎng)絡(luò)媒體

19網(wǎng)絡(luò)媒體創(chuàng)意形式

CampaignName:WithJCBCard,thetriptoJapanisOk!UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage

20132014Jan–Sep媒介花費(fèi)KRW000KRW230,152KRW88,164媒介花費(fèi)趨勢(shì)

(同前一年相比)100%-54%媒介花費(fèi)周期性變化1-2月8月市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合網(wǎng)絡(luò)媒體

100%網(wǎng)絡(luò)媒體–100%媒介使用門(mén)戶網(wǎng)站新聞?lì)惥W(wǎng)站新聞?lì)惔怪本W(wǎng)站，大眾類(lèi)垂直網(wǎng)站20小結(jié)主要結(jié)論&建議

21結(jié)論JCB2014年的媒介投放依然僅采用網(wǎng)絡(luò)媒體。8月的投放主要針對(duì)暑假季建議網(wǎng)絡(luò)媒體，是預(yù)算有限的情況下，優(yōu)化ROI的最佳媒介選擇。主要競(jìng)品分析-AMEX22UPICompetitiveAnalysis2014年1月-9月，無(wú)可監(jiān)測(cè)的媒介投放活動(dòng)主要競(jìng)品分析-BC23UPICompetitiveAnalysis24Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-37%YOY+117%YOY-71%媒介花費(fèi)趨勢(shì)&媒介組合2014年1月-8月，TV和網(wǎng)絡(luò)的投放分30%和46%品牌在7-9月持續(xù)開(kāi)展廣播投放25Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花費(fèi)趨勢(shì)&媒介組合

2013年主要媒體投放時(shí)間集中在春季（4月-5月）2014年，花費(fèi)無(wú)明顯的季節(jié)性變化No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

840,62745%636,44356%2

572,80231%438,86239%3

154,4878%-0%4NewsPortal

37,4942%-0%5

27,5771%-0%6khan.co.kr16,2901%1,6590%7nocutnews.co.kr12,0181%2,7280%8

8,2930%2,0410%9seoul.co.kr5,8100%4,2470%10ytn.co.kr7,0740%1,0270%11moneytoday.co.kr5,8900%1,2550%12edaily.co.kr3,1830%1,9610%13yonhapnews.co.kr-0%5,0950%14

1,8720%2,8640%16Others13,9361%8,0631%17SocialPlatform

16,8411%3,4320%18Videowebsite

26,9611%-0%19

4,4340%1,0170%20Others2460%8240%21Othersjobkorea.co.kr82,5324%-0%22gmarket.co.kr5,8800%5,3550%23

9,6931%1,4710%24ticketlink.co.kr7,4950%-0%2511st.co.kr-0%7,4461%27Others2,0590%1,6830%Total1,863,494100%1,127,473100%26Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000側(cè)重大眾類(lèi)垂直網(wǎng)站網(wǎng)絡(luò)媒體

27網(wǎng)絡(luò)媒體創(chuàng)意形式CampaignName:BCCard‘Bibleofwish’–HappyChuseokUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage

20132014Jan–Sep媒介花費(fèi)KRW000KRW9,067,305KRW2,433,357媒介花費(fèi)趨勢(shì)

(同前一年相比)-59%-69%媒介花費(fèi)周期性變化5月-市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合Terr.TV36%電臺(tái)1%報(bào)紙0.4%雜志0.2%有線電視42%網(wǎng)絡(luò)21%Terr.TV–30%電臺(tái)–11%有線電視–13%網(wǎng)絡(luò)–46%媒介使用Terr.TV和有線電視垂直類(lèi)網(wǎng)站Terr.TV,電影/電視劇/娛樂(lè)頻道，男性雜志，綜合門(mén)戶網(wǎng)站，新聞網(wǎng)站，社交媒體，視頻網(wǎng)站28小結(jié)主要結(jié)論和建議29結(jié)論BCCard在4月、6月和8月開(kāi)展了‘BCcard’和‘BCUnionPaycard’相關(guān)的活動(dòng)BCCard開(kāi)展了與韓國(guó)感恩節(jié)有關(guān)的活動(dòng)贊助建議主要競(jìng)品分析-Samsung30UPICompetitiveAnalysisSpendingTrendandMediaMix31Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-57%YOY-55%YOY-9%三星自2014年8月其有各種類(lèi)型的媒介投放（報(bào)紙除外）2014年品牌投放主要集中在電視上32Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花費(fèi)周期性變化

2014年8月媒介花費(fèi)有顯著增長(zhǎng)（尤其是電視媒體增長(zhǎng)顯著）2014年8月開(kāi)展了‘Holgaboon’項(xiàng)目，主要投放電臺(tái)媒體。（該項(xiàng)目是刺激消費(fèi)者參與的促銷(xiāo)項(xiàng)目）33Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

-0%534,09958%2

-0%315,35235%3

4612%-0%4NewsPortalmk.co.kr14,58653%1,3270%5khan.co.kr-0%5,6331%6

-0%2,3590%7metroseoul.co.kr-0%1,8620%8

-0%1,7040%9

-0%1,1050%10hani.co.kr4922%3920%11dt.co.kr-0%8120%12

-0%6620%13

-0%5510%14

-0%4980%15

-0%4900%16

-0%3920%17Others-0%9370%18SocialPlatform

9183%2,2060%20Videowebsite

2,6099%10,9571%21

-0%4,8621%22

-0%4,2600%23Others2461%1510%24Othersmoneta.co.kr-0%21,0432%25moneta8,25830%-0%26Others-0%2,1490%Total27,570100%913,803100%三星側(cè)重投放大眾類(lèi)垂直網(wǎng)站，用于最大程度告知9月‘Holgaboon’項(xiàng)目的開(kāi)始網(wǎng)絡(luò)媒體

34網(wǎng)絡(luò)媒體創(chuàng)意形式

CampaignName:‘Holgaboon’

market‘Like’eventUPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage平面媒體創(chuàng)意形式35UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepSeekrationalPremium‘THEO’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Luxury1FP4CCompletionofreasonable

Premium,‘THEO’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Golfmagazine1FP4C平面媒體創(chuàng)意形式36UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep‘Holgaboon’Project

(Period:

2014Sep)No.MGZTitleInsertionsSize1Gaeksuk1FP4CTVC/電臺(tái)媒體創(chuàng)意形式37HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,SBS,OBS,KM,Mnet,OCN,Olive,SuperAction,tvN,ChCGVDuration:15-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式38HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,KM,Mnet,OCN,Olive,SuperAction,tvN,ChCGVDuration:15-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式39HolgaboonoverflowersUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,Mnet,SuperActionDuration:30-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式40‘Holgaboon’ProjectUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,

SBS,OBS,KBSDrama,MBCDramanet,MBCMUSIC,MBCSports+,SBSDramaPlus,PolarisTV,QTV,tvNDuration:15-sec&30-secPeriod:2014Sep

20132014Jan–Sep媒介花費(fèi)KRW000KRW10,672,188KRW8,390,066媒介花費(fèi)趨勢(shì)

(同前一年相比)-132%-9%媒介花費(fèi)周期性變化9月8月市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合Terr.TV69%電臺(tái)4%

雜志1%有線電視26%

網(wǎng)絡(luò)媒體0.3%Terr.TV–60%電臺(tái)–2%報(bào)紙–1%雜志–1%有線電視–25%網(wǎng)絡(luò)–11%媒介使用Terr.TV和有線電視奢侈類(lèi)/文化/旅行/經(jīng)濟(jì)雜志，綜合門(mén)戶網(wǎng)站，新聞網(wǎng)站，社交媒體，視頻網(wǎng)站41小結(jié)UPICompetitiveAnalysis主要結(jié)論和建議42結(jié)論2014年8月三星有各種類(lèi)型的媒介投放（報(bào)紙除外），并開(kāi)始了‘Holgaboon’項(xiàng)目，該項(xiàng)目以電臺(tái)投放為主10月的媒介花費(fèi)總體有所減少，但是雜志投放有所增加建議9月媒介花費(fèi)有所減少，可能是由于‘Holgaboon’項(xiàng)目（9月開(kāi)始）的預(yù)熱活動(dòng)結(jié)束UPICompetitiveAnalysis主要競(jìng)品分析-Shinhan43UPICompetitiveAnalysis媒介花費(fèi)趨勢(shì)&媒體組合

44Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY+2%YOY-73%YOY-4%2014年9月媒體投放大幅度減少，但持續(xù)投放平面（網(wǎng)絡(luò)投放停止）2014年主要側(cè)重投放平面媒體，因其在這一階段采取消極的品牌政策媒介花費(fèi)周期性變化

45Unit:KRW’000對(duì)比8月，9月投放有所增加，原因是平面媒體的持續(xù)投放‘Code9’活動(dòng)將在8月19日結(jié)束，所以預(yù)計(jì)9月的媒介花費(fèi)將有所下降UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep46Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

1,464,25262%3,67821%2

630,48527%6994%3

86,5724%-0%4

7740%-0%5NewsPortal

12,7631%-0%6

11,5210%-0%7

6,0930%-0%8mk.co.kr5,8390%-0%9nocutnews.co.kr5,6260%-0%10

4,6450%-0%11

3,4560%-0%12

3,2440%-0%13dt.co.kr2,3320%-0%14

2,0270%-0%15Others20,1461%-0%16SocialPlatform

4,0110%9805%17

1,4500%-0%18Videowebsite

9,6110%6,44436%19kbs.co.kr13,2421%1,6549%20

14,7951%-0%21

5,7060%-0%22

4,3170%4302%23Others2,1210%-0%24Others

14,0011%-0%25ticketlink.co.kr9,3150%-0%26moneta7,2310%-0%27gmarket.co.kr-0%4,03523%28Others1,7570%-0%Total2,347,332100%17,920100%2014年8月，品牌增加了視頻類(lèi)媒體的投放，停止投放新聞?lì)惔怪本W(wǎng)站網(wǎng)絡(luò)媒體

平面媒體創(chuàng)意形式

47UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepBrandevaluation‘TripleCrown’forthethirdyearinarow

(Period:

2014Sep)No.NPPTitleInsertionsSize1KyunghyangShinmun1FP4C2KookminIlbo2FP4C3NeailShinmun1FP4C4DongAIlbo1FP4CDongAIlbo1JP4C5MeailBusiness2FP4CMeailBusiness1JP4C6MoneyToday1FP4C7MunhwaIlbo1FP4CMunhwaIlbo1JP4C8SeoulBusinessShinmun1FP4C9Seoulshinmun2FP4C10SeGyeTimes1FP4CSeGyeTimes1JP4C11AsiaEconomicDaily2FP4C12AsiaToday1FP4C13AjuEconomicDaily1FP4C14EDaily2FP4C15EToday1FP4C16ChosunIlbo1FP4CChosunIlbo2JP4C17JungangIlbo2FP4C18FinancialNews1FP4C19Hangyeoryeshinmun1FP4CHangyeoryeshinmun1JP4C20KoreaEconomicDaily1FP4CKoreaEconomicDaily1JP4C21HankukIlbo1FP4C22HeraldEconomicDaily1FP4C平面媒體創(chuàng)意形式

48UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep‘Re-frame’ShinhanCard

(Period:

2014Sep)No.MGZTitleInsertionsSize1DESIGNMonthly2FP4CShinhanCard‘ComboService’

(Period:

2014Sep)No.MGZTitleInsertionsSize1Golfmagazine1FP4C

20132014Jan–SepMediaspendingKRW’000KRW16,337,224KRW2,950,488SpendingTrend

(vs.lastyear)+2%-73%SeasonalityDec.-MarketcoverageKOREAKOREAMediaMixTerr.TV–49%Radio–12%MZ–0%NPP–8%CATV–17%Internet–14%Radio–0%MZ–2%NPP–98%Internet–1%MediausageTerr.TV/RD,Entertainment/Drama/News/Sports/Golf/Economy/General/MusicChannel,Daily/EconomyNewspaper,Women/BusinessMZ,MassPortal,NewsPortal,SocialPlatform,VideoWebsiteRD,Culture/Economy/CurrentaffairsMZ,Daily/ITNewspaper,MassPortal,SocialPlatform,VideoWebsite49MediaSummary

2013–2014Sep

20132014Jan–Sep媒介花費(fèi)KRW000KRW10,672,188KRW2,950,488媒介花費(fèi)趨勢(shì)

(同前一年相比)-132%-73%媒介花費(fèi)周期性變化9月-市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合Terr.TV69%電臺(tái)4%

雜志1%有線電視26%

網(wǎng)絡(luò)媒體0.3%雜志–2%報(bào)紙–98%網(wǎng)絡(luò)–1%媒介使用Terr.TV和有線電視電臺(tái)，文化/經(jīng)濟(jì)/時(shí)事類(lèi)雜志，日?qǐng)?bào)，綜合門(mén)戶網(wǎng)站50小結(jié)主要結(jié)論和建議51結(jié)論8月品牌開(kāi)展了關(guān)于”CODE9”的廣告投放品牌在9月停止了網(wǎng)絡(luò)投放建議2014年停止了品牌廣告在電視的投放。廣告以活動(dòng)促銷(xiāo)為主，投放集中與報(bào)紙、雜志和網(wǎng)絡(luò)主要競(jìng)品分析-Hyundai52UPICompetitiveAnalysis53Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-35%YOY+63%YOY+49%媒介花費(fèi)趨勢(shì)&媒介組合電視媒體是主要的媒介投放渠道9月又開(kāi)始投放TerrTV和平面媒體54Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花費(fèi)周期性變化

媒介投放呈現(xiàn)波浪形8-9月為投放高峰（暑假&中秋節(jié)）,4-5月（家庭月）55Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

758,65325%1,580,67952%2

1,463,62948%711,25624%3

727,31624%520,87917%4Others5800%-0%5NewsPortalmk.co.kr5,6790%21,4251%6

12,4870%5,5730%7

3,1800%7,9490%8

1090%8,4070%9seoul.co.kr1,9720%2,9730%10

550%4,5420%11

1,6550%2,7080%12mediatoday.co.kr1,5330%2,4100%13moneytoday.co.kr1,0010%2,2900%14

2,6960%2740%15

-0%2,7910%16Others9,0140%6,2880%17SocialPlatform

12,2380%2,6980%18

2,2170%-0%19Videowebsite

12,4420%17,8441%20

1,0940%7,2420%21

1230%3,3700%22Others2,6040%2580%23Otherscgv.co.kr-0%39,3711%24

-0%19,2601%25ticketlink.co.kr7720%13,9110%26

550%14,2700%27ezday.co.kr6790%10,3040%28Others15,9181%17,1741%Total3,037,701100%3,026,146100%側(cè)重大眾類(lèi)垂直網(wǎng)站其他網(wǎng)站類(lèi)型的投放占比對(duì)比去年有所增加網(wǎng)絡(luò)媒體

56網(wǎng)絡(luò)媒體創(chuàng)意形式

CampaignName:??

?????????????UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner平面媒體創(chuàng)意形式57HyundaiCardCultureProject‘Enjoyworld’stopfourartmuseumwithHyundaiCard’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.NPPTitleInsertionsSize1DongAIlbo1FP4C2ChosunIlbo1FP4C3JungangIlbo1FP4C平面媒體創(chuàng)意形式58HyundaicardinvitesgenietoSamcheong-dong(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Maison1FP4CHyundaicardincludesoriginofcoinagematerialsintheircardplates(Period:2014Sep)No.MGZTitleInsertionsSize1EconomyInsight1FP4C平面媒體創(chuàng)意形式59Hyundaicard‘CopalPlateCard’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Luxmen1FP4CHyundaiCardTravelLibrary(Period:2014Sep)No.MGZTitleInsertionsSize1DBR2FP4C平面媒體創(chuàng)意形式60Hyundaicardlibraryviacartoon(1)(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Smagazine1FP4CHyundaicardlibraryviacartoon(2)(Period:2014Sep)No.MGZTitleInsertionsSize1Smagazine1FP4C平面媒體創(chuàng)意形式61Hyundaicardlibraryviacartoon(3)(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepNo.MGZTitleInsertionsSize1Smagazine1FP4CHyundaicardCultureproject:YoungArchitectProgram(Period:2014Sep)No.MGZTitleInsertionsSize1Homeliving&Style1FP4C2Spacemagazine1FP4CStation:KBS2,MBC,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,SBSSports,ChannelA,Mnet,OCN,QTV,SCREEN,tvN,CGV,cinefDuration:30-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式62ADDITIONALUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,SBSSports,Mnet,OCN,QTV,SCREEN,tvN,ChCGV,cinef,ComedyTV,KMDuration:30-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式63BASIC/ADDITIONAL/EXCLUSIVEUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:KBS2,MBC,SBS,KBSDrama,MBCDramanet,MBCevery1,SBSDramaPlusSBSfunE,ChCGV,cinef,ComedyTV,KM,Mnet,OCN,QTV,SCREEN,tvNDuration:30-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式64BASIC/ADDITIONAL/EXCLUSIVEUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepStation:SCREENDuration:15-secPeriod:2014SepTVC/電臺(tái)媒體創(chuàng)意形式65SeasonXCashbackUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep

20132014Jan–Sep媒介花費(fèi)KRW00KRW47,945,685KRW24,605,461媒介花費(fèi)趨勢(shì)

(同前一年相比)39%-35%媒介花費(fèi)周期性變化6-8月4-5月市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合Terr.TV29%報(bào)紙3%

雜志1%有線電視60%

網(wǎng)絡(luò)6%Terr.TV–31%雜志–1%報(bào)紙–4%有線電視–51%網(wǎng)絡(luò)–12%媒介使用Terr.TV,綜合頻道,教育/電影/娛樂(lè)/新聞/兒童/音樂(lè)/電視劇/體育/高爾夫/時(shí)尚/女性頻道,日?qǐng)?bào),

文化/時(shí)尚/時(shí)事/經(jīng)濟(jì)/生活/男性/設(shè)計(jì)/奢侈/商業(yè)雜志,大眾類(lèi)垂直網(wǎng)站,新聞垂直網(wǎng)站,社交媒體,視頻網(wǎng)站Terr.TV,綜合頻道,電影/娛樂(lè)/新聞/音樂(lè)/電視劇/女性頻道,日?qǐng)?bào),

時(shí)尚/時(shí)事/經(jīng)濟(jì)/生活/男性/設(shè)計(jì)/奢侈/商業(yè)雜志,大眾類(lèi)垂直網(wǎng)站,新聞垂直網(wǎng)站,社交媒體,視頻網(wǎng)站66小結(jié)主要結(jié)論&建議67結(jié)論品牌在采取多樣化的媒介組合，3-7月僅未有電臺(tái)投放總體來(lái)看，對(duì)比8月，品牌9月的媒介花費(fèi)大幅度減少建議自8月開(kāi)始品牌采取保守的媒介策略，停止了Terr.TV和報(bào)紙的投放主要競(jìng)品分析-Lotte68UPICompetitiveAnalysis69Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014SepYOY-12%YOY-12%YOY-4%媒介花費(fèi)趨勢(shì)&媒體組合2013年廣播媒體的投放量持續(xù)排第二位，但自2014年2月起品牌停止廣播投放自2014年7月起，報(bào)紙投放停止，但電視花費(fèi)比例有所增加70Unit:KRW’000UPICompetitiveAnalysisSource:KADD/Period:2013–2014Sep媒介花費(fèi)周期性變化2014年9月與前一個(gè)投放幾乎持平2013年投放高峰在5-7月；2014年媒介投放高峰集中在7-9月71Y2014Y2013UPICompetitiveAnalysisSource:Adresearch/Period:2013–2014SepUnit:KRW’000No.CategoryWebsite20132014Jan-SepSpendingSOS%SpendingSOS%1MassPortal

1,468,38264%746,47364%2

363,44316%254,10322%3

35,9952%-0%4NewsPortal

97,5654%-0%5

29,4061%67,6116%6nocutnews.co.kr16,5191%1,1060%7seoul.co.kr12,7181%3,8980%8moneytoday.co.kr12,8711%1,5400%9

11,7551%2,1740%10ytn.co.kr6,3630%4,3290%11

6,1720%3,9670%12

9,6730%-0%13newdaily.co.kr4,4750%3,3400%14

7,3210%1100%15asiae.co.kr6,0390%1300%16khan.co.kr1,7790%4,1900%17

2,1310%2,4490%18Others11,5051%7,2221%19SocialPlatform

25,0591%3,9210%20

1,2390%2,6160%21Videowebsite

95,4904%5,9991%22

15,2791%13,6451%23pandora.tv-0%16,1481%24kbs.co.kr-0%13,2411%25Others-0%12,7881%26Othersgmarket.co.kr8,9460%-0%27ticketlink.co.kr8,1270%3580%2811st.co.kr7,6870%-0%29ezday.co.kr5,9830%-0%30Others7,927

-0%Total2,279,849100%1,171,358100%側(cè)重大眾類(lèi)媒體2014年至今視頻類(lèi)網(wǎng)站的占比有所增加網(wǎng)絡(luò)媒體

72網(wǎng)絡(luò)媒體創(chuàng)意形式

CampaignName:‘LotteCardlimitcarriedforward’UPICompetitiveAnalysisSource:Adresearch/Period:2014Sep2014SepStandardBanner2014SepEventPage平面媒體創(chuàng)意形式73MGZTitleInsertionsSize1WomenSense1FP4C2GolfMagazine1FP4CLotteCard‘TheWomen’sAmateurGolfChampionship’(Period:

2014Sep)UPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/電臺(tái)創(chuàng)意形式74Listen&ChangeStation:KBS2,MBC,OBS,channelA,MBN,KBSDrama,KBSJoy,KBSNSports,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,OCN,QTV,SuperAction,tvN,chCGV,ComedyTVDuration:15-sec&30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/電臺(tái)創(chuàng)意形式75Listen&ChangeStation:KBS2,MBC,SBS,OBS,TVchosun,channelA,MBN,KBSDrama,KBSJoy,KBSNSports,MBCDramanet,MBCevery1,SBSDramaPlus,SBSfunE,OCN,QTV,SCREEN,SuperActiontvN,chCGV,ComedyTVDuration:15-sec&30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014SepTVC/電臺(tái)創(chuàng)意形式76Laughing

‘HaHaHa’Station:SBSMTVDuration:30-secPeriod:2014SepUPICompetitiveAnalysisSource:Basisnet,KADD/Period:2014Sep

20132014Jan–Sep媒介花費(fèi)KRW000KRW16,468,813KRW12,819,165媒介花費(fèi)趨勢(shì)

(同前一年相比)-13%-12%媒介花費(fèi)周期性變化5-7月7-9月市場(chǎng)覆蓋全國(guó)全國(guó)媒介組合Terr.TV38%電臺(tái)17%報(bào)紙9%

雜志0.1%有線電視22%

網(wǎng)絡(luò)

14%Terr.TV–60%電臺(tái)–9%報(bào)紙–3%有線電視–20%網(wǎng)絡(luò)–9%媒介使用Terr.TV/電臺(tái),電影/娛樂(lè)/電視劇/新聞/體育/綜合頻道,日?qǐng)?bào),

男性/旅游/經(jīng)濟(jì)/女性雜志,大眾類(lèi)垂直網(wǎng)站,新聞?lì)惔怪本W(wǎng)站,社交媒體,

視頻網(wǎng)站電臺(tái)，音樂(lè)/電視劇/高爾夫/卡通/娛樂(lè)頻道，綜合門(mén)戶網(wǎng)站，新聞網(wǎng)站，社交媒體，視頻網(wǎng)站77小結(jié)主要結(jié)論&建議78結(jié)論品牌在6月開(kāi)始的新一輪的廣告投放在6-8月期間，Lotte在多個(gè)電視臺(tái)投放了不同版本的電視廣告建議Lotte有可能延續(xù)‘Listen&Change’活動(dòng)在電視媒體的投放主要競(jìng)品分析-KB79UPICompetitiveAnalysis媒介花費(fèi)