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  • Media Guru Bytes | Telmar France - the FUTURE of Media Planning
    with brands and charge again for formerly free online content Revenue management RM including the concepts and software solutions offers just that RM originates in the travel industry Anyone who has ever purchased a last minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality The value of a seat changes depending on the time of travel destination and the number of days until takeoff Airlines greatly increase their rates as a result of their RM otherwise known as yield solutions How does this relate to media Seats are perishable just as are spots ads or banners Therefore in the media business RM solutions help businesses free up ad space and increase revenue for any media Moreover RM solutions can help publishers and advertising agencies negotiate more effectively adding more value to both parties No human mind could possibly track all the demands and cancellations of every client over time Even if you think you can you often provide inflated discounts to certain clients while wrongly punishing others RM systems record behavior make projections and offer pricing models based on constantly updated information The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value For example let s say Client A buys 10 percent of the available ad space early in a TV season but always cancels 3 percent at the last minute Let s say Client B will pay more and rarely cancels Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B How can this apply to new technology The iPad soon to be accompanied by various other fancy handheld ways of consuming the work of publishers will force publishers to adapt quickly The Economist has been successfully making the transformation it remains a subscription only publication and has the most subscribers of any online publication via the iPad In fact the magazine is willing to go 100 percent digital if that s what the world demands At a media conference in 2009 The Economist announced its uncertainty about maintaining a print addition in five years This means that all revenue will have to come from subscriptions and digital advertising RM can help the magazine through digital channels as successfully as it can via print Apple s iPad and other devices may even provide better tracking information making the system s recommendations that much more powerful Advertisers will always want to be where there are eyeballs and credit cards and these are both still everywhere Loyal affluent readers remain glued to The Economist RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay per click ads Their ad space still has value and adding other metrics allows us to simply deepen the solution All the demands for ad space are fed directly into the system updating constantly and reallocating the ads to ensure that reach goals are met In this sense online media becomes more like television With more immediate feedback on readership similar to overnight ratings publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks They can manage the campaign live extending it to reach optimum numbers or retracting if the ad flops Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools For agencies today the majority of print planning relies on surveys conducted often no more than two times per year TV advertisers and agencies on the other hand have benefitted from overnight ratings for many years As a result they can adjust campaigns throughout the season Agencies and advertisers can now work similarly with online publishers The information of demands and readership along with other metrics available such as click throughs can be reported offering a better measurement of campaign success How many solutions are in the marketplace Currently revenue management solutions are available from Telmar Worldwide and Mereo in France There are also similar services available from RSG Media Systems Rapt Yield Solutions and Fivia While all good companies these solutions cover only some media and therefore provide a less comprehensive solution for all media sales houses Overall the RM solutions available on the marketplace have bridged the gap between advertising agencies and online publishers sales houses Now media owners can benefit from knowing the true value of their media Meanwhile agencies and advertisers can now be rewarded for their loyalty and receive pricing proposals more in line with the true value of the opportunity As the Indigo Girls often belted out Everything is different but nothing has changed Stanley Federman is chairman and CEO of Telmar http www imediaconnection com content 26933 asp Filed under Media Guru Bytes Tagged with Radio Results Best in a Decade Posted by sarah on June 8 2010 Leave a Comment On June 2nd Mediapost emailed a brief entitled Radio Results Best in a Decade Why this increase 5 Reasons Reason 1 Control Image Increasingly brands are losing control of their message as consumers speak up on line create ads and define brands themselves Traditional media like radio provides a valuable platform for brand managers eager to build and sustain an image Reason 2 Association Control Related to number 1 brands can place themselves on stations and day parts that not only reach their target but sustain a certain image Tiffany s for example on a classical music station On the web everything gets mixed in together Luxury next to Pepsi Reason 3 Back to What We Know In times of crisis people tend to go back to what they know Traditional media buys bring comfort in crumbling times Reason 4 Internet Still Hard to Measure Agencies still not sure exactly how internet helps a brand but they know it does something

    Original URL path: http://www.telmar.fr/category/media-guru-bytes (2015-12-30)
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  • 2011 February | Telmar France - the FUTURE of Media Planning
    Appoints Mathieu Floirat Regional Manager for Continental Europe New York NY 6 December 2010 Telmar a global supplier of advertising media information software and services today announced that Mathieu Floirat has been appointed Regional Manager for Continental Europe M Floirat will retain his position in Paris as Executive Director Telmar Peaktime SAS Effective immediately M Floirat will assume management responsibility for Telmar s Continental European Division M Floirat s successes in Telmar s French operation including his proven leadership and management skills over his 10 year tenure with the firm make him the ideal choice for this position M Floirat continues to report to Stanley P Federman Chairman and CEO of Telmar Group Inc Federman said of his appointment Mathieu has been a major contributor to Telmar s success With his technical knowledge driving force and dedication to the business Mathieu was the natural choice to lead the team in Continental Europe In addition to M Floirat s management responsibilities for Telmar Paris and Continental Europe he will be technical champion for Telmar s TV Planning and Revenue Management systems throughout the Company s world wide operation An expert in the Yield Revenue Management systems and a seasoned media professional M Floirat will continue to expand Telmar s operation by introducing its full suite of products including Multibasing Outdoor Internet ROI and media and research consultancy services throughout the Region About Telmar Telmar is a world wide leading supplier of advertising and media information software and services Telmar s 10 000 users across 85 countries include many of the world s leading advertising agencies digital and print publishers broadcasters and advertisers For advertisers and advertising agencies Telmar provides software for survey analysis data integration media planning and optimization and more For digital and print publishers broadcasters and outdoor operators Telmar

    Original URL path: http://www.telmar.fr/2011/02 (2015-12-30)
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  • 2010 July | Telmar France - the FUTURE of Media Planning
    traditional media metrics such as reach average frequency TRPS and compare cost efficiencies using CPMs and CPPs These industry standard measurements for Out of Home facilitate bringing outdoor into the media mix Telmar is the first to apply science to the TAB s site level data and adapt it into a media planning system that is fully compatible with all other media platforms said Stanley Federman CEO Telmar We re delighted to provide media owners and buyers alike with a system to properly integrate this powerful media Before the Eyes On metrics Outdoor as a category struggled with measurement now it is a level playing field Media planners have always been challenged by a lack of standardized measurement when integrating OOH into multi media campaigns said Andrew Marcus VP Research for Clear Channel Outdoor Telmar recognized the need to put OOH in terms consistent with the advertising media industry In order for operators to provide their clients with plans that fully integrate OOH they needed fully compatible metrics In partnership with MRI GFK Eurisco Telmar worked on the initial TAB Eyes On ratings which improved the way previous metric systems measured audiences likely to see an outdoor ad with rich demographic and ethnographic data Telmar brought data from a variety of sources including recorded pedestrian traffic circulation and travel surveys together and applied a scientific method to the raw data About Telmar Telmar is a world wide leading supplier of advertising and media information software and services Telmar s 10 000 users across 85 countries include many of the world s leading advertising agencies publishers broadcasters and advertisers For advertisers and advertising agencies Telmar provides software for survey analysis data integration media planning and optimization and more For publishers and broadcasters Telmar offers the ability to collect store and manage

    Original URL path: http://www.telmar.fr/2010/07 (2015-12-30)
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  • 2010 June | Telmar France - the FUTURE of Media Planning
    In combination with other online metrics revenue management systems help agencies and publishers maximize value and take advantage of demand Revenue management solutions give agencies and publishers real time data to help extend or pull campaigns When asked about how his ad agency relationship an online publisher might respond Agency What agency That s an extreme example but one that may make many publishers nod in agreement Over the past few months the digital content shift has changed the relationship between advertising agencies and online publishers In the United States online ad spending has just surpassed print This means that publishers sales houses and agencies must develop a new kind of relationship if they are to have one at all For example last year a major online publisher in France sold one of its banner ads by posting it on eBay The publisher reported very positive results How can agencies play a role in this new game The changing digital space is nothing to smile about for many publishers or agencies nor is the proliferation of free content Agencies can support online publishers by finding new ways to quantify the value of ad space integrate content with brands and charge again for formerly free online content Revenue management RM including the concepts and software solutions offers just that RM originates in the travel industry Anyone who has ever purchased a last minute ticket to Paris in August or Denver over Christmas has felt the sting of this reality The value of a seat changes depending on the time of travel destination and the number of days until takeoff Airlines greatly increase their rates as a result of their RM otherwise known as yield solutions How does this relate to media Seats are perishable just as are spots ads or banners Therefore in the media business RM solutions help businesses free up ad space and increase revenue for any media Moreover RM solutions can help publishers and advertising agencies negotiate more effectively adding more value to both parties No human mind could possibly track all the demands and cancellations of every client over time Even if you think you can you often provide inflated discounts to certain clients while wrongly punishing others RM systems record behavior make projections and offer pricing models based on constantly updated information The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value For example let s say Client A buys 10 percent of the available ad space early in a TV season but always cancels 3 percent at the last minute Let s say Client B will pay more and rarely cancels Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B How can this apply to new technology The iPad soon to be accompanied by various other fancy handheld ways of consuming the work of publishers will force publishers to

    Original URL path: http://www.telmar.fr/2010/06 (2015-12-30)
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  • 2010 May | Telmar France - the FUTURE of Media Planning
    methodology changes and the implications Telmar SPC was invited to talk on the importance of the media and planning process and to review how we should go about media strategy and planning from the perspective of marketers media owners advertising agencies and media agencies The presentation was well received by the industry and is summarised below Many of you will remember the 1995 movie The Usual Suspects It s about five men who are hauled into the New York police station because a crime was committed and they are the usual suspects No doubt you are asking yourself What on earth has this got to do with media strategy and planning The movie was hailed for its brilliance in leaving crucial questions unanswered inspiring viewers to revisit it and try to connect the dots The big question is who s the one controlling everything Overall one is left with a strong sense of all is not as it seems In the same way our ever evolving TV environment is so much more than it seems on the surface The question is What are we going to do about it How should we approach our strategic thinking and media planning Very basically in this constantly changing and sensitive economic environment we still need to follow our usual cyclic strategic process as follows Marketing and Advertising requirements Media Brief Media Strategy based on research and media insights Media Plan including sponsorship Local Implementation buying negotiations monitoring of media plan Financial Management Media Review Evaluation of Results reapply learnings However before coming up with solutions we need to take into account the usual technical suspects which include Working with Targets Planning vs Marketing target markets Universe samples and weighting Timing Seasonality source periods forecasting down weighting Objectives Reach Frequency Ratings 000 CPP CPT Implementing TV plans Delivery The implications and how to manage these and other technical suspects was discussed illustrated with practical examples In conclusion we are experiencing ongoing changes in our TV environment There have been changes to methodologies which are making life very challenging for us and we need to accept that all is not as it seems Our optimum TV strategy journey should be to follow our tried and tested strategic process at the same time taking into account the usual technical suspects There are great lessons we can learn from The Usual Suspects Watch the movie and you ll see what we mean If you d like us to share this important presentation with you please contact Sharon or Lisa at Telmar on 011 804 4489 or sharon telmar co za or lisa telmar co za Written by Sharon Penhallrick Managing Director Telmar SPC South Africa Filed under Media Guru Bytes Tagged with How to take full advantage of the current recession Posted by admin on May 26 2010 Leave a Comment In these tough economic times whatever marketing decisions you make you need to make sure that they re based on the best information available This is

    Original URL path: http://www.telmar.fr/2010/05 (2015-12-30)
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  • 2010 April | Telmar France - the FUTURE of Media Planning
    Kitts and Nevis St Lucia Sweden Switzerland Syria Taiwan Tanzania Thailand Togo Trinidad and Tobago Turkey Uganda Ukraine United Arab Emirates United Kingdom United States Venezuela Worldwide About Telmar Telmar for MARKETERS AND AGENCIES Telmar for MEDIA SELLERS Contact javset Alliance Between Telmar Mereo Makes Revenue Management Global Posted by admin on April 8 2010 Leave a Comment Media Owners in All Categories Will Be Able To Easily Predict and Maximize Revenue NEW YORK and PARIS FRANCE March 30 2010 Telmar a global supplier of advertising media information software and services today announced an alliance with mereo S A S a leading provider in the field of revenue optimization and business intelligence The alliance brings mereo s unique revenue management optimization software and expertise in the Print Broadcast and Outdoor categories to Telmar s existing revenue management offerings While mereo continues to market its Outdoor and Print solutions in France together the two companies will offer revenue management to media owners of Outdoor Radio Print TV and Internet around the globe Read more Filed under Telmar News Tagged with Recent Comments Categories Big Ideas Media Guru Bytes Telmar News Archives February 2011 July 2010 June 2010 May 2010 April 2010

    Original URL path: http://www.telmar.fr/2010/04 (2015-12-30)
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  • 2010 March | Telmar France - the FUTURE of Media Planning
    Niger Northern Ireland Pakistan Peru Philippines Poland Portugal Puerto Rico Qatar Rep of Ireland Russia Rwanda Saudi Arabia Senegal Serbia Singapore Slovak Republic Slovenia South Africa Spain St Kitts and Nevis St Lucia Sweden Switzerland Syria Taiwan Tanzania Thailand Togo Trinidad and Tobago Turkey Uganda Ukraine United Arab Emirates United Kingdom United States Venezuela Worldwide About Telmar Telmar for MARKETERS AND AGENCIES Telmar for MEDIA SELLERS Contact javset Postar Signs with Telmar UK for New Out of Home Software Posted by admin on March 24 2010 Leave a Comment Postar appoints Telmar in move set to transform outdoor planning In a move that is set to transform the planning process for outdoor Postar the uk s audience research body for out of home has today awarded the contract for its planning systems to Telmar The company was selected following a keenly fought competitive tender Read more Filed under Telmar News Tagged with Recent Comments Categories Big Ideas Media Guru Bytes Telmar News Archives February 2011 July 2010 June 2010 May 2010 April 2010 March 2010 February 2010 Home Careers About Telmar Press Room Contact eTelmar AMIC com International Africa Asia Australia Europe North America South America Media Planning Products and

    Original URL path: http://www.telmar.fr/2010/03 (2015-12-30)
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  • 2010 February | Telmar France - the FUTURE of Media Planning
    Indonesia Iran Israel Italy Jamaica Japan Jordan Kenya Korea Kuwait Lebanon Luxemburg Madagascar Malaysia Mali Martinique Mexico Montenegro Netherlands New Zealand Niger Northern Ireland Pakistan Peru Philippines Poland Portugal Puerto Rico Qatar Rep of Ireland Russia Rwanda Saudi Arabia Senegal Serbia Singapore Slovak Republic Slovenia South Africa Spain St Kitts and Nevis St Lucia Sweden Switzerland Syria Taiwan Tanzania Thailand Togo Trinidad and Tobago Turkey Uganda Ukraine United Arab Emirates United Kingdom United States Venezuela Worldwide About Telmar Telmar for MARKETERS AND AGENCIES Telmar for MEDIA SELLERS Contact javset Russia Today TV Posted by admin on February 3 2010 Leave a Comment Telmar has been in Western Eastern Europe for over 30 years and is pleased to welcome its first Russian Client Read more Filed under Telmar News Tagged with Recent Comments Categories Big Ideas Media Guru Bytes Telmar News Archives February 2011 July 2010 June 2010 May 2010 April 2010 March 2010 February 2010 Home Careers About Telmar Press Room Contact eTelmar AMIC com International Africa Asia Australia Europe North America South America Media Planning Products and Services for Marketers and Agencies Crosstabbing Crosstabbing and Segmentation Print Media Survey Data Analysis TV Advertising Software OutdoorAdvertising Software On line Advertising

    Original URL path: http://www.telmar.fr/2010/02 (2015-12-30)
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