sg competitive communication strategy analysis report janupi竞争传播战略分析报告.pptx

UnionPayCompetitiveReview

2014JanMaxusSingapore

SINMarketMediaOverview-JanTotalcardcategoryincreasedby35%ascomparedtoDec’13Mostofthekeyadvertisersleveragesonnewspapersandoutdoortoreachouttotheirtargetaudiences.MostoftheadvertisersreducedtheirbudgetinthemonthofJan’14exceptforUnionPay,Amexanddinersclub.2

Mediaspendoverview3SINGAPORESGD$16.544MY2012YTD2014(Jan’13-Jan’14)BykeybrandsY2012YTD2014(Jan’13-Jan’14)BymediaSINGAPORESGD$16.544MSINGAPORESGD$14.934MSINGAPORESGD$14.934M

Mediaspendoverview4

5

6Unit:SGD’00010%19%12%44%12%2%10%18%4%3%7%3%19%7%SpendingTrendandMediaMix3%61%7%3%7%44%4%In2013,NewspaperisthekeymediafollowedbyCinemaVisareducedtheirspendsinJan’14whichislargelycontributedbyNewspapersVISASource:NielsenAdquestMillenium2012-2014(Jan)2%10%18%61%

VISA

Seasonality

7Unit:SGD’00020122013Visareducetheiradspendsby47%inJan’14VISASource:NielsenAdquestMillenium2012-2014(Jan)2014

8PrintUsageCreativeRankNPTitleInsertionsSize1THESTRAITSTIMES2FP2TODAY3FP

Jan-Dec)2014(Jan)Mediaspending7,819,0004,501,000201,000SpendingTrend(vs.lastyear)23%-42%-96%SeasonalityMar-MayMar-May-MarketcoverageNationNationNationMediaMixRadio2%Digital4%Magazines12%

Newspaper44%

TV10%

OOH28%Radio3%Magazines7%

Newspaper61%

TV3%

OOH26%Radio3%Magazines7%

Newspaper61%

TV3%Cinema51

OOH26%MediausageLocalnewspaper/Magazines/Outdoor/TV/RadioLocalnewspaper/Magazines/Outdoor/TV/RadioMediaSummary9

KeylearningsImplications

10LearningsVisadecreasedtheiradspendby22%comparingDec’13andJan’14whichislargelycontributedbymagazines.ImplicationsDigitalandSocialMediaplatformisthekeytoreachouttowidergroupoftargetaudiences.

11

12Unit:SGD’000SpendingTrendandMediaMixMastercard67%7%3%1%19%2%NewspaperisstillthekeymediainJan’1473%1%19%2%Source:NielsenAdquestMillenium2012-2014(Jan)74%3%17%

Seasonality

13Ma