MACH Strategy

Description

The national intermedia study enables the systematic analysis and evaluation of media strategies as well as the planning of the optimal media mix. It links socio-demographic information and consumption data with media usage data. Thus, it allows for a targeted analysis of the cross-media mix of press, cinema, television, radio, websites, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation, direct mail and email marketing. It also identifies the most efficient media strategy to reach a particular target group.

The study is published once a year (autumn)

Benefits for advertising market

• Intermedia comparison for campaign planning
• Comparable usage data on press, cinema, television, radio, websites, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation direct mail, und Email marketing
• Reliable information on target groups and market potentials
• Optimisation of marketing and media strategy decisions as well as marketing budgets
• Supplement to internal data sources and market research studies
• Potential estimates for products, services, sales channels, etc.
• Discovery and identification of new market segments / market opportunities

Benefits for media market (or for own medium)

• Detailed information on consumer behaviour, household profiles and medium users’ areas of interest
• Positioning of press titles, cinema pools, radio stations, TV stations, websites, social media, streaming, out-of-home, DOOH, digital signage, public transportation and, direct mail, and Email marketing in an intermedia comparison
• Findings to support strategic decisions and benchmark comparisons
• New insights for editorial design and product development
• Additional arguments for acquisitions within the advertising market