Canada

Telmar Appoints Mathieu Floirat Regional Manager for Continental Europe

Contact:
Rachel Honig
G.S. Schwartz & Co, Inc.,
212.725.4500
rhonig@schwartz.com

    

Telmar 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 offers the ability to collect, store and manage media research for media planning, media sales, revenue management and optimization. Telmar has offices around the world and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.telmar.com.

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

Telmar Press Release: Monday July 19, 2010, 2:00 pm EDT

Telmar First to Avail Media Planners of Traffic Audit Bureau (TAB)’s Eyes-On Data

TAB Eyes-On Data Allows Planners to Compare and Combine Outdoor Media Market by Market with Other Media

NEW YORK– (BUSINESS WIRE)Telmar, a global supplier of advertising media information software and services announced today the full integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. Using the Eyes-On Data in Telmar systems, clients can use 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 media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com.

Contact:

G. S. Schwartz & Co, Inc.
Jared M. Kreiner / Rachel Honig
212-725-4500
jkreiner@schwartz.com

World Cup TV viewership results…

Congratulations to Spain on their exciting World Cup victory over Holland.
Want to know how many people were watching? Find answers to all your World Cup viewership questions here…

Telmar South Africa shares World Cup attendence results

Curious about how many people were in a particular stadium for a particular game? See the latest results here…

Soccer World Cup 2010 Update


Fan Fest Venues:
(260 000 people!)

Elkah Stadium (Soweto) 40 000
InnesFree Park (Sandton) 20 000
Grand Parade (Cape Town) 20 000
Centurion Cricket Ground (Pretoria) 30 000
New Beach (Durban) 25 000
Mangaung Outdoor Sports Centre (Bloemfotein) 20 000
Bergvlam High School (Nelspruit) 30 000
Bergvlam High School (Port Elizabeth) 25 000
Polokwane Cricket Club (Polokwane) 30 000
Fields College (Rustenburg) 20 000

Top 3 Viewed Matches 

SA vs Mexico       13 605 000
Italy vs Paraguay   11 658 000
Uruguay vs France     11 487 000

 

bubble

Soccer World Cup

2soccerball1soccerball Update
25 June 2010

Probably the most talked about event since the 1994 elections is underway. Did it have the impact that people were expecting? Well, in South Africa on the afternoon of Friday 11th, soccer is pretty much all that was happening.


A fortunate few (84,000) were able to attend the opening ceremony and the SA vs Mexico match at Soccer City. A high percentage of the rest of the country was watching the event at either one of the “Fan Fest” venues or on television. In South Africa, at the peak of the viewing (17:30) an estimated 10 421 million individuals (4 years+) were watching the game on television at home. This does not include the many thousands who watched at friends, restaurants, pubs, and other central venues.

The match took 86%-90% share of all television viewing between 16:00 and 18:00. Over 6 million people watched the opening ceremony.

2010 – South Africa vs Mexico
SABC 1 Viewer Profile

graph scale graph1 graph2 graph3 graph4
chart1
chart2
chart3
chart4

#

Date / Time

Match

Venue

Stage

1

Jun 11,
(4:00pm SA local)

South Africa 1 – 1 Mexico

Soccer City, Johannesburg

Group A

2

Jun 11,
(8:30pm SA local)

Uruguay 0 – 0 France

Green Point, Cape Town

Group A

4

Jun 12,
(1:30pm SA local)

Korea Republic 2 – 0 Greece

Nelson Mandela Bay, Port Elizabeth

Group B

3

Jun 12,
(4:00pm SA local)

Argentina 1 – 0 Nigeria

Ellis Park, Johannesburg

Group B

5

Jun 12,
(8:30pm SA local)

England 1 – 1 USA

Royal Bafokeng, Rustenburg

Group C

6

Jun 13,
(1:30pm SA local)

Algeria 0 – 1 Slovenia

Peter Mokaba, Polokwane

Group C

8

Jun 13,
(4:00pm SA local)

Serbia 0 – 1 Ghana

Loftus Versfeld, Tshwane

Group D

7

Jun 13,
(8:30pm SA local)

Germany 4 – 0 Australia

Durban, Durban

Group D

9

Jun 14,
(1:30pm SA local)

Netherlands 2 – 0 Denmark

Soccer City, Johannesburg

Group E

10

Jun 14,
(4:00pm SA local)

Japan 1 – 0 Cameroon

Free State, Bloemfontein

Group E

11

Jun 14,
(8:30pm SA local)

Italy 1 – 1 Paraguay

Green Point, Cape Town

Group F

12

Jun 15,
(1:30pm SA local)

New Zealand 1 – 1 Slovakia

Royal Bafokeng, Rustenburg

Group F

13

Jun 15,
(4:00pm SA local)

Côte d’Ivoire 0 – 0 Portugal

Nelson Mandela Bay, Port Elizabeth

Group G

14

Jun 15,
(8:00pm SA local)

Brazil 2 – 1 Korea DPR

Ellis Park, Johannesburg

Group G

15

Jun 16,
(1:30pm SA local)

Honduras 0 – 1 Chile

Mbombela, Nelspruit

Group H

16

Jun 16,
(4:00pm SA local)

Spain 0 – 1 Switzerland

Durban, Durban

Group H

17

Jun 16,
(8:30pm SA local)

South Africa 0 – 3 Uruguay

Loftus Versfeld, Tshwane

Group A

20

Jun 17,
(1:30pm SA local)

Argentina 4 – 1 Korea Republic

Soccer City, Johannesburg

Group B

19

Jun 17,
(4:00pm SA local)

Greece 2 – 1 Nigeria

Free State, Bloemfontein

Group B

18
Jun 17, 2:30pm
(8:30pm SA local)
France 0 – 2 Mexico
Peter Mokaba, Polokwane
Group A

Telmar’s First Client in Cameroon!!

Telmar has the pleasure of welcoming IMPACT MEDIA! While Telmar has had clients in Africa for 25 years including South Africa, Zimbabwe, Nigeria, and Kenya, IMPACT MEDIA is the Company’s first francophone African client. As such, they will be served by Telmar’s Paris office.

Mathieu Floirat, Executive Director of TelmarPeaktime France said, “Telmar will load IMPACT MEDIA’s proprietary studies in radio and television while providing them with media planning advertising software. IMPACT will be able to analyze and optimize their data, giving them a sizable competitive advantage in Cameroon.”

Gordon Patterson, Group Managing Director of SMG (Starcom MediaVest Group), honoured as Advertising Achiever of the Year at this year’s AdReview Awards

Marketingweb

29 April 2010

Congratulations to Gordon Patterson, Group Managing Director of SMG (Starcom MediaVest Group), who was honoured as Advertising Achiever of the Year at this year’s AdReview Awards.

Apart from driving the successful SMG media group, as Vice President of the Audit Bureau of Circulations (ABC), Patterson has made massive contributions to innovation and maintenance of print audit standards at in the ABC. Over the past decade, both in terms of quality and accessibility of data, Patterson’s influence has resulted in a significant and positive impact on print media planning in South Africa. Read more

PRODUCT UPDATE: ReSearch GURU brings you Ready Reports

Ready Reports, available on ReSearchGURU, allows users to create their own customized reports. Then, next time they
login, Guru generates prepared reports and graphs meeting their exact needs.

Since Agencies and sales houses obviously benefit from this new feature. We also see great benefits for our research company clients who upload new will now be able to upload and distribute new studies themselves! Read more

The Usual Suspects – The Optimum TV Strategy and Planning Journey

With the television scene in South Africa changing rapidly and the industry experiencing difficulty in unpacking the implications, a SAARF industry TV Information Forum was held last week in Johannesburg to ensure that everyone is “on the same page” and understands the past, current and future 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.

How to take full advantage of the current recession

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 where sound consumer and media research can point the way for you. Good quality, up to date data is essential – as is research and planning software that will help you analyse the data, understand it and apply it to the creation of advertising campaigns that will yield you recession-beating results.

It’s important to keep ahead of the game in a recession, especially in your advertising and promotional efforts.

As a first step, it’s critical to understand consumer spending. According to marketing doyen Philip Kotler, as household incomes fall during the course of a recession, consumers go through several stages of adjustment, namely: Denial, Cut & Trim, Anger, Despair and Resignation. By keeping close to your customers, you’ll be in tune with their current psychological state and in an excellent position to tailor your advertising initiatives accordingly.

Should you cut advertising spend?
Here we draw on the experience of Tony Hillier and Marilyn Baxter who studied the business performance of 1 000 companies. They concluded that:

“The natural reaction of many businesses experiencing a downturn in their revenue is to cut costs in areas like advertising and promotion. Our findings prove that they should do exactly the opposite if they are to ride out a recession and thrive thereafter.

“The data shows that businesses which increased marketing spend were not significantly less profitable during recession. However, their profits increased dramatically faster once recovery started – unlike cutters of marketing spend whose profitability actually fell when recovery began.

“Furthermore, businesses which increased marketing spend in recession, gained market share three times as fast as cutters once recovery began.”

Making the most of the downturn
Dr Simon Broadbent advocates “taking advantage of tough times to turn the screw on your rivals”. Budget slashing is no answer – even maintaining your level of spend can give you a major competitive advantage. During bad times you can enjoy greater relative share of voice.

Effective actions can be taken to develop new media and new messages, attuning them to your consumer’s state of mind. It can also be a time to move media money into more cost-effective channels, for example from television into radio.

Taking well-informed marketing decisions
This is even more critical in a recession like the one we’re experiencing now. The good news is that Telmar can help you with marketing, advertising, media and research interpretation and expertise – in all major markets across Africa and around the world.

Written by Sharon Penhallrick, Managing Director, Telmar SPC South Africa

Next Page »

This website and the contents thereof are protected by copyright laws and international treaties. Unauthorized reproduction of this website or any portion of it may result in severe civil and criminal penalties, and will be prosecuted to the maximum extent possible under law.


©1968-2014 Telmar Group Inc., all rights reserved.
Telmar Group Inc., 711 Third Avenue, New York, NY 10017