Reach

1
Reach Impact
Internet update presented to Mitchell
Partners 12th February 2003
Interactive Marketing Solutions
2
Agenda

• Fast facts trends
• The focus for 2003
• High impact creative examples
• Opportunities for 2003

3
net facts

• There were 7.5 million active users in Jan 03
  compared with 7.2 million Jan 02 (growth of 4)
• The highest reaching publisher is 9MSN with a
  reach of 78.
• The largest monthly change in audience was
  www.bigdayout.com with 172 increase.
• The site with the longest average session time
  of 28 minutes is www.realestate.com.au
• The web site with the highest repeat visitation
  is www.a2k.com.au (Amway)

Source Red Sheriff ratings
4
demos (rank by composition)

• Female skew - www.woolworths.com.au
• Male skew - www.racetab.com.au
• Home duties www.woolworths.com.au
• 16 to 24 y.o - www.vtac.edu.au
• 50 and retired - www.naa.gov.au (National
  Archives)
• People earning more than 76k - www.afr.com.au
• Used by more Queenslanders - www.transinfo.qld.gov
  .au

Source Red Sheriff ratings
5
Category reach (all sites against all users)

• Business finance 67.7
• Entertainment 54.9
• Government 43.9
• Directories 41.0
• Travel 38.6
• Culture Lifestyle 32.4
• Email messaging 31.9

• Sport 23.5
• Employment 19.6
• Magazines 18.3
• Auto 18.2
• Real Estate Property 17.0
• Kids 8.1
• Adults only 4.3

Source Red Sheriff ratings
6
Whos hot Publishers
Source Red Sheriff ratings
7
Whats hot News
Source Red Sheriff ratings
8
Whats hot Sport
Source Red Sheriff ratings
9
Whats hot Travel
Source Red Sheriff ratings
10
Whats hot Entertainment
Source Red Sheriff ratings
11
Whats hot Shopping
Source Red Sheriff ratings
12
The focus for 2003

• Reach -
• Frequency -
• Impact
• Memorability
• Interaction
• This will be assisted by the further introduction
  of broadband.
• The internet has already proven itself as a
  medium for cost effective acquisition/response.

Source DoubleClick Online Advertising Report Dec
02
13
High impact creative examples

• The presentation and all examples of creative we
  are about to demonstrate can be found on our
  website.
• www.emitch.com.au/mitchells

14
Opportunities in 2003

• The Environment
• The Market is tightening More advertisers,
  greater budgets, greater demand for premium
  inventory
• Forward Planning is critical
• Internet users are spending more time on fewer
  sites
• Small sites are dwindling and disappearing
• Premium sites and networks are thriving
• SMH.com.au increased from 850,000 users in June
  2002 to 1.9 million in Jan 2003
• Ninemsn.com.au now reaches 5.6 million users per
  month.
• Excellent Opportunities within Premium Sites and
  Networks
• High Reach Less Banner CPM buys Now buying
  SOV, Reach (through frequency capping), Time
  based buys daily/weekly placements,
  sponsorships/packages
• Brand Higher Creative Impact through tech
  advancements Greater Flexibility - Response

15
2003 Media Opportunities

• Sport AFL, NRL, World Cup (cricket and Rugby),
  F1, Spring Racing Carnival
• Finance Investment, Share Trading, Property
• News Fairfax Feature Editions (new online)
  Auto, Property, Education, Ski, Food Wine,
  Travel Accommodation, etc.
• Entertainment TV Shows Game Shows and Reality
  TV
• Lifestyle Magazine feature editions Cleo -
  BOTY, AGT Winemaker of the year, Bulletin
  Signature edition, etc ACP/9MSN Network Support
  
• Technology Video/Audio Streaming
• Shopping Valentines Day, Mothers Day, Fathers
  Day, Christmas
• We have detailed proposals for each of these
  opportunities
• We are happy to develop Industry specific,
  Internet update presentations like this for your
  clients