Products
The most common question that clients have about their advertising is:
"Would the ad campaign have performed better if we had spent the money differently?"In China, over 70% of media expenditure is on television. Advertisers' intuition tells them that this is too much, but without adequate media data to support a decision to change the allocation, improvement is difficult. So the status quo, over-depenance on TV, is maintained. Encouraged by their agencies, who are geared up to buy massive volumes of TV inventory and penalised for taking risks, advertisers remain deeply dependent on television. They fail to keep pace with media fragmentation, prices for TV time continues to be inflated, campaigns become more expensive but reach fewer people. Ultimately the sales impact of their ads is inhibited.
AMC provides a set of media metrics that means the same thing across all media types. This is like a "common currency" to support better media allocations.
What makes our products tick is single source media data. We use a panel-based survey, behavior modeling and advanced media analysis software to obtain daily media usage behaviour from thousands of people in China's major cities. We cover virtually all TV programs, major magazines, outdoor sites, all top websites and seven other media types. We can pin down a panelist’s day-by-day contact with any combination of over 10,000 different media vehicles.
If a client shares a media plan with us, no matter what the spend pattern is, we plug it into our system and are able to find the points where the media plan intersects with each panelists’ daily media behaviour. Even if a panelist does not remember seeing an ad, we know whether she has come in contact with the campaign, how many times, via which media channels and which vehicles. Once we know what media a person has had contact with, finding media waste is easy: it's anything that a client or their agency buys which does not reach the intended audience or which does so very expensively.
Our data and products are media-neutral, meaning we measure all media with an integrated set of methodologies without prejudice for any sector of the media industry. Our products are built for clients who want more from their media:
- To understand the value of the media choices available to them
- To help their agency acheive better media efficiency by using all media more wisely
- To plan and execute communications strategies which keep pace with media fragmentation in the market
- To reach more customers and do so with less waste
AMC also provides customized research in the areas of media impact, new media, youth media habits, advertising concept / message assessment, ad pre-testing and post testing / tracking.
