We will discuss : Group members

What is clutter Ovais

Amil
How much clutter
Hamza
Impact of clutter
Bakhtiar

Fight clutter Yasir

Clutter Breaking
What is Clutter
 Predictions and reality

Multiple and converging platforms…

Past Present

Video Video

Audio Audio

Games Games
 Clutter Defined

• What is clutter –

• Clutter is any non-programming (content) material

which could be commercials/ads, program
announcements (promos), station announcements.

• Clutter in Outdoor (Billboards, Signage, Transit etc.)

“Clutter is too many messages being given out to a viewer at the

same time”
 Why….!!!

• Number of channels
increased since last
years, national as well
as foreign
• Wide range of program
selection
• Channel zapping
• Longer commercial
breaks –
Fawad Hussain
General Manager
Mindshare Pakistan (Pvt) Ltd
How much clutter
 No Of Ads on Pakistani Channels

140,000
120,000
100,000
No. Of Ads

80,000
60,000
40,000
20,000
0
GEO PTV ARY Indus PTV Ch-3
W
510,300 ads in last year –1398 ads were aired daily

1340 X 7 days = 9800 weekly

 Clutter – Commercial minutes per hour

40

35

30

25

20

15

10

0
 How much clutter

Medium Ads Content AD:Content

PTV 30 min 45 min 40:60
Primetime
Jang (Sun) 1082 CCM 646 CCM 63:37
FP,BP, Pg2,
Pg11
Jang (Mon) 453 CCM 1275 CCM 25:75
FP,BP, Pg2,
Pg11
Dawn (Sun) 504 CCM 1275 CCM 29:71
FP,BP, Pg2,
Pg15
Dawn (Mon) 492 CCM 1275 CCM 28:72
FP,BP, Pg2,
Pg15
 Clutter – the viewers perspective
1200
1010 1000
TV Commercials viewed per week
1000 948

841

800
691 686
655
600
600 (Almost 5% of entire placement)
522 504
490
463 453 450
403
400 363
293 279
250
211 200
191 176
200 170
136

Above 800 300 - 749 150 - 399 < 150

Impact of Clutter
Pakistani Consumer Behavior During Ad Breaks
1999
Walk Away,
10%

Change
Channels,
14%

Others, 6%
Mute, Turn to other tasks,
Talk to others

Watch Ads,
70%

Source: Pakistan Advertisers Society Media

Habits Survey ( Urban Pakistan)
Pakistani Consumer Behavior During Ad Breaks
2004

Watch Ads,
35%

Others,
65%

MSP Estimate
 Viewership drops with increase in commercials
Episode 1 Episode 2
50 50

40 40

30 30

20 20

10 10

0 0
Break 1 Break 2 Break 3 Break 1 Break 2 Break 3

Comm. Minutes 60

50
Ratings
Episode 3 40

30

20

10

0
Break 1 Break 2 Break 3
 Clutter – Position in Break

60% better recall than

the average level
180
160
140
120
100
80
60
40
20
0
1st spot 1 of the middle 1 of the last Last Spot
first 3 3
Average for all
Ads = 100
 Clutter – impact of competitive ads

100
95
90

Impact
85 35% less effective
80
Index
75
70
65
60
55
50
None 30 Min 10 Min Same
break
Proximity to a competitor
 Answer:
Clutter A
– Resounding
summary Yes

• Studies show that clutter degrades the television environment

• Overload - decreases in brand recall, brand recognition, ad liking, ad

content recall
• Interference - miscommunication, brand confusion
• Especially a problem for new brands, unfamiliar brands and low
involvement categories

• Longer breaks pose a greater problem

• Competitive clutter is the worst culprit

• Position in breaks can have an impact on recall

So how to fight Clutter ??
 What should creative agencies do
• Brand will increasingly become content.& content will become
brand. (Mercedez)
 What Creative Agencies Need to do ( cont’ d )
• This ad is using an extremely good pulling power which forces
viewers to watch this ad again and again. Originality ( !dea )
 What should creative agencies do ( cont’ d )
• Brand messages will be selected rather than passively accepted
(corolla) depicts worthiness of Toyota which never breaks
 What should creative agencies do ( cont’ d )
• Creative will need to engage rather than just be memorable
(overwork)
 What should creative agencies do ( cont’ d )
• Through creative art we can generate interest in our brand (SXL).
 What should creative agencies do ( cont’ d )
• Focus will shift to making ads that appeal to the viewer rather than just
acting as a vehicle for carrying a brand message (good slice of life)(kinley)
 What should creative agencies do

• TV brand communications will increasingly be

consumed at the discretion of the viewer

• In the past, communications have been supported by

the content but now they need to stand alone

• MindShare’s global qualitative youth studies indicate

that opinion forming 16 - 19s are all claiming to watch
less TV nowadays. They are into Movies, Malls,
Mobiles.
 How Should Media Take Care Of Clutter

• Place an upper limit on the number of ads

appearing in programs/print publications

• Increase the rates. Its time for all channels to

further increase the advertising rates.

• Policies on disallowing the broadcast of ads for

competing brands within a break.
 How should Marketers Cut Through
• A brand should not place spots in ad breaks
containing directly competitive brands.

• Negotiate for greater protection from competitive

clutter

• Air commercials at the same time on a number of

channels.
 How should Marketers Cut Through

• Product Placement

• In order to connect with TV viewers develop a deeper

relationship with the content supporting the brand
message
• Innovative placements
• Opening spot
• Closing spot
Regular Advertising
• Island spot

• Consider Branding/sponsorship
Station branding Imp campaigns,
launches/ relaunches
etc
 Product Placement
• In order to connect with TV viewers develop a deeper relationship
with the content supporting the brand message
 Sponsorship
• Sponsorship of prog. can also assist in conveying our brand’s
message
 Station Branding
• Brand the whole day, thus giving
the effect of owning the channel
• Category exclusivity – thus no
other conflicting or similar
messages,

• E.g. Pepsi branding, no competition

allowed to advertise, therefore the
viewer only got an undisturbed message
of Pepsi.

• The whole channel is reflecting the

brand properties

LINKING
 Station Branding What do we get in it:

• Break Bumper, Scrolls, logos

Opening & closing 5-10 sec spot,
announcing the opening and
closing of the mid-break

• Break Bumpers

• Break bumper is the most visible

part of the mid-break, people tend
to switch the channel as soon as
the break starts, therefore first short
duration break bumper/ telop is sure
to catch their eye

BREAK BUMPERS
 Break Bumper

• Lipton Tea Break

Station Branding

• Scroll :
– Subtle advertising,
message is displayed on
the lower portion of the
TV screen

• During a program, a 7-10 sec

scroll runs on the lower half of
the screen, this message is
bound to get noticed as the
viewer is watching the program
and the scroll distracts the
viewer to see
 Station Branding
• Packshot:
– Reminder advertising, by
showing the logo/
packshot to the viewer.

• If a brand is being relaunched, or a

packaging change, it is necessary to
register the pack with the consumer.
Therefore displaying the pack shot/
logo on the screen the new look is
reinforced
• The pack is displayed usually on the
right top corner
 PRINT Innovations

• Innovative placements

• Odd sized
– Different than usual size, make the simple creative standout

• Placements
– Unusual placements/ positions
Print Innovations
Print Innovations
Print Innovations
Print Innovation
Teezar (Aur Aur…..)
Print Innovations
 Cut Through & Reach Them ( 360˚ approach )

• TV
• Press and Magazines
• Radio
• Outdoor
• Sponsorship
• Programming/Entertainment
• Promotional material
• Cinema
Brand • Phone Customer
• Mail
• Catalogue
• Point of Sale
• Games
• Public Access Kiosks
• WWW/On-line

with consistent brand communications

 ( IMC ) 360˚ – Example …… LUX
www.luxstar.tv 
inscription mails
cinema
print
hunters
radio toilettes
subway
tv
Traditional Alternative
Media Channels
visibility
POS
PR
media repercusion
trade
activities brings out
T
the Star in
Promotional you Marketing
Activities Events

casting
Sampling Sponsorship

alternative
&
massive TV Program
BRANDED ASSETS:
 Creating experiences that bring a brand to life

A day in the life of your consumer

• At home
• At work
• On the Move
• Shopping
• Eating and drinking
• Entertainment
• Sport …
At home: Experiencing a service
Himalaya Beauty Salons
At Malls Experiencing a service

• During relaunch
free trial ( Direct
experience ) can
plays decisive
role and helpful
for the
awareness
towards brand

like ……Sunsilk
During education: Media is a captive vehicle
 On the Move: Using Media as the Medium

“Stop! Don’t jump.

If you have financial
problem, click www…….”
Taking a break: Media is the message
While Shopping: The moment of truth

Keep The Fruit Fresh

In Xinfei’s Refrigerator
On the Move: Adventure and Extreme sports thrill the consumers

n ch
La u
C h a n ge
 For all of us

Think Different

Questions
? Suggestions