The media industry
The media channels are constantly being fragmented - The Long Tail is here to stay. Print Media will be replaced by multimedia and the Internet makes its entry and emerges as the strongest competitor to all traditional media channels.
The financial crisis is limitting the money that is used on
advertising in the media by cautious companies and the Internet is
the only channel that is still growing.
As we know, nothing is so bad as not to be good for something.
The Danish people watch more TV in times of crisis and spend more
time on the Internet, which creates a space of new opportunities,
but also gives tremendous power to consumers in comparison to the
traditional media channels. It creates an essential need for know
the behavior that can be crucial to retaining and acquiring
customers and create success.
At Wilke, we offer a variety of specialized media tests within
our 3 focus areas: Relations, Optimization and Innovation. We have
collaborated with companies such as Bonnier, Aller, TV 2, Canal 9,
Discovery Channel, Zulu, DR, TV 3, Boomerang, BBC and Copydan among
others.
Within Optimization we conduct several tests
with the purpose of generating insights into important issues such
as:
- Which type of host should we use?
- How does our own advertising work?
- What do our advertisers demand?
- How are we going to price our TV channel, magazine or the price
of a radio spot?
- When should we send certain programs?
- What items do our readers like the most?
- How should the layout of front page be?
- How do we best put together channel packages?
- How we get traffic to the website?
Within relations we use targetgroup studies among
other things to map the instrumentality of the media and thereby
determine how to design content that appeals to the target
group.
If you are interested in innovation we can help
you test new magazine formats or assess what the potential is for
new TV programs.