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With over thirty years' involvement in strategy planning and media buying for European ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your media campaign in Europe is planned and implemented successfully, whatever your (or your client's) spend level. You'll find our full contact details here. Wherever you are in the world, we look forward to hearing from you!
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Europe
From pan-continental TV opportunities to precise, specifically-targeted local media, the media landscape in Europe in 2008 is impressive in its flexibility.
Our media planning and purchasing services are equally flexible, offering sound, objective advice and delivering impressive buying results, whatever your budget.
Depending on their targeting requirements, advertisers who wish to convey a message across the whole European land mass can choose from a dazzling array of broadcast, print and online options.
Nowadays many of the pan-Euro TV stations offer 'ad. windows' into specific countries or groups of countries - and it's at this level that they start to compete with indigenous channels and other national media. In media buying terms, one practical effect of this is that it is often necessary to talk to different sales teams about either pan-European or country-specific airtime.
Pan-Euro TV isn't just about reaching mass markets - many stations also offer opportunities for targeting specific interest groups: arte, BBC World, Bloomberg, Cartoon Network, CNBC Europe, CNN, Discovery, EuroNews, Eurosport, Jetix, MTV, National Geographic Channel, Sky News and TV5, amongst others, all offer a degree of audience selectivity, with 'upward' links to global media networks.
The same is true in press, with newspaper media such as the Financial Times, International Herald Tribune, USA Today, Metro and The Wall Street Journal Europe making it easy to reach the region's business élite as well as other less discrete target groups.
In magazines, there's a kaleidoscope of pan-Euros to choose from, including predictably titles aimed at the business community, such as The Economist, BusinessWeek, Euromoney, Time, Forbes, Scientific American and Fortune (amongst others), but also an ever-growing list of lifestyle titles such as Cosmopolitan, Wallpaper*, FHM, Hello!, Playboy, Elle and (good old?) Reader's Digest to name - again - but a few ...
Some countries have a strong line up of national newspaper media - nowhere perhaps as strong as in the UK. Countries such as Germany and Sweden have strong regional newspapers, but no truly national titles, though the growth of free newspapers - the Metro phenomenon being a case in point - is beginning to upset this established order of things.
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The "integrated sell" is the name of the game nowadays, with grouping of a publisher's media and/or different publishers getting together to offer a range of attractive joint deals across many - or just a few - countries.
Radio and (in particular) online continue to grow at impressive rates. The lingering death of analogue is the prelude to a new digital dawn, with wave upon wave of new broadcast options being launched every month.
Online is being used by many as a 'standalone' medium, though most are still utilising it as an interactive extension of broadcast and print media by others; the attractions of the internet's flexibility and immediacy are only slightly dampened by the problem of achieving any kind of mass audience coverage in such a vast sea of opportunities. Maybe this is why the latter part of this decade is seeing free content becoming much more the norm, as web site owners look to advertisers to fund their online ventures in the face of the consumers' thumbs-down to paid-for.
Media technologies continue to converge across Europe, as streaming tv and downloadable video are ported to PCs (increasingly free of charge), posters send SMS messages to passing mobile owners and radio goes worldwide via the net. Digital is also having a major impact in cinema, too, with the process well underway and leading to lower production costs with implications for more and better product and lower entry costs.
Posters have never been the easiest medium to plan and buy across Europe. Better sales co-ordination and more and more attempts at packaging are providing reasons to be cheerful. But, for the moment, media planners who aren't buying into environments such as airports where there is consistency of poster sizes and specs. still tend to have to take countries one at a time and piece the poster jigsaw together. There are always - of course - many big brand multi-country outdoor campaigns; but like its local press, Europe's poster advertising medium is most often used to address the fine tuning of an advertiser's media strategy.
Media research reports are available which provide detailed information about coverage levels and other more insightful aspects of the European media scene.
Broadbrush surveys covering the whole continent offer an excellent vade mecum for strategic planning. Companies offering national reports such as Target Group Index, Nielsen and ABC provide a service more tailored to the specifics of a country's own media profile. And many local media are wise to the attractions of hard data about audiences - and have invested accordingly.
Fox Media can ensure that your European campaign is a great success.
Contact us today - and we'll show you.
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European Media & Marketing Survey: measures both international and national media, TV and print among Europe’s affluent target groups. Issued twice a year as a two-year database.
