Bwin Media Plan
Media Plan For Bwin
BAAMC Media Planning Level I
Alex Harman i7952058
Word Count 4,495
Table of Contents Background/Context 3-4 Share of Market 3 Share of Voice 4 Analysis 4-11 Sponsorship 5-6 Press 6-8 TV 8-10 Media Objectives 11-13 Media Plan 13-16 Execution 16-31 Media Flow Chart 16 Propose Budget 17 TV CPT, GRPs, CPP & Rates 17-22 Magazine CPT, GRPs & Rates 23-26 Press CPT, GRPs, Impacts & Rates 27-30 Duplicated Reach 30 Total Budget 31 References 32-33 Appendix 34-36
In this essay I will critically analyse the current media strategy for Bwin, the world’s leading name in online betting and real money gaming (Bwin 2012). I will also look into alternative media needs for the brand by developing a new media plan. From this, I will be recommending strategies that will suit your brand in the current online betting environment.
Background/Conext
The merger of Bwin and PartyGaming PLC formed Bwin.Party in 2011 to form the biggest online gaming operator in the world (Mintel 2012). According to the operators’ value share in 2012, Bwin. Party holds 5% of the marketing share for the UK online gaming and betting market.
Mintel (2012)
The annual report states that the total revenue for 2011 was €691.1million which was a 93% increase on the 2010 revenue (see appendix 1.1) (Mintel 2012). Bwin.Party generates most of it’s revenue from online casino and poker as well as sports betting, which saw a 836% increase in 2011.
Bwin.Party embrace the full range of marketing and advertising tools as well as the latest methods and channels including social media, recommendation engines and mobile (Bwin.Party 2012). The brand uses a number of online customer acquisition strategies including; web-based advertising, TV, direct marketing and print across Europe.
According to the Nielsen Digest (2012), Bwin had a £75,000 ad spend in the 1st quarter of 2012. Press was the main focus of this ad spend with 98%
BAAMC Media Planning Level I
Alex Harman i7952058
Word Count 4,495
Table of Contents Background/Context 3-4 Share of Market 3 Share of Voice 4 Analysis 4-11 Sponsorship 5-6 Press 6-8 TV 8-10 Media Objectives 11-13 Media Plan 13-16 Execution 16-31 Media Flow Chart 16 Propose Budget 17 TV CPT, GRPs, CPP & Rates 17-22 Magazine CPT, GRPs & Rates 23-26 Press CPT, GRPs, Impacts & Rates 27-30 Duplicated Reach 30 Total Budget 31 References 32-33 Appendix 34-36
In this essay I will critically analyse the current media strategy for Bwin, the world’s leading name in online betting and real money gaming (Bwin 2012). I will also look into alternative media needs for the brand by developing a new media plan. From this, I will be recommending strategies that will suit your brand in the current online betting environment.
Background/Conext
The merger of Bwin and PartyGaming PLC formed Bwin.Party in 2011 to form the biggest online gaming operator in the world (Mintel 2012). According to the operators’ value share in 2012, Bwin. Party holds 5% of the marketing share for the UK online gaming and betting market.
Mintel (2012)
The annual report states that the total revenue for 2011 was €691.1million which was a 93% increase on the 2010 revenue (see appendix 1.1) (Mintel 2012). Bwin.Party generates most of it’s revenue from online casino and poker as well as sports betting, which saw a 836% increase in 2011.
Bwin.Party embrace the full range of marketing and advertising tools as well as the latest methods and channels including social media, recommendation engines and mobile (Bwin.Party 2012). The brand uses a number of online customer acquisition strategies including; web-based advertising, TV, direct marketing and print across Europe.
According to the Nielsen Digest (2012), Bwin had a £75,000 ad spend in the 1st quarter of 2012. Press was the main focus of this ad spend with 98%
References: Audience Watch, 2012. Nielsen Baron, R BARB, 2012. www.barb.co.uk BBC, 2012 Bwin.Party, 2012 www.bwinparty.com Chadwick, S., Thwaites, D, 2005 Creative Club, 2012. https://www.creativeclub.co.uk/ Enoch, G., Johnson, K Goodman, A. 2011. Gambling Trends & Insights UK. Available from: www.advertising.microsoft.com/.../Gambling ITV, 2012 Levy, K. 2012. Available from: http://www.campaignlive.co.uk/news/1148681/ Mcdonald, C MediaTel, 2012. Available from: www.mediatel.co.uk MediaTel B 2012 MediaTel E 2012. Average UK Newspapers Circulation. Available from: www.mediatel.co.uk [Assessed 10th December] Men’s Health, 2012 MinTel A, 2012. Online Gambling And Betting – UK. London. MediaTel Limited. Available from: http://mediatel.co.uk/ [Accessed 2nd December 2012]. Nielsen Digest, 2012. London. Obringer, L. 2012. How Marketing Plans Work. Available from: http://money.howstuffworks.com/marketing-plan34.htm The Sun, 2012 The Bank, 2012. Success For William Hill. http://www.thebank.co.uk/news/success-for-william-hill/ Jamhouri, O