Media Market Reports to Create Added Media Value

SPI has a process that leverages the value of a particular medium and increases its benefits to both advertisers and media owners. The process is based on a deep analysis, and fully utilizes SPI's experience as a media specialist. SPI analyzes the possibility of creating 'added media value', and proposes how to develop a profitable media business. The following is a 'real life' case study of a media market report SPI developed for a media owner.

Analytical steps to develop a media market report:

1. A comparison between Japan and overseas media markets
2. Threats and opportunities analysis related to adding value to the medium
3. Necessary conditions and probability for the realization of adding value
4. Proposal for the development of a profitable media business
   

1. A comparison between Japan and overseas media markets

SPI is able to specify the differences in planning and buying for the medium in Japan versus in other overseas markets by utilizing a network of companies within the Aegis Group in which SPI belongs. Info collected is as follows;
- Market trends for the medium
- Position of the medium within media planning
- Availability of media data for the medium as used in media planning
- Common business practices of the medium
In this case, once all the info was collected, we were able to comprehend the complexity and opacity this medium has within the Japan media market.


2. Threats and opportunities analysis related to adding value to the medium
   SPI conducted an investigation into all the major players within the market for this medium in Japan. We contacted media reps, ad agencies and advertisers, to find out what are the threats and opportunities for creating added media value for the medium. In addition to talking with these companies, we considered any and all relevant regulations/restrictions, new technologies, and the influence of powerful players within the media market.
3. Necessary conditions and probability for the realization of adding value
   SPI established a hypothesis for added value creation for the medium based on our initial analysis from steps 1 and 2, and then examined the necessary conditions and probability for its realization.
4. Proposal for the development of a profitable media business
   SPI proposed what we thought would be the initial cost investment for added value creation for the medium, and what would be the client's break-even point, considering their existing management resources.

After this report was submitted, the project moved on to the next step, which is the development of a business growth strategy and a competitive strategy.

In this case, SPI provided a consulting service which is made possible by a deep insights analysis about a medium from the neutral and objective viewpoint of SPI, since SPI has no connections with any media companies. This positioning benefits not only advertisers, but also media owners, just as it did in this project.

Author: SPI

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