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KNOW DIGITAL
Exploring Digital Media13 March 2018
KNOW DIGITAL
The flow
• Introduction
• New Developments in Digital
• Industry Challenges Discussion
• Digital Overview
BREAK
• Strategic Integration / Convergence
• How to get the best from Media Partners / Agencies and Clients
• Closing Remarks
Interact, Engage – we really want to know
what you think!
KNOW DIGITAL
Where are we
headed & how
will we get
there?
KNOW DIGITAL
89,9 Million Mobile
connections
153% mobile
connections as
a % of
population
58% are
broadband
(3G+)
42,4 Million Unique
Browsers
70,87% unique
mobile browsers
KNOW DIGITAL
Time Spent Online
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
16,0
18,0
Less than 30minutes -
Average internetusage
30 minutes to 1hour - Averageinternet usage
Between 1-2hours - Averageinternet usage
Between 2-4hours - Averageinternet usage
Between 4-6hours - Averageinternet usage
Between 6-8hours - Averageinternet usage
More than 8hours - Averageinternet usage
Do not spendtime on theinternet -
Average internetusage
Weekday Saturday Sunday
Source : Establishment Survey 2017
KNOW DIGITAL
Days accessed the Internet per week by SEM
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
Total SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
1 day - Average accessed/week 2 days - Average accessed/week 3 days - Average accessed/week
4 days - Average accessed/week 5 days - Average accessed/week 6 days - Average accessed/week
7 days (every day) - Average accessed/week I dont access the internet in an average week
Source : Establishment Survey 2017
KNOW DIGITAL
Daily access by Age and Gender
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
45,0
Total 15-24 years 25-34 years 35-49 years 50-64 years 65 + years Men Women
1 day - Average accessed/week 2 days - Average accessed/week 3 days - Average accessed/week
4 days - Average accessed/week 5 days - Average accessed/week 6 days - Average accessed/week
7 days (every day) - Average accessed/week I dont access the internet in an average week
Source : Establishment Survey 2017
KNOW DIGITAL
Online activities Mobile vs PC, SEM 8,9 &10
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
Banking onComputer
Banking onCellphone
Search for thingson Computer
Search for thingson Cellphone
Download musicor podcasts on
Computer
Download musicor podcasts on
Cellphone
Play games onComputer
Play games onCellphone
Use social mediaon Computer
Use social mediaon Cellphone
Total SEM 8 SEM 9 SEM 10
Source : Establishment Survey 2017
KNOW DIGITAL
0,0
10,0
20,0
30,0
40,0
50,0
60,0
Banking onComputer
Banking onCellphone
Search for thingson Computer
Search for thingson Cellphone
Download musicor podcasts on
Computer
Download musicor podcasts on
Cellphone
Play games onComputer
Play games onCellphone
Use social mediaon Computer
Use social mediaon Cellphone
Total 15-24 years 25-34 years 35-49 years 50-64 years 65 + years
Online activities Mobile vs PC by Age
Source : Establishment Survey 2017
KNOW DIGITAL
SA top sites (excluding global publishers FB, Google, Twitter, etc.)
Source: Effective Measure Feb 2018
Note the high
Mobile usage
KNOW DIGITAL
Facebook SA
~18 000 000
Number of Facebook Users in South Africa
16 000 000
Number of people who access Facebook via a
mobile device (89%)
Source: World Wide Worx 2017, We are Social Jan 2018
KNOW DIGITAL
Unique browsers by day
Mobile Browsing
Ave page views per visit
Source: Effective Measure Feb 2018
KNOW DIGITAL
Time Spent Using Cell PhonesMinutes spent on cell phone per day:
Source: IAB Mobile Poll June 2015
KNOW DIGITALP
UR
CH
ASE
BEH
AV
IOU
R F
UN
NEL
Using store locator to find a store
51% Purchase Intent
25%
Using mobile coupons
32%
Making Purchases on your cellphone
32%
Using your cellphone to make payment i.e. snapscanP
urch
ase
46%
Subscribe to brand/product emails
Loyalty
Co
nsid
eratio
n P
hase46%
Click on adverts that link to a brand website
Reading reviews of recent/future purchases
56%
Checking prices/comparative shopping on your mobile
51%
Clicked on a link to a brands website
53%
Researching items before purchase
63%
Do you use your cellphone for the following?
Source: IAB Mobile Poll June 2015
KNOW DIGITAL
Items Purchased on Mobile DevicesOf the 32% that purchase using their cell phones, this is what they bought:
Source: IAB Mobile Poll June 2015
KNOW DIGITAL
Items Purchased on Mobile DevicesOf the 32% that purchase using their cell phones, this is what they bought:
Source: IAB Mobile Poll June 2015
KNOW DIGITAL
Benefits of Cell Phone Use
Source: IAB Mobile Poll June 2015
KNOW DIGITAL
Did people research or purchase their product online or offline?
Source: Google Consumer Barometer
KNOW DIGITAL
Where are SA Marketers spending on Social?
Source: World Wide Worx 2017,
KNOW DIGITAL
• Mobile is ESSENTIAL• Be easy to find!
• Make it easy to interact with your brand
• Don’t exclude weekends
• The youth are still on Facebook and growing – (don’t ignore)
#WhatWe’veLearned?
KNOW DIGITAL
Media Convergence, Multi-Channel campaigns and Media IntegrationCross-Channel, Omni-Channel, etc.
KNOW DIGITAL
Is there a difference?
Media convergence:interconnection of information and communications technologies, computer networks and media content. It is a direct consequence of the digitization of media content and the popularization of the internet.
Multichannel marketing is the implementation of a
single strategy across multiple channels or
platforms, thus maximizing opportunities to interact
with prospective customers..
Source: Brittanica.com, Emarsys.com, JumpDavidJump.com
Integrated Media: content
distributed through multiple
mediums in an integrated
fashion. Integrated media
requires that a specific
content property effectively
leverages the multiple
mediums that property is
distributed through in a
coherent, seamless fashion.
KNOW DIGITAL
Why is Media Integration Important?
KNOW DIGITAL
Digital and offline are equally NB in SA
KNOW DIGITAL
When it comes to brand impact, all media play an important role in growing brands
Average contribution – key metrics
KNOW DIGITAL
People feel media fragmentation, but some also say campaigns fit together better & tell better stories
Source: Kantar Millward Brown AdReaction global Survey 2017
KNOW DIGITAL
1 in 4 measured campaigns are not well integrated
Source: Kantar Millward Brown global CrossMedia database
KNOW DIGITAL
Consumers expect integration and convergence
But they don’t always get it.
They expect syncing between devices…
They expect your media to pick up where it left off... Or the option to start a new session
They expect seamless integration…
Source: Kantar Millward Brown Getting Mobile Right global marketer & AdReaction global Survey 2017
KNOW DIGITAL
In addition to integration, TV, online video & outdoor benefit most from customisation.
KNOW DIGITAL
TV Viewership on devices
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
100,0
Total SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Monthly TV viewership
Watching TV on TV set Watching TV on Cellphone
Watching TV on Desktop computer or laptop Watching TV on Tablet
Watching TV on Game console Watching TV on Other device
Watching streaming TV (cell, computer, tablet or games console)
Source : Establishment Survey 2017
TV on the box
still king.
Top SEM: over
10% streaming
content
KNOW DIGITAL
Magazine and Newspaper consumed on devices
0,0
10,0
20,0
30,0
40,0
50,0
60,0
Total SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Monthly readership
Reading magazines on a tablet Reading magazines on a computer Reading magazines on a cellphone Reading magazines printed copy
Reading newspapers on a tablet Reading newspapers on a computer Reading newspapers on a cellphone Reading newspapers printed copy
Source : Establishment Survey 2017
Higher SEM: 1/3rd
of readership on
mobile
KNOW DIGITAL
Radio Listenership – up to 43.6% on mobile
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
Total SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Monthly Radio Listenership
Listen radio on Radio set or hi-fi with radio Listen radio on car, taxi or bus radio
Listen radio on TV set Listen radio on cellphone
Listen radio on desktop computer, laptop or tablet Listen radio on other device
Source : Establishment Survey 2017
KNOW DIGITAL
Jacaranda FM streaming data
166844
341478455513 448210
655599796305
732555 753234649865 606557
495598372709
465757507243
0
200000
400000
600000
800000
1000000
Jacaranda FM Monthly Connections Jan 2017 – Feb 2018
0
100000
200000
300000
400000
500000
600000
1:00AM
2:00AM
3:00AM
4:00AM
5:00AM
6:00AM
7:00AM
8:00AM
9:00AM
10:00AM
11:00AM
12:00PM
1:00PM
2:00PM
3:00PM
4:00PM
5:00PM
6:00PM
7:00PM
8:00PM
9:00PM
10:00PM
11:00PM
12:00AM
Jacaranda FM Peak Listen Times Jan 2017 – Feb 2018
Desktop83%
Mobile16%
Tablet1%
DEVICES
Desktop Mobile Tablet
January 2017 – February 2018 Stats – Source: https://iono.fm/browse/providers
KNOW DIGITAL
Converged digital & radio: Outsurance example
KNOW DIGITAL
• Media consumption is becoming ubiquitous
• Consumers expect convergence
• Integrated media strategy is increasingly more important.
• Leverage / customise each channel for maximum impact
#WhatWe’veLearned?
KNOW DIGITAL
Native AdvertisingCan anyone define it for us?
KNOW DIGITAL
Native is integrated with content & platform
Paid ads that are so
cohesive with the page
content…that the viewer
simply feels that they
belong
Source: IRB, The Native Advertising Playbook
• We used to know it as Advertorials and Content marketing
• 73 Percentage of people who have little or no understanding about native advertising. (Copyblogger’s 2014 State of Native Advertising Report)
KNOW DIGITAL
Native advertising effectiveness proven
Source: IRB, The Native Advertising Playbook
KNOW DIGITAL
Native or Product placement?
KNOW DIGITAL
From native to an immersed consumer
How will Native advertising develop as consumers have enhanced media experiences
• 3D movies
• Augmented Reality
• Mixed Reality
• Immersion content
• 360 degree videos
• Virtual Reality
KNOW DIGITAL
• Native advertising is more likely to connect with consumers – enhancing the ad experience
• Leveraging content & platform effectively can drive influence
• Transparency is still required
• Bonus: Content improves SEO
#WhatWe’veLearned?
KNOW DIGITAL
Real-time MarketingContext, Bidding, Data driven implementation
KNOW DIGITAL
What is real-time marketing?
• Real-time marketing is focused on events /occasions / milestones / etc. and amplified through social and digital media.
BUT, it’s also about:
• Real-time analysis
• Real-time bidding
• Real-time reporting
• Real-time optimization
• Resulting in daily campaign improvements.
How often do you check campaign performance?
KNOW DIGITAL
Real-time or Any time?
Source: World Wide Worx 2017,
Finding the sweet-spot to post
KNOW DIGITAL
When to tweet for maximum effect…
Source: World Wide Worx 2017,
KNOW DIGITAL
• Real-time marketing is a multi-faceted and resources are often limited to implement for maximum benefit
• Explore what data you have access to and how you can enhance the media experience using it
• Review your analytics – you can save $$$ just with timing
• Choose partners well
#WhatWe’veLearned?
KNOW DIGITAL
The role of creative In media effectiveness
KNOW DIGITAL
Largest variation in performance amongst digital campaigns is the creative!
KNOW DIGITAL
Advertising Effectiveness
TRUST
RELEVANCE
PROMOTION
CREATIVE
USEFUL
I would Notice / Click on a mobile advert more:
Source: IAB Mobile Poll June 2015
KNOW DIGITAL
IAB Rising Stars research
• Findings are based on 2,227 respondents, ages 18-54, recruited from a mobile panel and invited to take the survey on their IOS smartphone or tablet.
• After being exposed to a mock web page with either a Mobile Rising Star ad, mobile banner ad or control group, survey participants completed an online survey on their mobile device.
• Ads were developed for each of the three test brands per below. Each ad used the same creative assets for consistency and the same mock web page to eliminate bias during testing.
Ads Tested:
- Standard Mobile Banner Ad
- IAB Mobile Rising Star Ads
- Vibrant Mobile Rising Star Ad with in-text branded keyword
KNOW DIGITAL
Which of the following brands did you see an ad for on the previous page?
Interaction increases brand and message recall
52%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Viewed standard mobilebanner ad
Interacted with mobilerising stars
74% Lift in brand
recall
52%
63%
0%
10%
20%
30%
40%
50%
60%
70%
Viewed standard mobilebanner ad
Interacted with mobilerising stars
Which advertising message do you associate with the brand advertised? (3 options available)
22% Lift in message
recall
BRAND RECALL MESSAGE RECALL
KNOW DIGITAL
Interaction improves brand perception
21%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Viewed standard mobilebanner ad
Interacted with mobilerising stars
Thinking of the ad you just saw, which of the following statements would you agree with? - The ad improved my impression of the ad -
83% lift improved
impressions of brand
BRAND PERCEPTION
KNOW DIGITAL
Interaction improves brand advocacy
64%
72%
58%
60%
62%
64%
66%
68%
70%
72%
74%
Viewed standard mobilebanner ad
Interacted with mobilerising stars
How likely are you to recommend the advertised brand to family and friends, as a result of seeing the ad? - Top 2 box: “very likely” or “somewhat likely”-
12% lift in recommending
brand to friends/family
BRAND ADVOCACY
KNOW DIGITAL
Interaction enhances the mobile user experience
22%
29%
0%
5%
10%
15%
20%
25%
30%
Viewed standardmobile banner ad
Interacted withmobile rising stars
Which of the following would you agree with, as a result of seeing the ad?- The ad was more ________ than ads I usually see on my mobile device. Check all that applies”-
73%
ENGAGING
21%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Viewed standardmobile banner ad
Interacted withmobile rising stars
33%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Viewed standardmobile banner ad
Interacted withmobile rising stars
FUN MEMORABLE
30% 29%
KNOW DIGITAL
Interaction improves mobile ad receptivity
39%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Viewed standardmobile banner ad
Interacted withmobile rising stars
Which of the following would you agree with, as a result of seeing the ad?- Compared to other ads seen on your smartphone/tablet, how would you rate the ad you just saw”-
22%
WELL DESIGNED
36%
57%
0%
10%
20%
30%
40%
50%
60%
Viewed standardmobile banner ad
Interacted withmobile rising stars
46%
63%
0%
10%
20%
30%
40%
50%
60%
70%
Viewed standardmobile banner ad
Interacted withmobile rising stars
ATTENTION GRABBING
BETTER THAN OTHER MOBILE ADS
57% 38%
KNOW DIGITAL
Interaction results in positive mobile User Experiences
Thinking of the ad you just saw, which of the following statements would you agree with?
34% lift Complemented
the article
THE AD I JUST VIEWED….
2X More likely to say the ad
improved their impression of
page
39% Lift Emotional brand
resonance
KNOW DIGITAL
• Click to:• Share• Tweet• Download• SMS• Store locator
• Mobile click to:• Call• SMS• To be called by the brand
• Interstitials:• Cover Flow
• Over-the page
• Home page take-over (not!)
• Form ads
• Engagement Banner
• Wipey
• Interactive Banners
Creative Stars
Creatives need to respond to responsive web designs. Moving from fixed pixel sizes to flexible ad units based on aspect ratio and size ranges
KNOW DIGITAL
Best creative – creates a strategic connection
• Meaning
• Story / Content / Advice
• Humour
• Location
• Heart / Passion
• Interests
• Real Value and Real Values…
• Leverages content and platform
But still Integrated with campaign
KNOW DIGITAL
• Creative performance impacts greatly on media effectiveness
• Creative should be interactive
• Think out of the box – create your own platforms
• Micro ads can be used to reach the masses – it just takes time
#WhatWe’veLearned?
KNOW DIGITAL
Preventing Ad Avoidance
KNOW DIGITAL
Who blocks ads?
• 26% of Users Surveyed Block Ads on Computers and tend to be Men 18-34 years old.
• Anti-Virus confused for ad blocking. Additionally, 40% think that they are using an ad blocker. The confusion comes from consumers thinking that antivirus software or pop-up blockers built into their browser are ad blockers.
• 15% Block Ads on Smartphones and tend to be Men 18-34 years old.
Who Does Not Block Ads?
• Among consumers not blocking ads, 20% are past users of ad blockers. Why did they stop? Content being blocked and messages asking them to unblock in order to view content drove them to uninstall.
• In addition,17% of consumers not blocking ads are at risk to start doing so. Why? Largely, for the same reasons as those of consumers currently using ad blockers, in addition to the fear of getting a virus.
IAB survey in US
KNOW DIGITAL
How do we prevent ad blocking?
• Here’s how to win back ad blockers and prevent future blocking:
• Do’s:• Give users control: Video skip button, thumbs up/down ratings.
• Assure users of site safety: Provide guarantees that site and ads are secure, malware and virus-free, and won’t slow down browsing.
• LEAN Principle (Light, Encrypted, AdChoices Supported, Non-invasive Ads)
• Don’ts:• Don’t disrupt their flow with: Ads that block content, long video ads before short video
content, ads that follow down the page, autoplay, slow loading (especially on mobile), pop-ups, or full page ads.
• YES BUT… Pick the right environment, right target audience if you want to break the rules. Or find full page spaces the way Nescafe did…
KNOW DIGITAL
Not only active ad avoidance, but also
• Paid entertainment environments such as Showmax – no advertising.
• iTunes for you – weekly playlists of fresh music – no advertising.
The need for Native advertising, Product placement and Sponsorships will only increase.
KNOW DIGITAL
• If our creative is worth the time and effort to view and engage with, people will be less inclined to use ad avoidance tools.
• More people are uninstalling ad avoidance tools for fear of missing out on great content.
• Trusted ads are less likely to be avoided.
#WhatWe’veLearned?
KNOW DIGITAL
Programmatic BuyingExpected to become 67% of Display advertising budget in 2018 –Match2One.com
KNOW DIGITAL
Are marketers using Programmatic Buying?
Source: World Wide Worx 2017
KNOW DIGITAL
What you need to know about Programmatic Buying
• Cross screen advertising
• Not just banners: Video, Mobile, Rich Media, etc.
• Hyperlocal targeting
• Top platforms have tools (invalid traffic technologies) to avoid Non-Human Traffic (NHT), saving you lots of money
Challenges
• Viewability
• Data consistency – industry needs to be uniform
• Transparency
• Buying across multiple partners – less efficient
• Non-human traffic
• Whitelists vs Blacklists (or Blocklists)
KNOW DIGITAL
White vs Black lists
Whitelist: includes a list of acceptable sites on which to run inventory (all others prohibited)
VS
Blacklist: denotes those sites where inventory is not to be served, ever.
Whitelists:
Brands we want to be associated with.
Trusted media brands. Trusted platforms with solid ad
and publishing tech. Good viewability
Blacklists:
Questionable content. Sites (often small and can’t afford) with limited filtering tech
& limited prevention of bot traffic & no requirement for user
authentication. Poor viewability
KNOW DIGITAL
Programmatic: Private Marketplace
• What is a Private Audience Marketplace?
• A Private Marketplace, also known as a PMP is an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers.
• Why would one consider a PMP?• 100% premium publisher content• Often able to get access to the inventory before it goes to the open
exchanges• You still only bid on cookies that meet your specific bid criteria
• Addresses:• the transparency issue• the traffic quality issue
• Adjoin – Africa’s first PMP. Offers video and native advertising
KNOW DIGITAL
Context drives consumption and engagement
Research published by the AOP (Association for Online
Publishing) in the UK found the following:
“Ads seen in a premium context are viewed for longer
(+17%), create 29% higher engagement (personal
relevance) and generate greater levels of left brain (+42%)
and right brain (+9%) memory encoding than ads on social
media (Facebook and YouTube).
“Ads seen within a premium context also elicit
stronger, more positive emotional responses”
“Both premium and social media environments outperform
the average of ads encountered during free browsing,
implying that targeting ads simply by audience is not
optimising ad performance online. Environment is
critical and the combination of premium editorial sites
and social media offers complementary strengths.
Social media provide a holistic, visual, overall brand impression
Premium contexts create detailed associations and personal relevance,
leading to better memory encoding.
Source: AOP - https://www.ukaop.org/news/news-feed/premium-editorial-sites-outperform-social-media-for-long-term-memory-encoding
KNOW DIGITAL
Context drives consumption and engagement.
Ads in premium (contextually relevant) environments also elicit stronger levels of response than ads encountered during general free browsing
Premium environments outperformed social on all metrics except attention
Commenting on the research, Newsworks’ CEO Vanessa Clifford said:
“…It’s not enough to find the right audience, people need to see ads in an environment that is conducive to memory encoding if we are to build brands longer term and maximise effectiveness. Premium editorial sites provide that highly valuable context.”
Source: AOP - https://www.ukaop.org/news/news-feed/premium-editorial-sites-outperform-social-media-for-long-term-memory-encoding
KNOW DIGITAL
• Choosing the right partner for Programmatic buying is critical – need transparency to develop trust.
• PMP’s offer premium content and creative solutions at media effective rates
• Context is important and drives effectiveness
• Consolidate: • Single view of Unique User
• Universal Frequency Cap
• Cross Platform measurement
#WhatWe’veLearned?
KNOW DIGITAL
How do we increase media efficiencies?
KNOW DIGITAL
Marketing Effectiveness in the Digital Era - Highlights
1 Broad-reach campaigns are still the best way to drive market share, which is in turn a key driver of profit.
2 The good news is that the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media.
3 For brands investing at the right level, and in the right way, mass marketing is working better than ever.
4 Balancing long-term brand building & short-term activation is crucial. Around 60% brand and 40% activation is still the best combination.
5 Video advertising, both on and offline, is the most effective brand-building form. TV is still the most effective medium, but online video makes it work even harder.
6 Paid search & email emerge as the most effective activation channels.
The Institute of Practitioners in Advertising (IPA) Databank study
KNOW DIGITAL
“To get people talking and sharing, you need to provide great online content and promote
it with some kind of paid advertising.”
The Institute of Practitioners in Advertising (IPA) Databank study (2014 – 2016 cases)
KNOW DIGITAL
The role of Paid in POE
The Institute of Practitioners in Advertising (IPA) Databank study
KNOW DIGITAL
The role of Online Video
The Institute of Practitioners in Advertising (IPA) Databank study
Video advertising
is the most effective
brand-building
form, on and offline.
KNOW DIGITAL
Online boosts TV
The Institute of Practitioners in Advertising (IPA) Databank study
With a TV only
strategy you miss out
on most of the day
KNOW DIGITAL
Radio effectiveness has improved with online too!
The Institute of Practitioners in Advertising (IPA) Databank study
KNOW DIGITAL
Online media effectiveness
Cases from 2008 - 2016Cases from 2014 – 2016 (excludes Search & Email)
The Institute of Practitioners in Advertising (IPA) Databank study
KNOW DIGITAL
Check list: Media integration & effectiveness
Engage with key stake-holders early on in the strategy & planning phaseCreative agency, brand team, agency lead, insights team, media partners
What’s the big idea and what role can you play in building it digitally?
Review previous campaign results & discuss possible improvements with media players
Make creative recommendations!Too often creative context is not considered by the creative team. i.e. Animated gif
“translates” into a FB Carousel ad. Typically does not work.
Too much text in creatives.
Inspire with rich examples
Consistency across devices and platform
Spare time & budget for innovation
KNOW DIGITAL
• Digital has improved the effectiveness of traditional media
• Video is the killer-creative solution for driving effectiveness online and on TV
• Great content/ads need to be supported with $$$
• Think long-term, even when you’re planning short-term activations. Balance 60/40.
#WhatWe’veLearned?
KNOW DIGITAL
How to get the best from Media Partners?
KNOW DIGITAL
You can’t know EVERYTHING
• Use specialists or create / develop specialists in your team.
• If you are implementing RichMedia everyday, you’ll be a wizard at it in months…
• Your media partners are specialists in what they do too.
KNOW DIGITAL
Brief your partners well.
• I know we sometimes get the brief from “hell” from our clients: “I’ve got R300 000 to spend on digital next month – please send me a schedule asap so that I can get the PO signed.”
• As the custodian of the brand, you’ll know a lot more than the brief implies. Fill in the blanks for your media partners and let them get creative.
• Consider having an “innovation” or “super-special-knock-your-socks-off” media proposal with new campaign recommendations. Clients LOVE new ideas and if it blows them away they may just find the budget for it.
• Don’t just email a brief – have a conversation! The nuggets come through understanding & communication…
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