ZenithOptimedia

A well integrated digital campaign is underpinned by a process and structure that harnesses the strengths of various elements of a campaign, it should have clearly defined roles for the recommended channels and utilise insights to inform and iterate the communications whilst remaining focussed on delivering the agreed objectives and KPI's.  

Firstly the key to good execution begins with a solid strategy, one that can be referred back to and one that sets out clearly the ambition and rationale for and the outcomes of the communication. We will also interrogate the brief to ensure that the clients goals can be achieved with the resources and briefed parameters.

At ZenithOptimedia we commence our strategic development by undertaking a process we call Active Understandings.  In this phase we will call upon our digital and offline tools to pool information from such sources as;
·        Past campaigns (ad-server, website analytics, post analysis),
·        Live consumer data (SocialTools, and Social listening),
·        Consumer behaviour (search demand and KW, Google Insights, Mobile Planet), and context and online behaviour through tools like Nielsen,
·        Competitive information (BenchTools, AQX).  These Active Understandings ultimately allow us to form a view of the market context for the digital campaign and ensure we clearly understand the task at hand.

Once we have a clear understanding of the context and the briefed goals and objectives we will begin to formulate a perspective on the roles of each channel in delivering the campaign to the target consumer.  There are two key parts to this phase which we call Dynamic Engagement.

The first is Pathways;Pathways is the core of our planning approach, Pathways sets out the tasked brief across the consumer path to purchase. Planners will use the pathways approach to identify the challenges and opportunities represented by the briefed goals and incorporating their active understandings determine the areas of focus. Pathways also acts as a neat a simple to understand framework for overlaying tactics and defining the roles of channels.

The second element of Dynamic Engagement is channel selection. In order to develop a channel mix we will call again on our tool set. We will employ traditional media planning tools like (Roy Morgan, Nielsen Answers, DoubleClick Ad planner) but also leverage our proprietary consumer study Touchpoints which helps us to identify the relative "influence" of digital channels in a specific category context (i.e credit cards).  

Brilliant digital execution of course needs to absolutely embrace the creative messaging and user experience. This would not be the first time we would collaborate and connect with the creative team.  Our Open process encourages tight collaboration and sharing of learning and insights across all phases of strategic development.  By this stage however the creative should be almost final and we can then consider how the message is adapted for the recommended channels and identify which media partners we will brief to amplify and enhance the user experience further.

The key outputs of this phase are a channel plan, and media briefs leading toward a media schedule.

Real-Time Performance

The final piece to ensuring optimal execution of a campaign is measurement. Execution is only as good as the outcomes and results achieved. In order to measure our campaigns we will ensure that our analytics team (DNA) are fully briefed ion the KPI and outcomes. We will then determine the appropriate technology set-up (ad-server, analytics, buzz reporting etc) to ensure that all KPI's are measured.  

During analysis we will focus on the 1-2 core metrics per channel and communications outcome (i.e for sales CPA, for consideration Video Views) ensuring that we optimise and adjust the campaign on a weekly basis, tweaking changing elements (media buys, search KW's, bids and creative), manipulating levers in our control to achieve the best outcome for the client.

Summary

In summary a well executed digital campaign will be grounded in insight, connect to the consumer via a suite of robustly researched and qualified digital channels each with a defined role and adapted messaging approach and measured using best in class data management technology and optimised live for best possible outcomes.

Last Friday night (11th May) Channel Ten launched it's new lifestyle program called The Living Room. The show is hosted by Amanda Keller (Talkin' Bout Your Gen), and co-presented with Dr Chris Brown (Bondi Vet), Barry Du Bois (The Renovators) and chef Miguel Maestre. It covers the usual mandatory lifestyle topics including home renovations, travel and cooking. Set in a casual 'living room' setting in a studio it entertained viewers with casual banter on the couch in front of a live audience and also a number of pre-recorded clips. They also had Miss Australia Universe, Scherri-Lee Biggs, on the show putting Ikea furniture together in her heels, sash and tiara (riveting television viewing).  Some of you may know that her boyfriend just so happens to be Lachie who used to work at TRSN (Now at Austereo) who was also in the audience to gloat about his super hot girlfriend.

The program is intended to provide audiences with an alternative to the AFL and NRL running on FTA 7 & 9 in Mel, Adel and Perth. In Sydney and Brisbane however, it goes up against multiple Logie winning Better Homes and Gardens.

The program runs every Friday night at 8pm-9.00pm.

Below is a national snapshot on how to program went in its launch night....nothing exciting so far - with audience numbers quite low (Total 510,000).

No surprises that that program is heavily female skew (performed strong against W 25-54, not so much with the younger girls or the older nanny's).

In comparison to the Young Talent Time finale audience (7pm-8.30pm) the week prior which took 419 total viewers, the Living Room manages to capture a wider and younger audience (+91,000 viewers). YTT has a higher skew towards People 40+.

(download)

Click here to download:

The_Living_Room_-_a_new_progra.zip (16 KB)

I came across this one on adverblog.

http://www.pepsi.com/

Pepsi are seeking to align themselves more closely to what is happening in culture - right now.

So, they made this dashboard of all the trending topics in culture - its pretty cool in a windows tile kind of way.  Don't know if i'll be replacing my own personalised feed of culture (reader, flipboard,facebook etc) for pepsi.com anytime soon though.

Example.
http://www.showusyourclips.com/cogoos-turntable-rider-a-bmx-becomes-a-music-making-machine/

= mind blown

Our own Tim Buesing posted this on Adverblog - and it's definitely worth a look.

http://www.adverblog.com/2012/04/11/tippexperience-2-the-hunter-and-the-bear-are-back/

The YouTube clips allow you to navigate through a myriad if different scenes of the bear and the hunter having an anniversary party - you punch in the year and a new video appears. Pretty fun.  And really adventurous for a liquid paper brand.

Also if you are a film nut check this one out. http://onesmallwindow.com/interviews/interview-with-rear-window-timelapse-filmmaker-jeff-desom/
The back story here is that this film maker / artist was commisioned to design a looping video piece for a very wide screen in a bar.  He decided to stitch together the scenes of a Hitchcock film into a panorama whereby the entire film plays out in one single timelapse sequence. It's not only beautiful but exceedingly intricate and technical.

Finally this is a great little stunt activation for a TV station in Belguim

This view point comes to us from Sydney Account Director Emily McConnell        

1. In your opinion, what are some of the most important ways in which digital media is affecting the way people consume media?

Immediacy... everything you could ever want to know is now, quite literally, at your finger tips. Digital allows people to consume media / content where ever, whenever and however they want. What other channel gives consumers that sort of control?

2. Do you think that digital media will have broader outcome on the way in which people live their lives? If so, how?
               
It absolutely has. Digital has already changed the way in which we stay connected to our friends, family and even society. It has changed the way in which we work; how we consume news; how we are entertained. Kids are now growing up in a society where they have access to all sorts of information from word go, it completely changes how they learn, who they trust and even the kinds of people they are exposed to. Most of us are already permanently connected via things like Facebook or our smartphone.... this is only going to increase further as technology develops and new platforms / mediums are created. Even my 85yr old grandma has a mobile and is connected to the internet. While it doesn't shape her life in the way it does mine, it means she can contact the 'outside world' whenever she likes!
       
3. What affect is this having on the way brands and advertisers go about communicating with consumers?
       
Brands can't continue to communicate with consumers in the same way they once did. Shouting messages at them is not going to cut it any more. Consumers have far more control over their media experience, as there are a so many different options available to them. If brands don't add value to this experience, consumers will go elsewhere to get what they want.

4. Are new and fragmented digital media types a blessing or a curse for brands when it comes to reaching and communicating with consumers? Why?

It can be a bit of both, it all depends on how you look at it. Consumers are engaging will so many different channels / environments, so reaching them can be more time consuming and costly. However as brand, if you get the channel mix, tactics and message right, you will reap the benefits.

5. Do you think that the media or advertising person of today is different to those of the industry 50 years ago? Do they require a different skill set or personality? If so, how have they changed over time?

In some ways advertising people are the same e.g. personality, drive, passion for consumer behaviour etc. However I do think that it is increasingly important to be open to change and new things. Every day, technology and digital media in particular, are changing the way consumers engage with media and advertising messages. As the people responsible for connecting brands with these consumers, we need to be able to adapt to change and recognise the opportunities just as quickly (and effectively) as consumers adopt them, regardless of medium.

Here is the third in the series of ZO responses to Intern Doug's questions.

This set of responses are my thoughts.

1.  In your opinion, what are some of the most important ways in which digital media is affecting the way people consume media?

Digital is everywhere - the fact that we are literally always on means that people are referencing and exploring content / messaging and real world experiences without a second through - instantly via and in the third dimension via their phones, tablets and PC's. This is an amazing opportunity for media outlets, content creators, governments and brands.  The internet has to some extend replaced deep thinking and offers instant answers and opinions.  

2. Do you think that this may have a broader implications on the way in which people live their lives? If so, how?
       
This is undoubtedly affecting peoples lives. It means their attention is more often split, that they have the chance to reason with the input from others, that they can compare, explore alternatives, or have their immediate thinking verified or contradicted on the topic at hand instantly. It means that trust and credibility is changing it has shifted from institutions and close friends and sources to a broader collection of voices

3. What affect is this having on the way brands and advertisers go about communicating with consumers?
       
Its sounds cliche to say but brands no longer have the luxury of the direct route to consumers consciousness, they have to work a lot  harder to gain the trust and attention of consumers, they are no longer competing with other brand for attention, but with other people, entertainment, media and culture for a spot of their times. Being a brand means now being something more than a product or service, but a relevant part of the consumers world, and life.

4. Are new and fragmented digital media types a blessing or a curse for brands when it comes to reaching and communicating with consumers? Why?

A blessing totally - you cant stand still while the world changes around you. Not all channels digital or analog are right for every brand. Brands must decide on the right mechanism to tell their story. Right from the point of view of the consumer, when the consumer will chose to engage, and right from the point of view of the brand, how best to tell their story in a compelling way with the utmost impact.
       

5. Do you think that the media or advertising person of today is different to those of the industry 50 years ago? Do they require a different skill set or personality? If so, how have they changed over time?
       
Probably not different in some ways - we still need to basically understand how and what consumers think and feel. But different in that the advertising people now
need to be conversive in a whole other range of channels, communication techniques, technology and societal structures. Take facebook or twitter as an example. 50 years ago the means to connect with like minded individuals would have been via the institutions of the day; family, church, state. Its now that you can connect with others like you in minutes.  With facebook comes a whole new set of behaviours and societal norms and memes to wrap ones head around. Personality wise I doubt ad people have changed very much to be honest, we are all hopefully passionate about the brands we work for, are interested in culture and what makes people tick,
and are all a little salesman like at heart.

6. How do you see digital and other media evolving in the next 5 years?

Digital will be woven into everything. WiFi will prevail. Content will become pay-walled. Social will remain hot then retract as people realise their lives are too open. Mobile devices will become the primary access point for the web, the internet and digital channels we use will be more intuitive (smarter), they will know us. Access to the web and content will be It will cheaper and more pervasive in our lives.  E/S/M-Commerce will boom and traditional retail will suffer, change or peter out. We will continue to monitor and track ourselves and sensors and data will provide a richer view of the world, and hopefully this rich human data will be used for good instead of NIKE power
bands.

http://www.psfk.com/need-to-know-sxsw-interactive/guide