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.

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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+.

See the full gallery on Posterous

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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.

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

= mind blown

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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

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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.

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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.

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

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1.        In your opinion, what are some of the most important ways in which digital media is affecting the way people consume media?
I think more and more, digital media is being tailored or customised towards an individual’s preferences or buying history – so our media consumption is more relevant. oh yeah, and we are all carrying around these little smart phones which are pretty much glued to our hands, media is more a part of our lives than most of us realise.

2.        Do you think that this may imply a broader outcome to the way in which people live their lives? If so, how?
Yes!  The way in which the majority of the 1st world lives, has changed dramatically.  We connect in a totally different way – i.e Facebook, LinkedIn, Gmail.  We have all the answers at our fingertips, arguments down at the local pub will never be the same.  The way we explore and discover is different.

3.        What affect is this having on the way brands and advertisers go about communicating with consumers?
I think that most people, especially Gen Y and younger, have increasingly shorter attention spans, and this is a challenge for brands.

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?
I think more of a blessing because you can reach certain groups in environments that they feel very comfortable and relevant to certain products.  

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?
I don’t think so.  I think these traits and skills are as relevant to day as they were 50 years ago; to be  personable, and a solid communicator who can relay ideas clearly and listen properly, to be open to new ideas and concepts, and be adaptable to new ways of working and thinking.  Technologies have changed a lot in 50 years, and you definitely need to keep up to speed with this.

6.        How do you see digital and other media evolving in the next 5 years?
Way more augmented reality.  Our phones projecting maps and emails and Facebook up onto walls or in mid air – digital media and advertising will follow and adapt to these technologies.

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Wanting to keep myself "in the know" I signed up to Pinterest ( the fastest growing social site in the world). It took a few days to be officially invited but now I'm pinning, I'm hooked.

In a nutshell, Pinterest allows you to curate your own digital pinboards under headings like "Inspiration", 'My Dream Home", "Favourite Recipes"..anything that you're interested in really. Pictures can be collected from your favourite websites, blogs and from other "pinners". You can link with your facebook, choose to follow your friends and share your pins with your community . It's as simple as downloading the favourite/app on your computer and mobile phone and away you go.

The guys at Pinterest are onto a winner here. It's seamless, multi-screen functionality make it easy to use, but what really makes this the next social phenomenon is the fact that Pinterest facilitates a simple human truth: That at the end of the day, all we want is to be inspired. Not a day goes by where we don't think of that next holiday, the piece or artwork, that dream house by the sea, that great quote...Pinterest allows you to visualise this inspiration, share and maybe even fuel others. It's the reason why Pinterest has 11 million monthly unique visitors and grew 155% from Dec 2011 to Jan 2012 ((Source: mashable)

So, what does it mean for those of us in the communication industry? A picture tells a thousand stories so from an insights perspective, Pinterest keeps us in touch with what's important to consumers. It also provides great opportunities for clients who can make inspiration a reality..imagine a bank fusing Pinterest into their website, and airline taking ownership of the destinations, a news publisher writing about the topics behind the most popular pins?

Pinterest is just gaining traction in the Australian market but it won't take long for it to explode especially given it's link to facebook (ie. when I signed up I was automatically followed by 20 friends and started following 20 friends.). Whilst  facebook is in the moment, what I'm doing, where I am right now, Pinterest is a little more cathartic, evokes you to think about what matters to you and links you to others like-minded (probably why the majority of users are female). Definitely worth taking a Pinterest.

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So anyway, last Friday was Doug's last day, and choosing not to slip quietly out the back door, he left us some work to do, cheeky bugger!   Doug left us a few questions to answer for his University assessment.  Given the questions were actually pretty good, and have since been answered by a number of ZO staff, I wanted this week to share these points of view on the blog as a series.

First cab of the rank is Mr Damus Chu

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

The birth of social networks in recent years i.e. Facebook, Google Plus, Pinterest, LinkedIN, Youtube and Smart Phones are affecting how people are consuming media and making decisions.

Users can watch / take videos, look at / take photos, use applications to play games or aid their lifestyle, organise events, read reviews, have conversations etc...all in the palm of their hands

All these activities cross over with a lot of traditional media, or allow people to consume media differently or in a new way

2.        Do you think that this may imply a broader outcome to the way in which people live their lives? If so, how?

Yes, it will be more convenient for people to access information relevant to them.

3.        What affect is this having on the way brands and advertisers go about communicating with consumers?

Brands will need to understand and evaluate the importance of each touch point a customer has on the way to making a purchase decision. E.g to consider key metrics to success -  from viewing / clicking on ads, to Pins, Comments, Likes, Video Views, Polls, Fan Likes, Competition entries, etc.... Also how they are behaving on social networks and smart phones

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 two edged sword, but either way brands should embrace new mediums and stick with whatever new technologies to stay ahead of their competitors. Quite often when new digital media types surface, we want to see the incremental reach out to customers we will see.

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?

If this was a debate and I had to choose a side, I would say “No”, as all advertising persons should be working towards the key business objective – making a profit for their client (and for their own agency).

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

Faster internet, means richer media and better content!

Look out for more on these topics tomorrow.

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Look out, we have a Star in our midst.  Week before last she attended AdTech and got all geeked out. This week she has posted her thoughts and impressions for BandT here http://www.bandt.com.au/opinion/digital-stars--telling-a-story

In her 750 word article Eridani takes us on a tour of multiscreen, mobile, branded content and gamification, and challenges you to follow her on twitter.

Great work Eridani and for highlighting some excellent insights and observations in your article.

We are proud as punch!

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Here's a couple interesting tools that use spatial graphic techniques to create simple visualizations from the completixty of content movement through the social space. Something to think about for our own Social Tools?

New York Times labs Cascade tool tracks content consumption and sharing behaviours. It doesn't seem to be accessible to outside useage, but the graphic approach is impressive and seems to offer a lot of depth http://www.nytlabs.com/projects/cascade.html 

Where Does My Tweet Go provides a 2 or 3D plot of the journey any individual tweets go on as it spreads (needs webGL) http://wheredoesmytweetgo.com/ 

Enjoy

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Last week I attended a Telstra session on the current state of Mobile devices.

Here are my notes; which you ill hopefully you find useful.

Current trends

Speed. Mobile network speeds are getting quicker in and quicker; to enable this devices are now upgrading from 3G to 4G and LTE (3GPP Long Term Evolution). These standards are set to blow our minds apparently, offering over the air access and download speeds that rival your at home browsing and are quicker than most wireless and home networks.  Note the new iPad is LTE and most new smart phones coming out now feature these capabilities.

Screens. Majority of manufacturers are now touch-screen and also are aligning on size and hi-res 4,3" is becoming the new popular standard (HTC and Samsung offer this) for the record iPhone is 3,7". Manufacturers are also toying with in-between sizes like 5,6" and 7' somewhere between a phone and a tablet Kindle fire is 7,5" iPad is 9,7".

Technology All manufacturers now offer cloud storage services (Dropbox, Mconnect, Skydrive, iCloud). And due to the speed of networks and increasing wireless access you can now upgrade via FOTA (firmware over the air) meaning you no longer have to tether your mobile to a PC (this is a liberating moment for your mobile).  In addition non glasses 3D is being tested and it wont be long until this is standardised (Planar 3d to Volumetric 3d) and ultimately to holograms. Additionally voice is going HD - imagine a phone call that actually has good quality sound, it's been a while. Does anyone make calls anymore?

I also liked the idea presented by Paul Green that our mobile cameras are replacing our memories

Operating Systems; There are really only a few to worry about Blackberry, IoS, Android, and Windows8, Symian is not expected to last and the future of blackberry is also looking gloomy as it struggles to keep up and remain relevant..

In terms of what is selling here in oz; Prepaid smart-phones is the growing category and predominantly driven by Android phones which you can now buy for $99

Form factors: Touch is the mainstay for operation across almost all manufacturers from a navigation perspective, but there are still some qwerty and candy bar navigation systems out there.

The manufacturers are attempting to build out some device differentiate for themselves; how they are doing this is via cloud services (Apple) vs focussing on music (Sony) vs camera (Nokia Pure View) vs Social hubs (Microsoft & Samsung). Another great innovation and example is Motorola now offering a feature that allows you to stream content from PC to your phone, anywhere.

The commercial model for mobile
1. Unmetered usage. People used to track and monitor there data plans, for fear of reaching limits, being over charged - this becoming a thing of the past or soon will be, as speeds and costs reduce.  Additionally Telcos offer a load of unmetered web access for everything from News to social media.

2. Partnered. A mobile device will fit into the rest of your technology eco-system it will pair with your TV, your tablet your PC. Equally Telcos are doing deals with content partners to bring content to consumers. This drives engagement and creates shared revenue opportunities for publishers and the Telco

3. Chargeable. Premium content will also be made accessible via mobile and people will pay for access; everything from music (spotify) to films (amazon, netflicks) to Pat TY Foxtel

Where to next?

The UX is changing from Touch to language (Siri) and gesture (Kinect) what we know now wont be in 3 years time.

Battery life is also a limitation - as this increases our phones will become further liberated and allow us to travel further and farther afield remaining connected. A 6 day battery is only years away.

The ultimate challenge in mobile is figuring out the user journey with all these screens - what is the right content, when and how to deliver it.

In summary the mobile device landscape is all about these three things: Operating Systems - Screens - Connections

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Streets are a sponsor and they have minimal branding (you can see a logo on the life saving tower), but they did not make the beach, the Brisbane council own this.

See the full gallery on Posterous

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If you recall about a month or so ago I presented an trends report and also talked about sensors. On this blog we also talked about sensors being used to gamify household chores.

Well....
http://highscorehouse.com/

its happening....

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The past few months have seen some great examples of 2nd screen apps being rolled out.  

Cricket Australia launched a live 2nd screen cricket social app with partners ipowwow, Vodafone and Nine and this seems very much on point as far as in program integration linking back to a second screen. The numbers of downloads is in the hundreds of thousands so this is far and away for largest local example I've heard of to date.

The other one we have been plying with (in its infancy) is FANGO the Yahoo7 app that was launched in the AusOpen and now which appears as part of the MKR broadcasts and other popular Seven programming.  This one integrates social interaction via feeds, and probes for in show voting via polls.

Similar in style to FANGO Unami http://itunes.apple.com/us/app/umami-for-ipad-your-tv-companion/id462343689?mt=8

In the case of 7 its clear that the objective is corralling the social conversation and this is an interesting approach. The challenge they have is building in some kind of value to the user. This starts to become interesting less in the in-app voting and additional content, and much more so when you see the results of your votes and engagement on the main screen, this is where the cricket app has really worked well

Another interesting idea 2nd screen apps have explored is 'behind the scenes' or 'back stage' - this was done pretty well by Optus for the ARIA's (they had jabber back stage talking and mucking about with the stars and streamed it for free to Optus customers. To that end The Oscars also did this quite well via a few different applications.http://itunes.apple.com/us/app/oscar-backstage-pass/id411784735?mt=8

IntoNow is my fave in promise, but not available in AU - this one listens to the broadcast and tunes you into the content. http://mashable.com/2011/01/31/intonow/
Interestingly this app offers a huge scope in terms of reach to programming, but it cant really (unless they hook up deals with broadcasters) a mechanism that allows interaction and engagement to get back to the main screen.  So reach to shows they have, a unique tune in feature tick, but what value exchange for choosing their app over another?

Superbowl is always a good yard stick for tech and 2012 saw a raft of apps developed to pick up on social / lounge room chatter
http://mashable.com/2012/02/05/super-bowl-2012-apps/#46825OnSports-App

Another slightly more obscure and interesting one - is using shazam to launch content - http://articles.businessinsider.com/2011-03-01/tech/30007634_1_shazam-tv-ad-qr

so just reiterating one of the main considerations with all these 2nd screen apps is how to use points and rewards in them? - the challenge is to make these actually valuable...

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