Transcript COI Digital Media - IdeasMerchant.com

Agenda
• A brief introduction to COI
– The work of COI Digital Media
• Industry update
• Consumers – changing / evolving
• Briefing / planning / integrating digital work
• COI case studies
• Questions
COI
• COI - centre of marketing excellence for
government
• Large media spend across every medium inc.
online
• Mass market or highly targeted campaigns
The work of COI Digital Media
• Advise clients on the use of digital channels
• Help clients to define their digital communications
• Manage 95% of UK Government digital advertising
New developments in the industry
65% of UK adults are
online
60% of UK net users
have broadband
50% of what UK males 1824 now look at on the web is
user-generated
Source: ComScore
The growth of blogging content
1.6m
London bombings
1.2m posts
per day
50k an hour
Live8
200k
Source: Technorati April 06
Aug 04
Aug 05
Mar 06
Homepage placement
on MSN reached
3.7 million people
Yahoo! Monthly
audience of
480 million
Source: ComScore
Media habits – time spent
-41
Cinema
14
-2
Internet
Magazines
71
-38
LESS
Radio
10
MORE
-14
25
Local Press
-39
7
Press
-35
TV
-36
11
7
-60
-40
-20
0
20
40
60
Source: IAB/RAB Media Conjunction Study
80
Call centre
Retail
PR
Advertising
Website
Search
Affiliates
Retail
PR
Advertising
Reviews
Forums
Family
Price
Aggregators
Friends
Blogs
Call centre
Website
‘Experts’
Realities – Key trends
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Individualism
Experiences
Simplicity
Authenticity
Connecting
Realities – Impact on interactive
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More sophisticated usage
Personalisation
Control
Unpredictable
Briefing work
Briefing work – key questions
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Background to why you want to advertise
Marketing Objective including targets
Online Communication Objective
Online target audience
Key message(s) & reason to believe
What do we want audience to feel as a result of seeing it?
Editorial guidelines
Website information – link, tagging, monitoring,
Budget, timings, regionality
Integrated planning process
Where are we?
Why are we
here?
Where could
we be?
Where are
we now?
How could we
get there?
Integrated planning process
How the planning process works
Business insights, consumer insights, media insights
“Strategic Communications Planning”
Implementation
Creative
development
Implementational
media planning
Exploitation
“through the line”
Integrated planning process
How COI aim to improve it
Business insights, consumer insights, media insights
“Strategic Communications Planning”
Implementation
Integrated campaign development
Integrated planning process
What this means
• Key agencies work together to develop campaign idea
• Budgets are set accordingly
• Assets are originated accordingly
• Creative development time is planned accordingly
• Brand / creative idea is integrated across all media
Some examples of COI work:
RAF Careers
RAF Careers: Mobile
5,356,271
Innovation:
game-plays
RAF
Some examples of COI work:
Defra – Climate Challenge
Web as the hub
Digital Media: the site then
Digital Media: the site now
•
Redesign
• Magazine feel
• More compelling
• Improved navigation
• More interactive…
Digital Media: the young champions
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9 Champions
30 semi-finalists
View the entries…
Digital Media: spreading the word
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Blog diaries
Digital Media: promoting the site online
Digital Media: promoting the site online
Digital Media: promoting the site online
Digital Media: promoting the site online
Digital Media: Online performance
• The campaign reached over 3.6m people
• 80,000 people clicked through to the website
• 1,682 downloads of the competition entry form
Some examples of COI work:
HMRC – Anti Tobacco Smuggling
Search
“Organic” or “Natural”
search listings
“Paid” or “Sponsored”
listings
Thankyou
Any questions?