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Agenda

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

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Agenda

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Presentation Transcript

  1. 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

  2. COI • COI - centre of marketing excellence for government • Large media spend across every medium inc. online • Mass market or highly targeted campaigns

  3. 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

  4. New developments in the industry

  5. 65% of UK adults are online

  6. 60% of UK net users have broadband

  7. Newspapers must give readers a choice of accessing their journalism in the pages of the paper, or on websites, on any platform that appeals to them, mobile phones, handheld devices, iPods, whatever…. when they want it, how they want it and very much as they want it. Rupert Murdoch: News Corp

  8. 50% of what UK males 18-24 now look at on the web is user-generated Source: ComScore

  9. The growth of blogging content 1.6m 1.2m posts per day 50k an hour London bombings Live8 200k Source: Technorati April 06 Aug 04 Aug 05 Mar 06

  10. Homepage placement on MSN reached 3.7 million people • Yahoo! Monthly audience of 480 million Source: ComScore

  11. Cinema Internet Magazines Radio Local Press Press TV Media habits – time spent LESS MORE Source: IAB/RAB Media Conjunction Study

  12. Advertising Retail PR Website Call centre

  13. Search Affiliates Retail Advertising PR Reviews Forums Family Price Aggregators Friends Blogs Call centre Website ‘Experts’

  14. Realities – Key trends • Individualism • Experiences • Simplicity • Authenticity • Connecting

  15. Realities – Impact on interactive • More sophisticated usage • Personalisation • Control • Unpredictable

  16. Briefing work

  17. Briefing work – key questions • 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

  18. Integrated planning process Why are we here? Where are we? Where could we be? Where are we now? How could we get there?

  19. Creative development Implementational media planning Exploitation “through the line” Integrated planning processHow the planning process works Business insights, consumer insights, media insights “Strategic Communications Planning” Implementation

  20. Integrated planning processHow COI aim to improve it Business insights, consumer insights, media insights “Strategic Communications Planning” Implementation Integrated campaign development

  21. 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

  22. Some examples of COI work:RAF Careers

  23. RAF Careers: Mobile

  24. Innovation: RAF 5,356,271 game-plays

  25. Some examples of COI work:Defra – Climate ChallengeWeb as the hub

  26. Digital Media: the site then

  27. Redesign Magazine feel More compelling Improved navigation More interactive… Digital Media: the site now

  28. 9 Champions 30 semi-finalists View the entries… Digital Media: the young champions

  29. Blog diaries Digital Media: spreading the word

  30. Digital Media: promoting the site online

  31. Digital Media: promoting the site online

  32. Digital Media: promoting the site online

  33. Digital Media: promoting the site online

  34. 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

  35. Some examples of COI work:HMRC – Anti Tobacco Smuggling

  36. Search “Paid” or “Sponsored” listings “Organic” or “Natural” search listings

  37. ThankyouAny questions?

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