This morning’s news that Jeremy Hunt is prepared to clear the News Corp/BSkyB merger signals exciting new potential for us as data led media planners.
Both News Corp and BSkyB are both capable of, and interested in, generating consumer data for advertisers.
They either have (in the case of Sky) or are creating (in the case of News) subscriber relationships that allow them to create a rich depth of data on consumer behavior. They are investing in teams and tools that enable the utilization of said data.
What is really interesting is that we will potentially have access to single source data, allowing us to track consumers as they move from the emotional environment of broadcast to the more rational environment of “print”. We know from single source media research tools like Touchpoints that these journeys are crucial in improving media schedule effectiveness. This merger may eventually allow us to replicate that at data rather than survey level.
Mike Colling
Managing Director
Thursday 30 June 2011
Wednesday 29 June 2011
Half Price Media Opportunities
It’s an ill wind …
The news that the Greek parliament has voted for the austerity cuts has just hit my screen. The Euro will live to fight another day, but as is obvious from the UK high street it’s not just Greece that is suffering. And the UK media market this summer is no different. We are seeing the equivalent of high street sales on media space, with media being offered at literally less than half usual prices.
Most of our clients have taken up the opportunity to invest in TV at half price. Much of that availability is now gone, having been snapped up. But other media owners are now offering similar deals. Incremental insert spend is particularly keenly priced - call John Willacy on 020-7307 6139 and discover just how cheap it could be.
Mike Colling, Managing Director
The news that the Greek parliament has voted for the austerity cuts has just hit my screen. The Euro will live to fight another day, but as is obvious from the UK high street it’s not just Greece that is suffering. And the UK media market this summer is no different. We are seeing the equivalent of high street sales on media space, with media being offered at literally less than half usual prices.
Most of our clients have taken up the opportunity to invest in TV at half price. Much of that availability is now gone, having been snapped up. But other media owners are now offering similar deals. Incremental insert spend is particularly keenly priced - call John Willacy on 020-7307 6139 and discover just how cheap it could be.
Mike Colling, Managing Director
Tuesday 21 June 2011
CBS Outdoor London 2012 briefing
9.2 million tickets, 4 billion global audience, 20,000 accredited media, 15,000 athletes. In just under 430 days, all eyes will turn to London for the world’s largest event – the London 2012 Olympic Games.
Last Tuesday my colleague and I were invited to hear a number of talks on the subject of the upcoming Olympic Games, hosted by CBS Outdoor. As we scaled the dizzying heights to the thirty-first floor of Centrepoint, we expected to be given an insight into the ways in which brands are using the Olympics as a marketable commodity.
First up was Greg Nugent, Brand and Marketing Director for the London 2012 committee, who, in between fielding queries about why various members of the audience hadn’t received any of the tickets they had tried to buy, gave an exciting update of the progress of the Olympic site to date.
We also heard from Fran Hegyi, who divulged as yet ‘unreleased’ information about the programme of events comprising the ‘Cultural Olympiad’ – something we learned, we could still get tickets for!
Then it was the turn of the marketing director of TFL to provide us with insight into consumers’ travel behaviour, and the role of public transport during the games – including facts such as the number of people on the tube across the Olympic period will be the equivalent of hosting the Royal Wedding, every day…
Fiona FitzGibbon, Head of London 2012 Strategy at CBS Outdoor then took us through a showcase of the advertising opportunities in London for the Olympic Games. This prompted a discussion around how brands using outdoor advertising across the Olympic period will be able to achieve standout and how to make the most of consumers’ passion for the Games.
It seems that the key lesson now for marketers targeting the London 2012 Olympics is that sponsors and advertisers alike will have to develop intelligent and evolving strategies if they are to make the most of their significant investment into the Games. Competition to stand out will be fierce, and all will want to cash in on the collective and growing excitement surrounding the Games.
Wednesday 15 June 2011
Motability - Using One Big Day to Increase Awareness and Understanding, Create a Positive Brand Association and Increase Membership
The Motability Scheme enables disabled people to lease a car, powered wheelchair or scooter by exchanging their government-funded mobility allowances for a worry-free mobility package that might include a car, powered wheelchair or scooter, insurance, servicing, tyres, breakdown cover, or vehicle adaptations. The best way to find out about how great the Motability Car Scheme is is to actually go into a dealership. And we know that more conversions to the scheme take place once a prospect has spoken to a dealer either face to face or on the phone.
For our target audience however it can be physically difficult with their disability and mobility issues, to go from dealer to dealer not to mention the anxiety that can surround a dealer visit, test driving cars and finding the one that’s exactly right for them. Motability recognise this, and have brought everything their prospects need to know about the Car Scheme under one roof. This includes opportunities to talk to the experts, ask the questions they’ve always wanted to, look around the cars and take a test drive.
Motability is planning to hold 5 One Big Days this year and we are currently planning campaigns around the following events on their behalf:
• Stoneleigh Park, Coventry – Saturday 4th June
• Colchester Football Club, Essex - Thursday 28th July
• Reebok Stadium, Bolton – Thursday 11th August
• Cardiff City Football Stadium – Thursday 18th August
• Newcastle Racecourse, Thursday 25th August
We have worked closely with the client to identify venues in areas of the country where there are high numbers of DLA recipients and have chosen venues that will act as a draw to potential new customers whilst at the same time providing a fun day out for the family. The main message of the day, however, is that this is a primarily a Motability event and any other themes relating to the venues (horse racing, football etc) are secondary.
The events themselves fit with Motability’s strategic objectives of Scheme growth: generating increased awareness and understanding of the Scheme, creating a positive brand association with Motability and giving them a chance to have face to face interaction with both their potential customers and existing customers who may be in the market to renew their car. It is also their aim to create a buzz in the local community where the event is being held so that they can reach out to people that were previously unaware of the Car Scheme.
Their precise goals for each event are to a) attract 1,000 plus attendees, that’s 500eligible prospects plus guests; b) capture new prospect data via data capture on a competition entry form (mailed to prospects and downloaded at www.motability.co.uk/onebigday; c) provide a positive brand experience for all guests and; d) generate positive Motability PR in the local area each event is held
Although the campaign has just commenced we have generated over 2,000 attendees from the first event alone through careful analysis of the catchment area and by integrating local press with radio. We’ll keep you posted as to developments!
For our target audience however it can be physically difficult with their disability and mobility issues, to go from dealer to dealer not to mention the anxiety that can surround a dealer visit, test driving cars and finding the one that’s exactly right for them. Motability recognise this, and have brought everything their prospects need to know about the Car Scheme under one roof. This includes opportunities to talk to the experts, ask the questions they’ve always wanted to, look around the cars and take a test drive.
Motability is planning to hold 5 One Big Days this year and we are currently planning campaigns around the following events on their behalf:
• Stoneleigh Park, Coventry – Saturday 4th June
• Colchester Football Club, Essex - Thursday 28th July
• Reebok Stadium, Bolton – Thursday 11th August
• Cardiff City Football Stadium – Thursday 18th August
• Newcastle Racecourse, Thursday 25th August
We have worked closely with the client to identify venues in areas of the country where there are high numbers of DLA recipients and have chosen venues that will act as a draw to potential new customers whilst at the same time providing a fun day out for the family. The main message of the day, however, is that this is a primarily a Motability event and any other themes relating to the venues (horse racing, football etc) are secondary.
The events themselves fit with Motability’s strategic objectives of Scheme growth: generating increased awareness and understanding of the Scheme, creating a positive brand association with Motability and giving them a chance to have face to face interaction with both their potential customers and existing customers who may be in the market to renew their car. It is also their aim to create a buzz in the local community where the event is being held so that they can reach out to people that were previously unaware of the Car Scheme.
Their precise goals for each event are to a) attract 1,000 plus attendees, that’s 500eligible prospects plus guests; b) capture new prospect data via data capture on a competition entry form (mailed to prospects and downloaded at www.motability.co.uk/onebigday; c) provide a positive brand experience for all guests and; d) generate positive Motability PR in the local area each event is held
Although the campaign has just commenced we have generated over 2,000 attendees from the first event alone through careful analysis of the catchment area and by integrating local press with radio. We’ll keep you posted as to developments!
Wednesday 8 June 2011
Radioplayer
This week I'm talking about an event which I think should have received significantly more trade coverage because it has real significance on how a highly fragmented media market place can improve audience experience and enhance user experience. I’m referring to Radioplayer’s early snapshot figures which show that a healthy 5.7 million unique users were generated over a four week period producing 22.5 million listening sessions.
Radioplayer, the online listening partnership between the BBC and commercial radio, has achieved instant impact since its launch only eight weeks ago. Its success lies in its ability to offer a simple, consistent way for users to access UK radio stations of all shapes and sizes and make online listening more enjoyable. For example, if you want to listen to live coverage of a football match you can search for it using Radioplayer’s search engine. Or you can access local stations by entering your postcode. This is great for advertisers this giving them the opportunity to serve locally relevant ads at the same time.
My personal experience is that it’s a bit like Spotify where I search for music which might not be part of my usual listening repertoire because it’s easy to choose and one musical experience leads to another, meaning sessions are longer.
Radioplayer is to be congratulated for making the multi-faceted world of radio accessible in one place and improving the experience through digital technology.
Ian Prager
Planning Director
Radioplayer, the online listening partnership between the BBC and commercial radio, has achieved instant impact since its launch only eight weeks ago. Its success lies in its ability to offer a simple, consistent way for users to access UK radio stations of all shapes and sizes and make online listening more enjoyable. For example, if you want to listen to live coverage of a football match you can search for it using Radioplayer’s search engine. Or you can access local stations by entering your postcode. This is great for advertisers this giving them the opportunity to serve locally relevant ads at the same time.
My personal experience is that it’s a bit like Spotify where I search for music which might not be part of my usual listening repertoire because it’s easy to choose and one musical experience leads to another, meaning sessions are longer.
Radioplayer is to be congratulated for making the multi-faceted world of radio accessible in one place and improving the experience through digital technology.
Ian Prager
Planning Director
Subscribe to:
Posts (Atom)