Advertising Effectiveness - The Fame Game
This week we attended a workshop organised by the IPA and hosted by MPG Media Contacts. The purpose of the workshop was to bring IPA members up to speed on advertising effectiveness and advice on entering this year’s IPA Effectiveness Awards.
It seems fame, creativity and like-ability are the key factors for any effective advertising campaign. Of course, working with an experienced media agency that can provide reach and frequency at the right price is crucial. But if the campaign isn’t liked and isn’t creative enough, then it will probably under-deliver on ROI and won’t stand a chance of picking up an IPA gong.
We heard from Lindsey Clay of Thinkbox, extolling the virtues of TV, Ben Phillips of Velti showing how effective mobile advertising campaigns can be and Andy Pang from facebook who gave us a detailed overview on measurement and return on social media campaigns. Marie Oldham from MPG Media Contacts also gave us a brief overview of some highly effective campaigns from yesteryear, notably the VW Golf and BMW ads.
Fascinating insights were shared by all the presenters, including:
- Why highly creative campaigns are so effective.
- How visualising data clearly, helps to tell a story.
- How previous winners of IPA awards present their findings.
- What sets IPA winners apart from everyone else.
- Which metrics we can use to measure effectiveness and ROI.
- Why econometrics for TV advertising is becoming more popular.
- Why like-ability is a key measure for effective campaigns.
- How mobile helps other media channels with very granular data.
- How ROI and effectiveness for social media is becoming easier to assess.
Good luck to all of the IPA Effectiveness Awards entrants!
The Media Industry in 2012 - what’s in store
Jane Ratcliffe, chairman of MediaCom, felt that print sales will diversify and restructure to find new ways of cross selling. She also thinks that ‘Agencies which are technologically capable should flourish in 2012’.
Tracy De Groose, MD of Carat, said clients will have to make their budgets work harder and will certainly ‘demand greater measurement and accountability’.
Amongst others interviewed, Nick Bampton of Channel 5 said that ”During the naughties TV came under increasing pressure as it wasn’t able to prove its outcome as well as the internet. But with hindsight and as economic conditions have worsened we now see that whilst a direct link of proof is important, this can’t always fit conveniently into a spreadsheet if your business or brands want real change”. Nick mentioned John Lewis as a great example of how TV can make a brand famous.
For TV, Lindsey Clay MD of Thinkbox, was very upbeat. “In 2012 we’ll see TV continue to give advertisers the most profit and act as a steroid for other media’s effectiveness”.
There was also a lot of positive noise around Radio while Stuart Taylor of GMG and Stephen Miron of Global Group were both keen to speak loudly and proudly about online in 2012 as the only medium that has previously shown year on year growth. Online and Mobile will continue to grow according to Specific Media’s Daniel Stephenson and O2’s Gary Cole.
Outdoor will bring in digital creativity and innovation to the mix according to Matthew Dearden, chief executive of Clear Channel, with the Olympics obviously bringing about massive opportunities for business.
What’s pleasing to hear from our point of view is that measurement, accountability and technology were all mentioned as critical success factors.
If advertisers want to get the most from 2012 it is clear that measuring success and having the ability to review and refine marketing plans will play a keen part of their overall strategy.
Coverage Analysis - View Daily Reports on TV advertising response
Adalyser can now tell you hour by hour how well your TV advertising campaign has performed.
Click on a specific day within the calendar to view an hourly breakdown of TV impacts, leads and sales. Hover over the impact line to see the underlying channels and programmes (see screen shot below)
This is a great new feature to report daily TV activity for your client and without the need to create a separate graph for each day, saving valuable time.
Viewings in UK continue to grow
The latest TV viewing figures from BARB show that people in the UK watched nearly 28 hours of linear TV a week in period January to September. Moreover 93.2 per cent of all viewing was to linear broadcast TV; only 6.8 per cent was time shifted. Read more at the thinkbox website