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 - centre of marketing excellence for government Large media spend across every medium inc. online Mass market or highly targeted campaigns COI
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
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
50% of what UK males now look at on the web is user-generated Source: ComScore
1.6m 200k Aug 04 Aug 05Mar 06 London bombings 1.2m posts per day 50k an hour Live8 Source: Technorati April 06 The growth of blogging content
Homepage placement on MSN reached 3.7 million people Yahoo! Monthly audience of 480 million Source: ComScore
Media habits – time spent Cinema Internet Radio Local Press Press TV Magazines MORE LESS Source: IAB/RAB Media Conjunction Study
PRRetail Advertising Website Call centre
PR Retail Advertising Website Call centre Blogs Forums Search Family Reviews Friends Price Aggregators Affiliates ‘Experts’
Individualism Experiences Simplicity Authenticity Connecting Realities – Key trends
More sophisticated usage Personalisation Control Unpredictable Realities – Impact on interactive
Briefing work
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
Where are we? Why are we here? Where could we be? How could we get there? Where are we now? Integrated planning process
Business insights, consumer insights, media insights “Strategic Communications Planning” Implementation Creative development Implementational media planning Exploitation “through the line” Integrated planning process How the planning process works
Business insights, consumer insights, media insights “Strategic Communications Planning” Implementation Integrated campaign development Integrated planning process How COI aim to improve it
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 Integrated planning process What this means
Some examples of COI work: RAF Careers
RAF Careers: Mobile
Innovation: RAF 5,356,271 game-plays
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 9 Champions 30 semi-finalists View the entries…
Digital Media: spreading the word Blog diaries
Digital Media: promoting the site online
The campaign reached over 3.6m people 80,000 people clicked through to the website 1,682 downloads of the competition entry form Digital Media: Online performance
Some examples of COI work: HMRC – Anti Tobacco Smuggling
Search “Organic” or “Natural” search listings “Paid” or “Sponsored” listings
Thankyou Any questions?