2. 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

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

4. 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

5. New developments in the industry

6. 65% of UK adults are online

7. 60% of UK net users have broadband

8. 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

9. 50% of what UK males 18- 24 now look at on the web is user-generated Source: ComScore

10. 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

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

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

13. PRRetail Advertising Website Call centre

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

15. Individualism Experiences Simplicity Authenticity Connecting Realities – Key trends

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

17. Briefing work

18. 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

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

20. 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

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

22. 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

23. Some examples of COI work: RAF Careers

25. RAF Careers: Mobile

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

27. Some examples of COI work: Defra – Climate Challenge Web as the hub

28. Digital Media: the site then

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

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

31. Digital Media: spreading the word Blog diaries

32. Digital Media: promoting the site online

36. 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

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

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

47. Thankyou Any questions?