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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Integration with other media
Written by Anant Joshi, Director, Partnerships and Sales Engineering, Eyeblaster
In the internet advertising industry we tend to forget that comprehensive ad campaigns entail other media as well, with digital being one piece of the pie. To assume that digital advertising happens in a vacuum is to overlook its powerful unique aspect: it is well suited for integrating multichannel campaigns.
Television
Let’s look at currently the biggest piece of the media buy, television. Television is seen in the eyes of some digital agencies as their evil twin. This should not be the case. Online advertising spend in the UK is on track to surpass TV spend by 2009. The two media should complement each other, rather than compete for media space. Perhaps the most obvious way to integrate offline and online messaging is by co-opting television footage for use on the internet. It’s been done since the beginning of online video advertising, with innovation replaced by imitation of television footage.
However, there is more to online video advertising than simply repurposing television campaigns, and online messaging should leverage the capabilities of the medium while remaining consistent to the larger campaign.
From a marketer’s point of view, the best channel is the one that is most effective at reaching the right audience at the right time. Advancements in the ability to check the performance of all media channels in one place will help make those decisions easier and quicker. Let’s take the below graph as an example.
In this example, you can see the monthly split by campaign length for each media channel. Plotting the line that shows the advertiser’s sales/units sold or services rendered you can graphically see the impact of each channel’s campaign and how they interplay. By drilling into more information on how each channel has impacted overall spend and looking at overall website conversions, the agency or advertiser can clearly see which media channel is the most effective. With the current convergence of media, these processes still need to be ironed out before that can be shown. However, when we see IPTV through set-top boxes (non-browser based) hitting the mainstream, together with data access in real time, this will be a far easier process.
TV and Online can also collaborate for better targeting of ads. TV advertising has progressed with targeting capabilities, such as the introduction of Addressable TV advertising. The ability to digitally insert targeted ad placement in TV broadcasting is refreshing and holds potential.
We can foresee a situation when searching for product information or engaging with video online will result in more relevant ads.
Some IPTV innovators already let viewers decide if they want to watch all ads upfront or later during the show. The next logical step is to let consumers specify their preference for ad content, for example, by vertical industry. The technology is simple but the implication of targeting on consumer experience can be significant.
Within online itself, the industry sees a separation between the main media channels. Now it is possible to connect them together and see the successful aspects of each one in conjunction. If search and display are tracked together, then the advertiser and agency can really understand their consumers’ path to conversion.
For example, a user engages with an expandable ad for the first time. Then three days later they use a search engine to look for the product name they remembered seeing on the expandable ad. They click on the PPC sponsorship link but do not go through to purchase. Finally, on day eight they convert via a polite ad on a different publisher making a purchase on the advertiser’s website.
Traditionally, the conversion would only be awarded to the last ad or keyword seen. But when the whole path is analysed, we see the value of each touch point along the path. The trends of each of the channels and publishers that drive the conversions can be shown, and their individual media attribution values calculated – eventually enabling marketers to better plan their budgets across search and display in order to achieve the best return on investment. However, with the multitude of search engines and bid management tools in use, a technology solution is still required to enable wide-scale search and display integration.
Emerging channels include in-stream, in-game and mobile. In-stream advertising is advertising placed around the flow of a publisher’s video content. There is high growth amongst specialised video content providers assisting publishers in getting started with video content and related advertising.
In-game advertising is placed in either casual games, gaming consoles or PC-based games. In-game ads enjoy extremely high performance and address a much targeted audience.
Advertising on mobile devices, today mostly WAP-based, is fast becoming a popular way to increase a campaign reach. These emerging channels should be seriously considered as part of the media mix to the extent that they promote the campaign strategy.
Consistent analytics can show the ROI in the different channels, as well as any overlap and/or synergy.
Advertisers have employed the enhanced interactive capabilities of digital to extend the overall creative messaging of their campaign. By complementing the messaging that appears on television, in print and throughout other traditional media with the strategic engagement opportunities afforded by digital, brands can build on the cumulative effect of their campaign. Making full use of all your channels may mean expanding your concept in accordance with these channels’ capabilities. A recent example is a campaign for a mobile phone manufacturer, highlighting the phone’s photo capabilities.
The advertisers created a multi-stage competition where people took photos with their mobile phones, then uploaded and submitted them for a competition through the internet. This campaign encompassed multiple channels and used each one for a specific piece of the competition, driving traffic and encouraging their audience to take advantage of the wide technological options available to them. The great thing about digital is its ability to analyse it all together in a cohesive, campaign report.
Internet advertising offers many ways to complement offline advertising or extend brand messaging. With creative innovations appearing every day, there’s always an opportunity to set a precedent in integrating multichannel campaigns. There are a few caveats to consider:
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In the internet advertising industry we tend to forget that comprehensive ad campaigns entail other media as well, with digital being one piece of the pie. To assume that digital advertising happens in a vacuum is to overlook its powerful unique aspect: it is well suited for integrating multichannel campaigns.
What media should be connected together?
Television
Let’s look at currently the biggest piece of the media buy, television. Television is seen in the eyes of some digital agencies as their evil twin. This should not be the case. Online advertising spend in the UK is on track to surpass TV spend by 2009. The two media should complement each other, rather than compete for media space. Perhaps the most obvious way to integrate offline and online messaging is by co-opting television footage for use on the internet. It’s been done since the beginning of online video advertising, with innovation replaced by imitation of television footage.
However, there is more to online video advertising than simply repurposing television campaigns, and online messaging should leverage the capabilities of the medium while remaining consistent to the larger campaign.
From a marketer’s point of view, the best channel is the one that is most effective at reaching the right audience at the right time. Advancements in the ability to check the performance of all media channels in one place will help make those decisions easier and quicker. Let’s take the below graph as an example.
In this example, you can see the monthly split by campaign length for each media channel. Plotting the line that shows the advertiser’s sales/units sold or services rendered you can graphically see the impact of each channel’s campaign and how they interplay. By drilling into more information on how each channel has impacted overall spend and looking at overall website conversions, the agency or advertiser can clearly see which media channel is the most effective. With the current convergence of media, these processes still need to be ironed out before that can be shown. However, when we see IPTV through set-top boxes (non-browser based) hitting the mainstream, together with data access in real time, this will be a far easier process.
TV and Online can also collaborate for better targeting of ads. TV advertising has progressed with targeting capabilities, such as the introduction of Addressable TV advertising. The ability to digitally insert targeted ad placement in TV broadcasting is refreshing and holds potential.
We can foresee a situation when searching for product information or engaging with video online will result in more relevant ads.
Some IPTV innovators already let viewers decide if they want to watch all ads upfront or later during the show. The next logical step is to let consumers specify their preference for ad content, for example, by vertical industry. The technology is simple but the implication of targeting on consumer experience can be significant.
Search and display
Within online itself, the industry sees a separation between the main media channels. Now it is possible to connect them together and see the successful aspects of each one in conjunction. If search and display are tracked together, then the advertiser and agency can really understand their consumers’ path to conversion.
For example, a user engages with an expandable ad for the first time. Then three days later they use a search engine to look for the product name they remembered seeing on the expandable ad. They click on the PPC sponsorship link but do not go through to purchase. Finally, on day eight they convert via a polite ad on a different publisher making a purchase on the advertiser’s website.
Traditionally, the conversion would only be awarded to the last ad or keyword seen. But when the whole path is analysed, we see the value of each touch point along the path. The trends of each of the channels and publishers that drive the conversions can be shown, and their individual media attribution values calculated – eventually enabling marketers to better plan their budgets across search and display in order to achieve the best return on investment. However, with the multitude of search engines and bid management tools in use, a technology solution is still required to enable wide-scale search and display integration.
In-stream, in-game and mobile
Emerging channels include in-stream, in-game and mobile. In-stream advertising is advertising placed around the flow of a publisher’s video content. There is high growth amongst specialised video content providers assisting publishers in getting started with video content and related advertising.
In-game advertising is placed in either casual games, gaming consoles or PC-based games. In-game ads enjoy extremely high performance and address a much targeted audience.
Advertising on mobile devices, today mostly WAP-based, is fast becoming a popular way to increase a campaign reach. These emerging channels should be seriously considered as part of the media mix to the extent that they promote the campaign strategy.
Consistent analytics can show the ROI in the different channels, as well as any overlap and/or synergy.
Extending creative messaging
Advertisers have employed the enhanced interactive capabilities of digital to extend the overall creative messaging of their campaign. By complementing the messaging that appears on television, in print and throughout other traditional media with the strategic engagement opportunities afforded by digital, brands can build on the cumulative effect of their campaign. Making full use of all your channels may mean expanding your concept in accordance with these channels’ capabilities. A recent example is a campaign for a mobile phone manufacturer, highlighting the phone’s photo capabilities.
The advertisers created a multi-stage competition where people took photos with their mobile phones, then uploaded and submitted them for a competition through the internet. This campaign encompassed multiple channels and used each one for a specific piece of the competition, driving traffic and encouraging their audience to take advantage of the wide technological options available to them. The great thing about digital is its ability to analyse it all together in a cohesive, campaign report.
Summary
Internet advertising offers many ways to complement offline advertising or extend brand messaging. With creative innovations appearing every day, there’s always an opportunity to set a precedent in integrating multichannel campaigns. There are a few caveats to consider:
- Begin with a measurable end in mind. Especially in thedigital world.
- Mind the saturation point. Even the most creative conceptsrun the risk of oversaturation. Use digital to complement your greater campaign, but don’t overdo it.
- Avoid duplication. Every medium has its own strengths and weaknesses but by and large, there is audience overlap between them. Many of the same viewers who see a TV ad will see the same brand online. Take advantage of the unique properties to complement other channels, but don’t copy the same spot for different media.
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