Bits, Bites & Downstream Indicators – Can Fly Fishing Make Your Advertising Work Better?

Bits, Bites & Downstream Indicators – Can Fly Fishing Make Your Advertising Work Better?
SHARE
THIS


What best describes you?

In this guest post, TubeMogul’s Max Mead (pictured below) argues there’s some remarkably similar parallels between the patience and skill of fly fishing and getting your advertising right…

Even lousy fly fishermen like me can find moments of extreme joy when standing in the middle of a river. After a few consecutive days of fishing to get in the groove, even I start making consistent and smooth casts, and turning bites into caught fish.

maxMead

Who knew that fly fishing and advertising had so much in common?  I try to leave my day job on the banks, but faced with the prospect of a fishless day during a recent trip, I applied a test-and-learn framework we’ve developed with our smartest clients in hopes of turning my luck around.

The system is built upon a measurement foundation that connects successful outcomes with the drivers of that success — in this case, developing the metrics that matter in the river. With that foundation intact, I then systematically focus on identifying the tactics that drive those metrics. This measurement foundation consists of a tiered structure of indicators –lagging, leading, and day-to-day metrics — that ripple into down-stream success.

In this system, catching fish is the ultimate measure of success, and represents the lagging (or when fishing, the “bragging”) indicator. It “lags” because the total number of fish caught is a great way to describe the trip’s success when the day is done, but it’s not easy to impact without first mastering all the variables that need to coincide harmoniously to catch those fish.

Anglers need more real-time measures to tell them if they’re on track. This is the leading indicator, and when on the river, getting bites -when a fish nibbles on the fly – is strong indication that you’re doing the right things.  It’s admittedly easier to reel in a fish already on the line than it is to get a fish on the line, so I prioritise maximising the total number of bites.

But I need an even more real-time variable on which to focus to immediately improve my chances of getting those nibbles.  Time and testing in the river has shown that the most impactful way to maximize bites is to keep the line in the water as much as possible: minimise time wasted fumbling with equipment, untangling knots, or moving from place to place.  It seems obvious, but having my line in the water as much as possible predicates the decision-making process while on the river.

Advertising professionals likely recognise some parallels.

A common lagging indicator, for example, could very well be a sale event or conversion — when someone buys your product. The data that helps marketers understand what drives those sales has become much more granular and is more quickly accessible than ever before. But brand affinities are developed over long periods of time, and it can take months or years before advertising results in a sale.  Brand advertisers need a more immediate way to understand what’s working and what’s not.

Just as fish express intent by nibbling, controlled experiments allow people to express how advertising alters perception, influences favorability and drives purchases. These experiments, typically in the form of targeted surveys, are low-cost, granular, and can be delivered in near real-time following an ad exposure. Thoughtful set-up and analysis allows marketers to understand which levers (a certain creative, personalised copy, or a particular audience, for example) move those measures and which spur sales.  The results from these experiments serve as marketers’ leading indicator!

Just as leaving the line in the water as long as possible is the best way to maximise bites, advertisers need a similar “always-on” approach to guide their tactical decisions on a daily basis. Common metrics like reach, frequency, viewability, and time-spent are all available in real-time and are easily relatable to leading and lagging indicators.

Like fly fishing, advertising looks easy when you see someone else doing it well — and with practice, it is! But it takes discipline to establish a consistent foundation, to exercise the right muscles and understand how one action affects another.  Seem tough? When fishing the advertising waters, don’t be afraid to hire a guide, or get advice from the local fly shop. These people usually love talking about their craft, equipment, and what has worked for others who’ve fished their local streams.

 

Please login with linkedin to comment

Latest News

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]