BMF’s Head Of Digital: “Digital’s In Disarray And Now’s Our Chance!”
In this guest post, BMF’s head of digital and direct strategy, Irina Hayward (pictured below), argues digital’s eating itself once again, but amid the chaos there’s a chance to enact real, meaningful change…
The age-old debate of traditional marketing versus digital communication has reared its head again, and it continues to have an adversarial flavour – as an industry we’re still thinking in terms of ‘versus’ not ‘and’.
Facebook’s last shock wave behind the accuracy of their video view calculations, and the recent debacle on over-inflated video streaming numbers measured by AC Neilsen haven’t helped.
This has resulted in digital channels suffering a setback in terms of trust, and those with an interest in traditional marketing and advertising channels have been quick to point out these flaws in measurement, reach and general effectiveness.
Add YouTube’s recent move to kill their 30-second un-skippable ads, and Google penalising intrusive mobile pop-ups, and the idea of digital-first marketing appears erratic and ominous; how can brands ensure they achieve cut-through when platforms and formats are changing so frequently?
Moving to full colour
Despite my beliefs in the effectiveness of digital channels, it seems defensive to focus on proving stand-alone worth for one or another channel in a world where we should measure the sum of the parts of a campaign.
The question should be, why does it have to be either or? Do we want to engage in a fight for supremacy across communications channels? Black versus white?
For me, it should be about blending the two. Less black and white, more full colour.
With metrics that help convey the interrelationship between traditional and digital channels, old and new media can be friendly bedfellows and work harder to achieve results for media dollars, advancing the cause of thinking holistically about channel marketing.
While Facebook’s decision to be audited externally by Neilsen is actually a positive move, hopefully we can all move past measuring isolated soft metrics such as impressions and views, and stop relying on just one creative or one channel to do all the heavy lifting. We need to get beyond that, quickly.
The new metrics of success
With the number of devices increasing per household, (currently there’s an average of 6.4 screens per household, most of which are internet-capable), it’s clear that consumers are watching their favourite programs where, when and how they want, often moving from one device to another.
So advertising today is more about audience engagement and participation, measured through video completion rates and click throughs. Many channels contribute, and measuring this interconnected landscape is thankfully getting easier. It’s no longer just about the number of people who see your ads but all the touch points that precede and follow.
Equally important is the story telling, the narrative that helps drive traffic to site, the online experience, the digital targeting and retargeting, and the conversion levels behind it, as well as the key role of social and CRM in driving retention, engagement and ultimately, brand loyalty.
That might sound like a whole lot of media jargon. But we need to take time to understand how that chain reaction works.
Multichannel Christmas magic
I was lucky to judge last year’s APG Strategy Awards, where the most recent LEGO campaign was a great example of channel integration.
To help stand out during the already saturated Christmas retail period, LEGO inspired families to transform the star on their Christmas tree. Every channel was customised to immerse families into a deeper experience, with every touch point unique and specific to the medium used. This included online and newspaper instructions, star building workshops, competitions, interactive outdoor and online display, and social engagement. A TV commercial featuring the winning Christmas stars from families across Australia was the apex of the campaign.
Not only did the integrated campaign tug at the heart strings around a family Christmas, but it focused on maximising the complete range of owned, earned and bought channels to help drive success.
No longer do we create or measure in silos. Creative and media must work side by side. I see this as a brand response communications model, blending both emotional and rational drivers, and ‘uniting’ data, strategy, creative and media for brand, direct response and always-on environments.
We’ve only just started to scratch the surface of multi-channel and cross-device attribution. So let’s not make this a debate on simple soft metrics or a single media approach. It’s never that black and white. Let’s live in a world of full colour.
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.