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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. COI - centre of marketing excellence for government

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agenda
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
slide3
COI
  • COI - centre of marketing excellence for government
  • Large media spend across every medium inc. online
  • Mass market or highly targeted campaigns
the work of coi digital media
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
slide8

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

slide10

The growth of blogging content

1.6m

1.2m posts per day

50k an hour

London bombings

Live8

200k

Source: Technorati April 06

Aug 04

Aug 05

Mar 06

slide11

Homepage placement on MSN reached 3.7 million people

  • Yahoo! Monthly audience of 480 million

Source: ComScore

media habits time spent

Cinema

Internet

Magazines

Radio

Local Press

Press

TV

Media habits – time spent

LESS

MORE

Source: IAB/RAB Media Conjunction Study

slide13

Advertising

Retail

PR

Website

Call centre

slide14

Search

Affiliates

Retail

Advertising

PR

Reviews

Forums

Family

Price Aggregators

Friends

Blogs

Call centre

Website

‘Experts’

realities key trends
Realities – Key trends
  • Individualism
  • Experiences
  • Simplicity
  • Authenticity
  • Connecting
realities impact on interactive
Realities – Impact on interactive
  • More sophisticated usage
  • Personalisation
  • Control
  • Unpredictable
briefing work key questions
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
integrated planning process
Integrated planning process

Why are we

here?

Where are we?

Where could

we be?

Where are

we now?

How could we

get there?

integrated planning process how the planning process works

Creative

development

Implementational

media planning

Exploitation

“through the line”

Integrated planning processHow the planning process works

Business insights, consumer insights, media insights

“Strategic Communications Planning”

Implementation

integrated planning process how coi aim to improve it
Integrated planning processHow COI aim to improve it

Business insights, consumer insights, media insights

“Strategic Communications Planning”

Implementation

Integrated campaign development

slide22

Integrated planning process What this means

  • 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
innovation raf
Innovation: RAF

5,356,271 game-plays

digital media the site now
Redesign

Magazine feel

More compelling

Improved navigation

More interactive…

Digital Media: the site now
digital media the young champions
9 Champions

30 semi-finalists

View the entries…

Digital Media: the young champions
slide36

Digital Media: Online performance

  • The campaign reached over 3.6m people
  • 80,000 people clicked through to the website
  • 1,682 downloads of the competition entry form
search
Search

“Paid” or “Sponsored” listings

“Organic” or “Natural” search listings