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Media Intelligence : Media Trends+Strategy 2012
digital The new wow factor for customer engagement What is Oomph doing in the next 12 months which will be of interest to media buyers and planners? We have seen that media buyers are looking to reach new audiences on Tablets; advertisers want to be there. Publishers are offering it, and the language, the forum and the transactional facility is not there yet to bring them altogether. We’ve done hand-holding to make this happen for a few things – Renault car campaign. Its ad agency and our technology ran an ad unit across ACP, Fitness First and Haymarket: it was the first cross publisher media tablet buy in Australia of a rich ad. It was very successful and we’ve just completed our second one with Vodafone. How have your products adapted to the significant change in the media landscape? It’s not rocket science – tablets are the way. Deep engaging ads are a very definite way forward but making those ads was rocket science. And that was a problem – if your ad production costs were $100k for the tablet which has a smaller reach, it just wasn’t profitable. But we brought the cost of production of rich media advertising right down – to four digits in many cases, and that has meant that you can have these rich experiences – get this absolutely huge wow factor – but at a very manageable cost. And now you can see some of these ads in some of our magazines where the customer will just stop in their tracks and engage with an advertisement which is exactly what needs to happen. What’s the next big thing to impact on this sector? We’re a year-and-a -half into tablets and most of the aggressive adoption uptake predictions have been exceeded by reality – normally the opposite happens. It’s still going crazy. IOS5 has just come out and every day people find a reason to pick up their iPad and not their laptop or they’re watching TV but their iPad’s on their lap and they’re flicking between, TV is almost background and iPad is foreground. If iPads didn’t evolve for the next five years from a hardware point of view, what people will do with the apps, with the services will absolutely go ahead like crazy. So it’s an amazing platform to evolve on. Where things are a little bit immature on it are transactions and commerce. We think that’ll become very big: Where you can be in a really great environment to learn about products... and transact effortlessly. How are apps impacting on social media? Our apps all allow you to share your content by email, Facebook or Twitter and when you share by eg Facebook, it’s posted to your wall with the story you’re reading and your friends can talk about it and they’ve got a call to action to go get the app. Also we put SM inside the app where there can be a live Twitter feed beside an article; and you can also Tweet back from the app. We’re doing quite a lot of event apps now that show you the event guide, the map, a reminder in your calendar, a profile of each of the speakers; and a live Twitter feed of that event so the guide is a living guide as people are talking. We created an app for a recent conference called Creative 3 in Brisbane; there were 250 attendees and there were 260 downloads of the app. People saw the hash tag and twitter and because the app was promoting it and giving links to itself, they joined in the conversation. Some were saying things such as ‘I wish I was at this conference, it sounds fantastic. I’m looking at the program.’ So that’s pretty powerful. The flip side to that is Facebook is seen as a bit of a panacea and some customers are not making smart decisions about it: they don’t understand the real use of it. They need somebody to curate it so that when people are engaging, somebody is there to talk back. The empty room syndrome is a killer! Everyone comes into the empty room and walks out of it again. Measurement and ROI are major considerations – how are these being demonstrated in your model? Some of our customers are now bringing in revenue directly from paid content that exceeds the costs. Building on that, having iPad specific advertising campaigns is beginning to happen as well so there’s additional revenue there. Some of our customers including Fitness First, were profitable from Issue 1 with their iPad magazine because of what they presented to a couple of advertisers – such as exercise equipment, protein powders etc – it goes from a flat ad to someone talking to you. They delivered a great experience. Apple have featured it. The advertisers are absolutely delighted. Keith Ahern CEO Oomph 28 MEDIA Trends + Strategy MEDIA Trends + Strategy 29 Boom times for video Can you elaborate on what the IAB has done in the past year? Our core focus has been on audience measurement. The IAB ran a tender the for provision of online audience measurement services. We received 21 expressions of interest and we set up a Technical Review Group of measurement specialists representing the IAB, the Media Federation and the Australian Association of National Advertisers. At the end of May we endorsed Nielsen as the preferred supplier and we endorsed a so-called ‘hybrid methodology’: a lot of measurement on the web is done either through a panel or through tagging and the hybrid methodology merges or fuses the data from both to give a much more accurate representation of audience and their behaviour on websites. The implications for the industry are that this is without doubt the most significant step forward in online audience measurement in the last 20 years. It sets up the most accurate and credible measurement system ever; it’s a people-based measurement system so it’s not based on unique browsers. Having standardized measurement, having selected a preferred supplier and having come up with a world-leading methodology that provides comparable metrics, we believe this is going to underpin the growth of the industry which is currently $2.5bn. We know it’s going to grow to $3bn in 2012 – it’s growing at about 20% annually so we’re obviously on track to surpass $3bn, certainly by the end of June – and we know it will exceed $4bn in 2014. This is covering the Australian online advertising industry – it encompasses search and directories, general display and online classifieds. Does it include mobile, apps, tablets? We had our first meeting recently of the IAB Mobile Advertising Council – the MAC – and Paul Fisher CEO Interactive Advertising Bureau Australia p26-29,31_digital.indd 28 28/11/11 2:43:19 PM
MT Resource Guide 2011
MT Resource Guide 2012