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Non Broadcast - Out of Home and Print Broadcast The world of television and radio has undergone dramatic changes in recent times and this is set to continue. Opticomm Media is at the forefront of this change, advising on, and modelling future strategies for UK major broadcasters and other media owners. Despite some of the headlines broadcast is not an old or dead media, it is evolving and adapting. We deliver standard short form brand/awareness/consideration/launch campaigns, DRTV and long form TV. Our planning will be used for c.£50m of airtime in 2010. We ensure all clients have plans optimised to their needs and audiences - not an agency deal. We ensure all plans are constantly monitored and altered to ensure delivery. We adjust flight in light of our live audience feedback mechanism. We ensure the most accurate reporting and matching for all DRTV analysis and match up all response channels such as online, phone and text (SMS). Using our analysis mechanics we can identify the halo effect of brand activity on overall objectives. We use a combination of specialist TV planning and reporting tools to ensure we get the optimum schedule for our clients, not the optimum schedule for the stations. Our team have won awards for optimising TV advertising and sponsorship. This has helped to drive other channels such as search and DM. We see radio as an under utilised part of the media mix and take advantage of this when delivering through the line campaign plans. We use traditional radio planning tools such as JET and RAJAR but also fuse insight with TGI.net to show how online and radio can be best used together. Recent campaigns have included use of branded content, live reads and using SMS as a response mechanism. On all channels we deliver well ahead of market audited pricing. Online DisplayOpticomm's approach to online display is in line with other media channels. Our focus is on fully understanding the campaign objectives and audience so that we can recommend the most appropriate creative and media solution -whether that be a highly targeted or broad reach network based buy. Direct Response Display often works most effectively as a long term channel buy where we are able to optimise activity over a period of time to an agreed CPA. We utilise our technology in order to optimise display ad campaigns, both contextually and Different objectives to pure response driven display such as online branding will require a much more tailored solution from the outset. Where with pure DR activity we optimise over time towards conversion and with branding and targeting we aim to have this high level of targeting in place from the very beginning of a campaign. For example, a financial services provider who offers products only targeted towards IFAs will have a very different media mix to a broad reach charity looking for online donations and directly measurable ROI. Tracking and adserving technology is fundamental to all Opticomm online solutions. Without an effective and reliable tracking solution in place, it is not possible to accurately report results, and therefore gain valuable insight for the purposes of ongoing planning. We have experience with a number of providers and are able to offer a complete service in this area to include full campaign de-duplication and "Path to Conversion" reporting, whereby we can attribute percentage influence towards media rather than just attributing sales entirely on the last click wins model. We are also accomplished at looking at the contribution of online towards broader objectives and ROI in synergistic media plans.
Search
We regard search as an important part of the media mix. We advise clients on, and execute both, SEO and PPC campaigns. Our team won DMA Gold in 2009 and is currently short listed for the Revolution Awards 2010. In both cases we successfully tailored our search strategy around TV airtime scheduling to maximise efficiency. On another campaign, our planning forms a major part of an IPA effectiveness paper. We pride ourselves on our innovation in this area. Our approach to paid search is to deliver against KPIs agreed with the client in the most effective way. All of our search team are Google Adwords qualified and have extensive experience carrying out search campaigns of all sizes.Time and time again we see search treated as a stand alone channel and not within the context of all other media. We strongly believe that this misses a great opportunity and we are currently working with Google, and other companies, to demonstrate search's capabilities. Non Broadcast-
Out of Home
Another medium that has seen rapid expansion, and also some of the greatest creativity in terms of options available, is outdoor. Opticomm Media has successfully integrated out of home into many campaigns, most recently with Greenbee, and has identified real long term value/investment created via our econometric analysis. Market forecasts and movements are tracked weekly and by contractor to give our clients instant insight to what is happening in the world of outdoor. By using our out of home mapping system every site is analysed against audience for its location and quality. Opticomm Media is a fully recognised media agency with both PPA and NPA agency recognition. Social Media Social Media is one of the hottest topics around at the moment. We understand that not every brand is Zappos, or has an outlet store like Dell. Getting the most out of social networks needs a level headed approach that is free of industry hyperbole. It's true to say that a large proportion of the target audience will be part of social network, however it's not always as easy as it seems to engage with them. Users on social networking sites are often too engaged by their content to pay attention to advertisers. To overcome this it is important to make a client's message and targeting as potent and relevant as possible. We work with a number of clients on generating social media executions that engage their target audience and work in unison with other media activity. We also focus heavily on measurement and believe that running a social media campaign must involve clear KPIs and benchmarks, not just quant based buzz counts. We look to create conversations and hits on social networks for our clients, whilst realising that conversations might not be an end in themselves.
INTERNATIONAL MEDIAOpticomm Media plans and buys media across all EMEA territories and across all media platforms. |
