19
Feb
Author
Henry Barshevsky

Is Advertising on Digital Marketing Networks Broken?

Broken digital media

Once in a while a report or study surfaces that claims that ‘advertising on <large website/network> is a waste of money’. The usual reaction to this type of question is a flurry of blogger activity and then everyone goes back to advertising on the website/network in question. Are the studies wrong or is the level of apathy in the digital marketing space just so high? Probably neither.

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17
Jan
Author
Henry Barshevsky

Bingo! – Start 2014 with a PPC Health Check

There is a whole pseudoscience emerging in the digital industry aimed at getting that small 0.1% increase in efficiency. Not many digital disciplines suffer from obsession with incremental increases more than pay-per-click (PPC). At times it seems that some PPC professionals are so obsessed with the latest ‘best practice’ that they tend to forget the basics. Too often I have come across expertly managed accounts that lack some fundamentals.

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Certified Google Partner

Google has recognised Opticomm’s skill and expertise in managing advertising campaigns on their properties by awarding us Partner status – which is a great way to start the year :)

 

Opticomm Media Google Adwords Partner

Our Partner Page

Happy New Year!

19
Dec
Author
Henry Barshevsky

Zeitgeist 2013 – Year in Review

It’s that time of year again; everyone is gathering data and posting their ‘year in review’ and ‘what happened in 2013’ lists, infographics and videos. We thought we’d take it easy and just compile a list of online information that captures what 2013 was all about in digital culture, news and marketing.

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12
Dec
Author
Spencer Stratford

Keep your friends close – Media Buying (Remarketing)

It’s no secret to any marketer that it’s cheaper to retain a client than to gain a new one. While it may be an accepted truth in the offline media, it’s usually a quantifiable concept in the digital world; it’s no wonder that more and more ad servers are getting on the remarketing wagon.

Recently Twitter announced their Tailored Audiences, which gives the ability to target individuals by their email address as opposed to anonymous groups of people by their interests or keywords. Ethics and ‘creepy factor’ questions aside, it’s a powerful tool for continuing the customer conversion process; it basically means that if you got someone’s email, you can target them on Twitter as well as their email. Continue reading

26
Sep
Author
Spencer Stratford
Category
Uncategorized

The End of Digital Marketing?

As firm believers in platform neutral approaches to media planning, it was good to read Marc Pritchard’s views on digital in Marketing Week.

Pritchard says at P&G this has “shifted its mindset” to “digital back” marketing, starting campaigns in the digital world and then building back into the rest of the marketing mix.

Pritchard said P&G’s marketing team has stopped thinking of digital in terms of the “the tools, the platforms, the apps, the QR codes, augmented reality, holograms or whatever is coming next” or as a “mysteries medium with its own set of metrics”, but for what it is: “a tool to build out brands by reaching people with fresh, creative, campaigns”.  Too often these crush the thought of who and by which media to communicate

Pritchard added: “Let’s celebrate the end of digital marketing. Let’s focus on creating the great ideas that move people and build great brands. And let’s leverage the tools, platforms and technology to make them bigger and engage with people like never before. Our brand building teams, our agencies and most of the people who see our stuff and buy our products will thank us for it.”

How refreshing to hear a client overcoming the blinkered thinking that digital outcomes come through and require digital media to initiate and he should be applauded by media planners.  Despite what agencies might think, it is often clients that lead approaches and instigate change.

06
Sep
Author
Spencer Stratford
Category
Uncategorized

Media Buying – TV still has impact

“TV ads still have most impact – but a decline is setting in” was the headline of an article on MediaTel outlining research published by Deloitte*. The research methodology was to ask respondents which formats they considered most impactful.

In these times when we are becoming ever more capable of understanding what media works in which way, is this research useful for us when we are looking at media choices? Our experience here at Opticomm is that it is very possible to look at the impact of media on whatever the KPI might be – from long term brand objectives to immediate response in the form of web traffic, online sales, donations or footfall into the store that weekend.  Furthermore it is possible to understand that these impacts are not constant across message or client.

The synergies between media use are also vital to effective media planning.  Understanding these and the relationship between cost and impact is vital to effective media buying.  Very general views on the efficacy of media, based on an unnecessarily flawed methodology, are far from helpful and provide an outdated perspective on media measurement.

As Mark Barber of RAB concludes “People’s perceived impact of a media channel is not necessarily reflective of the actual influence that channel exerts. A lot of advertising works most effectively on the subconscious mind – a survey of this nature would not capture this.”

We couldn’t agree more and it is perfectly possible to understand impact, then plan and buy media accordingly.

29
Apr
Author
Spencer Stratford
Category
Uncategorized

Valuing Facebook fans – Media Buying

Part of the Opticomm ethos is to deliver hard numbers to soft measures.  As such we were intrigued to see recent press around ‘Value of a Facebook fan rises to an average of $174’. The basis for the story has come from a report written by Hotspex. Hotspex is a market research company that claims to deliver provocative market research enabling their clients to make informed and inspired decisions. Whilst we would certainly agree with the provocative approach we are not so sure with the latter claim. Our main issue with the report is the valuation model used; the model used was on Syncapse’s. How they derive the valuation is not clear but it is claimed to take into account product spending, brand loyalty, propensity to recommend, media value, cost of acquisition and brand affinity. Whilst there can be a definitive on some of these variables some are entirely subjective and therefore without the detail of how the report becomes at best thin and most likely an attempt to create something rather than an attempt at valuation.

It hasn’t changed our view which puts the valuation of a like at that of just over warm data, higher because of the viral opportunity and lower cost of communication. However even this must be tempered as often over communication can lead to wall papering where value is driven out.

Nice try guys but think again.

12
Apr
Author
Spencer Stratford
Category
Uncategorized

Opticomm win talkSPORT quiz…

Opticomm’s team of sport trvia experts secured victory in last nights talkSPORT quiz.

Winning the team name competition with ‘Maggie’s Thatch’, and then the overall quiz itself, the prize was a golf break for two each! Having seen some of the team’s golf skills at Urban Golf for last years Xmas party we don’t see anyone being allowed past the first tee…

Thanks to Micky Quinn the host with the most (innapropriate and un PC jokes)

 

Well done Opticommers!

Micky and the boys celebrate

Micky and the boys celebrate

02
Apr
Author
Spencer Stratford
Category
Media Buying

Media Buying – NRS 2012 review

The latest figures show how much national press brands have moved on from the days when everyone looked purely at monthly ABC’s. Content is king and there is rightly an increased focus on news brand touchpoints – meaning  you have to look what the reach is for both print and digital platforms to understand what is really happening.

And it is an interesting picture – the rise of the Mail (both Daily and Sunday) is overwhelming.  Whilst all print circulations have declined over the last 10 years they probably had the shallowest fall – but it is their online domination that comes as perhaps the biggest surprise. The monthly reach just on the Daily Mail and Mail Online stands at over 20 million – The Sun, for years the behemoth in the print world and an early leader in online with its strong gaming and football content, lags 2.4 million a month behind (that is near enough the entire circulation was in its print heyday).

Beyond the picture in quality press is most interesting as titles with smaller print circulations , for years the poor relations  now have the greatest reach;  the Guardian achieves 12.8million, whilst the Telegraph has achieved good online growth considering its audience  brand heritage. It is the Times/Sunday Times which really suffers – strongest in print, it is by far the weakest in online reach moving it into last place amongst all the quality press – even the Independent.

Whilst you don’t buy the digital component from an advertising perspective in the same way you do the print, its importance can’t be over stated. The pay wall argument may make some short term sense on a P&L but looking into the next medium term, can a weak online presence really be sustained by declining print market? Whether the media planners and buyers use one part of their portfolio or another, or cross platform partnerships with titles as we have used recently, will we see some of the regulars on schedules diminish in their importance?

Surely some model of looking at both would be a good idea rather than reliance on just one?