21
Nov
Author
Spencer Stratford
Category
Uncategorized

When targeting goes wrong….

In world of media planning sometimes the human intervention aspect is overlooked – and when this happens it can have implications for the results of campaigns. whilst the world of media is numbers based the actual meshing of placement and desired outcome cant really be done by a machine. A great example came up in the form of a recent digital campaign where an audience (ABC1 55+) was shown to be found in Finance and Travel – the index (measure of efficiency) was far higher than elsewhere on site and especially against the homepage. Fast forward to engagement rates and what was clear was that the audience engaged far better on the homepage than on the specific section despite the audience efficiency.  Audience state of mind can never be overlooked when thinking about placement – can a machine do this?

07
Nov
Author
Spencer Stratford
Category
Uncategorized

‘Race the World’ – the World’s first amateur cycle race

Limelight Sports sports marketing and event specialist has launched the first ever round the world cycle race. Working with Opticomm the event was launched into the market in mid October targeting the cyclist market. Using a combination of print advertising, digital display, paid search and social marketing Opticomm have taken the event to cyclist community who have in turn loved the concept.

The first leg starts in Europe in London on 9th August 2015 and finishes in Miami on the 14th November 2015. Get your place quick – there is even an early bird discount!

http://racetheworldcycling.com/

 

 

RTW_Facebook_2

 

07
Nov
Author
Spencer Stratford
Category
Uncategorized

Launch of latest Red Cross Legacy Campaign

Following on from recent successful activity Opticomm are launching the November burst of the British Red Cross Legacy campaign. This multi-media campaign running across TV, national press, magazines and digital display, is designed to promote the valuable work the British Red Cross do and why they are so deserving of a place in your will went live this week.

 

 

BRC legacy digital ad

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.

Continue reading

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.

Continue reading

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.

Continue reading

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.