23
Jan
Author
Spencer Stratford
Category
Uncategorized

Election Fever?

With a firm date for the country to go to the polls many of our clients are asking us what to expect. A good start point is to look at what happened last time in 2010. The simple answer is not a lot. Obviously editorially there is a lot of fervour and stories especially in the broadsheets are dominated by political topics and campaigning. From a media point of view a big effect is the reduction of government spend – all government spending stops in the purdah (6 week run up to polling day). This leaves many media having to find advertising to fill gaps and throws up some short term opportunity – as long as the message can cut through the politics! Clearly in TV where a fluid market operates we expect some deflation, and if the broadcasters and political parties can get their act together some one off blips in media performance e.g. Sky News hosting an election debate sees impacts far above their usual level and election night itself sees a swing in viewing to BBC – other than that its business as usual – kind of!

12
Jan
Author
Spencer Stratford
Category
Uncategorized

To shop or not to shop?

In a recent BBC article (link: http://www.bbc.co.uk/news/business-30672179) it was stated that John Lewis like-for-like sales in five weeks leading to 27th December rose by 4.8% with ‘shop sales flat, but online purchases up 19%’. To clarify – all of the year-on-year growth in the busiest shopping period was due to online sales!

Taken out of context it suggests that you should abandon your proverbial high street store and get a web developer, but it’s not so clear cut even though a web savvy employee wouldn’t hurt most businesses. There is no arguing that online shopping is becoming the norm, with shops largely being used as showrooms, but it would be foolish to shut the showroom or remove any mention of you having one.

As evidenced in our experience, the whole is more than the sum of its parts; having several channels working to the same goal is the surest way to achieve success. Long gone should be the days of statements like ‘why do I need to advertise online? I already am doing TV/Radio/Press/OOH and it’s doing fine!’. You should be asking ‘HOW do I increase the efficiency of the TV/Radio/Press/OOH with advertising online?’

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.

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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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