Month: September 2013

Revisiting an old theme – media sustainability

A couple of years ago I wrote a bit of a manifesto on why we as advertising professionals should be looking to enhance the media we use to communicate our brands offerings rather than just exploiting the eyeballs we find there – I think it is still relevant and so wanted to share it again in slightly cut down form


This image formed the spark for the philosophy and manifesto that I’m about to deliver so here goes:

Here’s what I believe:

1) Human attention is a valuable natural resource, allowing us to learn about the world around us, adapt our behaviour for optimal utility of that world and to evolve our attitudes for maximum enjoyment of the world

2) Human attention is NOT an infinite resource, there is only so much new information we can take in at any time and only so many things that we can be persuaded to care about

3) All marketing and communications require that we capture that human attention

4) Human attention naturally concentrates and clusters around certain content and media because of the value it contributes to their lives, NOT because of the amount of advertising they find there

5) Just like any natural resource, over-exploitation of the human attention to media will inevitably lead to the dilution and eventual destruction of that attention and make it impossible for us to harness it any way, positive or negative.

(Yeah I love that pic!)

6) It should therefore be the responsibility of advertisers to not just exploit a medium for the audience that it attracts, but to invest in that medium with sustainable communications to ensure that it continues to deliver value to consumers and in turn provide a continuing resource for brands to communicate to those audiences.

Some advertisers might claim that they already do this – by paying to advertise in a medium they say they are investing in the quality of content that medium can provide. And maybe that used to be true. Maybe some consumers do watch advertising in the knowledge that they are entering into a contract with the media channel to “pay” for the content they choose to watch by also watching content that they would rather not. However I think we are deluding ourselves if we think this is true of most advertising messages.

As advertisers we “buy” an audience that media owners “sell” to us. Because of that we think we have a right to put pretty much anything we can get away with in front of that audience and we approach every consumer contact with the question “what can my brand get out of this?”.

A perfect example of this is the recent news story that Ford had “secured” a corporate page on Google+. What I found remarkable about this was that a) Ford had ignored Google’s request for advertisers to back off until they had worked out how to showcase corporate accounts and b) No-one seems to have a clue what Ford are doing there and what they hope to get out of it. All that they seem interested in is the fact that there are 10 million+ people already signed up and that it is currently unexploited so they get to be first. No-one knows how people are using Google+, what it is all about and what they can get out of it, but Ford are happy to steam in and plant their corporate size 9 footprints over everything.

This shouldn’t be surprising. As soon as an emerging technology develops into something that looks a bit like a “medium” then every client I have wants to know “How should I be using it?” There is an assumption that if there is an audience then we should be exploiting it. The same happened with Twitter and I can’t even think about doing a campaign without being asked “what will my facebook page look like”.

I also look at the dead and dying media brands that have failed to keep up with the ever increasing demands of advertisers and investors and so have been abandoned by the wayside. Internet brands such as Myspace that has effectively been ditched – at a loss of half a billion dollars – because no-one could work out how to make it work for advertisers.

I start to feel an element of responsibility for this. If every new medium is disected and assessed solely based on it’s ability to generate advertising income then potentially viable media products and businesses that could have had another business model are simply allowed to fade away.

Now maybe this isn’t a problem whilst there is a steady flow of sacrificial lambs for us to exploit, plunder and destroy, and maybe it is fine when consumers don’t have a choice whether or not we target them, but I believe the days of being able to exploit media with impunity are numbered. Consumers have more and more tools that enable them to choose whether to engage with advertisers or not and the longer we abuse their good will and force interruption to their media consumption with unwelcome messages, the quicker they will learn how to switch us off. Indeed there is legislation coming which will force consumers to make that choice (see anti-cookie European legislation)

So here’s where I start my campaign for sustainable communication (I got here eventually!).

I believe that the most successful advertisers in the next 20 years will be those that understand that we have a duty to respect the contract between advertisers and consumers and deliver true value in our communications.

We need to ensure that we are investing in successful media, not just by buying media space, but by delivering content and messages that in and of themselves increase the value that consumers take out of that media space. Rather than saying “what’s the next big thing” all the time, we should be saying “how do we make the current big thing work better for consumers” so that we don’t have to start all over again when we have bullied them out of the media that they used to love.

For my part, whenever I am asked to consider a new media opportunity, I am going to endeavour to start with the question “How can I make that media better for the consumers who are consuming it” rather than “How can I make a quick buck here”. And let me be clear – another generic TV ad with animated animals or a beautiful woman selling perfume does not make my experience of that medium better. Most ads that your average advertiser likes are frankly wallpaper for your average consumer.

Over the next few weeks and months I will be adding examples of campaigns that are either examples of great sustainable communications or worrying examples of media exploitation.

Please feel free to send me any good examples of either.

As a starter for 10, please check out the mediaweek award shortlisted Panasonic Advertiser funded programme “How to take stunning pictures”. This was a piece of TV content on channel 5 that out-performed it’s alloted programming slot and was hugely popular with consumers and client alike. In addition Panasonic were able to clearly convey their commitment to helping the average photography enthusiasts get the most out of amateur photography. And it sold Panasonic Lumix cameras – lots of them.

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Real ambition for Real Time Planning

This morning I saw a great presentation – #Ownthemoment – from our Twitter sales representatives in which they highlighted the most effective ways to take advantage of Real Time Planning behaviours using the twitter platform. Particularly they highlighted 3 types of event you can look to associate yourself with – Live, Connected, and Everyday.

They then proceeded to highlight a variety of planned “newsjacking” type behaviours that actually mirror the kinds of tactical reactive advertising the press advertising industry has been indulging in for years, but that twitter has provided a low cost and more immediate entry point to. See this Innocent example around the recent furour surrounding the Gareth Bale transfer

gareth bale

Their key point (which I very much agree with) is that Real Time Planning is MORE about the Planning part than it is about Real Time. Most of the “reactive” campaigns that have been celebrated in our industry are in fact meticulously planned responses to highly predictable events. The key is the effective analysis of data to predict likely scenarios and then have a plan for when those scenarios eventually emerge.

That’s all fine. There is definitely a place for placing a series of small reactive bets that IF they pay off can deliver a proportionally huge return on investment. Using the framework of “Live, Connected or Everyday” moments is a sensible way to structure our social communications if we want them to appear relevant and get consumers to engage with them.

My problem with it is simple – it is just too small. Advertising spend on Twitter represents approximately 0.1% of all advertising spend globally. If we generously guess that it has an equal effectiveness to all other advertising then it is essentially worth 0.1% of all advertising effect. If you then manage to align the planets correctly and hit the jackpot with a promoted tweet that is bang on for your brand and a rising trend that day, you might be able to increase its effectiveness by a factor of 10 – or 1000% – giving it a total value to the average campaign of 1%. But it takes a lot of work and a lot of failed attempts to get that jackpot moment. For every Oreos blackout moment

oreos

there is an Epicurious Boston moment and hundreds that just don’t get noticed at all.
epicurious-boston-tweet

That isn’t to say that Real Time Marketing isn’t important – quite the opposite – I think it has the potential to revolutionise the way we run marketing campaigns, it is just that I want to make it worth more than 1% (at best!) I want to find a way to apply those Real Time insights to a medium that can make a real difference.

On average, TV advertising makes up 63% of all advertising spend and is rising. If we can use these real time insights and cultural understanding to make our TV budgets work just 10% harder, then that is worth 6% of all advertising budgets. To put it in money terms – the potential prize for getting it right with twitter is global increase of $5billion (and I think that is incredibly generous), but the same level of effort could conservatively be worth $30billion if applied to my TV budgets.

I know where I’d rather focus my efforts.