Monday
Command Awareness with Cross-media BlitzBecause consumers use different forms of media at different times of the day, an optimized mix of strategically selected media works best to reach and impact them.
By Joseph Jaffe
It’s a bird; it’s a plane; it’s…it’s…a butterfly?
The Itsy, Bitsy Spider
Crawled up the Water Spout
Out came the Web
And cleaned the box-office Out
Got mLife?
Above are three examples of recent high-profile campaigns that made use of the Web as a core component of an integrated media mix.
Marketers abound embrace the best practice of utilizing a variety of touch points in order to communicate their core positioning, support and messages to their intended target audiences. Each touch point incorporates a unique subset of nuances, capabilities and distinctive abilities to tell a story in its own way.
Television offers the capability to tell a story within a story -- a multimedia extravaganza packed into 30-seconds of Pytka-esque genius; radio tantalizes the inner-workings of the ear, sparking imagination and thought; print presents a moment frozen in time – an iconic blast of imagery shrouded in several proof points; out-of-home demands attention with larger-than-life executive summaries of succinct nuggets of communication.
Enter the Internet -- a virtual Utopia of entertainment, information and coupons to boot, wrapped in a layer of interactive glitter, which delivers the magic of instant gratification through the power of a hover, click or touch of a keypad.
Each medium is an invariable superpower capable of taming even the toughest consumer. And a combination of these superpowers leads to a Justice League of America type outcome. Or in other words, the brand with the most touch points wins.
Washington Mutual executed perhaps one of the finest examples of an integrated campaign that was everywhere – and I mean everywhere! Tightly integrated, consistent design and singular messaging ensured you now know that Washington Mutual is not a D.C. patriotic movement; nor is it a society of caffeine-loving Seattleites.
In this particular campaign, Organic created flash-based slices of local city life through which to deliver an interactive compendium of positioning statements, while offering the all-mighty zip-code store-locator to reward the bank’s most engaged prospects (see: best practice of rewarding interest with immediate fulfillment).
Spiderman has the accolade of the highest box office weekend in movie history. It is also the biggest online movie advertiser of all time. Coincidence?
2002 saw all kinds of box office records broken on the movie circuit. Lord of the Rings, Austin Powers: Goldmember, XXX and Harry Potter all had incredibly successful launches and movie runs: All utilized the Web aggressively in their cross-media run up to their premieres.
Jeff Silverstein, founder/VP Media Services at Catalano, Lellos & Silverstein, points out that there are several ways of using the Web in launch type situations. “The medium can serve as a launch pad, landing platform or the entire ride in between. There is no set formula. It is dependent on marketers’ needs and comfort level with the medium. Many marketers are still learning how the Web can benefit them, how the Web can overcome problems they might be experiencing. We've had clients launch products using online as the lead vehicle and others who have used it to support their launch as a means of getting more information out there.”
The best practice of commanding awareness is not a case for why using the Internet makes sense; it’s an instructional video of how or how much to use the Internet in similar highly visible situations, including – but not limited to – launches (see: best practice of cost-efficient incremental reach/frequency).
From a consumer behavior perspective, it’s a concept I call follow-through media planning: the ability to stay close to a typical consumer over a given period of time.
The concept is predicated on the understanding that any one consumer uses different forms of media at different times. Think perhaps of your typical day. It begins with the alarm radio blaring a few bars from your local radio station (until you hit snooze!). It continues with your choice of morning programming weaving in and out as you pass from room to room. Next up is the daily newspaper in the subway or on the bus, joined by the boom of out-of-home signage. Enter the wonderful World Wide Web between the hours of 9 and 5. A magazine accompanies you on your way home, where finally you sink into the sofa and reward yourself with must-see TiVo.
Follow-through media planning recognizes that consumers are a moving target (audience) and reaches them accordingly through an optimized mix of strategically selected media.
“I'm a true believer in ‘the day in a life of’ concept, whereby your target is exposed to your ad message from the moment they wake up to the moment they go to sleep,” explains Silverstein. “An effective launch takes into consideration media consumption habits, how they differ by target and time of day.”
It also stands to reason that with 160MM Americans now online, online’s inclusion in an integrated mix (which itself is no done deal) should be subject to the same treatment and investment levels of its offline counterparts.
Furthermore, online’s widespread inclusion in the mix helps plug the ever-widening holes caused by media defections, brand apathy and PVRs. The 2002 Media Mix Study from the Online Publishers Association and MBIQ, for example, concluded that online advertising is more likely to be seen than television advertising, where, in a controlled test of a TV-plus-Web ad campaign for the U.S. Air Force, "a large portion of TV viewers do not see the commercials" (see best practice: elusive reach).
“If you are trying to reach influential working people,” explains Michael Zimbalist, executive director of the OPA, “the daytime at-work audience is completely captive to online.” Furthermore, our OPA research with Millward Brown has shown that At-Work users are spending more time online (excluding e-mail) than with any other medium during the workweek. GE's new branding launch is an example of this use.
The additional touch point also spikes the overall halo effect generated by surrounding the consumer in short bursts of marketing communication.
AT&T wanted to convey to current and potential customers the new mLife brand among key target audiences and to promote interaction with the mLife brand – even before customers knew what it represented. With an eye toward a Super Bowl kick-off for the brand (and you don’t get any bigger than that) AT&T began a teaser campaign with the slogan "What is mLife?"
Traffic had built gradually over the course of the campaign and by the Saturday before the big game had hit 34,000 unique visitors. On Sunday, traffic spiked to 681,000 visitors. Of the whole mix of media, online ads drove 33% of mLife.com's traffic, although the online spend represented only 10% of the campaign's overall budget. Of the visitors to the site, 6% signed up to receive more information via e-mail. Daily traffic to mLife.com increased another 42% with the launch of online advertising on the Monday following the Super Bowl. In addition, the online campaign significantly outperformed its AdIndex norms for message association, brand favorability, and purchase intent, according to Dynamic Logic.
"There's a strong correlation between eyeballs on the Web and customers who will actually buy," AT&T Wireless spokesman Mark Siegel told ZDNet AnchorDesk. "If you have a lot of interest in what you're doing expressed on the Web by unique visits to the site, that is going to correlate highly to people doing business with us."
Tom Deierlein, VP of sales at Dynamic Logic, expands on this really salient thought. “Don’t treat each medium as a silo. The same audience you are attracting and attempting to reach offline is online. If you are a high-end luxury brand offline, don't try to be a discount brand online.
This makes even more sense in the context of a high-impact integrated objective. In order to reach a maximum number of a given target audience quickly and comprehensively, and in doing so, establish and leave an indelible impression on them, a combination of high-impact best practices is required. Deierlein highlights these tactics, which includes use of rich media, larger ad sizes/formats and all-important frequency (see: various rich media and ad format best practices; see best practice of building brand effectiveness with increased frequency).
And you’re just not going to get this kind of impact from a half-hearted approach, are you?
By Joseph Jaffe
It’s a bird; it’s a plane; it’s…it’s…a butterfly?
The Itsy, Bitsy Spider
Crawled up the Water Spout
Out came the Web
And cleaned the box-office Out
Got mLife?
Above are three examples of recent high-profile campaigns that made use of the Web as a core component of an integrated media mix.
Marketers abound embrace the best practice of utilizing a variety of touch points in order to communicate their core positioning, support and messages to their intended target audiences. Each touch point incorporates a unique subset of nuances, capabilities and distinctive abilities to tell a story in its own way.
Television offers the capability to tell a story within a story -- a multimedia extravaganza packed into 30-seconds of Pytka-esque genius; radio tantalizes the inner-workings of the ear, sparking imagination and thought; print presents a moment frozen in time – an iconic blast of imagery shrouded in several proof points; out-of-home demands attention with larger-than-life executive summaries of succinct nuggets of communication.
Enter the Internet -- a virtual Utopia of entertainment, information and coupons to boot, wrapped in a layer of interactive glitter, which delivers the magic of instant gratification through the power of a hover, click or touch of a keypad.
Each medium is an invariable superpower capable of taming even the toughest consumer. And a combination of these superpowers leads to a Justice League of America type outcome. Or in other words, the brand with the most touch points wins.
Washington Mutual executed perhaps one of the finest examples of an integrated campaign that was everywhere – and I mean everywhere! Tightly integrated, consistent design and singular messaging ensured you now know that Washington Mutual is not a D.C. patriotic movement; nor is it a society of caffeine-loving Seattleites.
In this particular campaign, Organic created flash-based slices of local city life through which to deliver an interactive compendium of positioning statements, while offering the all-mighty zip-code store-locator to reward the bank’s most engaged prospects (see: best practice of rewarding interest with immediate fulfillment).
Spiderman has the accolade of the highest box office weekend in movie history. It is also the biggest online movie advertiser of all time. Coincidence?
2002 saw all kinds of box office records broken on the movie circuit. Lord of the Rings, Austin Powers: Goldmember, XXX and Harry Potter all had incredibly successful launches and movie runs: All utilized the Web aggressively in their cross-media run up to their premieres.
Jeff Silverstein, founder/VP Media Services at Catalano, Lellos & Silverstein, points out that there are several ways of using the Web in launch type situations. “The medium can serve as a launch pad, landing platform or the entire ride in between. There is no set formula. It is dependent on marketers’ needs and comfort level with the medium. Many marketers are still learning how the Web can benefit them, how the Web can overcome problems they might be experiencing. We've had clients launch products using online as the lead vehicle and others who have used it to support their launch as a means of getting more information out there.”
The best practice of commanding awareness is not a case for why using the Internet makes sense; it’s an instructional video of how or how much to use the Internet in similar highly visible situations, including – but not limited to – launches (see: best practice of cost-efficient incremental reach/frequency).
From a consumer behavior perspective, it’s a concept I call follow-through media planning: the ability to stay close to a typical consumer over a given period of time.
The concept is predicated on the understanding that any one consumer uses different forms of media at different times. Think perhaps of your typical day. It begins with the alarm radio blaring a few bars from your local radio station (until you hit snooze!). It continues with your choice of morning programming weaving in and out as you pass from room to room. Next up is the daily newspaper in the subway or on the bus, joined by the boom of out-of-home signage. Enter the wonderful World Wide Web between the hours of 9 and 5. A magazine accompanies you on your way home, where finally you sink into the sofa and reward yourself with must-see TiVo.
Follow-through media planning recognizes that consumers are a moving target (audience) and reaches them accordingly through an optimized mix of strategically selected media.
“I'm a true believer in ‘the day in a life of’ concept, whereby your target is exposed to your ad message from the moment they wake up to the moment they go to sleep,” explains Silverstein. “An effective launch takes into consideration media consumption habits, how they differ by target and time of day.”
It also stands to reason that with 160MM Americans now online, online’s inclusion in an integrated mix (which itself is no done deal) should be subject to the same treatment and investment levels of its offline counterparts.
Furthermore, online’s widespread inclusion in the mix helps plug the ever-widening holes caused by media defections, brand apathy and PVRs. The 2002 Media Mix Study from the Online Publishers Association and MBIQ, for example, concluded that online advertising is more likely to be seen than television advertising, where, in a controlled test of a TV-plus-Web ad campaign for the U.S. Air Force, "a large portion of TV viewers do not see the commercials" (see best practice: elusive reach).
“If you are trying to reach influential working people,” explains Michael Zimbalist, executive director of the OPA, “the daytime at-work audience is completely captive to online.” Furthermore, our OPA research with Millward Brown has shown that At-Work users are spending more time online (excluding e-mail) than with any other medium during the workweek. GE's new branding launch is an example of this use.
The additional touch point also spikes the overall halo effect generated by surrounding the consumer in short bursts of marketing communication.
AT&T wanted to convey to current and potential customers the new mLife brand among key target audiences and to promote interaction with the mLife brand – even before customers knew what it represented. With an eye toward a Super Bowl kick-off for the brand (and you don’t get any bigger than that) AT&T began a teaser campaign with the slogan "What is mLife?"
Traffic had built gradually over the course of the campaign and by the Saturday before the big game had hit 34,000 unique visitors. On Sunday, traffic spiked to 681,000 visitors. Of the whole mix of media, online ads drove 33% of mLife.com's traffic, although the online spend represented only 10% of the campaign's overall budget. Of the visitors to the site, 6% signed up to receive more information via e-mail. Daily traffic to mLife.com increased another 42% with the launch of online advertising on the Monday following the Super Bowl. In addition, the online campaign significantly outperformed its AdIndex norms for message association, brand favorability, and purchase intent, according to Dynamic Logic.
"There's a strong correlation between eyeballs on the Web and customers who will actually buy," AT&T Wireless spokesman Mark Siegel told ZDNet AnchorDesk. "If you have a lot of interest in what you're doing expressed on the Web by unique visits to the site, that is going to correlate highly to people doing business with us."
Tom Deierlein, VP of sales at Dynamic Logic, expands on this really salient thought. “Don’t treat each medium as a silo. The same audience you are attracting and attempting to reach offline is online. If you are a high-end luxury brand offline, don't try to be a discount brand online.
This makes even more sense in the context of a high-impact integrated objective. In order to reach a maximum number of a given target audience quickly and comprehensively, and in doing so, establish and leave an indelible impression on them, a combination of high-impact best practices is required. Deierlein highlights these tactics, which includes use of rich media, larger ad sizes/formats and all-important frequency (see: various rich media and ad format best practices; see best practice of building brand effectiveness with increased frequency).
And you’re just not going to get this kind of impact from a half-hearted approach, are you?
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