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Posted : Fri, 30 Jul 2010 16:58:12 GMT
Author : Getmemedia.com
Category : Press Release
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LONDON - (Business Wire)
Chaired by Pete Davis, Managing Director of Getmemedia.com http://www.getmemedia.com/ and ex-Nestle Media Controller, the panel will include Ben Pearman, Marketing Director at Birds Eye; Fran Davies, Group Brand Manager, Weetabix; Fiona Lamming, Advertising Manager, Matalan and Paul Evans, Head of Media at Xbox.
The Fresh Media Awards, now in their seventh year, celebrate creativity and innovation within organisations outside of the M25.
Pete Davis said:
"As an ex-advertiser myself, I have noticed a significant increase in the level of attention marketers are giving their media plans. I'm delighted to have such a great list of marketers joining me to help judge the Media Brand of the Year category. Birds Eye, Weetabix, Matalan and Xbox are all respected for their great media campaigns. What better accolade for a media owner to win than an award judged by actual clients!"
Deadline for entry to the Fresh Media Awards is August 6th 2010; with categories including Media Owner/Brand of the Year, Media Idea or Innovation, Strategic Planning or Campaign and Collaboration Project. For more information or to enter please visit http://www.freshawards.co.uk/.
- Ends -
Notes to editors:
Getmemedia.com is supporting the Fresh Media Awards 2010.
Getmemedia.com is the place for brands and their agencies to find marketing, media and sponsorship solutions. There are currently over 1,600 ideas and case studies live on the website and more than 10,000 brand managers and agency planners registered to search representing some of the UK’s biggest brands including the COI, Weetabix, MEC and Carat. Clients include media owners such as JC Decaux and Sky.
Getmemedia.com
Helen Reah, Marketing Director
Tel: 0845 0557269
email: helen@getmemedia.com
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27 July 2010
There has been an explosion of media choices for brands over the past few years, much of it inspired by new technology. In my former role as Nestlé Rowntree media controller I was acutely aware of this, being bombarded with numerous calls a week from media companies promoting their ideas, ranging from new opportunities and approaches, through to events and sponsorships, as well as innovations in press, radio and outdoor. And on top of this was a plethora of emerging opportunities in mobile and online.
Mobile, of course, is a relatively new addition to the pack, but the IAB’s Mobile Council has considerable data on the take up of this as an interactive tool for advertising media. Interestingly, if you compare the statistics with the take up of online as a channel then mobile is happening far faster and it is likely to take over as a major channel in the next four to five years.
From our experience, looking at the number of advertiser and planner searches via our Getmemedia.com website and through our Get Me Insight training programme, mobile is one of the top areas of advertising that marketers want to learn about. However, as yet, it’s only the most informed brands that are taking the plunge into actually using it.
Being technically savvy is of vital importance to a brand – for example, a brand manager recently informed me that they have constructed a new media development programme to allow them to test how effective certain media is in connecting with their consumers. It’s worth remembering that quite simply, without testing or trying new media you can’t learn what works best for your brand. Many companies will spend £5million on new brand development but hesitate to invest £200k on new media trials.
Mobile and app-based advertising sounds sexy, and because everyone has a mobile in their hand it has a sense of immediacy attached to it, but the reality is that it is not that important for many marketers. Mobile advertising still suffers from a comparatively small audience, and although we are seeing many more of these opportunities becoming available through our partners, the recession has encouraged marketers to return their focus to more accountable, traditional and familiar channels such as TV and Radio.
When we finally emerge from the current financial downturn, you’ll see a lot more planners starting to recommend more of these sorts of opportunities. But for the moment, many view it as risky and new – and it’s therefore less likely to make it onto a media plan.
Having said that, the arrival of apps has expanded mobile advertising. Often mobile advertising can be seen as intrusive and more complicated than it actually is. However, app sponsorship and in-app advertising is seen as far less intrusive and as such is likely to be embraced more by consumers.
Traditional media channels have already been quick to see the power of the app market, as can be seen by the Britain’s Got Talent app going straight in at number two in Brand Republic’s app download chart. Another traditional media channel that has been successful in the app market and with its in-app advertising is radio, as Michael Charnley-Heaton, chief executive of Radioworks, explains: “Many of the major radio stations have embraced mobile technology and see apps as an additional way to connect with their listeners. The apps have been a big hit with the listeners as well – Capital Radio’s app alone has been downloaded over one million times and Absolute Radio receives an average of 188,000 opens of its app every month.
“As well as being a great way to connect with listeners, apps also provide additional revenue streams for stations from elements such as app sponsorships and song sales. The radio app market is set to grow further still with UBC announcing that it will be making apps for 45 stations including talkSPORT and Jazz FM… watch this space.”
So the opportunities are out there for the more adventurous marketer, but if you do decide to go down this route, how do you get the right opportunities? How do you identify those that genuinely fit priorities and could make the difference for your brand?
At Nestlé, my answer was to create a database of all the media opportunities received. I sorted them by target market, media type and other criteria, then made them available for my brand managers to search for ideas when they wanted them.
It was a success and I left Nestlé four years ago to set up my industry-wide version: Getmemedia.com. It’s grown rapidly and now has over 1,500 ideas and Case Studies – big and small – across different media, all searchable by target audience, budget and other key criteria.
According to recent figures from the IAB and PricewaterhouseCoopers (PwC) mobile ad spend rose by 32% between 2008 and 2009 with brands from the entertainment, media and telecoms sectors spending the largest amounts on the channel. In support of this, we have seen over the past year a notable increase in mobile app opportunities coming through our website. It is becoming apparent that the use of mobile advertising and mobile apps is no longer something that should be utilised by the daring few, but rather, it is time for it to be seen as a potentially dominant channel and one that all marketers should be exploring.
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23 July 2010
Currently, the average person has a repertoire of around 14 media channels that they consume on a regular basis, whether that is Facebook, the Wall Street Journal or CNN. That’s a lot of brand noise.
Cutting through all that is an ongoing challenge for brand managers and one that is compounded by the constant launch of new media channels.
With so many media owners being brought into the fray, marketers are struggling to keep up with developments, and equally the media owners themselves are struggling to get their message across to marketers effectively.
So what are the key issues that media owners need to pinpoint to give themselves and their opportunities the best possible chance of being taken seriously?
Firstly, media owners must be able to demonstrate the credibility of their media, either through measurability (within the constraints of their media) or with great case studies, or ideally both.
Secondly, with procurement becoming heavily involved in the process, any channel needs to deliver value for brands, and brand marketers are always in search of accountability. They need to be able to take the results back to their bosses and say, “we delivered X”. This doesn’t necessarily have to be sales uplift; it just has to deliver measurability in line with brand objectives and it’s here that online is setting the pace with numerous ways to demonstrate measurability: from page views to click-throughs.
Working in partnership with media agencies is another useful way to reach marketers. UM (Universal McCann), for example, has developed the Curiosity Lab – a room dedicated to creativity and innovation in digital media.
By giving marketers the chance to experience digital media for themselves, they are more likely to understand and be inspired by the ways that they can use digital technology to give their brands and businesses an advantage.
Websites and online media communities can also be a great resource when searching for the targeted media solutions marketers require – as well as case studies of the media in action.
Let’s remember that most marketers spend roughly 10% of their time on media and advertising. While this is a small chunk of time, the percentage of marketing budget this represents will be far higher.
Getting marketers excited about media opportunities serves both the media agency and the media owner. Marketers want solutions delivered to them, in a clear, measurable and simple fashion. If that delivery stems from effective collaboration between media owners and agencies, so much the better.
Pete Davis, founder of Getmemedia.com
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21 Jun 2010
With a growing number of sponsorship opportunities available, Pete Davis, managing director of getmemedia.com, looks at what clients really want in the current market.
Currently, the average person has a repertoire of around 14 media channels that they consume on a regular basis, whether that be Facebook, Sky Sports or The Daily Star. Everyone has their media circle of influence and this can see them absorbing thousands of advertising messages every week. That’s a lot of brand noise.
Getting cut through is an ongoing challenge for brand managers. And, while many brands are keen to be involved with sport – “sports fans” is the most popular lifestyle demographic when marketers and agencies are searching for opportunities across our site – the constant launching of new and diverse media and sponsorship opportunities within the sector can sometimes make it feel like every available space is up for grabs as a way of targeting an audience.
At any one time there are between 200 and 250 sports industry opportunities on Getmemedia.com. Over half of these are sponsorship, ranging from high-profile opportunities with the England Team for the Commonwealth Games 2010 or the RFL (Rugby Football League) to more niche ideas, such as opportunities to sponsor marathons in some of the world’s most challenging environments with Everest Ultra.
The rest include a range of opportunities including advertising in sports orientated magazines, mobile apps, websites, events / festivals and even radio programming. With this amount of choice on offer, selecting the right opportunity for a brand can be a confusing and time-consuming process.
With so many more media owners being brought into the fray, marketers are struggling to keep up with developments, and equally the media and rights owners themselves are struggling to get their message across to those marketers effectively. So what are the key issues that sport media owners need to pinpoint to give themselves and their opportunities the best possible chance of being taken seriously?
Consumers only have the ability to take in so many advertising messages, so brand marketers need to know how effective any media channel is at allowing advertising to get through clearly and attract the undivided attention of the consumer; full engagement with their brand is what every marketer craves. To do this media and rights owners must be able to demonstrate the credibility of their medium, either through measurability (within the constraints of their medium) or with great case studies, or ideally both.
With procurement becoming heavily involved in the process, any channel needs to deliver value for brands, and brand marketers are always in search of accountability. They need to be able to take the results back to their bosses and say, “we delivered X”. This doesn’t necessarily have to be sales uplift; it just has to deliver measurability in line with brand objectives.
It is here that online is setting the pace with numerous ways to demonstrate measurability: from page views to click-throughs. Outdoor media companies, for example, whilst delivering stature and impact would never be able to tell you exactly how many people have viewed a 48-sheet poster, let alone how many had bought the product as a result of seeing it. Measurability is one reason why brand marketers are enticed by new technology media, and the knock-on effect is that this is driving the need for other media channels to catch up in terms of accountability.
But sometimes even this is not enough, particularly with some of the more adventurous new media opportunities, such as a sports orientated mobile phone app. Media and rights owners need to make sure that marketers trust what they are doing and that they are comfortable with their media channel or proposition. While something might sound like a good opportunity, the bottom line is that if a marketer either isn’t 100% comfortable with an opportunity or doesn’t understand how it can benefit their brand, they are not going to do it.
The best way to do this, of course, is for media and rights owners to get in front of the marketer to explain and present their opportunity to them, but this is far from easy. While we would always advise marketers not to underestimate media owners’ ability to deliver value for them and to therefore give them the time, it is simply not possible for every marketer to meet every company.
It is also important to remember that brand managers are typically fielding dozens of calls a week from media and rights owner sales teams who want to tell them about their opportunities. Frustratingly for the brand manager, many of these calls are either not relevant or tailored enough to their brand, or, are received at the wrong time of the year to be included in marketing plans. But there are ways round these issues.
Industry events and networking opportunities are a useful way to meet marketers. By perfecting your ‘elevator pitch’ you have the best chance of engaging people quickly. Indeed for any meeting with a marketer there are some golden rules. Keep your proposition simple, clear and inspiring. Don’t risk losing your audience by using industry jargon and acronyms. And, remember to tailor your points to the brand in question. Keep it relevant! It sounds simple enough, but actually doesn’t happen as often as marketers would like. What’s more, help marketers understand what marketing objectives your opportunities can deliver, sponsorship for example is excellent for driving brand loyalty.
Collaborating either within your own business, or with other media and rights owners, to create cross-media solutions to present to marketers also doesn’t happen often enough but when it does this too can be really powerful.
Websites and online communities – like Getmemedia.com – can also fill a vital role for the industry by bringing marketers together with media and rights owners in an environment that is much easier for the marketer to fit into their schedule. These online resources can help marketers find the targeted solutions they require – as well as case studies of the medium in action – and enable them to make informed decisions on opportunities for their brand campaigns.
Most marketers spend roughly 10% of their time on media and advertising. Whilst this is a small chunk of time, the percentage of marketing budget this represents will be far higher. Getting marketers excited about media and sponsorship opportunities serves both the media agency and the media owner.
Marketers want solutions delivered to them, in a clear, measurable and simple fashion. If that delivery stems from effective collaboration between media or rights owner and agency, then so much the better!
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Brand-e.biz
Comment: Marketers need to get to grips with media
June 10th, 2010 by admin
Says Pete Davis.* Over the past few years, we have seen an explosion in the number of media choices available for brands, much of it inspired by new technology. Currently, the average person has a repertoire of around 14 media channels they consume on a regular basis – from Facebook to the Daily Star, or from ITV to Sky – and this can see them taking in thousands of advertising messages every week. This proliferation of media is forcing companies and their agencies to seek out more and more innovative ways to earn cut-through for their brands and get their messages heard.
At the same time, media owners are also looking for smarter and more creative ideas to draw brands into commercial relationships to capitalise on this growing media phenomenon. So much so that it can sometimes feel as though every available space can be used as a way of targeting an audience – whether it’s advertising on walls in children’s play areas, on shop shutters or mobile phone screens.
While, in many respects this may appear like a perfect match, the reality is that with so many more media owners being brought into the fray, marketers are struggling to keep up with developments. Equally the media owners themselves can struggle to communicate their concepts effectively to those marketers. Brand owners simply don’t have the time to meet all the media owners out there, and this goes some way to explaining why so many excellent opportunities are missed.
From the brand side a number of hurdles need to be overcome. Most marketers are under considerable pressure and do not have enough time to put themselves in the position of being consumers in their target audience and then trying to understand the media they consume and the best opportunities in those areas. Indeed, the majority spend as little as 10% of their time on their advertising budget, despite the fact that it may take up a considerably larger chunk of their marketing expenditure.
On top of this, marketers need to trust that the media channels they are using will deliver results. While something there might be great opportunities – such as ad-funded online programming, or creating an iPhone app – the bottom line is that if a marketer either isn’t 100% comfortable with the opportunity or doesn’t understand exactly how it can benefit the brand, then they are not going to go for it.
That said, media owners can be the source of some of the most interesting and ground-breaking opportunities. What many of them need to learn is how to package their offerings in a more brand-friendly way. Media owners know their products back to front but can rely far too heavily on jargon – talking solely about TVRs, OTSs and CPAs will not get the media owners their sales.
As a result, marketers tend to rely on their agencies to find opportunities. However, understanding who media owners are and what they do is an important part of building media knowledge and it can help marketers to work together with their agencies to create better brand communications.
So, bringing both parties together in an environment that allows them to communicate with each other simply, easily, in way that increases relevance and that appeals to the areas that are most important to each side is crucial if the media industry is to capitalise on opportunities. Web-based technology can be a key driver in helping to deliver this, putting media owners in front of advertisers in a more cost-effective and easily digestible way.
In my previous role as media controller at Nestlé, I helped my brand managers negotiate the media minefield by drawing all information into a central hub for creative marketing ideas and sorting opportunities by target market, cost and other criteria. This concept became Getmemedia.com, which now contains hundreds of ideas and case studies from different media and marketing disciplines, all searchable by target audience, budget and other key criteria.
By pulling ideas together in this way, marketers get a wider picture of the opportunities available and media owners can showcase their wares to an attentive audience. It can also help both parties avoid the common mistakes and pitfalls inherent in the media landscape.
*Pete Davis is co-founder of Getmemedia.com
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Utalkmarketing.com
How to avoid media pitfalls and identify opportunities
By Pete Davies, managing director, Getmemedia.com.
In my former role as Nestlé Rowntree media controller I was acutely aware of the explosion of media choices for brands today.
It can be incredibly difficult for marketers to stay on top of what’s going on in more traditional media without even starting to lift the lid on the plethora of emerging opportunities in mobile and online.
Invest the time in media
Spending time understanding the media marketplace can pay substantial dividends, helping marketers become aware of cost saving opportunities as well as what channels best suit their brands.
For example, if you’re printing six-sheet posters, instead of getting the exact number printed for your campaign, you could increase the print run and then take advantage of last-minute deals at a reduced rate. You wouldn’t be able to do this if you didn’t have the physical posters. And you wouldn’t know this was possible without knowledge of the poster/print market.
Don’t be afraid to challenge your agency
Many marketers may simply accept the recommendations and media plans they are given by their media agency as they don’t feel they are equipped with the knowledge or skills to discuss their media options effectively.
Through building media knowledge marketers become more confident and astute in asking their agencies the right questions at the right time. Good agencies encourage this, and as a result a collaborative approach is almost certain to deliver better solutions for your brands.
One of the core aims of getmemedia.com has been to help brands really get to grips with the media landscape through a number of specific courses we call Get Me Insight. By building their understanding of the media marketplace, marketers will ensure they are able to ask their agencies the right questions and work with them to get the media channels they need for a campaign.
Think about the wider audience
Marketers also need to think about the wider audience when they’re planning their media spend. While every brand has its core target audience, there are large groups of people that sit outside this but that still matter. Take the time to understand who they are and create solutions for them.
Talking to these people requires media activities with a far wider reach. Not spreading the net wide enough can be a common mistake. For example, a low penetration in the North of England can be addressed through a regional campaign, so you don’t have to do everything nationally.
Look at the cross-media opportunities
With cross media opportunities, marketers need to ask themselves an important question: are they really making the most of how far they can take their message with the media relationships they already have?
For example, if a brand is already advertising with Bauer in a magazine title like Kerrang!, do they know they would also be able to work on TV, radio and on pack? Cross media and through the line communications can be a powerful avenue as they can take a brand’s message out to a much wider audience. This is known as the multiplier effect.
Make your idea transferable
There are two angles here; firstly does the creative idea transfer to different media opportunities and, secondly, how does the idea tie in and transfer to other disciplines? No longer is everything based solely around a TV ad, ideas need to be able to work on anything from a 48-sheet poster to a mobile phone screen.
In the past, creative would be “made for” TV and then squeezed into other formats, which invariably ends up an ineffective use of that media. Now, to get the most out of a media channel, marketers must ensure the creative is designed specifically for it.
Clever ideas can tip campaigns
Sometimes it’s easy to overlook the fact that the most effective ideas aren’t always the ones that cost the most money. Simple, clever and creative PR-able ideas can tip campaigns. While these ideas can be relatively small in scale and inexpensive they can also be big on capturing their audience’s imagination.
One such example was the 2007 relaunch of Cadbury’s Wispa chocolate bar. A PR agency discovered there was a number of ‘Bring back Wispa’ pressure groups set up on social networking sites.
They used this strength of public feeling to convince Cadbury to reintroduce the bar, and went on to use the story as the basis of their PR campaign, while also engaging the people in the groups via social networking to become brand ambassadors and spread the word.
A flurry of media coverage ensued as Wispa became the first brand relaunched on the back of social media. Importantly, the scale of success of the relaunch means the brand remains on sale today.
Don’t underestimate the power of a media owner to give you good ideas
Media owners can come up with some of the most interesting and ground-breaking opportunities, so give them a hearing. There are hundreds of people out there selling good creative ideas, but many brand marketers are too busy to listen to them.
This was another key reason for setting up getmemedia.com: to give marketers and media owners a place to interact with each other in their own time.
Many marketers don’t get the chance to look for media ideas, instead relying on their agencies, but understanding who media owners are and what they do is an important part of building your media knowledge.
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Campaign, 21st May, Letters to Editor
Dear editor,
It was quite apparent that media agencies took a bashing last year ("Putting the creativity back into media", Campaign, 14 May) but I don't think they are in a worse position than other agencies. The media landscape is shifting and agencies and marketers alike realise that it's no longer enough to come up with an isolated ideas based around a great TV ad. But while with some media agencies great strides are to be made in embracing new media channels, it's also necessary for clients to understand the benefit of investing in testing them and to budget for innovation.
During the recession, it was necessary for a lot of agencies to hold on to a client no matter what, but just having good-value deals doesn't make for good advertising campaigns - it's the quality of the creative idea and the creative execution that matters. In the article, Colin Gottlieb asserts that the traditional client stance of how much can you save me "will be replaced with "how much can you make for us?"" and I quite agree.
A year of having to cut back on value should have made it plain that this isn't sustainable or a good method of producing viable campaigns: it's the smart ideas that make the difference.
Pete Davis, Managing Director, Getmemedia.com
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Getmemedia.com Activity
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Last Updated: 1 September 2010
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- Over 1,650 live opportunities
- 10,135 registered members
- Over 25,000 ideas viewed in Aug 10
- 187 media owner contacts made in Aug 10
- Media ideas worth over £700m
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"Getmemedia.com is a fantastic resource for planners as in one space it combines a broad selection of non traditional media opportunities in an easy to use and accessible format as well as useful industry data."
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Niki West, Media Account Director - MPG
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