Agenda

• A brief introduction to COI– The work of COI Digital Media

• Industry update• Consumers – changing / evolving• Briefing / planning / integrating digital work • COI case studies• Questions

• COI - centre of marketing excellence for government

• Large media spend across every medium inc. online

• Mass market or highly targeted campaigns

COI

The work of COI Digital Media

• Advise clients on the use of digital channels

• Help clients to define their digital communications

• Manage 95% of UK Government digital advertising

New developments in the industry

65% of UK adults are online

60% of UK net users have broadband

Newspapers must give readers a choice of accessing their

journalism in the pages of the paper, or on websites, on any

platform that appeals to them, mobile phones, handheld

devices, iPods, whatever…. when they want it, how they want it

and very much as they want it.

Rupert Murdoch: News Corp

50% of what UK males 18-24

now look at on the web is

user-generated

Source: ComScore

1.6m

200k

Aug 04 Aug 05 Mar 06

London bombings

1.2m posts per day

50k an hour

Live8

Source: Technorati April 06

The growth of blogging content

Homepage placement on MSN reached 3.7 million people

Yahoo! Monthly audience of 480 million

Source: ComScore

Media habits – time spent

7

11

7

25

10

71

14

-36

-35

-39

-14

-38

-2

-41

-60 -40 -20 0 20 40 60 80

Cinema

Internet

Radio

Local Press

Press

TV

Magazines

MOREMORELESSLESS

Source: IAB/RAB Media Conjunction Study

PRRetail Advertising WebsiteCall centre

PR

RetailAdvertising

WebsiteCall centre

Blogs

Forums

Search

Family

Reviews

Friends

Price Aggregators

Affiliates

‘Experts’

• Individualism• Experiences• Simplicity• Authenticity• Connecting

Realities – Key trends

• More sophisticated usage• Personalisation• Control• Unpredictable

Realities – Impact on interactive

Briefing work

Briefing work – key questions

• Background to why you want to advertise

• Marketing Objective including targets

• Online Communication Objective

• Online target audience

• Key message(s) & reason to believe

• What do we want audience to feel as a result of seeing it?

• Editorial guidelines

• Website information – link, tagging, monitoring,

• Budget, timings, regionality

Where are we?

Why are wehere?

Where could we be?

How could weget there?

Where are we now?

Integrated planning process

Business insights, consumer insights, media insights

“Strategic Communications Planning”

Implementation

Creative development

Implementationalmedia planning

Exploitation“through the line”

Integrated planning processHow the planning process works

Business insights, consumer insights, media insights

“Strategic Communications Planning”

Implementation

Integrated campaign development

Integrated planning processHow COI aim to improve it

• Key agencies work together to develop campaign idea

• Budgets are set accordingly

• Assets are originated accordingly

• Creative development time is planned accordingly

• Brand / creative idea is integrated across all media

Integrated planning process What this means

Some examples of COI work:

RAF Careers

RAF Careers: Mobile

Innovation: RAF5,356,271 game-plays

Some examples of COI work:

Defra – Climate Challenge

Web as the hub

Digital Media: the site then

Digital Media: the site now

• Redesign• Magazine feel• More compelling• Improved navigation• More interactive…

Digital Media: the young champions

• 9 Champions• 30 semi-finalists• View the entries…

Digital Media: spreading the word

• Blog diaries

Digital Media: promoting the site online

Digital Media: promoting the site online

Digital Media: promoting the site online

Digital Media: promoting the site online

• The campaign reached over 3.6m people

• 80,000 people clicked through to the website

• 1,682 downloads of the competition entry form

Digital Media: Online performance

Some examples of COI work:

HMRC – Anti Tobacco Smuggling

Search

“Organic” or “Natural” search listings

“Paid” or “Sponsored” listings

Thankyou

Any questions?