University of Adelaide Digital Media Presentation 17.3.2015
TODAYS SPEAKERS Matthew Hofmeyer MEC Group Business Director Lee-Anne Bishop MEC Digital Director Jordan King News Corp Australia Digital Sales Manager - SA Ben Doecke MEC Media Executive - Digital 2
TECHNOLOGY IS SHAPING MEDIA CONSUMPTION AND CONSUMER BEHAVIOUR FAST
NEW STREAMING VIDEO ON DEMAND SERVICES WILL DELIVER CHOICE BEYOND TRADITIONAL TELEVISION
BUT DOESN T EVERYONE SKIP ADS?
6 PEOPLE
7 PEOPLE ARE BECOMING HARDER TO REACH TRADITIONALLY, AND YET EASIER TO REACH TOO
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DIGITAL MEDIA IS NOT A SEPARATE CHANNEL IT S MEDIA CONNECTED Heavy Medium Light None 16% 40% 50% 24% 31% 34% 22% 3% 21% 24% 32% 27% 20% 25% 20% 24% 24% 27% 22% 31% 52% 25% 18% 20% 25% 16% 23% 7% TV Press Magazines Radio Internet Cinema OOH * Roy Morgan Single Source 18 to 44 SA
TOP REACHING AND TIME SPENT SA AUDIENCES Desktop Reach 000 Tumblr 215 Seek 234 realestate.com.au 242 Facebook Bureau of Meteorology 315 ABC 323 Gumtree Minutes Last 4 Weeks Google Search Mi9 (ninemsn/microsoft (incl. Hotmail/Live/Outlook.com) 373 ebay YouTube 497 Fairfax Media Network Facebook 534 Yahoo!7 News Corp 612 Telstra Media Network 688 YouTube News Corp 786 Facebook Google (inc Maps, Gmail, etc) Yahoo!7 Google Mi9 Google Search 893 Mi9 (ninemsn/microsoft (incl. ebay YouTube 761 Bureau of Meteorology (bom) (duration) 200 400 600 800 1000 1200 1400 Facebook - 8 hours per period YouTube 2 hours per period 10 Fairfax Media Network Tumblr (duration) 939 1156 0 News Corp
DIGITAL COMMUNICATION SOLUTIONS 11 Banner Advertising SEO and SEM (video and Web) Content Distribution Social Media Video Blogger Engagement Site Integration Native Audio Email/Newsletter In Game
BUY TYPES AND TARGETNG VARY BASED ON OBJECTIVES AND PUBLISHER REQUIREMENTS DR CPC Cost per click (DR) CPMA Cost per 1000 optimised to an action Awareness CPM Cost per thousand Impressions CPV Cost per view CPE Cost per engagement Fixed Pay for placement 100% SOV RTB Real time bidding
CONSIDER THE DIGITAL JOURNEY Where are they? What do we want them to do? How they will get there? Digital Journey What device and where might they be Measure and optimise Click to where? Final outcome Do what?
APPLYING DATA = WORKING SMARTER Choose the people or the environment?
DIGITAL MEDIA HAS TWO MAIN ROLES Branding and Awareness Focus on Impact Time Spent/Engagement Direct Response Focus on Cost Per Click Cost Per Action Volume of actions
BROAD AWARENESS - OPEN DAY Campaign: Open Day Budget: $7,854 Objectives: High Impact - Broad Awareness Media Results: Reach to 101,819 people Impressions 604,216 2,056 Clicks ecpm $12.79 CPC $3.82 16
TARGTED AWARENESS Campaign: Open Day Budget: $6,500 Objectives: Targeted Awareness Media Results: Reach to 101,000 people 101,000 (Youth) 137,000 Parents) 11,500 engagements ecpm $6.42 CPE.56c Placements: Event Ad and Link Ad 17
TARGETED REACH AND ENGAGEMENT FOCUSED Facebook event between the past two years and with Flinders Uni We can see the number of people who said they were attending the 2014 Open Day was 870 compared to 143 in 2013 We were also well ahead of Flinders Uni (no event found for UniSA) 18
Low cost prospecting In market: Targeted Action driving inventory Drive users to Campaign Website. Support ATL and Search. DIRECT RESPONSE Optimise to performance Retarget
MASTER OF PROPERTY DIRECT RESPONSE Campaign: Open Day Google Display Budget (only placement) : $1915 Objectives: Awareness/Drive Response Media Results: 732,050 Impressions 1477 Clicks ecpm $2.62 CPC $1.32 Placements/Targeting: 20 In Market Audience Business Education Interests and Topics (environments) Business Services Finance
FACEBOOK IS THE ULTIMATE MULTI-TASKER In harmony you can run: Community management Efficiently reach new audiences Run social media activation and engagement Facilitate direct response Distribute video and amplify content Maximum Potential Reach Don t limit Facebooks ability to meet your business objectives Don t hang out with the same people all the time Don t spend lots on producing content if it s only going to reach a small audiences (unless profitable) put a decent budget behind post 1,000,000 SA (Mon to Fri average circulation) Estimated Daily Reach 21 500,000 SA
RESEARCH TUESDAY AWARENESS AND RESPONSE Campaign: Research Tuesdays Budget: $2,500 Objectives: Event Registrations (Awareness and Direct Response) Media Results: Reach to 121k people 1,600 website clicks Campaign Result: Sold Out Event 22
Gender & age composition of AU social media platforms Unique Audience ( 000) 10776 1052 1460 2433 1480 2200 9598 Male Female 12-24 25-34 35-49 50-64 THE ENTIRE WEB IS SOCIAL NOW EVERYTHIN G YOU DO IN MEDIA SHOULD CONSIDER SOCIAL 47% 55% 46% 58% 36% 53% 51% 53% 45% 54% 42% 64% 47% 49% 22% 21% 38% 13% 23% 22% 22% 19% 19% 24% 21% 23% 24% 19% 28% 28% 22% 32% 32% 28% 28% 19% 21% 14% 22% 14% 17% 18% 65+ 10% 12% 2% 12% 7% 9% 11% Source: Nielsen NetView April 2013
WHERE WE ARE GOING Content marketing recognizes that people no longer want to be spoken at but rather engaged with via relevant, interesting and or entertaining information Native, Site Integration, Blogger Engagement, Content.. 24
CONTENT CAN BE MANY THINGS Content Marketing Usage in Australia (by Tactic) 25
AMPLIFY YOUR CONTENT AMPLIFICATION
PUBLISHERS ARE ALTERING THEIR OFFERINGS TO ACCOMMODATE CONTENT PROMOTION
ONLINE VIDEO VIEWING CONTINUES TO GROW 55% of online Australians now obtaining content from online video sources 3 TIERS OF ONLINE VIDEO Catch Up/ Premium Low volume of inventory, purchased on a CPM basis Video Networks Aggregates inventory for tier 2 sites, purchased on a CPM basis UGC High volume of inventory, purchased either CPM, CPE or CPV basis
YOUTUBE OPEN DAY VIDEO RESULTS YouTube 605,186 impressions Generating 68,700 full video views 4,600 clicks The average cost per completed view came in at $0.09 29
EVALUATION AND LEARNINGS Digital Partners YouTube Unique Reach Cost (ucpm) $82.74 completed view $23.53 impression 2 Frequency Benefits 30 High engagement (video) Cost effective reach Targeted to demo Creative did a great job of maximising the message reach in a unique way! Taking message reach from 68,700 to potentially 605,186 https://www.youtube.com/watch?v=bi8xmhxg_zc
RUNNING VIDEO IS NOT LIMITED TO TVC S 31 https://www.youtube.com/watch?v=kertbvfp66i&index=7&list=pl TP7oKl8qFmnLAurvlw800fCWGHu1ndUv
2015: A DIGITAL ODYSSEY News Corp Australia digital offering and products in the market
AGENDA 1. Social 2. Data 3. Performance and Brand 4. Content 5. Video 6. Conclusion
SOCIAL MEDIA AND DIGITAL PUBLISHING LIKE OMG! Referral traffic accounts for 15% of desktop and 45% of traffic. Amplification of digital activity via your own channels. Advertiser has SA s second biggest FB following, able to boost content which is relevant to our audience Social during the recent bushfire were 9 million page views 2.16 UV s, and generated 1.6 million CT s to advertiser.com Newscorp Australia now has social walls, geo tagging product available
DATA WE KNOW WHAT YOU DID LAST SUMMER 1st party & 3rd party the key differences Data leading to more accurate ways to speak with target audience informative rather than interruptive Audience Targeting vs ROC average 2.5 times Health & Well Being vs B&S ROS average 9 times Investment Int vs ROC Business & Finance 4 times Allows the Advertiser.com & News network not to be one or two big sites, rather hundreds of specific sites
BRAND & PERFORMANCE Rich Media: what is it? How it effects engagement levels on both DT & Mobile, why it works well in conjunction with branding The Cube, CTR of.5 (10-15 times higher than avg) 1,089 opted to interact with the unit, 3rd interface was the most popular and average interaction time was 17.66 seconds (avg is 5-7 seconds) Examples of Rich Media, now available as CPM on mobile Performance lead, underpinning campaigns
THE (THIRD) YEAR CONTENT IS KING Longform native a more in depth way to speak to an audience as it is highly visual, integrates pictorial and video elements. Results in improving time on page, video views, social media shares Native articles vs sponsored content: native is created by the publisher for the reader (less like a press release) sponsored content is more like advertorial in that it is created by or for the advertiser Integrated sections, home page drivers and pointers, successful local examples
VIDEO NOT ENOUGH OF A GOOD THING Video is rising in importance within the digital landscape it is also becoming a rising platform for traditional publishers Why pre-roll is our chosen delivery mechanism NewsCorp s video options, can t be skipped, 83% completion rate and boast a CTR approximately 15 times higher than standard banner advertising Now able to apply audience targeting to video on Mobile and DT
DIGITAL REPORTING
ALL DIGITAL REPORTS ARE NOT CREATED EQUAL Digital Reports contain a range of information: Impressions Clicks CTR (Click-through rate) CPC (Cost per click) CPM (Cost per thousand impressions) Video play-through rates Facebook engagements It s difficult to compare one report to another, as it depends on the campaign objectives, method of buying and reporting sources 40
ANALYSE CAMPAIGNS BASED ON THEIR OBJECTVES Campaign objective: Buying method: Media measures of success: Campaign measures of success: Focus less on: Enrolments (Direct Response) CPC Click volume, CPC Total conversions, organic site traffic, time on page Impressions, CTR Campaign objective: Buying method: Media measures of success: Campaign measures of success: Focus less on: Awareness (Branding) Seek Light Sponsorships, Display CPM Impressions, CPM, reach & frequency (sometimes) Change in perceptions, organic site traffic, time on page Clicks and CTR Campaign objective: Buying method: Media measures of success: Campaign measures of success: Focus less on: Event attendance Open Day/Night Facebook CPM Reach & frequency Event attendance, organic site traffic, time on page Facebook engagements, organic reach 41
DIGITAL REPORTS CAN T TELL US EVERYTHING There are a number of potential reporting issues: The majority of conversions occur post-impression, or a period after clicking People use multiple devices and browsers Cookies get deleted Mobile devices have tracking issues ONLY 7.8% OF PEOPLE HAVE CLICKED ON AN ADVERTISERMENT IN THE LAST FOUR WEEKS SOURCE: ROY MORGAN SINGLE SOURCE AUSTRALIA: JAN 2010 - DEC 2014 What we need from you: 42 Clear and deliverable objectives Access to Google Analytics Ability to place conversion tags on site Feedback!
KEY TAKE OUTS Digital should no longer be thought of as a channel it s media connected Display re-targeting supports search, digital display and above and below the line activity drives stronger more measurable results Digital reports only give you part of the picture analytic access is required for more robust insights Consider the user journey: offline to digital, digital to digital - understand it s not linear and that people are in different stages of the journey to your final outcome Consider content Facebook can multitask don t limit it s ability to deliver on business objectives Data enables us to reach key audiences more efficiently no longer purely placement buying Consider tailoring material (TVC for example) re-format or format to better suit the online environment 43