MediaCom: European Marketers and Media Lead the Way to the Never-Ending Campaign - Chris Binns - MediaBizBloggers

If you39ve just finished a nice neat campaign schedule then I have bad news Your spreadsheet showing weeklong bursts of TV a month of outdoor and digital display combined with extended print messages is already out of dateWe39ve reached a tipping point and we need to prepare for a world where communication is asynchronous A world where message consumption is spread over an incredibly broad period rather than during the campaign schedule specified by the brand amp8211 or indeed the media plannerLongterm this is going to require us to change what we do in three key ways We39re going to have to reinvent the media plan as a mapped journey to create new planning tools that provide realtime understanding so say goodbye to panel or questionnairebased data and to develop a new structure for accountability that can cope with these longerlasting messagesWhat39s really exciting is that the possibilities for asynchronous media will only multiply particularly as mobile devices amp8211 not just mobile phones amp8211 such as tablets become more widespreadSitting at the heart of this new asynchronous media landscape is social media Usage of platforms such as Facebook and Twitter is already so ingrained that 45 of UK viewers watching this autumn39s quotX Factorquot are using social media channels while they viewIn Europe we see four clear trends in the way that brands can seamlessly link the offline to the online at launch and then extend their messages over time The future for synchronous usually paidfor media is that it acts as an entry point for asynchronous consumption of brandrelated contentRescuing print Despite the lingering death of traditional paperbased print as circulations dive the possibilities are incredibly exciting Tools such as clic2c make all press content interactive and have already been used by Audi in Spain and finance giant Axa in Belgium Since commuting is prime reading time the introduction of subwaywide WiFi networks will transform the print advertising experience via tablets and other mobile devicesOutofhome and online Google and Facebook execs have been giving tongueincheek presentations about quotreal world social groupsquot for a while now but it39s become a reality Emerging UK musical artist Cheryl Cole39s new campaign is a prime example of the way that outofhome and digital can be seamlessly integrated Fans spread the word about the new album to their friends every time they check into an outdoor poster site extending the message far beyond the opportunity to see offered by the billboard during rush hourRealtime reallife comparison engines Retail giant Tesco are transforming barcodes into a retail channel Their new UK app allows consumers to scan barcodes as a way of adding items into their online shopping cart not just in their own stores but for branded items anywhere Tesco has effectively made every single brand contact a campaign moment and a call to actionEverything is retail Fashion brand French Connection has just launched a quotYouTiquequot where consumers can watch a film and click to buy the clothes they see featured Likewise broadcaster Channel 4 has cited product placement deals that enable viewers to click to buy the hero39s clothing when they watch its shows online as a significant source of future revenue The launch of Vevo in the US represents a chance for music labels to offer potentially similar functionality and further monetize their dealsSo how long will it be before we see all these things lined up by forward thinking retailers They could use digital outdoor to offer timesensitive coupons downloadable once you check in via Facebook Places amp8211 thereby alerting your social network to the offer amp8211 for exampleWe believe that most brands could take advantage tomorrow if they wanted to Although there are technology challenges around standards the key barrier is the standard industry planning cycle Coping with an asynchronous world means ditching six to 12 month planning cycles in favour of 145 day iteration cyclesIn the future at the start of every period ongoing successful activity will be optimized messages that are fading will be dropped and new initiatives introduced Brand messages will work their way across traditional and social media seamlessly reaching into consumers39 lives and changing their behaviourIf smart brands want to take advantage the future can be todayChris Binns is Managing Partner at tedmediacom a specialized unit of MediaCom He can be reached at chrisbinnsmediacomcom

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

MediaCom: European Marketers and Media Lead the Way to the Never-Ending Campaign - Chris Binns - MediaBizBloggers

Author

Publish date

Channel

Archived in

Chris Binns

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

MediaCom: European Marketers and Media Lead the Way to the Never-Ending Campaign - Chris Binns - MediaBizBloggers

Enjoying This Commentary? There's More to Love

Chris Binns

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies