COI Digital Media

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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

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COI

• COI - centre of marketing excellence for
  government
• Large media spend across every medium inc.
  online
• Mass market or highly targeted campaigns

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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

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New developments in the industry
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65 of UK adults are online
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60 of UK net users have broadband
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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
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50 of what UK males 18-24 now look at on the web
is user-generated
Source ComScore
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The growth of blogging content
1.6m
1.2m posts per day 50k an hour
London bombings
Live8
200k
Source Technorati April 06
Aug 04
Aug 05
Mar 06
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Homepage placement on MSN reached 3.7 million
people
Yahoo! Monthly audience of 480 million
Source ComScore
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Media habits time spent
MORE
LESS
Source IAB/RAB Media Conjunction Study
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Advertising
PR
Retail
Website
Call centre
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Search
Affiliates
Retail
Advertising
PR
Reviews
Forums
Family
Price Aggregators
Friends
Blogs
Call centre
Website
Experts
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Realities Key trends

• Individualism
• Experiences
• Simplicity
• Authenticity
• Connecting

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Realities Impact on interactive

• More sophisticated usage
• Personalisation
• Control
• Unpredictable

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Briefing work
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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

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Integrated planning process
Why are we here?
Where are we?
Where could we be?
Where are we now?
How could we get there?
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Integrated planning processHow the planning
process works
Business insights, consumer insights, media
insights
Strategic Communications Planning
Implementation
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Integrated planning processHow COI aim to
improve it
Business insights, consumer insights, media
insights
Strategic Communications Planning
Implementation
Integrated campaign development
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Integrated planning process What this means

• 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

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Some examples of COI workRAF Careers
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RAF Careers Mobile
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Innovation RAF
5,356,271 game-plays
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Some examples of COI workDefra Climate
ChallengeWeb as the hub
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Digital Media the site then
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Digital Media the site now

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

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Digital Media the young champions

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

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Digital Media spreading the word

• Blog diaries

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Digital Media promoting the site online
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Digital Media promoting the site online
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Digital Media promoting the site online
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Digital Media promoting the site online
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Digital Media Online performance

• The campaign reached over 3.6m people
• 80,000 people clicked through to the website
• 1,682 downloads of the competition entry form

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Some examples of COI workHMRC Anti Tobacco
Smuggling
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Search
Paid or Sponsored listings
Organic or Natural search listings
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ThankyouAny questions?