‘Media in Focus’ is the first chapter of research from Les Binet and Peter Field called Marketing Effectiveness in the Digital Era. It was first presented at EffWeek 2016 and the paper was published by the IPA in June 2017.
This publication takes the changing media landscape as its focus and addresses such issues as: does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid making paid media redundant? It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy.
Reactions to the research have been very positive. Many clients and agencies are actively using it to assess their own approach to effectiveness. Nicole Kirkland is a member of our Effectiveness Champions, a group of practitioners from advertising agencies all across the UK who are committed to greater effectiveness. We asked her to give her reaction to the paper and explain why it is so important, not just for the C-Suite, but for those on the frontline of marketing.
A point-of-view from Nicole Kirkland, Senior Planner, Southpaw
“As planners we’re always conscious of not being stuck in the London bubble, of ‘keeping it real’ when it comes to understanding who our consumers really are. Days after reading chapter 3.0 I’m still disappointed at my own ignorance, and berating myself over how out of touch I had become with the realities of the new media landscape, mainly, the continued prevalence of live TV viewing, and the degree to which traditional formats continue to impact overall business effectiveness.
“It brings some much needed quantitative data to those of us who are increasingly being asked to prove we can win before the race has even begun”
Somewhere amongst increasing client confidence in digital formats, and the constant hum coming from the major social media platforms in their ongoing innovation race, my grasp of middle England’s relationship with media had become distorted. Contrary to my perceptions, only 4.0%, not ‘most people’ watch subscriber VoD, and VoD hasn’t substantially dented viewing figures for conventional broadcast TV. Furthermore, I was surprised to learn the degree to which traditional media still has a very strong role to play, particularly when coupled with digital formats, in communicating with Millennials.
This aside, the paper brought some comfort and provides helpful ammunition against the argument that digital-only campaigns offer an equally effective, yet more cost efficient way of doing business; and it brings some much needed quantitative data to those of us who are increasingly being asked to prove we can win before the race has even begun.”
Prefer a video? We’ve got that covered, you can watch Peter and Les present their findings prior to publishing this paper at EffWeek 2016.
Watch Peter and Les present the next chapter of Marketing Effectiveness in the Digital Era: Media in Context at EffWeek 2017 (The research in this presentation has not yet been published)
Quickly understand the background to the Media in Focus and the main data sources (infographic)
Understand the metrics that are used to measure effectiveness as opposed to efficiency in Media in Focus (infographic)
Effectiveness Week 2016
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA