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"In an integrational world, UKOM is a game-changer"

Harry Davies
UKOM “will bring online up to the same level as other media” said Harry Davies, Team Head for Digital Marketing, COI at yesterday’s AOP Research Forum. He added that it would “help the industry start to think about online as mainstream.”

David Fletcher, Head of MEC MediaLab, Mediaedge:cia agreed, highlighting how “in an integrational world, UKOM is a game-changer”, more so for those working cross-media, he stressed, than the purely digitally-focussed.

Chairing the event, Tim Cain, AOP’s Head of Research, outlined the current challenge facing media research: a fragmented digital landscape, with multiple access points – how to determine and prove the value of audiences in this environment?

Download presentations from the event (AOP members only.)

“Relevance is key”

Giving the agency view on how publishers can prove value, Fletcher revealed that integration (even more than ideas, innovation and integrity) is the pitch buzzword of the day. He advised:

  • Prove the reach gain for cross-media, where audiences don’t overlap – “no-one has yet cracked the integration piece”.
  • Be an expert in your audience segment – for example, if yours is a business audience, know that online dominates for business news at certain hours during the day.
  • See the wider context – how yours fits into a broader media context, and the life of your audience.
  • The COI’s Davies added that media owners need to prove how they match clients’ target audiences - where they didn’t, they should consider collaborating with other publishers.
  • He also urged publishers to highlight behavioural targeting technologies at their disposal.
  • Ad server data is not always the most robust, he said, so any additional information media owners are able to share with clients is very useful.

For the COI’s purposes, Davies added that the proxy for measuring behaviour change needs to be developed further, as it looks increasingly at the entire consumer journey, from exposure to conversion, linking offline and online.

Sue Gray, Head of Commercial and Corporate Research, Channel 4 gave practical insight into how just such a campaign had been carried out for the Home Office, which aimed at raising awareness around the risks of binge drinking.

Linking up with a storyline in Hollyoaks, the campaign capitalised on the high engagement of VOD viewers, and managed to prove the markedly high effect of the campaign on VOD viewers.

A mix of old and new

“Everyone thinks the web is easy to report on, which is not the case”, according to Gary Roddy, Research Director, GfK NOP Media.

A mix of old & new is required – citing research proving the effectiveness of TV and online working in tandem, Roddy stressed that proving “what each media adds” is key: “ask how online is the best medium for conveying your client’s message.”

He added that Gfk’s own panel-based research is showing online’s influence over FMCG buying habits, “in ways you wouldn’t expect.”

Defining Engagement

Proving engagement around ad campaigns has been a growing trend in 2009, and the panel was asked how engagement might be defined.

For Channel 4, said Gray, proving engagement relates back to the broadcaster’s core purposes, including inspiring change in viewers lives, as the Home Office campaign had worked towards.

For Fletcher, engagement is “a means to an end” – with many different manifestations. Follow the COI model, he advised, and take 10-12 KPIs with a clear line of site, “then obsess over them.”

Download presentations from the event (AOP members only.)

Notes for NNFP webinar 090108 image by esagor.

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