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Media Intelligence : July 2007
"The rise of the internet and broadband and mobile-phone technology and the links between these have proved very e ective when engaging with the consumer," says Foster. "Three to ve years ago there was just the internet and it was really just the one channel -- now there are multiple channels to access the consumer, such as blogs, interactive websites, gaming websites and internet TV. "We know that our target demographic -- the 18--30 year olds -- are spending a lot of time engaging with each other online and through the internet; it has changed the way we think [about grabbing our consumer s attention]. "It is no longer about interrupting as in TV but interacting and engaging with the consumer -- you have to make programs sticky so your target consumers want to engage with your product and your brand. It has led to a completely di erent approach to our brand programs. "It is exciting for the industry because the technology is moving so fast it allows media planners to engage unlimited creativity in the strategies employed to reach our consumers via these new mediums. Buying agencies are our key strategic partners in this process." One brand program implemented by Lion Nathan online has been the XXXX Gold Beach Cricket campaign, which Foster says took place in the real world as an event and then was communicated through many touch points , including POS, TV advertising, online advertising, virtual games and a website, www.xxxxgoldbeachcricket.com.au. Thousands of consumers logged on to play the game, returning to the site to play again and ultimately interacting with the XXXX brand. "The level of engagement with the XXXX brand was huge," says Foster. From the other side, Steve Allan, CEO for media-planning agency Fusion Strategy says media buying is becoming more specialised and fragmented, but that the role that has really changed dramatically is that of the planner. "There is a lot of expertise required and planners are being more and more relied on by the client because it [media buying] has become so complex and layered. "Planners have really evolved because they have to have a knowledge and understanding of all the media types out there -- they have to know the new media space and they have to understand how this a ects the consumer. They have to take in what the media are doing, and publishers are constantly adopting di erent methodologies. They need to work out what is valid and what isn t and they then need to advise the client," he says. "The marketing operations have become stretched: where a marketing department might have been ten people in the past, today it is ve, but the turnover might have doubled in that time. The media planner is very important because of the sheer volume of data feeds and options -- it has made the media planner more valuable to the client." Allan says the media landscape is showing no signs of slowing down but will continue to evolve, throwing up areas that require speci c training for the planners and buyers such as search-engine marketing like Google and Yahoo. "Some planners do just that because the space is so dynamic and changes minute to minute twenty-four seven -- if you are not in there and understanding what today s consumer trends are, you are out of touch within days -- it moves that quickly. You can be the king of the castle on Monday, in terms of consumer awareness and impact, and bottoming out on Friday." Allan says media buying is more segmented but planning needs to remain cohesive and managed by experts. He believes the client cannot possibly have the same understanding of media types and options today as they did ten years ago. The market is moving too quickly for the client to e ectively gain a competent level of expertise in all areas. Planners and buyers today have to be able to handle and understand all media types and be competent in strategies that deliver results. Allan says that is what clients need and what they are looking for, MediaTitles 25 Planners are being more and more relied on by the client." -- Steve Allan " XXXX, levering the brand in the virtual world
2009 - 2010