Brands will start to carefully scrutinise their return on investment of working with bloggers after admitting their metrics so far have revolved around customer “engagement” more than bottom line sales.
The change in approach was flagged by Woolworth senior brand manager Melanie Baker, who told a panel discussion at The Remarkables Influencer Forum yesterday the supermarket works with several bloggers within the group but currently measures success based on “engagement, shares and likes”.
“But we need to look at how can we track it to sales,” she said, adding it will look towards exclusive coupons and offers to monitor its ROI. “We are in a place where we can offer that, that is the next step for us, to add weight to what we are doing.”
the founder of the blogger agency Lorraine Murphy conceded to Mumbrella that as brands increase their spend with bloggers, marketers will come under pressure to demonstrate it as money well spent.
“The budgets are getting bigger but the budgets can only get so big before the business says ‘ok how is this relating to our bottom line?’,” she said. “At the moment we know engagement is there but I agree, you need to start linking that through to sales which is what we are working on.” Read more »
Creative agency Leo Burnett Melbourne and media agency OMD Sydney have both today announced internal promotions to fill head of digital roles.
Nicole Ross has taken on the mantle for Leo Burnett Melbourne after nearly two years with the agency as a digital executive producer, replacing Luc Wiesman, while Stuart Bailey is moving into the new role of chief digital officer role at OMD Sydney. Read more »
Season two of Westpac-funded TV documentary Air Rescue debuted to an audience of 629,000 last night having pulled in 794,000 viewers when it first aired last year.
As a measure of how far audiences have fallen in the last 12 months Air Rescue was the 13th most watched show last night, but only 15th on its second outing on Tuesday, November 12 last year, when it had 858,000 viewers. Last night no show cracked the million viewer mark, compared to seven shows breaking the seven digit barrier last year for overnight metro viewers, OzTam data shows.
Last night Air rescue was beaten by the ABC’s Shaun Micallef’s Mad as Hell in the 8pm timeslot, which was watched by 741,000 up from last week’s audience of 731,000.
The Chaser’s Media Circus, on the ABC at 8.30pm, also boosted its audience to 746,000 after falling to 638,000 last week, with the show winning its timeslot. The Chaser was the second-most watched show amongst the 18-49 and 25-54 demographics.
Qantas has released its first 60-second TV commercial as it begins to roll out shorter versions of the two-minute commercial that kicked off its ‘feel like home’ brand campaign last weekend.
The ad is the first of five one minute spots that have been created and comes as British Airways launched its own brand push – with the tagline The Welcome of Home.
The Qantas spot focuses on Alice, a 27-year-old Adelaide woman who has lived and worked in London for the three years, and is greeted by her mum and sister at the airport.
Independent creative agency Lifelounge has launched online and phone-only financial service Act with a campaign highlighting how the bank aims to deliver a positive social impact by distributing a portion of its profits among its customers to help fund a range of worthy causes.
Launched online and via social media the campaign features a video with a dancing man being joined by other people to highlight how customers of the bank can feel positive and happy as a result of the bank donating a portion of their profits to a variety of causes and special projects.
Lifelounge creative director Brad Wilson said: “Act is disrupting the banking and finance sector by appealing to Australians who want to ‘do more good’. So in order to grab people’s attention, we expressed the emotional benefit of banking with act. – the ‘feel good’ factor of giving – with one of the most pure displays of joy there is – dancing.
Morning Update: Sainsbury sets Christmas ad during WWI; YouTube introduces a paid service called Music Key
Campaign: Sainsbury’s launches ‘Christmas is for sharing’ WW1 ad
“Sainsbury’s has launched its “Christmas is for sharing” World War I ad featuring a chocolate bar the supermarket will be selling in store to raise money for the Royal British Legion.The spot, created by Abbot Mead Vickers BBDO, features a British solider who goes in to No Man’s Land in between the British and German trenches on Christmas Day during the First World War.”
Ad Standards Bureau (ASB) CEO Fiona Jolly joined Mumbrella for a video hangout where she talked about a number of issues affecting the advertising regulator, and the question of whether self-regulation is strong enough for the industry to adhere to community standards.
Part of the industry’s self-regulation system, the ASB exists “so that that the community, industry and government have confidence in, and respect the advertising self-regulatory system and are assured that the general standards of advertising are in line with community values”, the ASB’s website asserts.
During the hangourt Jolly covered a range of topics including the scope and remit of the ASB, why certain ads or parts of ads are deemed offensive while others aren’t, how the board comes to make decisions, and whether the board needs more regulatory teeth to tackle advertisers which do not adhere to their rulings.
Recently the ASB has been under pressure from groups including Collective Shout which argues self-regulation isn’t working, as well as some large advertisers which have had ads ruled against and those not complying with its findings.
The ABC has confirmed much of its 2015 programming line up with many popular franchises, including Gruen, The Checkout, Utopia, Please Like Me, Redfern Now and Redesign My Brain set to return in various guises.
The public broadcaster has forgone the usual Upfront presentation this year following funding cuts, with reports yesterday suggesting the ABC could see a further $200m-$300m cut over the next five years.
Despite the prospect of the cuts director of TV Richard Finlayson said it was “business as usual” from the content side announcing a new comedy show for Charlie Pickering, a two part documentary by reporter Sarah Ferguson, an eight part drama called Hiding, a new comedy for Shaun Micallef in which he plays a former prime minister struggling with being out of power and a potentially controversial documentary Lest We Forget, What? which examines the ANZAC myth, among a raft of new program initiatives.
“On the whole for us in 2015, it is business as usual as the home of great Australian stories,” said Finlayson. “There is still uncertainty over funding but we are working really hard to ensure that any cuts really have a very limited impact on content.”
Director of television for the ABC Richard Finlayson described the service, which was announced as part of the programming line-up announcements for 2015, as an “Australian TV first”, with the broadcaster set to take a percentage of each purchase.
He said: “The digital revolution steps up a gear in 2015 and our commitment to Australian stories, on the ABC for free. However, in an Australian TV industry first in the first quarter of next year Australian users will have the ability to buy and download current series of ABC classics without leaving the iView application.”
The digital boss of one of the world’s biggest advertising groups GroupM has warned that online e-commerce giant Amazon will pose a major threat to Australia’s online retailers when it eventually launches in Australia.
Speaking at an Interactive Advertising Bureau (IAB) event, this morning, Rob Norman told the audience that when it launched Amazon would not worry about profitability and instead focus on “squeezing” out other smaller online rivals.
“I have the sense that there are a bunch of businesses in Australia that are imperilling themselves by not embracing e-commerce the way they could,” Norman warned.
“I think when Amazon is in Australia itself, and I believe they are on the hunt for real estate, people will make the mistake of thinking ‘it will be hard for them to compete on economic grounds’, but that is predicated on the presumption that they care.
“Everything we have seen is that Amazon doesn’t care about that.” Read more »
The burger chain has released an app on iPhone and Android called MyMacca’s that will enable burger fans to pre-order food and drinks on their smartphone.
It will also include a Mysurprises section that will reward users with special offers, discounts and “many other promotional items”. But McDonald’s rejected any suggestion it was the beginning of a concerted loyalty push.
“The MyMacca’s app was created primarily as a way to offer mobile ordering to customers across Australia,” a spokesman told Mumbrella.
Creative agency Loud is re-launching with a new management team as the agency aims to be known for work with “cultural potency”, as it looks to approach work with more than a creative communications solution in mind.
Joining CEO Lorraine Jokovic, who has been with the agency for the past 18 years, are BWM’s former creative director Steven Thomson as executive creative director and Ogilvy & Mather Sydney head of brand planning Gerry Cyron as head of planning and innovation.
Speaking to Mumbrella Jokovic said: “Loud’s an independent agency, it’s been independent for 25 years, which is a long time in this industry.When it started it was launched by three guys who were international and really experienced. They’d had long and stellar careers.
“I took over the business a couple of years ago and I’ve brought on two new partners. That’s what I was looking for, that same deep, international experience across the board.” Read more »
Westpac-funded TV documentary Air Rescue, which captures the rescues performed by the bank sponsored Lifesaver Rescue Helicopter Service, returns tonight for a longer second series on Channel 7.
The first series created in collaboration with Westpac, MediaCom Beyond Advertising (MBA) and Fredbird Productions was watched by an average of 1.4m viewers nationally, a release from MediaCom claimed.
The initial six part series has been extended to eight 30-minute episodes for its second season, with many of the crew who appeared in season one returning including Graham ‘‘Nikko’ Nickisson and Graeme ‘Gandy’ Anderson. Series two also utilises two more cameras in more locations around the country.
Seven West media CEO Tim Worner has today warned profits for the six months to December could be down as much as 10 per cent on the same period last year but has promised to slash costs to compensate.
At the company’s AGM this morning Worner pointed to the “unexpected softness in the television advertising market in the first half and our response to it” as a reason for the drop in profits, saying they now expect the TV ad market to be “flat to slightly negative in the 2015 financial year”.
Pointing to changes he said the company would reduce its cost base, holding cost growth to 1 per cent, as opposed CPI-linked growth of around 2-3 per cent. The company’s half-year profits were $150m last year. Read more »
The global managing director of news channel Al Jazeera English Al Anstey says the global broadcaster will launch a brand campaign that will see it target print, outdoor and radio, across various social and political groups.
In an interview with Mumbrella, Anstey said they would be targeting consumers across a spectrum including readers of Fairfax’s The Age and listeners to Sydney’s Radio 2GB.
“We have radio ads on a number of stations Radio 2GB, Fairfax Radio, fine music etc,” Antsy, told Mumbrella. “What will we see? There will be a number of different levels on print publications. There will be ads in The Australian, Sydney Morning Herald, The Age, we also have a whole series of outdoor placements around the country in Sydney, Melbourne, Adelaide and Perth.” Read more »
Kellogg’s Nutri-Grain is encouraging teens to get physical and creative by competing in 21 interactive challenges using their smartphones and a newly launch mobile gaming app tapping into Instagram popularity.
‘Nutri-Grain Throwdowns’ which allow teens to compete against their friends in the arenas of surf, skate and dance as well as the as the Nutri-Grain Ironmen and Ironwomen by ‘throwing down’ video and photo challenges to score awesome prizes.
The app, made my VML, aims to fulfil Nutri-Grain’s brand purpose to fuel an unstoppable life with the Throwdowns involving a combination of physical and creative challenges that aim to inspire participants to get active and get involved with their mates.
Created by The Works, the campaign runs across outdoor, in-store point-of-sale, online and on social media, highlighting various Sunbeam products which allow a person to out-shine their cooking opponent.
The Works founder and creative partner Kevin Macmillian said: “Despite how it appears on the surface, there is an underlying competitive side to cooking which extends to appliances too. We are now surrounded by cooking shows, ebooks and information and the appetite to improve our cooking skills is increasing. Read more »
AWOL will cover daily travel news, and provide readers with features and destination guides that combine photography, video and in-depth travel journalism in an effort to showcase unique places in Australia and around the world as well as pushing destinations Qantas flies to.
The website, managed by Sound Alliance’s Native Studio division, aims to publish more than 1,500 pieces of original content each year on music, travel and experiences.
Sound Alliance CEO Neil Ackand said: “We know from our research that young Australians love to travel and are always on the go. The stories and content that we create will be delivered directly through the Facebook news feed to their mobile phones. Read more »