Mumbrella Question Time: Is digital media truly accountable?
In this clip from our first Melbourne Mumbrella Question Time:
- First Digital’s Sam Granleese asks the panel whether digital media is truly accountable and what impact this has on advertisers and publishers who put this at the centre of their business strategy.
- Making up the panel: John Thompson, senior manager for road safety and marketing at the Transport Accident Commission; Clemenger BBDO Melbourne’s MD Peter Biggs; Crikey co-owner Eric Beecher and Naked Communications’ Melbourne MD Frankie Ralston Good.
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i’m not quite sure if anyone answered the question, which in itself answered the question.
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Alway fun listening to the old guard scratching around with this new fangled digital thing. So last century.
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First, by digital I assume you mean online. I know I watch digital TV, can read digital magazines on the iPad and see digital signs in the shopping malls.
So, is online truly accountable? If you are willing to attribute 100% of the sale to the last click I suppose it is. But under that defintion gees the check-out operator at Woolies is doing pretty well in the accountability stakes as well. Online is definitely is the most countable medium, but as Einstein once said “not everything that should be counted can be, and not everything that can be counted should be” – and that was before the Internet … pretty clever bloke eh.
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Depends on which way you look at it and what the campaign objectives are, database acquisition, engagement campaigns & e-commerce are fully accountable. In terms of conversions and e-commerce you have the ability to track right through from actual placement to ROAS and profit. When looking at more traditional brick and mortar sales standpoint digital is similar in accountability to traditional media channels. Looking at spend patterns, brand metrics and sales patterns then trying to work out what is responsible for what.
However there is one key difference, that is accountability both targeting and delivery, digital is becoming increasingly sophisticated in this area. Digital campaigns can laser target delivery to an actual verified demographic audience segment, third party verify complete delivery to that audience, track whether views are in a users eye level, pay only on interaction, target by behaviour, previous purchases etc you cannot get anywhere near that level of accountability in reaching an audience with traditional means.
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TAC wouldn’t no the first thing about digital! Neither would grey advertising who do a majority of it for them.
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@Michael – I agree I don’t think the question was really answered.
Perhaps I was too broad – I was hoping to have discussed the obsession with measurement, to the point well beyond distraction where the real core issues are lost (message if creative, content and quality if publisher, total revenue if client, not just immediate online sales).
Anyway, thanks for posting Tim. It was a good event.
(Disclosure: Eric is my employer.)
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If that question was asked in a years time it would be Mobile, Mobile, Mobile hands down as the most accountable media…it’s on you at every purchase action and decision.
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Cameron … at every purchase action? What planet are you from?
Based on a sample of one (i.e. me) and my three shopping trips today, the mobile was at home when I did the grocery shopping, and in my pocket for the other two and was totally irrelevant to my purchases. And yes, a pretty typical day.
Remember the Bluetooth trials in the UK. Offers popping up on the phones as people walked through the mall? Don’t forget the Valentine’s Day card and the flowers. It was a raging success. In the first week. Sales dropped dramatically thereafter. Yep, we had successfully trained the shoppers to turn their phones off when they got to the mall!
I’m not saying that mobile doesn’t work or isn’t important, but everything in moderation.
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Anonymous (Ummm)…I am from the planet that understands that Bluetooth isn’t “Mobile” in fact any push technology is a no-no. Also on this planet most people Do have there Mobiles on them and any fixed digital strategy can be served up on Mobile. If you arrive on this planet in a year from now (as I stated), I would be happy to show you.
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You missed my point.
A few years ago the acolytes were preaching Bluetooth on mobiles as the big game-changer. Before that it was WAP. Yeah, been there done all that years ago. Now it’s serving up digital strategies on mobile as the next in line on a long list. I agree that ‘pull’ is the way to go – just can’t see the average Joe ‘pulling’ up the latest special while in Coles. (And the average person forgets their phone at least once a day).
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It is a very strange question.
Is digital truly accountable?
What is the role of the word truly?
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