Mark Coad & Stuart Bailey of PHD Australia presented 'How Media Works: The Science That Can Help Maximise Media'

1. 1
Click to edit Master text styles
How Media
Works
Media Laws that hold over time
and under pressure
Click to edit Master text styles

2. Click to edit Master text styles
How
Media
Works

3. Click to edit Master text styles
How
Media
Works

4. Click to edit Master text styles
How
Media
Works

5. Click to edit Master text styles
WHY DOES
DIGITAL HAVE
SO MANY
CHALLENGES
?

6. Click to edit Master text styles
WE LOST
CONTROL
OF THE
AUDIENCE

7. Click to edit Master text styles
TECHNOLOGY
STARTED TO
DEFINE THE
OPPORTUNIT
Y AND THE
LANDSCAPE

8. Click to edit Master text styles
THE TWO
ARE OFTEN
NOT IN SYNC

9. Click to edit Master text styles
THE
LANDSCAPE
MAY HAVE
CHANGED
BUT THE
RULES

10. Click to edit Master text styles
SCENARIOS
WHERE THE
RULES HAVE
BEEN APPLIED

11. Click to edit Master text styles
UTILISING
NEW TECH TO
REACH
UNREACHABL
E AUDIENCES

12. Click to edit Master text styles
OPTIMISED
USER
EXPERIENCE
Approach
→ Less code
→ Caching optimization, inc. offline
→ Image optimization
PERFORMANCE BASICS FIRST
→ “Add to home screen” feature
→ Better sign-in w/ credential mgmt API
→ Helpful animations, accessibility best practices
BEST PRACTICE UX

13. Click to edit Master text styles
OPTIMISED
USER
EXPERIENCE
Results
25%2x 65%
Of orders placed
through the Starbucks
App come from
desktop browsers
Increase in Starbucks
Rewards registrations
via the web
Faster time to
Interactive than legacy
web experience

14. Click to edit Master text styles
TAILOR
CREATIVE FOR
PLATFORM

15. Click to edit Master text styles
SCENARIOS
WHERE THE
RULES
HAVEN’T BEEN
APPLIED

16. Click to edit Master text styles
ADDICTION
TO SHORT
TERMISM

17. Click to edit Master text styles
1. IPA Gunn Report, Selling Creativity Short 2016
2. ESOV is defined as the growth achieved per unit of investment behind the campaign
Creatively
awarded
campaigns are 11
times more
efficient at driving
share of market
growth
AN OVER
RELIANCE ON
EFFICIENCY
VERSUS
EFFECTIVENE
SS

18. Click to edit Master text styles
HYPER
TARGETING
SMALL
SECTIONS OF
IN-MARKET
AUDIENCES

19. Click to edit Master text styles
WHAT
MARKETERS
SHOULD DO
NOWThe Five Things
We are marketing
in a digital age,
rigour is rigour
whatever the
channel
Measurement is for
life and not just for
Christmas sales.
Continue to move
from diagnostic to
causal metrics,
using scientifically
sound and
replicable methods
When using
advanced targeting
options ensure
these align with key
planning principles
Tech & data is only
as good as the
people using it and
how its collected.
Make sure it lines
up with your unique
requirements,
resources &
roadmap
Don’t let technology
define your
marketing, use it to
enable great work
54321

20. Click to edit Master text styles
Lets
Talk
Rowena Kanna
Marketing Communications Manager
Louise Cummins
Marketing & Digital Director
Anneliese Douglass
Head of Media & PR ANZ