Presented by Graeme Adams, General Manager, Media, BT at Digiday Brand Summit Europe.

1. © British Telecommunications plc 2017
GETTING HANDS
ON WITH DIGITAL
NOVEMBER 2018
1 Commercial In Confidence

2. © British Telecommunications plc 2017 Commercial In Confidence
GRAEME ADAMS – BT GROUP GENERAL MANAGER, MEDIA
2

3. © British Telecommunications plc 2017 Commercial In Confidence3
BT
Media,
Martech
sector
BT MEDIA TEAM
(8 PEOPLE)
MY ROLE: SHOW BT HOW TO GET THE BEST FROM THE MEDIA MARKET AND ALSO SHARE
WITH THE MEDIA MARKET WHAT BT NEEDS AND WANTS FROM MEDIA ACTVITY

4. © British Telecommunications plc 2017 Commercial In Confidence
IN 2011 I SPENT MY TIME FOCUSING ON
1. HITTING SALES TARGETS
2. BRAND HEALTH MEASURES
3. BRAND VS RESPONSE BUDGETS
4. BEST MIX OF PRICE / QUALITY
5. DEVELOPING MODELS TO UNDERSTAND HOW ADVERTISING WORKS
6. CHANNEL MIX OPTIMISATION TO MAXIMISE ROI
7. MAKING SURE THAT WE ARE WORKING WITH BEST PEOPLE AND THE BEST PARTNERS
4

5. © British Telecommunications plc 2017 Commercial In Confidence
TODAY I SPEND MY TIME FOCUSING ON
1. HITTING SALES TARGETS
2. BRAND HEALTH MEASURES
3. BRAND VS RESPONSE BUDGETS
4. BEST MIX OF PRICE / QUALITY
5. DEVELOPING MODELS TO UNDERSTAND HOW ADVERTISING WORKS
6. CHANNEL MIX OPTIMISATION TO MAXIMISE ROI
7. MAKING SURE THAT WE ARE WORKING WITH BEST PEOPLE AND THE BEST PARTNERS
5

6. © British Telecommunications plc 2017 Commercial In Confidence
BUT WITHIN THAT TWO-THIRDS OF MY TIME IS SPENT…
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GETTING HANDS
ON WITH DIGITAL

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BECAUSE DIGITAL HAS MASSIVE POTENTIAL…
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RIGHT PERSON, RIGHT TIME

8. © British Telecommunications plc 2017 Commercial In Confidence
ALSO, BECAUSE DIGITAL IS…
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5X price

9. © British Telecommunications plc 2017 Commercial In Confidence
LEADING TO M&A DEALS AND NEW TRADING MODELS
9
OZONE

10. © British Telecommunications plc 2017 Commercial In Confidence10
YOU CAN ONLY BE
CONFIDENT OF DOING THE
RIGHT THINGS IF YOU GET
INTO THE DETAIL, IF YOU GET
HANDS ON
IT’S ONLY THEN YOU CAN
BE IN CONTROL OF THE
MEDIA DECISIONS

11. © British Telecommunications plc 2017 Commercial In Confidence
IN SUMMARY
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THE MAIN OBJECTIVES OF
THE HEAD OF MEDIA ROLE
HAVE NOT CHANGED BUT
DIGITAL HAS CHANGED
HOW THE OBJECTIVES ARE
DELIVERED
GETTING HANDS ON
WITH DIGITAL IS
ESSENTIAL TO DO THE
JOB PROPERLY…

12. © British Telecommunications plc 2017 Commercial In Confidence
THERE ARE FIVE MAJOR PARTS OF GETTING HANDS ON WITH DIGITAL
1. Brand safety
2. Getting better with data
3. Understanding the digital supply chain
4. Evolving how to work with your agency
5. Orchestration
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13. © British Telecommunications plc 2017 Commercial In Confidence
SET YOUR OWN STANDARDS
USE 3RD PARTY TOOLS
NEGATIVE KEYWORDS, KEEP THEM FRESH
MANUALLY TEST – BT TESTED 20,000 NEGATIVE PLACEMENTS
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BRAND SAFETY

14. © British Telecommunications plc 2017 Commercial In Confidence
GETTING BETTER WITH DATA
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“HIDING IN THE FUTURE” VS “MAKING IT HAPPEN TODAY”
FINDING AND ALIGNING MULTIPLE STAKEHOLDERS
IN HOUSE EXPERTISE HELPS TO FACILITATE THE CHANGES NEEDED

15. © British Telecommunications plc 2017 Commercial In Confidence
UNDERSTANDING THE DIGITAL SUPPLY CHAIN
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SELECT THE RIGHT MODEL FOR YOU
MANAGED SERVICE OR SELF MANAGED
LEVEL OF TRANSPARENCY
UNDERSTANDING THE BUY AND SELL SIDES
UNDERSTAND WHEN DATA IS BEING USED
BIDDING STRATEGIES

16. © British Telecommunications plc 2017 Commercial In Confidence
EVOLVING HOW TO WORK WITH YOUR AGENCY
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HEALTHY RELATIONSHIP SEES CLIENT AND AGENCY HAVING THESE
DISCUSSIONS
TRANSPARENCY AND FLEXIBILITY TO EVOLVE THE APPROACH IS
ESSENTIAL
IT LIKELY MEANS THAT YOU’LL NEED MORE DIGITAL RESOURCE
SERVICE MODEL NOT A % FEE NEEDED TO FACILITATE THIS
APPROACH

17. © British Telecommunications plc 2017 Commercial In Confidence
THE IMPORTANCE OF ORCHESTRATION
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WHEN TO BUY BROADCAST OR AN ADDRESSABLE AUDIENCE
CRUCIAL ROLE OF MEDIA PLANNERS
IN HOUSE EXPERTISE ESSENTIAL, ESPECIALLY FOR SCALE
ADVERTISERS
GOOD BRIEFINGS AND TIME TO PLAN LEAD TO THE BEST WORK

18. © British Telecommunications plc 2017 Commercial In Confidence
IN SUMMARY
18
THE MAIN OBJECTIVES OF
THE HEAD OF MEDIA ROLE
HAVE NOT CHANGED BUT
DIGITAL HAS CHANGED
HOW THE OBJECTIVES ARE
DELIVERED
GETTING HANDS ON
WITH DIGITAL IS
ESSENTIAL TO DO
THE JOB PROPERLY…
…MANAGING BRAND
SAFETY, USING DATA
BETTER, SUPPLY CHAIN
MANAGEMENT, AGENCY
RELATIONSHIPS AND
PROMOTING
ORCHESTRATION
…AND BEING OK
WITH CHANGE !