ArabAd - - COVER STORY -

Noth­ing ex­presses bet­ter the sta­tus to­day like the quote “Change has never been this fast be­fore and it will never be this slow again.”

The fu­ture won’t be about how we have been able to cope and adapt with the change; it is about how quick and ag­ile we are ready to fol­low the pace of change.

The ad­ver­tis­ing industry faced many changes in the past with the rise of new me­dia and tech­nolo­gies and we have al­ways been adapt­ing and cre­at­ing new tools to mon­i­tor the con­sumers’ con­sump­tion of me­dia and ad­ver­tis­ing.

Op­ti­me­dia, which is part of Zenithop­ti­me­dia (ZO), one of the largest me­dia groups world­wide, is sup­ported by ZO pro­pri­etary meth­ods tools and apps. Be­low are some of the pow­er­ful tools, which are suc­cess­fully sup­port­ing our plan­ners and clients within the cur­rent evolv­ing me­dia scene. 1- Touch­points ROI Tracker our con­sumer con­tact mea­sure­ment and plan­ning tool, de­liv­ers mea­sures of in­flu­ence across on­line and off­line paid, owned and earned touch­points. 2- So­cial­tools: to track brand’s per­for­mance within and across five so­cial me­dia plat­forms: Face­book, Twit­ter, Youtube, In­sta­gram and Linkedin.

…It is about how quick and ag­ile we are ready to fol­low

the pace of change.

3- Google Trends For Mar­keters a unique search in­sights tool de­vel­oped by Google ex­clu­sively to ZO group glob­ally. 4- Video Al­lo­ca­tor to op­ti­mise TV +

On­line Video cam­paigns.

Most MBUS are now equipped with pro­gram­matic for on­line plan­ning al­low­ing them to act in real time with on­line chang­ing con­sump­tion and to op­ti­mise buy­ing. How­ever, within our mar­ket, this prac­tice is still lim­ited due to low speed in­ter­net and ac­cord­ingly less use of on­line video and TV. Even pro­gram­matic is not the mag­i­cal so­lu­tion, be­cause it only tends to give a very su­per­fi­cial and short-term insight.

I be­lieve the chal­lenge is to find the di­rec­tor who’s go­ing to or­ches­trate the cre­ative and me­dia agency on the one hand and the mar­ket­ing and sales team on the client side in or­der to re­spond to all to­gether and be ready to act and re­act at the right mo­ment and gen­er­ate good ROI.

Ca­role Hayek Op­ti­me­dia Gen­eral Man­ager

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