WE HAVE ALWAYS BEEN ADAPTING
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.