I saw this as a ‘requirement’ on a job ad for a Sydney position at Facebook.
- Ability to convert clients national TV dollars spends into Facebook marketing relationship
The job is here btw if you’re interested (based in Sydney) – http://www.facebook.com/careers/#/careers/department.php?dept=sales
I also saw this on ninemsn, looking for a video sales executive – http://ninemsn.seek.com.au/users/apply/index.ascx?Sequence=44&PageNumber=1&JobID=15251170
Again, a key requirement is “To develop TV buyer relationships” and “To manage the effective packaging and pricing of our Video product and to develop compelling sales collateral by product”
It’s no surprise that the wider digital industry is still trying to swipe share from the TV networks – it’s been the agenda for years and continue to be.
The publishers are generally correct when they say that those outside of the ‘digital media’ environment probably don’t know as much about the workings of digital media as they perhaps would like. It’s commonly believed that this is the major hurdle. “If they understand our product better and how great it is, then we can bypass the digital guys and get a line in to the guys/girls with the real budgets. The TV budgets.”
However, this lack of knowledge is probably right now helping the local digital players. Most of the arguments around digital strengths have been around
– people aren’t engaging with traditional media (false)
– users are more engaged online (half truth dependant on the definition of engagement)
– digital is lower cost than traditional media (false)
– digital is more accountable (false, measurable yes)
It generally hasn’t been around the things that are of more importance
– how does it stack up against other media dollar for dollar
– what elements of digital can give me comparable impact as a 30 TVC or a DPS
– what is the incremental benefit of digital in the wider mix. Is it about additional frequency or additional reach?
Here’s the thing – if you want to know what people in ‘offline’ agency roles are curious about in regards to digital it helps to actually ask them rather than assume they are interested/confused about the areas you think they are. If you don’t, generally you are answering questions no one really cares about. If you really want to compete against TV, this is something that needs to be done as te argument that ‘people don’t watch tv’ or ‘the media landscape is changing’ or ‘no one watches TV ads’ just makes you look like an idiot.
The agency I work at, Maxus, is a very strong trading agency. My role is to develop our digital offering and guide our digital efforts nationally. The last thing we want is to develop a seperate digital agency in house so training across the group is key.
Anyway – I conducted a session that basically went through my thoughts around the space and areas I felt were important in developing the agency. I then asked everyone to come back with 4 things they wanted to know more about so we could structure of training around this. Below are the main areas
– How do we benchmark CPM against other media?
– How do we show real value against other media?
– How do you negotiate with online suppliers?
– How do you demonstrate a heavy, light or medium campaign and can you show the different impact each of them have?
– How can we look to measure across media?
– What do these measurement terms actually mean in relation to other measurement currency?
– What do people engage with – types of message, formats of creative etc
– Now with Medium Rectangle more commonly carrying video, is the user actually watching these videos , and what is their advantage?
– Geo targeting, where do you see this going?
The common elements throughout all of them seem to be around reach, pricing, impact and effectiveness. 4 things I think we have a lot of work to do to truly show.
There is also confusion/curiosity around measurement. What does it all really mean? Maybe to answer this we need to look at less data but better data.
So to cut a long story short (at the end of the article), maybe if digital is going to take share from TV it needs to start answering the questions people are asking … not the ones they’re not.