I’m using Chrome for my browser, Gmail for email although routing some email via Entourage as a trial, sticking with Microsoft Office for their quattro of business apps (too time-poor to struggle with Google Docs & Apps just yet).  I needed to download Firefox to use an NZ government website recently which was both a surprise and a disappointment (actually Firefox isn’t working either - javascript issue?).  I’m using Skype, Messenger for Mac, Tweetie 2 (thanks for the recommendation, Amnon) for Twitter.

A big reason for getting this was the need to sort through years of photos, juggle, resize, generally tidy up and file the ones I’m keen to keep.  I’m having a close look at Aperture 2 and keen on any feedback about photographic editing apps for Mac before I make my final decision.

For big screen, the jury’s still out.  I’m trying to avoid the Apple Cinema Display as the Dell’s seem to have similar quality, but Apple has enough design superiority (wiring/panache/buttons) to keep me interested.  Just a big price tag to swallow.

Loving the Airport Express plug to my Tivoli, giving me wireless iTunes.  Showing home visitors this reminds me of the early wifi days and the feeling of ‘walking on new legs’ when you hooked someone up to internet on their laptop via wifi.  Truly one of life’s miracles.

I’ve heard of a few bad experiences with Time Capsule but need a gruntier base station for the Sounds house, so thinking this might be a good way to kill backup (I suck at manually backing up - don’t we all?) and Airport Extreme in a single swoop.  Again typically Apple-priced.  Ouch, until my loptop gets nicked or fries itself and then payback isn’t too back!

Anyway, loving the cool kit and being an Appleophile again.

Paul suggests that this 2% half yearly growth could continue in the first half of 2010, maintaining annual growth of 14% for the full 2010 year.  I agree with his sentiment that the migration of Australian advertising to the online medium is the most significant change to the advertising industry in many years.

In New Zealand the growth is more cautious, but equally significant in terms of the structural shift underway.   The local industry is awaiting the independent ASA media splits with great interest.

The Nielsen research, developed over three years and based on more than 100,000 Australian respondents, for the first time provides Australian organisations with a set of reliable, local performance benchmarks against which to measure the effectiveness of their online advertising campaigns.

The Nielsen benchmarking research revealed that intention to purchase or use products or services increased by 4.9 percentage points following exposure to an online advertising campaign, and brand sentiment increased by 5.3 points.

Awareness also saw a jump following exposure to an online advertising campaign – top-of-mind awareness jumped 3.1 points while prompted awareness increased by 3.5 points. The likelihood of a consumer recommending a brand following exposure to an online advertising campaign increased by 4.4 percentage points.

“At a time when marketers are seeking to invest their resources where they will gain the most return on their investment, the Nielsen benchmarks provide further evidence of online advertising’s effectiveness. We look forward to even more data being made available from both Nielsen and others, demonstrating to agencies and advertisers how online can offer a significantly more targeted, measurable and effective medium than any other media to reach, engage and influence consumers,” said Paul Fisher, CEO of IAB Australia.

FOR IMMEDIATE RELEASE

M&C Saatchi Goes Digital and

Brings in the Big Guns

29 October 2009 Auckland - World renowned advertising agency M&C Saatchi has hired Darryn Melrose as CEO, Dave King as Executive Creative Director and Tony Burt as Planning Director to lead a consolidation of marketing channels at the agency, adding a genuine digital element to its traditional advertising, government and retail offerings.

Recognising that the media landscape is moving fast and that integrated campaigns with specialist digital expertise is what is needed for all brands, M&C Saatchi Worldwide Chairman Tom Dery knew the agency needed experienced digital leadership:

“The way the digital landscape is transforming globally means these are exciting times for advertising. New Zealand is leading the way in digital, and now M&C Saatchi has a world class digital team to add to its offering. Ten to fifteen years ago digital agencies were kept separate. Now digital is integrating with big ad agencies, like what is happening at M&C Saatchi New Zealand. This move, a first for New Zealand, shows a major agency leading with digital to compliment the traditional approach.”

Melrose, King and Burt were headhunted from AIM Proximity, one of the world’s leading digital agencies and they bring a rich history in traditional above-the-line, digital and direct expertise. Mr Melrose was CEO at AIM Proximity and is one of New Zealand’s pre-eminent direct and digital marketing specialists; he is also the Chair of the pan-industry Digital Leadership Group. King is renowned as one of the most creative advertising and marketing brains in the business. He took M&C Saatchi Sydney to number two in the world in 2006 and AIM Proximity to number one in the world in 2009. Burt meanwhile has worked in digital strategy roles in London for Sapient Interactive and AKQA. Melrose says:

“There is a huge amount of potential that already exists at M&C Saatchi New Zealand, Dave, Tony and I are all experienced above-the-line practitioners, but we also bring great digital knowledge that is vital in today’s market. Clients are looking for a fresher approach, for strategies and solutions that solve business problems. We will give New Zealand an advertising option that has the scope, scale and ambition of any world class campaign.”

ENDS

About M&C Saatchi

M&C Saatchi New Zealand has offices in Auckland and Wellington, servicing clients in the retail, government, media and digital sectors. As part of the global agency network, M&C Saatchi New Zealand adheres to the principle of Brutal Simplicity to create strong, iconic brand identities.

For media enquiries, please contact:

Paul Matthews, Bullet PR
T: 09 306 4008
M: 021 403 181
E: paulm@bulletpr.co.nz

I’ve dropped some of the material online if you’re interested in having a quick read.  Below was my favourite image from the presentation.  It shows the revenue lift in online from January to June 2009 for the display advertising component of online advertising in NZ, versus the drop reported by the NZTBC for television advertising revenues over the same period.  Ouch.

The burning question for the big media outlets in New Zealand is whether the recessionary downturn will be cyclic and revenues within the media mix will bounces back to the good old days, or whether the shift of ad spend online is here to stay.  Clearly with some of the campaign results I’ve been seeing, online is converting well - for search, classified and display.

At Trade Me, I’ve seen television work well alongside display campaigns.  We’ve seen a big uptick in traffic to clients’ sites after Trade Me is added to a tellie schedule.

Anyway, the address for the preso notes is www.dontwasteagoodrecession.com.  It’s a work-in-progress that I’ll try to tidy up over the weekend.  I hope you enjoy it.  Please leave me a comment!

Thanks, MG

I’ve been thinking a bit lately about the role of online advertising as a sales channel, versus as an advertising medium.  With online now over 20% of local media consumption, the role of online advertising is much more about getting onto the choice set, and building a relationship with a consumer, than a simple action or acquisition, although it can be a highly measurable direct response tool also.

In an online world, marketers have been sold the idea of a medium that’s too sales-focused. None more so than through an ill-fated sales construct called Cost-Per-Acquisition (CPA). The concept of CPA asks for much, much more than choice. The advertiser only pays the publisher if the consumer (viewer) undertakes an action or acquisition.

As the sophistication of consumers lifts, expecting a sale (eg for a laptop) off a single web banner is ludicrous.  Just getting on the choice set is a tough enough task to ask of your display advertisement! So what about trying to be someone’s second choice then, rather than their first choice? Is that an odd sounding goal?

Well, think of the number of people holding two credit cards? Or two mobile phones? Or an campaign to credit card holders positioning your debit card as their second payment option for EFTPOS & ‘card-not-present’ transactions. If they acquire, and love the debit experience, they’re highly likely to make that card their first choice. But asking for them to switch from debit to credit BEFORE acquiring the card might be a step too far this early in the adoption process.

A great example of the second choice strategy was Rabobank’s award winning positioning as ‘Your significant other bank’. Here’s a reminder of the campaign with some amusing behind the scenes takes.

Being second choice means you’re more likely to become a consumer’s first choice under the right set of circumstances. I’ve been an Audi driver for seven years but recently started considering Subaru as my replacement primary vehicle. I’m looking for a 4WD that can fit a dog in the back and get me offroad. Of course, Audi can cater to my needs but Subaru is getting a good look in. They might even get my business in a head over heart call.

Realistic marketers will know the value of being second choice. I reckon online has a powerful role in positioning brands within consumers’ choice sets. But knowing when it’s right to chase the second place position is critical, or you might just come last.

The good news is that New Zealand online advertising is up 6.56% on Q1/09 (Calendar) with total spend calculated at $52.49M.
Spend for a rolling year is at $199.8M bringing online closer to radio and magazines.

Display advertising grew 5.75% in Q2.  As a comparison to published television advertising revenue, online display adspend grew 10.5% in the six months to June 2009. This compares with TV which declined 13.3% over the same period.

Whilst all media and creative spend has taken a bit of a hammering over the past year, online is emerging relatively unscathed from the current recessionary period,  and future quarters should show a structural change to the media landscape with newspapers and television continuing to be hit particularly hard.

While on the subject of agencies, there have been a few earthquakes in Adland recently. A lot of very big pitches underway and a bunch of change, driven in part by cost-savings, increased expectations of accountability and a big decline in TV revenue. Changes with TVNZ, Westpac (Retail), Nokia (media), ALAC, TV3, etc are creating structural changes in the shape of the local industry and there is still a lot of dust to settle. And finally, good on Jason Wells for finally getting the top Wellington job at Y&R. His leadership and strategic thinking is top notch.

Trade Me is New Zealand's favourite home page (August 2009)

I was surprised at the low weekend rating of YahooXtra; don’t people check their xtra mail accounts in the weekend? You would want a big discount if you advertised on their Saturday. Interestingly, Stuff.co.nz is now New Zealand’s third largest website and New Zealand’s most popular news and entertainment site, bigger than nzherald.co.nz.

Local usability leaders, Trent Mankelow and Sam Ng from Optimal Usability collared Steve Krug (author of Don’t Make Me Think) at a recent conference for a celebrity snap. His bible is almost compulsory reading for all Trade Me staff and copies are scattered across the office. We love Steve Krug and it appears that the feeling could be mutual.  Read a sample chapter from Don’t Make Me Think.

Thanks for the great image, Trent and Sam!

Audience participation was required partway through this number in Auckland’s Vector Arena last Saturday as the sound system failed Art and Paul.  I was lucky to be there for their first venue in their final world tour and must admit to having a tear in my eye as the whole arena picked up the tune where Simon & Garfunkel left off.  It was a truely special moment for everyone there.  Shame about the individual singing on this clip.