Solid Proof - Bill Kinlay - CEO Group M
Date: 03/11/2012 | Comments
It's clear that the media world is changing beyond recognition and, as media consumption habits change with technology, the market will be increasingly driven by data, the biggest growth area in our business.
The historical balance that used to exist between the art and the science of advertising is now falling firmly on the side of the science. There is an insatiable appetite for measurement and accountability by clients and at times this benefits efficiency but can be detrimental to effectiveness.
Digital has been the only area of our business to show growth and this has been precisely because of its ability to deliver the aforementioned accountability, from a numbers perspective at least.
Digital is still being treated differently by some clients with a different team or person looking after their digital activity than looks after traditional. This is clearly the wrong approach.
Integration is the key and is the only way forward. Digital is not consumed in a vacuum and therefore should not be purchased without a very close eye on the traditional activity that surrounds and supports it. Indeed, ‘supports’ really is the operative word here.
TV remains the single most powerful medium when it comes to reach, impact, branding and recall.
However, the trick increasingly is to combine the power of TV with the absolute accountability of paid search for example. When we do this, the effects are startling. We have numerous case histories across a wide variety of clients which show beyond any doubt that paid search supported by TV is significantly more efficient and effective than either TV on its own or indeed paid search on its own and this is true across many audiences, not just young people. UK Research shows that using TV and online together results in 47% more positivity about a brand than using either in isolation.
It’s a fact that the amount of people who are dual or even triple screening while watching TV is on the increase. Personal habits would back this up for most of us. Social media has enabled people to ‘watch together’ virtually. In the UK for example, over 30% of young people say they often talk to their friends online whilst watching their favourite shows. It is this talkability that is one of TVs main USPs. TV drives more conversation than any other medium and the vast majority of people say they often talk to their friends and family about TV programmes. Let’s capitalise on this core strength by combining with a medium that can amplify and extend the message.
What I would call upon clients, agencies and media owners alike to do is to stop operating in silos and integrate. ‘Together is better’ as a certain advertiser likes to say. As an industry we need to focus on proving this.
The bottom line is that advertising works. We all know this. We just need more proof of how well advertising can work if approached in an integrated rather than a siloed way.
More proof please, now.
Bill graduated from the College of Commerce and joined Bell Advertising in 1982 as a Media Planner / Buyer. In 1986 he moved to London spending one year at Saatchi & Saatchi before joining Ogilvy & Mather. He was appointed Media Director and joined the Board in 1994. He was part of the team to launch The Network and then Mindshare in the UK.
He returned home to Ireland in 1999 to set up Mindshare Ireland and assume the role of Chief Executive. Mindshare is now the largest media agency in the market. Bill is also CEO of GroupM in Ireland, the combined media negotiation arm for all WPP media companies (Mindshare, MediaCom, MEC and Maxus).