Top Story

Home >> Digital >> Article

Aligning content strategy with business objectives is paramount: John Sheehy

21-October-2014
Font Size   16
Aligning content strategy with business objectives is paramount: John Sheehy

John Sheehy, President, Global Operations at StarCom MediaVest was in India recently to speak at the exchange4media Conclave 2014. We spoke to him later about his thoughts on the digital shift being witnessed currently. John shared his thoughts on the need for a strong content strategy and the importance of defining business KPIs rather than selecting the medium for communication first. Excerpts.

Budgets are usually limited. In such a scenario how does one optimise when facing different communication vehicles?

The first thing is you need to prioritise what your business objective is. If brand awareness is critical then TV is going to do that. If you look across to purchase, then you might want to get isolated through retail through the online environment and drive investments there, which will create awareness but also intent and, perhaps, loyalty. What we are trying to do with our clients in India is we believe that there is significant waste that is currently happening in TV. We use an optimiser tool called Fusion, which takes not only TV, but also online data and tells us how we can more effectively drive reach. If you can do that, you can certainly see 10-15 per cent savings right off the top and which we again invest back in a different vehicle against a business KPI, whether it is conversion at PoS, loyalty or brand awareness.

The second challenge is content. In addition to figuring out where your dollar is going to be invested to have to figure out what the content strategy is going to be. You have to be very smart about this because in addition to being more efficient you also need to be more effective. So you are not only making content cheaper and easier but you are also partnering with publishers and data partners.

Does one size fit all when it comes to content any longer?

I think again I would answer this by going back to what is your business strategy. What is the brand trying to achieve? Once you have figured this out, then you need to build the content strategy that will allow you to do it. We use a planning approach called Experience Planning. It starts with how we define the audience and how we design the communication roadmap through the consumer journey or path to purchase and, finally, how we deliver it.  In that journey you have to figure out what is the role of each piece of content, where it is worst, how long it is going to run and then sit down and connect the dots. This is a much more effective planning process rather than just sitting down and delivering a matching luggage, which still takes place in a lot of markets.

Are overall ad spends on digital increasing or is it cannibalising from other mediums?

Overall ad spends seem to be incremental. So the dollars are going to go up and this is going to be driven by greater supply, greater demand as consumer preferences shift and change. It is going to be driven by new employers coming into the market with redesigned and innovative offerings. TV still has a primary role to play, but we are seeing social amplification around tent pole events, you can take the example of the Red Bull Stratos event with Felix Baumgartner or the Ellen DeGeneres selfie. The Super Bowl is another great example, which is why we see a lot of money moving to sports and entertainment.

Publishers tend to not open up premium inventory for programmatic platforms because they feel it’s sold easily, do you think that is a major problem when it comes to adopting programmatic advertising?

Programmatic, around markets, is a supply and demand issue. What has created the opportunity for programmatic is that in some markets the supply is so infinite that it easy to take audiences from the demand side and match them with the relevant ad and serve it. There are some issues with that in terms of what is the quality of the inventory and false reporting. What we do is that we work with the publisher to get premium inventory, make it accessible and also verify it in terms of whether we are reaching the right people.

To know more watch the video here:
 

Tags John Sheehy President Global Operations Starcom Mediavest digital advertising programmatic advertising e4m conclave 2014 Abhinn Shreshtha

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space