"adtech" is drawing attention as one of the world’s largest ad technology conferences and "adtech Singapore 2011" focusing on the rapidly growing Asia-Pacific region was held on June 16 and 17, 2011. Haruko Minagawa, TBWA\HAKUHODO’s Touchpoint Architect, appeared on the stage as a panelist.
Hot topics including social and mobile media were discussed with "Embracing the Digital Frontier" as an umbrella theme. She appeared in the panel session titled "Where is Digital's GRP?" on the second day and developed the argument on the challenging theme, "What’s going to happen to digital GRP?" in the overseas market where cumulative contacts in the traditional mass media including TV are seen as GRP.
This session was regarded as one of the best sessions in the closing panel participated by the keynote speakers.
Below is her summary of the session.
From right
Moderator：
Bryan Tan, Chief operating Officer, Go React Pte Ltd.
Panelists：
Haruko Minagawa, Touchpoint Architect, TBWA\HAKUHODO
Kate Clough, Regional Media Director, MRM Worldwide
Julian Toi, Chief Executive Ofiicer, Brandscreen Pte Ltd.
<summary of the session>
In the good old golden days, there was a bulk of exposure and then revenue.
It was easy to say that there was a correlation between these two, and people believed in it. Or at least didn’t deny it.
It was difficult to explain how people’s minds changed and its effect on transaction. However, when ad exposure was accumulated in people’s minds at one point, people would make a purchase.
GRP was the rule to measure this accumulation and has since dominated the advertising industry.
And then digital suddenly came on stage. It didn’t just give the users a chance to speak, but it also gave the advertising industry numerous means of measurement, which allowed us to actually ‘count’ the transaction.
It seemed as though digital was a far better explanation to revenue, and in these depressed times, being able to explain your performance meant a lot. However, digital ad spend still hasn’t grown to the ratio of the time spent on the medium. The digital advertising people have been looking for the holy grail of currency to expand the digital spends.
Will GRP be replaced? If so, what currency will replace it?
Having lived in the digital era for some time now, we know that it is not a matter of "Traditional GRP vs. the New Digital Currency".
We know that GRP works, and there still is a necessity of some sort of index to generalize the numerous data.
It was a challenging topic, and we knew that there was no solid answer to it.
The ‘techy’ people challenged us by saying that "GRP is dead", however, they couldn’t give us an alternative either.
One measurement that the panelists all agreed on to look into was ‘the time spent’, but there are still various values in this metric, too.
It was a great panel where the panelists and audience all came together regardless of their fields in traditional or digital, and felt the necessity of being able to provide a better explanation from a point of view of marketing.
(Haruko Minagawa, Touchpoint Architect)
I participated in “Hello Safety Campaign ‘Care for Others with Your Lights on’,” a jogging event held outside the Imperial Palace on September 20th, the Respect-for-Senior-Citizen’s Day!
The event was held in line with the Autumn National Traffic Safety Campaign. The joggers promoted the drivers to start turning the lights on before it gets dark to prevent accidents.
And guess how many of the Palace runners supported and joined in this campaign!? 180 joggers in total!!
Each participant picked one of the “Safe-T” t-shirts with 20 different reflective messages to promote the drivers to turn the lights on before dark.
▲Guest runner, Tomohiro Kuroki, a former baseball player at Chiba Lotte Marines.
The event was held at Hibiya Park, located nearby the Imperial Palace. Yoshie Motohiro who is in charge of social action and CSR activities at Nissan made the opening speech as the organizer, and the guest runner Tomohiro Kuroki (former baseball player at Chiba Lotte Marines) and Horiuchi Yoko (fashion model) appeared on the stage.
Kuroki and Horiuchi happened to choose the same “Safe-T,” the one with the message of “Turn it on and I will notice!” … Well, doesn’t this sound much more like “care-for-others” kind of message compared to the one I chose saying “Want a healthy sweat, not the cold one?”
Kuroki gave his opinions at the talk-show from the point of view of a driver on the topics regarding traffic safety and the need for turning the lights on before dark. He mentioned the importance for runners and pedestrians to show “care-for-others” spirit by wearing reflective materials and communicate with drivers to decrease traffic accidents.
Then after doing some warm-ups, we all moved to the starting point set outside the Imperial Palace.
On your mark, get set… GO!!!!! All 180 runners started off to the course as Kuroki called out before the sunset at 4 pm.
Comrades in yellow running through the course with their messages on looked just awesome!! Eye-catching!!
It is said that the peak time of the traffic accident is around 4?6 pm in the evening.
And yes, that reminds me of what happened one day when I was walking on a sidewalk, where there was a car going through right beside me with no lights on. That was pretty close and made me feel scary… but I think that’s why it’s really important to draw driver’s attention to pedestrians instead of just being scared.
Hope this jogging event raised driver’s awareness about turning the lights on before dark and helped reduce the number of traffic accidents.
See the special website ““Omoiyari Light Campaign” for more information.
http://www.omoiyari-light.com/
In addition, the painted huge cartoons with messages will be uploaded sequentially on the website (http://adidas-skycomic.jp/).
Milk carton!!
TBWA\HAKUHODO: The advertising agency with a vision to challenge stereotypes using hitherto unknown and completely new ideas, and to change rules.
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