Author Archives: Paps Shaikh

The new world of engagement

burberry London Fashion Week catwalkLast year I wrote about how page views are dead and the need for new metrics for engagement. But this uncharted territory still requires a lot more navigation. With page views there’s no guarantee, no attention. With engagement, a brand knows that it has taken the conversation a step forward – the user is coming to it. But what does the new world of engagement look like?

We know that consumers have short attention spans online – just eight-seconds for online content (that’s one second less than a goldfish!). So if marketers want to make an impression, it has to be quick. Mobile changes the equation even more radically – there are fewer pixels to work with. The average mobile user reaches for their device more than 150 times a day and mobile has moved beyond just a platform to more of a behaviour – it’s changing the way consumers shop, watch TV, travel and experience content. Times have changed and just last year instant messaging overtook standard text messaging (SMS) for the first time ever. Read more on The new world of engagement…

Could Christmas TV ads work just as well online?

John Lewis Christmas ad 2013The annual Christmas TV commercial is an important point in the calendar year for advertisers and consumers alike, but will we ever see the day where one of the big retail brands bypass TV all together and launch their Christmas campaign purely online? Paps Shaikh, European GM, Say Media explores the pros and cons around whether it’s possible to create a new tradition in the digital space.

Christmas; It’s an expensive time of year for brands and a lot of time and effort goes into creating a spectacular television commercial (TVC). And it’s no surprise. Not only is it an important point in the calendar year for advertisers, but also for consumers. Each year, they will eagerly wait for that moment when the infamous Coca-Cola truck makes its way across their TV screen, a signal that “holidays are coming”.

Read more on Could Christmas TV ads work just as well online?…

How traditional ad techniques continue to influence the digital landscape

Say Media tablet advertising screens Lately, I’ve heard lots of talk in our industry about how digital advertisers are beginning to really take a look back at traditional methods and apply them to their work. Why do I say this? Because the online advertising landscape is so cluttered and crammed with messaging, coming at consumers from all angles. As an industry we are beginning to realise that the good old days of clean cut and simple messaging are sorely longed for.

Read more on How traditional ad techniques continue to influence the digital landscape…

Stop killing my flow: why disruptive ads are a dying breed

Say Media adaptive adAs content and commerce become ever more intrinsically linked, more than ever advertisers are seeking ways for their creative output to exist naturally alongside editorial content – with the holy grail being – the ability to create a -seamless flow between the two.

Read more on Stop killing my flow: why disruptive ads are a dying breed…

Online Advertising: Questions of Time and Doctor Who

It’s difficult to talk about time without stumbling into cliched phrases, but it seems right to talk about the importance of time for two reasons. The importance of time-spent cropped up in a recent survey conducted by the IPA that ranked the best  in the industry. I should take this chance to congratulate the guys at InSkin, who pipped us to the post by a mere 0.7%. Such a close run race shows that clients really do have a choice of quality partners.

But given that the technologies we use is broadly similar – it’s the X factors that create the differentiation, and most of these X factors are determined by the relationship with the client: the quality of brief responses, the delivery of innovative content solutions,  proactive communication of opportunities, regular constructive contact with the sales team, and the all-important agency/media owner partnership. Read more on Online Advertising: Questions of Time and Doctor Who…

Don’t touch my phone! (Why marketers need to be more sensitive)

You basic iphone nightmare - cracked iphone screenLast week, the unthinkable happened. My wife discovered the screen on her beloved and otherwise completely untarnished iPhone was cracked. The exact cause and reason behind this devastating event remains unclear, although the children and I have all have unshakeable alibis. This is just as well, as Mrs Shaikh was not impressed.  Read more on Don’t touch my phone! (Why marketers need to be more sensitive)…

Read more on Don’t touch my phone! (Why marketers need to be more sensitive)…

Buddy or business? It’s time for Facebook to come out one way or the other

Facebook is one of those global brands that has become the victim of its own success. A straw poll of Facebook-related headlines over any given month throws up a mixture of celebratory growth stories, alarming claims about privacy, and the usual one we all know and love about a teenager who throws a house party which is invaded by a thousand gatecrashers, (“It just got out of hand so fast, I didn’t realise so many people would show up!” she said). Read more on Buddy or business? It’s time for Facebook to come out one way or the other…

The age of mass media consumption and the hyper-individual

Kids can stream Horrible Histories on their tabletsThere’s a famous phrase from Canadian philosopher Marshall McLuhan that gets a regular workout in media columns. “The medium is the message” has been quoted so many times that using it is almost a cliché.  People attempt to explain and interpret this phrase in a number of different ways.

The phrase even has its own Wikipedia article that contains the extraordinary phrase: “McLuhan describes the “content” of a medium as a juicy piece of meat carried by the burglar to distract the watchdog of the mind.”

But looking past the florid writing style and larceny metaphors for one moment, McLuhan’s point that while we get distracted by content, we can miss the changes and developments that are instigated by the medium itself. Read more on The age of mass media consumption and the hyper-individual…