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We’ve implemented a lot of changes over the last six months to ensure our clients are ready for the years ahead – working on what’s important to ensure that we deliver the best possible service.

Shifting forces

Issues can move quickly with almost hourly twists and turns, some snowballing from a single simple tweet. Unless you’re checking multiple channels regularly, it’s easy to lose track of a story’s trajectory.

Take the recent news focus on Barnaby Joyce. The story developed over two weeks and each day delivered a new angle, with influencers from both sides weighing in via different forms of media. If you’re like me, the story would have had you hooked with an impressive volume of chatter and numerous voices shaping the overall picture. With Mediaportal, stories like this are much easier to get a handle on - tracking velocity, following the twists and turns, seeing who is driving the agenda and tracking its geographical impact.

We’re passionate about this connection point where our clients can navigate this dynamic, rapidly changing landscape to apply or build-out strategies that place their knowledge at the heart of action. This vision to both discover and inform our clients so they know their media better than anyone else with a team behind that technology that knows exactly what they’re trying to achieve, is what’s driving the year ahead for Isentia.

Our roadmap for Mediaportal is designed to be agile to respond to evolving needs and deliver greater interconnection between information and understanding. All designed to give our clients the ability to harness the game-changing potential of real-time actionable media intelligence.

The laws of simplicity: People and tech 

If you’re the weightlifter, consider us your spotter. Our teams work hard to understand your business and the issues that are important to you. We’re here to partner with you for the long-term and have real people picking up your phone calls. Our approach to the simple yet powerful combination of people and technology makes us fairly unique and it's one our clients really value. Having someone to work with so that your content is more accurate and relevant, allowing your team to spends less time sifting through mountains of irrelevant content is just the tip of the ice-burg. 

We are your backup when the board comes knocking for answers. Clients who have tried less sophisticated services on the promise of “something different” and a budget price, invariably come back to us with stories of painful service, and unfulfilled promises. With us, you have confidence and a solution that's ready to go without the hassle - it's a big reason why so many clients recommend us to others.

That’s why we’re invested in having the right people with the best minds for our business to build on our personalised service, delivering the largest scope of content anywhere in the Australian market.

Channelling an athlete’s mindset

Our commitment to our industry cannot be questioned. We continue to lead and innovate - focusing on delivering the best service for our clients and making their lives easier. And like Commonwealth Games greats Ian Thorpe, John Landy and Dawn Fraser, we made it here through hard work, commitment and passion. As the external environment has changed, we have remained ahead of the pack - never compromising on our desire to equip our clients with accurate, curated insights into their media landscape.

For us, Client Success means delivering rich and accurate data for our clients so they remain on top of breaking issues, and are able to better understand how their strategic communications and business initiatives are truly interpreted by their various stakeholders through the lens of media coverage and social discussions. 

We are our clients’ support team – their high-performance coach, and we continue to strive for greatness as we cheer the real athletes to glory in this year’s Commonwealth Games and beyond.

Isentia is a proud partner of the GC2018 Commonwealth Games, delivering powerful media intelligence and insights all the way to the finish line.

John Bissinella, Head of Client Success for Australia

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In the past year, there have been over 280,000 media mentions of the Commonwealth Games in Australia.

When you look at the sheer scale of coverage for the Gold Coast 2018 Commonwealth Games, it’s amazing to think just how complex and diversified the voices within that noise are. As Australia’s largest sporting event this decade, the Games are attracting worldwide interest – providing a perfect example of how media intelligence is crucial for any organisation to remain empowered and informed. 

Supporting the work of the Commonwealth Games by delivering invaluable insight to those working behind the scenes enables the team to digest huge volumes of content into bite-sized pieces of knowledge that can be used to take action, address key topics or issues, and keep the broader organisation informed.

From a personal perspective, it’s been amazing to watch as the Commonwealth Games preparation unfolds – setting somewhat of a ‘gold’ standard when it comes to media intelligence and insights. 

Why? Because the team have recognised the value of not only pulling out pertinent coverage daily, but engaging in media insights to better position themselves and react to negative press accordingly.

If you do the math, 280,000 media mention averages out to around 780 media items a day across social and mainstream – and that’s during a non-Games time period.

Now let’s multiple this number by about 10 to account for the increase of coverage during Games time. This team is tasked with staying across more than 7,800 media items per day across social and mainstream, globally.

It’s easy to understand the need to prepare, because the numbers don’t stop there. For example there’s expected to be a TV audience of 1.5 billion, 1.5 million spectators, 6,600 athletes and over 15,000 volunteers – all engaged and ready to be part of #GC2018.

With those numbers spinning around in my head, it’s easy to see how clients can become overwhelmed. Analysis is simply a must-have in this scenario – even just to get some perspective on the sheer volumes of coverage.

When you think about an event like GC2018, there is a lot of information that needs to be tracked – and much of it is not about the sport itself. From the infrastructure, to local community issues, to travel issues, ticketing, athletes and venues (the list goes on!) to beautiful PR pieces, hosting media at the Commonwealth Games Village (CGV), and briefing ambassadors on crisis management.

Being able to distill, digest and make sense of this volume of coverage is something we’re proud to be supporting – providing the tools to capture instant quantitative insights as well as tracking trends and peaks in coverage against issues or topics to support the team’s decision-making processes during the Games. 

From our broadcast monitors, to our daily briefing editors to our operations and account management. From our senior analysts who work on our key sporting client’s insights, to our client service support – we’ve all been working towards this event in some way or another for the past few years, and the countdown is now on! We’ve also had countless conversations about making sure we’re ready for every possible scenario that may impact the Games (and as a result, the media environment surrounding it). The Isentia team have workshopped and considered issues from power outages, to weather conditions, to doping scandals, to village incidents, to buses of athletes crashing. We need to make sure we are positioned to meet anything that comes up, and that includes having an embedded staff member at HQ from now until the end of the Games, providing always-on support.

Similarly, the Commonwealth Games team are busy building infrastructure and creating impact from the Games which will result in generational benefit for the Gold Coast region and Queensland. It’s not just a one-time sporting event. The Games venues will leave world-class infrastructure for future international events, while the Commonwealth Games Village will become the heart of the Gold Coast health and knowledge precinct.

When you’re in the sport of media intelligence and supporting crisis management, it’s critical to be able to map out scenarios that may impact clients, ensuring the both of you are prepped and ready for what’s ahead. At Isentia, we pride ourselves on being an extension of our client’s team. And for an event like the Commonwealth Games, we are sitting side-by-side, every step of the way – excited to support Queensland’s growth well into the future.

Isentia is proud to be supporting the Gold Coast 2018 Commonwealth Games by delivering powerful media intelligence and insights all the way to the finish line. Read more from John Bissinella, Head of Client Success about how we stay ahead of the games to deliver the best possible service for our clients here.

Patricia Kavanagh, QLD State Manager

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Each year, the Australian Tennis Open brings record ticket sales with larger broadcast deals, more global partners, record sponsorship revenue and more digital interaction with fans.

In the recent 2019 tournament, a record 780,000+ fans attended the Open smashing the previous year’s attendance by a long shot. Broadcast numbers also exceeded expectations with a national audience reach of 14.482 million across the two-week tournament.

Being a partner or sponsor at the Australian Open provides numerous opportunities for brand exposure, share of voice, integrations, building strong consumer bases, and building long-term mutually beneficial partnerships.

It’s no surprise this year’s tournament was over-subscribed with partnership demands by both existing brands such as ANZ and KIA, and newer big brand players on the scene including AGL and Uber Eats. So, what did we learn?

Product placement is evolving
A brands ability to spend thousands of dollars over the course of a campaign is one of the more confident demonstrations of a brands health and vitality. Brand campaigns carry signals through media placement, production value, and through the choices made in their messaging.

In fact, the mere act of running an ad campaign or creating an interactive experience indicates a corporate belief in a product – and as consumers, we process these things regularly and subconsciously.

If the experience can be interactive and there’s motivation for consumers to share it on social media, it can increase a brand’s exposure and reach.

The prestige is immeasurable

Hosting or sponsoring any major sporting tournament such as the Australian Open carries significant prestige. Gone are the days of a single spot advertisement acting on its own – now it’s important to utilise the essence of a brands campaign (and in this case, link it to the philosophy of tennis) and have a multi-dimensional strategy.

Having access to this kind of exposure, enhances communications with global consumers and further expand the brands influence - it’s the ultimate advertising opportunity.

In 2018, the Australian Open generated $86 million in sponsorship revenue and $118 million in broadcasting income. The AO brand has a strong association with being world-class, popular and for high-quality tennis which is an indication as to why its significant and prestigious for brands to be involved with the Australian Open.

Creativity wins hearts and minds

We know that the most creative activations are the ones that stick in our minds.

Uber Eats divided viewers with its game-changing integration into the live tennis action. Tricking viewers into thinking they're watching the live game, the Uber Eats ads pretend to return to the coverage of the game but then the player on court orders a delivery of food. 

This modern take on product placement was a fun, creative ad designed to both engage and entertain the audience.

We also saw KIA, a major sponsor of the Australian Open, execute both on-site and off-site activations surrounding the Open.

At Grand Slam Oval, fans tested their 'Caraoke' through augmented reality with Thanasi Kokkinakis and Daria Gavrilova – both up and coming Australian tennis players.

And for the first time, KIA also shared their activations outside of the grounds with live sites in Federation Square and test drives at Southern Cross Station in Melbourne, concurrently releasing a ‘Get Mean’ campaign featuring Spanish Rafael Nadal recreating car noises.

Want to learn more about how to measure the effectiveness of your brand and communications activity? Let our team help you to showcase your impact, get in touch today.

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