June 3, 2016 Chris Riddell

Election 2016 – The Analytics War Has Started

The data is already telling a story

Real-time analytics is a topic that continues to dominate the business world in 2016, and with good reason. Data will tell a story about your business, your competitors, and the movements in your industry, and it allows you to make decisions in a way that will leap frog your competition.

We are more distracted than ever with the multi-screen world that we live in. We are literally swamped with content, and as consumers we have more choice than ever when it comes to deciding what to watch.

When it comes to mobile, we are addicted to our devices. Australia has some of the highest mobile penetration in the world. Facebook are onto this trend in a big way. According to Facebook’s recent quarterly results, mobile now represents 82% of their total ad revenue, and this is growing.  In recent months Facebook have undergone some big changes with ‘Canvas’ being one of the big game changers, helping millions of businesses create more compelling content.

Social Media is an incredibly noisy part of our world, and cutting through this noise is now key for businesses. The trick though, is not just pushing ‘advertising’ out, its about creating compelling, authentic content, driven by the old art of story telling.

I was recently talking to the regional heads of one of the big social businesses, and they said 2016 is going to be a turning point when it comes to the Federal Elections in Australia. Apparently, we are going to see new ground broken when it comes to engagement online, and it’s going to be big. We’ll wait and see….

 

Mobile. Mobile. Mobile

We are more distracted than ever with the multi-screen world that we live in. We are literally swamped with content, and as consumers we have more choice than ever when it comes to deciding what to watch.

When it comes to mobile, we are addicted to our devices. Australia has some of the highest mobile penetration in the world. Facebook are onto this trend in a big way. According to Facebook’s recent quarterly results, mobile now represents 82% of their total ad revenue, and this is growing.  In recent months Facebook have undergone some big changes with ‘Canvas’ being one of the big game changers, helping millions of businesses create more compelling content.

Social Media is an incredibly noisy part of our world, and cutting through this noise is now key for businesses. The trick though, is not just pushing ‘advertising’ out, its about creating compelling, authentic content, driven by the old art of story telling.

I was recently talking to the regional heads of one of the big social businesses, and they said 2016 is going to be a turning point when it comes to the Federal Elections in Australia. Apparently, we are going to see new ground broken when it comes to engagement online, and it’s going to be big. We’ll wait and see….

Commercial TV matters. Big time.

In the last week, we have seen a total of 1047 spots of advertising, and labour has had 603 of those. This is a huge swing from recent weeks, in-fact it’s almost the complete opposite of what we’ve been seeing so far.

On Metro Television, this week, Liberal have been running one campaign titled “A Strong New Economy

The Liberal party are definitely targeting Sunday and Monday advertising. This week has seen them almost entirely stop advertising during week days.

In contrast, Labor have stepped the game up from last week, now running three campaigns, “100 Positive Policies”, which represents 29% of their impressions. The Labor party are also the first ones to start advertising on SBS, which kicked off this week.

The second campaign from Labor titled “Malcolm Turnbull Seriously Out of Touch”, represents 69% of impressions, and it’s worth noting that it has 95% of the impressions of week commencing 29th May.

On Monday 30th of May Labor launched their third campaign, titled “Is the Liberal Government Serious?”, which has only accounted for around 2% of the impressions this week.

 

For the last week, “100 Positive Policies” from Liberals has only made up 0.4% of impressions since 24th of May, they are starting to phase that campaign out, or shelving it for the time being. We will wait and see if this makes a comeback.

From start to finish, we are now looking 55.5% Liberal and 44.5% Labor. They are now neck and neck, its tightening up.

Liberal is still leading the pack on eyeball impressions, and total media value. They are spending big on slots at 6pm in the evening, which is primarily news and current affairs viewing.

The total media value so far for Liberal is almost $1m. Labor is now sitting at a value of just under $600k.

Social is realtime, and it’s getting busy

The great thing about social is it tells us a story about how people are responding and how they feel about the topics.

The great thing about sentiment is it tells us how people feel about topics AND people. This week has seen some ups and downs for Malcolm Turnbull, however Bill Shorten appears to be playing the long and steady race, with sentiment slowly increasing day by day.

Depending on how you view the world of social, impressions and mentions DO matter. This is where influence comes into play, and where there race to the top gets super interesting.

Malcolm Turnbull has curated a large and significant audience when it comes to the world of online, and the last week has seen him get a potential reach of over 204 Million people. Bill Shorten comes in at second place with reach, but a higher sentiment rating overall.

So what are the topics that are trending?

We’re seeing daily movement on the topics that social media are hooking into across the platforms. Jobs are both key areas this week that have maintained a level of momentum, with Tony Abbott being a topic that just wont go away for Malcolm’s social audiences. Tax Cuts are the second biggest trending topic for Labor this week, no surprises there.

This week has seen the biggest shifts in both Television and Social so far since the election started. Next week will no doubt see even bigger movements across all of the parties, as they continue to refine and shape their messages and campaigns.

Stay tuned…

Tagged: , , , , , , ,

JOIN OVER 15,000 TREND HUNTERS

Get instant access to the latest trends and innovation stories from Chris Riddell's Global Innovation Network

You have Successfully Subscribed!

Send this to a friend