Digital advertising trends
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Overview of the changing landscape and major trends impacting online advertising, including Case Studies examples to bring to life some of the exciting new opportunities.
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Digital advertising trends
- 1. Digital Advertising Trends DIG Festival 2014 Ian Farmer Strategic Planner © 2014 Zuni | All Rights Reserved | Confidential
- 2. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
- 3. © 2014 Zuni | All Rights Reserved | Confidential
- 4. © 2014 Zuni | All Rights Reserved | Confidential
- 5. © 2014 Zuni | All Rights Reserved | Confidential Up 3 % Down 2 % Down 1 %
- 6. © 2014 Zuni | All Rights Reserved | Confidential
- 7. © 2014 Zuni | All Rights Reserved | Confidential
- 8. © 2014 Zuni | All Rights Reserved | Confidential
- 9. © 2014 Zuni | All Rights Reserved | Confidential
- 10. © 2014 Zuni | All Rights Reserved | Confidential
- 11. © 2014 Zuni | All Rights Reserved | Confidential
- 12. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
- 13. Trend 1. More Complex Customer Journey & touchpoints © 2014 Zuni | All Rights Reserved | Confidential
- 14. Emerging Social channels International Women’s Day .. Tinder users encouraged to update update their TINDER image to one of the Amensty “Make the Choice” campaign ones International Women’s Day http://makethechoice.com.au © 2014 Zuni | All Rights Reserved | Confidential
- 15. SNAPCHAT : Don't let this be my #LastSelfie Inspired by the disappearing nature of content on Snapchat, this creative campaign from the WWF in Denmark, raised awareness of animals in danger of extinction. © 2014 Zuni | All Rights Reserved | Confidential
- 16. Trend 2. Mobile – integration not isolation © 2014 Zuni | All Rights Reserved | Confidential
- 17. TREND 3. Convergence of TV and Video Catch up TV Back channels for feedback © 2014 Zuni | All Rights Reserved | Confidential
- 18. Digital video offers increased level of targeting © 2014 Zuni | All Rights Reserved | Confidential
- 19. TREND 4. Disruption to Content Exchange © 2014 Zuni | All Rights Reserved | Confidential
- 20. Recommendation & discovery platforms © 2014 Zuni | All Rights Reserved | Confidential Where are your customers seeking recommendations for your products / services? Audit your presence to identify opportunities
- 21. Content or Ads? © 2014 Zuni | All Rights Reserved | Confidential
- 22. New Advertising content formats Ads on the right side of the last slide were all ads for Outbrain © 2014 Zuni | All Rights Reserved | Confidential
- 23. TREND 5. Brands becoming publishers Who would have thought that a biscuit could curate a unique view of the world? © 2014 Zuni | All Rights Reserved | Confidential
- 24. Brands facilitating advice © 2014 Zuni | All Rights Reserved | Confidential
- 25. Cool technology to capture content & engage The #NZDronie campaign captured video footage of skiers from the air and allowed them to share the videos with their friends © 2014 Zuni | All Rights Reserved | Confidential
- 26. TREND 6. Re-targeting & Real time bidding Focus on Customer (& their life time value) rather than transactions Integrate and leverage disparate data sources © 2014 Zuni | All Rights Reserved | Confidential
- 27. Real time bidding • Display Media Bid per impression / click • Allows buyers to find the optimal price for an ad to specific person in specific place at a specific time 5 TIPS for Success • Intergrate analytics learnings • Understand & Link bids to customer journeys (esp purchase cycle) • Fresh – keep ads relevant & fresh content • Test & Learn • Integrate with Segmentation strategies © 2014 Zuni | All Rights Reserved | Confidential
- 28. Real Time Ad Creation Nike & Google created this innovative #ArtCopyCode campaign to dynamically show pictures from games 10 seconds after the moment – allowing fans to engage and remix the ads © 2014 Zuni | All Rights Reserved | Confidential
- 29. Trend 7. Smart alerts © 2014 Zuni | All Rights Reserved | Confidential
- 30. Smart alerts IF • Surf over 3 foot • My location within 10 km • No calendar appointments © 2014 Zuni | All Rights Reserved | Confidential Then • Wake me up with an SMS / Alarm • Not until 30 mins before Sunrise • And allowing for the tide times • Put an appointment in my diary • Alert these mates Brought to you by ?????
- 31. Insurance alerts © 2014 Zuni | All Rights Reserved | Confidential
- 32. Tracking dangers to trigger digital alerts Optus hoping to demonstrate innovation as well as social responsibility with their share alert “Clever Buoy” campaign © 2014 Zuni | All Rights Reserved | Confidential
- 33. Dynamic digital display leveraging Data British Airways #LookUp billboards in Piccadily Circus dynamically triggered the talent looking up and mentioning the plane, destination and flight number of BA flights © 2014 Zuni | All Rights Reserved | Confidential
- 34. Weather activated Ads These ads were designed to only display when it’s raining, perfect for the HK Moonsoon season, especically when they are advertising escapes to the Phillipines © 2014 Zuni | All Rights Reserved | Confidential
- 35. TREND 9. Beacons & Near Field communications iBeacons and NFC are enabling personalised engagement, like this example from the Antwerp Museum. © 2014 Zuni | All Rights Reserved | Confidential
- 36. Shopper identification © 2014 Zuni | All Rights Reserved | Confidential
- 37. Trend 10. Connected things Will deliver an unprecedented opportunity for engagement © 2014 Zuni | All Rights Reserved | Confidential
- 38. Connected Car © 2014 Zuni | All Rights Reserved | Confidential
- 39. Connected Self “Quantified Self” Technologies like TicTrac are providing tools to visualise data from multiple tracking gadgets © 2014 Zuni | All Rights Reserved | Confidential
- 40. Connected Home Data is being used to save money on energy bills, which is perhaps why Google bought Nest © 2014 Zuni | All Rights Reserved | Confidential
- 41. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
- 42. New ways to “Know Thy Customer” Emotion sensing Tracking emotion and then dynamically responding with content is just getting started, see this example from Emotient © 2014 Zuni | All Rights Reserved | Confidential
- 43. Track, Measure and Learn Where possible, include measurable calls to action, even in non digital media © 2014 Zuni | All Rights Reserved | Confidential
- 44. Conclusion – Key Takeways • Hugely exciting time for digital media • Great opportunities for Personalisation, targeting and feedback • Know thy Customer Customer Segmentation going to deliver competitive advantage • Look for Customer-Centric Partnerships • Establish metrics linked to business objectives • Test & Learn : Experiment often and refine strategies © 2014 Zuni | All Rights Reserved | Confidential Ian.farmer@zuni.com.au Twitter: @ifarmer Linked In Linked In
Editor's Notes
- Online Advertising Trends 2014 saw the continued growth in digital media investment in Australia sits at 37% is now ahead of TV 30%, Print 19% and Radio 8%. As a greater percentage of the advertising investment shifts into digital, new technologies are emerging promising new and innovative ways to reach, engage and influence customers. What digital media levers are worthy of our attention and how can they be leveraged to optimise the return on media investment? This session will cover an overview of the changing landscape and major trends impacting online advertising, including Case Studies examples to bring to life some of the exciting new opportunities including Convergence of TV and digital Advances in data and technology for advertising & pricing Real time bidding & optimisation Brands becoming publishers Mobile advertising Social advertising Cautions and pit falls An overview of the current and about-to-hit trends in online advertising, with examples and case studies bringing the trends to life. The session will cover :- TV and online video converging Advances in data and tech on online advertising and pricing Emotion sensing tech Real time personalisation with NFC Brands becoming publishers Digital Video Explosion Mobile Advertising Social Advertising Cautions and pit falls Re-targeting Online Advertising Trends Landscape 1. TV and online video converging - Dish and Disney - Comcast purchase Free Wheel 2. Advances in data and tech in advertising and pricing - real time bidding can buy ads in fraction of a second - brands can find ideal price - personalisation (NFC / ibeacon) - retargeting - metrics and measurement - emotion sensing tech 3. Tech driving Trends Near field communications Emotion sening technologys Major Trends Brands becoming publishers Digital Video Explosion Mobile Advertising Social Advertising Cautions Ad placement online Botnets Fraudulent traffic Privacy concerns Conclusion Hugely exciting time Watch out for big players taking on tv Data/feedback christmas
- International Women’s Day .. Tinder users encouraged to update update their TINDER image to one of the Amensty “Make the Choice” campaign ones http://makethechoice.com.au/ Tinder helped by prioritising Amnesty’s profile Despite not being able to track the exact number of participants, Amnesty International had thousands more click-throughs to their website and members signed up in their hundreds.
- Inspired by the disappearing nature of content on Snapchat, the World Wildlife Fund in Denmark and Turkey have launched the #LastSelfie campaign. Created by Grey Group ad agencies, 41?29! in Turkey and Uncle Grey in Denmark, the #LastSelfie Snaps are meant to symbolize the diminishing population of different endangered species. According to the World Wildlife Fund, “The emphasis of this new campaign is to underline that if we don’t take action in real life, these species will disappear for real.”
- Large audience and lots of dollars going into it. Relevant creatives work well
- Can you spot which of these are content and which are ads?
- https://www.youtube.com/watch?v=DdPmc0RflHo
- As part of Nike’s ‘Risk Everything’ Campaign, they’ve teamed up with Google to create Real-Time ads that aim to let fans celebrate, re-mix, customise and share the celebration with their friends around the world… With each ‘Phenomenal Shot’ ad of a sponsored Nike player going live just 10 seconds after the moment happened in the game. Each Real-Time Ad is rendered in a rich 3D-Engine and distributed via the Google Ad Network across all devices, with an immersive viewing experience on mobile with HTML5 and JavaScript work together with the phone’s gyroscope and compass data to determine the athlete’s position in a 3-D space. Then fans can spin 360° around a Nike athlete by tilting and panning their mobile device. The entire WebGL experience happens within the mobile browser, without the need to download an app. Very cool. Created by W+K, Grow. #ArtCopyCode http://www.artcopycode.com/campaign/nike https://www.youtube.com/watch?v=wyDSubnQd28#t=29
- Smart alerts can really add context and value to content and strengthen the relationship between consumers companies
- Smart alerts can really add context and value to content and strengthen the relationship between consumers companies Take this example for surfers who would like to be woken up when the waves are good, but allowed to sleep in if they aren’t Photo: davidgeoffreygoslingphotography.com
- This week I heard that some insurance companies were proactively telling their customers to put their vehicles under cover to protect them from potential hail damage
- Essentially a CSR initiative https://www.youtube.com/watch?v=Wv5b4jwABiw Clever Buoy aims to protect both the beach-goers and sharks with an efficient, economical yet humane alternative to current shark defence methods. The result of a collaboration between Optus, Google and M&C Saatchi, Clever Buoy detects sharks by using a world-first sonar system which transmits a real-time message to the Lifeguard towers via the Optus Network and Google Plus once the shark's movement is identified.
- Interactive billboards aren’t new to be honest, it’s just that too many of the applications are quite boring. The new British Airways #LookUp billboards in Piccadilly Circus, have some pretty cool tech behind them. As British Airways planes fly over the ClearChannel digital outdoor sites through the Heathrow flight path, they trigger advertising creative showing real-time data of that plane, including destination and flight number; including a weather feed even reads the cloud height to ensure the plane is visible before showing the advert! Pretty cool huh?
- http://www.springwise.com/holiday-ads-rain/
- Shopkick deployed the first iBeacon/BLE-based presence signal at any major retailer on November 20, 2013. It is called shopBeacon and is currently live in a closed beta trial at Macy's Herald Square, New York and Union Square, San Francisco. ShopBeacon can welcome a shopper when she enters a store and show her location-specific deals, discounts, recommendations, and rewards, without her having to remember to open the app. It can also tie at-home browsing to in-store benefit—if she "likes" a specific product in the app, shopBeacon can remind her when she enters the store that sells it. It can also deliver department-specific offers throughout the store—so the boots she liked show up at the most useful time—in the Shoe department. ShopBeacon requires minimal investment, can be installed by sticking the device on a wall or other flat surface, and has a battery life of five years. Now available for purchase nationwide, it works with the shopkick app with its 6 million+ shoppers, as well as with retailers' own apps.
- www.automatic.com
- http://vimeo.com/64713784
- Honeywell is offering Smart Zoning
- Tracking emotion and then dynamically responding with content is just getting started http://vimeo.com/67741811 After raising a $6 million series B round, facial recognition company Emotient will open a private beta for a Google Glass app that detects users' emotions in real time. Venture-capital firm Handbag led the financing, which closed in December but was announced Thursday, bringing the total amount raised to $8 million.
- Now more than ever we have the ability to measure all forms of advertising