Real-Time Bidding in the United States and Worldwide - 2011 - 2016Romain Fonnier
Display advertising spending based on real-time bidding (RTB) continues to grow
rapidly both in the United States and worldwide. RTB spending expands faster than
any other segment of the digital advertising industry including hot areas such as
mobile, video, or social advertising. This is due to the financial benefits brought upon
by RTB's integration, automation, and optimization of the display ad value chain:
publishers save money and increase inventory yield, agencies increase their return
on advertising spend (ROAS), and both improve profitability.
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Real-Time Bidding in the United States and Worldwide - 2011 - 2016Romain Fonnier
Display advertising spending based on real-time bidding (RTB) continues to grow
rapidly both in the United States and worldwide. RTB spending expands faster than
any other segment of the digital advertising industry including hot areas such as
mobile, video, or social advertising. This is due to the financial benefits brought upon
by RTB's integration, automation, and optimization of the display ad value chain:
publishers save money and increase inventory yield, agencies increase their return
on advertising spend (ROAS), and both improve profitability.
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
How did brand-led newspaper and online newspaper ads coupled with TV positively drive web traffic and active consideration for the credit card provider?
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
How did brand-led newspaper and online newspaper ads coupled with TV positively drive web traffic and active consideration for the credit card provider?
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
The Rockefeller Foundation recently concluded a three-year initiative focused on maximizing the number, quality and accessibility of green jobs in the United States. The Sustainable Employment in a Green US Economy (SEGUE) initiative was launched based on a recognition that the twin challenges posed by high unemployment and climate change created an opportunity and imperative to invest in green jobs in the United States and around the world. SEGUE grant-making focused on advancing the knowledge, innovation, standards and institutions necessary to catalyze growth in the green economy and unlock greater demand for green jobs.
This initiative supported several major research efforts, including an independent, developmental evaluation of the SEGUE initiative by Abt Associates, that yielded important insights on what it would take to create more green jobs and a sustainable green economy.
You’re probably creating content with the goal of generating demand and collecting leads, but are you also creating content to arm your Sales Team?
As marketers, we can’t forget that content can also support Sales, equipping them with the support materials and selling tools that they need to succeed.
Browse through our slides to read more about creating content that your Sales Teams can use to close more deals. You'll learn about:
- Different ways to leverage content for sales enablement
- Aligning content creation with insight from Sales
- Creating content to educate prospects and manage objections
Zaragoza Comedy
Continúa el ciclo del humor en la ciudad, y lo hace de la mano del inclasificable Chiquito de la Calzada. Un genuino maestro del chiste que alcanzó cotas de popularidad asombrosas. Vendrá acompañado de JJ Vaquero. El guinonista y cómico mas transgresor del Hormiguero traerá sus monólogos irreverentes. Una velada desternillante. ¡Por la gloria de mi madre!.
Auditorio de Zaragoza, Sala Mozart
Sabado 24 22:00 Horas
Horarios de interés
Basílica de
El Pilar
6:45-21:30
Todos los días
La Seo
Lunes cerrado
Sabado 10:00-12:30
15:00-18:00
Domingo 10:00-11:30
Resto de días 9:00-13:30
16:00-18:30
Museos arqueológicos
Lunes cerrado
Domingos 10:00-13:30
Resto de días 10:00-20:30
Aljafería
10:00-20:30
Todos los días
Domingos entrada gratuita
Jorge Drexler en el Principal
El artista uruguayo, ganador de un Oscar, de varios Premios de la Música y nominado en multiples ocasiones a los Grammy, viene presentando su último trabajo: Amar La Trama. Sin abandonar su habitual melancolía sorprende con unos arreglos de viento y percusión que aportan un mayor vitalismo.
Teatro Principal
Martes 20 Abril 21:00 horas
Quinto concierto del Grupo Enigma
Nuestros amigos del Grupo Enigma, Orquesta de cámara del Auditorio de Zaragoza, nos ofrecen esta semana un interesante concierto con la colaboración de la mezzosoprano Alda Caiello. Nos sorprenderán con un repertorio que incluye piezas de Gabriel Erkoreka, Luis de Pablo y Luciano Berio.
Auditorio de Zaragoza, Sala Luis Galve
Martes 20 Abril 20:15 horas
El Lago de los Cisnes
Este conocidísimo Ballet de Chaikovski llega al escenario del Principal de la mano del Ballet del Teatro Nacional de Brno. La compañía checa cumplirá un siglo en breve y en su gira europea está cosechando grandes críticas.
Teatro Principal
Lunes 19 Abril 21:00 horas
Would you like your team to provide you ideas for improvement on a regular basis? Would you like to see them contribute more in general? If you answered ‘yes’ to either question, you might be forgetting the value of your team members, the frontline associates. From the plant to the boardroom, every person can provide you perspectives that propel your organization to success.
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Media Buying In An Election Year: Strategies, Insights, And TrendsTinuiti
The Last One: The finale hits a high note with an exploration into the complex realm of political spending on streaming platforms. While the topic may seem daunting, rest assured, it’s a voyage worth exploring for your brand and we’re here to help you navigate it safely.
Join Tinuiti’s seasoned strategy expert and NBCU’s brand partnerships specialist as they unveil powerful tactics tailored for success in this high-stakes arena. We’ll compare streaming channels with traditional ones, offering invaluable insights into how political advertisers activate their campaigns on streaming platforms.
A company manufactures breakfast cereals. The company has created a .pdfamithkumar18340
A company manufactures breakfast cereals. The company has created a new cereal and it will be
available in grocery stores in a few weeks. Currently, the company is considering different ways
to advertise the product. What are the different media that can be used to advertise the new cereal
and what are the important factors in each media that should be considered in making the
decision?
Solution
Advertising Agencies Businesses need advertising agencies to help them generate
awareness, and more importantly, interest in their offerings. This is one of the best resources out
there for finding those who can best utilize the advertising media, advertising agencies.
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Luxury Yacht Charter | St. Louis Mold Inspection Advertising Media Planning: A Primer 1.
Introduction The two basic tasks of marketing communications are message creation and
message dissemination. Media planning supports message dissemination. Media planning helps
you determine which media to use--be it television programs, newspapers, bus-stop posters, in-
store displays, banner ads on the Web, or a flyer on Facebook. It also tells you when and where
to use media in order to reach your desired audience. Simply put, media planning refers to the
process of selecting media time and space to disseminate advertising messages in order to
accomplish marketing objectives. When advertisers run commercials during the Super Bowl
game at more than $2.5 million per thirty-second spot, for example, media planners are involved
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perspective. Instead o.
Redesiging your marketing strategy (Part II)ShuangYuYap
The second part of this series explores the evolving landscape of advertising and the impact on brands and media buyers. Read on for insights on how advertisers can re-design their #strategy to continue driving results!
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1.
Executive Summary
Black
Friday
is
quite
simply
the
biggest
day
of
the
year
for
Currys
PC
World,
in
fact
it
has
rapidly
become
the
principle
trading
day
in
most
retailers
calendar.
This
brings
with
it
both
opportunities
and
challenges.
The
opportunity
and
objective
for
Dixons
was
clear;
we
needed
to
prompt
action
and
drive
short
term
response.
In
order
to
do
this,
we
had
to
capitalise
on
this
huge
consumer
interest
to
drive
the
largest
single
days’
worth
of
sales
in
the
year.
The
challenge
was
delivering
on
this
in
the
face
of
shared
ambitions
with
our
core
competitors.
Therefore,
we
needed
to
cut
through
the
clutter
and
shout
the
loudest;
getting
lost
within
our
competitors
communications
wasn’t
an
option.
We
needed
consumers
to
view
CPCW
as
the
number
one
retail
destination.
Newsbrands
gave
us
the
platform
to
do
this
and
provided
a
channel
we
know
is
tried
and
tested
from
an
ROI
point
of
view.
Utilising
Newsbrands
alongside
other
channels,
we
created
the
CPCW
Black
Friday
Roadblock.
Background & Objective
Black
Friday
has
had
a
huge
impact
on
consumer
mind-‐set
and
purchase
habits
since
it
came
to
prominence
in
the
US
and
more
recently
in
the
UK.
This
has
meant
historical
sales
trends
have
been
impacted
upon
as
consumers
focus
their
attention
on
this
single
day,
pulling
forward
typical
sales
spikes
in
the
run
up
to
Christmas.
The
level
of
growth
of
BF
as
a
fully
formed
consumer
facing
proposition
was
evident
in
the
sheer
volume
of
sales
in
2015
–
Google
estimated
this
to
be
upwards
of
£1.1bn
through
online
sales
alone
(this
was
up
36%
on
the
previous
year).
This
huge
groundswell
of
consumer
interest
and
media
attention
has
therefore
provided
a
massive
opportunity
for
retailers.
The
communications
objective
for
CPCW
was
to
ensure
that
we
dominated
key
broadcast
and
digital
channels,
drive
the
highest
SOV
amongst
our
core
competitor
set
and
prompt
action.
The
business
objective
attached
to
this
was
clear;
short
term
sales.
To
deliver
on
this
and
alleviate
some
of
the
pressure
on
Black
Friday
alone,
we
constructed
a
comms
plan
which
balanced
out
the
event
across
a
longer
period
-‐
running
in
the
week
leading
up
to
and
through
to
the
following
Monday
(Cyber
Monday).
Newsbrands
were
instrumental
in
allowing
us
to
deliver
a
consistent
presence
across
this
period
to
position
CPCW
at
the
front
of
consumers’
minds,
‘warming
up’
the
market
ahead
of
the
main
event
on
the
Friday.
A
sense
of
immediacy
through
print
was
key
to
illicit
short
term
reaction;
key
national
press
titles
ensured
we
could
deliver
on
this,
at
scale,
and
in
conjunction
with
other
channels.
2.
Insight
There
were
some
key
insights
that
we
took
into
planning
for
the
2016
campaign:
• We
had
to
utilise
multiple
touch
points
in
unison
to
truly
cut
through
and
the
halo
effect
this
generates
was
an
important
factor
at
planning
stage.
For
example,
we
knew
from
the
Newsbrands
ROI
Retail
study
that
print
newsbrands
make
TV
spend
work
twice
as
hard,
as
well
as
boosting
radio
revenue
by
up
to
10
times.
• The
same
research
also
highlighted
the
sweet
spot
investment
percentage
for
Newsbrands
as
part
of
the
overall
media
spend
as
around
20%
-‐
30%.
This
insight
(alongside
Gain
Theory’s
econometric
work)
helped
guide
decisions
around
the
most
effective
spend
split
by
channel.
• Our
competitor
monitoring
through
Nielsen,
Ebiquity
and
general
market
trends
indicated
that
competitor
spend
was
likely
to
increase
YoY.
We
couldn’t
afford
to
stand-‐still
and
risk
our
SOV
being
diluted
in
this
context,
dominant
share
was
a
must
• Black
Friday
was
no
longer
a
new
concept.
Consumers
are
now
well
trained
on
seeking
out
the
best
deals
and
search
trends
from
Google
showed
that
this
was
now
more
likely
to
be
done
at
an
individual
product
level
(rather
than
generic
“Black
Friday
deals”)
• CPCW
brand
tracking
(conducted
by
Millward
Brown)
from
BF
in
2015
showed
that
our
press
activity
had
weaker
persuasion
and
credibility
than
our
standard
campaigns
running
throughout
the
year.
Newsbrands
continue
to
provide
us
with
platforms
that
command
a
sense
of
trust
from
its
readers,
meaning
we
would
be
able
to
leverage
this
positive
association
to
tackle
these
perceptions
by
partnering
with
some
of
the
biggest
titles
in
the
market.
• Lumen
eye
tracking
research
had
shown
that
average
dwell
time
for
electrical
retailers
in
newsprint
is
between
2
–
3seconds.
The
challenge
therefore
was
how
we
used
print
formats
that
delivered
enough
impact
to
provide
a
clear
differentiator
amongst
the
Black
Friday
noise.
These
insights
led
to
some
clear
media
principles
which
informed
planning:
• Lead
SOV
across
the
market
• Differentiate
media
buys
to
cut
through
the
noise
• Evolve
Black
Friday
comms
to
cater
for
a
more
educated
audience
• Utilise
multiple
touch
points
to
match
consumer
mind-‐set
in
the
run
up
to
&
on
Black
Friday
itself
• Be
innovative
with
our
use
of
format
It
was
very
clear
that
we
needed
to
partner
with
newsbrands.
3.
The Plan
The ambition for our Black Friday activity was to deliver scale across key channels to ensure
dominance, drive disruption and a sense of immediacy. To do this we created the ‘Black
Friday Roadblock’ – we wanted to own the biggest TV shows, the biggest newspapers and
the biggest websites in the market.
We saw press ROI increase from the previous year’s campaign so evolved our activity here even
further with takeovers in more titles. The inclusion of newsbrands, alongside channels we knew
would deliver from an ROI perspective, created an integrated campaign that stood out amongst
the rest. This holistic approach across multiple channels was used to ensure that from a
consumer’s point of view, the campaign appeared greater than the sum of its parts. We
planned to deliver this though the following comms framework:
Stage 1, Announce:
• Through TV we altered our standard end-‐of-‐week phasing to run from the Monday,
launching the CPCW ‘Black Tag Event’ in some high-‐profile programming including
Coronation Street (9.7m individual viewers) and Dispatches (3m)
• While TV led the ‘announce’ phase of the campaign, it was important for all media
to sew the seed to their relevant audiences, so we selected 2 of the most prominent
titles in the newsbrands market to shout about “Black Tag is coming”! The Sun and
the Times captured two ends of our ABC1 spectrum maximising our reach.
Throughout the week we built coverage with additional titles and guaranteed front-‐
of-‐mind presence for CPCW
• We ran a combination of 10 and 30 second teaser ads on radio from the Monday,
delivering over 16m ABC1 Adult impacts before the day itself
• OOH also played a key role in announcing our BF deals week, allowing us to deliver
9.8m ABC 1 Ad impacts before Black Friday through digital Underground and Rail
formats
Stage 2, Dominate:
• Newsbrands formed the focal point of our ambition to ‘own’ Black Friday. The
print activity consisted of 3 unmissable takeovers, dominating three of the highest
circulating titles on Black Friday with just under 900cms per title in the first third of
the book. This not only ensured huge exposure to those readers, it meant we had an
enormous captured market over our competitors. Combined with a digital HPTO on
Sun.co.uk, we were sure to DOMINATE the newsbrands market and stand above
our competitors. Through the national print market alone, we delivered 51%
coverage of ABC1 Adults (an enormous 35m impacts)
• Across the Black Friday week we reached 19m ABC1 Ads through TV (delivering the
fourth highest number of TVRs across all advertisers in the market)
• Digital takeovers across the Sun, YouTube and MSN allowed us to reach a third of
the UK population online
Stage 3, Sustain:
• To ensure we had a consistent drumbeat of activity we maintained the weight of our
media through to Cyber Monday across all channels
• We maintained our presence in print over the weekend across all titles with large
fractional formats to ensure interest was sustained up until Cyber Monday
• Our newsbrands activity across the week provided the greatest SOV amongst our
competitors; 40% of CMs and double our nearest rival
• Through display we reached 45.3m unique users alone across the week, driving a
161% uplift in sales YoY
4.
Results
We went into Black Friday with clear communications and business objectives; Lead SOV
amongst our core competitor set and drive the most sales in one day the business had ever
seen. We delivered on both fronts.
We drove lead SOV across TV and press, establishing 30% share across Black Friday week. This
was higher than all of CPCW key competitor brands including Argos, Amazon, John Lewis, AO
and Very.
Lumen research showed that our Black Friday print activity was better recalled than our
standard ads by a massive 47 percentage points. Our activity was in fact the second most
recalled across the entire market according to the same study
Millward Brown brand tracking also showed that, compared with the campaign last year, our
Black Friday week activity was more credible and persuasive. The formats we used on Black
Friday specifically were also recorded as being more impactful.
Client View
“The importance of Black Friday to our business cannot be over stated. The media strategy
formulated by Blue 449 therefore was fundamental to delivering on firm commercial targets
and the ambition to improve upon what was already a record sales day last year. We were able
to do this and drive the single biggest day of sales. Newsbrands were an integral part to our
comms plan, allowing us to deliver mass scale, generate disruption and drive short term
response from consumers. We continue to see positive ROI figures from Newsbrands to
reinforce their effectiveness as a channel on plans and see no reason why this should change
going into Black Friday this year.”
James Cheetham, Head of Advertising, Currys PC World