1. The document discusses emerging trends in digital media and advertising for 2015.
2. It predicts greater tension between media agencies seeking control over ad delivery, creative agencies developing new formats, marketers using programmatic buying to target ads, and efforts to put consumers in control.
3. The trends discussed include second screen ad syncing, breaking down silos between social and mobile measurement, and marketers gaining better insights from digital consumer data.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
Whitepaper_1st may '12_Mobile Marketing Kumar Gaurav
Mobile marketing is an opportunity that should be leveraged rather than feared. Agencies need to get over their fear of mobile marketing due to the large growth in mobile usage and advertising budgets moving to mobile. Mobile advertising works best as part of cross-media campaigns and dialogues. Numbers show that mobile users are an attractive demographic for advertisers and agencies should explore mobile marketing opportunities rather than focusing only on traditional media. With the right third-party partners, agencies can develop effective mobile marketing strategies and campaigns without extensive technical expertise.
This document discusses 8 digital trends that will shape Asia Pacific in 2016:
1. Marketers will measure campaigns based on business objectives and ROI rather than just media KPIs.
2. Brands will need to harness "dark social" content sharing on private messaging apps to directly engage with fans.
3. Content will need to be optimized for individual platforms as consumers spend more time within "walled gardens" like Facebook.
This document discusses several emerging trends in broadcast marketing. It outlines how broadcast marketing has expanded from traditional television and radio to include new platforms like online video, social media, and mobile devices. It highlights key trends in on-demand streaming, multi-screen viewing, and over-the-top services. The document also examines how broadcast marketers can leverage social media, user data, and mobile technologies to engage audiences in real-time and deliver personalized advertising across multiple devices. An effective broadcast marketing director must understand these new trends and how to strategically utilize different media platforms to reach target demographics.
Millennial Media is a leading mobile advertising company that provides targeted advertising solutions including large mobile audiences, creative advertising formats, measurement of campaign effectiveness, and programmatic buying. It has over 650 million monthly unique users worldwide, proprietary user profiles, and works with over 90 of the top 100 advertisers.
PAN Communications is a mid-sized Boston-based PR and digital media agency with over 60 employees. They provide data-driven communication programs that map to business objectives and are measured using customized metrics. PAN offers services across healthcare, consumer tech, and technology PR, leveraging earned, owned, shared and paid media for storytelling. They have a network of global partners and aim to provide an integrated model combining different types of media with analytics.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
The global advertising industry was hit hard by the COVID-19 pandemic in 2020. Marketers were forced to shift to digital-first strategies and adopt new technologies. Some key trends in 2021 included the rise of programmatic advertising, growth of connected TV and video advertising, increased e-commerce sales, heavy social media usage, the decline of cookies, and a focus on mobile and interactive formats. Advertisers had to quickly adapt to changes in consumer behavior or risk losing out to more agile competitors.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
Whitepaper_1st may '12_Mobile Marketing Kumar Gaurav
Mobile marketing is an opportunity that should be leveraged rather than feared. Agencies need to get over their fear of mobile marketing due to the large growth in mobile usage and advertising budgets moving to mobile. Mobile advertising works best as part of cross-media campaigns and dialogues. Numbers show that mobile users are an attractive demographic for advertisers and agencies should explore mobile marketing opportunities rather than focusing only on traditional media. With the right third-party partners, agencies can develop effective mobile marketing strategies and campaigns without extensive technical expertise.
This document discusses 8 digital trends that will shape Asia Pacific in 2016:
1. Marketers will measure campaigns based on business objectives and ROI rather than just media KPIs.
2. Brands will need to harness "dark social" content sharing on private messaging apps to directly engage with fans.
3. Content will need to be optimized for individual platforms as consumers spend more time within "walled gardens" like Facebook.
This document discusses several emerging trends in broadcast marketing. It outlines how broadcast marketing has expanded from traditional television and radio to include new platforms like online video, social media, and mobile devices. It highlights key trends in on-demand streaming, multi-screen viewing, and over-the-top services. The document also examines how broadcast marketers can leverage social media, user data, and mobile technologies to engage audiences in real-time and deliver personalized advertising across multiple devices. An effective broadcast marketing director must understand these new trends and how to strategically utilize different media platforms to reach target demographics.
Millennial Media is a leading mobile advertising company that provides targeted advertising solutions including large mobile audiences, creative advertising formats, measurement of campaign effectiveness, and programmatic buying. It has over 650 million monthly unique users worldwide, proprietary user profiles, and works with over 90 of the top 100 advertisers.
PAN Communications is a mid-sized Boston-based PR and digital media agency with over 60 employees. They provide data-driven communication programs that map to business objectives and are measured using customized metrics. PAN offers services across healthcare, consumer tech, and technology PR, leveraging earned, owned, shared and paid media for storytelling. They have a network of global partners and aim to provide an integrated model combining different types of media with analytics.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
The global advertising industry was hit hard by the COVID-19 pandemic in 2020. Marketers were forced to shift to digital-first strategies and adopt new technologies. Some key trends in 2021 included the rise of programmatic advertising, growth of connected TV and video advertising, increased e-commerce sales, heavy social media usage, the decline of cookies, and a focus on mobile and interactive formats. Advertisers had to quickly adapt to changes in consumer behavior or risk losing out to more agile competitors.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
1) The document discusses how gaining consumer attention is becoming the most important metric in digital advertising in 2015 and beyond. Advertisers are shifting budgets from standard banners to mobile, video, and native formats that are better at capturing attention.
2) Success metrics are also shifting from quick metrics like impressions and click-through rates (CTRs) to metrics that show interactions and post-impression actions, which indicate a brand fully captured a user's attention.
3) Viewability is important but not a guarantee of attention on its own; creative, format, and placement must be optimized to engage users and garner their attention once an ad is viewable.
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
Ace your email_game_with_campaigns_strategies_for_food_tech_during_andHarsha MV
The document provides tips and strategies for food delivery apps to communicate with customers during and after the COVID-19 lockdown period. It discusses the impact of the pandemic on the food tech industry, with increased demand for food delivery but also concerns about outside food. It offers examples of effective campaigns by food delivery brands during the crisis that focus on safety, behind-the-scenes stories, and relief efforts. Recommendations are given for post-lockdown strategies like niche markets and feedback to help brands adapt.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Great mobile campaigns strive to increase brand relevance, drive emotional connections and solve problems, choose immersive, visually-compelling ad formats, create their own engagement ecosystem through apps and sites, set mobile as a cornerstone and build with other channels, and drive change and social impact. Emerging areas for growth include leveraging chatbots and virtual screen demos to drive trial, accelerating adoption of augmented and virtual reality, gaining a better understanding of engagement, and implementing targeting that's more balanced with creative quality.
This document discusses evolving mobile marketing strategies. It notes that marketers are still struggling with mobile marketing nuances as mobile ad spending jumped in 2013. Some key facts are that the average user looks at their phone 150 times daily, mobile broadband penetration is 75% in developed countries, and mobile app revenue will reach $46 billion by 2016. The document then provides tips for location-based strategies using geotargeting, messaging and ads strategies focusing on personalized rich media, and social media strategies emphasizing reviews and sharing. It stresses analyzing customers, cross-promoting, using QR codes carefully, and harnessing sentiment data to automate marketing.
This document summarizes key trends in the digital advertising technology industry, with a focus on opportunities for growth and consolidation. It notes that digital advertising spending is forecast to almost double from 2013 to 2017, with online spending reaching 40% of total media spend. The display advertising market is highlighted as particularly fragmented and ripe for consolidation. Emerging trends like programmatic real-time bidding, cross-screen advertising, and growing mobile advertising are discussed as major drivers of industry growth and disruption.
Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - D...IAB Brasil
This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.
Master Cross-Device Advertising in About 10 MinutesJim Nichols
This document provides an overview of cross-device advertising and insights on how marketers can master it. It finds that cross-device advertising is important as consumers use multiple devices and media time is increasingly spent on mobile. Marketers see benefits like optimizing budgets, expanding reach, and retargeting users across devices. They also face challenges like tracking users and measuring results across platforms. The document provides tips for marketers to evaluate cross-device partners and strategies to incorporate cross-device advertising.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Impact of Digital Technologies on the Advertising IndustryYohan DSouza
The document discusses the impact of digital technologies on the advertising industry. It notes that the number of internet users has steadily increased each year. Modern advertising now uses digital technologies like websites, apps, and social media. Some key impacts include increased personalization of ads, real-time conversations between brands and customers, and the ability to target ads more precisely. Digital advertising also allows for faster, more relevant, and wider-reaching campaigns. The advertising industry is transforming as it adapts to new digital technologies and consumer behaviors.
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
The document discusses the changing digital marketing landscape in India. It notes that mobile advertising networks use GPS technology for location-based targeting and mobile app targeting. Social media platforms are important for brands to communicate with customers. The amount of money spent on digital advertisements is steadily increasing due to the growth of smartphones and internet penetration. Data integration and retrieval is easier in digital marketing than other platforms, allowing for better targeted advertising. Location-based advertising is seen as an effective technique for achieving high returns on investment.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
1) The document discusses how gaining consumer attention is becoming the most important metric in digital advertising in 2015 and beyond. Advertisers are shifting budgets from standard banners to mobile, video, and native formats that are better at capturing attention.
2) Success metrics are also shifting from quick metrics like impressions and click-through rates (CTRs) to metrics that show interactions and post-impression actions, which indicate a brand fully captured a user's attention.
3) Viewability is important but not a guarantee of attention on its own; creative, format, and placement must be optimized to engage users and garner their attention once an ad is viewable.
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
Ace your email_game_with_campaigns_strategies_for_food_tech_during_andHarsha MV
The document provides tips and strategies for food delivery apps to communicate with customers during and after the COVID-19 lockdown period. It discusses the impact of the pandemic on the food tech industry, with increased demand for food delivery but also concerns about outside food. It offers examples of effective campaigns by food delivery brands during the crisis that focus on safety, behind-the-scenes stories, and relief efforts. Recommendations are given for post-lockdown strategies like niche markets and feedback to help brands adapt.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Great mobile campaigns strive to increase brand relevance, drive emotional connections and solve problems, choose immersive, visually-compelling ad formats, create their own engagement ecosystem through apps and sites, set mobile as a cornerstone and build with other channels, and drive change and social impact. Emerging areas for growth include leveraging chatbots and virtual screen demos to drive trial, accelerating adoption of augmented and virtual reality, gaining a better understanding of engagement, and implementing targeting that's more balanced with creative quality.
This document discusses evolving mobile marketing strategies. It notes that marketers are still struggling with mobile marketing nuances as mobile ad spending jumped in 2013. Some key facts are that the average user looks at their phone 150 times daily, mobile broadband penetration is 75% in developed countries, and mobile app revenue will reach $46 billion by 2016. The document then provides tips for location-based strategies using geotargeting, messaging and ads strategies focusing on personalized rich media, and social media strategies emphasizing reviews and sharing. It stresses analyzing customers, cross-promoting, using QR codes carefully, and harnessing sentiment data to automate marketing.
This document summarizes key trends in the digital advertising technology industry, with a focus on opportunities for growth and consolidation. It notes that digital advertising spending is forecast to almost double from 2013 to 2017, with online spending reaching 40% of total media spend. The display advertising market is highlighted as particularly fragmented and ripe for consolidation. Emerging trends like programmatic real-time bidding, cross-screen advertising, and growing mobile advertising are discussed as major drivers of industry growth and disruption.
Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - D...IAB Brasil
This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.
Master Cross-Device Advertising in About 10 MinutesJim Nichols
This document provides an overview of cross-device advertising and insights on how marketers can master it. It finds that cross-device advertising is important as consumers use multiple devices and media time is increasingly spent on mobile. Marketers see benefits like optimizing budgets, expanding reach, and retargeting users across devices. They also face challenges like tracking users and measuring results across platforms. The document provides tips for marketers to evaluate cross-device partners and strategies to incorporate cross-device advertising.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Impact of Digital Technologies on the Advertising IndustryYohan DSouza
The document discusses the impact of digital technologies on the advertising industry. It notes that the number of internet users has steadily increased each year. Modern advertising now uses digital technologies like websites, apps, and social media. Some key impacts include increased personalization of ads, real-time conversations between brands and customers, and the ability to target ads more precisely. Digital advertising also allows for faster, more relevant, and wider-reaching campaigns. The advertising industry is transforming as it adapts to new digital technologies and consumer behaviors.
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
The document discusses the changing digital marketing landscape in India. It notes that mobile advertising networks use GPS technology for location-based targeting and mobile app targeting. Social media platforms are important for brands to communicate with customers. The amount of money spent on digital advertisements is steadily increasing due to the growth of smartphones and internet penetration. Data integration and retrieval is easier in digital marketing than other platforms, allowing for better targeted advertising. Location-based advertising is seen as an effective technique for achieving high returns on investment.
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Whitepaper 11th april 12 how to use mobile as a marketing tool Kumar Gaurav
This document discusses how mobile marketing is a new opportunity for brands and provides tips on how to create an effective mobile marketing campaign. It highlights that mobile usage is growing rapidly and stealing marketing budgets from traditional media. It also provides reasons to invest in mobile marketing such as its ability to target consumers when they are ready to buy. The document then offers steps to create a dynamic mobile marketing campaign and ways mobile can be used as a marketing tool, such as contests and downloading apps. It concludes by emphasizing the importance of measuring mobile ad performance and integrating mobile campaigns with other marketing efforts.
Whitepaper 11th april 12 how to use mobile as a marketing tool Kumar Gaurav
This document discusses how mobile marketing is a new opportunity for brands and provides tips on how to create an effective mobile marketing campaign. It highlights that mobile usage is growing rapidly and stealing marketing budgets from traditional media. It provides reasons to invest in mobile marketing such as its ability to target consumers when they are ready to buy. The document also discusses trends in mobile experiences and provides steps and strategies for using mobile in marketing campaigns.
Ways Marketing and Advertising will Change for the Better - SG Analytics.pdfSG Analytics
The future of the digital marketing world is continuing to transition at a faster pace. The next phase of advertising will offer access to flexible testing.
Visit:
https://www.sganalytics.com/blog/the-future-of-marketing-and-advertising/
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
Future of mobile search vertical searchworksKerstin Recker
The document discusses the future of mobile web search and how businesses and advertisers can adapt. It notes that mobile search is currently fragmented but will grow significantly as more users access the internet primarily through mobile devices. It provides tips for marketers, including using location data, clear concise messaging, engaging descriptions, customer reviews, and internal linking on websites. It emphasizes that successful mobile advertising will require relevance, interactivity, and adapting to how users access content through apps on touchscreen devices.
Digital marketing trends in Myanmar for 2020 will focus on A/B testing to improve campaign performance, using artificial intelligence for insights and optimization, adopting programmatic advertising for targeting and personalization, leveraging chatbots for customer service, prioritizing video and mobile formats given increasing consumption, using location data and first/third party data for segmentation and targeting, and measuring foot traffic in addition to clicks to understand offline impact. Brand safety, personalization, and audio advertising will also be growing areas of focus.
Are you a CMO looking to make an impact with your retail brand wherever your consumers are? Mobile is the solution for brand building, growth, and revenue. Learn how to unify brand awareness, engagement, and retention activities with a mobile campaign.
Presented by Socialight Media Marketing
2015 Top Trends in B2B Social Marketing -- explore actionable insights regarding the biggest shifts in social marketing.
Contained within the report are answers to these questions:
-How is social marketing strategy changing in 2015?
-What are the new rules in content marketing?
-How are businesses adjusting their technology and process?
-Why is mobile so important for B2B marketers today?
-How are ad dollars shifting to social in 2015?
2015 Top Trends in B2B Social Marketing and explore actionable insights regarding the biggest shifts in social marketing.
Contained within the report are answers to these questions:
-How is social marketing strategy changing in 2015?
-What are the new rules in content marketing?
-How are businesses adjusting their technology and process?
-Why is mobile so important for B2B marketers today?
-How are ad dollars shifting to social in 2015?
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
This document contains predictions across several digital marketing disciplines for 2015, including digital industry trends, digital advertising, mobile industry, mobile advertising, and social media marketing. Some of the key predictions summarized are:
1) Mobile-first design and usage will be essential as mobile internet access surpasses desktop. Wearables and IoT adoption will increase significantly.
2) Data-driven strategies will drive growth through more effective marketing. Programmatic buying will continue to increase for video and native ads.
3) Mobile apps will be used more for enterprise tools and communication. "Phablets" will drive 30% of mobile traffic. Video consumption on mobile will surge 50%.
4) Beacon technology will see
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
The document discusses 10 steps for a successful social media strategy execution, beginning with conducting an audit of a company's current social media activities to understand where they are and developing a strategic plan. It emphasizes sharing insights and comparing social media engagement across brands to identify best practices and boost performance. The 10 steps provide a comprehensive guide for companies to leverage social media opportunities and recognize it as a key driver of brands, demand, and sales.
2015 Marketing Trends and Predictions White Paper - Solocal Group UK, Decembe...Solocal Group UK
4 marketing trends to look out for in 2015:
#1 From multiscreen to ubiquitous internet devices
#2 Content and social meets advertising
#3 Taking the multichannel customer journey seriously
#4 The rise of the seamless transaction
Similar to Millward brown 2015 digital and media predictions (20)
The document analyzes social media data from 20 brands across different industries to examine the ratio of one-to-many (broadcast) communications versus one-to-one customer service interactions. It finds that over 93% of tweets in 2015 were direct replies or responses to customers, rather than broadcast messages. Airlines had the highest ratio of replies at over 98%. The analysis also identifies Amazon, GooglePlay, eBay, and Southwest Airlines as brands with particularly high levels of one-to-one social media customer service.
The Digital Future: a game plan for consumer packaged-goodsAidelisa Gutierrez
The CPG industry is fast approaching a tipping point;
companies need to plan for a “1-5-10” market in the U.S.
over the next five years. The experience of other sectors
demonstrates that early movers often establish tough-totrump
positions and advantages.
Nielsen Global New Product Innovation Report- June 2015Aidelisa Gutierrez
Innovation matters. It can drive profitability and growth, helping
companies succeed even during tough economic times. Nielsen’s
Breakthrough Innovation research found that the top innovations
launched in the U.S. generate more than $50 million revenue their first
year; in fact, the 2015 winners generated, on average, more than twice
this amount, $119 million. In Europe, the top innovations produce
upwards of £/€10 million in their launch year. Innovation also helps
companies stay relevant to shoppers, and it can build long-term loyalty
The Changing TV Experience: Attitudes and Usage Across Multiple Screens Aidelisa Gutierrez
The document reports on a study conducted by IAB on device ownership, usage, and attitudes towards television viewing across multiple screens. Some key findings include:
- Nearly two-thirds of Americans own a smartphone and tablet, while one in three own a connected TV. Many have also purchased a new device like a smartphone, tablet or connected TV in the past year.
- On average, Americans spend nearly 5 hours a day on their computer, over 3 hours on their smartphone, and 2.5 hours streaming content to their connected TV.
- Multiscreening while watching TV is common, with 78% using a second screen like a smartphone. This is mostly for unrelated activities but some content on these screens is related
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
In all six cultures Catalyst studied, altruistic leader
behaviors such as empowerment and humility were
an important part of the repertoire among inclusive
leaders. Further, Catalyst found that the practice of
altruistic leadership is an effective way of helping
women and men feel included. Our results suggest
that global organizations seeking to create more
inclusive work cultures should consider how
to develop and reinforce altruistic leadership
behaviors among their talent—especially among
emerging leaders.
Millennials overwhelmingly believe that business needs a reset in terms of paying as much attention to people and purpose as it does products and profit. Seventy-five
percent of Millennials believe businesses are too
fixated on their own agendas and not focused
enough on helping to improve society.
Hispanics are more active online sharers than non-Hispanics. They share content twice as often on average and their shares are 35% more likely to be clicked. Hispanics are more likely to share content about family, food, and culture. Younger Hispanic generations share behaviors are converging with their peers, with Millennials more likely to share on mobile. Sharing behaviors among Hispanics strongly correlate with purchase behaviors, with sharers of certain categories 50% more likely to purchase those products.
A LOOK ACROSS MEDIA - THE CROSS-PLATFORM REPORT DEC 2013Aidelisa Gutierrez
The document provides an overview of media consumption across different platforms in Q3 2013. Some key findings include:
- The average American consumes almost 60 hours of content per week across TV, radio, online and mobile platforms. Traditional TV accounts for the majority at 35.1 hours.
- Radio reaches over 90% of Americans each week, especially African Americans (92%) and Hispanics (94%). Radio listening peaks around noon and stays consistent through the day.
- Television viewing is still dominant in the morning and late evening, while radio and online listening are more common between 10am-3pm and 7pm-12am.
- Time spent with each medium varies across demographics such as
The Social Intelligence Report -Adobe Digital Index Q3 2013Aidelisa Gutierrez
Facebook advertising is becoming more cost effective, with CPC down 40% and CTR up 275% year-over-year. Images generate significantly higher engagement than other post types, though brands are using video less. Social media is driving more website traffic and revenue, with Pinterest visits up 84% and Twitter up 258% year-over-year. Attribution models may underestimate social media's impact by as much as 450%, as first-click RPV is 116% higher than last-click.
Integrate Insights on Reach and Resonance to Maximize Advertising EffectivenessAidelisa Gutierrez
Using integrated data from Nielsen's Online Campaign Ratings and Online Brand Effect solutions, the case study identified Site B as the top performing publisher. Site B generated both a high rate of on-target impressions for reaching the intended male audience aged 25-64, as well as significant lift in the primary marketing objective of increasing purchase intent. The analysis recommended increasing impressions on top performers like Site B, while decreasing impressions on lower performing sites and optimizing placements, creatives, and frequencies on other sites to improve results.
Big data analytic_ecosystem - bigdataanalyticsecosystemwwAidelisa Gutierrez
The document discusses opportunities for growth in analytics, big data, and in-memory databases from 2013 to 2017. It finds that the global market for analytics and big data will grow to $220 billion by 2017, with North America representing $90 billion of that total. It also reports that for every $1 of revenue SAP makes from in-memory databases or analytics and big data, SAP partners will make $10.86 and $2.71 in revenue, respectively, presenting significant opportunities for partners. The top verticals for analytics and big data are discrete manufacturing, process manufacturing, government, and communications and media.
Accenture analytics in action breakthroughs and barriers on the journey to r...Aidelisa Gutierrez
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The economist intelligence unit: Voice of the customer, whose job is it, anywayAidelisa Gutierrez
In what areas should marketing focus investments in order to contribute most to your business in 3 years?
#1 Customer Analytic
#2 Customer Relationship Management
#3 Social Media
Taking cues from the customer omnichannel and the drive for audience engagementAidelisa Gutierrez
This document provides an overview of omnichannel marketing strategies. It defines omnichannel as developing a customer-centered promotional approach through continuous communication across all communication channels to optimize long-term customer relationships. The document reports that interest in omnichannel strategies is surging as they are seen to drive real value. It identifies several competencies needed for marketers and publishers to succeed with omnichannel, including customer analytics, rich cross-platform content, and operational infrastructure aligned with customer engagement.
Category Management is becoming increasingly important for companies to drive growth and profitability. There are three major trends transforming the consumer packaged goods ecosystem: growing retailer power, the importance of shopper marketing, and harnessing insights from big data. Category Management addresses these trends by ensuring companies understand customers and shoppers at the category level. To master Category Management, companies must progress along a maturity curve with investments in people, processes, and tools. This will allow them to better understand shoppers, customize assortments for retailers, and generate insights from large and diverse data sources.
Webinar: Upfront and personal: social media and the new ecosystemAidelisa Gutierrez
The document summarizes a webinar about how social media is changing the advertising ecosystem. It discusses how Americans now spend over 41 hours per week consuming media across TV, online and mobile. It also shows data on time spent with different devices broken out by race and ethnicity. The document also discusses how tablets and smartphones are commonly used simultaneously with TV, with 41% using tablets and 39% using phones at least once a day while watching TV.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
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https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeWalaa Eldin Moustafa
Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
Global Situational Awareness of A.I. and where its headedvikram sood
You can see the future first in San Francisco.
Over the past year, the talk of the town has shifted from $10 billion compute clusters to $100 billion clusters to trillion-dollar clusters. Every six months another zero is added to the boardroom plans. Behind the scenes, there’s a fierce scramble to secure every power contract still available for the rest of the decade, every voltage transformer that can possibly be procured. American big business is gearing up to pour trillions of dollars into a long-unseen mobilization of American industrial might. By the end of the decade, American electricity production will have grown tens of percent; from the shale fields of Pennsylvania to the solar farms of Nevada, hundreds of millions of GPUs will hum.
The AGI race has begun. We are building machines that can think and reason. By 2025/26, these machines will outpace college graduates. By the end of the decade, they will be smarter than you or I; we will have superintelligence, in the true sense of the word. Along the way, national security forces not seen in half a century will be un-leashed, and before long, The Project will be on. If we’re lucky, we’ll be in an all-out race with the CCP; if we’re unlucky, an all-out war.
Everyone is now talking about AI, but few have the faintest glimmer of what is about to hit them. Nvidia analysts still think 2024 might be close to the peak. Mainstream pundits are stuck on the wilful blindness of “it’s just predicting the next word”. They see only hype and business-as-usual; at most they entertain another internet-scale technological change.
Before long, the world will wake up. But right now, there are perhaps a few hundred people, most of them in San Francisco and the AI labs, that have situational awareness. Through whatever peculiar forces of fate, I have found myself amongst them. A few years ago, these people were derided as crazy—but they trusted the trendlines, which allowed them to correctly predict the AI advances of the past few years. Whether these people are also right about the next few years remains to be seen. But these are very smart people—the smartest people I have ever met—and they are the ones building this technology. Perhaps they will be an odd footnote in history, or perhaps they will go down in history like Szilard and Oppenheimer and Teller. If they are seeing the future even close to correctly, we are in for a wild ride.
Let me tell you what we see.
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
Unleashing the Power of Data_ Choosing a Trusted Analytics Platform.pdfEnterprise Wired
In this guide, we'll explore the key considerations and features to look for when choosing a Trusted analytics platform that meets your organization's needs and delivers actionable intelligence you can trust.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...sameer shah
"Join us for STATATHON, a dynamic 2-day event dedicated to exploring statistical knowledge and its real-world applications. From theory to practice, participants engage in intensive learning sessions, workshops, and challenges, fostering a deeper understanding of statistical methodologies and their significance in various fields."
2. #gettingmediaright 2
Contents
Second screen syncing brings
greater multiscreen control
Breaking down social
and mobile silos
Not just big - intelligent
Programmatic gets creative
Programmatic increasingly
contemplates brand
Consumer-focused
location-based
marketing blooms
Paid advertising propels
micro-video into the mainstream
Digital advertising at 21:
Marketers Get Savvier about
Multi-Generational
Multiscreen Marketing
Native advertising more often
gets it right – but choose wisely
Analog goes digital
Winning in the Digital Age
1
2
3
4
5
6 9
7
10
11
8
MEDIA
AGENCIES
MACHINE
IN CONTROL
CREATIVE
AGENCIES
CONSUMER
IN CONTROL
BRAND
MARKETERS
3. #gettingmediaright 3
Introduction
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming
year – forecasting the hottest digital and media trends and providing recommendations to help advertisers
move confidently into the coming year. Predicting the future isn’t easy, but Millward Brown’s media and digital
expertise allows us to provide reliable insights into the important emerging trends and their implications for our
clients and the world of advertising.
In 2015, we foresee ever-greater tension between four competing channel-planning perspectives. New
technologies are emerging all the time that give media agencies greater control over how and when
consumers are exposed to brand messages, but there are still huge challenges surrounding how to connect
plans across media silos and how to reduce and make sense of digital data complexity. Creative agencies have
a more exciting box of tricks and ad formats to play with than ever before, but telling a coherent, consistent, and
connected multiscreen and multimedia story across different audience generations is no easy task.
With many marketers increasingly placing the machine in control, programmatic buying can result in smarter
targeting of messages based on location and behavioral learning, yet there remain many questions about
whether programmatic campaigns can add up to a meaningful brand-building story. Will programmatic and
brand building simply compete, or can they potentially complement and enhance? Finally, there are more
planners keen to place the consumer in control, ensuring that brand messages fit neatly into their consumer’s
lifestyle and that the brand is there for their consumers whenever and wherever they choose to reach out.
At the center of these silos are brand marketers looking to build their brand’s differentiation for the long term,
steering a steady course through new and unchartered waters. We hope these predictions help you make
sense of the changing digital and media landscape for 2015 and beyond so you can remain on top of the latest
important trends without being distracted by every shiny new thing.
4. #gettingmediaright 4
Last year, Millward Brown predicted that meshing (simultaneous viewing
of related content across multiple devices) would give birth to a new era
of multiscreen advertising. Since then, multiscreen advertising has indeed
exploded, with marketers increasingly taking advantage of these user
behaviors. For 2015, we expect this to go one step further with controlled
second-screen syncing set to appear on more and more media plans.
Second screen syncing is planning your media so that within seconds
of your TV ad airing, a complementary ad appears on consumers’ digital
screens. Time-synced digital media plans use listening technology to
identify when a specific TV ad airs; the technology then triggers the ad
server to buy up available inventory across a network of sites, and the
digital ad appears for a short period following the TV spot. For example, an
automotive display ad with a link to book a test drive could be synced with
the TV spot. Ideally, buying ad space in this timely way will increase the
chances of simultaneously reaching your audience both on- and off-line.
Most syncing technology can run digital ads across desktop, mobile, and
tablet, so advertisers are able to reach their TV audience by the second
screen of their choice.
What are the benefits of syncing media? Countless Millward Brown studies
have shown the benefits of a well-planned, synergized 360 media plan,
so maximizing opportunities to hit consumers with advertising on multiple
channels at the same point in time may well reap even greater rewards
on brand measures. This firmly puts the marketer and media agency back
in control, with the sync technology essentially doing the meshing for the
viewer. Furthermore, it is a more targeted method of reaching those viewers
who use the TV ad breaks to go online, and syncing opportunities can be
extended to web searches to further personalize the consumer experience.
As a result, syncing provides brands with the opportunity to amplify their
message and improve exposure, thus increasing ROI on their advertising
spend. It’s important to note that syncing shouldn’t be just about
amplification and frequency, it’s also a new storytelling opportunity. Brands
should continue the story online and add extra value for those who have just
watched the TV spot. This should hopefully reduce the potential feeling of
stalking that some consumers may experience when TV and digital screens
behave in a connected fashion.
What’s next? A number of companies already offer this type of technology,
and we expect adoption to increase over the next year and beyond, with
publishers also looking to compete in this space with their own syncing
technologies. This technology can also be used for competitor ad targeting,
so you can plan your digital ad to run at the same time as a competitor’s
TV ad and deliver targeted counter-claims. Syncing could also be used
to promote products complementary to those being advertised on TV, for
example a Coca Cola digital ad following a Smirnoff TV commercial. It is an
exciting time of change for media planning and buying, and the true impact
of this form of targeting will be measured over the coming year as its use
increases, and the impact on brand and behavior becomes known.
RELATED MILLWARD BROWN SOLUTION: EVALUATE THE EFFECTIVENESS OF YOUR ONLINE MARKETING
http://www.millwardbrown.com/AdIndex
1.SECOND SCREEN SYNCING BRINGS
GREATER MULTISCREEN CONTROL
by Hannah Walley
New second screen sync technologies offer
great potential to amplify your own TV spend…
or to hijack that of competitors!
#gettingmediaright implication
Experiment with new syncing technologies now to learn how
they can work best for your brand.
5. #gettingmediaright 5
RELATED MILLWARD BROWN SOLUTION: EVALUATE THE EFFECTIVENESS OF YOUR MOBILE MARKETING
http://www.millwardbrown.com/AdIndex-for-Mobile
Social and mobile media are hardly “new” media in 2015. But even as the
brand dollars flow in more consistently and in greater volume, marketers
are spending energy developing siloed strategies for each platform. These
media have yet to achieve the sophisticated measurement of their more
established counterparts—most platforms can only offer peeks inside
their own performance. To prove their collective value, social and mobile
platforms need to offer a more coordinated look at the landscape they
occupy. 2015 will see the start of a transformation from “walled garden”
marketing and measurement toward cross-device, cross-platform, and
cross-media approaches that evidence the full impact of these platforms on
brand equity, consumer behavior, and sales.
Innovation in advertising has been the financial lifeblood for social and
mobile media, with brands eager for more targeted reach and higher
engagement. But in the rush to monetize through advertising, it can be
easy to forget that marketers do not want to build a strategy around any
one site – or even around one device – but rather around an evolving and
intricate set of consumer behaviors. Consumers do not navigate solely
within Facebook and Instagram, or between iAd-supported apps on Apple
devices. With the flick of a finger, they swipe between media empires to
Twitter, Snapchat, Whatsapp, and the entire open mobile web, all while the
TV plays in the background and a tablet is open nearby. Brands need to
understand the synchronized impact of these behaviors to justify continued
(and increased) media investment.
To facilitate this, individual platforms will provide more open, connected
data, which links ad exposure to brand attitudes, consumer behaviors, and
sales. Linking this data to established consumer panels will allow ever more
fine-grained insights into the effects of all social and mobile marketing.
Further consolidation in media ownership may also help standardize these
data and processes.
Marketers can already grasp some threads of performance through
standalone audience and attitudinal measurement.
Cross-platform measurement will not achieve the granularity of standalone
measurement in 2015, but it will start to deliver insights into how brands
and their media agencies can best harmonize their overall social and mobile
strategy.
2.BREAKING DOWN SOCIALAND MOBILE SILOS
Social and mobile media will offer
a more coordinated look at the
landscape they occupy
by Ali Rana
#gettingmediaright implication
Develop coordinated strategies across social and mobile
platforms and work with these publishers to prove their
collective brand value in the overall media mix.
The fragmented and competitive social and
mobile landscape drives advertising innovation
but brings with it inefficiencies and challenges.
6. #gettingmediaright 6
RELATED MILLWARD BROWN SOLUTION: UNDERSTAND DIGITAL CONSUMER BEHAVIOR AND ITS ROLE IN THE PATH TO PURCHASE
http://www.millwardbrown.com/MarketingIntelligence
Marketers are data rich but insights poor. Despite the promise of Big Data,
investments in powerful data processing platforms can be costly and, at
best, only marginally useful when marketers lack a firm understanding of
the quality of the data and appropriateness of its applications. In 2015, we’ll
see brand marketers culling big data assets to “must haves,” investing in
analytic talent, and applying predictive analytics to orchestrate investments
across retail and communication channels to drive brand equity and sales.
While the data mining, statistical, and machine learning techniques used to
understand data are not entirely new to the marketing world, the content,
use cases, and platforms for which they need to be applied are. Marketers
are currently facing the front end of a steep learning curve of how to
efficiently harness the power of Big Data.
Marketers have begun analyzing complex behavioral data assets containing
hundreds of variables—including brand site visitation, pages visited, time
spent online, ecommerce/retail presence, category and search terms
used, etc.—and correlating these metrics with brand and sales data to
understand which fast-moving metrics are the best lead indicators of
brand and sales growth and which are the key touchpoints for increased
marketing investment and focus.
For example, a German social media platform found they could distill all of
the complex data accumulated from their site down to one key metric: daily
active users. If this metric increased, site users were happy, recruitment
was going well, and advertising revenue would rise too.
We also expect to see ever-greater collaboration between different platform
owners to enhance consumer relevancy. China’s online video platform, iqiyi.
com, already uses Baidu’s search data to inform pre-roll video ad targeting
decisions; online giants Youku and Alibaba partner to link video ad exposure
to online sales. If these partnerships are to succeed, the metrics at the
core of these systems need to be smart, focused, and predictive of sales
improvement.
Through exploration and experimentation, focus next year will shift from
“big” to “intelligent” data. Human knowledge and expertise applied to big
data assets and infrastructure will be recognized as key to translating the
hype over Big Data into reality.
3.NOT JUST BIG – INTELLIGENT
Focus next year will shift from “big”
instead of “intelligent” data
by Margaret Hung
In 2015, marketing will experience a mind
shift in focus from “big” data to streamlined
“intelligent” data.
#gettingmediaright implication
When tackling big digital data sets, don’t be wooed by the latest
technology platform or dashboard tool. Rather, heed the words of
William Ellery Channing: “It is not the quantity but the quality of
knowledge which determines the mind’s dignity.”
7. #gettingmediaright 7
RELATED MILLWARD BROWN SOLUTION: OPTIMIZE YOUR MICRO-VIDEO CONTENT
http://www.millwardbrown.com/link-for-digital
Brands spent much of 2014 working to find a place on social micro-video
platforms like Vine and Instagram. Their efforts so far have been earned
media, as consumers rewarded their creativity with likes and shares, but
there is now some movement into paid placements. Micro-video platforms
will become more important as an ad channel in 2015, but brands will
need to tread carefully to avoid consumer backlash for invading their
personal space.
Instagram has begun to test the effectiveness of paid ads on these
platforms with a limited number of brands, including Taco Bell and Hollister.
Results have been positive, but ads on these platforms must be immediately
captivating and entertaining, and consumers on these sites have high
expectations of creativity.
There are differences even among platforms, as six-second Vines offer
a much smaller window to communicate a message than a 15-second
Instagram video. As we found in our recent study, “From Six Seconds to Six
Minutes,” Vine videos need to be simple, authentic, and aim for high viral
potential. They should fit with other content on the platform while being eye-
catching and reinforcing implicit associations with the brand.
For Instagram, 15-second ads are nothing new – we have been
testing and using short-form videos for years. It’s the medium that
needs to be considered. The concept should be entertaining and
emotional, and the slightly longer form allows potential for additional
branding cues throughout. While the ad could use a cut-down TV ad, a
more effective use is likely to be a new creative that reinforces a clear
campaign concept.
Micro-videos currently appeal to fans devoted enough to “follow” a brand. Paid
options will allow brands and their media planners to target those consumers
with whom the brand may resonate, enabling a much larger reach among the
current user base of 200M on Instagram and over 40M on Vine. While current
reach of these channels is lower than TV, well-executed creative developed
specifically for micro-video has extremely high viral potential.
Micro-video is already transcending the online realm and starting to
influence TV advertising. HP this year aired a 30 second commercial in
the US that was made up completely of “Vinelebrities” from HP-sponsored
Vines. Many more brands are tagging television ads with their Twitter or
Instagram handle. In 2015 we will see more brands blurring these lines,
and perhaps airing simple, 5-10 second TV creatives that mimic a Vine or
Instagram style.
Brands embracing paid micro-video should be aware that these shorter ads
might actually require more effort to be effective. Poor creative could have
a negative impact, as consumers may become annoyed by clutter invading
their personal territory. To optimize engagement, creative agencies will need
to develop stories that work well across multiple micro-videos, and media
agencies will need to learn how to optimize the new paid targeting options
and the role of micro-video within a broader media campaign.
4.PAIDADVERTISING PROPELS MICRO-VIDEO
INTOTHE MAINSTREAM
by Jackie Bartolotta
Micro-video platforms provide smart paid
marketing opportunities, but only brands who
know, learn, and love those platforms will
succeed.
#gettingmediaright implication
To succeed in micro-video as a paid channel, it will be more important
than ever for marketers and their creative agencies to ensure a
brand’s communication is engaging and make every second count for
consumers.
8. #gettingmediaright 8
In digital advertising’s 21st year, multiscreen marketing across TVs, laptops/
PCs, smartphones, and tablets will finally become more unified. People’s
relationships with all of the screens in their lives (and most folk have at least
three) are not fragmented at all—they’re integrated. In 2014 audiences figured
out how to harmonize their various screens, and in 2015 marketers will catch
up. In 2015, the savviest marketers will invest in understanding what drives
screen preference so they can match these drivers with the branding outcomes
they hope to achieve.
Recent Millward Brown research in the US on multiscreen preferences found
that two factors played a key role in driving screen preference: generation of
the audience member and task load (the amount of time and concentration
required for a task).
When exploring the role of generation in multiscreen preference, we compared
the screen preferences of Millennials (born 1981-1996); GenXers (born 1965-
1980) and Baby Boomers (born 1945-1964). Millennials have clearly migrated
somewhat away from TV and laptops towards smartphones. Only 77 percent
of Millennials reported watching TV (traditionally) the previous day (compared
to 86 percent of GenXers or 91 percent of Boomers). The trend was similar for
laptops and PCs. Only 58 percent of Millennials reported using the internet on
their laptops or PCs in the previous day (compared to 67 percent of GenXers
and 71 percent of Boomers). Instead, Millennials preferred to access the
internet on smartphones, with 77 percent of Millennials using the internet on
their smartphones in the previous day (compared to just 60 percent of GenXers
and 42 percent of Boomers).
However, demographics or psychographics alone are not sufficient since
marketers also need to better understand the role of task length in multiscreen
preference. Our US research indicates that for low-attention, frequent-touch
activities, audiences prefer smartphones (38 percent of US multiscreen users
say smartphones are their preferred device for checking weather and 34
percent for visiting Twitter), but they still go to their laptops or PCs when it’s
time for high-attention activities like product research or purchase—and
yes, this is even the case for Millennials. Ninety-six percent of respondents
preferred smartphones for tasks between zero and five minutes, for tasks
between five and 60 minutes they were divided with a slight preference for
tablets, but for tasks over an hour a majority of respondents (53 percent) still
preferred laptops. Clearly, the laptop is not dead.
In 2015, successful multiscreen marketers will take these findings on screen
preference and overlay branding objectives to optimize multiscreen campaigns.
For saliency, where low-touch and high frequency matters, smartphones
could be a great medium for advancing these objectives—particularly among
younger audiences. However, for more complex brand messaging where the
goal is to build greater differentiation or drive further research or acquisition,
smart marketers will balance their efforts across smartphones and laptops—
particularly for older audiences.
RELATED MILLWARD BROWN SOLUTION: OPTIMIZE YOUR MIX ACROSS ALL CHANNELS
http://www.millwardbrown.com/crossmedia/
by Joline McGoldrick
#gettingmediaright implication
Invest time and effort understanding multiscreen effectiveness not only in
aggregate but also by screen and generation. Align your branding objective
with appropriate task contexts.
5.DIGITALADVERTISINGAT 21:MARKETERS
GET SAVVIERABOUT MULTI-GENERATIONAL
MULTISCREEN MARKETING
Optimize across devices by aligning branding
objectives with learning about how screen
usage varies by generation and contextual task.
9. #gettingmediaright 9
RELATED MILLWARD BROWN SOLUTION: OPTIMIZE YOUR ONLINE ADVERTISING CONTENT
http://www.millwardbrown.com/link-for-digital
Historically, programmatic ads have been simplistic and formulaic to enable
the adaptability required of the format while processing the available
information on a given person, but the ads themselves must now become
more engaging to break through the clutter each of us experiences every
day. To meet this need in 2015, creative agencies will increasingly partner
with developers or build up their own advanced programming capabilities
and cross-functional abilities to produce and deploy smart ads with
customizable creative elements. The best of these executions will not
seem “robo-generated” but will enable a new kind of dynamic, relevant
storytelling based on when and how they are delivered.
Picture an existing programmatic model—you place an electric razor you
are considering in your Amazon shopping cart. You later notice that several
Facebook friends like that razor company. Banner ads start appearing for that
razor across websites as you surf. A day passes and you receive an email
with a coupon for 10 percent off your order. All of these “hints” ultimately
lead to purchase, but it’s the 10 percent offer that sealed the deal. What if
instead of these hints, an emotional connection could be built by delivering
compelling, targeted, and timely creative? If this leads to the sale and could
be scaled, an extra 10 percent margin would be the result—an attractive
opportunity to reduce the cost of acquisition and sufficient motivation to get
programmatic brand-building right. In addition to increased efficiency, the
ability of programmatic to target very specific people at known points in the
purchase journey should make the impact of delivering the right messages
much more powerful. For example, bespoke messaging could be delivered to
entice active considerers of specific competitive brands.
What will this evolution look like? In the near term, creatively adaptable
programmatic will start with customized color schemes and verbiage to set
the proper mood and tone. A next step is evolving video to be customized
with distinct vignettes with smart sequencing or a “choose your own
adventure” style determined via your digital behaviors and psychographics.
For example, an individual execution could be made up of four variable
elements such as color, message, vignette/scene, and product each with
a number of options—three options per element would yield 81 creative
variations (3^4 =81). Different permutations would be employed via real-
time availability based on programmatic targeting variables such as age,
gender, site visitation, and previous ad exposure. The result is a creative
“tool kit” with smart options deployable instantaneously at key moments
in the decision making journey, driving increased meaning because of the
context and sequence in which they are delivered.
All in all, programmatic advertising will continue to evolve—the background
algorithms will become more sophisticated, and the appearance of the
creative will evolve to enhance the viewer experience with an increasing
number of variables taken into account. Ultimately, programmatic creative
will become more human, seamless, efficient, and easy to digest, and 2015
will bring the onset of this evolution. To achieve this, new skill sets will need
to evolve beyond specialized silos to leverage a cross-functional talent
set utilizing a mix of creative, technical, media, and research disciplines.
Creative executions themselves will utilize mixable and employable elements
as opposed to the current model of discrete “ads.”
6.PROGRAMMATIC GETS CREATIVE
#gettingmediaright implication
The evolution of programmatic means marketers must challenge their
creative and media agencies to work together to leverage the latest
consumer insights to fully understand the touch points of each target
and how to deliver impactful messaging via highly adaptive (real-time)
advertising.
by Drew Myers
Programmatic advertising evolves by merging
smart and engaging creative elements with
existing media buying algorithms.
10. #gettingmediaright 10
Programmatic advertising, which relies on algorithms to determine in
real-time whether or not to engage a consumer, is a staggering innovation.
However, those algorithms often rely on limited digital touchpoints, which
ultimately overweight the importance of direct-response metrics and KPIs.
Brands are becoming aware of this overweighting, and in the next year, they
will increasingly demand that these programmatic algorithms also consider
softer measures of brand health.
For marketers, if programmatic algorithms rely exclusively on direct-
response KPIs (click rates, view rates, interactions, etc.), they can be
disconnected from a brand’s reality. Advertising objectives for many large
brands are often more focused on building awareness, communicating
messages, and moving brand attributes. These activities currently don’t
have a traditional digital footprint; rather, they are psychological footprints in
the mind of the consumer.
These psychological footprints can only be accessed via attitudinal surveys,
and since this information will never be available for every person exposed
to a campaign, marketers will need to develop smart approaches and
innovative proxies to ensure that brand health considerations are reflected
in programmatic algorithms.
A brand’s programmatic bidding strategy, and the technology that powers
it, is only as good as data that is fed into it. Programmatic algorithms and
systems will increasingly differentiate themselves not just based on their
ability to manage cost effectiveness on behavioral metrics—their ability to
do this while also delivering campaigns that build brand metrics is where
the new battle is going to be.
To overhaul programmatic bidding inputs is a major challenge, but
marketers will achieve this incrementally in three stages:
1. In the near term, advertisers will use new methodologies to conduct
brand effectiveness evaluations of programmatic campaigns (ensuring
that campaigns optimized solely based on behaviors are still delivering
well on brand metrics).
2. In the medium term, advertisers will encourage programmatic
partners to feed normative brand effectiveness learning data analyzed
by site, ad, creative, and audience into programmatic targeting
algorithms.
3. In the long term, advertisers will push to enhance programmatic
algorithms beyond existing industry targeting variables to include
richer audience psychographic and attitudinal data such as existing
brand favorability.
RELATED MILLWARD BROWN SOLUTION: EVALUATE THE BRAND-BUILDING EFFECTIVENESS OF YOUR ONLINE PROGRAMMATIC MARKETING
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7.PROGRAMMATIC INCREASINGLY
CONTEMPLATES BRAND
Advertisers will use new
methodologies to conduct
brand effectiveness evaluations
of programmatic campaigns
by Jerome Shimizu
Marketers will question whether
programmatic optimization is damaging
or enhancing brand building.
#gettingmediaright implication
Don’t lose sight of brand objectives in the rush to optimize programmatically
based on behavior.
11. #gettingmediaright 11
RELATED MILLWARD BROWN SOLUTION: EVALUATE THE EFFECTIVENESS OF YOUR MOBILE MARKETING
http://www.millwardbrown.com/AdIndex-for-Mobile
The evolution of the smartphone has provided us with unparalleled
convenience and access to data, but this access goes both ways. Never
before have the likes of Google, Facebook, and their advertisers had more
access to information about us, and increasingly, about where we go. If
you are carrying an iPhone or Android device and the location services are
active, chances are Apple and Google are tracking your every move. It was
only a matter of time before advertisers started to cash in on this wealth of
data that is being collected 24/7.
While some might find it unsettling to have their whereabouts constantly
tracked, learning about where consumers go and when undoubtedly
provides a mass of useful data that can be leveraged by advertisers for
better-targeted, more personalized brand experiences. The advertisers
that see the greatest returns from location-based targeting will be the
ones that look at this technology from the perspective of what it can offer
their consumers, rather than merely trying to support their own interests.
Using behavioral mechanisms to tailor customer experiences will be key for
brands who seek to stand out from the crowd.
Virgin Atlantic has recognized this and has been trialing location beacon
technology at London’s Heathrow Airport to generate a more personalized
customer experience – providing passengers with useful reminders about
boarding times and gate information, as well as pulling up their boarding
pass as they approach airport security.
Macy’s in the US has also been conducting various trials of location-
based technology to enhance the in-store experience for their customers.
Shoppers at Macy’s can receive a personalized welcome and access
location-specific special offers, rewards, and discounts – all delivered to the
shopper’s smartphone via an app.
And McDonald’s China partnered with Angry Birds to create a location-
based promotional game to entertain and reward restaurant visitors. Players
were able to vote for their favorite McDonald’s in China, and the most
popular branch had a gigantic Angry Birds slingshot attached to the famous
golden arches.
The implications for the marketing world are enormous. Advertisers will be
able to use this data to better understand consumer in-store journeys and
dwell times – not to mention giving media owners the ability to accurately
measure the level of exposure to POS displays or OOH sites. Service
providers such as airlines and banks can make use of the technology to
enhance customer experience in increasingly competitive industries, while
retailers will be able to tailor a personal shopping experience for each and
every customer. In 2015, giving the customer what they want at the right
place and the right time will be a key differentiator for cutting edge brands
that seek to build personal relevance and meaning with their consumers.
by Matthew Jorgenson
Location-based marketing opportunities are
powerful when brands focus on consumers’
interests rather than on their own.
#gettingmediaright implication
Consumers will increasingly expect to be presented with ads that are
meaningful to them then and there; using location data will help target
campaigns to the most relevant consumers more accurately than ever.
Just be careful not to creep them out!
8.CONSUMER-FOCUSED LOCATION-BASED
MARKETING BLOOMS
12. #gettingmediaright 12
RELATED MILLWARD BROWN SOLUTION: OPTIMIZE YOUR NATIVE ADVERTISING CONTENT
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Native advertising—online ads created to blend in with a publishing
platform’s format—will be huge in 2015. However, not all native solutions
are created equal. The worst are perceived as blatant propaganda and are
as boring as your parents’ vacation slideshow. But the best evoke positive
feelings, resonate with consumers, and drive brand impact. Advertisers
should identify publishers getting native right and then partner with them to
execute best-in-class solutions.
The Atlantic’s early foray into native advertising left much to be desired. The
magazine published a native ad called “David Miscavige Leads Scientology
to Milestone Year.” The Church of Scientology paid for the piece, which
was resoundingly criticized for its overwhelming bias and for only including
a single note that it was sponsored. Other publishers sometimes seem to
disown their native advertising by including excessive indicators that the
content is sponsored. Whether deceitful or disowned, this sort of native
advertising is unlikely to deliver a strong return.
On the other end of the spectrum, The Onion and Forbes strike an effective
balance between advertising and editorial by explicitly mentioning that
content is sponsored and perfectly matching their sites’ regular tone
and style. Within the walls of The Onion headquarters is Onion Labs, a
full-service agency that produces content. Similarly, Forbes offers their
BrandVoice platform for both print and digital clients. Onion Labs boasts
clients such as 7-Eleven, Microsoft, and YouTube, and Forbes has produced
BrandVoice content for financial powerhouses including TD Ameritrade,
Merrill Lynch, and Northwestern Mutual.
Native ads are able to succeed in a number of ways that traditional display
ads have not. Although consumers can find display ads intrusive, they may
trust native content more since it runs alongside editorial content. While
consumers often ignore ads on the periphery of a webpage, native content
tends to sit front and center. Most importantly, however, effective native
ads have the ability to speak directly to consumer interests. For example,
Anchorman 2: The Legend Continues utilized a GIF-heavy Buzzfeed native
ad called “17 News Anchors that are Having a Rough Day” to promote the
movie. The content fit perfectly with both Buzzfeed’s clever editorial content
and the movie’s slapstick humor.
Research from Sharethrough and IPG Media Lab indicates that native ads
consistently outperform their standard counterparts – consumers look at
native ads 52 percent more frequently than banner ads and are more likely
to share with friends and family. And as marketers begin to understand the
benefits that native solutions offer, they are beginning to spend big.
Marketers spent $4.7 billion on native ads in 2013, and this number is
expected to more than quadruple to $21 billion by 2018, according to research
from BI Intelligence and the Interactive Advertising Bureau. The smartest
advertisers will use the best platforms to get the most out of this money, but
the worst will see it go to waste. Brand effectiveness research in 2015 will start
to uncover whether the promise of native is being consistently delivered.
by Jon Salm
Optimize across devices by aligning branding
objectives with learning about how screen
usage varies by generation and contextual task.
#gettingmediaright implication
The key for advertisers will be to partner with the best publishers, and the
key for publishers will be to follow the native golden rules – confidently
identify native ads as sponsored content, match the site’s editorial tone, and
create content that resonates with the audience.
9.NATIVEADVERTISING MORE OFTEN
GETS IT RIGHT – BUT CHOOSEWISELY
13. #gettingmediaright 13
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Conventional wisdom says that our mobile phones are the vessels by which
we bring the digital world into the physical, but we’ve moved beyond the
point of intersection. From the places we take them to the apps we choose,
our phones know us as few others do. They have come to represent us—
our digital avatars.
Millward Brown’s AdReaction 2014 study demonstrated that mobile devices
have already become the dominant screen globally for the 65 percent of
people who have them. Moreover, research from Millward Brown South
Africa shows a staggering 74 percent of people abandoning purchases
due to information they viewed on their mobile phones. These devices are
becoming the first component of the 21st Century human exoskeleton—
always with us, always on.
Accordingly, mobile devices are transforming traditional media forms into
interactive digital touch points—in short, connected mobiles turn everything
digital. Through simple response mechanisms using QR codes, NFC chips,
audio recognition, and beacons, the ownership of a smartphone potentially
makes everything easily interactive. Every brand touch point, however
“analog” it seems, can now be readily digitized. And consumers increasingly
expect them to be so, whenever they want them to be.
2014 was the unveiling of reinvented analog channels, and the first
experimenters showed us what could be achieved. Lord & Taylor stores are
already using beacons to greet guests upon arrival and to provide relevant
offers and tips—browse the handbags and receive a Michael Kors promo.
PowaTag, a nascent app, now allows you to scan and buy products directly
from the glossy pages of a magazine—buy the coat you like directly
from an ad in Vogue. China Telecom covered an entire building in Xiamen
with a giant outdoor QR code promoting their music player and providing
promotional offers.
As adoption widens in 2015, analog’s modern-day design will truly take
shape. A fresh look will be given to these channels and their ability to reach
consumers at the right time and place. Marketers must think about ways
they can leverage digital technologies across all elements of the media
mix to make their message personal and contextually relevant, their brand
accessible, and the purchase easy.
by Kelly Pellico and James Galpin
Brands must leverage mobile-enabled
connectivity coherently through every aspect
of their marketing programs.
#gettingmediaright implication
To maximize ROI in 2015, marketers must exploit the use of digital
technologies to create simple, easy mobile interaction with their brands
through all touch points. Give your consumers control of when and how they
engage with your brand.
10.ANALOG GOES DIGITAL
In 2015, analog’s modern-day
design will truly take shape
14. #gettingmediaright 14
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Through Millward Brown Vermeer’s Marketing2020 research in association
with Google, we have realized that winning marketers understand that
digital has transitioned from simply a channel choice to a powerful
marketing tool—but not all organizations can make brands win in the digital
space. Fortunately, several trends will distinguish winning organizational
models in 2015 and beyond.
Winning organizations will seek innovative, fresh perspectives to disrupt
the streamlined thinking that plagues lethargic organizations. Adaptive,
agile minds are necessary for the difficult task of managing the spread of
touchpoints and allowing an organization to anticipate the market’s ever-
changing structure.
Success also depends on training in digital—starting with the CMO.
In fact, 71 percent of successful organizations have marketing leadership
that understands social and digital marketing. Winning organizations will be
avid recruiters of digital natives—millennials—and they will work to inspire
and retain these employees, thereby equipping the brand with people who
understand the perspectives of this highly valued demographic.
An organization’s vitality lies in its ability to be fluid; concrete structures
and divided communities are not poised for success. On a structural level,
overachievers will move from centers of expertise to global communities
where digital is immersed in the business. Further, overachievers will
outsource to five or more different agencies—relying on the collaboration of
all rather than on the expertise of one.
Finally, while they sprint to innovate and lead in digital, the very best
marketers will step back and look at the bigger picture. The myriad of digital
possibilities can dazzle even a full-time digital professional, so brands
should ruthlessly examine the impact of digital campaigns on the hearts
and minds of consumers. What are consumers’ motivations for engaging
with our brand? What are the choices they make throughout the day across
devices? How can we connect with our consumers through the onslaught of
brand impressions?
Across the board in 2015, we will see winning organizations take a more
holistic approach to creating networks across team members, internal
functions, and external agency work, but they will not lose sight of the need
to engage with consumers in a meaningful and different way. The people
capable of driving digital forward and seeing the big picture may well be
different, so finding an appropriate balance to this inherent tension will
be key.
by Marc de Swaan Arons and Hugo Schurink
Winning organizations will court innovators,
focus on digital, think collaboratively, and
see the big picture.
#gettingmediaright implication
Review how well your business is structured for the digital age,
incorporating a holistic approach and Millward Brown Vermeer’s criteria of
overachieving digital organizations.
11.WINNING INTHE DIGITALAGE
15. #gettingmediaright 15
The digital & media predictions bring together the
latest thinking of Millward Brown media & digital
experts from around the world.
Author Bios
Hannah Walley
Hannah conducts cutting-edge brand measurement and analysis for some
of the world’s most powerful industry players. Her specialties include digital
ad effectiveness and multi-media campaigns.
Ali Rana
As the Head of Millward Brown’s Emerging Media Lab, Ali leads company
thinking on emerging media trends and digital strategy. His team creates
and scales measurement approaches for new digital platforms.
Margaret Hung
An early player in online ad effectiveness and cross-media measurement,
Margaret is an expert in digital ROI measurement. She leads Millward Brown
Digital’s Intelligence Solutions and Strategy.
Jackie Bartolotta
Director of Strategic Intelligence for Millward Brown, Jackie is an
Information professional with experience in market analysis, brand strategy
and competitive intelligence.
Joline McGoldrick
A long-time authority in studying how audiences respond to digital
advertising, Joline is a product designer and marketer with a passionate
focus on understanding the digital audience.
Drew Myers
Drew helps cross-industry clients make the most of their research
and media budgets. He specializes in research analytics and effective
storytelling.
Jerome Shimizu
Jerome is a pioneer in developing innovative data-driven research solutions
to inform marketing strategy. His expertise includes digital advertising ROI
analysis methods.
Matthew Jorgenson
Matthew is an expert in creative development, including digital copy testing
and in-market evaluation studies. His focus includes helping clients grow
their brands through strong and impactful campaigns.
Jon Salm
With particular focus on client research and analytics, content marketing,
and data journalism, Jon is an authority on visual content and a leader in
native advertising.
Kelly Pellico
Kelly leads mobile strategy and production innovation for Millward Brown
North America. Two key areas of her focus include app measurement and
the use of location to garner in-the-moment feedback.
James Galpin
With more than twenty years of brand marketing experience, James has an
expert understanding of how to leverage media and digital investments to
grow brands and drive marketing ROI.
Marc de Swaan Arons
Marc is Senior Partner of Millward Brown Vermeer and works with many
of the world’s most prominent CMOs. He has authored the best-selling
marketing book, The Global Brand CEO.
Hugo Schurink
Hugo is at the frontlines of media and digital branding and psychology. He
focuses on representing the customer in an increasingly complex world and
facilitating meaningful brand relationships.
Editor Bios
Duncan Southgate
Duncan has 20 years brand, communications and media research
experience and has been involved in digital marketing research since 1997.
He is currently responsible for growing Millward Brown’s digital and mobile
business.
John Svendsen
John is responsible for growing Millward Brown’s cross media effectiveness
business by providing expert media consultancy and improving tools and
approaches, across both traditional and new media opportunities. He has
approaching 30 years of research experience gained in advertiser, media
agency and research agency roles.
16. For more information about Millward Brown’s
media & digital solutions, please visit:
www.millwardbrown.com/channeloptimization