#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
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
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
How do you know how much to spend when developing a media budget for your brand? Learn the key questions you need to answer when deciding how much to allocate to your marketing budget for advertising.
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.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
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
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
How do you know how much to spend when developing a media budget for your brand? Learn the key questions you need to answer when deciding how much to allocate to your marketing budget for advertising.
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.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Josh Nass: Traditional Media Still Matters in Today’s LandscapeJosh Nass
With the prevalence of the Internet and digital marketing, you may think that traditional media like newspapers, television, and radio aren’t important. But that couldn’t be further from the truth.
Presented by Jonathan Kim: December 2015
The most talked about, hyped, and controversial ad tech today is Ad Blocking. Just how fast is it growing, and how is it going to be dealt with?
This presentation will address the present state of ad blocking while making a few educated guesses on how the online ad industry will evolve from this.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Tmk.edu Startup + Brand Collaborations: October 2016The Media Kitchen
Presented by Jessica Peltz: October 7th, 2016
This class will cover how to understand and work with the range of startups you see everyday. We'll talk about how to vet a startup for business and production traction, how to gauge the depth of their team and experience, how to research their funding and traction, and how to figure out the best way to work with them. We'll also discuss how startups perceive agencies and brands and how to create a good working relationship with startups.
Presented by Bruce Harwood: June 29, 2017
Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
TMK.edu Site Direct, Video, & Social Presentation: July 2015 The Media Kitchen
Presented by Ashley Sobel: July 29, 2015
This presentation will address how consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Rohit Bagalkot: September 29, 2016
Everyone says programmatic is the future of media buying. But what exactly is it? How does programmatic work? And what do things like DSP and DMP mean? This class will go through the basics of programmatic buying, specifically a brief history of how programmatic came to be, the flow of programmatic, its components, and some behind-the-scenes look at how it is optimized.
Presented by Catherine Romero: September 21, 2016
This class will cover the Billing process; how to handle and process the Vendor invoices; the Reconciliation process; how to read and understand the financial reports; and review the guidelines to billing and budgeting.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Monique Lemus: June 24, 2015
This presentation covers how communications planning is the basis for how we approach media campaigns for our clients, why communications strategy is important from the onset and what factors should be considered when building our communications plan. We will also cover the notion of POEM and how to develop communication plans that work cohesively across paid, owned and earned media, to get the best results from all aspects of our clients' media presence.
Basics of media planning - workshop slides at Great Indian Marketing WeekendAmit Grover
Roopam Garg of MEC Global conducted an interactive workshop on basics of media planning for delegates at Great Indian Marketing Weekend. Here are the slides for your benefit. Check out more on www.gimw.in
Presented by Bruce Harwood: July 2016
Have you heard about traditional media but aren't quite sure what it is?
This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it.
As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing 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
The presentation explores how advertising works on the different screens and why (which qualities of mobile video advertising are most important in breaking through to audiences and how the differential impact of creative length and screen size variables drive advertising effectiveness). The study analyses multiscreen use and behaviour among more than 13,500 consumers, interviewed by smartphone or tablet across 42 countries, and includes learning from parallel copy testing conducted across TV, online video and mobile video ads. The overall conclusion is marketers cannot simply assume that the device used is a good surrogate for media context, and that different ad formats definitely demand different creative approaches.
Are you a new business that’s about to take the digital leap or are you just generally interested in the world of digital marketing? If so, it’s crucial that you understand what each type is! This slideshow shows you the 11 types of digital marketing and how they can be used within a broader digital marketing strategy.
Developing a Successful Mobile Strategy (IIT Knapp Center Lecture Series)Pete Morano
Presented at Knapp Center Lecture Series.
As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley in December 2009, within five years, more users will connect to the web via mobile devices than desktop computers.
Adopting a mobile strategy for your business is inevitable. Your mobile strategy must have reaching your customers and your market as its central goal, and this doesn’t necessarily mean you need to develop an application. To develop a successful mobile strategy, there are several important elements to consider, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
encendo helps you understand how your digital marketing activities will impact your end objective. Francis Mac Aonghus, Head of Online at encendo, explores the principle of a digital marketing strategy.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing EffortsVWO
The webinar will cover the following:
1. How successful marketers are overcoming their attribution issues
2. Industry benchmarks and learning to ensure you are updated
3. How to curate the best attribution model for your business
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
BrandZ Top 50 Most Valuable Latin American Brands 2015 ReportKantar
Millward Brown and WPP released the 4th annual BrandZ Top 50 Most Valuable Latin American Brands report and ranking on Wednesday, September 23. The report identifies the key forces driving brand growth in six markets in the Latin American region (Argentina, Brazil, Chile, Colombia, Mexico and Peru).
BrandZ Top 50 Most Valuable Indian Brands 2015 ReportKantar
WPP and Millward Brown have released the 2nd annual ranking and report of the BrandZ Top 50 Most Valuable Indian Brands.
See which brands have remained on the list, who the newcomers are and which industries and categories experienced the most growth. India is a complex and fast growing market and the report offers insight about the balance marketers must achieve to win consumer trust while retaining the cherished traditions and deep values of the Indian culture.
- See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indian-brands
BrandZ Top 50 Most Valuable Indonesian Brands 2015Kantar
Millward Brown and WPP released the first annual BrandZ Top 50 Most Valuable Indonesian Brands report and ranking, Wednesday, August 19. The report identifies the key forces driving brand growth in Indonesia, and is an addition to the BrandZ annual rankings which include the Global Top100 Brands as well as rankings for China, India, and Latin America. - See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indonesian-brands/2015
10 Ways to Build a Powerful Healthcare BrandKantar
EphMRA Pharmaceutical Marketing Conference 2015
23-25 June 2015
Amsterdam
Carolyn Chamberlain, Head of Qualitative Healthcare at Millward Brown talks about 10 ways to build a powerful brand taking insights from this year’s winners in the BrandZ Top 100 most valuable global brands 2015.
http://www.ephmra.org/event/2015-Pharmaceutical-Market-Research-Conference---23-25-June-2015-Amsterdam
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. 2
• How do I keep pace with the digital
revolution?
• How do I maintain coherence in my
communication?
3. 3
Digital– how much,how quickly?
1. Current role in the media mix – engagement or scale?
2. Measurement/optimisation – using the right metrics
4. 4
What are the media roles in a
typical mix?
Mass
Exposure
Engagement
Efficiency
Where is digital
in MENA?
5. 5
Digital is still relatively cheap for the engagement it
can deliver
100 33
Cost of achieving 1% increase in brand
attributes (MENA, index to traditional)
Traditional Digital
Only
33%
But can it be scaled to a large audience?
6. 6
Digital can give very significant reach in MENA
TV: ~75%+
OOH:
~50%+
(metro only)
Digital 36%
53%
10%
Print: 35%
Radio: 17%
%REACH
Although TV is still the best way to establish the campaign in
a mass audience
7. 7
48%
Video neutral channel planning – case study (Turkey)
Facebook performs in line with top TV channels on reach
53%
Channel 1
48%
Channel 240%
Channel 3
38%
Channel 4
34%
Channel 5
9. The quality of your
answers is in direct
proportion to the
quality of your
questions
9
10. 10
Base sales are driven by “brand impact”
Campaign
Total
Sales
Performance
Emotion
Popularity
Dynamism
Difference
Value
Salience
Brand
Engagement
The Sales Response Effect
The Brand Effect
Strengthens loyalty
of existing users and
brings new users into
brand
Sustained, longer term
Immediate, short term
Mostly incremental
sales to existing users
11. • Don’t lose sight of brand objectives in the rush to optimize
programmatically based on behaviour.
Programmatic increasingly contemplates brand
12. Be open minded on optimising campaigns: the average click-
through rate is around 0.25% or less
12
Yes, this tiny green dot is CTR
http://www.richmediagallery.com/tools/benchmarks
18. Breaking down social and mobile silos
• The fragmented and competitive social & mobile landscape drives advertising
innovation but brings with it inefficiencies & challenges
• Develop coordinated strategies across social & mobile platforms and work with these
publishers to prove their collective brand value in the overall media mix
19. Analogue goes digital
• Brands must leverage mobile-enabled connectivity coherently through every aspect
of their marketing programs.
• To maximize ROI exploit the use of digital technologies to create simple, easy mobile
interaction through all touch points.
• Give your consumers control of when and how they engage with your brand.
21. Getting it right unlocks tremendous value
In this campaign media synergies amplified the brand impact by 200%
13%
13%
30%
44%
Online
TV
OOH
1%
4%
11%
15%
70%
Online
PrintTV
Synergies
OOH
CrossMedia – non-FMCG, KSA
Print
22. 22
In order to be successful,
brands need to create media
agnostic ideas that are social
at their core.
26. 70|20|10 mentality driving innovation
26
70
20
10
TV
Outdoor
Radio
Print
Cinema
Activations
Online search &
display
2005
TV
Outdoor
Radio
Print
Cinema
Activations
Online search &
display
Social Media
Online Video
Mobile
2010
TV
Outdoor
Radio
Print
Cinema
Activations
Online search & display
Social Media
Online Video
Mobile
Gaming
AR, LBM & NFC
2015
29. What is my campaign's optimum frequency range?
Different campaign objectives may require different media support levels!
0%
20%
40%
60%
80%
100%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
%maximumimpact
Frequency
TV(100)
Bus (80)
15-177-9
Digital
TV
36. • Location-based marketing opportunities are powerful when brands focus on
consumers’ interests rather than on their own
• Consumers will increasingly expect to be presented with ads that are
meaningful in the moment; location data will help targeting be more accurate
than ever. Just be careful not to creep people out!
CONSUMER-FOCUSED LOCATION-BASED
MARKETING BLOOMS
39. NATIVE MORE OFTEN GETS IT RIGHT – BUT CHOOSE WISELY
• Savvy marketers can take advantage of native advertising by
partnering with publishers offering best-in-class solutions.
• Match site’s editorial tone, create content that resonates with that
audience
40. Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed - Control40
The power of creativity
Creative power and
media disruption
accounts for
THE MAJORITY
of campaign impact
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.
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.
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.
We don’t believe this should be considered a strict formula.
But we do believe this framework can be a helpful philosophy.
So what do we mean by each of the elements?
For most brands, the 70% zone of low-risk,
bread-and-butter marketing is likely to involve
established channels such as TV, print, outdoor,
and radio. But this will vary across categories
and countries. A strong FMCG/CPG brand
in the United States might use TV, outdoor,
online display, and online video. A brand in a
considered purchase category in Germany might
use print, sports sponsorship, online search,
and online display. A new service brand in Japan
might use TV, event sponsorship, mobile display,
and QR codes. For some brands, the 70% could
also include word-of-mouth marketing.
But to say that 70% of the budget should fund
communications in channels that are considered
to be safe, familiar, and effective is not to say
that 70% of a media budget should remain static
from year to year. Based on ongoing learning and
evolving brand objectives, channel composition
within the 70% could vary significantly over time
and from campaign to campaign.
Innovating around media approaches that are
known to be effective could include a broad
range of options. It could mean taking a small
risk, such as increasing your spend on a channel
that seemed to work well in your 10% last year.
It could mean spending behind a channel where
you don’t have concrete research evidence of
a return on investment. Or it could mean taking
a risk in an established channel that is familiar
to you, perhaps by sponsoring a sporting event
for the first time when you have previously been
known for associations with music festivals.
For many brands across a range of categories,
social media currently falls into the 20%
category. Brands have some practical
experience and strongly believe in the exciting
new ways social media allows them to interact
with their consumers. But they still have
questions about the return on their investment,
and they are still learning how to create and
deliver campaigns that are truly social by design.
We often find that innovative use of channels really drives to ROI up relative to what could be considered as expected for that channel.
The 10% zone is the place where genuine
experimentation takes place with new and
emerging channels. But this risk-taking should
be in line with brand and campaign objectives;
iPhone apps and Pinterest pages are right for
some brands, but not all.
For many brands, mobile currently falls into the
10% category. The mobile marketing landscape
continues to evolve as ownership of smartphones
and tablets grows rapidly around the world,
and questions abound about the best ways to
take advantage of these new opportunities.
Coke UK is reported to have a “mobile first”
mentality in their planning process. Starting with
the 10% not only ensures that 10% innovation
happens; it also ensures that these projects are
given due consideration and a chance to play an
integral role in the overall campaign, rather than
being seen as afterthoughts.
Heraclitus
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.
This Vine for Oreo is simple… people get it on the first loop and stay around for another view or two. They love seeing a great tip for a well loved brand.
This contrasts with a llot of the Vines that we look at which reached peak comprehension and therefore peak emotional resonance on the third view after which boredom or irritation sets in.
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.