tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2017-05-26T09:45:08+01:00 tag:econsultancy.com,2008:BlogPost/69110 2017-05-26T09:45:08+01:00 2017-05-26T09:45:08+01:00 How behavioural science can alter brand perception and purchase habits Michael Sandstrom <p>While there are exceptions, most problems companies face can be directly linked with consumers’ perception of the brand or behaviours linked with purchasing their products.</p> <p>Most often, the first step in determining where the problem lies is deciding whether it is a category, brand, product or a cultural problem. For example, has your product category grown too crowded? Is your brand or product no longer seen as a popular choice in what used to be your core target group? Is your marketing falling flat because it's failing to tap into the zeitgeist?</p> <p>The problems mentioned above could be tackled through campaigns that utilise ‘brand budgeting’. This refers to the ‘mental accounting’ that people engage in for purchases of different product categories. For instance, if customers are no longer purchasing your previously well performing yogurt brand, your product could be re-framed as both a part of a healthy breakfast and as a luxuriously creamy dessert, altering the perception of the brand and, in the long run, the spending behaviour of your customers as well.  </p> <p>Innocent Drinks is an excellent example of a brand that not only faced a category already packed with competing brands, but that also needed to address a cultural problem. Mothers were reluctant to pay extra for the perceived premium of a smoothie when they could just as well buy their kids a juice box or a piece of fruit.</p> <p>To counter this, Innocent correctly identified the stress felt by modern-day mothers when trying to make sure their children eat healthily. The brand cleverly tapped into the '5 A Day’ governmental scheme and then created a message around its products containing two portions of fruit and vegetables from your five a day.</p> <p><img src="https://assets.econsultancy.com/images/0008/6388/innocent.png" alt="innocent" width="700" height="421"></p> <p>Doing this made it easier for mums to do ‘mental accounting’, Innocent could re-frame its products from just an alternative to your average fruit juice, to a quick way of ensuring your kids stay healthy. While not the sole reason behind the brand’s success, this has proven an important motivator when communicating to mums across the UK and other markets. </p> <p>Another brand that’s managed to change not only its own perception but also helped transform its entire category is Starbucks. With such a long history of predominantly drinking tea, only 10 years ago the majority of the UK’s consumption of coffee was of the instant, freeze-dried kind.</p> <p>Starbucks and its competitors alike have shifted the UK consumer's perception of coffee from being an occasional beverage into a daily necessity by re-framing its products as a daily, affordable indulgence. We now find ourselves being a coffee-loving nation having adopted the flat white as our own and the pub slowly being replaced by the coffee shop as a primary social venue. </p> <p>While brand budgeting can be a powerful tool used to answer challenges facing your brand, it is crucial to first identify whether it’s a category, brand, product or cultural problem. Without starting with the problem at hand and knowing the context in which your brand needs to be re-framed, any attempt at a campaign is sure to fall flat.</p> <p>With enough insight into your brand, market and consumer however, using brand budgeting when planning your campaigns can help reform an entire brand and identify new category opportunities for your product.  </p> <p>To find out more about KHWS' <a href="https://econsultancy.com/blog/68176-brand-commerce-a-new-planning-model-for-marketers/">Brand Commerce</a> model and how behavioural science can help drive sales and turn your brand around, see our previous articles on how to <a href="https://econsultancy.com/blog/68602-brand-commerce-navigating-through-online-customer-indecision">navigate through online indecision</a>, how to use your <a href="https://econsultancy.com/blog/68357-brand-commerce-what-is-your-brand-s-key-feature">brand’s one key thing</a> to stand apart from the competition, and how <a href="https://econsultancy.com/blog/68911-brand-commerce-pushing-the-value-of-your-brand-through-trial/">trials can be used to build brand preference</a>.</p> tag:econsultancy.com,2008:BlogPost/69113 2017-05-25T14:42:14+01:00 2017-05-25T14:42:14+01:00 Delivering data-driven content marketing for the travel industry Ray Jenkin <p dir="ltr">Paid media opportunities for content marketing are now truly scalable with programmatic delivery of content through existing ad formats and native placements. As marketers shift from talking at customers to speaking with them, the time is ripe to use data and content to add value to the consumer's purchase journey by finding them at the most relevant time and tailoring the content to them so it is informative and engaging.</p> <p dir="ltr">It is exciting to see the likes of <a href="http://www.thomson.co.uk/blog/">Thomson</a> and <a href="https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible-money-making-content-studio/">Marriott</a> who are executing this across paid, owned and earned channels. This article will focus specifically on how brands can better activate their content utilising data across paid media channels. </p> <h3 dir="ltr">Understand your audience, then shape your content and targeting</h3> <p dir="ltr">With the abundance of data available from social and paid media channels, the opportunity to uncover strong insights about your audience, in near real time, has never been greater. By understanding the primary travel-led concerns and motivations of your audiences you can quickly develop and adjust content to address these concerns.</p> <p dir="ltr">In addition to tackling your audience's questions effectively, you should also use this information to shape audience targeting strategies and paid media activation of that content, finding defining moments in the consumer journey and matching the most relevant content to these audience behaviours.</p> <h3 dir="ltr">Data allows you to listen and act: don’t just broadcast</h3> <p dir="ltr">Balance the message you would like to share with the needs and wants of your audience. Travel brands run the risk of using the content channel as another broadcast tactic, pushing use of their app or overly touting their offers. Be cautious not to alienate your audience.</p> <p dir="ltr">Utilise the data-driven insights you uncover to create a balanced editorial strategy that weaves your key commercial messages with useful and valuable content that addresses consumer needs.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0008/6375/thomson_blog.png" alt="" width="700" height="487"></p> <p dir="ltr"><em>Thomson's blog</em></p> <h3 dir="ltr">Be relevant at all the stages of the consumer’s journey</h3> <p dir="ltr">Using data enables you to really match content with the consumer at pivotal touch points. Much like over-broadcasting, mismatching content at the wrong times will lead to consumers ignoring you.</p> <p dir="ltr">For example, if you are building out content that elevates travel inspiration be sure you can activate those audiences at that stage of their journey, by looking at some of the behavioural triggers such as browsing travel photos, writing travel blogs or search terms around broader travel-related terms.    </p> <p dir="ltr">Also, make sure the shape, structure and features of your content reflect the relevant point in the consumer’s journey. For example, consider travel inspiration as a period where consumers are looking for validation and affirmation of the travel desires. With that in mind is your content shareable? Is it rich in visual elements to capture the imagination? Paid media activation now allows for far more variety in content than in recent previous years so leverage these opportunities to make the content more relevant.</p> <h3 dir="ltr">Go beyond where your audiences are to find what your audiences are doing</h3> <p dir="ltr">Naturally, context is a valuable part of your content strategy. Make sure you are aligning your paid content with relevant contextual environments such as travel comparison, OTA’s, and travel magazines.</p> <p dir="ltr">Granular data access for audience targeting can help you reach those relevant consumers at other pivotal touch points. For example those sharing content with friends and family on social channels, those searching with specific search terms or consumers browsing hard to reach travel inspiration environments can be identified through more sophisticated audience targeting solutions and also found programmatically in other non-travel environments where the opportunity to deliver them paid content is available.   </p> <h3 dir="ltr">Harness the power of the crowd</h3> <p dir="ltr">According to research undertaken by Edelman, 70% of global consumers say <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/">online consumer reviews</a> are the second-most trusted form of advertising, and Trip Barometer uncovered that 93% of travellers said their booking decisions are impacted by online reviews.</p> <p dir="ltr"><a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">User-generated content</a> can be powerful. Consider how this impacts both content production and also existing traditional paid media strategies. Look at how you can marry this content with audiences engaging with review-led content to create stronger resonance with your brand.</p> <h3 dir="ltr">Go further than the written word - 66% of all travellers watch videos online when researching </h3> <p dir="ltr">The plethora of paid media options available programmatically has increased significantly in the last few months. Leverage these to get a range of content in front of relevant audiences.</p> <p dir="ltr">From video placements of various lengths and <a href="https://vimeo.com/155542137">f</a><a href="https://vimeo.com/155542137">ormats</a>, to <a href="https://flixel.com/cinemagraph/51r5jmmylwommtwzwt12/">cinemagraph native formats</a> to get engaging imagery in front of audiences, the possibilities to make the right content fit at the right stage have never been greater. With programmatic access to these formats now reaching meaningful scale, you can combine data and placement to truly get the most relevant content in front of the most relevant audiences.</p> <p dir="ltr"><strong><em>For more on this topic see:</em></strong></p> <ul> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/68871-how-travel-brands-are-capitalising-on-youtube-adventure-search-trend/"><em>How travel brands are capitalising on YouTube adventure search trend</em></a></li> <li><a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry/"><em>The impact of artificial intelligence on the travel industry</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69116 2017-05-25T12:10:08+01:00 2017-05-25T12:10:08+01:00 How brands can navigate today's super-political environment Patricio Robles <p>Here are a number of tips for brands trying to figure out what to do and what not do.</p> <h3>Be very, very careful about jumping into politics and highly-charged social issues</h3> <p>Although a growing number of high-profile brands seem comfortable making political and social statements, this is arguably riskier than ever before. Consider the following two examples:</p> <ul> <li>In response to a law passed in North Carolina, retail giant Target announced a restroom policy that allows individuals to use the restroom of the gender they identify with. Target's move was intended to support members of the LGTB community, but the announcement sparked a backlash from consumers worried that the policy could, among other things, be taken advantage of by sexual predators. An online petition sponsored by the American Family Association calling for a boycott of Target has garnered more than 1.5m signatures.</li> <li>In response to US President Donald Trump's executive order temporarily halting US travel for individuals from several Muslim-majority nations, Starbucks issued a pledge that it would hire 10,000 refugees. Given the heated debate over President Trump's executive order, Starbucks' announcement not surprisingly also sparked calls for a boycott.</li> </ul> <p>What has happened since? It <a href="https://econsultancy.com/blog/68914-sentiment-analysis-how-consumers-feel-depends-on-who-you-ask/">depends on who you ask</a>.</p> <p>In Target's case, shopper traffic is down, sales have decreased by 6%, and same-store sales have fallen in every quarter since the boycott began. Not surprisingly, the American Family Association believes this is the result of the boycott, but Target disagrees.</p> <p>In Starbucks' case, market research firm YouGov <a href="https://today.yougov.com/news/2017/02/22/brands-and-politics-spotlight-starbucks/">says</a> that the company's brand perception plummeted following #BoycottStarbucks. Starbucks commissioned research of its own <a href="https://news.starbucks.com/news/starbucks-brand-equity">that concluded</a> there has been no impact, but with Starbucks seeing slower than expected same-store sales growth <a href="http://www.cnbc.com/2017/04/27/starbucks-reports-fiscal-second-quarter-earnings-.html">for the second quarter in a row</a>, there's room for speculation and debate.</p> <p>No matter what, neither company's politicking appears to have helped it, so the key takeaway is that there is probably little for brands to gain today by going out of their way to speak out about political and social topics on which reasonable, decent people can have very different opinions.</p> <p>The lack of potential for benefit appears to be confirmed by a recent survey <a href="http://www.adweek.com/brand-marketing/4as-survey-finds-more-risk-than-benefit-in-brands-tackling-political-and-social-issues/">conducted by</a> 4A’s and SSRS, which found that "consumers are not looking to brands to take a position on political or social issues" and "only a small percentage of consumers are moved to buy from positive messaging."</p> <h3>Focus on uncontroversial values and causes</h3> <p>One of the primary reasons brands are jumping into politics is that the people running them truly believe that there are politically-tinged issues that are too important not to weigh in on. Additionally, in some cases, they want to signal to their employees that they disagree with political policies that are controversial.</p> <p>But avoiding politics doesn't mean that brands have to embrace amorality. In fact, it's actually ill-advised for brands to pretend they don't have a conscience as numerous studies have shown that for many consumers, brand perception and purchase intent can be influenced by a company's CSR (corporate social responsibility) efforts.</p> <p>But instead of getting political or taking a side on highly-charged social issues, brands can demonstrate that they have a conscience by building their initiatives and marketing campaigns around core values and causes that just about everyone can get behind. There are plenty of examples of companies demonstrating their values by supporting causes that don't have lots of political baggage.</p> <p>For example, through its <a href="http://www.stellaartois.com/en_us/buy-a-lady-a-drink.html">Buy a Lady a Drink campaign</a>, brewer Stella Artois has given more than $1m to Water.org while raising awareness of the global water crisis and its impact on women around the world. And last year, Elsevier <a href="https://www.elsevier.com/about/press-releases/corporate-social-responsibility/elsevier-and-doctors-without-borders-partner-to-help-tackle-africas-health-challenges">announced</a> a partnership with Doctors without Borders "to cooperate in fighting the root causes of some of Africa's most vexing health challenges, including diarrhea and infectious diseases, which leave millions of people dying or severely diminished every year." As part of the partnership, Elsevier provided a $300,000 grant to Doctors without Borders' research and training division.</p> <p>While these initiatives are not directly tied to political and social topics that are in the news, they allow the brands behind them to demonstrate their values and commitment to causes that few people are likely to object to.</p> <h3>Trust your agencies, but understand that they might be biased</h3> <p>Most large brands work with agencies, which are tapped for their knowledge of consumers and their expertise in helping brands connect with consumers.</p> <p>But agencies are often home to bias, including <a href="https://digiday.com/marketing/like-ad-agency-republican-trump-era/">political bias</a>. This subject has been increasingly discussed in the wake of Donald Trump's election, as many agencyfolk openly supported his opponent, Hillary Clinton. With this in mind, <a href="https://www.forbes.com/sites/willburns/2016/11/22/can-liberal-leaning-ad-agencies-effectively-sell-to-conservative-consumers/">one observer asked</a>, "can liberal-leaning ad agencies effectively sell to conservative consumers?"</p> <p>It's a simple question, but not a trivial one. After all, if brands are relying on the advice and execution of agency partners that <a href="https://www.wsj.com/articles/advertisers-search-for-middle-america-1479687543">may have a difficult time connecting with consumers</a> who don't share the world view of the vast majority of their employees, brands risk adopting strategies and campaigns that, at best, won't resonate with a large portion of the consumer population and, at worst, could alienate huge numbers of consumers.</p> <h3>Seek out new perspectives</h3> <p>Bias is natural, and it isn't always inherently bad. It probably wouldn't be a good thing for agencies to always "play it safe" and become opinion-less organizations. But in today's challenging environment, brands shouldn't shrug their shoulders and pretend that the bias can't be a liability.</p> <p>No, this doesn't mean brands should, say, fire their agencies. But it does mean speaking up if and when their agency partners make strategic recommendations and present campaign concepts that are too political or based on <a href="http://adage.com/article/agency-viewpoint/14-heartland-stereotypes-stifling-brands/307055/">naive stereotypes about large swathes of the population</a>.</p> <p>Diversity of perspective is important and brands should ensure that they have access to voices, internal and external, who can credibly represent <em>all</em> the members of their customer base.</p> <h3>Don't step in it</h3> <p>While some brands are unlikely to stay out of the realm of politics and heated social issues, every brand should do whatever it takes to avoid major faux pas like the one Pepsi made last month when it unveiled an ad starring new spokesperson Kendall Jenner. In the ad, Jenner leaves a photo shoot to join a protest. She ends up facing off with a police officer, who she hands a can of Pepsi, prompting the officer to smile.</p> <p>The ad was seen by many as a tone-deaf attempt to co-opt the Black Lives Matter movement to sell soda and caused a huge backlash. Wired even <a href="https://www.wired.com/2017/04/pepsi-ad-internet-response/">declared</a> that it "was so awful it did the impossible: it united the internet." </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">can you believe kendall jenner solved all the black lives matter issues by giving a pepsi to a cop? inspiring.</p> — Danii G (@gerbatron) <a href="https://twitter.com/gerbatron/status/849396830773415936">April 4, 2017</a> </blockquote> <p>According to Pepsi, the ad was intended to represent "people from different walks of life coming together in a spirit of harmony." But the concept was so poorly conceived and poorly timed that the company was forced to pull the ad and admit that it had missed the mark, something most experts suggest the company should have realized before the ad was even filmed.</p> tag:econsultancy.com,2008:BlogPost/69100 2017-05-23T11:00:00+01:00 2017-05-23T11:00:00+01:00 Six clever examples of what dynamic outdoor advertising can do Ben Davis <p>Before we get stuck in, I think it's worth pointing to <a href="https://www.marketingweek.com/2017/05/16/mark-ritson-ai-digital-disruption/">an article by Mark Ritson</a> about AI and predictive marketing. In it, he says that, paradoxically, mobile media may be increasing the value of more traditional advertising. As people use mobile more, they become less amenable to interuptive marketing on their smartphones. TV, though, still finds people slumped on their sofa and listening(ish). Outdoor, too, has the ability to cut through with bold creative, often getting the full attention of the consumer.</p> <p>Yes, AI may improve personalised marketing, but I suspect the power of outdoor advertising will remain great, particularly considering the increased ability to deliver more contextual creative. What's great about the examples below is they don't take long to explain or understand, and that's the mark of great advertising.</p> <p>Most of these are UK examples come via JCDecaux - other digital outdoor networks are available.</p> <h3>FMCG brands use April Fools creative at ASDA</h3> <p>A really simple idea and one that demonstrates the power of digital outdoor. Several food brands were able to create fictional ideas for products, in order to amuse (or fool) shoppers outside ASDA on April 1st.</p> <p>Only digital dynamic outdoor ads could enable ASDA and these brands to show this creative on one specific morning only.</p> <p>Products included ‘McVitie’s Jaffa Cheese Cakes’, ‘Strawberry Cheesecake Mini Cheddars’, ‘Meh-mite’, ‘Pot Noodle Twister’ and ‘Quorn- the power of Quorange’.</p> <p><img src="https://assets.econsultancy.com/images/0008/6257/asda.jpg" alt="april fools ad" width="615" height="410"></p> <p><em>Strawberry Cheesecake Mini Cheddars</em></p> <h3>The FT targets transatlantic travellers at Heathrow</h3> <p>The Financial Times is able to use digital billboards at Heathrow Terminal 5 to target only passengers travelling to six pre-selected US cities. Fairly obviously, this requires an ad system that taps Heathrow's flight data via an API.</p> <p>JCDecaux sells this ad space based on number of passengers that come through the relevant gaterooms.</p> <p><img src="https://assets.econsultancy.com/images/0008/6258/ft_airport.jpg" alt="ft airport ads" width="568" height="400"></p> <h3>Skoda tells people how quickly they can escape the rat race</h3> <p>My colleague Nikki Gilliland <a href="https://econsultancy.com/blog/69092-skoda-uses-real-time-traffic-data-as-part-of-digital-ooh-campaign/">recently wrote about</a> these ads from Skoda. Digital billboards tell passers-by how long (based on live traffic and location data) it will take them to get to one of four beautiful locations in the UK.</p> <p>It's simple creative that plays into Skoda's 'Do Something Different' campaign. I personally think the ads are a bit easy to misinterpret and perhaps are using tech for tech's sake - does the consumer immediately understand that the time given is accurate and does the live data enhance the creative?</p> <p>However, the ads are perhaps a nice undercutting or update of the cliched 'shiny car in beautiful location' ads that car manufacturers are famous for.</p> <p><img src="https://assets.econsultancy.com/images/0008/6094/Skoda_shopping.JPG" alt="skoda ad" width="615"></p> <h3>O2 targets digital radio listeners that pass outdoor ads</h3> <p>Not a dynamic billboard now, but a use of tracking and geofencing to target people who have passed an outdoor ad.</p> <p>O2 partnered with Dax and Mobsta to log device IDs (via Bluetooth) when people pass an out-of-home (OOH) site. These IDs were then used to see if a particular user subsequently visited an O2 store, where their device ID would be tracked. </p> <p>In addition to this tracking tech, O2's campaign for the Samsung S8 handset also used geofencing to target ads on digital radio, Soundcloud and Deezers at people within 500m of the OOH site.</p> <p>This implementation shows how outdoor ads can be used in a multichannel campaign.</p> <p><a href="http://www.campaignlive.co.uk/article/o2-targets-digital-radio-listeners-outdoor/1432533">More via Campaign Magazine</a></p> <p><img src="https://assets.econsultancy.com/images/0008/6272/o2.jpg" alt="digital outdoor ads o2" width="615"></p> <p><em>Digital outdoor ad creative from O2</em></p> <h3>B&amp;Q changes product ads based on local weather </h3> <p>From April 2017, B&amp;Q has been running dynamic outdoor ads powered by weather data, allowing the hardware retailer to push fine-weather products like BBQs or patio furniture when the sun is shining.</p> <p>This is the sort of tactic that has been used in PPC for a while, and in outdoor media will help to ensure relevance whatever the weather.</p> <p><img src="https://assets.econsultancy.com/images/0008/6263/bq.jpg" alt="b&amp;q ad" width="615" height="300"></p> <h3>Guinness directs people to pubs to watch the 6 Nations</h3> <p>Carat and Posterscope devised a dynamic campaign in London that allowed Guinness to direct RBS 6 Nations fans to nearby pubs to watch the tournament.</p> <p>The dynamic creative alerted people to an upcoming match and its kick-off time, as well as the distance to the local pub.</p> <p>Participating pubs then used sensors to capture footfall data and, if they got too full, would trigger a change in creative to direct fans to alternative venues.</p> <p><img src="https://assets.econsultancy.com/images/0008/6262/guinness.jpg" alt="guinness ad six nations" width="615"></p> <p><em><strong>More on out-of-home advertising:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68310-how-ooh-programmatic-helped-drive-missing-people-s-latest-campaign/">How OOH programmatic helped drive Missing People's latest campaign</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69085 2017-05-17T14:07:00+01:00 2017-05-17T14:07:00+01:00 Forget the headlines, ad tech’s best days lie ahead Dale Lovell <p dir="ltr">The most difficult thing to digest from this whole episode is that it seems to just keep on happening. For example, during last year’s American presidential election, some candidates’ online adverts, again, were displayed alongside content promoting terrorism.</p> <p>The impact of both of these high-profile issues can’t be understated. The behemoth that is Google, whose YouTube platform was where these ads were placed, has even had to promise better policing of where ads now appear. This is primarily because many top brands had begun to pull their budgets from Google and its video platform.</p> <p><img src="https://assets.econsultancy.com/images/0008/6153/the_times.jpg" alt="" width="650" height="434"></p> <p><em>Negative headlines for ad tech</em></p> <p dir="ltr">This whole situation is bad enough, but it is also coupled with an overall slowing down of the funding cycle for the ad tech industry. Firms in the sector saw a 17% drop in funding last year when compared to 2015, which is a total drop of $1bn.</p> <p dir="ltr">It would seem that ad tech is heading into a perfect storm, whereby the industry’s image is in tatters and investors and VCs who have consistently believed in the potential of our sector are beginning to doubt it. Indeed, the future for ad tech looks quite grim on the face of it.</p> <p dir="ltr">Despite what might seem like desperate times, in my opinion ad tech is poised to rebound quickly and, more importantly, become significantly bigger than before.</p> <h3>Reasons for optimism</h3> <p dir="ltr">The industry has been, and still is, at the forefront of technological development that not only impacts our industry and customers, but also wider society. <a href="https://econsultancy.com/blog/68848-ai-is-about-to-change-the-digital-advertising-landscape-forever/">As I mentioned in a previous post on Econsultancy</a>, we’re seeing huge growth in the use of <a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/">technologies like artificial intelligence (AI)</a>, which have tremendous potential in revolutionising the online user experience and also helping us to better target consumers.</p> <p dir="ltr">Firstly, looking at it from an industry point of view, the reason we’ve seen such a huge rise in the development of AI technology has been because of what it can achieve. Simply put, the scale and scope of what it offers is way beyond human abilities.</p> <p dir="ltr">Taking the YouTube situation as an example, Google said that it employed a “wide variety of tools” in order to maintain brand safety. Yet these tools, some human, some technology-driven, failed. Tasking AI solutions with upholding and consistently maintaining brand safety is, in my mind, the solution. This is because the technology has unparalleled capabilities. Within mere seconds it has the ability to assess and analyse hundred of thousands of webpages, in all shapes and sizes, and provide critical insights.</p> <p dir="ltr">Why this matters so much to brand safety is because this information can be delivered in real time, so if something does go wrong, or an issue needs to be addressed immediately, it can be. In effect, it gives a huge amount of control back to brands and professionals within the industry and will hopefully mend what has become a sometimes fraught relationship with ad tech companies.</p> <p>Moving beyond the ad tech industry bubble however, AI has a critical role to play in one of the biggest issues now affecting societies across the world – “fake news”. We’ve all seen the headlines and the accusations fly, to the point that it has now become a critical geopolitical issue that governments are actively trying to combat. The most significant problem with the rise of such “fake” content is that it makes people question the legitimacy of all online content, regardless of how respected the source actually is.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The Fake News media is officially out of control. They will do or say anything in order to get attention - never been a time like this!</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/860087334519414784">May 4, 2017</a> </blockquote> <p>The effects of this are quite dangerous as trust can be completely eroded between a wide variety of stakeholders including advertisers, their agencies, ad tech firms and most importantly, the end consumer. However, this is where AI can play a critical role. It is so advanced that it now has the ability to monitor a brand’s safety on a huge scale, which in turn protects it from any threats. This breaks the vicious circle of mistrust caused by such “fake news”, while also benefiting society by also protecting it from such misinformation.  </p> <p>The other reason I feel that ad tech’s days are far from numbered is that the entire advertising industry needs, and wants us, as active partners to effectively run digital campaigns. To be honest, five years ago this probably wasn’t the case. Again, technology was the main driver in changing what was once probably an adversarial relationship between agencies and ad tech companies.</p> <p>Agencies do a really incredible job at managing their clients and also figuring out ways for them to work best. By contrast, ad tech partners complement this by having the ability to actually achieve clients’ digital marketing goals, thanks to our technology and expertise.</p> <p dir="ltr">Despite the recent bumps in the road for ad tech, there are many reasons to be optimistic for the future. A recent survey found that <a href="https://www.warc.com/LatestNews/News/UK_media_agencies_adapt_to_ad_tech.news?ID=35807">90% of agency side marketers said they have a close relationship</a> with their ad tech partners, while new technology is being developed at a breakneck speed within the industry. Forget the headlines, ad tech will be fine.</p> <p dir="ltr"><em><strong>For more on this topic, see:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68650-the-future-of-programmatic-2017-and-beyond/"><em>The future of programmatic: 2017 and beyond</em></a></li> <li><a href="https://econsultancy.com/blog/67687-a-day-in-the-life-of-managing-director-of-an-ad-tech-firm/"><em>A day in the life of... Managing Director of an ad tech firm</em></a></li> <li><a href="https://econsultancy.com/blog/68628-amazon-could-become-an-ad-tech-force-in-2017/"><em>Amazon could become an ad tech force in 2017</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69075 2017-05-15T15:00:00+01:00 2017-05-15T15:00:00+01:00 Is it too early to predict that Amazon will win the voice-controlled speaker market? Patricio Robles <p>Thus far, it appears that Amazon is winning <a href="https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year/1015812">according to</a> eMarketer, which says that Amazon's lineup of Alexa-powered Echo speaker devices will capture 70.6% of the market this year, handily beating Google's Home device, which will capture 23.8% of the market.</p> <p>While the size of the market is still small, it's growing rapidly. eMarketer predicts that just over 35m Americans will use a voice-activated assistant device at least once a month in 2017, a nearly 129% increase over last year.</p> <p>eMarketer believes that Amazon's share of the market will fall in coming years at Google's expense, but the research firm still expects that "Amazon will remain the dominant player in the category for the foreseeable future."</p> <h3>And there's little reason to believe that Google can do anything to change that.</h3> <p>In April of this year, Amazon unveiled the <a href="https://econsultancy.com/blog/69051-will-amazon-s-echo-look-help-grow-the-market-for-voice-based-intelligent-personal-assistants/">Echo Look</a>, a $200 fashion-centric voice-activated personal assistant that features a camera capable of taking full-length photos and videos. It's integrated with Style Check, an Amazon service that offers up fashion recommendations, making it a potentially perfect voice-controlled speaker Trojan horse to lure millions of consumers who love fashion.</p> <p>But Amazon isn't stopping there. Last week, it announced yet another Echo device, <a href="https://www.amazon.com/dp/B01J24C0TI">the Echo Show</a>, which features a 7-inch screen, phone and videoconferencing capabilities. Amazon's pitch:</p> <blockquote> <p>Watch video flash briefings and YouTube, see music lyrics, security cameras, photos, weather forecasts, to-do and shopping lists, and more. All hands-free—just ask.</p> </blockquote> <p>The new device will bring to four the total number of voice-activated personal assistant devices Amazon sells. The other three devices are the Echo, Echo Dot and aforementioned Echo Look. Google only offers one Google Home device.</p> <h3>The Amazon advantages</h3> <p>Beyond its ability to launch new devices tailored to specific price points and consumer groups, Amazon has a number of advantages over Google. These include:</p> <ul> <li> <strong>Amazon Music.</strong> One of the most popular applications for voice-controlled speakers is music. Both Amazon and Google's devices integrate with a number of popular services, such as Spotify and Pandora, and Google has its own music service, Google Play Music. But Amazon arguably has an edge here because it gives its tens of millions of Prime members free access to Prime Music, a streaming service that offers more than 2m songs. For an additional $7.99 per month, Prime members can upgrade to Prime Unlimited, which offers 10m songs including new releases. </li> <li> <strong>Voice commerce.</strong> In addition to a compelling music streaming service, Amazon gives owners of Echo devices the ability to place Amazon orders by voice. This is arguably one of the Echo devices' biggest selling points and despite the fact that Google does allow Google Home owners to place voice orders for Google Express, there's simply no comparing Google Express to the Amazon marketplace.</li> <li> <strong>A means to make money without advertising.</strong> Google makes the bulk of its money from text-based search ads and a number of analysts have noted that increased use of voice search could eventually cut into this revenue stream. While Google has stated that it wouldn't distribute audio ads via Google Home, at least not yet, it has <a href="https://www.theverge.com/circuitbreaker/2017/3/16/14948696/google-home-assistant-advertising-beauty-and-the-beast">already sort of broken this promise</a>. Because of its retail business and Amazon Prime, Amazon can avoid thorny advertising-based monetization techniques if it so chooses. Google seemingly can't.</li> </ul> <p>Obviously, Google should have an advantage over Amazon's Alexa personal assistant when it comes to search – and <a href="http://searchengineland.com/google-home-amazon-echo-262438">apparently does</a> in the eyes of some thus far – but it looks like Google will have a far harder time catching up to Amazon outside of search.</p> <p>Given that Amazon already has a sizable lead over Google in the voice-controlled speaker market and is adding new devices and features at a more rapid pace, it might not be too early to declare Amazon the likely winner of the space and for companies integrating their services into the Alexa and Actions on Google platforms to hedge their bets accordingly.</p> tag:econsultancy.com,2008:BlogPost/69074 2017-05-10T12:30:00+01:00 2017-05-10T12:30:00+01:00 Will Instagram's mobile web app help Facebook slay Snapchat? Patricio Robles <p>And the rapid growth that makes Instagram look like Facebook circa 2009 to 2013 could accelerate even more now that Instagram has updated its mobile website, giving it a number of features that were previously only available in its iOS and Android mobile apps. The most important new feature added, photo sharing, will let users of the mobile web app post photos to Instagram.</p> <p>As TechCrunch's Josh Constine <a href="https://techcrunch.com/2017/05/08/instagram-mobile-web/">explained</a>, "Until now, users could could only browse, Like, follow, search, and see notifications on the stripped-down mobile web site and desktop site." But now they'll be able to post photos and browse a lightweight version of the Instagram Explore tab.</p> <p>The new functionality could be especially important in international markets where high-speed mobile internet is not widely available, making it more difficult for users to download and use the full Instagram app. Roughly 80% of Instagram's users are based outside of the U.S. and the company is clearly making an effort to better serve its international user base.</p> <h3>The latest shot at Snapchat?</h3> <p>Facebook's embrace of Instagram's international users, including those in developing markets, stands in stark contrast to the stance of Instagram's chief competitor, Snapchat.</p> <p>Snapchat recently came under fire after <a href="http://variety.com/2017/biz/news/snapchat-evan-spiegel-only-for-rich-people-anthony-pompliano-1202028526/">it was reported</a> that the company's twenty-something CEO, Evan Spiegel, had stated in 2015 that "This app is only for rich people...I don't want to expand into poor countries like India and Spain." The claim was made in a lawsuit involving a former Snapchat executive, who had apparently offered suggestions to improve the company's performance outside countries like the U.S.</p> <p>Snapchat has denied the report, but it's worth noting that while Instagram has a web app that is now growing its functional footprint, Snapchat still doesn't have a mobile website, so even if Snapchat CEO Spiegel isn't anti-"poor countries" as claimed, it doesn't appear that Snapchat is willing to go to the same lengths as Instagram is to court new users in places where a mobile web app would help its adoption.</p> <p><img src="https://assets.econsultancy.com/images/0007/7738/Screen_Shot_2016-08-04_at_14.42.36.png" alt="insta stories" width="591" height="347"></p> <p>Meanwhile, even though Facebook has been criticised by some observers for copying features from Snapchat, the tactic doesn't seem to be bothering users. For example, since launching its Snapchat Stories clone, <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/">Instagram Stories</a> has now surpassed 200m daily users, well above the 160m daily users Snapchat Stories reported in Q4 2016.</p> <p>For brands active on Instagram and Snapchat, the divergent strategies are worth noting for a couple of reasons.</p> <p>First, Instagram's willingness to offer a mobile web app and bring it closer to parity with the features of its native mobile apps could increasingly have an impact on the companies' respective growth rates. In the past year, Snapchat <a href="https://www.recode.net/2017/2/2/14492182/snapchat-user-growth-slowing-ipo">appears to have hit a growth plateau</a> and if it doesn't find a way to get its growth engine fired up again in a big way, it could find that it has permanently lost ground to Instagram, which has gained 100m users in the past four months alone.</p> <p>Second, for brands looking for a platform through which they can reach a global audience, it increasingly appears that Instagram is eating Snapchat's lunch. While Snapchat could argue that its smaller, first-world-dominated userbase is more valuable, as Facebook brings Facebook-like self-serve advertising to Instagram, Instagram's massive reach coupled with granular targeting could make it a much more versatile and attractive ad platform.</p> tag:econsultancy.com,2008:BlogPost/69058 2017-05-08T11:15:00+01:00 2017-05-08T11:15:00+01:00 How millennial entrepreneurs are disrupting retail and ecommerce Nikki Gilliland <p>Surprisingly, one time the term wasn’t bandied about was during a talk solely featuring this all-important demographic.</p> <p>With insight from three entrepreneurs in the Forbes 30 Under 30 list, the discussion focused on how young people are effectively driving change in retail and ecommerce – as both consumers <em>and</em> entrepreneurs.</p> <p>So, how exactly are they changing the game? The panel included Tommy Williams, co-founder and CEO of All Shades Covered, Vivien Laszloffy, CEO of Áeron, and Freddy Macnamara, CEO of Cuvva. Here are a few key takeaways from the talk.</p> <h3>Innovation borne out of necessity</h3> <p>The panel began on the subject of motivation. When asked about the drive behind starting a new business, each speaker highlighted some form of frustration rather than any influence or inspiration from the existing market. And while the three companies are vastly different, this appeared to be a common theme.</p> <p>Cuvva is a pay-as-you-go insurance app aimed at infrequent drivers. Freddy, its CEO, explained how the company stemmed from the desire to drive his friend’s car – and the sheer annoyance at the lack of options out there for quick and easy cover.</p> <p>Similarly, All Shades Covered – co-founded by Tommy Williams – was borne out of the recognition that women of colour are incredibly underserved when it comes to hair and beauty products on the high street. Consequently, Tommy saw an opportunity to fill this gap, using ecommerce to fulfil the needs of consumers quickly and efficiently. </p> <p>As well as choosing to improve or bridge a gap on behalf of consumers, this drive perhaps also demonstrates their growing expectations, with a younger demographic demanding a <a href="https://econsultancy.com/blog/67322-not-offering-same-day-delivery-you-could-be-losing-customers/" target="_blank">superior customer experience</a> across the board.</p> <h3>It’s about more than influence</h3> <p>Alongside an avoidance of the term millennial, one thing that really stood out from the talk was a distinct lack of interest <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">in influencer marketing</a>. While it's not a strategy that's been sidelined completely, it appears to be less of a priority for the young entrepeneurs. Interestingly, during the session before, I’d heard Boohoo’s Chairman mention how it has been an integral part of the <a href="https://econsultancy.com/blog/69044-five-reasons-behind-boohoo-s-97-increase-in-profits/" target="_blank">brand’s recent success</a>.</p> <p>So, why are millennials choosing another route?</p> <p>Perhaps it's a case of <a href="https://econsultancy.com/blog/68716-four-common-mistakes-brands-make-with-influencer-marketing" target="_blank">influencer overload</a>, but from an entrepreneurial perspective, it appears to be a simple case of other strategies generating better results.</p> <p>Vivien, the CEO of Budapest-based fashion retailer Áeron, spoke about the importance of working with women within the creative industry – but not just the standard blogger or model. Instead, people who fundamentally understand and appreciate the heritage of the brand are far more desirable, outweighing an influencer who might have a massive audience or even a reputation in the fashion industry. </p> <p><img src="https://assets.econsultancy.com/images/0008/5883/aeron.JPG" alt="" width="760" height="528"></p> <p>Meanwhile, Tommy says that his brand has seen far more success with offline and community-based marketing. He explained how tools like online video do not typically resonate with his core consumer in the same way as speaking and communicating directly, in the places where they live and work. While this strategy might be costly and much more time-consuming, it has resulted in much higher conversion rates for the company.</p> <p>This demonstrates the importance of understanding how both the brand and consumer can align to build a longer-term relationship, rather than jumping on digital trends merely to attract the masses.</p> <p><img src="https://assets.econsultancy.com/images/0008/5884/Hair.JPG" alt="" width="621" height="714"></p> <h3>A point of difference</h3> <p>The final topic revolved around how new companies are able to compete with giants in the industry. Instead of striving to match them, however, the general consensus was that viewing big brands as competition can largely be a fruitless exercise.</p> <p>Instead, it was suggested that brands in their infancy should remember the importance of establishing a unique and valuable point of difference when it comes to the product itself. Freddy highlighted Cuvva’s recognition of the supply chain, i.e. the underwriters who offer the insurance cover to drivers. In contrast to larger comparison sites that tend to focus solely on raising awareness to general consumers - Cuvva is able to offer greater value all-round.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Big updates to <a href="https://twitter.com/cuvva">@cuvva</a> for sharing today:<br>✅ min age now 19 (17 for learners)<br>✅ business use included<br>✅ lower pricing<br>✅ insurance groups 1-50</p> — James Billingham (@billinghamj) <a href="https://twitter.com/billinghamj/status/825157088343121922">January 28, 2017</a> </blockquote> <p>The biggest takeaway from listening to millennials talk? If you've got enough common sense, age doesn't come into it.</p> <p><em><strong>Related articles: </strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials" target="_blank">Four great examples of marketing to millennials</a></em></li> <li><em><a href="https://econsultancy.com/blog/66805-millennials-and-mobile-what-marketers-need-to-know" target="_blank">Millennials and mobile: what marketers need to know</a></em></li> <li><em><a href="https://econsultancy.com/blog/68203-six-millennial-ux-lessons-from-insurance-brand-back-me-up" target="_blank">Six 'millennial UX' lessons from insurance brand Back Me Up</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69056 2017-05-04T14:11:38+01:00 2017-05-04T14:11:38+01:00 Bloomberg's Trigr will let advertisers deliver custom ads based on market conditions Patricio Robles <p>"Advertisers are clamoring to reach the right audience with the right content," Derek Gatts, Bloomberg Media's global technology and product head, told AdAge. "But there isn't a lot of conversation aligned with the 'when'."</p> <p>He further explained, "When markets are moving, our traffic booms. We saw that with the instability in Greece, Brexit, the US election – people come to Bloomberg when there is instability in the market because they want to know what the next steps are for their portfolio."</p> <p>Markets, of course, move up and down, and the direction they're moving can dramatically influence the moods of the people who are involved in them.</p> <p>As Bloomberg sees it, this creates an opportunity for advertisers to serve different messages that are appropriate in the context of what's happening in the markets. For example, Gatts says, "Luxury brands want to identify an audience that can spend $25,000 for a Rolex. What better time to advertise to an affluent audience than the moment they just made a ton of money?"</p> <p>With Trigr, advertisers can set triggers to deliver different creative based on granular market-based criteria, such as the performance of broad and category-specific indexes like the S&amp;P 500, various commodities, and stock exchanges in specific countries. Bloomberg will also give advertisers the ability to create triggers around a select number of specific companies.</p> <p>Trigr ads will be sold on a CPM basis and the Trigr technology is based on Bloomberg's own ad server, so Bloomberg can integrate it into any of its offerings that contain advertising, although it did hint that Trigr might be applied to ads "beyond Bloomberg's walls" as well.</p> <h3>The rise of emotional advertising?</h3> <p>Interestingly, Bloomberg's unveiling of Trigr comes at a time when Facebook has sparked interest in the idea of advertising to consumers based on their emotions.</p> <p>The world's largest social network is <a href="https://www.theguardian.com/technology/2017/may/01/facebook-advertising-data-insecure-teens">under fire</a> after a leaked internal document obtained by The Australian revealed that Facebook had told advertisers it can identify when young users feel "stressed," "defeated," "overwhelmed," "anxious," "stupid," "useless" and like a "failure." That knowledge of users' emotional states could in turn be used to target these users with advertisements.</p> <p>Facebook now claims that it doesn't allow advertisers to target users based on its analysis of their emotional states, but Antonio Garcia-Martinez, a former Facebook product manager, <a href="https://www.theguardian.com/technology/2017/may/02/facebook-executive-advertising-data-comment">claims</a> the company <em>could</em> do this and questions why it would mention the capability in a presentation for advertisers if it had no intention of allowing those advertisers to use it. According to Garcia-Martinez, "The hard reality is that Facebook will never try to limit such use of their data unless the public uproar reaches such a crescendo as to be un-mutable."</p> <p>But while Facebook's capability might cast doubt on the concept of emotion-based advertising, Bloomberg's Trigr demonstrates that there are probably reasonable proxies for emotion that don't rely on mining user data and thus aren't so creepy for advertisers to use.</p> <p>The real question, of course, is just how powerful this will be in the real world. There's no doubt that a major market move might make some individuals happy for a day or two, but will it be enough to convince them to shell out $25,000 for Rolex watches and other luxury goods that they wouldn't have purchased otherwise, or would have purchased well in the future instead? Thanks to Trigr, advertisers will soon have the ability to find out.</p> tag:econsultancy.com,2008:BlogPost/69040 2017-05-02T10:32:00+01:00 2017-05-02T10:32:00+01:00 A day in the life of... VP product strategy of an ad tech platform Ben Davis <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em>Tej Rekhi:</em> As VP of product strategy, I have one foot in product and the other in commercial, which gives me the required understanding to bring successful products to market. Additionally I oversee <a href="http://www.wayveapp.com/">wayve’s</a> marketing and PR activity.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em>TR:</em> I’m part of the wayve leadership team, guiding the company’s strategic direction and how best to meet to our clients’ needs. Because my role extends across two areas, I report to two people — the commercial director, Shirley Smith and the CEO, Jamie Evans-Parker.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em>TR:</em> Succeeding in this job requires flexibility and being able to wear multiple hats; from developer, to creative consultant, <a href="https://econsultancy.com/blog/67203-data-analysts-vs-data-scientists-what-s-the-difference/">data analyst</a> or sales and marketing. It’s vital to have a broad knowledge base that covers both product and the ever-evolving <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">advertising ecosystem</a> so that wayve’s proposition is always ahead of the market. </p> <p><img src="https://assets.econsultancy.com/images/0008/5747/tej.jpg" alt="tej rekhi" width="330" height="252"></p> <p><em>Tej Rekhi</em></p> <h4> <em><strong>E:</strong> </em>Tell us about a typical working day…</h4> <p><em>TR:</em> As a young, nimble company, the culture is very hands-on and tasks can change in an instant depending on what clients want or which commercial activities are needed. </p> <p>I always check my calendar the night before to make an effective plan for the day and avoid wasting time. To give you an idea of the average day: I usually start early – my baby is a good alarm clock and I try to snatch a bit of time with him before heading out. On my journey to work, I’ll be reading emails to see what’s happening with internal development and the wider market.</p> <p>When I get to the office, it’s straight into juggling my two core roles. On the commercial side I’ll look at how we are doing against targets, how we can drive revenue and grow our clients, as well as meeting with new and existing clients.</p> <p>On the product side, I’ll focus on what we need to achieve on that particular day, and how the product is progressing against both short and long-term targets. The central focus of each day is to keep the two sides balanced. Not easy, but possible.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em>TR:</em> I love the industry – I’m a workaholic with a creative mind and I’m always looking for opportunities to innovate, which are never far away in the ad tech sector. I don’t believe in the status quo or playing it safe, I want to be challenged and to challenge people.</p> <p>It can be frustrating when people don’t share your vision or understand the need to go beyond the norm. Often people want to adopt industry-first tools with instant benchmarks and case studies, which don’t go hand-in-hand. This means a lot of time is spent on education, but it’s worth it to keep progression moving. </p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em>TR:</em> We are a creative technology company that is committed to innovation. We are solving several problems in the space by presenting clients with quick, amazing creative, and making their workflow process far more efficient.</p> <p>Revenue is, of course, a central metric but there are many other ways to measure our own success. For example, the number of products we’ve brought to market and how we’ve launched them are good indicators of development. On the commercial side, there’s the volume and productivity of our partnerships; wayve works with high-level premium publisher partners, The FT, News UK, Daily Mail, Economist and Bloomberg, to name a few.</p> <p><img src="https://assets.econsultancy.com/images/0008/5748/wayve_trafficker.jpg" alt="wayve trafficker" width="600"></p> <p><em>wayve trafficker ad tracking platform</em></p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em>TR:</em> I rely on Evernote to record ideas and make them accessible on whichever device I’m using. I also speak at a lot of industry events and need to immediately grab audience attention, which makes tools like Keynote essential for creating presentations that bring our vision to life for the audience. For daily tasks, Slack and Gmail are invaluable.</p> <h4> <em>E:</em> How did you get started in the digital industry, and where might you go from here?</h4> <p><em>TR:</em> I started out as a creative engineer for Eyeblaster (later Sizmek) back in 2005. It was a lucky break for me – although I was a developer I didn’t know the industry that well. </p> <p>I learnt quickly though, thanks in no small part to my mentor, Anant Joshi, who was tough but fair and taught me well. I think it’s really important to learn the industry from grassroots level.</p> <p>Right now, my main objective is to make wayve as successful as possible.</p> <h4> <em>E:</em> Which brands do you think are doing digital well?</h4> <p><em>TR:</em> One of the most innovative campaigns has to be <a href="https://www.youtube.com/watch?v=RYOUvIeSqsw">British Airway’s The Magic of Flying</a> digital-out-of-home (DOOH) campaign. It placed billboards in Piccadilly Circus and on the M4 to Heathrow, and for each plane that flew over, its destination flashed up on the screen. This is the sort of advertising that captivates consumers.</p> <p><iframe src="https://www.youtube.com/embed/RYOUvIeSqsw?wmode=transparent" width="560" height="315"></iframe></p> <p>One of wayve’s key focuses over the next year is working with brands and creative agencies to help them produce cutting-edge DOOH campaigns.       </p> <h4> <em>E:</em> Do you have any advice for people who want to work in the digital industry?</h4> <p><em>TR: </em>Passion, creativity and a clear idea of where you want to be are crucial. Don’t lose sight of what drives you and the goal you’re aiming for. There’s a lot of waffle about how to succeed in the industry, but my advice is to learn from the bottom up.</p> <p>Work hard as you go through the ranks and build a strong foundation of diverse skills and experience.</p>