tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-07-29T10:21:37+01:00 tag:econsultancy.com,2008:BlogPost/68130 2016-07-29T10:21:37+01:00 2016-07-29T10:21:37+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Verizon buys Yahoo!</h3> <p>$4.83bn gets you a faded internet pioneer in today's market.</p> <p>The deal didn't include the still successful Yahoo! Japan or Yahoo's valuable stake in Alibaba.</p> <p>Verizon sees the chance to break up the mobile advertising hegemony of Google and Facebook, by providing value ad inventory across news, finance and sports.</p> <h3>Google's <a href="https://adwords.googleblog.com/2016/07/three-ad-innovations-for-mobile-first-world.html">Expanded Text Ads</a> are now live</h3> <p>Two lines of headline are now possible on mobile PPC ads. An 80 character description line (rather than two 35 character lines) is also possible.</p> <p>This might seem like fine detail but as the GIF below shows, it will certainly improve UX and assist advertisers.</p> <p>In other news, device bidding is live, too, allowing PPC advertisers to make base bid adjustments for tablet, desktop, mobile in isolation.</p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67882-what-do-google-s-expanded-text-local-search-ads-mean-for-marketers/">What Expanded Text Ads mean for marketers</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/5345/expanded_text_ads_on_mobile.gif" alt="google expanded text ads" width="426" height="200"></p> <h3>Twitter to partner with Sky Sports on Premier League video</h3> <p>Twitter continues to forge <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">sensible partnerships</a> - teaming up with Sky Sports to provide real-time video clips of Premier League soccer.</p> <p>Starting this season, goals and key moments from every broadcast game can be viewed on the @SkyFootball account. Post-match analysis will also be presented by the same account.</p> <p>The move could massively increase soccer fan engagement and also solve a tricky problem for Twitter - that of <a href="https://econsultancy.com/blog/67066-nfl-video-content-should-brands-police-twitter/">illicit Vine videos</a>.</p> <p>Advertisers are also set to get involved, as part of Twitter Amplify (making money for broadcast partners as well as the social network).</p> <h3>Samsung is killing it</h3> <p>Samsung saw an 18% increase in second quarter profit, up to $5.46bn.</p> <p>Demand for its S7 models has seen the smartphone manufacturer reassert its power in the market, amidst an iPhone sales slowdown.</p> <p><img src="https://assets.econsultancy.com/images/0007/7557/s7.jpg" alt="s7" width="450"></p> <h3>Guardian pioneers programmatic</h3> <p>The publishers new Pulse ads will target surging stories (over 300 views per minute).</p> <p>Combined with first-party data (the Guardian's knowledge of its audience interests), the new tool should be an effective and popular one.</p> <p>Further reading:</p> <ul> <li><a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">Ads on premium sites drive 67% greater brand lift</a></li> </ul> <h3>Ogilvy Vietnam gives back Cannes Lions awards</h3> <p>Ogilvy Vietnam's work for the Rhino Rescue Project earned it a pair of Cannes Lions awards.</p> <p>The agency, however, has handed them back, with a statement that began as follows:</p> <p>'We determined that some elements of the campaign material created to support the NGO’s efforts to reduce Vietnamese consumer demand for rhino horns did not run in-market as stated in our submission video to the Cannes Lions International Festival of Creativity.'</p> <p>Whilst not quite a scandal on the level of Grey's I SEA app (see <a href="https://econsultancy.com/blog/67990-the-week-in-digital-in-five-minutes-4/">previous news roundup</a>), this does represent another regrettable story for APAC creative agencies. Props to Ogilvy for owning up.</p> <p><img src="https://assets.econsultancy.com/images/0007/7558/Screen_Shot_2016-07-29_at_10.15.54.png" alt="rhino rescue" width="615" height="275"></p> <p><em>Rhinorescueproject.org</em></p> <h3>John Lewis is back in the lab</h3> <p>Not content with one retail startup incubator in <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">JLab</a>, John Lewis has partnered with TrueStart, another retail accelerator.</p> <p><a href="https://www.truestart.co.uk/">TrueStart</a> lists some other recognisable brands as partners (River Island, Accenture, Morrisons and more).</p> <p>Watch this space for innovation.</p> <h3>Sky is killing it</h3> <p>Sky has seen 12% profit increase in the last year in the UK, adding 445k new customers. The picture is rosy across Europe, too.</p> <p>With the broadcaster regularly launching new digital products, it is set to play a big part in the transformation of TV and video on demand (VoD).</p> <p>Recent products include the Sky Kids App and Buy and Keep, which allows customers to purchase films and box sets to stream but also to store to watch again.</p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67998-how-vod-is-becoming-the-video-consumption-method-of-choice-across-the-world/">How VoD is becoming the video consumption method of choice across the world</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/6456/vod2.png" alt="uk vod" width="448" height="292"></p> <h3>Brexit boom for the Financial Times</h3> <p>It was reported earlier this week that the FT did very well off the back of its Brexit coverage.</p> <p>The FT's poll tracker garnered 4m and the publisher as a whole saw a 600% increase in subscriptions on the weekend after Brexit.</p> <h3>Hailo merges with MyTaxi</h3> <p>Hailo has merged with Daimler-owned MyTaxi. The company will keep the MyTaxi name and now boasts 70m passengers and 100k drivers.</p> tag:econsultancy.com,2008:BlogPost/68113 2016-07-28T13:49:51+01:00 2016-07-28T13:49:51+01:00 In-app advertising: One user’s experience Luke Richards <p><strong>We know that app installs and in-app ad spend are both growing</strong></p> <p>Kenshoo’s <a title="Kenshoo" href="http://kenshoo.com/mobile-app-trends/" target="_blank"><em>Mobile App Advertising Trends Report</em></a> released back in March highlighted some good top-level growth trends for the global in-app ad market (and plenty more granular stuff it’s worth diving into if you get the chance).</p> <p><img src="https://assets.econsultancy.com/images/0007/7420/game_graph.png" alt="" width="614" height="258"></p> <p>Global spending during Q4 2015 was up 155% on what it was a year before, while app installs track similarly alongside – though they did look to level out a bit at the end of the year.</p> <p><strong>With growing investment and a higher number of apps in which to see ads…</strong></p> <p>It is unsurprising to see a greater diversity of in-app ads being delivered in 2016.</p> <p>By way of full disclosure, I’m not the most receptive target of mobile advertising. Wherever possible I will seek to choose a pay-for version of an app in an effort to avoid ads and I am not the most vociferous app user in the first place.</p> <p>That said, in recent months (having a bout of illness and staying in bed) I found myself taking a liking to a particular mobile game which has no paid version and in which the ads presented within are not so obtrusive as to frustrate me enough to stop playing.</p> <p><strong>Video and rich media dominating?</strong></p> <p>Thanks to the turn-based nature of the mobile game in question, screen space can be given over entirely to ads occasionally after the user has made their turn.</p> <p>This lends itself well to video and/or rich media because the whole screen can be utilized and the ad is not immediately getting in the way of further gameplay.</p> <p>For my own ad recall at least, film trailers work…</p> <p><img src="https://assets.econsultancy.com/images/0007/7417/bfg.PNG" alt="" width="200" height="300"></p> <p>And so do rich-media animations about other games – especially if the game looks particularly engaging and there is a good amount of information and visual stimulus…</p> <p><img src="https://assets.econsultancy.com/images/0007/7418/cluedo.PNG" alt="" width="373" height="210"></p> <p>But I have not yet been motivated enough to click through.</p> <p><strong>Native in-app game ads becoming more prevalent?</strong></p> <p><a title="IHS" href="https://technology.ihs.com/578358/the-future-of-mobile-advertising-is-native">Recent data from IHS</a> forecasts increased revenues from mobile ads across selected global regions and looks at how this compares for in-app ads <strong>and</strong> in-app native ads.</p> <p><img src="https://assets.econsultancy.com/images/0007/7421/game_graph_2.png" alt="" width="788" height="161"></p> <p>In Europe, in-app native ads are expected to see revenues of $4.7b in 2016 – accounting for nearly 90% of all in-app advertising and more than 65% of all mobile display advertising.</p> <p><strong>Are we seeing it much in mobile gaming?</strong></p> <p>It might be too hard to tell from an analysis of just one mobile game. Although, the same IHS report does show that uplift (globally) of native ads compared to banners in games is less impressive then compared to other app categories.</p> <p>From my experience, though, it does seem that marketers do have a unique opportunity to be able to offer gamers a quick taster of another game within in-game ads.</p> <p>These might not be 'native' in the strict sense, such as that which we associate with branded ads placed within social streams for example. But these ads which offer a gaming experience, if only small, within another game are certainly worth separating out from typical rich media ads for analysis. And I've been seeing them more and more.</p> <p><img src="https://assets.econsultancy.com/images/0007/7419/game__2_.PNG" alt="" width="200" height="300"></p> <p>The above screenshot is one example. The user is invited to try out some gameplay, while being quickly presented with the vibe and format of the game.</p> <p>Although it is fair to say this ‘tutorial’ is limited and not very consistent in tone and style compared to the game it has been presented in.</p> <p><strong>Other problems</strong></p> <p>The above is one problem native ads have in gaming apps, the diversity of games users enjoy can vary wildly and one game may not appear very native if suddenly dropped into another. </p> <p>Other frequent problems I have noticed include: </p> <ul> <li>Ads not being delivered and instead just being presented with a black screen and a cross to close it.</li> <li>Video/rich media/native ads sometimes being too long and boring before being allowed to be skipped.</li> <li>Buttons (either to dismiss ads, or to interact) not being receptive or in the right place.</li> </ul> <p><strong>Takeaways</strong></p> <p>My recent experience of mobile in-app ads is more positive than I remember having felt about the format in previous years, although it is still another hurdle for marketers to connect with me via the format enough for me to click through, or to go on and convert at a later date – the latter point perhaps being more relevant in regards to film trailers.</p> <p>The data we’re seeing looks broadly positive for mobile native in-app ads.</p> <p>Although such ads in game apps are seemingly difficult to deliver (it's hard to make them feel ‘native’ enough), I think we can expect better quality and ever fewer frustrating rich ads if marketers can better target the right games and gamers, as well as ensuring such ads are accessible, fulfilling and informative.</p> <p><strong>More stats are available to Econsultancy subscribers in the <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68125 2016-07-28T11:09:49+01:00 2016-07-28T11:09:49+01:00 A day in the life of... a Chief Data Scientist in ad fraud protection Ben Davis <p>N.B. If you're looking for a new challenge in digital <a href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</p> <h3>Please describe your job: What do you do?</h3> <p>We work to detect fraudulent activity within the advertising ecosystem. </p> <p>As CTO and Chief Scientist, I set scientific and technical directions for the organisation, mentor teammates, develop algorithms to keep ahead of fraudsters, set up systems for processing data, and hire awesome people!</p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>I report directly to the CEO and work hand-in-hand with our heads of product, across technology, sales, and marketing.</p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>My role is highly analytical but to succeed you also need people skills, technical know-how, and a good scientific sense.</p> <p><img src="https://assets.econsultancy.com/images/0007/7529/Mike_Andrews_1.jpg" alt="mike andrews" width="217" height="300"></p> <h3>Tell us about a typical working day…</h3> <p>I wake up ridiculously early as I find the early hours the best time to focus on technical or coding work with no distractions.</p> <p>I then train at the gym, all before getting ready for the day and having breakfast with the family, followed by an hour-long commute to the office.</p> <p>During the day I speak with colleagues, iron out future directions for the business, and grab a hearty lunch at a local shop. The afternoon is often spent interviewing an engineering or data science candidate or trying to improve an existing system such as our data warehouse.</p> <p>I always try to be home in time for dinner with the family. My evenings are often spent helping the kids to understand something new they're learning in maths or science, and then I’m usually the first to fall asleep!</p> <h3>What do you love about your job? What sucks?</h3> <p>I love coding and prototyping with agility, but like everywhere, corporate inertia can sometimes be a challenge.</p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h3> <p>I’m motivated to keep getting better: stronger, faster, and wiser. My only true KPI is how well I can take care of the family.</p> <h3>What are your favourite tools to help you to get the job done? </h3> <p>In no particular order:</p> <ul> <li>the <a href="https://golang.org/">Go language</a> </li> <li>Linux</li> <li>big screens (a good keyboard and mouse helps too)</li> <li>iPhone for mobility</li> <li>Google search (including Scholar)</li> <li>Hacker News</li> <li>arxiv.org preprints (scientific papers), which I scan daily for the latest and greatest developments to help me accomplish my goals</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/7530/Screen_Shot_2016-07-28_at_10.56.35.png" alt="go language" width="450"></p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>I originally worked on Wall Street doing quantitative finance but found it tough after the financial crisis in 2008.</p> <p>In 2010, I happened upon an ad tech company where it seemed I could have just as much fun and as big a challenge doing modelling and machine learning.</p> <h3>Which brands do you think are doing digital well?</h3> <p>Amazon, for sure, because they're world masters in low prices, scale, and automation.</p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p>Let's see if we can work together to reverse the practice of <a href="https://econsultancy.com/blog/67524-combating-ad-blocking-what-we-can-learn-from-the-affiliate-channel/">ad blocking</a> by making ads welcome, even awesome! I know it may seem impossible, but I can keep dreaming!</p> <p><strong>July is Data Month at Econsultancy, so be sure to <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">check out our latest reports and blog posts</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68120 2016-07-27T15:05:03+01:00 2016-07-27T15:05:03+01:00 As TV ads lose their sway, pharma marketers need to adapt Patricio Robles <h3>"Ask your doctor if [drug name] is right for you."</h3> <p>As Rocco Albano, the VP of strategy and partnerships at Razorfish Health, <a href="http://www.mediapost.com/publications/article/280323/does-pharma-have-a-problem-with-ask-your-doctor.html">observes</a>, this call-to-action that pharma marketers have relied on for years makes perfect sense.</p> <p>It's easier for marketers to gain broad reach to consumers than it is to physicians, and physicians are the only ones who can prescribe their drugs to patients.</p> <p>But with consumer trust of pharma companies on the decline and increased calls for tighter regulation of pharma ads on the rise, it's no surprise that 30 and 60-second ads are persuading fewer and fewer consumers.</p> <p>Even so, pharma marketers continue to pour big bucks into television ads. As Albano notes, pharma marketers have increased spending on the medium by nearly a quarter this year, and nine prescription drugs alone are on pace to account for $100m of spend each.</p> <p>Ironically, despite the fact that pharma ads are not convincing consumers to talk to their doctors, the spend is justified by the internet. Albano explains...</p> <blockquote> <p>Another big reason TV advertising is still a key sales driver for pharma is the Internet. The vast majority of people exposed to a prescription drug TV ad that may be relevant to them will use the Internet first and foremost to get questions answered about a treatment before asking their doctor. </p> </blockquote> <p>Unfortunately for pharma marketers, <a href="https://econsultancy.com/blog/67653-millennials-open-to-pharma-ads-but-pharma-not-delivering-on-ux">they're not delivering on UX</a>, so when consumers turn to the internet, they're more likely to use and trust information published by third parties, including WebMD and health systems like the Mayo Clinic.</p> <p>That means that pharma marketers are largely missing out on the opportunity to interact with consumers throughout their journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <h3>Is an even bigger challenge looming?</h3> <p>Pharma marketers could find themselves facing an even bigger challenge in the future.</p> <p><a href="https://cdn1.sph.harvard.edu/wp-content/uploads/sites/94/2016/03/STAT-Harvard-Poll-Mar-2016-Prescription-Painkillers.pdf">A STAT-Harvard survey</a> conducted earlier this year found that one in three Americans blame doctors for national opioid epidemic, suggesting that physicians themselves risk losing the trust of patients as it relates to how and why they prescribe medication.</p> <p>And physicians themselves are increasingly wary of pharma companies, as evidenced by the fact that <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">the American Medical Association supports a ban</a> on direct-to-consumer ads that pitch prescription drugs.</p> <p>Since they're the only ones capable of prescribing prescription medications, this dynamic presents an obvious threat to pharma companies. So how can they address it?</p> <p><a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">Better storytelling</a> could be key to helping the pharma industry restore its reputation, but ultimately, pharma marketers will need to change the way that they interact with consumers and physicians. That <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be/">could include tapping their proprietary data to supply physicians with information they're interested in</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4886/pharmadata.png" alt="" width="481" height="326"></p> <p>They should also look to <a href="https://econsultancy.com/blog/67831-electronic-health-records-ehrs-could-help-pharma-marketers-reach-doctors">electronic health records (EHRs)</a>, which are a channel through which pharma marketers have the opportunity to reach doctors at the point of care.</p> tag:econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68101 2016-07-26T12:19:00+01:00 2016-07-26T12:19:00+01:00 Snapchat Bitmoji: What does it mean for brands and marketers? Nikki Gilliland <h3>Bit-what?</h3> <p>If you're unaware, Bitmoji essentially allows users to create a virtual version of themselves - sort of like a personalised emoji, but bigger and more cartoon-like.</p> <p>This image then becomes part of customised sketches, ranging from personal greetings to pop-culture references.</p> <p>It’s all very silly, but also hugely addictive and surprisingly effective.</p> <p>When there are no words to express a hangover or that TGIF feeling, a Bitmoji says it all.</p> <p><img src="https://assets.econsultancy.com/images/0007/7304/bitmoji-20160721121256.png" alt="" width="200" height="200"> <img src="https://assets.econsultancy.com/images/0007/7305/IMG_2170.JPG" alt="" width="200" height="200"><img src="https://assets.econsultancy.com/images/0007/7306/bitmoji-20160721121342.png" alt="" width="200" height="200"></p> <h3>How will it work?</h3> <p>To use Bitmoji in Snapchat, the app needs to be downloaded separately.</p> <p>Once the settings are linked, users can then add personalised stickers to snaps and send them through the app's chat platform.</p> <p>With the recent overhaul of the latter, users can now send images, audio, video and photos in a continuous conversation without needing to switch tabs.</p> <p>Snapchat are surely hoping that Bitmoji will play a big part in this, especially as users often ignore or fail to realise that the platform has a chat feature.</p> <p><iframe src="https://www.youtube.com/embed/bf5SGWriJy0?wmode=transparent" width="500" height="281"></iframe></p> <h3>How can brands use it?</h3> <p>With consumers spending <a href="https://econsultancy.com/blog/68062-mobile-marketing-strategy-four-key-charts-from-our-latest-research/" target="_blank">more time on mobile devices</a> than ever before, social media has become awash with branded content. </p> <p>While Snapchat’s Discover and Stories features already allow brands to connect with fans, Bitmoji will provide yet another way for this to happen, specifically appealing to a millennial market who already use the app in every day conversations.</p> <p>Bitmoji will allow brands to create unique animated sketches that advertise their particular products or services, similar to sponsored Snapchat Lenses which saw the likes of Pepsi Max and Taco Bell create their own filters.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get a mind blowing taste of <a href="https://twitter.com/hashtag/PepsiMaxCherry?src=hash">#PepsiMaxCherry</a> with our Snapchat lens for today only! Send your snaps to PepsiMaxUK! <a href="https://t.co/X3S8T8rrbM">https://t.co/X3S8T8rrbM</a></p> — Pepsi Max (@PepsiMaxUK) <a href="https://twitter.com/PepsiMaxUK/status/698657671147159552">February 13, 2016</a> </blockquote> <p>Unlike other forms of online content, the biggest benefit of Bitmoji is that it enables the infiltration of ‘<a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a>’ – i.e. private messages and conversations.</p> <p>With <a href="http://info.radiumone.com/rs/radiumone/images/RadiumOne_DarkSocial.pdf">74% of all online sharing activity occurring in this space</a>, it presents a mammoth opportunity for marketers.</p> <h3>What are the challenges?</h3> <p>We’ve already seen the likes of Pixar and HBO create personalised Bitmojis, released in celebration of new movies and TV series.</p> <p>Similarly, clothing designers such as Steve Madden and Michael Kors have featured on ‘Bitmoji Fashion’ – the feature that allows users to personalise their avatars with a particular outfit.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FSteveMaddenShoes%2Fposts%2F10153409980547869&amp;width=500" width="500" height="633"></iframe></p> <p>While there is clear opportunity for fashion and entertainment brands, the challenge might be for industries that do not have a natural tie-in or affinity with the platform. </p> <p>Sure, users might be inclined to send a Bitmoji of themselves as a particular movie character – however it remains to be seen whether product-focused brands (like Starbucks and Coca Cola) are able to evoke the same sense of fun and spontaneity. </p> <p>Having forked out such a big sum, Snapchat is certainly hoping so.</p> tag:econsultancy.com,2008:BlogPost/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p> tag:econsultancy.com,2008:BlogPost/68105 2016-07-22T12:44:54+01:00 2016-07-22T12:44:54+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Google AMP for ads</h3> <p>Google's <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Accelerated Mobile Pages</a> initiative <a href="https://www.ampproject.org/docs/reference/amp-ad.html">now includes ads</a>, speeding up their delivery (see below) and using less user data.</p> <p>Of course, video ads are not yet included this effort and remain an issue for mobile loading.</p> <p>Google has also brought AMP to landing pages and in further news from DoubleClick, dynamic native-format ads are now available programmatically.</p> <p><em>AMP for ads. Image <a href="https://amphtml.wordpress.com/2016/07/19/but-what-about-the-ads/">via Malte Ubl</a>, AMP tech lead</em></p> <p><img src="https://amphtml.files.wordpress.com/2016/07/a4a_good3g_v02-1.gif?w=1320" alt="amp for ads" width="615"></p> <h3>Pokémon GO gets McDonald's Japan sponsorship</h3> <p>McDonald's Japan will be the first paying sponsor of Pokémon GO.</p> <p>3,000 restaurants will (ironically?) become gyms, allowing Pokémon trainers to battle.</p> <p>Further reading: <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">What can brands learn from Nintendo's digital transformation and Pokémon GO?</a></p> <h3>Google Cloud Natural Language API</h3> <p>Sticking with Google product updates, the search beast has unveiled its <a href="https://cloudplatform.googleblog.com/2016/07/the-latest-for-Cloud-customers-machine-learning-and-west-coast-expansion.html">Cloud Natural Language API</a>.</p> <p>The blog post reveals 'Cloud Natural Language lets you easily reveal the structure and meaning of your text in a variety of languages, with initial support for English, Spanish and Japanese.'</p> <p>It can be used for sentiment analysis, entity recognition and sentiment analysis.</p> <h3>Snapchat debuts more fun features</h3> <p>Bitmoji (built from the acquisition of BitStrips) allows you to create an emoji of yourself, combining the two obsessions of young people.</p> <p><iframe src="https://www.youtube.com/embed/bf5SGWriJy0?wmode=transparent" width="560" height="315"></iframe></p> <p>The other new feature, Face Paint Lens, lets users create realtime overlays.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Demi via Snapchat (theddlovato) <a href="https://t.co/1esdp2DBk1">pic.twitter.com/1esdp2DBk1</a></p> — Demi Lovato News (@justcatchmedemi) <a href="https://twitter.com/justcatchmedemi/status/755991079527321600">July 21, 2016</a> </blockquote> <h3>Facebook Messenger hits 1bn monthly active users</h3> <p>Boom, Facebook Messenger catches up with WhatsApp. </p> <h3>Daily Mail post-Brexit bounce</h3> <p><a href="https://next.ft.com/content/81e933f4-4f21-11e6-88c5-db83e98a590a">The FT reports</a> Daily Mail digital ad revenues have risen 19% in the three weeks since the Brexit vote. </p> <p>It has also seen an 8% drop in newspaper advertising, leading to 1% rise in ad revenue overall.</p> <h3>Are you verified?</h3> <p>Any person or brand can now apply for the little blue tick on Twitter.</p> <p>If you want to know more, here's <a href="https://econsultancy.com/blog/68098-twitter-announces-application-process-for-verified-accounts-what-marketers-need-to-know/">everything you need to know about a successful application</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">July 20, 2016</a> </blockquote> <h3>Facebook's Snapchat copy is killed</h3> <p><a href="https://techcrunch.com/2016/07/21/facebook-quick-updates/">A fascinating post from Techcrunch</a>. Facebook has been trialling a Snapchat-like feature, but is not furthering its development at this time.</p> <h3>NBA content for Twitter</h3> <p>Twitter, already set to broadcast Thursday night football, is bringing more sports content, with a weekly pre-game NBA show that will be streamed live.</p> <p>Another NBA show stream is also in development but not yet announced.</p> <h3>Ninth Measurement and Analytics Report release</h3> <p>Econsultancy's Measurement and Analytics Report 2016, in association with Lynchpin, reveals some fascinating insights into the data landscape amongst companies and agencies.</p> <p><a href="https://econsultancy.com/blog/68095-measurement-and-analytics-report-2016-four-key-challenges-in-dealing-with-data/">Here's a summary</a> to whet your appetite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7259/documented_strategy.PNG" alt="chart from analytics report" width="615"></p> <h3>Festival of Marketing agenda announced</h3> <p>A whopping 200 speakers over 12 stages, including Wozniak and Sorrell.</p> <p>What more could you want in London in Autumn as a marketer? <a href="http://www.festivalofmarketing.com/agenda">See the agenda here</a>.</p> tag:econsultancy.com,2008:BlogPost/68044 2016-07-21T13:20:15+01:00 2016-07-21T13:20:15+01:00 Millennials don't hate advertising: It's all about the value exchange Dale Lovell <p>To paraphrase the singer Estelle, ‘<a href="https://www.youtube.com/watch?v=IylQeTYkA3A">1980 was the year that God made me</a>’ (well, I was born in March, 1980, so technically, I was ‘made’ in 1979). And as if to prove my millennial credentials: my undergraduate year was the first intake that had to pay university tuition fees in the UK.</p> <p>My 19-year-old student nephew is also a millennial. We sit pretty much at either ends of the millennial age-range. Our lives are completely different.</p> <p>I’m a daily commuter, run a business, have a mortgage, a wife and young child. I have early nights, Ocado deliveries and weekend trips to the park. He has all day drinking sessions, exams, girlfriends, lie-ins and all-night parties.</p> <p><img src="https://assets.econsultancy.com/images/0007/7308/ocado.jpeg" alt="ocado" width="275" height="183"></p> <p>But apparently we are the same homogenous marketing demographic? What he likes, I like; what I want, he wants. It’s not quite so simple, is it?</p> <p>Which is why more and more marketers <a href="https://www.marketingweek.com/2016/05/18/mark-ritson-the-seven-unmistakable-signs-of-a-shit-brand-consultant/">grit their teeth at mere mention of the word millennial</a>. And I largely agree with them. </p> <p>We are not a homogenous mass of similar tastes, views and actions. But there are certainly traits shared between this age group and how they consume digital media and what they expect from advertisers.</p> <p>So whether you love, like or loathe the term millennial – for the purposes of this post I am going to refer to this age group as ‘millennials.’ Sorry about that.</p> <h3>The millennial value exchange</h3> <p>Digital advertising is increasingly judged on the ‘<a href="https://econsultancy.com/reports/value-exchange-from-data/">value exchange</a>’. But what does the phrase ‘value exchange’ actually mean? </p> <p>In it’s simplest form this: both the brand and the consumer need to get something out of the advertising message exchange or interaction.</p> <p><a href="https://econsultancy.com/blog/67954-what-is-non-linear-advertising-how-can-it-help-publishers/">Traditionally, marketing messages have been delivered to captive audiences</a> – TV, print, radio, cinema – where there is very little perceived value exchange. In these scenarios consumers are at the mercy of what the advertiser wants them to see. It’s a one-way street. </p> <p>Millennials don’t work like that. They expect the value exchange to be present. Their time is precious. In exchange for their time interacting with your brand they expect something in return. They expect a brand to entertain them. Or to offer them information they find interesting. </p> <h3>This doesn’t mean that millennials hate advertising</h3> <p>Provided that the ‘value exchange’ is there, millennials are happy to engage. An Adyoulike study of 1,000 UK adults aged 18-33 in 2015 found that over half of UK millennials (57%) will happily visit online content that appeals to them even if it has been obviously paid for or sponsored. </p> <p>Millennials do not expect a brand to hammer them with the hard sell, or even worse – boring ads filled with irrelevant messaging, delivered in formats that are intrusive and annoying. That’s never been cool, but it really really isn’t any more. It’s digital brand suicide.</p> <p><img src="https://assets.econsultancy.com/images/0007/7309/Screen_Shot_2016-07-21_at_12.44.59.png" alt="adyoulike infographic" width="615" height="317"></p> <h3>All demographic groups are changing their behaviour to advertising</h3> <p>But whether you are a millennial or not, it’s worth noting that we’ve all changed how we use technology, consume media and engage with advertisers. It’s just that the younger generation act this way en-masse, and have been ‘early-adopters’ of this new view point.</p> <p>Baby boomers are fickler in their media consumption than they were ten or fifteen years ago, for example, because, well, they can be: like the rest of us they have far more options and demands on their precious time than they did a generation ago.</p> <p>A Nielsen study published in March 2015 found that 25% of baby boomers regularly watch video programming on a mobile device and over half of baby boomer respondents said they use electronic devices to listen to music and take or share photos.</p> <p>Our own research shows that they engage with native adverts too. So all age groups (apart from perhaps the very old) use social media; they multi-screen; they watch videos on YouTube; they skip ads - who would have thought it? - just like millennials. </p> <h3>There is no captive audience</h3> <p>Digital has changed the ‘captive’ audience forever. Marketers need to ‘earn’ the right to advertise to everyone in this hyper-connected, always on world, where content is currency and customer attention is easily lost at the swipe of a finger or click of a mouse.</p> <p>It’s not just millennials. Whatever the demographic, consumers expect more from advertisers. </p> <p>As digital marketers it’s time that we all start to think this way for everyone and every campaign, not just for those buzzwordy, hard-to-define millennial-types. </p> tag:econsultancy.com,2008:BlogPost/68086 2016-07-20T12:30:00+01:00 2016-07-20T12:30:00+01:00 Ads on premium sites drive 67% greater brand lift Patricio Robles <p>comScore came to this conclusion after looking at data from sites owned by publishers that are members of Digital Content Next (DCN), a trade organization that consists of brand publishers that have direct relationships with the consumers they serve, such as The New York Times and Condé Nast.</p> <p>As <a href="http://www.comscore.com/Insights/Blog/Premium-Publishers-Drive-Much-Higher-Brand-Lift-Particularly-Mid-Funnel">detailed by</a> comScore's Andrew Lipsman...</p> <blockquote> <p>One of the key findings from the research demonstrated that ads appearing on DCN premium publishers were significantly more effective in driving brand lift. While some of this effect was due to higher ad viewability on premium sites, the more significant driver was the halo effect of appearing on these sites. </p> </blockquote> <p>Overall, sites operated by DCN members delivered 67% higher average brand lift.</p> <p>Mid-funnel, where favorability, consideration and intent to recommend are established, the lift was even more pronounced, with DCN publishers delivering three times the lift as their non-premium counterparts.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7164/halo_effect_graphic2_reference-blog-flyer.png" alt="" width="470" height="413"></p> <p>According to Lipsman, "This outsized mid-funnel performance is of particular significance for the large consumer brands that drive the majority of digital ad spending.</p> <p>"These brands will tend to have already established high brand awareness and therefore prefer to focus more on influencing how consumers feel about the brand so that they are more likely to purchase that brand when they are in the market to do so."</p> <p>In addition to the "halo effect" of high-quality content, the outsize performance of ads on premium sites can partially be attributed to higher viewability rates (50% compared to 45%) and lower levels of illegitimate traffic.<br></p> <h3>Implications for programmatic</h3> <p><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic">The rise of programmatic</a> has been fueled, in part, by the notion that advertisers can more easily target audiences they want to reach at scale.</p> <p>In many cases, programmatic also creates arbitrage opportunities for advertisers in which they can reach audiences similar in composition to those they would have to pay higher rates to reach if they purchased premium inventory.</p> <p>comScore's data, however, suggests that it's not quite that simple.</p> <p>Instead, there appears to be a relationship between the quality of the site on which ads appear and the lift advertisers can expect to see from those ads. In other words, performance is not just about audiences, it's about where those audiences are reached. </p> <p>Should this change views about programmatic? Not necessarily. Audience-based media buying still makes sense, and just because ads on premium sites deliver higher lift doesn't mean that premium inventory is uniquely capable of delivering healthy ROI.</p> <p>Different campaigns have different goals, and even for those brand advertisers that highly value the kind of mid-funnel lift comScore observed, there is only so much premium inventory available.</p> <p>But comScore's research does suggest that advertisers would also be wise to consider looking for <a href="https://econsultancy.com/blog/62028-programmatic-premium-is-not-about-bidding">premium programmatic</a> opportunities, such as those offered by <a href="https://econsultancy.com/blog/66226-prominent-news-publishers-band-together-to-sell-ads">private exchanges</a>, to ensure that they're tapping into the apparent advantages of premium inventory.</p> <p><strong>For more on programmatic, why not attend our <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a> conference in London.</strong></p>