tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-09-26T14:33:00+01:00 tag:econsultancy.com,2008:BlogPost/68323 2016-09-26T14:33:00+01:00 2016-09-26T14:33:00+01:00 Getting started with programmatic? Here are some tips from the experts Seán Donnelly <p>If you are a Marketing Director and you’ve heard how your competitors are benefitting from programmatic and aren’t sure where to get started, you might find these suggestions from the GWTP panellists helpful.</p> <p>The key insight here is that all speakers emphasised the importance of people, skills and procedures above technology.</p> <h3>1. Knowledge</h3> <p>Marketers need to understand the programmatic ecosystem and the different use cases involved.</p> <p>Shamless plug: <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/search/?only=BlogPost&amp;q=programmatic">Econsultancy’s CMO’s Guide to Programmatic</a> has a whole chapter on understanding the programmatic ecosystem.</p> <p>Also, at the most basic level, marketers need to understand their customer.</p> <p>Panellists were at pains to point out that even if marketers spend lots of money on the tools required to deliver programmatic campaigns, if they don’t make the most of these tools to capture insights and optimise campaigns, then they may in fact end up delivering hyper targeted but irrelevant or annoying advertisements.</p> <p>For example, one speaker spoke of being retargeted with an ad to purchase a bicycle for three weeks after completing his purchase.</p> <h3>2. Procedures</h3> <p>While the tech may be ready, the last example demonstrates that skills and procedures may not be.</p> <p>Any company that makes use of programmatic technologies will need to examine current procedures and map out how these should change in order to integrate programmatic into other activities.</p> <p>This includes understanding what data you have and the role that your marketing agencies play in terms of bringing it all together. It's not just one person that can do all of this.</p> <h3>3. Skills</h3> <p>Companies require a team of people, right through from legal through to brand and digital expertise and data management. </p> <p>In addition, some of the key skills mentioned were of course data science and analytical thinking coupled with strong commercial awareness and an understanding of the fundamentals of marketing.</p> <p>There is huge demand for data science and analytical skills from all sectors.</p> <p>Research from <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Econsultancy’s 2016 Digital Trends</a> report suggests that only 37% of companies have the analysts that they need to make sense of their data.</p> <p><img src="https://assets.econsultancy.com/images/0007/9558/37__of_companies_have_the_analysts_that_they_need_to_make_sense_of_their_data.JPG" alt="" width="595" height="493"></p> <h3>4. Technology and data</h3> <p>Technology and data are key to running programmatic effectively.</p> <p>If you are having trouble getting your head around the tools involved and the plethora of TLAs (Three Letter Acronyms!), check out Econsultancy’s report: <a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb/">Programmatic Marketing: Beyond RTB</a>.</p> <p>One speaker highlighted the importance of making sure that whatever technology is used, it must be integrated into other procedures and tools and not simply act as a third-party bolt on.</p> <p>Only when this happens will there be an opportunity to be able to surface customisable and actionable data.</p> <p>Finally, without actionable data, marketers run the risk of over or under targeting consumers.</p> <p>Without data, marketers will not be able to develop <a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">a single customer view</a> and so while they may apply frequency capping to different channels, there is still a chance of over targeting.</p> <p>A single customer view will allow marketers to frequency cap users rather than devices and, in addition, sequentially message users depending on where they are in their customer journey. <br> </p> <h3>5. Budget and strategy</h3> <p>Making effective use of programmatic requires a <a href="https://econsultancy.com/training/courses/big-data-driven-marketing-how-to-get-it-right/">data-driven marketing strategy</a> at the highest level.</p> <p>This means aligning programmatic with other media and integrating the approach into other marketing activities.</p> <p>Companies should also assign a portion of the budget to test and learn.</p> <p>This is important because how can marketers expect to make any progress if they don't test new ideas? This of course goes beyond programmatic and includes other tactics.</p> <p>Achieving a data-driven strategy might also require an internal sponsor or delegating to somebody who can focus on delivery and setting up the correct internal structure and procedures.</p> <p>The programmatic sponsor can translate programmatic to a level that people understand - these might be senior people who are responsible for assigning budgets, executive leadership and the wider marketing team.</p> <p>This doesn’t mean not making use of agency partnerships. Agencies can still offer guidance around different media approaches and layering different datasets on top of each other. <br> </p> <h3>Getting on top of programmatic</h3> <p>Econsultancy runs regular <a href="https://econsultancy.com/training/courses/programmatic/">programmatic workshops</a> to help marketers cement their understanding of the programmatic landscape.</p> <p>If you already have an understanding of programmatic and want to look at some of the wider strategic use cases and challenges to be aware of, Econsultancy has published a number of reports on the subject:</p> <ul> <li><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">CMO’s Guide to Programmatic</a></li> <li><a href="https://econsultancy.com/reports/programmatic-branding/">Programmatic Branding, Driving Upper Funnel Engagement</a></li> <li><a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb/">Programmatic Marketing: Beyond RTB</a></li> <li><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising/">The Role of DMPs in the Era of Data-Driven Advertising</a></li> </ul> <p>Econsultancy also regularly <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/search/?only=BlogPost&amp;q=programmatic">publishes blogs on the subject of programmatic</a>.</p> tag:econsultancy.com,2008:BlogPost/68319 2016-09-23T11:41:27+01:00 2016-09-23T11:41:27+01:00 All the digital news stories you missed this week Ben Davis <h3>Facebook overestimated video view metric for two years</h3> <p><a href="http://www.wsj.com/articles/facebook-overestimated-key-video-metric-for-two-years-1474586951">The Wall Street Journal reports</a> that Facebook has misreported the average time users spent watching videos for the past two years.</p> <p>By excluding views of less that three seconds, the metric was inflated by 60-80%.</p> <p>Facebook commented as follows:</p> <blockquote> <p>We recently discovered an error in the way we calculate one of our video metrics. This error has been fixed, it did not impact billing, and we have notified our partners both through our product dashboards and via sales and publisher outreach.</p> <p>We also renamed the metric to make it clearer what we measure. This metric is one of many our partners use to assess their video campaigns.</p> </blockquote> <p>The new name for the metric is 'average watch time'. Needless to say, many agency partners are not happy.</p> <h3>Google launches Allo messaging app (includes AI)</h3> <p>Allo has all the bells and whistles you'd expect (stickers, emojis, image editing, group chat, encryption), but the incorporation of <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">AI</a> provides some interesting features.</p> <p>The messaging app offers smart replies, even when people send you photos ("nice dog" when someone sends you a picture of a pooch, for example).</p> <p>Google Assistant is included in the app as an @Google <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbot</a> which can be used solo or in a group chat (see an example below).</p> <p>The assistant can perform actions as well as sourcing information.</p> <p><img src="https://1.bp.blogspot.com/-kwpLyH6F6hc/V-HOuEGhYBI/AAAAAAAATCc/U_Z5JhZDn5scFngHdRnDNBO-NlsznwHtQCLcB/s640/GA_Contextual.gif" alt="google assistant" width="300"></p> <p><a href="https://googleblog.blogspot.co.uk/2016/09/google-allo-smarter-messaging-app.html">Here's the Google announcement</a>.</p> <h3>Instagram doubles advertisers in six months</h3> <p>A year since launch in all markets, <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram's ad platform</a> now has 500,000 advertisers, double the number reported in February of this year.</p> <p>Twitter only has 20% of that number, whilst Facebook is understandably still the most attractive platform with 2m advertisers.</p> <p>The top five industries represented amongst Instagram advertisers are CPG, ecommerce, retail, entertainment, and technology, whilst the countries with the most advertisers are the US, Brazil, UK, Australia and Canada.</p> <h3>Dentsu in overcharging pickle</h3> <p>More shady advertising news now.</p> <p>Japan’s biggest agency Dentsu is apparently in talks with more than 100 clients after revelations it overcharged Toyota for digital media.</p> <p>Dentsu has informed Toyota of 'irregularities', but further detail of exactly what has not yet come to light. The figures involved are not rumoured to be big, but the news is obviously a PR nightmare for Dentsu.</p> <p><a href="https://www.ft.com/content/eb6d5f32-7fd5-11e6-8e50-8ec15fb462f4">More from the FT.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/9460/dentsu.png" alt="dentsu" width="400"></p> <h3>Twitter to stream presidential debates</h3> <p>Twitter is continuing to add to its livestreaming tie-ups, partnering with Bloomberg to broadcast its 2016 US presidential and vice-presidential debates.</p> <p>The stream will also include Bloomberg politics programming before and after each debate.</p> <p>Last week saw Twitter's first <a href="https://twitter.com/i/live/768633364911788032">Thursday Night Football</a> livestream. Though many were impressed by the quality of the stream itself, Mark Ritson wasn't won over by the numbers involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter broadcast its first NFL game on Thursday. See below. <a href="https://twitter.com/CNET">@CNET</a> called it a "touchdown". I call that "horseshit". <a href="https://t.co/NhyyFxGmb6">pic.twitter.com/NhyyFxGmb6</a></p> — MarkRitson (@markritson) <a href="https://twitter.com/markritson/status/777098873919578114">September 17, 2016</a> </blockquote> <h3>Zuck &amp; Chan pledge $3bn to disease prevention</h3> <p>Mark Zuckerberg and his wife Priscilla Chan want to "cure, prevent, or manage all diseases by the end of the century."</p> <p>$3bn will be funneled from the Chan Zuckerberg Initiative into medical research over the next decade.</p> <p>The first tranche of $600m will create the Biohub research center at the University of California.</p> <p><a href="http://www.nytimes.com/2016/09/22/technology/mark-zuckerberg-priscilla-chan-3-billion-pledge-fight-disease.html?ref=technology&amp;utm_source=MIT+TR+Newsletters&amp;utm_campaign=dc7104453e-The_Download_September_22_2016&amp;utm_medium=email&amp;utm_term=0_997ed6f472-dc7104453e-153860737&amp;goal=0_997ed6f472-dc7104453e-153860737&amp;mc_cid=dc7104453e&amp;mc_eid=fea291110e&amp;_r=0">More from the NYT</a>.</p> <h3>Yahoo adds search retargeting to its display ad network</h3> <p><a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">Search retargeting</a> is now possible at the keyword level on the Yahoo Gemini ad network.</p> <p>This means advertisers can reach consumers who have shown intent in Yahoo Search, by serving them native display ads.</p> <p>Such a tactic allows these advertisers to tailor creative and landing pages to search queries, as well as optimising bidding based on intent.</p> <p>Initial reports from Yahoo advertisers show double digit percentage increase in clickthrough and ROI from these ads.</p> tag:econsultancy.com,2008:BlogPost/68315 2016-09-23T09:44:24+01:00 2016-09-23T09:44:24+01:00 Where has programmatic gone wrong and how can agencies fix it? Ben Davis <p>I picked up some key points from Pete Hanford, CRO at <a href="http://www.infectiousmedia.com/about-us/">Infectious Media</a>, who spoke recently at <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a>.</p> <h3>Where has it gone wrong?</h3> <p><strong>Strategy</strong></p> <p>Hanford described programmatic as "often a mysterious line on a media plan. Instead of media being traded over a phone, it’s traded over a DSP" (with little change in thinking).</p> <p>This picks up on a couple of themes. Firstly, some agencies don't put enough effort in to understanding the developing strengths of the medium, how it can be used effectively within a broader strategy.</p> <p>Without communication between creative and media specialists, content will not be good enough to engage audiences, no matter how well targeted it is.</p> <p>Additionally, advertisers need to fight for transparency when planning. Programmatic by its nature requires campaign feedback and should improve incrementally over time.</p> <p>In order to improve effectiveness, brands should have oversight of data and be asking about which ads are performing, in what context and for which audience segments.</p> <p>Everything from frequency capping to attribution models, <a href="https://econsultancy.com/blog/68067-is-ad-fraud-the-21st-century-drug-trade/">fraudulent traffic</a> to <a href="https://econsultancy.com/blog/66607-google-reveals-cross-device-conversion-stats/">cross-device tracking</a> - this should all be on the table and at the fingertips of advertisers' agency partners.</p> <p>Programmatic shouldn't be an add-on to media plans simply because it's the buzzword of the moment.</p> <p><strong>Skillset</strong></p> <p>Many agencies are "trying to shoehorn old school skills into a world of real-time data," Hanford commented, adding:</p> <blockquote> <p>The skillsets at media agencies are not right. I spoke to one advertiser who had a weekly optimisation call, talking through plans for next week, and when they drilled into programmatic, the agency didn’t have the answers.</p> </blockquote> <p>This point was tackled in an agency panel earlier in the day (<a href="https://econsultancy.com/blog/68311-the-tango-of-data-science-and-art-how-agencies-should-work-together-on-programmatic/">see a full summary here</a>). The programmatic market has grown so quickly that talent is unable to keep up.</p> <p>Data analysts need to be clued up as to campaign budgets and creatives need to understand the capabilities of the technology.</p> <p>Bigger agency groups such as Publicis and Havas have already established education programmes to bring everyone up to speed.</p> <p><em>Agencies need 'a particular set of skills'</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9457/skillset.jpg" alt="neeson" width="500" height="313"></p> <p><strong>Tech approach</strong></p> <p>Many speakers at Get With The Programmatic referred to the enormous number of tech solutions in the market. How is one marketer expected to navigate the Lumascape, or even one hall of the eight used for Dmexco?</p> <p>Too many programmatic tech vendors offer, in Hanford's words, "black box, off the shelf, one size fits all" solutions.</p> <p>That needs to change with customisation offered to advertisers. </p> <h3>The agency of the future</h3> <p>Hanford asserted that "agencies know they have got it wrong and are trying to rebuild."</p> <p>"We've seen it," he continued, "with <a href="http://adage.com/article/agency-news/groupm-acquisition-essence-strengthen-google-ties/301201/">GroupM buying Essence</a> (which is 'built on a transparent buying model and touts a custom planning and campaign management system'), as well as The Exchange Lab (a meta-DSP solution that affords advertisers choice)."</p> <p>Dentsu Aegis has also bought smartly, snapping up Merkle for its 'data-led and real-time capability', and Accordant for its talent.</p> <p>CEO of Dentsu Rob Horler told AdAge: "For us, acquiring Accordant is not about buying scale, but acquiring talent and capabilities in an emerging space."</p> <p>So, what do these agencies of the future look like. These were Pete Hanford's three criteria:</p> <p><strong>1. Built for programmatic</strong></p> <p>The agency must be 'built for programmatic', with transparent commercials, data driven strategy, and programmatic aligned with other media.</p> <p><strong>2. Specialist skills</strong></p> <p>Specialist skills means processing power not buying power.</p> <p>And computers are only as good as those using them - the data scientists, the optimisers, and the analysts. </p> <p><strong>3. Tech and data at its core</strong></p> <p>The agency must be multiplatform (agnostic), including actionable data, and be customised, bringing more efficiency for the advertiser.</p> tag:econsultancy.com,2008:BlogPost/68311 2016-09-22T14:21:47+01:00 2016-09-22T14:21:47+01:00 The tango of data science and art: How agencies should work together on programmatic Ben Davis <h3>How should creatives and media specialists work together?</h3> <p><strong>Andrea Brown, MD Content UK at Publicis</strong></p> <p>Working in a content unit within a media agency, we try to help through data.</p> <p>What people are interacting with what content, on what platforms, and where in the world?</p> <p>What content is resonating, in what context? We pass this information upstream to our creative agencies, so they have a much more validated view of what we're trying to do.</p> <p><strong>Hossein Houssaini, Global Head of Programmatic Solutions at Havas Media Group</strong></p> <p>We need to educate the advertiser, too. Too often we deliver separate briefs to creatives and media agencies.</p> <p>Then if someone wants to do <a href="https://econsultancy.com/blog/67629-in-programmatic-advertising-what-are-cmps-and-dcos/">dynamic creative</a>, we have to start again. There needs to be clear communication with advertisers that we need to plan it together.</p> <p>What KPIs, audiences and creative should we use? It’s basically a planning process, a comms process.</p> <p><strong>Beri Cheetham, Executive Creative Director at Leo Burnett</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/9422/beri.jpg" alt="beri" width="225" height="160"></strong></p> <p>To quote the great Dave Trott, "98% of comms are shit". So, obviously, programmatic, targeted ads can be shit as well.</p> <p>The onus is on us as media and creative agencies to hit the right person, but it has to be done in such a way as to produce a response. </p> <h3>Do we need to educate creative agencies?</h3> <p><strong>Beri Cheetham, Leo Burnett </strong></p> <p>We’ve barely touched the surface of programmatic. It’s naive to think we can forgo it.</p> <p>The creative idea might start with programmatic media in mind anyway, so shunning it is a nonsense.</p> <p><strong>Hossein Houssaini, Havas Media Group</strong> </p> <p>Both sides have to listen. Yesterday we launched a programmatic education programme at Havas Media - next year we’ll apply this to creative side, as well as media side.</p> <p>We need to learn to speak to each other again.</p> <p><strong>Andrea Brown, Publicis</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/9424/andrea_brown.jpg" alt="andrea" width="225" height="160"></strong></p> <p>Programmatic means different things to different people. We did [training] in Starcom - everyone went through it, from CEO to graduates.</p> <p>We need a standard definition of what programmatic is.</p> <p><strong>Sandie Milberg, Chief Revenue Officer at Varick Media Management </strong></p> <p>A lot of advertisers and agencies are ticking the programmatic box, but they aren’t thinking of what that means.</p> <p>They build out dynamic creative, such as <a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">retargeting</a> people with pictures of recently browsed shoes, and they think 'we’re doing it, great'.</p> <p>But that’s not really creative. It needs to resonate. And whilst creative can put together a fantastic story, you’re stuck in a hole where you don’t have the budget to deliver this.</p> <p><strong>Andrea Brown, Publicis</strong> </p> <p>We have creative designers that create that journey. We think about how we can nudge people along by looking at their context.</p> <p>What device are they using? How we can we be much more useful or entertaining when targeting people?</p> <p><strong>Beri Cheetham, Leo Burnett</strong></p> <p>Tech is moving faster than the people making the messages. Algorithms can’t write the copy at the moment. And from a design point of view, we need to ask how each message is relevant. </p> <p>Maybe customisation, allowing the customer to choose what they see, could possibly be more powerful than <a href="https://econsultancy.com/blog/64398-the-rise-of-context-for-customising-digital-experiences/">personalisation</a>.</p> <h3>So, how are you improving communication between creative and media specialists?</h3> <p><strong>Hossein Houssaini, Havas Media Group</strong>  </p> <p><img src="https://assets.econsultancy.com/images/0007/9423/hossein.jpg" alt="hossein" width="225" height="160"></p> <p>In 2017 Havas Media will join the creative teams at Havas Village in Kings Cross, where creative and media will create a 'big brain lab'.</p> <p><strong>Andrea Brown, Publicis</strong></p> <p>Publicis has assembled cross-disciplinary teams, including outside partnerships, too. So, we create the right teams according to what advertisers need.</p> <p>We need the agility of the right people around the right problem.</p> <p>The final consideration for me is the client - how much do they know about their audience? Brand driven organisations might not know as much as performance-based organisations.</p> <p>But that's going to change, as single swipe purchases are going to move the medium on even for markets such as FMCG.</p> <p><strong>Beri Cheetham, Leo Burnett</strong></p> <p>The structure of our agency has changed massively in the last two years. It is now four dimensional rather than two dimensional. We create ecosystems around clients.</p> <p>That's easy for me to say, I just do words and pictures. But how do we make money out of this new approach? It's a nettle that agencies need to grasp. </p> <p><strong>Andrea Brown, Publicis</strong></p> <p>What is creativity? Often there’s a story. but sometimes it's just a new combination of things, doing things in a new way.</p> <p>For example, location targeting near out-of-home sites. So, when someone walked past a billboard, we sent push notification to Cineworld's past visitors, pushing their loyalty card.</p> <p>That didn’t come out of our creative agency, it was just about the timing and the medium. Co-location enables this thinking around the water-cooler.</p> <h3>What are the main challenges for agencies doing programmatic?</h3> <p><strong>Hossein Houssaini, Havas Media Group</strong>  </p> <p>Talent. The industry has a lack of talent.</p> <p>That's nobody’s fault, the business grew too fast. Last year everyone thought programmatic was just real-time bidding, but that's just one aspect.</p> <p>Most organisations learn about new roles, hire them, then don’t know what to do with them. For example, data analysts need to understand media spend, as this impacts on the effort they put into audience development.</p> <p>How do you collect third-party data, who developed the rule set, can we guarantee trust for the client? These are all important questions.</p> <p><strong>Andrea Brown, Publicis</strong></p> <p>We are not doing a good enough job of talking to university graduates. The other thing we need is architects to design CRM systems.</p> <p>The Guardian built <a href="https://www.elastic.co/use-cases/guardian">Ophan</a> to tell journalists <a href="https://econsultancy.com/blog/65238-native-advertising-the-guardian-labs-way/">how they should tweak headlines</a>, when is the right time to post to social media, etc.</p> <p>This system is written by talented people, and designed by people who understood the value of such a platform.</p> <p><strong>Beri Cheetham, Leo Burnett</strong> </p> <p>45% of millennials in the UK <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">use ad blockers</a>, so programmatic is not always going to reach them.</p> <p><em>For more on programmatic, subscribers can download <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">The CMO's Guide to Programmatic</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68310 2016-09-21T11:28:00+01:00 2016-09-21T11:28:00+01:00 How OOH programmatic helped drive Missing People’s latest campaign Nikki Gilliland <p>Speaking today at <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get with the Programmatic</a>, he described how the charity has been using out of home advertising to drive its message and improve public response.</p> <p><img src="https://assets.econsultancy.com/images/0007/9391/Missing_People.jpg" alt="" width="615"></p> <p>Here’s a quick summary of what he said:</p> <h3>The challenge for small charities</h3> <p>Four years ago, the biggest challenge faced by Missing People was a limited amount of resources – and a distinct absence of marketing budget.</p> <p>Consequently, Ross attempted to find a solution to the problem by turning to the out-of-home advertising industry to help.</p> <p>Starting small, the charity began by using a handful of sites alongside print to drive OOH appeals. But with unprecedented support from media owners, that began to change.</p> <p>So, instead of delivering just one blanket appeal per week, Missing People now uses <a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/">programmatic OOH</a> to execute multiple and location-specific appeals each and every day.</p> <p>Over the past four years, Missing People’s partnership with OOH has grown substantially and today, it is the official charity of the OOH industry and receives advertising inventory worth approximately £10m. </p> <h3>Going from print to digital</h3> <p>Programmatic has helped to maximise OOH response rates and ultimately increase the number of families the charity is able to help.</p> <p>Essentially, the use of programmatic OOH means that the charity can better target those who might otherwise miss or disregard a print appeal. </p> <p>Based upon the notion that most people are more likely to respond to a message that is relevant to the area in which they live, it uses digital technology and data to make appeals location-specific (and therefore more meaningful).</p> <p>The technology also allows for ads to be nimble, changing creative quickly once people are reported as found.</p> <p>Switching to programmatic OOH led to response rates (information on particular missing people as a result of the ads) rising from 50% to 70%.</p> <h3>Child Rescue Alert </h3> <p>Furthering Missing People’s use of programmatic, the charity recently launched its Child Rescue Alert system. Based on Amber Alert from the US, it is an emergency response system that sends out messages as soon as somebody goes missing. </p> <p>Reliant on both the public signing up to the system as well as companies broadcasting alerts – the charity decided to run a two-week campaign in order to spread the word. </p> <p>Promoting how its Child Rescue Alert system can turn everyday people into heroes, it was designed to encourage sign-ups and provoke immediate action.</p> <p>As part of the campaign, real-time data from TFL was used to target commuters at Waterloo, based on their journey home. Displaying dynamic and locally relevant information, each message was highly targeted to the passing audience.</p> <p>As well as this, the campaign utilised real-time sign-up data in order to target locations where signup was low and more effort could be dedicated.</p> <p><img src="https://assets.econsultancy.com/images/0007/9394/IMG_3158.JPG" alt="ooh missing people" width="615"></p> <h3>The results of OOH programmatic<br> </h3> <p>In just one month, <strong>44,000 people</strong> responded to Missing People’s Child Rescue Alert OOH programmatic campaign.  This compares to just 10,000 people who responded to a concurrent print and PR appeal.</p> <p>The results speak for themselves, however in his talk today, Ross spoke about how using programmatic is not always easy. </p> <p>Specifically, he highlighted the importance of putting internal processes to one side, as well as placing trust and control in the hands of media owners and creative agencies. It's also the case that obviously not all OOH sites are programmatic ready.</p> <p>Looking to the future, Ross ended by talking about how the charity is considering using augmented reality technology (such as a tie-in with <a href="https://econsultancy.com/blog/68081-pokemon-go-zappar-founder-tells-us-what-it-really-means-for-augmented-reality/">Pokemon Go</a>) to further spread its message.</p> tag:econsultancy.com,2008:BlogPost/68300 2016-09-20T11:00:00+01:00 2016-09-20T11:00:00+01:00 Specsavers and Carlsberg: why copyrighted words are great brand marketing Nikki Gilliland <p>Unsurprisingly, many are bemused at how such a common verb can be trademarked, as well as why the brand would go to such lengths to protect it.</p> <p>Personally, I think it’s a great example of a brand using words to its advantage.</p> <p>Here’s why.</p> <h3>Capitalising on consistency</h3> <p>As <a href="https://byronsharp.wordpress.com/2011/04/28/logos-and-other-distinctive-assets-rarely-have-meaning/" target="_blank">Professor Byron Sharp suggests</a>, a logo or name is simply an asset that identifies a brand.</p> <p>Through sheer repetition, consumers accept them regardless of their original meaning or context. </p> <p>For example, no one really considers (or cares) why it is called Facebook or where the name Haribo comes from. </p> <p>So, why can’t all the words a brand chooses to use in its advertising be seen as an asset?</p> <p>Instead of changing its slogan multiple times, “should’ve gone to Specsavers” has been a consistent part of the company’s advertising for 13 years, integrated into hundreds of ads.</p> <p>As a result, consumers now accept the slogan and the brand as one. </p> <p>This shows that no matter how a brand advertises itself, consistency is a key factor for memorability, and far more effective than having multiple identities. </p> <p><iframe src="https://www.youtube.com/embed/3KZeO5oc428?wmode=transparent" width="854" height="480"></iframe></p> <h3>Distinct attributes = distinct brand</h3> <p>Following on from this, the decision to use ‘should’ve’ is part of Specsavers aim to separate itself from the pack. </p> <p>The brand is known for its whimsical and humorous advertising, using ‘should’ve gone to Specsavers’ as the tagline for a farmer shaving his dog instead of a sheep or pensioners mistaking a rollercoaster for a park bench. </p> <p>As a result, the distinction between ‘should have’ and ‘should’ve’ – while seemingly trivial – is actually huge. It is the difference between sounding like every other brand, or the friendly and jovial Specsavers that consumers that know and love.</p> <p>Another company that has also managed to trademark a single word is <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/" target="_blank">Carlsberg</a>.</p> <p>Famous for its "probably the best beer in the world" slogan, it decided to put a stamp of ownership on the word ‘probably’.</p> <p>Combined with the Carlsberg design, it has morphed into something so recognisable that during <a href="https://econsultancy.com/blog/67937-euro-2016-marketing-creative-smart-prestigious-controversial/" target="_blank">Euro 2016</a>, the brand managed to get around the law which states alcohol cannot be advertised on French television. The ads consisted of nothing but the word ‘probably’.</p> <p>It was an inspired piece of marketing, and a great example of how brands can use language to truly distinguish themselves.</p> <p><img src="https://assets.econsultancy.com/images/0007/9271/carlsberg.PNG" alt="" width="526" height="346"></p> <h3>Brands becoming verbs</h3> <p>Finally, while Specsavers have chosen to trademark a verb, let's remember how brands themselves are often verbalised. XX</p> <p>In reality we might edit, search, glue, and video-call - yet we choose to say Photoshop, Google, Superglue and Facetime more often than not. </p> <p>These brands have become part of our lexicon to the point where they are now actions.</p> <p>Of course, we'll never think about words like 'should've' in this way (though we might say the phrase due to it becoming a part of pop culture). </p> <p>The point is, however, that Specsavers still recognises how <a href="https://econsultancy.com/blog/67846-logic-magic-how-to-harness-the-power-of-language/" target="_blank">language associated with a brand</a> can enter into our everyday lexicon, and as a result, is unafraid to capitalise on the fact.</p> <p>While others concentrate on the logo or the person advertising it, the optical retailer fiercely protects the words associated with its brand identity. </p> <p><iframe src="https://www.youtube.com/embed/w9J_q2OUzis?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68295 2016-09-19T13:00:00+01:00 2016-09-19T13:00:00+01:00 Adobe's hilarious stock photo campaign: Why it works Nikki Gilliland <p><em>(Try to ignore the sadness in her eyes)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9208/woman_eating_salad.jpg" alt="" width="300" height="450"></p> <p>Teaming up with Swedish agency, Abby Priest, the software giants have just released their own line of Adobe Apparel – a range of t-shirts and sweaters adorned with some of the cheesiest stock photos of all time.</p> <p>It’s an inspired bit of creative. Here’s three reasons why it works.</p> <h3><img src="https://assets.econsultancy.com/images/0007/9210/Adobe_stock.PNG" alt="" width="400" height="574"></h3> <h3>Taps into consumer awareness</h3> <p>From ‘international business team working around a desk’ to ‘man at desk frustrated with technology’ – <a href="https://econsultancy.com/blog/67448-dear-marketers-stop-using-generic-stock-images/">stock photos have become clichés</a> in their own right. </p> <p>There are endless Reddit threads and Tumblr’s dedicated to the <a href="http://badstockphoto.tumblr.com/" target="_blank">most ridiculous examples</a>. </p> <p>Within the digital and creative industries in particular – i.e. Adobe’s target audience – stock photos have become a laughing stock. </p> <p>By recognising this fact (and making fun of it) Adobe shows that self-deprecation is often the best form of defence. </p> <p><img src="https://assets.econsultancy.com/images/0007/9211/adobe_stock_3.PNG" alt="" width="750" height="525"></p> <h3>Uses unconventional promotion</h3> <p>While many people might simply chuckle at the sight of a stock photo on a t-shirt – we’ve no doubt there’ll be many who would actually love to wear them.</p> <p>Sadly, Adobe isn’t actually selling any of its ‘limited edition’ range, at least for the time being.</p> <p>The stunt is simply designed to promote the new Adobe Stock collection.</p> <p>While a slick video or print ad might have also been an effective method, the decision to do something entirely unexpected was a bold move.</p> <p>With its hipster models and tongue-in-cheek style, it's far more likely to resonate with the target audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/9212/adobe_stock_4.PNG" alt="" width="750" height="534"></p> <h3>Marks a new era</h3> <p>Highlighting the new and improved features of Adobe Stock – the campaign is effective in delivering the message that cheesy photos are a thing of the past.</p> <p>Finding good images used to take endless amounts of searching on various websites, making the entire process long and laboured, and incredibly frustrating.</p> <p>The new features certainly sound far more appealing. Integrated into the Creative Cloud app, it offers subscribers millions of high-res images, videos and creatives.</p> <p><img src="https://assets.econsultancy.com/images/0007/9213/adobe_stock_5.PNG" alt="" width="750" height="351"></p> <p>Abby Priest commented on the motivation behind the project:</p> <blockquote> <p>We wanted to pay tribute to what has been before, and then take one last glimpse backwards, before we leave it all behind and move into the new age.</p> </blockquote> <p>Let's be honest - stock photos are never going to be super cool.</p> <p>But by using both humour and clever design, Adobe has managed to create a rather fun and refreshing campaign. </p> tag:econsultancy.com,2008:TrainingDate/3098 2016-09-15T12:46:03+01:00 2016-09-15T12:46:03+01:00 Social Media Paid Advertising <p>Need help with your social media advertising?</p> <p>We're a long way away from the heady days when social media was 'free' (well, if significant resource and time was ever free….)</p> <p>As social media platforms evolve and 'organic' visibility decreases in our social media feeds, brands and organisations must consider ways to increase their presence and optimise goal conversions through social advertising. Fail to put an effective strategy in place and you can end up simply throwing your money away.</p> <p>This course covers the essentials of creative, successful social media advertising campaigns. We'll explore best-practice campaigns and tools and techniques for writing copy, bidding strategy, and aligning your paid, owned and earned social activity.</p> tag:econsultancy.com,2008:BlogPost/68154 2016-09-14T10:00:00+01:00 2016-09-14T10:00:00+01:00 16 ad examples that prove print isn't dead Nikki Gilliland <p><a href="http://www.neurosciencemarketing.com/blog/articles/vivid-print-ads.htm" target="_blank">A recent study discovered</a> that, as well as increasing positive feelings toward a brand, some print ads can even be impactful enough to implant a false memory in the brain.</p> <p>Likewise, another study showed that brand recall was <a href="http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#7e7c23ab1aa2" target="_blank">70% higher in participants reading print</a> compared to digital.</p> <p>So, even though we are constantly being told of its decline, it appears some brands are still heavily investing in the medium. </p> <p><a href="http://www.newsworks.org.uk/Opinion/from-food-to-finance-print-ads-deliver-strong-results-" target="_blank">Waitrose recently described print</a> as its most effective advertising channel in terms of ROI, as well as the best way for the brand to tell a richer story.</p> <p>With this in mind, here’s a run-down of some of my favourite ads of the past few years, proving that print is far from dead.</p> <h3>Volkswagen</h3> <p>This attention-grabbing ad from Volkswagen was used to introduce the new Park Assist feature.</p> <p>Explaining all you need to know in a single image, it encapsulates the power of visual advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7742/volkswagen.jpg" alt="" width="780" height="525"></p> <h3>28 Too Many</h3> <p>Designed by Ogilvy &amp; Mather, this creative was used to raise awareness of female genital mutilation (FGM) in the UK on behalf of charity 28 Too Many.</p> <p>Arresting and uncomfortable to look at - it hammers home its message incredibly effectively.</p> <p><img src="https://assets.econsultancy.com/images/0007/7743/Too_Many.PNG" alt="" width="597" height="822"></p> <h3> </h3> <h3>StrongerMarriage.org</h3> <p>Based around intelligent wording, StrongerMarriage promotes the importance of compromise.</p> <p>Occasionally cited as one of the greatest examples of ad copy, it proves that even the smallest or unknown brands can gain notoriety through one brilliant idea.</p> <p><img src="https://assets.econsultancy.com/images/0007/7744/stronger_marriage.jpg" alt="" width="600" height="987"></p> <h3>Scrabble</h3> <p>One of those ads that is definitely worth stopping to read, Scrabble encapsulates the beauty of its game to great effect here.</p> <p>While most brands deliberately design ads that can be understood at a glance, this boldly challenges the reader to make an effort.</p> <p><img src="https://assets.econsultancy.com/images/0007/7745/Scrabble_ad.jpg" alt="" width="600" height="900"></p> <h3>Schick</h3> <p>It might be in danger of offending a few hipsters, but this clever approach to advertising wins Schick definite cool points.</p> <p>An ad that makes you look twice - it reflects what a beard might feel like from a partner's point of view.</p> <p><img src="https://assets.econsultancy.com/images/0007/7746/schick.PNG" alt="" width="574" height="870"></p> <h3>Nivea</h3> <p>Proving that simplicity is often the key to a success, this example from Nivea promotes its night cream perfectly.</p> <p>Instead of telling you what the product does or why you should use it, it relies on recognisable branding and reputation to let you make up your own mind.</p> <p><img src="https://assets.econsultancy.com/images/0007/7747/Nivea.jpg" alt="" width="600" height="749"></p> <h3>Nivea Men</h3> <p>Likewise, showing that life isn’t always that straightforward, this ad for Nivea men conveys the impact that stress and emotions can have on our appearance. </p> <p>Again focusing on a relatable experience rather than a magical cure, the product is almost secondary.</p> <p><img src="https://assets.econsultancy.com/images/0007/7748/Nivea_men.jpg" alt="" width="780" height="542"></p> <h3>McDonald's</h3> <p>McDonald's is often bold and brash in its advertising, but this image of fries fashioned from its original ingredient is refreshingly pared down.</p> <p>Honing in on consumer worries about health and nutrition, it aims to reassure and engage at the same time.</p> <p><img src="https://assets.econsultancy.com/images/0007/7749/Mcdonalds_print.PNG" alt="" width="600" height="923"></p> <h3>Buick</h3> <p>Though not immediately obvious, the premise behind this Buick advert is hard-hitting.</p> <p>It depicts real-life crash victims holding up road signs to highlight their importance.</p> <p>Using a serious topic to engage consumers, it shows that print advertising can be used to promote more than just sales.</p> <p><img src="https://assets.econsultancy.com/images/0007/7755/Buick.PNG" alt="" width="780" height="522"></p> <h3>Reflex Spray</h3> <p>Reflecting the lengths runners literally go to during the London marathon, this ad for Reflex pain relief spray celebrates subtlety.</p> <p>In fact, the copy is <em>so</em> subtle that it's easy to miss what it's promoting - certainly a brave move from the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/7750/London_Marathon.jpg" alt="" width="600" height="847"></p> <h3> Harley-Davidson</h3> <p>A campaign which won big at Cannes Lions, this Harley-Davidson ad is designed to promote its custom-made bikes.</p> <p>Showing an image of a face amid a dismantled motorcycle, it was apparently painstaking to create, but certainly worthwhile.</p> <p><img src="https://assets.econsultancy.com/images/0007/7752/harley-davidson.PNG" alt="" width="780" height="523"></p> <h3>Guinness</h3> <p>Guinness has a reputation for great <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a>, and its print ads are no exception.</p> <p>Using observational humour to tap into the universal experience of socialising, it is a great reflection of the brand's no-nonsense attitude.</p> <p><img src="https://assets.econsultancy.com/images/0007/7753/Guiness.jpg" alt="" width="600" height="822"></p> <h3>Dabur Gastrina</h3> <p>An Indian brand of digestive pills, Dabur Gastrina perfectly encapsulates its product in a simple, eye-catching and colourful series of ads.</p> <p>Instantly understandable, it proves that great design can articulate anything.</p> <p><img src="https://assets.econsultancy.com/images/0007/7754/Gastur.PNG" alt="" width="595" height="844"></p> <h3>Corona</h3> <p>Designed to promote its ‘drink responsibly’ message, Corona combines humour and striking visuals in this classic print ad.</p> <p>Like the aforementioned Buick, it takes the opportunity to instil a valuable message in its brand advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7760/corona.jpg" alt="" width="780" height="452"></p> <h3>Ecovia</h3> <p>Lastly, one of the most visually engaging ads in recent years, this creative by Ecovia Brazil was used to encourage safe driving.</p> <p>Dramatising the violent and traumatic nature of car collisions, it pleads with its audience to take care.</p> <p>Hard to ignore – it certainly gets its message across.</p> <p><img src="https://assets.econsultancy.com/images/0007/7757/Ecovia.PNG" alt="" width="780" height="549"></p> tag:econsultancy.com,2008:BlogPost/68268 2016-09-13T14:15:58+01:00 2016-09-13T14:15:58+01:00 10 examples of great GE marketing creative Ben Davis <p>But just before we begin, I should mention that GE is among 200 speakers at this year's <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>, which takes place in London on October 5-6. </p> <h3>1. Raining octopuses mobile ad campaign</h3> <p style="font-weight: normal;">I thought I'd start with a mobile display ad from summer 2016, before we get stuck in to content and social media.</p> <p style="font-weight: normal;">GE worked with Mobkoi's creative studio to launch an interactive full-screen ad - an octopus lands on the screen and the user is required to wipe away virtual ink in order to reveal a window in which the campaign video plays.</p> <p style="font-weight: normal;">The video (<a href="https://www.youtube.com/watch?v=SQ_blyWcQoQ">watch it here</a>) is a great bit of TV ad creative, with octopuses and a crocodile falling to earth in an un-godly shower; the GE tagline, 'ready for whatever you've got, world'.</p> <p style="font-weight: normal;">You can play around with this native ad and its in-format functionality yourself <a href="http://mobkoi-uk.celtra.com/preview/82b44991#deviceType=Phone">on Mobkoi's website</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/9026/Screen_Shot_2016-09-12_at_15.03.45.png" alt="ge mobile ad" width="300">  <img src="https://assets.econsultancy.com/images/0007/9027/Screen_Shot_2016-09-12_at_15.04.26.png" alt="ge mobile ad" width="300"></p> <h3>2. Instagram and #InstaWalk</h3> <p>GE has <a href="https://www.instagram.com/generalelectric/?hl=en">a popular Instagram account</a> (approx. 250,000 followers) that's full to the rafters with beautifully crisp images from engineering and science.</p> <p>For example, see the photo below of one of GE's locomotives, part of a series taken by a Pulitzer prize-winning photographer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9083/Screen_Shot_2016-09-13_at_08.39.07.png" alt="ge instagram" width="615" height="452"></p> <p>But GE does more than simply post lovely images - it uses Instagram as an outreach and engagement tool.</p> <p>With #InstaWalk, which began in 2013 but has been run a number of times, GE invites influencers and super fans to take special tours of its various facilities.</p> <p>On their walk round, all are encouraged to take photos of their experience and Instagram them. It's a concept that many other brands have emulated.</p> <p><img src="https://assets.econsultancy.com/images/0007/9086/Screen_Shot_2016-09-13_at_08.57.23.png" alt="instawalk ge" width="615" height="392"></p> <p><img src="https://assets.econsultancy.com/images/0007/9087/Screen_Shot_2016-09-13_at_08.54.57.png" alt="instawalk ge" width="615" height="264"></p> <h3>3. Unimpossible Missions</h3> <p>Some lovely video next from early 2016.</p> <p>Three videos each attempt to disprove a popular expression, such as 'a snowball's chance in hell', by showcasing GE's technological expertise in experimental surroundings.</p> <p>This video has raked in 500,000 YouTube views to date. The slightly grave tone to the voiceover, cinematic location and lighting, and the dramatic production all make for compelling content.</p> <p><iframe src="https://www.youtube.com/embed/zIZHBzvgfGk?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Pinterest</h3> <p>GE's Pinterest can be delightfully left of centre. Take the board titled 'Hey Girl', for example, with pinned pickup lines from GE scientists.</p> <p>Other boards include 'Badass machines', 'That's genius', and 'Mind = Blown'.</p> <p><a href="https://uk.pinterest.com/generalelectric/"><img src="https://assets.econsultancy.com/images/0007/9098/Screen_Shot_2016-09-13_at_10.27.15.png" alt="ge pinterest" width="615" height="312"></a></p> <h3>5. #6SecondScience fair</h3> <p>Many of you may be familiar with <a href="http://6secondscience.tumblr.com/">#6SecondScience</a>, GE's educational Vine-fest. The Vine embedded below proved particularly popular.</p> <p>The science 'fair' ran in August 2013, with users invited to add the hashtag to their own efforts. Many users' Vines were hosted on the GE Tumblr created to host submissions.</p> <p>Vine proved an effective platform for these quick bursts of educational inspiration, back when the six-second format was experiencing an upsurge of popularity.</p> <p>The idea was notable as GE had already been creating educational Vines for a few months, but decided they could become a bigger campaign in their own right, with the introduction of this competition/crowdsourced style element.</p> <p><iframe src="https://vine.co/v/bXJAmFLBaat/embed/simple" width="600" height="600"></iframe></p> <h3>6. #SpringBreakIt</h3> <p>More video now, and a fantastic example of <a href="https://econsultancy.com/blog/67821-social-quarterly-report-q2-the-five-video-trends-to-watch/">social video</a>.</p> <p>GE showcased many of its material tests (crushing, wind erosion and drop loads) during spring of 2016, with individual videos of different items being destroyed.</p> <p>Much like the 'Will it blend?' success for Blendtec, GE knew that breaking stuff provokes interest on social media.</p> <p>I've embedded the compilation video here, for your pleasure.</p> <h3> <iframe src="https://www.youtube.com/embed/ozNZHJntyWU?wmode=transparent" width="560" height="315"></iframe> </h3> <h3>7. Snapchat</h3> <p>GE took to Snapchat as early as July 2014, teasing a special guest announcement (Buzz Aldrin) in the run up to the 45th anniversary of the moon landing and adding some cartoony space drawings.</p> <p><img src="https://assets.econsultancy.com/images/0007/9094/buzz.jpg" alt="snapchat ge" width="300"></p> <p>The brand has used Snapchat to engage directly with users, too. During #emojiscience week, GE encouraged users to send them an emoji then replied with a Snap of a relevant experiment performed in its pop-up lab.</p> <p>In jumping aboard Snapchat early and using the platform to engage with younger users through educational content, GE shows it is not afraid to try something new in its marketing.</p> <p>It continues to post Stories addressing a broad range of subjects.</p> <p><img src="https://assets.econsultancy.com/images/0007/9096/ge_snapchat.png" alt="ge snapchat" width="300" height="533"></p> <h3>8. What My Mom Does at GE</h3> <p>TV creative next. It's rare to see an advert that uses the naivety of children and doesn't stray into the twee or schmaltzy.</p> <p>But GE manages it, inspiring childlike wonder through a series of imaginative animations based on (only slight) exaggerations of GE's work. </p> <p><iframe src="https://www.youtube.com/embed/Co0qkWRqTdM?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. GE Reports</h3> <p>From Snapchat to something that sounds more prosaic. <a href="http://www.gereports.com/">GE Reports</a> is a microsite hosting lots of debates, analysis and information.</p> <p>The information is presented accessibly, using imagery and infographics.</p> <p>Essentially this is just a news publishing hub for GE, with some guest content thrown in, but one that shows how active the company is in linking its work to wider trends.</p> <p>Some of the content is republished from the brand's pressroom, and there are a few things that could be improved (such as text formatting), but it is impressive that GE is publishing regularly and offers an email newsletter subscription.</p> <p>With a company built on knowledge and innovation, showcasing new thinking is important.</p> <p><img src="https://assets.econsultancy.com/images/0007/9091/Screen_Shot_2016-09-13_at_09.53.31.png" alt="ge reports" width="615" height="338"></p> <h3>10. Emoji science with Bill Nye</h3> <p>Bill Nye was part of the Snapchat team that ran a pop-up lab sending experiments to Snapchat users (see point seven).</p> <p>GE brought him back for a full web series where emojis are used to help explain scientific concepts.</p> <p>There are five parts, and each helps to make science relatable for a younger generation.</p> <p>They are smartly done and enjoyable even for a 30-something like me.</p> <p><iframe src="https://www.youtube.com/embed/CoqmeXGz-LI?wmode=transparent" width="560" height="315"></iframe></p> <p><em>For more top marketing creative:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/">10 examples of great Airbnb marketing creative</a> </li> <li> <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative</a> </li> <li><a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns/">10 examples of great Disney marketing campaigns</a></li> </ul>