tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-07-22T12:44:54+01:00 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> tag:econsultancy.com,2008:BlogPost/68085 2016-07-20T09:55:32+01:00 2016-07-20T09:55:32+01:00 Four reasons Ghostbusters experiential marketing has been so successful Nikki Gilliland <h3>Element of surprise</h3> <p>Commuting in London can be a dramatic experience, and yet funnily enough, you don’t often expect to see a giant marshmallow casually breaking through the ground. </p> <p>With research finding that <a href="http://www.ccnl.emory.edu/Publicity/MSNBC.HTM" target="_blank">unexpected events can result in more pleasure responses</a> in the brain, brands are increasingly searching for ways to ‘surprise’ and ‘delight’ consumers.</p> <p>By catching travellers off guard, the Ghostbusters campaign had great impact. With no prior knowledge of the installation or how long it would be there for, people couldn’t help but be drawn into the excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A massive overnight install for the team last night, with just 5 hours the guys did well! <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/pvDOQorFYJ">pic.twitter.com/pvDOQorFYJ</a></p> — Wild Creations (@wild_creations) <a href="https://twitter.com/wild_creations/status/752577798309572608">July 11, 2016</a> </blockquote> <h3>Instagram-worthy</h3> <p>Before its release on July 11th, social media was awash with people criticising the film, eventually leading the YouTube trailer to become the <a href="https://www.theguardian.com/film/2016/may/02/ghostbusters-trailer-most-disliked-in-youtube-history" target="_blank">most disliked of all tim</a>e.</p> <p>The response to the actual movie has been a lot more favourable, yet Sony naturally wanted to do something to counteract the condemnation.</p> <p>By creating something inherently shareable, the Ghostbusters installation succeeded in creating a positive buzz online.</p> <p>Using the hashtag #ghostbusterswaterloo, passers-by documented it on a variety of social media platforms, sharing their aforementioned surprise and delight with friends and followers alike.</p> <p><img src="https://assets.econsultancy.com/images/0007/7153/ghostbusters_instagram.PNG" alt="" width="780" height="634"></p> <h3>Emotional resonance </h3> <p>By giving fans an immersive or interactive experience, <a href="https://econsultancy.com/blog/66431-six-inspiring-new-examples-of-experiential-marketing/" target="_blank">experiential marketing</a> has the power to stir up positive emotions, in turn making the consumer feel closer to the brand.</p> <p>One emotion that the Ghostbusters campaign evoked was nostalgia.</p> <p>Instead of promoting new or unfamiliar aspects of the movie, it used the iconic and beloved image of the Marshmallow Man.</p> <p>This meant that despite any assumptions or ill-feelings towards the new movie, even cynical passers-by would be likely to engage.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/hashtag/IAintAfraidOfNoGhosts?src=hash">#IAintAfraidOfNoGhosts</a> <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> <a href="https://twitter.com/hashtag/ReallySilly?src=hash">#ReallySilly</a> <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/HLZ8ZaYP6g">pic.twitter.com/HLZ8ZaYP6g</a></p> — Reda Maher (@Reda_Maher_LDN) <a href="https://twitter.com/Reda_Maher_LDN/status/753917652611969029">July 15, 2016</a> </blockquote> <h3>Buyer opportunity</h3> <p>As well as being a great spectacle, the Ghostbusters installation at Waterloo also included a clever consumer tie-in, with Forbidden Planet running a retail unit nearby.</p> <p>Built to look like a New York subway station, the pop-up shop allowed consumers to buy limited edition Odeon tickets and a whole host of souvenirs.</p> <p>Aiming to capitalise on real-time excitement, it allowed Sony to help drive sales as well as just build excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> booth is now open from 8am to 8pm - for all your <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> goodies! <a href="https://t.co/ikJdMnxcvH">pic.twitter.com/ikJdMnxcvH</a></p> — Forbidden Planet (@ForbiddenPlanet) <a href="https://twitter.com/ForbiddenPlanet/status/753881966731268096">July 15, 2016</a> </blockquote> <p>With this disruptive campaign, Sony shows that there's no need to be afraid of female leads <em>or</em> experiential marketing.</p> <p>(Oh and ghosts, let's not forget them.)</p> tag:econsultancy.com,2008:BlogPost/68068 2016-07-18T15:06:00+01:00 2016-07-18T15:06:00+01:00 Four ways brands are marketing through dating services Patricio Robles <h3>Match.com and Starbucks</h3> <p>The coffee shop is a common location for first dates, so when Match.com announced a "Meet Me at Starbucks" feature in 2015, it made sense.</p> <p><a href="http://blog.match.com/match-starbucks-the-perfect-blend/">The tie-up</a>, which continues to this day, allows Match.com users to invite each other to Starbucks for a date.</p> <p>Users can also display a Starbucks badge on their profiles, highlighting their affinity for the coffee chain and making it easier for them to connect with other Starbucks aficionados.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6988/matchstarbucks-blog-flyer.jpg" alt="" width="470" height="267"></p> <p>The Match.com/Starbucks relationship has also been used in joint promotions by both companies.</p> <p>While it's not known how much foot traffic Starbucks has seen as a result of its Match.com integration, Match.com says it knows of hundreds of couples who connected on its service and met in person for the first time at Starbucks.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6989/starbuckspromo-blog-flyer.png" alt="" width="360" height="506"></p> <h3>Tinder Branded Profiles</h3> <p>Mobile dating app Tinder, which is especially popular with younger singles, has embraced native advertising like no other dating service. Its branded profiles, for instance, allow companies to set up profiles to promote their wares to Tinder users.</p> <p>For example, FOX created a Tinder profile for Mindy Kaling, an American comedian and actress, to promote her television show, The Mindy Project.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6991/mindy_project_tinder-blog-flyer.png" alt="" width="470" height="229"></p> <p>When users match with a branded profile by swiping right, a marketing message can be sent. While <a href="http://www.cnbc.com/2014/02/07/fox-and-mindy-push-limits-of-native-advertising.html">some suggest that this pushes the limits</a> of what is acceptable, other networks and movie studios have created branded profiles for fictional characters.</p> <h3>Tinder Promotions</h3> <p>Tinder has also worked with brands to run more conventional and less controversial promotions. For instance, pizza chain Domino's teamed up with Tinder to offer discounts and the chance to win free food.</p> <p>Other brands using Tinder to connect with singles in a similar fashion include Bud Light, <a href="https://econsultancy.com/blog/66288-bud-light-turns-to-dating-app-tinder-for-whatever-usa-campaign">which integrated Tinder into its Whatever USA campaign last year</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6992/dominostinder-blog-flyer.jpg" alt="" width="470" height="314"></p> <h3>Happn Branded Profiles</h3> <p>Happn, a dating app designed to help daters connect with people they have crossed paths with in real life, has its own branded profiles, which function similarly to those on Tinder.</p> <p>While Happn's audience is smaller than Tinder's, the company has snagged advertisers like Fiat, which used branded profiles to promote the launch of the Fiat 500.</p> <p><img src="https://assets.econsultancy.com/images/0007/6993/fiathappn.png" alt="" width="314" height="471"></p> <p>Happn has also run branded profile campaigns for a number of charities, including Equality Now and Plan UK.</p> <p><a href="http://www.campaignlive.co.uk/article/1389738/advertising-dating-app-happn-ngos-brand-romance">According to</a> Happn exec Marie Cosnard, charity campaigns have experienced "very strong engagement" with branded profiles and their campaigns are a good match for the app.</p> <p>"When NGOs are fighting for a cause that’s linked to human relationships, such campaigns make people think about other types of relationship," she stated.</p> <p><em>Other dating-inspired articles:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/">How Tinder has changed ecommerce</a> </li> <li> <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/">Missguided launches Tinder inspired app experience: review</a> </li> <li> <a href="https://econsultancy.com/blog/66086-four-product-marketing-reasons-why-tinder-got-really-really-big/">Four product marketing reasons why Tinder got really, really big</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68077 2016-07-18T11:28:00+01:00 2016-07-18T11:28:00+01:00 Why Lastminute.com is taking control of its ad inventory Ben Davis <p>I caught up with Alessandra Di Lorenzo, Chief Advertising Officer at lastminute.com group, to find out.</p> <h3>First-party data</h3> <p style="font-weight: normal;">I asked Alessandra how the group's approach to advertising was changing with <a href="http://travelpeople.lastminute.com/en/">The Travel People</a>.</p> <p style="font-weight: normal;">The focus it seems is partly on utilising first-party data to a greater degree, ensuring relevance.</p> <p style="font-weight: normal;">"We're giving brands access to a highly lucrative travel audience – who are young, affluent and already in a spending mindset – right across Europe, while our <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data/">first–party data</a> means we can target by passion, not just demographics.</p> <p style="font-weight: normal;">"With [that first party data], we know what consumers are thinking at every stage of the customer journey, right from initial research all the way through to booking and going on a trip, and beyond."</p> <p style="font-weight: normal;">Essentially, the company knows when a user has been searching for holidays and reading content about Dubai, for example, and this information and intent is incredibly valuable.</p> <p style="font-weight: normal;">But it seems that <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">programmatic technology</a> plays a vital part, too.</p> <p style="font-weight: normal;">Alessandra explains:</p> <p style="font-weight: normal;">"Our programmatic technologies mean we can combine that first-party data with other audience trends, and tap into those in real-time.</p> <p style="font-weight: normal;">"And using our smart extension tools, brands can target consumers with relevant ads both on and offsite, every step of the way."</p> <p style="font-weight: normal;"><em>via The Travel People</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/7110/Screen_Shot_2016-07-14_at_14.33.45.png" alt="travelpeopl" width="500"></p> <h3>Optimising relevance and revenue </h3> <p>The Travel People sells a range of ad formats across the Lastminute.com group.</p> <p>This ranges from display ads to email, custom content (native) to events and social.</p> <p>Fairly obviously, a lot of The Travel People's advertisers are from the travel sector - flight operators, hotel chains etc.</p> <p>So how does the company ensure advertising (particularly what might be called trade promotion) doesn't negatively impact conversion or lifetime value? i.e. distracting the user from buying what they really want.</p> <p>"Our new proposition and profiling capabilities ensure that the ad content we show our customers is relevant and enhances the travel experience." Alessandra says.</p> <p>"We want to give our customers the best possible experience, while protecting our core business too."</p> <p>What's particularly interesting is that The Travel People does indeed take heed of <a href="https://econsultancy.com/blog/65435-what-is-customer-lifetime-value-clv-and-why-do-you-need-to-measure-it/">customer lifetime value</a>.</p> <p>"Our technologies also enable us to recognize customers based on their lifetime value, and we can use this to customize the advertising experience accordingly."</p> <p>So, maximising ad revenue, user experience and lifetime value are not mutually exclusive endeavours.</p> <h3>Display formats are still effective</h3> <p>When I asked Alessandra which advertising format was growing quickest, she singled out one that some may think of as old fashioned. </p> <p>"Brands want ads that are high impact and have high viewability. The formats we are offering are very much doing that – especially our double MPU above the fold."</p> <p>However, taking a pragmatic approach, she sees change in advertising being more about finding a balance between formats. </p> <p>"Display ad formats are already an effective way of getting high brand exposure.</p> <p>"But we’re going to see more and more integrated editorial- and content-rich solutions and these will complement, rather than replace, display advertising. </p> <p>"I believe these solutions are the future, and we’ll be looking to add them to our offering soon."</p> <p><img src="https://assets.econsultancy.com/images/0007/7113/Screen_Shot_2016-07-14_at_14.39.39.png" alt="display ads lastminute" width="615" height="335"></p> <h3>Clear labelling</h3> <p>With advertising within an aggregator, the potential to mislead customers is high.</p> <p>"We are in the process of marking up our ads to make sure they are easily recognizable," Alessandra said.</p> <p>Getting to the crux of the debate, she continued, "<a href="https://econsultancy.com/blog/67083-is-native-advertising-sustainable">Native</a> is really effective because it gives context to the advertising, but it’s important to make it very clear when it is from a third party."</p> <p><img src="https://assets.econsultancy.com/images/0007/7111/Screen_Shot_2016-07-14_at_14.35.50.png" alt="lastminute" width="615" height="203"></p> <h3>Mobile</h3> <p>I finished by asking what was next for lastminute.com group - where are the untapped channels for generating ad revenue?</p> <p>"As the most frequently used device, mobile has to be next – but not in its current format." Alessandra said.</p> <p>"The whole advertising sector is still trying to replicate the digital desktop way of advertising on mobile, which doesn’t particularly work.</p> <p>"Mobile is a hugely untapped channel for generating ad revenue, so it’s time for the big agencies and advertisers to start giving it more recognition in their budgets."</p> <p><em><strong>July is Data Month at Econsultancy, so be sure to check out <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">our latest reports and blog posts</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68067 2016-07-15T14:27:00+01:00 2016-07-15T14:27:00+01:00 Is ad fraud the 21st century drug trade? Patricio Robles <p>The Senators are concerned that ad fraud, which is estimated to be costing advertisers billions annually, could eventually lead companies to pass the costs of fraud on to consumers in the form of higher prices.</p> <p>They are also concerned that as fraudsters flood the online ad market, consumers will be at greater risk of having personal information stolen and abused.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here's an amazing fact: by 2025, the digital ad market could be 2nd only to drug trafficking as largest revenue source for organized crime</p> — Mark Warner (@MarkWarner) <a href="https://twitter.com/MarkWarner/status/752512068562063360">11 de julio de 2016</a> </blockquote> <h3>The role of programmatic</h3> <p>While digital ad fraud has been around in some form or another since digital ads first appeared, it appears to be becoming more lucrative and complex.</p> <p>There's more digital ad inventory than ever, and many advertisers are pouring more and more money into digital spend. At the same time, publishers and advertisers have embraced <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic">programmatic</a> ad buying.</p> <p>According to Senator Mark Warner of Virginia, this makes for a dangerous combination. <a href="http://www.wsj.com/articles/senators-urge-ftc-to-examine-ad-fraud-1468231200">He told</a> the Wall Street Journal... </p> <blockquote> <p>This is a $60 billion industry, and some of the fraud numbers suggest that 10% of that is being wasted. And you’re seeing some of the same tools [we saw] in stock manipulation. This needs to be looked at.</p> </blockquote> <p>Warner likens the ad fraud problem to the 2008 financial crisis, and suggests that "some of the tech community has swept this under the rug," though he admits that he and other lawmakers have a lot to learn about the subject before the possibility of legislation should be put on the table.</p> <p><strong>But is ad fraud really a problem that can legitimately be compared to drug trafficking? That isn't so clear.</strong></p> <p>The industry is <a href="https://econsultancy.com/blog/67660-what-can-prevent-ad-fraud-we-ask-an-ad-tech-ceo">well aware of the issue</a>, and many parties are working to mitigate it.</p> <p>The good news is that digital advertising is one of the most accountable forms of advertising, so prudent advertisers have many opportunities to ensure that they're not being taken for a ride.</p> <p>So what explains the fact that advertisers are estimated to be spending billions on fraudulent ads that aren't being seen by real people? It's simple: in most cases, ad prices reflect advertisers' knowledge that fraud and <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats">ad blockers</a> will prevent 100% viewability.</p> <p>As former brand marketer Rick Webb <a href="https://econsultancy.com/blog/66712-former-brand-marketer-banner-ads-suck-but-they-re-great">explained last year</a>...</p> <blockquote> <p>We’ll spend a million bucks on a literal f**k ton of banners (I mean, just billions of the things, it’s crazy). And then we’ll do targeted brand sentiment and purchase-intent surveys using our internal peeps, online along with companies like Nielsen and Foresee, and offline with a bunch of (really quite awesome) companies you’ve never heard of. Then we’ll see whether the banners moved the needle, and if they did (and they often do), we’re happy.</p> </blockquote> <p>In other words, <a href="https://econsultancy.com/blog/67632-why-chasing-after-100-viewability-makes-no-sense-for-advertisers">100% viewability isn't required</a> to run profitable campaigns, and sophisticated advertisers are more than capable of factoring viewability into their considerations when determining how much they should pay for ads.</p> <h3>The bigger problem?</h3> <p>Obviously, this doesn't mean that ad fraud isn't a problem worth addressing, but the idea that ad fraud, and programmatic ad fraud in particular, is going to create a Wall Street-like crisis that threatens the digital advertising ecosystem seems far-fetched.</p> <p>If anything, lawmakers and regulators should be more concerned about how fraudsters <a href="https://econsultancy.com/blog/67924-is-facebook-doing-enough-to-prevent-fraudulent-ads">are using digital ads to target consumers</a>. Long-term, that is perhaps the biggest threat to digital advertising that publishers and advertisers should be most concerned about.</p> <p><em>Want to know more, why not attend <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With the Programmatic</a>, Marketing Week and Econsultancy's one-day conference on 21st September in London, to hear from brand and agency experts.</em></p> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:BlogPost/68026 2016-07-14T14:54:00+01:00 2016-07-14T14:54:00+01:00 Programmatic advertising: Why the trend for moving it in house? Ben Davis <h3>What does moving programmatic in-house mean?</h3> <p>It can mean contracting directly with technology providers - data management platforms (DMPs), demand-side platforms (DSPs) etc.</p> <p>For others it involves professional services managed by technology providers, or managed services at an agency level.</p> <p>Fairly obviously, deciding what approach to take requires an assessment of business capabilities – present and future.</p> <p>It’s worth noting that ad agencies are not necessarily resistant to the trend for in-housing. Some recognise advertisers’ motivations and are offering a more consultative approach to programmatic.</p> <p>For example, Publicis Group broke up its programmatic operation Vivaki in 2015, dispersing staff across all media agencies, giving them the ability to help brands looking to explore the in-house route.</p> <p>The process of in-housing programmatic can be generalised as three steps:</p> <ul> <li>Centralising data (an effort to de-silo).</li> <li>Upskilling - businesses must decide if they need to hire experts in strategy, media buyers, or technologists.</li> <li>Allocating resources effectively - are agency or tech partners needed, and in which areas?</li> </ul> <p>In-housing is not black and white. It’s becoming easier for advertisers to play to their strengths, regain some control, whilst utilising external expertise.</p> <p><img src="https://assets.econsultancy.com/images/0007/6682/house.jpeg" alt="house" width="298" height="169"></p> <h3>Benefits of in-house programmatic</h3> <p><strong>1. Control of data</strong> </p> <p>Organisations may be wary of compromising customer data. By bringing programmatic in-house, advertisers take control of these strategic decisions.</p> <p>There’s also the issue that agencies can use aggregated insight to help each of their clients.</p> <p>An advertiser, especially a big one, may not want to share insights, even if this is only in the form of an agency’s total knowledge (as opposed to explicit sharing).</p> <p>In-housing offers increased visibility of data. Tight integration between the DMP and DSP is achievable in-house, as these technologies can form part of the same platform.</p> <p>In-housing may also afford some long-term security given that, in the alternative scenario, data used by trading desks and ad servers effectively belongs to the agency of record (AOR) and not the brand. </p> <p>So if a brand parts with an agency of record, the agency may retain the insight and much of the data.</p> <p><strong>2. Transparency in pricing and available inventory</strong></p> <p>Raluca Efford, Head of Digital and Social Media Marketing at Direct Line, offers some insight on transparency:</p> <blockquote> <p>Agencies and trading desks have not done a brilliant job of re-establishing clients’ trust. The immediate [client] reaction when they’re not happy is to try and change that. That’s why conversations about in-housing are dominating.</p> <p>When trading desks were first set up in 2008/09 they were there to enhance transparency for clients.</p> <p>Since then they have become more and more complex and have become the ‘black box’ technology that they wanted to mitigate against.</p> </blockquote> <p>Advertisers at scale want to understand margins, floor rates, what inventory is available, etc.</p> <p><strong>3. Flexibility (agency trading desks can be beholden to tech)</strong></p> <p>Alongside agencies not necessarily being incentivised to provide value, Paul Cable, Head of Marketing at First Utility, also points out that agencies may be beholden to particular technology.</p> <p>“Large agency trading desks tend to have in-house or preferred programmatic solutions, which means the primary focus isn’t necessarily on performance.</p> <p>"This also limits their ability to utilise new innovations and providers, such as the solutions that allow advertisers to target bespoke segments built by second-party data partners that can provide a competitive edge.”</p> <p><img src="https://assets.econsultancy.com/images/0007/6683/flex.jpeg" alt="flexible cat" width="272" height="185"></p> <h3>Challenges of in-house programmatic</h3> <p><strong>1. Complex tech infrastructure</strong></p> <p>Advertisers need to understand the ongoing investment needed in technology, not just to maintain systems, but to integrate new technology as it emerges - which happens fairly quickly in such a burgeoning field.</p> <p>Lara Izlan, Director of Programmatic Trading and Innovation at AutoTrader, puts forward this point of view"</p> <blockquote> <p>Recent years have seen a rapid growth of new tools in the programmatic space – with companies offering functionality to solve a myriad of brand new challenges – like fraud, viewability, header bidding, yield optimisation, and many more.</p> <p>Pressure to adopt these solutions quickly can lead to an ad tech infrastructure that is overly complex.</p> </blockquote> <p>However, it is worth noting that the IAB is promoting inter-operability of technology, and vendor mergers can also help to bring some of this tech together into single solutions.</p> <p>Systems integrators such as Accenture and SAP can help, too, outside of agency partners.</p> <p><strong>2. Finding the right skills </strong></p> <p>Outsourcing expertise can be a flexible solution - as the landscape changes, so, too can the expertise.</p> <p>Though digital teams already have many transferable skills, especially among search advertisers, there is no doubt that a limited talent pool exists in programmatic media.</p> <p>Businesses need to gauge where to upskill and where to outsource, dependant on structural and financial capability.</p> <h3>The final word </h3> <p>There are many that are disillusioned with the lack of transparency in programmatic, with one unnamed clientside exec telling our report author that:</p> <blockquote> <p>...big agencies are trying to push clients back to bulk buying and programmatic guaranteed.</p> <p>Big media are delivering heavy private marketplaces because of rebates [aka kickbacks] and so we’re back to the position of mainstream media surrounded by a few specialists.</p> </blockquote> <p>However, it's of course silly to discount agency expertise in third-party data, data science, complex purchases etc.</p> <p>An alternative service model is emerging, for brands to take advantage of this expertise and own and control more of the data and the tech stack.</p> <p>Brands are advised to experiment with programmatic, and learn by testing.</p> <p>Ultimately, those seeking economies of scale may decide to bring more capability in house - in many ways it's a profit-cost analysis.</p> <p><em><strong>To learn more, download the <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic">CMO's Guide to Programmatic</a>.</strong></em></p> <p><em><strong>Or why not attend <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With the Programmatic</a>, Marketing Week and Econsultancy's one-day conference </strong></em><em><strong>on 21st September</strong></em><em><strong> in London, to hear from brand and agency experts.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68051 2016-07-14T11:48:00+01:00 2016-07-14T11:48:00+01:00 Six case studies that show how digital out-of-home advertising is changing Ben Davis <h3>The OOH landscape - automation of dynamic and contextual advertising</h3> <p>Before looking at some of the most innovative campaigns, it's worth discussing what technology is offered by the big outdoor advertising companies.</p> <p>Both Clear Channel and JCDecaux have what are effectively digital content management systems.</p> <p>These platforms (titled play IQ and SmartCONTENT, respectively) allow the right content to be served to the right place at the right time.</p> <p>So, not only is booking and planning conducted via an online platform but so, too, is the dynamic and contextual serving of the creative.</p> <p>This means that creative can be targeted according to weather conditions, time, location, or based on live data feeds.</p> <p>This sort of creative is nothing new - the infamous British Airways ads that responded to overhead planes (see below) were executed way back in 2013 - but the ability for OOH inventory to offer this at scale is a 2016 development.</p> <p><iframe src="https://www.youtube.com/embed/GtJx_pZjvzc?wmode=transparent" width="560" height="315"></iframe></p> <p>Rolling out this sort of capability across digital screens is now a priority, with JCDecaux launching a digital creative hub, ‘<a href="http://www.jcdecaux.co.uk/jcdecauxs-new-creative-hub">JCDecaux Dynamic</a>’, this year and the company’s Chairman stating he expects 50% of ad revenue to be digital by 2017.</p> <p>There are other OOH innovations that have generated varying amounts of buzz over the past five years, notably proximity interactions and augmented reality that involves the audience.</p> <p>However, some of this real-life interactivity is a feature of custom builds and doesn’t represent a step change as marked as that delivered by a network of real-time, dynamic and contextual screens.</p> <p>Before we look at some recent campaigns, it’s also worth mentioning Route, the Joint Industry Committee.</p> <p>Route produces extensive research aimed at providing accurate estimates of audience figures, demographics and behaviour for OOH.</p> <p><a href="https://econsultancy.com/blog/62225-how-big-data-is-changing-outdoor-media/">It does this</a> by tracking large samples of people, analysing millions of points of geo-satellite data, as well as conducting eye-tracking studies.</p> <p>Though programmatically traded OOH ads are an extremely distant possibility (in reality, we may never be able to know just how many people have been in the vicinity of an ad), digital technology enables Route to provide accurate oversight to the industry, giving fairer/more accurate pricing, and transparency for advertisers.</p> <h3>The case studies</h3> <p><strong>1. Weather as context - ActionAid and #WashedAway</strong></p> <p>An elegantly simple use of local weather data comes from ActionAid, which ran ads in Piccadilly Circus to promote awareness of floods in Bangladesh.</p> <p>The ad was triggered to display if the local weather was rainy (using live data from the closest Met Office weather station), with creative changing depending on how heavy the rainfall.</p> <p><iframe src="https://www.youtube.com/embed/NOGnzfcgQdo?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>2. Live data feeds - Jaguar and Wimbledon</strong></p> <p>The integration of live data feeds has been capitalised on by brands wanting to sponsor sporting events.</p> <p>Jaguar’s #FeelWimbledon campaign used IBM and JCDecaux technology to deliver live match scores, fastest serve data and more to a network of digital screens.</p> <p>Sport has long been the holy grail for advertisers, given the public’s broad interest, and now brands can tap into this enthusiasm through genuinely relevant and interesting OOH creative.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Looking Amazing - Go SmartContent! <a href="https://twitter.com/Cardoo">@Cardoo</a> it's here! <a href="https://twitter.com/hashtag/jcdecaux?src=hash">#jcdecaux</a> <a href="https://twitter.com/hashtag/wimbledon?src=hash">#wimbledon</a> <a href="https://t.co/z1jN1Y4kkK">pic.twitter.com/z1jN1Y4kkK</a></p> — Lauren Baines (@Miss_Baines) <a href="https://twitter.com/Miss_Baines/status/747329802114207744">June 27, 2016</a> </blockquote> <p><strong>3. Agile creative - The Sun and Euro 2016</strong></p> <p>The ability to tee up digital ads to deliver at specific times means advertisers can plan much more agile creative.</p> <p>There’s no need for an ad to run for two weeks - it can be designed to run for an afternoon.</p> <p>The Sun took advantage of this during Euro 2016, running digital OOH creative during the day which referenced that evening’s games.</p> <p><strong>4. Live data feeds and agile creative - Walkers Crisps and Leicester City</strong></p> <p>Walkers’ involvement with both Leicester City and Gary Lineker meant it was ideally placed to capitalise on one of the most talked about parts of the club’s title-winning season - Lineker’s promise to present Match of the Day in his pants.</p> <p>As the title looked more likely, Walkers ran ads including a live ‘countdown to kit off’, with creative updated with the latest match scores.</p> <p>If the scores moved in Leicester City’s favour, packets of crisps were gradually removed to reveal a stylised picture of a naked Lineker.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Lucky Leicester... Walkers joins Backing the Blues with digital strip tease of Gary Lineker <a href="https://t.co/YYkrhlKJRN">https://t.co/YYkrhlKJRN</a> <a href="https://t.co/L2jIYFyM4N">pic.twitter.com/L2jIYFyM4N</a></p> — Move Agency (@Move_Agency) <a href="https://twitter.com/Move_Agency/status/724633581616807936">April 25, 2016</a> </blockquote> <p><strong>5. Social interaction - Continental Tyres and Euro 2016</strong></p> <p>Continental Tyres was an official sponsor of Euro 2016, and integrated questions about the European tournament into its OOH ads.</p> <p>The brand asked for people to tweet their answers to football related questions using a hashtag (#ContiQuiz).</p> <p>The audience’s tweets were then included in the ads themselves, with prizes on offer to those that took part.</p> <p>This technology allows ads to provide greater depth of engagement for super fans or competition entrants. It also affords real-time data capture.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out how brands are getting <a href="https://twitter.com/hashtag/dynamic?src=hash">#dynamic</a> with their campaigns during <a href="https://twitter.com/hashtag/EURO2016?src=hash">#EURO2016</a>! <a href="https://t.co/bH5ls1EzYl">https://t.co/bH5ls1EzYl</a> <a href="https://twitter.com/hashtag/DOOH?src=hash">#DOOH</a> <a href="https://t.co/aUPgxBLzWj">pic.twitter.com/aUPgxBLzWj</a></p> — JCDecauxUK (@JCDecaux_UK) <a href="https://twitter.com/JCDecaux_UK/status/748550167222165504">June 30, 2016</a> </blockquote> <p><strong>6. Smartphone triggers - QR and beacons in China</strong></p> <p>In my introduction, I downplayed the impact of beacons, NFC and QR codes on OOH advertising.</p> <p>But although I think these technologies are not as significant as dynamic creative for digital screens (via CMS systems), they are significant in the Chinese market.</p> <p>QR codes particularly have been around for a while and are <a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china/">used for a variety of functions</a>, often to follow a WeChat account.</p> <p>WeChat’s diverse range of functionality and penetration into the market has enabled this.</p> <p>Coach brings us a good example of beacons in OOH at Hong Kong airport, with people given the chance to win a signature bag by sharing a picture of one of the ads on social media.</p> <p>WeChat users are able to shake their phone in the vicinity of ads to be taken through the campaign on their smartphone.</p> <p><em>Image <a href="http://www.moodiedavittreport.com/jcdecaux-develops-ibeacon-technology-with-new-initiative-at-hkia/">via Moodie Davitt report</a></em></p> <p><img src="https://assets.econsultancy.com/images/0007/6916/coach.jpg" alt="coach ads" width="615"></p> <h3><strong>In conclusion...</strong></h3> <p>As ever with digital technology, it’s all about the elegance of the implementation and the quality of the creative.</p> <p>As digital OOH matures, more agencies will develop more relevant, interesting and eye-catching ads utilising live data feeds.</p> <p>So, if you haven’t considered how your own OOH marketing creative could be improved in real-time, now’s the time to get your thinking cap on.</p> <p><em><strong>If programmatic display is more your thing, why not attend <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With the Programmatic</a>, Marketing Week and Econsultancy's one-day conference </strong></em><em><strong>on 21st September </strong></em><em><strong>in London, to hear from brand and agency experts.</strong></em></p>