tag:econsultancy.com,2008:/topics/media-planning-buying Latest Media planning & buying content from Econsultancy 2016-08-25T11:52:20+01:00 tag:econsultancy.com,2008:BlogPost/68227 2016-08-25T11:52:20+01:00 2016-08-25T11:52:20+01:00 What is the Financial Times' approach to programmatic advertising? David Moth <p>Sacha Bunatyan, global B2C marketing director at the Financial Times, is among the expert speakers who will be in attendance.</p> <p>Ahead of Get With The Programmatic, we spoke to Sacha to get her views on how the FT uses programmatic and how the technology has impacted the marketing industry. </p> <p>You can watch her answers in full in this video, and I’ve also summarised them below.</p> <p><iframe src="https://www.youtube.com/embed/UEZ89uB1bLs?list=PL1-kPkZBw50FexVdl4i94-lQdSVnsN7A1&amp;wmode=transparent" width="640" height="360"></iframe></p> <h3>How has the FT used programmatic to promote the brand and sell subscriptions?</h3> <p>According to Sacha, programmatic advertising is hugely important to The FT, as demonstrated by the fact that it recently appointed Elli Papadaki as head of programmatic sales.</p> <p>Furthermore, The FT’s chief data officer sits on the board of directors and the company employs more than 30 <a href="https://econsultancy.com/blog/67203-data-analysts-vs-data-scientists-what-s-the-difference/">data scientists</a>.</p> <p>To ensure this analytical talent is not wasted, the subscriptions and ad sales teams work closely together using “one set of data, one set of segmentation.”</p> <p>At Get With The Programmatic, Sacha will be able to discuss a programmatic campaign that resulted in a 300% uplift in subscriptions versus the average week. </p> <h3>What do you think makes for an effective programmatic campaign?</h3> <p>Sacha said that effective campaigns require the right balance of a strong message combined with effective use of media.</p> <p>The data and insights that come out of each campaign should then be evaluated to aid ongoing optimisation and improve decision-making.</p> <h3>How do you think agencies should be responding to brands bringing programmatic in-house?</h3> <p>The thorny question of how agencies fit into the programmatic landscape is one that <a href="https://econsultancy.com/blog/66639-the-boom-of-the-programmatic-gong/">we’ve discussed a lot in the past</a>.</p> <p>Sacha said there is “no one-size-fits-all approach”, and the trend at the moment is for businesses to take greater control of their data in order to better understand their audiences.</p> <p>At the same time Sacha describes the agency role as “multifaceted”, with the core expertise being in connecting brands with the right media.</p> <p>In future she predicts that we’ll see a hybrid solution where brands will invest more in core competencies and link up with agencies for key partnerships around specific projects or campaigns.</p> <p>For The FT, a good agency partner is one that can offer a custom, tailor-made approach.</p> <p><em><strong>To learn more about the FT’s approach to automated media buying, come to <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a> in London on September 21st.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68210 2016-08-22T14:57:44+01:00 2016-08-22T14:57:44+01:00 How programmatic advertising is helping drive the digital transformation agenda Seán Donnelly <p>By combining automation and data, programmatic can enable marketers to make use of everything they know about their audience to send them personalised advertisements and customised messaging in real time.</p> <p>For this reason, the implications for marketing professionals, marketing departments and <a href="https://econsultancy.com/blog/68066-top-100-digital-agencies-2016-the-state-of-the-industry/">the agency landscape</a> are revolutionary. </p> <p>The reality though is that many marketers have been slow in getting to grips with this new approach.</p> <p>To try and understand why, I caught up with Head of Digital at Disrupt the Market Ltd and Econsultancy trainer Andy Letting. </p> <p>Andy, an established senior digital leader, has worked across a range of digital transformation projects supporting traditional businesses to adapt to the fast paced world of digital marketing.</p> <p>He will be delivering a programmatic workshop prior to Marketing Week and Econsultancy’s <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get with the Programmatic 2016</a>, taking place on September 21.</p> <h4>Programmatic has been around for several years now. Is there are a reason why some organisations have been hesitant about making it a part of their marketing activities? </h4> <p>“If I put a digital hat on, the process is straightforward in terms of data and technology. </p> <p>"For marketers schooled in traditional marketing and non-marketers within a business, it might be easy to get confused by the vocabulary used to describe programmatic and so it can be difficult to get your head around. </p> <p>"My background is all digital and so I am used to thinking about data, reaching the right audiences and rigorous measurement.</p> <p>"I can however understand how programmatic may not have evolved as quickly within mainstream marketing departments due to organisational structures, marketing skillsets and leadership teams which may not have come from a digital background."</p> <h4>Digital transformation is a topic that we spend a lot of time thinking about at Econsultancy. Is it fair to say that programmatic is another lever driving the transformation agenda? </h4> <p>“Digital is disruptive by its own nature; whether that's from a customer’s perspective or within an organisation.</p> <p>"I think programmatic could be seen as disruptive within the media buying space but then again digital as a whole is disruptive. Mobile has been disruptive for many years now.</p> <p>"There are different areas of digital from website design, media buying, tracking customer journeys, operations and ecommerce.</p> <p><em>A hub and spoke model for organisational structure</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8319/hub_and_spoke.png" alt="" width="336" height="323"></p> <p>"Programmatic is just another iteration that to some extent is simplifying a way of buying media that was fairly clunky and not straightforward."</p> <hr> <p>Andy makes a good point. Programmatic is another step along the path to <a href="https://econsultancy.com/training/digital-transformation/">digital transformation</a>.</p> <p>Another theme that regularly surfaces from Econsultancy research, analysis and client discussions is the requirement to become more customer centric.</p> <p>A key barrier in becoming more customer centric cited by many businesses is that of organisational structure. </p> <p>Econsultancy publishes a very popular report called “<a href="https://econsultancy.com/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide/">Digital Marketing: Organizational Structures and Resourcing Best Practice Guide</a>” which offers guidance to companies on organisational restructuring and digital transformation.</p> <p>The report first came out in 2011 but has been revised since. Among other things it proposes a digital maturity model which has five stages of evolution:</p> <ol> <li>Dispersed</li> <li>Centralised</li> <li>Hub and spoke</li> <li>Multiple hub and spoke</li> <li>Fully integrated</li> </ol> <p>The end vision for ‘digital’ is essentially that it becomes so much part of the organisation that it ceases to exist as a separate function.</p> <p>Many organisations though, are currently somewhere between the centralised and hub and spoke stages. This means that they still have separate marketing and digital teams.</p> <p>I asked Andy how the separation between digital and marketing teams might impact upon the effectiveness of programmatic campaigns.</p> <hr> <h4>You mention the separation of digital and marketing teams. Could there be an issue where programmatic campaigns are run separately to other marketing initiatives?</h4> <h4>Or could there be an issue where digitally minded people are able to structure a programmatic campaign but may not have the same marketing and commercial awareness as their colleagues in the marketing team? </h4> <p>“Yes that's a good point. From my experience programmatic has always been a nice to have. I've generally seen it sit within the digital team.</p> <p>"How closely the digital team works with the marketing team depends upon the organisation.</p> <p>"I think you'll find that because it's perceived as technical, you will find traditional marketers may be wary either because of a lack of exposure or knowledge. </p> <p>"As digital becomes more immersed within the marketing department and the marketing framework, we still start to see the two working in more harmony. </p> <p>"Until digital is fully integrated into the business and the marketing team has been skilled up on digital, that knowledge gap and challenge will remain.</p> <p>"The reality is you need both. You need to know who your customer is and also the technical know-how of how to reach those people.</p> <p>"If you take an FMCG company like P&amp;G or Unilever that owns multiple brands, one approach to integrating programmatic into other marketing activities may involve testing.</p> <p>"One brand could test programmatic by having an internal sponsor who can put the building blocks in place and take other business stakeholders on a journey. </p> <p>"Ultimately though, programmatic is all about focusing on the customer and pulling together skillsets within the organisation to reach that customer in ways that you haven't done before.</p> <p>"That means getting brand buy in and support. You will also need to bring together legal and data teams.”</p> <h4>In <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Econsultancy’s 2016 Digital Trends report</a>, 7 out of 10 marketers said that optimising the customer journey across multiple touchpoints was going to be very important for their marketing over the next few years.</h4> <h4>Is there an opportunity for programmatic to serve different kinds of advertising depending on where somebody is along that journey? </h4> <p>“So there are a number of things here. Of course, advertising needs to be relevant.</p> <p>"If you are in the infancy of your programmatic journey, you will have your lookalike models, CRM models and your prospecting models and you'll put them into the data pot (DMP) to try and get them all to work together. </p> <p>"I think the reality is that relevance is the utopia but at the same time that is only as good as your data.</p> <p><img src="https://assets.econsultancy.com/images/0007/8318/touchpoints.png" alt="" width="700" height="583"></p> <p>"From my experience, a lot of brands have really struggled in terms of getting <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) have been very reliant on partnership data, second-party data and even third-party data.</p> <p>"Ultimately where the real value lies is in creating unique data sets that are so refined to that customer and that need that ultimately you are driving greater conversion and greater revenues.</p> <p>"There are many different scenarios that you play out that you then have to adapt and make use of the learnings. For instance, programmatic buying on Facebook is probably one of the most advanced in terms of data available.</p> <p>"The data that Facebook has on people is phenomenal. That's why there's this huge head-to-head between Facebook and Google. </p> <p>"My point is that programmatic can help marketers to see opportunities. For example, you can do A/B testing and seed videos on Facebook for 24 hours.</p> <p>"Then, Facebook can scale up the video that gets the most traction after 24 hours to meet your budget automatically. It's all done in an automated fashion. </p> <p>"Also, what can actually happen is that brands find out that they've inspired audiences that they never knew were interested in their brand and so suddenly they get all of this insight back from testing that can completely reshape their customer profiling and awareness. </p> <p>"For me it's about bringing that insight back into the business to reform campaigns.”</p> <h4>If marketers are going to launch and optimise ad initiatives as opportunities emerge, does this suggest that the process of setting advertising budgets on quarterly cycles may not be appropriate for managing campaigns that need to be managed in real time?</h4> <p>“The Financial Controller will give you a budget but it’s important that you make some of that budget available for some sort of innovation. You take a percentage of your budget and that's your innovation pot.</p> <p>"If you don’t make budget available for testing, you won’t be able to benefit from programmatic and other new tactics."</p> <hr> <p>As organisations continue to respond to digital and the opportunities available through tactics like programmatic, we can expect to see a new marketing model that marries the ability of marketers to think creatively with the precision of utilising multiple data sets to create a single customer view and deliver automated campaigns that can be adapted on the fly.</p> <p>For this reason, marketers may need to embrace programmatic and the opportunities it brings or they risk being left behind.</p> <p>To continue your programmatic education, why not attend <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get with the Programmatic</a>, Econsultancy and Marketing Week’s conference on the topic, taking place on in London on September 21.</p> tag:econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:econsultancy.com,2008:BlogPost/68120 2016-07-27T15:05:03+01:00 2016-07-27T15:05:03+01:00 As TV ads lose their sway, pharma marketers need to adapt Patricio Robles <h3>"Ask your doctor if [drug name] is right for you."</h3> <p>As Rocco Albano, the VP of strategy and partnerships at Razorfish Health, <a href="http://www.mediapost.com/publications/article/280323/does-pharma-have-a-problem-with-ask-your-doctor.html">observes</a>, this call-to-action that pharma marketers have relied on for years makes perfect sense.</p> <p>It's easier for marketers to gain broad reach to consumers than it is to physicians, and physicians are the only ones who can prescribe their drugs to patients.</p> <p>But with consumer trust of pharma companies on the decline and increased calls for tighter regulation of pharma ads on the rise, it's no surprise that 30 and 60-second ads are persuading fewer and fewer consumers.</p> <p>Even so, pharma marketers continue to pour big bucks into television ads. As Albano notes, pharma marketers have increased spending on the medium by nearly a quarter this year, and nine prescription drugs alone are on pace to account for $100m of spend each.</p> <p>Ironically, despite the fact that pharma ads are not convincing consumers to talk to their doctors, the spend is justified by the internet. Albano explains...</p> <blockquote> <p>Another big reason TV advertising is still a key sales driver for pharma is the Internet. The vast majority of people exposed to a prescription drug TV ad that may be relevant to them will use the Internet first and foremost to get questions answered about a treatment before asking their doctor. </p> </blockquote> <p>Unfortunately for pharma marketers, <a href="https://econsultancy.com/blog/67653-millennials-open-to-pharma-ads-but-pharma-not-delivering-on-ux">they're not delivering on UX</a>, so when consumers turn to the internet, they're more likely to use and trust information published by third parties, including WebMD and health systems like the Mayo Clinic.</p> <p>That means that pharma marketers are largely missing out on the opportunity to interact with consumers throughout their journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <h3>Is an even bigger challenge looming?</h3> <p>Pharma marketers could find themselves facing an even bigger challenge in the future.</p> <p><a href="https://cdn1.sph.harvard.edu/wp-content/uploads/sites/94/2016/03/STAT-Harvard-Poll-Mar-2016-Prescription-Painkillers.pdf">A STAT-Harvard survey</a> conducted earlier this year found that one in three Americans blame doctors for national opioid epidemic, suggesting that physicians themselves risk losing the trust of patients as it relates to how and why they prescribe medication.</p> <p>And physicians themselves are increasingly wary of pharma companies, as evidenced by the fact that <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">the American Medical Association supports a ban</a> on direct-to-consumer ads that pitch prescription drugs.</p> <p>Since they're the only ones capable of prescribing prescription medications, this dynamic presents an obvious threat to pharma companies. So how can they address it?</p> <p><a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">Better storytelling</a> could be key to helping the pharma industry restore its reputation, but ultimately, pharma marketers will need to change the way that they interact with consumers and physicians. That <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be/">could include tapping their proprietary data to supply physicians with information they're interested in</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4886/pharmadata.png" alt="" width="481" height="326"></p> <p>They should also look to <a href="https://econsultancy.com/blog/67831-electronic-health-records-ehrs-could-help-pharma-marketers-reach-doctors">electronic health records (EHRs)</a>, which are a channel through which pharma marketers have the opportunity to reach doctors at the point of care.</p> tag:econsultancy.com,2008:BlogPost/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/67996 2016-06-29T14:36:00+01:00 2016-06-29T14:36:00+01:00 What travel & tourism marketers can learn from Discover LA Edwyn Raine <p dir="ltr">The quality of keynote speakers and workshops was fantastic, but one in particular held my attention — Don Skeoch from LA Insights.</p> <p dir="ltr">There’s a lot that we can learn from our cross-Pacific neighbours.</p> <h3 dir="ltr">Don from LA </h3> <p dir="ltr">Don Skeoch is the CMO of <a href="http://www.discoverlosangeles.com/">Discover Los Angeles</a> - LA’s tourism and convention board.</p> <p dir="ltr">Overseeing the marketing for one of the most visited cities in the world would undoubtedly be a tough gig, and he detailed some of the challenges he and his team have faced while promoting LA as a tourism destination.</p> <p dir="ltr">More specifically, he expanded on the highly successful 'Get Lost in LA' campaign that they executed at the beginning of the year.</p> <p dir="ltr">As consumers, we rarely see more than the finished product of a marketing campaign, but it is the exposure to the research, planning and development that really helps define the success of the campaign.</p> <p dir="ltr">Don shared lots of ideas and insights into the back-end of the campaign, which are worth thinking about if you are planning on running any campaign-led activity.</p> <h3 dir="ltr">Speak to the people that know best </h3> <p dir="ltr">“Visitors want to live like locals.”</p> <p dir="ltr">This was something that Discover Los Angeles quickly decided, so the best way to understand what locals like about LA was to talk to them. </p> <p dir="ltr">A series of focus groups were organised with two different sets of people: tourists and locals.</p> <p dir="ltr">Discover LA spoke with tourists to understand what they thought about travel within California, where LA fitted into that and what the city is in competition with.</p> <p dir="ltr">More interestingly, Discover LA spoke with a large number of locals, helping it to understand what makes LA special and how it could get across an authentic LA experience.</p> <h3 dir="ltr">Position your brand offering</h3> <p dir="ltr">The focus groups revealed what locals felt were LA’s strengths, but this wasn’t where Discover Los Angeles stopped.</p> <p dir="ltr">It also spent considerable time reviewing the city's weaknesses, looking specifically at where Los Angeles couldn’t compete with other cities. </p> <p dir="ltr">Discover LA concluded that it can’t compete with Europe for history, and nor did it want to.</p> <p dir="ltr">Don shared with us a matrix that quickly summed up where LA could compete and where it would shine. </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6584/melbourne_presentation.jpg" alt="" width="850" height="445"></p> <h3 dir="ltr">Invest in content</h3> <p dir="ltr">Content is king - what a horrific cliché - but it isn’t wrong. </p> <p dir="ltr">Discover LA was aware of the importance of high quality content in its campaign activity.</p> <p dir="ltr">It invested in professionally produced video, dedicated landing pages and an interactive map with video content for every suburb that tourists may want to explore.</p> <p dir="ltr">This investment in content had huge organic, social and referral traffic implications, creating something that users really wanted to share with others.</p> <p dir="ltr">Not only was the production value of the TV advert high, but it also included a theme of diversity, allowing it to appeal and influence a much larger audience.</p> <p dir="ltr">This diversity was spread across geographical, cultural and ethnic groups – see if you can spot how they have integrated these into the video below:</p> <p dir="ltr"><iframe src="https://www.youtube.com/embed/0ANoaDCTlPA?wmode=transparent" width="560" height="315"></iframe></p> <p dir="ltr">One of the interesting things you’ll note is that the video doesn’t push what LA is famous for - things like the Hollywood sign and Disneyland.</p> <p dir="ltr">This was an intentional move, as LA offers so much more to the traveller.</p> <p dir="ltr">In addition to the video, the landing page also included six hugely different travel itineraries.</p> <p dir="ltr">These spanned across adventures for families to those for foodies, and even more impressively, each of these itineraries was categorised by time, allowing travellers to choose one which suited the amount of time they were likely to be in LA, be it a day or a week. </p> <p dir="ltr">While in the short term this was a large investment, it quickly proved its worth when spread over the media budget of the campaign.</p> <p dir="ltr">Without this focus on good content, media budget would simply have been wasted.</p> <h3 dir="ltr">Conclusion &amp; results</h3> <p dir="ltr">Measuring the success of a campaign of this size is by nature difficult, but Don was able to suggest that the campaign had a return on investment of 146:1.</p> <p dir="ltr">In monetary terms, it drove incremental spending of $648m for Los Angeles. </p> <p dir="ltr"><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sector/"><em>Digital Trends in the Travel and Hospitality Sector</em></a></li> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/"><em>Five tourism websites guaranteed to give you wanderlust</em></a></li> </ul> tag:econsultancy.com,2008:Report/4166 2016-06-22T13:04:00+01:00 2016-06-22T13:04:00+01:00 Top 100 Digital Agencies Report 2016 <p>The Top 100 Digital Agencies report is the definitive listing of the UK’s largest digital agencies. The guide features in-depth analysis and commentary on the state of the industry, along with information on each agency to help client-side professionals choose the right partner to help achieve their business goals.</p> <p>An interactive table of the Top 100 agencies can be viewed at:</p> <h2> <a href="http://bit.ly/1Tu9ZJD">digitalagencies.econsultancy.com</a><a href="http://www.digitalagencies.econsultancy.com/"><br></a> </h2> <h2><strong>How the Top 100 works</strong></h2> <p>The Top 100 Digital Agencies Report lists the UK’s top 100 digital marketing, design and build, technical and creative agencies. These are ranked on their fee income from digital activities in the UK. For the purposes of the Top 100, fee income from digital activities is defined as the money that agencies retain after any bought-in third-party costs, such as media, production or hosting, have been paid. Although not a perfect metric, we believe that this is a better indicator than overall turnover of what an agency’s digital expertise is worth.</p> <p>Media agencies are also included in the report, as a separate listing, and are ranked by their gross billings.</p> <h2>Report features</h2> <ul> <li>13 pages of in-depth editorial content  on the state of the agency industry</li> <li>Ranking tables of the top agencies by fee income, agency type and region</li> <li>The top six most respected agencies and the seven most influential people, nominated by the entrants to the Top 100.</li> <li>Profiles of the Top 100 digital agencies, and top eight Media agencies, including key information including business split between digital marketing channels, contact information and a list of key clients in some cases.</li> <li>The profiles of seven agencies we’ve selected as ‘ones to watch’ for the coming years, based on their work, growth and revenue.</li> </ul> <p>The Top 100 Digital Agencies report has been published annually since 2002, and historical data is available to subscribers as an Excel download, alongside the full dataset from 2016.</p> <h4><strong>To be added to the mailing list for next year's launch, please send an email to top100@econsultancy.com. You will then receive an invite email and the submission instructions when we open for entries in February 2017.</strong></h4> tag:econsultancy.com,2008:BlogPost/67972 2016-06-21T01:00:00+01:00 2016-06-21T01:00:00+01:00 Do digital marketing budgets in India reflect consumer behaviours? Jeff Rajeck <p>This make India sound like an ideal place for Western companies looking for growth.</p> <p>Before jumping in, though, it is good to know a bit more about the country's media landscape and what the competition is like for ad space. </p> <p>For example, how much time do people spend online in India? What offline media is most popular? And are there any channels which are overly crowded with advertising, or perhaps an opportunity to try an underused one?</p> <p>To help find answers to these questions, and many more, Econsultancy and Datalicious recently surveyed marketers globally about their media spending and compared it with the time consumers spend on various media channels in particular markets.</p> <p>Findings from the survey are now available in an Econsultancy report, the <a href="https://econsultancy.com/reports/media-budgets-index/">Media Budgets Index</a>.</p> <h3>The report</h3> <p>The Media Budgets Index analyses data from five markets from across the globe on this and other topics and offers specific insights for each region covered.</p> <p><a href="https://econsultancy.com/reports/media-budgets-index/">Subscribers can download the report</a> and there will be two webinars to discuss the findings, one for the UK and another for the APAC region:</p> <ul> <li>June 21, 2016 at 10am UK time (<a href="https://econsultancy.com/events/media-budgets-index">Sign up here</a>).</li> <li>June 23, 2016 at 10am Singapore time <a href="https://econsultancy.com/events/media-budgets-index-apac-time-zone">(Sign up here</a>).</li> </ul> <p>Below is an overview of a few of the interesting trends from marketers in India.</p> <h3>India consumes most of its media offline</h3> <p>Despite significant growth in the percentage of Indians online over the past few years,<strong> nearly 80% of time spent consuming media in India is spent offline.</strong></p> <p>This figure is quite different from Singapore where only 62% of time spent consuming media is offline and Australia and New Zealand where the figure is 64%.</p> <p>Surprisingly, India is more like the USA where, according to the report, 76% of time spent consuming media is spent offline.</p> <h3>But marketers in India still underspend on digital</h3> <p>Indian marketers, however, spend a much higher percentage of their budget on offline (87%) than consumers spend time offline (79.6%).</p> <p>This indicates that <strong>marketers are slow to adapt to the changing media landscape</strong> and not adjusting spending according to where their audience is spending their time.</p> <p>Compare this with marketers in the USA who, with a similar amount of time spent consuming media offline, spend a slightly lower percentage (73%) of their budget than the percentage of time consumers spend offline (76%).</p> <p><img src="https://assets.econsultancy.com/images/0007/6234/india2.PNG" alt="" width="774" height="440"></p> <h3>Offline media spend is not well-allocated either</h3> <p>Another issue which came up in the survey is that budgets for different kinds of offline media do not match the respective time spent.</p> <p>For example, Indians spend 67% of their time consuming media on TV, yet marketers spend only around one-third (33.8%) of their budget on the media.</p> <h4>So where is the money going?</h4> <p>If we look at time spent versus budget allocation per media, we can see that<strong> marketers in India are overspending on print.</strong></p> <p>According to respondents, Indian marketers are spending one quarter (25.4%) of their budget on print media, even though consumers spend a scant 6.5% of their time on the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/6232/india1.jpg" alt="" width="590" height="424"></p> <h3>TV spending is likely to rise</h3> <p>It seems likely, however, that this underspend on TV and overspend on print may change soon. </p> <p>Nearly three in five (59%) marketers in India cite TV as a 'very effective' advertising medium, a good indication that spending will rise, not fall.</p> <p>Also, twice as many marketers in India are looking to increase spending on TV in 2016 than in nearby Singapore.</p> <p>Additionally, the report indicates that <strong>only 37% of Indian marketers surveyed are planning to increase spending on social media this year</strong>, a medium which would benefit from a reduction in offline media spending.</p> <p>Note that the percentage of Indian marketers who are increasing spending on social media is far lower than those in the UK, where 66% plan to allocate more budget in that area.</p> <h3>Marketers in India are very fond of direct response</h3> <p>Marketers were also asked to indicate how they use each media channel - for direct response, branding, or both.</p> <p>Looking at the chart, it's clear that<strong> marketers in India were far more likely to use channels for direct response only</strong> than marketers globally or in Singapore.</p> <p><img src="https://assets.econsultancy.com/images/0007/6235/india3.PNG" alt="" width="782" height="422"></p> <p>For example, TV advertising was used as direct response only by around 20% of marketers globally, but Indian marketers were more than twice as likely (42%) to do so.</p> <p>Only in paid search were Indian marketers slightly behind the global average (26% vs 30%) in using the media purely for direct response.</p> <h3>The verdict</h3> <p>Most people in India consume their media offline and most marketing budget is spent offline. This makes sense.</p> <p>What the survey uncovered, however, is that<strong> the move to digital in India is happening slowly.</strong></p> <p>Indian marketers are still overspending on offline media and underspending on online media. Additionally, they are vastly underspending on the media where Indians spend more of their time, TV.</p> <p>This is likely to change as the Indian online population grows, but the survey indicates that it will be a long time before time spent online in India matches that in the West.</p> <p>Christian Bartens, CEO and Founder of Datalicious, sums it up:</p> <blockquote> <p>Obviously internet penetration is lower [in India] than in many Western nations, but mobile technology is seeing that change very rapidly.</p> <p>We can expect a seismic shift in spending behaviour in India as more people move online, which is going to create a steep learning curve for marketers and planners who need to ensure they allocate budget effectively. </p> </blockquote> <p>The risk is that Indian marketers' slow movement to digital will be at the expense of overall marketing efficiency.</p> <p>So for brands that are considering a launch in one of the world's biggest and most dynamic markets, consider these findings and adjust your strategy accordingly. India is moving to digital, but at its own speed.</p> tag:econsultancy.com,2008:BlogPost/67956 2016-06-17T00:15:00+01:00 2016-06-17T00:15:00+01:00 Australia and New Zealand: Digital leaders or laggards? Jeff Rajeck <p>To find out, Econsultancy and <a href="http://www.datalicious.com/">Datalicious</a> recently surveyed global marketers about whether ad spending is changing in line with people's evolving media habits.</p> <p>That is, are marketers changing how they allocate budgets as consumers change, or do old habits die hard?</p> <p>Findings from the survey are now available in an Econsultancy report, the <a href="https://econsultancy.com/reports/media-budgets-index/">Media Budgets Index</a>.</p> <h3>The report</h3> <p>The Media Budgets Index analyses data from five markets from across the globe on this and other topics, offering specific insights for each region covered.</p> <p><a href="https://econsultancy.com/reports/media-budgets-index/">Subscribers can download the report</a> and there will be two webinars to discuss the contents of the report, one for the UK and another for the APAC region:</p> <ul> <li>June 21, 2016 at 10AM UK time (<a href="https://econsultancy.com/events/media-budgets-index">Sign up here</a>)</li> <li>June 23, 2016 at 10AM Singapore time (<a href="https://econsultancy.com/events/media-budgets-index-apac-time-zone">Sign up here</a>)</li> </ul> <p>Below is an overview of a few of the interesting trends from marketers in Australia and New Zealand.</p> <h3>Media spend vs. time online</h3> <p>The survey revealed that <strong>Australia and New Zealand consumers spend 64.2% of their time with offline media and marketers allocate 58.7% of their ad budget to it</strong>. </p> <p>This indicates that there is actually a 5.5% underspend on offline media in the region. </p> <p>For digital, there is an equivalent (5.5%) overspend. <strong>41.3% of budget is spent on digital marketing and consumers spend 35.8% of their time on various digital platforms.</strong></p> <p>Just as a comparison, the US has a similar underspend on offline media (-3%) but the UK has the opposite issue with an 11% overspend on offline.</p> <p>Marketers in Australia and New Zealand, therefore, seem to allocate spending largely in line with time spent on the media.</p> <p><img src="https://assets.econsultancy.com/images/0007/6135/chart.png" alt="" width="848" height="511"></p> <h3>TV still dominates, paid search comes second</h3> <p>Interestingly<strong> TV still dominates in Australia and New Zealand</strong>, though. Nearly one-third of marketing budgets (31.2%) is spent on TV which gives it the largest budget portion of any media.</p> <p>Paid search is a strong second, though, commanding 20.2% of marketers budget in the region on average.</p> <p>This means that<strong> TV and paid search make up more than half (53.4%) of media spend</strong> in the region.</p> <p>This amount is more than the combined TV and paid search budget percentages in the other regions. In the UK TV and paid search makes up 42% of media spend, in the US it's 41%, and in Singapore it's only 30%.</p> <h4>Why is this?</h4> <p>Barnaby Dawe, Global CMO of Just Eat, the publicly-listed global food delivery platform, has an interesting perspective on how these two channels are related.</p> <blockquote> <p>[In Australia] TV is a blunt instrument used for air cover that drives search.</p> </blockquote> <p>Marketers in the region, it seems, feel that <strong>the combination of paid search and TV is a powerful way to both reach consumers and encourage action.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/6136/Add_to_cart.jpg" alt="" width="799" height="630"></strong></p> <h3>Things are changing</h3> <p>According to the report, however, TV's top spot may be under threat.</p> <h4>Digital seeing an increase in spending</h4> <p>Though 25% of marketers in Australia and New Zealand indicated that they will increase spending on TV in the coming year, <strong>19% said that they will decrease spending on TV this year.</strong></p> <p>For paid search, a third (33%) of marketers in the region plan on increasing investment in 2016 whereas<strong> only 6% are looking to decrease spending in paid search this year.</strong></p> <p>James Woodbridge, General Manager Marketing at Antares Restaurant Group (Burger King New Zealand) commented on this in the report:</p> <blockquote> <p>Unfortunately, we still need to be on TV, but we are paying too much for it. TV is a great example of diminishing returns for advertisers.</p> </blockquote> <h4>TV is not seen as 'very effective'</h4> <p>TV also lags in effectiveness, according to marketers in the region.</p> <p>When asked to rate effectiveness of both online and offline media for reaching audience, <strong>45% said that paid search was 'very effective' whereas only 6% in the region said the same about TV.</strong></p> <h4>Fragmentation, too</h4> <p>Nick Adams, Director of Marketing Enablement at Telstra believes there is a trend away from TV advertising as well.</p> <blockquote> <p>Australia is seeing a decline in TV and eyeballs are going different places. Fragmentation means we have to follow the consumer and where they’re spending their discretionary time... we will look at spend as a result.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/6138/shazam.jpg" alt="" width="400" height="260"></p> <h3>Attribution modelling</h3> <p>Nearly two in five (39%) of marketers from Australia and New Zealand indicated that they use attribution to measure marketing effectiveness.</p> <p>Of the remaining respondents, 28% said that they don't use attribution and 33% said that they were either unsure or it wasn't relevant to their marketing.</p> <p><strong>Marketers from Australia and New Zealand are behind respondents from Asia</strong>, therefore, where 61% use attribution and the global average of 44%.</p> <p>Attribution, however, is still top of mind for many marketers in the region as a way to justify spending.  </p> <p>Matt Taylor, CMO at HelloFresh Australia had the following to say on the topic:</p> <blockquote> <p>Pressure comes from all areas of the business. Like any company, there are only finite resources, and I need to justify my budgets continually, otherwise it will be allocated elsewhere.</p> </blockquote> <p>Christan Bartens, CEO and Founder of Datalicious adds:</p> <blockquote> <p>TV remains important because it’s an effective way to help build brand at scale, but there’s a chance that companies are not attributing the role other channels have in reinforcing the brand message and driving conversions.</p> </blockquote> <h3>Leading digital</h3> <p>So, it seems that <strong>marketers in Australia and New Zealand are living up to their reputation as leaders in digital marketing.</strong></p> <p>In fact, according to the survey, marketers in the region may actually be overspending on digital at the moment.</p> <p>Additionally, even though TV is still the largest portion of the marketing budget overall, respondents indicate that paid search is much more likely to be considered 'very effective' than TV is.</p> <p>Finally, though the region may lag behind others in the use of attribution, marketers seem to have a good understanding that consumers are spending more time on digital and allocating their budget accordingly.</p> <p>Jean Thomas from Vinomofo sums it up quite well:</p> <blockquote> <p>We are working on a more holistic approach where we are spending money on both traditional and digital.</p> <p>Go to Facebook and see an ad; sit on a train and see an ad; visit the office and get an email from us – it’s an approach that is catching the consumer’s eye wherever they go.</p> </blockquote>