tag:econsultancy.com,2008:/topics/video-rich-media Latest Video Advertising content from Econsultancy 2016-11-11T14:28:00+00:00 tag:econsultancy.com,2008:BlogPost/68520 2016-11-11T14:28:00+00:00 2016-11-11T14:28:00+00:00 10 dumbfounding digital marketing stats from this week Nikki Gilliland <p>But, if there’s one thing that’ll help us digest a rather surreal few days, it is some good old facts and figures.</p> <p>This week’s stats roundup includes news about online retail sales, dark posts, Instagram users and, yes, election night response.</p> <p>You can also download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>Online retail sales stronger than expected in 2016</h3> <p>The latest data from IMRG and Capgemini shows that this year’s online retail growth sales have been higher than expected.</p> <p>Despite the economic uncertainty following Brexit, growth is currently running at 15.1% for the months January to September compared to the same period in 2015. </p> <p>Now, with just three months until the end of the year, the overall forecast has changed to 15%+ annual growth for 2016 (IMRG's original estimate was 11%).</p> <h3>John Lewis Christmas ad garners over 200,000 shares in an hour</h3> <p>It’s always a hotly anticipated sign that Christmas is around the corner, but <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">this year’s John Lewis ad</a> has smashed all previous records.</p> <p>Within the first hour, Buster the Boxer had already garnered 218,330 video shares on Facebook, Twitter and YouTube.</p> <p>This is in comparison to last year’s Man in the Moon ad, which saw just 174,717 shares within the hour.</p> <p>Consequently, the 2016 ad looks set to be John Lewis’s most-shared ad of all time.</p> <p><iframe src="https://www.youtube.com/embed/sr6lr_VRsEo?wmode=transparent" width="640" height="360"></iframe></p> <h3>53% of investors cite AI as the biggest threat to jobs</h3> <p>In a Venture survey of over 200 investors at this year’s Web Summit, 53% agreed that artificial intelligence poses the biggest threat to jobs in the digital and tech industries.</p> <p>Similarly, a whopping 93% said that governments are unprepared for the impact of AI.</p> <p>Here are some other results from the poll:</p> <ul> <li>82% of investors agreed that Brexit is damaging to the European economy.</li> <li>39% said the least innovative major tech company is Apple.</li> <li>94% of investors would have voted for Hillary Clinton, with 89% predicting the democrat candidate was going to win.</li> </ul> <h3>More businesses are investing in dark posts on Facebook</h3> <p>According to the 2017 Facebook Advertising Budget Benchmark Index, more companies are investing their time and budget in <a href="http://www.socialmediaexaminer.com/4-ways-to-use-dark-facebook-posts-for-business/">dark posts</a> rather than boosted posts on Facebook.</p> <p>While the average total spend for a dark post is nearly twice as much as that for a boosted post, it is now seen as a viable strategy for larger businesses with bigger than average Facebook audiences. </p> <p>This is because the average number of likes for a business’ Facebook page with active dark posts is 845,086, compared to just 592,797 without. </p> <p>What’s more, dark posts tend to be active for around 14 days longer.</p> <p><img src="https://assets.econsultancy.com/images/0008/1416/dark_posts.JPG" alt="" width="720" height="456"></p> <h3>Millennials are more likely to buy a product after watching a video ad</h3> <p>New <a href="http://groundbreakproductions.co.uk/the-future-of-audio-visual-content/" target="_blank">research from Groundbreak Productions</a> has uncovered the kind of video adverts that are most likely to make consumers spend money.</p> <p>From a survey of 1,000 UK consumers, 42% said that they like video ads that are informative and 'to the point'. Consequently, 22% would be more likely to buy a product after watching one. </p> <p>In terms of the biggest spenders, the report suggests that ads have more an effect of millennials, with one in five being more likely to purchase a product or service after watching a video ad. This is compared to 12% of 45-54 year olds, 13% of 55-64 year olds and 6% of those aged 65 and over.</p> <p>Interestingly, just 8% of consumers say they are receptive to celebrity-endorsed ads, with only 3% being more likely to purchase after watching one.</p> <h3>Election night peaks with 96,000 tweets per minute</h3> <p>If you stayed awake throughout election night to hear the final result, 4:20am was said to the be the peak moment for Twitter activity in the UK.</p> <p>This is the latest data from social media tracking company, Spredfast, which also analysed how the situation unfolded.</p> <p>Throughout the day, hashtags supporting Hillary accounted for four times the volume as Trump’s campaign, however, this gradually shifted over time. (See below graph).</p> <p>Data also shows that there was a 342% increase in the word "shocked" during the last nine hours, alongside the phrase "no words" being used 3,900 times in the final six hours.</p> <p><img src="https://assets.econsultancy.com/images/0008/1414/Election_analysis.png" alt="" width="507" height="195"></p> <h3>Instagram’s UK community grows to 18m</h3> <p>I recently wrote about the top 10 <a href="https://econsultancy.com/blog/68482-the-uk-s-top-10-most-popular-lifestyle-brands-on-instagram" target="_blank">most influential UK lifestyle brands on Instagram.</a></p> <p>In other news, it has just been announced that the platform’s community has reached 18m monthly users in the UK – an increase of 29% in just one year. Also, time spent watching video on the platform is up 150% over the past six months.</p> <p>This comes in the year the platform launched <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/">Instagram Stories</a>, introduced a new logo and expanded its Explore feature. </p> <h3>B2C marketers have superior social knowledge than B2B</h3> <p>The latest social media snapshot from the DMA has revealed that B2C marketers spend more time on social than those working in B2B. </p> <p>A study found that people in the B2C industry spend more than 75% of their time working on social, with this percentage answering more questions correctly in the DMA survey. </p> <p>In terms of knowledge gaps, social specific areas like Pinterest’s Rich Pin and the length of Instagram video resulted in the biggest number of incorrect answers. </p> <p><img src="https://assets.econsultancy.com/images/0008/1415/DMA_social_snapshot.JPG" alt="" width="750" height="556"></p> <h3>Half of consumers have an unused email account</h3> <p>The DMA’s Consumer Email Tracker 2016 research has discovered that nearly half of all UK consumers have a ‘ghost’ email account, meaning that it is still active but no longer used. </p> <p>Consequently, this means that companies could be sending unread messages to around 19m email addresses.</p> <p>According to the research, 62% of consumers typically abandon an email address because they are receiving too many unwanted messages. </p> <p>This behaviour is even more prevalent among younger people, with 58% having abandoned an account for this reason compared to just 27% of older consumers. </p> <h3>Christmas spending looks set to increase post-Brexit</h3> <p>Despite initial fears over Brexit, new research from Accenture has revealed that retail spending could increase this festive season.</p> <p>In a survey of 1,500 UK consumers, 85% of respondents said that they are likely to spend the same or more money in 2016. </p> <p>However, people <em>are</em> looking to get more from their money, with 74% saying they will shop around to get the lowest price.</p> <p>The survey also found that 57% of shoppers say their shopping habits have been unaffected by the UK referendum result. </p> <p>Similarly, only 11% say they are now more cautious about spending on non-essentials.</p> <p><img src="https://assets.econsultancy.com/images/0008/1413/Accenture.png" alt="" width="502" height="482"></p> tag:econsultancy.com,2008:BlogPost/68512 2016-11-10T09:07:53+00:00 2016-11-10T09:07:53+00:00 John Lewis combines TV ad with Snapchat lens and email Ben Davis <p>Here's the ad, which reportedly cost £6m to make and took six months.</p> <p>Not sure about you but it feels aimed at a bit of a younger audience this year (and animal lovers, of course).</p> <p><iframe src="https://www.youtube.com/embed/sr6lr_VRsEo?wmode=transparent" width="560" height="315"></iframe></p> <p>And here's the Snapchat lens. Very smart.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">In case you're wondering about the John Lewis Snapchat lens here it is on my big head. <a href="https://t.co/Z8U1i9FGgG">pic.twitter.com/Z8U1i9FGgG</a></p> — Ben Davis (@herrhuld) <a href="https://twitter.com/herrhuld/status/796631783764873216">November 10, 2016</a> </blockquote> <p>And below is the email marketing I received this morning. What I haven't captured here is the header text bouncing around and Buster's head nodding up and down.</p> <p>Using GIFs to really bring the bouncing story into the email creative is a really simple but creative idea.</p> <p><img src="https://assets.econsultancy.com/images/0008/1361/Find_it_all_at_John_Lewis.png" alt="john lewis email" width="400" height="1581"> </p> <p>Time will tell how successful this year's campaign is compared to last, which had a slightly luke warm reception due to its more reflective tone.</p> <p>Anecdotally, anticipation seemed high this year, with the annual event being jokingly referred to as the only thing that can save 2016.</p> <p><strong><em>More on John Lewis and Christmas:</em></strong></p> <ul> <li> <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">Is John Lewis playing with fire with its annual Christmas advert?</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68484 2016-11-03T10:14:00+00:00 2016-11-03T10:14:00+00:00 The top 10 most shared Christmas ads of all time Nikki Gilliland <p>So, with newly-released data from <a href="https://unruly.co/">Unruly</a>, let's take a look back at the most-shared Christmas ads from over the years.</p> <p>According to the figures, Sainsbury's is the UK champion among supermarkets, featuring twice in the top 10.</p> <p>Likewise, John Lewis is a prominent fixture, as one would expect. Its 2016 advert hits our screens in the next few days - the excitement is palpable.</p> <p>To find out who makes the top spot, scroll through the list (counting down from 10 to one).</p> <p>And for more on digital marketing at Christmas time, check out these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/68447-12-examples-of-early-christmas-marketing-from-online-retailers/">12 examples of early Christmas marketing from online retailers</a></li> <li><a href="https://econsultancy.com/blog/67364-my-10-favourite-christmas-experiential-marketing-campaigns-of-2015/">My 10 favourite Christmas experiential marketing campaigns of 2015</a></li> <li> <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">Is John Lewis playing with fire with its annual Christmas advert?</a> </li> </ul> <h3>10. NBA: Jingle Hoops (2013) - 564,475 shares</h3> <p><iframe src="https://www.youtube.com/embed/EYEHUOpwNvE?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. Sainsbury’s: Christmas is for Sharing (2014) - 771,387 shares</h3> <p><iframe src="https://www.youtube.com/embed/NWF2JBb1bvM?wmode=transparent" width="854" height="480"></iframe></p> <h3>8. John Lewis: Monty the Penguin (2014) - 1,012,605 shares</h3> <p><iframe src="https://www.youtube.com/embed/0DPDIkuU_cY?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. Sainsbury’s: Mog’s Christmas Calamity (2015) - 1,072,251 shares</h3> <p><iframe src="https://www.youtube.com/embed/kuRn2S7iPNU?wmode=transparent" width="854" height="480"></iframe></p> <h3>6. John Lewis: The Bear and the Hare (2013) - 1,226,467 shares</h3> <p><iframe src="https://www.youtube.com/embed/NW2EmATcb6o?wmode=transparent" width="854" height="480"></iframe></p> <h3>5. John Lewis: Man On The Moon (2015) - 1,672,666 shares</h3> <p><iframe src="https://www.youtube.com/embed/wuz2ILq4UeA?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Kmart: Show Your Joe (2013) - 1,857,872 shares</h3> <p><iframe src="https://www.youtube.com/embed/K3rHibpKMxc?wmode=transparent" width="854" height="480"></iframe></p> <h3>3. WestJet: Real-time Giving (2013) - 2,221,976 shares</h3> <p><iframe src="https://www.youtube.com/embed/zIEIvi2MuEk?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Universal: Minions movie (2014) - Minions Go Caroling - 3,849,214 shares</h3> <p><iframe src="https://www.youtube.com/embed/wTGOK9VqOxA?wmode=transparent" width="854" height="480"></iframe></p> <h3>1. Edeka: #Heimkommen (2015) - 3,984,010 shares</h3> <p>For those who don't speak German, 'Heimkommen' means ‘Homecoming’.</p> <p>Since it was released by supermarket chain Edeka in November 2015, this ad has generated 3.98m shares, putting it just ahead of a 2014 Christmas teaser for the movie Minions.</p> <p>Bravo to Edeka!</p> <p><iframe src="https://www.youtube.com/embed/V6-0kYhqoRo?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68463 2016-10-31T11:09:00+00:00 2016-10-31T11:09:00+00:00 Facebook: A handy roundup of its latest developments and commercial opportunities Nick Hammond <p>In the 2016 Interbrand ranking of world's most valuable brands, Facebook climbed eight places up the list to 15th, and is the fastest grower, with its brand value up almost half (48%) to $32.6bn. </p> <p>On a daily basis, developments at Facebook take up a large amount of digital news column inches; but what do all the recent changes mean for marketers?</p> <p>How can you best take advantage of the ever-changing opportunities on Facebook’s many channels?  </p> <p>Here then, are some highlights of the latest commercial opportunities with Facebook.</p> <h3><strong>Facebook Workplace</strong></h3> <p>Facebook’s first enterprise offering has hit the ground running, claiming 1,000 global organisations and 100,000 groups, many of which had been using the previous service, Facebook at Work. </p> <p>Here are some of the <strong>pros of the new service:</strong></p> <p><strong>1.</strong> It could be a platform to tap into a new generation of workers.</p> <p>Workplace gives millennials a platform they are already comfortable with, and one which could more easily create new relationships in the workplace.</p> <p><strong>2.</strong> Workplace offers ease of communication, connectivity between members and the potential to help individuals understand more about their work environment and network, by assessing large amounts of personal data.</p> <p>But here are <strong>some of the cons:</strong></p> <p><strong>1.</strong> Facebook is late on the scene, with services like Slack already well established.</p> <p><strong>2.</strong> Workplace is not connected to the systems people are already using.</p> <p>Employees, will still have to go to Salesforce, SAP or Oracle to view their records.</p> <p><strong>3.</strong> Workplace’s big claim is that it will eliminate email. This is a promise made before and always without success.</p> <p>Email is the place people spend their work time; it’s the place they go to receive and share information with colleagues and customers.</p> <p>It will be hard, even impossible, to wean them off it. </p> <p><strong>4.</strong> Finally, what will companies think about giving even more of their precious information to Facebook.</p> <h3><strong>Robot shopping</strong></h3> <p>Facebook is back again with its latest ecommerce iteration, following <a href="https://www.theguardian.com/technology/2016/oct/01/facebook-businesses-online-shopping-chatbots">a few failed attempts in this area.</a></p> <p>Facebook’s new ecommerce capability allows Messenger bots to accept payments without requiring users to leave the app.</p> <p>People with credit card information stored with Facebook or Messenger will be able to make instant purchases within the bots of their favorite stores and services.</p> <p><img src="https://assets.econsultancy.com/images/0008/0885/chatbots.jpg" alt="" width="780" height="519"></p> <p>Launch partners include Booker, BookingBug, Front Desk, HomeAdvisor, MyTime, Pingup, Schedulicity, Setster and Simplybook.me.</p> <p>Amongst other things users can now order food, request an appointment, get a quote and buy tickets. </p> <p>For more on this topic, read Econsultancy's post looking at <a href="https://econsultancy.com/blog/68458-why-chatbots-are-an-important-opportunity-for-retailers/">why chatbots are an important opportunity for retailers</a>. </p> <h3><strong>Facebook Live</strong></h3> <p>Although launched back in April, Facebook Live has been in the news recently as a result of Donald Trump launching a nightly talk show on this channel, <a href="http://www.theverge.com/2016/10/24/13395436/donald-trump-campaign-facebook-live-nightly-news-show">seeking to avoid ‘biased’ liberal news media in the US.</a></p> <p>But what are the opportunities here for brands and businesses? </p> <p>Facebook Live offers the opportunity to add to your PR efforts, or even offer up next level support for clients.</p> <p>Some of the key areas to consider when <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">setting up and screening a Facebook Live event</a> are:</p> <ul> <li> <strong>The audience:</strong> Getting the time right; when will your audience be at its largest and most receptive?</li> <li> <strong>Production:</strong> Lighting (employ LED work lights) and sound (use the right microphones) are hugely important.</li> <li> <strong>Connectivity:</strong> Ensure a very strong WiFi connection.</li> <li> <strong>Promotion:</strong> Start a good time in advance and maintain updates with regular frequency leading up to the event. Ensure a clear and concise description of the event in all communications</li> <li> <strong>The Event:</strong> Provide good context to maximise relevance, generate high levels of interaction, and make the event ‘real' rather than ‘staged’.</li> </ul> <h3><strong>Word of Mouth</strong></h3> <p>This is a new feature that makes it easier for users to get and organize recommendations in one place and allows them to put out a call for recommendations from their connections.</p> <p>When they are writing a status update seeking advice, Facebook will detect the query via its machine learning systems and suggest that they turn on recommendations for the post. </p> <p>The focus here is on highlighting local businesses – one can switch on the feature for any post in which recommendations are being sought, but the map feature only provides assistance when a query relates to geographic proximity. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fjessethomas%2Fposts%2F10154016148123861&amp;width=500" width="500" height="546"></iframe></p> <p>The tool will provide additional discovery potential for local businesses, though the businesses themselves will have no control over how they’re recommended or highlighted.</p> <p>Of course, it could also lead to businesses working with well-connected local influencers to have them recommend their services in a related query, but given the tool is built to work within an established friend networks, it’ll likely be difficult to influence commercially.  </p> <p>Worth however, keeping an eye on this to see how it develops.  </p> <h3><strong>Going out</strong></h3> <p>Facebook’s been working to improve its events offering, launching a new, <a href="http://www.theverge.com/2016/10/7/13192918/facebook-events-app-ios-android">dedicated events app</a> recently, in order to capitalize on the millions of people who use Facebook Events every month.</p> <p>In addition to the new app, Facebook has also re-vamped the Events bookmark within Facebook itself.</p> <p>The update makes it easier to see what events are happening in your area, as well as those that your friends are either hosting or attending, and events that you’re likely to be interested in, based on past activity.</p> <p>A good opportunity here for businesses in the experiential and events space to promote their offering. </p> <h3><strong>Facebook Marketplace</strong></h3> <p>Launched a month ago, this venture hit the UK headlines for the wrong reasons, <a href="http://www.bbc.co.uk/news/technology-37560910">as illegal and inappropriate items went on sale</a> at the outset.</p> <p>Ecommerce businesses will already see this channel as an important one that will compete with big players such as eBay.</p> <p>Interesting that Facebook’s share price dipped with its announcement, presumably an observation that this initiative represents getting into a very competitive market.</p> <p><img src="https://assets.econsultancy.com/images/0008/0303/notification.PNG" alt="" width="640" height="219"></p> <p>It is too early to know how quickly Facebook’s ecommerce platform will grow, but it is likely that social commerce will play a big ongoing role in consumer shopping, and that Facebook and Messenger (along with platforms such as Pinterest) are well positioned to compete given their scale and access to data.</p> <p>Also worth noting that increasing Facebook commerce is also a positive for service providers such as Shopify, Big Commerce, and ChannelAdvisor, who help to power merchant sales. </p> <p><em>(Read Econsultancy's <a href="https://econsultancy.com/blog/68415-the-low-down-on-facebook-marketplace-is-it-any-good/">review of Facebook Marketplace</a>.)</em></p> <h3><strong>Here come the commercials (again)</strong></h3> <p>Starting mid-October, Facebook announced several new advertising options for <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know/">Instant Articles</a>: Support for new and custom ad sizes, as well as video and carousel ads.</p> <p>Publishers can use the Facebook Audience Network to monetise Instant Articles and can now incorporate video ads and carousel ads across iOS and Android with no additional implementation.</p> <p>Given the ever-increasing importance of mobile, both in terms of user numbers and performance, this is an important development. </p> <p>Perhaps it is no coincidence that this video ‘good news story’ comes hot on the heels of the less good ‘erroneous video metrics story’ <a href="https://www.marketingweek.com/2016/09/26/mark-ritson-facebooks-erroneous-video-metrics-show-no-one-has-a-clue-about-digital/">as reported recently in Marketing Week</a>.</p> <h3><strong>Help talking to our friends….</strong></h3> <p>Facebook has launched a ‘Conversation Topics’ feature in Messenger.</p> <p>The idea behind Conversation Topics is simple: If you’re looking for a way to break the ice with a new Facebook friend or catch up with an old one, these conversation prompts help you figure out what to talk about.</p> <p>Additionally, the feature would have the added benefit of being a more basic News Feed of sorts, as it lets you catch up on friends’ recent activity, without having to scroll through News Feed and its clutter of shared links, posts from Facebook Pages, ads, and other content. </p> <p>Most interestingly, this could be an attempt to build public chat rooms on Messenger’s platform around shared topics and interests.</p> <p>Commercial opportunities in this space are as yet unclear, but worth watching closely.  </p> <h3><strong>Virtual reality</strong></h3> <p>Mark Zuckerberg recently unveiled the concept of <a href="http://www.campaignlive.co.uk/article/why-social-vr-game-changer-facebook/1411487?bulletin=campaign_brands_bulletin&amp;utm_medium=EMAIL&amp;utm_campaign=eNews%20Bulletin&amp;utm_source=20161015&amp;utm_content=">virtual reality social networking</a>.</p> <p>This is why this could be a game changer: </p> <ul> <li>VR is no longer a solitary experience.</li> <li>It can be about the ‘real’ and not just the ‘virtual’ world (Zuckerberg used his device to connect to his wife... and his dog).</li> <li>‘Touch’ handsets, to be released shortly, will allow us to touch things, and people, virtually. </li> <li>Brands will be able to create engaging and interactive communal experiences, which we can virtually attend with our friends.</li> </ul> <p>For more on this topic, download Econsultancy's report on the <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/">Marketer’s Guide to Virtual Reality</a>.</p> tag:econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68402 2016-10-13T09:38:18+01:00 2016-10-13T09:38:18+01:00 Boss life: How Avon is rebranding to target a new generation Nikki Gilliland <p>Aiming to shed the antiquated image of the old ‘Avon Lady’, it is not only targeting consumers of the make-up brand, but a new generation of potential reps. </p> <p>Here’s a closer look at the campaign as well as why it could be make or break for the brand.</p> <h3>A focus on recruitment rather than sales</h3> <p>While most beauty brands use marketing to increase product sales, Avon is using its new campaign to highlight its direct-sales model and to drive recruitment for the company.</p> <p>The campaign is centred around an advert set to the Gloria Gaynor hit, ‘I Will Survive’. </p> <p>However, this time, the song has been re-worked to fit the theme of entrepreneurial freedom and flexibility. </p> <p><iframe src="https://www.youtube.com/embed/KWbWJ8xweUg?wmode=transparent" width="854" height="480"></iframe></p> <p>Highlighting the positive results of stepping away from a dull office role into life as an Avon representative, the chorus is replaced with the lyrics: “I’m a boss”.</p> <p>While the ad comes across as slightly cheesy, it does succeed in getting the message across. </p> <p>With sales of Avon products <a href="http://fortune.com/2015/12/17/avon-us-decline/" target="_blank">rapidly declining from 2007 to 2014</a> (see below graph), its first major campaign since being sold to private equity firm Cerberus needed to be bold. </p> <p><img src="https://assets.econsultancy.com/images/0008/0120/Avon_sales.JPG" alt="" width="707" height="474"></p> <p>What’s more, it needed to shake off the idea that being an Avon lady is old fashioned or a role reserved for middle class suburbia.</p> <p>With the rise of the contingent workforce, as well as brands like Uber and <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb capitalising on the 'experience-hungry' consumer</a>, it is hoping to follow suit and target a younger generation with a greater desire for flexible work.</p> <h3>Using mobile-optimised video</h3> <p>So, we can see who Avon is trying to target, but how exactly is the brand doing it?</p> <p>Alongside traditional broadcast, print, radio and digital efforts, the campaign is heavily focused on mobile, with video ads being optimised for smartphones and used for pre-roll advertising.</p> <p>This appears to be a deliberate attempt to target fans of beauty bloggers and vloggers.</p> <p>With <a href="http://tubularinsights.com/millennials-ensure-46-percent-video-consumed-via-mobile/" target="_blank">46% of video now being consumed on mobile</a>, Avon is hoping to engage with consumers using the <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">social channels they feel most comfortable on</a>.  </p> <p>The campaign will further roll out in the coming months, with dedicated Snapchat filters and other digital components.</p> <p>That being said, Avon is keen to show that it’s not only going after millennials.</p> <p>Further to the main ad, the campaign also includes promotional videos featuring real-life Avon representatives, including a mother, student and even a couple that has made their living from the brand. </p> <p><iframe src="https://www.youtube.com/embed/vQxkMXXXAYA?wmode=transparent" width="854" height="480"></iframe></p> <h3>Will it reinvent the brand?</h3> <p>While Avon’s latest campaign marks a new narrative for the brand, it remains to be seen whether it’ll help reverse its previous fortunes.</p> <p>After all, its decline wasn’t only down to a lack of new recruits.</p> <p>A lack of digital innovation has often been cited as one of the biggest factors, with both its ecommerce site and software to help reps move online failing to take off.</p> <p>With competitors like <a href="https://econsultancy.com/blog/67095-how-birchbox-engages-customers-with-personalisation-that-disappears/">Birchbox</a> and Sephora putting digital at the very heart of their business models, it’s no surprise that Avon struggled to keep pace.</p> <p>Now hoping to strike a balance between direct-sales and ecommerce, its new campaign is definitely a step in the right direction. </p> <p>Whether or not consumers will be more receptive than before remains to be seen.</p> tag:econsultancy.com,2008:BlogPost/68351 2016-10-03T14:05:25+01:00 2016-10-03T14:05:25+01:00 Why women are talking about H&M’s latest ad campaign Nikki Gilliland <p>Here are just a handful of positive tweets in response to the video. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Well the new <a href="https://twitter.com/hm">@hm</a> <a href="https://twitter.com/hashtag/ladylike?src=hash">#ladylike</a> campaign is FREAKIN AWESOME. Finally a campaign that speaks to all women, looking and dressing how THEY want</p> — Ally In Blunderland (@allyinblunder) <a href="https://twitter.com/allyinblunder/status/779382143730483203">September 23, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hurrah for body positive advertisement, let's celebrate beauty in all its diversity <a href="https://twitter.com/hashtag/ladylike?src=hash">#ladylike</a> <a href="https://twitter.com/ForsBodenfors">@ForsBodenfors</a> <a href="https://t.co/ttu1EaSvJK">https://t.co/ttu1EaSvJK</a></p> — Grace Ellis (@GCDEllis) <a href="https://twitter.com/GCDEllis/status/778204961935069185">September 20, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">That H&amp;M <a href="https://twitter.com/hashtag/ladylike?src=hash">#ladylike</a> ad is aces <a href="https://twitter.com/hashtag/hm?src=hash">#hm</a></p> — Tim McEvilly (@timmcevilly) <a href="https://twitter.com/timmcevilly/status/779772152786591744">September 24, 2016</a> </blockquote> <p>So why does it work?</p> <p>Here’s a closer look at the campaign, along with why other brands can learn from H&amp;M’s bold approach.</p> <p><iframe src="https://www.youtube.com/embed/8-RY6fWVrQ0?wmode=transparent" width="520" height="293"></iframe></p> <h3>Using fashion as a form of self-expression</h3> <p>More often than not, I find fashion advertising pretty uninspiring, and particularly the adverts on television.</p> <p>I suppose it’s a tough job – how else do you promote clothing other than with a bunch of models dancing or strutting around in them? But, it still feels a little vacuous and unrelatable.</p> <p>Brands ranging from <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/" target="_blank">M&amp;S</a> to Missguided are guilty of this, using adverts to showcase fashion at its most pristine and polished. (See the below example).</p> <p><iframe src="https://www.youtube.com/embed/RRv5udKGG68?wmode=transparent" width="492" height="277"></iframe></p> <p>In contrast, H&amp;M’s less-than-glamorous approach is refreshing.</p> <p>It places fashion in the context of every day, depicting women wearing clothes exactly how they would actually be worn in real life situations – not on a runway or in front of a green screen. </p> <p>So firstly, let’s forget the gender norms stuff. </p> <p>It’s just nice to see a group of women wearing clothes in a natural and relatable way – and as an expression of their personality or identity.</p> <h3>Playful and relatable approach</h3> <p>So, onto the main reason why the ad has garnered such a big response – its depiction of women and what it means to be ‘ladylike’ in 2016.</p> <p>Reworking Tom Jones’ hit, ‘She’s a Lady’, the ad depicts women in various scenarios such as singing karaoke, being loud in restaurants and leading boardrooms. </p> <p>It challenges traditional stereotypes and encourages women to be fierce and fearless.</p> <p>So why does it resonate more than other feminism-driven campaigns?</p> <p>Despite other examples like Dove’s ‘Real Beauty’ or <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">Nike’s ‘Better for It’</a>, there aren’t many that tackle big issues relating to gender in playful and humorous ways.</p> <p>Lately, there seems to have been an attempt to make feminism fashionable, with feminist slogans seen on the runway and designers putting their names behind campaigns like ‘He for She’.</p> <p><img src="https://assets.econsultancy.com/images/0007/9662/KL.PNG" alt="" width="620" height="370"></p> <p>There’s nothing wrong with this – quite the opposite of course. </p> <p>However, it does come off as quite serious, and perhaps a little off-putting for the everyday consumer.</p> <p>On the other hand, H&amp;M’s position as a high street name means the subject becomes far more relatable.</p> <p>It is certainly not a serious video, and so makes the whole concept of being a ‘lady’ seem rather silly too. </p> <p>This inspires consumers (and especially young consumers) to think of gender norms in the same way.</p> <h3>Encourages sharing and consumer involvement</h3> <p>Lastly, H&amp;M’s campaign is a great example of how to capitalise on online buzz.</p> <p>By asking consumers to share what they think it means to be a lady, the video has created further discussion on the topic, and led to even more people sharing and commenting on the campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Isn’t it time you started acting like a lady? Five modern ladies share their version of <a href="https://twitter.com/hashtag/ladylike?src=hash">#ladylike</a>: <a href="https://t.co/XPCWKRRJSQ">https://t.co/XPCWKRRJSQ</a> cc: <a href="https://twitter.com/hmusa">@hmusa</a> <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a> <a href="https://t.co/1y2twP2jZ8">pic.twitter.com/1y2twP2jZ8</a></p> — Glamour Fashion (@glamour_fashion) <a href="https://twitter.com/glamour_fashion/status/780864441168584704">September 27, 2016</a> </blockquote> <p>While <a href="https://econsultancy.com/blog/67671-11-of-the-most-memorable-brand-hashtags-of-all-time/" target="_blank">brands using hashtags</a> might be common practice, it is uncommon within the world of fashion for an unrelated topic to take off.</p> <p>Instead of sharing what they're wearing or the items they want to buy, consumers are simply joining in on a conversation about what it is like to be a woman.</p> <p>By sparking a natural discussion, H&amp;M has succeeded in creating awareness of its brand during the key Autumn/Winter season, as well as connecting and engaging with its core audience.</p> tag:econsultancy.com,2008:BlogPost/68332 2016-09-27T14:43:00+01:00 2016-09-27T14:43:00+01:00 Should marketers be more concerned about Facebook's video metrics faux pas? Patricio Robles <p>By some estimates, Facebook and its arch rival Google now account for upwards of 80% of every dollar spent on digital ads. </p> <p>On Friday, David Fischer, Facebook's VP of Business and Marketing Partnerships, acknowledged the existence of a "discrepancy" and <a href="https://www.facebook.com/business/news/facebook-video-metrics-update">explained</a>...</p> <blockquote> <p>About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed.</p> <p>The metric should have reflected the total time spent watching a video divided by the total number of people who played the video.</p> <p>But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. </p> </blockquote> <p>According to Fischer, this issue has been addressed, and he was clear to reassure marketers that "this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments."</p> <h3>Marketers respond</h3> <p>Despite the fact that Facebook's mistake didn't have negative billing implications, there is no doubt that it looks bad for Facebook and has led some to question whether it will dent the social network's relationship with marketers.</p> <p>Not surprisingly, Facebook quickly found itself the subject of sharp criticism. </p> <p>WPP CEO Sir Martin Sorrell used "Overstategate" <a href="http://www.adweek.com/agencyspy/sir-martin-sorrell-has-harsh-words-for-facebooks-fake-data-in-overstategate/117517">to call on Facebook</a> to provide its data for independent verification, and an unnamed Publicis executive reportedly told clients "two years of reporting inflated performance numbers is unacceptable" in a memo.</p> <p>But as TechCrunch's Josh Constine <a href="https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/">points out</a>, some marketers have stepped up to defend Facebook, arguing that the mistake wasn't all that consequential and suggesting that marketers are a fairly sophisticated bunch when it comes to keeping tabs on their social efforts.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/jasonwstein">@jasonwstein</a> whole thing is silly. Full data by sec has always been available. We always look at 30 for comp 2 YT &amp; 10 for Nielsen benchmark</p> — Azania Andrews (@jewelazania) <a href="https://twitter.com/jewelazania/status/779159828480528385">September 23, 2016</a> </blockquote> <h3>Reasons marketers should care</h3> <p>Are those downplaying Facebook's mistake justified in doing so, or is the concern legitimate?</p> <p>Here are a few reasons why marketers should care about Overstategate.</p> <h4>1. Apparently, nobody noticed</h4> <p>Despite the fact that Facebook's errant calculation of the Average Duration of Video Viewed may have overestimated this metric by a whopping 60% to 80%, it went unnoticed for two years.</p> <p>Which begs the question: why, apparently, didn't marketers notice?</p> <p>Given the magnitude of Facebook's miscalculation, one might have expected observant marketers to have caught on to major differences between the average durations reported on Facebook versus other platforms, unless other platforms perform significantly better than Facebook in this area, which seems unlikely.</p> <p>Was nobody looking at this metric? Were marketers asleep at the wheel?</p> <p>Did they not care as long as the metrics looked good and they kept getting budget? Did marketers fail to read the manual, as Kalev Leetaru <a href="http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-video-ads-issue-tells-us-about-big-data-metrics/">argued</a>? Or something else?</p> <h4>2. It's not without potential consequence</h4> <p>Even though Facebook's mistake didn't have billing implications, as The Wall Street Journal notes, it could have made Facebook look like a more attractive channel and influenced spending decisions.</p> <p>This is particularly true for less sophisticated marketers who rely on the vanity metrics Facebook highlights to them.</p> <p>This in and of itself is cause for concern.</p> <h4>3. Facebook isn't direct response only</h4> <p>Many marketers downplaying the Facebook error point out that metrics like Average Duration of Video Viewed are often not the primary metrics they focus on.</p> <p>One told TechCrunch...</p> <blockquote> <p>...most advertisers see reach and view time as secondary or even tertiary metrics.</p> <p>When determining whether something is working, we typically focus on actions like clicks or conversions.</p> </blockquote> <p>The problem with this is that not all marketers using Facebook are using it as a channel for direct response, so determining the efficacy of campaigns isn't always as easy as drawing a straight line between dollars spent and clicks or conversions.</p> <p>Video in particular is being widely used by major brands in social channels to drive brand awareness, so metrics like reach and Average Duration of Video Viewed are far more important than some seem to believe.</p> <h3>Other miscalculations could be lurking</h3> <p>The biggest reason that marketers should be concerned about Facebook's faux pas is that they don't know what other miscalculations could be lurking behind the metrics that they're using.</p> <p>Marketers "own" fewer and fewer of the channels and platforms they rely on, and rarely have access to the raw data that goes into the metrics third parties report to them.</p> <p>Furthermore, in many cases, their efforts on third-party services are aimed at driving engagement on those third-party services, as opposed to driving action on properties they own, so it's increasingly difficult to close the loop.</p> <p>While programs like <a href="https://www.facebook.com/business/news/new-ad-viewability-partners">Facebook's ad viewability verification</a> help, not all marketers work for companies that have the resources to take advantage of these, and clearly those that do don't feel that they should be paying extra for them.</p> <p>That means large numbers of marketers, particularly those working for SMBs, are looking at and in many cases making important decisions based on metrics that come out of black boxes.</p> <p>Black boxes that may very well not be working properly 100% of the time.</p> <p>That, no matter what, is a big problem.</p> tag:econsultancy.com,2008:BlogPost/68275 2016-09-07T15:10:00+01:00 2016-09-07T15:10:00+01:00 Ted Baker unveils shoppable video & Google voice search stunt for AW16 campaign David Moth <p>UK customers can also view the shoppable video on Selfridges’ site, while Nordstrom is the US partner for the ‘Mission Impeccable' campaign.</p> <p>The film portrays T.E.D. as the leader of a spy agency that is out to thwart a ‘couture catastrophe’. </p> <p>Here's the video, without the shoppable element.</p> <p><iframe src="https://www.youtube.com/embed/8FrB663mBns?wmode=transparent" width="640" height="360"></iframe></p> <p>Ted Baker has also partnered with Google’s <a href="https://econsultancy.com/blog/67213-google-voice-search-update-in-pictures/">voice search</a> to bring a further interactive element to the retail experience.</p> <p>If users ask Google one of the slogans written on Ted Baker’s shop windows around the UK they will be entered into a prize draw and can access extra information about the film’s characters.</p> <p>So, in the grand tradition of Econsultancy blog posts, we must ask... is it any good?</p> <h3>The shoppable video</h3> <p>I’ve never been entirely sold on the idea of shoppable video, and unfortunately this campaign hasn’t won me over.</p> <p>In my opinion the creative idea in the video is quickly lost as the viewer gets distracted trying to identify things they can click on. It becomes a bit like a game of whack-a-mole.</p> <p><a href="http://www.tedbaker.com/uk/Mens/c/category_mens">The Mission Impeccable video</a> begins with instructions on how to add items to your ‘vault’.</p> <p><img src="https://assets.econsultancy.com/images/0007/8880/Ted_Baker_video.png" alt="" width="800" height="428"></p> <p>Initially I thought this meant I had to press the '+' button on my keyboard to add items to my basket, but in fact you just click the icon with your mouse.</p> <p>The total number of items you’ve clicked is totted up in the top right hand corner, and the products also appear lower down the screen below the video.</p> <p>It’s an interesting concept and the video is very slick, but I’m not convinced by the execution.</p> <p>Take this shot for example. It’s dimly lit, and there are too many options on screen. </p> <p><img src="https://assets.econsultancy.com/images/0007/8881/Ted_Baker_video_2.png" alt="" width="800" height="429"></p> <p>The viewer has to pause the video to get a decent look at the items, and it’s not entirely clear what I’m adding to my basket.</p> <p>Equally, by having to regularly pause the film to browse the items on screen, you lose track of the storyline.</p> <p>That said, Ted Baker previously tested shoppable video technology last Christmas and sales of the featured products increased by 30%.</p> <h3>Voice search</h3> <p>After spotting this tweet I skulked off into the office stairwell so nobody would hear me tell my Samsung that ‘The gatekeeper’s Paisley is loud and crude.’</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Head to Ted’s Regent St store and play with the interactive windows - there’s £1000 up for grabs <a href="https://twitter.com/hashtag/MissionImpeccable?src=hash">#MissionImpeccable</a> <a href="https://t.co/yDYpaGfY13">pic.twitter.com/yDYpaGfY13</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/773468356351520768">September 7, 2016</a> </blockquote> <p>The secret website was then presented as a <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> result. In hindsight this delivery method is quite obvious, but I was pleasantly surprised and think it’s a good creative idea.</p> <p>I doubt there are many people bidding on that keyphrase either (see more <a href="https://econsultancy.com/blog/62270-six-examples-of-effective-ppc-and-seo-campaigns/">creative uses of PPC</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/8874/ted_baker_ppc.png" alt="" width="300">  <img src="https://assets.econsultancy.com/images/0007/8875/ted_baker_passcode.png" alt="" width="300"></p> <p>The landing page displays an animated Gif of my password being accepted, before giving me a code that can be shown in-store to claim a prize.</p> <p>My curiosity piqued, I wandered the short distance to Regents Street where the friendly staff were ready and waiting for customers to walk in demanding freebies.</p> <p>The process of claiming a prize will likely become a bit slicker once the staff have had some practice, but after the briefest of waits I was eventually given the choice of a shave at a Ted Baker salon or a branded backgammon set.</p> <p>I opted for the latter.</p> <p>Upon exiting the shop I noticed several people outside speaking the code words into their phones, so the campaign already seems to be attracting some interest.</p> <h3>In conclusion...</h3> <p>While I like the concept behind this multichannel campaign, I'm still not convinced by the shoppable video.</p> <p>Personally I like to take a bit of time when shopping rather than trying to quickly click on random products before they disappear off screen.</p> <p>That said, the previous shoppable video campaign yielded good results for Ted Baker and it provides some good PR value.</p> <p>The voice search element is also very clever and I really like the execution. It's quick, simple and will help to entice people in-store.</p> <p>Overall I like the Mission Impeccable creative, but I think shoppable video is a technology I'll never get on board with.</p> tag:econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p>As Gizmodo's Bryan Menegus <a href="http://gizmodo.com/youtube-stars-are-blowing-up-over-not-getting-paid-1786041218">explained</a>, the <a href="https://support.google.com/youtube/answer/6162278?hl=en">Advertiser-Friendly Content Guidelines</a>, which describe "content that is considered inappropriate for advertising," have been in place for some time.</p> <p>But a change to the way Google notifies content creators about videos that run afoul of them has led some to believe that Google is enforcing new rules they weren't informed about.</p> <p>Some took to YouTube to complain, and a #YouTubeIsOverParty trending topic emerged on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Youtube: This isn't a policy change, its just a notification/appeal change.<br>Me: So before you were just turning off ads and not emailing us?</p> — Philip DeFranco (@PhillyD) <a href="https://twitter.com/PhillyD/status/771393317305057280">September 1, 2016</a> </blockquote> <p>While some popular YouTubers are screaming "censorship!", that's really not the case.</p> <p>Advertisers have a vested interest in ensuring that their ads aren't associated with content that isn't in alignment with their brands, and advertisers and YouTube have the right to determine which content is appropriate and desirable for ad-based monetization.</p> <p>Historically, many advertisers have failed to do a thorough job of policing where their ads are displayed.</p> <p>This is certainly due in some part to laziness, but also to the increasingly complex online advertising ecosystem.</p> <p><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">Programmatic</a> in particular makes it possible for advertisers to buy audiences, but also makes it difficult to control where those audiences are being reached.</p> <h3>Just how bad is the problem?</h3> <p>In some cases, this has seemingly unintended consequences.</p> <p>Take, for example, MeetMe, which bills itself as "a leading social network for meeting new people in the US."</p> <p>MeetMe <a href="http://www.sfcityattorney.org/2014/02/03/meetme-com-enables-sexual-predators-and-child-stalkers-herreras-lawsuit-contends/">was sued</a> by San Francisco's City Attorney Dennis Herrera in 2014 for failing to protect underaged users.</p> <p>At the time, Herrera stated that "MeetMe has become a tool of choice for sexual predators to target underage victims, and the company’s irresponsible privacy policies and practices are to blame for it."</p> <p>He claimed that "dozens of children nationwide have already been victimized by predators who used MeetMe to coerce minors into meeting."</p> <p>The case <a href="http://www.law360.com/articles/692914/meetme-changes-policies-settles-calif-minor-privacy-suit">was settled</a> in 2015, but critics of the company, some of whom it should be noted are shorting the company's stock, claim that MeetMe is still home to questionable content and activity.</p> <p>One company critic <a href="http://seekingalpha.com/article/3999917-meetme-1_50-target-price-advertisers-disavow-den-sexual-predators">recently claimed</a> that "it took us only minutes to find Tier-1 brand ads attached to sexually explicit / drug-related content on MEET’s mobile app."</p> <p>It then helpfully posted screenshots showing ads from brands like Coca-Cola, AT&amp;T, L.L. Bean and Target on pages these brands probably wouldn't expect to find them...</p> <p><img src="https://assets.econsultancy.com/images/0007/8744/meetme.png" alt="" width="400" height="327"></p> <p>A MeetMe investor relations presentation refers to companies like Disney, McDonalds, Walmart, Hallmark, Kraft and P&amp;G as "brand partners," although it's not clear that the company actually has a direct relationship with these brands.</p> <p>The company critic suggests that many of these brands are advertisers who purchase ads through third-party ad networks like MoPub, which is owned by Twitter.</p> <p>It goes without saying that no mainstream brand would consciously choose to display an ad alongside illegal or explicit content, but it can easily happen in today's online advertising ecosystem.</p> <h3>Reach doesn't always deliver results</h3> <p>As for YouTube, while it's not clear that the Google-owned property is "demonetizing" videos at a higher clip, the fact that it <em>is</em> apparently enforcing its Advertiser-Friendly Content Guidelines to some degree hints that advertisers just might be wising up about content quality.</p> <p>And that's a good thing.</p> <p>Sure, content creators might be upset that it will be harder to make money from videos featuring inane rants, vulgar pranks and the like, but they're not entitled to advertising dollars, and there's plenty of evidence that advertisers benefit most from true premium content.</p> <p>A recent comScore study <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">found that ads on premium sites delivered 67% higher average brand lift</a> and the ability of premium content to deliver better results <a href="https://econsultancy.com/nma-archive/15251-premium-publishers-most-effective-for-performance-campaigns">has been observed for years</a>.</p> <p>So while viral videos with questionable content might deliver eyeballs, advertisers don't necessarily benefit when they lower their standards to chase reach.</p> <p>And as more of them come to accept that, it's possible that content quality will come to be discussed as frequently as, say, <a href="https://econsultancy.com/blog/66425-video-ad-viewability-is-a-major-problem-google-study">viewability</a>.</p>