tag:econsultancy.com,2008:/topics/video-rich-media Latest Video Advertising content from Econsultancy 2016-10-19T09:31:54+01:00 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> tag:econsultancy.com,2008:BlogPost/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p> tag:econsultancy.com,2008:BlogPost/68084 2016-07-15T12:01:00+01:00 2016-07-15T12:01:00+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Amazon testing programmatic creative with video ads</h3> <p>Amazon has been testing personalised video ads, created automatically using graphics templates to combine imagery and text.</p> <p>Graeme Smith, MD of Amazon's software development centre in Edinburgh<a href="http://www.bbc.co.uk/news/technology-36773409"> told the BBC</a> "...potentially anywhere you can see a video is potentially somewhere you could consider running personalised video ads, right across the internet."</p> <p>Retargeting by retailers often involves <a href="https://econsultancy.com/blog/67516-four-video-campaigns-that-used-dynamic-creative/">slideshow style dynamic content</a> - it will be interesting to see how sophisticated these Amazon video ads are in comparison.</p> <h3>Amazon Prime Day was big</h3> <p>Prime Day on 12th July, Amazon's second annual sales event designed as summer's answer to Black Friday, was the retailer's "biggest day ever", <a href="http://www.ft.com/cms/s/0/20fb0de0-4906-11e6-8d68-72e9211e86ab.html#axzz4ESpNIBCk">reports the FT</a>.</p> <p>Global orders were up 60% on last year's Prime Day. No figures were given by Amazon, though Prime Day was declared its busiest day of the year.</p> <p>Sales included 90,000 TVs and more than 215,000 rice cookers. 2015's inaugural Prime Day, you might remember, was <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">a bit more of a mixed bag</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/6939/prime_day_deals_tech.PNG" alt="prime day" width="615"></p> <h3>ASOS introduces one-hour delivery slot</h3> <p>DPD has helped ASOS offer a one-hour delivery slot. Nifty.</p> <p>With so many ecommerce businesses looking at same day delivery in the wake of Prime, this increased flexibility on a named day is another way to nail convenience.</p> <p><img src="https://assets.econsultancy.com/images/0007/7145/DPD-Precise-Hour-Select.png" alt="one hour slot" width="200"> </p> <h3>Pokémon GO - where do we start?</h3> <p>This week has seen the augmented reality game take the press by storm.</p> <p>Daily checks are needed to understand number of downloads (7.5m in the US as of early this week) and the impact on Nintendo stock.</p> <p>On Thursday, the app was released in the UK (users no longer have to engineer a US workaround).</p> <p>Interesting developments include proposed advertising within the game, with brands able to sponsor PokeStops.</p> <p>There has been some criticism of the game, including the 'appearance' of Pokémon in inappropriate locations (e.g. Auschwitz), as well as its request to access all of a user's Google account data (since fixed).</p> <p><em>You might like:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68059-should-pokemon-go-give-marketers-hope-for-augmented-reality/">Should Pokemon GO give marketers hope for augmented reality?</a></li> <li><a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">What brands can learn from Nintendo's digital transformation and Pokemon GO</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/resized/0007/6955/pokemon_go-blog-flyer.jpg" alt="pokemon go" width="470" height="264"></p> <h3>Chatbots fail 'new Turing test'</h3> <p>The Winograd Schema Challenge is a new and tougher Turing test, which chatbots must ace to show they are capable of common sense understanding.</p> <p>Here's an example question from the test:</p> <p><strong>The trophy would not fit in the brown suitcase because it was too big (small). What was too big (small)?</strong></p> <ul> <li><strong>Answer 0: the trophy</strong></li> <li><strong>Answer 1: the suitcase</strong></li> </ul> <p><a href="https://www.technologyreview.com/s/601897/tougher-turing-test-exposes-chatbots-stupidity/?set=601902&amp;utm_source=MIT+TR+Newsletters&amp;utm_campaign=d3b0ca882f-The_Download_July_14_2016&amp;utm_medium=email&amp;utm_term=0_997ed6f472-d3b0ca882f-153860737&amp;goal=0_997ed6f472-d3b0ca882f-153860737&amp;mc_cid=d3b0ca882f&amp;mc_eid=fea291110e">MIT Tech Review reports</a> that the programs entered into the challenge were only a little better than random at choosing the correct meaning of sentences.</p> <p>The best of the bunch scored 48%, with 45% possible at random. 90% accuracy is required to take home the $25k prize.</p> <p>It was notable that Google and Facebook didn't enter - perhaps there is still a little way to go?</p> <h3>Nissan launches semi-autonomous driving</h3> <p>Two weeks after a driver died in a crash <a href="https://econsultancy.com/blog/68019-all-the-week-s-digital-news-in-five-minutes/">whilst his Tesla car was on autopilot</a>, Nissan has launched ProPILOT, a similar semi-autonomous function.</p> <p>Pushing a button on the steering wheel will keep a vehicle a fixed distance from the car in front, without any input from the driver.</p> <p>The driver is still required to have their hands on the wheel, and Nissan EVP Hideyuki Sakamoto <a href="http://www.reuters.com/article/us-nissan-selfdriving-idUSKCN0ZT0NC">told Reuters</a> "These functions are meant to support drivers, and are not meant as self-driving capabilities".</p> <p>ProPILOThits the market next month in the Nissan Serena minivan.</p> <p><img src="https://assets.econsultancy.com/images/0007/7142/148020_1_5.jpg" alt="PROPILOT" width="615"></p> <h3>Marie Claire to retail on the high street and online</h3> <p style="font-weight: normal;"><a href="https://www.derwentlondon.com/news/article/tottenham-court-walks-flagship-store-for-new-beauty-and-wellness-brand">Marie Claire will open a beauty store</a> in London at Tottenham Court Walk.</p> <p style="font-weight: normal;">The magazine has created a new brand, 'Fabled by Marie Claire', which will also sell online and deliver through Ocado.</p> <h3>Woz to headline Festival of Marketing</h3> <p style="font-weight: normal;">Apple co-founder and inventor of the PC <a href="https://econsultancy.com/blog/68057-steve-wozniak-co-founder-of-apple-to-headline-festival-of-marketing-2016/">Steve Wozniak will headline day one</a> of the Festival of Marketing in October in London. <a href="http://www.festivalofmarketing.com/buy-a-ticket?_ga=1.123039373.762110302.1450191097">See the site for tickets</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6957/Woz-Head-Shot-3.jpg" alt="woz" width="400"></p> <h3>EU continues to pursue Google over competition law</h3> <p>The EU Commission has launched a third anti-trust proceeding against Google.</p> <p>Critique of Google Shopping and Android is now followed by criticism of Google's third party site search product (Adsense for search), which doesn't allow ads from Google competitors. </p> <h3>Phrasee one of the first to receive VC funding post-Brexit</h3> <p>Finally, a bit of a shout out to Econsultancy blog favourite Parry Malm (see his <a href="https://econsultancy.com/blog/authors/parry-malm/">virally good articles about email here</a>).</p> <p><a href="https://phrasee.co/">Phrasee</a>, Parry's startup <a href="https://phrasee.co/why-we-took-on-1m-in-phrasee-funding/">closed a £1m funding</a> round this week, one of the first to do so post-Brexit vote.</p> <p>As we wait to see the impact on Britain's tech and startup scene, this is some cause for optimism at least.</p> tag:econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68017 2016-07-07T01:00:00+01:00 2016-07-07T01:00:00+01:00 The best APAC digital marketing stats from June 2016 Ben Davis <h3>Media habits change during Ramadhan in Indonesia </h3> <p style="font-weight: normal;">61% of the Indonesian population uses mobile (for an eye-watering average of 5.5 hours per day), compared to only 17% on desktop.</p> <p style="font-weight: normal;"><a href="https://apac.thinkwithgoogle.com/articles/from-fast-to-feast-indonesian-consumer-behavior-during-ramadhan.html">Google and GfK data</a> from 2015 showed mobile search increasing significantly in Indonesia in the week before Ramadhan, as people prepared prayer, food and travel.</p> <ul> <li>Pre-sunrise search activity increased in Ramadhan - the period when Muslims are awake and eating.</li> <li>Entertainment content was popular during this period, with video consumption up by 15% during the holiday.</li> <li>Ecommerce traffic increased 152% between 3am and 6am during Ramadhan.</li> </ul> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6786/ramadhan.jpg" alt="ramadhan searches" width="615"></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6785/ecom_ram.jpg" alt="ecomm ramadhan traffic" width="615" height="293">  </p> <h3>B2B sales expectations are not being met</h3> <p>It seems a little obvious to say that salespeople and prospects don’t always see eye-to-eye.</p> <p>However, Hubspot <a href="https://research.hubspot.com/reports/asia-pacific-buyers-speak-out-how-sales-needs-to-evolve">did some research</a> in APAC, surveying salespeople and customers in early 2016.</p> <p>The disparity between subjects that each party wants to discuss during a first call is shown in the chart below.</p> <p><img src="https://assets.econsultancy.com/images/0007/6767/Screen_Shot_2016-07-04_at_21.03.31.png" alt="hubspot study" width="615"></p> <p>Elsewhere in the report is possibly the funniest word cloud in marketing, which shows freeform answers clients have given when asked to describe salespeople on a first call.</p> <p>Pretty clear.</p> <p><img src="https://assets.econsultancy.com/images/0007/6768/Sales_word_cloud.png" alt="sales word cloud" width="615"></p> <h3>Longer video ads are surprisingly popular </h3> <p>YouTube’s APAC MD, Gautam Anand, <a href="http://www.ft.com/cms/s/0/9350baf2-18e6-11e6-bb7d-ee563a5a1cc1.html#axzz4DAXhTroj">told the FT</a> about a trend for longer video ads in the region.</p> <ul> <li>The most popular ads from 2015 averaged more than four minutes.</li> <li>Four of the top ten YouTube commercials were more than five minutes in duration.</li> <li>The most viewed ad, from Malaysia Airlines, embedded below, is a whopping 12 minutes.</li> </ul> <p>Though snappy video has always been thought of as more shareable on social media, brands now understand that if the content is good enough, consumers will seek out longer content, such as <a href="https://econsultancy.com/blog/67937-euro-2016-marketing-creative-smart-prestigious-controversial/">Nike’s The Switch</a>.</p> <p>See more on <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/">the future of video</a>.</p> <p><iframe src="https://www.youtube.com/embed/9DB5lMEnsZs?wmode=transparent" width="560" height="315"></iframe></p> <h3>Indians happy to trade data for apps</h3> <p>Nearly half of Indian smartphone and tablet users have allowed access to personal data on their mobile in exchange for free apps.</p> <p>Symantec-Norton polled more than 1,000 mobile consumers in India aged 16+ and discussed their results with <a href="http://timesofindia.indiatimes.com/city/delhi/Smartphone-apps-putting-Indians-privacy-at-risk-Norton-by-Symantec/articleshow/52954708.cms">the Times of India</a>.</p> <p>Nearly 40% had allowed access to their camera, bookmarks and browser history, with almost 30% doing the same for geolocation. Only 8% of mobile app users reject requests to access their data.</p> <p>Ritesh Chopra, Norton country manager, told IANS that “36% of people grant the access to mobile data because the app they downloaded 'looked cool', regardless of its origin or reputation."</p> <h3>Singaporeans addicted to social networks</h3> <p>Outside of work, people in Singapore spend 23% more time online than the APAC average.</p> <p>62% admitted to an ‘addiction’ to social networking and the internet, according to AIA’s 2016 <a href="http://www.aia.com/en/healthy-living/aia-healthy-living-index.html">Healthy Living Index Survey</a>.</p> <p>More than 10,000 interviews revealed that people across APAC spend an average of three hours a day online (outside of work). In Singapore the average was higher, at 3 hours 42 minutes.</p> <h3>China sees big growth in proximity mobile payments</h3> <p>Mobile payment at the point of sale more than doubled last year in China (by number of users), according to a new report <a href="https://www.emarketer.com/Article/China-Boasts-Worlds-Largest-Proximity-Mobile-Payments-Market/1014053">from eMarketer</a>.</p> <p>195m consumers in China will use mobile proximity payment in 2016, a 46% growth on 2015. That makes China the largest and fastest growing market for mobile proximity payment.</p> <p>As a proportion of smartphone users this is 38%, compared with just 19% using these payment methods (e.g. <a href="https://econsultancy.com/blog/67982-apple-pay-developments-herald-the-era-of-contextual-commerce">Apple Pay</a>) in the US.</p> <p>By 2020, the report predicts, half of Chinese will be using mobile payment.</p> <p><img src="https://assets.econsultancy.com/images/0007/6787/mobile_proximity_payment.gif" alt="mobile proximity payments" width="325" height="350"></p> <h3>Indian ecommerce growth nearing inflection?</h3> <p>The Times of India reports on the gross merchandise value (GMV) run rate (predicted performance over the next year) of India’s biggest ecommerce firms from May 2015 to May 2016.</p> <p>A total GMV run rate of $9bn in May 2015 rose to $10.5bn in December 2015, as expected over holidays, but has since slipped to $10.2bn in May 2016.</p> <p>This 11% growth is seen as relatively modest and possibly hints at an inflection in growth.</p> <p>Flipkart and Snapdeal make up a large proportion of Indian ecommerce ($3.8bn and $2.2bn GMV respectively in May 2015).</p> <p>Amazon is going strongly, in India for only three years, the last 12 months saw its GMV rise from $1bn in May 2015 to $2.7bn in May 2016.</p> <p><strong><em>For more of the same, download Econsultancy’s <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016/">China Digital Report, Q1 2016</a>.</em></strong></p>