tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-08-30T11:10:40+01:00 tag:econsultancy.com,2008:BlogPost/68191 2016-08-30T11:10:40+01:00 2016-08-30T11:10:40+01:00 A day in the life of... CCO Media & Partnerships at lastminute.com Group Ben Davis <p>Don't forget, if you're looking for a new challenge in digital <a href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</p> <h3>Please describe your job: What do you do?</h3> <p>I head up lastminute.com Group’s media unit, which manages advertising across all of the group’s websites – from lastminute.com in the UK to sites like Rumbo, Bravofly and Volagratis in Europe.</p> <p>I make sure clients are happy by delivering high performance marketing solutions that answer their campaign and brand needs.</p> <p><img src="https://assets.econsultancy.com/images/0007/8357/Alessandra_Di_Lorenzo.jpg" alt="alessandra di lorenzo" width="500"></p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>I work within the marketing department of lastminute.com Group, reporting into the Managing Director of Audience &amp; Marketing. </p> <p>I run the media and partnerships division, <a href="https://econsultancy.com/blog/68077-why-lastminute-com-is-taking-control-of-its-ad-inventory/">The Travel People</a>, which we launched in July. We connect brands with our 35m unique monthly visitors and 10m customers that book their holidays with us across Europe.</p> <p>Our data means we have a huge wealth of insight right across the holiday lifecycle, which helps brands target by passion rather than demographic. </p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>In-depth understanding of how the marketing industry works is a given.</p> <p>But also patience, tenacity and empathy so that I can deliver great results for both the business and our clients.</p> <h3>Tell us about a typical working day…</h3> <p>I have an early start and will usually be in the office by 8am, where I’m in back to back meetings until 5pm.</p> <p>I could be catching up with my sales team, discussing PR, meeting potential clients or putting together strategies and proposals.</p> <p>In the evenings, I’ll cycle home, do some exercise and unwind – and be in bed by 10pm.</p> <p>Lastminute.com Group has offices across Europe, so I’m often travelling between London, Milan and Madrid – it’s a great opportunity to catch up with others across the business.</p> <h3>What do you love about your job? What sucks?</h3> <p>I love the creativity involved, and the fact that we are building the future of marketing is also pretty special.</p> <p>Some of the things we do are so new that they have never been done before – it’s amazing to be part of something so innovative and shaping what the future of the industry looks like.</p> <p>But it also means that it requires a huge amount of energy. I get to the end of the week needing a couple of cold ones!</p> <p><em>Graphic via The Travel People</em></p> <p><img src="https://assets.econsultancy.com/images/0007/7110/Screen_Shot_2016-07-14_at_14.33.45.png" alt="travel people advertising" width="500"></p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h3> <p>I’m measured on revenues, customer satisfaction and employee satisfaction, which provide goals of their own.</p> <p>And, of course, delivering results for clients is a huge incentive and makes sure we push ourselves every day. </p> <h3>What are your favourite tools to help you to get the job done? </h3> <p>Google Calendar is great to keep my day on track, and Google Hangouts allow me to easily communicate with my teams across Europe at the click of a button.</p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>After a Master’s degree in marketing, I cut my teeth in digital at lulu.com, an American web 2.0 company, where I ran their digital marketing.</p> <p>From there, I worked in various other marketing roles before joining lastminute.com Group.  </p> <p>There’s still a lot to be done and learn here so I plan to stick around for a while!</p> <h3>Which brands do you think are doing digital well?</h3> <p><a href="https://econsultancy.com/blog/65416-red-bull-vs-gopro-taking-content-marketing-to-the-extreme/">Red Bull</a> - a great example of successful digital content marketing.</p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p>Be humble and start with the basics. Knowledge - as in every discipline - is key.</p> <p>And tech and commercial skills are crucial ingredients to add to the mix!</p> tag:econsultancy.com,2008:BlogPost/68232 2016-08-29T03:00:00+01:00 2016-08-29T03:00:00+01:00 China introduces far-reaching new internet ad law: Why it matters Jeff Rajeck <p><img src="https://assets.econsultancy.com/images/0007/8461/Us_ads.png" alt="" width="480" height="328"></p> <p>China, by comparison spends a far greater percentage (66%) of its advertising on internet and mobile and a much smaller percentage (24%) on traditional media.</p> <p><img src="https://assets.econsultancy.com/images/0007/8460/China_ad.png" alt="" width="481" height="323"></p> <p>So, even though the overall dollar amount spent in China is less than in the US, the<strong> internet is a much more significant part of advertising in China</strong>.</p> <p>Because of this, China is likely to be a trend-setter for other parts of the world.</p> <p>To learn a bit more about what might be coming to internet advertising in the rest of the world, here is the background and some detail of the new law in China.</p> <h3>Background</h3> <p>In July, 2015 China's State Administration for Industry and Commerce (“SAIC”) amended the Chinese Advertising Law to cover internet advertising.  </p> <p>New regulations were supposed to go in effect last September (2015) but were largely unenforced.</p> <p>Recently, however, there has been renewed interest in regulating online advertising, which may have something to do with the tragic story of Wei Zexi.</p> <h4>The death of Wei Zexi</h4> <p>On April 12, 2016, Chinese student Wei Zexi died after receiving experimental treatment for cancer which he found out about through an ad on China's main search engine, Baidu.</p> <p>The hospital had, apparently, claimed a high success rate for the treatment in the ad.  </p> <p>The ads were also regularly featured prominently in search results as the hospital group was reportedly responsible for nearly half of Baidu's multi-billion dollar ad revenues.</p> <p>Wei Zexi's death drew renewed attention to the Advertising Law from Chinese media, including 250,000 comments on an online editorial on the matter.</p> <p>In apparent response, the regulators not only censured Baidu and issued specific regulations for it, but also followed up with new laws.</p> <h4>Response</h4> <p>On July 4, 2016 the SAIC issued new regulations, the Interim Measures for the Administration of Internet Advertising, which take effect on September 1, 2016.</p> <p>The Advertising Law and the Interim Measures are the first step China's SAIC has taken toward defining and regulating advertising.</p> <h3>The new laws</h3> <h4>Internet advertising defined</h4> <p>There is a lot of detail in the definition of internet advertising in the new law (which you can read about <a href="http://www.lexology.com/library/detail.aspx?g=296c00a7-f562-4012-a6d3-c8ec58463c2f">here</a>), but in brief, <strong>internet advertising is defined as any commercial marketing anywhere on the internet for anything</strong>.</p> <p>The definition is broad and even includes out-of-home displays with web addresses and recommendation engines on ecommerce platforms.</p> <h4>Internet publishers defined</h4> <p>More interesting is how the regulators define a 'publisher.' According to the law <strong>a publisher refers to those who push OR display the advertising.</strong></p> <p>This can include websites, ad tech platforms, influencers, and even internet service providers.  </p> <p>In short, anyone who has the ability to review and prevent an illegal ad from showing can be held responsible.</p> <p>This definition is, again, quite broad and will give the government a lot of flexibility to enforce the law as it likes in the future.</p> <h4>Publishers obligations</h4> <p>The real meat of the regulation, however, are the <strong>publisher's obligations.</strong></p> <p>According to the new law, publishers will need to: </p> <ul> <li>know who their customers are,</li> <li>verify any credentials they give, and</li> <li>verify the ad content.</li> </ul> <p>To handle this, publishers and ecommerce sites will be expected to hire specialists to record customer details, review all ads and block those which do not comply. </p> <p>While there are other things in the law, such as anti-spam clauses and a ban on ad-blockers (<a href="http://adage.com/article/digital/china-ban-ad-blocking/305077/">maybe</a>), the fact that publishers, broadly defined, will be responsible for the claims made by advertisers is among the biggest changes.</p> <p>This means that China has gone from one of the least regulated advertising markets to one of the most, almost overnight.</p> <h3>Example: Baidu</h3> <p>These regulations sound somewhat far-reaching and difficult for companies to comply with.</p> <p>But have a look at Baidu's search results for cosmetics (化妆品).  The top three results are ads and are, as one might expect, marked as promotional posts on the right in blue (商业推广).</p> <p><img src="https://assets.econsultancy.com/images/0007/8465/baidu_2.png" alt="" width="438" height="442"></p> <p>But interestingly there is also a grey link after the domain name (评价) which sends the browser to another page, offering details about the advertiser and fielding comments.  </p> <p>Here it is for one vendor, translated into English by Google.</p> <p><img src="https://assets.econsultancy.com/images/0007/8463/baidu_vendor.png" alt="" width="452" height="267"></p> <p>It seems, therefore, that <strong>Baidu is already taking the regulations quite seriously.</strong></p> <h3>Why everyone should be interested in China's new laws</h3> <h4>1. The new laws raise interesting questions for other countries</h4> <p>Most Western countries have carried over existing advertising legislation to online platforms.  </p> <p>This works well when the advertising model has two players, the advertiser and the publisher, but breaks down when there are multiple parties involved.</p> <p>Unresolved questions include:</p> <ul> <li>Who is responsible for ad content in <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic advertising</a>?</li> <li>Is checking native ads the reponsibility of the publisher or the agency?</li> <li>What about influencers who appear on a social media site via an agency?</li> </ul> <p>China's legislators have a simple answer, <strong>everyone in the ad chain is potentially responsible</strong>.  </p> <p>While this may seem heavy-handed it will likely encourage the various players to be much more careful with ads than if they felt they could always blame the originator or the delivery platform.</p> <h4>2. The regulation might set a trend</h4> <p>Because the law does address these issues left somewhat unclear in the West, China's approach may attract the attention of Western regulators.</p> <p>As of yet, there have been very few cases of regulators cracking down on behavioural, programmatic, or even <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer marketing</a>.</p> <p>One recent example is from the US. The  Federal Trade Commission <a href="http://www.adweek.com/news/advertising-branding/ftc-slams-lord-taylor-deceiving-customers-not-disclosing-its-native-ads-170229">filed a complaint against fashion retailer Lord &amp; Taylor in the US</a> for unregulated influencer marketing.</p> <p><img src="https://assets.econsultancy.com/images/0007/8464/lord_taylor.jpg" alt="" width="486" height="243"></p> <p>There are, however, very few other cases of such action and, in fact, <a href="http://www.prweek.com/article/1390325/brands-agencies-admit-flouting-uks-rules-influencer-marketing">many marketers freely admit overstepping guidelines</a> set by their regulators.</p> <p>If China's approach works without seeming heavy-handed, therefore, <strong>other countries may end up with similar laws governing internet advertising.</strong></p> <h4>3. The new laws could spark innovation</h4> <p>One interesting angle in all of this is because each layer of the ad tech stack is held responsible for content, it is likely that technical monitoring solutions will arise.</p> <p>It will not be easy for publishers, agencies, buy and sell-side platforms, and even brands to ensure that all ads published are compliant.</p> <p>Because of this, new ad tech with compliance features may spring up to help all involved with the process.</p> <h3>So...</h3> <p>Brands that are advertising in China<strong> should become familiar with the legislation as soon as possible.</strong>  </p> <p>As of September 1, 2016 the State Administration for Industry and Commerce will be monitoring for ads which violate the policies set out in the Advertising Law and the Interim Measures for the Administration of Internet Advertising.</p> <p>Those who do not currently advertise in China should, however, take note as well.  </p> <p>Most other countries currently enjoy little or no regulation, but should China's attempts to regulate be effective it would not be a surprise to see such laws appear elsewhere.</p> <p><em>For related information, read Econsultancy's <a href="https://econsultancy.com/reports/the-china-digital-report/">China Digital Report</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68213 2016-08-25T09:39:20+01:00 2016-08-25T09:39:20+01:00 What are the benefits of a creative management platform (CMP)? Ben Davis <h3>What's the typical use case of a CMP?</h3> <p>Creative management platforms help conquer today's ad design and production challenges.</p> <p>Advertising keeps getting more fragmented. Campaigns have become multi-format, multi-size, multi-device, multi-audience and multi-channel.</p> <p>CMPs give advertisers the creative leverage to both satisfy the variety of inventory requirements, and make variations of ads that are more relevant and perform better with specific audiences.</p> <h3>Are there particular industries suited to this tech?</h3> <p>The uses of a CMP are boundless, but I can give some examples of how industries are using CMPs differently.</p> <p>Brands in fare-driven industries like hotels, cruise liners and airlines benefit from being able to control what fares are being shown where at any given time.</p> <p>Consumer goods and automotive companies like the ability to cover ads for their entire product lines and diversify their messaging.</p> <p>Enterprise B2B companies focus more on changing the creative based on buyer <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">personas</a>, the path to purchase, and then keep the creative fresh over time.</p> <p>There are also great ways to apply a CMP for insurance, telco and financial services, too, that get more nuanced. </p> <p>Often it's not a question of industry, but of scale. The larger advertisers tend to have actionable data in their DMPs (data management platforms) and see the potential ROI.</p> <p>So perhaps strangely, it's the biggest companies that are actually moving the fastest in this space right now.</p> <p><em>Visualisation of a CMP, via Thunder.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2801/cmp.png" alt="cmp" width="615"></p> <h3>Are CMP users targeting ads at behaviours or demographics? Which is most effective?</h3> <p>Demographics are an easy place to start because they offer very straightforward uses for a CMP.</p> <p>Global advertisers use CMPs to customize ads based on regions and languages, for example.</p> <p>It's easy to fall into the trap of using the most obvious data, like local weather, even if it isn't at all relevant to your product or industry. </p> <p>A lot of the time it's a combination of data types. If you're a hotel company, then location is probably the most important factor.</p> <p>If you're a smartphone brand, you want to vary the creative based on what phone the person is on in addition to demographics.</p> <p>You only develop these insights if you run experiments. You can also leverage your DMP to find undiscovered and sometimes surprising segments based on what you already know.</p> <h3>How does a CMP integrate with an optimisation programme? </h3> <p>CMPs use ad tags, code snippets in the place of files, to hook into optimisation tech like a <a href="https://econsultancy.com/blog/67461-what-are-the-advantages-of-rtb-for-buying-display-advertising/">DSP</a> (demand side platform). Often the DSP is getting data from a DMP.</p> <p>The DSP can then rotate the ads loaded in those snippets to programmable audiences and find the best creative/media/data combinations. This DSP/DMP/CMP trinity creates a virtuous optimization cycle with tremendous synergy.</p> <p>Thunder is currently the only CMP with an integration to push ads into Facebook campaigns and ad sets as well.</p> <h3>What is currently the biggest creative challenge for display? Formats, creative, data?</h3> <p>The biggest problem for display is activating the data that is already being used in audience targeting. Advertisers are feeling a lot of pressure to leverage that data in the creative, too.</p> <p>Over $6bn is being spent annually on data-driven ad technologies like DMPs and DSPs, but the vast majority of ads show the same generalized, generic creative to everyone.</p> <p>The challenge is being able to take the audience data from the DMP, strategize creatively around it, and actually execute that strategy.</p> <p>Companies that are doing that are getting a significantly better ROI from their data.</p> <p><em>Want to find out more about programmatic technology? Why not attend <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a>, September 21 in London.</em></p> tag:econsultancy.com,2008:BlogPost/68212 2016-08-23T10:37:31+01:00 2016-08-23T10:37:31+01:00 How Lynx’s ‘Bigger Issues’ campaign helped reinvigorate the brand Nikki Gilliland <p>Recognising the fact that it was suffering from a lack of credibility (and more than a hint of sexism) it decided to scrap its tagline and launch a new strategy to coincide with a new premium range.</p> <p>As part of this re-positioning, Lynx teamed up with the charity <a href="https://www.thecalmzone.net/" target="_blank">CALM</a> – or Campaign Against Living Miserably – in a bid to target a wider audience and change brand perceptions.</p> <p>Here’s how the campaign succeeded in doing even more than that.</p> <h3>Collaboration with CALM</h3> <p>CALM is a charity dedicated to preventing male suicide in the UK, the single biggest cause of death among men under the age of 45.</p> <p><img src="https://assets.econsultancy.com/images/0007/8322/biggerissues.JPG" alt="" width="780" height="453"></p> <p>As well as being shockingly prevalent, the issue remains a huge taboo, with the trivialisation of depression often preventing men from seeking the help they need.</p> <p>With Lynx aiming to target the affected demographic, it teamed up with the charity to create the Bigger Issues campaign, running a series of outdoor ads to highlight how trivial topics are discussed more than male suicide.</p> <p>It was an inspired partnership, increasing awareness of the issue and the visibility of both brands.</p> <h3> <a href="https://econsultancy.com/blog/67137-social-monitoring-listening-what-is-it-and-do-you-need-it/" target="_blank">Social listening</a> to drive real-time messaging</h3> <p>During its two-week run, digital screens were set up to reflect topics of conversation that were dominating social media at the time.</p> <p>Including inane and trivial subjects from man buns to vegan meatballs, it aimed to normalise conversation about suicide. </p> <p>Utilising a real-time element, topics were specifically tailored to regional locations across the UK. The screens were also regularly updated to reflect the statistic that a man takes his own life every two hours.</p> <p><img src="https://assets.econsultancy.com/images/0007/8325/biggerissues_screen.JPG" alt="" width="638" height="417"></p> <h3>Trending on International Men’s Day</h3> <p>Like most <a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/" target="_blank">charity campaigns</a>, a hashtag was created to encourage sharing and increase awareness.</p> <p>However, instead of merely asking people to get involved there and then, it used a targeted strategy to get it trending on a specific day. </p> <p>By asking thousands of supporters the permission to send a single and synchronised message on their behalf, it climaxed with a ‘thunderclap’ on International Men’s Day, officially becoming the most-talked about subject on 19th November.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">MY VEGAN MEATBALLS ARE BIGGER THAN SUICIDE <a href="https://twitter.com/hashtag/BiggerIssues?src=hash">#BiggerIssues</a> <a href="https://t.co/xlCsU0lVxC">https://t.co/xlCsU0lVxC</a></p> — Professor Green (@professorgreen) <a href="https://twitter.com/professorgreen/status/661090309896593408">November 2, 2015</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We aren’t talking about male suicide enough. Let’s talk <a href="https://twitter.com/hashtag/BiggerIssues?src=hash">#BiggerIssues</a> <a href="https://t.co/LEetZXgLve">https://t.co/LEetZXgLve</a> <a href="https://t.co/VCDioKB8p0">pic.twitter.com/VCDioKB8p0</a></p> — TOPMAN (@Topman) <a href="https://twitter.com/Topman/status/667394466492252160">November 19, 2015</a> </blockquote> <h3>The results</h3> <p>Resulting in a social reach of over 13m and a 125% increase in traffic to the CALM site, the campaign was deemed a success.</p> <p>As well as shining a light on something that is often glossed-over, for Lynx it helped turn around the public’s outdated and negative perception of its brand.</p> <p>Commended for supporting such a worthwhile cause, it was even praised during a <a href="http://www.publications.parliament.uk/pa/cm201516/cmhansrd/cm151119/halltext/151119h0001.htm#15111929000001" target="_blank">live debate on male suicide in Parliament</a>.</p> <blockquote> <p>I think we should pay tribute to whoever it was who took the brave decision to link a men’s grooming product with this issue. Others perhaps looked at it and thought, 'The issue is a bit too touchy for us. We’ll leave that one alone.'</p> <p>Whoever was involved at Lynx, we should publicly thank them for being able to associate their brand with that particular campaign.</p> </blockquote> <p>By talking about male suicide, not only did the Bigger Issues campaign succeed in raising awareness, but it also helped to soften Lynx's brash brand reputation.</p> tag:econsultancy.com,2008:BlogPost/68111 2016-08-22T14:03:00+01:00 2016-08-22T14:03:00+01:00 Six brands that have made false health claims in advertising Nikki Gilliland <p>Recently, Kellogg’s UK <a href="https://www.theguardian.com/media/2016/jul/20/kelloggs-special-k-ads-banned-health-claims">was hit with a ban from the ASA</a> (Advertising Standards Authority) after making false health claims in its advert for Special K cereal.</p> <p>Since the ruling, it has apologised for the ‘error’.</p> <p>Just one in a long line of brands to falsely claim a product has health benefits, it seems to be a sad result of our quest for ‘wellness’. </p> <p><strong>Why do brands do it?</strong></p> <p>Well, consumers aren’t silly. We know chocolate is bad for us and broccoli is good.</p> <p>But when advertising is littered with words like ‘nutritious’, ‘healthy’ and ‘goodness’ – even when they’re not – we’re drawn in to the illusion that we’re making better choices.</p> <p>Here are six brands that have capitalised on this with some very sneaky marketing. </p> <h3>Special K</h3> <p>The aforementioned culprit – Special K recently claimed that its porridge was “full of goodness” and that its Nutri K Flakes were "nutritious". </p> <p>However, the company failed to back up this message with any specific health benefits or related ingredients. </p> <p>Interestingly, the branding on the Special K website is all about health and nutrition.</p> <p>Its latest range is called ‘nourish’, which surely promotes the idea that the products benefit your health. </p> <p>This time, it cleverly uses this disclaimer to back it up: "*Special K Nourish is a source of vitamin D and vitamin B2. Enjoy as part of a varied and balanced diet and a healthy lifestyle."</p> <p>In other words, that probably means you have to pair it with some kale to get the benefits.</p> <p><img src="https://assets.econsultancy.com/images/0007/7391/special_k_nourish.PNG" alt="" width="750" height="555"></p> <h3>Oppo Ice Cream</h3> <p>Another brand failing to provide specific examples to back up its health claims.</p> <p>The fact that Oppo Ice Cream is made with all natural ingredients means it doesn’s deserve quite as much wrath.</p> <p>However, using the words ‘super fruit’ and ‘superfood’ on its website, the company still failed to relate it to the ingredients spirulina, lucuma or baobab. </p> <p>Interestingly, the complaint was originally made by rival ice cream brand Perfect World, meaning that this was more of a case of brand-on-brand sabotage than consumer grievance. </p> <p><img src="https://assets.econsultancy.com/images/0007/7392/oppo.PNG" alt="" width="750" height="525"></p> <h3>Nurofen</h3> <p>Painkillers target all types of pain. This is basic common sense, and yet Nurofen would like to have us believe that its products are made to target specific pain-points. </p> <p>In a recent advert for Nurofen Back and Joint Pain, it suggested that the product had a special mechanism to target this area of the body... which it obviously does not.</p> <p>In a landmark ruling, the ASA banned the advert, but the best thing to come out of the case is that it is likely to spark a crackdown on other brands in the pharmaceutical industry who misleadingly market products based on specific ailments. </p> <p><img src="https://assets.econsultancy.com/images/0007/7393/Nurofen.PNG" alt="" width="750" height="399"></p> <h3>VitaminWater</h3> <p>One of the worst examples of false advertising in recent years, VitaminWater tried to market its (sugar-laden) product as a healthy alternative to soda.</p> <p>Using the tagline “vitamins + water = all you need”, it failed to mention or correctly highlight the eight teaspoons of sugar in every bottle.</p> <p>The US non-profit organisation, Center for Science in the Public Interest, has been battling for years to get a ruling against the brand.</p> <p>With the recent agreement that VitaminWater should add “with sweeteners” to its branding, it’s finally seen some success. </p> <p><img src="https://assets.econsultancy.com/images/0007/7394/vitamin_water.PNG" alt="" width="750" height="567"></p> <h3>Nesquik</h3> <p>Chocolate is a great start to any day, right?</p> <p>Granted, what it <em>isn’t</em> is a healthy start to the day. </p> <p>Kids' favourite Nesquik got itself in hot water last year with its misleading advert, effectively encouraging poor nutritional habits in children.</p> <p>Despite defending its 20.2 grams of sugar with the claim that most of this comes from the lactose in milk, the brand was rightly forced to remove the strapline.</p> <p>As you can see from the below snapshot, it’s still insisting on pushing the boundaries.</p> <p><img src="https://assets.econsultancy.com/images/0007/7395/Nesquik.PNG" alt="" width="750" height="470"></p> <h3>Pom Wonderful</h3> <p>Recently, Pom Wonderful lost its bid to challenge the FTC ruling that the brand deceptively advertised its products. </p> <p>While the previous examples claimed products were ‘healthy’ when they’re weren’t, Pom Wonderful went one step further and claimed that its pomegranate juice could treat or aid heart disease, prostate cancer and erectile dysfunction.</p> <p>It’s an incredible case, but its conclusion is certainly a victory for the consumer, with greater scientific evidence now a requirement for such bold claims.</p> <p><img src="https://assets.econsultancy.com/images/0007/7396/pom_wonderful.PNG" alt="" width="750" height="646"></p> tag:econsultancy.com,2008:BlogPost/68194 2016-08-17T11:55:00+01:00 2016-08-17T11:55:00+01:00 How the NSPCC is putting a positive spin on its marketing with Pantosaurus Nikki Gilliland <p>Combining clever creatives with strategic targeting, it marks the charity’s continued efforts to put a positive spin on its branding.</p> <p>Here’s three things that elevate its latest campaign. And for more on this topic, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/">How charities can win at the Zero Moment of Truth</a></li> <li><a href="https://econsultancy.com/blog/66508-are-charities-failing-on-online-donations/">Are charities failing on online donations?</a></li> <li><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/">10 inspiring content marketing examples from charities</a></li> </ul> <h3>Using video in creative ways</h3> <p>The NSPCC worked with Aardman to create its new animation – best known for being the team behind the famous Wallace and Gromit films.</p> <p>All about a pants-wearing dinosaur named Pantosaurus, the two-minute video teaches children that their bodies belong only to them and to talk to a trusted adult if they are worried. </p> <p><iframe src="https://www.youtube.com/embed/fn6AVSZk008?wmode=transparent" width="854" height="480"></iframe></p> <p>The reason the video works is that it is an effective conversation-starter, enabling parents to raise the subject to their children in a sensitive way.</p> <p>The happy-sounding song and catchy lyrics means that it is also likely to be remembered, providing children with the tools they need to protect themselves.</p> <p>Reminiscent of Melbourne Metro Trains’ viral video campaign, ‘Dumb Ways to Die’, it aims to trigger positive emotions while talking about a sensitive subject. </p> <p>In doing so, it succeeds in empowering its audience instead of scaring them.</p> <p><iframe src="https://www.youtube.com/embed/IJNR2EpS0jw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Spot-on targeting</h3> <p>Alongside a clever creative, the NSPCC has been smart with the distribution of its campaign. </p> <p>Released just in time for the summer holidays, the animation has been showing in cinemas across the country – a place where children and their parents are likely to be exposed to it.</p> <p>What’s more, social media ads on Facebook and YouTube have been targeting parents online, with the hashtag #talkpants encouraging viewers to share. </p> <p>With its attached quiz, the campaign involves an interactive element to engage children, which simultaneously serves as a way for parents to understand how they are responding.</p> <p><img src="https://assets.econsultancy.com/images/0007/8073/Pants_Quiz.JPG" alt="" width="702" height="275"></p> <p>Finally, if parents are struggling to know how to broach the subject, the NSPCC website also has a video guide with tips and advice from others.</p> <p>By targeting both parents and children with an array of multichannel content, the campaign covers all bases. </p> <p><iframe src="https://www.youtube.com/embed/I-pm0oDXeZU?wmode=transparent" width="900" height="507"></iframe></p> <h3>Re-positioning its brand</h3> <p>In 2014, the NSPCC discontinued its long-running Full Stop campaign in a bid to focus on how the charity is working to prevent child abuse, rather than simply raising awareness about the problem.</p> <p>Implementing a new strapline, ‘Every child is worth fighting for’, it aimed to change the preconception that the charity only dealt with extreme cases of child abuse. </p> <p>As well as being relatable, the NSPCC sought to occupy a much more family-friendly space within the sector, working with high-street brands and getting involved in high-profile fundraising opportunities to enhance awareness.</p> <p>This shows that even the most established and recognisable charities are capable of change.</p> <p>By helping parents to be pro-active, the NSPCC (and Pantosaurus) is a great example of how to spread a serious message in a positive way.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get together and singalong with Pantosaurus and start to <a href="https://twitter.com/hashtag/TalkPANTS?src=hash">#TalkPANTS</a><a href="https://t.co/abtEZuXPU0">https://t.co/abtEZuXPU0</a></p> — NSPCC (@NSPCC) <a href="https://twitter.com/NSPCC/status/758997011941068801">July 29, 2016</a> </blockquote> <p><em><strong>The Charity &amp; Non-Profit Sector is just one of the topics covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68182 2016-08-12T14:23:23+01:00 2016-08-12T14:23:23+01:00 What can P&G and Facebook teach us about the reality of targeting and the future of TV ads? Bola Awoniyi <p>While the CPG giant has said that it won't be reducing its Facebook ad spend, it will be doing less targeted advertising, instead opting to spend more on TV campaigns.</p> <p>So why would P&amp;G be making this move in the face of trends that suggest TV viewership is going down, while Facebook and its catalogue of apps continue to eat up more of our attention?</p> <h3>Facebook targeting is amazing: if you aren't selling to everyone</h3> <p>You only need to look at your Facebook newsfeed to appreciate how well Facebook shows you content you want to consume, organic and paid.</p> <p>While many consumers continue to be entertained by family and friend updates, news on their favourite sports teams and media links, Facebook continues to work at its business, improving ad impressions by 49%.</p> <p>However, the most unique aspect of Facebook (and Instagram’s) ad offering does no favours for the likes of P&amp;G.</p> <p>According to P&amp;G CMO Marc Pritchard, the ability to deliver extremely targeted Facebook ads over-serves its needs:</p> <blockquote> <p>We targeted too much, and we went too narrow and now we’re looking at: What is the best way to get the most reach but also the right precision?</p> </blockquote> <p><a href="http://www.wsj.com/articles/p-g-to-scale-back-targeted-facebook-ads-1470760949">This WSJ article</a> goes on to illustrate this perfectly:</p> <blockquote> <p>P&amp;G two years ago tried targeting ads for its Febreze air freshener at pet owners and households with large families.</p> <p>The brand found that sales stagnated during the effort, but they rose when the campaign on Facebook and elsewhere was expanded last March to include anyone over 18.</p> </blockquote> <p>Targeting on Facebook had minimal impact for P&amp;G, but removing targeting revealed its unique reliance on a more blunt from of advertising.</p> <p>P&amp;G’s apparent need to reach “everyone” flies in the face of the general approach taken by many in the digital marketing community, but does provide a welcome lifeline to a stalwart of marketing past and present. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ffebreze%2Fposts%2F10156979726370368%3A0&amp;width=500" width="500" height="608"></iframe></p> <h3>TV still has a place in the marketing mix, at least for now</h3> <p>Facebook’s over-serving of P&amp;G’s need highlights the inherent value in television, despite its general decline in viewership.</p> <p>P&amp;G knows TV extremely well. The <a href="http://uk.businessinsider.com/10-biggest-advertising-spenders-in-the-us-2015-7/#2-att-ad-spend-up-01-to-33-billion-att-was-also-ranked-in-the-top-biggest-b2b-marketers-last-year-alongside-microsoft-and-apple-according-to-adage-last-year-it-phased-out-its-long-running-its-not-complicated-campaign-in-favor-of-a-new-better-network-messaging-swapping-kid-brand-ambassadors-for-geeks-called-the-network-guys-9">top advertiser in terms of adspend in the US</a> (<a href="http://www.campaignlive.co.uk/article/1289560/top-100-uk-advertisers-bskyb-increases-lead-p-g-bt-unilever-reduce-adspend">and the second after BSkyB</a> in the UK), spent $1.4bn on US TV adverts in 2015 and plans to increase this number in future.</p> <p>More broadly, the CPG leader has built its business over the decades in large part by mastering brand awareness through television, such that when consumers go to the supermarket, they are highly likely to buy a P&amp;G product.</p> <p>The ability to laser-target consumers has rarely been seen as a problem, but this shows that it is relative.</p> <p>Facebook’s granularity “issue” makes it difficult to reach the masses effectively, whereas the effort and effectiveness of television advertising is a known entity to marketers with general use products and extremely large target audiences.</p> <h3>The investment in ROI doesn’t just refer to money</h3> <p>Of course, none of the above is to say that Facebook cannot deliver quality advertising.</p> <p>Its most recent financial results ($6.2bn in advertising sales in Q2, $2.1bn profit) and the countless case studies of businesses of all sizes being built on Facebook speak for themselves.</p> <p>However, in order for P&amp;G and similar organisations to truly make use of Facebook’s unique capabilities, it would have to create unique campaigns and creative for several different segments and sub-segments within its target market.</p> <p>The time, effort and resources that would be required to invest in creating the hundreds of thousands or millions of permutations of creative across all of its product lines, likely doesn’t seem to be worth it when television can reach roughly the same audience in one fell swoop.</p> <p><iframe src="https://www.youtube.com/embed/XjJQBjWYDTs?wmode=transparent" width="560" height="315"></iframe></p> <p>Much how P&amp;G has set up its entire business around the television, a similar effort and dedication would have to be made to fully utilise tools such as Facebook at that scale.</p> <p>It’s likely that P&amp;G may even be on its way to this: the organisation is known to have extensive relationships with both Google and Facebook, with the latter saying that its relationship with P&amp;G “grows each year”.</p> <p>Despite that growth, it would likely take a reorganisation of its business, alongside continued advances in AI and programmatic in order for P&amp;G to truly utilise Facebook’s platform at the required scale.</p> <h3>Will Facebook ever steal some of your TV ad spend?</h3> <p>It’s obvious that Facebook is gunning for at least a portion of the budgets allocated to television.</p> <p>Despite the continued growth of the digital advertising industry from $17bn in 2007 to $60bn as of last year, as well as Facebook’s own top and bottom line growth, television still garners the largest part of the advertising pie, <a href="http://variety.com/2016/digital/global/global-advertising-spend-rise-2016-1201735023/">estimated to be worth $579bn globally</a>.</p> <p>While its innovations around video (in particular Live) are seemingly directed at increasing user engagement, it’s not hard to imagine Facebook using this to wade further into the higher echelons of marketing budgets.</p> <p>However, if this episode between P&amp;G and Facebook is any indication, this won’t be easy.</p> <p>While Facebook video ultimately looks the same as TV, the back end is fundamentally geared towards Facebook’s trademark granularity.</p> <p>In addition, will users who have always seen a feed that is tailored to their interests all of a sudden be prepared to sit through the same blunt advertising as on TV, just because it looks the same?</p> <p>The chances of Facebook gaining a share of TV ad spend may have slipped slightly, but it certainly won’t stop trying. And we certainly won’t stop watching.</p> tag:econsultancy.com,2008:BlogPost/68181 2016-08-12T12:02:53+01:00 2016-08-12T12:02:53+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Self checkout and mobile payment turn us into thieves</h3> <p style="font-weight: normal;"><a href="http://www.nytimes.com/2016/08/11/business/self-service-checkouts-can-turn-customers-into-shoplifters-study-says.html">The NYT reports</a> research <a href="http://www.alphagalileo.org/AssetViewer.aspx?AssetId=114179&amp;CultureCode=en">from Leicester University</a> that shows 'the use of self-service lanes and smartphone apps to make purchases generated a loss rate of nearly 4%, more than double the average.' </p> <h3>Snapchat accused of racist selfie lens</h3> <p style="font-weight: normal;">The company argues the filter was designed to create an anime aesthetic.</p> <blockquote class="twitter-tweet" style="font-weight: normal;"> <p lang="en" dir="ltr">Dear <a href="https://twitter.com/Snapchat">@Snapchat</a> , thanks for the overly-racist new filter...when can we expect Blackface? <a href="https://t.co/vKZn18NDYM">pic.twitter.com/vKZn18NDYM</a></p> — Brian (@bkisnah) <a href="https://twitter.com/bkisnah/status/763081209039745024">August 9, 2016</a> </blockquote> <h3>P&amp;G cuts back spend on targeted Facebook ads</h3> <p style="font-weight: normal;"><a href="http://www.wsj.com/articles/p-g-to-scale-back-targeted-facebook-ads-1470760949">The world's biggest advertiser admits</a> it 'went too narrow', the words of Marc Pritchard, CMO.</p> <h3>Macy's to close 100 stores</h3> <p>Shares were up 16% after <a href="http://phx.corporate-ir.net/phoenix.zhtml?c=84477&amp;p=irol-newsArticle&amp;cat=news&amp;id=2194923">the announcement</a>. The closures are part of a redesign of the Macy's portfolio.</p> <p>With six consecutive quarters of sales decline, in part due to the impact of Amazon, the retailer had to take action.</p> <h3>Facebook to deny ad blockers</h3> <p style="font-weight: normal;">Facebook revealed it had engineered a way to serve ads to desktop <a href="https://econsultancy.com/blog/67524-combating-ad-blocking-what-we-can-learn-from-the-affiliate-channel/">ad-blocker</a> users.</p> <p style="font-weight: normal;">At the same time it unveiled Ad Preferences, so Facebook users can have greater oversight of how they are being targeted.</p> <p style="font-weight: normal;">Take note though, two days later, AdBlocker Plus said it had already designed a workaround. Clearly the start of an arms race.</p> <p style="font-weight: normal;"><iframe src="https://www.youtube.com/embed/gV2cv7c7Ts8?wmode=transparent" width="560" height="315"></iframe></p> <h3> <a href="https://econsultancy.com/blog/67730-fintech-startup-mondo-provides-slick-impressive-ux-review">Mondo</a> gets its banking licence</h3> <p>The branchless bank was granted its licence yesterday, joining recent licensees Tandem and Starling, and previous entrant <a href="https://econsultancy.com/blog/67854-atom-bank-no-branches-no-legacy-tech-fewer-channels/">Atom</a>.</p> <p>On Tuesday, the Competition and Markets Authority in the UK ruled that banks must open up their data to third parties (with consumer consent), so that better deals can be offered where available.</p> <h3>Facebook testing Rio Snapchat-style selfie feature</h3> <p>Snapchat's influence continues to be evident across more established social platforms. </p> <p><iframe src="https://www.youtube.com/embed/gPXDwLBhsCA?wmode=transparent" width="560" height="315"></iframe></p> <h3>Alibaba revenue growth fuelled by mobile</h3> <p>Alibaba has announced its biggest quarterly sales growth since its 2014 flotation.</p> <p><a href="https://www.ft.com/content/11eaaff0-5fb7-11e6-ae3f-77baadeb1c93">The FT reports</a> that the 59% year-on-year jump in revenue to $4.8bn is fuelled by growth in mobile commerce.</p> <h3>Arianna Huffington steps down</h3> <p>No longer editing the Huffington Post, Arianna is now focusing on her wellness startup, Thrive.</p> <p><a href="http://uk.businessinsider.com/arianna-huffingtons-new-company-thrive-investor-deck-and-ceo-interview-2016-8?r=US&amp;IR=T">Business Insider brings you</a> the company's investor pitch. </p> <h3>Walmart buys Jet</h3> <p>Walmart paid $3.3bn for the Amazon-esque startup.</p> <p><a href="http://www.economist.com/news/business/21704840-walmarts-acquisition-jetcom-heats-up-its-battle-amazon-boxed-unicorn">The Economist features</a> some great stats showing how more Walmart shoppers are using Amazon, and how Walmart's share of American commerce is decreasing.</p> <p><img src="https://assets.econsultancy.com/images/0007/8007/Screen_Shot_2016-08-12_at_10.13.15.png" alt="jet.com" width="615" height="211"></p> <h3>Intel buys deep learning startup</h3> <p><a href="https://www.nervanasys.com/intel-nervana/">Intel has bought Nervana Systems</a>, a startup that creates deep learning hardware and software.</p> <p>This should enable rapid development of silicon chips designed for <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">artificial intelligence</a>. Watch this space.</p> <h3>Oracle Solutions Group is born</h3> <p>Digitas LBi, Oracle and Spindrift (LBi's Oracle implementation arm) <a href="http://www.digitaslbi.com/uk/news/uk/digitaslbi-and-oracle-launch-dedicated-solutions-group-a-new-agency-and-alliance-model-for-clients-globally/">have joined forces</a> to create Oracle Solutions Group.</p> <p>The new venture is described as ‘a one-stop shop for creative and technology consultancy and implementation’.</p> <h3>Dentsu to buy Merkle</h3> <p>The Japanese ad and PR firm <a href="https://www.merkleinc.com/news-and-events/press-releases/2016/dentsu-aegis-network-acquire-majority-stake-merkle">will pay $1.5bn</a> for a majority investment in Merkle, the performance marketing agency.</p> <h3>Honda cat choir ad</h3> <p>Lastly and bestly, Honda released a cat choir ad to jointly celebrate its summer clearance event and International Cat Day.</p> <p>We thought you should watch it, given the cat video's role as a central tenet of the internet.</p> <p><iframe src="https://www.youtube.com/embed/ZyG1zwBuZ24?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/68162 2016-08-12T09:50:00+01:00 2016-08-12T09:50:00+01:00 LinkedIn's Head of Ad Ops on programmatic advertising and native content Ben Davis <h3>LinkedIn has a wealth of user data. But are advertisers concerned about inactivity of some users?</h3> <p>We have over <strong>433m members</strong> on LinkedIn, including over 20m in the UK, and globally professionals are signing up at a rate of more than two new members per second. </p> <p>We always put our members first, so we have been able to attract a massive, highly engaged audience of influential professionals, with <strong>97m unique visitors a month</strong> on average. </p> <p>Four out of five members on our platform drive business decisions and, because of our secure log-in requirements, LinkedIn advertisers know they are getting their business in front of the people who influence purchasing decisions. </p> <h3>How is LinkedIn thinking about new ad formats on mobile/app (reportedly nearly 60% of traffic), where MPUs aren't as appropriate?  </h3> <p>The growth of LinkedIn’s Marketing Solutions business is being driven by Sponsored Content [promoted posts in the LinkedIn feed], which is still our biggest focus. </p> <p>It grew nearly 80% in the first quarter of this year and now represents 56% of total Marketing Solutions revenue. </p> <p>Content in the feed is at the heart of our mobile experience, which now accounts for more than 50% of traffic, and we will continue to focus on ensuring professionals can engage with relevant and insightful content while on the move.</p> <p><em>An example of promoted content from HubSpot</em></p> <p><em><img src="https://assets.econsultancy.com/images/0007/7854/Screen_Shot_2016-08-09_at_09.10.20.png" alt="promoted content on LinkedIn" width="615"></em></p> <h3>What types of LinkedIn audience segmentation are available through private auctions? Can advertisers target specific companies? </h3> <p>Advertisers can target LinkedIn members programmatically using their data, such as website visitors or DMP (<a href="https://econsultancy.com/blog/67583-what-does-the-future-hold-for-data-management-platforms/">data management platform</a>) data.</p> <p>Alternatively, using our Private Auctions, advertisers can take advantage of LinkedIn first party data and targeting options, which include <strong>targeting by company type</strong>, industry, seniority, and a wide range of audience segments.</p> <h3>What potential is there for integration with Dynamics CRM, LinkedIn and DSPs (demand-side platforms)? </h3> <p>We are working with all major DSPs and continue to invest in these partnerships.</p> <p>We cannot speculate on product changes while we are in regulatory review and prior to the Microsoft deal closing.</p> <h3>Do you see your ad network as entirely for B2B advertisers? Is context key? </h3> <p>We are not an ‘ad network’ in its traditional sense, we are a platform for professionals to consume content, find their next job or sell their services or products.</p> <p>We are therefore the perfect place for B2B advertisers to reach their target audiences at scale, when they are in the right mindset.</p> <p><strong>Our platform is by no means exclusively B2B</strong> though, and many consumer brands, from car manufacturers to luxury watchmakers, have benefited with great success from engaging with our members.</p> <p><em>Many B2C brands use LinkedIn for content marketing, both paid and organic.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/7855/amazon_fresh_linkedin.jpg" alt="amazon fresh linkedin update" width="615"></p> <h3>Of the advertisers trialling your new tech, what success are they seeing, and what tactics are they using?</h3> <p>Thousands of brands are currently buying us programmatically and harnessing our unrivalled data to engage with professionals.</p> <p>We will be sharing some success stories in due course but we can provide a quote from media agency Essence, one of our pilot partners.</p> <p>Agatha Isabel, Programmatic Media Planner at Essence, said: "Accessing LinkedIn programmatically has given Essence access to quality inventory, at scale, while allowing us to monitor performance in-house, in real time.</p> <p>"Not only can we efficiently reach our desired target audiences, such as SMBs, we're able to leverage our own tools, leading to high viewability and performance across LinkedIn.”  </p> <p><em><strong>If you want to learn more about programmatic, Econsultancy and Marketing Week's <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a> conference takes place in London on September 21st.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68173 2016-08-11T15:50:00+01:00 2016-08-11T15:50:00+01:00 Why fashion brands are teaming up with Apple Music Nikki Gilliland <p>Here’s a bit more on why they're getting involved.</p> <h3>Apple and Farfetch</h3> <p>Through its own dedicated channel, Farfetch is able to curate playlists and offer behind-the-scenes insight into photo shoots. </p> <p>Its ‘Songs from the Shoot’ playlists include content chosen and influenced by those involved, and likewise, its #TuneTuesdays are full of songs relating to the day-to-day musings of Farfetch editors.</p> <p>Often, the music reflects a particular style or sartorial theme.</p> <p><img src="https://assets.econsultancy.com/images/0007/7900/Farfetch_songs_from_the_shoot.PNG" alt="" width="370" height="390"></p> <h3>A win-win collaboration</h3> <p>For Apple, a brand that is synonymous with luxury, it certainly makes sense to tie-up with similarly high-end fashion brands.</p> <p>But why <em>fashion</em> in particular?</p> <p>Whether its musicians fronting ad campaigns or designing their own clothes, there has long been a natural link between the two industries. </p> <p>The same goes for the fashion and lifestyle sectors, with many clothing brands delving into wider subjects to increase their <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> and editorial remit.</p> <p>Most significantly, it appears to be a no-risk collaboration for all involved.</p> <p>Where <a href="https://econsultancy.com/blog/67852-style-or-sell-out-three-examples-of-celebrity-fashion-collaborations/" target="_blank">celebrity endorsements might appear gimmicky</a>, the established yet less visible nature of a company like Farfetch means that Apple won’t risk losing face if the collaboration fails to take off.</p> <p>On the flip side, for the likes of Farfetch and Burberry, the chance to be affiliated with Apple is a no-brainer. </p> <p>With such a large global audience, the collaboration offers huge opportunity for exposure and the chance to build brand awareness.</p> <h3><img src="https://assets.econsultancy.com/images/0007/7905/Farfetch_maxwell.PNG" alt="" width="750" height="367"></h3> <h3>Connecting with customers</h3> <p>As well as benefitting from the brand name, ecommerce companies like Farfetch are able to use Apple Music technology to <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">enhance the customer experience</a>.</p> <p>By integrating the music into Farfetch.com as well as its Farfetch Discover App, the aim is to build on, as well as point users towards, existing editorial content. </p> <p>With its established blog section, Farfetch already delves into other areas of lifestyle such as tech, travel and sport.</p> <p>Integrating music adds an immersive aspect, and in turn, offers added value for the consumer. </p> <p><img src="https://assets.econsultancy.com/images/0007/7909/farfetch_editorial.PNG" alt="" width="750" height="400"></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">As the i.am+ headphones hit Farfetch we sat down with <a href="https://twitter.com/iamwill">@iamwill</a> to talk tech <a href="https://twitter.com/hashtag/iamplusfarfetch?src=hash">#iamplusfarfetch</a> <a href="https://t.co/co3DxxtoV7">https://t.co/co3DxxtoV7</a> <a href="https://t.co/Q8KXkPLD07">pic.twitter.com/Q8KXkPLD07</a></p> — Farfetch (@farfetch) <a href="https://twitter.com/farfetch/status/760439984755183616">August 2, 2016</a> </blockquote> <p>Finally, the collaboration also allows the brand to connect with consumers outside of the realms of fashion. </p> <p>Whether the customer is listening while browsing online or in the car, being able to access the music across multiple touchpoints means that Farfetch can become part of a lifestyle – not just shopping habits.</p> <h3><strong>In conclusion...</strong></h3> <p>It's hard to tell whether or not fashion brands have seen any tangible success with their Apple Music accounts.</p> <p>Burberry, a brand that has been on the platform since last September, has so far seen an underwhelming amount of 'likes' on its playlists.</p> <p><img src="https://assets.econsultancy.com/images/0007/7908/Burberry.PNG" alt="" width="380" height="467"></p> <p>However, this may of course be down to a lack of engagement on Apple Music in general, as opposed to any real indication of the user response to the brand.</p> <p>What we can say for sure is that Farfetch's collaboration marks Apple's continued growth as a lifestyle brand, not just a tech company.</p> <p>Not to mention one that many others are eager to be associated with.</p> <p><em><strong>Farfetch are among the speakers at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>, which takes place in London on October 5-6. </strong></em></p>