tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2018-02-23T12:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69821 2018-02-23T12:00:00+00:00 2018-02-23T12:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Over a third of Brits will exercise right to be forgotten</h3> <p>Ahead of GDPR regulations coming into force on May 25th, the7stars <a href="https://mediatel.co.uk/newsline/2018/02/20/gdpr-34-of-brits-will-exercise-the-right-to-be-forgotten/" target="_blank">has revealed</a> that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.</p> <p>It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.</p> <p>Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.</p> <p><strong>For lots more on this topic, check out our <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR hub</a></strong></p> <h3>Strong subscriber engagement results in less delivered spam</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-hidden-metrics-email-deliverability/?sfdc=701370000006SvK" target="_blank">latest research</a> has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.</p> <p>It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.</p> <p>Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.</p> <p>Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2430/return_path.JPG" alt="" width="780" height="511"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69813-the-six-challenges-every-email-marketer-must-face" target="_blank">The six challenges every email marketer must face</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Out of home investment leads to success</h3> <p>According to Warc’s latest edition of its <a href="https://content.warc.com/read-warc-data-global-ad-trends-report-excerpt-february-2018" target="_blank">Global Ad Trends report,</a> which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.</p> <p>It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.</p> <p>The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.</p> <p><strong>More on OOH:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do" target="_blank">Six clever examples of what dynamic outdoor advertising can do</a></li> <li><a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet" target="_blank">Why digital out-of-home advertising is not really digital (yet)</a></li> </ul> <h3>Retailers with shopping apps see 50% of online sales take place on mobile</h3> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">Q4 Global Commerce Report</a> suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.</p> <p>It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.</p> <p>Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.</p> <p>In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0009/2432/Criteo.JPG" alt="" width="706" height="412"></p> <p><strong>More on retail apps:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>‘Creepy’ personalisation leads consumers to look elsewhere</h3> <p>InMoment’s <a href="https://get.inmoment.com/2018-cx-trends-report/?utm_source=press%20release&amp;utm_campaign=CXTrends2018" target="_blank">2018 CX Trends Report</a> suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.</p> <p>The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.</p> <p>Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as <em>too</em> personal.  </p> <p><img src="https://assets.econsultancy.com/images/0009/2433/creepy.JPG" alt="" width="652" height="340"></p> <p><strong>More on personalisation &amp; CX:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important" target="_blank">17 stats that show why CX is so important</a></li> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> </ul> <h3>Replying to online reviews can boost overall ratings</h3> <p>A <a href="https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings" target="_blank">new study</a> highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. </p> <p>From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. </p> <p>The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).</p> <p><strong>More on online reviews:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> <li><a href="https://econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69820 2018-02-22T13:00:00+00:00 2018-02-22T13:00:00+00:00 Google unveils AI-driven ad placement with launch of AdSense Auto ads Patricio Robles <p>The world's biggest digital ad player, however, wants to help fix that.</p> <p>Yesterday, Google <a href="https://adsense.googleblog.com/2018/02/introducing-adsense-auto-ads.html">announced</a> the launch of AdSense Auto ads, a new feature that gives publishers the ability to allow Google “to make smart placement and monetization decisions on your behalf.”</p> <p>To enable AdSense Auto ads, publishers add a piece of JavaScript code to their pages and configure which ad formats they are willing to have Google serve. An Advanced URL settings feature allows publishers to specify specific formats for specific pages. Formats supported include in-page ads, such as text and display ads, in-feed ads and in-article ads, as well as overlay ads, such as Google's full-screen Vignette mobile ads.</p> <p><img src="https://assets.econsultancy.com/images/0009/2424/googleauto.png" alt="" width="693" height="446"></p> <p>Once configured, AdSense Auto ads puts its machine learning technology to work in an effort to determine the optimal placements for each page and which formats are likely to produce the best results for each placement. When it believes its determination can “perform well”,  AdSense Auto ads will actually insert those placements into the page and fill them with the appropriate format.</p> <p>Google says that “Auto ads will identify any available ad space and place new ads there, potentially increasing your revenue” and notes that “Auto ads will take into account all existing Google ads on your pages”, eliminating the need for publishers to remove existing tags on their sites.</p> <h3>A big moment for AI</h3> <p>AdSense Auto ads is just the latest demonstration of how <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence">artificial intelligence</a> (AI) is increasingly being used in the digital marketing and advertising market and widespread adoption could make it one of the most impactful AI developments to date in the space.</p> <p>The big question is whether AdSense Auto ads will be a boon for advertising AI or not.</p> <p>While Google <a href="https://techcrunch.com/2018/02/21/google-debuts-adsense-auto-ads-with-machine-learning-to-make-placement-and-monetization-choices/">told</a> TechCrunch that “publishers participating in the beta saw an average revenue lift of 10 percent with revenue increases ranging from five to 15 percent” <a href="https://www.webmasterworld.com/google_adsense/4868213.htm">some beta testers complained</a> that the ads served by AdSense Auto ads hurt their user experiences.</p> <p>As with any technology powered by machine learning, results are supposed to improve over time and it's reasonable to assume that Google made improvements based on discoveries made during the beta. But even so, allowing a black box to make decisions on the fly about ad placements – something that can have a dramatic impact on user experience – might not sit too well with some publishers, so the success of AdSense Auto ads will likely depend on the experiences early adopters report.</p> tag:econsultancy.com,2008:BlogPost/69811 2018-02-20T10:29:51+00:00 2018-02-20T10:29:51+00:00 Salon is experimenting with a cryptocurrency mining option for ad blockers Patricio Robles <p>While cryptojacking is obviously not legitimate, the lucrative nature of crypto mining raised the interesting possibility that publishers themselves might adopt the technology behind cryptojacking to earn revenue legitimately.</p> <p>It didn't take long for that to happen. Last week, The Financial Times reported that digital publisher Salon had launched functionality dubbed <em>Supress Ads Beta</em> that allows users employing ad blockers to let Salon mine cryptocurrency as an alternative to disabling their ad blockers.</p> <p><img src="https://assets.econsultancy.com/images/0009/2343/salonmining.jpg" alt="" width="642" height="603"></p> <p>According to Jordan Hoffner, Salon's CEO, “We have a profound problem in the industry—ad blocking—and this was one way to bring light to it.”</p> <p>While bringing light to the problem, Salon is also aiming to cash in. It's mining Monero, a popular cryptocurrency that currently trades at over $300 a coin. According to AdAge, the publisher “has already collected a good amount of 'full coins.'”</p> <p>Interestingly, Hoffner pointed out that because the longer a user stays on the Salon website, the more crypto mining can be done, so there's an incentive for Salon to produce high-quality long-form content. “This rewards good, long-form content and not clickbait,” <a href="http://adage.com/article/digital/salon-asks-ad-blockers-mine-cryptocurrency/312389/">he told AdAge</a>.</p> <h3>Is it viable?</h3> <p>Hoffner says that he has been contacted by other publishers interested in using or replicating Salon's solution, suggesting that the publisher's crypto mining proposition to users of ad blockers might soon be more common.</p> <p>But is crypto mining going be a reliable and sustainable source of revenue for publishers? The answer to this question is not yet clear because the future of cryptocurrencies themselves is still in question.</p> <p>Even if established cryptocurrencies aren't heading to $0 anytime soon, the volatility in their prices could prove problematic. Cryptocurrency prices are anything but predictable, and can rise or fall by double-digit percentages in a single day, so the amount publishers might earn could fluctuate dramatically.</p> <p>If publishers embracing crypto mining decide to hold some or all of what their users mine for them, they are essentially taking on the role of cryptocurrency investors/speculators even though that's not their core competency. In this scenario, fluctuations in the prices of cryptocurrencies could leave them in a very good financial position or a very bad financial position very quickly.</p> <p>This said, there's an argument to be made that none of this really matters because crypto mining represents new, incremental revenue. After all, users that opt to allow their browsers to mine cryptocurrency are those who otherwise might not have disabled their ad blockers or purchased a subscription if one is offered.</p> <p>In the final analysis, for publishers still trying to figure out the best way to deal with ad blockers, experimenting with something new, even if it proves to be an imperfect or short-lived solution, is probably better than sitting back and hoping for a miracle. Indeed, that's the mentality of Salon's Hoffner.</p> <p>"I have payroll to meet, and I have shareholders," he told AdAge. "I have to innovate my way out of this problem. I cannot wait for big players to do it for me. I just won't. Maybe this helps level the playing field just a tiny bit. It's a start."</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69765-ask-the-experts-blockchain-and-its-use-in-marketing/">Ask the experts: Blockhain and its use in marketing</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69806 2018-02-16T15:53:00+00:00 2018-02-16T15:53:00+00:00 How publishers in Asia-Pacific are taking on Google and Facebook Jeff Rajeck <p>Individual publishers are too small to offer the reach of said platforms and their tech stacks are often too basic to integrate well with ad-buying platforms.</p> <p>The result? Declining ad revenue year-on-year for most publishers in the region.</p> <p><a href="https://digitalinasia.com/2017/05/09/how-google-and-facebook-are-eating-the-digital-industry-in-apac/">According to Digital in Asia</a>, digital ad revenue in Asia-Pacific (APAC) grew by US$1.23 billion last year, but nearly the entire industry growth ($1.13b) went to Google and Facebook. Consequently, Google and Facebook now account for more than 50% of digital ad spend in the region and this percentage is growing every year.</p> <p><img src="https://assets.econsultancy.com/images/0009/2300/publisher-consortiums-apac-1.jpg" alt="" width="800" height="272"></p> <p>So, what can regional publishers do? With the additional problem of declining revenue from print advertising and classifieds, how will they survive?</p> <p>Well, one approach which is popular now is for regional publishers to organize. They are joining up with their local, often bitter, rivals to create in-country 'publisher consortiums'.</p> <p>The purpose of the publisher consortiums is two-fold. First off, combining the country's publishers allows the consortium to pool readers into one, large audience. The collective reach then rivals Facebook and Google in the respective country.</p> <p>Additionally, consortiums offer a one-stop-shop for advertisers. With a single ad-buying gateway it suddenly becomes easier for brands and agencies to target a demographic without resorting to a complicated media strategy.</p> <p>Together, publishers aim to bypass Google and Facebook's iron grip on wide reach in the respective countries.</p> <p>Sounds great in theory, how well is it going in practice?</p> <h3>New Zealand: KPEX</h3> <p>Probably the most advanced of the publisher consortiums in APAC is The Kiwi Premium Advertising Exchange (KPEX) in New Zealand.</p> <p>Founded in October 2015, KPEX consists of New Zealand's leading media companies. Its mission is to allow advertisers to buy online ads across all the major New Zealand publishers and broadcasters (Fairfax Media, TVNZ, Mediaworks, and NZME) through a single ad exchange.</p> <p>Interestingly, DMP provider Lotame is the data engine behind KPEX, and its system is what makes the cross-publisher audience targeting and data buying possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/2301/publisher-consortiums-apac-2.jpg" alt="" width="800" height="360"></p> <p>The approach seems simple enough and the site indicates that advertisers can buy video, display, and mobile programmatically through a single demand-side platform (DSP).</p> <p>So, how's it going? Since the launch, KPEX claims that advertisers are now able to <a href="https://www.bigdatamedia.org/2017/12/09/publisher-advertising-consortiums-a-competitive-advantage/">reach 80% of the country's population</a> through its portal. While even this impressive figure is still not as high as Google's, KPEX now has greater reach in the country than Facebook. </p> <p>Another interesting development is that they are going to launch a 'premier private marketplace' (PPMP) with their tech partner, AppNexus in February 2018. This will, again, make the buying process simpler for advertisers who are aiming to reach a demographic across many publishers.</p> <p>No revenue figures are yet available, but reports indicate that KPEX now serves more than 1 billion impressions per month.</p> <h3>Thailand: Online Premium Publisher Association Thailand (OPPA)</h3> <p>Following swiftly in KPEX's footsteps, publishers in Thailand launched the Online Premium Publisher Association Thailand (OPPA) in May 2017. Bringing together 12 of Thailand's publishers, OPPA has a monthly reach of over 1.8 billion page views (5 billion ad impressions) per month.</p> <p><img src="https://assets.econsultancy.com/images/0009/2303/publisher-consortiums-apac-3.jpg" alt="" width="800" height="236"></p> <p>Claiming reach of 70% of the country's internet population, OPPA has partnered with DAC and Innity as consultants and technology partners to handle all the digital ad inventory. </p> <p>Despite a large fanfare at the launch, little has been written about the progress of the consortium since May and so no updates on its progress are currently available.</p> <h3>Singapore: Singapore Media Exchange (SMX)</h3> <p>More recently, the two largest publishers in Singapore, Mediacorp and Singapore Press Holdings (SPH), have also recently joined up to start a digital advertising marketplace in Singapore - the Singapore Media Exchange (SMX).</p> <p><a href="https://www.channelnewsasia.com/news/business/mediacorp-sph-enter-into-joint-venture-to-launch-digital-9097748">According to ComScore</a>, Mediacorp and SPH have the top five digital properties in the country and reach 70% of local digital consumers every month.</p> <p><img src="https://assets.econsultancy.com/images/0009/2304/publisher-consortiums-apac-4.jpg" alt="" width="800" height="427"></p> <p>While its reach is still less than both Google and Facebook, the benefits of using the consortium are still apparent. On SMX, advertisers will have rich targeting capabilities and be placed alongside locally relevant content for Singapore's often quirky consumers.</p> <p>SMX is, however, still in its early stages. Announced in August of 2017, the platform is not yet available and no launch date has been fixed. Job ads for SMX sales and ad operations specialists are now live, though, so an update is surely imminent.</p> <h3>Malaysia: Malaysia Premium Publishers Marketplace (MPPM)</h3> <p>Taking a slightly different approach than the other two, publishers in Malaysia have launched the Malaysia Premium Publishers Marketplace (MPPM) to combat negative perceptions of programmatic ad buying in the country.</p> <p>While the <a href="http://www.theedgemarkets.com/article/online-publishers-sign-mou-form-malaysian-premium-publishers-marketplace">announcement of the consortium</a> alludes to problems with Google and Facebook's dominance in the country, the five publishers (Media Prima Group, Star Media Group, Utusan Malaysia, MCIL and The Edge) are purportedly banding together to "simplify the ad buying process" and provide "transparency, viewability and brand safety".</p> <p><img src="https://assets.econsultancy.com/images/0009/2305/publisher-consortiums-apac-5.jpg" alt="" width="800" height="450"></p> <p>These tenets echo what both P&amp;G and Unilever have been asking for from their agency partners lately and also reflect concerns raised by a <a href="http://www.marketing-interactive.com/singapore-targeted-ad-fraud-mobile/">recent study by Click Mob</a>, which listed Malaysia as one of the top five countries most targeted by ad fraud on mobile.</p> <p>As with SMX, MPPM is not yet generally available, but <a href="https://www.thestar.com.my/business/business-news/2018/02/10/for-better-media-quality-going-private-is-the-way/">recent reports</a> indicate that the exchange will be launched to pilot customers by the end of February 2018.</p> <h3>The future?</h3> <p>So, are consortiums the future for publishers and media buying in APAC? It is too soon to tell.</p> <p>Google, Facebook, and other social media platforms have a sizable lead in both reach and ad tech throughout the region, so even a well-organized and functioning consortium will struggle to catch up. </p> <p>That said, it seems unlikely that countries in the APAC region will, anytime soon, sacrifice their local media to create a level playing-field now dominated by Silicon Valley behemoths. So, regardless of their success, it is likely that we will be hearing about publisher consortiums in Asia-Pacific for some time to come.</p> <p>Thanks to Alex Sibois, SVP &amp; Managing Director APAC - Lotame, for providing information for this post and a general background of the industry.</p> tag:econsultancy.com,2008:BlogPost/69807 2018-02-16T12:23:16+00:00 2018-02-16T12:23:16+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Consumers concerned about privacy and accuracy of chatbots</h3> <p>While business leaders are increasingly keen to invest in artificial intelligence, PointSource suggests that consumers are not entirely on board with the technology.</p> <p>Research has revealed that people have a number of key concerns about chatbots in particular, with the top three being privacy, speed, and friction.</p> <p>In a survey of over 1,000 people in the US, <a href="https://digital.pointsource.com/acton/media/21911/2018-artificial-intelligence-and-chatbot-report?utm_term=2018%20Artificial%20Intelligence%20and%20Chatbot%20Report&amp;utm_campaign=Thank%20you%20for%20downloading%21&amp;utm_content=email&amp;utm_source=Act-On+Software&amp;utm_medium=email&amp;sid=TV2:I3ipIXtBi" target="_blank">PointSource found</a> that data privacy and security is top of mind for 41% of consumers while using chatbots. 59% say they grow frustrated if a chatbot doesn’t provide a solution, while 51% of consumers anticipate frustrations around chatbots not understanding what they’re looking for.</p> <p><strong>More on intelligent assistants:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69797-how-ai-is-transforming-healthcare/" target="_blank">How AI is transforming healthcare</a></li> <li><a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry" target="_blank">The impact of artificial intelligence on the travel industry</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/2309/chatbots.jpg" alt="" width="650" height="459"></p> <h3>93% of Data Scientist vacancies offer wages over the UK average</h3> <p>With the role of <a href="https://econsultancy.com/blog/68933-a-day-in-the-life-of-a-data-scientist-in-an-ai-company">Data Scientist</a> being tipped as one of the most in-demand jobs of the future, <a href="https://joblift.co.uk/Press/data-scientists-post-graduate-qualifications-requested-in-45-of-job-advertisements-and-over-50-of-positions-advertised-salaries-over-50000" target="_blank">Joblift has analysed</a> relating recruiting trends in the UK. </p> <p>Results show that there have been 8,672 Data Scientist vacancies posted in the UK in the last 12 months. These positions have seen an average monthly increase of 3% - this is in comparison to an average 2% increase in the whole UK job market each month.</p> <p>In terms of salaries, the study shows that just 7% of all job vacancies stated a salary below £30,000, meaning at least 93% of Data Scientist vacancies offered pay significantly higher than the UK’s average wage of £28,6001.</p> <p>Elsewhere, post-graduate studies were requested in 45% of job ads, and knowledge of programming systems was requested in 83% of job advertisements.</p> <h3>The most exciting prospect in marketing? Personalised experiences in realtime</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">2018 Digital Trends</a> survey report, in association with Adobe, reveals that marketers, when asked about martech prospects over the next three years, are most excited about delivering personalised experiences in realtime (36% of respondents).</p> <p>18% declared most excitement was in AI, 15% AR and VR, 13% connected things and 6% voice technology.</p> <p>There's plenty more in the report – <a href="https://econsultancy.com/blog/69805-45-of-marketers-cite-content-experience-management-as-top-priority-in-2018/">a summary here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0009/2289/AI_potential.JPG" alt="exciting prospects marketing" width="615"></p> <h3>71% of UK public unaware influencer marketing regulations exist</h3> <p style="font-weight: 400;">A <a href="https://www.prizeology.com/whitepaper/influencer/" target="_blank">new report</a> by Prizeology has revealed how the general public perceives rules and regulations around influencer marketing. </p> <p style="font-weight: 400;">Based on the responses of over 2,000 members of the public, it suggests that 71% wrongly believe that there are no regulations surrounding influencer marketing. What’s more, 61% believe that influencers do not have to state that they have been paid to talk about a product.</p> <p style="font-weight: 400;">Despite this, the general public vehemently believe that they should be informed if people are being paid to promote products. 88% of the general public agreed with this statement, and 60% agree that their perception of a brand is improved when they are transparent about product promotion.</p> <p style="font-weight: 400;">Finally, there is also a significant lack of understanding when it comes how influencers might indicate a commercial relationship, with 49% of people saying they are unaware of the hashtags and language that must be used. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2310/instagram.jpg" alt="" width="650" height="433"></p> <p><strong>More on influencer marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69697-is-the-influencer-marketing-bubble-set-to-burst" target="_blank">Is the influencer marketing bubble set to burst?</a></li> <li><a href="https://www.econsultancy.com/blog/69620-only-29-of-influencer-campaigns-use-trackable-urls-for-attribution" target="_blank">Only 29% of influencer campaigns use trackable URLs for attribution</a></li> <li><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">11 impressive influencer marketing campaigns</a></li> </ul> <h3>A superior UX is not the only key to success</h3> <p>A new study by <a href="http://www.intermarketingonline.com/media/viewpdf/Charisma-Index--tracks-resilience-of-70-global-brands/" target="_blank">The Charisma Consortium</a> suggests that a great user experience is not necessarily the key to success, as damaged brand integrity can override public perception. This comes from an online survey of 10,000 consumers across four markets.</p> <p>The research - which examines brand resilience across six dimensions of consciousness, purpose, integrity, generosity, courage, and delivery – suggests that dynamic relationships with consumers is the real difference between brief popularity and long-term loyalty.</p> <p>When it comes to brands with the best capabilities, Lego was named as number one, consistently delighting customers across the board. Conversely, FIFA was named the brand with the lowest score. </p> <p>Elsewhere, Apple just scrapes into the top 10 in the US and 16th in the UK. Despite impressing on innovation, poor performance on delivery and a lack of integrity and generosity means that it has seemingly lost consumer favour.</p> <p><img src="https://assets.econsultancy.com/images/0009/2307/charisma.JPG" alt="" width="780" height="490"></p> <h3>Advertisers need to get more creative</h3> <p>According to Marin’s <a href="http://www.marinsoftware.com/resources/whitepapers/q4-2017-digital-benchmark-report?trackid=70138000001F7duAAC&amp;tactic=WW-US-US-N-CP-A-1801-Email_3-OBEM-1453&amp;utm_source=Outbound_EmailCampaign&amp;utm_medium=HTML&amp;utm_campaign=WW_1801_CP_A_CRO_N_CR_Benchmark_Report_2017_Q4&amp;mkt_tok=eyJpIjoiTjJFNE1EZ3pOelJoWmpBMiIsInQiOiJEdnFkeEhycFJpZ0kwXC9OTFVxdzFqbWVXdzcxR3oxMW1vanQzUE1jaFBRYnZmbkZrSzdybTEzblI4MVZqaGZzendXblVcL3J3RDVJMFUrd2hMVXlwUHQ4RlBEd1FpejY4ZHQ0UGxJSFQzeVFTcW5NdkF6ZEZqK01UcytiT2FSK2htIn0%3D" target="_blank">latest benchmark report</a>, advertisers are failing to include enough creative in Google ads, having seen a 3% increase in creative-light ad groups during Q4 2017. </p> <p>The report highlights how this could be damaging engagement, as Google's improved creative rotation technology has previously been proven to reward advertisers who use three or more ads per ad group with increased clicks and impressions.</p> <p>Elsewhere, Marin reveals how retailers are seeing greater success with Google Shopping. It suggests there has been a steady increase in clicks and click share in the space of a year. </p> <p><strong>More on Google:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68775-retailers-beware-amazon-could-be-about-to-shake-up-google-plas/" target="_blank">Retailers beware, Amazon could be about to shake up Google PLAs</a></li> <li><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns" target="_blank">Six clever ways to optimise Google Shopping campaigns</a></li> </ul> <h3>Lack of consumer confidence delays purchases by up to six months</h3> <p>New research by PushOn has revealed that 24% of customers spend up to six months researching products before making a considered purchase. With some taking even longer than this to buy, the main reason cited is a lack of confidence in brands and services. </p> <p>PushOn also highlights the prevalence of ‘webrooming’, as 79% of customers say they have gone in store to make a final purchase so they can see what an item looks like in reality. </p> <p>Meanwhile, 70% say they are happy to buy an expensive product online, but only after they have visited a store to see it in person.</p> <p>Other key findings from <a href="https://www.pushon.co.uk/ecommerce/showrooming-webrooming-new-report/" target="_blank">the report</a> include the fact that 39% of customers say the maximum they are willing to spend online is £1000, while 40% say they would like to use AR technology to test a product before they buy it.</p> <p><img src="https://assets.econsultancy.com/images/0009/2306/webrooming.JPG" alt="" width="780" height="242"></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69446-how-can-brands-combat-a-lack-of-consumer-trust" target="_blank">How can brands combat a lack of consumer trust?</a></li> <li><a href="https://econsultancy.com/blog/69131-how-shopping-malls-are-enticing-consumers-offline" target="_blank">How shopping malls are enticing consumers offline</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69802 2018-02-14T11:06:52+00:00 2018-02-14T11:06:52+00:00 Unilever fires a shot across the bow of Google and Facebook, but is it all bark and no bite? Patricio Robles <p>Despite the fact that they rely heavily on Google and Facebook, advertisers in particular are increasingly vocal about these companies' shortcomings and have started showing a willingness to put their money where their mouths are. For example, a little over a year ago, Google-owned YouTube was the subject of a temporary mass advertiser boycott after it came to light that ads from top brands were being displayed alongside extremist content.</p> <p>Both Google and Facebook have taken steps to placate the advertisers that fill their corporate coffers with cash but many advertisers still aren't satisfied that the efforts are bearing enough fruit quickly enough.</p> <p>Case in point: at the Interactive Advertising Bureau (IAB) annual leadership meeting held in Palm Desert, California this week, Keith Weed, the CMO for Unilever, <a href="https://qz.com/1204787/unilever-un-is-threatening-to-pull-out-of-facebook-and-google/">issued a blunt warning to Google and Facebook</a>: clean up your act or we will stop sending you our ad dollars.</p> <p>“We cannot have an environment where our consumers don't trust what they see online,” he told attendees. “We cannot continue to prop up a digital supply chain-one that delivers over a quarter of our advertising to our consumers-which at times is little better than a swamp in terms of its transparency.”</p> <p>He elaborated: </p> <blockquote> <p>Consumers don't care about third party verification. They do care about fraudulent practice, fake news, and Russians influencing the US election. They don't care about good value for advertisers. But they do care when they see their brands being placed next to ads funding terror, or exploiting children. They don't care about sophisticated data usage or ad targeting via complex algorithms, but they do care about not seeing the same ad 100 times a day. They don't care about ad fraud, but they do care about their data being misused and stolen.</p> </blockquote> <p>Unilever, of course, is the second largest advertiser in the world, so when its CMO speaks, companies that rely on ad dollars listen. With Google and Facebook being the recipients of nearly three quarters of digital ad spend in the U.S., nobody has a greater incentive to listen than they do.</p> <p>And they would be wise to listen because there is no doubt that they have room to improve. For instance, <a href="https://www.econsultancy.com/blog/69709-will-influencer-marketing-take-a-hit-after-the-logan-paul-firestorm/">the recent drama with YouTube star Logan Paul</a> raises questions about how Google polices its most prominent content creators. Paul came under fire after he posted a grotesque and disturbing video filmed in Japan's “suicide forest.” Google-owned YouTube removed Paul from its Google Preferred program, which offers top creators access to the best advertisers and guaranteed placements.</p> <p>But not a month later, Paul was in hot water again for posting more disturbing videos, including one in which he shocked a rat with a Taser. In response, YouTube declared that his content was “unsuitable for brands” <a href="https://variety.com/2018/digital/news/logan-paul-youtube-advertising-suspended-1202693482/">and demonetized his channel</a>, a move that could cost Paul an estimated $1.2m a month while the demonetization remains in effect. But <a href="http://www.telegraph.co.uk/technology/2018/02/13/youtube-ceo-susan-wojcicki-says-logan-paul-hasnt-done-anything/">according to YouTube CEO Susan Wojcicki</a>, Paul's disturbing behavior doesn't warrant a total ban from the popular video platform.</p> <p>The situation with Paul, who has 15m subscribers and is one of YouTube's biggest homegrown stars, highlights just how significant the challenges Google and Facebook face are. After all, if Google struggles with one of its most prominent content creators, how could it ever deal with the countless small fish in Weed's so-called “swamp”?</p> <h3>So what is an advertiser like Unilever to do?</h3> <p>Is it inevitably going to find itself having to cut ties with Google and Facebook, or will it be forced to back down?</p> <p>Part of the problem advertisers face with Google and Facebook is that their services are underpinned by content they don't produce or own. Google the search engine scours the web and uses algorithms to determine how it should be delivered to users when they perform searches. Algorithms will never be perfect and human intervention won't always be either.</p> <p>Google-owned YouTube is a video platform that allows anybody to upload and publish videos they have created and Facebook is a social network with well over a billion active users, all of whom can pretty much post whatever content they want to their accounts.</p> <p>While this doesn't mean that Google and Facebook shouldn't and can't do anything about the content present on their services – they should and can – Google and Facebook aren't newspapers or television channels either. </p> <p>Unlike newspapers, which have a limited number of pages, and television channels, which have a limited number of programming hours, there's almost no physical limit to how much content Google and Facebook can handle and make available to the world. But there are physical limits to how much moderation and curation they can perform. </p> <p>Advertisers, it would seem, have lost sight of that.</p> <p>Despite the known risks of advertising against user-generated content – risks that were widely discussed years ago when the ad offerings of Facebook and YouTube were in their infancy – companies like Unilever voted with their wallets. Consumers embraced platforms dependent on user-generated content and advertisers followed them. Today, brands spend tens of billions of dollars a year buying ad inventory associated in some way with user-generated content.</p> <p>While advertisers can pull back – P&amp;G, for instance, <a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines">cut $100m from its digital ad budget</a> – the reality is there's no turning back. Google and Facebook are for all intents and purposes digital advertising and advertisers can only shift so much spend around them. While threats make for good headlines, advertisers are likely to find that threats do little to address the problems they're concerned about.</p> <p>Instead, if they want to clean up the swamp they largely funded, advertisers are going to have to get their hands dirty too.</p> <p><em><strong>For Econsultancy subscribers:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69787 2018-02-13T11:28:00+00:00 2018-02-13T11:28:00+00:00 Five tips for a successful Facebook advertising strategy Nikki Gilliland <p>So, how can marketers ensure their campaigns are in tip-top condition? Here’s a few tips on optimising your Facebook ad strategy for the year ahead. </p> <p>(Hint: Subscribers can download our <a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Best Practice Guide</a>)</p> <h3>Target people in consideration phase</h3> <p>One of the main benefits of Facebook advertising is being able to target users based on a wide range of variables, ranging from age and location to relationship status and occupation. Advertisers can take this one step further to target users based on super-precise interests, such as music categories, specific bands, cultural icons, or magazines, to name a few random examples. </p> <p>This is likely to yield the best results, as ads will be less expensive but far more powerful. Users will be more inclined to take action if they are hyper-engaged in a certain topic or category.</p> <p>Another aspect of targeting to think about is by product consideration. In other words, how close users are to buying a product, typically spoken about in terms of whether they are ‘cold’, ‘warm’ or ‘hot’. </p> <p>Depesh Mandalia, who is the Founder and CEO of SM Commerce, uses this technique, suggesting that this is “a key strength within the Facebook ads platform” as it “follows basic marketing concepts of lead nurturing and - combined with mediums such as email and paid search - allows a business to ensure they're hand-holding customers through the consideration phase into becoming a customer.”</p> <p>Essentially, it ensures that ads are not just reaching people who might be interested in a product, but those have displayed tangible interest. In turn, they have more chances of conversion than those who are seeing an ad for a brand or item that’s entirely new to them.</p> <h3>Find your relevancy</h3> <p>With over eight billion videos (or 100 hours) watched on Facebook on a daily basis, video is becoming the most obvious choice of creative. There’s good reason - video content is proven to be highly effective for grabbing the user’s attention. Nielsen suggests that 74% of total ad recall can be achieved already within the first 10 seconds of a video ad. </p> <p>However, marketers shouldn’t automatically assume that it is the correct medium to choose. Video ads are typically more expensive, which could be a big barrier. Similarly, other creatives could be better aligned with the brand or product. For example, a carousel ad could be more effective for an ecommerce site that wants to showcase different features or aspects of a particular product. </p> <p>Mandalia suggests that the visual for your ad doesn't necessarily need to represent your product or brand directly, but more importantly, it needs to feel natural in the user's newsfeed and relevant to what you're promoting. </p> <p>With ad prices going up in the past few years, it’s also important to deliver strong creatives in order to minimise costs. In other words, it’s worth spending more on a campaign that is likely to generate greater engagement than a less expensive and less impactful one overall.</p> <p><img src="https://assets.econsultancy.com/images/0009/2149/OGX_ad.JPG" alt="" width="370" height="716"></p> <h3>Don’t dismiss manual bids</h3> <p>While the majority of advertisers might rely on Facebook to decide on the optimal cost-per-action, manual bidding could be a better option in terms of scale. </p> <p>Though Facebook updated the bidding system last year so that advertisers could theoretically get the most return on their investment, manual bidding allows you to take greater control in order to get the right balance between growth and cost efficiency.</p> <p><a href="https://adespresso.com/blog/facebook-ads-bidding-experiment-automatic-manual/" target="_blank">A study by AdEspresso</a> reflects this notion, with results showing that a high manual bid helped to accelerate ad delivery and get more conversions at a cheaper price than automatic.</p> <h3>Focus on sales, not clicks</h3> <p>Another easy mistake to make is placing too much focus on the wrong kind of metrics, also known as ‘vanity’ metrics. This means factors like reach, video views, or clicks. While these numbers might be a good indication that you’re doing something right – they don't measure success in terms of actual sales. </p> <p>As a result, these metrics lead to greater loss in the long-run, as you might be tempted to repeat or re-run ads that aren’t generating anything more than ‘empty’ engagement. </p> <p>There is the argument that any kind of engagement is positive, perhaps contributing to increased brand awareness. However, if you place undue focus on this, it could mean you are making the wrong decisions about overall strategy.</p> <p><img src="https://assets.econsultancy.com/images/0009/2150/ASOS_ad.JPG" alt="" width="650" height="640"></p> <h3>Test and compete</h3> <p>Regardless of how much confidence you have in an ad strategy, the only real way to discover which ads yield the best results is through testing and optimisation. </p> <p>Split testing (or <a href="https://www.econsultancy.com/blog/69760-how-to-stay-safe-when-a-b-testing" target="_blank">A/B testing</a>) involves running a series of ads that are the same apart from a single variable, such as copy, image, or even custom audience. Facebook has an in-built system which tells you which ads are more likely to perform. </p> <p>Once you have determined this, it is also helpful to run a competitor analysis. This process involves finding out what your competitors are currently doing, but more importantly, how their audience is responding. This could be done by analysing content strategy, social sentiment, or simply reading reviews or comments online. In doing so, you will be able to gain a much better understanding of your target market’s preferences and ideals, and use it to inform your advertising. </p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69178-facebook-adds-value-optimization-to-ad-bidding-lookalike-audiences" target="_blank">Facebook adds value optimization to ad bidding &amp; Lookalike Audiences</a></em></li> <li><em><a href="https://econsultancy.com/blog/69725-facebook-s-news-feed-update-is-more-significant-than-you-know" target="_blank">Facebook's News Feed update is more significant than you know</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69788 2018-02-09T15:00:00+00:00 2018-02-09T15:00:00+00:00 Three marketing trends for Asia-Pacific in 2018 Jeff Rajeck <p>And while the report covers 2018 marketing trends from a global perspective, marketers in Asia-Pacific often experience trends which are slightly different from those felt by their counterparts in the West.</p> <p>So, to both brief marketers on the report and cover what's happening in the region, Econsultancy recently invited over 400 Asia-Pacific brand marketers to attend Digital Outlook 2018 in Singapore. Below are three of the 2018 marketing trends we identified specifically for brands selling in the Asia-Pacific region. </p> <h3>1) Marketplaces are on the rise in Asia-Pacific</h3> <p>For many years, ecommerce in Asia-Pacific has languished behind the West. While regional consumers heard of the amazing benefits offered by Amazon Prime and the unparalleled customer service of Zappos, the experience with online retailers in Asia-Pacific seemed to be stuck in the last decade.</p> <p>This all changed in 2017, however, with Amazon launching in both Singapore (July) and Australia (December).</p> <p>Now, brands, retailers and legacy marketplaces will have to up their game to keep up with a daunting foe. Amazon has been such an effective marketplace that the destruction of retail company share prices in Western markets is now known as 'the Amazon effect'.</p> <p><strong><img src="https://assets.econsultancy.com/images/0009/2157/2018-marketing-trends-1a.jpg" alt="" width="800" height="444"></strong></p> <p>To deal with a potential 'Amazon effect' in Asia-Pacific, the first thing brand marketers must do is to consider whether it is still worth pursuing their own ecommerce sites, or whether they should outsource the online customer experience to the marketplaces.</p> <p>Next, Asia-Pacific brand marketers need a marketplace strategy. Should they put all merchandise on the marketplaces, or keep some products and materials exclusive for their own site and stores?</p> <p>Finally, brands need to make sure they have the right talent onboard to manage the marketplaces. Job ads are already appearing which ask specifically for marketplace ecommerce experience, so hiring for these skills may soon become quite difficult.</p> <p>Overall, this trend is both an imminent threat and a new opportunity for brands so the 2018 marketing trend is to come up with a marketplace strategy as soon as possible.</p> <p><strong><img src="https://assets.econsultancy.com/images/0009/2156/2018-marketing-trends-3.jpg" alt="" width="800" height="533"></strong></p> <h3>2) China has become a digital leader</h3> <p>Many publishers which cover the marketing industry, including this one, have long looked at China as the 'poor cousin' of the Western internet.</p> <p>Comparisons between Western countries and China often focus on the difference in internet penetration (always higher in the West), the adoption of smartphones (China was behind until recently), and the 'me too' digital platforms in China which seemed to proliferate six or seven years ago.</p> <p><img src="https://assets.econsultancy.com/images/0009/2158/2018-marketing-trends-1.jpg" alt="" width="800" height="505"></p> <p>The 2018 marketing trend is that things have changed. Instead of being behind and playing catch-up, the China internet economy has now raced ahead of the West's and the country now leads in many key areas.</p> <p>Besides its sheer size, which is expected due to the country billion-plus population, the internet economy in China is also ahead in features. Consumers in China can now use the internet, specifically WeChat, to accomplish an extraordinary number of things.</p> <p>Apart from the usual messaging, voice, and video calls, WeChat also has integrated news and public service announcement, gifting, ride-hailing, food delivery, doctor/dentist bookings, and even visa applications. Those who use WeChat in China are often quite surprised to see how 'patchwork' the West's online experience still is.</p> <p>And the reason there are so many services is that China is far ahead in online payments integration.  Instead of having dozens of competing platforms with limited adoption, Chinese consumers pretty much have two, Alipay and WeChat Pay, with 77% market penetration.</p> <p>These two payment systems are also connected to an enormous amount of points of sale in the country, both online and off, meaning that many Chinese consumers now enjoy cash-free purchasing for almost everything.</p> <p><strong><img src="https://assets.econsultancy.com/images/0009/2159/2018-marketing-trends-2a.png" alt="" width="800" height="325"></strong></p> <p>Finally, along with integrated payments has come an integrated shopping experience. Unlike the fragmented customer journey in the West, Chinese consumers can discover, research, inquire with friends, and buy items all through one platform - be it WeChat or Taobao. Besides providing convenience for the consumer, this also allows brands to coordinate and monitor their messaging across platforms to an extent which would be very difficult to do in the West.</p> <p><img src="https://assets.econsultancy.com/images/0009/2161/2018-marketing-trends.jpg" alt="" width="800" height="533"></p> <h3>3) Google and Facebook are (still) the future of digital advertising</h3> <p>The final point made was that brand marketers can still count on Facebook and Google for digital advertising in Asia-Pacific for the foreseeable future.</p> <p>This 2018 marketing trend is perhaps counter-trend to the West where brands are questioning their exposure to the 'duopoly' of Facebook and Google and looking at other ad platforms, such as Amazon and publisher consortiums.</p> <p>But in the East, Facebook and Google still offer the widest reach and the greatest potential for growth in emerging markets such as Myanmar and Vietnam.  Also, growth in programmatic buying in the region is still being held back by fears of click fraud and publisher consortiums are just being launched in the region.</p> <p>So, overall the trend for most brands is to stick with Google and Facebook for digital advertising for the time being, despite their flaws.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the presenters and the 400+ attendees of our recent Digital Outlook 2018 in Singapore.</p> <p>Coming together for a full day of presentations and discussions of Asia-Pacific's 2018 marketing trends was hopefully time well spent - and we look forward to seeing you all at future Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0009/2162/2018-marketing-trends-2.jpg" alt="" width="800" height="600"></p> tag:econsultancy.com,2008:BlogPost/69790 2018-02-09T12:45:00+00:00 2018-02-09T12:45:00+00:00 The best digital marketing stats we've seen this week Nikki Gilliland <h3>Consumers open to automatic buying via digital assistants</h3> <p style="font-weight: 400;">Econsultancy’s <a href="https://econsultancy.com/reports/the-next-revolution-of-search/" target="_blank">Next Revolution of Search</a> report has revealed that consumers are more open and willing to experiment with intelligent digital assistants, making this the next logical extension of search. </p> <p style="font-weight: 400;">80% of survey respondents said that it would be “incredibly useful” if a personal digital assistant could help find the options right for them. Meanwhile, the report highlights the potential benefits of automatic buying using digital assistants, meaning purchases or transactions that have little or no input from consumers. </p> <p style="font-weight: 400;">75% said that this kind of service would be useful to them, and 67% said they would be likely to have products delivered automatically if there was no unexpected change or variation in price. Even among those who are sceptical of such a service, 90% admit that it would make their lives better to have products they use regularly delivered automatically.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2178/Stats.JPG" alt="" width="780" height="510"></p> <p style="font-weight: 400;"><em><strong>Subscribers can download the <a href="https://econsultancy.com/reports/the-next-revolution-of-search/" target="_blank">report in full here</a>. </strong></em></p> <h3>Tide sees the most Super Bowl conversation</h3> <p style="font-weight: 400;">According to Talkwalker, there were 5.3 million mentions of the Super Bowl across Facebook, Twitter, and Instagram last Sunday. Online conversation peaked at the halftime show, with one million mentions of Justin Timberlake, and 117,200 mentions of his tribute to Minneapolis hero, Prince. Despite not making a surprise appearance, there were still 43,800 mentions of his previous halftime show co-performer, Janet Jackson.</p> <p style="font-weight: 400;">When it comes to brand ads, Tide generated the most conversation with its ad featuring David Harbour from Stranger Things. There were 163,800 mentions of Tide during the event. </p> <p style="font-weight: 400;">Another advertising highlight was the Mountain Dew and Doritos joint ad featuring a rap battle between Morgan Freeman, Peter Dinklage, and Missy Elliot. The ad was mentioned 115,100 times overall.</p> <p style="font-weight: 400;"><iframe src="https://www.youtube.com/embed/doP7xKdGOKs?wmode=transparent" width="640" height="360"></iframe></p> <h3>Customers fed up within five minutes</h3> <p style="font-weight: 400;">It only takes five minutes for US consumers to feel fed up with a customer service experience – that’s according to a new report by Point Source (based on a survey of 1,008 US consumers). It found that 34% of customers on hold with a retail customer service agent want to switch to a chatbot after five minutes. However, 59% of consumers will also grow frustrated if a chatbot doesn’t provide them a resolution within the save time frame.</p> <p style="font-weight: 400;">Data privacy is still pressing issue for people too, with 41% citing this as a cause for concern when using a chatbot. 44% say accuracy of information provided, while frustrations over chatbots not understanding intent or language remains the biggest – 51% cite this concern.</p> <p style="font-weight: 400;">When asked about why customers might want a chatbot’s help, the majority of respondents said they are open to interactions throughout the majority of the customer journey, such as when researching online and tracking and order. However, there still appears to be resistance post-purchase, with 80% of retail customers not being comfortable with chatbot assistance when resolving problems with an order, and 71% saying the same for the in-store experience.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2177/PointSource.JPG" alt="" width="395" height="618"></p> <p style="font-weight: 400;"><strong>More on chatbots:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69716-why-fashion-and-beauty-brands-are-still-betting-on-chatbots" target="_blank">Why fashion and beauty brands are still betting on chatbots</a></li> <li><a href="https://econsultancy.com/blog/68732-what-makes-a-good-chatbot-ux/" target="_blank">What makes a good chatbot UX?</a></li> </ul> <h3>Mobile commerce on the rise in Asia</h3> <p style="font-weight: 400;">According to a <a href="https://www.warc.com/content/article/event-reports/five_asian_retail_trends_for_2018/120035" target="_blank">report by Warc</a>, the popularity of shopping on smartphones is also on the rise in Asia. 71% of Asian consumers are said to use their smartphones to help them shop, compared to 59% of all global shoppers.</p> <p style="font-weight: 400;">There are also two markets in particular where smartphone usage is booming. 76% of shoppers in Indonesia are using their smartphones, and 90% of shoppers in China are doing the same. </p> <p style="font-weight: 400;">While the in-store experience is also a big focus in these markets, mobile commerce is also becoming an increasingly natural and instinctual experience, as shoppers forgo desktop entirely and go straight to smartphones.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2176/smartphone_shop.jpg" alt="" width="700" height="466"></p> <h3>Ad engagement 29% higher on premium sites than social</h3> <p>Social media is typically associated with high levels of attention, however, when it comes to ads, studies suggest that it could be failing to properly engage users. This is the basis of <a href="http://www.newsworks.org.uk/%2FMedia-Centre/engagement-is-29-higher-on-premium-sites-than-on-social-media" target="_blank">recent research </a> by Newsworks and the Association for Online Publishing (AOP), which aimed to find out why the context of quality editorial generates greater engagement than social. </p> <p>The research measured participants’ brain responses to identical ads in different contexts, analysing a number of areas of the brain in order to identify key research metrics. </p> <p>It found that ads seen on a premium publisher site are viewed for 17% longer, create 29% higher engagement (due to personal relevance) and generate greater levels of left brain and right brain memory encoding than ads on Facebook and YouTube. Memory encoding is key because it correlates with decision-making and purchase intent. </p> <p>Lastly, ads seen within a premium context also provoke stronger, more positive emotional responses.</p> <p><img src="https://assets.econsultancy.com/images/0009/2174/Newsworks_and_AOP_press_release_spider_graph.jpg" alt="" width="780" height="438"></p> <p><strong>More on ads:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69708-five-trends-for-online-advertising-strategy-in-2018" target="_blank">Five trends for online advertising strategy in 2018</a></li> <li><a href="https://econsultancy.com/blog/67704-four-useful-tips-for-making-online-ads-relevant-personal/" target="_blank">Four useful tips for making online ads relevant &amp; personal</a></li> </ul> <h3>Generation Z consume 10 hours of digital content a day</h3> <p>Adobe has revealed that Britain is a nation addicted to digital content, as millennials spend 8.5 hours a day consuming digital content, while Generation Z spend a staggering 10.6 hours a day doing the same.</p> <p>This news comes from a survey of over 1,000 UK consumers on their daily digital habits. The results also show that, despite increased consumption, users are also becoming increasingly sceptical about fake news content. </p> <p>77% of those surveyed said that they are more careful about the content they engage with than they were five years ago. As a result, consumers respond strongly to branded content if it provides an authentic, well designed, and relevant experiences. 46% of consumers say that this would inspire them to make a purchase.</p> <h3>UK shoppers turn to smartphones for groceries</h3> <p>Shoppercentric’s <a href="http://shoppercentric.co.uk/news/" target="_blank">Stock Take Index</a>, which comes from a survey of over 1,000 Brits, has found a substantial increase in smartphone usage for grocery shopping. </p> <p>While computers and laptops are the most used touchpoint – up 6% on 2017 to 63% of shoppers - smartphones saw a bigger increase of 18% to reach 45%. Tablets secured the third place spot with 29% of shoppers using the device.</p> <p>Elsewhere, the report also highlights an increased use of discount stores – up 13% on 2017 to 57% of UK shoppers.</p> <p><img src="https://assets.econsultancy.com/images/0009/2175/shoppercentric.JPG" alt="" width="780" height="423"></p> tag:econsultancy.com,2008:BlogPost/69783 2018-02-08T14:30:00+00:00 2018-02-08T14:30:00+00:00 How sports advertisers should react to changing media consumption Patricio Robles <p>But brands that advertise against sporting properties might have bigger reasons to worry: <a href="https://www.sportsbusinessdaily.com/Journal/Issues/2016/10/03/Research-and-Ratings/Ratings.aspx">viewership</a> and attendance of live sporting events has been on the decline, and <a href="http://www.businessinsider.com/the-premier-league-viewership-dip-has-raised-doubts-about-live-sports-2017-6">not just in</a> the National Football League (NFL), which has been dealing with <a href="http://www.multichannel.com/news/sports/ubs-survey-anthem-protests-top-reasons-nfl-ratings-declines/417971">politically-charged controversy</a>.</p> <p>It's not that sports are less popular. It's that the way individuals are consuming sports content has changed.</p> <p>Perhaps the best evidence of that comes in the form of new data Google released based on an analysis of sports content consumption on YouTube.</p> <p><a href="https://www.thinkwithgoogle.com/consumer-insights/sports-fans-video-insights/">According to Google</a>, “watchtime of sports 'highlight' videos on YouTube grew more than 80% in the past year.” In some sports that figure is even higher. For example, searches for American football highlights nearly doubled on YouTube in the past year.</p> <p><img src="https://assets.econsultancy.com/images/0009/2135/google_youtube_sports1.png" alt="" width="779" height="196"></p> <p>There was also a 60% jump in the watchtime of sports “interview” videos on YouTube in 2017.</p> <p>While these statistics don't mean that individuals aren't tuning into live sporting events on television or though streaming services – many still are and doing so through multiple screens, sometimes simultaneously – when the live attendance and viewership declines are taken into account, it seems apparent that a growing number of fans are not only time-shifting their viewing of sporting events but opting to limit their consumption to segments of a full broadcast, such as highlights of key moments in a match.</p> <p>The implications of this shift in behavior are wide-ranging. For example, it could eventually impact the value of broadcast rights and naming rights which, in turn, could have an impact on the value of teams and player compensation packages. </p> <p>For advertisers, it's not too early to start thinking about how this shift in consumption behavior will impact their ability to use sports to reach consumers and how their strategies and media buying activities should change. In fact, this is an activity they arguably need to be doing now.</p> <p>For example, brands might find that advertising against television and digital properties that feature highlight reels offers increasingly more bang for the buck than, say, signage and live broadcast television ads, which for obvious reasons tend to be most expensive.</p> <p>Brands that have invested in sponsorships should also reconsider how they activate against their sponsorships. Google revealed that searches for “how to” sports videos on YouTube have more than doubled in the past year. A brand that has a relationship with a professional athlete, for instance, could take advantage of this to create how-to content with the athlete instead of yet another traditional ad.</p> <p><img src="https://assets.econsultancy.com/images/0009/2136/google_youtube_sports2.png" alt="" width="593" height="309"></p> <p>To be sure, changes in consumer behavior will create challenges for brands, especially those that have already made long-term commitments to a sporting property, but for brands that are smart and nimble, the shifts could bring with them many interesting and worthwhile opportunities. </p>