tag:www.econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2017-11-21T03:15:31+00:00 tag:www.econsultancy.com,2008:TrainingDate/3373 2017-11-21T03:15:31+00:00 2017-11-21T03:15:31+00:00 Digital Marketing in China - Singapore <p>A 2-day intensive course on digital marketing in China, exploring the digital and e-commerce landscape, and how to effectively leverage key platforms like WeChat, Baidu and Alibaba.</p> tag:www.econsultancy.com,2008:BlogPost/69588 2017-11-20T11:00:00+00:00 2017-11-20T11:00:00+00:00 10 signs that programmatic advertising is reaching maturity Ben Davis <p>After all, emarketer <a href="https://www.emarketer.com/Article/eMarketer-Releases-New-Programmatic-Advertising-Estimates/1015682">predicts</a> that 81.5% of digital display spend will be programmatic next year.</p> <p>So, what is happening in the programmatic world that gives some such cause for optimism? To find out, I caught up with <a href="https://www.linkedin.com/in/joel-livesey-8b18673/">Joel Livesey</a>, director of partnerships, EMEA at <a href="https://www.thetradedesk.com/">The Trade Desk</a>.</p> <h3>1. Ads.txt adoption hits c.25%</h3> <p><a href="https://www.econsultancy.com/blog/69231-ads-txt-a-new-standard-for-fighting-inventory-spoofing-unauthorized-sellers-what-you-need-to-know">Ads.txt </a>is a file hosted by publishers which publicly states who is authorised to sell their ad inventory. The 'ads' stands for authorized digital sellers.</p> <p>The Trade Desk is one of the demand-side platforms (DSPs) that is honouring the ads.txt file, as of November 15th this year.</p> <p>Livesey tells me that means if a publisher hosts an ads.txt file on their site saying "who they work directly with, whether they are a direct buyer or an approved reseller of their inventory, any agency that logs in to The Trade Desk platform will only be able to buy through those people listed in the file."</p> <p>The analogy he gives is logging on to eBay to buy a pair of Nike or Adidas trainers. You would probably buy them through the brand's eBay store, rather than from an individual seller, "because you want to make sure you are buying a verified product from an approved source."</p> <p>As far as how common ads.txt is, Livesey says "We’ve reached a tipping point globally, from what we’ve seen we're at 25% adoption amongst publishers. So we’re now at stage where we’re happy to give our clients the opportunity to do this."</p> <p>Ads.txt is part of supply path optimisation (SPO), "a big buzzword at a lot of conferences," according to Livesey. The aim is to work with suppliers that have direct relationships with publishers and to avoid those who are adding little value to the supply path.</p> <p>As ads.txt penetration increases, Livesey expects "a contraction of the number of SSPs (supply-side platforms)", i.e. a consolidation of inventory sources.</p> <p><img src="https://assets.econsultancy.com/images/0009/0552/adstxt.png" alt="ads.txt" width="615"></p> <p><em><a href="https://iabtechlab.com/ads-txt-about/">Image via IAB</a></em></p> <h3>2. Header bidding allows competition against direct buys, and better storytelling</h3> <p>Header bidding is difficult to get your head around, no pun intended. I once wrote an article about it when I was miffed (<a href="https://econsultancy.com/blog/68687-my-nightmare-trying-to-understand-header-bidding/">My nightmare trying to understand header bidding</a>).</p> <p>It turns out header bidding is some JavaScript that allows buyers and ad exchanges to submit their bids before page load, hence before the ad server is called. This means a higher price can be achieved than with a more opaque waterfall process.</p> <p>But rather than understanding exactly how it works, let's look at the benefits of header bidding.</p> <p>Firstly, the publishers can let the open exchange beat a direct-sold impression. Livesey says "We’re able to compete against those direct deals. And therefore an agency/client can use programmatic to compete and to pick and choose the impressions they want from <em>all</em> impressions on a publisher."</p> <p>"For a publisher that’s super important because you can sell each impression for more you could before, and for a buyer it’s important because you get visiblility of everyone of the publishers impressions rather than just the ones that made it into programmatic realm."</p> <p>Intriguingly this also has implications for the creative side of programmatic.</p> <p>One of the creative possibilities that perhaps hasn't been used as well as it should have been is storytelling through successive impressions using dynamic creative optimisation (<a href="https://econsultancy.com/blog/67629-in-programmatic-advertising-what-are-cmps-and-dcos/">DCO</a>).</p> <p>Livesey explains, "So the first time somebody sees an ad they’ll see one ad, the second and third ad will be slightly different. It’s always been feasible but because programmatic itself was a small chunk of the impressions you saw on a publisher it wasn’t always possible.</p> <p>"Header bidding means that our client can see the first impression for the first user on a lot of publishers. Whereas the waterfall before meant we saw what we saw, now we see every impression and we can tell that story and get the most valuable impression for that publisher."</p> <p>Livesey that contends that header bidding on the whole has led to clients investing more in programmatic and taking a more hands on approach.</p> <h3>3. A common-sense approach to personalisation and storytelling </h3> <p>Whilst we're on the topic of storytelling, it's worthwhile touching on personalisation in advertising. Some of the excitement about programmatic in years gone by has been about personalisation, but this has often stemmed from a fetishisation of the technology i.e. doing something with ad creative because it was possible, not because it might be effective.</p> <p>The apotheosis of this was <a href="https://econsultancy.com/blog/67516-four-video-campaigns-that-used-dynamic-creative">Axe's Romeo Reboot campaign</a> which used 100,000 possible versions of a movie, with a consumer's particular interests dictating which creative they would see. Though this campaign raised a lot of eyebrows, the feeling now seems to be that traditional advertising acumen and common-sense has to be applied, too.</p> <p>Livesey says "you don’t want to be too personal, there’s an inefficiency involved - if you’re selling shampoo or trainers, being too personal is a waste of your time, because everyone has hair or lives with someone who has hair.</p> <p>"If you’re selling Bentleys, it makes sense. But you can’t personalise too much outside of email without freaking out the user."</p> <p>"Advertisers will tailor things," Livesey continues, "change a few colours, maybe the actual image they show to the user, but [not to the nth degree]."</p> <p>Put simply, Livesey says, "you don't need 60 million versions of creative to cover the UK population. People are using much more high impact formats within our platform, the likes of Sublime skinz, Inskin, Undertone, all of these guys are being used much more heavily than they ever have been and there are stats out there to show the use of rich formats that are high impact."</p> <p><iframe src="https://www.youtube.com/embed/ebru5l_OY9Y?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. First price auctions have arrived, market value is better understood</h3> <p>Right now, the vast majority of programmatic is traded in a second price auction. This is the same principle that applies to an eBay auction – the winning bidder will pay the second-highest bid price.</p> <p>But SSPs <a href="https://digiday.com/marketing/getting-everyone-agree-type-programmatic-ad-auction-oddly-difficult/">don't always</a> let ad buyers know what type of auction they are participating in, which means thpse ad buyers can be squeezed for money if they think they're in a second price auction but aren't. </p> <p>Some SSPs are changing their practices on this front, and first price auctions are being seen more often, which Livesey argues is "going to be a really good thing". Though some contend that first price auctions will lead successful bidders to lower their bids next time out, and perhaps remnant inventory will be harder to shift for publishers, there are big up sides, too.</p> <p>Chiefly, Livesey hopes "it means we’ll see fair pricing come in. For agencies, they’ll be able to pay the price they want to for that inventory, as long as they can get it for that price, it means we’re hitting a mature stage, and equal power in how we’re negotiating and paying rates.</p> <p>"I don’t think it’s a crazy idea for people to get their heads round. When I go shopping, I pay first price, so it’s not going to be a revolution. If you have premium inventory, you’re going to be able to start pricing it in the way that’s right for that inventory.</p> <p>"To begin with there’ll be a bit of a supply and demand variation - I’m sure some publishers will come in at £10 [for example] when the market rate is £7 or £8, and they’ll have to start lowering their rate, because they’ll see demand go down. Or they’ll come in at £3 when they should be £7 or £8, and they’ll be able to start pushing their price up slowly.</p> <p>This is the key point, DSPs will start to account for the market value of inventory in order to successfully bid at the right price, though only if SSPs all begin to clean up their act.</p> <h3>5. Cross-device solutions more widely used (and more channels available)</h3> <p>"Cross-device solutions are becoming more widely used by our agencies mandated by end client themselves," says Livesey.</p> <p>"People are using cross-device to join all their different media channels together, as they want to see what impact they have on each other. Whereas before you might have used some sort of econometric modelling, now you can directly track the impact of one medium on the other. And it's growing in terms of adoption," he adds.</p> <p>This cross-device measurement is enabled either by deterministic matching (e.g. via Facebook logins from different devices) or by probabilistic matching, a less accurate but sophisticated method which analyses many data points in order to make a good guess that two devices are used by the same person.</p> <p>Livesey also makes the important point that "more and more channels are open to programmatic. Audio, web, mobile app, mobile web, connected TV. So you can tell a story on all of those platforms. You can see them on Spotify and then retarget them on TV, for example.</p> <p>“Programmatic doesn’t mean necessarily all the same variables on every device," Livesey is careful to add, "because there are limitations on what the device can offer. But it means buying it in an automated fashion."</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/0553/cross_device-blog-flyer.jpg" alt="cross device" width="470" height="263"></p> <h3>6. Common-sense metrics</h3> <p>"Hopefully people are moving away from CTR as the sole objective," says Livesey. "Things like viewablity are moving from being an objective to being a minimum standard, which is what it should be. You should just have a baseline viewability score you are aiming to hit – most clients have that now."</p> <h3>7. A crackdown on ad fraud</h3> <p>The Trade Desk has partnered with White Ops to scan every biddable ad impression in real-time, using servers and data centers in North America, Europe and Asia.</p> <p>When a non-human impression or 'sophisticated invalid traffic (SIVT)', is identified by White Ops, The Trade Desk will block that impression from serving. The intent is this technology will be applied to every impression The Trade Desk bids on that runs through White Ops, on a global basis.   </p> <p>Livesey tells me that the aim is to "scan every single impression pre-bid for non-human traffic, and partnering with all our SSPs to make sure that happens at the SSP level, and is available to all of our buyers." </p> <h3>8. Bid factors can let agencies focus on strategy</h3> <p>Admittedly, bid factors are a specific feature of The Trade Desk's platform, but as I've been talking to Joel Livesey, it seems only fair to mention them.</p> <p>Bid factors allow an advertiser to multiply a base bid by a certain percentage in order to increase win rates. These factors can be related to audience, inventory type, time etc.</p> <p>Livesey explains how they make bidding quicker and easier, as opposed to traditional media buying through line items. "With line items, every targeting variable you have, you would have a different line item, and every different combination of those you need a different line item in most DSPs."</p> <p>"For example, 'Men 18-34' is one line item. 'Women 18-34' is a different line item. Each of those in the morning, two more line items. So you end up with hundreds of line items, with most traders spending a lot of their time moving budgets between line items, rather than optimising."</p> <p>"With The Trade Desk’s architecture you have one mega line item – an ad group. Within that group each of those variables is a bid factor or a bid multiplier. So if you start with a dollar CPM as a base bid, if, say 18-34 year olds are important then multiple that by 1.8. If men are important but not quite as important as that age range, multiple it by 1.6. If time of day is more important, multiply by 2, and so on."</p> <p>"So where 24 line items were needed, four bid factors can do the same job. I liken it to sliders on a mixing desk."</p> <h3>9. Transparency is the next big push</h3> <p>As clients because spend a higher percentage of their online ad budgets on programmatic, they’re pushing for transparency. Both client and publisher want to know where every dollar is going. "It's the next big push," says Livesey.</p> <p>Ads.txt, White Ops, the declaring of first and second price auctions mid-stream – all of these factors increase transparency and build towards a future where advertisers can see what every player is adding to what they're buying.</p> <p>"It's about a focus on value rather than price" says Livesey.</p> <h3>10. Client knowledge is improving</h3> <p>Though there has been <a href="https://www.econsultancy.com/blog/69556-more-brands-want-to-bring-programmatic-in-house-but-can-they">much talk about clients bringing programmatic in house</a>, Livesey contends that they are actually bringing in "experts in programmatic who can ask all the right questions and make sure they’re scrutinising what is happening [at their agency] more and more."</p> <p>"Clients are getting more involved with programmatic... and knowledge is becoming normal." Of course this is vital if brands are to understand white lists, ad formats, bidding strategy, fraud, cross-device and attribution.</p> <h3>In summary</h3> <p>Amidst all the heated debate about viewability, the noise from FMCG clients reeling in their spend for a while, the <a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines">talk about more direct buys</a> – it seems 2018 could in fact be a big year for programmatic.</p> <p>Work in the industry or in charge of an ad budget? Let us know what you think in the comments below.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69522-ask-the-experts-how-to-track-the-offline-impact-of-programmatic-spend">Ask the experts: Programmatic part one (offline tracking)</a></li> <li><a href="https://www.econsultancy.com/blog/69558-ask-the-experts-what-s-the-best-way-to-target-programmatic-ads">Ask the experts: Programmatic part two (audience targeting)</a></li> <li><a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy">Ask the experts: Programmatic part three (creative and channel mix)</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69591 2017-11-17T15:00:00+00:00 2017-11-17T15:00:00+00:00 10 thought-provoking digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado…</p> <h3>Half of online shoppers abandon a purchase if they don’t like the delivery options</h3> <p>MetaPack’s <a href="http://content.metapack.com/acton/media/29620/2017-state-of-ecommerce-delivery" target="_blank">latest report suggests</a> that delivery has the power to make or break the online shopping experience, often being the difference between a purchase or an abandoned basket.</p> <p>In a survey of 3577 consumers across Europe and the US, 54% of respondents said delivery defines what retailers they regularly shop with. Half of all shoppers also said they would abandon a purchase if <a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping">delivery choices</a> were unsatisfactory, while 39% would never use an online retailer again following a negative delivery experience.</p> <p>Lastly, the report also suggests that expectations are rising, with 54% of survey respondents saying they want online retailers to offer one-hour delivery services in metropolitan areas.</p> <h3>89% of B2B businesses attribute growth to ecommerce</h3> <p>With ecommerce predicted to represent 11% of all B2B sales in the US by the end of this year, <a href="https://cloudcraze.com/resource/why-digital-will-become-the-primary-channel-for-b2b-engagement-report/" target="_blank">CloudCraze has uncovered</a> the value B2B organisations are seeing from digital and online channels.</p> <p>In a survey of more than 400 B2B decision-makers in the UK and the US, it was revealed that 48% of B2B businesses sell their full line of products online. As a result, 89% of B2B decision-makers attribute expected business growth to the success of digital commerce, and 60% indicate that the growth of digital has caused their sales team to grow along with it.</p> <p><img src="https://assets.econsultancy.com/images/0009/0533/b2b.JPG" alt="" width="313" height="420"></p> <h3>83% of 18 to 24 year olds have bought an item of physical media in the last year </h3> <p>While the success of digital services like Spotify and Netflix might suggest otherwise, new data from eBay indicates that a large percentage of consumers are choosing physical media.</p> <p>In a survey of over 2,000 consumers, eBay found that 76% of Brits have bought a book, a DVD or Blu-ray, CD, vinyl record, or video game in the last year, rising to 83% for 18 to 24 year olds or so-called ‘digital natives’.</p> <p>Insight suggests that this could be due to an increasing desire to connect with the digital world, coupled with the emotional and intellectual appeal of owning physical objects. </p> <p><img src="https://assets.econsultancy.com/images/0009/0534/physical_media.JPG" alt="" width="600" height="393"></p> <h3>CMOs overhaul digital strategy amid brand safety concerns</h3> <p>New research from Teads has revealed that concern over brand safety has risen in the path 12 months, leading many CMOs of large UK brands to make drastic changes to their digital advertising strategies.  </p> <p>In a survey of 100 leading CMOs, 83% said they have become more concerned about brand safety in the past year, with 77% more worried about ad fraud than before. As a result, 95% of CMOs say they’ve overhauled their digital strategy, demanding greater transparency from suppliers and agencies, with 44% questioning their supplier relationships and 43% scrutinising agency relationships.</p> <p>What’s more, 36% of CMOs say they have boycotted or reduced spend on channels that can’t guarantee brand safety, and 37% of CMOs say they are now directly involved in the execution of digital strategy. </p> <h3>Singles Day results in a 61% increase in mobile traffic</h3> <p>Analysis of <a href="https://www.econsultancy.com/blog/69578-what-western-brands-need-to-know-before-joining-china-s-massive-ecommerce-economy">Singles Day</a> by Qubit has revealed that this year's shopping event drew 593% more visitors from China to UK retail sites compared to an average Saturday. </p> <p>There was a 236% increase in overall traffic from Singles Day in 2016, with 59% of visitors to UK retail sites from China coming from mobile.</p> <p>However, despite this growth, just 16% of revenue came from mobile shoppers, while desktop generated 82% of total revenue.</p> <h3>Strong performance in search correlates to retail success </h3> <p><a href="https://www.pi-datametrics.com/winners-loser-retail-causation-correlation/" target="_blank">New research</a> by PI Datametrics suggests that the most successful retailers are those who consider organic performance as a key KPI.</p> <p>From analysis of the top UK retailers - including ASOS, Boohoo, and Missguided - it was revealed that the most successful all have a strategy focused on customer intent and search data. </p> <p>ASOS has the strongest share of voice overall, which perhaps correlates to it also generating the most commercial success. Last year, its revenue grew 33% to £1.88bn.</p> <p><img src="https://assets.econsultancy.com/images/0009/0536/share_of_voice.JPG" alt="" width="740" height="385"></p> <p><em>Top retailers by share of voice</em></p> <h3>Searches for GDPR rise 215%</h3> <p>According to research from i-COM, more than 3x the number of people are searching for information about the GDPR legislation than they were at this time last year.</p> <p>Searches for terms related to GDPR have risen by 215% in the past 12 months, going from 138,290 in October 2016 to 435,600 searches in October 2017.</p> <h3>Ads failing to represent diversity in Britain</h3> <p>According to <a href="http://www.the7stars.co.uk/article/state-nation-latest-qt/" target="_blank">a study</a> by the7stars, UK advertising is failing to represent the diversity of life across the UK. </p> <p>The study – which involved a survey of 1000 Brits plus face-to-face workshops – found that just 11% of people feel advertising truly reflects where they live. In contrast, 55% of respondents say that it does not, and 56% agree that the debate around diversity in advertising is a big issue.</p> <p>Interestingly, there appears to be a regional split, with 18% of Londoners saying that advertising is reflective of life compared with just 1% of those in the North East.</p> <h3>Emotion is key to Black Friday email success – not deals</h3> <p>From the analysis of <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell">email subject lines</a> by 50 UK retailers during Black Friday 2016, <a href="https://persado.com/insights/persado-holiday-email-subject-lines-dos-donts/" target="_blank">Persado found</a> that five key emotions generated greater levels of success.</p> <p>First, more than 20% of consumers engaged with challenge-focused emails, such as “are you ready?”. Meanwhile intimacy and encouragement also prompted consumers to respond. A third emotion was guilt, instilling in consumers a fear of missing out, as well as fascination – with interest piqued at the promise of trying something new.</p> <p>Overall, Persado determined that emotional language accounts for as much as 60% of audience response, showing the clear potential for retailers in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/0535/black_friday_email.JPG" alt="" width="450" height="569"></p> <h3>In-app purchases boosted by ‘reward’ ads </h3> <p>A <a href="http://www.journalofadvertisingresearch.com/content/57/3/272.short" target="_blank">new study</a> by the Journal of Advertising Research (JAR) has revealed that ‘reward’ ads in gaming apps - which offer free items to users if they interact – can boost overall in-app purchases.</p> <p>By studying 1.4m transaction records and in-app behaviour, JAR found that more than 17% of users made subsequent purchases after clicking on a reward ad, compared with just 2.75% of users who did not.</p> <p>Finally, the study also found that those who spent more time playing gaming apps each day responded better to reward ads in terms of overall spending value.</p> tag:www.econsultancy.com,2008:BlogPost/69586 2017-11-15T14:30:00+00:00 2017-11-15T14:30:00+00:00 After Keurig faces social media backlash, brands need to get smart about advertising and politics Patricio Robles <p>It has found itself in the cross hairs after it pulled its ads from <em>Hannity</em>, a political commentary cable program that is broadcast on the conservative Fox News network.</p> <p>The show and its host, Sean Hannity, has come under fire after he conducted an interview with Roy Moore, a candidate for the U.S. Senate who has been accused of inappropriate behavior with underage girls.</p> <p>After being asked why it its ads appeared on <em>Hannity</em>, the company announced on Twitter that it was taking action to ensure its ads would not appear on the program.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Angelo, thank you for your concern and for bringing this to our attention. We worked with our media partner and FOX news to stop our ad from airing during the Sean Hannity Show.</p> — Keurig (@Keurig) <a href="https://twitter.com/Keurig/status/929404968750198786?ref_src=twsrc%5Etfw">November 11, 2017</a> </blockquote> <p>That was welcome news to some, but others saw Keurig's move as political cow-tailing and a fierce backlash ensued. #BoycottKeurig became a top trending topic on Twitter, and individuals even began posting videos in which they destroyed their Keurig machines in what might be one of the most visually impactful brand boycotts seen yet.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Liberals are offended by this video of a Keurig being thrown off of a building.</p> <p>Please retweet to offend a Liberal.<a href="https://twitter.com/hashtag/BoycottKeurig?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottKeurig</a><a href="https://t.co/0qbHlmyqcA">pic.twitter.com/0qbHlmyqcA</a></p> — Collin Rugg (@CollinRugg) <a href="https://twitter.com/CollinRugg/status/929777702537543681?ref_src=twsrc%5Etfw">November 12, 2017</a> </blockquote> <h3>Forget brand safety. Companies need brand savvy</h3> <p>So what to make of the situation? It's simple: Keurig messed up. Big time. In fact, the Keurig's CEO has even <a href="https://www.washingtonpost.com/blogs/erik-wemple/wp/2017/11/13/keurig-ceo-tweet-regarding-hannity-created-an-unacceptable-situation">admitted as much</a>. In a statement, he wrote:</p> <blockquote> <p>In most situations such as this one, we would "pause" our advertising on that particular program and reevaluate our go-forward strategy at a later date. That represents a prudent "business as usual" decision for us, as the protection of our brand is our foremost concern. However, the decision to publicly communicate our programming decision via our Twitter account was highly unusual. This gave the appearance of "taking sides" in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent.</p> <p>I want you to know the decision to communicate our short-term media actions on Twitter was done outside of company protocols. Clearly, this is an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happens again. Our company and brand reputations are too valuable to be put at risk in this manner.</p> </blockquote> <p>For his part, Sean Hannity has called Keurig a victim and said that the company was "preyed on" by an organization that he claims has been targeting brands that advertise on his program.</p> <p>Notwithstanding the fact that Hannity is using this incident as a way to hit back at an organization he has been dueling with, there is a valid point here: in today's highly polarized political environment, there are a growing number of groups with political agendas that are looking for ways to attract attention. Increasingly, one of the ways they're doing this is by trying to publicly influence the entities that fuel the media business: advertisers.</p> <p>Advertisers can no longer ignore this fact. For all the talk about brand safety, advertisers also need to be brand savvy and that means <a href="https://econsultancy.com/blog/69116-how-brands-can-navigate-today-s-super-political-environment">being smart about how they navigate politics</a>. If they make hasty decisions in response to the slightest politically-motivated provocations, the odds are good that eventually they are going to find themselves facing a Keurig-like backlash.</p> <h3>So what should advertisers do? Is it even possible for them to win?</h3> <p>The way companies purchase advertising has changed dramatically in recent years. Specifically, advertisers today largely target people (audiences) and not properties.</p> <p>While advertisers are rethinking some of their media buying habits in the wake of this year's brand safety and ad fraud crises, it's unlikely that this trend is fundamentally going to reverse.</p> <p>Given that, brands should consider the possibility that they're going to need to become more active in educating consumers about how they purchase ads. Specifically, they need to be clear that they're trying to reach a diverse range of consumers and that involves advertising on a diverse range of properties. That means their ads are likely to appear on properties that publish opinions on topics that can be polarizing, including politics.</p> <p>While this fact obviously isn't going to appease those who are looking for for opportunities to deliver ultimatums to brands, advertisers need to come to grips with the fact that it's simply not viable to pull ads from major media properties the minute those properties publish or broadcast something that is slightly controversial or upsets a particular interest group.</p> <p>The sooner brands take a stand and make clear to their stakeholders that they're not going to respond to every controversy that causes somebody to demand that they pull their ads and that they're not going to make all of their media buying decisions public, the sooner they can start to avoid Keurig-like backlashes.</p> tag:www.econsultancy.com,2008:BlogPost/69583 2017-11-14T12:30:00+00:00 2017-11-14T12:30:00+00:00 What SME marketers need to know about Twitter Promote Mode Patricio Robles <h3>It automates the "amplification" of tweets</h3> <p>Promote Mode is a new way for SME marketers to create Promoted Tweets campaigns. When Promote Mode is enabled, the first ten tweets they post every day may be amplified by a Promoted Tweets campaign.</p> <p>For tweets to be eligible, they must get through Twitter's quality filter, which looks at the tweet content as well as the destination URL of any links it contains in an effort to ensure that it complies with Twitter's ad policies. Twitter further <a href="https://business.twitter.com/en/advertising/twitter-promote-mode.html">explained</a>:</p> <blockquote> <p>Not every Tweet that is added to your Promoted Tweet campaign will serve an impression, and the extent each Tweet is promoted may vary based on that Tweet's performance. Retweets, Quote Tweets, or replies will not be promoted. Promote Mode will also run a Promoted Account campaign which will attract new followers.</p> </blockquote> <p>In other words, Twitter is almost totally in control when Promote Mode is used and marketers will have to trust the algorithms that are determining which tweets are promoted.</p> <h3><img src="https://assets.econsultancy.com/images/0009/0482/Twitter_promote_mode_UI.gif" alt="" width="1080" height="717"></h3> <h3>It's offered on a subscription basis</h3> <p>Promote Mode is somewhat unusual in that it's being offered on a subscription basis -- $99 per month. </p> <p>Why is Twitter offering an ad solution on a subscription basis? The likely reason is that the company has seen its fortunes wane as the combination of Facebook and Instagram, as well as upstarts like Snapchat, have won over advertisers.</p> <p>By offering a subscription ad product, Twitter gains the ability to develop a source of recurring revenue and SME marketers gain access to an ad offering that has a predictable cost. Of course, for Promote Mode to be successful, Twitter will have to ensure that marketers feel they're getting value from Promote Mode subscriptions. </p> <h3>It's currently designed for accounts with up to 2,000 followers</h3> <p>Currently, Promote Mode is squarely an offering that targets SMEs. Twitter says the accounts that will benefit most from Promote Mode have up to 2,000 followers.</p> <p>Twitter says that "in the future, higher price and promotion tiers will be available for people with larger followings."</p> <h3>Targeting options are fairly limited</h3> <p>Promote Mode subscribers are given the ability to target five interest or metro locations or regions within a country. While targeting can be both a blessing and a curse – there's an argument to be made that many marketers are overtargeting to their own detriment – this means that Promote Mode is not necessarily a good fit for marketers looking to target at a very granular level.</p> <h3>Marketers can use Promote Mode alongside Twitter Ads</h3> <p>The good news for marketers that like Promote Mode's value proposition but don't see it as a replacement for their existing Twitter ad campaigns is that marketers can use Promote Mode while still creating individual campaigns using Twitter Ads.</p> <h3>There are no guarantees</h3> <p>Twitter says that "on average accounts will reach 30,000 additional people and add 30 followers each month" when using Promote Mode. But it also notes that "performance may vary based on factors including your account type, your targeting selection, the type and frequency of your Tweets."</p> <p>In other words, there are no guarantees and Promote Mode is yet another black box that marketers have to have faith in should they decide to use it.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Best Practice Guide</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69559 2017-11-13T13:00:00+00:00 2017-11-13T13:00:00+00:00 Ask the experts: How to integrate your programmatic and TV ad strategy? Ben Davis <p>On we go...</p> <h3>How do programmatic and TV strategies integrate?</h3> <p><strong><a href="https://www.linkedin.com/in/joel-livesey-8b18673/">Joel Livesey</a>, director of partnerships for EMEA, The Trade Desk:</strong></p> <p>Programmatic and TV often overlap more than they integrate. As connected TV gains traction here in the UK, publishers are beginning to make their inventory available programmatically - meaning that programmatic and TV strategies are becoming more and more integrated.</p> <p>It’s also becoming more regular for separate TV and programmatic campaigns to intersect. For example, it’s common knowledge that second screening is ubiquitous - viewers are frequently on their phones while watching TV - so brands are increasingly targeting them during ad breaks. Companies like wywy and TVTY provide [TV sync] services for flicking on a display campaign as soon as the TV adverts run and the two strategies overlap.</p> <p><img src="https://assets.econsultancy.com/images/0009/0146/tvty.jpg" alt="tvty" width="600" height="252"></p> <p style="font-weight: normal;"><strong><a href="https://www.linkedin.com/in/jack-glanville-9950b58a/">Jack Glanville</a>, programmatic analyst at Journey Further:</strong></p> <p style="font-weight: normal;">TV sync is still in the development stages and there are several assumptions involved in the process. Assuming that the demographic data behind both the TV and programmatic targeting is correct, you are also relying on the right person in the household to be watching and for them to be second-screening on a website with an available placement. Wow. </p> <p style="font-weight: normal;">Targeting ‘on demand’ services is an option, but the serving costs are often high. Another feasible alternative is targeting people interested in certain programmes via social, focusing on in-feed placements across Facebook, Instagram and Twitter. </p> <p style="font-weight: normal;">However, there are big changes ahead with the roll out of programmatic TV over the next few years. A big question remains over whether - or more likely, when - subscription services like Netflix and Amazon Prime will open up their platforms to programmatic advertising solutions.</p> <p style="font-weight: normal;"><strong><a href="https://www.linkedin.com/in/danielgilbert1">Daniel Gilbert</a>, CEO, BrainLabs:</strong></p> <p>All TV advertising will eventually be bought programmatically, so at some point there will be complete integration. At the moment, programmatic linear TV isn’t really a thing, so our focus has been on VOD advertising, especially in terms of measuring performance and using insights to optimise ad content and targeting.</p> <p>One unique feature of VOD advertising, for example, is Ad Select. Individuals are presented with two or three options in terms of the ad they want to see, rather than just forcing them to watch the default ad.</p> <p>With one client, we found that using Ad Select increased conversion rates by as much as 1,200% for one ad and 680% on another. On average, people were 10 times more likely to convert with ad select rather than a single video.</p> <p>Strategies like Ad Select or Ad Bloom (which creates a sort of mini-site of the brand which users can select different sections of) enable choice, and therefore provide a great source of audience insight. Pretty soon you can learn what aspects of your brand the audience really likes, or what types of advert certain segments within the audience prefer.</p> <p>This is only the beginning - as programmatic TV becomes more mature, we will start to be able to apply the same scientific approach to TV as we currently use in PPC. A number of major broadcasters are developing technology to enable programmatic live TV; when that happens, we can expect a number of innovative personalisation strategies to emerge. Should be exciting.   </p> <p><strong><a href="https://www.linkedin.com/in/kristina-kalpokaite-36998027/">Kristina Kalpokaite</a>, head of paid media, Summit:</strong></p> <p>Programmatic can act as an extremely effective way of distributing TV ads to a broader audience through paid social, VOD (Video on Demand), in-banner video and DOOH (digital out of home).</p> <p>Gone are the days when you filmed one ad and launched it on TV. As creative TV production remains a big cost on an advertiser's budget, cutting TV ads to suit paid social and online video channels – video, stills and GIFs to name a few formats – becomes a standard practice, widely recommended by numerous platforms.</p> <p>Applying TV synchronisation on top ensures that the customer gets a consistent experience no matter what device. This integration provides clear engagement and profitability measurement for TV assets that would have otherwise allowed minimal insight into performance.</p> <p>Adapting TV assets for a programmatic environment also helps you target each user with a personalised message – something a mass-market TV ad would not be able to deliver. Furthermore, we find adding dynamic product overlays to an adapted TV ad transforms a branding asset into creative that can be used to drive direct response.</p> <h3>How does programmatic ad creative fit with other channels, if at all?</h3> <p><strong>Daniel Gilbert:</strong></p> <p>We’ve been developing a multi-channel retargeting strategy involving PPC (AdWords), display (GDN) and video (YouTube).</p> <p>The ad creatives we show in the GDN are informed by the data we collect from search and video. For example, we might modify the creative according to the perceived level of intent, derived from data collected in AdWords. Someone with high intent might get shown a creative that relates more to sales, for example.</p> <p>The same applies to video. If, for example, someone likes a video related to a particular product, we can use this data to modify the creative they’re shown via display. Let’s say the brand sells sports goods, and a customer watches a video about football boots. Naturally we’ll show them an image of football boots in display, if we have a suitable creative. </p> <p><strong><a href="https://www.linkedin.com/in/geisla-de-souza-6386aa1/">Geisla De Souza</a>, head of display, EMEA, Jellyfish:</strong></p> <p>I think this is a case of thinking differently about programmatic and what it actually is. When planning digital campaigns, we're now looking at the bigger picture: search, social, display. Essentially, they are all bought and sold programmatically. </p> <p>There is a perception that we are limited in terms of channels when using what is traditionally known as programmatic. Programmatic now facilitates delivery of many different and innovative formats across multiple channels that are beyond the standard display banner. If planned and executed well, different creative types and messages can be delivered at the differing touch points of a user’s journey using programmatic.</p> <p>Programmatic will continue to evolve and create efficiencies in the buying process as we see more mediums such as <a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet">OOH</a> &amp; broadcast inventory being bought and sold programmatically.</p> <p><img src="https://assets.econsultancy.com/images/0008/9753/dooh.jpg" alt="ooh" width="450"></p> <p><strong><a href="https://www.linkedin.com/in/jack-glanville-9950b58a/">Jim Hawker</a>, owner, Threepipe:</strong></p> <p>Ad creative should be in tune with what is going on other channel to re-enforce the brand message already created but it should not be limited by it. If you are too conservative here you can lose one of the most important leavers to test and get gains based on. It should fit yes but it should also lead the other channels and leaders don’t always follow the crowd.</p> <p><strong><a href="https://www.linkedin.com/in/alessandradilorenzo/">Alessandra Di Lorenzo</a>, chief commercial officer, Media and Partnerships, lastminute.com group:</strong></p> <p>Dynamically optimised creative is a prerogative for a hyper-targeted channel like programmatic, and digital more generally. Above-the-line marketing can do wonders on the emotional and creative side, using specific high impact channels for very visual and emotionally charged campaigns.</p> <p>Programmatically, the same campaign can be developed to include a product message and be tailored to a specific audience. The result? One campaign message with multiple creative deployments that use channel-specific capabilities as a lever.</p> <p><strong>Joel Livesey: </strong></p> <p>Programmatic allows brands to tell a story better than ever before, and make sure the creative is perfectly suited to the time and place of the ad and the person it is served to. Brands can now pick and choose who, how, why, and when they’re targeting; and ensure that the third, fourth, fifth impressions are all creatively different, generating a real journey for the consumer. On top of that, it has meant brands can constantly track and measure the impact their activity is having, and how to get more out of their ad spend.</p> <h3>Which programmatic campaigns have you enjoyed recently?</h3> <p><strong>Jack Glanville:</strong></p> <p>I think what Channel 4 is doing with their 4onDemand product is really clever. I was targeted with a personalised audio ad recently and it immediately grabbed my attention. A strange voice was shouting out my name while I was waiting for my content to load. Slightly creepy perhaps, but it certainly did the trick in getting me to click-through and remember the brand. Good job, Skyr Yoghurts.</p> <p><strong>Alessandra Di Lorenzo:</strong> </p> <p>The Tale of Thomas Burberry – that was an amazing piece of above-the-line marketing and new generation content marketing which really hit the mark!</p> <p><iframe src="https://www.youtube.com/embed/6D5IZtDCS5c?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>Joel Livesey:</strong></p> <p>An honourable mention for Mcdonalds, who recently ran campaigns focused on those who are up at night.  If you have young kids (I have two), or an active social life (I don’t – unless hanging out with my kids counts) you probably saw this activity.</p> <p>The campaigns were time-targeted to night-time, and geo-targeted to those within reach of a 24-hour McDonalds restaurant.  I have to say I was tempted to pack my baby daughter into the car, head to my local drive-thru and pick up a well needed McFlurry to keep me going through the late night teething, feeding and crying!</p> <p><strong>Kristina Kalpokaite:</strong></p> <p>We have recently launched a fully integrated campaign for GAME, aligning video, programmatic, paid social, digital radio and DOOH – it’s great to be able to provide a consistent brand message across the full channel mix...</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">The CMO's Guide to Programmatic</a></li> <li><a href="https://econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines/">Direct ad buys are back in fashion as programmatic declines</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3366 2017-11-13T03:50:09+00:00 2017-11-13T03:50:09+00:00 Fast Track Digital Marketing - Singapore <p>This intensive 3-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.</p> tag:www.econsultancy.com,2008:TrainingDate/3356 2017-11-13T03:11:33+00:00 2017-11-13T03:11:33+00:00 Proving Digital ROI Masterclass - Singapore <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:www.econsultancy.com,2008:TrainingDate/3354 2017-11-13T03:06:13+00:00 2017-11-13T03:06:13+00:00 Fast Track Digital Marketing - Singapore <p>This intensive 3-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.</p> tag:www.econsultancy.com,2008:BlogPost/69580 2017-11-10T14:30:52+00:00 2017-11-10T14:30:52+00:00 10 fascinating digital marketing stats we’ve seen this week Nikki Gilliland <p>The roundup includes news about social media ads, ecommerce page speeds, Cyber Monday predictions and lots more. You can also check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further facts and figures.</p> <h3>58% of marketers don’t see chatbots as a priority</h3> <p>According to a study by LiveWorld, marketers are failing to invest resources into chatbot and messaging app technology, with 58% saying that it isn’t a top priority.</p> <p>56% of marketers cited lack of expertise or bandwidth as a reason not to invest in chatbots, while 43% said a lack of strategy and 32% cited budget limitations.</p> <p>Despite the potential for improved customer service, the study also found a lack of enthusiasm for the tech in future. Only 40% of marketers expect their chatbot usage to increase, compared to 81% of marketers planning to increase their use of social media platforms.</p> <h3>63% of shoppers will buy from Amazon this Christmas</h3> <p>Astound Commerce’s <a href="https://astoundcommerce.com/us/holidays_us/" target="_blank">Holiday report</a> has revealed that seven in 10 consumers (of 2,000 surveyed in the US and Europe) plan to do at least a quarter of their Christmas shopping on Amazon this year, while more than 40% will make half of their purchases on the site.</p> <p>To highlight this level of consumer favour, over 50% of shoppers rank Amazon number one for the lowest prices, speed of shipping, and broad assortment, while less than 25% of consumers rank brands and large stores number one for the same categories.</p> <p>Elsewhere, the report suggests that a quality mobile app or web experience will cause four in 10 consumers to make a purchase from a retailer, highlighting the increasing growth of mobile commerce.</p> <p><img src="https://assets.econsultancy.com/images/0009/0426/amazon__2_.jpg" alt="" width="650" height="432"></p> <h3>Personable language most effective for social media ads</h3> <p>In a study on the effectiveness of social media ads, Kantar Millward Brown has <a href="http://www.millwardbrown.com/global-navigation/news/press-releases/full-release/2017/11/09/social-media-drives-brand-impact-for-advertisers-new-analysis-reveals">found</a> that personable and natural language is key for driving long-term brand impact. </p> <p>Looking at data from Facebook and Instagram campaigns over the past two years, including 235 campaigns from 110 different brands, the study found that human language in social media ads generated greater levels of brand awareness and product awareness.</p> <p>In contrast, there was no real correlation found between the success of social media ads and other factors like format, creative, or industry category.</p> <h3>UK online retailers predicted to lose Black Friday sales due to poor page speeds</h3> <p><a href="http://www.visualsoft.co.uk/pdf/e-retail_performance_report_2017_UK.pdf">New research</a> from Visualsoft has revealed that the UK’s top retailers are unprepared for this year’s <a href="https://econsultancy.com/blog/69534-ask-the-experts-black-friday-ecommerce-strategy/">Black Friday</a>, rating as ‘poor’ for a number of key performance metrics including page load speed.</p> <p>Analysis of leading retailers found that 54% suffer from ‘poor’ page speeds, currently taking over nine seconds to load. 32% were rated as ‘fair’, taking between six to eight seconds to load. </p> <p>Consequently, these retailers are predicted to lose out on key sales. ‘Poor’ retailers will lose 29% of all potential customers through site speed alone, while ‘fair’ retailers will lose about a quarter.</p> <p><em>(More: <a href="https://econsultancy.com/blog/69528-uk-black-friday-landing-pages-the-good-the-bad-the-ugly/">UK Black Friday landing pages: The good, the bad &amp; the ugly</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0009/0424/Page_loading.JPG" alt="" width="780" height="336"></p> <h3>Over a third of millennials willing to buy a car online</h3> <p>A new Trustpilot survey has revealed that millennials are becoming more open to the idea of <a href="https://econsultancy.com/blog/69321-with-peugeot-now-selling-cars-online-how-is-retail-influencing-automotive/">buying a car online</a>, with 36% of 18 to 35 year olds saying they would be willing to do so (compared to 25% overall).</p> <p>In a survey of over 1,500 people, Trustpilot also found that 82% of millennials turn to the internet when researching cars. 80% also cite reviews as being a fairly influential source of information, while just 37% say the same for general social media. </p> <p>Lastly, with Amazon reported to be entering the car market, 56% of millennials say they would trust the retailer with such a big purchase, compared to 42% overall and just 31% for those aged 55 and over. </p> <h3>Confidence levels in European advertising recover</h3> <p>In the first half of 2017, business confidence in the European marketing and advertising sector sharply declined. However, according to the <a href="http://eaca.eu/news/european-advertising-business-confidence-shows-signs-recovery-third-quarter-2017/" target="_blank">European Advertising Business Climate Index</a>, this has since steadied.</p> <p>It has reported that business confidence in the ad industry increased from +2 in July 2017 to +3 in October 2017, following an initial fall of 16 points.</p> <p>Despite general improvement in Europe, confidence levels still remain negative for the UK, rising from -29 in Q2 of 2017 to -18 in Q3 of 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/0421/confidence.JPG" alt="" width="700" height="381"></p> <h3>Half of Brits have been phishing victims more than once (but only 13% of Americans)</h3> <p>As Cyber Monday rapidly approaches, DomainTools <a href="https://blog.domaintools.com/2017/11/cyber-monday-deal-or-phishing-scam/">predicts</a> that US and UK consumers will once again fall foul to phishing scams.</p> <p>In a survey on consumer behaviour, 38% of US consumers and 20% of UK consumers admitted previously clicking on a link they thought was from a trusted brand, only to discover that it was in fact a scam. 53% of Brits say that this has happened to them more than once, while just 13% of Americans say the same.</p> <p>DomainTools also suggest that the most popular online retailers, including Amazon and Argos, are the most likely to be targeted.</p> <p><img src="https://assets.econsultancy.com/images/0009/0422/DomainTools.JPG" alt="" width="780" height="233"></p> <h3>80% of consumers share major milestones on social media</h3> <p>According to <a href="https://sproutsocial.com/insights/data/q4-2017/">new data</a> from Sprout Social, consumers are more likely to share major milestones on social media than in real life, with 80% saying that they regularly do so.</p> <p>In a survey of more than 1,200 US consumers, 66% of people said they post about holiday celebrations, 58% said the same for relationship milestones, while 47% said they'd also share difficult moments like the death of a loved one.</p> <p>Facebook by far remains the most popular for this, with 94% of consumers typically turning to the platform to share these moments. This is followed by Instagram and Twitter, with 39% and 27% of respondents saying they use these platforms for the same purpose.</p> <p><img src="https://assets.econsultancy.com/images/0009/0425/Sprout_Social.JPG" alt="" width="730" height="567"></p> <h3>75% of marketing leaders don’t understand changing consumers</h3> <p><a href="https://blogs.adobe.com/digitaleurope/files/2017/11/Adobe-Reinventing-Loyalty-The-New-Loyalty-Experience.pdf">A study</a> by Adobe and Goldsmiths has found that 75% of marketing leaders are failing to understand changing consumer behaviour, leading to a major impact on business performance. Meanwhile, the brands that are keeping up are said to be outperforming those using only traditional loyalty methods by as much as 14%. </p> <p>The study found that tailoring experiences to the needs and preferences of consumers is key to generating loyalty, with 61% of consumers citing this as a driver. However, despite 65% saying their companies target individual customer needs, just 32% say they use AI to enhance the customer experience, and just 58% make all their services available on mobile devices.</p> <p><img src="https://assets.econsultancy.com/images/0009/0423/Adobe_CMO.JPG" alt="" width="602" height="483"></p> <h3>Growing distrust in technology suppliers</h3> <p>According to <a href="https://downloads.conduent.com/content/usa/en/report/2017-state-of-customer-experience-technology.pdf">new analysis</a> from Conduent Incorporated, technology suppliers are failing to satisfy customers, with 47% citing frustration over service.</p> <p>Despite 76% of customers providing personal data to their technology suppliers, 59% believe that brands do not know them – an increase of 16% from just two years ago. As a result, 8% of customers would be willing to change suppliers if their data was used more effectively, and 14% would be willing to change suppliers for better service.</p>