Programmatic is arguably one of the biggest developments in the digital advertising space. When it comes to video advertising, programmatic is beginning to take off, with programmatic video ad sales in EU-5 reaching €226m in 2014, according to eMarketer, and expected to soar 63.5% this year to reach €369m by the end of 2015.
Advertisers and agencies are adopting programmatic quickly. Yet, despite being the Association of National Advertisers’ (ANA) marketing word of the year in 2014, more than half of marketers still don’t understand programmatic well enough to implement it.
So, to put a clearer lens on programmatic advertising, let’s explain what it is and discuss some of the key benefits it delivers to advertisers.
Simply put, programmatic refers to the use of software to automate the purchase of digital advertising. Fundamentally, programmatic advertising lets advertisers make their video advertising investments work harder for them by allowing them to work smarter, faster and more efficiently. Efficiency and efficacy are why programmatic advertising is so effective. Programmatic advertising helps marketers reach the precise audiences they seek across screens as efficiently as possible.
The social media landscape in China changes fast and it’s sometimes hard to keep up with it all.
But having conducted a survey of 100,000 people across 60 different Chinese cities, we’ve got a great infographic from the folks at Kantar to share with you [Warning: It’s massive!] which is crammed full of all sorts of insights into how the social media landscape looks in 2015.
Of course, it’s clear that new media is developing at a rapid pace – just look at how quickly the likes of Facebook, Twitter, Snapchat, Vine, Instagram etc. took off. And of course, the masterminds behind these are building up their fortunes in no time at all.
But what about the media moguls of old… the Rupert Murdoch’s of the world? How quickly did they make their fortune? Thanks to the guys at Staff.com, here’s a comparative look at new vs old – including their current net worth and the speed in which they amassed their fortunes.
How do the dotcom billionaires measure up against the media moguls of old? Check it out...
Sampling is an effective marketing channel to really give consumers the chance to “try before you buy”. It’s proven not only to lead to improved sales but, perhaps more crucially, drive loyal customers.
Generic, mass-market sampling remains the bedrock channel for many brands, particularly those looking to raise brand awareness, more so for those early in their brand life cycle. But sitting alongside generic sampling is the equally effective targeted sampling, which is increasingly becoming a big pull for more established brands, in light of the higher quality customer data they can now get their hands on.
The world of digital marketing is fast changing and 2013 was clearly an eventful year. I expect 2014 to be no less action-packed. Here are my top 5 predictions to help brands take full advantage of the year ahead.
May the year ahead be dynamic, innovative and successful for all!
Turns out that shoppers really do care about the demise of the high street but they still won't shop there. Check out this infographic from creative agency Live
& Breathe for a snapshot into the views of UK consumers and whether there is a future for the highstreet.
People around the world apologise in different ways. In Japan, the act of apologising is considered a virtue (more on this later). It is no surprise, therefore, that their language and culture have such a diffuse number of ways to express the sentiment of sorriness. The same cannot always be said of the West, where people can often be found saving face by issuing 'apologies' that are entirely devoid of any sincerity or meaning. Or the classic British reflex-action apology, where "sorry" is used so unsparingly that it is roughly akin to "hmmm".
Whatever the 'right' approach, there can be little doubt that the apology is an important art when errors in communication are so easy and public. And things only get more complicated when that apology has to be made across cultures, where different conventions, traditions and politics, not to mention different languages, are at play. Last week, Apple found themselves issuing a public apology to their Chinese customers following criticism from state media outlets about the company's warranty terms. The apology received extensive news coverage across the country, to the bewilderment of many Chinese people, who found the authorities' glee at events of somewhat baffling compared to the varitable silence over more significant matters of public interest. What was perhaps most interesting about Apple's apology was the way it was worded - "At the same time," they said, "we also realise that we have much to learn about operating in China, and how we communicate here." In this knowledge, a comprehensive global communication audit might have saved any embarrassment, taking advantage of local expertise and insight to achieve a "finger on the pulse" - essential for survival in the modern technology jungle.
As we've already mentioned, the cross-cultural apology is a complicated process due to the linguistic, political and cultural considerations that need to be taken on board. Indeed, an episode at the end of 2012 shows the extent of the complications in China, with the reporting of an "apology" made by the new Leader of the Communist Party, Xi Jinping. When arriving late for a speech, he made a comment which literally translates as "made everyone wait a long time". Does this mean "sorry"? According to the presiding English interpreter, it did. Later on, however, opinion was divided among observers, with some objecting to translations from various international media outlets that played up the "sorry" aspect, while others felt the literal translation - with its more unrepentant connotations - was appropriate.
An extreme exxample of how cultural conventions can differ cme with the public apology offered by Japanese popstar Minami Minegishi following revelations that she had spent the night with her boyfriend. She appeared with a shaved head, begging the public for forgiveness in a traditional act of contrition.
There is no escaping the fact that, were the divas of Europe or the US to so flail themselves for such minor misdemeanours, the blogosphere would be utterly saturated. Yes, it might have been over the top and unccessary, but it was also on some level based on cultural tradition.
These examples show the challenges faced by brands operating internationally, and the need for expert, sensitive cross-cultural communications strategies. Saying sorry is never easy. Saying sorry across a cultural divide is even harder...
Word of Mouth (okay, it's not really about marketing but it beats a stock photo of someone whispering into somebody's ear)
Even before social media and the
Internet were glimmers in Al Gore's eye, "word-of-mouth marketing" was
important to brands. That's because people have had conversations about
brands since the dawn of time. I still remember, when I worked at a
sporting-goods store in high school, my manager telling me that a
customer will tell two people about a positive shopping experience but
will tell seven people about a bad one. I can't say how valid those
numbers are, but the gist rings true: Conversations between consumers
about brands are far more influential than any advertisement has been or
ever will be.
If you don't believe me, just ask Nielsen. Its 2012 survey of global trust in advertising,
which asked consumers what influenced their purchase decisions, found
that 92 percent of respondents trust (completely or somewhat)
recommendations from people they know. Even if they don't know someone,
they still trust that person's opinions more than any other kind of
advertising (70 percent trust consumers' opinions posted online). A
distant third was editorial content (owned media). So there's no
question that while paid, owned and earned media are partly responsible
for growing awareness and loyalty, they are no match for the influence
So how do you get people talking positively about your brand? That's where storytelling comes in.
Creating a Brand Narrative
In the post-advertising age, the brands that are succeeding are the ones
that in effect turn themselves into stories—creating original,
authentic media that their customers actively choose to engage with,
explore and then recommend to others. The old model was 2 percent
conversion. Now it's 100 percent engagement.
But engagement is an industry buzzword and nothing you
haven't already heard. So how can digital storytelling help you create
positive word-of-mouth about your brand?
First, brands have make an effort to map their digital touch points
and create a strategy that will encourage the right customers to
voluntarily associate with a brand, thereby building a much deeper
knowledge of and connection to it. That allows the brand to tell its
customers a new chapter of its story every time the customers touch it.
So the first chapter of a story might describe the brand's approach to
sandwich making. The next might describe the types of people the brand
employs, how the brand goes out of its way to appreciate customers, and
so on. The channels and stories vary from brand to brand, but what
remains the same is the commitment to creating great content that is
audience-serving, not just self-serving.
Next, the content may be branded but must also be useful and entertaining or both. This type of content, such as Subway's original 4 to 9ers web series and The Walking Dead's immersive after-show, get people talking about the brand in the context of interesting content that doesn't feel like advertising.
Finally, after unearthing a brand's story, mapping the touch points
and creating engaging content, brands have one last step to take to
align audiences with their story—it's what I call the leap. Brands have
to get out of their comfort zone and embrace their audiences in good
times and, probably most important, in bad. Gary Vaynerchuck, a brand in and of himself, constantly does this. At the most recent SXSW conference, he purchased a vendor booth and simply stood behind it for hours
while attendees lined up to ask him question after question. I've never
seen anything like it, and I've told countless people about Gary's
"leap." He opened his brand up to all his fans and provided not only an
authentic human connection but also valuable answers to their
Brands that exist outside of a single human body also have opportunities like this, especially
when they are in crisis mode. Domino's practically wrote the book on
reactive customer service when, on several occasions, its brand was
shown in an unsavory light. From customers' unflattering reviews to
customers' damning photos to deplorable behavior on the part of
employees, Domino's listened, owned up to its mistakes and responded
honestly and in a way that made a difference. In fact, Domino's was able
to use the experience it gained through responding to the crises and
turn it into content marketing.
The Power of Customer Conversations
The greatest change in the post-advertising age is that conversations
have become media. A brand must not only create great content but also
help foster positive conversations. That's exactly what Domino's did and
what United Airlines should have done. Social-media tools amplify these
conversations, and then it is just arithmetic: billions of social-media
users, each with hundreds of friends and followers. The conversations
themselves are assembling large audiences in the way that mass (paid)
media used to, and it is up to brands to craft the right narratives.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.