Report Reveals 86% Of European Brands Have Shifted Programmatic In-House http://bit.ly/2UBMT8n Marketers in major Western European nations are shifting their programmatic media-buying in-house, at least partially, according to an in-depth series of analyses released today by the Interactive Advertising Bureau (IAB). The reports, which cover the U.K., Germany France, Spain and Italy, estimate an average of 86% of brands buying media programmatically in those markets have moved it completely or partially in-house. One factor driving the shift, the IAB report notes, is compliance with the EU’s GDPR (General Data Protection Regulation) rules, which established liabilities for companies improperly utilizing consumer data. Here are the top line percentages for each country’s census of programmatic in-house shifts:
The report’s quantitative results are based on Advertiser Perceptions' Omnibus Survey fielded in February and March 2019: 1,000 European-based brand representatives participated in the survey. Respondents represent media decision-makers across all job titles and 16 major ad categories. All are qualified as involved in making digital, television, mobile, radio, and/or print media decisions. Pre-Meditated Media, LLC authored the study by integrating insights from the Advertiser Perceptions Omnibus Survey, executive interviews, and industry research. The complete report can be accessed here. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 24, 2019 at 08:01AM
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Mobile Crowned King Of Digital Marketing http://bit.ly/2UB8VrW It has happened. Mobile has been talked up and up -- but today we have confirmation that not only is it digital's biggest channel, but also accounts for just over a half of every pound put into digital marketing. Confirmation that smartphone marketing has been crowned digital's biggest channel comes today with annual figures from the annual Digital AdSpend Study from the IAB UK and PwC. Overall, they show a 15% rise in digital advertising to GBP13.44bn, with an extra GBP1.6bn being pumped into mobile phone marketing. That is enough to push the smartphone in your pocket up from accounting for 45% of digital marketing in 2017 to just climb over the tipping point and hit 51% of all digital ad spend. IAB UK makes the point that this now more effectively aligns ad spend with attention, given that two-thirds of the average Brit's time online each day is spent on a smartphone. Whenever mobile marketing is talked up, it's time to say how video is also a co-star in digital advertising. The latest figures show that at 44%, video now nearly equates to half the spend on digital display. Again, for the second year in a row, outstream video is ahead of the previous top channel, accounting for 57% of video advertising budgets. Just to get a mention in for recent research, IAB UK points out that research it conducted with YouGov shows that very nearly two in three marketers "get" that video must be specifically made for each platform and device it will be seen on, and so video isn't just a case of pumping out the same content. Careful attention must be paid to ensure the right formats are available to provide the end viewer with the best possible experience. Talking about the results, the IAB UK points out that in less than a decade, mobile spend has rocketed from GBP38m to 2018's level of GBP6.6bn -- a truly staggering increase. This is not entirely attributable, the organisation asserts, to the importance of video and mobile -- but is also because advertising now understands the internet better. Rather than using digital marketing as purely a short-term channel designed for direct response, savvy brands understand it is also instrumental in brand-building. In fact, the IAB UK even points to the rise of Direct-2-Consumer (D2C) brands as leading this charge to use online channels to raise awareness and not to simply offer deals and promotions. So for all marketers that need that proof the next time they are pitching for budget that we are now in a mobile-first world, today's announcement is all they need. For the first time, mobile marketing accounts for just over half of all the budget put into digital channels. With such high attention rates, it is pretty easy to imagine this is only going to rise. We have seen smaller tipping points reached, but as far as ad dollars go, today's announcement is the big news that all in mobile marketing have been waiting for. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 24, 2019 at 07:06AM
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How Retailers Like Sephora Drive Conversion Using Personalized Recommendations http://bit.ly/2DzWuqJ Consumers today have access to a greater array of goods and services than ever before. Paradoxically, this can make it more difficult to make a purchase decision. As a result, consumers are seeking help navigating these choices through hyper-personalized recommendations based on their individual needs and preferences. Retailers are leveraging in-store AR and visual recognition technologies in order to provide targeted recommendations and foster moments of discovery and delight by bridging the physical and digital worlds. Shoppers are able to experiment with products through virtual try on, which reduces return rates, while also providing the retailer with valuable data about product interactions. Accordingly, here’s how top brands are leveraging interactive technology in order to gain consumer insight: YouCam For Business Walgreens Sephora 91% of consumers are more likely to shop with brands who recognize, remember and provide relevant offers and recommendations. For extensive insight into the many ways that contemporary brands are unlocking data within their physical footprints, download PSFK’s Shopper Data Debrief, out now. The Shopper Data Debrief by business intelligence service PSFK outlines how retailers can leverage new tools to capture shopper data in the physical store, creating a mutually beneficial value exchange that allows them to refine operations and offer a more personalized in-store experience. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services. Consumers today have access to a greater array of goods and services than ever before. Paradoxically, this can make it more difficult to make a purchase decision. As a result, consumers are seeking help navigating these choices through hyper-personalized recommendations based on their individual needs and preferences. Retailers are leveraging in-store AR and visual recognition technologies in order to provide targeted recommendations and foster moments of discovery and delight by bridging the physical and digital worlds. Shoppers are able to experiment with products through virtual try on, which reduces return rates, while also providing the retailer with valuable data about product interactions. Accordingly, here’s how top brands are leveraging interactive technology in order to gain consumer insight: Mobile Marketing via PSFK http://www.psfk.com/ April 24, 2019 at 06:36AM
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Dare to Be Different: 5 Fresh Examples of Innovative B2B Content Marketing http://bit.ly/2ISitN9 The post Dare to Be Different: 5 Fresh Examples of Innovative B2B Content Marketing appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot http://bit.ly/2V5eKQ7 April 24, 2019 at 05:31AM
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Wyndham Connects Diverse Brand Portfolio http://bit.ly/2IDgo8A Wyndham Hotels & Resorts is launching a multimillion-dollar campaign that connects its portfolio of brands under one unified title. The campaign, created by DDB and produced by Stink Films, emphasizes the breadth of the company's locations around the world, noting that wherever you are, you're likely only 10 minutes away from a Wyndham hotel. The campaign shows how, with 9,200 hotels globally, the diverse portfolio offers something for every type of traveler — for those visiting a child at college, to traveling for business or taking the family on memory-making vacations. Debuting ahead of the summer travel season and running through September, the campaign will have a presence across national television, online streaming, mobile, radio, social media and digital. Top programming includes live sports, morning news and prime-time viewing on networks like Travel Channel, HGTV, Comedy Central, Food Network and ESPN. advertisement advertisement This is the company’s first such campaign since it became a pure-play hotel franchising and hotel management company in June 2018. Wyndham Worldwide spun off the company’s hotel business, resulting in two separate, publicly traded companies. Wyndham Hotel Group and Wyndham Vacation Ownership. Wyndham began uniting its 20 hotel brands more seamlessly one year ago when it announced plans to designate its signature economy and midscale names, like Travelodge, Baymont, Trademark Collection, and Ramada, with the “by Wyndham” hallmark. Wyndham’s research has shown that nearly 45% of consumers “feel better” about a hallmarked or endorsed brand, and almost one-third expect a better quality experience. Price and proximity are key factors for travelers making hotel decisions, notes Lisa Checchio, CMO, Wyndham Hotels & Resorts. “This campaign represents our continued steadfast mission to make hotel travel possible for all, bringing attention to the significant value and varied offerings Wyndham brings,” states Checchio. VIDEOMobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 23, 2019 at 07:13PM BlackBerry Messenger (It Still Exists?) Will Disconnect May 31 http://bit.ly/2Pvn9Kc Chances are good the very first text message you sent was via a BlackBerry phone. And chances are, when BlackBerry Messenger folds at the end of May, you won’t even remember using it. For the first part of the 21st century, the BlackBerry phone was standard issue at many companies. By 2005, when BlackBerry Messenger was introduced, BBM -- as everybody called it -- was popular with young users and everybody else. Even by 2012, there were 80 million BlackBerrys in use around the world. Now, not so much. Apple and Androids took over. BlackBerry still exists -- BlackBerry Limited (formerly Research in Motion) makes its mark with single-platform security, voice encryption and privacy systems -- and it also markets what it calls the “world’s most secure” Android phones. advertisement advertisement Separately, since 2016, the BBM consumer service has been operated by the Indonesian media company Emtek, which tried to make it more of a social media outlet. It announced a few days ago that it would fold Messenger on May 31. “Three years ago, we set out to reinvigorate BBM consumer service, one of the most loved instant messaging applications, as a cross-platform service where users can not only chat and share life experiences, but also consume content and use payment services,” it announced on Twitter. “The technology industry however, is very fluid, and in spite of our substantial efforts, users have moved on to other platforms, while new users proved difficult to sign on. Though we are sad to say goodbye, the time has come to sunset the BBM consumer service, and for us to move on.” There could be a silver lining of sorts for BBM users. After Emtek decided to leave the market, BlackBerry decided to make its business-grade BBM Enterprise end-to-end encrypted messaging platform available for individual use. “The decision was made out of BlackBerry's respect for loyal BBM users and was not a contractual obligation,” the company explained, though it may have noticed an outpouring of support on Twitter, and the new hashtag, #SaveBBM. "While we respect Emtek's decision, we're disappointed the platform did not thrive and grow as expected," said Mark Wilson, BlackBerry’s CMO. The new BBMe, with privacy protections and other features, can be downloaded from Android’s Google Play Store, and soon from the Apple Store, too. It’s free for the first year, and then a six-month subscription will cost $2.49. BlackBerry, as a consumer brand, seems to holds an odd place in the tech psyche -- some mixture of reverence for its history and ridicule for its seeming irrelevance in the current phone market. BlackBerry counted 199 times its phones were used in TV episodes or movies as recently as 2015. Lots of those dramas, like Showtime’s “Billions” and TV’s “CSI: Cyber” and “Law & Order: Special Victims Unit” revolved around large organizations using those distinctive BlackBerrys. In fact, BlackBerry still has large contracts with NATO and just created a new subsidiary to deal specifically with the U.S government. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 23, 2019 at 03:30PM Google, Bing Driving Changes In CTRs, CPCs http://bit.ly/2IQW7LN Click-through rates continue to decline, but marketers keep increasing budgets for paid-search ads running on Google and Bing. Could that mean the cost to seal the deal with a customer keeps rising. It's unclear by how much as both companies push mobile advertising. Marin Software released its Q1 2019 Digital Benchmark Report Tuesday analyzes its customers' search, mobile and social performance data. The aggregated data shows that click volume on Bing and Google rose to 108.4 during the first quarter of 2019, up from 100 in the year-ago quarter. The click data during the holiday quarter in 2018 came in at 106.7. Marin shows that the click volume for the second quarter of 2018 tanked at 95, so it will be interesting to see the second-quarter data for 2019. Separately, Google click volume rose to 109.2 in the quarter, up from 108.3 in the prior quarter. Bing rose slightly to 99.8, up from 99.7. In the third quarter of 2018, Bing peaked at 102.2 in click volume. advertisement advertisement The cost per click (CPC) fell 6% to $0.67 in the first quarter of 2019, compared with the fourth quarter of 2018. In fact, CPCs, overall, have been falling since the second quarter in 2018. Brian Finnerty, senior director of marketing at Marin, attributes the decline in CPCs to an increase in mobile search advertising. CPCs on mobile are lower. Travel CPCs came in at $0.31 and retail CPCs at $0.39. Both were lower in the first quarter of 2019, compared with the prior quarter, as inventory because less expensive outside of the peak holiday season, according to the report. While Finnerty admits that the company is not seeing any slowdown in digital ad spend, overall click-through rates also declined. In fact, CTRs fell to 3.05, compared with 3.53 in the year-ago quarter. The bigger surprise was the number of marketers using responsive search ads -- about one-quarter of Marin’s clients. Mobile search continues to rise, accounting for 43% of the amount spent in the quarter, up from 41% in the prior quarter, across all types of companies that Marin supports. About 22% of advertisers ran Google Shopping Ads, with the format taking 39% of search budgets, up from 36% in the prior quarter and 33% in the year-ago quarter. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 23, 2019 at 02:16PM IAB Tech Lab Replaces Digital Transparency Tool http://bit.ly/2VpHllO The IAB Tech Lab on Tuesday released its Secure Interactive Media Interface Definition (SIMID) for public comment. SIMID is designed to be a replacement for the Video Player Ad Interface Definition (VPAID), providing improvements in transparency, as well as enhanced interactive capabilities. VPAID was first introduced in 2009 to help support the burgeoning interactive video advertising business. However, it subsequently outgrew its original purpose. “Companies adapted it for verification and other use cases, attempting to have VPAID work outside of the scope of its intended purpose and design,” per a release from the IAB Tech Lab. ‘This gave rise to significant problems with trust, transparency and creative freedom — all of which SIMID will resolve.” SMID includes SSAI, and will be applicable to all platforms, including mobile and over-the-top video. It is designed to work in concert with the IAB’s Open Measurement Interface Definition (OMID) and Video Ad Serving Template (VAST) specs, in an effort to improve trust and transparency. Public comments on SMID will run through May 24, then a working group will review comments and make necessary tweaks for a final release. advertisement advertisement Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 23, 2019 at 02:16PM Watching Ads Verified By Facial Recognition Earns Moviegoers Free Ticket From PreShow http://bit.ly/2GxejHy MoviePass cofounder Stacy Spikes wants to give moviegoers a free ticket for watching 15 to 20 minutes of advertisements, with facial recognition technology and the device’s camera confirming the views. PreShow, an ad-supported platform, is a new concept that Spikes is selling on Kickstarter. Pledges have already surpassed the $10,000 goal and to date, fans of the concept have pledged $46,724 with three days to go. “Branded content will become the definitive entertainment medium,” Spikes said. The product becomes the celebrity. PreShow will work with companies like Procter & Gamble to promote its brands such as Tide laundry soap or Ivory soap, which may appear in the movie the moviegoer wants to see. The consumers will log into the app, pick a movie they want to see, and PreShow will run a one- to-three-minute spot on that brand. One brand can buy the entire 15 to 20 minutes. advertisement advertisement “The brand may take the entire segment or a portion of it,” Spikes said. “We can tell if the consumer completed the segment through the technology we created.” The camera on the mobile phone, desktop or laptop device tracks the viewing time through facial recognition, he said. The technology doesn’t record the viewer, but acts more like motion detector in real time to tell is the person walks away from the screen. Spikes said the company may take the data collection a step further with consent from the viewers. “We’ve talked about collecting high-level aggregate data, but if the brand wants to dive deeper into the data we would have a Nielsen-like panel that would agree to give feedback,” he said. “We’ll figure that out.” Viewing the entire segment in the app on mobile or desktop earns a moviegoer a free virtual credit card to exchange for a ticket at a participating movie theater. For the average American, who goes to the movie theater about four times a year, per Google data, earning a free movie pass could become the hot ticket. “We think we’re tapping into a cultural trend that already exists,” Spikes said. “It gives brands the opportunity to engage with consumers.” Backers of the Kickstarter campaign automatically become patrons, benefactors, or members of the Founder's Circle, and the first to use PreShow. There’s no subscription or processing fees other than the donation. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 23, 2019 at 09:35AM
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Op-Ed: Why Retailers Must Bring Their In-Store Experiences Back To The Future http://bit.ly/2Zq1nMh Physical retail space has become an enigma within the industry over the past decade. From the onset of digitally-native D2C brands to the evolution of experiential store spaces to several legacy brands shuttering store locations—the retail industry is at a crossroads to create successful in-store environments. Physical store spaces have always played a crucial role in retail and will continue to do so. While the look and feel of physical stores may have evolved over the past decades, brick and mortar still has a prominent place in successful strategy today. Astute retailers will understand that, moving forward, a core pillar of success is going “back to the future.” The evolution of in-store started with department stores Department stores were once the center of physical retail space. They offered a central location for shoppers to find highly curated, unique and local products that couldn’t be found anywhere else. Years ago, Bloomingdale’s in New York City would have provided an entirely different selection and experience than its Los Angeles location, as each was representative of its individual city and local designers. This strategy was forgone starting in the 1990s as stores moved away from highly curated and selective offerings and more towards becoming efficient inventory machines. Merchandisers who used to be tasked with understanding local tastes were now repurposed into spreadsheet-wielding national volume pushers. It was no longer good enough to sell-through in Minneapolis; merchandising considerations had to work at all locations to be considered successful, causing merchandisers to be incentivized by generic appeal. While this shift may have been successful for a short time, recently this has been a major hurdle for legacy retailers--department stores especially--as they try to compete with modern experiential stores. Now, consumers are craving hand-picked products and unique store environments. Where we are with 2019’s modern physical store space Over the past decade, the image of physical store spaces has very clearly evolved due to the onset of changing consumer taste and retail technology. The integration of tech like AR/VR, robots, smart mirrors and AI have changed not just what physical store spaces look like, but also what they’re meant to accomplish for a brand’s bottom line. A great example of this is Reformation’s New York boutique, which offers shoppers everything from smart dressing rooms to mobile checkout, to enhance the in-store experience from start to finish. Today, when a consumer enters a physical retail space they don’t expect to see product-stocked shelves, but rather feel the essence of a brand exuding from every display. Direct-to-consumer brands have been a driving force behind this movement and proved the blueprint for successful implementation. With their roots online, D2C brands still saw the opportunity in physical store spaces to better connect with customers. They rethought the traditional experience to become something new—brands like Glossier and Casper have both been leaders in this case. Glossier’s flagship store not only allows consumers to buy makeup, but also snap an arsenal of Insta-worthy photos to share on their feeds. Casper, on the other hand, opened its first experience store in 2018 and recently hit unicorn status with a $1.1B valuation. These spaces are not just an opportunity to move product or increase sales: They are immersive brand theater. Physical spaces are an essential touchpoint for long-lasting and multi-faceted relationships between customers and brands. While some brands have been quick to transform physical retail strategies, others are a bit more hesitant to implement experiential trends. Several legacy brands shuttered their flagship stores across the country last year, leaving many industry leaders asking, “What went wrong?” Pivoting too little and too late into the experiential future of physical retail was partly to blame. Years of sticking to the status quo and the belief that customers needed to see all variants of inventory available for sale instead of focusing on the emotional journey of in-store experiences is the critical pitfall. The future of physical store space—melding old with new At Shoptalk this year, Nordstrom president Erik Nordstrom expressed the brand’s recommitment to a local strategy that drives physical retail sales due to its positive effect in driving online sales as well. If department stores—and brands with physical store space in general—focus on the local, highly selective offerings that were once so popular years ago, they will find themselves moving towards more profitable in-store strategies. As retail moves into a new decade, brands need to consider what motivates their customer to come into their physical stores. In turn, to drive profits and customer loyalty, retailers must up-level in-store environments by blending the old with the new in a combination of relevant modern technology and local, highly-curated offerings. Physical retail space has become an enigma within the industry over the past decade. From the onset of digitally-native D2C brands to the evolution of experiential store spaces to several legacy brands shuttering store locations—the retail industry is at a crossroads to create successful in-store environments. Physical store spaces have always played a crucial role in retail and will continue to do so. While the look and feel of physical stores may have evolved over the past decades, brick and mortar still has a prominent place in successful strategy today. Astute retailers will understand that, moving forward, a core pillar of success is going “back to the future.” Mobile Marketing via PSFK http://www.psfk.com/ April 23, 2019 at 06:05AM |
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