ANA Finds Programmatic Impacting Traditional Media Too, Especially Out-Of-Home http://ift.tt/2Cc6zYR Programmatic media-buying may be associated most with digital media channels such as display, search and social, but the reality is it is transforming the way big brands buy all media. That’s one of the major takeaways from the Association of National Advertisers recently released Programmatic Media Buying report. While online and mobile media do dominate in prevalence of programmatic media-buying, all media are now being bought in significant amounts via programmatic platforms, including television, radio, “print,” and even outdoor. The percentage of ANA members citing the so-called media may be small, but it is growing fast as brands and agencies embrace automation, superior data targeting and platforms to make their media dollars more effective and efficient. Not surprisingly, after online and mobile, out-of-home is the most dominant medium bought programmatically, thanks in part to ability of digital out-of-home media options to easily integrate into programmatic’s digital interfaces. advertisement advertisement Twenty-three percent of ANA members responding, cited using programmatic technology to buy digital OOH media. Another 7% cited using it to buy conventional outdoor media, such as billboards and signs. TV (cited by 14% of respondents) and radio (13%) are the next most common programmatically-bought media, followed by print media such as newspapers and magazines (9%). The report does not discuss the impact programmatic has had on ad budgets allocated by medium, but overall, it is beginning to have a profound impact among ANA members, with respondents reporting well into the double-digits of their total spending (see range of responses below). Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 27, 2017 at 08:55AM
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IBM: Brands Use Weather To Forecast Product Demand Created By Ads http://ift.tt/2BFt6fB After mastering the ability to use weather as a trigger to target digital advertisements, IBM plans in 2018 to focus on integrating "weather analytics" into ERP technologies from companies like SAP, which offers a product forecast replenishment engine. "You're creating a virtuous circle that leverages the weather," said Paul Walsh, director of weather strategy at IBM. Now that platforms can forecast and target advertisements and marketing messages through mobile, social and other digital media, he said the next step will become ensuring brands manufacturer enough products and have the staff on hand to meet consumer demand. IBM will teach brands how to build forecasting models that consider temperature, so when it drops between 15 degrees and 20 degrees, the brands will have enough product to meet the demand created by marketing through advertising and marketing. That demand also is identified through searches on engines like Google and Bing. "We've analyzed with retailers the impact of Google searches on weather patterns and as you expect, the searches for specific categories and brands follows the weather trends," Walsh said. "If it's colder than 'normal,' you can see how the search trends, when people are looking for different product categories, map the same seasonality of purchase patterns." advertisement advertisement Marketers will spend a lot more time relying on weather triggers for ad targeting in 2018, especially since recent data shows that during season 2017, the clouds and the rain "turned on the holiday shopping spirit," Walsh said. Unseasonable and seasonable weather impacts how much consumers buy, along with the types of products they purchase, how consumers shop, and the price they're willing to pay. Since colder weather moved in earlier this year, compared with the past two winters, consumers began holiday shopping in November. Walsh said weather has everything to do with when people start shopping for holiday gifts. Not just for Christmas and Hanukkah, but Valentine's Day, Mother's Day and others. He said weather typically "turns on" holiday shopping. "When the weather changes into a new season, it triggers what we call seasonal firsts," Walsh said. "It triggers the early demand and feeling that, oh my gosh, Christmas is around the corner, and I need to go shopping." Walsh said the same thing happens in New York during the spring. Temperatures reach 60 degrees in March and people start worshiping the sun. In California, a climate that rarely has a major change in temperature, then suddenly see a 49-degree day, can have deeper impact than a five-degree swing in Minneapolis.
Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 01:19PM New App Facilitates Gmail Notifications On Android http://ift.tt/2BTa5e6 Email technology took a slight leap forward this week, thanks to a third-party developer. João Dias, developer of the “Auto” series of apps that rely on Tasker, has created an app that observers say enhances Gmail notifications on Android, per reports. “Notifications on Android are pretty much the best you can find today, but they’re not perfect, writes 9to5 Google. With the new AutoNotification, users can add “up to 14 different buttons to a Gmail notification with up to 5 being active at any one time,” App Informers reports. They can sort emails and apps into different folders. It is not yet clear what this means for marketers. But it presumably could allow consumers to sort—and dump—their incoming promotional messages more easily than they do now. Bias notes in a blog post: “Your notifications will now also be grouped by email account, so it’s easier to manage your notifications.” advertisement advertisement Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 11:50AM Why Reality Is In Deep Trouble http://ift.tt/2C76GYn If 2017 was the Year of Fake News, 2018 could well be the Year of Fake Reality. You Can’t Believe Your Eyes I just saw "Star Wars: The Last Jedi." When Carrie Fisher came on screen, I had to ask myself: Is that really her, or is that CGI? I couldn’t remember if she had the chance to do all her scenes before her tragic passing last year. When I checked, I found that it was actually her. But the very fact that I had to ask the question is telling. After all, "Rogue One" did resurrect Peter Cushing via CGI -- and he passed away 14 years ago. CGI is not quite good enough that you can’t tell the difference between reality and computer generation, but that's only a hair’s breadth away. It’s definitely to the point where you can no longer trust your eyes. And that has some interesting implications. advertisement advertisement You Can Now Put Words in Anyone’s Mouth The "Rogue One" visual effects head, John Knoll, had to fend off some pointed questions about the ethics of bringing a dead actor back to life. He defended the move by saying “We didn’t do anything Peter Cushing would have objected to." Whether you agree or not, the bigger question here is that the digital effects crew could have made the Cushing digital doppelganger do or say anything they wanted him to. But It’s Not just Hollywood That Can Warp Reality If fake reality comes out of Hollywood, we are prepared to cut it some slack. There's a long and slippery ethical slope that defines the entertainment landscape. In "Rogue One’"s case, it wasn’t using CGI to represent a human -- a move that includes a huge slice of today’s entertainment. It was using CGI to resurrect a dead actor and literally putting words in his mouth. That seemed to cross some ethical line in our perception of what’s real. But at the end of the day, this questionable warping of reality was still embedded in a fictional context. But what if we could put words in the manufactured mouth of a sitting U.S. president? That’s exactly what a team at Washington University did with Barack Obama, using Stanford’s Face2Face technology. They used a neural network to essentially create a lip sync video of Obama, with the computer manipulating images of his face to lip sync it to a sample of audio from another speech. Being academics, they kept everything squeaky clean on the ethical front. All the words were Obama’s -- it’s just that they were said at two different times. But those less scrupulous could easily synthesize Obama’s voice -- or anyone’s -- and sync it to video of him talking that would be indistinguishable from reality. Why We Usually Believe Our Eyes When it comes to a transmitted representation of reality, we accept video as the gold standard. Of all our five senses, we trust sight the most to differentiate what's real from what's fake. Photos used to be accepted as incontrovertible proof of reality, until Photoshop messed that up. Now, it’s video’s turn. Technology has handed us the tools that enable us to manufacture any reality we wish and distribute it in the form of video. And because it’s in that form, most everyone will believe it to be true. Reality, Inc. The concept of a universally understood and verifiable reality is important. It creates some type of provable common ground. We have always had our own ways of interpreting reality, but at the end of the day, there was typically some way to empirically determine what was real, if we just bothered to look for it. But we now run the risk of accepting manufactured reality as “good enough” for our purposes. In the past few years, we’ve discovered just how dangerous filtered reality can be. Whether we like it or not, Facebook, Google, YouTube and other mega-platforms are now responsible for how most of us interpret our world. These are for-profit organizations that really have no ethical obligation to attempt to provide a reasonable facsimile of reality. They have already outstripped the restraints of legislation and any type of ethical oversight. Now, these same platforms can be used to distribute media specifically designed to falsify reality. Of course, I should also mention that in return for access to all this, we give up a startling amount of information about ourselves. And that, according to UBC professor Taylor Owen, is deeply troubling: “It means thinking very differently about the bargain that platforms are offering us. For a decade the deal has been that users get free services, and platforms get virtually unlimited collection of data about all aspects of our life and the ability to shape the information we consume. The answer isn’t to disengage, as these tools are embedded in our society, but instead to think critically about this bargain. “For example, is it worth having Facebook on your mobile phone in exchange for the immense tracking data about your digital and offline behaviour? Or is the free children’s content available on YouTube worth the data profile that is being built about your toddler, the horrific content that gets algorithmically placed into your child’s feed, and the ways in which A.I. are creating content for them and shaping what they view? Is the Amazon smart speaker in your living room worth providing Amazon access to everything you say in your home? For me, the answer is a resounding ‘no.'” 2018 could be an interesting year. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 11:50AM NFL's TV Ad Dollars Rise 16% http://ift.tt/2BTvdAO NFL continues to show signs of recovery, at least according to national TV advertising revenue. Through 15 weeks of the regular season to date, NFL programming has pulled in $3.7 billion for its TV networks: CBS, NBC, Fox, ESPN and the NFL Network, per iSpot.tv. This is up 16% over a year ago, when it was $3.1 billion. The NFL has added more ad inventory from Thursday night games this year — as well as more digital/mobile advertising inventory. The biggest traditional TV advertising categories are: automotive, at $748.2 million; insurance, $285.9 million; wireless communications services, $268.2 million; mobile device makers, 228.2; and quick serve restaurants, $202.4 million. The year before, automotive was at $706.2 million; wireless communications, $239.4 million; insurance, $184.4 million; fast food restaurants, $180.1 million; and mobile devices, $173.9 million. Biggest individual NFL advertising brands this year: Verizon, $144 million; GEICO, $115.2 million; Toyota Motors, $88.4 million; Apple iPhone, $81 million; and Southwest Airlines, $75.6 million. advertisement advertisement Many of the same brands made the list the year before: Verizon, $140.7 million; Toyota, $83.4 million; GEICO, $73.0 million; Chevrolet, $70.2 million; and Apple iPhone, $67.6 million This year. iSpot.tv says there were 177.7 billion impressions; 115.1 billion, live. The biggest audience segment -- 34% -- are those 55+. The total NFL gender breakdown is: 60.2% male, 39.8% female. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 11:50AM Search Disruptions: How Brands Will Compete With Google, Facebook In 2018 http://ift.tt/2lcYFXh Brands are concerned about how much artificial intelligence and machine learning they should use when buying media and creating campaign strategies. Massive changes in search advertising and marketing will move the industry forward after years of inertia. Thank technology and smart engineers at companies like Google and Microsoft, as well as advertising agencies like Merkle, a Dentsu company. Still, users may not like all the changes they design. Some will continue to erode privacy by creating massive digital footprints. Matt Mierzejewski, senior search president, search capability lead at Merkle, thinks research advances prove the agency's ability to provide brands new possibilities through technology. By 2020, the agency believes about 30% of queries will be voice-driven. Voice search will become even bigger in 2018, along with other challenges. Search Insider spoke with Mierzejewski and colleague Coleen Kuehn, Chief Media Officer at Merkle, about future challenges. advertisement advertisement Search Insider: What changes do you expect to see in 2018? Coleen Kuehn: Being fast isn't good enough. Brands will need to be first. Your tone must be authoritative. Search is a trusted resource for consumers, but people look for fast and trustworthy information. On a voice search device like Google Home or Amazon Echo [without a screen], only one result is returned when you do a voice search. There's not an entire page of results. You don't have a second or third ranking. Matt Mierzejewski: Marketers need to sharpen the pencil. Marketers will use some of the same platform to give consumers a response to their search query. The input will change. Consumers will use voice more often. By 2020, about 30% of queries will be voice-driven, according to Merkle. You will be in your car, rather than on a desktop or mobile device, for example. The optimization for marketers are much the same, you're creating quality content, but you need to focus on those areas in which you want to be the authoritative source. Google, I believe, is putting a lot of energy into creating an experience with rich snippets for brands to have that authoritative voice directly in the response, as opposed to taking the site visitor to another location, asking them to hunt for that information. Machine-learning expectations will rise. We see Google pushing and promoting their [artificial intelligence] products. Agencies will develop velocity in the technology, while advertisers will invest to prove they have these capabilities. Search Insider: What keeps you up at night? Mierzejewski: Disruption. Do a search for "solar panels" on Google. You see a savings estimator. Here's an example of disruption in a specific vertical, similar to rich snippets, in which Google is seeking to provide the answer to the consumer within their own platform. This is a search engine results page widget they created. If you enter your address, it will provide an estimated savings and a list of local contractors. We have a client that engages us for organic discoverability in this industry — their traffic fell 50% overnight. This is a challenge and massive disruption caused by the platform, Google. As Google moves toward machine leaning and providing the answer to users, will they move in on other industries? During the past few years for product listing ads in retail, we've seen a Google Express product where they can promote products and services directly. They've also entered into the credit-card space a bit and pulled out. It's something we're keeping a watch on. SI: Are brands or retailers losing control? Mierzejewski: They are losing organic clicks to their websites, where they can follow the traffic from their site to local providers, as in the example of the solar company. Google's tool directly promotes a variety of other local suppliers. The strategy is to lean in on their tools to create their brand as one of the major offerings through Google's widget. SI: What is another way to teach brands to recoup lost revenue? Kuehn: It's more interesting to be a marketer. In the past, you would develop a strategy and develop a playbook, but when challenges are introduced, you need to rewrite the platform. We are rewriting the book and providing complimentary strategies to address the loss and grow a different part of the pie. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 10:46AM Oath Tests 4 Ad Units On Mobile http://ift.tt/2BVnUsg Oath has launched an internal "innovation council" focusing on ad experiences that support the estimated 70% of people visiting or using its platform on mobile devices. The company pulled together employees from sales, operations and engineering to define the next trends in mobile advertising. "Mobile and video will be at the forefront of everything we do," John DeVine, CRO at Oath, wrote in a blog post. DeVine points to four key categories in which Oath is testing new ad units. Oath created a mobile ad, a utility for consumers to save coupons and deals to their mobile wallet. When the mobile ad appears, it gives consumers the option to save special offers to their mobile wallet; brands can later alert them to special deals via mobile lock-screen notifications. Designed by RYOT Studio, Oath's creative agency, an augmented reality (AR) mobile ad unit powered by Yahoo Gemini enables consumers to click to access an ad experience in platforms such as Yahoo Mail. advertisement advertisement The Home Depot and Pottery Barn are working with Oath to test the AR format. Retailers have begun to understand AR. In November, Williams-Sonoma acquired Outward, an augmented reality and 3D imaging startup acquired for $112 million. Oath also is testing a native ad powered by Yahoo Gemini that the company will run across all Oath mobile apps, such as Yahoo Finance, Yahoo Sports, Yahoo Weather and HuffPost. An interactive social ad unit extends a brand's voice beyond the social newsfeed, by aligning its real-time photos, videos and custom hashtags with premium content and new audiences across Oath's properties. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 10:46AM Warhol Museum Promotes Iranian Artist With Multimedia Campaign http://ift.tt/2lcYxqL The Andy Warhol Museum and its agency Marc USA are hosting interactive kiosks across Pittsburgh to raise awareness for the museum's first solo exhibition for Iranian artist Farhad Moshiri. The Fibers of Being kiosk invites pairs of participants to explore their "respective uniqueness" through a list of character traits via a touch screen. While one identifies descriptions of their friend, their partner’s image is captured in silhouette against a green screen. The end result is a large colorful postcard, reminiscent of a Persian rug, customized with words and imagery reflecting how each participant is seen through the eyes of their partner. Participants then visit Warholgowest.com to download their images to share on social media and learn more about the artist and exhibition. The touring kiosk is visiting several high-profile Pittsburgh locations accompanied by a four-sided mobile billboard. To further encourage visitors to both the museum and kiosk, the campaign is running print ads in Pittsburgh regional publications and digital banner ads are targeting regional viewers on Facebook and Twitter. This is an unusual project to lure museum visitors and Marc USA says the agency has been pleasantly surprised how seriously people are taking the experience. The team had estimated that participants might spend a minute to a minute and a half on average picking out the words to describe their partner in the experience. Instead, they took at least twice as long – really taking care to select words. “In a world with so much chaos and negativity, it seems people really wanted to be positive," says Adam Cicco, associate creative director who has been on site for a number of the Fibers of Being stops around Pittsburgh. "And friends were surprised and delighted to see what they had said about each other.” When it comes to challenges, the Pittsburgh weather at this time of year had to be taken into account in building the kiosk to make sure all the electronics worked outside in the cold. "Thankfully they do," he says.
Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 10:46AM Reaching Black Women Across All Media Platforms http://ift.tt/2pwTAym According to recent research from Nielsen for marketers seeking to reach African-American women, integrated campaigns, inclusive of not only traditional platforms such as television and radio, but also digital and social, is paramount. With a combination of digital prowess, social savvy and voracious media consumption, Black women have very unique media habits and preferences. advertisement advertisement 80% of Black women own smartphones, a rate 8% higher than non-Hispanic White women. And 57% own a tablet, somewhat on par with non-Hispanic white women. Black women’s high ownership of mobile technology gives them access to a multitude of apps and sites, including social networks, and is a key driver of the way their time is spent consuming media. Facebook (72%) is the top social media networking site used by Black women. YouTube, Instagram, Twitter and Google+ are also sites visited more frequently by Black women than their non-Hispanic White counterparts. When it comes to live television viewing and DVR/time-shifted TV, Black women spend nearly 15 more hours each week on these platforms (51 hours and 36 minutes) than total women in the U.S. (36 hours and 38 minutes). Also, black women spend more weekly time using apps and browsing the web on smartphones (19 hours and 27 minutes) than all women (17 hours and eight minutes). And, Black women of all ages have increased consumption of other digital platforms as well, including internet on a PC, video on a PC, multimedia devices and video on a smartphone. In addition to the high weekly time spent on digital platforms and watching television, radio is an incredibly effective medium to reach Black women. 92% of Black women listen to radio weekly, while 90% watch television. Additionally, Black women spend more weekly (about 2 hours more) time listening to radio than non-Hispanic White women. Black Millennial women (18-34) are most likely to listen to the Urban Contemporary radio genre, reaching 58% of this demographic. Meanwhile, the Urban Adult Contemporary genre reaches 51% of Black women who are over 18. Most importantly for advertisers, 38% of Black women agree that advertising on radio provides them with useful information about bargains (20% higher than non-Hispanic White women), and 38% also agree that radio provides them with information about new products and services (16% higher than non-Hispanic White women). Black Millennial women (18-34) spend more weekly time than their older counterparts on multimedia devices and game consoles. Black women who are 65 and older, spend more weekly time watching television (nearly 80 hours) and less time using multimedia devices, the internet on PCs and game consoles than their younger counterparts. Understanding these media consumption differences and device preferences can prove essential in designing effective campaigns, concludes the report. For more insights, download Nielsen’s African-American Women: Our Science, Her Magic report.
Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 26, 2017 at 09:18AM
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A New Framework For Blended Retail http://ift.tt/2ldbTmP In The Future of Retail 2018, PSFK Labs presents a new retail strategy for the convergence of online and offline commerce Offline retail’s opportunity lies in providing value beyond the transactional moment but brick-and-mortar locations must still fulfill the foundational role of delivering products and services to a consumer in a quick and immediate way. This is a notion shared by Jack Ma of Alibaba. In a letter to his shareholders, he says: “E-commerce is rapidly evolving into ‘New Retail’. The boundary between offline and online commerce disappears as we focus on fulfilling the personalized needs of each customer.” In our latest Future of Retail report, our analysts present a blended retail framework builds brand experiences atop a necessary intelligent foundation that gathers insights and streamlines operations. STEP 1: BUILD A LIFESTYLE MARKETPLACE
Strategies: Revolving Discovery Third Space Connections Integrated Wellness Educated Confidence Valued Attention STEP 2 : DEVELOP A RETAIL OPERATING SYSTEM
Strategies: Ambient Assistance Synced Profiles Intelligent Infrastructure Frictionless Convenience Networked Logistics The Future of Retail 2018 outlines how companies can transform their stores into experience centers that extend their supply chain and digital commerce platforms, creating mutual value with a focus on shopper experience. Members can download the report today or all readers can immerse themselves in the findings at our retail conference on Jan 17, 2018. Mobile Marketing via PSFK http://www.psfk.com/ December 26, 2017 at 07:06AM |
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