Tag Archives: Digital Advertising

Mini gets up close and personal with new outdoor campaign

Mini has recently launched a new outdoor campaign to increase brand awareness, which reaches out to its customers in a fun and innovative way, and has got people talking about its brand.

Over the last few weeks, as Mini drivers have travelled between Earl’s Court and West Kensington, they have been greeted by messages such as “Hey cream Mini, what’s your secret?” and “Hello blue Mini driver”, flashing up on giant digital screens. This involves a team of ‘spotters’ stationed at the end of the road, whose job it is to spot Minis driving by, and to trigger a personalised message to appear on the screen.

Mini drivers

Source: adage.com

The screens in question are known as the Cromwell Road Digital Gateway. The series of 9 screens, each of varying sizes, must all be bought together, and cost £200,000 for two weeks.

Mini’s screens form part of their new 8-week integrated campaign, aimed to celebrate and thank their customers. They are also rewarding their drivers with freebies at service stations along the road, including bacon sandwiches or smoothies on the way to work and a tank of fuel or bunch of flowers in the evening. Drivers are also encouraged to upload photos showing ways they have customised their Mini, with the chance to have them displayed on the screens.

The personalisation of marketing messages is becoming increasingly important in today’s economic climate, as advertisers seek to maximise their reach of target audience. Advertisers have long been aware of the increased engagement that message personalisation brings, and technologies such as behavioural tracking and targeting form the lifeblood of most digital campaigns today.

The Mini campaign takes a range of familiar marketing concepts – digital and outdoor, behavioural tracking, targeting and personalisation – and combines them in a new and interesting way to create a really fun brand campaign.

While this combination of technology and techniques may be out of reach for most campaigns today, it’s an exciting glimpse into what we could be seeing regularly in a few years, as the future of personalised marketing really takes off. It will be interesting to see whether (and which) brands are open to taking a risk with new concepts such as these, and exactly what benefits they can bring to a campaign.

The ‘Rising Stars’ of digital media?

At Four we are always looking for ways to increase the effectiveness of our campaigns.

Visually creative new ideas that encourage audience interactions are being dubbed the ‘the canvasses of the future’ for brand advertising on digital platforms. Needless to say, it is a great way to run a branding campaign that drives user engagement.

As you can see from the chart below, the statistics demonstrate that the click-through rate (CTR) for these rich media banners tends to be significantly higher than standard banners:

Rich Media Banners

Source:http://blog.adform.com/rich-media/is-rich-media-the-key-to-better-engagement/

Some examples of these banners and how they work:

  • Dynamic skins that offer a stimulating background to a webpage.
  • Product carousels that allow the user to scroll through an ad and navigating further accordingly.
  • 3D MPUs literally jump out of the page at you, a sure way to catch the eye of the audience.
  • Gliders that present a floating ad in front of the original article, which can be navigated accordingly by the user.
  • Shutters that play a video advert when a user clicks or hovers over the ad that contain product images and further calls to action, such as ‘view further images’, ‘register now’, ‘click to purchase’ or ‘view more information

Not only do users tend to spend more time engaging with these ad formats, research also shows that users liked the ads more, saying that they improved their impression of the website more than standard banners.

The great advantage of using these ads is that they are deliberately interactive; they are designed to make it as easy as possible to instantly engage with a brand or product. This gives the audience the freedom to interact and explore the advert within a pop-up microsite, without being pulled away from their original article.

Below is an annotated example of an ‘open door’ format created by Adform:

Open Door Ad format

Source: www.adform.com/site/help-and-resources/

Out Of Home Advertising coincides with the 21st Century

Out-of-home advertising is being radically transformed by the arrival of new technology including – Internet connectivity, real-time content, cloud based distribution software, cutting edge display and digital office communication, all of these are helping to reshape how the world’s oldest media has traditionally engaged with audiences, into a new hybrid medium.

Internet connectivity no longer requires the use of a telephone line and router in order to connect, with companies such as EE launching the new 4G, a system which provides mobile ultra-broadband Internet access. Conceivable applications include amended mobile web access, IP telephony, gaming services, high-definition mobile TV, video conferencing, 3D television and cloud computing. EE used 40 London taxis to advertise and launch this new form of internet connectivity. All 40 taxis which took part, had 4G installed meaning all customers could connect to this new style of internet free of charge once inside the taxi, this out-of-home campaign saw digital domination over the course of 3 months, which helped entice consumers to switch providers to EE.

Taxi Advertising

Source: ZONE 2013

Digital posters have enabled advertisers to engage audiences by using real-time and up to date content. Latest figures from the Outdoor Media Centre have revealed that digital revenues for Q1 2013 and were £43.1 million, up 21% year on year and accounts for a fifth of total outdoor revenue.

New technology means that consumers can now be more accurately targeted with content which is much more pertinent and compelling.

JCDecaux has seen the benefits for targeting consumers using digital technology and are now launching 400 new digital screens outside Tesco. Advertisers will soon be able to target shoppers by day of the week and time of day, through new digital screens being erected outside 400 Tesco stores.

This will enable advertisers to target specific dayparts to optimise their ad campaigns by four parts of the week – morning, afternoon, evening and night time, enabling brands to optimise their ad campaign.

Digital Billboards

Source: outputmagazing.com

This network of new digital screens will be made even more appealing for advertisers due to its ability to fuse data from the outdoor industry’s £19 billion Route research, with Tesco’s acclaimed Dunnhumby retail sales data, responsible for the data crunching behind Tesco Clubcard.

Andrew Mortimer, director of brand and media at the UK’s largest outdoor advertiser, BSkyB, announced, “It is time to move away from judging plans on metrics that are out of date. To move away from traditional measures like number of panels or cost-per-thousand to metrics of greater value to advertisers.”

Interactivity advertising

Source: jcdecaux.co.uk

The future of digital-out-of-home advertising will be driven by interactivity. Digital signage applications are likely to engage consumers on a more personal level by enabling them to interact using their smart phones via Bluetooth, text messaging and the many apps which are now available to scan QR codes. The opportunity to transmit live messaging provides a dynamic new dimension to out-of-home advertising, as well as offering the flexibility to engage with consumers in real-time.

Jaguar is going digital

Jaguar has put digital advertising at the forefront of its efforts to target a younger, more vibrant audience. The creation and use of viral movies and other mobile media platforms are at the centre of this campaign to target the ‘enlightened elite’.

The new activity forms a part of the campaign to promote Jaguar’s new sports car, the F-Type. The F-Type is Jaguar’s first two-seater vehicle since the iconic E-Type of the 1960’s. As with the E-Type, Jaguar is looking to promote its reincarnation to a younger well healed audience.

Jaguar is Going Digital

Source: marketingweek.co.uk

Promotional activity for the F-Type will focus around a short 12-minute movie featuring Homeland star Damian Lewis, the short movie called Desire was created by Brooklyn Brothers and Ridley Scott Associates. Desire will prominently feature the F-Type being driven by Damien Lewis throughout in various action scenes.

The video content will form a large part of the campaign to position the F-Type range and the Jaguar brand as a purchase consideration to a younger audience than it has traditionally had in the past.

Further digital elements are to be introduced to the F-Type campaign following the culmination of the Sundance Film Festival in April, where Jaguar will be screening Desire. These elements will include TV adverts that can be scanned using the mobile app Shazam as well as activities that utilise AR (augmented reality).

Jaguar’s utilisation of digital activity shows that even well established luxury brands still see the potential in using social networking and viral videos to target a relevant audience.

With the F-Type ranging from £60,000 to £80,000, it remains to be seen whether a social media campaign such as Jaguar’s Facebook activity will increase sales of the vehicle, when one considers that 49% of social network users are aged 15-34.

The term ‘enlightened elite’ would suggest that Jaguar is trying to target a specific group of social media users who are young aspirational businessmen and women and have the means to purchase a product such as the Jaguar F-Type.

Although these individuals are a small percentage of social media users, they are well connected with other like minded individuals, therefore the ability to share videos and posts with friends could lead to a very effective targeting campaign for Jaguar.

Digital ad spend in the UK reaches record highs, surpassing the £5 billion mark in 2012 alone!

Research from the Internet Advertising Bureau has revealed a growth in digital advertising in the UK, with mobile accounting for 10% of all digital revenue in 2012.

Digital ad revenue reached an annual high of £5.42 billion last year, a record 12.5% year on year high, mobile advertising was responsible for approximately £526 million, revealing a growth of 148%!

With an increase in Smartphone ownership expected to reach 75% by end of year 2013, it is no surprise that mobile advertising has grown by an astonishing 1,601% up to £13million, even without EE’s 4G prevalent network which will only be made readily available to the majority of operators this autumn.

Mobile Advertising 2013

source: http://images.ientrymail.com/

It is also expected that the majority of search clicks in 2013 will come from mobile devices, with the prediction that mobile advertising “will undoubtedly be a billion pound medium within a few years”. Mobile has reached a milestone as marketers are becoming more attuned to the ‘always connected’ nature of consumers, who expect to engage with content wherever they are. This has resulted in advertisers encouraging consumers in all industries, to invest in integrated campaigns across online and mobile. As Anna Bartz from PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience”.

With the likes of social media sites such as Facebook, and with them recently unveiling plans for a Smartphone which it claims will “make the social network the home of Android devices, as it looks to expand its mobile advertising offering”,  it is no wonder that social media has contributed to this astonishing high turnover in digital advertising. With mobile advertising increasing from £265 million to £328.4 million in 2012, meaning that in only 3 years social media revenue has quadrupled at 383%.

Last but not least, video ad revenue is responsible for 12% of all online and mobile display advertising with an overall £160 million revenue, which has helped contribute to such a high digital ad spend in 2012.

The top five display advertising sectors in 2012 are as follows; finance (15%), entertainment and media (13%), retail (12%) and technology (9%).

New Digital Showcase at Bluewater

An impressive digital showcase has recently launched at Bluewater shopping centre, bringing a new generation of digital advertising to the forefront of media.

Digital Advertising Bluewater

Source: thedrum.com

This new digital out of home platform features a 165 inch digital screen, capable of producing cinema quality ultra HD images. Further to this high tech screen, the new digital site offers a full screen surround wrap and the latest sound technology, in a bid to capture shoppers attention in every way.

Matt Gordon, the co-founder of Limited Space, who have signed a five year contract with Bluewater says that “the Bluewater Showcase screen is an innovative and cutting edge example of digital working alongside retail product allowing brands to further their communication with customers.”

If the sheer size of the screen was not enough, the new showcase site takes customer engagement to a new level as the site is fully interactive, offering customers the opportunity to use their smartphones to interact and respond to the creative. Luxury watch brand Citizen is the first to take advantage of Bluewater Showcase. Mark Robinson of Citizen comments “This unique new display and advertising platform provides Citizen with a true showcase to engage Bluewater shoppers… We were especially struck by the cinema screen quality and scale of the display Limited Space has created and its multipurpose nature. It’s the perfect window to display the Citizen brand in a top location for shopper footfall.”

This new showcase costs £10,500 (rate card) for two weeks, including production.

The Year Ahead

The New Year brought further predictions of gloom rather than boom, with most recent economic data telling a story of continued slow growth in 2013. The Financial Times recently reported that there are two main trends that have emerged in the shopping habits of the nation; the search for value, and the way that we shop, which is migrating to online. These trends are not dissimilar to forecasts for the media landscape in 2013, which it is predicted will also be technology driven and value seeking.

Digital Spending

Source: Four Media

There is no denying that digital has become an intrinsic part of our daily lives in the UK, influencing our routines, shopping habits and ever more prolifically, our media consumption. It is predicted that the number of UK households that own a tablet is likely to double to 10 million in the coming year, and with the advent of 4G mobile broadband, and the increasing integration of Internet-enabled TV, the pace at which our digital media consumption is evolving is impressive.

So what for media in 2013? Current advertising revenue forecasts range between 2.8% and 3.4% growth, and there is universal agreement that 2013 will see two major trends – digital media revenues will continue to outpace other channels (digital is the only media predicted to grow by double figures in 2013), and audiences will migrate to online platforms with the continued integration of mobile and internet.

This increasing transition to digital has seen a shift in how companies do business from a ‘this is how we do it’ mentality to ‘this is what we need to do’, with an emphasis on making things happen in the now. The transition from ‘what’ to ‘how’ can also be seen in the media landscape, with the benefits of a test-and-learn approach being seen across the board, with an increasing focus on digital in the media mix combined with careful understanding and management of risks. It is predicted that this year will be about starting small and learning quickly in order to capitalise on new opportunities in a rapidly evolving media environment.

Further, the point of transaction and engagement are becoming ever closer, with the year ahead forecast to be as much about data capture as engagement. The prevalence of measurable factual information will further aid in the development of targeting opportunities, meaning that communications can become more personalised than ever before.

The focus on measurability and accountability means that having the right capability in terms of analytics and insight will be essential for media agencies to give clients confidence that they will see returns on their media investment from the beginning.

Media agencies that combine a ‘be brave and learn quickly’ mentality with a thorough approach to measurement and analysis will have the opportunity to produce some impressive results in challenging times through innovative campaigns across a wide range of touch points.

Google Advertisers Move Closer to Clarity

Google is central to the majority of people’s internet usage, however, at present, it is also seems to be one of a collection of companies in the firing line. The reason for this is the sheer size of companies like Google and Apple, what they know about their users and how much of the market they control.

Regulatory bodies in both Europe (European Commission (EC) and the USA (Federal Trade Commission (FTC) have been investigating Google for 18 months for apparent monopolisation of the search and search-related advertising markets, along anti-trust laws.

Google hold 90% of the search market in Europe and around 65% in the USA and as such are the key player in the search market in both regions. The way it behaves, in such a consumer and advertising driven market is likely therefore, to raise comment and possible concern.

It now seems though fairly likely that regulatory intervention against the way that it displays search results for example, may be taken.

Both regulatory bodies have met to discuss their respective cases, which are based on complaints by other companies such as Microsoft, who have raised concerns that Google use their control of the search market to take advantage and give their own products preferential treatment and position. One example of which was noted as the positioning of Google shopping ahead of organic search options.

If they were to rule against Google, one option open to the EC and FTC is to impose a fine of a value up to 1% of the company’s value.

It is widely believed that if these bodies are to both rule against Google, who would be forced to bow to pressure for a rearrangement of the positioning of their search results. Google have previously suggested to the EC that it could label all of the options they offer, so as to highlight that Google had chosen them. This seems to have been rejected.

The EC and FTC do seem to closing in on rulings, something welcomed by Google who believe that the investigations have gone on for long enough.

Search advertisers and companies that rely on search engines as their main source of traffic, as yet, remain in anticipation of the rulings and how they are likely to affect their online marketing strategies. Would this have an effect on their PPC campaigns or SEO activities?

This question will only be answered once the regulators have reached a decision, but this now seems imminent.

Piccadilly Advertising Space

The Piccadilly Lite ad space has been made available to a single brand for a 12 week slot around the 2012 Olympic games. These are commonly only available for long-term advertisers. Over the last 100 years, only 50 brand advertisers have been featured in the prime London spot.

The high resolution Digital LED screen allows brands to run digital messages that can be changed quickly and regularly.

With an estimated reach of over 2,800,000 people every fortnight this is clearly a great marketing opportunity for a brand to advertise during the Olympics in a busy central location.

According to the latest Advertising Association figures, the Olympics is expected to boost UK ad spend by 5.4% next year.

So if you have a spare £108,000 available to spend on advertising (this rate is for a 30 second slot within a 3.5 minute loop for 12 weeks) then snap this up whilst you still can.

Through with Click-Through?

Through with Click- Through?

Growth of Digital Advertising

Constantly growing, and with nearly one in four advertising pounds in the UK now spent on it, digital has become  an indispensible part of almost any advertising campaign.

While now established (if continually evolving), digital advertising’s measurability is, however, still in its infancy.

In its early days, the USP of online advertising was its ability to allow consumers to act on the advertisement immediately through clicking on it and to invariably be led to the website of whatever product was being advertised.  From a campaign measurement perspective, this was gold-dust.  Advertisers were able to accurately measure exactly how successful an online campaign was through solid data: the click-through rate.

At first, online advertising was a novelty, with about one in seven users who saw an ad clicking on it.  Fast-forward over a decade, and the click-through-rates have plummeted to a fraction of 1% (0.03% – 0.09% is considered an average).  It’s not that advertising creative has declined in quality – far from it – but the initial novelty has worn off. Crucially, recent ComScore data shows that just 8% of US users account for 80% of clicks.  Most people just don’t click any more.

This doesn’t mean that online advertising has stopped working, just that we need to reconsider how we expect users to engage with it.  When someone sees a Cadbury advert on TV or on a poster, advertisers do not necessarily expect them to immediately purchase a chocolate bar, or log onto the Cadbury website to find out more about the advertised product.
Both of these would in fact be regarded as fairly unusual responses for most forms of traditional advertising.  Instead, what the advertiser in traditional media is largely hoping to achieve is an increase in brand awareness and recall so that when the viewer of the advert decides to make a purchase decision further down the line, they will be favourably influenced by the advert.

Therefore, this line of thinking reasonably progresses, this is how we should view online advertising: as a propagator of brand awareness and influencer of purchasing decisions.  Not as a way to drive viewers immediately to the advertisers website.
The next question, of course, is how do we measure this new definition of online advertising success?

Last year, Microsoft, ComScore and Eyeblaster issued a report in which they analysed the correlation between dwell time (the time a user spent engaged with a rich-media online advert) and campaign success.  Conducted across twenty different campaigns over six months, the report calculated a ‘dwell score’ by multiplying the amount of time a user spent engaging with the advert with the rate of engagement.

The report found that the higher the dwell score, the more positive a viewer’s behaviour will be towards the brand after seeing it.  In particular, the data showed that high-dwell campaigns delivered a 69% improvement in a campaign’s effectiveness at increasing brand site visits.  Those exposed to the high-dwell campaigns were also 39% more likely to make a branded search when they came to purchase a particular product.

These are impressive results, and an impressive, quantifiable measurement method that goes beyond the simple click-through to give more holistic, and therefore infinitely more useful, campaign reporting.

The only catch is that this method relies on rich-media adverts.  However, video adverts are on the rise, with Cisco estimating that in two years 90% of all web traffic will be video.  As online advertising, particularly brand advertising, continues to employ video, advertisers have the potential to revolutionalise how they approach, how they measure,  and therefore how they  improve, online advertising.