“It’s advertising, but shouldn’t act like it (even though it should definitely be labelled as such)” – Ryan Skinner, analyst at Forrester
A nascent advertising platform, native advertising is gaining an increasing amount of attention in the marcomms industry. Indeed Warc recently reported that growth in the sector is gathering pace, with Mozilla, the internet browser, joining the likes of other media owners such as Facebook, Hearst Newspapers and Pandora, the music streaming service, in developing native strategies.
So we thought it was time to take a closer look at this growing media platform.
China is the world's largest ecommerce market, having grown at 71% annually since 2009 and set to be worth $541bn by 2015. Of the country's 591 million internet users, 49% made an online purchase in 2013 – ahead of the global average of 40%. Online shoppers tend to be younger and more affluent, and enjoy the convenience of online for price comparison (a big motivator) and accessing product reviews.
This month's update leads with the seasonal clutch of predictions for the year ahead, from the likes of Aegis, Trendwatching.com and Mindshare. We also have insights on multiscreening from Admap, a round up of event reports and details of the release of our Warc Webinar collection.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
"Big Data" has evolved from a marketing buzz-phrase to a marketing cliché over recent years. But brands still have a way to go before they understand, let alone fully utilise, the potential of the datasets available to them. That was the overriding message of Blind Data, an event organised by UK commercial TV trade body Thinkbox and held in London this morning.
A view from the client-side came from Peter Duffy, marketing director at easyJet, the low-cost airline, who offered a pretty compelling case study showing how the company is using a mix of its own data and sets from external sources to optimise its media planning. And there's no reason why many of the lessons from easyJet's story aren't applicable to brands in other categories.
Yesterday I attended the annual social media breakfast organised by the UK's Direct Marketing Association (DMA), which explored the hot topic of visual storytelling using social media. Held at the London gallery owned by Getty Images, the picture service, the chair, Tim Pritchard, Head of Social Media at media agency ManningGottlieb OMD set the scene by reminding the audience of agency and brand owners that images are a gateway to consumer engagement, and that consumers are increasingly sharing brand images.
Indeed, just this week, British fashion brand, Burberry, made the headlines by achieving the most social media buzz at London Fashion Week (LFW). To achieve this,
Burberry displayed sophisticated utilisation of visual social networks such as Instagram and Pinterest to promote its presence at LFW and even promoted itself on Twitter's micro-video sharing site, Vine.
The results of the latest assignment from A[P]SOTW – or the Advertising [Planning] School On The Web – are in.
This initiative is run by a team of senior planners from across the world. They post challenges for up-and-coming planners and marketers - or, in fact, anyone with an interest in smart ideas and communications – and have the entries judged by a heavyweight group of marketers and strategy experts. Warc teamed up with the School a few months ago to help promote the challenges.
You can view the previous challenge we helped out with here. Over to Gareth Kay and the feedback from the latest assignment!
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like ignoring the 'still' majority.
We attended a conference by Thinkbox (the UK body responsible for TV advertising) the other week. There were a number of great speakers and an interesting session at the end giving useful facts on the current state of the UK TV market.
One headline struck us as particularly fascinating: 90% of all TV programmes are still watched live. When you consider how much TV technology has changed, this is quite remarkable. Despite on-demand viewing, digital recording and the ever-growing range of devices that TV' can now be viewed on, people still mostly choose to watch TV in the good old- fashioned way.
Last Thursday night I attended an event at advertising agency iris' London headquarters where a handful of speakers, just returned from the SXSW festival in Austin, Texas, presented their 'Texas Takeaways’: what they regard as the key themes from this year's festival – billed as the "largest interactive event in the world".
As well as the margaritas and tacos on offer to the guests, there was a lot to learn from the two hour talk. Here are the four highlights that stood out to me.
It's that time of year when chaos hits the streets of Austin, as South by Southwest (SXSW) gets into full swing.
But chaos can be good for business, according to a group of panellists discussing "This is Generation Flux", an article published by Fast Company last year, and written by the title's editor-in-chief, Robert Safian.
Latest content highlights on warc.com include an in-depth look at achieving influence, how brand owners are embracing mobile and insights on engaging consumers at both ends of the age spectrum.
To receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
How to achieve influence
"There is currently much debate and disagreement around what 'influence' really is, and how it can be achieved, if at all as a controlling action, writes Admap editor Colin Grimshaw, introducing a series of articles in the magazine's current issue.