This post is by Angela Canin, Senior Manager Development and Editor Research World at ESOMAR.
In researching this theme for the ESOMAR Summer Academy Seminar (1-4 June in Amsterdam) it's become apparent just how complex audiences have become. The implications for all stakeholders is immense and the shift in how, when, where and what to communicate has shifted completely in under a decade.
According to Ansgar Hoelscher, VP marketing intelligence & innovation at Beiersdorf "The old broadcasting paradigm is over. We have to establish a one-to-one connection with consumers and engage in dialogue. That means having something interesting and relevant for the other person – and that's not always the product itself. Relevant content is the name of the game. Relevant means interesting, exciting and useful for the consumer. It's the only way to have good one-to-one dialogue."
Recently, I've been looking at some prominent trends in marketing. I've explored the power of partnerships and the increasing use of 'occasion marketing' strategies. This week I turn my attention to the world of media and note the rise of ambient.
But what exactly is ambient media? One definition offered by the Chartered Institute of Marketing points out that ambient was originally known as ‘fringe media’, but now it consists of “communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips”.
Despite the wintery weather afflicting parts of America - or, perhaps, to escape from it - Warc's US reporting team has been back on the conference trail in recent weeks.
One event seeking to cut across some major reoccurring themes we've been hearing about - such as evolving research techniques, big data, the changing face of media and emerging technology - is The Big Rethink, being convened by The Economist and taking place on March 5th in New York City.
It will not surprise readers of The Economist magazine to learn that the conference, based in large part around the rise of "the entrepreneurial CMO", combines a thought-provoking agenda - addressing topics such as neglected global trends, shifting organisational structures and the Internet of Things - with insights from numerous industry heavyweights.
One of my predictions for 2015 was that it would be the year that content about content marketing would surpass all other forms of content.
I stand by that and am doing my part to make it true with this very article. But if you look at the Google Search Trends, 2013 was the growth year, and 2014 and 2015 (according to Google's projections) will be a plateau of interest in content marketing.
This suggests that the idea has achieved some kind of maturity. That content marketing has become a thing. Newsrooms have been set up, processes developed, editorial staff from our ailing media brethren poached and repurposed. All of which means it's time to begin to challenge it, like all conventions.
Content became the current solution célèbre to the great fragmentation problem.
This post is by Sarah Villegas, Exterion Media's Head of Marketing and Business Development.
The potential for Digital Out of Home advertising (DOOH) is huge and there is unanimous agreement across the industry that its adoption is at a tipping point. Nearly a quarter of Outdoor spend is now digital1. The total inventory of DOOH sites in the UK is set to grow more than 40 percent between now and 2020, according to Kinetic Worldwide. The same study says that, while digital already accounts for around 22 percent of the outdoor market's annual £1bn sales, by 2020 that proportion will rise to 35 percent. In fact, one in every three pounds in OOH will be on digital in 2015 according to Posterscope.
Why? Because digital is no longer just a luminescent board attached to a landmark. The outdoor world is getting smarter and more engaging. Forbes journalist Glen Martin sums it up neatly: "the urban environment is evolving rapidly, and a model is emerging that is more efficient, more functional, more – connected."
The two celebrity-based programmes still attract high viewing figures but what do their fans think their characteristics are? Jo Coombes of MEC finds out.
In September 2014, viewers welcomed back the 12th series of Strictly Come Dancing. The show, airing on BBC 1 sees 15 celebrities paired up with professional dance partners to learn a variety of Ballroom or Latin techniques. The Halloween episode pulled in 9.7 million viewers, a 43.9% share between 6.30pm and 8.15pm on Saturday, beating The X-Factor's Halloween ratings by 2.3 million viewers.
Another long-running celebrity-based show which remains to be successful in terms of attracting and engaging a wide viewer base is I'm A Celebrity… Get Me Out Of Here! The contestants for the eagerly awaited 14th Series of the ITV hit programme, airing in November 2014 have recently been announced. The show, presented by Geordie duo Ant & Dec finds a group of 12 celebrities forced to live together in a jungle environment for a few weeks, with no luxuries or contact with the outside world. They are given a range of tasks, ‘bushtucker trials' to earn food for camp. The opening episode of the 2013 series attracted a peak audience of nearly 13 million and an average of 12 million viewers.
This post is by Keith Lammie, Regional Director at Primesight.
Can billboards change the future of Scotland forever… It was September 2013 when this conversation really began and we engaged with both the Better Together and the Yes campaigners on how we could support them and plan campaigns that would help deliver the crucial support that they both required.
Both meetings took a similar but unusual and unexpected direction where the clients themselves were convincing us, the out-of-home media owners, of all the benefits that outdoor advertising can offer and how they both must have the best locations. I guess looking back when you have two brands that are lined up for a duel on a single day and an advertising platform which is a finite resource (it's billboards not oil that I am referring to) this really starts to create a sense of urgency. Of course one major reason that the clients quoted behind their choice of outdoor was that it lives in and is owned by the community, with frames having been there sometimes for generations; with local communities witnessing for years every new soap powder, car launch or community message appearing and changing every two weeks. It would seem that the frame itself has built huge credibility of displaying messages that are believed. When you compare this opportunity of stand out and ownership with that of other media that carries content, you can start to see why outdoor is 1st on the pick list for marketing teams responsible for political campaigns.
This post is by Clare Hill from the Content Marketing Association.
The most recent ABC results are another testament to the crucial role of magazines as a medium within the content marketing discipline. As content marketing budgets increase and the importance of the value exchange between brands and consumers grows, it's an opportunity to celebrate the success of print titles in engaging millions of readers on behalf of brands.
The top three in the UK's top 100 magazines are titles from content marketing budgets – ASDA, Tesco & Morrison's – and they reach a whopping 5.2million people each month. Five out of the top 10 titles, equating to 61% of sales, are from the same budget line, while eight out of the top 15 titles also sit in the branded content category – that's a circulation figure of eight million.
In this post by Adam Smith, Futures Director at GroupM, he
predicts stately, rather than sensational, progress as the UK economy is
recovers and investment still has lost ground to make up.
Media growth for 2013 emerged 8% up, slightly ahead of our forecast which already had plenty of topspin. We know how this happened – another big digital year, and print having a slightly less lurid one – but why is harder to put a finger on.
The Guardian's Aditya Chakrabortty put it well: 'The country is richer, but its people are poorer. This now counts as a recovery.' Real Q2 GDP is likely to exceed its Q2 2008 all-time peak, but per capita it is still 7% below: in terms of spending power, the typical household is stuck in 2005.
The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.