Car buyers just love driving

16 April 2014
NEW YORK: Aside from financial factors, a simple love of driving is the biggest trigger of automotive sales globally while utility and status also feature strongly according to new research.

The Nielsen Global Survey of Automotive Demand surveyed more than 30,000 online consumers in 60 countries and found that 84% of those planning to buy a new car sometime in the next two years cited love of driving as a motivation. Practical needs (63%) and the desire for a status symbol (62%) were other significant prompts.

While the love of driving did not vary greatly by region – from 86% in Asia-Pacific to 80% in North America – more significant differences emerged with respect to the other leading spurs to purchase.

Thus status was much a much more important factor in Asia Pacific, where it drove 75% of respondents, than in Europe, where only 42% thought this was an inspiration. Some 69% of would-be buyers in the Middle East/Africa were motivated by status, while those in North America (51%) and Latin America (49%) were rather less bothered with this.

Utilitarian needs also featured highly in Asia-Pacific (69%) but North American buyers were most exercised by these (71%). At the other end of the scale Latin American consumers were least concerned about utility (44%). Those in Europe and the Middle East/Africa scored the same (56%) on this sentiment.

Pat Gardiner, president of Nielsen Automotive, observed that automaker were well aware of the power of emotional connections for car buyers, "but the key is making sure these messages are clear and resonate through their campaigns to the right audience," he said.

So, for example, where consumers were driven by status, then sales efforts centred on the luxury car market should be a priority focus.

Nielsen's research also showed that nearly half (46%) of respondents found automotive advertising via websites was "very helpful" when considering the purchase of a new car, compared with 42% who said the same about advertising on TV, followed by 32% for magazines, 29% for newspapers, 21% for mobile and 20% for radio ads.

Brand websites were considered by far the most informative (65%), well ahead of professional product review websites (41%), other third-party informational sites (38%) and dealer websites (38%).

One-third (34%) of global respondents also said they found social media sites most helpful, while 23% preferred video sites with product demonstrations.

Data sourced from BusinessWire; additional content by Warc staff

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Viewability metric raises questions

16 April 2014
LONDON: Marketers have responded to the release of new viewability standards for display advertising, designed to bring greater accountability to the format, from the UK's Internet Advertising Bureau (IAB).

The guidelines mirror those previously released in the US and require that "50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad". For Rising Star or large canvas ad formats, the proportion that must be visible falls to 30%.

Standards for video, mobile and tablet are expected to follow later this year and next.

Commenting on the standards, the IAB said it expected that "brand advertisers will enjoy greater accountability, whilst allowing publishers to maximise the value of their inventory".

"Some people are already trading on this already," Steve Chester, IAB's director of data and industry programmes, said, "but we are hoping to create a baseline standard, a currency for people who want to trade on it because at the moment people are working on completely different [impression models]."

But one senior digital marketer told Marketing Week that the guidelines were not very ambitious from an advertisers' perspective, adding that the 50% figure was likely to have been dictated by publishers, rather than being in the interest of brands.

And Marco Ricci, CEO of viewability verifiers AdLoox, argued on MediaTel that a viewablity standard "does little to improve the odds of a client's ad actually being seen, and does even less to effectively tackle the wider, more serious problems of fraud and campaign inefficiency".

Ricci said the focus on viewability missed the fact that many views were by robots and did not address the inefficiency of inappropriate placement.


Data sourced from IAB, Marketing Week, MediaTel; additional content by Warc staff

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Marketers urged to learn programmatic

16 April 2014
BOCA RATON: Marketers must be "open to learning" about programmatic advertising given the scale of the opportunity – and change – it could bring to the sector, a leading executive has argued.

Jim Nail, a principal analyst at Forrester Research, told delegates at the Association of National Advertisers' (ANA) 2014 Media Leadership Conference that 23% of marketers understood and used programmatic.

Drawing on data from a joint Forrester/ANA survey involving over 150 industry insiders, Nail added that 10% are conversant with this area, but are yet to run related campaigns.

A further 29% were familiar with the term but possessed limited knowledge, and 12% had not heard of programmatic at all. (For more, including data about the main benefits of this approach, read Warc's exclusive report: Preparing for the programmatic future: Insights from the ANA and Forrester.)

The remaining 26% understood the concept but wished to learn more about it before applying the system to campaigns – and this group received particular praise from Nail.

"I want to compliment the honesty of people who said, 'I kind of understand it, but I really need to learn more.' That's the right attitude to have," he said.

Building on this theme, he cited an article on the Wall Street Journal's website looking at some of the research's topline findings, and which carried the headline "Most Marketers Don't Understand Automated Ad Buying."

Although this piece highlighted the fact that 67% of marketers were struggling to get to grips with this subject, Nail advised the Media Leadership Conference attendees to "ignore" any such negative coverage.

"This stuff is very new, and it's going to take a while to change the way we think about media to incorporate this approach," he said.

"So being open to learning, and knowing you need to learn, and going and pursuing that learning: I applaud you for that."

Data sourced from Warc

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Digital no threat to Indian TV

16 April 2014
MUMBAI: Digital advertising is growing fast in India but print and television will continue to dominate adspend for some years to come a new study has said.

A media sector report from IIFL's Institutional Equities, reported on Indiantelvision.com, outlined how digital advertising expenditure had been increasing more than three times as fast as the overall market over the past decade, at a 43% compound annual growth rate compared to 13%.

Digital's share of the total had risen from 1% to 7% during this period and was now valued at Rs 25bn.

The trend would continue, the report said, as the internet user base carried on expanding and more advertisers accepted the new platform.

But even with this stellar growth rate, the dominant position of traditional media such as print and television would not be challenged in the short term. Digital still had limited reach, while a lack of fresh and vernacular content were further limitations; for now its role would be to complement older media.

In the medium-to long-term, however, print was most at risk, especially that in English. The sector has already seen growth slow markedly in recent years, from 16% CAGR between 2003 and 2007 to just 4.5% CAGR in the past three years, as some big-spending sectors, including banking, financial services and insurance, telecoms, and consumer durables, cut their adspend.

The report authors argued that TV was a more resilient medium. It had large audiences and a diverse viewer profile and further benefited from being more suited to certain types of advertising such as new product launches or brand building, all of which would help it withstand the twin challenges of a slowing economy and a growing digital sector.

Television was heavily reliant on just three categories, however, with FMCG, consumer durables and automotive making up 65% of its advertising expenditure and as their spending slowed, so television ad spend growth was expected to soften to high single digits.


Data sourced from Idiantelevision.com; additional content by Warc staff

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BSkyB is top UK advertiser

16 April 2014
LONDON: Satellite broadcaster BSkyB was the UK's biggest advertiser in 2013, upping its expenditure 9.5% to £264m, according to new data which also revealed that total spending was down 2.35% year on year.

Figures from Nielsen Ad Dynamix, which monitors ad spending, showed that BSkyB was far ahead of the pack. In The Drum, Rob Tavendale, Nielsen media insights manager, said that it had faced increased competition in the telecoms sector, where Talk Talk had almost doubled its spending (+91%) to £92m, as it backed Talk Talk TV and its sponsorship of popular TV talent programme The X Factor.

But BT, probably BSkyB's fiercest rival, had reduced its total advertising expenditure by 17% to £150m, despite a major push behind the launch of its sports TV channels. And Virgin Media had cut back by a similar percentage to £88m.

FMCG giant Procter & Gamble took second spot with a spend of £177m (-9%), while its rival Unilever was in fourth place on £119m (-14%).

Supermarkets took a further three places in the top ten, led by Tesco on £116m (-1%), with Asda on £97m (-11%) and Wm Morrison on £81m (+6%). Marketing noted that Sainsbury, the last of the Big Four supermarkets, was in 17th place with spending marginally down to £60m.

Tenth spot went to furniture retailer DFS with a spend of £75m (-5%). Overall, just three advertisers in the top ten had increased spending during the year.

Internet giant Google also featured as major UK advertiser, upping expenditure by 50% to £45m as it promoted its Nexus 7 tablet and Chromecast dongle. Tavendale pointed to a marked rise in the advertising of smartphones and tablets during the year as Microsoft increased its spending by 50% and Sony Mobile by 108%.

Another sector to see a revival in spending was automotive where Renault led the way with a 67% increase to £27m.

Data sourced from The Drum, Marketing, Guardian; additional content by Warc staff

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Australian marketers overlook data

16 April 2014
SYDNEY: Over one quarter of Australian chief marketing officers (CMOs) are failing to utilise big data or regard it as just a passing trend, according to new research.

A report from Torque Data and Sweeney Research in association with the Association for Data-driven Marketing & Advertising – The big and small of big data – was based on surveys and interviews with 75 senior marketers in Australia, 60% of whom which worked in organisations with more than 500 employees.

It found that just 10% were using data well, while 27% were doing nothing at all and 8% dismissed it as "the next big fad".

But some 78% of marketers thought big data was critical and having a strong strategy would define their business in the future. There was widespread expectation that related budgets would increase (82%) over the next two years while almost two thirds (63%) saw Big Data usage increasing "a fair amount or a lot" in the same period.

Nor was the use of Big Data restricted to larger companies. The report noted that smaller companies (those with fewer than 500 employees) had higher levels of usage (38% vs 30%) and greater success with their initiatives (79% vs 71%). This was frequently due to a combination of "simpler data systems, nimbler administration and a strong drive to establish competitive advantage".

Ad News also highlighted the finding that most marketers were currently using big data to get hindsight (33%) and insight (32%), but said the biggest value would come from foresight –21% of marketers were already using it for this – and real time analytics (11%).

Oliver Rees, Torque Data CEO, had harsh words for the local marketing community. "Too many Australian marketers are verging on complacency, feeling that since no one really knows what to do they can sit back and wait," he told CMO.

"The first these marketers will know of their competitors' capability is when it negatively impacts their own business performance, and by then they'll be well behind," he added.

But Erik Heller, Sweeney's managing director, was more forgiving of a profession he saw held back by resource constraints.

"They are happy to start small, test and learn and not worry too much about this like ROI at this stage," he remarked. "In true Australian spirit, they are simply 'giving big data a go'."

Data sourced from Torque Data, Ad News, CMO; additional content by Warc staff

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'Fragile middle' threatens global brands

15 April 2014
LONDON: Some 2.8bn people around the world live on between $2 and $10 a day, forming a "fragile middle" that is always at risk of falling back into poverty, a new analysis has shown.

The Financial Times examined World Bank income data distribution from 122 developing countries and concluded that while millions had been lifted out of poverty since the 1970s, many still lived a precarious existence.

It noted that to qualify for the Asian Development Bank's definition of middle class one had to be earning more than $2 a day (adjusted for purchasing power) but that others favoured a higher figure of $10. Fully 40% of the world's population fell between these two amounts, making the "fragile middle" the world's "biggest income group".

Further, the FT observed that around one third of this number, or 952m people, were earning $2-$3 daily and were particularly vulnerable. World Bank data showed, for example, that in Indonesia more than half of those below the poverty line had been above it a year earlier.

Most businesses in that country were small or micro enterprises and while their owners might meet the definition of middle class they were effectively "subsistence entrepreneurs" vulnerable to the unexpected, according to Rasyad Parinduri, an economist at Nottingham Business School's campus in Malaysia.

Parinduri has carried out research showing that the death of a family member in the preceding five years had reduced their assets by an average of 30%.

While decades of growth have helped to create new markets and enthusiastic consumers, the FT said that "put in a global context, the number of solidly middle-class people remains small, while the fragile middle has grown exponentially".

Kaushik Basu, chief economist of the World Bank, said thought that this was "a very important moment in global economic history".

"But it is a very strange moment," he added, "because the biggest underlying challenges are not the most visible challenges."

Data sourced from Financial Times; additional content by Warc staff

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McDonald's taps real-time marketing

15 April 2014
AUSTIN, TX: Many brands are failing to exploit the potential of real-time marketing as a customer service tool, a leading executive has argued.

"For us, real-time is about one-to-one interactions every day," Rick Wion, director/social media at quick-service restaurant chain McDonald's, said.

As a company boasting some 14,000 branches – almost 90% of which are independently-owned – across the US, and serving over 26m people a day, it was clear that engaging with them on the web would be vital.

That involves connecting both with "happy customers" and assisting those who "come in and are upset," according to Wion. "We need to speak to them, too," he said.

Adopting such an approach has significant benefits for brands, but is a subject often neglected by marketers keen to focus on the more glamorous tasks of generating impressions and viral buzz with their creative.

"What's lost in the real-time marketing discussion is the customer service stuff," Wion said. (For more, including how the company "plans for spontaneity", read Warc's exclusive report: How McDonald's takes part in real-time conversations.)

"When we got started on Twitter years ago, we were very particular in making sure that we had a customer-service team as part of our original launch team."

McDonald's currently has 2.3m followers on Twitter, and has used real-time marketing to communicate with them around major events like the 2014 Winter Olympics, of which it was an official sponsor.

However, it does not let such activities define its output; rather, they form part of a holistic approach of building its brand.

"We knew we would have things that people would complain about, and we wanted to make sure we were able to take care of those customers," said Wion.

Data sourced from Warc

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Smart accessory market accelerates

15 April 2014
SINGAPORE: Sales of the smartwatch, the latest smart mobile device that was launched as recently as mid-2013, are expected to take off once the designs improve their features and applications, a new report has predicted.

In its first assessment of the nascent smartwatch market in Singapore, research firm GfK reported that nearly 1,400 were sold in the first two months of 2014 at a value of about US$345,000.

Manufacturers chose the island-nation as one of the first markets in Asia to launch initial models because of its status as a "modern and developed country", GfK said, while reporting that there are currently six brands available to Singaporeans.

It noted that these models cost between US$100 to more than US$300 and that the more high-end versions accounted for about 90% of all sales in January.

While stating that the smartwatch market is still in its infancy, Gerard Tan, account director for digital world at GfK Asia, said he expected improvements in technology will boost adoption rates as happened with smartphones, tablets and phablets.

With the recent launch of the android platform for smartwatches, he expected a lot more brands to "jump on the bandwagon" while improved features and sophisticated applications would mean "it will not be long before the market experiences a surge in take up rate".

The report comes as new research from International Data Corporation (IDC) confirmed the worldwide wearable computing market is growing strongly.

IDC said the wearable computing market will increase to 19.2m units in 2014 – driven primarily by complex accessories such as the Fitbit device, Nike+ FuelBand and Jawbone's UP bracelet – taking shipments to nearly 112m in 2018.

Sales of smart accessories – such as the Pebble smartwatch, Samsung Galaxy Gear and the Sony smartwatch – are also expected to rise, overtaking complex accessory shipments in four years' time.

Smart wearables, such as Google Glass, are also expected to increase shipments over the next few years, but IDC predicted it would take longer than for the other devices.

Data sourced from GfK, IDC; additional content by Warc staff

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OOH consumers are more attentive

15 April 2014
LONDON: British out-of-home consumers have a significantly higher level of alertness than those in-home, according to new research.

An experiment conducted by consumer insight company COG Research and Dr Amanda Ellison, a doctor of psychology at Durham University, involved assessing 140 continuous hours of monitored skin conductance readings from 20 subjects who also wore eye tracking glasses throughout their day.

Matching the skin conductance highs and lows to actions and places in their daily lives, COG and Dr Ellison were able to demonstrate that people out of home showed a 33% heightened alertness compared to those in home.

Observing that heightened alertness can lead to higher absorption and recall of advertising images, Mike Baker, CEO of the Outdoor Media Centre, a trade body, said advertisers could profit from the research which had put a figure to what one might intuitively have expected.

"Contextual planning is a real benefit of the outdoor medium, and now we know that our audience is one third more attentive," he stated, adding that advertisers could target consumers at different points in their day.

Outdoor advertising company JCDecaux has already gone down this road, combining its digital billboards with social media to reach rail commuters and enabling brands to run consumer-generated content nationally and in real time on station screens.

This sort of approach illustrates another aspect of the sector, as a rush of novel formats and creative thinking has "turned outdoor media on its head", according to Marketing Week.

It noted that the OOH industry was, for example, making increasing use of experiential activity, from Innocent smoothies' samplings under outdoor posters to Land Rover's "sound showers" where pressing an accelerator pedal under an airport billboard resulted in a giant roar.

A separate study from COG Research and OnDevice Research, surveyed 3,563 people via their mobiles at different times of day to measure their mood. This found that a consistently higher percentage of those out of home claimed to be feeling energetic and active, and indeed took action at a higher rate for outdoor ads compared to other media.

Some 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media.

Data sourced from Outdoor Media Centre, Marketing Week; additional content by Warc staff

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Brands react to 'Digital Darwinism'

15 April 2014
SAN MATEO, CA: Companies and brands are entering an era of digital transformation that will make them more human by integrating and improving the customer experience, a new study has said.

The Altimeter Group's Digital Transformation report was based on in-depth interviews with 20 digital strategists and executives at organisations undergoing digital transformation efforts. It concluded that social, mobile, real-time, and other disruptive technologies were aligning in such a way that bigger changes than initially anticipated were now needed.

Digital transformation, it argued, was not just about bolting on various new technologies as they came along in order to solve problems, but was rather about changing entire organisations from the inside out to meet customer expectations that have been totally reshaped by social and mobile.

Nor was it simply an end goal. Digital transformation is a continuous journey, said Altimeter, describing it as "the result of learning more about the relationship between technology and customer behaviour to earn relevance among them".

But internal company structures tended to operate in such a way as to make the development of a seamless customer journey even more difficult than it already was.

As one interviewee who worked for a large pharma company explained: "Business units concentrate on their own priorities when they don't have a holistic view of enterprise goals. Unfortunately, when individual agendas conflict with the company agenda, theirs wins out every time."

Altimeter further observed that the expertise required to lead successful digital engagements was often distributed across the organisation. Mobile, for example, was "strewn across multiple teams and not centralised to produce an integrated approach or experience".

The existence of multiple customer touchpoints also made it difficult to allocate resources effectively. "To earn executive support requires someone to make the business case for funding," said the report. "But, information to make the business case to map the journey is often elusive."

What was need more than anything was a champion who was able to think about the entire digital customer journey and educate executives on what needed to be done and why.

Data sourced from Altimeter; additional content by Warc staff

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India gets serious about football

15 April 2014
NEW DELHI: As the India Premier League cricket tournament prepares to start its seventh season, the India Super League (ISL) football competition is getting ready to begin its first with the announcement of eight franchises.

The winning ISL franchises were backed by a mix of businesses and Bollywood celebrities, similar to that seen in the IPL, the Times of India reported. A twist arrived however, in the involvement of two former India cricket captains, as Sachin Tendulkar will co-own the Kochi team, and Surav Ganguly is part of a consortium behind the Kolkata side.

The other six cities with participating teams are Bangalore, Delhi, Goa, Guwahati, Mumbai and Pune.

The internationalisation of the tournament – expected to be graced by global stars past their playing prime such as Thierry Henry and Hernan Crespo – was given a further fillip with the presence of Spanish club Atletico Madrid in the Kolkata consortium.

The football competition follows the model of the IPL and is organised by IMG Reliance, a joint venture between sports management group IMG and the Reliance Industries conglomerate, and broadcaster Star India.

The winning franchises bid some $200m, and while this amount was around one quarter of that bid for the very first IPL franchises, IMG chairman Mike Dolan was bullish about the future.

"We'd expect the value of our original eight franchises to grow from $200m to well over $400m in a few years' time, so with a bigger format with twice as many teams, that would suggest a value for football in India in the region of $1bn," he told the Financial Times.

That optimism is backed up by a recent report from marketing consultancy GroupM ESP and sports news provider SportzPower which said that advertising spend on non-cricket sports would grow at 20-25% a year over the next three years.

In addition to its involvement in football, where it also has a partnership with the governing body, the All India Football Federation, IMG Reliance has signed a 30-year partnership with the Basketball Federation of India to develop basketball at every stage - from grassroots to a professional league. Dolan expected that a major new basketball event would be launched during 2015.

Data sourced from Times of India, Financial Times; additional content by Warc staff

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Doritos wins Warc Social Strategy Prize

14 April 2014
LONDON: A Facebook-led campaign developed by AMVBBDO for Doritos has been named the world's best social strategy, as it took the Grand Prix at the inaugural Warc Prize for Social Strategy.

Authored by Tom White, the paper described how snack food brand Doritos had sent a Mariachi band around the UK playing 1980s hits to liven up parties. The strategy opened up a new audience to the brand, without alienating its core youth market.

In addition to the $5,000 Grand Prix, the Mariachi paper also picked up a $1,000 Special Award for best use of analytics. And a separate paper from AMVBBDO, on the '#Youdrive' campaign for Mercedes-Benz, won a Special Award for best channel strategy.

As well as the two campaigns from AMVBBDO, four other papers won cash prizes: the Evian 'Baby&Me' campaign from BETC Paris won a $1,000 Special Award for the best long-term idea; Mizuno Running's US campaign 'The Mezamashii Run Project' won the $1,000 Special Award for the best social business idea; and the $1,000 Special Award for the best low-budget entry was split between a New Zealand animal-rights campaign for Paw Justice, and an anti-smoking effort from Ontario Ministry of Health and Long-Term Care.

In addition, a total of five Gold Medals, four Silver and eight Bronze were awarded by a panel of senior advertisers and agency-side strategy experts.

The panel was led by Prize Chairman Pete Blackshaw, Global Head of Digital and Social Media at Nestlé, who declared himself "really impressed with both the quantity and the quality of entries".

"The winner really stood out because it was fundamentally social by design and was well executed," he said. "It struck a good balance between appealing to parents and to teenage boys."

Blackshaw was further encouraged by the efforts to show the business impact of social strategy. "As an industry we have a lot more to learn in this area," he noted. "All of us in our companies are still trying to figure out norms and benchmarks in terms of what drives impact."

Further details on the Prize, including the full list of winners and interviews with some of the judges, can be found at www.warc.com/socialprize.


Data sourced from Warc

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Retailers must improve e-commerce

14 April 2014
BOSTON: Retailers should update their strategies to accommodate the expectations and preferences of US millennial consumers or risk missing out on the opportunities presented by the growing e-commerce market, a new report has warned.

In a joint survey of more than 1,000 US retailers and millennial shoppers (defined as consumers aged 18 to 29), technology specialists Merchant Warehouse and RetailPro International found that 49% of retailers have not yet established an e-commerce presence.

Even though e-commerce sales are expected to grow to $440bn by 2017, it emerged that almost one-third (31.2%) don't have an e-commerce presence at all while only 7.5% are in the process of building one. The remaining 11.8% are researching the possibility.

The report, an infographic entitled "Buyer Knows Best: Retailers, Millennials and Omni-Channel Shopping", found that US millennials have purchasing power worth $200bn a year and that 40% of men and 33% of women of that generation "would buy everything online if they could".

Yet despite their inclination towards online shopping, the study found that US millennials are still buying mostly in physical stores, but they like to use their mobile devices while in-store to access information, discounts and reviews.

Nearly 85% researched products before purchasing, but far fewer (53%) found their shopping experience at their favourite retailers to be "seamless" – and 78% of those who did not find the process seamless said retailers' websites failed to deliver.

As well as recommending that retailers improve their websites, the report highlighted the potential worth of coupons and discounts.

It found that 75% of consumers said they would switch to brands that delivered real-time discounts and promotions to their mobile devices while shopping, yet only about a quarter (27.3%) of retailers offered mobile coupons to their shoppers.

Furthermore, 84% of consumers said they were more likely to visit websites of retailers with loyalty programmes, yet only 8.4% of retailers offered integrated loyalty programmes that covered all channels.

In a final, and dramatic, warning to retailers about the technical aptitude and purchasing power of the millennial generation, the report stated: "Bring your business into the future, or you may get lost in the past".

Data sourced from Merchant Warehouse, RetailPro International; additional content by Warc staff

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Content marketing budgets increase

14 April 2014
LONDON: Senior marketers regard content marketing as the single most important channel across the marketing mix and just over half intend to increase their spend on the format in 2014, a new survey for the content industry body has suggested.

According to the Content Marketing Association, those using content marketing spend 19% of their budgets on it, more than the 15% recorded for events, 14% for TV, 11% for online marketing and 10% for print. Other channels mentioned in the survey included direct marketing (9%), outdoor (7%), social (6%) and radio (6%).

Among those who don't use any form of content marketing, 25% used direct marketing, followed by 18% each for both TV and print.

Conducted by TMS in the last quarter of 2013, the survey covered 130 marketing practitioners and almost two-thirds (65%) of those questioned were at managerial or director level in a wide range of sectors, including retail, auto and financial services.

It found that 51% planned to increase their spending on content marketing in 2014, whether their overall marketing budgets increased or not, and a full 85% were "aware" of the channel.

Respondents said they found content marketing to be especially effective for long-term customer engagement and brand-building, but were undecided about how effective it was for customer acquisition.

They said the top three challenges facing content marketing were proving its effectiveness internally, securing enough budget allocation and creating quality content.

The last factor caused the report to observe that this could provide an opportunity for specialist agencies that offer top-quality editorial skills – a view shared by Sharon Flaherty, head of content and PR at Confused.com, the price comparison website.

"The current risk is that marketing departments do not have the right skills to practice content marketing properly," she said. "Those with backgrounds in journalism are a must-have asset for brands engaging in content."

Clare Hill, managing director at CMA, added: "For those using content marketing, it is the single most important channel across the full marketing mix and equates to 20% of their total budgets. As with any successful content, quality is essential."

Data sourced from CMA; additional content by Warc staff

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Visa expects returns from wearable tech

14 April 2014
AUSTIN, TX: Wearable tech holds significant promise for Visa as a channel both for marketing and making payments, according to a leading marketer at the financial services provider.

Shiv Singh, Visa's svp/global brand and marketing transformation, argued the rise of wearables – epitomised by Google Glass and a new breed of smart watches – could yield huge opportunities in the not too distant future.

More specifically, he suggested the idea of people wearing connected technology wherever they go fits neatly with the role currently fulfilled by its own cards, which are a constant presence in a consumer's wallet or purse.

"We have the good fortune of being with you practically every day of the year, probably all your life," he said. (For more, including how Visa used Google Glass in a Winter Olympics marketing campaign, read Warc's exclusive report: Singh leads Visa towards a wearable-tech revolution.)

"So when you think about wearable technology in this context, the opportunities are mind-blowing."

This notion also plays into Visa's tagline, "Everywhere you want to be", which was introduced earlier this year and reflects its ambition to deliver universal access to secure and convenient digital payments.

"As a big global brand that has high recognition and high brand recall, we are always looking for ways for a deeper, more trusted and more emotional relationship with consumers," Singh said.

"What matters for us is creating a relationship … where, as a brand, we are doing something unique that adds value and that makes people want to be there."

As near-field communication, beacons and similar technologies grow in the retail space, companies like Visa may well have opportunities to revolutionise the payment process.

Forecasts from Juniper Research, the market intelligence and consulting firm, predicted that expenditure on smart wearable devices should reach $19bn by 2018, measured against a projected $1.4bn in 2014.

The firm also believes shipments of these gadgets – including smart watches and glasses – could approach 130m units worldwide in four years' time, roughly ten times the total logged in 2013.

Data sourced from Warc/SXSW

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Australians stick with traditional TV

14 April 2014
SYDNEY: Although Australians have increased their adoption of new technologies, they continue to spend the overwhelming majority of their time using traditional TV sets to consume TV and video content, the latest audience data has shown.

Australians are also watching more conventional TV than they did a year ago, consuming an average of 92 hours and 39 minutes each month in the fourth quarter of 2013, an increase of 1 hour and 34 minutes since the same period in 2012, the Q4 2013 Australian Multi-Screen Report stated.

Jointly compiled by measurement companies OzTAM, Nielsen and Regional TAM, the report found that, by comparison, Australians spent 5 hours and 52 minutes a month watching video on the internet, 1 hour and 56 minutes watching online video on a mobile phone and 1 hour and 47 minutes watching online video on a tablet.

While this represented year-on-year growth of 36 minutes for viewing video on a mobile phone and 57 minutes for consumption via a tablet, both devices lagged behind the rise of more than 90 minutes per month recorded for broadcast TV viewing over the same period.

The report said this indicated that Australians of all ages are using these additional screens to complement, rather than replace, the time they spend watching traditional TV.

"Even with extensive new screen and platform options, Australians are viewing as much broadcast television as they have in years," observed Doug Peiffer, CEO of OzTAM.

Even though 92.7% of all broadcast TV is live, the report did note a modest increase of 7.3% for Playback content (TV content that is recorded and played back within seven days), which accounted for 6 hours and 47 minutes a month in Q4 2013.

Despite the ongoing popularity of conventional TV for Australians, the report confirmed this hadn't halted their rapid adoption of new devices.

Up to 40% of Australian homes now have at least one tablet, up from 27% in Q4 2012, 23% of homes have an internet-capable TV, up from 20% the year before, and 53% of homes now have a PVR (personal video recorder).

Furthermore, over two-thirds (68%) of Australians aged 16 and above now own a smartphone, up from 59% in Q4 2012, while 91% of homes have converted every working TV set in the home to digital terrestrial television (DTT).

Data sourced from OzTAM, Nielsen, Regional TAM; additional content by Warc staff

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Asian digital banking set to grow

14 April 2014
HONG KONG: Banking brands need to prepare for a surge in demand for digital products and services among consumers in Asia, according to a report.

McKinsey, the management consultancy, predicted in a study that the number of digital banking customers in the region should reach 1.7bn by the end of the decade, the Wall Street Journal reported.

China is likely to be a major driver of this trend, as 900m people in the country are expected to leverage these tools by 2020, compared with 380m in 2012.

In the last three years, mobile and internet banking has seen growth of 35%, according to McKinsey. Branch visits, by contrast, have declined by 27% during this period.

Kenny Lam, a partner at McKinsey in Hong Kong, warned financial services providers in Asia are currently trailing their peers when it comes to developing appropriate offerings for consumers.

"Asian banks still lag behind their counterparts in the rest of the world when it comes to digital banking services," he said.

For a few of the "leading" banks assessed by McKinsey, almost 20% of core product purchases take place online, he added in comments reported by Global Times.

Moreover, approximately 25% of pre-purchase decision-making and 40% of the services provided post-purchase are now attributable to digital channels.

Where financial institutions are able to find the right mix, net profits could rise by between 35% and 45% Lam continued.

"There's enormous upside opportunity for banks that can figure it out, as well as considerable risks for those that don't. It's not a matter of whether Asian banks should go digital, but when," he said.

Data sourced from Wall Street Journal, Global Times; additional content by Warc staff

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US digital adspend passes TV

11 April 2014
NEW YORK: US digital advertising revenues rose 17% in 2013 to exceed broadcast television advertising for the first time, according to new figures from the Interactive Advertising Bureau.

The trade body said that internet ad revenues of $42.8 billion were just ahead of broadcast TV on $40.1 billion, with the highest growth rate once again coming from mobile.

"The news that interactive has outperformed broadcast television should come as no surprise," said Randall Rothenberg, President and CEO, IAB. "It speaks to the power that digital screens have in reaching and engaging audiences," he added.

For the third year in a row, mobile achieved triple-digit growth year-over-year, rising 110% in 2013 to reach $7.1 billion. Mobile accounted for 17% of 2013 revenues, compared to 9% in in 2012.

Rothenberg said the "staggering growth of mobile" reflected the way smaller digital screens now played an integral role in consumers' daily lives. He also noted their "critical importance to cross-screen experiences".

Display-related advertising revenues had increased 7% to $12.8 billion, a figure which represented 30% of the year's revenues. And within that category, banner ads were the major format, accounting for 19% of all digital advertising but growing slowly at just 2.8%.

Digital video had grown more than twice as fast as display overall, at 19%, to a total of $2.8 billion; as a result, it also increased its share to become the fourth largest format, directly behind mobile.

Search remained the largest revenue-earning format, accounting for 43% of the total and bringing in $18.4 billion in 2013. This was a 9% rise on the previous year.

Retail advertisers continued to represent the largest category of internet ad spending, responsible for 21% in 2013, followed at some distance by financial services (13%) and automotive (12%).

"Our survey confirms that we are fully in transition to the post-desktop era," said David Silverman, Partner at PwC US, which prepared the figures.

He contrasted the triple-digit rate of mobile's growth with the mere 8% increase for traditional computer screens. "This is simply a reflection of the change in how and where consumers are viewing their information—on the go!" he stated.

Data sourced from IAB; additional content by Warc staff

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Warc to unveil 18 Social Prize winners

11 April 2014
LONDON: The winners of the inaugural Warc Prize for Social Strategy will be announced today in London, with 18 papers from 12 different markets picking up awards.

The Prize set out to find the best example of a marketing strategy that drives conversation, sharing, participation or advocacy. Entries were asked to show how their strategies had delivered credible business results.

Some 37 cases, from a total of 130 entries, were shortlisted, reflecting a wide mix of social and 'earned media' marketing ideas from around the world. Of these, 18 will win Gold, Silver or Bronze awards, and six will win a share of the $10,000 prize fund.

"I was really impressed with both the quantity and the quality of entries," said Prize Chairman Pete Blackshaw, Global Head of Digital and Social Media at Nestlé.

He added that the Prize had left him "really encouraged" about the efforts to show the business impact of social strategy and he hoped to take advantage of what he had learned "from the origination of the core idea and the insight all the way to the social strategy and ultimately to... business results".

Fellow judge Molly Flatt, from word-of-mouth agency 1000heads, echoed those sentiments. "People were able to focus on what their strategy was doing rather than other aspects that had driven results in the campaign," she said.

She distinguished between social strategy and social media. Social media was simply a tool, she argued, while she was seeking to reward strategies that were "inherently conversational, about relationships, about encouraging deep emotion and deep behaviours".

Michelle Klein, vp of content, digital and communications at Smirnoff, singled out those cases "clearly pointing out the unique benefit that social had on the overall business impact", and welcomed a distinct shift away from simply counting impressions, clicks and likes.

She saw clients and agencies alike "embracing a changing tide of media" so that social was becoming "much more part of our vernacular and planning process than it was a few years ago".

The winners will be announced at an event at the London offices of Deloitte.

Data sourced from Warc

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Asian marketers lack digital skills

11 April 2014
SINGAPORE: Just one third of marketers in the Asia-Pacific region feel completely confident in delivering digital marketing activity but four in five are very motivated to learn more, according to a new study.

The Knowledge Engineers, a digital marketing training business, surveyed more than 1,000 agency, media and client-side executives in Asia-Pacific as part of a global report, Digital Knowledge Survey 2014, into marketers' confidence levels across the digital spectrum.

It found that Australia, Singapore and Hong Kong were the countries in the region with the highest confidence levels, but it also highlighted a lack of client understanding and a shortage of talent as major problems to be tackled.

A digital and integrated strategy was widely regarded as the most important skill for the future of an organisation, cited by 35%, far ahead of other options such as content strategy (9%) and measurement/analytics (9%).

However, just under half of respondents in the region (47%) felt "OK" about digital and said they needed more guidance, while 20% were "not very confident" at all.

"Many marketers have not had experience working directly on projects which focus deeply on these areas, so may often feel in the dark about how exactly to go about planning and implementing work in these channels," Josie Brown, director of digital with JWT APAC, explained to Campaign Asia-Pacific.

That lack of direct experience was compounded by a lack of training, which in turn was partly dictated by skewed media spending, as digital typically accounted for only 1% or 2%. "With budgets not equating to time spent on digital media, there has been a lack of investment in training and a lack of time for strategic planning," observed Keith Timmi, chairman of digital marketing agency VML Qais.

Nor was it always possible to simply buy in the necessary skills, as agencies were up against the attractions of employers like Google and Facebook, which, Timmi noted, offered "staff perks such as free food from Michelin-starred chefs, concierge services and 20% time for personal projects".

Marketers felt more confident in some areas, particularly digital strategy (42%) and display advertising (40%), while e-CRM (20%) and search (27%) emerged as the weakest.

Some 37% also cited a lack of client understanding as a barrier to digital excellence, compared to a figure of 32% globally.

Data sourced from Campaign Asia-Pacific; additional content by Warc staff

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Kimberly-Clark insists on owning data

11 April 2014
BOCA RATON, FL: Kimberly-Clark, the personal care group, believes brands should "own" certain core elements of the programmatic advertising process if they are to derive the maximum benefits from this activity.

Mark Kaline, the firm's global director/media, licensing and consumer services, discussed this issue while speaking at the Association of National Advertisers' 2014 Media Leadership Conference.

"One of our priorities – and there's no simpler way to say this – is that owning the data is very important," he said. (For more, including the main benefits of programmatic for brands, read Warc's exclusive report: Why (and how) programmatic works at Kimberly-Clark.)

The primary advantage of such a model for the company, he continued, is that it is not reduced to simply watching ads appear, but can draw on the resultant information to, for example, tweak campaigns and messages.

"We're able to see our clients not just run [ads], but actually learn as they go," said Kaline. "You can see the cost-per-action dropping as the buy runs."

But the "KC-owned solution" to programmatic buying extends beyond the hard numbers to various other, more technical, pieces of the puzzle.

"We own the relationship with the demand-side platform, we own the data and we see everything. It's fully transparent," Kaline said.

As such, while Kimberly-Clark works on its programmatic efforts with media agency Mindshare, it retains control of several essential aspects of the process.

Given the anticipated growth in the programmatic space over the coming years, it is likely many other brand owners will soon by grappling with the same issues.

According to Magna Global, the media unit of Interpublic Group, the market for the programmatic buying of display ads attained a value of $7.5bn in America last year, some 62% of the worldwide total.

The dollar figure is set to reach $17.5bn in the US by 2017, approximately 53% of revenues globally, as other nations – most of which are currently less mature in this area – begin to witness rapid growth.

Data sourced from Warc

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UK consumers sceptical about advertising

11 April 2014
LONDON: UK consumers are among the most sceptical in the world when it comes to brand advertising, with fewer than two in ten believing what companies tell them, a new study has found.

The Global RepTrak 100 study by the Reputation Institute surveyed 55,000 consumers across 15 markets to measure corporate reputation among the public. Globally, 25% of consumers indicated they felt they could trust what companies said in their advertising; the remainder were classified as neutral, disbelieving or unsure.

At 15.4%, UK consumers were in the bottom four, just above France, Germany and Japan, Marketing Week reported.

According to Kasper Ulf Nielsen, executive partner at the Reputation Institute, those companies that had successfully built trust had avoided a simple emphasis on "pushing product" and had instead sought to engage with customers on social media and to co-create campaigns with them.

He warned that, at the very least, companies "need to get their good stories out there as a buffer to the negative claims", since the mix of social media and critical consumers could be "toxic".

The top five brands with the best reputation globally were Walt Disney, Google, BMW, Rolex and Sony. In Europe, Sony came out on top, followed by Samsung, BMW and Volkswagen.

But not one company appeared in the top ten across all the markets surveyed, which points to the difficulties brands face in exporting reputation internationally. "There is a major opportunity to drive growth if [a brand] can get this right," said the report.

Writing in the latest issue of Market Leader, Paul Kemp-Robertson, cofounder of marketing agency Contagious Communications, said consumers trusted their peers and brands more than governments or regulators, making brand reputation even more important.

He suggested that brands could act to fill spaces left by governments, citing the example of Coca-Cola's Ekocenters - a kind of community hub. Developments such as this would certainly meet Nielsen's requirement for a "good story".

Kemp-Robertson also said brands would benefit from contextual integration, which recognises the different roles each individual plays in different parts of their life, while technology enabled brands to focus on experience and service in new ways, including through 'living services' which learn and adapt to customer needs.

Data sourced from Marketing Week, Market Leader; additional content by Warc staff

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IPL franchises struggle for sponsors

11 April 2014
MUMBAI: Broadcasters in both India and the United Arab Emirates are confident of gaining large audiences and advertising revenues from the India Premier League but many of the teams themselves are finding sponsorship difficult.

With the first game taking place in Sharjah next week, the Hindustan Times reported a "frenetic" search for sponsors, with some franchises having around one quarter of the number of last year.

Atul Srivastav, partner at Gaames Unlimited, which manages sponsorship and endorsement opportunities for leading cricketers, noted a couple of reasons for the current situation.

"Since the first leg of the tournament is being held in the UAE, sponsors are a bit worried as it is going to affect their marketing activation and promotional activities, which are localised in nature," he pointed out.

"Secondly, the turbulent phase IPL is passing through owing to recent controversies, the sponsors are wary of putting money on an investment where returns look dodgy," he added.

One such example was Panasonic, the consumer electronics brand, which last year took a space on the shirts of the Delhi Daredevils team – franchisees sell space on players' shirts, caps and helmets – but is not doing so this time around.

"The mass interest in IPL has gone down considerably every year, resulting in lowering of the return on investment," said Manish Sharma, Panasonic MD. "As a result, we are likely to spend less on IPL this year."

But Srivastav remained confident agreements would be reached. "IPL is still prime property; it will not go unsold," he said. "I see a lot of last-minute deals getting finalised with lot of small brands in the cell phone and real estate sectors at a lesser price."

Meanwhile the advertising industry in the United Arab Emirates is preparing for a mini-boom as the first 20 games of the tournament take place in the country, Gulf News reported.

"IPL is a big-ticket event and many will want to ride the wave," said Amit Raj, general manager at media agency BPG Maxus. He had already seen some big investments from clients in banking, real estate and male grooming products.

The IPL's main sponsor, soft drinks giant Pepsi, has developed a campaign offering internships to younger cricket fans with some having the opportunity to attend games in the UAE and create content to link fans and celebrities.


Data sourced from Hindustan Times, Gulf News, Economic Times; additional content by Warc staff

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Marketers don't understand ROI

10 April 2014
LONDON/SACRAMENTO: The majority of marketers lack proper training in marketing performance and marketing ROI, with many unable to demonstrate the real financial outcomes of their work to board level decision makers, according to new research.

The Fournaise Marketing Group, a marketing performance measurement company, interviewed more than 1,200 top-level management and marketing executives around the world and also measured the effectiveness of more than 2.5 million B2C/B2B marketing strategies, campaigns and ads, and came up with "four head-shaking results".

It said that two thirds of marketers (67%) showed a complete failure to understand ROI by thinking that it did not require a financial result.

A similar proportion (64%) said they used brand awareness as their main KPI, while 58% put 'Likes, 'Tweets', 'Clicks' and/or 'CTR' in their top five marketing ROI KPIs. Almost one third (31%) were simply measuring the audience they reached and calling that figure marketing ROI.

Given this picture it was perhaps unsurprising that 63% of marketers did not include any financial outcome when reporting on and presenting marketing results to their CEOs and top management.

The Fournaise Marketing Group further claimed that more than 80% of marketers had been unable to unable to write a profit and loss account and a balance sheet correctly when given a simple business scenario.

They were all at sea with the language of finance and accounting and incapable of showing how marketing affected the business's results.

Jerome Fontaine, Global CEO & Chief Tracker of Fournaise, identified two problem areas, both centred on education.

First, most of the marketing degrees and diplomas being taken around the world did not have any specific training in this area. Second, even though marketers were well-educated, more than half had qualifications in a field outside their current work and had failed to acquire a knowledge of marketing techniques and formulae.

"In other words," he said, "every Tom, Dick and Harry is a marketer, lacking the scientific and financial knowledge necessary to inform and optimise the creative side of marketing."

As long as that situation continued, he argued that marketers would "struggle to demonstrate to CEOs that they are not 'money spenders who jump on (and hide) behind the latest fads and blow smoke', but [are] real business generators".

Data sourced from Fournaise; additional content by Warc staff

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Ad fraud targets online video

10 April 2014
NEW YORK: A new generation of sophisticated bots is generating at least 30 million fake views daily of online video ads and could be making the fraudsters responsible almost $10 million a month.

Ad software firm TubeMogul said it had identified three new bots that were using a number of technologies that hadn't been seen before. "The complexity is getting bigger with each generation of fraud," Jason Lopatecki, TubeMogul's chief strategist, told Advertising Week.

He explained that the bots could make a single computer look like 1,000, so hugely multiplying the number of fraudulent clicks made from the same number of infected computers.

At the same time they were tainting advertiser cookie data by planting fake target segments on legitimate sites in order to help drive advertisers to scam sites with which were pretending to deliver those specific audiences.

TubeMogul said it was publishing a list of those sites infected with bot traffic in order to alert advertisers. "People are buying traffic they don't know is bots," said Lopatecki.

The issue was highlighted at the recent IAB Annual Leadership Meeting, where the organisation's incoming chair claimed traffic fraud had reached "crisis proportions". Vivek Shah quoted figures from comScore showing 36% of traffic was generated by machines. "That's astonishing," he said.

Randall Rothenberg, IAB president/ceo described a "porous, plug-and-play" supply chain where a trail of infection could weaken the entire digital advertising enterprise.

"There is plenty of blame to go around," he said. "Publishers boost their traffic numbers by buying impressions from uninspected sources. Agency trading desks offer bad traffic to their clients. Marketers turn a blind eye, abdicating their own commitment to quality."

Rothenberg called for a cross-industry quality-control program to ensure that "only qualified companies will be able to participate in legitimate digital advertising transactions".

Data sourced from Advertising Week; additional content by Warc staff

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Chinese lead way in e-shopping

10 April 2014
BEIJING: Chinese consumers are three times more likely to shop online every week than the global average and do so using a mobile, new research has revealed.

For its Achieving Total Retail report, consulting firm PwC surveyed 15,000 online shoppers around the world in 15 countries and regions, including 900 in China. It found that 60% of Chinese consumers claimed to shop online on a weekly basis compared to 21% globally, Xinhua reported.

In addition, some 25% said they shopped with a mobile phone, almost three times more than the global average of 9%.

Online shopping has become almost an essential part of daily life, said Kevin Wang, a retail specialist at PwC. "Customers use many devices, and they need an enhanced and consistent experience across all their devices," he told China News. "Customer information must 'travel' with each device and still be secure."

But the report noted that retailers' efforts to build an omnichannel retail experience were lagging behind consumers' demands for convenient access to goods, in-store stock checking, consistent online and offline promotions, and easy return of purchased goods.

"China is more advanced in its use of mobiles in the shopping experience than arguably anywhere else in the world, yet few retailers are bringing a digital experience to the physical store," said Colin Light, PwC's digital consulting leader for the Chinese mainland and Hong Kong.

"It is critical to bring the benefit of e-commerce, online-to-offline business in a bricks-and-mortar environment," he added.

The urgent need for physical retailers to address this was evident in the report's findings that consumers were increasingly "showrooming", using stores to view products rather than buy them.

One way forward, suggested PwC, was to build on the desire of consumers for personalisation based on past purchases. Some retailers were already working on this aspect through promotions such as daily deals.

Nor was there any shortage of consumers wanting to communicate. Fully 90% of the Chinese sample said they gave feedback, whether positive or negative, about their experiences with a product or brand on social media.

This compared with a global average of 55% and businesses would need to reconsider their investments in social media if they wanted to enhance consumer engagement, said PwC.

Data sourced from Xinhua, China News; additional content by Warc staff

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Kellogg's links viewability to sales

10 April 2014
BOCA RATON, FL: Kellogg's has made enormous progress in determining the viewability of its online display ads – knowledge the food group has successfully tied to their effectiveness, in the form of actual in-store sales.

Aaron Fetters, director of the firm's Insights and Analytics Solutions Center, told delegates at the Association of National Advertisers' 2014 Media Leadership Conference that it had undertaken detailed analysis of this area.

Many messages, the organisation learned, were not seen by consumers – for reasons such as appearing below the fold or not being completely rendered before an internet user clicked away to another page.

"We started to find out maybe half of our ads were never viewed," Fetters said. (For more, including figures about how rising viewability boosts effectiveness, read Warc's exclusive report: How Kellogg's embraced digital visibility and drove engagement.)

"So it didn't matter if it went to that right audience. And all the work our creative teams put into coming up with great content didn't matter either."

The total reached by Kellogg's was largely consistent with research by comScore, the insights provider, which has reported that 54% of display ads ultimately go unseen by the intended target.

Breaking out its data further, Kellogg's discovered variations existed between the categories of display ads it ran. "With our first peek in there, we saw some pretty drastic differences across our executions," said Fetters.

The vertical placements known as skyscrapers typically recorded the strongest performance here, followed by banners and then square ads on digital pages.

Such fluctuations demonstrated that relying on simplistic measures, rather than drilling down into the details, is not always the best approach. "All advertising impressions are not created equal," is how Fetters described it.

Having ascertained the viewability of its ads, Kellogg's progressed to tying this metric to in-store sales, the "first time we put dollar values" against this measure. "We have proved that it's worth money," Fetters said.

Data sourced from Warc

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Facebook India hits 100m users

10 April 2014
NEW DELHI: Facebook now has more than 100 million active users in India and is set to take a greater share of the country's digital advertising expenditure.

The social networking site's global user base has doubled in the past three years but has grown more than fivefold in India, making that country its second largest market after the US.

"Now, we look forward to 1 billion in India," Javier Olivan, the company official in charge of global growth, told the Economic Times. "That's a different focus and challenge."

Progress towards this goal is likely to be rapid, at least initially. "It's inevitable that India will be [Facebook's] largest market in terms of daily active users and that will likely happen this year," Nathan Eagle, chief executive of Jana, a technology developer, told the Financial Times.

Much of the growth is expected to come from mobile users moving online – the total number of mobile internet users in India is projected to reach 185 million in mid-2014 and already around 84% of Facebook's Indian users access the site via mobile.

While monetisation is not a current priority – average revenue per user in Asia is $0.60 compared to $3.50 in North America – the sheer numbers are sure to prove attractive to advertisers.

"At 100 million users, Facebook is valuable to any marketer," said Jitender Miglani, social media analyst at Forrester Research. "It will attract a lot of share of digital ad spending."

This will likely come from international brands – Eagle noted that "large global brands are doubling down".

He said that companies such as Unilever knew their future revenue growth was not coming in North America. "Their future business depends on countries such as India," he said.

Data sourced from Economic Times, Financial Times; additional content by Warc staff

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Online financial ads work weekends

10 April 2014
LONDON: Late night weekend special offers would appear to be the key to a successful digital financial services campaign according to new research.

Rocket Fuel, a provider of artificial intelligence advertising solutions to digital marketers, analysed 2,300 ads run on its platform over a two month period, from over 200 credit card and financial services campaigns.

It found that consumers were significantly more likely to convert on financial services campaigns on Saturdays (+16%) and Sundays (+30%). Further, they were most likely to do so late at night, with conversion rates peaking between midnight and 6 am.

More significantly, consumers were ten times more likely to convert on those ads featuring a special offer than those that didn't. But special offers did not necessarily extend to incentives such as reward points, as consumers were only 1.5 times more likely to click or convert on ads showcasing these.

While special or limited-time offers were important factors in attracting consumers, Rocket Fuel also found that 'learn more' was by far the most effective call to action.

Digging deeper into the creative of these campaigns, the research suggested that animated ads tended to draw lower click-through rates but significantly higher conversion rates.

In addition, conversion rates appeared to be affected by the colours chosen for an ad, with the highest rates being achieved by those featuring green, white or yellow backgrounds.

Credit card companies may need to think carefully about their approach as Rocket Fuel's analysis showed that human faces were more important than an image of the card itself.

Consumers were slightly more likely (+8%) to click on credit card ads with a human face and twice as likely to convert on such ads.

But ads featuring an image of a card performed considerably worse than ads without one, regardless of whether or not those ads featured a human face.

Consumers were nearly twice as likely to convert on campaigns for a credit card after exposure to ads that did not feature an image of the card compared to ads with an image of the card.

Welcoming these insights, Dominic Trigg, Rocket Fuel's VP and Managing Director Europe, noted that financial services companies had laid out over $5 billion in digital ad spending globally in 2013 and said financial-service providers faced a major challenge in attracting the right audiences with the appropriate products, services and advertising creative.

Data sourced from Rocket Fuel; additional content by Warc staff

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Walmart is most valuable retail brand

9 April 2014
NEW YORK: Walmart, the US retailer, has been named the world's most valuable retail brand, according to a new report which also highlights retail's increasing focus on the use of digital.

The Best Retail Brands report from branding consultancy Interbrand, ranked the top retail brands by value in four regions, including the leading 50 in North America and in Europe, the top 30 in Asia-Pacific and the top 20 in Latin America.

With a value of $131.9 billion, Walmart led the North American region and was far ahead of those topping the rankings in the other three regions: in Europe H&M held the number one spot with a value of $18.2 billion, while in Asia Pacific it was Woolworths ($4.9 billion) and in Latin America Natura ($3.2 billion).

The report observed that the world's most valuable retail brands were "re-imagining the customer journey through a digital lens", whether that was offering mobile shopping or virtual fitting rooms.

"Adapting retail formats to accommodate the shift in consumer preferences for e-commerce is proving to be the key to success for many retailers worldwide," said Jez Frampton, Interbrand's Global Chief Executive Officer.

"In today's rapidly evolving global marketplace, retail brands must be more agile, flexible and responsive than ever before," he added. "The winning retail brands will not only survive the continuous shift to digital retail, they will become more extraordinary because of it."

Interbrand further broke down the retail market into seven major categories. In apparel, led by H&M, Coach and Zara, it noted that traditional stores continued to expand physically while online-only players were encroaching into bricks-and-mortar territory with pop-up shops and kiosks.

Most consumer electronics retailers had faced a drop in brand value thanks to fierce price competition from online rivals, particularly Amazon, and the leaders were now focused on omnichannel strategies. Department stores were struggling with an outdated format although here too the omnichannel route was seen as one way forward.

Drug stores were benefiting from an ageing population in many countries and the concomitant need for affordable and accessible health care. The leading two retailers in this category, CVS and Walgreens, were among those most effectively using mobile applications.

Grocery retailers were tackling several trends, including mobile technology, home delivery, consumer income disparity and the strategic necessity of e-commerce. Top grocery brand Carrefour, for example, was developing a multi-format, multi-local model.

Service and instruction emerged as priorities for home improvement stores, while mass merchandise brands such as Walmart faced the twin challenges of competing with online players like Amazon while at the same time opening smaller outlets to take on increasingly popular discount stores.

Data sourced from Interbrand; additional content by Warc staff

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Value of global ad groups questioned

9 April 2014
SYDNEY: The planning and creative functions need to be more closely aligned, according to a leading industry figure who has also questioned the value that major global communications groups bring to the table.

Speaking to AdNews, Martin Riley, marketing head of drinks business Pernod Ricard, said he was "uncomfortable" at the separation of planners and creatives within the industry.

"You need real media planning capability within the creative agency," he stated. "I think the whole media planning aspect is a strategic one and it needs to be pulled right back into the initial upfront discussion."

This is, he added, an issue that Pernod Ricard, whose brands include Absolut, Jameson, Chivas Regal and Jacobs Creek, is actively looking at.

Part of the problem, according to Riley, is that people "have got too concerned about the buying element, CPMs, efficiencies and all the other measures" and had consequently started to lose sight of the planning element.

But he also saw a move from "being very quantitative in our assessments" to a greater qualitative focus as brands became more precise in their targeting.

"They're much more specific about the kind of insight and understanding of how people consume different parts of media and how they connect to it," Riley said.

That understanding, however, does not preclude marketers from missing opportunities as they allowed a preoccupation with digital metrics to occasionally cloud their judgement.

"There's a real risk that because we feel we can measure it we feel more comfortable," said Riley, an approach which he described as "lazy" marketing.

"There's a logic telling you that if people are paying $6 or $8 for a magazine they're doing it because they find some value in it," he went on. "The way they are consuming media is probably different than if they're just scanning something online and I think that's something we've got to understand."

Riley also had views on the industry's structure – with extensive ad networks and global holding companies – which carry added weight in light of his other position as president of the World Federation of Advertisers.

"The big global groups – there are questions about what is the specific added value they bring by being so big when … people can do start-ups, people can actually begin businesses with relatively small amounts of money," he said.

Data sourced from AdNews; additional content by Warc News

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ANA boss slams digital supply chain

9 April 2014
BOCA RATON, FL: Inefficiency and complexity in the digital ecosystem are hurting both brands and publishers financially, according to a senior industry figure.

Bob Liodice, president/ceo of the Association of National Advertisers (ANA), discussed this subject during his keynote at the organisation's 2014 Media Leadership Conference in Boca Raton.

He told delegates that a variety of issues – like click fraud, bots, piracy and viewability – are exerting a pernicious influence on advertising through new media channels. (For more, including the need for cross-platform metrics, read Warc's exclusive report: ANA chief: Media ecosystem has yet to assimilate change.)

More specifically, he asserted that these and similar forms of interactive inefficiency are "causing us to lose about 25% of the roughly $30+ billion that is being spent on digital media."

In dollar terms, that 30% translates into approximately $7.5 billion – funds that should instead be driving a tangible return on investment for brands.

Such problems, he suggested, result from "a level of infection throughout the digital media ecosystem that is really disrupting our ability to invest with great confidence and capability."

Liodice also drew on data from the World Federation of Advertisers, a membership group for major marketers, which pointed to the fact that just 55% of digital expenditure is ultimately received by publishers.

The remaining 45% is taken by intermediaries including agency trading desks, demand-side platforms and exchanges.

"To some, this is a conservative estimate," Liodice added. "I've seen estimates that range to only 30 cents are given to the publishers."

Losses of this kind, he added, stem from "a substantial amount of erosion within the supply chain that you would never, ever see in the traditional media forms of television, radio and print."

Data sourced from Warc

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UK mobile adspend doubles

9 April 2014
LONDON: Digital advertising expenditure in the UK hit a record £6.3bn in 2013, helped by a near doubling in mobile spend as advertisers sought to keep pace with increased ownership of smartphones and tablets.

According to the latest Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC, mobile advertising grew 93% to £1.03 billion in 2013 and accounted for 16% of all digital advertising spend.

It noted figures charting the inexorable rise of mobile devices in the UK: smartphones now account for 76% of handsets, while tablet ownership grew 63% in the year to February 2014. More than one in four British consumers owns a tablet and 57% of those describe it as their "go-to" device for surfing the web at home.

Advertisers have taken note as the IAB said tablet-dedicated advertising had grown over 400% to reach at least £34.4 million in 2013

But Tim Elkington, Director of Research & Strategy at the IAB, observed there was a lot of work to be done in this area. "Spend on ads designed specifically for tablets is growing fast but it's still a very small part of the pie – despite the increase in tablet ownership, and the crucial role they play in people's internet use at home," he said.

"The tablet has moved from the offices of early adopters to the nation's living rooms and advertisers should be following suit," he added.

Mobile devices were also central to the growth of social media advertising. Across digital overall, social media advertising grew 71% to £588.4 million, with mobile accounting for over one third (35%) of that total.

"Mobile is now more of a story-telling tool for advertisers rather than just an information device," said Dan Bunyan, Manager at PwC.

"Almost half of mobile ad spend is accounted for by TV's biggest advertiser categories – consumer goods and entertainment brands – which is testament to how important mobile has become for brands," he stated.

In terms of format, display advertising across the internet and mobile grew above the overall (15%) digital rate at 22% on a like-for-like basis to £1.86 billion. Paid-for search marketing increased 14% on a like-for-like basis to £3.49 billion, while classifieds were up 9% like to £886.5 million.

Data sourced from IAB; additional content by Warc staff

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Brands get involved in India's elections

9 April 2014
CHENNAI: Brands have been searching for ways to leverage the Indian elections currently underway, from lending their name to an encouragement to vote to making voting day a holiday for their employees.

Some are more obviously placed than others to follow this route. Tata Tea for example, had already taken a stance on social issues, with its Jaago Re campaign against corruption. The latest incarnation of this, Jaago Re – Power of 49, is aimed at educating women voters, the 49 figure being a reference to the percentage of voters who are women.

The flip side of this coin is Virgin Atlantic's offer of a draw for flight upgrades to people flying from Delhi who can prove they have voted by showing their inked fingers at check-in.

Infosys, meanwhile, has been running an employee-led campaign telling those eligible to vote of the relevance of that action. This has involved working with educational institutions, participation in SMS campaigns, street plays, puppet shows, quizzes, debates and flash-dancing in shopping malls.

Hindustan Unilever's approach was born out of an inter-schools marketing challenge it runs annually when it asked participants to come up with a plan to tackle voter apathy. The resulting film depicting voting as a coming-of-age moment was endorsed by the Election Commission.

Google India went back to the country's first-ever general election with the story of 97-year old Shyam Saran Negri who has voted in every such poll since 1951-52 and is getting ready do so for the 16th time.

"Elections, like cricket, is a box-office hit or bigger when it comes to India. You get to connect with every strata of the society," Prathap Suthan, chief creative officer and managing partner of independent agency Bang In The Middle, told Livemint.

"For brands, obviously this is harvest time," he added. "Everyone is keen, intent, absorbed, since the current elections are far more complicated than ever. It also [allows] every brand to be in public light, yet not side with any party."

While declining to take sides, some brands will be nevertheless be taking a keen interest in the outcome of the elections.

UK supermarket Tesco, for example, has agreed a joint venture with Tata Group's Trent. But this could be scrapped as the Bharatiya Janta Party (BJP), which is ahead in opinion polls, is opposed to foreign direct investment in the multi-brand retail sector.

Data sourced from The Hindu, BBC, Livemint, DNA; additional content by Warc staff

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French e-commerce to hit €90bn

9 April 2014
PARIS: The French e-commerce market is forecast to reach €90 billion in 2020 with traditional retailers playing a major role, according to a new report.

E-commerce in France to 2020, from analysts Xerfi-Precepta, said that online sales were expected to grow by almost 60% between 2014 and 2020, when they will account for some 6.5% of total household consumption.

But the rate of growth is slowing: from 14% in 2013, it is projected to fall to 11% in 2014 and 10% in 2015, before dipping into single figures in subsequent years.

A number of reasons were put forward for this development, including a decline in average basket size, an increase in the number of individual transactions and the likelihood of the total universe of online shoppers reaching its limit.

Physical stores still account for over 90% of retail trade, however. Xerfi-Precepta also noted that traditional distributors took 35% of the total sales of the top 30 e-commerce players and said their influence would only grow, boosted by acquisitions such as that of online pure player Mistergooddeal by electrical retailer Darty.

Pure ecommerce players had struggled to achieve profitability, said Xerfi-Precepta and suggested that many were changing their business model to a B2B one and were becoming service providers for other e-tailers.

The report expected that stores would increasingly be made the hub of the buying process, with online-to-offline activations and the digitisation of bricks-and-mortar outlets.

Xerfi-Precepta further considered that the e-commerce potential for local shops, numbering 600,000 in 36,600 French communes, was "huge". It foresaw unions of local artisans and merchants creating online trading platforms to offer home delivery or collection from stores or lockers.

It admitted, however, that they could just as easily be overtaken by the major ecommerce players.

Those markets that had pioneered online retail – books, CDs and home appliances – were expected to be rather less buoyant in future, with widespread restructuring likely as businesses merged or closed.

But for relative newcomers to ecommerce, such as medical goods, jewellery, DIY/gardening, sporting goods and food, the outlook was more optimistic.

Data sourced from Journal du Net; additional content by Warc staff

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UK's ethnic media channels neglected

8 April 2014
LONDON: Many brands are missing out on sales by failing to promote themselves through the UK's growing number of ethnic media channels, new research has found.

The New Britain, a report from the Institute of Practitioners in Advertising (IPA), builds on the trade body's earlier Multicultural Britain study to further examine the spending habits of the UK's black and minority ethnic (BME) population.

This audience, it said, would be 60% more likely to buy a product or service if it were advertised in their media. The IPA expressed concern that many mainstream companies were not taking advantage of this "increasingly dynamic" channel.

Further, BME groups were turning towards media created specifically for them. South Asian audiences, for example, now had 56 TV channels available to them, virtually all free-to-air services. And The New Britain reported that 77% of British Asians surveyed felt mainstream advertising had no relevance to them.

"We are seeing more product development within the digital sphere, a continuing rise in different types of TV stations and the evolution of broadcasted content addressing the needs and interests of British-based ethnic groups." said Sanjay Shabi, MediaCom's Head of CultureCom and one of the authors of the report.

At a time when the UK's minority ethnic population has grown to more than eight million, or 13% of the total, and is forecast to double over the next 30 years, mainstream brands cannot afford to ignore this development.

The picture is further clouded, however, by the changing profile of the country's BME population, with Poles, Romanians, Lithuanians, Arabs, Chinese and Filipinos adding to a settled Afro-Caribbean and Asian population.

IPA Director General Paul Bainsfair noted that "this presents not only challenges but also great opportunities for advertisers and marketers" who needed "to communicate in a more relevant and effective way".

The report also sought to debunk some marketing myths about ethnic minorities. For example, the idea they don't spend as much as their white counterparts was belied by the fact that British Indian men had an average higher income than the average white Briton.

Nor did they behave in the same way in terms of media consumption, since only 18% of ethnic minorities in Britain solely watched mainstream TV, while 16% only watched ethnic programming.

And, despite the many differences between the groups, it was possible to target them effectively, said the report, as much ethnic media could now be packaged and bundled together for centralised media buying.

Data sourced from IPA; additional content by Warc staff

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Programmatic, mobile boost adspend

8 April 2014
LONDON: Global advertising expenditure is forecast to grow steadily over the next three years, according to new data from ZenithOptimedia which also highlighted the growing impact of programmatic and mobile.

Figures in the media agency's latest Advertising Expenditure Forecasts report show growth in adspend at 3.9% in 2013 but increasing to 5.5% in 2014, 5.8% in 2015 and 6.1% in 2016.

This year's figures will be helped by a series of 'semi-quadrennial' events – the Winter Olympics, the football World Cup, and the mid-term elections in the US – as well as the eurozone finally turning the corner to achieve its first year of growth since 2010.

While growth in the eurozone is expected to be a modest 0.7%, that will change as more countries stabilise – Finland, Italy and Greece, for example, are behind the curve – and adspend growth will accelerate to 1.6% in 2015 and 1.7% in 2016.

ZenithOptimedia noted that television remained the dominant advertising medium, attracting 40% of spend in 2013, nearly twice that taken by the internet (21%), and would gain most from the semi-quadrennial events, growing 5.2% in 2014.

But the internet was by some distance the fastest-growing medium, up 16.2% in 2013 and forecast to increase at a similar annual rate (16%) for the next three years.

The fastest-growing sub-category was display (21%), which was predicted to overtake paid search (13%) in 2015.

Traditional display (banners and other standard formats) was growing at 16% a year, boosted by the revolution in programmatic buying, which, said ZenthOptimedia, provided agencies and advertisers with more control and better value from their trading. Social media (growing at 29% a year) and online video (23% a year) were also starting to benefit from programmatic buying.

The rapid adoption of smartphones and tablets was driving a boom in mobile advertising, projected to increase at an average of 50% a year between 2013 and 2016. In contrast, desktop internet advertising was slated to grow at an average of just 8% a year.

Over the same period, mobile's share of the market was set to more than double, from 12.9% of internet expenditure and 2.7% of advertising across all media to 28.0% and 7.6% respectively. In doing so it would become bigger than radio, magazine or outdoor, making it the world's fourth-largest medium.

Data sourced from ZenithOptimedia; additional content by Warc staff

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Consumers embrace OTT services

8 April 2014
NEW YORK: More consumers are viewing more online video content and more of them are willing to pay for faster connections to ensure a trouble-free viewing experience.

The Accenture Digital Consumer Survey surveyed 23,000 consumers in 23 countries about their daily consumption of online content across a number of devices and video screens. The results showed, said the consulting firm, that the media and entertainment landscape was being reshaped as over-the-top (OTT) content such as that offered by third parties such as Netflix gained a hold.

The number of addressable screens was likely to expand rapidly, as 25% of respondents indicated they would purchase a connected TV in the next 12 months, while another 11% intended to replace an existing one. Further, 12% planned to purchase a tablet.

The survey also found widespread viewing of full-length movies and TV shows over the internet: 44% did so daily and 39% weekly.

This level was achieved despite the fact that 86% reported streaming interruptions and 71% noted considerable slowdowns in the viewing experience. The frustrations were also evident in the finding that 60% of those streaming video at home were willing to pay for a faster connection; a similar proportion (62%) said they would pay more for better quality so they could view videos whenever and wherever they liked.

As well as being good news for content and service providers, "the fact that consumers are also willing to pay more for the content itself is a huge vote of confidence in the validity of over-the-top services," according to Gavin Mann, Accenture's global broadcast industry lead.

The report noted that consumers wanted all of their content to be seamlessly bundled: when asked to express their preference for a non-traditional broadcaster to provide them access to video, respondents selected Google, Apple and Samsung, in that order.

The selections were based on the companies' potential to deliver Pay TV, VOD and Catch-up TV, said the report, not on the current core capabilities of these companies.

"It is no coincidence that the three most popular brands also have the largest market share of phones and tablets," said Mann. "Tomorrow's high performers will be those that combine art and technology," he added.

For now, digital content is being mostly consumed in the home as bandwidth constraints outside the home have limited mobile entertainment to a significant degree.

"There is a significant opportunity here for providers that can offer a truly mobile video experience regardless of location," observed Mann.

Data sourced from Accenture; additional content by Warc staff

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China's B2C market gains share

8 April 2014
BEIJING: Chinese online consumers appear to be turning away from consumer-to-consumer (C2C) platforms in favour of business-to-consumer (B2C) ones, although both continue to grow at double-digit rates.

According to figures from iResearch, an internet consultancy, the C2C market accounted for almost two thirds (64.9%) of the country's online retail sales in 2013, but it expected that the B2C sector would overtake C2C by 2017 as it was growing twice as fast.

Observers put forward a number of reasons for this development. "More and more online shoppers prefer B2C platforms rather than C2C platforms such as Taobao due to the former's better product quality and better services," Wu Sheng, an analyst with internet consultancy Analysys International, told China News.

And Kelland Willis, an associate analyst with the Forrester Research consultancy, said that the C2C landscape in China had been inflated as a result of a lack of alternative attractive online offerings.

"We see that consumers are starting to understand and appreciate the value that other B2C websites, like Tmall, JD and the brand's own direct approach to consumer sites offer," he said.

"This isn't a result of Taobao performing poorly," he added, "but a result of more competition entering a space where there wasn't any for a long time."

Separate data from the China e-Business Research Centre (CBRC) suggests that it is not only consumers who are having second thoughts about C2C sites. It estimated that the number of private C2C e-tailers was down 17.8% year on year to 11.22 million at the end of 2013 and predicted a further fall to 9.18 million by the end of 2014.

"With the maturing of the online retail market in China and increasing demands of online shoppers, private C2C e-retailers have to consistently improve in terms of providing better quality and better after-sales service amid fierce competition," said Mo Daiqing, the CBRC's senior e-commerce industry analyst.

Anecdotal evidence indicated that the pressures of maintaining visibility in a crowded marketplace such as Taobao were taking a toll. One etailer said he was moving to a smaller online marketplace: "The opportunities to make a fortune [on Taobao] are small but the risk of losing money is rather high," he explained.

Data sourced from China News; additional content by Warc staff

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Peapod hits online grocery sweet spot

8 April 2014
KISSIMMEE, FL: Online grocery shoppers exhibit many similarities to their counterparts in physical stores when it comes to the number and type of products they buy, a leading executive has revealed.

Tim Dorgan, vice president/managing director at online grocery service at Peapod, told delegates at the IRI Summit 2014 that the size of an average basket purchased on its site contained 55 to 60 items.

"If you looked at a typical Peapod basket, you wouldn't be shocked by anything you saw," he said. (For more, including demographic details about early adopters in this space, read Warc's exclusive report: Understanding the online grocery shopper.)

Over an entire year, members of Peapod's clientele usually acquire between 250 and 300 separate products – a figure which is "fairly similar to what we would see in brick-and-mortar" outlets, too.

"Perishables as a percent of our basket are roughly the same as you would see in a store," Dorgan added, by way of illustration.

There are, however, some differences resulting from the fact that "e-grocery" shoppers are often young, and more affluent than the norm.

"We are overdeveloped on organics, and I think that's due to the nature of our audience," Dorgan said.

In spite of this, the site's core user is not immune to the appeal of a bargain – meaning promotional tactics that are traditionally effective offline can be translated into this space.

"What do Peapod shoppers react to? Ten for ten, five for five, buy one get one free. It's the things that we've been seeing in grocery forever and ever, and those work in ecommerce," said Dorgan.

As such, the sweet spot for grocery ecommerce involves mixing the "timeless and timely". Providing the right assortment, quality customer service and relevant merchandising tools are all in the former group, for example.

By contrast, the "timely" aspects of the formula incorporate multiplatform accessibility, being able to shop anytime and anywhere, building advanced fulfilment and logistics services and – increasingly – customisation.

"It has got to be a blend of those two," Dorgan informed the IRI delegates.

Data sourced from Warc

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Mobile and metrics exercise Godrej

8 April 2014
MUMBAI: Digital is becoming an increasingly important part of the media mix for Godrej Consumer Products, the FMCG group, but a leading executive has said mobile is underexploited while measuring investment effectiveness remains a pressing issue.

Speaking to exchange4media, Sunil Kataria, COO, Sales, Marketing & SAARC, said that Godrej's spending on digital had risen sharply in the past year and now accounted for between 5% and 6% of its total spend.

He highlighted the rapid uptake of smartphones along with the spread of 3G. "[The] smartphone has become a 'complete personal confidante' for today's consumer," he said, but added that the device was "still under-leveraged by marketers".

That chimed with the view of last year's IAMAI Mobile Internet Conference. Rising mobile internet usage was transforming the communications sector in India, Warc reported, a shift that would force growing numbers of marketers to adapt their strategies.

In addition to mobile, Kataria observed people consuming content through a number of other media such as social and experiential platforms like malls as well as traditional TV, radio and print.

And he thought that one of the major issues facing the rapidly growing digital industry was metrics. "Multiple and changing platforms do not lead easily to a single currency of measurement," he mused. "Any investment requires a measurement for it to explode and this is something which will need to evolve sooner than later".

The growing number of consumer touchpoints also meant brands were having to consider integrated marketing campaigns if they were to successfully reach and engage potential buyers.

Kataria felt that Godrej had "used social media platforms pretty innovatively", pointing to Aer, its air freshener brand, which had used Twitter to crowdsource a quit-smoking song.

And when repositioning Cinthol, a toiletries brand, "digital was the key as we are a youth brand". He said that the response to a series of inventive campaigns, such as the Alive is Awesome bathing project, had been "tremendous".

For the future Kataria expected that while overall adspend would grow at 15%, digital advertising would increase more than twice as fast, at around 40%.

Data sourced from exchange4media; additional content by Warc staff

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