Jide Sobo, Head of Mobile at MEC UK, discusses the possibility of increasingly relevant advertising across multiple devices.
Imagine a world where, as advertisers, we are able to gain real insight into a consumer's need state. A world where we know their interests, and their favourite places to shop. Where we understand what influences them to make a purchase and when those influences are aligned and they are most open to suggestion. A world where we not only know all of this, but are able to deliver advertising that is tailored to the individual, and their circumstances. With the right data, the ability to interpret it, and the ability to deliver the right message, we would inhabit a marketing utopia.
Last week's announcement of the inaugural Warc Prize for Social Strategy highlighted some great examples of social media activity having tangible business effects. And the campaign that impressed our panel of judges most of all was Mariachi, by AMV BBDO for snack brand Doritos, which took the Grand Prix. (Subscribers can view all of the winning case studies here.)
But what made some of the entrants stand out from others? One of the panel of judges that decided this year's awards – Michelle Klein, a VP at Smirnoff, the Diageo-owned vodka brand – pointed to cases that told their story succinctly, made judicious use of data and proved a sustainable long-term impact on the brand being advertised. Speaking to me in New York ahead of the announcement, Klein also offered some pointed advice for next year's entrants, and discussed how she manages an "inherently social" brand.
This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.
Recently I logged in to Twitter and received a promoted tweet from Amazon. The tweet said "50% off today's Deal of the Day!" I clicked. Waiting for me was a product page of great deals on a clothing brand I had previously searched. There was a 50% off deal on a t-shirt. Because I have a relationship with Amazon Prime a click or two purchased that item and shipped it to my house. I clicked back in to Twitter to resume what I was doing. The whole thing took under 45 seconds.
Last Friday was a big day for us at Warc, with the announcement of our inaugural Warc Prize for Social Strategy. In all, five Golds, five Silvers and eight Bronzes were handed out at the awards ceremony in London; the Grand Prix went to AMV BBDO for 'Mariachi', a tongue-in-cheek integrated campaign from Doritos, the PepsiCo-owned snack brand.
We set up the prize in the hope of uncovering social media campaigns that demonstrated solid strategies and – most important of all – impressive business results. Ahead of the announcement, I spoke to Molly Flatt, word of mouth evangelist at digital agency 1000heads and one of this year's judges, to discuss whether or not the entries had met this brief.
What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook?
Nope. It's the brief. Whether created by a planner or a marketer, whether served to an agency or an internal team, the brief is the genesis of any social media activity, whether that's a short-term campaign or ongoing community management. And if you're not achieving your anticipated results, the culprit – underneath all the cultural resistance, resource issues and problematic metrics – is probably that original brief.
Market Research is going through exciting times - mobile, communities, biometrics are just some of the new ways technology is helping us get closer, and for longer, to the audiences we wish to understand.
DIY providers are another "exciting" innovation (more exciting for some than others….) – if you have time, inclination and hopefully ability, it's easy to link up to online access panels, use survey software at a very low cost and reduce the price-per-complete radically. Zappistore, Gutcheck are two of the higher profile DIY providers who are addressing the perception of research being slow and expensive.
The latest content on Warc includes a detailed look at B2B, winners from the ARF Ogivly Awards and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Learning from B2B
The focus of so much marketing analysis on business-to-consumer means we’re missing out. That’s because many of the world’s biggest brands actually operate in the business-to-business sector (GE, Shell, FEDEX …). And in areas like content marketing, these brands are leading the way. Here, we reveal some of the secrets of B2B.
This article about YouTube ad formats is from the Mindshare Original Thinker Series.
Google is wisely moving to improve its online video offer in face of increased competition from nearly everyone, particularly Facebook's new online video product. The new targeting capability and focus on ROI will continue to build client confidence in moving more TVC budget to addressable video.
There's no argument that programmatic advertising is a hot topic. At a packed session at Advertising Week Europe, David Tiltman, Head of Content at Warc, and Graham Wylie, Marketing Director EMEA of AppNexus, explained that they are moving the conversation on from "What is programmatic?" to why programmatic is growing so fast and how advertisers can use it most effectively for their business.
The 'why' and 'how' of programmatic is also the topic of a new AppNexus research study, launched at the event. Working with Warc, the study looks at the evolution of digital advertising and programmatic across Europe. Aiming to be one of the largest studies on programmatic yet undertaken, it explores adoption across advertisers, agencies and media. To join this important project and receive a copy of the results, please take a moment to fill in this survey.
This article about Facebook premium video ads is from the Mindshare Original Thinker Series.
After nearly a year of anticipation, Facebook is finally launching its long-awaited new video ad format following limited beta testing in Q4 2013. Video ads will start appearing in the Facebook newsfeed starting in April, thus bringing closure to a very lengthy and complicated product launch. The ad unit's initial launch date was delayed several times due to the ad unit's apparent superiority to the native content experience. Facebook senior management, including Zuckerberg himself, was apparently reluctant to disappoint users and show any bias to the advertising community.