The changing nature of content marketing metrics
Clare Hill, Managing Director, Content Marketing Association
Do clicks, likes and shares tell the whole story?
In this guest blog, Clare Hill, managing director of the CMA, looks at the challenges facing brands and agencies as they seek to prove ROI for their content marketing output.
It all begins with a brief
Faris Yakob, Co-founder, Genius Steals
In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together. Lots of people seem to agree that briefs have become boring. Planners feel as if they are endlessly writing the same briefs, filling out the same forms, regardless of which agency, client or project they are working on.
Looking back in time and across agencies and geographies, we found a great deal of similarity. At the emergence of planning in the USA at Chiat/Day in the late 1980s, we can see the modern form of the brief emerge and solidify: a problem to be solved by advertising, consumers to target with messaging, a single thought, reasons to believe it, and some sense of the brand. My partner, Rosie, uncovered an internal memo written by Jane Newman at Chiat/Day that explains the problem with this sea of sameness: we are in the differentiation business, yet we fail to differentiate. The agency adopted account planning for a reason: "To achieve our creative philosophy of relevant distinctiveness, we've also applied that same creativity to how we structure ourselves both internally and dealing with clients." But what was heresy became orthodoxy and in many advertising agencies around the world, the structures and briefs are identical.
TV Trends: The Missing NFL Viewers
Brian Wieser, Senior Research Analyst, Pivotal Research Group
The NFL is arguably the most important media property for television networks, for advertisers and MVPDs alike. On a live + 3-day basis, NFL games accounted for 8.6% of all TV viewing during the first five weeks of this season, and a significantly higher share of the viewing for networks with rights to air its games, including CBS, Disney’s ESPN, Fox, NBC and the NFL Network.
With higher-than-average pricing for ad inventory, the programming is disproportionately important beyond those viewing shares in terms of ad revenue, which marketers prize because of the still-relatively high ratings (and thus efficient spending given the limited unintended audience duplication vs. aggregating similar volumes of gross ratings points from buying a greater number of units on lesser-rated programs). Networks’ affiliate sales efforts and the health of the market for retransmission consent holds up in part because of the value of the programming to consumers, who are in turn generally willing to pay relatively more to their MVPDs for access to that programming as well.
OMD Innovation Week: From AR to VR to MR
Brian Carruthers, News Editor, Warc
It may soon be time to add another acronym to your collection as mixed reality (MR) heaves into view. As part of Innovation Week, the week-long event being run by OMD UK, Arthur Tindsley and Frazer Hurrell, creative technologists at AOL's Partner Studio in London, demonstrated Microsoft's HoloLens and outlined how it differs from augmented reality (AR) and virtual reality (VR) options.
Virtual reality, as offered by the likes of Samsung Gear and Oculus Rift, is completely immersive and excludes the outside world. That leads to potential accidents as users forget that a table isn't real and go to lean on it only to fall on the floor. Plus they're tethered to a powerful PC that runs the applications. HTC Vive and Google Cardboard offer a different sort of VR experience using mobile.
Life in Flow – Tap Science for Better Creative
Dan Machen, Director of Innovation, HeyHuman
As the world around us changes at an incredible pace, you don't need to be a marketing genius to see that the relationships between people and brands are, changing. There has been an explosion in digital messaging, which has led to reduced attention, recall and emotional engagement. Where people once leant in to brand stories, it's now increasingly a case of talk to the hand.
At HeyHuman, we believe that this mind-set requires us to embrace science to a greater to degree as per the recent WARC article 'Creative Agencies Need to Tap Science'. But how can we do this?
Are social media and gaming good for us?
Joseph Clift, Product Manager, Warc
It’s a question we’ve all asked ourselves as we scroll through yet another smug status update or toss our phone across the room because we didn't match a row of colourful candy: is all this digital distraction actually good for us? One thing’s for sure: digital media has been blamed for a lot of society’s ills. And that’s despite its massive - and increasing - global popularity, with one piece of research showing that we touch our phones an average of 2,500 times daily, with 80% of our time spent on just five apps.
Two of digital's most-popular by-products, social media and gaming, were put under the microscope by a series of speakers at Unfolded, an event organised by London-based creative agency Fold7 and held yesterday night. First up was Professor Robin Dunbar, an Oxford academic and creator of Dunbar's Number, which suggests that humans can comfortably maintain only 150 stable relationships. Then came Helen Lewis, deputy editor of political magazine The New Statesman and inventor of another social metric: Lewis' law holds that "the comments on any article about feminism justify feminism". Also speaking were Martin Talks, founder of Digital Detoxing - a company that takes participants on activity holidays on the proviso they leave their devices behind - and cyber psychologist Berni Good, an academic expert on gaming.
Dark social is less murky with a big enough idea
Nigel Hollis, Chief Global Analyst, Millward Brown
With a world of information and entertainment at our fingertips, expectations of immediacy are higher than ever – but so too is the desire to connect with others. Social media is a powerful force for brand building, and one which is destined to become even more important in future.
While many marketers are fixated on trackable platforms like Facebook and Twitter, most social conversations happen through dark social platforms like WhatsApp, Messenger, Snapchat and good old fashioned text. The world of social sharing is far bigger than that considered in most digital media plans. The dark social space within this world is still considered to be largely off the radar – but it's a space that can help brands to offset ‘digital deficit disorder', amplifying their content to reach a much wider audience.
The Uberisation of FMCG
This is a guest blog from Alison Martin, Director, Kantar Worldpanel
It might not be as sexy as virtual reality or robots but, at this year's CES, grocery e-commerce has been the trend that's grabbed the interest of many marketers.