How Artificial Intelligence can aid retailers

pete loop-2

Pete O’Mara Kane, VP Sales at LoopMe

90% of retailers reported a drop in foot traffic in the last 5 years

This week LoopMe launched our Retail Foot Traffic Research. We were looking to see the impact of declining foot traffic to stores, using a working hypothesis developed from insights from the British Retail Council who found that there was a 1% drop in foot traffic registered across the UK.

Almost 90% of the 250 retail decision makers in UK reported a drop in foot traffic over the last 5 years and 93% reported a loss in store revenue. Meanwhile, a record £133bn was spent online in 2016, a growth of 16% in one year. Continue reading

AI, VR and AR. The trilogy at MWC


Stephen Upstone, CEO & Founder of LoopMe Media

Another Mobile World Congress has come and gone, with over 2000 exhibitors and over 108,000 attendees. This year I found that attention had moved away from the topic of connected devices and to the trilogy of AI, VR and AR.

While virtual reality headsets completely take over your vision to give you the impression that you’re somewhere else, augmented reality adds to your current vision, projecting info on top of what the consumer is already seeing. Continue reading

Driving Renault’s Marketing Strategy with Mobile Video


Stephen Upstone, CEO & Founder of LoopMe

When auto brands launch a new car it is crucial to get the advertising strategy right. A good ad campaign will make consumers aware of the car. A great campaign can be the deciding factor in getting a customer to book a test drive.

For the launch of Renault’s new C-Class Crossover release, the All-New KADJAR, Manning Gottlieb OMD challenged LoopMe to create an award-winning mobile video campaign. The campaign used the original TV creative and additional video content to drive awareness of the brand among the target audience, increase brand uplift and brand perception, while promoting the car’s features through UK specific storytelling. Continue reading

What is the Value of a View?


Stephen Upstone, CEO & Co-Founder at LoopMe

It can be difficult to judge the effectiveness of mobile video advertising campaigns. The proliferation of different ad formats, from native to pre-roll to 360, and tech providers has made it more difficult than ever to before to judge the performance of an ad campaign.

For example, a recent report from eMarketer, stated completion rates for mobile pre-roll were on average 77%. By itself this stat seems pretty unremarkable, depending on the creative 70-80% completion rate is a fairly standard result for a non-skippable pre-roll campaign. But there’s the catch, unremarkable for a non-skippable campaign.

The vast majority of brands and advertisers understand the difference between a non-skippable pre-roll, which oblige a user to watch an ad before viewing video content, or a skippable format which allows the user to decide whether or not to watch the ad. What is perhaps less well understood is the difference in performance across KPIs that these two buying options will deliver. A non-skippable pre-roll can achieve the highs of 80% completion pretty easily (after all, how many people abandon watching a video because of a 15 second ad?) whereas a very successful skippable pre-roll would be looking at a 40% completion rate.

This does not mean that the skippable pre-roll is delivering poor results, although seeing them side-by-side in an excel might make a junior planner very nervous.

There are arguments using for both types of advertising – skippable ads are far more user-friendly and the people who do watch your ad are probably genuinely interested in the advert, unlike users who cannot skip and merely want to watch the video content after the trailer. On the other hand, non-skippable ads do mean more people see your message and, on average, this type of advertising tends to be cheaper.

The issue occurs when the two types try to be compared directly and conversation becomes ‘why has one provider delivered 40% completion while another has hit 70%?’. Both may be delivering pre-roll but they are very different offerings. The situation becomes even more muddied when campaigns are rolled out across a variety of mobile video formats, for example native video normally pulls in between 20-30% completion rate.

What all of this boils down to is what makes each view valuable to each brand, for each specific campaign. There is a key learning to be made – a high completion rate does not mean a campaign has been successful, and a low one does not mean it was bad. Campaigns should be judged on how they have contributed to the wider campaign.

If the goal is to raise awareness among a specific audience, then a skippable format, which allows a user to decide if they are interested will be more valuable, even if the overall completion rate is lower. Another campaign, looking at reaching as many people as possible, regardless on their initial interest, might see more value in a non-skip campaign. However, it’s important to remember that non-skip campaigns can irritate users, and as we know, users are becoming more vocal as to what they will and will not accept in advertising.

The way for brands to really judge the efficiency of their campaigns is to determine the effect it had on brand metrics, such as purchase intent or brand awareness. Thanks to developments in artificial intelligence and programmatic delivery, it is possible to survey users to determine their reactions to a campaign, and use these results to improve delivery. By judging campaigns against a brand metrics it becomes very easy to compare format and provider performance against the overall campaign goal.

The important thing for us as an industry is to compare like with like, whether that is across format, provider or campaign. By far the easiest way to achieve this is to move away from digital metrics, like video completion rate or clicks, and focus on the brand metrics which really matter.

Mobile World Congress 2016: The Year of Virtual Reality & Data


Stephen Upstone, CEO & Founder of LoopMe

Mobile World Congress is a difficult show to beat, with over 90,000 industry professionals descending on Barcelona to learn about, experience and embrace all things mobile.

This year my attention was drawn away from the handset launches that have dominated in previous years by two main elements virtual reality and, as ever, the immense potential of data. Continue reading

The Holy Trinity of Digital: Mobile Video, Data & Artificial Intelligence


Stephen Upstone – CEO and Founder of LoopMe

We live in a world of information-overload. On average we see 362 advertising messages per day but only 12 will make a significant impression. With brands like Coca Cola, Microsoft and Ford often spending hundreds of thousands of dollars on advertising campaigns it is vital their ads cut through the clutter and make a lasting impact on their consumers. By harnessing the holy trinity of digital advertising, mobile video, data and artificial intelligence, brands can ensure their adverts are one of the select few that make a stand-out impression. Continue reading

Beyond pre-roll

Written by Stephen Upstone, CEO & Founder of LoopMe

Written by Stephen Upstone, CEO & Founder of LoopMe

Mention mobile video advertising and most of us will think pre-roll. It’s true that the format has a natural place at the top of the digital marketing funnel, helping brands raise awareness and drive website traffic.

But I think we have become fixated on pre-roll. As the IAB has pointed out, pre-roll is just one part of digital video ad effectiveness. And let’s face it, pre-roll can become irritating when you just want to watch something.

There are so many more exciting formats coming down the pike. I think mobile video is going to find its way further down the funnel, grabbing people’s attention and persuading them, through the art and science of advertising, to convert.

Principal among these I see as native video ads. Unlike pre-roll, native ads are less intrusive and make for a better overall user experience. When they’re in-app they also tend to stay on-screen and are therefore better for viewability (another hot topic doing the rounds currently). This all makes for greater awareness: for example, IPG Media Labs recently conducted an eye tracking study showing that consumers looked at native ads 53% more frequently than banners.

It’s not all rosy for native – yet. There is limited inventory that can actually support native mobile video in-stream. This is where the onus is on us as an industry to enable publishers to embrace this format, by providing clear, concise and up-to-date SDKs.

Continue reading