Digital ad spending makes up more than 60% of total advertising investments in the UK. The mobile channel is well on its way to dominate all other media channels and will double the ad spending for desktop and TV by 2018. Naturally, with more budget at stake, more incentives rise for fraud in mobile ad campaigns. The good news for the ecosystem is that advertisers and vendors are well aware of what’s at stake and have heard the call from Marc Pritchard to clean up the mobile programmatic space. Continue reading
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Weve, Axonix and Statiq – the next frontier of location marketing?
Last weeks’ announcement that Telefónica’s Axonix had purchased Statiq, the three year old mobile location targeting business, was exciting news not just for the Telefónica teams across Weve and Axonix, but also for the industry. Statiq have been creating waves since they launched, breaking the mould by detaching media from supply and giving buyers what they want – control of the data. Continue reading
Smart Data: How the industry is starting to evolve and adopt better data strategies
Identifying audiences, gaining actionable insights based on their interactions with advertising is of course a key focus across the industry.
Data is a key instrument in how we go about achieving this. It also binds together other areas such creativity, video and also metrics such as Viewability. For example as important as it is for ads to be viewable, is it not just as important to ensure that the right people are viewing the right ads? Continue reading
Lessons From Barcelona: A Data-Eye View for Marketers
Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.
Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement. Continue reading
An Evolving Mobile Landscape at MWC
With attendees growing year on year, MWC is now THE event on the mobile calendar. I only wish Scotty had the transporter working to get me between Hall 1 and 8!
New handset launches, features and operator announcements took the limelight; but this year, we saw new acronyms of the digital world come to the forefront, namely AI/IoT/VR/CH (Connected Homes). Continue reading
Ad Fraud: Addressing the Challenge
Much has been written about ad fraud as a growing advertising concern recently and various studies have attempted to quantify the scale of the problem. The Association of National Advertisers (ANA), for example, suggests that the corresponding wasted advertising investment due to bot fraud amounts to $7bn this year alone.
9 Ways Mobile is Changing in 2017
App Annie says we’re spending 25% more time on our mobile devices than a year ago. SensorTower agrees, saying we’re launching apps 11% more frequently now.
But what does the future hold?
Even with that growth, and even though my own research at TUNE indicates that smartphone owners are still installing plenty of mobile apps, thank you very much, we’re clearly in a maturing mobile marketplace in the western world. Continue reading
Driving Renault’s Marketing Strategy with Mobile Video
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
Crossing the great device divide
At one time, shoppers’ online behaviour consisted mostly of clicks on a website displayed on a PC. With most people only able to access the internet via a home or workplace computer and smartphones in their infancy (remember WAP, phone charms and ‘snap on’ phone cases?), marketers could easily target the right people at the right time with the right content. However, internet browsing habits rapidly evolved and began to involve more and more devices. This made effective marketing a significantly bigger and more complicated task. Continue reading
What is the Value of a View?
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.