Digital advertising trends

transcript

Digital Advertising Trends

DIG Festival 2014

Ian Farmer Strategic Planner

Landscape

Trends

Takeaways

Up 3 %

Down 2 %

Down 1 %

Landscape

Trends

Takeaways

Trend 1.

More Complex Customer Journey & touchpoints

Emerging Social channels

International Women’s Day .. Tinder users encouraged to update update their TINDER image to one of the Amensty “Make the Choice” campaign ones

International Women’s Dayhttp://makethechoice.com.au

SNAPCHAT : Don't let this be my #LastSelfie

Inspired by the disappearing nature of content on Snapchat, this creative campaign from the WWF in Denmark, raised awareness of animals in danger of extinction.

Trend 2. Mobile – integration not isolation

TREND 3. Convergence of TV and Video

Catch up TVBack channels for feedback

Digital video offers increased level of targeting

TREND 4. Disruption to Content Exchange

Recommendation & discovery platforms

Where are your customers seeking

recommendations for your products /

services?

Audit your presence to identify opportunities

Content or

New Advertising content formats

Ads on the right side of the last slide were all ads for Outbrain

TREND 5. Brands becoming publishers

Who would have thought that a biscuit could curate a unique

view of the world?

Brands facilitating advice

Cool technology to capture content & engage

The #NZDronie campaign captured video footage of skiers from the air and allowed them to share the videos with their friends

TREND 6. Re-targeting & Real time bidding

Focus on Customer (& their life time value) rather than transactions Integrate and leverage disparate data sources

Real time bidding

• Display Media Bid per impression / click

• Allows buyers to find the optimal price for an ad

to specific person in specific place at a specific

5 TIPS for Success

• Intergrate analytics learnings

• Understand & Link bids to customer

journeys (esp purchase cycle)

• Fresh – keep ads relevant & fresh

content

• Test & Learn

• Integrate with Segmentation strategies

Real Time Ad Creation

Nike & Google created this innovative #ArtCopyCode campaign to

dynamically show pictures from games 10 seconds after the moment –

allowing fans to engage and remix the ads

Trend 7. Smart alerts

Smart alerts

IF• Surf over 3 foot• My location within 10 km• No calendar appointments

Then• Wake me up with an SMS / Alarm• Not until 30 mins before Sunrise• And allowing for the tide times• Put an appointment in my diary• Alert these mates

Brought to you by ?????

Insurance alerts

Tracking dangers to trigger digital alerts

Optus hoping to demonstrate innovation as well as social

responsibility with their share alert “Clever Buoy” campaign

Dynamic digital display leveraging Data

British Airways #LookUp billboards in Piccadily Circus dynamically triggered the talent looking up and mentioning the plane, destination and flight number of BA flights

Weather activated Ads

These ads were designed to only display when it’s raining, perfect for the HK Moonsoon season, especically when they are advertising escapes to the Phillipines

TREND 9. Beacons & Near Field communications

iBeacons and NFC are enabling personalised engagement, like this example from the Antwerp Museum.

Shopper identification

Trend 10. Connected things

Will deliver an unprecedented opportunity for engagement

Connected Car

Connected Self “Quantified Self”

Technologies like TicTrac are providing tools

to visualise data from multiple tracking

gadgets

Connected Home

Data is being used to save money on energy bills, which is perhaps why Google bought Nest

Landscape

Trends

Takeaways

New ways to “Know Thy Customer” Emotion sensing

Tracking emotion and then dynamically responding with content is justgetting started, see this example from Emotient

Track, Measure and Learn

Where possible, include measurable calls to action, even in non digital media

Conclusion – Key Takeways

• Hugely exciting time for digital media

• Great opportunities for

Personalisation, targeting and

feedback

• Know thy Customer Customer

Segmentation going to deliver

competitive advantage

• Look for Customer-Centric

Partnerships

• Establish metrics linked to business

objectives

• Test & Learn : Experiment often and

refine strategies

Ian.farmer@zuni.com.auTwitter: @ifarmerLinked In Linked In

Digital advertising trends

Marketing