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Digital Advertising Trends
DIG Festival 2014
Ian Farmer Strategic Planner
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Landscape
Trends
Takeaways
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Up 3 %
Down 2 %
Down 1 %
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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential
Landscape
Trends
Takeaways
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Trend 1.
More Complex Customer Journey & touchpoints
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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
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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.
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Trend 2. Mobile – integration not isolation
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TREND 3. Convergence of TV and Video
Catch up TVBack channels for feedback
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Digital video offers increased level of targeting
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TREND 4. Disruption to Content Exchange
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Recommendation & discovery platforms
Where are your customers seeking
recommendations for your products /
services?
Audit your presence to identify opportunities
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Content or
Ads?
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New Advertising content formats
Ads on the right side of the last slide were all ads for Outbrain
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TREND 5. Brands becoming publishers
Who would have thought that a biscuit could curate a unique
view of the world?
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Brands facilitating advice
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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
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TREND 6. Re-targeting & Real time bidding
Focus on Customer (& their life time value) rather than transactions Integrate and leverage disparate data sources
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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
time
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
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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
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Trend 7. Smart alerts
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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 ?????
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Insurance alerts
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Tracking dangers to trigger digital alerts
Optus hoping to demonstrate innovation as well as social
responsibility with their share alert “Clever Buoy” campaign
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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
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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
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TREND 9. Beacons & Near Field communications
iBeacons and NFC are enabling personalised engagement, like this example from the Antwerp Museum.
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Shopper identification
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Trend 10. Connected things
Will deliver an unprecedented opportunity for engagement
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Connected Car
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Connected Self “Quantified Self”
Technologies like TicTrac are providing tools
to visualise data from multiple tracking
gadgets
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Connected Home
Data is being used to save money on energy bills, which is perhaps why Google bought Nest
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Landscape
Trends
Takeaways
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New ways to “Know Thy Customer” Emotion sensing
Tracking emotion and then dynamically responding with content is justgetting started, see this example from Emotient
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Track, Measure and Learn
Where possible, include measurable calls to action, even in non digital media
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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
[email protected]: @ifarmerLinked In Linked In