Following a spate of misplaced ad scandals and fake news controversies,brand safety is commonly acknowledged as one of the most pressing challenges currently facing marketers looking to reach digital audiences.
But the impact on, and reaction of, consumers to issues around brand safety is less well documented.
According to latest research from Reuters, Tomorrow’s News 2018, a high proportion of consumers believe brands are responsible for where their ads are running.
62% of consumers believe “brands have full control over where their advertising appears”.
The majority of consumers (77%) also say that advertising next to ‘unsavoury or objectionable’ stories can damage their perception of a brand. Worryingly, 75% have seen brands advertising alongside unsavoury or objectionable stories or videos. And while 81% feel that Facebook and Google should be ‘held accountable’ for the content they carry on their platforms, they are unaware of their role in brand safety. Reuters respondents believe the buck stops with advertisers.
Impartiality, trust & integrity
Ad agencies and tech companies alike, are being forced to pay more attention to good governance, and collaborations with trusted partners to avoid these types of challenges.
With this in mind, the value of impartiality, honesty and integrity also featured strongly in the Reuters analysis. A huge majority of global respondents said they were more likely to turn to professional publishers, such as online news brands, over social media for trusted content, with 86% more likely to turn to online news brands for “trusted content in a trusted environment”.
The uncomfortable truth in our digital age is that it’s not always clear where online ads are running. And yet, consumers – perhaps unsurprisingly – have little idea of the problems of programmatic, vulnerable supply chains or, most importantly, the huge role that Google and Facebook play in the process.
Investment in brand-safe environments and trusted partnerships is supported by numerous studies recently, from Group M to IAS – and they all show the link between brand safety and performance. Now we can add that this is something consumers are also clamouring for.
Reuters Tomorrows News 2018
You can also read and download the full report here.
Today, consumers are constantly bombarded with messages from every platform available on a daily basis. However, as marketers, we need to ask the question, is this truly effective?
Content marketing in the age of data often focuses on understanding what people are doing rather than how they are feeling. Consumer decisions rely heavily on emotions they experience too.
With that in mind, it is important for advertising and marketing executives to understand the importance of the change that is happening in the industry.
The wind of change is here
With today’s Generation Z defining what is mainstream, brands need to open to change and one way of doing that is embracing the fact that we are addressing a new market; a new generation. In addition to that, brands need to be open on exploring the various platforms and modes of advertising.
In the advertising world, 2017 can be seen as a transitional year for publishers and platforms. Print media’s shift to digital is nearly complete, and it is predicted that budget allocated to traditional media will see another huge drop this year. Keeping up with the similar trend, television advertising has accelerated its shift to digital, favoring premium video apps like Hulu and mass-reach platforms like Facebook, YouTube and Snapchat.
Web publishers that don’t offer a differentiated experience will potentially lose consumer attention – and associated advertisers – to scaled platforms. And finally, radio is still early in its shift and is expected to ultimately transition to digital audio platforms over time. As technology continues to evolve, brands and marketers need to be highly attuned to their customers’ journey; ensuring that it is relevant and efficient.
Engage, connect & understand; the only way forward for advertisers
Consumers are looking for content that would complement and represent moments that are relevant in their lives. By reaching audiences during moments that matter to them, brands can now leverage their content with personalized messages to their user, based on the user’s state of mind.
These moments which matter to consumers should matter to brands too as they present a remarkable opportunity for brands to connect with consumers on a deeper level. Unlike demographics or device IDs which are often used to approximate a target audience, moments reveal profound insights about consumers, giving brands the possibility to truly achieve perceptive advertising.
The unique ability of micro-moments to flex to consumers’ need, makes it an especially powerful marketing tool, as brands reach their audience when they’re most engaged, with personalized content that matches their moment.
Although there is a shift, digital ads are still far from living up to their potential, often interrupting the consumer’s favorite content instead of adding value to the experience. Brands tend to fall into the trap of marketing to machines, and not to the consumer directly. Traditional method of using a cookie to profile a shopper and retargeting them may be seen as effective when compared to blind targeting.
Another point of consideration that many miss out is the viewability (or positioning) of their advertisement; above or below the fold? As a rule of thumb, what appears at the top of the page as compared to what is hidden will influence the consumer’s experience, regardless of the screen size.
Personalization must move beyond “targeting”
P&G’s Marc Pritchard has spoken at length about the problems that marketers have identified about programmatic ad placement. Knowing when and where to serve an ad is as important as who and what to serve.
For example, don’t ask a consumer to click an ad if they are driving in a car, or target a “fitness enthusiast” to fill out a form while in the middle of an intense workout. Understanding consumer context and mood are incredibly important and increasingly possible with everything becoming connected. According to IHS, the number of connected devices will grow to 30.7 billion in 2020.
As people increasingly consume media across devices, the marketing landscape is shifting towards people- based marketing.
“People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Rather than targeting ads to devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.” – Danielle Lee, VP, Global Head of Partner Solutions at Spotify
According to Nielsen, 79% of audio is consumed while people are engaged in activities where visual media can’t reach them, whether it’s hitting the treadmill after work, or even channelling your inner rock star in the shower.
Today the priority is about having access to content, rather than owning content. For example, Spotify users spend at least 148 minutes a day listening to music through the Spotify platform. Music streaming is definitely growing and is more prevalent than TV or movie streaming in almost every moment of the day. Music is 5 times more likely to be streamed than TV or movie content, working out (3.5 times more likely) or focusing (3 times more likely); with 60% of music streamers listening on mobile, compared to 40% of TV and movie streamers.
Understanding people through music and why it matters
Savvy marketers will quickly embrace the consumer shift, and audio advertising will be reimagined through the lens of native experiences as opposed to terrestrial radio adaptations. Through streaming intelligence, we build audience experiences that fuel engagement and trust; one way Spotify is able to do that is by understanding people through music.
Understanding people through music, a Spotify led research has become a key part of our data mission. The theory behind the work: because music listening is so uniquely emotional, universal and, now, addressable thanks to streaming, it can uncover deeper insights than consumption of other kinds of content like movies and TV. Music as we know it, is weaved into our everyday lives. There is a song (or a playlist) to represent each moment of our lives.
These moments can be as simple as having a shower before heading to work or preparing for a night out in town. Music reflects who we are, what we are doing and how we are feeling in any given moment. And thanks to music streaming services, people are listening to music and amplifying these moments more than ever.
What does this mean for brands?
Streaming opens up an entirely new set of addressable moments for marketers. The music streaming ad revenue opportunity is worth $1.5 billion today, and it’s expected to reach at least $7 billion by 2030. Audio’s unique ability to flex to consumers’ needs makes it an especially powerful marketing tool. The mobile moments “at work” and “working out” alone have opened up $220M in ad revenue opportunity. With that in mind, brands should leverage audio to reach out to their audience when they are most engaged, coupled with the right message that matches that moment in time.
It is really is about reaching out to the right people at the right moment. How are you doing that?
From consumer engagement and privacy to technological advances, content strategies and monetisation, data in its various forms is everywhere and companies are challenged with harnessing and analysing it smartly for greater returns.
Here are some of the top trends driving media companies:
Mobile and Social – What Consumers Want
Audiences today expect video to be on mobile. According to Ooyala’s Q4 2017 video index, mobile’s share of video plays in Asia-Pacific surpassed 60% and the medium had the most share of plays amongst other devices in the region.
Social media video continues to grow, driving media companies to lean more on social to promote and enhance their content, and grow their audiences. Content, strategic partnerships, innovation and branding are key to their growth in the future.
The focus on more granular applications of asset metadata has also led companies to AI capabilities. Modern data-driven media platforms connect and streamline content supply chains to help media companies search their content archives for video, audio or text files with facial recognition, language translation, visual text identification, and more.
Immersion with AR and VR
With mobile devices getting more ubiquitous and advancements in 5G connectivity, we’re looking towards a future of more immersive video content, thanks to continuous progress developing virtual reality (VR), 360-degree video, and augmented reality (AR) technology.
A study confirmed that VR increases viewer engagement with journalism, particularly with larger-scale experiences. And VR360 ads were found to perform better than traditional ads, with advanced platforms supporting VR360 playback for VOD and live.
Interest for AR is rising within the wider industry. Consider The New York Times’ integration of AR into its stories, including features published during the 2018 Winter Olympics.
Data at the centre
As media companies strive to be innovative in monetising content and diversifying revenue streams, it is data that will increase their chances for success and lead them into the next era of media.
While the 2014 World Cup in Brazil was marked by social media, the upcoming tournament in Russia is set to be the World Cup of Mobile. Internet penetration has grown from 42% to 55% since the last tournament, and mobile now makes up 73% of total internet consumption.
Tentpole sporting events are particularly suited to mobile app targeting, as sports fans are typically never far from their mobile devices, and a large portion of content related to the tournament will be consumed on a mobile device.
Live streaming has grown massively over recent years, to the extent that the 2018 Winter Olympics was live streamed by twice the people compared to 2014. In addition, 30% of fans stream sporting events on their mobile devices because it allows them to watch games and events “on their own terms”. Second screening in live sports is also huge – 80% of viewers use their mobile devices to search for player stats and to replay videos of key plays.
Beyond live streaming, several other mobile app categories see uplifts during major sporting events:
Sport – fans use mobile sports apps to find out more about their favourite teams and players throughout the tournament, both during and between games
Fashion is the biggest ecommerce category, while payment methods and delivery issues are the biggest concerns for online retailers and marketers in Southeast Asia and Taiwan, according to a new report from Econsultancy and Shopee exploring challenges and opportunities in ecommerce across the region.
The results revealed that 51% of online retailers and 41% of marketers saw their online sales rise, but for 28% of online retailers and 29% of marketers, online sales remained the same relative to the past year.
Fashion and accessories was the most popular category on online marketplaces, with 23% of online retailers and 16% of marketers active in it. Health and beauty was the second most popular category, with 17% of online retailers and 15% of marketers offering choices in it.
The survey also revealed that marketers in Vietnam (11%) were the most active in the computers, camera and mobile phones category, edging out Singapore (10%) and Taiwan (10%).
While around a third of online retailers (32%) and marketers (33%) indicated that they did not sell internationally and had no plans to, the ecommerce market in the region is poised to grow with 54% of online retailers and 39% of marketers planning to offer their wares and services to other countries.
As the region’s digital ad spend grows, consumer data has become a massive by-product for brands, but lack of training in digital and data related skills is a key barrier to campaign success.
Research by Adobe Digital Insights reveals that gaps exist in the applications of data-led creativity in digital campaigns for Asia Pacific. 65% of 18 to 34-year-olds prefer ads based on their interests, with a third of the same demographic believing advertisers can do better in personalisation.
Much of this can be attributed to brands appointing multiple agencies that end up working in silos focusing on distinct and individual KPIs. The lack of digital collaboration ultimately results in wasted advertising dollars.
“The challenge in tailoring digital campaigns lies in recognising where data originates and how they influence creative briefs to develop highly relevant and engaging content. Especially in Southeast Asia, where programmatic is only beginning to take off, brands must be quick to pick up on key learnings, ensuring advertising budget drives toward achieving business bottom lines,” said Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore.
To encourage a data-driven approach, it is imperative on brands to leverage a Creative Communications Process framework across the entire campaign development process.
“As data-driven marketing becomes the new normal, it is important to advocate data-inspired creativity among marketers, agencies and brand owners. Using the Creative Communications Process framework, digital campaigns can be readily optimised with insights from the data signals around us, to develop engaging and impactful creative platforms and campaign ideas,” said Deepika Nikhilender, Senior Vice President, Xaxis Asia Pacific.
Creativity Inspired by Data accounts for current industry needs, with contribution by senior representatives from BBH, Twitter, Digimind, Xaxis, Wavemaker and Unruly.
To get a copy of the Creativity Inspired by Data white paper, click here.
AppsFlyer has just released it’s “State of App Marketing in India” report, offering insights into India’s mobile marketing landscape, the latest trends and how to navigate India’s mobile ecosystem.
India is the world’s fastest growing mobile market, faster than even China, with the country now accounting for 10 percent of global smartphone shipments, according to IDC. Indian consumers have a relatively high in-app buying rate compared to the global average, especially in shopping apps.
The report looked at three broad categories of shopping, travel and entertainment apps, and also revealed other key findings:
India ranks sixth globally in terms of number of minutes spent on apps per day.
There was a 200% increase in the average number of installs per app when comparing January 2017 to January 2018
India suffers from a high uninstall rate due to limited storage space in the Android dominated market. Close to one third (32 percent) of installed apps are deleted within 30 days. Retention is also a challenge with only about 5% of users active 30 days after installing an app.
India is increasingly attractive to non-Indian apps, especially Chinese ones. More Chinese apps are now in the top 200 compared to Indian apps. The share of non-Indian apps in the categories of shopping and travel grew by 84 percent and 45 percent respectively. In contrast, the share of Indian-based apps has risen year on year in the entertainment category.
The State of App Marketing in India report analyzed data from different time frames throughout 2017, with a sample of 1 billion plus app installs, 4 billion app opens, and $400 million generated from in-app revenue.
Myanmar is going through a digital transformation. AdsMy, a local marketing tech platform, have produced a trends deck covering digital marketing and consumer behaviour for Myanmar in 2018. Programmatic, mobile, video, native and digital advertising are all highlighted as growth areas.