All Posts in advertising
November 25, 2015 — Published by: Drew
New data has come out which shows that brands are now spending 500% more on marketing to millennials than on all other demographics combined. The new stats as published in Ad Week are from adtech brand Turn which has published this infographic that delves into the millennial marketing space. Social media commands 400% more of a focus on millennials, and video 600%, and all this echoes with our work at Battenhall too. Check out the research in full here.
If you read one thing today, make it the Connected Business supplement in this morning's Financial Times. It explores how digital is reshaping the world of advertising, from a high level how technology is changing the way brands sell, to the new social media influencers, five future marketing trends, a half-page graphic (see below) expanding on the different advertising avenues on offer from the main social networks, and my favourite piece - 'the future lies in number crunching' - a piece on the influence of smart data on the brand.
The full report is available online here.
All images courtesy of the FT.
We recently blogged about the rise of YouTube celebrities and for years now brands have been tapping into their highly engaged audiences through brand endorsements.
The influence of these YouTubers has been picked up by the media this year, uncovering that YouTubers can earn in the region of £100k in return for a day of product endorsement on their channels.
The latest revelation comes from the Advertising Standards Authority (ASA) who have noticed that some YouTubers have been breaking advertising standards. Today, the ASA have ruled that Vloggers must clearly declare when a brand has paid for a product to appear in a video.
YouTubers must now clearly mark ‘advert’, ‘promo’ or add a symbol onto the video or in the title. Simply saying ‘this wouldn’t have been possible without the help of *brand*’ isn’t going to cut it anymore. These changes are to protect the YouTuber's audiences who are often very young in age.
In our experience, we’ve managed relationships between brands and YouTubers where both parties have been keen to endorse the campaign message while making it look as natural and as discreet as possible. So these new rules will be a significant change for YouTubers as they work hard to maintain relationships with their loyal subscribers.
With this standardised approach to YouTuber endorsements being enforced by the ASA, the crucial effect yet to be seen will be the impact on subscriber loyalty and engagement. Does this new ruling change the commercial opportunity for brands and YouTube partnerships?
YouTubers owe their success to their loyal fanbases - they know better than anyone that the right content tailored to the audience has the potential to draw in mass support and engagement. As YouTubers grow their fanbases, commercial opportunities begin to appear and the line between fan loyalty and financial gain can become blurred. If the new ASA ruling jeopardises fan loyalty, we predict YouTubers will simply minimise the volume of product placement on their channels to avoid losing subscribers. It may be that YouTubers move over to brands' owned channels when promoting products in return for payment.
Every month we number crunch to find out how many active users each social network has and every month since we started doing this, we see Facebook is still on top with over a billion users. Yet research tells us that despite these stats, many brands and young users have broken up and moved on from Facebook, mainly due to the clutter of ads that have taken over the social giant.
A recent study by ad agency Ogilvy showed that as of 2012, Facebook limited the organic reach of content to around 16 percent and as of February this year, the organic reach for brand pages was between 2 and 6 percent depending on the number of fans per page. As The Next Web reports, this means that even if your brand page has a million fans, only around two percent of those fans will see anything you post unless you pay for it. No wonder then that brands like Eat24 have officially broken up with Facebook to move to other social networks like SnapChat, Vine, Tumblr and Instagram - which are not yet saturated with ads.
Research shows that more than 3 million teens have left Facebook since 2007, while the 55+ demographic has seen growth of 80.4 percent and according to the KPCB Internet Trends Report from 2013, Twitter, Snapchat and Instagram all saw boosts in popularity, while Facebook showed decline. Snapchat, in particular, grew from under a million snaps per day in May of 2012, with more than 140 million as of April 2013. Read more about this here.
January 7, 2014 — Published by: Drew
Wired magazine is running what some are calling the first ever interactive print ad. It's for the new Moto X phone from Google and it's getting everyone talking online. Take a moment to watch the video below, which has amassed over a million views already. From early blogger reports, the phone is pretty good too...
November 14, 2013 — Published by: Drew
Twitter this morning announced that any account in the UK, Ireland and Canada can now take advantage of its new self-serve advertising set-up. Previously only available in the US, this new service allows you to buy your own ad space on Twitter, simplifying the process and making it more flexible and affordable to get your advertising started.
This is a big opportunity for brand engagement and reputation management. If you want more people to see your account, you can now more easily set up launch a promoted tweet, which drives clicks and views, or a promoted account, which drives followers.
If you ever need to respond to a crisis issue, it's important that the right tweet appears when people are on Twitter or searching for you. Promoted tweets are a great tool for reputation management in this way.
And if you are looking to reach your target audience and engage new users on Twitter, promoting your account literally puts a price on a new follower and is a worthwhile addition to your online marketing spend.
To get started just go to ads.twitter.com and their system will walk you through getting set up.
November 5, 2013 — Published by: Drew
“Big Brother is watching you.”
The famous and haunting phase from George Orwell’s classic dystopian novel, 1984, in which a society is pictured under constant surveillance from an authoritarian government who could detect your every move and thought. This isn’t unlike the way modern brands are now using technology to monitor the way consumers behave.
Tesco this week announced it was going to begin introducing “minority report” style face-scanners to be installed in its petrol stations. This highly intrusive technology, aptly called OptimEyes, contains a hidden camera that scans queuing customers and detects their age range and sex. Using this information, the screens then plays targeted ten-second ads at customers. Although, arguably, not as prying as the WiFi bins which surreptitiously collected people’s data to target ads at them, it still does raise issues of privacy and people’s ownership of their data.
Targeted advertising is not a new practice but with the advent of smartphones and social media, marketeers have certainly taken advantage of the ubiquitous adoption of these technologies and the valuable customer insight they provide. According to a report by YouGov, online behavioural targeting accounted for 12% of all UK adspend in 2011. With access to customers' online shopping habits, interests and even social status readily available in some form through big data, it isn’t surprising that marketers will use this information to better sell products to our consumerist society.
Despite the uproar from some organisations such as Big Brother Watch, are consumers really against such an exploitative use of their personal data? Digital Advertising Alliance recently conducted a poll which seems to suggest consumers are rather blasé about behavioural advertising. The results, which were collated from a thousand adults, illustrated that only 4% of those who did the poll were in fact worried about behavioural targeting. Furthermore, the report showed that 70% of respondents liked seeing bespoke ads that appealed to their interests.
As smartphones and online sites become ever more prominent in society, it seems these advertising initiatives - such as Tesco’s OptimEyes - will become more prevalent. As long as brands don’t start targeting ads to us in our sleep, a society similar to the one described in 1984 is probably unlikely. Probably.