Exploring Digital Media · 2018-03-20 · KNOW DIGITAL Consumers expect integration and convergence But they don’t always get it. They expect syncing between devices… They expect

KNOW DIGITAL

Exploring Digital Media13 March 2018

KNOW DIGITAL

The flow

• Introduction

• New Developments in Digital

• Industry Challenges Discussion

• Digital Overview

BREAK

• Strategic Integration / Convergence

• How to get the best from Media Partners / Agencies and Clients

• Closing Remarks

Interact, Engage – we really want to know

what you think!

KNOW DIGITAL

Where are we

headed & how

will we get

there?

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89,9 Million Mobile

connections

153% mobile

connections as

a % of

population

58% are

broadband

(3G+)

42,4 Million Unique

Browsers

70,87% unique

mobile browsers

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Time Spent Online

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

Less than 30minutes -

Average internetusage

30 minutes to 1hour - Averageinternet usage

Between 1-2hours - Averageinternet usage




More than 8hours - Averageinternet usage

Do not spendtime on theinternet -

Average internetusage

Weekday Saturday Sunday

Source : Establishment Survey 2017

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Days accessed the Internet per week by SEM

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

Total SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10

1 day - Average accessed/week 2 days - Average accessed/week 3 days - Average accessed/week

4 days - Average accessed/week 5 days - Average accessed/week 6 days - Average accessed/week

7 days (every day) - Average accessed/week I dont access the internet in an average week


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Daily access by Age and Gender

0,0

5,0

10,0

15,0

20,0

25,0

30,0

35,0

40,0

45,0

Total 15-24 years 25-34 years 35-49 years 50-64 years 65 + years Men Women

1 day - Average accessed/week 2 days - Average accessed/week 3 days - Average accessed/week

4 days - Average accessed/week 5 days - Average accessed/week 6 days - Average accessed/week

7 days (every day) - Average accessed/week I dont access the internet in an average week


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Online activities Mobile vs PC, SEM 8,9 &10

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

Banking onComputer

Banking onCellphone

Search for thingson Computer

Search for thingson Cellphone

Download musicor podcasts on

Computer


Cellphone

Play games onComputer

Play games onCellphone

Use social mediaon Computer

Use social mediaon Cellphone

Total SEM 8 SEM 9 SEM 10


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0,0

10,0

20,0

30,0

40,0

50,0

60,0

Banking onComputer

Banking onCellphone

Search for thingson Computer

Search for thingson Cellphone


Computer


Cellphone

Play games onComputer

Play games onCellphone

Use social mediaon Computer

Use social mediaon Cellphone

Total 15-24 years 25-34 years 35-49 years 50-64 years 65 + years

Online activities Mobile vs PC by Age


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SA top sites (excluding global publishers FB, Google, Twitter, etc.)

Source: Effective Measure Feb 2018

Note the high

Mobile usage

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Facebook SA

~18 000 000

Number of Facebook Users in South Africa

16 000 000

Number of people who access Facebook via a

mobile device (89%)

Source: World Wide Worx 2017, We are Social Jan 2018

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Unique browsers by day

Mobile Browsing

Ave page views per visit

Source: Effective Measure Feb 2018

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Time Spent Using Cell PhonesMinutes spent on cell phone per day:

Source: IAB Mobile Poll June 2015

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UR

CH

ASE

BEH

AV

IOU

R F

UN

NEL

Using store locator to find a store

51% Purchase Intent

25%

Using mobile coupons

32%

Making Purchases on your cellphone

32%

Using your cellphone to make payment i.e. snapscanP

urch

ase

46%

Subscribe to brand/product emails

Loyalty

Co

nsid

eratio

n P

hase46%

Click on adverts that link to a brand website

Reading reviews of recent/future purchases

56%

Checking prices/comparative shopping on your mobile

51%

Clicked on a link to a brands website

53%

Researching items before purchase

63%

Do you use your cellphone for the following?


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Items Purchased on Mobile DevicesOf the 32% that purchase using their cell phones, this is what they bought:


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Items Purchased on Mobile DevicesOf the 32% that purchase using their cell phones, this is what they bought:


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Benefits of Cell Phone Use


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Did people research or purchase their product online or offline?

Source: Google Consumer Barometer

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Where are SA Marketers spending on Social?

Source: World Wide Worx 2017,

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• Mobile is ESSENTIAL• Be easy to find!

• Make it easy to interact with your brand

• Don’t exclude weekends

• The youth are still on Facebook and growing – (don’t ignore)

#WhatWe’veLearned?

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Media Convergence, Multi-Channel campaigns and Media IntegrationCross-Channel, Omni-Channel, etc.

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Is there a difference?

Media convergence:interconnection of information and communications technologies, computer networks and media content. It is a direct consequence of the digitization of media content and the popularization of the internet.

Multichannel marketing is the implementation of a

single strategy across multiple channels or

platforms, thus maximizing opportunities to interact

with prospective customers..

Source: Brittanica.com, Emarsys.com, JumpDavidJump.com

Integrated Media: content

distributed through multiple

mediums in an integrated

fashion. Integrated media

requires that a specific

content property effectively

leverages the multiple

mediums that property is

distributed through in a

coherent, seamless fashion.

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Why is Media Integration Important?

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Digital and offline are equally NB in SA

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When it comes to brand impact, all media play an important role in growing brands

Average contribution – key metrics

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People feel media fragmentation, but some also say campaigns fit together better & tell better stories

Source: Kantar Millward Brown AdReaction global Survey 2017

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1 in 4 measured campaigns are not well integrated

Source: Kantar Millward Brown global CrossMedia database

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Consumers expect integration and convergence

But they don’t always get it.

They expect syncing between devices…

They expect your media to pick up where it left off... Or the option to start a new session

They expect seamless integration…

Source: Kantar Millward Brown Getting Mobile Right global marketer & AdReaction global Survey 2017

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In addition to integration, TV, online video & outdoor benefit most from customisation.

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TV Viewership on devices

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

100,0


Monthly TV viewership

Watching TV on TV set Watching TV on Cellphone

Watching TV on Desktop computer or laptop Watching TV on Tablet

Watching TV on Game console Watching TV on Other device

Watching streaming TV (cell, computer, tablet or games console)


TV on the box

still king.

Top SEM: over

10% streaming

content

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Magazine and Newspaper consumed on devices

0,0

10,0

20,0

30,0

40,0

50,0

60,0


Monthly readership

Reading magazines on a tablet Reading magazines on a computer Reading magazines on a cellphone Reading magazines printed copy

Reading newspapers on a tablet Reading newspapers on a computer Reading newspapers on a cellphone Reading newspapers printed copy


Higher SEM: 1/3rd

of readership on

mobile

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Radio Listenership – up to 43.6% on mobile

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0


Monthly Radio Listenership

Listen radio on Radio set or hi-fi with radio Listen radio on car, taxi or bus radio

Listen radio on TV set Listen radio on cellphone

Listen radio on desktop computer, laptop or tablet Listen radio on other device


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Jacaranda FM streaming data

166844

341478455513 448210

655599796305

732555 753234649865 606557

495598372709

465757507243

0

200000

400000

600000

800000

1000000

Jacaranda FM Monthly Connections Jan 2017 – Feb 2018

0

100000

200000

300000

400000

500000

600000

1:00AM

2:00AM

3:00AM

4:00AM

5:00AM

6:00AM

7:00AM

8:00AM

9:00AM

10:00AM

11:00AM

12:00PM

1:00PM

2:00PM

3:00PM

4:00PM

5:00PM

6:00PM

7:00PM

8:00PM

9:00PM

10:00PM

11:00PM

12:00AM

Jacaranda FM Peak Listen Times Jan 2017 – Feb 2018

Desktop83%

Mobile16%

Tablet1%

DEVICES

Desktop Mobile Tablet

January 2017 – February 2018 Stats – Source: https://iono.fm/browse/providers

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Converged digital & radio: Outsurance example

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• Media consumption is becoming ubiquitous

• Consumers expect convergence

• Integrated media strategy is increasingly more important.

• Leverage / customise each channel for maximum impact


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Native AdvertisingCan anyone define it for us?

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Native is integrated with content & platform

Paid ads that are so

cohesive with the page

content…that the viewer

simply feels that they

belong

Source: IRB, The Native Advertising Playbook

• We used to know it as Advertorials and Content marketing

• 73 Percentage of people who have little or no understanding about native advertising. (Copyblogger’s 2014 State of Native Advertising Report)

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Native advertising effectiveness proven

Source: IRB, The Native Advertising Playbook

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Native or Product placement?

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From native to an immersed consumer

How will Native advertising develop as consumers have enhanced media experiences

• 3D movies

• Augmented Reality

• Mixed Reality

• Immersion content

• 360 degree videos

• Virtual Reality

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• Native advertising is more likely to connect with consumers – enhancing the ad experience

• Leveraging content & platform effectively can drive influence

• Transparency is still required

• Bonus: Content improves SEO


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Real-time MarketingContext, Bidding, Data driven implementation

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What is real-time marketing?

• Real-time marketing is focused on events /occasions / milestones / etc. and amplified through social and digital media.

BUT, it’s also about:

• Real-time analysis

• Real-time bidding

• Real-time reporting

• Real-time optimization

• Resulting in daily campaign improvements.

How often do you check campaign performance?

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Real-time or Any time?


Finding the sweet-spot to post

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When to tweet for maximum effect…


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• Real-time marketing is a multi-faceted and resources are often limited to implement for maximum benefit

• Explore what data you have access to and how you can enhance the media experience using it

• Review your analytics – you can save $$$ just with timing

• Choose partners well


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The role of creative In media effectiveness

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Largest variation in performance amongst digital campaigns is the creative!

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Advertising Effectiveness

TRUST

RELEVANCE

PROMOTION

CREATIVE

USEFUL

I would Notice / Click on a mobile advert more:


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IAB Rising Stars research

• Findings are based on 2,227 respondents, ages 18-54, recruited from a mobile panel and invited to take the survey on their IOS smartphone or tablet.

• After being exposed to a mock web page with either a Mobile Rising Star ad, mobile banner ad or control group, survey participants completed an online survey on their mobile device.

• Ads were developed for each of the three test brands per below. Each ad used the same creative assets for consistency and the same mock web page to eliminate bias during testing.

Ads Tested:

- Standard Mobile Banner Ad

- IAB Mobile Rising Star Ads

- Vibrant Mobile Rising Star Ad with in-text branded keyword

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Which of the following brands did you see an ad for on the previous page?

Interaction increases brand and message recall

52%

90%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Viewed standard mobilebanner ad

Interacted with mobilerising stars

74% Lift in brand

recall

52%

63%

0%

10%

20%

30%

40%

50%

60%

70%



Which advertising message do you associate with the brand advertised? (3 options available)

22% Lift in message

recall

BRAND RECALL MESSAGE RECALL

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Interaction improves brand perception

21%

38%

0%

5%

10%

15%

20%

25%

30%

35%

40%



Thinking of the ad you just saw, which of the following statements would you agree with? - The ad improved my impression of the ad -

83% lift improved

impressions of brand

BRAND PERCEPTION

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Interaction improves brand advocacy

64%

72%

58%

60%

62%

64%

66%

68%

70%

72%

74%



How likely are you to recommend the advertised brand to family and friends, as a result of seeing the ad? - Top 2 box: “very likely” or “somewhat likely”-

12% lift in recommending

brand to friends/family

BRAND ADVOCACY

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Interaction enhances the mobile user experience

22%

29%

0%

5%

10%

15%

20%

25%

30%

Viewed standardmobile banner ad

Interacted withmobile rising stars

Which of the following would you agree with, as a result of seeing the ad?- The ad was more ________ than ads I usually see on my mobile device. Check all that applies”-

73%

ENGAGING

21%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%



33%

42%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



FUN MEMORABLE

30% 29%

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Interaction improves mobile ad receptivity

39%

47%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%



Which of the following would you agree with, as a result of seeing the ad?- Compared to other ads seen on your smartphone/tablet, how would you rate the ad you just saw”-

22%

WELL DESIGNED

36%

57%

0%

10%

20%

30%

40%

50%

60%



46%

63%

0%

10%

20%

30%

40%

50%

60%

70%



ATTENTION GRABBING

BETTER THAN OTHER MOBILE ADS

57% 38%

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Interaction results in positive mobile User Experiences

Thinking of the ad you just saw, which of the following statements would you agree with?

34% lift Complemented

the article

THE AD I JUST VIEWED….

2X More likely to say the ad

improved their impression of

page

39% Lift Emotional brand

resonance

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• Click to:• Share• Tweet• Download• SMS• Store locator

• Mobile click to:• Call• SMS• To be called by the brand

• Interstitials:• Cover Flow

• Over-the page

• Home page take-over (not!)

• Form ads

• Engagement Banner

• Wipey

• Interactive Banners

Creative Stars

Creatives need to respond to responsive web designs. Moving from fixed pixel sizes to flexible ad units based on aspect ratio and size ranges

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Best creative – creates a strategic connection

• Meaning

• Story / Content / Advice

• Humour

• Location

• Heart / Passion

• Interests

• Real Value and Real Values…

• Leverages content and platform

But still Integrated with campaign

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• Creative performance impacts greatly on media effectiveness

• Creative should be interactive

• Think out of the box – create your own platforms

• Micro ads can be used to reach the masses – it just takes time


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Preventing Ad Avoidance

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Who blocks ads?

• 26% of Users Surveyed Block Ads on Computers and tend to be Men 18-34 years old.

• Anti-Virus confused for ad blocking. Additionally, 40% think that they are using an ad blocker. The confusion comes from consumers thinking that antivirus software or pop-up blockers built into their browser are ad blockers.

• 15% Block Ads on Smartphones and tend to be Men 18-34 years old.

Who Does Not Block Ads?

• Among consumers not blocking ads, 20% are past users of ad blockers. Why did they stop? Content being blocked and messages asking them to unblock in order to view content drove them to uninstall.

• In addition,17% of consumers not blocking ads are at risk to start doing so. Why? Largely, for the same reasons as those of consumers currently using ad blockers, in addition to the fear of getting a virus.

IAB survey in US

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How do we prevent ad blocking?

• Here’s how to win back ad blockers and prevent future blocking:

• Do’s:• Give users control: Video skip button, thumbs up/down ratings.

• Assure users of site safety: Provide guarantees that site and ads are secure, malware and virus-free, and won’t slow down browsing.

• LEAN Principle (Light, Encrypted, AdChoices Supported, Non-invasive Ads)

• Don’ts:• Don’t disrupt their flow with: Ads that block content, long video ads before short video

content, ads that follow down the page, autoplay, slow loading (especially on mobile), pop-ups, or full page ads.

• YES BUT… Pick the right environment, right target audience if you want to break the rules. Or find full page spaces the way Nescafe did…

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Not only active ad avoidance, but also

• Paid entertainment environments such as Showmax – no advertising.

• iTunes for you – weekly playlists of fresh music – no advertising.

The need for Native advertising, Product placement and Sponsorships will only increase.

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• If our creative is worth the time and effort to view and engage with, people will be less inclined to use ad avoidance tools.

• More people are uninstalling ad avoidance tools for fear of missing out on great content.

• Trusted ads are less likely to be avoided.


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Programmatic BuyingExpected to become 67% of Display advertising budget in 2018 –Match2One.com

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Are marketers using Programmatic Buying?

Source: World Wide Worx 2017

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What you need to know about Programmatic Buying

• Cross screen advertising

• Not just banners: Video, Mobile, Rich Media, etc.

• Hyperlocal targeting

• Top platforms have tools (invalid traffic technologies) to avoid Non-Human Traffic (NHT), saving you lots of money

Challenges

• Viewability

• Data consistency – industry needs to be uniform

• Transparency

• Buying across multiple partners – less efficient

• Non-human traffic

• Whitelists vs Blacklists (or Blocklists)

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White vs Black lists

Whitelist: includes a list of acceptable sites on which to run inventory (all others prohibited)

VS

Blacklist: denotes those sites where inventory is not to be served, ever.

Whitelists:

Brands we want to be associated with.

Trusted media brands. Trusted platforms with solid ad

and publishing tech. Good viewability

Blacklists:

Questionable content. Sites (often small and can’t afford) with limited filtering tech

& limited prevention of bot traffic & no requirement for user

authentication. Poor viewability

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Programmatic: Private Marketplace

• What is a Private Audience Marketplace?

• A Private Marketplace, also known as a PMP is an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers.

• Why would one consider a PMP?• 100% premium publisher content• Often able to get access to the inventory before it goes to the open

exchanges• You still only bid on cookies that meet your specific bid criteria

• Addresses:• the transparency issue• the traffic quality issue

• Adjoin – Africa’s first PMP. Offers video and native advertising

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Context drives consumption and engagement

Research published by the AOP (Association for Online

Publishing) in the UK found the following:

“Ads seen in a premium context are viewed for longer

(+17%), create 29% higher engagement (personal

relevance) and generate greater levels of left brain (+42%)

and right brain (+9%) memory encoding than ads on social

media (Facebook and YouTube).

“Ads seen within a premium context also elicit

stronger, more positive emotional responses”

“Both premium and social media environments outperform

the average of ads encountered during free browsing,

implying that targeting ads simply by audience is not

optimising ad performance online. Environment is

critical and the combination of premium editorial sites

and social media offers complementary strengths.

Social media provide a holistic, visual, overall brand impression

Premium contexts create detailed associations and personal relevance,

leading to better memory encoding.

Source: AOP - https://www.ukaop.org/news/news-feed/premium-editorial-sites-outperform-social-media-for-long-term-memory-encoding

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Context drives consumption and engagement.

Ads in premium (contextually relevant) environments also elicit stronger levels of response than ads encountered during general free browsing

Premium environments outperformed social on all metrics except attention

Commenting on the research, Newsworks’ CEO Vanessa Clifford said:

“…It’s not enough to find the right audience, people need to see ads in an environment that is conducive to memory encoding if we are to build brands longer term and maximise effectiveness. Premium editorial sites provide that highly valuable context.”

Source: AOP - https://www.ukaop.org/news/news-feed/premium-editorial-sites-outperform-social-media-for-long-term-memory-encoding

KNOW DIGITAL

• Choosing the right partner for Programmatic buying is critical – need transparency to develop trust.

• PMP’s offer premium content and creative solutions at media effective rates

• Context is important and drives effectiveness

• Consolidate: • Single view of Unique User

• Universal Frequency Cap

• Cross Platform measurement


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How do we increase media efficiencies?

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Marketing Effectiveness in the Digital Era - Highlights

1 Broad-reach campaigns are still the best way to drive market share, which is in turn a key driver of profit.

2 The good news is that the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media.

3 For brands investing at the right level, and in the right way, mass marketing is working better than ever.

4 Balancing long-term brand building & short-term activation is crucial. Around 60% brand and 40% activation is still the best combination.

5 Video advertising, both on and offline, is the most effective brand-building form. TV is still the most effective medium, but online video makes it work even harder.

6 Paid search & email emerge as the most effective activation channels.

The Institute of Practitioners in Advertising (IPA) Databank study

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“To get people talking and sharing, you need to provide great online content and promote

it with some kind of paid advertising.”

The Institute of Practitioners in Advertising (IPA) Databank study (2014 – 2016 cases)

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The role of Paid in POE


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The role of Online Video


Video advertising

is the most effective

brand-building

form, on and offline.

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Online boosts TV


With a TV only

strategy you miss out

on most of the day

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Radio effectiveness has improved with online too!


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Online media effectiveness

Cases from 2008 - 2016Cases from 2014 – 2016 (excludes Search & Email)


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Check list: Media integration & effectiveness

Engage with key stake-holders early on in the strategy & planning phaseCreative agency, brand team, agency lead, insights team, media partners

What’s the big idea and what role can you play in building it digitally?

Review previous campaign results & discuss possible improvements with media players

Make creative recommendations!Too often creative context is not considered by the creative team. i.e. Animated gif

“translates” into a FB Carousel ad. Typically does not work.

Too much text in creatives.

Inspire with rich examples

Consistency across devices and platform

Spare time & budget for innovation

KNOW DIGITAL

• Digital has improved the effectiveness of traditional media

• Video is the killer-creative solution for driving effectiveness online and on TV

• Great content/ads need to be supported with $$$

• Think long-term, even when you’re planning short-term activations. Balance 60/40.


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How to get the best from Media Partners?

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You can’t know EVERYTHING

• Use specialists or create / develop specialists in your team.

• If you are implementing RichMedia everyday, you’ll be a wizard at it in months…

• Your media partners are specialists in what they do too.

KNOW DIGITAL

Brief your partners well.

• I know we sometimes get the brief from “hell” from our clients: “I’ve got R300 000 to spend on digital next month – please send me a schedule asap so that I can get the PO signed.”

• As the custodian of the brand, you’ll know a lot more than the brief implies. Fill in the blanks for your media partners and let them get creative.

• Consider having an “innovation” or “super-special-knock-your-socks-off” media proposal with new campaign recommendations. Clients LOVE new ideas and if it blows them away they may just find the budget for it.

• Don’t just email a brief – have a conversation! The nuggets come through understanding & communication…

Documents

Exploring Digital Media · 2018-03-20 · KNOW DIGITAL Consumers expect integration and convergence But they don’t always get it. They expect syncing between devices… They expect