CONTENT MARKETING IN CONTEXT
Media shifts and Tech priorities
Defining the terms
Content marketing in context
Consumer sentiment
Content marketing in action
Measurement
Case studies
Pointers
Agenda
Media shifts
of global consumers have used an ad-blocking tool to stop websites from displaying advertisements when they visit them*
6 in 10+4% Global ad spend
reaching US$602.5 Billion globally in 2017
+12% Digital ad spend.
Mobile accounts for 87%share of digital growth in 2017
Predicted ad spend share 2017
16%
35%
35.3%
Source: Zenith Ad Forecast March 2016, Publicitas Marketing Priorities 2016
Results from Marketing Priorities 2016 closely reflect advertising spend forecasts.
Advertising budgets among advertisers and agencies for 2017 (% forecasting an increase)
87%
45%
29%
13%
Format explosion
Digital
formats
Digital formats budgets shifts among advertisers and agencies for 2017 (% forecasting an increase).
Social media Online Video Mobile web
Location based adsNative ads Email
87% 81% 75%
73%66% 35%
Source: Publicitas Marketing Priorities 2016
Technology priorities Mobile technology changes continue to dictate the way we do business, but the hardware and software required to facilitate progression is key.
Power of Mobiles devices 66%
M-Commerce 60%
Social Media software 57%
Mobile App Development 56%
Big Data 53%
Internet of things 51%
Security and data protection 35%
Cloud Technology 31%
Virtual Reality 26%
Wearable Technology 21%
Augmented Reality 18%
Robotics and Al 13%
Question: Which of the following would you consider the TOP FIVE technology factors that will impact your business sector in 2016? (ANY TOP 5 MENTIONS)
Source: Publicitas Marketing Priorities 2016
Defining the terms
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and, ultimately, to drive profitable customer action”
Content Marketing Institute
“Branded content is any output funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment and/or education”
Branded Content Marketing Association
Out of a list of 24 media trends and priorities measured on the Publicitas Marketing Priorities survey, attributes relating to content, advertising formats, programmatic, audience targeting and measurement appeared in the top rankings.
Content marketing 44%
Content quality 35%
Programmatic 35%
Mobile video 35%
Cross-device targeting 34%
Ad personalisation 34%
Accurate audience measurement 33%
Content relevance 31%
Ad avoidance & skipping solutions 28%
Rich media advertising formats 26%
App ad blocking 22%
Importance of Millennials 16%
Virtual Reality 16%
Question: We have collared a list from many sources highlighting some key media trends highlighted for 2016. Which do you consider to be the TOP FIVE talking points for the media industry in 2016? (ANY TOP 5
MENTIONS)
Source: Publicitas Marketing Priorities 2016
Marketing priorities
Global Marketing Priorities Ranking by Media Type (Top 10)
Rank Publishers Agencies Brands
1 Content marketing Content marketing Content marketing
2 Ad personalisation Programmatic Content quality
3 Rich media advertising formats Mobile Video Content relevance
4 Mobile video Cross-device targeting Ad personalisation
5 Programmatic Accurate audience measurement Accurate audience measurement
6 Content quality Content quality Cross-device targeting
7 Cross-device targeting Ad avoidance & skipping solutions Mobile video
8 Ad avoidance & skipping solutions Content relevance App ad blocking
9 Accurate audience measurement Ad personalisation Virtual reality
10 App ad blocking Rich media advertising formats Programmatic
Source: Publicitas Marketing Priorities 2016
Marketing priorities
90%
81%
71%
66%
56%
46%
44%
42%
32%
17%
15%
Audience relevance
Engaging and compelling story telling
Effectively delivers message
Triggers a response/action
Re-usability
Originality
Written for SEO
Well-edited copy
Custom content
Low cost
Easy to produce
Most important elements of effective content
81% of marketing executives
agree that ‘relevant content and environment helps prevent ad blocking’
94% Agree of global marketers
agree that emotional marketing is increasing in importance
Source: Regalix State of B2B Marketing 2015, Publicitas Marketing Priorities 2016
The proliferation of ad blockers is consumer payback because brands have "insulted the audience's attention" for too longLaura Henderson, Head of Content, Mondelez
6 in 10 global consumers claim that they actively block online ads*
73% of global
consumers prefer branded content over
traditional forms of advertising**
4 in 5 think personalized branded content is more
effective than un-personalized content***
66% would not block
branded articles from one of their favourite
brands**
76% are more
receptive to sponsored content
if the subject matter is of interest**
Source: *Global Web Index Q1, Q2 2016 ** Thomson Reuters, Synergy Research and Consulting 2016 *** Smart Insights May 2016
Content marketing in action
Source: Content Marketing Association 2016
• 73% of marketers consider measurement "very important" to their content strategies• 45% said they would be putting a greater proportion of their content budgets towards measurement• 50% said it was possible to accurately measure the ROI of content marketing
,
ANALYTICS CONSUMER INSIGHT
• Tools: Google, Adobe, Keyhole, Brandwatch, DMP
platforms etc.
• But often too fragmented for cross-media campaigns
especially involving traditional media
• Key metrics: Impressions, CTR’s, Users, video views, dwell
time, likes, followers etc.
But what’s it doing for your brand, how is it measuring
behaviour and brand perception?
BCMA promotes best practice in content marketing
measurement
Content Monitor programme (BCMA, Oxford Brookes
University, Ipsos Mori)
Approach: Test vs. control or exposed vs. non-exposed
Relevant target audiences and relevant platforms
Content and brand measures
Attention, content opinion, brand engagement, brand
image, impact/consideration
Measurement
Source: BCMA, Ipsos Mori 2016
A brand for people like me+12%
Is a brand I aspire to+9%
Like the content 70%It’s not the type of thing I’d expect from this brand51%
Would consider purchasing+15%
Exposed vs. control
Branded content gets results
Branded content gets results
Exposed vs. non-exposed
I associate Airbus with the Farnborough Show
Airbus has a good strategy for the future
Would recommend Airbus
Would prefer to travel with Airbus over Boeing
+25%
+11%
+28%
+13%
Source: Thomson Reuters, Synergy Research & Consulting 2016
1. Define objectives
2. Establish targets
3. Grab attention!
4. Matching context
5. Align timings with platforms
6. Relevant content increases receptiveness
7. Content tone is important
8. Delivery and formats matter
9. Connect with empathy and emotions
10. Measurement
10 Consideration for successful branded content campaign
CONTENT MARKETING IN CONTEXT