Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Mojca Briščik
MOJCA BRIŠČIK TO TAKE OVER THE HELM AT SOZ AS OF APRIL
The Steering Board of the Slovenian Advertising Chamber (SOZ) has appointed Mojca Briščik as the new Director of the Chamber, effective as of 1 April, 2016.
Mojca Briščik is currently an assistant executive director for textiles and perfumery in Mercator, responsible for marketing and public relations. Prior to that, she was in charge of Mercator’s corporate communications. She was actively engaged in the media for 17 years, and many know her as a TV reporter and a radio host. After the media, she continued her career path as director of retail department store Maxi. After four years, she took over the position of Director of Corporate Communications in Mercator. She is a member of the Slovenian Society for Public Relations and the International Association of Business Communicators IABC.
A NEW OUTLOOK ON MARKETING RESEARCH, ONE-DAY SEMINAR, BELGRADE, 19 FEBRUARY
Consumer behaviour is changing rapidly. Expectations of individual consumers that their personal expectations will be met is increasing, despite (or precisely because) the general purchasing power is declining. New consumer expectations demand innovation in the design of offers, and even more innovation in communication of offers. New “reading” of the needs and expectations, but also a new “reading” of channels and methods of communication, today are the biggest challenge for the industry of marketing research. Is the research industry ready to respond to this challenge?
Type and universal quantitative research are no longer sufficient to create promotional offers. Exploratory research on a smaller sample, combinations of qualitative and quantitative techniques, new qualitative methods, new, more sensitive instruments to measure the potential of the media, a new approach to the interpretation of research results and their integration into business decisions, these are the reflections of the new era and new expectations from marketing researchers. Those who find it easiest to adapt to the demands of this new age are specialized research agencies, which have a more creative approach to analysing consumer and market environment, focus on relevance (usability) of research findings, instead of piling up details, and they accept responsibility for decisions made on the basis of research.
Such changes in the research industry are not visible. Meetings of researchers and research users, such as the upcoming seminar to be held in Belgrade on 19 February, are intended to promote the potential of innovative, efficient and cost-effective marketing research, and to improve the performance of marketing professionals, users of advertising services and media.
WPP SPENDS BILLIONS ON GOOGLE AND FACEBOOK
WPP, the world’s leading advertising and PR company which employs 179,000 people, last year spent huge sums on advertising in digital media.
Only for adverts published on Google the company spent $4bn, which is 38% more than in 2014.
Even bigger increase (56 percent) WPP recorded with advertising on Facebook, where the company spent $640 million in 2014, while last year the spending on this channel surged to a billion dollars. Yahoo spending remained at the same level with between $400 and $430 million, which also goes for Twitter ($150-$225 million) and AOL ($100-$125 million). The ranking on their list did not change.
It’s interesting to see how much the WPP increased its spending on Google and especially Facebook, which is linked to the popularity of their acquisition of Instagram, a service that Facebook took over in 2012. The final results are not yet known, and analysts expect that Facebook in 2015 generated revenues of $17.5bn.
SPEAKERS: CONTAGIOUS MAGAZINE’S PAUL KEMP-ROBERTSON PRESENTS “THE DANGERS OF ANTI-CREATIVITY”
Paul Kemp-Robertson, Co-Founder and Editorial Director of Contagious Communications, will present a thought-provoking session on “The Dangers of Anti-Creativity” at ADFEST 2016, that will be held from 16 to 19 of March in Pattaya (Thailand).
Kemp-Robertson is an expert on consumer trends, and is considered one of the industry’s most reliable forecasters of the brands and movements that are shaping the future of our industry.
At ADFEST, he will examine the threats that exist to creativity both in marketing and business terms, and look at ways to ensure that your company keeps focused on creativity.
“Budget cutters, the short-termists and our own biases are threatening the one thing proven to deliver effective marketing: creativity. But it’s not just putting marketing at risk. We’re caught in the headlights of an anti-creative juggernaut on course to run down entire businesses,” says Kemp-Robertson.
Kemp-Robertson co-founded Contagious Communications in 2004, which publishes quarterly creative journal Contagious.
COMPANIES UNVEILING THEIR SUPER BOWL ADS
Several companies these days presented their Super Bowl ads. Heinz thus introduced their adorable “hot dogs” and “family” of its products in a 30-second ad, called “Meet the Ketchups”, the third for the Super Bowl from this brand. The ad was done by agency DAVID Miami.
The NFL has also unveiled its own video for the Super Bowl, in which they promote family bliss. The minute long ad presents children born exactly nine months after the big game in the cities of winning teams from previous years ;) Children sing Seal’s “Kiss from a Rose”, with a fun twist. The ad was done by agency Grey NY.
Hyundai also unveiled one of its Super Bowl ads, entitled “The Chase”. Hyundai is the official sponsor of the NFL, and this 30-second ad is part of a series that includes two humorous videos with Kevin Hart and Ryan Reynolds. “The Chase” was done by agency Innocean Worldwide, and is focused on the Blue Link Remote Start feature available in the new Elantra.
SURGE OF AD BLOCKERS IN MOBILE
According to the GlobalWebIndex, in the last quarter of 2015 there was a dramatic increase in ad blocking on mobile devices. In the last three months of last year, 36.7% of mobile users surveyed said they have started to block ads, which represents an alarm for an industry that has to find a solution to these trends. The trend is led by younger users, between 16 and 30 years of age, among whom over 40% are using ad blockers. In the final sum, over 70% of users either use ad blockers or intend to use them in the future. To make matters worse, Samsung is enabling support for ad block plug-ins on its Android powered devices, further encouraging the growth of this trend.
WHATSAPP REACHES ONE BILLION MILESTONE
Messaging service WhatsApp has crossed the mark of one billion monthly users for the first time, demonstrating its immense popularity. Through this application, which Facebook bought in 2014 for $19bn, 42 billion messages are sent and 250 million videos shared each day. Company’s decision last month to axe subscription fees certainly affected this result, but also opened up space for exploring new revenue opportunities in the field of advertising.
DISCOVERY AND TOYOTA BRING NATIVE ADVERTISING TO VR
Discovery and Toyota last week announced a partnership that will result in a virtual reality series called “Let’s Go Places: Austin”, through which users will be able to visit Austin, Texas. This is the first time that Toyota is investing in VR content, while Discovery can mark a major victory after the recent launch of Discovery VR service. In the VR series, viewers will join Brian Brushwood and Justin Robert Young in a Toyota RAV4 Hybrid and visit Lake Austin and Natural Bridge Caverns.
ALPHABET OVERTAKES APPLE AS WORLD’S MOST VALUABLE COMPANY
Google’s parent company, Alphabet, published data for the last quarter of 2015, showing revenues of $21bn, an increase of 18% over the previous year, which makes this the most valuable company in the world. The company has greatly exceeded analysts’ expectations and recorded a net profit of $4.9bn in the last three months of 2015. This, according to the company, is greatly due to the great business results in mobile and YouTube. The total revenue of the company in 2015 amounted to $74.5bn, compared to $65.7bn for the previous year.