Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Diana Dumanić, Director at Red View Media
Croatian technological advertising company Red View Media has taken part in Dmexco (www.dmexco.com) – one of the most important conferences of digital marketing. Dmexco attracts marketing and technology experts interested in latest disruptive marketing trends as well as research in latest digital potentials. Last year there were 50700 visitors in two days and over 1019 exhibitors from all over the world. First Dmexco conference was held in 2009 and since then the number of visitors has risen by 343 percent. There were over 570 speakers at the conference, some of the most influential people in advertising and digital technology (Sir Martin Sorell, Sheryl Sandberg, Jack Dorsey to name but a few).
Red View Media is Croatian technological and advertising company. Our field is innovative solutions for digital marketing; lately we focused our attention on mobile advertising through our network of digital portals or programmatic advertising. We are cooperating with all major Croatian media agencies, our portfolio of services offers mobile advertising delivery using innovative formats with add-ons such as targeting specific sections of society based on behavioral, demographic and other data.
These campaigns offer strengthening of brands or achieving better results from digital campaigns. I will be a panelist in a discussion “How to be creative in the mobile age” during Weekend Media Festival in Rovinj.
Mobile advertising is becoming extremely important communication channel caused by changes in consumer habits. Mobile phones have become part of everyday life. People spend more and more time using their phones. Sixty three percent of smart phone owners use them every 30 minutes, twenty two percent use them every five minutes (IAB,June 2017, Always on – A Global Perspective of Mobile Consumer Experience). Some companies have adapted their operating strategy due to this. Spotify for instance has gone from Mobile first to Mobile only. At Dmexco itself Ian Wilson of Heineken pronounced dramatically that Heineken plans to go Mobile only even though online sales represent only 1 percent of their overall sales.
Mobile phone internet usage is higher than desktop or any other screen. Their usage for watching video content or accessing social media is by far the greatest. Mobile phones have become most efficient communication tool in advertising because user’s attention is focused on this screen, whilst TV is very often a passive medium. Mobile phone video advertising has become the best method of reaching targets alongside TV campaigns.
All parameters show that mobile phone advertising is achieving the best brand recall and directly increases intent to buy. Mobile phone campaigns can effectively target specific groups, particularly those who watch less TV, especially during brand and sales campaigns.
Interestingly, Marc Pritchard of P&G said at Dmexco that digital advertising is celebrating its 21st anniversary and that it’s about time for the industry to start behaving as a grown up. He changed the title of his presentation from Transformational RoadMap for Brand Building to Wake up call. It is time for all sectors to start cooperating -agencies, advertisers and tech companies in order to achieve Media Transparency and Brand Safety. It is time to stop placing video adverts lasting 30 seconds because average viewing of an advert is 1.7 seconds. It is necessary to achieve creative advert formats not lasting longer than 2 seconds. In other words, Mr Pritchard concluded that it was time for advertising and tech companies to solve problem of tedious ads and achieve better consumer satisfaction.
Creativity is essential in mobile advertising, it needs to be taken seriously because online video content watching has risen 20 percent in 2017, mobile share of the increase is 35 percent, whilst desktop computers, laptops and smart TV share of the rise is only 2 percent. The forecast for video advertising rise in 2017 is 23 percent, mobile phone video advertising is set to overtake video advertising on fixed platforms in 2018 (Global Intelligence, issue 3,2017 by Zenith)
There were many interesting speakers and themes during Dmexco, I would like to highlight some of them:
New vision: missing links in mobile advertising
Mobile phones and need to personalise content and focus on uninterrupted consumer experience. It is becoming important to connect mobile phones with objects, homes and cars. There is need to optimise media mix for different brands and intensify use of geo location in advertising, where and when the consumer is engaged.
Courageous steps – new experiences in working with brands
It is easy to continue with production of 30 seconds TV and online videos. It is an advertising method.
But, we live in a savvy society. Consumers are more engaged, they buy and own different brands, they often do research online before purchase. Long term memory encoding is important factor in encouraging purchase. The traditional model of advertising agencies has been the same for decades, it needs to change and needs to be adaptable to future trends.
Technology of storytelling: creativity based on data
As data becomes more sophisticated, brands and advertisers find themselves on a cusp of change between boring advertising and future trends – digital storytelling using improved usage of data. Main issues are: what content consumer wants? What platforms are being used? How to get meaningful experience of product and service? Can smart data answer these questions, what is building foundations for storytelling which in turn becomes the foundation of creative and design decisions?
Mobile technology has taken over the route to the consumer – what are the consequences for advertisers
Mobile users are connected non stop. They are using smartphones as extension of their brains. They are using phones for research and instant purchasing. Mobile has taken on a more central role in customer journey thus making changes in marketing.
Programmatic creativity – when content marketing is a smart solution
Whatever is your perspective, content is the most important component of consumers’ total experience. Therefore, the challenge of marketing is reaching current and potential consumer through appropriate channels, appropriate content and at the right time. Due to that fact, the focus is more and more on marketing automation, it helps companies to adjust approach by making content more relevant and timely. On a positive note, marketing now has time for innovation and growth of its brands through content development whilst not worrying about analysis and use of data. The scale of changes brought on by automation in digital advertising and creative processes causes fears of job losses within the industry. Can a technology take over creativity? How to make content a king in automated consumer kingdom?
Meet the artificial intelligence – when marketing machines learn
It is not enough in today’s digital economy to deliver personalised consumer experience. The experience has to be smart, fast and relevant to the easily distracted consumer. Many people in the industry consider machine learning as a key to timely and relevant consumer experience. Machines determine the target audience based on previous and current online activities and suitability of the audience for a particular brand.
IBM’s cooperation with Salesforce represents unique marketing solution based on artificial intelligence which connected IBM’s Watson and Salesforce’s Einstein. Now you can witness discussion of two brilliant minds of these companies on machine learning transforming marketing, empowering sales people to use data in untested way.
Artificial intelligence as an agent of change – influence over advertising industry
From Watson to Siri, Alexa and Cortana, each big technological company (IBM, Apple, Amazon, Microsoft) is testing boundaries of artificial intelligence as a personal assistant for dialogue or other ways of targeting consumers. With careful consideration of these tools, ad tech is researching ways for its application in the art of advertising.
Recent hype over artificial intelligence questions ways in which advertising industry defines that concept, and its future influence over digital media and advertising. In the landscape of different technologies, there’s a question of demarcation between artificial intelligence and the fall of machine learning. Which one is offering the best return for the investment? How is introduction of human sounding machines as data collection tools going to affect consumer privacy and other aspects of media industry?
Artificial intelligence in digital marketing – to be feared or embraced?
Interesting experiences don’t come along by themselves. It’s hard work made up of huge amounts of data and content. With artificial intelligence and machine learning, those in the marketing industry can rely on technology to collect and analyse vast amounts of data. This inspires creativity and transforms the way we work. Artificial intelligence enables companies to respond better to ever increasing complexities of markets.
Preparations for implementation of Data Protection Law – compliance with unavoidable regulation
The new Data protection regulation comes into force in 2018. The new privacy protection rules will bring fundamental change to the legal framework concerning data collection and analysis in Europe. It will particularly affect companies using third party data or whose business model is based on monitoring on line consumers behaviour and ways data are used.