Post by Nathalia Oliveira, Associate Planner with insights from Caterina Merenda, Marketing Specialist
On October 27 and 28, MediaPost hosted OMMA Chicago, presenting the Art & Science of Digital Advertising. OMMA Chicago explored audience targeting, data, predictive analytics and other factors that are transforming the way digital advertising agencies create and produce content.
Performics President Scott Shamberg and SVP of Analytics & Technology, Matt Miller weighed in on challenges in the digital marketing world.
Some highlights of the two-day conference included:
How are advertisers creating connected platforms for a holistic experience that goes beyond traditional TV ads? Every channel is different, and it’s important to understand how each can be used to reach that target audience.
A great example of this is how social channels differentiate themselves from one another: Sephora uses Pinterest boards dedicated to specific interests, where their Facebook page provides users with a linear story.
Mobile is rapidly growing, allowing users to be more engaged more often. Brands are beginning to see how important ads combined with technology are compared to traditional media; 40% of Nike/Nike+’s spend on traditional media has moved over to technology and product development in the last 3 years. Connecting with people is what’s important – the ads need to be where the consumers are.
Creativity and Technology
As advertisers, we need to change the shopping experience for consumers. We have so much information about individual consumers, and we have the ability to use it to our advantage by using technology in advertising. Through personalization and creating a memorable experience, we can create an emotional connection to the brand which has the biggest impact on consumers.
Create advertisements that are more experiential than advertise-y. Using multiple platforms at once can help the process. For example, the TV show Homeland had a trailer with an explosion, and mobile users watching the trailer felt their phone vibrate during the explosion. This increased the mobile views of the trailer by 12%.
Retail ROI and Measurement
In a mobile world, consumers can purchase items from anywhere. With the multitude of apps and mobile websites available, brands need to become more creative to be heard in all the ad noise – by triggering the consumers’ emotions to increase conversions.
If a brand is being built that doesn’t connect to the target audience, it has no point. Performics President, Scott Shamberg, discussed post-millennials – do we really understand them? How can we make a connection with them? These kids are growing up with Amazon, Snapchat, and more platforms. We have to start thinking critically about what their expectations are of immediacy and relevancy, having grown up with these technologies.
Ad blocking is becoming a significant issue, but it isn’t a complete disaster for advertisers. Matt Clemm, VP of Solutions Development at Vivaki, pointed out how ad blocking is just an evolution of consumer behavior – similar to outrage at pop-ups, or using the DVR to forward through TV ads. It’s becoming more and more apparent that display ads are only interrupting the user experience, promoting consumers to avoid them altogether.
Advertisers are focused on reach, not conversion. This is becoming a huge problem in digital, because display has lost so much value. Banner ads are everywhere and consumers ignoring them completely. Ad blocking is demonstrating how advertisers need to create strategies to engage users and create a brand connection – something that consumers can enjoy. Clemm also stated that advertisers need to be cautious when using tricks to get around ad blocking, because if it still creates a poor user experience, this will outrage consumers even more.
As data becomes more prevalent, advertisers are having a hard time bridging between multiple, reliable data sources and understanding how to measure them. Matt Miller, SVP of Analytics & Technology at Performics, discussed how advertisers can make informed decisions by understanding the methodology behind data and promoting organization-wide education. A flawed decision around a consumer can deliver a negative brand experience and a bad advertising message.
The greatest struggle is making sure that advertisers are ‘speaking the same language’ when they are bridging multiple data sources. Does that measurement look at the same behavior, and is it worth the same thing? Miller states that there has been increasing maturity in the marketplace around measurement, and it is no longer acceptable to approach executives with solutions that compare apples and oranges. CMOs now understand that there are different measurement/analysis methods across different types of channels– and solutions need to normalize across these methods to assist in making decisions about investments.