The product, called ‘telco-powered targeting – together with O2’, makes use of aggregated and anonymised customer behaviour data to match websites with audience segments, enabling advertisers to reach people based on ‘real’ customer behaviour.

Audiences can be targeted based on demographics, lifestyles, or life stages, with a particular focus on those who have shown an affinity toward particular brands, hobbies, or interests.

“This strategic partnership with Blis, leveraging the extensive anonymised and aggregated data from the O2 network, will deliver the kinds of audience insights that will enable brands to shift the needle on their advertising,” said Sergio Budkin, Director of Business, Products and Propositions at O2 (Telefónica UK). “Blis has proven experience in delivering results using location data and we’re thrilled to partner and bring this exciting proposition to customers across the UK.”

The post O2 links up with Blis on behavioural targeting product appeared first on Mobile Marketing Magazine.

60 per cent of the over 4,500 EMEA consumers surveyed use the internet to research products before ultimately making purchases in-store.

At the same time, impulse buying is still popular and an area which can be targeted, with 89 per cent of people who considered themselves as impulse buyers having made purchases based on a mobile ad they have received while out. And 67 per cent of 25- to 34-year-olds headed to a store after seeing an outdoor ad.

63 per cent of all shoppers use their smartphones while shopping, growing to 80 per cent amongst 25- to 34-year-olds. Due to this link to the digital world while shopping, 32 per cent would like to see self-checkout options across stores, while 27 per cent say they would be more inclined to make in-store purchases if brands implemented augmented reality or digital try-on functionalities.

The research also found that 60 per cent of people are ‘savvy shoppers’, who carefully search for the best value-for-money deals online before purchasing in-store, and a further 36 per cent view themselves as ‘bargain hunters’.

“Despite headlines about the ‘death of the high street’, we are heartened to see that more than half of consumers still crave that in-store experience to touch and feel the products they buy,” said Diane Perlman, Blis CMO. “In this new era of retail, real-world intelligence informed by location data is an essential tool for targeting shoppers while they are out and about, as it allows brands to understand the truth about what people are actually doing. Marketers should wield this tool when targeting impulse buyers in particular, the majority of whom have been directly influenced by ads to make in-store purchases.”

The post Consumers still prefer shopping in-store but want innovation: report appeared first on Mobile Marketing Magazine.

IAB Europe brings in its first chief economist
Dr Daniel Knapp has been appointed as IAB Europe’s first chief economist. The European-level industry association for the digital advertising ecosystem created the role to strengthen its market analysis and economic research offering for its corporate members and network of national IABs.

Knapp joins IAB Europe with more than 15 years of international experience in advertising research and forecasting. Most recently he was executive director for advertising research at global information company, IHS Markit. Knapp’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimisation.

“The digital advertising industry is one of the fastest growing and evolving sectors I’ve worked with. From new policies and regulations, to emerging channels and industry challenges, there has rarely been so much scrutiny or success applicable to one industry,” said Knapp. “I’m excited to be a part of IAB Europe’s new academic division, as they ramp up their research and insight expertise to members and industry stakeholders. It’s crucial, that as the voice of digital advertising across Europe, IAB Europe continues to lead on identifying and sharing the latest trends and insights to innovative and sustain this sector.”

MediaCom makes changes from within
Tom Curtis, previous head of MediaCom Beyond Advertising (MBA), has been appointed to the newly-created role of executive creative director as the company looks to solidify its creative-first culture.

As a result, Dan Wood and Paul Tremain will jointly take over leadership of MBA. Wood’s job will be to grow partnerships, manage media owner relationships, and commerciality, while Tremain will drive branded content and production and also take up a position on MediaCom’s managing partners board.

The final move will see Lindsey Jordan take up the position of head of media creativity.

“We are incredibly proud to announce a new structure at MediaCom that builds on our existing creative talents and strengthens our position in the industry,” said Luke Bozeat, COO at MediaCom. “The team continue to work across a broad range of campaigns and will no doubt impress clients and colleagues with their outstanding talent.”

King crowned as Blis’ global commercial officer
Location data technology firm Blis has appointed Dave King as global commercial officer. Starting in April, King will join an executive team that features fellow recent appointees in CTO Aaron McKee and CMO Diane Perlman.

King was previously UK MD at Exterion Media, executive commercial director at Telegraph Media Group and MD of Emap Advertising. He brings an in-depth understanding of the market and has delivered successful commercial strategies, working closely with agencies and advertisers.

“My career has been marked by implementing results-driven business transformation in the media industry, and I am excited about the opportunity to join the leadership team and apply this experience at Blis, a company that I’ve been following for years and was also an early investor in,” he said. “Scaling up successfully requires a vision, clear strategy and a success culture – I will be drawing on my experience to help take Blis to the next level.” 

Swrve appoints Aleardi as chief revenue officer
Mobile marketing automation platform Swrve has hired Joe Aleardi as CRO to fuel the company’s customer experience strategy and guide it through its next stage of growth.

Aleardi was responsible for IBM Watson’s go-to-market planning and execution, which included driving improvements in sales execution, customer acquisition, and engagement.

“The company has demonstrated to stand out as a leader in the sector delivering relevant interactions in real-time,” he said. “Consumer journeys are moving at the speed of now, and are no longer taking place in just one or two channels. I look forward to fortifying Swrves position in the market as the go-to solution for brands building connections with consumers in this dynamic landscape.”  

Dr Kelly becomes marketing practice director at Jaywing
Dr Catherine Kelly has been appointed as marketing practice director at Jaywing, a data science, AI, and marketing firm.

Kelly first joined Jaywing’s data science team in 2017 and has been instrumental in the development of its marketing effectiveness proposition, implementing AI within attribution modelling and introducing more of a focus on data-driven personalisation and econometrics. Before joining Jaywing, she held the role of senior manager within Asda’s data science team.

“It has been abundantly clear to me since joining that Jaywing leads the way in data attribution modelling, and is developing the kind of highly specialised and tailored techniques that will shape marketing practices of the future,” said Kelly. “I look forward to taking the lead in ensuring brands leverage the incredible tools we develop to create truly impactful campaigns.”

Wharrad and Gervais join Mood Media
Mood Media, an in-store media solutions company, has hired Jonathan Wharrad and Alexandre Gervais. Wharrad has joined the firm’s London international headquarters as global vice president of Mood Media’s advanced solutions group (ASG), while Gervais will lead sales and business development at the company’s Paris office.

Under Wharrad’s command, the ASG will develop interactive and sensory experiences for clients on a global scale – with a focus on the luxury retail, banking, insurance and automotive sectors. He boasts 20 years’ experience in the technology and customer experience sectors and joins Mood Media from Grassfish and Moki, where he led the growth of customer experience software solutions to international scale. He will report to Simon Bexon, SVP of global systems, visual and affiliate.

“This is an incredible opportunity to take Mood’s existing offering to the next level and build relationships with some of the biggest brands across the globe,” said Wharrad. “Our aim is to help brick and mortar retailers face the ever-evolving future of Customer Experience and engagement, with a focus on offering brand value in-store in a way that is genuinely scalable.”

Gervais also brings 20 years of experience with him into his sales and business development role. In this role, he will manage c-level projects and negotiations, while taking charge of key French and international accounts including Nissan, Renault, Montblanc and PSA. He joins Mood Media from French retail and design agencies such as Malherbe Paris and Market Value.

“I am delighted to be joining a company that is already seen as a market leader in its field” said Gervais. “The creation of the new team presents a unique opportunity to cement Mood’s expertise in audio-visual Customer Experiences, and I’m excited to be a part of this amazing challenge.”

The post Movers and Shakers: IAB Europe, MediaCom, Blis, Swrve, and more appeared first on Mobile Marketing Magazine.

Well, it’s been a busy week for mobile operators and handset makers. Seems like everyone is trying to shout loudest about 5G– from O2 detailing plans for its 2019 5G launch; Vodafone testing 5G on actual 5G smartphones; and Samsung announcing plans for 5G versions of its Galaxy Fold and S10 smartphones.

Clearly, big things are on the horizon for data and communications infrastructure. Governments across the globe are betting that 4G just won’t cut it in the Fourth Industrial Revolution. 5G is the next great leap forward in wireless data connections, pumping steroids into mobile phone communications. The new technology offers real advantages for digital marketing – but will marketers jump aboard before the 5G train leaves without them?
What’s the big deal?
Let’s not beat about the bush: 5G is a big deal. So much so that the government has launched a full 5G Strategy for the UK, setting out a vision for its adoption across the country. 5G technology will improve the speed and performance of wireless internet connections. It effectively turbo-charges the internet, allowing for seamless internet browsing on mobiles, cutting load times and stabilising connections.
Governments around the globe have recognised that 5G captures the essence of digital transformation, and are racing to upgrade their telecoms infrastructure. Countries such as the US, Germany, Qatar and South Korea are spearheading the push towards 5G, with trials and limited coverage already in place. Telecoms giants in the UK are jostling for position, with Vodafone and O2 taking on EE in the race to rollout 5G later this year.
Bountiful rewards for marketers
Faster internet speeds benefit business at large, facilitating more digital exchanges and transactions across a host of industries. Marketers and advertisers are among those who can share in the bountiful rewards of this new technology.
From a technical perspective, 5G will broadly drive down load times and lower latencies when consumers click on ads. Even though these are often less than two seconds today, 5G promises to knit brand experiences into web and in-app environments more delicately.
Better mobile infrastructure also means that rich formats and creative – including AR and VR – will become more mainstream. There is also greater potential to expand IoT applications, helping marketers connect the dots between mobiles and other smart devices, and understand their audiences more deeply.
But even more broadly, 5G means more browsing, scrolling and swiping. People will be able to consume more content, faster. More screen time means more opportunities to reach your audience – especially when they can access reliable, superfast connections through mobile data when they are out and about.
Saddle up for the 5G ride
The promise of this technology is clear for the advertising industry. But it won’t be smooth sailing unless marketers get into the right mindset to take full advantage of a future 5G bonanza. Rapid transformation brings challenges, and marketers should be aware of them.
A significant increase in the volume of web traffic will mean that ad exchanges will need to be able to handle many more bid requests. No matter how fast the internet connection, latency will remain a problem if programmatic providers aren’t able to process requests fast enough.
More traffic overall will lead to a growth in data available to marketers – a significant opportunity to improve targeting and personalisation. However, the market may well see a rise in poor-quality data, so marketers will need to ensure they have a trusted source of clean and high-quality data.
Among other forms of data, location will inevitably become more abundant, as users make the most of better mobile network speeds. This will provide marketers with a clearer picture of audience segments based on their behaviours, along with powering real-time optimisation to drive consumers into nearby shops. But marketers should be aware of working with providers who have sufficient expertise and a track record to deliver on the possibilities that will open up.
The 5G train hasn’t left the station just yet, but it’s set to depart soon. Marketing and advertising have everything to gain. Only by recognising its benefits and adapting beforehand can marketers belt up and enjoy a smooth ride, as we all continue to accelerate into the Fourth Industrial Revolution.

The post What 5G means for mobile marketing appeared first on Mobile Marketing Magazine.

American Airlines, Mobsta and Mediacom – Brand Campaign
American Airlines is a strong global brand, but in the UK, it struggles against the likes of British Airways and Virgin, with less than 5 per cent share of the UK long-haul market. It was looking to secure more Business Class customers from the UK.

By cross-referencing American Airlines traveller data with the members of the British-American Business Council (which has over 2,000-member companies), Mediacom had established that Business Class travellers who travel regularly to the USA are heavily concentrated in 2 London locations: Canary Wharf and The City, so the entire media solution was focused in these areas.

The campaign targeted travellers in London’s iconic Black Cabs. American Airlines ‘wrapped’ 85 taxis (along with tip-on seats and receipts) that were predominantly based around Canary Wharf and The City. In a media first, these moving vehicles were also geofenced. Exposed devices were identified by connecting to the taxi API platform, enabling the taxi GPS to be geofenced and capturing device IDs within this moving geofence. These devices were then retargeted with a unique kind of location-informed sequential messaging via the user’s mobile devices, ensuring that the messaging on the taxi media was reinforced to the target audience, via their smartphone.

People exposed to both taxis and mobile advertising saw a significant shift in purchase intent of 8.8 percentage points; an 8.6 percentage point shift in brand familiarity; and a positive shift in unaided brand awareness of 1.6 percentage points. The wider campaign saw an overall increase of 9.8 percentage points in purchase intent, driven predominantly by taxi and mobile activity.

BBC News and Urban Airship – Royal Wedding Weekend BBC News Rich Notifications
Around 24m people in the UK watched the wedding of Prince Harry to Meghan Markle on 19 May. The BBC covered the event on broadcast television as well as online and on mobile through its news app, which uses notifications powered by Urban Airship. But the BBC and Urban Airship realised that not all of the app’s users would want push notifications about the event, so an initial alert was sent inviting users to opt in to receiving extra news on the wedding. Each subsequent notification to those who opted in included an ‘Unfollow’ button, making it easy to unsubscribe from the wedding notifications.

2 per cent of the BBC News app audience responded to the interactive notification campaign which is 4 times higher than the media industry’s average engagement rate of 0.5 per cent. 300,000 of those who interacted with the notification chose to receive the extra notifications.

An analysis of BBC News’s notifications sent to this targeted segment compared to broadcast (untargeted) Royal Wedding notifications from five similar UK news organisations showed that BBC News’s strategy achieved a direct open rate across the campaign of 13 per cent, which was more than 4 times higher than the other news outlets’ notifications average engagement rate. The best performing notification for BBC News achieved a 30 per cent direct open rate which is extremely high for apps from any industry, especially media. The campaign also had an extremely strong retention rate, with only 12 per cent of users choosing to unfollow the extra notifications throughout the day of the wedding.

Marmite and AnalogFolk – Marmite TasteFace
Previously, Marmite had used its digital channels to drive cultural relevance and provide product information, but with its TasteFace campaign, the brand was looking to find a way to leverage these channels, and mobile in particular, to increase the amount of people actually trying Marmite. The TasteFace campaign focused on asking consumers to test whether they had “the Marmite Gene”, and working with AnalogFolk, the team created a responsive web app that used facial recognition to analyse user reactions to Marmite when they tasted it.

The web app was built using the Microsoft Emotion API, which can recognise facial expressions across eight key emotions. Using the web app, consumers could request a free sample and then take the TasteFace test, analysing their reaction to provide them with a score, as well as GIF of their unique reaction that could be shared on social media.

So far, Marmite has distributed over 150,000 samples as part of the campaign, with 550,000 people visiting the TasteFace microsite, spending an average of 3.75 minutes exploring the content there. During the campaign, Marmite sales in Tescos increased by a massive 60 per cent, and the campaign also provided the brand with extensive information on consumers, particularly geographic location and taste preferences, all of which can be used in subsequent campaigns.

Mubaloo and Initiative UK – The World’s First Alexa-powered, Interactive Ad Unit
Mubaloos colleagues at Initiative discovered that there were two critical barriers in the purchase journey for Amazon Echo devices: education and understanding. Using Initiatives proprietary cultural insights tool, Recode, they identified that many ‘Early Mass’ customer believe that voice assistants, “sound more trouble than they’re worth”. Through further qualitative and shopper research, they found that a customer’s first engagement with Alexa and the Echo was pivotal in their decision-making process.

They needed to find a way for people to try Alexa before buying an Echo device. To do so, they baked Alexa into an ad unit, writing the code and designing the best UX for our customers’ first interaction with Alexa.

The campaign was delivered through bespoke display ad units delivered through programmatic partners, and native advertising placements through partnerships with OATH and TAN ad networks.

The results were shared with the judges in confidence but were very impressive.

Oreo, Blis and Carat – Oreo: Cookie Quest
Following the release of several new Oreo flavours and products in 2017, the brand was looking for a campaign that would turn consumers’ attention back toward the core Vanilla Oreo product. With families and children forming a key audience for the product, Oreo took inspiration from location-based apps such as Pokémon Go and created a game called ‘Cookie Quest’ that was available as both a standalone app and a rich media creative.

The first step in the campaign was to profile relevant audiences, with location tracking used to identify families at key locations such as commuter stations, family holiday destinations and toy stores. Rich media advertising was then delivered to profiled audiences when they were at home, close to stores stocking Oreo core products, or in proximity of an Oreo out-of-home site at Tottenham Court Road station, with creative changing depending on location.

The campaign delivered fantastic results against its objective of increasing sales of the core Oreo product, with 5.9 per cent footfall uplift to stores and out-of-home locations, and multipack sales of Oreo’s core product up almost 20 per cent during the campaign. Oreo felt that the campaign helped the brand reconnect with consumers by focusing back on the core product and the firm’s family audience, as well as demonstrating the power of playful creative to deliver true ROI.

The Body Shop and Urban Airship – Forever Against Animal Testing Mobile Wallet Pass
As part of its Forever Against Animal Testing campaign, The Body Shop worked alongside Urban Airship to develop and launch a bespoke mobile wallet pass. The campaign aims to end animal testing on cosmetics worldwide through a petition which will be presented to the UN after receiving 8m signatures, and the mobile pass, with its high visibility on users’ devices, strong retention rate and ability to distribute ongoing content, was used to drive awareness and collect signatures.

When signing the petition online, users were offered the ability to download the pass to their iOS smartphone, and thanks to the sharing capabilities built into the solution, could then promote the campaign easily to their friends, encouraging further signatures. The pass also enabled The Body Shop to keep users up to date on the latest developments and signature counts through updates to the pass, as well as push notifications.

“Mobile wallet passes offer us the perfect vehicle to spread the work and grow support for our efforts to end cosmetic animal testing globally once and for all,” said Harriet Williams, chief digital officer at The Body Shop. “The ease of creating, distribution and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s.”

Since launching the mobile wallet pass, The Body Shop has seen thousands of installs, more than 75 per cent of which came through organic sharing, rather than being distributed through the brand’s channels. In addition, only 1.12 per cent of shares were to 16 or more devices, showing that people, not aggregators, were driving this peer-to-peer behaviour. More than one year into the campaign, fewer than 10 per cent of passes have been uninstalled, and the Forever Against Animal Testing campaign has collected over 7m signatures to date.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Innovative Campaign appeared first on Mobile Marketing Magazine.

Cisco – Cisco Live 2018
Cisco Live 2018 saw 27,000 attend the technology firm’s annual conference, and as befits such an innovative company, the attendee experience was substantially enhanced by technology deployed prior to and during the event. Badges included wearable beacons, and real-time data was used to guide attendees to a richer and more fulfilling experience that also improved lead generation for Cisco’s partners.
A mobile app created for attendees was able to generate recommendations based on attendee interests and provide precise locations throughout the conference, with augmented reality then used to guide attendees to their next activity. The conference’s Smart Agenda used AI to track real-time behaviour while the beacon technology enabled attendees to find their friends and book one-to-one sessions with experts easily.
Over the course of the conference, Cisco’s machine learning technology processed over 1.7bn data points, with 90 per cent of app users taking advantage of the mapping functionality to find their way around the event. Amongst full conference attendees, the algorithms offered recommendations that were connected to 67 per cent of the behaviours manifested at the event, and 82 per cent of attendees said they were more likely to purchase Cisco products and solutions as a result of the conference.

McCain Foods, Weve and Capture – Motivating Mums Down the Frozen Aisle with Mobile Data
Launching a new product in the grocery market is no easy feat, with the average shopping faced with 30,000 products in store. When launching its new Sweet Potato Wedges, McCain partnered with Capture and Weve to create a data-driven plan designed to target the crucial audience of mums under 45, combining demographic, behavioural and location data to generate a granular audience.
Beginning with Weve’s verified and consented data, the team drilled down to target mums using age and gender information combined with behavioural data. Next, the team overlaid Morrisons’ store data to compare which stores had higher-performing frozen goods products compared to the average store, and identified target consumers living within one mile of selected stores.
The campaign saw an 18.8 per cent uplift for Sweet Potato Wedges during the campaign period, with a long term 17.1 per cent uplift, almost five percentage points above the frozen category benchmark. In terms of ROI, the campaign impacted not just Sweet Potato Wedges but the entire McCain frozen potato line, and with a clear uplift in the post-campaign period, the results indicate that those targeted a likely to buy again after trialling the product.

McLaren Automotive, Blis and DCT8 – McLaren Automotive Europe Campaign
With the release of the Sport Series 570S spider, McLaren Automotive was looking to challenge sports car audience perceptions of the brand and bring new prospect consumers in for test drives. To do this, the team behind the campaign identified high earners aged 30-65 with an interest in luxury goods and prestige cars as its key audience, and built a strategy to target them.
The team used geofencing around affluent locations like exclusive clubs and hotels, Michelin star restaurants and luxury retailers to identify its key audience, then identified competitor dealerships close to McLaren Automotive retailers. When profiled consumers were close to rival dealerships, the campaign targeted them in real-time with video ads, offering them a chance to learn more about McLaren’s latest models online or at a local retailer.
The campaign delivered over 4.2m impressions and drove over 23,000 consumers to the McLaren landing page to learn more about their latest models. In addition, McLaren was able to identify new conquest customers, with footfall data generated by the campaign providing key insights for future marketing.

MGM and Publicis Sapient – PlayMGM
When it came to launching its real money gambling app in New Jersey, MGM was faced with a category filled with a sea of similar apps that often offered identical products, with marketing heavily based on promotions to snare new customers. To distinguish itself, PlayMGM sought a heavy-brand launch campaign that would give its app a longer shelf life than its competitors while also driving market growth and capturing market share.
The team employed a psychographics-first audience strategy, determining behaviours closely tied to online gambling and building four new target segments that were cross-referenced with behavioural signals. The fully-integrated media strategy focused on bringing the glamour and thrill of Las Vegas to New Jersey, with native mobile elements that featured interactive poker challenges.
The ‘Vegas is Here’ campaign drove over 30,000 registrations, outpacing the firm’s forecasts by 74 per cent without cannibalising the audience of existing sister apps. The PlayMGM app jumped to the number two spot in the category, with brand awareness and brand favourability both up by 10 per cent.

Royal Caribbean International, Weve and Mindshare – A Smooth Sailing Launch
The launch of a new cruise ship doesn’t happen every day, and for the debut voyage of the Independence of the Sea, Royal Caribbean’s latest vessel, the brand wanted to capitalise on this event, raising awareness and driving future purchase intent. To deliver on Royal Caribbean’s goals, the team behind the campaign executed an SMS campaign targeted at three bespoke audiences, based on Weve’s verified data.
Using O2 international roaming data, Weve identified consumers who had been to specified European and Caribbean countries in the six months prior to the campaign to make up the ‘known travellers’ audience. ‘Travel enthusiasts’ were identified using behavioural data to find mobile users who had search for top cruise domains, while ‘proximity travellers’ used demographic and location data to find consumers aged 25-44 close to Southampton and surrounding areas.
The campaign delivered to over 245,000 people, with an average CTR of 2.2 per cent, one per cent above the benchmark. In a brand study conducted two days after the campaign, 50 per cent of consumers weren’t aware of Royal Caribbean’s new cruise ship prior to getting the message, and one in three were now more likely to find out about the cruise packages offered by the travel brand.

Shell Fuels and Factual – Closing the Online to Offline Data Loop
As a market leader in a highly undifferentiated category where consumers are easily swayed by discounts, Shell’s latest campaign had two aims – increasing footfall and loyalty sign-ups at 950 retail stations in Malaysia, while also finding a more successful way to attribute online marketing to offline visits. To do so, Shell launched an ongoing promotional campaign aimed at ‘brand switchers’ – customers who occasionally chose Shell but had little brand loyalty.
Targeting brand switchers meant honing in on behavioural profiles, and Shell worked with five different data providers to create an aggregated programmatic audience. The firm then partners with location data specialists Factual to identify those who actually visited Shell stations, enabling them to close the online to offline loop.
Shell was able to attribute over 7,500 store visits to its digital media alone, a huge achievement as accurate attribution was previously impossible. The campaign increased Shell’s Brand Net Promoter Score from four to 13 over the course of the quarter, saw transactions up 21 per cent, and boosted loyalty card sign-ups by 122 per cent. Finally able to prove the effectiveness of online promotional campaigns in driving offline behaviour, the campaign will no doubt prove a huge impact on future marketing by Shell.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Effective Use of Data appeared first on Mobile Marketing Magazine.

Argos and Apadmi – My Argos Card App
The Argos Card is a retail program used exclusively by Argos customers to help manage their purchases. As part of a company-wide digital transformation project, Argos Financial Services partnered with Apadmi to create a bespoke mobile app solution for customers, aimed at improving their experience, boosting engagement, increasing loyalty and improving operational efficiency.

The team focused on creating native apps for both iOS and Android to ensure that customers were able to take advantage of all the native benefits offered by mobile, with huge attention paid to UX and UI to make the app more engaging. Smooth integration into existing back-office infrastructure was also vital, with a bespoke piece of middleware built to sit between the application layer and Argos Financial Services’ business-critical, legacy IT systems.

The app was a huge success, with over 750,000 active monthly users, and 32 per cent of all payments for Argos Financial Services now made via the app. It has become the largest digital payment channel for Argos Financial Services, and helped to reduce fraudulent activity by 72 per cent compared to non-digital channels. It has also formed a central part of the firm’s digital transformation, demonstrating business success across a multitude of areas in a quick space of time and in a scalable manner.

Curry’s PC World, GroundTruth and Blue449 – Currys PC World Prospecting and Retargeting campaign
As the UK’s largest electrical retailer, Curry’s PC World (CPCW) has digital innovative technology running through its core, and was keen to leverage what mobile location could do for its omnichannel marketing efforts, driving people into stores and delivering measurable return on ad spend. While 32 per cent of customers consider mobile the most important device for research, 70 per cent are still purchasing in-store, demonstrating that the linear customer journey has changed. This led CPCW to a campaign focused on producing verified results proving the effectiveness of online-to-offline marketing.

Media agency Blue449 worked with GroundTruth to build key audiences based on both current location and location history, as well as shopping behaviours and other data insights. Once audiences had been identified, compelling creative was produced that focused on driving incremental footfall, and the team worked to develop a tool that could more clearly measure the impact of digital activity on store visits.

The data led approach, coupled with the newly-built measurement tool, enabled CPCW to successfully boost footfall in stores and deliver a seamless online-to-offline experience. The mobile-location strategy alone drove 12.4 per cent incremental footfall to stores, and the new measurement tool was used across all digital activity, providing a much clearly picture of how the campaign was affecting in-store spending.

La Redoute and Criteo – Adaptive Revenue Optimisation
With consumers increasingly flocking online, La Redoute was looking for ways to improve the efficiency of its online advertising while keeping customers engaged with personalised messaging. The brand already used some features of Criteo’s Dynamic Retargeting service, enabling it to match up anonymous user profiles and serve targeted ads, but in order to improve both efficiency and revenues, it planned to use Criteo’s Adaptive Revenue Optimisation (ARO) tool, which would allow it to target the customers most likely to buy, at the best time.

Criteo’s ARO tool was able to tailor bidding across the campaign by responding to changes in the bidding ecosystem on a 24/7 programmatic basis. Supported by machine learning and combined with the scale of data available through Criteo’s network, this ensured that La Redoute could target the right user, at the right time, at the right price.

The granularity and agility of the technology at play proved extremely valuable for La Redoute in maintaining the benefits of unique individual product recommendations, while the automation of bid monitoring freed up the team to spend time elsewhere. Over a six-month period, the campaign surpassed La Redoute’s target for reducing cost per sale, and saw sales and revenues both increasing substantially.

Merck Animal Health and Creative Digital Agency – My Vet Offers
Merck Animal Health was looking for ways to boost sales and market share for Bravecto, a flea and tick medication for cats and dogs. In the animal health industry, thousands of small independent vet clinics serve as both retailer and brand advocate, making up the single biggest factor for boosting sales, but as each clinic has its own POS system, a scalable mobile coupon integration is all but impossible.

Merck’s solution was to create My Vet Offers, a mobile-first web app build specifically to drive engagement within vet clinics. The web app handled both sides of the mobile coupon experience: distribution for pet owners, and redemption and reimbursement for vets. It offered pet owners helpful automated reminders, and provided vet clinics with a frictionless redemption process, especially compared to time-consuming paper rebate methods.

The program overwhelmingly achieved its goals, with each participating clinic selling an additional 11 doses of Bravecto every day. As well as generating new revenues for Merck and the participating clinics, it also created an all-new end-user database for re-engagement that also prompts pet owners when it’s time for a new dose of Bravecto. The success of the campaign has led to mobile becoming a top priority for Merck Animal Health, which is investing new resources in the area and continues to scale and expand the My Vet Offers program.

Oreo, Blis and Carat – Oreo: Cookie Quest
Following the release of several new Oreo flavours and products in 2017, the brand was looking for a campaign that would turn consumers’ attention back toward the core Vanilla Oreo product. With families and children forming a key audience for the product, Oreo took inspiration from location-based apps such as Pokémon Go and created a game called ‘Cookie Quest’ that was available as both a standalone app and a rich media creative.

The first step in the campaign was to profile relevant audiences, with location tracking used to identify families at key locations such as commuter stations, family holiday destinations and toy stores. Rich media advertising was then delivered to profiled audiences when they were at home, close to stores stocking Oreo core products, or in proximity of an Oreo out-of-home site at Tottenham Court Road station, with creative changing depending on location.

The campaign delivered fantastic results against its objective of increasing sales of the core Oreo product, with 5.9 per cent footfall uplift to stores and out-of-home locations, and multipack sales of Oreo’s core product up almost 20 per cent during the campaign. Oreo felt that the campaign helped the brand reconnect with consumers by focusing back on the core product and the firm’s family audience, as well as demonstrating the power of playful creative to deliver true ROI.

Very.co.uk and Fetch – Winning the Christmas Retail Race on the Second Screen
Christmas is the most important time of the year for Very.co.uk, with a significant percentage of its annual sales coming in during the October-to-December period, which ramps up from Black Friday to the end of the year sales. Lacking the budget of Argos, Currys or John Lewis, Very decided that it’s smartest approach to TV advertising would be to win the race for the second screen: mobile.

During the Christmas 2017 period, Very.co.uk took several steps to ensure it would ‘win Christmas’ on the second screen. Mobile ads served on target customers’ favourite apps were synchronised with TV campaigns by Very and its competitors, with gamified rich media units used to engage customers. Spotify playlists with ‘party’ in the name were targeted with audio advertising, performance activity was used throughout November and December to convert sales, and geo-targeting and location-based strategies were used to target busy shoppers in Very’s target audiences.

The campaign was highly successful, smashing Very.co.uk’s target for year-on-year sales growth by almost three times. 73 per cent of seasonal online sales came via mobile, while second screening activity boosted brand awareness by 10 per cent. The integrated strategy managed to break through the noise of other retailers’ promotions and reached key target audiences in the moments that really mattered.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Effective Retail/FMCG Campaign or Solution appeared first on Mobile Marketing Magazine.

Keith Weed named as president of Advertising Association
Keith Weed, the chief marketing and communications officer of Unilever, is taking on the role of president of the Advertising Association. A loud voice for transparency and accountability in the digital marketing space, Weed will serve as president from 1 September onwards, when current president Andy Duncan, CEO of Travelopia, completes his tenure.

As president, Weed will guide the strategic direction of the Association’s work as it partners with brands, marketers, government agencies and more to showcase UK advertising to the world. Weed will work alongside the Association’s chairman, James Murphy of Adam&Eve DDB, and chief executive Stephen Woodford to head up a council of industry leaders from media owners, agencies and brands that collectively shape the voice of advertising.

As the top marketing executive at the world’s second largest advertising, Weed is responsible for Unilever’s marketing, communications and sustainable business functions, a role which has seen him lead the creation of the Unilever Sustainable Living Plan and direct significant advances in digital marketing and through Unilever’s #Unstereotype initiative. He was named ‘World’s Most Influential CMO’ by Forbes in 2017 and 2018, and ‘Global Marketing of the Year’ by the World Federation of Advertisers.

“It’s an honour to take on the role of president of the Advertising Association at such an exciting time for the industry,” said Weed. “I look forward to working with Stephen and the team to continue to build trust in advertising and cultivate world-class talent across the UK.”

Pure360 announces Mark Ash as new CEO
Marketing automation suite Pure360 has unveiled Mark Ash as its new CEO, taking over from Stuart Dawson, who moves on to become non-executive director for several companies. With 20 years’ experience in digital marketing technology, Ash will play a pivotal role in the development of Pure360’s core platform as well as helping clients reach new levels of marketing performance.

Ash joins Pure360 having held a number of senior leadership roles, most recently as global vice president of services at conversion platform Yieldify. Prior to this, he served as UK general manager and senior vice president of digital marketing services at Mapp Digital, and managing director of Teradata Interactive. He began his career at DoubleClick during the early days of digital advertising and has also led the growth of a number of digital marketing business units.

“I am incredibly excited to be leading Pure360 at such an important time in the company’s history,” said Ash. “I share, alongside the fantastic Pure360 team, a commitment to help clients succeed in the rapidly evolving digital marketing landscape. My goal is to put our customers in the position to be the best they can be, by harnessing our innovation technology solutions and services, enabling them to exceed their marketing goals.”

“There couldn’t be a better time for Pure360 to hire someone like Mark and I’m excited we were able to attract such impressive talent,” said David Kelly, chairman of Pure360. “Mark has a vast experience in the digital marketing space and this will be invaluable as we deepen the relationshsips with our existing customers and further develop the platform and services offering. Helping clients achieve marketing results has been central to the DNA of Pure360 and Mark has a proven track record in achieving this throughout his career.”

Diane Perlman appointed CMO at Blis
Location data technology firm Blis has revealed a new chief marketing officer in the form of Diane Perlman, an industry veteran who will oversee the company’s global marketing strategy. An established marketing leader with big brand, startup, scaleup and agency-side experience, Perlman comes to Blis after having spent the last nine months as Interim CMO at video ad tech company Unruly.

Perlman previously led the UK marketing communications for Windows Phone at Microsoft and later created and ran the Microsoft Ventures Accelerator, graduating nearly 40 startups. She was subsequently the chief marketing officer at global startup accelerator MassChallenge. Her appointment at Blis comes off the heels of US growth for the firm, where the division is on track to more than triple year-on-year revenue in 2018.

“I am very impressed with Blis and its mission to provide transparency to brands through its proprietary data and insights verification platform in a post-GDPR world,” said Perlman. “It’s super exciting to be joining Blis at such a big milestone in their US growth, and I look forward to leveraging my expertise to help scale the business further both in the US and globally.”

News Corps’ Storyful makes Ben Berkowitz editor-in-chief
Ben Berkowitz is coming on board Storyful, News Corps’ social-media driven news organisation, as the firm’s new editor-in-chief, replacing Mandy Jenkins. Berkowitz was previously vice president of digital at WNBC, and has two decades of news experience with NBC, Thomson Reuters, the Associated Press and more.

Berkowitz will take over responsibility for Storyful’s global editorial operation in August, driving long-term strategy and maintaining day-to-day oversight of Storyful’s newsroom, including offices in Dublin, New York, London, Hong Kong and Sydney. He will also lead new initiatives such as News Intelligence, the company’s investigative research service for newsrooms, and training programs designed to combat misinformation on social media for the world’s largest media companies.

“I’m thrilled to be joining a team on the cutting edge of data-driven projects while also maintaining a top-rate, globally recognised standard for its journalism,” said Berkowitz. “I can’t wait to learn more about the business and begin working with all of our great partners.”

Publicis Media makes two promotions, strengthening UK leadership
Sue Frogley, CEO of Publicis Media, has unveiled two key promotions to her UK leadership team with immediate effect, with Mark Howley assuming the newly created role of chief operating officer for Publicis Media UK and Natalie Cummins stepping up to become CEO at Zenith UK, having held the title of managing director since 2015.

Cummins, who joined Zenith as part of the firm’s graduate programme, has held a series of senior roles at the agency, and has worked across an impressive roster of clients including RBS, Coty, BA, Costa and O2. Howley will work closely with Frogley, with his new role focusing on growing client business by creating even greater collaboration between the agency brands and practices, as well as driving the overall business performance of Publicis Media.

“Mark has done a superb job at Zenith UK with a retention and organic growth rate record that is second to none,” said Frogley. “In the eight months we have worked together we have collaborated well and he deserves this promotion – his strategic acumen, and business sense will ensure our practices are fully primed to deliver against our agency requirements and client opportunities. I am also delighted to appoint Natalie to this important role as Zenith CEO. Natalie is well respected by clients and media owners alike. In this significant 30th year for Zenith, Natalie will take the lead in developing this iconic agency brand for further and future success as it unlocks its ROI+ proposition for clients.”

The post Movers & Shakers: Advertising Association, Pure360, Blis, Storyful and Publicis Media appeared first on Mobile Marketing Magazine.

The IAB’s Mobile Steering Group – in particular Blis, the7stars, Weve, Celtra, and Ogury – have collaborated here to discuss the common mistakes people make when building mobile campaigns, what key ingredients are needed for creative success and how to use data to inform creativity.  

Common mistakes
Mobile is the most used of all digital devices, making up 75 per cent of time spent online, yet creative assets are often designed without a mobile mindset. Repurposing TV, out-of-home (OOH), or desktop assets is common in the industry. Not only does this approach not utilise the full potential of mobile, it is also disrespectful to the user and the IAB’s Fit For Purpose research is a perfect demonstration of the detrimental impact this has on a campaign’s success. 

As well as repurposed assets, using poor copy and call to actions (CTAs) that fail to guide the user journey can lead to an unsuccessful campaign. 

With mobile often an afterthought, missed opportunities due to time and budget restraints can significantly impact the influence a campaign will have on a user. Choosing the cheaper and easier option, for example using GIFs over HTML5, can result in much lower user engagement. 

Key ingredients needed for creative success
Think mobile first. The smaller screen of a mobile device requires advertisers to think mobile-first rather than simply adapting existing creative. Brands need to be conscious of the user experience but a smaller device does not mean that impact needs to be sacrificed. Think clarity, minimal wording, and clear CTAs. 

Take advantage of the inbuilt, unique, mobile tech. Understanding how the phone’s sensors can create a more seamless, mobile-first experience is crucial to success; utilise unique features such as swiping, shaking and 360 videos. Also, take into account that most engagement is focused within feeds (where it is harder to maintain a user’s attention) – ‘thumb-stopping’ creative is becoming increasingly important in a world of shorter attention spans and skippable formats.   

Make sure your content is contextual. Mobile devices are often joked about as being a technological extension of our own bodies; they go where we go. This makes mobile a truly unique device; it gives advertisers the opportunity to target consumers based on their physical environment, online behaviours and interests, all in real time. For example, for users on the move, a short ‘snackable’ video is appropriate versus longer form video being more appropriate when someone is relaxing at home.

Using data to inform your mobile creative strategy
Data is fundamental. It dictates content, style, execution and provides key insights into the mindset of an audience, allowing for accurate and detailed targeting in real time.  For example, location and weather data can be used to customise creative to match the user’s environment. 

Programmatic strategies across mobile also offer the perfect opportunity for creative testing. Being able to run multiple versions of an ad across a number of publishers means it is possible to really understand what works best for various target audiences. 

Utilisation of post-campaign data is equally as important in informing creative strategy. It can be used for live optimisation and future campaign creative ideation and helps understand how customers engage with different mobile formats.

While utilising data correctly can produce truly bespoke creative, there is a fine line that should not be crossed, between relevant advertising and invading a user’s space. Remember not to simply do something because the technology enables it; it must fit into the brand’s narrative. 

Most importantly, creativity in mobile is as much about the visual output as it is about using rich mobile data in a creative way; successfully executing both will give your campaign a much higher chance of success.

The post Creative success on mobile appeared first on Mobile Marketing Magazine.

The Heartburst campaign, which ran from 4 to 21 March 2017, targeted ‘hyperlifers’ – 16 to 34-year old males and females with a passion for film, gaming, and sports. These people were identified via both their online and offline behaviours such as if they attended sports events, cinemas, and music gigs, or if they browsed gaming, sports, and online browsing culture sites and apps.

These people were then targeted in relevant environments where mobile video ads would have the most impact. To measure this, Blis geofenced all participating stores in order to track footfall, while also using a control group to understand the impact the campaign had on offline behaviour.

The main objectives of the campaign were to raise awareness of the Heatburst sharing pack amongst the target audience and drive footfall to stores stocking the product.

It was split into ‘tease’ and ‘fame’ functions. Firstly, audiences were ‘teased’ with a short video aimed at creating interest and curiosity toward Doritos. This was then followed up with them being ‘famed’ via a 10-second video encouraging to head to their local store.

Tease content was served to people using residential wi-fi during peaks of social and TV activity around music, film, and gaming, while fame content was delivered in proximity to participating stores.

Furthermore, cross device targeting was also implemented to reach and against hyperlifers across all screens found in the home, using those that had previously engaged with tease content.

To ensure people were targeted at the best possible time, Blis teamed up with moment marketing company TVTY to activate the campaign when relevant keywords and hashtags were trending on social media. Hashtags included #Heartburst, #SixNations, #BabyDragon, #HitmanXbox, #UEFA, and #Doritos.

To gain a clearer insight on the difference between purchase intent and an actual in-store purchase, Blis also enlisted the help of market research and analytics company IRI to measure sales data and ROI before, during, and after the campaign.

The campaign was found to drive an additional 13,533 hyperlifers to stores during the campaign and gave Doritos a ROI of £1.13 for the Heatburst product. It had a view through rate of 89 per cent with 2,529,384 video starts and 2,249,296 video completes.

Of the 670,938 unique devices that saw the Heatburst ad, 45,221 later entered a participating store – a footfall rate of 6.74 per cent and an uplift of 43 per cent against the control group. Once these hyperlifers were in store, there was a 13.3 per cent increase in sales of the Heartburst product with incremental sales of £67,703. On top of this, Doritos saw a 3.8 per cent in total sales, incremental sales increasing £266,122 yielding a ROI of £4.47.

Two weeks after the campaign, the Doritos Heatburst product saw a 6.2 per cent uplift with 42,827 incremental sales and a ROI of £0.71.

During the campaign, it was found that users exposed to social trend keywords around live shows were more likely to click through on video ads. This moment targeting delivered 1,012,454 impressions with a click through rate of 0.4 per cent.

The Doritos Heatburst campaign won the Most Effective Use of Video award at our Effective Mobile Marketing Awards in 2017. The 2018 Awards open for entries from Monday 9 April.

The post Case Study: Doritos uses location targeting to get the attention of hyperlifers appeared first on Mobile Marketing Magazine.