Big Trends That Are Shaping the Future of Digital Advertising!

Big Trends That Are Shaping the Future of Digital Advertising!

By   June 02, 2016   No comments:

According to Mary Meeker's annual report By Lauren Johnson 

Mary Meeker KPCB/Snyder

Mary Meeker's annual Internet Trends report is one of the most closely watched reports in the tech industry, and this year's presentation underscores the growth of mobile, particularly on social platforms that now control the bulk of ad spending and time spent by users.

Here's a look at seven of the most interesting stats in Meeker's more than 200-slide deck presented at Re/code's Code Conference today.

1. Desktop ad revenue is relatively flat, while mobile is exploding

Marketers are sick and tired of hearing about "the year of mobile," but Meeker's presentation shows that mobile is indeed far outpacing desktop-based ad revenue.

Internet ad revenue hit $60 billion in 2015, more than a 20 percent increase over 2014. Mobile ad revenue grew by more than 66 percent, while desktop was up just 5 percent.

Meanwhile, consumers are spending 25 percent of their time on mobile, which grabs 12 percent of ad budgets. By Meeker's estimation, that means there's a $21 billion untapped opportunity for U.S. brands to catch up with how people consume media.

By comparison, consumers spend 22 percent of their time on their desktops, and advertisers allocate 23 percent of budgets to desktop advertising.

2. It's Google and Facebook's game to win

Like it or not, Mark Zuckerberg has created an advertising juggernaut. Between 2014 and 2015, Facebook's ad revenue grew 59 percent, with the bulk of ads running on mobile devices. Meanwhile, Google's ad revenue was up 18 percent over the same time period.

While Google's increase may seem modest compared to Facebook's, consider that all other digital players collectively increased their ad revenue 13 percent.

Together, Facebook and Google controlled 76 percent of internet advertising.

 

3. Consumers are annoyed by online ads

Meeker's presentation included data from video company Unruly suggesting that the boon in online advertising isn't great for consumers.

Ninety-two percent of 3,200 internet users surveyed said that they'd consider using an ad blocker, and 62 percent of people said that they are annoyed by preroll ads. The study also found that 81 percent of video ads are muted and require consumers to click to play sound.

4. Mobile rules for ad blocking

Speaking of ad blocking, Meeker also presented new research from PageFair finding that more than 400 million users globally block ads served on the mobile web compared with 200 million desktop users.

The results should be taken with a grain of salt, though, since PageFair's technology helps publishers work around ad blockers and mobile ad blocking has only been "a thing" for a year.

5. Shorter is better

Meeker pointed to two Snapchat campaigns—one for Spotify and one for Universal Pictures' Furious 7—from last year as examples of how short videos work in mobile.

Universal sponsored a Live Story for Miami's Ultra Music Festival in March 2015 that generated more than 14 million views. And in December, Spotify increased subscription intent by 30 percent when it ran a campaign within the Discover section promoting its top artists of the year.

Read Full Article At : http://www.adweek.com/news/technology/7-big-trends-are-shaping-future-digital-advertising-171773

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Why Marketers Need the Human Touch

Why Marketers Need the Human Touch

By   April 18, 2016   No comments:

By Peter Linas, International MD, Bullhorn

Posted in Customer Experience

When we talk about marketing today, we tend to talk about trends, metrics, and statistics. But while these things are all very important, they can’t – and never can – replace the essential ‘human’ element.
Technology has had a profound (and mostly positive) impact on marketing. If there’s a good argument to the contrary, I am yet to hear it. We’re processing more information at a faster rate, and with a degree of accuracy that makes the marketers of yesteryear look like threepenny fortune tellers. CRM (customer relationship management) systems in particular have done much to support marketing efforts by helping to mitigate the burden of labour-intensive busywork such as data entry, reporting, and tracking customer communications.
But while this software is invaluable, it’s also imperfect. Users should never have to adapt to meet a CRM’s requirements; a CRM should always meet theirs. As a marketing professional, you deal with a range of contacts every day – clients, journalists, suppliers, and other key stakeholders. The technology you use should enable you to productively manage and nurture these relationships: if it doesn’t, it’s failing.
Unfortunately, CRM systems don’t always help marketers forge stronger bonds – and it’s not always easy to identify exactly where these systems are falling short.

Analysis paralysis

In an age of “big” data, it’s important to remember the golden rule: quality over quantity. The fact that CRMs can now accumulate vast quantities of data in real-time certainly represents a technological advance, but data isn’t going to forge stronger bonds with clients, journalists, and stakeholders by itself. The important thing is being able to turn this information into analysis – and that analysis into action.
For example, even with the most up-to-date figures, simply knowing how many of your contacts prefer IM to text messages isn’t very useful. These statistics comprise real people with complex sets of likes and dislikes. User-centric CRMs will break these preferences down on the individual level. If a specific contact is more responsive to phone calls than email correspondence – and only before 7pm – the software will let you know, and recommend that you take this into account before dialling.

Making it personal

Frequently, these CRMs will be technically impressive, but divorced from your existing IT architecture. Many don’t offer functions as simple as email integration. To effectively communicate with contacts, it’s necessary to have full visibility into the relationship – but if you don’t know when and how you’ve been interacting with them, you’ll be at an immediate loss. Great marketers make their relationships professional and personal – whether they’re talking to journalists, suppliers, or clients.
Nobody can reasonably be expected to remember every detail of every conversation, so there are clear benefits to using email tracking software to monitor each one in real-time.
When you have greater visibility into your history with a key contact, you can treat each interaction as a learning opportunity. A client’s last communication with support or finance can suggest much about how you might approach him or her next time: maybe the client will be receptive to upselling opportunities, but even if not, you’ll have a better idea of how to deal with that person in future – if he or she responds better to a certain approach, you’ll know.

Read Full Article At : http://digitalmarketingmagazine.co.uk/customer-experience/why-marketers-need-the-human-touch/3294

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Microsoft HoloLens: Hologram Demo Video

Microsoft HoloLens: Hologram Demo Video

By   January 26, 2015   2 comments:

While Facebook has been spending Billions to capture and claim the limelight around a Virtual Reality based future, and Google turning off production of Google Glass… Microsoft has been the one building the future, welcome to HoloLens. It’s like a mini-computer for your eyes, in quite a good looking piece of hardware!

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