TRENDS& INSIGHTSdmexco 2017

INSIDE THE REPORT The Changing Landscape of Brand DiscoveryMICHAEL KAHN, PERFORMICS

Six Cool Discoveries from Start-Ups JIM KITE, PUBLICIS MEDIA

When Content Marketing Turns Smart BELINDA ROWE, PUBLICIS MEDIA

Lightening the Age of Transformation served asthe 2017 dmexco conference motto. Inside thisreport, Publicis Media experts exploreperspectives on this theme, shedding furtherlight on the convergence of digital and physicalworlds.

Read on for the full report or click on the links tothe right to go directly to a topic.

The Changing Landscape of Brand DiscoveryMICHAEL KAHN, GLOBAL CEO PERFORMICS & PERFORMANCE PRACTICE LEAD PUBLICIS MEDIA

Over the past years, we’ve observed the trend of brand discovery behaviors moving far beyond the traditional search engine box to direct commerce marketplaces like Amazon, Walmart, Tmall.com, Souq.com and Flipkart. According to Forrester, 31% of people used Amazon to research their most recent purchase (vs. 21% for search engines).

All brands, especially those in the Retail and CPG space, must plan and activate a marketplace strategy that aligns with the changing landscape of brand discovery. Four key trends for brands looking to discover exactly how to connect marketplaces to performance:

THINK OF SEARCH AS A BEHAVIOR, NOT A CHANNEL: It’s imperative to stop thinking about search as a channel, and start thinking about search as a behavior that spans across all marketing mediums, including marketplaces. Marketers can create and convert demandwherever it’s expressed by interpreting consumer data, understanding consumer intent and connecting the journey, end to end.

TAKE A HOLISTIC APPROACH TO MARKETPLACES: In planning, start with inputs like consumer intent data, platform data (e.g. Amazon metrics) and data from other channels like search, social and display. Then, create and align content across paid, owned and earned commerce opportunities. Brands should test and learn to not only continually refine keywords and content, but also inform marketplace strategies like new product development, packaging or SKU prioritization.

MOVE FROM PLAIN TEXT TO FULL SENSES: Commerce marketplaces are leading the way in voice search. Amazon is expected to ship 10+ million voice assistance devices in 2017, and Google, Baidu, Alibaba and Facebook are nipping on Amazon’s heels. With a voice assistant in every home—directly connected to a commerce marketplace like Amazon—brands must structure their product listings and content for voice search visibility. Search keyword and copy strategies, in particular, must reflect the conversational nature of voice search, as opposed to traditional text search.

EMPLOY MARKETPLACE INTELLIGENCE: Many commerce marketplaces are in the early stages, especially when it comes to reporting. Brands should consider utilizing third-party applications that enable insights—such as granular reporting, performance pacing or budget forecasting—beyond what’s currently available via the platforms directly.

Six Discoveries from Start-UpsJIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA, PUBLICIS MEDIA

360 ̊ VIDEO IS A

PRACTICAL FIRST

STEP TO VR

VIDEO STREAMING

WITH CLICK TO

ACTION OVERLAYS

Cost and complexity

remain barriers to

entry for most brands

using VR to engage

consumers. Emerging

360 ̊ solutions like

Blend Media make

immersive content

easy through a drag-

and-drop web editor

and a global network of

expert creators.

Implication for brands:

Immersive is the latest

evolution of the video

marketing strategy.

Giving consumers the

feeling of “being there”

is not just VR/AR/MR

but 360 ̊ content.

Video recognition

algorithm and analytics

processes from

AdScanner recognize,

track and catalogue TV

ads in IPTV homes by

the second. Included

are customizable

notifications of

predefined scenarios of

a brand or competitor’s

presence in TV.

Implication for brands:

Brands now have

access to merged

holistic measurement

and analytics

capabilities integrated

with brand-owned KPIs

and third-party data.

New-gen personalized

video companies like

StoryTEQ help brands

become more relevant

and boost engagement.

This is delivered by

adapting the flow of a

video with modular

scenes to match

viewers interests—all in

real-time.

Implication for brands:

Video personalization is

about being relevant.

New tools like StoryTEQ

ensure your content is

viewed in the right

place, at the right time.

A simple and cost

efficient brand tracker

solution using chatbots

on a brand’s website or

Facebook page is now

available from French

start-up Queeco. This

micro-survey technique

reduces the need to

continuously issue

brand health surveys

and questionnaires.

Implication for brands:

Surveys on social media

and websites are an

always-on solution to

brand image research

to capture the impact of

brands’ actions as and

when they happen.

CPG brands and retailers

can now reach German

consumers with

individual price

promotions that exceed

eCoupon ROI

benchmarks. So1's AI

methodology precisely

calculates the price

reduction required to

induce valuable

customers to switch.

Implication for brands:

Uniform and single price

offer promotions are

coming to an end as they

can now be subject to

the same level of 1:1

targeting as media.

THE RISE (AND RISE)

OF PERSONALIZED

VIDEO

REAL-TIME

DETECTION OF TV

COMMERCIALS

CHATBOTS ASSIST

WITH BRAND

TRACKING

REACH

CONSUMERS WITH

MOST EFFECTIVE

DISCOUNTS

Live streaming and on-

demand videos viewed

through websites or

native mobile apps can

now have commerce and

viewer engagement

elements added.

Promethean’s click-to-

action SaaS player

overlays also deliver

horizontal reporting of all

tagged content.

Implication for brands:

Seamless online viewer

interaction with

sponsored live content

(e.g. sports, concerts) is

now possible with

simultaneous push

notification overlays.

When Content Marketing Turns SmartBELINDA ROWE, GLOBAL PRACTICE LEAD, CONTENT, PUBLICIS MEDIA

Marketing automation has given the industry a new way to leverage insights to continually personalize content. Technology continues to enable creativity, allowing

content to be more agile, relevant and effective than ever before. Four tips for marketers looking to enhance their content marketing efforts in a data-driven world:

DYNAMIC CREATIVITY STILL REQUIRES A HUMAN TOUCH: While dynamic creative is powered by data, technology and in the future, machine learning, it still requires a

human touch to be effectively executed. Technology allows faster processing of audience data to capture insights in order to design more relevant messages at the right

time and place of the consumer journey. Nonetheless, data needs human strategy analysis and an always-on vision, which should be provided by a team that

understands the dynamic consumer landscape as well as a brand’s marketing strategies.

MOBILIZE YOUR ORGANIZATION FOR SUCCESS: An increasingly complex environment requires the assembly of the right talent, consisting of data scientists and

technologists integrated with strategy, media, content and creative talent to provide a seamless experience for advertisers. Strong organizational models should allow

for speed and agility to take advantage of cultural moments and the small “relevancy windows” they present to truly capture an audience.

GET TO KNOW YOUR AUDIENCE: Dynamic creative is a great way to link passions, emotions, attitudes and ideas to data so that brands can better connect with

audiences. This model can be tailored across the customer journey, by audience, so that brands are building the most immersive and engaging content wherever

possible. For beauty brands, we have seen a significant increase in engagement, sales and efficiency with data-driven content and sequential storytelling across the

customer journey.

BALANCE BETWEEN INSPIRATION VS. DESIRE FOR GROWTH: Authentic content will always be desirable to consumers and it’s important to remain true to a brand’s

purpose. REI, for example, inspires audiences to “opt outside” and experience the outdoors with engaging and immersive films that enrich their lives. When amplified

with relevant content through the different stages of the customer journey that is socially and programmatically delivered, sales and brand growth will follow.