DMEXCOREVIEW2015

DMEXCO REVIEW2016

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INFLUENCER MARKETING

CAN EVERY BRAND PROFIT FROM INFLUENCER MARKETING?

This may have been one of the most discussed topics at dmexco 2016. It can take a long time to find the perfect partners for your brand but such an investment can be worth it.

Torsten Schmidt, Co-Founder of Red Bull Music Academy, defined influencer marketing at dmexco2016 saying: “It’s all based on the assumption that someone who has got an influence has an idea. People with ideas need support. And good ideas need to be heard by people who need to know about them.”

If brands simply pay influencers a fee, they might as well throw the money down the drain. These days, every child can smell if something has been paid for or not. The secret is to find an influencer who is passionate about the idea itself - and high personal involvement in a topic or brand follows.

Analysing influencers means not only ranking followers and impact scores. Tools like Influencer DB or Brandwatch might help to identify a proper range of influencers easily. But this is only the starting point in the process, followed by a deep-dive analysis of each potential influencer and its audience to find matching partners for your brand. Smaller influencers might often fit better as they have a huge reach of a particular, and very loyal, audience – which can multiply the brand’s message.

It’s a misconception that influencer marketing is only useful for drink-selling brands with a large media budget and only addressable to Generation Y.

The 5 success factors for influencer marketing:

• Creating authentic content that fits the brand’s image.

• Working with influencers that fit the brand’s campaign.

• Clear briefings between both partners.

• Measurement of targets to quantify success.

• Trust the influencer and give up some control.

Dentsu Aegis Network’s experts in influencer marketing & research can support your brand in every step of the influencer marketing process.

©DentsuAegisNetwork / Debate Hall - Torsten Schmidt : “If people are not innate for the idea, they are the wrong people – and no amount of money can change that.”

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THE OUTERNET

THE OUTERNET –CONNECTING EVERYTHING, EVERYWHERE.

What is the biggest challenge for Outernet success? And what makes it an outstanding medium besides, for example, desktop? Out of Home advertising becomes more and more a considerable player in the digital world. It is obvious that it´s much easier to work with programmatic advertisement using desktop or smartphone as a medium but Out of Home advertising is entering the market too. Media owners such as Ströer invest heavily in their digital portfolio and also in corporations with ad tech specialism like Ayuda, to become a big player in the programmatic era. Another challenge is the way of communication. In the Outernet it´s a one-to-many communication compared to the one-to-one communication with other digital devices. You have to get through to the audience in front of the medium which has the greatest common ground. But there are many more topics to consider, such as data privacy.

How to protect customers privacy in mobile tracking

It depends on the data you use on how you can protect the privacy of the customer. “You have two opportunities to use mobile data. A user has to opt in or you use anonymised data. With the second choice you have to be very careful while combining it with other data.” says Dr. Susan Wegner of Deutsche Telekom.

When you ask customers what they think about the usage of their mobile data, the added value is common sense. When customers feel their data is being used in a beneficial way for them, they relay more data.

Out of Home from tomorrow

Today, Out of Home placements are sold in packages. Tomorrow, there will be the opportunity to buy them automatically and in real time. Clients will use their marketing budget much more efficiently and target their audience more specifically.

But there are some challenges to the development of dynamic data feed and mobile. “You have to use mobile data to understand the customers behavior depending on situation and mind set.” says Dr. Kai-Marcus Thäsler, Managing Director at PosterscopeGermany. Therefore Dentsu Aegis Network developed the x Mapper.

This can be done by refining already very precise insights into Out-of-Home consumers with mobile transaction data. The x Mapper is a holistic tool for planning convergent OOH-mobile campaigns. We are now able to create Heatmaps showing where the target audiences were, are and will be and enhance Out-of-Home campaigns by enriching them with mobile at multiple touchpoints. There is also a back channel to report your campaigns in real time.

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STORYTELLING

STORYTELLING IN THE AGE OF SNAPCHAT -“IF YOU CAN’T INVENT, YOU CAN’T SURVIVE!”

One of the DMEXCO highlights 2016 was a very well attended speech (due to the high relevance and innovative character: CSO Imran Kahn) about Snapchat in the Congress Hall.

Why Snapchat is so significant: Figures of daily users are rising – over 150 million worldwide. The possibility for companies to reach the users, turns the app into a relevant platform for advertisers - with a high success quota: 92% of the brands on snapchat had a noticeable uplift in sales.

Imran presented three possibilities for integrated storytelling: Snap Ads, Sponsored Geofilters and Sponsored Lenses to drive purchase intent. The “camera company” (as they call themselves) showed us that a video without sound (a side blow to facebook) is not a video – the effect is not comparable.

©Snapchat

A positive point to Snapchat is that the integrations do not disturb the user. The stories can be shared and disappear after a while – the user experience is the focus of the inventors.

©Snapchat

We feel that this was a perfect product presentation – some audience members were disappointed. Some of the press criticised Khan for not presenting anything new and just described Snapchat, to Snapchat-users.

But this was not the point: the aim of his presentation was to make everyone in the room download Snapchat. So he stated the benefits, figures and possibilities very concisely: appropriate for Snapchat-non-users and with enough content for a half an hour speech. Snapchat is a new platform to many brands and before talking about a detailed integration we first need to understand the mechanic and usability as well as think about the audience reach.

We think that Snapchat has a high relevance in the future for advertisers and love brands who have an essential story to tell their audience.

We are very excited to see what’s coming up next at Snapchat!

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ONLINE VIDEO ADVERTISING

ONE SIZE FITS ALL? NEW FINDINGS FROM ONLINE VIDEO ACROSS PLATFORMS

Over 100 exhibitors have been busy with one of the absolute top topics this year - Video Advertising.

Video has finally arrived in digital marketing. Three trends were particularly present at this year's dmexco:

1. Video inventory will be expanded and replace classical display placements

2. Optimising the programmatic delivery that allows the playout on user level

3. Ensuring the relevance of the content through improved targeting

The drivers of this development is, as it is in many other areas, Facebook. Due to the continuous expansion of video formats on the platform and the good performance, alternative suppliers try to transfer this principle. It is a logical consequence and an important step to establish the digital channels as relevant tools for branding and to make TV, not only in terms of coverage, but also the function, as emotionally provocative media competition.

Two criticisms however would be that these trends hardly found any room this year at dmexco and many providers haven’t proven effectiveness and efficiency of advertising in the playout. The unification of targeting and reporting classifications remains unaffected on the part of technology partners. Here its own measurement systems is still needed to evaluate the quality and impact across media.

At least one equally relevant point was touched on by only a few suppliers, the requirement of video content and its development. Here it is also Facebook that consider the market an extremely important area. The simple message is: Who cannot convince the user from the video within 3 seconds and place his message including the brand after 10 seconds, will lose the attention of users in such a competitive market.

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MEASURING THE IMPACT OF CONTENT MARKETING.

These days, Content Marketing and Storytelling are two of the most used ‘Buzz-Words’. What is the effect of content marketing measurement and which KPIs apply? Storytelling is often a part of content marketing and implemented via Re-Targeting in order to tell a story – but what comes next?

For classic awareness campaigns we usually take a look at the CTR/VTR. These KPIs do not apply to content marketing as it is more important how the user reacts and interacts with the ad. Therefore new approaches enter the market to measure content campaigns. Multiple KPIs are connected with each other in order to extract learnings, optimise and measure the success of the campaign.

In order to measure the success of a campaign the interaction of each user is measured to identify habits. These are identified in a combination of Attention (e.g.Visibility), Relevance (e.g.bounce/dwell time etc.), Consumption/Trust (e.g. 2nd Click) and Optional Response (Define Media).

The campaign is then optimised on the basis of the most successful habits. Experience was gained that suggested native ads need to offer further information on the current website instead of linking directly to the Brand-Homepage.

Publishers as well as advertisers need to open up and agree on KPIs, allow access to their websites for on-site tracking etc. in order to measure the success of content campaigns.

The big news concerning storytelling was to follow. From an advertisers perspective the newest way of storytelling remains 360° Videos and the possibility of VR in the near future as the user base grows. The advertisers have the possibility to put the user inside their own brand world through an adventurous video. The user can now experience the brand promises, made in the campaign, by themselves.

In order to create a successful 360° Video it is important to have interesting content for the user. The user needs to have an exceptional experience with the brand – a normal 360° Video of the car interior is already familiar territory and does not offer any adventure.

©DentsuAegisNetwork

CONTENT MARKETING

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NEXT LEVEL OUT-OF-HOME: HOW MOBILE DATA CHANGES COMMUNICATION IN PUBLIC SPACE (1/2).

The impact of digital transformation is possibly most noticeable in Out-of-Home (OOH) communication. As media owners like Ströer invest heavily in their digital portfolio, new formats and possibilities arise for Out-of-Home communication.

But that’s not the only thing changing the public space. With smartphones never leaving our sides, the fundamental perception of our environment has changed:

Constant accessibility, instant messaging and social media influenced our communication behavior, while location based services, apps, games, (D)OOH and mobile ads compete for our attention wherever we go. The key lesson here is: Mobile and Out-of-Home share an ecosystem – a concept already known from TV and Mobile. The “second screen” is not fixed to our couch, though. It’s just as agile as we are.

Out-of-Home and Mobile: A match made in heaven

We already recognised synergetic effects of synced ads on mobile and TV. “Perception of Out-of-Home communication is, in a large part, subliminal, while Mobile is mainly attentive”, says Dr. Kai-Marcus Thäsler, Managing Director at Posterscope Germany.

So, mobile adds a whole new range of possibilities, like geofencing and geotargeting to the “Outernet”, while Out-of-Home campaigns drive search on mobile devices.

The impact of mobile data

Mobile also acts increasingly as a data hub for Out-of-Home agencies. By refining already very precise insights about Out-of-Home consumers with mobile transaction data, Dentsu Aegis network developed the xMapper: A holistic tool for planning convergent OOH-Mobile campaigns.

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NEXT LEVEL OUT-OF-HOME: HOW MOBILE DATA CHANGES COMMUNICATION IN PUBLIC SPACE (2/2)

We are now able to create Heatmaps, showing where the target audience were, are and will be and enhance Out-of-Home campaigns by enriching them with Mobile on multiple touchpoints.

Of course, Out-of-Home has always been data driven: Audiences differ on a big scale in their locations in public space. But besides socio-demographic, infrastructure and residential data, we now have insights about their movement patterns.

This can be basic insights like how many people are commuting to work and what streets are used, down to granular information about frequencies of single subway lines during the day.

Mobile Data changes outdoor communication on a large scale and pushes Out-of-Home to the next level. Dr. Kai-Marcus Thäsler extracted three key trends for the coming years:

1. From single media selection to holistic campaigns: Combining OOH with mobile will be the new standard

2. From virtual value to evidence-based planning: Mobile frequency and data might soon be a new KPI for outdoor campaigns.

3. From assumpion to knowledge: A clear, fact-based understanding of audience behavior becomes reality with mobile data

©PosterscopeGermany

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PROGRAMMATIC CUSTOMER JOURNEY -TOUCHPOINTS OF TOMORROW

Alongside the digitalisation of target audience touchpoints, the message of advertising is getting more and more important. Everybody is working hard to collect high-quality data to make advertising more personalised to the audience. Many new technologies concentrate on the combination of different devices like smartphones, e.g. interactive displays which can be navigated by gestures and cars as digital advertising mediums. Smartphones have became an inevitable device for programmatic Out-of-Home campaigns, combining different soft- and hardware components.

The industry is facing novel challenges to orchestrate these new, different technologies and to configure them with relevant data-based content. Campaigns have to be planned more holistically and therefore marketers need to be equipped with know-how in different areas and genres.

Everybody agrees that the programmatic customer journey will be state of the art. But the topic still remains a big challenge for agencies.

It will be important for us to unlock further touchpoints besides advertising media and websites, and integrate them into our technology. We are able to evolve the market and drive reasonable and result-oriented cooperation.

PROGRAMMATIC

©DentsuAegisNetwork

©DentsuAegisNetwork

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PROGRAMMATIC VIDEO CHALLENGES AND DEVELOPMENTS – DMEXCO 2016

The ever-growing demand for quality video advertising has struggled to meet the reality of only limited video ad supply in the last couple of years –especially during holiday season when many advertisers try to reach their yearly targets and want to be visible with emotional video content.

This is, of course, is also true for programmatic video which almost matches IO based video buys in volume at some publishers. Despite the known advantages of programmatic buying, e.g. cross-publisher optimisation, programmatic video inventory reach has been known to be challenged once combined with DSP-supplied targetings. On the other hand, large video publishers like SevenOne Media and IP Deutschland had difficulties applying their own SSP-based targetings which would allow for a less radical reach loss than DSP-based targetings.

This has now been solved by IP Deutschland and SevenOne Media, making it possible to tap into a wider programmatic video reach whilst using targeting. However, only gender and age targeting is available as more sophisticated targeting will again reduce available ad reach too much. A fact that has always been true for video advertising, programmatic or not.

In order to offer additional video reach, so called “outstream” video ads (aka in text video ads) are now also available on a programmatic level.

These video ads do not run in front of or in video content, but appear on regular text websites and run once they become visible after scrolling down to their ad position.

Similarly, outstream video ads tend to have a much lower view through rate than forced view in-stream video ads (e.g. pre-roll ads) as they are swiftly over-scrolled by the user.

The outstream format has already been available as an IO cost per view buy from publishers like Smartclip but the programmatic version is, for the time being, only available as a CPM buy. Consequently, the forecasted cost per view needs to be evaluated in order to control the efficiency of these programmatic CPM buys.

Note:

Programmatic video is still on the rise as most video publishers already offer all their inventory on a programmatic basis and targeting capabilities are improved.

But video supply is generally limited, especially during peak seasons, helping new video ad formats to emerge. Their quality and cost needs to be judged in comparison to the well-known and trusted forced view pre-roll ad format.

PROGRAMMATIC VIDEO

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SOCIAL MEDIA MONITORING -DMEXCO 2016

TWITTER IN FOCUS AND VIDEO AS WELL AS USER EXPERIENCE KEEPING THE DIGITAL COMMUNITY OCCUPIED

As the leading digital exhibition, it is natural that it has been extensively reported on, on social channels. Over 16,000 mentions were generated over the two days, under the term dmexco and on a variety of exhibitors, speakers and organisations. 5,000 authors (10% of visitors) created this buzz.

The tweets and posts showed the perception of the visitors over the two days:

The exhibition is becoming increasingly international, more than half of all activity came from accounts originating from outside of Germany.

The atmosphere was good and there were few things that clouded this. Positive mentions were 7x higher than the negative. The first day generated higher activity levels with 75% of all activity.

The companies that attracted the most attention this year were Twitter, Google, Facebook and IBM. In particular, Twitter and CEO Jack Dorsey received special attention. This was partly due to the last-minute cancellation of his visit and the livestream as compensation. As well as the high and unfortunately futile expectations to find out what happens next with the weakening and yet so important event for digital marketing network.

Background: For capturing the mood of the image during the dmexco were from Wed, 14/09/2016 9am until Thu, 09/15/2016 18h, recorded and evaluated the mentions to and surrounding the term dmexco in social channels with the social media monitoring tool Brandwatch.

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SPECIAL THANKS TO OUR CONTENT EDITORS:

• Maren Heuckeroth (Carat)

• Bernd Korte (Carat)

• Marina Tschritter (Dentsu Aegis Resolutions)

• Stefan Haas (explido >> iProspect)

• Ron Warncke (explido >> iProspect)

• Tom Kirchgässner (Posterscope)

• Jacqueline Striewe (Posterscope)

• Svenja Brozi (Vizeum)

• Prisca Jansche (Vizeum)