Eat. Sleep. Sell. Repeat

Publishers need to step it up to keep up with consumer expectations

MediaBuzz.com –Publicitas’ first annual ‘Global Marketing Priorities’ survey

publicitas1The media and advertising service company Publicitas just revealed the results of its first annual survey that asked advertisers, agencies and publishers what they expect from the future, and what they believe the next big technology leaps should be.

Conducted globally in April 2016, their results showcase some clear differences between advertisers’ and publishers’ expectations.

Overall, industry executives across all businesses highlighted content marketing as the number one focus (from a possible 24), ranking this above anything else. The secondary priority on the list shows how advertisers and publishers differ according to the survey: Advertisers are valuing content quality and relevance next, while media owners are not deeming this important enough to even include it within their top 10; they focus more on delivering creative ad formats in a personalized way.

Marketing Priority Ranking by Media Sector (Top 5)

publicitas

Publicitas Marketing Priority 2016Interestingly, even though ad blocking is still a hotly debated topic in the media, it is not a main concern for the industry. Global marketers across all sectors believe that making content more insightful and relevant will help dilute the trend. In total, 81% of the global marketers surveyed agreed that providing relevant content will help to prevent ad blocking.

Almost all 672 participants approved that developments in mobile technology, and the power of mobile devices respectively, will most likely influence their business in the next 12 months.

Most interestingly, ‘mobile video” has been mentioned only tertiary by agencies, while publishers even put it only on the fourth place, while advertisers did not seem to see the need at all for the “mobile video’ trend.

At least, there is interest in immersive technologies – such as virtual and augmented reality technology – and a clear feeling that both will impact their business in the immediate future. In fact, 70% agree that Virtual Reality (VR) will drive the next technology revolution.

Since consumers adopting new technologies at a faster rate than ever before, global marketers will need to step it up to keep up with demand, Publicitas emphasized, pointing out that more than 80% of advertisers and agency executives expect to increase spend on mobile and an array of digital formats in the next 12 months.

At present, 86% agree that ‘technology change is increasing at a faster pace than their ability to track it’. A higher proportion of publishers and agency marketers strongly agree with this statement (46% and 45% respectively), compared to client-side marketers (36%).

Andy Vogel, Global Head of Digital Product, Publicitas, comments: “Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realized if the application and monetization models are in place to move these mainstream. It will be interesting to carry out this survey in another year, compare the priorities and industry problems, and see if by using engaging content and the latest technologies we are any closer to aligning businesses with consumer expectations and needs.”

Publicitas’ research proves that investment in digital data-driven advertising will continue and that content marketing consolidates its position as the number one marketing priority among global marketers in 2016, as they strive to target consumers with relevant and engaging content in what is proving to be a year of consumer-led marketing.

“As global marketers continue to define the cross-device consumer journey, the media industry must grapple with the changing ways in which content is accessed, produced and distributed, with a clear goal in mind – to connect a buyer with a seller, using relevant content as efficiently as possible. The new technologies and toolsets available to marketing are making it easier to reach consumers with relevant messages in the right formats, and at the right time. However, it becomes essential for publishers, agencies and advertisers to better utilize these tools and improve the delivery of relevant content that fits evolving media formats, and aligns with consumer needs”, Publicitas concludes.

Get more details by reading the whitepaper: http://publicitas.com/fileadmin/uploads/global/Publicitas_Marketing_Priorities_2016_Whitepaper.pdf.

By MediaBUZZ

5 reasons your brand still needs to pay attention to San Diego ComicCon

It’s hard to believe that a show that started 47 years ago with middle-aged men dressing up in spandex and capes is still gaining relevancy with consumer brands.

All you need to do is look at all the people playing Pokemon Go everywhere you look these days and see the huge succomic-con-2016cess Nintendo, adding $7.5b to their market value, has had with the release. The “overnight success” stories about John Hanke of Niantic. These stories alone are enough to convince any marketer that the type of launch velocity of any game, consumer product, or new technology can be massively impacted by fans.

Add to that the audience and brand extension growth for Game of Thrones, Walking Dead, and (insert_name_here) sci-fi, fantasy and super hero major studio releases almost every month. Just look at the slate of off-site events this year at ComicCon!

So, why do brand marketers need to continue to pay attention?

1. 150,000 consumers attending a promotion and commerce driven event- without any compensation- the focus group to top all focus groups.

2. It’s not the nerd gathering anymore -it is an opportunity for creatives to interface directly with their fan base.

3. This is the “early adopter” set for every type of consumer electronics, multi-platform media play. The ultimate influencer groups for these products.

4. Retail product introductions. At the major shows in San Diego and NYC, manufacturers will have a straight line before Q4.

5. “It’s about gaming, stupid.” Seriously, stop and think about AR and the impact it’s made in the last few weeks. Gamers, gaming and how consumers interact in new environments is worth paying attention for all marketers.

And, remember, marketing is supposed to be that fun job that everybody thinks they can do. How else do you end up with quotes from Oliver Stone warning about Pokemon Go beginning an era of “Surveillance Capitalism.”

Delivering pizza and smart pants to a moving train

“…being on the right side of the market is always going to be at the top of my mind.”

By now most of us have seen the video of the DJ that finds a way to live tweet his mission to get a pizza delivered to him on a moving train in England (http://www.dailymail.co.uk/femail/food/article-3559200/Man-live-tweets-mission-pizza-delivered-TRAIN-travelling-Glasgow.html#v-3898846172027832875). Gary Vaynerchuk wrote the column below talking about how disruption happens, and he included examples like AAA’s roadside service and how smart pants and delivering food to driverless vehicles is not that faraway.

Here are his insights into the way start-ups happen in the on demand economy.

View story at Medium.com