CONTENT MARKETING IN CONTEXT

Media shifts and Tech priorities

Defining the terms

Content marketing in context

Consumer sentiment

Content marketing in action

Measurement

Case studies

Pointers

Agenda

Media shifts

of global consumers have used an ad-blocking tool to stop websites from displaying advertisements when they visit them*

6 in 10+4% Global ad spend

reaching US$602.5 Billion globally in 2017

+12% Digital ad spend.

Mobile accounts for 87%share of digital growth in 2017

Predicted ad spend share 2017

16%

35%

35.3%

Source: Zenith Ad Forecast March 2016, Publicitas Marketing Priorities 2016

Results from Marketing Priorities 2016 closely reflect advertising spend forecasts.

Advertising budgets among advertisers and agencies for 2017 (% forecasting an increase)

87%

45%

29%

13%

Format explosion

Digital

formats

Digital formats budgets shifts among advertisers and agencies for 2017 (% forecasting an increase).

Social media Online Video Mobile web

Location based adsNative ads Email

87% 81% 75%

73%66% 35%

Source: Publicitas Marketing Priorities 2016

Technology priorities Mobile technology changes continue to dictate the way we do business, but the hardware and software required to facilitate progression is key.

Power of Mobiles devices 66%

M-Commerce 60%

Social Media software 57%

Mobile App Development 56%

Big Data 53%

Internet of things 51%

Security and data protection 35%

Cloud Technology 31%

Virtual Reality 26%

Wearable Technology 21%

Augmented Reality 18%

Robotics and Al 13%

Question: Which of the following would you consider the TOP FIVE technology factors that will impact your business sector in 2016? (ANY TOP 5 MENTIONS)

Source: Publicitas Marketing Priorities 2016

Defining the terms

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and, ultimately, to drive profitable customer action”

Content Marketing Institute

“Branded content is any output funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment and/or education”

Branded Content Marketing Association

Out of a list of 24 media trends and priorities measured on the Publicitas Marketing Priorities survey, attributes relating to content, advertising formats, programmatic, audience targeting and measurement appeared in the top rankings.

Content marketing 44%

Content quality 35%

Programmatic 35%

Mobile video 35%

Cross-device targeting 34%

Ad personalisation 34%

Accurate audience measurement 33%

Content relevance 31%

Ad avoidance & skipping solutions 28%

Rich media advertising formats 26%

App ad blocking 22%

Importance of Millennials 16%

Virtual Reality 16%

Question: We have collared a list from many sources highlighting some key media trends highlighted for 2016. Which do you consider to be the TOP FIVE talking points for the media industry in 2016? (ANY TOP 5

MENTIONS)

Source: Publicitas Marketing Priorities 2016

Marketing priorities

Global Marketing Priorities Ranking by Media Type (Top 10)

Rank Publishers Agencies Brands

1 Content marketing Content marketing Content marketing

2 Ad personalisation Programmatic Content quality

3 Rich media advertising formats Mobile Video Content relevance

4 Mobile video Cross-device targeting Ad personalisation

5 Programmatic Accurate audience measurement Accurate audience measurement

6 Content quality Content quality Cross-device targeting

7 Cross-device targeting Ad avoidance & skipping solutions Mobile video

8 Ad avoidance & skipping solutions Content relevance App ad blocking

9 Accurate audience measurement Ad personalisation Virtual reality

10 App ad blocking Rich media advertising formats Programmatic

Source: Publicitas Marketing Priorities 2016

Marketing priorities

90%

81%

71%

66%

56%

46%

44%

42%

32%

17%

15%

Audience relevance

Engaging and compelling story telling

Effectively delivers message

Triggers a response/action

Re-usability

Originality

Written for SEO

Well-edited copy

Custom content

Low cost

Easy to produce

Most important elements of effective content

81% of marketing executives

agree that ‘relevant content and environment helps prevent ad blocking’

94% Agree of global marketers

agree that emotional marketing is increasing in importance

Source: Regalix State of B2B Marketing 2015, Publicitas Marketing Priorities 2016

The proliferation of ad blockers is consumer payback because brands have "insulted the audience's attention" for too longLaura Henderson, Head of Content, Mondelez

6 in 10 global consumers claim that they actively block online ads*

73% of global

consumers prefer branded content over

traditional forms of advertising**

4 in 5 think personalized branded content is more

effective than un-personalized content***

66% would not block

branded articles from one of their favourite

brands**

76% are more

receptive to sponsored content

if the subject matter is of interest**

Source: *Global Web Index Q1, Q2 2016 ** Thomson Reuters, Synergy Research and Consulting 2016 *** Smart Insights May 2016

Content marketing in action

Source: Content Marketing Association 2016

• 73% of marketers consider measurement "very important" to their content strategies• 45% said they would be putting a greater proportion of their content budgets towards measurement• 50% said it was possible to accurately measure the ROI of content marketing

,

ANALYTICS CONSUMER INSIGHT

• Tools: Google, Adobe, Keyhole, Brandwatch, DMP

platforms etc.

• But often too fragmented for cross-media campaigns

especially involving traditional media

• Key metrics: Impressions, CTR’s, Users, video views, dwell

time, likes, followers etc.

But what’s it doing for your brand, how is it measuring

behaviour and brand perception?

BCMA promotes best practice in content marketing

measurement

Content Monitor programme (BCMA, Oxford Brookes

University, Ipsos Mori)

Approach: Test vs. control or exposed vs. non-exposed

Relevant target audiences and relevant platforms

Content and brand measures

Attention, content opinion, brand engagement, brand

image, impact/consideration

Measurement

Source: BCMA, Ipsos Mori 2016

A brand for people like me+12%

Is a brand I aspire to+9%

Like the content 70%It’s not the type of thing I’d expect from this brand51%

Would consider purchasing+15%

Exposed vs. control

Branded content gets results

Branded content gets results

Exposed vs. non-exposed

I associate Airbus with the Farnborough Show

Airbus has a good strategy for the future

Would recommend Airbus

Would prefer to travel with Airbus over Boeing

+25%

+11%

+28%

+13%

Source: Thomson Reuters, Synergy Research & Consulting 2016

1. Define objectives

2. Establish targets

3. Grab attention!

4. Matching context

5. Align timings with platforms

6. Relevant content increases receptiveness

7. Content tone is important

8. Delivery and formats matter

9. Connect with empathy and emotions

10. Measurement

10 Consideration for successful branded content campaign

CONTENT MARKETING IN CONTEXT