Top 5 Takeaways From Ad:Tech
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Transcript of Top 5 Takeaways From Ad:Tech
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8/6/2019 Top 5 Takeaways From Ad:Tech
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Top 5 Takeawaysfrom ad:tech s
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What Is Ad:Tech?
For more than ten years ad:tech
has attracted media, marketing and
technology proessionals who seek to
learn about the newest trends and best-
in-class case studies to succeed in this
ever-evolving digital world. ad:techs
global network o 10 shows in 7 markets
positions the conerence as one o the
leading destinations or digital marketers
worldwide.
This is BBDO San Franciscos
observation o the top 5 takeaways rom
ad:tech SF 2011.
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3/16Photo credit: Michael Rubottom http://www.ickr.com/photos/michaelrubottom/sets/72157626353775587/
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Top 5 Takeaways
1 Everything is Digital
2 Social Media Inuences the Entire Purchase Funnel
3 Humanize and Localize Content to Create RelevantConsumer Experiences
4 Mobile Strategies are No Longer a Nice To Have,They are a Need To Have
5 Social Games are More Than a Fad
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Photo by Laura Lea Nalle
Digital has integrated into all aspects
o the brand experience.
Brands are moving 1030% o their
budgets toward digital spending.
Visa dismantled its digital marketinggroup and integrated oine and
online activity to ocus on its core
business. The move punctuated the
companys eorts to integrate digital
across the brand.
Brands are starting to require a lot
more rom their digital partners to
produce work that is tightly co-
developed instead o outsourced.
We will begin to see morepartnerships between brands and
digital partners. And even begin to
see brands evolve as digital media
platorms in their own right. The
resulting work that will be produced
will be relevant to the entire scope o
the brand.
1Everything Is Digital
[Success is] i you are able to
use your digital capability to
build the totality o the brand
to satisy nancial targets
~Antonio Lucio, CMO o Visa6
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Photo credit: Michael R
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Consumers are increasingly turningtowards the social Web to guide them
through their purchase decisions.
This has disrupted the traditional purchase
unnel and created opportunities or brands
to leverage social media to build advocacy.
Brands have begun to migrate rom the
unnel o yell and sell to an army o
advocates.
Brands should engage with consumersvia social media to build brand loyalty with
three principles in mind:
1 Sharing is the new giving
2 Participation is the new engagement
3 Recommendation is the new
advertising
2Social MediaInfuences The EntirePurchase Funnel
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3Photo by Laura Lea NalleHumanize and LocalizeContent to Create RelevantConsumer Experiences
Arianna Hufngton quoted Craig
Newmark, stating that Trust is the
new black or businesses. And
showing humanity is the key to this
approach.
Humanizing is critical right now
because it has evolved to be not just
good or society, but also good or
the bottom line. Starbucks Love
Project is an example o this.
Content is urther humanized by
being local. Marketers must embrace
the importance o localized content
to remain relevant and create a
more a personalized experience
or consumers. This trend is
especially signifcant because o
the growing popularity o location-
based technologies that converge
online and oine experiences. The
emergence o locally-ocused digital
communities, such as AOLs hyper-
local news blog Patch, is a prime
example o how this movement is
coming to lie.
In a time where consumers have deep distrust in large corporations, the best
way or brands to communicate with consumers is to show that they care and
have compassion.
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4Mobile Strategies are NoLonger a Nice To Have,
They are A Need To Have
When considering the mobile space,marketers are asking less about
specifc tactics, like apps, and more
about overarching strategies.
Mobile can extend the shel lie o
traditional campaigns or be the platorm or
entirely new content and experiences.
Marketers have to decide which platorms
best serve their needs. For instance, they
can use mobile ads or awareness and
reach, but also use applications or utilityand long-term engagement.
Elements of a successful mobile
experience:
1 Ease of access to content
2 Overall usability (game mechanics
or utility)
3 Free or freemium subscription
models
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Photo credit: IntelFreeP
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Gaming has evolved into a huge
market in the U.S., with top
social gaming apps earning the
reach o TVs top rated shows:
Cityville(Zynga)averages20MM
dailyuserscomparedtoGlees
(FOX)13.7MMviewers
Expertsbelievethatsoap
viewers,particularlystay-at-home
moms,areincreasinglynding
theconnectioninherenttosocial
gamesfarmorecompellingthan
thegoingsoninPineValley
(fabledtownofsoapoperaAll My
Children).Adweek
Globally,Asiaisthefastest-growing
socialgamingmarket,drivenbya
culturethatembracesgaming,an
establishedtechnicalinfrastructure
andconsumerswhoarereceptive
tothefreemiumcontent.
Though the U.S. social gaming
market is maturing with
Facebook (platorm) and Zynga
(publisher) being the dominant
players, there is a signifcant
opportunity or monetization:
Currently,only15%ofsocial
gamesmonetizetheirusers
throughadvertising.
5Social Gamesare More
Than a Fad
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15Photo by Plantronics 15
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WRITTEN BY
ANAR JOSHI
MELANIE WONG
AMY GILMER
JONATHAN VU
EDITED BY
EDWIN PHILOGENE