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Stuart O'Brien

Online video viewing to exceed an hour a day this year

The average person will be spending 84 minutes a day watching videos online by 2020, according to the latest forecasts from Zenith.

In that year, China will have the keenest viewers, with the average person spending 105 minutes a day watching online video, followed by Russia (102 minutes) and the UK (101 minutes).

Zenith says this rapid rise in consumption is leading to a significant shift in the way brands plan campaigns across both television and online video.

The research covers 59 markets and encompasses all video content viewed over an internet connection, including broadcaster-owned platforms such as Hulu, ‘over-the-top’ subscription services like Netflix, video-sharing sites, e.g. YouTube, and videos viewed on social media.

Global online video consumption grew by 11 minutes a day in 2017, and we expect it to grow by an average of 9 minutes a day each year to 2020.

It accounts for almost all the growth in total internet use, and is growing faster than media consumption overall, so it is taking consumption time from traditional media.

Although some of this extra viewing is going to non-commercial platforms such as Amazon Prime and Netflix, Zenith says plenty of it is going to commercial platforms, so the supply of commercial audiences is rising rapidly.

In fact, the firm estimates that online video adspend grew 20% in 2017, to reach $27bn. Growth peaked at 36% in 2014 and has fallen steadily since then, but still remains high. It forecasts 19% growth in 2018, and an average of 17% annual growth to 2020, when online video adspend will reach $43bn.

Video’s share of online display advertising is rising steadily: it accounted for 27% of display adspend in 2017, and Zenith expects it to account for 30% in 2020.

Online video advertising is still only a fraction of the size of television advertising, but because television is stuck at 0% to 2% annual growth, this fraction is rising rapidly. The online video ad market was 10% of the size of the television ad market in 2015, and 14% in 2017. By 2020 Zenith expects online video adspend to be 23% of the size of television adspend.

“Online video is driving growth in global media consumption, as smartphones with high-speed data connections make high-quality video available to people on the move, and smart TV sets give viewers unparalleled choice in the living room,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “The rapid rise in video viewing makes online video the world fastest-growing advertising format, creating new strategic and creative opportunities. Brands that do not currently have a strategy for online video need to think about getting one.”

TfL launches campaign to encourage gender diversity in advertising

Transport for London (TfL) is running a competition with the Mayor of London to improve gender diversity in advertising.

The Women We See: diversity in advertising competition is aimed at creative agencies and brands and the winner will see their campaign appear across the TfL network from January 2019.

TfL says it’s running the competition because, while London is one of the most diverse cities in the world, when it comes to representing that diversity the advertising industry hasn’t always got it right – namely through the kind of advertising that can be seen on trains, Tubes and buses.

Women We See is also part of the Mayor of London’s commitment to tackling gender inequality and his #BehindEveryGreatCity campaign.

TfL says it wants to see a creative concept that represents older women, BAME women, women with disabilities – be they visible or not – single parents, women from diverse socioeconomic backgrounds and women from the LGBT community. And that means challenging time-worn stereotypes.

The creative for the campaign must also respond to the key themes of the Women We See research.

Entry is open to media, advertising and creative agencies; as well as brand marketing teams, with the winning campaign receiving £500,000 of digital advertising value.

The winning entry will also be displayed across the TfL Rail and Bus Shelter networks during the first quarter of 2019.

For more info on how to enter, click here.

RECOMMENDED: Brand Monitoring – BlueFrog Media

As part of our series looking at Brand Monitoring services, BlueFrog Media outlines what it has to offer…

At BlueFrog we know it’s key to engage with and build a brands customer, turning them into loyal fans through live brand experience.

We do the hard bit, the bit that social algorithms thrive off… talk! With an interaction service 9am-9pm, 7 days a week, 365 days a year, we are always on hand to have meaningful conversations with your fans.

Key to the BlueFrog service is working with brands to improve community management and maximise on engagement opportunities. We interact on behalf of your brand on all the well-known social platforms, taking care of your social customer service, general enquiries, bookings and complaint handling. That includes converting positivity on social to great reviews on other platforms and responding to positive and negative reviews across Facebook, TripAdvisor and Google My Business to improve rankings and keep excellent customer service across the brand.

The BlueFrog team use genuine human interactions to build on page engagement. All interactions are managed as per a client guide and agreed do’s and dont’s and the team are trained to know your business and tone of voice inside out. We faithfully represent your brand, whether that be through community and reputation management or creating content to support their social strategy and campaigns.

Alongside community management, we social listen for brands across Twitter. We are able to jump on any conversations or brand mentions and either aid a brand query or share the brand love. Social listening provides not only great customer service but an opportunity to engage with new customers and provide great insight about your audience.

Our aim is always to encourage engagement and increase ROI for you, and we will tailor the conversations we have with your customers to meet any company-specific goals.

Get in touch if you would like to know more about how BlueFrog can help you.

www.bluefrogmedia.co.uk

Do you provide Web Analytics services? We want to hear from you!

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Web Analytics solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Web Analytics and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on lisa.carter@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.

Print & Digital Innovations Summit

Confirm your place at the Print & Digital Innovations Summit

There are only a limited number of places left at the Print & Digital Innovations Summit, which takes place this November in London – Make sure you register today!

As one of 60 VIP guests, you will be provided with a bespoke itinerary of face-to-face meetings with suppliers based on mutual interest. No hard sell, and no time wasted.

In addition:

· You’ll have the opportunity to attend insightful seminars and interactive workshops.
· You’ll be able to network with senior print and marketing professionals who share your challenges.
· You’ll enjoy full hospitality throughout, including lunch and refreshments

Taking place November 22nd at the Hilton London, Canary Wharf, the Print & Digital Innovations Summit provides a platform for new business connections – Register Today!

To secure a complimentary delegate place, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Digital Signage

Network with the digital signage industry this September

Over 60 of the country’s leading digital signage professionals will be attending the Digital Signage & Interactive Solutions Summit on September 24th& 25th2018 – would you like to join them?

Click here to register today.

Your VIP place includes meetings with matched solution providers, networking opportunities and access to educational seminar sessions, hosted by industry thought leaders.

Plus, in his session Digital Retail: The Bottom Line, Beaver Group Managing Director Peter Critchley will frame the opportunities presented by technology for digital signage, interactivity and mobile apps, providing real insight into the importance and opportunities of the digital landscape, including:

  • How are successful retailers using digital signage?
  • What makes the difference?
  • How can you enhance the customer experience?
  • How can you add value to your customer?

To register your FREE place, click here.

For more information about attending as a delegate, contact Fraser McClean on f.mcclean@forumevents.co.uk, or call 01992 376727.

Alternatively, to find out how to attend as a solution provider, contact Katie Bolden at k.bolden@forumevents.co.uk, or call 01992 374093.

For more information, visit www.forumevents.co.uk/events/digital-signage-interactive-solutions-summit.

Digital Signage

Confirm your attendance at the Digital Signage & Interactive Solutions Summit

The UK’s leading digital signage event takes place September 24th & 25th at the Radisson Blu Hotel, London Stansted – and it’s entirely FREE for you to attend.

You’ll be one of just 65 senior marketing and advertising professionals in attendance – Activate your ticket here.

As a delegate, you’ll be able to:

  • Meet with innovative and budget-saving suppliers who match your requirements. No hard sell and no time wasted.
  • Attend a series of insightful seminars.
  • Enjoy informal networking with peers.
  • Enjoy overnight accommodation, lunch and all refreshments included.
  • Enjoy the gala dinner with entertainment

To register your FREE place, click here.

For more information about attending as a delegate, contact Fraser McClean on f.mcclean@forumevents.co.uk, or call 01992 376727.

Alternatively, to find out how to attend as a solution provider, contact Katie Bolden at k.bolden@forumevents.co.uk, or call 01992 374093.

IPG to buy Acxiom’s data-marketing division for $2.3 billion

Ad agency Interpublic Group (IPG) has agreed to acquire the Acxiom Marketing Solutions business unit in the latest shake up of the advertising industry.

The cash transaction, valued at $2.3 billion, combines IPG’s media, creative, marketing services and analytics capabilities with AMS’s data management expertise, with the aim of creating custom audiences for ad targeting.

With the acquisition, the Acxiom brand name will become part of the IPG portfolio; importantly, the transaction does not include the LiveRamp business of Acxiom Corporation.

Dennis Self and Rick Erwin will continue to serve as co-presidents of AMS, which will remain a stand-alone division, aligned with IPG Mediabrands, reporting into Arun Kumar, Chief Data and Marketing Technology Officer, IPG.

Acxiom Marketing Solutions is a provider of data solutions for delivering real-time customer experiences, and includes all of Acxiom’s data and data services. The company has 2,100 employees including 1,600 data specialists, over 2,000 clients, access to ‘hundreds’ of marketing databases, recognises 2.2 billion connected consumers and manages over 20 billion customer records.

“In a world where everything is becoming data-driven, Acxiom Marketing Solutions offers the deepest set of capabilities for helping companies navigate the complexity of creating personalized brand experiences across every consumer touchpoint,” said Michael Roth, IPG’s Chairman and CEO. “Combining AMS with a range of IPG assets will help us shape the future of our industry. Acxiom’s leadership on data ethics is second to none, its business is solid and growing, and it has long played a foundational role in the marketing ecosystem.

“The company also boasts 2,100 associates with data and analytics skills that are at a premium in business today. Combined with IPG’s world-class client roster, as well as our talented 50,000-person global workforce across media, advertising and marketing services, and you have an unrivaled offering. Over the last year of working closely with AMS to power our AMP data platform, we’ve seen that our cultures are a great fit, and we’ve also seen that the combination creates value for our clients, as it will for our shareholders.”

“This transaction is a great outcome for both Acxiom and our Acxiom Marketing Solutions business unit,” said Acxiom Corporation CEO, Scott Howe. “Acxiom Marketing Solutions is a strong business with deep expertise in data-driven marketing, talented associates and a client roster that includes many of the world’s leading companies. After careful consideration of a variety of options and potential partners, it became clear that a sale of AMS to IPG, with its scale and breadth of complementary services, represented the best possible path forward for our clients and associates.”

INFOGRAPHIC: DMA reveals global consumer privacy trends

The Digital Marketing Association (DMA) has detailed consumer attitudes to privacy across 10 nations, encompassing attitudes, opinions and preferences and how they change depending on their location.

The research, conducted in partnership with Acxiom and Foresight Factory, found that:

  • 51% of people are ‘data pragmatists’ who exchange their data as long as there is a clear benefit.
  • 21% are ‘data unconcerned’ who do not mind how and why their data is used.
  • 23% are ‘data fundamentalists who never share their data for any reason.
  • The data pragmatists are most likely to be found in the US, Spain and Singapore, while data fundamentalists are found en mass in in Australia, Germany and The Netherlands.
  • Nearly half of all consumers would use their data to negotiate better offers.
  • 83% of consumers would like more control over their data.

The DMA concludes: “Although each nation differs in some ways, globally consumers are remarkably similar – most aspects of privacy remain the same wherever you are. Globally, the majority of consumers are pragmatists – willing to share their data so long as there is a benefit. Trading data is a common desire among consumers and data as a commodity will become more important to companies in the years to come.”

The DMA has produced a handy infographic to break down its findings and will be running a webinar on July 11th to delve deeper into the results.

Print & Digital Innovations Summit

Discover the future of print solutions this November

Registration is now open for VIP delegate spaces or supplier stands at the Print & Digital Innovations Summit, which takes place on November 22nd 2018 at the Hilton London Canary Wharf.

The Summit is a highly focused event that brings print professionals together for one-to-one business meetings, interactive seminars and valuable networking opportunities.

Throughout a full working day delegates will meet with credible so-lution providers who will be able to talk through requirements, con-cerns and obstacles, offering the best advice as well cost saving solu-tions.

Attendees will also learn about the latest printing trends in educational seminar sessions led by some of the industry’s leading lights. Here’s what delegates thought of the 2017 event:

“The ‘speed dating’ approach was excellent and meant we had time to chat to the companies that related to our needs”
VisitScotland

“Good event, location, mix of suppliers, appointment duration and pro-fessionally organised and run”
BT

“The Print & Digital Innovations Summit was a valuable event which enabled me to speak to a range of suppliers all eager to do business. The appointments format was a great way to quickly establish our objectives and work out an action plan. Highly recommended”
Fintrax Group

“It was a first time for me, and I appreciated meeting the different sup-pliers quickly but efficiently. I look forward to the next one”
Decathlon

“The event was very helpful and a success. It’s opened our eyes to oppor-tunities. Really great convenient way to meet suppliers and learn more about the industry. Great hosts!”
Flannels

Sam Walker, Event Manager at Forum Events, said: “As a print professional we know your time is precious, valuable and limited. You tell us who you want to meet. We handle all the details.

“The Print & Digital Innovations Summit is also a tremendous opportunity to learn new skills and network with peers – we look forward to welcoming everyone on the day.”

To secure a complimentary delegate place, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.