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Stuart O'Brien

DIGITAL SIGNAGE MONTH: From LED displays to measurable results – What can digital signage do for your brand?
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Digital signage has become a powerful tool for businesses to engage with their target audience and deliver impactful marketing messages. For senior marketing professionals, understanding the benefits and applications of digital signage is essential for maximising its potential. Here’s how the digital signage is being leveraged by brands, based on delegate requirements at the Digital Marketing Solutions Summit…

Main Technologies Available

  • LED Displays: Offer high brightness, vibrant colors, and wide viewing angles, making them suitable for both indoor and outdoor applications.
  • LCD Displays: Provide good image quality and energy efficiency, commonly used for indoor signage.
  • Interactive Displays: Enable touch-based interactions, allowing users to engage with content directly.
  • Digital Posters: Offer a more traditional look and feel, but with the ability to update content dynamically.

Usage Scenarios for Digital Signage

  • Retail Environments: Showcase products, promotions, and customer testimonials.
  • Corporate Offices: Display company news, employee recognition, and internal communications.
  • Public Spaces: Provide information, advertising, and wayfinding for visitors.
  • Events and Conferences: Enhance attendee engagement and promote sponsors.
  • Point-of-Sale (POS) Marketing: Deliver targeted messages at the point of purchase.

Key Considerations for Effective Digital Signage

  • Content Strategy: Develop engaging and relevant content that aligns with your marketing objectives.
  • Placement and Design: Choose appropriate locations and ensure the design of the signage is visually appealing and easy to read.
  • Content Management System (CMS): Use a CMS to easily update and manage content across multiple displays.
  • Analytics: Track key performance indicators (KPIs) to measure the effectiveness of your digital signage campaigns.
  • Maintenance and Support: Ensure proper maintenance and support to prevent downtime and optimize performance.
  • Integration with Other Marketing Channels: Coordinate digital signage with other marketing efforts for a cohesive campaign.

Benefits of Digital Signage

  • Increased Engagement: Dynamic and interactive content can capture attention and drive engagement.
  • Improved Brand Awareness: Consistent messaging across multiple locations can enhance brand visibility.
  • Targeted Marketing: Deliver personalized messages based on audience demographics or location.
  • Enhanced Customer Experience: Provide valuable information and improve the overall customer experience.
  • Measurable Results: Track key performance indicators to measure the effectiveness of your digital signage campaigns.

By effectively leveraging digital signage, senior marketing professionals can create engaging and impactful campaigns that drive brand awareness, generate leads, and increase sales.

Are you searching for Digital Signage solutions for your organisation? The Digital Marketing Solutions Summit and eCommerce Forum can help!

Photo by Łukasz Nieścioruk on Unsplash

CMA takes strong stance on Google’s display ad platform practices
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An investigation by the Competition and Markets Authority (CMA) has provisionally found that Google is using anti-competitive practices in open-display ad tech, which it believes could be harming thousands of UK publishers and advertisers.

As set out in a statement of objections issued to Google on 6 September, the CMA has provisionally found that, when placing digital ads on websites, the vast majority of publishers and advertisers use Google’s ad tech services in order to bid for and sell advertising space.

The CMA is concerned that Google is actively using its dominance in this sector to preference its own services. Google disadvantages competitors and prevents them competing on a level playing field to provide publishers and advertisers with a better, more competitive service that supports growth in their business.

In its 2019 market study into digital advertising, the CMA found that advertisers were spending around £1.8 billion annually on open-display ads, marketing goods and services via apps and websites to UK consumers.

Juliette Enser, Interim Executive Director of Enforcement, said: “We’ve provisionally found that Google is using its market power to hinder competition when it comes to the ads people see on websites.

“Many businesses are able to keep their digital content free or cheaper by using online advertising to generate revenue. Adverts on these websites and apps reach millions of people across the UK – assisting the buying and selling of goods and services.

“That’s why it’s so important that publishers and advertisers – who enable this free content – can benefit from effective competition and get a fair deal when buying or selling digital advertising space.”

The US Department of Justice and European Commission have also opened separate investigations into Google’s activities in ad tech. These proceedings are currently ongoing.

The digital advertising technology sector, commonly referred to as the ‘ad tech stack’, consists of various intermediaries that facilitate the sale of online open-display advertising space on websites or mobile apps between ‘sellers’ (i.e. publishers) and ‘buyers’ (i.e. advertisers).

When a user opens a website or app, while the content loads on the page, a near-instantaneous series of auctions and transactions takes place to determine which ads will be shown to that user on that webpage or app. This process involves sending requests for bids and, in response, advertiser bids being sent through a chain of various intermediaries to match the space on the webpage with the advertiser willing to pay the most for it.

The CMA’s investigation has focused on Google’s role as an intermediary in three key parts of this chain, where it has a powerful market position with high market shares. For advertisers, Google operates two ad buying tools, known as “Google Ads” and “DV360”. For publishers, it operates a publisher ad server, known as “DoubleClick For Publishers” (DFP). In the centre of the ad tech stack, Google operates an ad exchange, known as “AdX”. Ad exchanges typically receive requests for bids from publishers and responding bids from advertisers, and then conduct an auction to match these two sides. AdX is where Google charges its highest fees in the ad tech stack (approximately 20% of the bid amount).

Simplified overview of the ad tech stack, key intermediaries and Google’s ad tech products

The CMA’s provisional findings relate to anti-competitive ‘self-preferencing’ by Google. The CMA has provisionally found that, since at least 2015, Google has abused its dominant positions through the operation of both its buying tools and publisher ad server in order to strengthen AdX’s market position and to protect AdX from competition from other exchanges. Moreover, due to the highly integrated nature of Google’s ad tech business, the CMA has provisionally found that Google’s conduct has also prevented rival publisher ad servers from being able to compete effectively with DFP, harming competition in this market.

Google has done this through various practices that give AdX competitive advantages, disadvantage Google’s rivals, and are against the interests of Google’s advertiser and publisher customers. These practices have evolved over time and include:

  • providing AdX with exclusive or preferential access to advertisers that use Google Ads’ platform;
  • manipulating advertiser bids so that they have a higher value when submitted into AdX’s auction than when submitted into rival exchanges’ auctions; and
  • allowing AdX to bid first in auctions run by DFP for online advertising space, effectively giving it an ‘right of first refusal’ – with rivals potentially not having any chance to submit bids.

The CMA has provisionally found that this anti-competitive conduct is ongoing. The CMA is therefore considering what may be required to ensure that Google ceases the anti-competitive practices, and that Google does not engage in similar practices in the future.

The CMA will now carefully consider representations from Google before reaching its final decision.

For more information, visit the CMA’s investigation into suspected anti-competitive conduct by Google in ad tech case page.

John Lewis ‘back to its roots’ with renewed Never Knowingly Undersold campaign
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John Lewis has announced the reintroduction of its Never Knowingly Undersold (NKU) price promise – and analysts have generally welcomed the move as the retail giant looks to consolidate its place in an increasingly competitive and price-sensitive UK landscape.

Zoe Mills, Lead Retail Analyst at GlobalData, says the resuscitation of its NKU price promise, coupled with an updated narrative on its proposition, highlights a return to its roots that will be crucial to competing in a highly price-sensitive retail market.

“John Lewis has been in an identity crisis since it culled its NKU price promise over two years ago,” Mills says. “In 2022, its shift in focus to “everyday value and quality” was not enough to contend with its closest competitors across home, electricals, apparel, and beauty. This updated initiative will reassure its existing customers on price and make some headway in enticing back lapsed shoppers that had turned to its competitors.

“Now that price has returned to its mantra, consumer sentiment surrounding value for money at John Lewis should improve, particularly as the cost-of-living crisis has scarred shoppers’ finances. With price matching against 25 retailers, including, notably, Amazon’s electricals proposition, GlobalData anticipates that this will put John Lewis on the front foot as we enter the golden quarter.

“Limiting the extent of the price promise to 25 retailers will make the promise more manageable, and while it may lessen its impact with shoppers, it does include some online specialists that were excluded from the previous promise, and the list is made up of the retailers that its shoppers are most likely to compare it with.

“Celebrating 100 years since NKU was first launched, John Lewis intends to adapt this service over time to react to the changing retail landscape so that it does not face the dilemma that caused it to ditch the promise in 2022. It expects the relaunch to accelerate sales but, with the inclusion of online retailers such as Amazon, it is going to have a negative impact on gross margins.”

Photo by Daniel Adesina on Unsplash

CONVERSION RATE OPTIMISATION MONTH: Which of these solutions are in your toolbox?
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A variety of tools and services are available off the shelf to help digital marketers achieve their conversion rate optimisation goals Here are some leading options…

A/B Testing Tools

  • Optimizely: Known for its ease of use and powerful features, Optimizely allows marketers to create and run A/B tests to compare different website variations.
  • VWO: Offers a wide range of testing capabilities, including multivariate testing, personalization, and heatmaps.

Heatmap and Session Recording Tools

  • Hotjar: Provides heatmaps, session recordings, and surveys to understand user behavior and identify pain points.
  • Crazy Egg: Offers similar features to Hotjar, with a focus on visual analytics.
  • UserTesting: Enables marketers to conduct user testing and gather qualitative feedback.

Personalization Tools

  • Dynamic Yield: Offers advanced personalization capabilities based on user behavior and preferences.
  • Monetate: Provides real-time personalization and optimization based on user actions and attributes.
  • Adobe Target: Integrates with Adobe Analytics, allowing for seamless personalization and testing.

Analytics Tools

  • Google Analytics: A powerful tool for tracking website traffic, user behavior, and conversions.
  • Adobe Analytics: Offers advanced analytics features, including predictive analytics and machine learning.
  • Mixpanel: Focuses on product analytics, tracking user interactions and funnels.

Other Useful Tools

  • Optimizely Full Stack: For more advanced users, this tool allows for server-side testing and personalization.
  • Yotpo: A review and loyalty platform that can be used to collect user feedback and improve conversions.
  • Google Tag Manager: A tool for managing and deploying website tags, making it easier to implement tracking and testing code.

By leveraging these tools, digital marketers can gain valuable insights into user behavior, test different website elements,and optimize for higher conversion rates.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Silvan Arnet on Unsplash

CONVERSION RATE OPTIMISATION MONTH: Defining the key metrics for e-commerce success
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Conversion rate optimisation (CRO) is a data-driven process aimed at increasing the percentage of website visitors who take a desired action, such as making a purchase or signing up for a newsletter. To measure the effectiveness of CRO efforts, digital marketing professionals rely on a variety of key metrics – Here are the key data points, as used by delegates at the eCommerce Forum…

Core CRO Metrics

  • Conversion Rate: The most fundamental metric, it measures the percentage of visitors who take the desired action (e.g., purchases, sign-ups).
  • Bounce Rate: The percentage of visitors who leave a website after viewing only one page. A high bounce rate indicates a lack of engagement.
  • Average Time on Site: The average amount of time visitors spend on a website. Longer dwell times suggest greater engagement.
  • Pages per Session: The average number of pages viewed per visit. This metric indicates how deeply visitors explore the site.
  • Click-Through Rate (CTR): The percentage of users who click on a link or call to action.
  • Cart Abandonment Rate: The percentage of visitors who add items to their cart but don’t complete the purchase.
  • Average Order Value (AOV): The average value of orders placed on a website.
  • Customer Lifetime Value (CLTV): The total revenue a customer generates over their lifetime.

Advanced CRO Metrics

  • Conversion Funnel Analysis: Breaking down the customer journey into steps and analyzing performance at each stage.
  • A/B Testing Results: Comparing the performance of different website variations to identify the most effective elements.
  • Customer Satisfaction Surveys: Gathering feedback from visitors to understand their experiences and identify areas for improvement.
  • Heatmaps and Click Maps: Visualizing user behavior to identify areas of interest and frustration.

Using Metrics to Drive Optimization

  • Set Clear Goals: Define specific CRO goals based on your business objectives.
  • Track Key Metrics: Monitor relevant metrics regularly to assess the impact of your optimization efforts.
  • Analyze Data: Use data analytics tools to identify trends, patterns, and areas for improvement.
  • Test and Iterate: Conduct A/B tests and experiment with different website elements to optimize for better results.
  • Segment Data: Analyze data by different segments (e.g., demographics, device type) to identify specific areas for improvement.

By tracking and analyzing these metrics, digital marketing professionals can make data-driven decisions to enhance website performance and drive conversions.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Firmbee.com on Unsplash

Euro 2024 broke $500m sponsorship barrier
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The 2024 edition of the UEFA European Championships saw sponsorship deals from a total of 25 brands, with the largest deal in terms of annual value being with adidas, according to new analysis.

Alongside Sportradar, Coca-Cola’s deal ranks joint second in terms of the largest sponsorship deals. Overall, the 2024 UEFA European Championships generated sponsorship revenue of $535.25 million, says GlobalData.

Its latest report “Post Event Analysis – UEFA European Championships 2024,” reveals that the largest media value deal for the 2024 European Champions was with Deutsche Telecom. The tournament had a total attendance of around 2.68 million.

Olivia Snooks, Associate Sport Analyst at GlobalData comments: “Many of the partnerships, including adidas and Sportradar, have agreed deals with UEFA; therefore, the partnerships go beyond just the European Championships. Adidas took over from Nike as the official ball supplier to all UEFA competitions in 2000. Coca-Cola, on the other hand, has only a one-year partnership, serving as a global partner for the 2024 edition of the tournament.”  

The UEFA Euro 2024 final was watched by a peak audience of 24.2 million across ITV and BBC in the UK, with an average of 22.3 million watching the match. ITV posted its highest viewing share for a final since records began. The BBC’s coverage, in fact, beat ITV’s coverage of the final in terms of peak viewership. England’s Euro 2024 semi-final victory over the Netherlands was watched by a peak audience of 20.3 million on ITV, which prior to the final was the most-watched television program of the year.

Snooks continues: “As the European Championships are one of the UK’s “crown jewel” sporting events, along with other competitions, such as the Olympics, they are required by law to be shown on free-to-air channels. This year’s Euros set records for TV audiences in the countries of the participating teams, as the 2024 Euros increased to 24 competing nations.”

Approximately 65,000 fans attended the 2024 Euros final between England and Spain. Unsurprisingly, tickets for the final were the most expensive out of all of the matches. Ticket prices ranged from $107.26 (£83) to $1129.44 (£874). The total number of tickets sold for the quarter-final matches was 218,787, while the total number of tickets sold at the semi-final matches was 112,968.

Snooks concludes: “The attendance for the 2024 Euro final was considerably lower in terms of percentage compared to other matches at this year’s Euros, with a 92.5% full stadium. However, it is important to mention that many England fans left the stadium in Berlin before the medal ceremony had even begun; therefore, the attendance data for the final might be slightly skewed.”

Photo by Peri Stojnic on Unsplash

Build your supplier network at the eCommerce Forum
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As an industry professional you have a pending invitation to attend the eCommerce Forum, which will provide you with a rare full working day of industry networking, learning and connection building.

Will you be attending? Secure your free place here.

Your pass will be fully funded to attend as our guest, which includes:

  • A seat at our insightful seminar sessions, led by industry thought leaders
  • Your own personalised itinerary of 1-2-1 meetings with industry leading suppliers, who can help with your upcoming plans and projects
  • Complimentary lunch and refreshments provided throughout the day
  • Multiple networking opportunities with fellow industry professionals
  • Personalised attendance options to suit your schedule

Book online here >>> (booking takes only 5 minutes)

Watch our attendee experience video to find out more about what to expect at the event!

If you have any further questions please contact us here for more information.

If you specialise in Digital Signage we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in September we’ll be focussing on Digital Signage 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 Digital Signage 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 Kerry Naumburger on k.naumburger@forumevents.co.uk. Here’s our features list in full:- Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking Mar 2025 – Email Marketing April 2025 – Digital Printing May 2024 – Social Media June 2024 – Brand Monitoring July 2024 – Website Analytics Aug 2024 – Conversion Rate Optimisation 

CONVERSION RATE OPTIMISATION MONTH: Define your goals, select the best partners
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Conversion Rate Optimisation (CRO) is a critical component of any successful digital marketing strategy. Selecting the right CRO partner is essential for maximizing ROI. Here are key considerations, based on delegate requirements at the Digital Marketing Solutions Summit and eCommerce Forum…

Defining Your CRO Goals

  • Identify Key Metrics: Clearly define the metrics you want to improve, such as conversion rate, average order value, or time on site.
  • Set Realistic Expectations: Understand the potential impact of CRO and set achievable goals.

Evaluating CRO Partners

  • Expertise and Experience: Look for partners with a proven track record in your industry and a deep understanding of CRO methodologies.
  • Toolset: Assess the range of tools and technologies the partner uses for testing, analysis, and optimization.
  • Data-Driven Approach: Ensure the partner emphasizes data-driven decision making and has a strong analytical capability.
  • Customer Focus: A partner with a strong focus on user experience and customer-centricity is essential.
  • Collaboration and Communication: Effective communication and collaboration are key to a successful partnership.

Key Considerations for CRO Success

  • Clear Testing Methodology: Ensure the partner has a robust testing methodology, including A/B testing,multivariate testing, and personalization.
  • Data Analysis and Insights: Look for partners who can provide actionable insights from data and recommend optimization strategies.
  • Integration with Existing Tools: The CRO partner should be able to integrate with your existing marketing technology stack.
  • Ongoing Optimization: A successful CRO partnership involves continuous testing and improvement.
  • Return on Investment (ROI): Clearly define ROI expectations and track the impact of CRO initiatives.

Building a Strong Partnership

  • Open Communication: Maintain open and honest communication with the CRO partner throughout the project.
  • Shared Goals: Ensure the partner understands your business objectives and aligns their efforts accordingly.
  • Regular Reviews: Conduct regular reviews to assess the performance of CRO initiatives and make necessary adjustments.
  • Data Sharing: Grant access to relevant data to enable the partner to conduct in-depth analysis.

By carefully selecting a CRO partner and following these guidelines, digital marketing professionals can significantly improve website performance and drive business growth.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Benefits of free trials espoused in retail study
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New data shows 30-day free trials are the most effective method of paid customer conversions – almost four times (273%) more likely to convert a customer than 14-day free trials. Findings also show free trials are 28 times more effective than free products.

However, despite its effectiveness, and at no cost to the business, nearly 3 in 4 ecommerce sellers didn’t use the approach in 2023.

Whop conducted the ‘Optimal Free Trial Length for Digital Products’ study to understand how digital retailers can increase customer acquisition and conversion rate by analysing free trials of 3 days, 7 days, 14 days, and 30 days.

Of the four free trial periods, the 30-day free trials had the highest customer acquisition (32%) and conversion rate (56%). The second highest conversion rate was the 3-day free trial at 35%, however, this approach only had 2% total signups.

The findings also demonstrate that 30-day trials experience more successful signup rates, 16 times more than a 3-day trial and 1.5 times more than 7-day free trials.

While it is tempting to speed up conversion rates by using shorter free trials, the data shows 30-day free trials are the best for engaging and converting customers. This is because customers have more time to see how a product can create value for them. The longer customers use the product, the more they rely on it, and the more likely they will convert into paying customers.

Cameron Zoub, CGO and co-founder of Whop, said: “As it becomes increasingly challenging to get heard as a product or service in a crowded online space, one of the most powerful methods we’ve identified is offering 30-day free trials. By providing potential customers with an extended period to explore and integrate a product, businesses and digital creators can significantly boost engagement and conversion rates. This approach allows users to fully understand the value a product brings to their lives.

“As a platform which gives creators the ability to connect to a global audience, our mission is to empower digital product sellers with the insights and tools they need to succeed. By adopting proven lead generation techniques like extended free trials, creators can drive substantial growth and build lasting relationships with their audience.”

Photo by William White on Unsplash