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Stuart O'Brien

Peugeot

Ad regulator bans Peugeot advert for condoning dangerous driving
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French car giant Peugeot has had its latest advert banned by the UK Advertising Standards Authority (ASA) for condoning dangerous driving.

The advert, which first aired in July, shows a man driving through the streets reading a text from a lady friend on the car’s built-in screen located on the dashboard. The driver then raised a hand from the steering wheel.

Five viewers reported the advert to the ASA as hey claimed it condoned dangerous or irresponsible driving.

Peugeot in its defence said that because the Highway Code permits a driver to adjust music or the radio, the action of looking momentarily at the screen was no worse, and while thew driver did raise one hand, this action was again momentarily, adding that at no point did the driver take his eyes from the road, with the advert designed a “fantastical treatment” to create humour around the new technology within the vehicle.

The ASA acknowledged the points, yet decided to ban the advert, releasing a statement saying: “We considered that, to show a driver reading a text message (which, even at the eye level at which it was shown in the ad, would have inevitably diverted his attention from the road ahead) and then reacting to it, amounted to a distraction that would have prevented him being aware of, and/or being in control of, other actions that were necessary for safe driving.”

GDPR

A quarter of UK consumers eye up potential GDPR compensation pay-outs
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A survey of 1,000 UK consumers suggests that around half (52 per cent) would make a request if they suspected their personal information was being held without their consent.

According to the data from Macro 4 and MaruUsurv, 39 per cent would consider doing it just because they are curious to see what data companies are holding about them; and 26 per cent would make a request if there was a chance of compensation – which is possible if the rules were not being followed or their privacy was being breached, for example.

17 per cent would make a request in order to ‘get back’ at companies who had given them a negative experience.

In fact, only seven per cent of UK consumers would not be interested in seeing the personal information companies are holding about them, according to the survey.

As such, the research indicates GDPR requests will pose a challenge for organizations, both because personal data now includes so many different types of information and because it is difficult to predict just how many requests to prepare for.

Lynda Kershaw, Marketing Manager at Macro 4, said: “Personal information can be anything that is identifiable to an individual: everything from contact details, date of birth and credit card numbers, to information within emails and social media conversations, letters, bills and policy documents. Much of this is unstructured information held in separate systems controlled by different business departments and cannot be pulled together at the snap of your fingers.

“And things get even more complicated if you’re an online or ecommerce business that tracks people’s online behavior – such as the web pages they visit and ads they click – for marketing purposes. Under the new rules, cookies, IP addresses and other online identifiers all count as personal data. You need to explain exactly how you are using this kind of information, and be able to respond to customer queries about it, too.”

62 per cent of the survey sample said they want stricter rules surrounding data collected about people’s online behavior (sites they visit, ads they click and purchases they make). The GDPR takes account of this by classifying online identifiers such as computer IP addresses as personal information.

Surprisingly, with over six months to go before the GDPR takes effect, the research suggests that 66 per cent of consumers already have some awareness of the regulation. 43 per cent say they want to see bigger fines for companies who are not following data protection rules.

While tough financial penalties are expected for failing to comply with the GDPR, experts believe companies should also be concerned about compensation litigation, which could mimic the activity that has grown around Payment Protection Insurance (PPI) compensation pay-outs.

This supposes that hundreds or thousands of individuals could be brought together by law firms to mount ‘no-win, no-fee’ class actions against organizations who have not adhered to the new data privacy regulation.

Other findings of the Macro 4 research include:

  • 42% of consumers find it difficult to keep track of personal information they have consented to organizations collecting
  • 41% would be more likely to use a company that made it easier to understand what personal information they are holding and how it will be used
  • 31% want companies to provide discounts, special offers and other incentives in exchange for their personal information

For more background on the survey results download Macro 4’s accompanying report ‘The GDPR: what consumers think’ at: http://www.macro4.com/the-gdpr-what-consumers-think.

Print & Digital Innovations Summit

Time running out to attend the Print & Digital Innovations Summit
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Delegate places are now extremely limited for the upcoming Print & Digital Innovations Summit, which is taking place on November 23rd at the Intercontinental London – The O2.

Each complimentary VIP delegate place includes pre-arranged meetings with trusted print providers, in areas including Digital Print, Direct Mail, Creative & Design, 3D Print, Banners & Posters, Brochure Printing, Integrated Marketing Solutions, Packaging & Labels, POS, Print Management plus many more.

There is also an educational seminar programme hosted by industry thought-leaders, opportunities to network with peers and full hospitality throughout.

To confirm your place, all you have to do is complete this short online form.

Alternatively, if you have any questions, or if you’re a solutions provider and would like to showcase your products and services at the event, please contact Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

WPP cuts sales and profit margin forecasts
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Advertising behemoth WPP has cut its sales and profit margin forecasts as it continues to battle with “low growth” advertising markets.

The company has confirmed that like-for-like sales growth and operating margins will now fall in 2017, instead of the initial prediction of 1%, and 0.3% the firm predicted in August.

WPP’s chief executive, Sir Martin Sorrell, told the BBC: “Brexit in a way has actually stimulated our business. Clients, instead of investing in fixed capital are investing in variable costs [such as advertising] in an effort to stimulate growth,” before adding that the world was in a “new normal of low growth, low inflation and limited pricing power”.

Shares in WPP fell by 1% as news reached the City.

Morrell added that three major events could help with growth in 2018.

“Any further marketing investment reduction may well be countered by the mini-quadrennial events of 2018 – the Winter Olympics in South Korea; the FIFA World Cup in Russia; and the mid-term Congressional elections in the United States.”

Mind appoints PSONA to help tackle GDPR issues
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Mental health charity Mind has appointed customer engagement agency PSONA to deliver a campaign to ‘educate and empower’ its supporters, assisting them in being able to opt-in to Mind’s communications.

Under the new GDPR directive, pre-ticked boxes to give implied consent will no longer be accepted, forcing charities such as Mind to rethink how they contact donors and potential supporters.

Failure to comply with GDPR rules can bring fines of up to 20 million Euros, or 4% of annual revenue, whichever is higher.

“As the changes around GDPR draw nearer, we wanted an agency with strong credentials and experience to help take us through it,” said Annabel Davis, head of communications and marketing at Mind.

“Mind only exists because of the amazing support of people who donate, fundraise, speak out on mental health, and give up their time to volunteer for us or tell us how to improve,” added Davis.

Facebook acquires teenage polling app tbh
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Facebook has acquired a polling app which has become a viral hit with teenagers just two months after its release.

The app, called tbh, allows members to create short surveys and send positive feedback to friends. The app has already had five million downloads and one billion messages.

It is thought Facebook has paid in the region of $100 million for the app, with the four co-founders – Nikita Bier, Erik Hazard, Kyle Zaragoza and Nicolas Ducdodon – brought into Facebook’s headquarters to continue to develop the app.

In a statement, tbh said: “While the last decade of the internet has been focused on open communication, the next milestone will be around meeting people’s emotional needs… When we met with Facebook, we realised that we shared many of the same core values about connecting people through positive interactions. Most of all, we were compelled by the ways they could help us realise tbh’s vision and bring it to more people.”

‘Print still valuable’ says Liberty London as it launches beauty magazine
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High-end department store, Liberty London, has launched an editorial magazine promoting its beauty products.

25,000 copies of ’Beauty’ will be published and distributed in-store, with a further 50,000 mailed direct to customers on the Liberty Loyalty customer scheme.

The main focus of the brand will be to drive footfall to its store, along with cross-brand loyalty.

Speaking with The Drum, Madeleine Macey, marketing and communications manager, said they want to offer a physical copy that customers can keep.

“We believe print still has a value to our customer – that special moment when you can pour over great stories and maybe learn something you didn’t know before about a brand or a process,” commented Macey.

“There are no full-on ‘advertorial’ spreads in the premium magazine, and the glossy is operating an invite-only policy around which brands can snap up its ad space. “We only stock the brands we truly believe in, and therefore we only invite people to advertise who we also truly believe in.”

The magazine had been developed with creative communications agency Portas, with content repurposed for Liberty’s own site and pushed across social network platforms.

The first issue features an article on Liberty London’s founders.

Digital Marketing Solutions Summit

Register today for the Digital Marketing Solutions Summit
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The next Digital Marketing Solutions Summit will take place on May 15th 2018 at the Hilton Hotel Canary Wharf, bringing marketing professionals together with the digital solutions they need.

The concept of the event is simple: Delegates receive an itinerary of meetings with the solution providers that match their strategic needs for 2018 and beyond.

Simple and effective. And no time wasted.

And it’s free for marketing industry professionals to attend as delegates – simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend this year.

For more information on registering as a delegate, contact Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact Carlos Dieguez on 01992 374091 or email c.dieguez@forumevents.co.uk.

Print & Digital Innovations Summit

Claim your VIP place at the Print & Digital Innovations Summit
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Delegate places are now extremely limited for the upcoming Print & Digital Innovations Summit, which is taking place on November 23rd at the Intercontinental London – The O2.

Each complimentary VIP delegate place includes pre-arranged meetings with trusted print providers, in areas including Digital Print, Direct Mail, Creative & Design, 3D Print, Banners & Posters, Brochure Printing, Integrated Marketing Solutions, Packaging & Labels, POS, Print Management plus many more.

There is also an educational seminar programme hosted by industry thought-leaders, opportunities to network with peers and full hospitality throughout.

To confirm your place, all you have to do is complete this short online form.

Alternatively, if you have any questions, please contact Kerry Naumburger on 01992 374099 or email k.naumburger@forumevents.co.uk.

Or, if you’re digital print solutions provider and would like to showcase your products and services at the event, contact Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

Christmas

GUEST BLOG: Planning for paid social advertising success at Christmas
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By Rob Kabrovski, VP Accounts EMEA, Adaptly

The Christmas season is a wonderful time of year, but it can also be stressful for retail marketers. That pressure is for a good reason: UK sales amounted to almost £43 billion in 2016, with shoppers spending in excess of £805 million on Christmas Day alone.

With consumers facing messages and advertisements from all different directions, it takes careful planning and strategising to execute campaigns that will break through the noise.

It is possible for advertisers to own the Christmas season timeline, making this year’s campaigns the most effective yet.

Dominate the Pre-Season Period

Christmas conversations often start as early September but there’s a huge spike in interest once Halloween has passed.

Almost half of UK shoppers claim to have planned most of their Christmas purchases by early October, but just over 15% will have actually finished their shopping at the end of the following month.

Make sure to get ahead of competitors by carefully creating a content calendar and owning the pre-Christmas planning period. This is a key time for driving awareness and increasing product consideration, as consumers are in a much more relaxed state-of-mind. Christmas season is saturated with ads and it’s important to get a head start to reach your target audience before ad fatigue sets in.

Users increasingly turn to social platforms to plan their Christmas purchases and activities. The sooner you start adding content, the more likely you are to get noticed and stay top-of-mind throughout the entire period.

Test and Learn

Use the October pre-season period to do your testing. Iterate on creative and ad formats to identify what resonates best with your customer – setting you up for success later on. This is a perfect time to identify which products, assets, and messaging your audiences are responding to, in order to optimise top performers closer to the actual date.

Focus this time on driving brand awareness and create excitement in the run-up to major shopping events like Black Friday and Cyber Monday. Seed your messages to core users – customers, fans, site visitors, and email subscribers – then reach your entire target audience on the actual day of a sale.

But remember that announcing promotions too early can delay consumers from making a purchase. 60% of UK customers say that they have hesitated to buy a Christmas related item in the hope of picking up a bargain later on.

Bid Aggressively

The competition tightens towards the end of November, in particular around Black Friday and Cyber Monday. That means you’ll have to be willing to bid aggressively to get a bigger share of users’ wallets.  This can have an effect on your usual sales targets, so use historical data to determine the best timeline and appropriate budgets for your business.

Even though this period may be slightly pricier than usual, you’re reaching users while they are most receptive to offers and gift ideas, and while purchase intent is at its peak.

Most consumers are actively looking to make purchases, so creative elements should be focused on product demos or inspiring users with gifting ideas. At this point, use ad formats that drive traffic to site and bring customers closer to purchase.

Drive Sales with Retargeting

In the immediate run-up to Christmas, driving sales becomes more important than ever. A total of £25 billion was spent online between Black Friday and Christmas Eve last year, and compared to 2015, ecommerce orders saw a 51% increase for the week leading up to the 25th.

Leverage the audiences you have already driven to your site; and dynamically retarget users based on product pages they have viewed.

Put the right items in front of shoppers at the right time and personalise your content based on users’ previous behaviour.

Don’t forget customers who are likely to purchase your products for their own use; retarget them with items they viewed earlier in the year. Entice these users with the opportunity to buy their own perfect gift – now available through a Black Friday deal or with a special Christmas discount.

Christmas can be a stressful time for marketers, but it also presents ample opportunities to connect with customers while purchase intent is high. As long as you plan your activity well in advance and focus on driving users through the purchase funnel, this is definitely the season to be jolly.

www.adaptly.com