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Google announces ‘real-time ads’ to help marketers jump on micro-moments…
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An amazing performance at the VMAs, a goal in the FA Cup final or a politician messing up in a high-profile interview — moments like these always spark the interest of those watching, cause a frenzy on social media and become trending topics within minutes, if not seconds.

If firms could capitalise on these so-called ‘micro-moments’, the potential benefit could be huge. Thankfully, Google hopes to be able to do just that. Inspired by the ‘Dancing Left Shark’ at Katy Perry’s halftime show at the Super Bowl in February last year, Google announced last week that is rolling out ‘real-time ads’.

In a nutshell, AdWords online tools will allow a pre-created ad to have a component — like photos or overlaid text — that can be updated immediately to reflect a ‘micro-moment’ that is generating chatter. It certainly paves the way for a time when ad elements could be automatically generated from trends detected on social media.

The new format — announced at a press event in Google/YouTube’s offices in New York — is now being made available to a select group of brands. Google said it expected to roll out the new service “more broadly” later this year.

A company statement said: “With Real-Time Ads, brands will be able to instantly run an ad across YouTube, hundreds of thousands of apps, and over two million sites in our Google Display Network with a message that ties directly to the big moment consumers just experienced.”

Forum Events introduces new Internet Marketing microsite
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As part of a wider campaign to support the internet marketing industry, Forum Events has this week launched a new engaging partner microsite for the marketing industry.

The new design has been carefully planned to create a smoother journey to enable partners to better understand Forum’s unique Summit concept.

In 2015, originally consisting of an annual Summit, the brand has since incorporated eConnect – a twice monthly newsletter providing readers with current and informative industry knowledge.

Head of Marketing Katie Houghton comments: ‘The Internet Marketing microsite is just one of 22 new microsites we will be launching over the next few months. It forms part of a wider strategy here at Forum Events to better inform our partners new and existing of the niche events we run across multiple different industries. It will provide a streamlined solution to understand the event, find out more information and to book on easily and seamlessly.’

The Internet Marketing Summit has seen incredible growth and will now benefit from a platform whereby new and existing partners can keep ahead of the game with industry news, book to attend the Summit online and benefit from targeted advertising opportunities which are built in to our overall partner packages.

The next summit is being held on the 9th May 2016 at the Grange Tower Bridge Hotel, London. Click here to find out more.

Why ‘brand me’ means integrated marketing campaigns are the future
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The rise of personalisation is no secret; in fact, back in 2013, an article in marketing magazine was questioning how far the trend could go – the question remains and the answer is always the same: further than we ever expect.

For too long, marketing has been split between digital and traditional media, and though the most successful marketing campaigns now function in both spheres, the continuing march of technology and rise of the IoT (internet of things) is likely to force this practice to the fore regardless of how ready marketing departments or agencies are to accept it.

This is not to say that those who excel in one area are somehow underperforming or not offering the right service, just that it is necessary for the industry as a whole to consider how changes in consumer behaviour and interaction with brands will affect them, and how they can future proof themselves by diversifying, breaking down silos or forming partnerships.

The increasing importance of ‘brand me’ to the future of marketing cannot be overstated – especially with the coming IoT revolution, the progress of on-demand media, customisable news feeds and mobile prevalence pushing consumers toward app based interactions. The future of marketing will naturally follow consumers into these apps, into their customised, personalised media consumption and this means that there will naturally be a blurring of the lines between traditional and digital media and mediums of branding.

In this regard, both sections have a lot to offer the other – while traditional media marketing has been utilising the campaign model for decades, attempting to become a part of a zeitgeist (soft-drink, alcohol and sportswear brands being prime examples) through both sales and non-sales oriented promotion, digital media is a relative newcomer to the concept (though viral-marketing and earned media are making great progress), whereas digital media is more proficient in real-time marketing and making use of the incredible amount of granular data available to them.

As television events increasingly become an online phenomenon (think the release of new, whole seasons of Netflix and Amazon Prime series), as apps begin to deliver personalised content to consumers without recourse to intermediary sites, there will need to be a blending of approaches to marketing in the future, taking the best of both worlds to create marketing practice that adds values to brands while delivering to consumers in an increasingly personalised world.

 

Article by John Warner
Content Executive, Click Consult

Click here to find out more about Click Consult

‘Man on the Moon’ goes viral for festive hype
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The annual Christmas advert for iconic retailer John Lewis has smashed all previous records, with more than six million views via their YouTube channel over the first weekend alone. The advert has escalated to almost ‘cult’ status, highly anticipated and recognised by many as the kick-off to the festive season. Usually highly emotive and narrative in style, the adverts engage wholly on the emotive side to the Christmas season. Its feel good, emotionally-charged narrative and music over the past few years have led it to be a major seasonal event in the marketing calendar.

Launched firstly in 2007 this year is the retailer’s ninth edition, with increasing pressure to come up trumps and ‘wow’ audiences with an innovative yet engaging campaign for 2015. With a phenomenal £7million budget, even in the days after its launch a number of spoof ‘budget’ versions cropped up on the internet just add to the buzz surrounding the retailer’s latest marketing effort.

The ad is in support of charity Age UK and features the strapline “Show someone they are loved this Christmas”. This initial spike in interest at this point puts it way ahead of the 2014 “Monty and the Penguin” but still to reach the phenomenal 13 million views in the first 24 hours achieved by the 2013 version “The Bear & The Hare”.

Craig Inglis, Customer Director at John Lewis said: “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.

“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

 

Boost the figure further and view #manonthemoon ad here.

Are you ‘emoji savvy’ in your marketing reach?
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Internet retailers are being urged to look beyond the written word and embrace the popularity of the emoji to interact with a younger generation. Global courier ParcelHero says e-tailers should embrace the cartoon style imagery within its marketing to engagement younger audiences.

The small image icons are booming in popularity – backed up by the company’s research which found 92 percent of the online population now use emoji’s. So much so, that a ‘thumbs up’ or a happy face inserted has overtake the popularity of internet text abbreviations such as ‘LOL’.

ParcelHero’s head of public relations, David Jinks, explains, “Internet traders, from the smallest eBayer to giants such as Amazon, all need to start using the language of emoji’s. ParcelHero’s new research shows that people of all ages are happily emoting with emoji’s, and are using them to communicate with etailers to give feedback on products and deliveries. After all a smiling face, or a frowning face for that matter, says a thousand words.”