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Amazon wins Super Bowl with Alexa TV ad

The annual battle of the Super Bowl TV advertisements took place on Sunday, with the consensus being that Amazon won with its celebrity Alexa extravaganza.

It was a simple set up – Alexa has lost it’s voice and a host of famous vocal chords step in to save the day.

And according to USA Today’s AdMeter tool, it was a winning idea, with the ad pipping the NFL’s own Dirty Dancing remake to the top spot.

Among the celebrities featuring were the company’s own CEO Jeff Bezos, Anthony Hopkins, Rebel Wilson and Cardi B (us neither).

You can check it out here:

And here’s the runner up:

 

UK advertising spend to hit £22.1bn for 2017

UK advertising spend in Q3 2017 rose 3.5% year-on-year to reach £5.4bn – the 17th consecutive quarter of market growth.

According to the latest Advertising Association/WARC Expenditure Report, the data underpins preliminary figures which show 2017 spending grew to £22.1bn – representing the eighth consecutive year of market growth.

Further findings indicate that total UK adspend over the first nine months of 2017 was 3.5% (£551m) higher than the previous year. The preliminary estimate for 2017 growth is 3.4% (to £22.1bn), an upgrade of 0.3 points since October’s forecast.

The projection for total market growth in 2018 is 2.8% (to £22.7bn).

Advertising Association Stephen Woodford said: “As we work through Brexit, we need to help Government make the best decisions to support our industry and, by extension, the wider UK economy as we target growth across the nations and regions and in an increasingly global marketplace.”

www.adassoc.org.uk

Print & Digital Innovations Summit

Register today for the Digital Signage & Interactive Solutions Summit

Find your partners for complete interactive customer experiences on September 24th & 25th 2018 in London.

More and more UK businesses have recognised the influence that digital signage has on customer decision making, leading many to adopt digital advertising as a solution for reaching wider audiences, faster and more effectively.

The Digital Signage & Interactive Solutions Summit addresses these requirement directly.

Running alongside the meetings will be workshops, round tables discussions, delegate & supplier case histories and presentations covering ground breaking technologies, plus ample networking opportunities over lunch and refreshment breaks.

For delegates your complimentary place includes:

  • Personalised itinerary of face-to-face meetings
  • Free seminars
  • Complimentary lunch and refreshments
  • Unparalleled networking opportunities
  • A relaxed businesslike environment
  • Luxury hotel venue
  • An event where you are in charge
  • A professional, time saving way to find product, service and solution providers
  • A ‘no hassle, no hard sell’ environment
  • Only 60 places available

This Summit offers you an efficient and stress-free way to see what’s new in the industry and make profitable connections and partnerships.

For more information on how to attend as either a delegate or industry supplier, contact Gill Woods at g.woods@forumevents.co.uk, or call 01992 374052.

Digital Signage

Do you provide Digital Signage solutions? 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 March we’ll be focussing on Digital Signage.

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

So, if you specialise in Digital Signage solutions 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:

February – Content Management

March – Digital Signage

April – Email Marketing

May – Digital Printing

June – Social Media

July – Brand Monitoring

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.

Chris Pitt Vertical Leap

5 Minutes With… Chris Pitt, Vertical Leap

We speak to Vertical Leap’s Head of Marketing Chris Pitt about the search agency’s USPs, the challenges of data analysis, the rise in voice technology and AI, plus the disappointing lack of slides at Google HQ…

Tell us about your company, products and services.

Vertical Leap is the most effective search agency in the UK when it comes to scale and depth.  We use data science and machine learning, combined with experience and expertise, to dig deeper, achieve more and operate at a scale that is at least 4x the capability of our nearest competitor.

Our Apollo Insights technology ensures that no stone is ever left unturned when it comes to your search marketing campaign. It collects everything that could possibly be known about your website, your wider online presence, your competitors and your overall market. It combines, verifies and analyses all this data to provide both prescriptive and predictive insights that identify all the opportunities and threats that you are facing. It is infused with artificial intelligence that provides our search specialists with a level of analysis that would simply not be possible manually; more than humanly possible.

It means that we spend more time implementing a finely targeted set of activities that are quantitatively proven to get the greatest impact.  We spend more time on the details that will yield the greatest results.  We spend more time on what matters most – your business.

For over 15 years, we have been leading the way in search marketing, pioneering innovative techniques that keep our customers ahead of their competitors. Our customers range from SMEs to enterprise-level, including the likes of P&O, Harvester, Ordnance Survey, Foyles and University of East Anglia.

We are part of the Sideshow group; an independent group of 170 staff with an annual turnover of £15m and offices in Portsmouth, London and Bournemouth. We are a RAR top 100 agency and a Premier Google Partner.

What have been the biggest challenges the digital marketing industry has faced over the past 12 months?

The balance between the increasing amounts of data needed to be effective and having the time for analysis and implementation

And what have been the biggest opportunities?

Machine learning and AI are undoubtedly the biggest opportunities. Where too much data and limited resource is the issue, AI and machine learning are the solution.

What is the biggest priority for the digital marketing industry in 2018?

It is the same as it ever us. Proving the value of each channel in its own right and as part of the whole blend. The context changes from year to year, but the priority should always be about the value.

What are the main trends you are expecting to see in the market in 2018?

Voice could potentially be huge. Smart home devices are growing in use, but aren’t yet being deployed for commercial advantage. As soon as Amazon, Google and Apple work out how to monetise the everyday usage of voice, there will be a new opportunity for business.

Otherwise, expect more technology, AI and machine learning. It is the future and the spoils will go to the early adopters.  It is no coincidence that the biggest companies in the world (Google, Apple, Amazon etc) have machine learning and AI at the core off their businesses.

What technology is going to have the biggest impact on the market this year?

At the risk of sounding like a stuck record, see above. But, admittedly, it is more challenging for businesses to integrate AI/ML competencies in to their business. On that basis (and to bring something new to the conversation), we expect to see a new wave of chatbots arriving on the scene. The chatbots that have been built have been underwhelming – little more than chatty FAQs. What is coming will be far stronger, proactive, intelligent bots that can predict your needs and provide the solution at exactly the right time.

In 2020 we’ll all be talking about…?

Brexit, probably. But also, how quickly marketing has moved to be a more symbiotic relationship of human creativity and machine learning efficiency. 

Which person in, or associated with, the digital marketing industry would you most like to meet?

Tim O’Reilly from O’Reilly Media. He is not strictly digital marketing, but does overlap. He calls it right, every time.

What’s the most surprising thing you’ve learnt about the digital marketing sector?

THERE ARE NO SLIDES AT GOOGLE HQ LONDON. I’ve been there. It was a huge, surprising, disappointment.

You go to the bar at the Digital Marketing Solutions Summit – what’s your tipple of choice?

I’m T-total, so let’s go with a decent cup of tea.

What’s the most exciting thing about your job?

Meeting and working with huge brands. The kind of huge brands you remember seeing when you were young and that you’ve lived with all your life. To then have them as your customers is a unique feeling.

And what’s the most challenging?

Digital marketing offers huge opportunities, but often you have to walk, then run, the sprint. You can see the finish line getting nearer; and you can also see all the other new tools and tactics available. That can be distracting and frustrating, for customers and agencies alike. Managing expectations and staying focussed, balanced with what else is out there can be very challenging.

What’s the best piece of advice you’ve ever been given?

It’s not in the form of advice, but I remember when, having just started my own business (a record label) I had secured a meeting with an industry influencer that could open some doors. The first thing he asked me was what I was specifically trying to achieve and whilst I had lofty plans for world domination, I couldn’t answer his question. Since then I’ve always tried to make sure I can answer that question, whatever the situation.

Peaky Blinders or The Crown?

PEAKY BLINDERS!!!

Digital Marketing Solutions Summit

Activate your Digital Marketing Solutions Summit ticket today!

Activate your free ticket today for the Digital Marketing Solutions Summit and ensure your business is positioned to face the challenges 2018 is set to bring.

It takes place on May 15th at the Hilton London, Canary Wharf, and is entirely free for you to attend.

But register your place now as we have limited availability for delegates.

As our VIP guest, you will be benefit from:

  • A personalised itinerary of face-to-face meetings with innovative suppliers who match your requirements and upcoming projects. No time wasted, no hard sell.
  • Access to educational and inspirational seminar sessions.
  • Networking opportunities with like-minded peers.
  • Full hospitality, including lunch and all refreshments.

To find out more, contact Camilla Watkiss on 01992 376727 or email c.watkiss@forumevents.co.uk.

Alternatively, if you’re an industry supplier and would like to showcase your products and services at the event, contact Sam Walker on 01992 374 054 or email s.walker@forumevents.co.uk.

Print & Digital Innovations Summit

Secure your place at the Digital Signage & Interactive Solutions Summit

Find your partners for complete interactive customer experiences on September 24th & 25th 2018 in London.

More and more UK businesses have recognised the influence that digital signage has on customer decision making, leading many to adopt digital advertising as a solution for reaching wider audiences, faster and more effectively.

The Digital Signage & Interactive Solutions Summit addresses these requirement directly.

Running alongside the meetings will be workshops, round tables discussions, delegate & supplier case histories and presentations covering ground breaking technologies, plus ample networking opportunities over lunch and refreshment breaks.

For delegates your complimentary place includes:

  • Personalised itinerary of face-to-face meetings
  • Free seminars
  • Complimentary lunch and refreshments
  • Unparalleled networking opportunities
  • A relaxed businesslike environment
  • Luxury hotel venue
  • An event where you are in charge
  • A professional, time saving way to find product, service and solution providers
  • A ‘no hassle, no hard sell’ environment
  • Only 60 places available

This Summit offers you an efficient and stress-free way to see what’s new in the industry and make profitable connections and partnerships.

For more information on how to attend as either a delegate or industry supplier, contact Gill Woods at g.woods@forumevents.co.uk, or call 01992 374052.

Digital Marketing Solutions Summit

Discover the key to business growth at the Digital Marketing Solutions Summit

Register today for the digital marketing industry event of the year, taking place on May 15th at the Hilton Canary Wharf.

It’s entirely free for you to attend – as our VIP guest, you will be benefit from:

• A personalised itinerary of face-to-face meetings with innovative suppliers who match your requirements and upcoming projects. No time wasted, no hard sell.

• Access to educational and inspirational seminar sessions.

• Networking opportunities with like-minded peers.

• Full hospitality, including lunch and all refreshments.

But don’t just take our word for it. This is what some of our 2017 delegates had to say about the event…

“Very useful; we will definitely be reviewing opportunities for new relationships and appointments.”
30 Euston Square

“Very informative event. I enjoyed the seminars and had some successful meetings with potential suppliers.”
Caribbean Tourism Organisation

“Fantastic event! Great variety of agencies and perfect set-up to get the most out of the day!”
Clasado Biosciences

“Great day, very insightful & made some good contacts.”
Hammerson

“It was a good way to meet lots of service providers in one place – like speed dating for marketing services.”
Smart Currency

The Digital Marketing Solutions Summit is entirely FREE to attend. Simply click here to register.

Or contact Camilla Watkiss on 01992 376 727 / c.watkiss@forumevents.co.uk for more information.

Alternatively, if you’re an industry supplier and would like to showcase your products and services at the event, contact Sam Walker on 01992 374 054 or email s.walker@forumevents.co.uk.

Content Management

RECOMMENDED: Do you provide Content Management solutions? 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, starting in February with Content Management.

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

So, if you specialise in Content Management solutions 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:

February – Content Management

March – Digital Signage

April – Email Marketing

May – Digital Printing

June – Social Media

July – Brand Monitoring

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.

Ikea urges pregnant mother to urinate on its ad

Swedish furniture retailer Ikea has hit on a novel idea to promote its new range of cribs – by asking pregnant women to urinate on its print ad to claim the prize.

Devised by Swedish ad agency Åkestam Holst in conjunction with chemical manufacturer Mercene Labs, the magazine advertisement contains technology included in pregnancy tests, changing colour when urine is applied, and giving confirmation if the reader is pregnant.

Discussing the unique promotion, a spokesperson at the agency said: “In order to make the interactive functions of this ad work in reality, we had to make several technical advancements.

“The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.”