AdMonsters Screens London 2013 #Screens
AdMonsters Screens is the only conference for smart-screen media strategists, operations, technology, and revenue leaders. Meet the leaders, share best practices, and nail down your strategy for 2014.
‘The Power of First Party Data’
By Johnathon Tate (Business Development, Acceleration)
Johnathon introduced us to a case study on the Wall Street Journal, looking at 1st party data and subscriptions. He illustrated that 80% of the traffic on the site came from only 20% of the subscribers. This shows they don’t know a lot about who’s visiting the site.
Acceleration put integrated architecture in place. Pulled all together and created data management platform. This led to a 100% increase in revenue from data within a year.
- Data management and executive strategy
- Multiple use cases
- Cross functional execution team
- Organisational silos still hampered full value resignation
- Obsessive about monetisation
A case study about Amazon was brought into play. They won’t allow 3rd party data collectors, this is smart as it doesn’t allow any competitors to leak data from their site.
A closed eco data system:
- 3rd party serving
- Customer profiting out of this
- Joint creative production
- Absolute rigor and control over data
- Highly differentiated data assets
- Multiple use cases
- Automated trading on their own terms – know your value
- New entrant, new approach, massive threat
‘A Multiplier to TV’
By Oliver Snoody (Head of Planning UK, Twitter)
Twitter: ‘LIVE, PUBLIC, CONVERSATIONAL’.
One of the key opening points is that jumping on trends is a great idea for brands with a Twitter presence. If you look at the show ‘I’m a Celebrity Get me out of Here’ – during the opening night of the show, 719 thousand tweets were tweeted! An interesting point is that 82% of the tweets were using mobile – this is clearly where technology is gravitating to.
Twitter really enables brands to engage in conversation and often humour with Twitter users watching ‘I’m a Celeb’ and other popular TV shows.
Around 60% of Twitter users tweet whilst watching TV programmes. About 40% of Twitter traffic during peak times is on the topic of TV shows. 95% of online public conversation about TV comes from Twitter – an amazing set of statistics. Greatly illustrating how important Twitter is, but also why brands need to get involved.
Carrying on the topic of TV and Twitter, it’s interesting to see the differences in user and the frequency of tweets, depending on the show. Drama shows tend to see tweets and the beginning and end, whereas factual shows generally see continuous tweeting throughout.
Looking at Argos’ #GiftForSanta campaign, you can see they got users to tweet what they think Santa should get for Christmas. This was a superb idea, as it got many people tweeting. The ad was shown on the advertising break from ‘I’m a Celeb’ – a captive audience only too willing to tweet!
Twitter and TV together drive a stronger ROI than just TV alone:
- Target TV conversations that matter
- Optimise existing campaigns
- Max the value of TV sponsorships
- They show deeper dynamics of stories across screens
TV creates substantial opportunities for Twitter – they can predict the surges of engagement. Brands can plan for these surges of activity for the benefit of their company.
‘Overcoming Challenges of Cross Screen Measurements’
By Andrew Bradford (VP, Nielsen)
‘Cross Media Measurement’ – its easy, right? If you think cross media is simple, you clearly haven’t understood the gravity of the situation. Most online measurements don’t manage people. Fragmented panels can’t effectively measure fragmented digital audiences.
The four essential ingredients to success:
- People management
- Platform data collection
- Big data
TV = PC, Laptop, Apps, Tablet, Smartphone and Browser.
Dynamic ad model – many ads to reach many people.
Linear ad model – one ad to reach many people.
Some thought provoking thoughts:
- What is my targeted incremented reach/combined reach/total ratings per £?
- What TV and online weight placement for a given target that will deliver that target reach/rating?
- The future is here, it’s just unevenly distributed
- The only thing worse than not building on the future is acting on yesterday’s logic
- People, platforms, encoding, bid date = helpful
- Industrial grade processing
‘How to Scale the 2nd screen’
Julian: “The idea of 2nd screening is if you take your living room as an example. Your TV will be your primary source of viewing – this is your first screen where you watch your media, you’ll then have a second device (2nd screen) to watch content on, this can be one of many devices i.e. laptop, smartphone, tablet etc.”
Paul: “In some ways, you could say the 2nd screen is an odd idea, as you can never really concentrate on two devices properly at the same time. Second screening is a powerful mechanic when it’s done properly though – technologyand consumer behaviour has changed so much. Careful editorial content can be a great way to communicate with the consumer, need to understand the audience first though.”
Illico: “Nobody has really cracked 2nd screen functionality just yet. Twitter is fantastic! My normal screen is mobile, whilst watching something on my tablet, not the TV.”
Differing opinions from the panellists, which is great as it provides a different insight. Overall, it’s good, but it’s not quite ready just yet.
Scaling is the real problem. Certain areas can work really well with a 2ndscreen functionality. Live betting/play along games on live TV works really well – this could be a growth area moving forward. There is a substantial generational difference – older generations tend to sit down and watch TV when it’s on live, whereas there’s a positive trend in younger generations just catching up with TV on catch up services like 4od – this is important to consider.
People really crave content; we are so fickle and are constantly craving content between a plethora of devices at any given moment. The key commercial aspect is that it’s imperative for brands to create and deliver relevant ads to consumers; when it becomes relevant it’s no longer an ad – it becomes content!
‘TV As We Know it is Changing Forever’
By Brian Fitzpatrick (Managing Director, Europe, Adap.tv)
You only have to go back twenty five years ago to see we only had two TV channels available to us. Look where we are today. There are a handful of broadcasters only too keen to put hundreds, if not thousands of channels in front of our beady eyes – all of these channels reach around nearly 30 million of us in the UK in total.
The way we consumer media and what we watch is really changing.
TV remains the most memorable form of advertising, despite what you might think.
Netflix could potentially kill TV advertising. Netflix doesn’t sell adverts. They don’t have to release ratings and they won’t.
One of the key questions to ponder in terms of advertising on TV is, ‘Is it important to associate a particular brand with a particular TV programme?
The key points learned are:
- Data will determine the winners
- All campaigns will be automated
- The future is video neutral
- It’s a multi-screen world
‘Innovation from a Broadcaster Perspective – How X-Factor Went Multi-Channel’
We live in a multi-screen world; not mobile or desktop.
What do people want from 2nd screen?
- To be able to take part in games/competitions
‘The X-Factor app – you become the 5th judge ‘has been a huge success. 4.5 out of 5 star rating. Some of the key features:
- Video content
- Voting (revenue stream)
- 5th judge – during the week you can make predictions and accumulate rewards with
Does the success of this suggest a new advertising paradigm?
- Mass participation
- No barriers to entry
Advertisers are just beginning to realise its true potential.
‘Simplifying Multiscreen Content Monetisation’
By Ross Brockman (Strategic Partnerships, Mobile & Games, Google)
It’s a multi-screen world we live in now, not mobile or desktop – the users are already there. 57% of the time when we’re using smartphones, we’re using another device too. Surprisingly, the UK leads the way in the tablet market, with 30.9% of us owning one formor another; this is expected to rise to 52.4% in 2017 – food for thought?
The next ten years is almost a post-PC era.
Mobile was the first problem for publishers. That problem is almost sorted now, but expect more issues in the future.
Generally speaking, ad campaigns must do more to monetise. This is not easy to do though. Consistent brand presence across various platforms is difficult. The Guardian have done this so well though. The channels MUST be controlled.
- Brand extension
- User engagement
- Audience growth
UNIFCATION = SIMPLIFICATION
Google’s ‘one route’ sign in is a fantastic way of tracking users. When a consumer accesses a site and allows to be signed in via their Google account, the brand can then track them across their site platforms.
One of the key points I picked up is that mobile advertising is a real pain!
The key issue is: Understanding cross platform users is the key! As a business, you can do something for the consumers; extra convenience, extra information and better targeting of ads will occur.
‘AR Revolutionising Above The Line Media with Pull Approach’
By Viviane Paxinos (Head of Business Development, Blippar)
“People feel naked without their mobile phones”.
1) ENGAGE – Companies that use Blippar must engage in good quality content, otherwise it’s not worth it. Blippar is a superb way for a brand to drive sales. Potential customers need to be captivated. Blippar are keen to make Blippar able to read all images, long gone are the days when you typed words to find information. Blippar has the potential to be a revolution in the way companies can engage with their customers and potential customers.
2) ACTIVATE - Various clients of Blippar have shown great results. A great example is with Maybelline, off the back of their use of Blippar, they actively re-shuffled their shelves on the strength of the data ascertained from their Blippar interactions to generate more sales.
3) MEASURE – ROI can be worked out through various means on Blippar. Click through rates and direct responses can be measured. It’s possible to measure ‘where, when and how’ users interact with the content.
‘Ideation, design, build, publish, and track – with you every step of the way.’ – Blippar.
The success of Blippar so far:
- 4 million users
- 60% active users
- Global expansion
- 70% client retention rate – high strategic partnerships, interaction and engagement
- High profile clients; including Range Rover, Lexus and Rimmel London
- 7.5% average ‘Blipps’ per campaign user
- 2.5 minutes is the average interaction time per user
‘Outdoor + Screens – a powerful partnership’
By Lee Anderson (Head of Marketing, Primesight)
Lee delivered a very interesting presentation on the use of the outdoors. There are many exciting opportunities that advancements in the screen, digital and mobile technology have presented outdoor advertising with.
Given the fact that the oldest billboard was used 3,000 years ago in the Egyptian city of Thebes – you have to appreciate how far the industry has come.
Lee proceeded to show us some of the exciting ways brands are getting involved. The Ray Ban advert was particular favourite.
It’s amazing to see what brands are coming up with to stay exciting and engaging to their customers and potential customers. There really are so many ways for brands to advertise nowadays; they must strive to be original and inspiring – creative is the key to success. Lee believes Screens and Mobile has a strong future for 2014 and beyond.
‘Multiscreen Attribution and Cross Platform Tracking’
Different devices have different elements of tracking. At the moment, cookies rule the roost. We have to consider ID’s – its advanced technology, but it’s getting there.
ID is going to be a huge problem, more of a business problem than a technology problem.
Don’t see much about modelling at the moment focusing on what the new world will look like. What are the priorities? Visibility is a huge issue in the industry.
People will always spend money on TVand it’ll always be that way – no matter what.
Privacy is a huge issue – what happens to cross platforms attributing, if cookies go away? We could find ourselves in a position where cookies go awayand users are unaware of what’s tracking them. Generally, younger generations are less concerned about their privacy and data collection.
Social media is the glue between TV and mobile.
Conversions through social media is huge and has the potential to be even bigger.
The future is very bright, there is obviously a bounty full of problems – but the tipping point is closely approaching.
‘Transcending Screens (The Wrap up)’
By Mat Morrison (Social Media Strategy Director, Starcom MediaVest Group), Jon Block (Controller of Commercial Digital Products, ITV), Bill Scott (easelTV) and Stephen Upstone (CEO and Founder, Loop Me)
Some of the concluding thoughts of the entire day were (A plethora of topics):
- Mobile could be the new first screen
- People want the biggest screen to watch video
- Some argue that customers don’t care, it’s just another piece of glass to watch a video playback, but on the flip side there is the view consumers do have an emotional attachment to different devices
- Generally, when users are in front of a TV, that will still be the first device, even though the growing trend is toward mobile and tablet
- Desktop computers are generally just being used at home now for administrative tasks, not the social/fun side of things
- There is still a huge amount of money in TV advertising
- Contactless payment is great, not sure if Google glass is worth the hype though
- Are we all going to walking around with google glass in a couple of decade’s time? Quite probably
- Marketeers should remember they’re not the consumer
- Can brands know too much about their consumers? Yes
- Targeted ads on consumers can still be pretty poor at the moment
- The more personal brands get, the more irritating it can be for consumers
Overall, the event was very engagingand it was clear a lot of time and planning had gone into it. I would encourage all of you to attend as many conferences as possible over the year. Not only will you expand your knowledge horizon, but you’ll have a perfect opportunity to network with others.
The event really highlighted some key issues going on within the industry. As with anything, the technology will be moving at a substantial pace. The companies need to keep up and stay innovative, but also be aware of what the consumers want.
The wrap up panel illustrated their strong views on how the tablet is really going to immerse itself as the next big thing in the screens domain. Judging by the fact the UK is leading the way in tablet ownership, this is not surprising. The price point is really falling – this will only encourage and allow more people to buy and get using the device.
It’ll be interesting to see how second screen technology transpires into 2014 and beyond, stay posted…
David Rose is a recent Business Economics graduate. His degree pushed him to broaden his horizon knowledge of the business and economics. He has been writing Business, Finance and Technology articles and reports since graduating. David was recently appointed as ‘Chap Associate’ by the highly respected ‘Marketing Chap’ (@Marketing_Chap). This opportunity has led to David representing Marketing Chap at conferences and other digital marketing events.