We asked the digital marketing industry what they thought about the new-look Google logo, what it means for the brand moving forward and whether it will be a benefit or burden. Here, they respond.
Jacques De Cock, faculty member from The London School of Marketing
Google has updated its logo not for the first time. For many people the reaction will be negative as change to something that familiar feels strange and disconcerting. However, the change is both relevant and timely. It is enabling Google to tell the world that they are much more than a search engine but a multitude of tools and applications to assist in making sense of and using all the digital information around us.
Spend for programmatic digital display advertising reached the $21bn (£13.7bn) mark globally last year and is predicted to increase to $53bn (£35bn) by 2018, according to Magna Global. But some segments of the advertising industry have been considerably slower in the uptake of programmatic than others.
Programmatic in the out-of-home (OOH) industry is yet to develop despite the significant investment in digital screen technology. So what’s the problem? In short, some 95% of OOH’s audience delivery relies upon manual paper and paste posting of classic posters, not exactly ripe for real-time trading.
And there are other issues too. The OOH sector has never had quite the same reliance on tech as other media. In order to make the shift to programmatic, the industry needs to begin to develop standardisation in software and inventory management systems.
Brand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.
What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement.
Impressions shouldn’t be wasted
Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view.
Having discussed consumers’ ad attitudes and ad appeal, Stephen Jenkins, global vice-president marketing and communications, EMEA, Millennial Media, takes a look at ad value and consumers’ self-perceived worth to advertisers on mobile.
It’s important to note we are not talking about a figure that consumers believe they should be paid, but their perceived worth to advertisers for letting them into their most personal devices.
Consumers expect mobile advertising, but in a timely fashion
We started off by asking whether consumers were happy to receive advertising in exchange for keeping mobile services free, or if they would prefer to pay for such services and avoid the ads. From our 4,000-plus consumers, three quarters (72%) said that they expect to receive some advertising in a one-hour time frame to keep content free. Only 3% of consumers said that they pay in order not to have ads.
There’s already been much discussion following the warning that traditional methods of food production won’t be able to support a rapidly increasing global population. One solution that’s stepped out of science fiction and into reality is the liquid meal replacement, Soylent.
According to Ofcom’s most recent Communications Market Report, UK consumers are spending two hours online on their smartphones every day; twice as long as laptops and PC. That’s welcome news to any brand that is taking a mobile first approach and sends out a clear message to others that they need to fall in line.
Yet whilst consumers spend more and more time online, that time is not booked out as a specific internet session. Rather it is a series of spontaneous and small capsules of attention.
For marketers it’s a strange paradox. The best mobile experiences today – in terms of time-spent – don’t come in minutes, or even seconds, they happen as milliseconds – tiny moments as the consumer glances at his phone screen whilst waiting for the bus, filling up downtime with screentime.
Cast your mind back to early 2014 and you may remember Google’s attempt to purchase game streaming site Twitch for $1bn. After the deal folded, rival Amazon stepped in later in the year to purchase Twitch for the lower price of $970m.
If you’re not an ardent gamer or have been distracted by other, more harrowing stories in your newsfeed, you may not have heard that Google-owned video platform YouTube launched its very own live-streaming site known as YouTube Gaming last week (26 August).
While the Internet of Things (IoT) is making our homes smarter and more efficient, potentially it’s also opening the door for hackers intent on raiding the fridge for our personal data. Defence will soon be with us in the shape of Cujo, a smart security device designed to protect IoT devices around the home.
How do you cope with data in your role? The explosion of customer data is something marketers have had to deal with by the bucket load in recent years, and the below infographic highlights the importance of it, as well as the daunting nature of sifting through it for marketing purposes.
According to the data Yieldr collated for this infographic, one third of marketers in Europe and North America said their ability to analyse data in order to create personalised experiences is either poor or very poor. And just over a quarter (29%) believe that they are doing it well or very well.
Mobile is the most powerful medium advertisers have ever had to connect with consumers. The accuracy and granularity of data available on mobile is unmatched. Coupled with the fact that consumers now spend more time on mobile than any other medium, the mobile advantage is crystal clear. But why is mobile so powerful?
Mobile IDs have a lot to do with it. These IDs, specifically Apple’s IDFA and Google’s Advertising ID, provide a much more reliable tracking method than the cookies that are predominantly used on the desktop. And, since each device has its own unique ID, there is never any confusion about who you are targeting.