The on-demand economy and proliferation of quick delivery options can create a seemingly hostile environment for brick-and-mortar retailers. However, some brands are seeing this is a challenge, and are looking at new ways to get consumers in the door. Honda, for one, is tying mobile ad buying to showroom visits. And augmented reality continues to be a key tool for companies like IKEA, and many of the brands that show up on Amazon.com. One recent contributed article on the Drum looked at how to capitalize on the limited moments of interaction companies have with customers on mobile, and how to turn those instances into in-store conversions.
Included here is your weekly digital and mobile advertising news round-up. See anything we might have missed. Drop us a line.
Honda is paying for mobile ads that drive people into showrooms rather than impressions or clicks. The car manufacturer has been targeting mobile ads in the U.K. to boost showroom visits for some time, but those ads have always been bought on impressions or click-throughs. In its latest mobile campaign, Honda will only pay for the ads that drive people into showrooms within 14 days of being seen.
The company is asking advertisers to commit to spend $750,000 over three months, at $250,000 a month, to participate in the program, said two execs. That amount of money is considered to be a bargain for brand-safe video inventory on a major platform like Facebook, but there are aspects of the experiment that undercut its value to ad buyers. Ad buyers that have been pitched on the deal said Facebook is giving them limited control over where their ads would appear and that they’re leery of trusting Facebook to determine what videos are brand-safe or not.
Then there’s the lack of standards and regulation in the blockchain space – and of course, a lack of standards and proper regulation is what got digital advertising into its present pickle. Salon Media Group, an online publisher, is offering its readers a choice – allow it to display ads, or instead lend it your computer’s processing power so it can mine cryptocurrencies. Make of that what you will.
Mr. Pritchard is expected to announce the cuts P&G has made with major digital platforms during a speech Thursday at the Association of National Advertisers media conference in Orlando, Fla. Once armed with more measurement data, P&G discovered that the average view time for a mobile ad appearing in a news feed, on platforms such as Facebook , was only 1.7 seconds. The Cincinnati-based company also realized some people were seeing P&G ads far too many times.
It is more important than ever for brands to deliver contextual, customized experiences that flow seamlessly between mobile devices and the physical world. Content must not only be consistent, it must also deliver the right experience at exactly the right moment. Doing so requires investing in strategy and technology that helps capture how customers are engaging with brands so their intent can become actionable, loyalty can be cultivated and experiences can stay competitive.
Ads.txt has reached another critical mass milestone, penetrating more than 50% of the top 5,000 programmatic sites, according to the latest analysis released by Pixalate. In total, that represents more than 150,000 publishers, but more significantly, it represents to creme de la creme of digital publishing used by big brands and major programmatic media buyers.
The CMO Mobile Marketing Guide shows that 85 percent of digital marketers plan to increase their video investment for mobile marketing efforts in 2018, up 10 percent over last year. More than three-quarters of those surveyed said that video was very important to the customer journey with 71 percent planning to use it for acquisition and 65 percent for awareness.
There is an energy around transparency, around honesty and the true best interest of all parties this year that I have never felt before. Marketers are ready and excited to move toward a controlled balance between the digital buyer and seller. In the great game of internet whack-a-mole, this mole is finally one of the biggest and scariest—and now is the time for buyers and sellers to hammer it down together.
According to PQ’s latest projections, ad-supported media currently represents two-thirds (66.5%) of the 7.3 hours consumers spend with media worldwide. PQ projects that ad-supported media’s share will fall to 63.4% by 2021.
Pay Streaming Households to Reach 450 Million Mark by 2022 [RapidTV News]
Connected TV Advertising Grows in Europe [Broadband TV News]