The industry has seen a mass exodus this month, with Starcom’s UK Chief Executive, Pippa Glucklich, OMD’s EMEA President, Nikki Mendonça, Dentsu Aegis Network’s UK & Ireland Chief Executive, Tracy de Groose, and Havas Media Group’s UK & Ireland Chief Executive, Paul Frampton, all leaving their roles.
Despite the unique, personal reasons behind each move, is this media leadership exodus a signifier of a wider theme in the industry?
The industry is under increasing scrutiny regarding financial pressures, cultural negativity and concerns around transparency; in these intense times, Campaign’s Gemma Charles asks the question: What does it really take to be media agency leader in this environment?
"It doesn’t matter the sector or industry, honesty, confidence and commitment are all key traits for strong leaders. In media specifically, transparency is really important, especially with difficult, or unpopular decisions. Even brilliant leaders often neglect their own support systems and need to make sure they have excellent teams whom they delegate to. They need to have a clear vision, empathy and be actively looking to hire people who they believe are more able than they are." TSW’s Head of Partnerships, Lucy Davis.
The social media platform has said that it is committed to offering flexible video advertising metrics to its advertisers, depending on their objectives. At the recent IAB Upfronts event, Facebook’s Ian Edwards, confirmed that video is the biggest consumer trend that the social platform has seen since mobile, with over 100m hours of video being watched every day.
Though rather than compete with TV, Facebook is militating for the position of TV partner rather than competitor, with Nicola Mendelsohn likening the two to “really happy bedfellows.” In fact, they affirm that adding their platform to a TV campaign can increase incremental reach by 16.1% (according to data from Nielsen Total Ad Ratings).
Kantar Worldpanel also showed that TV and Facebook drive purchase behaviour when delivered in unison, representing a 29% likelihood in driving purchase.
“Facebook are absolutely right that there need to be multiple ways to measure the impact of video ads on their platform, and that they need to be tailored to the advertiser’s objective. That’s critical because the Facebook ad auction runs off the successful achievement of the metrics you pay for, and therefore to minimise your unit cost on Facebook you need to be able to optimise towards the end goal. Facebook actually get a bad reputation when talking about measurement – their transparency over measurement and the reporting issues they’ve had in the past are probably deserving of more credit than they get. I’m not sure if other publishers with their market dominance would have been as candid about their own faults. The problem is, that whilst they are setting themselves up as a companion to TV they are doing so without a comparable TV measurement system in place. To be comparable to TV they need to create a quality contextual experience where ads run, and advertisers are willing to pay for those ads to run, without questioning the delivery at micro level. We’ve done a lot of work on building an online AV targeting solution that can extend campaigns using TV-like experiences, so measurement can be comparable, but it would be great to get more of these experiences from digital publishers to really add scale and availability amongst light TV viewing audiences.” TSW’s Digital Strategy Director, Matt Whelan.
TSW’s Senior Planner, Sarah Burns, shares her highlights.
The Festival of Marketing returned to London’s Tobacco Dock this month. With over 200 speakers from across the industry in attendance, Sarah brings you her highlights.
One of the key themes of the two-day extravaganza was the use of personalisation in successful marketing, and the marriage between creative and data (or art and science) which delivers the right message, to the right person, at the right time, in the right way.
Multichannel (bricks and mortar, plus e-commerce) is the future of retail.
RetailWeek’s Top 30 shows the variety of brands making multichannel work, and reflects how consumers are buying. For marketers, the challenge is to clearly understand the consumer journey which moves between offline and online.
Retail Week gives its top tips for success as a multichannel brand (it’s so much more than just opening an online store…)
“Who am I not to not totally agree with Retail Week? However, from a consumer standpoint, it is a great shopping experience that is delivered regardless of which retailer channel is used that drives greater loyalty and repeat business. At itransact, we have seen our own client partners use these ‘RW Top Tips’ to great effect: flexible, yes (one of the reasons they work with us); they care about speed, either delivery, page loading and/or feedback on the occasions things don’t go quite right; and all are investing time and money to make their tech work for their customers. I think retail is a dynamic and challenging environment (not unlike press and magazines) with bricks and mortar brands changing rapidly and in many cases successfully taking their customer brand across online and mobile with great success (many media businesses would do well to look at retail and learn from it, fast).” itransact’s Director, Malcom Stoodley.
Twitter is testing increasing its character-limit to 280 per tweet with a small percentage of its users.
Since some languages, such as Japanese, can convey double the amount of information in one character compared to English, this new allowance could offer a fairer platform of expression across the globe. For example, most Japanese Tweets are 15 characters, while most English Tweets are 34.
This month, Snapchat rolled out a feature called ‘Context Cards’, which enable people to access information about a venue tagged in a photo or video posted on the app.
For example, a Snap may tag a restaurant, and a person viewing the Snap will be able to swipe up to get its address and directions, see reviews from Foursquare, and book a reservation through OpenTable.
Although Snapchat are yet to monetise this product, it’s easy to see how they could in the future. Watch this space…