CMOverheard: Native Ads Done Right, World Ad Forum Trends and Is Loyalty Dead?

    Purina video by Buzzfeed.
    Purina video by Buzzfeed.

    We’re paying attention, so you don’t have to. Here are a few of the most interesting things happening in the marketing world this week, courtesy of some of the top experts, thought leaders and CMOs in the industry.

    The native advertising debate continues. One problem — the noise around native ads gone bad — seems to overshadow native ads done well. EConsultancy even asked whether it will result in a reader revolt.

    As with planning any branding campaign, it all comes down to approach, presentation and how it fits in with existing content.

    Econsultancy recommended publications define what native advertising means to them and consider what their readers will accept. It pointed out good examples native ads such as Buzzfeed’s Purina video and the Telegraph’s Steinway campaign. See Rock Content’s chat with experts on sponsored content.

    Object Lesson: The Steinway & Sons Model B grand piano
    by The Telegraph via YouTube

    Metrics, digital among top ad trends

    Ad trends were discussed at the 24th World Advertising Forum, which wrapped up in mid-June and was held in conjunction with the World Newspaper Congress and the World Editors Forum.

    Several speakers stressed key points at the ad forum, according to a World Ad Forum blog post:

    – ROI and new ways to measure impact are increasingly essential.
    – Tablets bring good ad value.
    – Programmatic is saving digital advertising.
    – Print remains a main source of revenue.

    Accountability is higher than ever. Increasingly, advertisers not only want to know if their ads are working, but those measurements are also guiding their decision making, says Nic Pietersman, Business Director Ebiquity, South Africa, according to the ad forum blog post. That said, platforms are finding new ways to measure ads’ impact. New metrics mentioned at the forum include Australia-based Newsworks’ that allows newspaper publishers to hone in on the content their readership is engaging with during specific times.

    Nearly half or 42 percent of U.S. adults own a tablet, according to the Pew Research Internet Project. With more people owning and viewing content on the devices, it’s no surprise that tablet ads are gaining traction.

    Vanessa Clifford, the Deputy Chief Executive of UK-based Newsworks, says responses to tablet advertising can be up to 40 times higher than online based on their project findings, according to the blog. Their project looked at 20 campaigns involving 20 major brands such as Sony and Audi.

    Programmatic ad strategies are gaining ground. A survey released in late 2013 of more than 250 ad, marketers, publishers and other executives by the Interactive Advertising Bureau called “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement”, found that 85 percent of advertisers and 72 percent of publishers use programmatic buying strategies.

    Usage is also strong in Europe, where it’s up 366 percent, says Danny Hopwood, Head of Platform, for VivaKi, EMEA, UK, according to the World Ad forum blog post. He stressed that it’s not going away and cannot be ignored.

    Standing out among the loyal crowd

    Is customer loyalty dead? Mobile Marketer reported that Forrester Research analyst Emily Collins told conference attendees at the Forum for Customer Experience Professionals that loyalty is dead due to consumers’ empowerment in the “always on” environment. That means consumers have fewer reasons to be loyal and marketers must adapt. Consumers on average are enrolled in eight loyalty programs, and marketers’ No. 1 challenge is “ensuring member awareness”, Mobile Marketer reports.

    Building brand loyalty goes hand and hand with relationship building through engagement on social media, user-submitted content and even interactives, such as games.

    Most businesses or 88 percent are actively engaged on Facebook followed by Twitter at 85 percent, according to the 2014 PR News/Cision State of Social Media Survey. But is it having an impact? Here’s the
    disconnect —
    Gallup data show that 64 percent of 18,000 consumers surveyed say social media has no influence on their purchasing decisions.

    Perhaps businesses need to work harder on loyalty plays on social media so they can convert audiences there to customers.

    Rock Content can help you reach your audience on several mediums at the same time.

    Rock Content Writer Rock author vector
    Content writer at Rock Content.

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