advertising Archives - Pagina 9 van 11

‘Het wordt tijd dat de reclamebranche zichzelf disrupt met nieuwe groei’

Posted on 15/10/201915/04/2021 by Alva van Beek

Voor CEO Rik Ledder van TBWA\Neboko Group is 2019 tot nu toe een enerverend jaar. Een jaar waarin hij Simon Neefjes opvolgde en een jaar met dé pitch van Albert Heijn en de vraag: houden we deze klant aan boord. Ja, TBWA\Neboko won de pitch en de twee gaan op een nieuwe manier samenwerken. De eerste resultaten – de veelbesproken nieuwe campagne – zijn inmiddels te zien.

‘Albert Heijn wilde bovendien een aantal dingen zelf gaan produceren en heeft daarvoor AH Studio gelanceerd. Wij werken daar inmiddels intensief mee samen. Achteraf gezien had het niet beter kunnen verlopen, maar het was best een zware, onzekere tijd.’ Over de ‘ophef’ over de nieuwe campagne zegt Ledder: ‘Het is in ieder geval een campagne waar mensen over praten. Het sentiment onder de consument is bijzonder positief. Dat is mooi, maar nu door.’ Dan wijst hij op de aankondiging vorige week van de oprichting van New Growth Strategies met de oprichter van Business Openers, de business consultancy van Marc van Eck en Joost van Gelder. De twee stappen met 6 mensen over naar TBWA\Neboko en gaan de nieuwe business en consultancy dochter van TBWA\Neboko, New Growth Strategies, leiden.

Lees dit artikel over het nieuwe bureau van NIMA RM College-voorzitter Marc van Eck op Adformatie

European brands shift programmatic in-house

Posted on 26/04/201915/04/2021 by Alva van Beek

Marketers in five major European markets are shifting their programmatic ad-buying in-house, according to a series of comprehensive reports from the Interactive Advertising Bureau (IAB).

Based on a survey of 950 Europe-based brand representatives responsible for making media investment decisions, the IAB found that two-thirds (65%) of brands in France, Germany, Italy, Spain and the UK currently buy ads programmatically.

And in an important development, a full 86% of these programmatically active brands have fully (39%) or partially (47%) moved the function in-house, although the extent to which brands have fully embraced in-house programmatic capabilities varies across the five markets.

For example, about a third of brands in Germany (35%) and Spain (32%) have fully moved programmatic in-house compared with nearly half (48%) of brands in the UK.

According to the IAB study, which was supported by Accenture Interactive, a consultancy making active moves into agency services, the main reasons for European brands to bring programmatic media-buying in-house are cost efficiency, audience targeting and campaign effectiveness.

Lees verder op WARC

Colin Lewis: Could a computer write a prize-winning ad campaign?

Posted on 25/04/201922/07/2021 by Alva van Beek

Much of what is written about artificial intelligence (AI) is either hype or a variation on the theme about the robots coming to take all our jobs.

However, aside from worrying about the threat of the machines developing self-awareness and Turing tests, what about AI and marketing? Just like AI discussions in general, it can be hard to work out what is going on.

But what is AI? AI is often used as an umbrella term to cover a wide range of different technologies. A formal definition of AI is the “development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages”. Machine learning is closely related – and, in fact, I believe machine learning is generally what marketers mean when they talk about AI. Machine learning is a branch of AI that allows software to learn from experience, to modify its processing on the basis of historical data.

Lees dit artikel op Marketingweek

Just 11% of UK consumers ‘enjoy’ advertising

Posted on 12/04/201915/04/2021 by Alva van Beek

Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK.

Kantar, the research and insights firm, has found that more than half (56%) of British consumers object to being targeted with ads based on their past activity online, while a similar proportion (55%) feel “completely apathetic” towards advertising, up from 53% in 2018.

In addition, Kantar’s Dimensions study revealed that almost three-quarters (73%) of UK consumers report seeing the same ads “over and over again” and, as a result, just 11% said they enjoyed advertising.

However, on a more positive note, 61% agreed they were open to receiving ads relevant to them, while 45% found ads tailored to them were more interesting.

Lees dit artikel op WARC

Advertising must address its negatives

Posted on 05/02/201906/07/2021 by Alva van Beek

Advertising has some work to do when it comes to encouraging trust and favourability among consumers – and, in turn, attracting new talent to the industry, research shows.

In Ipsos’s Veracity Index, advertising executives come bottom of a list of professions that survey respondents would generally trust to tell them the truth – below even the traditional bad guys: politicians, journalists and estate agents.

And at the Advertising Association’s LEAD conference last week, Karen Fraser, head of advertising think tank Credos, noted a long-term downward trend in favourability towards advertising.

Lees dit artikel op WARC

Keith Weed tells industry to ‘double down’ and help make advertising noble again

Posted on 30/01/201915/04/2021 by Alva van Beek

As trust in advertising hits an all time low, Unilever CMO Keith Weed has used his first address as the Advertising Association’s new president to call on brands, media owners and agencies to “sit down, not shout and scream” at one another in a collective bid to make advertising noble again.

Speaking at the Advertising Association’s annual LEAD conference today (30 January), Weed said: “There clearly is a trust problem. Trust has to ultimately come from the people we serve. So if we’re not getting the public’s trust then rolling it back counts for nothing.”

A new report from Credos reveals trust in advertising dropped to a record low of 25% in December, down from 35% in 2017 and 48% in 1992.

While many have blamed the decline on the rapid shift to digital and subsequent gold rush to build data capabilities, Weed says this has been a necessary evolution from brands to “build new muscles” and avoid going out of business. And in contrast to those forecasting the pendulum will swing back to more traditional forms of media as a result, Weed doesn’t believe this will be the case.

Lees dit artikel op Marketingweek

Brands and consumers at odds on gender stereotyping

Posted on 29/01/201922/07/2021 by Alva van Beek

The vast majority of marketers reckon they’re doing well when it comes to avoiding gender stereotyping, yet almost half of consumers say advertisers are still not getting it right.

The way both sexes are depicted rarely includes positive role models, consumers say, and there are few aspirational or authoritative portrayals. The effect is that campaigns are missing opportunities to have more impact, says Kantar’s new study AdReaction: Getting Gender Right.

Researchers carried out 30,000 ad tests, and surveyed 450 global marketers, as well as looked at attitudes to advertising among almost 40,000 consumers around the world to determine and understand how men and women respond to advertising.

According to the findings, more consumers think women are shown in ads in a way that is inappropriate (45%), rather than in a way that makes them think highly of the characters (40%). This gap is even wider for male portrayals (44% vs 35%).

Lees dit artikel op WARC

80% of mobile ad market value has been created in the last five years

Posted on 28/01/201906/07/2021 by Alva van Beek

Of the $125.6bn spent on mobile ads in WARC’s key markets in 2018, almost four in five dollars have entered in the last five years. Mobile ad investment has grown at a compound annual rate (CAGR) of 48.6% since 2014, compared to 3.9% for all media. While mobile growth has eased over the period, it remained rapid at 27.6% in 2018.

Just under half (48.9%) of the total was assigned to paid search last year, with the majority of this $61.4bn going to Google. The world’s largest media owner accounted for 94.1% of all mobile search queries worldwide in 2018, and derives 65% of its ad clicks from mobile and tablet users, according to data from Merkle.

Mobile display formats such as video, branded content and banner ads, drew 46.4% of all mobile adspend across key markets in 2018 – $58.4bn. Spend has grown at a CAGR of 51.2%.

Lees dit artikel op WARC