PowerPoint Presentation

Martin DinhamDigital Business Consultant

Tiff StubbsGroup Account Director

equimedia

#digitalfutures@equimedia

Largest independent UK digital media agencyMediacom (WPP)Havas Media Group (Havas)MEC (WPP)Essence (WPP)equimedia (Independent)

The digital wave

This is our way of illustrating that as well as doing the day-to-day, direct response element of a clients campaign extremely well and delivering a positive return on investment, we dont have our head buried in data and therefore arent looking forward. We always on the look out for new channels and opportunities that could help us push a client forward and deliver ROI from a wider variety of sources, helping to contribute to more volume

The things at the top right hand corner of the wave are the more business as usual channels that we know work, and while its important to have those nailed down and to be maximising the volume here, its also important to keep an eye on the bottom left and to be considering new opportunities. Yes, some of the new technologies may not be suitable and will be expensive to start with, therefore being ruled out. However, we keep an eye on them, monitoring how they change and adapt, and how big brands learn to maximise the potential from them and they may be opportunities we begin to consider 12-18 months after they launch, when theyre more accessible.

The wave changes constantly and we pride ourselves on keeping our clients up to date with new market opportunities; this wave will look very different in a few months time. We have a deciated Innovations team in house and their work feeds in to this, keeping us at the forefront4

Mobile Search Growth

Q2 Trends Reports 2016Charity34%Finance33%FMCG29%Travel29%

Successes

First fully responsive Quote & Buy funnel in the UK

Improved website user journeys10% increasein overall conversion20% increase in tablet sales conversion45% increase in smartphone sales conversion

SuccessesTargeting mobile-savvy mums

In conjunction with eBay programmatic week

0.31% CTR x3 eBay desktop format

Over 27k clicks to site from on-the-go mums

CPC below 2 22% cheaper than the campaign average

In the last two years HiPPs mobile phone traffic has increased from 46% to 67% of their overall site traffic

In December 2014, eBay re-introduced these mobile formats, and within 2 weeks, HiPP were live maximising this opportunity to reach their core audienceeBay mobile app homepage banner ads were deployed and mums were targeted on keywords or behaviour, harnessing eBays 1st party data to reach the right user at the right timeThe eBay activity was the perfect complement to our Kaizen mobile programmatic activity, allowing us to build reach across relevant sites and hit mobile-savvy mums

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AdWordsExpandedText Ads

47% extra ad space

Intro were talking about innovations, but traditional channels are still innovating, eg Adwords

http://searchengineland.com/googles-right-side-adpocalypse-really-happened-data-245011?utm_campaign=socialflow&utm_source=twitter&utm_medium=social

- Most advertisers are responding well to the change.- Advertisers metrics seem to have mostly balanced out so far.- Traffic and CPCs have remained relatively flat.- The losers are those who were at the bottom (positions 811). But even then, its nearly impossible to find examples of advertisers that have been totally and utterly annihilated.

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AdWordsCustomerMatchSmarter Targeting

Power of customer data

PetextriansTraffic lights in pavement

Germany and Australia

http://www.telegraph.co.uk/technology/2016/04/26/german-city-installs-traffic-lights-in-pavements-to-protect-text/

Pedestrians walking down the street with their eyes glued to their smartphones is a common sight, to the extent that it can become dangerous to cross the road. The southern German city of Augsburg has installed traffic lights on the pavement so that pedestrians looking down at a smartphone won't miss the indication that it's unsafe to cross.

http://www.abc.net.au/news/2016-05-30/sydney-phone-pedestrians-to-get-traffic-lights-in-pavement/7459152

Pavement "traffic" lights are being trialled in Sydney in a bid to stop pedestrian accidents blamed on people looking at their phones while walking.10

MalibuConnected bottlesNFC tech

Malibu is using the same technology used for contactless payments to create 40,000 connected bottles, allowing users with Android phones and the latest iPhone 6/6s to access exclusive content, including prize draws, drinks recipes and playlists, as well as a bar locator.

Activity rolls out start of September

Part of #BecauseSummer campaign

UK pilot uses NFC technology which means that, unlike QR codes, consumers do not have to download an app. Tapping the sunset logo on the Malibu bottle, should in theory, open a mobile browser that leads directly to the content.

Near Field Communication(NFC) is a short-range wireless connectivity standard (Ecma-340, ISO/IEC 18092) that uses magnetic field induction to enable communication between devices when they're touched together, or brought within a few centimeters of each other.

https://www.marketingweek.com/2016/08/26/malibu-turns-its-bottles-into-a-digital-touchpoint/

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MasterCardSelfie ID Checks

92% test subjects preferred

Mastercard rolls out selfie ID checks12

SnapchatSnapcash

Exchange money in-app

https://www.youtube.com/watch?v=kBwjxBmMszQ

Snapcash is a fast and easy way for Snapchatters to exchange money within the Chat feature. Once Snapchat users have linked their debit card in the app, they can send Snapcash to anyone in their contact list who iseligibleto receive Snapcash.

http://www.marketingweek.com/2016/02/18/why-snapchat-is-moving-into-ecommerce/?cmpid=mwbreak_2045414&utm_medium=email&utm_source=newsletter&utm_campaign=mw_daily&itx[email]=lucy.bennett@equimedia.co.uk13

Voice Search

Replacing keyphrases

Integrated ordering

Say Ive run out of washing powder and Amazon Echo will order it for you14

SoundHoundNatural voice recognition

Powering search

http://soundhound.com/hound

Cutting edge natural language recognition tech. Both this and Amazon Echo an example of natural search developing and becoming more intelligent innovation doesnt have to be all about social media etc !15

Facebook ChatBots

Dominos

Bots:Messaging bots can read and write messages just like a human would. Bots can be programmed to carry out automated actions. Bots can both initiate action as well as respond to requests from other users. E-commerce bots enable buying of goods and services. Food bots order dinner etc. etc.

Ads:According to a report by Techcrunch, the social network plans to start putting ads inside of its messaging platform. Facebook looking at ways to monetize Messenger The ads will be in a different format to those that appear elsewhere on Facebook.The ads will only appear in message threads with businesses and businesses will only be able to serve ads to people who previously contacted them via Messenger.Part of the plan is apparently a new type of personalized URL that businesses can share, which links back to a new message thread with their page.A new way of communicating with customers for brands, using messanger as a replacement for traditional customer service platforms. Looking to roll out in Q2 2016.

http://techcrunch.com/2016/02/18/facebook-messenger-ads/

Dominos:You can place an order by messaging Dom the Pizza Bot the word PizzaBrand looking for a conversational transactional experienceIn beta

https://www.marketingweek.com/2016/08/17/dominos-pizza-explains-why-it-is-chasing-facebook-bots/

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Retail avatarsB & Q

iB&Qs

http://www.insightdiy.co.uk/news/bq-trials-home-improvement-avatars-for-adviceshy-shoppers/5109.htm

New research revealed the UKs reluctance to seek advice, with statistics confirming that 70 per cent of Brits refuse to ask for advice and 26 per cent would rather go online than consult a real person. In light of the research, B&Q is trialling a hi-tech new customer service channel using advice avatars to help encourage the nation to overcome our phobia of asking for assistance.

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Bots are also expanding into other areas, eg health with HealthTap tell it your symptoms and it can auto diagnose in certain cases or put you in touch with a relevant doctor. Maybe slightly more sinister !18

And bots (or Roboadvisors) are transforming the investment industry. Best know in UK is Nutmeg, makes investment decisions for you based on your appetite for risk etc. Removes the financial advisor19

Wearable TechnologyCalculate Insurance Premiums

UK Example: Vitality

Next slides (until Tesco) dont really fit into a category, instead are just interesting developments

Swiss insurers are using wearable technology to help calculate health insurance premiums.

Statistics from theOECDshow that 9% of adults are obese in Switzerland, while nearly 38% are overweight. The use of wearable technology could make it easier for consumers to watch, and work on, their weight having data collected and displayed in real time, as well as devices that prompt consumers to exercise. Indeed CSS adoption of wearable technology points to this being a possible solution.

24th Sept 2015According to anarticleonThe Local, CSS, one of the countrys biggest providers of insurance, has been running a pilot programme in which it uses wearable technology to monitor its customers exercise regimes and daily movements.MyStepmonitors whether consumers take 10,000 steps a day, and it is hoped that the programme will help determine whether CSS can create custom plans based on data that consumers are willing to share with them.20

Facebook most popularSource: Statista

Now, some specific social metrics

94% Tumblrs YoY active user-base growth. Facebooks dropped 8%.56% Snapchats yearly growth rate.46% Instagram growth year-on-year. Its now bigger than Twitter.50x more engagement on Instagram than TwitterFacebook serves more video views than YouTube.21

Social platforms not just for the kids!Source: Statista

94% Tumblrs YoY active user-base growth. Facebooks dropped 8%.56% Snapchats yearly growth rate.46% Instagram growth year-on-year. Its now bigger than Twitter.50x more engagement on Instagram than TwitterFacebook serves more video views than YouTube.22

If social networks were countries, which would they be?

https://www.weforum.org/agenda/2016/04/facebook-is-bigger-than-the-worlds-largest-country/

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The DonkeySanctuaryFacebook Canvas

Charity First

Video link embedded on canvas image but link here also: G:\2007\Client\Donkey Sanctuary\2016\Creative\March Facebook Canvas\video-1458751433.mp4

StandardCarouselCTR2.83%5.53%Conversion rate0.13%0.15%CPA132.0035.98

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InstagramCanvas ad

@LaVieOnBoard

http://www.campaignlive.co.uk/article/eurostar-launches-new-train-instagram-campaign/1389087

Video: https://www.youtube.com/watch?v=8O0pmrrzkpI

Eurostar, the high-speed rail service, is promoting its new London-Paris train with an Instagram campaign.

The work by AKQA on the @LaVieOnBoard Instagram account shows a canvas of 200 images showing what it is like to be on board the new train.

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FacebookLive Video

Benefit Cosmetics,Tipsy Tricks

Cheap, brand experimentation via FB Live Video. Benefit Cosmetics Tipsy Tricks. Allows activity that otherwise might be seen as off brand quickly, easily and in a testable fashion

Page is at https://www.facebook.com/benefitcosmetics/videos/10153509745623148/

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Pinterest

Video

Sponsored

http://www.fool.com/investing/2016/08/22/pinterest-moves-into-video-ads-to-accelerate-reven.aspx

Pinterest will begin rolling out a beta version of its own video advertising product in coming weeksThese new sponsored videos reportedly last up to five minutes and will remain native to Pinterest's platformUnlike video ads on rival Facebook, Pinterest's sponsored videos will automatically play only as users scroll up or down in their feeds and will stop playing once a user stops scrollingPinterest's marketing partners will also be able to position six so-called "featured pins" beneath the sponsored video, which can highlight additional relevant content relating to sponsored videos27

The Donkey Sanctuary

InstagramInstagram stories

Customise moments

http://blog.instagram.com/post/148348940287/160802-stories

Share all the moments of your day, not just the ones you want to keep on your profileShare as much as you want throughout the day with as much creativity as you wantText and drawing toolsPhotos and videos will disappear after 24 hours and wont appear on your profile grid or in feedYoull see stories from people you follow in a bar at the top of your feed29

DitzoWhatsApp

Customer Service

Whatsapp becoming more mainstream, but interesting developments

https://www.youtube.com/watch?time_continue=29&v=xRLBeho-ObU

https://www.youtube.com/watch?v=-k3uqIlNxiY

https://www.youtube.com/watch?v=z_YAKKw9nlw

A number of companies have embraced WhatsApp as a customer service channel, particularly in the Netherlands.

In the Netherlands insurance company Ditzo is now offering customer service via WhatsApp within two hours.

Marketing Tribunereports that the insurance website will be answering consumer questions and queries via its new WhatsApp channel. The website launched acampaignto highlight the launch that shows that there is no longer a need to stay on hold on the phone for hours when you can just send a WhatsApp message.

Consumers are expecting quick and efficient customer service, and messaging platforms like WhatsApp can give brands an opportunity to contact people quickly and directly in the case of Ditzo, in just two hours.

Also in the Netherlands WhatsApp is being used as a channel to help the homeless.Vodafone, in partnership with The Salvation Army, will be communicating with homeless people in Amsterdam via text messaging and WhatsApp; alerting them about places to sleep, get food and as a direct channel to The Salvation Army for help.ll as supermarket chainJumboand e-commerce giantCool Blueboth opening dedicated WhatsApp channels to answer consumers enquiries.

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WhatsAppSharing phone numbersAds

Whatsapp plans to share its users phone numbers with Facebook The first time the messaging app has allowed the two services to connect since Facebook bought it two years ago It will give Facebook more data about users, allowing the social network to suggest phone contacts as friends and will provide more relevant advsThe contents of WhatsApp messages such as words and images are to remain encryptedFacebook said it would not reveal phone numbers by displaying them on Facebook profiles, but would use the data to improve its friend suggestion algorithmThe changes will also help Facebook fight spam accounts and better understand how people use the appsWhatsApp users, who will receive an alert asking them to agree to the policy,will have to approve it in the next 30 days to continue using the app

http://www.bbc.co.uk/news/technology-37184651

https://blog.whatsapp.com/10000627/Looking-ahead-for-WhatsAppas we announced earlier this year, we want to explore ways for you to communicate with businesses that matter to you too, while still giving you an experience without third-party banner ads and spam. Whether it's hearing from your bank about a potentially fraudulent transaction, or getting notified by an airline about a delayed flight, many of us get this information elsewhere, including in text messages and phone calls. We want to test these features in the next several months, but need to update our terms and privacy policy to do so.

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WWF

#endangeredemojis16,000 sign ups

http://www.charitydigitalnews.co.uk/2015/05/19/wwf-launches-emoji-fundraising-campaign-endangeredemoji/?utm_source=Charity+Digital+News&utm_campaign=7ff2d65b28-19_05_2015_NL&utm_medium=email&utm_term=0_16cb73bf0c-7ff2d65b28-15625617https://vimeo.com/127156576

- emoji based campaign in conjunction with Endangered Species Day in May - Twitter to raise fund for WWF - 17 animals that are endangered have been identified like bluefin tuna and spider monkeys and turned in to emojis - Asks users to pay 10p each time they use them in a tweet - Regular emoji users sign up through the site endangeredemoji.com or by RT the tweet at the @WWF twitter feed - The site, where pictures of the relevant emoji are linked with photos of the actual creature and a short description of how they are threatened - WWF tally up usage and present the user with a (voluntary) monthly donation amount - Aim is to raise 80,000 - 16,000 sign ups within 3 days - 5 each or 50 emojis per person

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Offer Up Now

Image based

Millenials

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Bank of America

6m unique pinners

X2 engagement rate on promoted pins

Reaching a future-focused audienceBank of America first created a Pinterest profile at the end of 2014. When they launched the Better Money Habits(BMH) program, they wanted to reach millennials, a group going through many financial firsts from getting their first paycheck to planning their weddings to saving for retirement. Since one-third of all millennials are already using Pinterest to plan their futures, the Bank of America BMH team knew it was the right platform to reach their audience.Bank of America usedPinterest best practicesto make sure the creative on Pins would encourage organic discovery, feel native and drive Pinners to take action. They created boards for different life moments, likeBuying a HomeandTravel Plans, and populated each with relevant Pins that pointed to deeper educational content onBetterMoneyHabits.com.Weve been successful because weve listened to what the community wants to know more about based on what people are searching for and customized our content to meet those needs, said Christopher Smith, enterprise social media executive at Bank of America. Whether youre planning a wedding and need some budget help or are looking to buy a housewe know we arent the center of those decisions, but we can help you plan.BMH promotes its Pinterest boards across different social channels. The team also addedPin It buttonsto all of their site content and plans to addRich Pinssoon

Getting results from Promoted PinsBank of America usedPromoted Pinsto reach even more people on Pinterest.In less than 5 months, BMH content on Pinterest reached nearly 6 million unique Pinners, generated more than 29 thousand repins and led to thousands of actions on BMH.com, including video views. Engagement on Bank of Americas Promoted Pins is about 2X greater than average.Since the best performing Pins are usually the most helpful, Bank of America focuses on providing more detailed financial education to Pinners.There are unique creative opportunities on Pinterest that we dont have in other channelsfor example, were encouraged to create longer Pins and longer descriptions, where elsewhere were accustomed to copy and imagery constraints, Smith said.The team usesPinterest Analyticsand Promoted Pins measurement tools to carefully track what kind of content and topics people have found most useful. They compare these to popular topics on other platforms and take what theyve learned to refine their Pinterest strategy.We are utilizing Pinterest as a visual search engine to reach consumers with the right message at the right time and tailoring our content to what consumers are searching for most often, Smith said

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Digital OOH is growing

OOH Ad Spend surpassed the 1bn mark in 2014 boosted by investment in Digital formatsBefore we get on to our favourite examples, lets look at the stats that illustrate the current state of the OOH advertising market; The forecast is that OOH ad spend was set to finish 2014 up 2.7% YoYThis equates to 1,017m This is the first time OOH ad spend will have surpassed the 1bn markThe expectation is that growth will continue, with 2015 OOH ad spend up a further 5.9% on 2014 spend levelsRoadside (28%) tube carriage (24%) and bus (18%) spaces are the top OOH formats

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Elizabeth ArdenDOOH

Real-time data

https://www.econsultancy.com/blog/68147-elizabeth-arden-uses-contexual-data-to-drive-dooh-campaign/

Elizabeth Arden has launched a new campaign to highlight how pollution can harm our skin.Naturally, it has chosen to do it in the heart of one of the worlds most polluted streets London's Oxford Street. A campaign to promote its latest skin-protecting product, Elizabeth Arden highlights the importance of shielding the skin from polluted air.Running for a period of two weeks, it will show pollution levels in the local area, using real-time data sourced from LondonAir.Alongside live readings, it will also display facts about the effects of pollution on the skin, as well as a call-to-action for consumers to combat the problem with its Prevage City HydraBy placing a highly contextual and tailored message in such a visible and popular location, it is aiming to target the right customer at the right time.ting Shield.36

Thomas Cook & Thomson

Virtual Reality for experience

1 in 10 conversion rate

http://www.marketingweek.com/2015/07/07/the-future-of-the-travel-agent-virtual-reality-digital-screens-and-smell-generators/

TUI has today (7 July) said it will roll out its new concept store format to more than 120 (currently has 27) travel agencies throughout Europe. They aim to inspire customers planning their next trip with interactive tools such as interactive world maps and iPads.

Thomas Cook was one of the first to adopt virtual reality experiences having brought Samsung-powered headsets into its Bluewater shopping mall store last year. Having donned a headset, customers can virtually fly over Manhattan, hit the sun lounger by the pool in Spain or visit a restaurant in Cyprus before committing hundreds of pounds on a holiday. Marco Ryan, chief digital officer for Thomas Cook, says the technology is not only boosting package holiday sales but also integral to the brands future strategy.He says one in 10 customers who try the headset at Bluewater go on to book holidays immediately after and that it is likely to be expanded across the majority of the estate.

He says that converging the two worlds is key. He cites Thomas Cooks use of Google cardboard to allow people to scan pictures from in-store brochures using their smartphone to download unique videos and information.

Rival Thomson Holidays is also set to launch its own in-store VR experiences. Digital director Jeremy Osborne insists what will ensure its offering stands out is avoiding gimmicks. The plan is to get Oculus Rift experiences for all of our flagship hotel brands as it can create powerful in-store theatre.

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Donation LockersExample from Wateraid

User has to ask for coin back

https://econsultancy.com/blog/67451-the-smartest-experiential-charity-marketing-campaign-you-ll-see-this-year/https://vimeo.com/152576066

- good tie with this particular brand - personalised message did you swallow water during your swim? - prompted to return your coin or donate it

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Google

DoubleClick Billboard Ads

Location & Time Targeting

Google is bringing DoubleClick to billboard ads for the first time, a move that could revolutionise outdoor advertising.In a new test, Googles advertising technology is currently powering outdoor billboards in some of Londons most high-traffic areas.The search company is testing the automated selling and buying of digital billboard ads using technology from its DoubleClick subsidiary.Google bought ad space on billboards in Londons Waterloo Station, Euston Road, and Vauxhall roundabout, and is using its technology to display different billboard ads relevant to passersby, depending on the time and location.The internet giant has partnered with multiple outdoor advertising companies and creative agencies for its tests, which began this month and will end in November.The technology could mean Google coukd one day display MInority Report- style ads that change to suit your needs and shopping history, in a similar way that browser ads work now.

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Autonomous Cars

What does it mean for the marketing industry?

How will we be affected?

http://www.netimperative.com/2016/08/guest-comment-rise-robotic-cars-will-transform-ad-industry/

Autonomous vehicles will open up entirely new opportunities for advertisersFord forecasts that in just five years well be seeing self-driving cars on roads across the UK and USABusiness Insider UK goes for a more punchy prediction, saying that by 2020 there will be ten million self-driving cars on roadsGlobal auto and tech giants such as Google, Uber, Ford and Volkswagen are gearing up for a battle for drivers, passenger attention and marketing revenueWill the rise of autonomous vehicles permanently change the global ad industry by heralding the demise of outdoor display ads Will the rise of autonomous vehicles generate substantial new revenue streams for mobile app brandsOutdoor display ads will evolve or die outApple Music and Spotify have decimated the bottom lines of many a commercial network. Its been forecast that about 380 million connected cars will be on roads by 2021, which will likely knock the last nail in the coffin for traditional radio

Venture Beat reports the app economy is in rude health and it is the fastest growing global economy in the world, with consumers spending 90 percent of their time on mobile apps versus the web. More time spent on apps means more eyeballs for advertisers, publishers and developers. In addition to this, mobile revenues peak during rush hours as connected vehicles and on-demand apps like Hailo and Uber create a treasure trove of opportunity for brands. Whats more, connected self-driving cars will deliver captive audiences for marketers because you cant get more captive than being in a self-piloting vehicle.

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Amazon Dash

Innovative shopping

Programmatic commerce

http://www.netimperative.com/2016/08/amazon-brings-4-99-dash-buttons-uk-germany-austria/http://www.bbc.co.uk/news/technology-37224691

Amazons Dash Button is finally launching in Germany, Austria, and the UK, letting consumers order brands on Amazon via the click of a fridge magnet button.

The buttons allow for 40 brands including Whiskas, Ariel and Andrex to be ordered with a single press

Amazon Dash lets consumers order certain products with the push of a button, are available for Amazon Prime subscribers on the German store for 4.99, and on the Amazon UK store for 4.99.

Bosch, Siemens, Whirlpool, and Samsung are among the manufacturers that have begun integrating Dash Replenishment for Amazons international expansion.

The button is only available for those subscribing to Amazons Prime service.

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Carling Beer Button

Carling have launched a (genuine) version as well!42

PiritezeProgrammatic TV

Target TV to 2 letters of a postcode

Maximising TVTV triggered ads

40% coverage of top 2000 channels

- Google data = 66% of smartphone users turn to their phones to look up something they saw in a TV commercial. 3

Displayhttp://www.teletrax.tv/who-we-serve/advertising/

PPChttp://searchengineland.com/wywy-lets-advertisers-sync-search-bidding-with-television-campaigns-224844

- Audio fingerprint technology (like Shazam) is overlayed with video fingerprinting technology this allows a TV ad to be uniquely identified with over 99% success - That technology is coupled with their ability to monitor TV ads that are airing in real time - They have 40% coverage of the top 2,000 TV channels in the UK - Upon establishing a TV ad is running a trigger is sent directly through the AdWords/media API to set live the companion PPC or Display campaigns (and pause others) - Piggy back on competitor TV - Maximise own investment 44

#digitalfutures@equimedia

https://www.youtube.com/watch?v=3Sk7cOqB9Dk (hyperlink on play button)

Google Analytics In Real Life - Online Checkout: shopping online is meant to be easy. Find out where your customers are "checking out" with Google Analytics.

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https://www.youtube.com/watch?v=ZDXuGQRpvs4 (hyperlink on play button)

Dominos DomiCopter - First Drone Pizza Delivery47