Advertising

Mohammad Anas Wahaj | 25 sep 2023

Artificial intelligence (AI) is transforming the digital advertising space. Those involved in ad-ops are still trying to optimize AI applications and their use for maximum leverage. Eric Mayhew, co-founder, president, and chief product officer at Fluency, a leading innovator of digital advertising management and automation solutions, suggests that for maximum benefits AI should be combined with automation and need to be harmonized with human supervision. He says, 'Today's advertisers face a variety of challenges to growth. Escalating execution complexity, increasing margin erosion and mounting time constraints at all levels consistently rank among the top concerns for ad-ops leaders. Conventional operational approaches, manual campaign implementation and increased talent investment often only compound the problem...automation creates a vast improvement in the productivity and overall engagement of existing ad-ops and strategist teams.' Substantial part of digital advertising is repetitive and delegating tasks to automation gives more time for strategic aspects of marketing and advertising and have the potential to significantly enhance service levels, thus elevating the customer experience and overall satisfaction. On combining AI with automation, Mr. Mayhew says, 'When managed appropriately, AI is in many ways a perfect complement to automation. While automation drives execution efficiency by addressing the processes, settings and nonhuman-to-human interactions, AI can streamline and accelerate more cognitive work, transforming potentially cold messages into compelling interactions.' He also cautions ad-ops leaders regarding compliance and data-usage rights while executing Ai and automation processes. He mentions about emergence of rule systems for self-auditing of AI usage and alleviation of concerns about compliance through RPA4A (Robotic Process Automation for Advertising). Mr. Mayhew suggests, 'To succeed with automation, ad-ops teams must consider brand compliance, the need for advanced experimentation and customization, consistent business data hygiene, organizational inertia and a willingness to embrace new technologies and approaches. The journey toward unlocking the potential of AI in digital advertising requires seamlessly blending AI and automation under the guidance of human insight. Recognizing the nuanced interplay between these technologies, and addressing potential challenges, pave the way for an era of streamlined operations, heightened creativity and unmatched scalability.' Read on...

AdAge: HOW TO UNITE AI AND AUTOMATION TO UNLOCK ADVERTISING SUCCESS AT SCALE
Author: Eric Mayhew

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Mohammad Anas Wahaj | 27 apr 2023

ChatGPT and Generative AI has already started making inroads in media and advertising industry. At present Generative AI has taken over low-risk functions like mockups and copyrighting but doubts still remain regarding strategically important channels like search ad spending etc. According to Morning Consult, just 30% of US adults have heard or read anything about ChatGPT, and only 10% regard its output as 'very trustworthy.' Moreover, 52% of consumers believe that generative AI will stick around. As Generative AI becomes more trustworthy it is capable to disrupt media and advertising, like for example, the need for intermediate agencies would diminish as platforms could use Generative AI technology to create business ads themselves. Moreover, as the technology can summarize reporting and synthesize press releases, the relatshionship between publishers and search engines has the potential to end. Generative AI could also reshape the economics of search advertising with its definitive responses to search queries. Generative AI could provide raw material, eliminate the need for advertiser A/B tests, help new brands increase output, and keep those in the industry abreast of all the notable developments. But a lot is needed for full scale adoption of Generative AI and its reaching a disruptive stage in the media and advertising industry. Read on...

Business Insider: ChatGPT and Generative AI in Media and Advertising: With Use Cases Set, the Battle for Hearts and Minds Begins
Author: NA

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Mohammad Anas Wahaj | 30 oct 2022

Jeff Cannon, in his 1999 book 'Make Your Website Work for You: How to Convert Online Content Into Profits', wrote, 'In content marketing, content is created to provide consumers with the information they seek.' But many content marketers still struggle to effectively accomplish this basic goal. According to the '2021 LinkedIn-Edelman B2B Thought Leadership Impact Report', 71% of decision-makers say that half or less than half of the thought-leadership content they read or watch gives them any sort of valuable insights. So what should content marketers do to stay relevant and effective? Gavin Jordan, publishing manager of Open Mic (The Drum's self-publishing content marketing platform), provides marketers ways to approach content marketing now and in the coming year 2023. He suggests content marketers to keep up with the current industry trends and what type of content consumers are flocking to. He predicts the following content marketing trends for 2023 - (1) E-commerce: E-commerce continues to grow. According to Morgan Stanley's 2022 report, 'Stronger for Longer in Global E-Commerce', in the U.S. e-commerce could reach 31% of sales by 2026, up from 23% now, as brick-and-mortar stores close and consumers prioritize convenience. Similar upward trends are predicted in other regions of the world. Marketers should look for content that covers these topics - Hybrid shopping; Personalization; Social commerce; Live shopping. (2) Metaverse and Gaming: Gen-Z and Gen-Alpha are flocking to 'metaverse'. Chris Sutcliffe, reporter at The Drum, says, 'The metaverse ultimately represents potential.' Metaverse will grow into an US$ 800 billion market by 2024, and the number of gamers worldwide totalling a staggering 3.2 billion. In 2023 brands will be looking for actionable advice on how to enter the metaverse/hone their metaverse strategies, as well as the marketing opportunities within these virtual worlds, be it in-game advertising, audio ad opportunities or by utilizing virtual influencer marketing. (3) Data & Privacy: Collecting, measuring and utilizing audience data through cookies will become challenging. In 2023, marketers will be preparing to fill the cookie-shaped hole of the future, and content that helps them do this will reign king. Moreover, marketers also look to analyze data and now they will search for content that helps them overcome attribution challenges, or else provides a clear alternative. Data & privacy are dry subjects and marketers have to find ways to make content surrounding them more enjoyable and engaging. (4) Audio: Number of podcast listeners is rising and so is the opportunity to advertise there. Marketers have to apply effective podcast strategy. Moreover, brands are also looking for in-game visual ads and can also explore audio ads. According to a study by AudioMob and YouGov, 75% of mobile gamers prefer audio ads over video. There is audio opportunity in metavers also. (5) Influencer Marketing: As influencer marketing continutes to grow, content marketers can create quality content that can help make it successful for brands. Virtual influencers and live shopping have disrupted traditional notions of influencer marketing, and brands will be looking at thought-leadership closely to monitor these areas. Read on...

The Drum: What will be the top 5 content marketing trends of 2023?
Author: Gavin Jordan

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Mohammad Anas Wahaj | 25 apr 2022

Generating positive word-of-mouth (WOM) is one of the important component of brand influence. Nowadays, brands utilize influencer marketing strategies to get WOM. The study, 'How implicit self-theories and dual-brand personalities enhance word-of-mouth' [Authors: Arvind Sahay (Indian Institute of Management Ahmedabad), Sudipta Mandal (Indian Institute of Management Indore), Adrian Terron (Tata Group), Kavita Mahto (Tata Sons Ltd)], published in European Journal of Marketing, investigates how and why consumers' mindsets can influence their WOM intentions toward a brand and the consequent implications for a brand's personality. The research study finds that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of 'impression management' ('learning and information acquisition'). Moreover, the study results also demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior'. Prof. Arvind Sahay says, 'In today's world, influencers, both offline and online world, influencers, both offline and online, help you to sell your brand. Many of these influencers will have different kinds of personalities. As a brand, if I can build personalities of the brand itself, that appeals more to different kinds of influencers, they will generate more word-of-mouth.' Prof. Sahay suggests, 'Brands which have a purpose, brands which empathise with their customers, brands who try to connect with their customers are going to do better.' Read on...

The Economic Times: Brands could have dual personalities in an influencer-led economy: Arvind Sahay, marketing professor, IIM-A
Authors: Chehneet Kaur, Prasad Sangameshwaran

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Mohammad Anas Wahaj | 20 dec 2021

Marketing focuses on fulfilling customer needs and the process initiates leads and attracts customers. Marketing involves making a connect with prospective customers wherever they are available. According to Chartered Institute of Marketing, 'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' Traditional marketing with outbound methodology involves various channels like newspapers, magazines, television, radio, billboards etc to reach out to prospective customers. It is static and is mainly a one-sided push communication, where these media show to the public what the brands want them to see, without any direct engagement with them. The rise of internet and consumer technologies, with large section of the public connected through computing devices, led marketing processes to evolve. Digital marketing is an evolution of traditional marketing and many foundational concepts are same. Digital marketing with inbound methodology creates brand awareness and promotes business through utilizing digital channels and internet that would include blogs, podcasts, videos, enewsletters, ebooks etc. Digital marketing process is dynamic with two-way communication and reaches out to customers where ever they are available in the digital media and serve them at different stages of their interaction and purchasing journey. Connecting and engaging with customers is not difficult in digital. What is important is how to achieve and maximize value through this engagement to better serve the customer requirements. Success of digital in marketing depends on how well marketers can understand the consumer behavior through technology-enabled interactions and analytics tools and how well they manage those interactions to fulfil consumer needs. Digital marketing channels, powered by internet, create, accelerate, and transmit product and services information and value to consumers, through digital networks. These channels include Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), E-mail Marketing, Content Marketing, Affiliate Marketing, Online Public Relations, Display Advertising, In-game Advertisng, Native Advertising, Video Advertising, SMS Marketing etc. Marketers of today and future have to keep pace with technological advancements, stay informed and skilled, and be innovative and creative, to connect, understand, engage, and serve the digitalized modern customer. Digital marketing will continue to evolve, but a balanced and mix approach to traditional and digital marketing would provide better results. Mobile Marketing, Internet of Things (IoT), Analytics, Big Data, 3D Printing, Cloud Computing, Artificial Intelligence, Consumer Neuroscience/Neuro Marketing are some of the most interesting and challenging domains where the future marketers are expected to deliver. Read on...

ilmeps/read: Digital Marketing To Connect, Engage And Serve Customers - Part I
Author: Mohammad Anas Wahaj

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Mohammad Anas Wahaj | 28 aug 2021

The new study 'Why Do Some Advertisements Get Shared More Than Others' by Prof. Jonah Berger of the Wharton School at University of Pennsylvania and Daniel McDuff of Microsoft Research published in Journal of Advertising Research, explores the emotional triggers - happiness, sadness, and even disgust - that make people want to share advertising content. Prof. Berger is also the author of the books, 'Contagious' and 'The Catalyst: How to Change Anyone’s Mind'. The study investigates the link between emotional responses to video ads and sharing. The researchers found that positive emotions resulted in more sharing, but so did feelings of disgust. Prof. Berger says, 'Everyone wants their content to be shared - from companies with their ads to 'influencers' with their videos to content marketers with their content. But actually getting consumers to share is harder than most people think.' Prof. Berger mentions that for the study they used facial expressions of participants as indicator of emotions. He says, 'It certainly seems easier to ask people how they feel or have them rate their response on scale. But there's a problem: Self-reports are often inaccurate. People don't always have a good sense of what they are feeling, and even if they give you an answer, it's not always correct. Further, people sometimes bias their responses based on what they think you want to hear. So, facial expressions can be a valuable alternative. Our face often signals how we're feeling even if we don’t realize it.' Stating the key findings and implications of the study, Prof. Berger says, 'While ads that made people smile were more likely to be shared, some negative emotions, like sadness or confusion, decreased sharing, while others, like disgust, increased it. Consistent with other research we've conducted, this highlights that rather than just being about feeling good or bad, sharing is also about the physiological arousal associated with different emotions. Emotions that fire us up to take action, like anger and anxiety (and in this case, disgust) boost sharing, while emotions that power us down (like sadness), decrease sharing. This has a number of important implications for marketers. First, if you want people to share, making them feel good isn't enough. Feeling content isn't going to make people share. You have to fire them up. Make them feel excited, inspired, or surprised. Second, you don't have to shy away from negative emotions. Because they fire people up, anger, anxiety or even disgust can be leveraged to encourage word of mouth.' Read on...

Knowledge@Wharton: What Makes Some Ads More Shareable Than Others?
Author: NA

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Mohammad Anas Wahaj | 26 nov 2020

An effective advertising pitch along with an innovative idea and solid foundation is what it takes to come closer to landing a client for a marketing agency. Six experts from Ad Age Collective provide advice to develop a successful pitch - (1) Explain who you are and don't sell: Reid Carr, Red Door Interactive - '...they help the prospective client find the best match for their business. Winning a pitch isn't really a win if the relationship isn't a long-term fit between partners and peers.' (2) Lead with the result: Patrick Ward, Rootstrap - '...they (audience) care about what the product can do for them. So focus on the result that will accrue for the audience. Tap into FOMO (Fear Of Missing Out) so they will see what they lose by not purchasing the product.' (3) Understand all the stakeholders: Maggie O'Neill, Peppercomm - '...what drives their path to purchase or engagement...You need to know what, when and where their audience wants to hear from them. This audience-first mindset will set up and provide the rationale for any strategy, and creativity that follow.' (4) Focus on building consumer connection: Dan Beltramo, Onclusive - '...clearly convey that you understand what motivates the consumer or customer relative to the objective of the campaign and how your recommendation delivers against that...' (5) Explain how you're solving a particular problem: Duran Inci, Optimum7 - '...Give them a reason to pay attention to you and hear you out. Tell them how you are going to solve a particular problem and why it matters to your audience...' (6) Provide examples of similar campaigns: Syed Balkhi, WPBeginner - '...collect examples of previous ad campaigns that are similar and to present the results. Another option is to find data about your target market and why they would respond positively to your ad...' Read on...

AdAge: Six Essential Steps To An Effective Advertising Pitch
Author: NA

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Mohammad Anas Wahaj | 25 jun 2020

User-Generated Content (UGC) is getting more prominence for charity marketing and communications in the COVID-19 pandemic turbulence. Charities are struggling with funds and resources and have substantially reduced marketing and advertising spends. UGC helps charities in creating content to promote their brand, do fundraising, and advertise their accomplishments. Content created by those who were directly supported by charities is more authentic and relatable. When users share their stories they connect better with potential supporters. Following are the ways UGC benefits charities - (1) Marketing budgets are shrinking and UGC can provide a practical, cost-effective solution amid cuts, through users becoming charities' ambassadors online through videos, blogs, podcasts and social media posts. Hiring marketing agency is costly and current social distancing norms are restricting professionals to do location filming. The National Council for Voluntary Organisations (NVCO) has estimated that UK charities lost around £4 billion in the first three months of the COVID-19 crisis. According to COVID-19 Marketing Report by Influencer MarketingHub, more than 2/3 (69%) of brands expect they will reduce their advertising spend in 2020 due to COVID-19. 3/4 say they are posting less on their social media accounts as budgets shrink. (2) Charity's frontline staff, beneficiaries and volunteers are able to enhance their digital skills during lockdown. Charities are certainly keen to empower their workforce to support users in creating content. The 2020 Charity Digital Skills Report found that half of charities would welcome guidance on helping their staff adjust to change and stay motivated and productive amid the pandemic. (3) UGC is more authentic and relatable. Last year's Stackla survey found that the public believes UGC is 2.4 times more authentic compared to brand created content. However, too often the power of UGC is not being realised by marketers. The survey showed that marketers are 2.1 times more likely to believe that brand created content is more authentic compared to UGC. Read on...

Charity Digital: How and why User-Generated Content is changing charity marketing
Author: Joe Lepper

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Mohammad Anas Wahaj | 26 may 2020

CSR (Corporate Social Responsibility) spend is mandatory for certain profitable corporations in India. Most businesses are strategically utilizing their CSR funds. Moreover, Covid-19 pandemic and subsequent directive by government for corporates to participate in Covid-19 relief as part of their CSR activity, has prompted companies to innovate their CSR spends. Gaurav Patra, founder of Value360 Communication, explains how marketers are utilizing the challenge posed by Covid-19 as opportunity to strengthen their brands by strategically focusing on CSR to support society and connect with communities. He says, 'In this hour of global crisis, various marketers are stepping up and aligning their strategy in line with the announcements made by the government. Brands should take this as an opportunity to look inward and be as resourceful as possbile towards the cause. Many companies and businesses are donating certain amounts to the 'PM Cares Fund' formed by the Government of India, while others focus on facilitating vital necessities like masks, sanitizers, gloves, medicines, food to the underprivileged, health institutions, hospitals, etc. Marketers and brands are also committing a certain portion of their CSR funds towards Covid Fund. They are also placing health check-up camps in tier-2 cities in order to help migrants get tested first hand. Few brands have also come forward to manufacture ventilators, sanitizers, thermal testers, drones lending assistance to the government in combating this pandemic situation.' Companies are utilizing various media channels like print, television, social media etc to create awarenesss and educate the masses through creatively designing campaigns with Covid-19 theme. Mr. Patra suggests, 'Given the scale and urgency of the situation, brands should co-create their solutions as an effective response to Covid-19 outbreak. Together, through the right channel, one voice, we can safeguard our nation and help fight this global pandemic.' Read on...

Business Insider: How marketers are now focusing on CSR in current COVID-19 situation
Author: Gaurav Patra

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Mohammad Anas Wahaj | 27 jan 2020

According to recent ad industry reports large traditional advertising agencies are facing challenging times. Larry Light, CEO of Arcature (a brand consultancy), explains how the existing model of advertising that built the industry is undergoing transformation and how digital technology, changing human behavior, mobile phones etc is changing how brands communicate with customers. He says that if TV is watched in a mute then except for logos the ads of some big name restaurants are indistinguishable. 'This commonality in creativity is illustrated by the use of generic thinking,' he adds. He further explains the use of common phrases in various ad campaigns. He says, 'This kind of brand thinking is a reflection of the overuse of research testing over creativity. Asking consumers to be creative is a certain road to genericization of communication.' He quotes Ryan Reynolds, 'Ads are generally disposable pieces of content,' and comments, 'These advertising greats (David Ogilvy, Bill Bernbach, Mary Wells Lawrence and Phil Dusenberry) would be horrified to learn that advertising has been demoted to disposable, fleeting bits and bytes of single use creations. With the digital advances making short-term marketing spend easier to measure, the marketing focus has shifted away from long-term brand ideas...Advertising messages are now short-lived, disposable throw-aways, meant to capture someone's attention for a moment and then disappear in the ether.' He advocates, 'The primary role of marketing in general, and advertising in particular, is to create, reinforce and increase brand loyalty...Regardless of the small screen digitization of our world, a great advertising campaign can be a key driver for establishing and maintaining brand loyalty. Response to advertising is selective: experience with a brand strongly affects one's response to an ad and advertising can affect one's response to a brand experience. The most important effect of meaningful brand advertising is to build and reinforce brand reputation. Advertising helps to reinforce a customer's personal perceptions of the total brand experience...Brand loyalty is something that grows, slowly and incrementally. A brand can generate clicks and views but not necessarily build brand use or brand loyalty. However, if you are predisposed to a brand, you are more likely to be influenced by the brand messages.' Read on...

Forbes: Advertising As We Know It Is Dead
Author: Larry Light

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Mohammad Anas Wahaj | 28 aug 2019

According to Wikipedia, 'Place branding (including place marketing and place promotion) is a new umbrella term encompassing nation branding, region branding and city branding. Place branding is the process of image communication to a target market. It is invariably related to the notion that places compete with other places for people, resources, and business...A place brand is a network of associations in the place consumers' mind based on the visual, verbal, and behavioral expression of a place and its' stakeholders. These associations differ in their influence within the network and in importance for the place consumers' attitude and behavior (Erik Braun, Sebastian Zenker; 2017). It therefore aims to affect the perceptions of a place and position it favourably in the minds of the target groups. Place branding can even be considered as a governance strategy for projecting images and managing perceptions about places (Erik Braun, Jasper Eshuis, Erik-Hans Klijn; 2014).' Bill Baker, veteran place brander and author of the recent book, 'Place Branding for Small Cities, Regions and Downtowns: The Essentials for Successful Destinations', while speeking with Bobby McGill, founder and publisher of Branding in Asia, shares insights based on his long experience in destination marketing and tourism development. Mr. Baker says, 'Tourism can play a very positive role as part of an economic development strategy. However, locations around the world are recognizing that there is the need for a tourism masterplan to balance the marketing of the destination with the need for sustainable and harmonious development to meet community values and aspirations while meeting the needs of external audiences.' Explaing some of the mistakes in place branding, he says, 'The most common mistake or weakness that we see in place branding very often relates to positioning. Defining the brand position for a city, downtown or region is, without a doubt, the most important and trickiest part of the entire process. If they don't get this part right, everything else will miss its mark, since it's the positioning and its relevance to target audiences that informs and shapes all other elements of the brand. Compounding this is the challenge of dealing with the many competing voices of stakeholders.' He also cautions, 'Place branding can be a perilous journey. Some do a great job with defining their brand identity, but soon falter or fail when it comes to deployment and brand management, and the consistency needed to follow the agreed strategy. Others are unable to sustain the leadership, funding, personnel, and partner enthusiasm required to succeed...Our experiences have shown that a lack of understanding about branding, particularly among key decision-makers can be the Waterloo or graveyard for a place branding initiative. Unless staff and committees can get beyond thinking in terms of logos and taglines, or mistaking a snappy campaign theme, then their efforts to define and deploy a genuine, unifying place brand will likely fail.' Regarding the book, he says, 'The focus of my book is on smaller cities and regions, and their focus may not be on tourism alone. Instead, their brand development may be centered on an overarching brand to embrace tourism, economic development, education, relocation and inward investment. Developing an overarching brand often brings to the table many participants who may not be familiar with branding, or in some cases, marketing.' He suggests, 'A multitude of stakeholders will be, or at least should be, involved in revealing a city or downtown brand, and this will depart from the accepted path for branding corporate products and services. One reason for this variation is the composite nature of places. They are a compilation of many independent and competing businesses, products, and experiences that are owned and managed by many different entities. There's no single custodian or owner of the brand. Community leaders who are aware of the differences in branding places and consumer goods are in a much better space to adapt to these challenges when they become evident...One of the leading determiners regarding who will lead the effort comes down to who is funding the project. Place branding frequently involves a single source of funding...Economic development organizations and DMOs (Direct Marketing Organizations) are usually the best-situated entities to plan, coordinate, and manage a place branding initiative...Determining the lead organization can involve balancing acts...Hence, the calls for DMOs to broaden their roles within communities and bring all parties together.' Read on...

Branding in Asia: Q&A: Insights from Veteran Place Branding Guru Bill Baker
Author: Bobby McGill

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Mohammad Anas Wahaj | 28 jun 2019

Wikipedia explains 'Spin' as, 'A form of propaganda in public relations and politics that is achieved through knowingly providing a biased interpretation of an event or campaigning to persuade public opinion in favor or against some organization or public figure. While traditional public relations and advertising may also rely on altering the presentation of the facts, "spin" often implies the use of disingenuous, deceptive, and highly manipulative tactics.' Researchers (Paris Descartes University: Isabelle Boutron, Romana Haneef, Philippe Ravaud; Hôpital Hôtel Dieu, Paris: Amélie Yavchitz, Gabriel Baron; Inspire: John Novack; New York University: Ivan Oransky; University of Minnesota: Gary Schwitzer) in their study, 'Three randomized controlled trials evaluating the impact of "spin" in health news stories reporting studies of pharmacologic treatments on patients'/caregivers' interpretation of treatment benefit', published in journal BMC Medicine, found that participants were more likely to believe the treatment was beneficial when news stories were reported with spin. Prof. Gary Schwitzer of University of Minnesota and founder/publisher of HealthNewsReview.org, says, 'This is important research because misinterpretation of the content of news stories due to spin could have important public health consequences as news articles can affect patient and public behavior.' Prof. Schwitzer says that spin can originate in all stages of the flow of information from researchers to the public. Researchers suggest that spin can be managed by taking the following steps - Train researchers to understand how the public uses the media and, in response, frame their communication to the public in a way which is truthful, relevant, understandable and devoid of distortion or hype; Train PR professionals, journalists and other communicators to detect spin and accurately convey research results; Educate news consumers on the resources available to help them critically evaluate health claims; Support research for developing ideal approaches for communicating scientific and health information. Read on...

University of Minnesota News: Research Brief: Evaluating the effect of spin in health care news
Author: NA

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Mohammad Anas Wahaj | 09 may 2019

Ad-free environment is an expected reality with subscription-based models, ad blocking tools and alternatives to traditional media already available. Marc Pritchard, chief brand officer at Proctor & Gamble, predicts that we're evolving into a 'world without ads' as brand engagement with customers changes with technology and consumer requirements. Gary Ellis, Co-founder and COO of Remesh, explains how branding will shift and survive in this ad-free environment. He says, 'There are infinite possibilities for filling the void left by traditional advertising. Success will depend on translating traditional advertising insight into new engagement tactics. Advertisers will need to focus on how they can fit themselves organically into their customer's experience, rather than disrupting a customer's experience as is often associated with traditional advertising.' He adds, 'Consider what is central to the brand building experience, which ranges from embedding tech in products to targeted ads. Pritchard predicts an increased desire for personalization, an interest in learning about a brand's values and more brand experiences. This means a brand's ability to connect with people on a human level plays an even more critical role in this new engagement paradigm. An emotional function will serve as the main connector, and one that can come in many forms.' He further explains, 'Targeted advertising is about two things: relevant content and demonstrating comprehension of customer needs. It stems from the desire to be 'helpful' – providing an audience with the information they need so that they can quickly and easily find what they are looking for. In an ad-free world, what were once targeting challenges can be avoided. This means not just focusing on personalization, but context.' Read on...

AdExchanger: How Will Branding Survive In A 'World Without Ads'?
Author: Gary Ellis

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Mohammad Anas Wahaj | 09 apr 2019

According to the recent report 'India Digital Ad-fraud Market 2018' by techARC, the total size of digital ad-fraud in India stood at staggering US$ 1.63 Billion, which is 8.7% of the global size. The report projects 23% increase in digital ad-fraud in 2019. Digital Commerce contributed more than half 51% of the total ad-fraud in India. While, Leisure & Travel (26%), Entertainment & Gaming (13%), Banking & Finance (8%), Healthcare & Pharma (1%) and Others (1%). Although, App Fraud contributes to over 85% of the total digital ad-fraud, the organizations should not ignore the web platforms. Web platforms are more susceptible to frauds as in several organizations the digital teams are primarily focusing on the app, leaving the web space vulnerable. As video is increasingly becoming the preferred medium of content, it is also attracting fraudsters to exploit this advertising channel. The report finds that businesses who have an ad-fraud solution in place are better equipped to have higher levels of customer engagements. Faisal Kawoosa, Founder & Chief Analyst at techARC, says, 'Digital ad-fraud is getting increased attention from the C-level leadership of evolved organisations, where it is no longer an agenda of a CDO or CMO. The impact of digital ad-fraud now goes beyond diminishing the returns on marketing spends and can jeopardize the entire digital transformation journey hampering Brand Equity, Relevance and Positioning among other ramifications.' Read on...

techARC: At $1.63 Billion, India's share in global digital ad-fraud stood at 8.7% in 2018
Author: NA

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Mohammad Anas Wahaj | 28 dec 2018

Corporations have student ambassador programs in which they hire students to promote their brand on educational campuses. These campus representatives create buzz about the companies during career fairs, work with student organizations to invite company professionals for guest lectures, talk about their internship both in-class and outside, give samples, post on social media about them etc. Adam Grant, CEO of Campus Commandos (a youth marketing agency that runs student brand ambassador programs), provides essential elements that companies should consider when hiring students to talk about their brands on campuses - (1) Compensation: Think beyond monetary compensation; Enhance their learning and skills; Provide interaction and networking opportunity with company leaders and executives. (2) A Hands-On Approach: Have direct involvement in the program; Keep interacting with students during the program; Preferably, don't entirely outsource the program to another company. (3) Future Opportunity: Provide opportunity for internship and future employment for best performers; Engage students with the company's human resources. (4) Mobile: Incorporate mobile technologies in the program; Utilize documentation tools available on mobile devices that allow student ambassadors to provide pictures, videos and notes. (5) Work Schedule: Understand student's work schedule; Work out expectations of the program around the student's educational priorities. (6) Organization: Build a program that incorporate goals; What is required by students to reach these goals; Their progress reports; Recognize top performers. Read on...

Forbes: The Top Six Elements For A Successful Student Ambassador Program
Author: Adam Grant

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Mohammad Anas Wahaj | 29 oct 2018

Voters have to apply different standards to political advertising and take them with a pinch of salt. According to Prof. Jonathan Rose, Dept. of Political Studies at Queen's University (Canada), says, 'Political ads aren't subject to the same rules as other kinds of advertising. The Advertising Standards Council is a the professional regulatory body that regulates truth in advertising so I cannot say a nonfactual claim in an ad...But that truth-in-advertising doesn't apply at all to political advertising, so, literally, there's no method of enforcing truth-in-advertising.' Even though there can be limits on spending by political parties and by third parties, but it is hard to enforce the limit on online campaigns as the message can be spread for little to no expense and with virtually no oversight. Prof. Rose says, 'A lot of advertising is priming...priming is putting an item high on the public agenda by way of reinforcing a message...Priming is putting the ballot question in the minds of voters.' There are other tricks that third parties can utilize, for example portraying them as amateurish and create a perception of being a grassroots movement but in reality has been backed by big money. He advises people to be aware of political advertising in any form and be critical and do research about the accuracy of the content. He also suggests, 'At least use the ads to have a conversation with family and friends about the claims they're hearing. If you use an advertisement as a sort of a talking point to thinking about these issues then that’s at least better than accepting them without question.' Read on...

Toronto Sun: Political ads don't have to be true: Professor
Author: Antonella Artuso

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Mohammad Anas Wahaj | 29 jul 2018

According to the latest research by Stanford University business academics, Prof. Navdeep Sahni and Prof. Harikesh Nair, people are very good at distinguishing native advertisements from digital content, but the ads still exert significant influence on shopping behavior. Native advertisements blend with the digital content and closely match style and layout of the surrounding media. Regulators are often concerned regarding their deceptive sponsorship disclosure and the resulting misguided purchases by consumers. Prof. Sahni says, 'Native advertising is a relatively new form of advertising. Advertisers and publishers have embraced this because of the rise in mobile browsing behavior, and because banner ads are hard to implement on mobile screens, and are known to be not very effective.' Professors developed a field experiment in which they manipulated how native advertising for specific restaurants appeared on a restaurant search mobile app, creating two 'extreme' ad presentation conditions (no-disclure and prominent-disclosure) to compare to a more typical native ad. The study examined differences in how over 200000 users responded to the varied presentations and found that responses to typical native ads were similar to those in the full-disclosure condition. Prof. Sahni adds, 'We found that people who respond to the ad can spot this kind of advertising in its typical format...The effect of advertising seems to happen through direct exposure and can result in conversion even if people don't click on the ad itself.' The study suggests that because consumers who are more likely to be affected by ads can identify typical native ads easily, making the ads more prominent is unlikely to change people's behavior. For consumers, implications of the study are that even in a time of advanced analytics, ad exposure continues to have a deeply subtle, and thus harder-to-quantify, effect. Read on...

Insights by Stanford Business: Disguised 'Native' Ads Don't Fool Us Anymore
Author: Sachin Waikar

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Mohammad Anas Wahaj | 29 apr 2018

According to Big Commerce, 51% of Americans prefer to shop online, and almost everyone (96%) has made an online purchase in their life. But, with so many competing e-commerce websites and a large number of brick-and-mortar retail stores, the challenge for retailers is to differentiate themselves and, attract, acquire and retain the customers. Retailers can do the following to increase retail sales - (1) Run Beautifully Executed Google Shopping Campaigns: Organize shopping campaigns by best-selling items; Ensure your ad images are high-quality and crawlable; Include merchant promotions and product reviews. (2) Give Shoppers a Reason to Visit Your Store: Provide special in-store discounts to shoppers; Use the power of social media to communicate special in-store deals. (3) Use Social Media Targeting Capabilities to Your Advantage: Configure your social media campaign with detailed targeting to audience who will be most willing to buy the products. Targeting to right demographics is the key. (4) Don't Forget to Be Locally Relevant: Geotargeting; Ad copy and imagery with local appeal; Use local lingo. (5) Invest in Some Guerilla Marketing Campaigns: Use public places innovatively to attract attention and spread the word around. (6) Try Podcast Advertising: According to Edison Research, 67 million Americans listen to podcasts monthly, which is a 14% year-to-year increase. Discover your audience's choice of podcasts and invest in running some advertisements to sponsor the commercial breaks. (7) Get Creative with Video: Use entertainment as a strategic tool in video to attract audience. Getting it viral is a challenge that every creative should take. (8) Celebrate All the Little Holidays: Embrace holidays and link your campaigns to them; Release special limited-edition products around them, run special events, or offer deals in festive holidays colors, it gets people excited. (9) Instill a Sense of Urgency: Urgency in messaging can pressure audience to shop; Run short-term limited-time offers and discounts. (10) Understand Your Seasonal Peaks and Plan Accordingly: Do advance planning for seasonal peaks. This includes adjusting ad spend, working with design for new creative, and executing seasonally relevant campaigns that will boost sales during these peak times. (11) Create Returning Buyers through Smart Remarketing: Remarketing allows you to remind shoppers, re-engage them and assist them in buying again; Think about the lifespan of the product that a customer have bought. Run a remarketing campaign and encourage to buy before the product is finished; Another remarketing tactic is to upsell based on the products customers have previously purchased. Read on...

Business 2 Community: 11 Killer Retail Marketing Tips to Drive Sales Year Round
Author: Margot da Cunha

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Mohammad Anas Wahaj | 26 feb 2018

As streaming video services on internet get popularity, advertising on television is seeing a decline. Now advertisers are shifting their dollars towards digital. In 2016, US revenues from digital advertising exceeded revenues from TV for the first time - US$ 72.5 billion (+22%) compared to US$ 71.3 billion from TV. This trend is also reflected in global markets. Some corporates are even focusing solely on digital advertising. The young (13 to 24 years age) are showing less affinity towards traditional advertising as they spend more time on Internet in comparison to TV. Only 36% of consumers noted that they cannot do without a TV screen. Meanwhile, 67% cannot imagine their lives without YouTube and 51% seem to lose meaning in life without Netflix. The same audience is watching 2.5 times more internet videos than traditional TV. Video-bloggers are the new influencers for the young population as they advocate brands and products while sharing their experiences with them in the form of effective video presentions. Video bloggers are becoming a guaranteed way for advertisers of reaching target audiences and getting predictable results. Influencer marketing is becoming more relevant. Return on investment from online videos is 77% more than from TV promos. The main trend nowadays is native advertising through opinion leaders. Traditional advertising is slowly getting outdated and a personalized Internet, along with personalized advertising, is becoming the real future. Read on...

The Next Web: Advertising in the digital age - Why online-first is the future
Author: David Geer

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