Factory Media talks Programmatic and Native Advertising

HTC One Skatepark

Guest author Chris Talintyre is Head of Audience Development & Activation at Factory Media and talks about the power of understanding huge audiences in real-time and the opportunities it’s bringing to leading brands targeting sports enthusiasts.

As consumers increasingly share content, it’s creating a huge amount of data to analyse giving us insight on not just our readers (think boarders, skaters, surfers, BMXers) but their friends, colleagues and contacts. We can better understand and connect with them through really engaging content, such as the recent work we did with HTC One and the creation of a free world-class skate park at Selfridges.

Given the prestige of the brands we work with, the services we offer must be as cutting-edge as possible. Programmatic platforms are growing rapidly and now account for 28% of the UK display ad market due to their engagement and target abilities. This is what encouraged us to further engage fans and stay ahead of the competition. To do that, we partnered with RadiumOne, experts in programmatic advertising, and created an ‘audience insight’ tool.

Based on RadiumOne technology, it helps us to understand our 22 million strong audience, while giving us extended insight on the global reach of our connected audience – a huge 250 million people – which is pretty informative! We partnered with RadiumOne as we were impressed with the level of sophistication and in-depth insight it could give us on our audience. Our clients come from a diverse range of sectors, and want to be aligned to an active ‘outdoorsy’ audience. Bringing clients into markets they may not naturally integrate into, is a valuable offering for us.

Working with RadiumOne we’ve been able to aggregate at scale, in real-time, sharing activity to build a map of interaction (by using their sharing widget and link shortener). We can track all sharing touch points not just for interactions but more general interactions across the web, for instance, what a user shares more broadly with their friends and contacts. This is in very granular detail and can be right down to the last item bought.

This is where native and programmatic cleverly works in tandem. By packaging up content on behalf of one of our sponsors, into an ad unit (such as a competition or social feed) we can create an engaging experience for the reader. The reach of this content can go much further by also sending it to our readers’ connected audience. We do this based on the preferences made and websites visited by them, so we can serve them with different forms of advertising. It’s engagement in context.

Ultimately, this host of technologies help magnify campaigns to reach more people. Our campaigns are visual, and the audience is vast so we need to tap into every degree of interest through this repertoire of technology. We saw the market opportunity for native and programmatic – now we’re offering an increasingly attractive proposition to leading brands. It was a no brainer for us and we haven’t looked back. We’re excited about winning new business and embracing the other opportunities it will afford us.

HTC One Skatepark Trade Media Video – hires a Skateboarding video by Factory Media

Factory Media is Europe’s largest specialist sports media owner. We focus on bike, board and outdoor sports and work with some of the most recognisable brands in the world such as Nike, British Airways, Jeep and O2.

Chris TalyntireChris Talintyre is a media marketing specialist with over 15 years industry experience. With skills ranging from digital marketing, video, direct marketing, subscriptions, through to social media. Currently working within action sports, developing off and online assets to effectively monetise them and extending brand reach.

The art of the business tweet

Wednesday

A question I used to hear a lot from people in business is “How do I tweet?” Today, that question has evolved into “How do I tweet effectively for my business?”

The response is quite a bit deeper than answering the question purely in terms of writing out a text in 140 characters or less and hitting ‘tweet.’ Participating on Twitter is as much about listening to what people are saying as it it about adding your tweet to the conversation. Twitter itself has some great how-tos and tutorials.

It’s also about what to say and when to say it, two topics that are the focus of a neat video that Twitter has just published. Simple in its concept and execution, this video is one of the best I’ve seen that will give you a good and clear sense of some simple steps you can follow that will give you confidence in using Twitter effectively in your business communication.

The video will help you understand these five key points:

  1. Make a plan: what’s your goal and how will you measure its success?
  2. Be clear on who your primary audience is: in this case, your customers.
  3. Create a calendar: decide what you’ll tweet on which day.
  4. Think about what you’ll tweet: is the content relevant to your audience?
  5. When people in your community respond or ask questions, make sure you reply.

And the best advice of all:

How you tweet and how you respond to your followers matter as much as face-to-face interaction. So be friendly, be helpful and be yourself.

Using Twitter effectively in business may not be a science. But it is an art.

Brand management is the new marketing

Procter & Gamble

AdAge reports on the disappearance of the word ‘marketing’ from job titles at Procter & Gamble as the world’s biggest advertiser – $9.7 billion ad spend in 2013 – and owner of some of the world’s most recognizable and valuable brands restructures its marketing organization:

[...] Brand Management at P&G now encompasses four functions — including, of course, brand management (formerly known as marketing), consumer and marketing knowledge (a.k.a. market research), communications (known as public relations at some companies and up until a couple of years ago as external relations at P&G), and design (known as design pretty much everywhere, except where it’s called visual brand identity and such).

[...] The marketing director title has existed at P&G since 1993, when the company did away with the more linguistically restrictive “advertising manager” title in a world that clearly was moving beyond advertising as the only way to build brands.

The change gives the new Brand Management function “single-point responsibility for the strategies, plans and results for the brands,” says AdAge.

AdAge: It’s the End of ‘Marketing’ As We Know It at Procter & Gamble.

Changing the game with native advertising

'Sponsor Generated Content'

Does “native advertising” bother you?

When I was first asked that question, my response was the inevitable “It depends…” And that primarily means: It depends on how open and transparent the advertiser and the publisher are about the native ad.

Just what is “native advertising”? you may ask.

Here’s what Wikipedia says:

Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed. The advertiser’s intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.

In other words, it’s an ad that looks like the editorial content of the publication in which it appears – similar typeface, perhaps, certainly a similar presentation so it blends in – but clearly noted somewhere that it is content provided by an advertiser and not by the medium in which it appears.

It’ll be variously described as ‘sponsored content,’ ‘featured content,’ ‘brought to you by…,’ ‘in association with…,’ or such like.

It’s not the same as an “advertorial,” a long-practised advertising method that is largely falling out of favour among many advertisers as media evolves – more publications are appearing especially online, many covering unique niches, and mostly published by people who aren’t traditional media publishers – budgets tighten and more bang is required from that ad buck where methods of yore don’t do so well any more.

And consumer behaviour is radically changing where the number of eyeballs on a mass medium ad increasingly has little to questionable relevance compared to the engagement possibilities through a more intelligent approach to advertising that reflects a greater respect for an intelligent consumer who expects more than just to be “advertised at” and, instead, can (and often wants) to do more with the advertiser’s content.

(For a depth perspective of the new advertising/content marketing/consumer behaviour landscape and the role of native advertising, read Danny Brown’s insightful assessment.)

A report in AdAge.com yesterday is the prompt for this post, about the Wall Street Journal’s entry into the native advertising game.

AdAge sets the scene thus:

[...] Marketers want to work with publishers on native advertising partly because it gets their messages closer to the editorial content readers have arrived to consume. And publishers are not just offering it up; they’re carving out new departments to produce the content, whether they’re text articles, infographics or videos.

That piqued my interest in what the Journal is doing, and how they’re doing it:

Starting Tuesday, a box with headlines, subhead text and thumbnail images teasing content produced on behalf of the data and storage firm Brocade will appear in the middle column of WSJ.com and on the technology front page, situated between editorial headlines. Wall Street Journal’s custom content division, part of the business side of the operation, produced the ads, which will exist in a separate section of the website.

The ads will be labeled as “Sponsor Generated Content.”

And here’s what that looks like; I’ve highlighted the Brocade ad in a red box:

'Sponsor Generated Content'

If you click on the ad – or tap it if you’re reading the paper on a tablet – you get a new page on the WSJ.com website with expanded content about Brocade’s offering presented in a similar fashion to a news story or feature:

Brocade

 

Note these interesting characteristics about what you see:

  1. The browser tab at top of the image shows just the description “Sponsor Generated Content” rather than the title of the web page or article as would be more common.
  2. The lengthy web page address, the URL, in the browser address bar contains codes to enable metrics analysis from clicks and is clearly identified as a Wall Street Journal address.
  3. Next to the legend ‘Sponsor Generated Content’ in capitals above the article headline is a link saying ‘What’s This?’ Hovering your mouse over it produces a pop-out containing this text: “This content was paid for by an advertiser and created by The Wall Street Journal Advertising Department. The Wall Street Journal news organization was not involved in the creation of this content.”
  4. There is a byline which says “Narratives by WSJ Custom Studios for Brocade.”

A clear separation of church and state, as it were.

This looks to me as an intelligent approach to transparency, with little chance of anyone concluding that there is any kind of subterfuge or deception about an ad dressed up as editorial. There is no deception.

I see it simply – if an advertiser offers content that a reader will find of use or value in some way; that isn’t simple a “buy me!” approach that is characteristic of much advertising; that assumes the reader is intelligent and has a mind of his or her own; and is offered honestly and transparently, then this approach to native advertising probably has a good chance of success.

If the reader then acts upon what he or she has read – share it online among his or her community, at the very least – then you have achieved a measurable goal of engagement.

It’s a good game!

(Via AdAge.com)

Getty Images ups its game in the collaborative economy

A picture is worth a thousand words, the saying goes. For anyone publishing content online, an image is becoming ever more valuable as an inclusive element in story-telling that can enrich your story and help it get attention.

Did the picture you see above get your attention?

It’s embedded from the Getty Images website under a new deal from Getty that enables anyone – from a website publisher, editor and writer like me running this WordPress blog to a mainstream medium employing thousands of professional editors, journalists and photographers – to use some of the photos and other images that have traditionally been available only under a restrictive licensing agreement and for payment of a usage fee.

Now, Getty will let you embed certain images for free when used for non-commercial purposes. You can choose from 35 million images in Getty’s overall image collection

The picture above – of a Boxer dog looking out from its kennel on the first day of the 2014 Crufts dog show at the NEC in Birmingham – is one of the many news, entertainment and events photos available under this new deal that Getty announced on March 6.

As for why Getty is doing this, BBC News reports that Getty made the move after realising thousands of its images were being used without attribution.

“Our content was everywhere already,” said Craig Peters, a business development executive at the Seattle-based company.

“If you want to get a Getty image today, you can find it without a watermark very simply,” he added.

“The way you do that is you go to one of our customer sites and you right-click. Or you go to Google Image search or Bing Image Search and you get it there. And that’s what’s happening.”

It’s interesting how media reports like the BBC’s view this as a defeat for Getty:

[...] In essence, [Getty] is admitting defeat. By offering the ability to embed photos, Getty is saying it cannot effectively police the use of its images in every nook and cranny of the internet.

I’d see it differently.

While the factual aspect of what the BBC says is true – undoubtedly, no one can exert control in “every nook and cranny of the internet” – it presents Getty with a great opportunity to extend its reach across the social web by enabling anyone to legitimately use images, that include links to Getty’s website.

It’s also clearly aimed at encouraging responsible use of digital content, attribution and linking.

But it’s also likely that it will open doors to more random sharing of content that you can’t control – for instance, look what you might see if you hover your mouse over the Getty embedded image above: a Pinterest ‘pin it’ button that lets you add that image directly from this website to Pinterest. No link to Getty, no control – but further exposure. That button is automatically shown if you have the Pinterest extension in your browser.

Still, it looks to me that Getty Images are embracing the embryonic collaborative economy with this move as a parallel model to its traditional licensing business. And remember, this open sharing only applies to non-commercial use – if you want a Getty image for your corporate brochure, website, TV station or what have you, you have to pay. See also what Getty did a while ago with images on Flickr.

How do you use a Getty image under this new embed deal?

Once you’ve opened an account at Getty – there’s no cost – the steps are simple:

  1. Click an image’s embed icon (</>) from the search results or image detail page.
  2. In the embed window, copy the embed code.
  3. Paste the HTML code you copied into the source code of a website or blog where you want this image to appear.
  4. Publish and share!

gettyembededimages

(Via The Verge)

See also:

Getty Images blows the web’s mind by setting 35 million photos free (with conditions, of course) – a good assessment by Joshua Benton of Nieman Journalism Lab. Of note:

[...] What does Getty get from the embed? Better branding, for one – the Getty name all over the web. Better sharing, for another – if you click the Twitter or Tumblr buttons under the photos, the link goes to Getty, not to the publisher’s site. But there are two other things Getty gets, according to the terms:

“Getty Images (or third parties acting on its behalf) may collect data related to use of the Embedded Viewer and embedded Getty Images Content, and reserves the right to place advertisements in the Embedded Viewer or otherwise monetize its use without any compensation to you.”

Getty Images makes 35 million images free in fight against copyright infringement – detailed description by Olivier Laurent of the British Journal of Photography, with quoted explanations from Getty. Of note:

“What we’ve decided to do is to provide through the embed player the capability to use this imagery, but there’s a value for Getty Images and the content owners,” says [Craig] Peters, [senior vice president of business development, content and marketing at Getty Images]. “And that value is in three parts. First, there will be attribution around that image, and since we’re serving the image, we’re actually going to make sure there’s proper attribution. Second, all of the images will link back to our site and directly to the image’s details page. So anybody that has a valid commercial need for that image will be able to license that imagery from our website. Third, since all the images are served by Getty Images, we’ll have access to the information on who and how that image is being used and viewed, and we’ll reserve the right to utilise that data to the benefit of our business.”

Smartphones preferred device for news among affluent consumers says BBC

bbcnewsinfographsnip

The results of a new survey for BBC World News shows a surge in smartphone use for consuming news among affluent consumers compared to the general population. The BBC defines “affluent consumers” as the highest 20 percent income earners in each country surveyed.

What the BBC describes as the world’s first study into the use of mobile by affluent consumers – over 6,000 such people were surveyed in Australia, Germany, Sweden, India, Hong Kong and the US – shows a 15 percent yearly increase in the amount of people who would prefer to use a phone to read the news compared to a 17 percent decline for desktop computers.

In terms of how those surveyed prefer to read the news on their smartphones, the results make that quite clear:

News apps are the most commonly used apps on affluent consumers’ mobile phones, whilst social network apps are favoured by the general population.

BBC News Android appBBC News Android app

Speaking as a smartphone user of the BBC News app for Android devices, my view is that the app must present the user with a compelling experience to not only read the news but also be able to easily share it across the social web. You’d also want to be able to customise the app to your preferences and have it automatically update the news for you even when it’s not open.

And you’d prefer such an app for news consumption and social sharing over other high-use apps such as social networking apps, and have the opportunity to use it for contributing news to the BBC if you want to.

The BBC’s News app does all that and more.

The survey presents more rich metrics on mobile usage by affluent consumers:

  • 51 per cent of affluent consumers use their mobile phone for business, compared to 40 per cent of the general population.
  • Affluent consumers are 18 per cent more likely to share their location to get relevant services than the general population.
  • A third of affluent consumers agree that, if a brand wants to be modern and dynamic, it needs to be on mobile – 15 per cent higher than the general population.
  • Mobile advertising is twice as effective as the proven desktop in driving key brand metrics such as awareness, favourability and purchase intent amongst the total population. This figure rises to four times as effective for affluent consumers.
  • High-income earners are as positive towards advertising on mobile (19 per cent) as desktop (18 per cent). The percentage who are happy to see ads on mobile websites rises to 41 per cent for sites where the content is free.

The BBC says that the results reveal the increasing importance of smartphones to affluent consumers and demonstrate the extent to which mobile devices are integrated into both their personal and their business lives, as improved technology enables greater engagement with content.

The study also provides evidence that affluent consumers – a large proportion of the BBC World News and BBC.com/news audience – are significantly more receptive to mobile advertising than the general population.

(The focus on and talk about mobile advertising reflects the BBC’s commercial activity in markets outside the UK. Within the UK, we don’t see ads on any BBC property: the BBC gets its revenue from the annual license fee everyone has to pay – widely seen as a tax – plus a government grant.)

Earlier last year, the BBC released the results of a survey that, for the first time, measured news consumption habits across multiple devices – the so-called “second-screen experience.”

That survey offered some credible insights into the growing impact of TV, smartphones, tablets and laptops on the news consumption habits of more than 3,600 people surveyed in nine representative markets.

This latest survey reinforces key messages from that previous survey about the importance of mobile and smartphone usage to news organizations, advertisers and brand owners alike.

According to Jim Egan, CEO of BBC Global News:

This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles. This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.

No doubt among the topics being discussed in Barcelona, Spain, this week at the 2014 Mobile World Congress.

Get an overview of the survey findings in this BBC infographic:

(Click for large infographic PDF)