The rise of curation, the $7.5 billion advertising fruad & omni-channel CX

From the blog

We explore the factors that may diminish Google's dominance in online advertising.


Trends

We are seeing the rise of curation - Apple Music will use Zane Lowe and his handpicked team of renowned DJs create an eclectic mix of the latest and best in music, Apple News is hiring curation editors. BuzzFeed just released their own take on the concept with the BuzzFeed News app which adds tweets to a mix of BuzzFeed content and content from around the web. Ben Thomspon explores the benefits of mixing curation with the algorithms that have to date filtered the web for us.

"Google is very good at giving you what you're looking for, but no good at all at telling you what you want to find, let alone things you didn't know you wanted." The curation theme continues with search, discovery and marketing.

STILL on curation, Wired magazine states that humans are tech’s next big thing - and that could be risky. "While we might not fault an algorithm for showing us more of our friend’s baby photos, we expect humans to get it."

"The consumer journey is the new heart and soul of marketing. The CMO of the future plays a very important role in defining that." Just one of the many quotes from CMOs at Cannes.

"In 2009, Americans spent more time watching TV than any other form of media. Six years later, digital platforms have taken over. Digital accounts for 47% of media consumption, more than any other format." But who are the 1% in digital media?

Tracking realtime emotions, on demand cooking lessons in WhatsApp and AI branding for $50 are a few of Springwise's top ideas in marketing and advertising in the last 12 months.

In the US the Supreme Court passed legislation to allow the nation-wide right to same-sex marriage. Jell-o, Skyy Vodka, Kellogg's and many other brands got in on the celebrations.


Channels

In an effort to identify unskippable mobile ads BBDO partnered with Google to test three common agency approaches to online video: upload the TVC, show the product early and a long form piece that was "not really an ad." They performed equally well on desktop but "not really an ad" had a 26% higher view rate with the same brand recall.

WPP, Daily Mail, Snapchat partner to launch content marketing company Truffle Pig. That's a hellava combo. The company will focus on helping brands produce and distribute content designed for new formats such as vertical video.

"This is the biggest advertising story of the decade, and it's being buried." The alleged $7.5 billion fraud in online advertising.

“As smartphones become increasingly affordable and desirable, the holdouts are trading up and first-time buyers are opting for full-featured models. In a recent report, PricewaterhouseCoopers reckons that by 2019 a majority of active mobile connections in the world will be on smartphones.” Jason Karaian charts the smartphone tipping point.

Campaign Monitor's rules of email marketing report is out. It discusses email's superior ROI, customer acquisition, segmentation, automation and personalisation.

In early May, Facebook began informing app marketers of a new policy change – the social media giant would no longer provide device level data back to advertisers via Mobile Measurement Partners (MPPs). This will have a major impact on the entire app ecosystem and Facebook's kept it their dirty little secret.


Customer obsessed

Grocery stores are evolving, both in-store and online, giving consumers more shopping choices than ever before. As a result, protecting and building store loyalty is no easy task. To keep customers coming back for more, you need to know what drives them to switch from one store to another.

Millennials are now the single biggest age group in the US and are far more diverse than any other generation according to new data from the US Census Bureau. Marketers trying to appeal to millenials should focus on emotional and informational brand content over cash discounts. It seems to be working in the UK.

Consistency, availability, channel neutrality, context-optimisation and seamlessness. All elements of strong omni-channel customer experiences.

"It’s best to test ideas early and often, but at a startup you can’t do research for everything. To prioritize competing research requests, you need a way to assess the potential impact, urgency, and effort of each request." Google Ventures on how to prioritize customer research when everything is a priority.

Explaining collection, use of information to consumers could give brands an advantage. A new survey by Altimeter found that 45% of participants (n = 2,000) have very low trust or no trust that companies will use their device data in a secure way that safeguards their privacy. There are signs of companies getting on this bandwagon e.g. Apple's promise of a privacy-consiouce OS at the last keynote. The quote from Apple, "we don't want your data."


Data-driven

Marketing automation from big data, exploratory data analysis and prediction scoring are only a few of the uses of R at Microsoft.

What an analysis of 4.8 million tweets says about the best time to tweet. Included insights: evenings drives the most favorites and retweets, the best times differ across time zones (check the article for a break-down) but noon to 1pm wins out.


Content

Instagram journalism: the new content trend shaking up the media world.

Content on Vice I think is very strong. It’s just that stylistically it’s very different. So you have the NYT and the Guardian and I shouldn’t use the word ‘stuffy’. Just observing it, the style is very important. They talk about trust and the implication is that we don’t trust a Vice. Well young people do trust a Vice. That is the real point. It’s just the way they deliver news is markedly different.

Sir Martin Sorrell

...On traditional media being too stuffy for young readers.


Brand

According to Brand Finance, a consultancy firm, Maggi is set to lose over $200 million in brand value following the setback in India.

Clearbit has just released an API for getting a company's logo. It's as simple as typing https://logo.clearbit.com/google.com into your browser - niffty.


Design

The agency involved in the New York Times' redesign publishes a detailed interactive guide through the process.


Tool of the week

Want to understand how different people use the internet across the world? Look no further than Google's Consumer Barometer.