GWI Coronavirus research – multi-market wave 3
GWI’s multi-market study, fielded in 17 countries between April 22 - 27, shows us how the consumer landscape is evolving as some countries hope to enter the recovery phase.
We have created x7 charts from the wave 3 report including NZ vs Global trends & attitudes towards:
In-Home Activities, Media Consumption, Device Usage, Commerce, Post COVID shopping, Finance (Banking), Personal Finance.
View Charts - here.
View original study document - here.
It’s never too early to build your TikTok strategy
Unless you’ve been living in a time bubble, you’ll know about TikTok, the social app that’s sweeping the globe. Created by China’s ByteDance, TikTok users share short clips edited with sound and visual effects. The app is well-known for lip-syncing and dance clips, but it covers everything from cringe videos, to duets, challenges and memes.
TikTok’s mission is to ‘inspire creativity and bring joy.’ There’s obviously a lot of demand for creativity and joy with 800 million monthly active users and over 2 billion downloads since the worldwide launch in September 2017. TikTok users average around 52 minutes a day and open the app 8 times a day. 83% of users have created content on the platform.
It’s no surprise then that TikTok is an advertisers dream. TikTok ads are video based, but if you don’t have content, TikTok offers an AI-powered Smart Video Creator, that adds effects and transitions to your images and syncs them with stock or your own music tracks.
TikTok Ads are currently available for Australia, Canada, United States, India, Japan, Thailand, Korea, Malaysia, Taiwan, Indonesia, Vietnam, Russia, Turkey, Egypt, Saudi Arabia, United Arab Emirates with New Zealand soon to join the list and Acquire is ready to get your brand singing and dancing.
Before you start building your TikTok campaign, here are a few handy terms to get you started.
Challenges: TikTok challenges specifically refer to viral trends circulating on the platform that creators can recreate and take part in.
Cringe: This is a popular category involving videos of people purposefully acting awkwardly or “cringey”.
Duets: TikTok lets you take another user’s video and add their own alongside it. ‘Shallow’ anyone?
#ForYou: This tag recommends videos users might like. Most creators use it to get their videos featured.
Fans: If you’re loving the content of another user, you can become a fan.
Hearts: TikTok’s way of measuring how many likes you’re getting.
Lip Syncing: Where it all began - videos where users lip sync to popular tracks.
Musers: A nickname for TikTok users - don’t ask us why.
Transforming marketing in a time of change.
Welcome to the new world. We’ve all emerged from lockdown into a landscape transformed by Covid 19. While business may never be quite the same, we’re ready to help you adjust to the challenges and make the most of the opportunities it presents.
We’re living in an age of transformation, both good and bad. While AI, Machine Learning and Big data continue to create new efficiencies, digital marketing continues to be held back by technology, skill shortages, data quality and most commonly, a failure to align technology with business goals.
A recent Boston Group report states that improving digital marketing capabilities in an organisation can drive up to 20% additional revenue with 30% cost savings. How you align your organisation is every bit as crucial as the tools you choose and transforming your marketing requires constant evolution across every aspect of your business.
To help our clients navigate this change, Acquire has curated a Digital Marketing Transformation Framework (DMTF), bringing together a range of tools and expertise to accelerate the path towards marketing maturity, revenue performance and increased ROI.
Three steps to evolving your digital marketing:
- Review how your business is currently managing digital transformation and how this will impact your marketing objectives over the next one to three years.
- Align your marketing objectives with digital technology use cases to create a roadmap of specific realistic maturity stages over the next three years.
- Assess your needs and maturity level for advertising, automation, audience, attribution and assets, then graphically plan the internal leads, technology vendors and external agency partners to deliver marketing performance.
This three-step process is designed to align your transformation goals and identify an achievable path to digital marketing maturity over a three-year time period. To find out more about successfully applying it to your business, contact our transformation experts, Anthony or Zane at Acquire today.
Ant Ord GM Client Services
Mob: 027 649 9198
Zane Furtado GM Enterprise
Mob: 027 284 4443 -
Programmatic DOOH (digital out of home) advertising is on its way to New Zealand and Acquire is ready to hit the ground running.
Firstly what is Programmatic DOOH? - It might sound like something Homer would say, but pDOOH is anything but simple and understanding how it fits into the DOOH world can be complicated.
While pDOOH shares many aspects of traditional programmatic advertising, there are some key differences; the biggest being audience data and measurement of reach.
This video from Broadsign’s Adam Green is a good starting point, with simple answers to some complicated questions about pDOOH. Check it out at here.
With digital now accounting for more than 64% of New Zealand OOH revenue, media suppliers need to be constantly looking for new ways to improve the way agencies and advertisers get access and trade on this inventory.
We’ve been busy testing the pros and cons of pDOOH buying in Australia and if overseas trends are anything to go by, this exciting new technology is going to have a major effect on our digital advertising market.
Over the next few months, we’ll see collaboration between DOOH players, SSP’s and trading desks to set new rules and standards to ensure consistency across the new way to buy pDOOH in NZ.
The IAB AU has also released a DOOH glossary of terms that will be useful in navigating the new buying ecosystem.
The Trade Desk is taking a light-hearted approach to explaining programmatic advertising in terms that are easier for people to understand while touting the advantages of its platform. This clever video the they created explains programmatic reach using trick-or-treaters...Watch here.
The campaign, which is part of The Trade Desk's Media For Humankind effort highlighting the open internet for digital ads, comes as popular social and search platforms continue to increase their share of the U.S. digital advertising market. Google, Facebook and Amazon are forecast to have a combined market share of 69% this year, according to researcher eMarketer, leaving the remaining 31% to other digital media outlets.
The Trade Desk's campaign comes a few weeks after Google announced that it would end support for a key online audience tracking technology in the next couple of years. The ad is similar in concept to what Ad Age put out in 2014 called 'Explain It Like I'm Eight: Programmatic'...Watch here.
The wall gardens are what they are but the real questions marketers need to ask themselves when they are choosing a DSP aka candy:
- Does the DSP offer any unique ad targeting capabilities?
- Does the DSP have any exclusive inventory sources?
- What if the candy outside the gated community is crap? Can you get a refund?
Zane Furtado, Programmatic Director, Acquire