Finding the perfect campaign balance

The perfect amount of strategy, mixed with perfect timing, and a dash of perfect creative. How do you know if your advertising campaign is reaching your audience correctly?

Measuring if your adverts are truly connecting with your consumer at a subconscious level has always been near impossible, which is a major concern because this is where most consumer decision-making takes place. BUT we are finally getting better insights into these important metrics.

In a 2019 New Zealand-based study, more than 100 participants of varying demographics were shown a range of newspaper and TV campaigns. Using sensors fitted onto lycra caps, the technology shows how different parts of the brain ‘light up’, depending on how the information is being processed.

The study measured the ability of advertising communications to cut through - to get into long-term memory as well as the intensity of emotion that people felt and their level of attention when they were exposed to advertising content.

The results showed that participants were far more likely to store the detail of advertising messages in their long term memory if the advertising was on premium sites than during general free browsing.

This information is consistent with another study - Neuro-Insight’s 2019 report, which shows that the editorial context, platform, device, and even physical environment in which can impact advertising effectiveness.

Reference

The changing online behaviour in New Zealand

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.

Time's Tiking

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.

Talk TikTok.

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.

Source: https://medium.com/@odolenakostova/tiktok-ads-help-marketers-can-benefit-from-very-high-levels-ofengagement-and-growing-young-91a45eacf088

Brave New World

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:

  1. Review how your business is currently managing digital transformation and how this will impact your marketing objectives over the next one to three years.
  2. Align your marketing objectives with digital technology use cases to create a roadmap of specific realistic maturity stages over the next three years.
  3. 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

Email: ant@acquirenz.com

Zane Furtado GM Enterprise  

Mob: 027 284 4443 -

Email: zane@acquirenz.com

WTF is Programmatic DOOH?

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.