Two decades of creatively outstanding advertising for an amazing number of brands, both in Belgium and abroad.
Amazon is offering Brits a £10 discount on any order over £50 on the back of a Havas Media survey, amid wider marketing activity to promote its Prime service which kicked off over the weekend (31 July).
The results of Havas’ ‘Meaningful Brands’ global study, which involved over 20,000 people in the UK, were revealed earlier this year but only recently received wider industry recognition.
The Meaningful Brands metric was related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role brands play in communities, how they impact self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness as well as marketplace factors such as quality and price of goods.
Amazon topped the list in the UK, with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five.
To say thank you, Amazon has rolled out the £10 off promotion.
“We are grateful to customers for ranking Amazon #1 across Britain’s retailers,” said Christopher North, managing director at Amazon UK. “You can count on us to continue working hard to set ever-higher standards for customer experience.”
The ‘BIGTHANKS’ promotion coincides with the roll out of a UK marketing campaign to bolster uptake of its Prime service.
The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimoials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more funcitonal benefits.
To that end, Amazon’s latest ad follows the story of a little boy on the first day of nursery.He is showen nervously trying to fit in, as his anxious father watches through a window. His dad is then seen buying something via the Amazon mobile app, before the ad cuts to the next day when the little boy arrives at nursery wearing a superman costume.
It ends on the line: ‘Millions of ways to save the day, delivered in one day’.
Prime is Amazon’s key asset in its ambitious plan to create an ecosystem where users will spend more time and money. Over the past six-months it has ramped up its strategy to sign up new members, namely with the launch of the Prime Day last month.
Open only to Prime members, it offered discounts across thousands of goods for 24 hours. Amazon has not yet offered data on how many new members it attracted, but claims that global order growth increased 18 per cent on Prime Day versus the same day last year
Shazam a de grandes ambitions, et elles dépassent largement le simple domaine de la reconnaissance musicale. Le service cherche à devenir en effet le compagnon « idéal » de certaines publicités et se rapprocher davantage des commerçants, en proposant par exemple des expériences de réalité augmentée.
De la musique à la publicité
Tout le monde ou presque connait Shazam, une petite application pratique permettant de reconnaitre facilement quelle musique est en train d’être écoutée. Si vous êtes par exemple dans un magasin et qu’une chanson sort des haut-parleurs, Shazam vous en donnera le titre, l’artiste, l’album dont elle est extraite et ainsi de suite. Le résultat est toujours accompagné de liens vers iTunes et autres boutiques, ainsi que quelques services de streaming comme Spotify et Rdio. Et le succès serait au rendez-vous puisque Shazam compterait pour 10 % de la musique achetée selon l’entreprise. Toutefois, en l’absence de détails sur la manière dont le chiffre a été calculé, on le prendra avec les pincettes de rigueur.
Mais elle ne compte justement pas s’arrêter là. Elle tient à faire de son service une porte vers des contenus supplémentaires en fonction d’un contexte particulier, essentiellement pour compléter la publicité. Certaines sociétés se sont déjà associées à Shazam et il suffit par exemple de dégainer l’application pendant que la publicité passe à la télévision pour obtenir des informations, à la manière finalement d’un QR-code audio. Il s’agirait donc d’un renforcement de cette activité puisque des essais ont déjà été faits dans ce domaine, notamment la publicité pour La Halle avec Jenifer.
The Next Web a pu interroger Rich Riley, PDG de Shazam, à ce sujet. Les projets de l’entreprise sont nombreux pour cette année mais concernent avant tout le renforcement du service autour de la publicité. Les développeurs travaillent par exemple sur un « Shazam visuel » permettant de relier l’application à une expérience de vente dans des boutiques physiques, pour obtenir des coupons de réductions ou autres.
Fournir un contenu en fonction du contexte
Même la réalité augmentée est au programme. Au CES de Las Vegas, le PDG a ainsi fait la démonstration d’une publicité pour une Jaguar dans un magazine papier. En scannant la page, Shazam reconnait le contenu et propose automatiquement une expérience 3D à 360°. Il suffit alors de déplacer son téléphone pour observer l’habitacle du véhicule, comme si l’on se trouvait à la place du pilote.
On notera que ce type d’interaction existe déjà, comme Ikea l’a montré avec son catalogue depuis août 2013. La différence ici est que Shazam cherche à fédérer autour de sa plateforme les sociétés qui pourraient être intéressées par ce type d’expérience, en offrant un accès via l’une des applications mobiles les plus utilisées.
Shazam a également des ambitions dans le domaine des objets connectés et des « wearables ». Idéalement, l’application serait assez petite et économe en ressources pour pouvoir être utilisée sur des montres et autres, afin par exemple de pouvoir accéder à des contenus par simple pilotage vocal. Une fonctionnalité que l’on retrouve déjà avec Siri, Google Now et Cortana et il faudra voir comment Shazam compte se démarquer. De même, l’entreprise travaille sur des balises, nommées Shazam-In-Store, capables de fournir du contenu Shazam en fonction de l’endroit où l’utilisateur se tient dans un magasin.
Tout cela suppose évidemment des transferts de données et un stockage d’informations concernant l’utilisateur, même si elles ne sont pas nominales. À la lumière de toutes les attaques sur les deux dernières années, on peut donc se poser la question de savoir comment Shazam compte gérer la sécurité de l’ensemble. Rich Riley n’a cependant pas été prolixe sur le sujet, indiquant simplement que des mesures de protection avaient été prises, et que les données n’avaient pas vocation à transiter vers d’autres entreprises.
Affiperf, Havas’ programmatic pure player, extends boundaries of programmatic buying with the introduction of the world’s first real time, agnostic system to work across multiple Demand Side Platforms
Today, Affiperf, Havas’ programmatic pure player, became the first company in the world to offer brands the opportunity to operate seamlessly across multiple demand side platforms with one single point of contact with the launch of its “Affiperf Meta DSP” solution. This represents a significant leap forward in what is now called “the age of programmatic” as the topic continues to dominate the agendas of events such as this week’s Advertising Week in NYC.
As technology, data and algorithmic complexity have increased; automation in the media industry has become the new norm. Despite this, the potential of automated programmatic methods for real-time buying have been limited by the fact that until now, agencies were limited to using inventory from different Demand Side Platforms (known as DSPs) in parallel. As the number of DSPs in the market exploded, this added a rather frustrating and inefficient complexity to the process of optimisation and data collection in programmatic buying.Algorithms data and advertising
Following 3 years of research from Affiperf, a Fields Medal holder and renowned data scientists MFG Labs, the Affiperf Meta DSP solution offers for the first time, a way to unify and make sense of data sets across multiple platforms. It aggregates multiple assets using their APIs, i.e. data inventory, features and algorithms from a number of DSPs. It then uses modelling and decision engines to allow traders to recommend wider, more sophisticated strategic options and monitor them.
Pierre-Louis Lions, MFG Labs co-founder and Fields Medal holder 1994 comments: “Thanks to three years of extensive R & D we have been able to bring technical neutrality to the conception, implementation and optimisation of campaigns. This works both in the real-time bidding process as well as the design for even more integrated approaches that will enable us before the end of the year, to start managing our Affiperf Meta DSP solution for online and offline data and media.”
A unique answer to growing complexity
The Affiperf Meta DSP is powered by enhanced proprietary algorithms that offer clients fluid digitalisation, optimisation and addressability across formats. This ability to collate results and information into one unified marketing statistic marks the end to complexity in this critical area. Although increasing in size, the competitive landscape is not dominated by one DSP, but a fragmented ecosystem of DSP display, mobile and video, rich media DSPs, each of them having different rules, inventories and features. This makes it increasingly difficult for brands to get consistent answers and to see the bigger picture. Technologically agnostic, this is the first solution that is open to all DSPs and all technologies. Through this platform brands can therefore take advantage of the best technology available to reach out to and relate to people with greater speed in a more tailored environment than ever before.
Dominique Delport, Global Managing Director, Havas Media Group and Chairman of Havas
Media Group France and UK comments: “In today’s world, media is code and digital campaigns are like software. The idea behind programmatic when it first started was to secure instant contact between traders and brands that would enable our clients to benefit from an infinite number of connections with consumers in real-time. The explosion of data and the significant rise in the number of DSPs on the market has meant that this promise of programmatic was lost to complexity and silos.
Affiperf Meta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms. As a result, our industry can finally take programmatic buying to the next level to help brands generate more tailored, more effective and more meaningful connections with people. This is programmatic without compromise.”
A worldwide roll-out
The initial roll out of the Affiperf Meta DSP includes, amongst others, the recently launched ONE by AOL, onto one open infrastructure. Accessible in over 102 markets, Affiperf will continue to develop the product in the coming months to increase the number of DSP platforms that can be analysed at the same time.
The Meta DSP was launched at the AOL Annual Programmatic Upfront in NYC during the first day of Advertising Week 2014
Last year, we published the results of user tests which found that 41% of users were unaware of the distinctionbetween paid ads and organic listings.
Well, thanks to UX firm Bunnyfoot, we have an updated version of the test, which finds similar results.
This time, 36% of people tested still do not realise that Google Adwords are ads.
Furthermore, about a quarter of people don’t know that Google had any advertising at all. And this despite the yellow text box proclaiming ‘ads’.
Why this research?
The original research came from Bunnyfoot’s work for a car insurance client who were investigating the effectiveness of Google Adwords.
During the research, the team found that 81% of users clicked on PPC ads rather than organic results.
Further investigation found that 41 of the 100 individuals tested did not know that Adwords were paid-for adverts, instead believing them to be the most authoritative links.
Since that last research Google, as is its prerogative, has changed the way its presents ad listings, possibly as a result of EU anti-trust measures.
This, in theory, should have made it easier for users to tell the difference between ads and organic results, though the issue is muddied by the fact that Google has removed the grey shading behind the ads.
That said, the word ‘ad’ with a bright yellow background is a bit of a clue…
Current PPC ad format:
Old ad format:
So how has this change affected users’ perception of search results pages?
The user testing was carried out in multiple locations across London. 103 participants with arange of internet abilities were tested, all of whom used Google as their primary search engine.
The participants covered a wide range of demographics and were aged between 18 – 65 years[≈ average human life expectancy at birth, 2011 estimate].
An eyetracker was used throughout the sessions in order to record where the participants were looking, and this generated aggregated heatmaps (Bunnyfoot looked at other factors of search result understanding and only report a subset here).
All participants were then asked a series of post-test interview questions to gather further insight as to their understanding of Google’s results pages.
When asked, 36% of users did not realise Google adwords were ads (a small change from 40% in 2012)
When asked, 27% of users did not realise that Google had any advertising.
Note for the stats gurus amongst you: we of course realise that we have used a relatively small sample size (albeit a large one for user testing and eyetracking studies) and whilst the figures above have considerable sampling error it does not detract from their impact and surprise.
Have the changes to Google adwords made any difference?
The research suggests that the changes have made little difference to users’ ability to distinguish between paid and organic results.
Despite what I would assume was a clearer labelling of ads in the new formats, a significant portion of users still aren’t seeing the difference.
If I was a Google sceptic, I would suggest that the big G itself may have carried out similar tests to find the format that would satisfy the EU, yet still attract the most clicks. If clarity was the main factor, why remove the shading?
It also highlights the propensity for web users to miss what might seem obvious to those designing and working on websites.
The fact that 27% of those in the study when questioned did not realise that Google were doing any form of advertising in their results, further supports this, as well as being jaw-droppingly surprising in its own right.
What are the implications of this?
Pay-per-click is a very effective way of advertising your brand and reaching your target audience. It looks like about a third of people unknowingly click on ads and assume that ‘this is the best match’.
For the rest of those ‘in the know’ then the ads and the brands that pay for them still receive prominence, but the user can make an informed choice about whether to click a promoted link or not, depending on the context of the search.
Also, web designers and others ‘in the know’ should be wary of assuming ‘common’ knowledge on behalf of our customers.
According to Bunnyfoot CEO and co-founder Jon Dodd:
As our hundreds of user tests over the last decade have shown, it is very difficult to predict what customers’ knowledge or understanding is. When you do the tests, you are often humbled and surprised with how far off your assumptions are.