Key Insights For Native Advertising

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Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”. According to an eMarketer report Native Advertising has made a big impact with half of all digital display advertising attributed to Native. The share of Native advertising is likely to reach  to three-quarters of all Display Spending by 2021. The key reason for rise in Native ads is that all advertising on Facebook and other social sites is native. The huge success of Facebook’s News Feed ads has helped boost native display spending to nearly  USD 17 billion this year, according to BI Intelligence.

Among the ad formats preferred US millennials preferred native ad formats at 58 percent with banners coming at a distant second at 21 percent. The US Millennials are also agnostic to the native ad formats and don’t care if the content is sponsored by a brand, as long as it is entertaining or informative.

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5 Surprising Findings About Mobile Advertising

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According to eMarketer research based on Verve Mobile survey among 3000 respondents, aged 14-29 years old, here are five surprising findings:

As high as 46 percent of the respondents wanted to save the ad for later use. Among the 3000 respondents surveyed, the ability to save the ad for later use came out as the top criterion for the perfect mobile ad.Adding a coupon offer to the mobile wallet was stated by 40 percent as one of the key contributor towards a mobile ad.

Nearly a third of the respondents wanted the ad to be easily shared. The ease of sharing the ad came out to be as important as the ability to shop directly from the ad.

Nearly 39 percent said they wanted the ad to be customized for products that they buy whereas fewer 23 percent wanted the perfect ad to be relevant in terms of proximity and location.

According to ad research Mobile users preferred ad scrollers in comparison with expandable banners. On all key metrics including Brand Favorability and Purchase Intent, Ad Scrollers performed better than expandable banners.

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Nearly a third of respondents wanted the ability to shop directly from the ad. A quarter of respondents wanted interactive and engaging elements in an ideal ad.

Pixar And The Art Of Storytelling

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Making the story relatable is more than a clever video creative or animation. Pixar delves into various attributes that make the story relatable. The Raison d’être for a story is what determines the success of the film’s story.

Strong characterizations is one of the factors that lend to the relatability for a story. Encouraging audiences to empathize with characters creates a unique bond. Inspiring emotional understanding brings audiences to delve further on the story and explore the subject matter.

Brand Storytelling with Content requires Brands to start a conversation with the targeted audience that helps them see the usefulness of the Brand in their lives and thereon engage audiences in an ongoing conversation. Brands that seek to evoke emotions with fans and followers, can use different types of content to tell the Brand Story. Brand Storytelling can be used to engage audiences at different stages of Consumer Journey right from brand discovery to post purchase or advocacy stage.

 

Photos, Video Clips and Animated GIF’s

Visuals are known to be more engaging. To be able to capture the sentiment of your audience with the visuals makes for campaigns that resonate with and engage your audiences.

Content Fillers For Ongoing Audience Engagement

Use Content Fillers on Social Media to keep the audience interest alive in your Brand or Campaign by adapting content to be used as a filler to further your brand’s story.

Target created a  Holiday Adventure Series that led through a maze of presents presenting a number of options that were available for gift shoppers, while building on the story of a magical quest to light up a ridiculously Giant  tree.

 

 

 

Create Video Content and Contests For Themed Engagement

Oreo’s Open up with Oreo themed campaign takes forward the campaign idea of openness making the brand relatable in different contexts. The storytelling approach here builds on the idea of inspiring openness and curiosity in every day lives .

“As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from,” said Jennifer Hull, Brand Director Global OREO.

 

 

Oreo has earlier taken the idea of “Wonderfilled Moments” to tell the story with video clips that generate enthusiasm with the audience with an experience #PlayWithOreo that directs users to a link with recipe.

Use Video Contests to engage users with a theme that establishes your brands’ support for a cause, that can be used to package your brand as a socially responsible brand by supporting a cause or promising benefits that generate positive association for the brand.

If you are looking at a product centric campaign then a series of simple quizzes or content that is useful can bring forth the product features and help you build your story. Ben & Jerry’s post on Instagram about Flavor Facts created more than average engagement.

 

Use Exclusive Product Shots and Visual Treatment

Product shots that are exclusive create recall for your content. Another interesting way to approach the visual treatment is to see attributes that are closely associated with your brand and use those attributes to create a unique style for your posts.

Brand Content For New Launches and Offers

Ben & Jerry’s uses video on Instagram effectively to make the story relatable with links.

Amazon’s Prime Now builds on deals and ultra-fast delivery promise with social media posts.

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Brands that rely on social media referrals can use posts that showcase consumer reviews or user-generated content to endorse the Brand Story. A simple compilation of Users with images in a video format can engage audiences making them feel part of the story while helping you achieve your campaign objective.

 

 

Double Digit Growth Forecast For Online Holiday Retail Sales

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According to the NRF (National Retail Federation), Retail non-store sales are likely to grow by 10 percent, while Deloitte has projected a growth of 19 percent for the holiday season. According to Internet Retailer, “Non-store sales are expected to increase 7-10 percent year over year to as much as USD 117 billion for the 2016 holiday season of November and December, the National Retail Federation said Tuesday. Non-store sales are those made mostly online but include sales via phone and catalog. Online holiday sales increased 9 percent during the 2015 holiday season, beating the NRF’s 6-8 percent projection.”

Deloitte’s Retail and Distribution practice expects total holiday sales to exceed USD 1 trillion, representing a 3.6 to 4 percent increase in November through January holiday sales (excluding motor vehicles and gasoline) over last year’s shopping season. Additionally, Deloitte forecasts a 17 to 19 percent increase in e-commerce sales, reaching USD 96 to USD 98 billion during the 2016 holiday season.

In addition to online sales growth of 17-19 percent, as projected by Deloitte, making the e-commerce sales reach USD 96-98 Billion, digital interactions—meaning the use of desktop, laptops, tablets and smartphones—will influence 67 percent, or USD 661 billion, of retail store sales this holiday season.

Digital influence includes, for example, shoppers researching products before buying them in stores, consumers ordering online and picking up merchandise in a store or a store associate placing an online order for an out-of-stock item and shipping it to a customer’s home.

According to Rod Sides, vice chairman, Deloitte LLP and retail and distribution sector leader, “Retail competition won’t come from the big box down the street or major e-commerce players,” Sides noted. “It’s likely to be the small and midsized retailers that focus on niche products and experiences. This group has been collectively stealing share from large, traditional retailers to the tune of $200 billion in annual sales over the last five years. The retailers that compete on differentiated products and experiences should be better positioned to outperform those who try to compete on low-price, value and convenience, or continue to rely on conventional sales events and promotions.”

“The trend to watch is the way that online, mobile and store channels influence each other,” says Rod Sides. “Large e-commerce players and digital platforms such as Facebook and Pinterest are shaping what people think a great shopping experience is—a fast, highly-curated assortment with access to visuals, information and buying sources. Since these bigger platforms are more connected to the customer than the tradition retailer, it is important that they are part of retailers’ digital marketing campaigns this holiday season,” he says.