MediAvataar's News Desk

MediAvataar's News Desk

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Sunday, 18 March 2018 00:00

Common Ground partners with Google

To launch ‘Little by Little’, a global campaign in support of the Sustainable Development Goals

In a first of its kind collaboration between the advertising industry and Google in support of the Sustainable Development Goals adopted at the United Nations, the campaign will leverage the power of YouTube and global influencers to mobilize Gen Z to carry out 2 billion acts of good.

Launching today, ‘Little by Little’ is rooted in the truth that exponential change can be made possible through the repetition of little acts by the largest generation on earth.

To kick-start the campaign, model and activist, Jillian Mercado, is featured in the anthem video which has already garnered more than 15 million views in just two weeks. At launch, she will be joined by a global roster of influencers – UN ambassadors and YouTube creators curated by FameBit - who will share their stories, content and actions on YouTube and other social platforms, including Yara Shahidi, Marissa Rachel, Roxy Rocks, Jessica Dante, Adebola Williams, Gemma Stafford and Khushi Maheshwari, The voices of these global influencers will be amplified by a host of other creators in the U.S., U.K., India and Nigeria as they inspire user-generated content from their followers to save the world with little actions.

This global campaign is under the banner of Common Ground – the initiative by the world’s six largest advertising groups to support the Sustainable Development Goals. In April 2017, the six founding members of Common Ground, Dentsu, Havas, IPG, Omnicom, Publicis and WPP alongside Wieden + Kennedy – with the financial, creative and logistical support of Google – came together under the banner ‘The Common Futures Project’. The initial direction was conceived in a ‘Hackathon’ in New York drawing on resources from all agency partners and then developed further by a coalition of agencies including Sapient Razorfish, Ogilvy and Mediacom.

The Deputy Secretary General of the United Nations, Amina J. Mohammed commented on the initiative: “We have a blueprint for a better world – the Sustainable Development Goals. Little by Little is about young people around the world coming together to build a movement for success. It is based on a powerful notion. Yes, we face a lot of big problems – but we can start fixing them through a lot of small acts. Step by step, little by little, we will get to a better world.”

In a joint statement, the CEOs of the Common Ground partnership said, “Common Ground was born of the idea that, as an industry, we can set aside our differences to support the agenda of the 17 global goals. Little by Little is proof that this is not a theoretical ambition, but an achievable goal.”

In explaining their support for the project, Google spokesperson, Torrence Boone, VP Global Agency Development, commented: “Video can affect us like no other medium. It can educate, build understanding and even change the way we see our world. It’s exciting to see Common Ground’s Little by Little campaign come to life and we’re proud that YouTube’s platform and influencers will play a crucial role in spreading this important initiative.”

According to Zenith’s Programmatic Marketing Forecasts, over two-thirds of display advertising globally will be traded programmatically within 12 months.

In the most advanced markets, that figure will rise to 90%. The growth of precision marketing has largely been couched in the language of efficiency, with many marketers deploying the technique to reduce wastage, to suppress audiences, and to save money.

However, the rise of programmatic goes hand-in-hand with two other trends. Firstly, the oversupply of digital inventory has driven down the cost of reach in many markets. Secondly, advances in production technology have driven down the cost of creating content.

Together, these factors should reframe how we use programmatic away from purely efficiency, and towards topline growth. Our ability to use new data sources in audience creation means that almost any segment can be addressable in some way, at low cost. This means that, once a master creative format is produced, the marginal cost of reaching a new audience segment with the relevant content experience is low.

Programmatic maximises the demand opportunity for brands, by allowing them to direct relevant communications at their total addressable market.

This gives rise to interesting new questions at the heart of the planning process, and adds a new spirit of creativity into the audience definition process. Are there specific segments of a competitor customer base we want to steal? How might we build a specific, targeted plan to convert them? Can we identify people who are 6-12 months away from entering the category, and nurture a relationship with them? Should we target outright rejecters, systematically addressing known barriers over time?

By reframing programmatic to be about maximizing our demand opportunity, we create a new role for planning to drive growth. Firstly, brands must attach commercial value to audience segments with known needs, barriers, and drivers. Secondly, they must define, design, and deliver the appropriate experience for each of those segments. Finally, they must treat those audiences as a fund manager treats their portfolio of assets – allocating investment behind audiences to drive short-term cash flow, or long-term value, based on the brand’s objectives.


Written by Rian Shah at Zenithmedia

New York Festivals® International Advertising Awards® will bring together of some of the most creative, technically advanced filmmakers in the industry to participate on the Live 2018 Film Craft Executive Jury.

This discerning panel of film professionals dedicated to the quality and aesthetics of the filmmaking process will assemble together in New York City on Saturday, April 21st and Sunday April 22nd to review all shortlisted Film Craft submissions selected by New York Festivals Grand Jury. Together they will decide the Film Craft entries worthy of being called the World’s Best Advertising®.

“New York Festivals Film Craft competition celebrates the magic of film and the individual contributions of onscreen artistry. Each category represents production expertise that creates the mood, elevates the idea and enhances its execution, resulting in brilliant commercial films,” said Susan Glass Ruse, Associate Executive Director of New York Festivals International Advertising Awards. “This year’s Film Craft Executive Jury is an amazing creative collective, all dedicated to the craft of filmmaking, who will recognize innovation and award exceptional creative execution. I’m looking forward to some very passionate discussion.”

The 2018 Film Craft Executive Jury to date:

Zu Al-Kadiri, Executive Producer, Mill+

Jesse Brihn, Co-Director of Film Production, Droga5

Ryan Chong, Executive Producer, 72andSunny

Nick Fraser, Senior Producer, Framestore

Clint Goldman, Executive Producer/Partner, BODEGA Studios

Allison Kunzman, Executive Producer, SMUGGLER

Adam Perloff, Executive Producer, BBH New York

Lorenzo Ragionieri, Managing Partner/Executive Producer, Cadence Films

Tatiana Rudzinski, Executive Producer, Greenpoint Pictures

Christina Thompson, Executive Producer, Mill+

New York Festivals will announce the 2018 award-winners at the New York Show℠ awards ceremony and gala on the evening of Thursday, May 17, 2018. The annual event takes place at the world-class performance space, Jazz at Lincoln Center’s Frederick P. Rose Hall, Broadway at 60th Street, New York City. A celebratory after-party will be held at the Ascent Lounge, on the 4th floor of Time Warner Center, to toast all the world-wide winners of the World’s Best Advertising.

Friday, 16 March 2018 00:00

The real power of a brand lies in memory

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.

The real power of a brand comes from its ability to alter future category choices in its favor: to make people more willing to buy the brand than they would be otherwise and pay the price asked. This is why it is so important to establish motivating feelings, ideas and associations linked to the brand in people’s memories, so that when they try to make up their own minds about a purchase those impressions shape the way they respond.

Brand is not just a thin veneer created by a distinctive logo, a nice design and some carefully crafted ads; it is everything that people experience, which means that whether a brand adds value to people’s lives is paramount. Experience of the product or service is ultimately going to trump anything else the brand owner says and does. But like everything else that experience is mediated by memory.

My colleagues at Kantar TNS sometimes use a chart that quotes Daniel Kahnemann from a TEDtalk titled “The riddle of experiences versus memory”. The quote is as follows,

“There is confusion between experience & memories, we actually don’t choose between experiences, we choose between memories of experiences.”

Only exceptional experiences make a difference to future behavior, most people do not think about their use of a brand, and most interactions leaves people’s memories unchanged, even if it might habituate them to using the brand. In the absence of a really positive experience that makes a customer feel valued marketing can frame their experience, influencing what people remember and guiding future purchase behavior.

Similarly, marketing activities that create positive memories before people even think about shopping a product category can influence what people remember when they do come to buy. The influence of this marketing is all the more powerful because exposure is decoupled from the purchase decision. People do not fear being manipulated by advertising because they cannot remember when or where their impression was formed.

Of course, this does not mean that marketers can forget about search marketing or sales activation, but now the challenge becomes one of triggering positive and motivating memories rather than trying to make a sales pitch, helping people respond to ideas and feelings that already exist rather than trying to create them on the fly.

So why do you think that so many people relegate ‘brand’ to being one more thing to do than encompassing everything people experience?


Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

From ‘simple skills’ to ‘seamless interaction’

Predictions for 2017

Voice is the next big step in computing, after the transition from desktop to smartphone. Developments in machine learning and natural-language processing have driven the rapid growth of voice search and smart speakers, promising dramatic changes in the way we search, shop and interact with companies. The interface is simple and delivers a single, best answer, instead of the slew of search results we are accustomed to onscreen. These devices also play music, set timers, control other devices about the home, and place shopping orders.

What happened in 2017?

Thanks to a sharp fall in prices, smart speakers have become true mass-market devices, with 33.2 million shipped over the past 12 months according to Canalys. Smart speakers are becoming the central control hubs for the smart home. Using them quickly becomes a habit – they are not a short-lived fad. Voice shopping is picking up quickly. Amazon’s Alexa adds items to a shopping basket and completes the purchase using just voice commands, and even offered exclusive deals on Black Friday. Still, brands have had trouble redefining themselves for this new reality, after spending years perfecting the arts of designing, packaging and marketing their products visually.

What’s next?

According to Gartner, voice search will be the fastestgrowing mobile search channel in 2018, and comScore predicts 50% of all searches will be made by voice in 2020. Google’s aim is to improve its ‘Answer Box’ to provide the most accurate and best content. The same principle works for Google Home and Alexa, which are focusing on the best products and services to ensure good experiences for consumers. We’ll see intelligent services learn not just to talk to us but to learn to recognise emotion, engage and have meaningful conversations.

The big tech companies – Google, Amazon, Microsoft and Apple – are fighting to deepen consumer engagement by embedding their assistant platforms across all consumer electronics. Other companies recognise the need to improve time to market through collaboration, partnerships and open platforms. For example, numerous car manufacturers are integrating voice assistants into their 2018 and 2019 models, and Samsung is bringing its voice assistant Bixby to its smart TV sets and Family Hub fridges.

By the end of 2018, voice will have changed the way devices and applications are designed, and will be on the way to becoming the primary interface by which we engage with technology and the world around us.

What does this mean for marketers?

As consumers become accustomed to digital assistants, they will start to expect more from them. They’ll seek out virtual personalities that have the power to entertain, educate, befriend and heal. For smart brands, it’s time to start thinking beyond virtual assistance – and about true virtual companionship.

In the immediate future, device manufacturers are banking on voice-enabled devices to usher in a new era of smart homes controlled by the gadgets they sell. The winning virtual assistant will be the one that first achieves ubiquity. It’s about doing everything, and being everywhere.

Big leaps in voice interaction require large volumes of data for machine learning to crunch. Marketers will need to have a comprehensive data strategy in place to improve the value of their services.

As shopping powered by voice technology gains traction, marketers will rethink their business models. Modern voice systems are built around conversations, through intelligent multi-stage conversational interfaces, so brands will have to make shopping for their products and services an intuitive experience. Brands should also look out for new opportunities as the likes of Amazon and Google seek to monetise their smart speakers, by ads or other commercial partnerships.



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