Advertising

Reciprocity and Rewards Key to a Successful Reward-Based Mobile Ad Strategy BOSTON, MA – Mobile consumers are more receptive when brands offer value in exchange for their time, says new research report Exploring the Role of Value in Mobile Advertising. The study, conducted by Millward Brown, in partnership with SessionM, a mobile loyalty platform and advertising network, is a continuation of Millward Brown’s 2012 U.S. AdReaction Report: Marketing in the Mobile World. The AdReaction study found that although favorability toward mobile advertising was, on average, low, brands have the opportunity to break through by offering more tangible value in their marketing content. To explore this further, SessionM partnered with Millward Brown to study, in depth, the role of value and rewards in mobile advertising. “Through the AdReaction Report we know that consumers want brands to provide valuable and rewarding ad experiences, and this study helped us break down exactly what that means,” said Joline McGoldrick, Research Director at Dynamic Logic, Millward Brown’s digital practice. “The findings present marketers with a tremendous opportunity to deliver mobile ad experiences in line with consumers’ expectations, enabling them to effectively break through to mobile consumers.” The study revealed a value exchange equation that consumers use to assess mobile advertising and found that they were more likely to engage when brands offered them tangible value in exchange for their time and attention. “Mobile advertising experiences that create a more balanced consumer experience — ones that respect time and provide a useful outcome — open the door of receptivity and have a positive impact on the brand,” added Jayne Dow, Director of Qualitative Research and Digital Innovation at Firefly, Millward Brown’s global qualitative practice. “This simple truth has powerful implications in improving the perception and effectiveness of mobile advertising.” Reward-based mobile advertising is one answer to value exchange equation. Specific key findings from the report include: Rewarded audiences are over twice as likely to interact with brands. After seeing an in-app ad, 34 percent of rewarded users clicked or interacted with an ad, compared with only 15 percent of mobile users who had not participated in reward-based advertising. Receiving a reward expands a consumer’s consideration set. After seeing an in-app ad, 26 percent of rewarded users considered purchasing a brand, compared with 18 percent of mobile users who had not participated in reward-based advertising. Not all reward-based advertising is created equal. When using a reward-based advertising strategy, there are some things to keep in mind. Ninety-two percent of mobile users report it’s important they choose the reward they receive, and 68 percent of users prefer to know for certain they will get a reward, rather than be surprised. Users also prefer rewards that are tangible and have an element of choice in how they’re spent. “Engaging consumers on their mobile devices has been a clear challenge marketers have faced with no clear solution,” said Deborah Powsner, Vice President of Marketing & Consumer Insights at SessionM. “Our study with Millward Brown, ‘Exploring the Role of Value in Mobile Advertising,’ not only reveals the impact of reciprocity within the mobile space, but more importantly why and how it can work effectively. Our advertisers have experienced success when leveraging this approach and we’re excited to present the opportunity for every brand to transform their relationship with consumers.” Mobile marketers interested in further background on the study can visit the SessionM insights blog: http://www.sessionm.com/blog/reciprocity-rewards-and-real-breakthrough/ For further information on the ‘Exploring the Role of Value

"There is no such thing as invention. Just environments where people can make discoveries." - David Galbraith

ADOTAS — Did you forget that your friend’s birthday is next week? There’s now another solution for the last-minute gift-buying dash, perfect for procrastinators. This week Amazon launched a news service called Amazon Birthday Gift that integrates with Facebook to allow groups of people to chip in on an Amazon.com gift card for a mutual friend. In effort to grab market share from Facebook and its struggling gift giving service, Amazon allows people to sign in with their Facebook accounts to access friend lists and invite others to join in the gift giving experience.  As TechCrunch first reported, to get started, a user first buys an Amazon.com gift card and then invites others to donate to the birthday gift-giving cause. Last December, Adotas reported that Amazon announced their Friends and Family Gifting service just in time for the holiday shopping season to give Facebook Gifts a run for its money. This feature allowed people to tap into Facebook for gift suggestions and create a sharable give list that could be shared via email and on the social network. Online gift-giving features are still nascent and to date, revenues have fallen short of industry predictions. Facebook stated that it earned $5 million in Q4 2012 revenue from non-game payments, specifically Promoted Posts “and to a lesser extent from our new Gifts product.” That could be interpreted to mean Gifts equated to a maximum of $2.5 million in revenue in the quarter. One thing that both Amazon and Facebook have is reach. Amazon is the all-in-one online retailer that has introduced some pretty innovative services like Amazon Fresh and Amazon Local in order to dominate the online shopping arena. While the industry continues to mature, other specialized gift players like Aggregift, Wrapp and Boomerang have emerged to provide a way for people to drop-shop their gifts far and wide. Bottom-line: If you wait to the last minute to do your online shopping, gift cards may be the lamest, but safest option. Subscribe to the free Adotas.com Newsletter

In a Post-Election, Post-Holiday Season, the Affluent Continue to Shop and Spend Online While Others Slow Down San Francisco, CA and New York, NY – Martini Media, a global media and advertising company, shared key findings from its most recent Affluent Online Shopper Index™ research study powered by comScore. The index measured the behavior and engagement levels of the online affluent audience, and found shopping activity across the wealthiest segments remains comparably strong. The study is a continuation of an ongoing research series in which Martini Media has partnered with comScore to keep steady track of affluent shopping behaviors. The company’s baseline study conducted last holiday season confirmed assumptions that affluent shoppers outspend other segments of consumers during an important time for all retailers. In examining the overall shopping patterns of all online shoppers during Q1 2013 versus Q4 2012, the study specifically revealed that affluent consumers are both still shopping and further outpacing the shopping activity of non-affluent shoppers, whose activity diminished after the holiday season. In fact, affluent consumers were 47 percent more likely than those earning under $100k to make an online purchase in Q1 2013, and on average, they spent 41 percent more on purchases. The gap between affluent and non-affluent spending grew in 2013 compared to the December holiday period, when affluent consumers were 31 percent more likely to buy and spent only 15 percent more than their non-affluent counterparts. On luxury retail sites specifically, the gap grows even wider. Three out of four affluent consumers were more likely to make a purchase on a luxury site, and spent an average of $184 per purchase – more than half of those earning under $100k. These gaps were much smaller during the holidays, when affluent users were 47 percent more likely to buy on a luxury site and spent only 25 percent more. Additionally in Q1 2013, affluent consumers were seven percent more likely to visit luxury retail sites and made 16 percent more visits per visitor than those earning under $100k. “The affluent audience can consistently be found online for both work and play,” said Skip Brand, CEO of Martini Media. “This study demonstrates how steady the digital affluent footprint is throughout the year, whereas other segments’ spending wanes after the holiday period. Brand success is dependent on focusing digital ad dollars toward the affluent audience and effectively reaching and engaging them online.” The Martini Media Affluent Online Shopper Index™ powered by comScore measured behaviors and engagement levels of the online affluent audience (HHI $100K+) by indexing (1) affluent users (across the Internet) against non-affluent online users (HHI “While the holiday season spurs gains in e-commerce spending across income segments, affluent consumers also exhibit strong online spending patterns throughout the year,” said Kent Parmington, Manager, comScore. “This study highlights the overall significance of affluents to the e-commerce sector, and helps demonstrate why it’s important for brands – and particularly luxury brands – to connect with them effectively.” The study also found that affluent spending indexed especially high in the apparel, accessories and jewelry, general services, and event and movie tickets categories, which is consistent with the previous holiday data. In Q1, the affluent spent on average: • $171 on event and movie tickets • $163 on apparel, accessories and jewelry • $155 on electronics and computing • $122 on home and living • $113 on general services The infographic can be viewed here. About comScore Inc.: comScore (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo. About Martini Media: M

Ogilvy & Mather London bagged Gold Lions for all eight of its Expedia entries in the Outdoor Lions, while its sister agency Ogilvy France took home the Grand Prix.

Geoscape Awarded for Excellence in Providing Technology, Research and Data for the Asian American Marketing Community MIAMI - Geoscape, a leading provider of business intelligence technology, data and analytics, announced that it has been recognized by the Asian American Advertising Federation (3AF) as its 2013 Marketing Research Partner of the Year. Honorees were recognized at 3AF’s annual Asian Marketing Summit, the country’s largest event devoted solely to the Asian American advertising and marketing industries. “Our awards event is one of the highlights of the conference, and we congratulate all of this year’s winners for their commitment to excellence and to the Asian advertising and marketing industries.” According to the 2013 American Marketscape DataStream Report, there are currently over 16 million Asian Americans in the United States – a nine percent increase since 2010 and 56 percent increase since 2000. Nearly two-thirds of that population has a household income of more than $50,000 per year. With the Asian American population increasing by 500,000 people annually, Geoscape helps marketers by providing a comprehensive visualization of market potential using a multitude of private and public datasets, modeled for accuracy and ease-of-use. Geoscape was recognized by 3AF due to the depth and detail its research provides. In addition to demographic and economic data about the broader Asian American population, Geoscape also assists marketers by further segmenting Asian Americans into subcultures based on ethnicity, country-of-origin, socioeconomic strata, acculturation levels and language characteristics. “We are proud to recognize marketers, media, researchers, advertising agencies and other industry partners who are leading the way in engaging this market,” said Edward Chang, president, 3AF. “Our awards event is one of the highlights of the conference, and we congratulate all of this year’s winners for their commitment to excellence and to the Asian advertising and marketing industries.” “We share a belief with 3AF that marketers need to embrace the Asian American population as more than another emerging ethnicity with greater buying power,” said Cesar M. Melgoza, CEO of Geoscape. “They need to go a step further to connect with them at a more personal level. We’re honored that an organization with the credibility of 3AF found our data and research worthy of recognition.” To learn more about Geoscape and GIS™, visit http://geoscape.com/solutions.asp. About Geoscape: Geoscape provides automated intelligence systems, unique data products and analytic services for companies seeking to tap into the growth of new mainstream consumers in the U.S., Canada and Europe. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Geoscape is a privately held company owned by NMS Capital and Cesar M Melgoza, Founder & CEO, and is headquartered in Miami. About The Asian American Advertising Federation The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies and other industry specialists. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community and further professionalism in the industry. Corporate members include Wells Fargo and American Family Insurance. More information about the 3AF is available at www.3af.org. Related articles: American Advertising Federation Honors Virtual PBX and The Oya Group for Web Site Design Work Companies Team to Win Two ADDY Awards Recognizing Enhanced Experience... kabookaboo Marketing Lands 20 ADDY Awards from the Advertising Federation of Greater Miami COR

Stephen Bayley, the design critic and former Millennium Dome creative director, has attacked co-creation by claiming nothing of note "has ever been created by group think or consumers".

Counting down the ten most recalled ads, in association with TNS and Ebiquity.

Gavin Patterson, the former Procter & Gamble (P&G) marketer and Advertising Association president, has been named as the chief executive of BT Group.

Tamara Rojo of the English National Ballet breaks with convention to dance to a new hip-hop track called Step It Up produced by Kozmeniuk.