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Month: May 2017
Gen Z Hates Your Ads … but They Love Your Videos
One hope for display
How do we solve for the death of display and consumer aversion to ads? Create a better experience for the end user, and start doing that with the video medium they embrace.
In fact, the industry has been morphing into video, and the speed at which it’s happening is picking up. Facebook has been quickly releasing new video-ad formats; shoppable video ads appear on Snapchat and Instagram; and Twitter partnered with Bloomberg Media on 24-hours-a-day news streaming.
Video completely reinvigorates a consumer’s end experience with an ad. For example, AOL found that mobile video ads are five times more engaging than standard banner ads, with technology and business verticals seeing over 800% higher engagement. Additionally, ads that incorporate video drive 9X as many post-click site visits as standard display ads.
Video is a versatile, engaging and sharable format — three key factors that any ad today needs to break through the noise in a saturated digital landscape.
Not only can video quickly deliver a message in an engaging way, people share well-crafted video with others. No one shares a display ad unit with their friends.
The static display ad will become one of those relics our children laugh about because, eventually, video will move into its rightful place as king of advertising. The industry needs to embrace this, and focus on better video user experiences (new formats, best practices on length, content and brand safety).
If the “Snapchat” generation is a barometer for what the future of consumer ad expectations will be, experience needs to overcome thoughtless monetization. It’s time for all advertisers — and the ad tech companies they rely on — to deliver.
The Era of the Empowered Consumer: Insights From the Gartner Digital Conference
Marketing is getting smarter.
Jake Sorofman, a research vice president at Gartner, said that CMOs are on track to spend as much (or more) on technology than their CTO and CIO counterparts this year; more than one-fourth of every marketing dollar is spent on technology.
Dan Curran, CEO of PowerPost, a client of ours, was really intrigued by this finding. “The conference certainly left everyone feeling optimistic regarding the evolution of content marketing technology,” he said. “However, every stage of the content supply chain must evolve.”
And as marketing evolves to become savvier and more intelligent, so will the content it’s creating for audiences. Most audiences and content consumers have grown to expect somewhat more personalized content from the brands they interact with, and that content marketing trend is only going to continue with a move to “atomic content.”
2. Customer journeys are discovered, not created.
I’ve seen plenty of marketers waste time and resources by trying to develop buyer personas and engineer their customers’ path to their company and then create content around what they’ve put together. However, the best customer journeys aren’t created; they’re discovered.
And with additional players in the game — especially social media platforms and other tools that make it easy to distribute content — your audience members’ journeys are more complicated than ever. Andrew Hsu, CEO of Spotlight, noted, “Marketers must acknowledge the remarkable roles Facebook, Amazon, Apple, and Google play in their customers’ lives. From customer acquisition to relationship building through customer servicing, marketers will be borrowing moments from, shaping experiences within, and co-existing beside these market-shaping platforms.”
To improve your customer experience, study what your customers actually do, what kind of content they consume, and where they go for it. Use data to discover how your best customers are coming to you, and create content that enables their journey.
3. Content is your best tool for hitting trust touchpoints.
Marketing is expected to create exceptional brand moments at every customer touchpoint, and audience members touch six different channels before they become customers.
Think of touchpoints with your audience like moving targets: It’s not going to be easy to hit each one every time, but as marketers, it’s up to you to hit as many as you can — and content can be your biggest help. The more you hit, the better you keep your audience engaged and the more trust you build with them. So listen, learn, and engage with triggered, personalized content.
Google Assistant is seriously awesome.
Yesterday we learned that Google Assistant is about to offer more capabilities on your phones and gain several smart and interesting features, but there’s one other piece of interesting news: it’s also now adding support for more smart home devices and appliances.
Google has updated its support page for partners and services to add 11 new companies. Here they are with a short explanation of what they do:
- LightwaveRF (lighting, power, heating, sensors)
- Plum (lightpad dimmer)
- Voice UPB Bridge (bridge to connect to Universal Power Bus devices)
- Smartika (hub and smart home system)
- Nanoleaf (decorative modular lighting panels)
- Hive (smart home hub)
- Awair (air monitoring)
- D-Link (for “upcoming” mydlink products says the Press Release)
- Wiz (smart bulbs and luminaires)
- Deako (light switches)
- Geeni (cameras, lighting, power).
All of these new devices and services will be natively supported in the Home Control section of Google Assistant, by simply tapping the floating + button to add new products.
But there are other additions as well, except they’re “Actions on Google,” i.e. they’re third-party implementations that you can find under Assistant apps and not the regular Home control section. These are like Alexa’s skills, you have to ask to talk to them or say their name specifically, and you will get an answer with a different voice than the regular Google Home or Assistant voice.
However, they’re proof that more and more companies are getting on the Assistant bandwagon, even if they don’t have the full blessing of Google to go directly into the directory of smart home products. And there are big names here:
- iRobot (support page), the maker of the Roomba robot vacuums
- GE (source) and its Geneva connected fridges, ovens, washers, dryers, AC units, and more
- LG (announcement) for its Signature washer, dryer, fridge, oven, air purifier, AC unit, and robot vacuum
- Blossom (official site), a company making smart sprinklers.
There might be more that we haven’t spotted yet, so let us know if there are other new additions to the Assistant apps selection and what your favorites among all of these are. I’m excited about Nanoleaf since I have an Aurora, but there are more companies that have piqued my interest in the list that I might be taking a closer look at.