5 Minutes, 5 Questions, All Digital with Craig Brown

Current Occupation?
Account Director

Favourite thing about digital marketing?
The sheer amount of data that is available and the speed at which learnings can be made! This means that digital marketing is starting to shape full marketing strategies rather than being a bolt on.

Favourite aspect of your job?
The variety. No day is ever the same, which keeps it fresh. It can be difficult at times because there’s always something that I’m never quite sure how to do, but that’s part of the fun.

Why did you choose NMPi?
I didn’t know what PPC was before I started here! But I chose NMPi based on the feel of the office while I was here interviewing. I chose the company rather than the job!

What projects are you working on now?
Working with Hellocar as a start-up, who want to disrupt the car buying sector by creating an eCommerce site where people can buy the car online without seeing it. Helping them define their brand, target market,08 and place within the industry is really exciting.

Want to know more about an exciting career in PPC? Watch this video

5 Minutes, 5 Questions, All Digital with Alex Haynes

Current Occupation?
Partnerships Manager

Favourite thing about digital marketing?
The constant innovations in adtech that are occuring as a direct result of changing consumer behaviours, particularly around targeting capabilities.

Favourite aspect of your job?
The variety of projects that I have the chance to work on, along with the knowledge that I’m having a direct impact on the performance of my business.

Why did you choose NMPi?
NMPi gave me the chance to make a difference, and to challenge myself in an environment where you’re given responsibilities from very early on.

What projects are you working on now?
Expansion into the US, with the ultimate goal of opening up a US office.
European partner engagement, to ensure our growth continues across Europe too.
Lastly, integration of our new products/services into our existing proposition to ensure our capabilities as an agency are fully communicated.

Want to work in Business Development? Learn more here

#5MinuteDigital: 5 Minutes, 5 Questions, All Digital with Alice Malthouse

Current Occupation?
Senior Programmatic Account Executive

Favourite thing about digital marketing?
It’s great how fast-paced the industry is, things change really quickly!

Favourite aspect of your job?
I love finding out about all the new and exciting technology that has come to market that we can use in our campaigns.I also love telling my clients all about the new and exciting features they can use in their campaigns.

Why did you choose NMPi?
Everyone was really friendly and they were passionate about the industry.

What projects are you working on now?
I’m getting up to speed with a range of social platforms and then I’m off to a DoubleClick event to represent the company in Dublin!

Want to know more about Programmatic at NMPi? Watch this video

NMPi Shortlisted for 3 Awards!

The Performance marketing Awards Shortlist has been revealed and we’re delighted to announce that that along with our Rising Star nomination for Anna Jorysz, we have been selected for two Performance Marketing Awards: Industry Choice Publisher and Most Creative Performance Campaign.

The 11th annual awards show will be held at the Grosvenor Hotel on April 25th, highlighting the best and brightest in performance marketing across 24 categories, with a special focus on innovation and industry achievements.

With the shortlist finally released, the industry can now cast their votes for Industry Choice of Partner, as well as continue to vote for this year’s Rising Star.

View the shortlist here

Industry-Choice-of-Publisher

[Case Study] Real-Time Visability of Snow Heights for Transavia

When a consumer looks to book a ski holiday, they think about clear blue skies and white slopes. However, over the past few years, we have learned that there is no guaranteed there will be snow in Europe, and consumers have begun to want confirmation of snow conditions before booking a flight.

For one of our Netherland’s  clients ski holidays are an incredibly important part of their business. Transavia asked NMPi Netherlands to help them take advantage of the unpredictability of snowfall in top ski destinations where they fly.

Goal

Traditional programmatic display campaigns are distributed regardless of weather conditions. What we looked to do if find an innovative way to entice the consumer with competitive pricing and the guarantee of snowfall.

Our goal was to use technological advancements that allowed us to include snow heights at popular ski areas across Europe in our display ads, all in real time. With the help of weather specialist, Meteovista, we created a solution for Transavia that delivers real value to their travel customers.

Strategy

When fresh snow falls, Meteovista tracks the height in real time. The weather data is sent to Meteovista in the Netherlands, which is then shared with us, and entered into our database. This triggers the campaign across every platform (Display, Premium Display, Facebook and Digital-out-of-Home). Creatives are adjusted to show current snow height and indicate fresh snowfall.

Results

In the end, everything comes together. Ads are distributed at the right time across all channels with consistent and accurate messaging. This campaign has seen tremendous success improving customer loyalty and increasing ROI by 72%.

Intermediate results:

  • ROI +72%
  • Clicks +39%
  • Soft conversion CPA +64%
  • Hard conversion CPA +77%

#5MinuteDigital: 5 Minutes, 5 Questions, All Digital with Paul Risebury-Crisp

Current Occupation?
Account Director

Favourite thing about digital marketing?
Clarity and accountability. When you do something that works, it’s easy to attribute success – and if you do something that doesn’t work, you can find out why quickly!

Favourite aspect of your job?
I love the variety of working with clients across different industries – different seasonal trends, different user-bases, different risks, issues, and opportunities. It keeps things exciting; means there’s always something new to be involved with and it makes you a bit of a Jack-of-all-sectors.

Why did you choose NMPi?
I bought in to the management team members that I met – I thought they were A) smart and B) nice. That’s what I like in a manager/director.

What projects are you working on now?
I’m working on taking two clients to new ways of working with the agency, and bringing two teams closer together to manage channels more holistically. I’m also helping clients push conversion volume and efficiency across the board, while continuing to put time in to developing my team to get them ready for the next stages of their careers.

Ignorance is Not Bliss: Steps to Protect Your Brand from Bad Advertising

There has been a recent spate of articles calling out brands whose ads have appeared on political websites, sometimes event inadvertently funding terror or hate groups.

This should never happen. So how has it been happening?

Brands are paying a lot of money to have agencies place ads for them and since this issue keeps cropping up, something is clearly broken. Accusations have been levelled at YouTube, unscrupulous advertisers, and shady programmatic advertising practices. So who is really at fault and what should agencies be doing about it?

Why This Happened

This issue became newsworthy as the line between brands and politics became blurred during the recent US election. The ripple effect has become a tidal wave, and brands are being affected globally as consumers are taking cues from the US and aligning their shopping habits with their personal and political beliefs. A pair of jeans isn’t just a pair of jeans anymore, who made them? Who owns the company? Where is the company’s money going in the political arena? All this matters to consumers now.

Public opinion in a heated political climate can make or break a brand. Advertisers have been quick to react to their customer’s political leanings by donating money to certain causes and groups, boycotting merchandise, or taking a stance on government policy.

Who is Responsible

Many brands have been caught off guard when their image has been tarnished by appearing on sites that don’t align with their political or brand beliefs. Sleeping Giants, a Twitter account that names, shames, and encourages consumers to call out brands for appearing on hate sites, has witnessed an unprecedented following. Consumers have been quick to condemn and boycott brands that are found wanting in their political leanings. The claims of ‘we had no idea’ ring hollow when ads appear on Neo-nazi websites or under ISIS videos. Brand managers, advertisers, and agencies are expected to do their due diligence before the company’s logo appears on a terrorist or hate group website. There has been plenty of hand-wringing and finger-pointing, but the truth of the matter is, from a programmatic viewpoint, it’s preventable.

Prevention

The underlying issue is that RTB programmatic buys an audience, and it’s easier to reach people where they appear online rather than targeting specific sites. There is also the problem of fraudsters pretending to be legitimate sites and bypassing Google’s controls, but in the majority of cases, it’s simply down to inventory that has yet to be classified, or a site not declaring their URL. Where advertisers can run afoul of their clientele is that by not bidding you could lose up to 30-45% of your inventory options. Unknown inventory isn’t always the proverbial ‘bad guy’, it’s just uncategorised. Google isn’t able to keep up and categorise every single site by the time bidding occurs, and not all sites have adequate content to be classified.

Even given the speed at which programmatic buying and selling takes place, there are steps that can be taken to make sure your (and your clients) are protected from landing on dubious websites. Tools exist that provide pre-bid ad-verification, which intercepts the auction, and, based on data passed during the ad call such as, the publisher’s ID, the site ID, or publisher’s site URL, will prevent the buyer from bidding all in a matter of milliseconds. This also taps into third party ad-verification providers who have databases of unsafe sites that are constantly updated, doing the heavy lifting for you so that you don’t have to manage the process manually.

DoubleClick also contains preventative measures to protect clients from ending up on nefarious sites. DoubleClick categorises websites when they receive ads and can quickly scan the site for words or URLs that are problematic. It also will exclude categories of websites when problems are found.

If All Else Fails…

Post-bid, if your ad slips through the cracks and lands on an unwanted site, ad-verification partners can help by preventing your ad from showing. This means that while your ad still lands on the page, it will serve a white box that protects the brand’s ad from being seen by users if it detects unsafe content. While this is far from perfect, since the client is still paying to end up on this site, the good news is that their brand is protected from being inadvertently associated with something that in this climate could, quickly and negatively, impact their reputation. Finally, advertisers and agencies can be more proactive by creating exclusion lists which they are consistently reviewing and updating.

My First Week at NMPi

William Alexander, Junior Insight AnalystWilliam Alexander
Junior Insight Analyst

When I graduated from Leicester with a Masters in Geology back in 2015, frankly, I wasn’t sure what I wanted to do with my life. I knew it probably didn’t lie in Geology. To be honest, I just fell into my first job with little real world experience. I learned about the dynamic and exciting world of digital marketing running in-house PPC search advertising campaigns. The job wasn’t for me because I wasn’t given enough freedom to do the analysis and research at work that I loved doing during my uni years. When I saw the “Junior Insight Analyst” position at NMPi, I thought it seemed too good to be true; a digital marketing analytical role in the heart of London. It was pretty much everything I wanted, after realizing how much I enjoyed digital marketing.

During my first week, I was fortunate enough to be invited to the Scottish Highlands for a team weekend away. The trip events included skiing, whiskey tasting, a spa day, capped off by a fancy dress party. It was a really great way to meet everyone, and get to know the members of my team. I also learned more about whiskey than I ever thought possible!

After the weekend away, everyone seemed eager to get back to business on Monday morning. My first day was full of Google Analytics training and meeting teams to learn where everyone fit into the company. The rest of the week was similar, but coming from a digital marketing background, training and team explanations have gone quickly.

I’ve already had the opportunity to start mixing in a bit of client analytics work and meetings, while earning my Google Analytics and DoubleClick certifications. My first Friday afternoon I was able to attend the company “Knowledge Share,” these meetings are held every week and each team gets the opportunity to share the work they have been doing. The week ends with highlights including client wins, presentations, and events.

Joining NMPi’s newly formed Analytics division is what excites me the most about working at NMPi. The potential for growth and to better myself is huge. NMPi puts a heavy emphasis on making the most out of their employees. This is not only great for the individual, but great for the client and company as well. If your workforce is well trained, and recognized amongst the elite, you get excellent results and go beyond expectations. All in all, a very good first week and I look forward to many more to come.