NMPi says “G’Day” from Sydney

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NMPi is thrilled to announce the official launch of our third international office in Sydney, Australia. This expansion comes hot on the heels of our recent openings in the Netherlands and Switzerland.

“We have big plans for growth this year,” stated Luke Judge, NMPi’s Managing Director. “We see the opening of the Australian office as the next key step in our global expansion.”

“The digital industry in Australia is adapting and moving forward at an astonishing rate,” commented Damien Bennett, Director of Business Strategy. “Extending NMPi into Australia will enable us to provide even greater localised activity for our clients.”

We’re also pleased to be partnering with global digital agency, Clicks2Customers, who will be rebranding their digital advertising solutions under the NMPi banner. Our Australian team will be led by former Googler, and current Managing Director of Australia, Sam Shennan. Sam has over 10 years digital experience and has partnered with some of the region’s leading brands including Westfield, Woolworths, and TopShop.

Shennan is looking forward to this collaboration, saying, “This development is great news for our clients. The combination of NMPi’s digital media expertise and granular approach and our 14 years as an award-winning global digital agency offers our clients robust solutions that cover all their digital needs.”

In little less than two months after opening our NMPi Switzerland office, we now have NMPi Australia. Our expansion plans haven’t stopped here, we expect to continue our global diversification!

When Your Exact Match Isn’t Your Exact Match…

Google announced important changes coming to Exact Match last month and implemented these changes last week. Google is including (and excluding) function words, such as ‘a’, ‘the’, ‘and’ in an effort to reduce the workload for advertisers, and swapping terms in an attempt to make it easier for shoppers to find what they’re looking for online. But is this really a positive change? 

The move can go both ways. One the one hand, it can make it more expensive for advertisers because of the sudden increase in generic search terms triggering for brand keywords, which are more competitive, resulting in higher CPCs. NMPi Account Manager, Sophie Worton, noted, “Looking at brand exact in the UK after the first few days of this roll out, the close variants have 15p CPCs, and Exact Match has 7p so it’s a big increase.”

In terms of word swapping, it can also negatively impact conversion rates since user intent is not the same: i.e., ‘The Perfume Shop’ (brand) and ‘perfume shop’ (any perfume shop, or ‘shopping for perfume’) – the intent here is unclear as to whether the user is searching for the brand, or for a generic perfume search. If advertisers set up an exact match keyword in the headline of the ad, word swapping can decrease the relevance.

As for the idea that this will alleviate advertiser work loads, it’s been the opposite. Google has tried to sell this as full coverage, so that advertisers no longer have to create a lot of keywords, but this latest tweak has actually increased workloads. Before the change, advertisers were able to allow exact match terms to run, now, they must perform negative SQRs across all exact matches focusing on brand terms to ensure accuracy. 

It will be interesting to view the results three months down the road.  It’s still ‘early days’, so whether the change is a blow to advertisers, and a boon to shoppers remains to be seen. 

 

 

NMPi Continues to Grow in Benelux: Appointing New Managing Director, Gerard Moussault

We are extremely pleased to announce that Gerard Moussault will be joining the NMPi team as Managing Director Benelux. In his new role, he will grow NMPi’s digital agency brand in the Benelux market. Gerard takes over the role from Pieter Slingerland who will now focus on DQ&A.

Gerard Moussault will be bringing with him over 15 years experience in the online world. Previously he was responsible for Online Media, and Strategy and Development at Sanoma, VNU Media, and eBay. In 2012, Moussault joined IPG Media Brands in the position of Managing Director Cadreon, a branch responsible for programmatic solutions, where he grew the brand quickly.

“After five years of working with a lot of fun people at IPG Media Brands, I am very excited for this new step. There was a direct match in expectation and ambition. This function gives me a great opportunity to grow and distinguish NMPI.”

“We’re pleased to welcome Gerard to the NMPi team,” commented Luke Judge, Managing Director of NMPi. “It’s exciting to see just how far we have come in only four months since launching NMPi in Benelux. Gerard’s leadership will be an asset to NMPi and we look forward to building the future of NMPi Benelux with his guidance.”

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

NMPi #1 Elite Media Agency!

We are thrilled to announce that NMPi has topped the Elite Media Agencies poll in this years Drum Digital Census.

The census evaluates agencies based on their achievements across financial performance and client satisfaction. We are honoured to be recognised not only for our growth over the past year, but more importantly by our clients who have supported us and believe in the work we deliver.

This couldn’t have been achieved without our clients as well as our talented staff, so thank you to everyone who has been a part of this great success.

Pouring the champaign and #celebrating.

A video posted by NMPi (@nmpi_digital) on

Managing Director, Luke Judge, expressed his excitement at the news, “This is a real testament to the excellent work done by the NMPi team. Over the next year we are going to continue to grow and push the limits in digital innovation. We will be better than ever, and will continue to maximise performance for our clients.”

The Future of Programmatic Advertising with Kristina Kasalova

Programmatic Account Manager, Kristina Kasalova, recently spoke at the Global Academy of Digital Marketing’s (GADM), “Evolution of Programmatic” hosted by AppNexus. Alongside industry experts, Kristina discussed the future of programmatic by exploring the ways in which it’s evolved over the past five years, and useful stratgeies for brands to implement for the changes that lie ahead.

What do you see as the biggest barrier to programmatic advertising at the moment? And what is being done to progress past this?

Programmatic has become mainstream now which means a lot of simplifications and misunderstandings of the term are present among new users. There is still some misunderstanding that programmatic, or even more so, RTB, is an efficient but somewhat dodgy way of getting performance out of your display activity. For others, while this notion is no longer case, see programmatic as a singular answer for everything without understanding the underlying principles. Programmatic is a very wide term nowadays and we need to be clear about it, especially when someone is new to the concept.

Programmatic buys have evolved radically in recent months and we are now able to use them with confidence across all stages of the customer journey – awareness, research, branding, remarketing and re-engagement. All of the above use programmatic as a principle, however the execution is different, and it is the key to understanding the variability within the industry, and to finding the option which best suits your marketing goals and business objectives. A crucial piece is to understand the variety under the term “programmatic” and learn a bit about differences between the options.

What really differentiates programmatic today from programmatic 5 years ago?

A couple of years back, programmatic meant audience buys across sub-par quality inventory, using standardized flash creatives and broad data segments. Fortunately, this is no longer the case – first and third party data is much richer now, and allows us to target even niche audiences at particular stages of their customer journey. We can target from discovery, through research, and the consideration phases, all the way up to re-engagement, and keeping brand loyalty.
Inventory quality has improved significantly in only 2-3 years. This was driven both by publishers, who became savvy about opportunities of programmatic (preferred deals or programmatic guaranteed can be as profitable as traditional direct buys), and ad exchanges, who stepped up and started to monitor and filter poor inventory in their marketplaces. It was also picked up on by advertisers and agencies who started to use brand safety and viewability verification tools and hence, created demand for better quality inventory.

Creative options have grown as well, partially driven by wider use of an HTML5 format, although this was initially semi-forced onto advertisers by major players in the industry. HTML5 is more transparent and offers less heavy loading than flash files, which gives advertisers the opportunity to use more engaging and high-impact formats with embedded videos, or additional features (surveys, galleries, microsites, etc.). Publishers are also more open to accept various ad size formats through RTB, which provides more options for their creative ideas. Altogether, this means that is it easier than ever to create engaging ads in various formats.

Where do you think advertisers should really be spending their time and energy when it comes to their campaigns?

Data and creative. Marketers need to know their target audience and that’s when the owned data come in handy. Even advertisers who have little to no experience with display advertising almost certainly have data which can help them understand what their audience likes, and how to reach them more effectively. Insights from Google Analytics, from transactions on the site, PPC activity, or their CRM database, all of these can be used to inform the initial targeting profile or even multiple profiles. The initial statistics from existing data can be used in campaigns, tested and refined further with additional insights on user preferences and behavior. Using the data will help brands become more relevant to audiences and spend their budget more efficiently on the vast scale of inventory available in display. At later stages you can look into using third party data or build a custom data model through a data management platform, but always make sure you know what your goals are in terms of the data you have, want to collect, and need, for more refined targeting.

Think of creative as an online shop window. In many cases, users know nothing about the brand or product being advertised, hence, it is important that the creative is engaging, trustworthy and relevant for them. The relevancy is related to targeting and data to a high degree, but engagement and trustworthiness are the design factors. Creatives should prepare users for what they can expect on the website, and from the product or service. An interesting ad is more likely to spark attention and engage users, creating the desire to explore the product further. This only works if the ad is trusted. If the ad is not deemed trustworthy, why would they bother to come to the site and convert? So although flashy ads can spark attention, think about whether this is actually sending the message you want to the customer. As in a brick-and-mortar business, you might not get second chance to talk to the same user and convince them about your product, so having a trustworthy creative is crucial.

How can advertisers use data more effectively?

The most efficient use of data comes from a clear understanding of the objectives you want to achieve and being aware of the options available to you.

Knowing your goals will guide you through the definition of what data you need and also how to go through the journey of accomplishing it. Being aware of the options on the market will give you edge when thinking about actual implementation and help you find the best solution for your brand. This means that you should know what data you have readily available  and also know how to use it to achieve your goals.

For instance, if you want to know what customer segments buy what type of product in your eShop, you most likely know what items are sold together, and what day of the week and time of day works best, how many times they come to your site before completing a purchase, how they came to your site, and many other details. Your site analytics might even give you an estimate of the demography of your site visitors. All of this helps paint a picture of your audience. Once you put all this information together, it will be easier to identify the missing parts of data which will help you refine your strategy. Some of the missing data might be available to buy from 3rd parties, others, you will need to gather yourself through testing. This is a continuous process as your company goals and audience evolves.

Download the presentation slides here: Recalculating Creative Trajectory

Want to know more about 2016’s trends? Download our mid-year review 

NMP to Become NMPi as it Evolves

After twelve years and several significant changes, NMP has evolved once more. Today, we will be changing our name to NMPi. We have a lot in store for us over the coming year as we plan to move our brand forward, and continue to stand out from the crowd, and differentiate ourselves within the industry.

For us, the “i” represents much more than a letter. It is our innovation, our integrated strategies and our intelligent approach to digital marketing.  The brand name NMP was originally chosen to allow us flexibility, and as we continue to evolve as a business, so will our brand.

NMPi Selected as a Trusted DoubleClick Channel Partner

NMPi is excited to announce its recent partnership with Google’s DoubleClick Platform as a Channel Partner. NMPi is one of a few selected UK agencies to join the Channel Partners programme, and the partnership will see NMPi reselling the platform to customers who want to incorporate Google’s DoubleClick services into their marketing activity. The DoubleClick suite offers brands digital solutions across Paid Search, Display, and creative production.

Frederic Lutt, Head of Independent Agencies, Direct Marketers and Partners at DoubleClick welcomed NMPi to the DoubleClick family, “We are delighted to confirm the addition of NMPi to the DoubleClick Channel Partner Program. We appointed NMPi after an extensive selection process and we are confident that this partnership will help us to further extend the DoubleClick proposition for the SMB segment of the UK & Ireland markets.”

Head of Channel Partners, James Seaford echoed this sentiment, “We have a long standing partnership with DoubleClick which has driven impressive results for our campaigns.  Not only have we been able to deliver performance uplifts and more detailed multi-channel insights for our clients, but from a user perspective it’s just a great intuitive platform to work on.  We are extremely excited about being selected as a UK Channel Partner as it offers us the opportunity to work closer still with DoubleClick and share our knowledge with other advertisers through the program.

This is a tremendous asset for brands and agencies who are looking to have the power of DoubleClick’s extensive ad serving platform at their fingertips. NMPi will be able to provide clients with DoubleClick training, along with suite easy set up and management. DoubleClick is a full service platform, offering detailed marketing insights, refined reporting, and the creation of cost effective advertising campaigns. Clients can enjoy the benefits of a premium ad service along with NMPi’s 12 years of digital marketing expertise to create high quality campaigns.

Joe Comotto, Operations Director at NMPi praised DoubleClick’s performance stating, “DoubleClick’s approach to the DDM platform has always been about building a leading technology and constantly improving it. This is one of the reasons that they resonate with so many advertisers including ourselves. Being selected as a UK & Ireland Channel Partner offers us the opportunity to share our extensive experience in delivering high performance campaigns and helping our partners achieve theri goals.”

The Complete Guide to Performance Marketing


 
The Performance Marketing Guide 2015 acts as a whistle-stop tour for any advertiser, agency or publisher looking to apply a performance angle to their existing marketing activity.
 
PerformanceIN’s 2015 Performance Marketing Guide is now available to download, with contribution from Net Media Planet.
 
We were honoured to have the opportunity to add our knowledge and expertise to the Display Advertising chapter this year. Our chapter is an extensive overview and guide to Display Advertising, the fastest growing digital advertising channel for the past two years.
 
Today, Online Display spans across desktop and mobile websites, mobile apps, and video platforms, which are discussed in detail within the chapter. Furthermore, Online Display ad technologies and techniques are far more sophisticated than anything we’ve seen in the past two decades, offering more effective advertising opportunities than ever before.
 
The future of Display Advertising is boundless. In its ability to build brand awareness and gain direct response results, online display advertising has become an integral part of online marketing as a whole. It offers advertisers a unique full-funnel view of the consumer that no other form of advertising can boast on its own.
 
The fourth annual Guide is over 150 pages worth of informative content on the performance industry at present, as well as how it may evolve over the next 12 months. It includes further topics such as Search, Content Marketing, Email Marketing and more.
 
Chris Johnson, editor at PerformanceIN, believes the new guide could play a crucial role in helping companies understand performance marketing’s shifting landscape.
 
“Trying to keep up with developments in an industry that consistently moves forward is no mean feat. Even some of the longstanding digital channels like display, social and search are being engulfed in a wave of innovation, meaning that some ‘tried and tested’ methods of achieving success just won’t work in our evolving climate.”
 
The Performance Marketing Guide 2015 is now available to download exclusively at PerformanceIN.
 
For more information on the future of Display Advertising watch our January Webinar with PerformanceIN: Watch Now

Join Our Free Display Advertising Insights Webinar

Display Advertising: What to Expect in 2015

Date: Thursday, 22 January 2015 at 2:00 PM (GMT)
Featuring: CEO, Sri Sharma & Head of Display Sales, Andrew Turner
 

 
Net Media Planet is pleased to announce that we will be joining up with PerformanceIN to share our predictions for Online Display Advertising in 2015.
 
As the fastest growing digital advertising channel, Online Display Advertising is rapidly becoming a critical channel for UK advertisers.Learn more about what the future holds for Online Display Advertising across the areas of Programmatic, Mobile and Video display advertising.
 
We will explore how marketers should adapt to developments in Online Display Advertising expected in 2015 in order to maximise their online performance across multiple channels and devices.
 
Spaces are limited so register today!