NMPi says “G’Day” from Sydney

170407_NMPI_1515

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 office in Switzerland.

“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!

Get to Know Gerard Moussault, Managing Director Benelux

Before you came to NMPi, you worked at Cadreon helping them grow from the beginning. Why this new step?

After five years, I thought it was time for a new adventure. Cadreon gave me the opportunity to pioneer and build the brand. I’m very proud of what we have achieved in this period. I worked with a passionate team, created high-quality innovations, and exceeded our ambitious targets. With NMPi I have the freedom to build up the brand in the Benelux market. The base is pretty strong; I have all the ingredients to pioneer, to stay ahead and to offer our customers the best solutions.

 

How important is the international expansion for NMPi?

International expansion is important for NMPi; it gives us to the opportunity to work with international clients in an efficient way. We can make arrangements at international level and can instruct local teams to achieve the best services. It creates a unique position which brings us different client segments.  

Furthermore, an international network provides us with a lot of experience; this expertise allows us to help customers in other parts of the world.

Finally, an international network attracts specialists who we can use for multiple countries, think about the emergence of VR and AR.

 

What are the growth opportunities for NMPI?

NMPi wants to offer customers a complete solution for data integration, smart-transparent media buying and the link to creation in this process. Connecting CRM systems and external data for successful execution of media and creation are our daily business; we see our client results improve every day. We expect tremendous growth in the upcoming years and want to ensure that we have the combination of technology, media knowledge and creative expertise in-house.

 

A recent study from Deloitte shows there is a strong trend towards in-house programmatic technology. At the same time, there is a problem for advertisers to gathering specialist knowledge. What is your experience? And how NMPi is responding?

We encourage getting in-house technology and knowledge from advertisers. Our sister company DQ&A is a reseller of advertising technology, offering consultancy and services.

At NMPI we act as an extension of our client’s marketing departments, regardless of the owner of the technology. We help continuously stimulate our customer’s to keep up-to-date of specialist knowledge.

 

Because of the latest developments such as artificial intelligence or machine learning, we humans have become less necessary. Especially in automated media buying, robot media buyer is already available. What do you think about this?

We can do a lot with artificial intelligence, some things a human never will be able to. Conversely, there is also much that only a human can do or decide. It doesn’t matter how fast developments are going; this will not change. We standardise and automate as much as possible. It creates more space for business and to create impact. In the end, nothing beats the human intelligence.

[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 clients ski holidays are an incredibly important part of their business. Transavia asked NMPi 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%

The Power of Voice…Search

This year, home voice assistants have created a stir amongst technology enthusiasts. Voice search, the main feature behind home voice assistants such as Amazon Echo and Google Home, is poised to be the technology of the year.

Technically, voice search isn’t “new”. Apple’s Siri was introduced on the iPhone in October 2011, though initial responses were lukewarm. Users found the system clunky and difficult to navigate without screaming into their phones like lunatics. Fast forward five years, and voice search has vastly improved. Far more sophisticated than the original versions, you are no longer confined to weather updates, or finding the nearest Starbucks.  

Language naturalisation is now an integral component of voice search, making everyday speech patterns easily understandable. It’s come such a long way from Siri’s heyday. Now there are devices that can recognise snippets of lyrics to find the song you want to hear, order your favourite takeaway, or control the lights in your house, and in the case of the Amazon Echo, it will even play rock, paper, scissors with you.

The latest voice search devices are inserting themselves into daily activities in useful and meaningful ways. But will they ever move from ‘nice-to-haves’ to ‘must-have’ devices? What are the challenges they pose not only for the digital industry, but for brands?

The Unknown

It is predicted that by 2018, 30% of all interactions with devices will be voice based. This is partly due to the continued improvements in quality that will make it easier for users to voice search, taking full advantage of being able to speak four times faster than they can type.

Marketers have a challenge ahead of them, as voice search continues to enhance the way users interact with the everyday world. There are so many unknowns for how this technology will unfold, but one thing is certain, this is far more than a passing fad. Whilst it may not happen in 2017, it is only a matter of time before Google, Amazon, and Apple find a way to monetise their voice search technologies.

So, what will that look like?

Websites are already seeing a shift towards longer tail keywords, as users speak more words than they would type into a search bar. For website owners, this means SEO will need to be adjusted to these changes.

But in today’s push for mobile-first digital advertising strategies, we need to ask ourselves if we will see a time when voice-first strategies dominate boardroom conversations. Will bid modifiers for voice sit beside those of desktop, tablet and mobile in our paid search activity?

In a world of monetised voice search, the industry will have to evolve quickly to keep up. Search query analysis will pose an interesting challenge as we try to make sense of the data from an array of dialects, and languages. How will we be able to measure results? Will we need to hire CRO specialists specifically for voice searches?

There are far more questions than answers at the moment, but if Amazon Echo shows us anything, it is that there is a future for voice search purchasing, and with purchasing capabilities comes the desire to advertise and get ahead of the competition.

The Future

Within the last six months alone, voice search use has increased by 41%.   Whilst at the moment users tend to be older adopters, men between age 36-66 with a median household income of over $100,000 we can expect to see this continue to grow over the next year. Due to the fact that voice search devices are still relatively new to the market, it is hard to say what the long term implications for marketing will be. But, I think it is safe to say that there is a future for voice search advertising.

 

Google to Improve YouTube’s Cross-Device Metrics and Satisfy User Privacy Concerns

Google recently announced that it will take steps to improve YouTube metrics reporting for its advertisers, while addressing privacy concerns for users. It will rely less on pixel and cookie data to give advertisers an idea of how their video campaigns are faring, and focus on developing better mobile video tracking tools. On the user side, viewers will be able to mute advertisers that track them with irrelevant ads. Google is trying to strike a balance between transparency and control for viewers, and better, highly refined metrics for advertisers.

Why the sudden move away from pixels and cookies?

Google’s blog, Inside AdWords, indicated that 50% of all YouTube video viewing now happens on mobile. Traditional desktop tracking tools don’t provide an accurate overview for mobile based video campaigns because pixels and cookies were not designed for the way users interact with YouTube on mobile. This means measurement can be skewed. Google is developing a new way of measuring viewership to rectify this discrepancy.

How is this a win for advertisers?

In addition to a clearer view of campaign dynamics, it allows advertisers to reach the right audience. The new tool will provide accurate metrics to advertisers across devices. Information from a user’s Google account, such as past searches and Customer Match, can be used to suggest the ads they see on YouTube. In addition to this, Google will also allow advertisers to use their own data to target high value YouTube shoppers.

For viewers, Google will put the control back in their hands by allowing them to mute a particular advertiser across multiple platforms. For example, if a user has purchased a gym membership and is being tracked with gym promotions, they can mute that advertiser.

According to AdExchanger, the new system will be cloud based with Google collaborating with several Media Rating Council third party vendors. This initiative was recently rolled out to a few select advertisers.

The Top 3 Metrics for Tracking Video Success

Video became popular in 2015, but truly exploded in 2016.  By including a video on a landing page, you can increase conversion rates by 80%. In addition, after watching a video, 64% of viewers are more likely to buy a product online, with 90% of users saying that product videos are helpful during the decision process. If it wasn’t clear before, it should be clear now, video is crucial to your marketing strategy.

In light of the recent Facebook video metrics scandal, it’s more important than ever for marketers to repair the damage to advertiser’s reputations by ensuring that metrics are correctly tracked and accurately measured. Although Facebook issued an apology, and marketers tried to downplay this gaffe, with 85% of digital ad spend going to giants like Facebook and Google, their actions can have a serious impact on future marketing practices and affect trust within the industry.

So what metrics matter when tracking video? We’ve listed some suggestions to get you started tracking correctly, and accurately for your next video campaigns.

Beyond “Views”

Many marketers rely on this metric as the end all be all of their video measurement strategy, yet it tells you nothing if you can’t demonstrate that the views are driving traffic to your website or concrete conversions.  If the viewers aren’t your target market, then it really doesn’t matter if you receive a million views because they won’t be purchasing your products or services.
If you really want to accurately assess whether your campaign is working, you need to dig deeper and look at measurement values from play rates, completion rate, and lead generation.

Play Rate

The “play rate”, i.e., the percentage of people who click on your video divided by the total number who access the page where your video is embedded, is a better measurement for ROI versus “views”. A play rate above 50% is considered ideal. What does that mean exactly? Play rate tells you whether you’ve done a good job of presenting engaging video content, by letting you know if your video was appealing and grabbed viewer attention.  If you discover your play rate is low, it means that you need to make some changes such as making your video more interactive and interesting to capture, and more importantly, retain your audience’s attention.

Completion Rate

How long are people staying tuned into your video?  By looking at completion rates, you can get a sense of the impact your video has had. The amount of time they are actually engaged with your content and what they do with it is a much better marker of success that just “views”. This is a good metric to use when judging the effectiveness of branding campaigns.

If you are using the skippable ads format on YouTube consider how many people skip the ad after 5 seconds. This is a good indication as to whether your video is compelling enough or perhaps you are not reaching the right audience.

Lead Generation

Video advertising is an excellent means of attracting attention and initial interest in your product or services. Video tends to do better than other forms of lead generation for garnering conversions and currently accounts for 50% of all mobile traffic. Beyond click and convesion statistics, there are a few other metrics to look at to judge campaign performance including post view website visits and prompted searches.

How can marketers capitalise on video for viable leads?

  • Create “how-to” videos, and offer tips and assistance. Show that you have something valuable and unique to offer them.
  • Include a strong CTA at the end of the video to draw viewers to download an app, fill out a form, or visit your website to get more information
  • Be authentic by creating videos that showcase the people behind your brand to get viewer buy-in. Concretely explain what you do and how you can help your viewers.
  • Take advantage of formats where you can insert lead generation forms directly in the video. While this form of gatekeeping may turn some viewers away, the ones you do capture have a much higher likelihood of converting because they have demonstrated a genuine interest in the product or service your video is offering.
  • If you’re using YouTube, you can add CTAs via YouTube Annotations  to drive desired viewers back to your landing page

Video is here to stay will continue to grow exponentially in 2017 and beyond. It’s now a vital part of marketing campaigns, no longer the afterthought it was a scant three or four years ago. Marketers need to look beyond how many “views” they’re receiving to get an accurate picture of what is and isn’t working in video campaigns, and how they can best incorporate other metrics into their future strategies.

To learn more about top advertising platforms for video, download our latest whitepaper: The Importance of Video Advertising in a Digital World.

Video Branding: Tell Your Story

According to a Cisco study, 80% of information consumed on the internet will be via video by 2019. Video is swiftly overtaking written content as the go-to means of sharing vital information about brands, products, and services. It is vital marketers add this format to their marketing strategy. The question is: How can you successfully integrate video into your brand’s vision in 2017?

  1. Telling Your Story – Video gives brands the ability to share their unique vision with potential clients and consumers. A well-crafted video detailing your mission, purpose, and goals, while showing a glimpse of your company behind the scenes, is a fantastic way to share important information in an engaging way. Companies are now using video to replace dated and boring ‘About Us’ pages to give viewers a vibrant picture of their brand. This type of video doesn’t have to be complicated, it just has to effectively communicate your brand to existing consumers.
  2. Combining Existing Marketing Strategies – Video can be used to complement existing marketing content. A two-minute video can engage and share pertinent information quickly for viewers who don’t have time to read a white paper, case study, or blog, extolling the virtues of your product or services. While certainly not a replacement for these formats, video can give viewers the initial most important takeaways, with written content providing further, in-depth information.
  3. Hiring – Video is an excellent way to attract new talent in your recruitment strategy. Millennials and Generation Z are drawn to video content. A snappy video showcasing things such as a day-in-the-life, what your company offers, employee interviews, and company culture, is a great way to get new hires excited to work for you. Read our case study ‘Driving Instant Results with Video Advertising for Exact‘ to find out how we used video advertising to promote Exact as an employer in NL and increase candidate submissions.
  4. Announcements – How many people really read their company newsletter or a press release? Most people hit delete and move on. Video can turn blasé press releases and internal newsletters about company events and important announcements into engaging news pieces. Viewers can get the gist of your message without being bored to tears. If you have something important to get across, a brief video outlining those points might just do the trick and get your employees and potential consumers to tune in, instead of tune out.
  5. Social Media – Video enables brands to engage a wider audience than ever before with the popularity of live video streaming on channels such as Facebook, Youtube, and Instagram. Currently, the opportunity to monetize live video is in the works, but with the help of paid ads on social channels, video content can reach relevant audiences quickly. There is little need to build a viewer base from the ground up for video marketing because large platforms such as Facebook have these users already in place. Successfully engaging viewers via social media can help drive traffic and build brand loyalty.

Incorporating video strategies into the marketing mix can help brands convey their vision, promote hiring drives, and share announcements with the potential for extensive reach and increased engagement. It can complement existing marketing initiatives by giving users the ability to access important information quickly, and cement brand loyalty by tapping into video’s massive social media appeal.

NMPi #1 Elite Media Agency!

We are thrilled to announce that NMPi has topped the UK’s 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 honored to be recognized 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.

Managing Director from the London office, 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.”

Pinterest Play? Instagram Takes Steps Towards Shoppable Ads

Instagram waded into the shoppable ads arena when it trialled its version of the popular ‘buy now’ button with twenty US brands. The social photo sharing platform has taken steps to close the gap between browsing and shopping by allowing users to learn more about products from within their app, and then purchase them seamlessly. If this sounds eerily like Pinterest, you may be onto something.

Instagram recently ran afoul of Snapchat when it was accused of copying Snapchat Stories with its Instagram Stories.  After several failed attempts to purchase the platform, Mark Zuckerberg did the next best thing, copied Snapchat’s most coveted feature, Stories, on Facebook-owned Instagram as Instagram Stories.

Instagram is ready to play copycat again with its venture into Shoppable Ads. It set about testing posts with select brands in the US to allow users to learn more about the products they see before buying them. Instagram presents the user with a ‘tap to view’ icon at the bottom left of each photo which expands tags for up to five products. The tags contain the details and cost of the items but don’t immediately appear, users must hover over the ‘tap to view’ indicator to see a featured item. Users can then scroll through the products shown and decide to purchase from within the app.

Pinterest has had this feature for some time, and has seen remarkable results. 75% of its users have purchased something on the platform or because of it.  Pinterest users stay on the platform for approximately fifteen minutes per visit, giving marketers plenty of time to deliver ads to them. The demographic for Pinterest and Instagram used to vary widely, with Instagram being the platform predominantly for Gen Z and younger Millennials, and Pinterest skewing predominantly towards women in their late 20s to early 40s. Recently, Pinterest has seen a spike in Millennial use, with 67% of its users falling into that category.  Instagram is eager to cash-in on this potential new source of revenue and is now strongly courting brands to use its platform to reach their younger demographic. Add to this, the eventuality of a ‘save for later’ button, and Instagram fully moves into Pinterest’s territory as a save and shop platform.

This latest development is aimed at Instagram’s discovery audience, i.e., those who use the platform to look for the latest items but aren’t sure what they want just yet. Much like Pinterest, it enables retailers to capture users as they are information gathering and turn them from inspired browsers to buyers.

Why is this development important?

  • It cuts out a step/barrier to purchase. Users don’t need to leave the app and open a separate search window to find out more about the products they like. They can navigate and get all the pertinent information they need all within Instagram’s platform.
  • The consumer can then hit ‘shop now’ from within the tags and be taken directly to complete their purchase on the retailer’s website.
  • It solves the problem of inserting unwieldy captions to redirect users to click on links to circumvent Instagram’s ban on organic links within posts.
  • Shoppable ads have the potential to steal revenue from online shopping giant, Amazon, as users are heading onto sites like Pinterest and Instagram to discover new products and get alternative shopping ideas.
  • Most mobile use is spent in-app. Instagram has the highest rate of mobile use among social networks in the US. Given that Instagram is primarily mobile-focused, making products shoppable is a vital step for the social media platform and for brands that have a significant following on it.

Twenty popular US retailers have joined the endeavour, predominantly up-market brands such as Michael Kors, Kate Spade New York, Coach, Abercrombie & Fitch, and Hollister. The tags will be initially rolled out to iOS users in the US, but there are definite plans in the works to expand globally. Currently, this is a free service to post to your followers but Instagram plans to monetise the shoppable format by allowing brands to advertise to relevant target groups outside of their followers.

While advertisers have seen success using Instagram ads, only time will tell how users will react to yet another form of advertising. If it does not alienate its original base of photography enthusiasts, it has the potential drive significant ROI from Instagram.

Fashion Made Easy with Google’s Shop the Look

Last year, Google made mobile shopping from search results a cinch when it launched ‘buy on Google’ and ‘checkout’ buttons, turning casual browsing into cash. They’ve taken it one step further in 2016 by partnering with Polyvore, Curalate, and LiketoKnow.it to get users to purchase items directly. The goal: to make search even more lucrative.

It seems to have been successful venture. Google tested Shop the Look recently during New York Fashion Week. Those within the US who searched for details of the event on their mobile would be shown curated images which enabled them to shop for products directly.

IMG_3471 After clicking on 'Shop the show' fashion fans are taken to a page where they can purchase what they've just seen.

After clicking on ‘Shop the show’ fashion fans are taken to a page where they can purchase what they’ve just seen.

Even if shoppers don’t have a particular brand in mind, Shop the Look can still can guide users towards a purchase. How? Users can Google an article of clothing, such as “cocktail dress”, and like items will be shown in the form of Google Shopping ads. Images will be sourced from bloggers, retailers, and publishers, whilst products will be sourced from Google Shopping inventory. Retailers will be charged on a cost-per-click basis, with impressions and clicks reported within shopping campaigns.

Shop the Look offers retailers another opportunity to turn the casual browser into a buyer by making shopping for favourite designers and clothing, an easy, convenient experience. Combined with behind-the-scenes access, videos and images, mobile users can engage with the latest fashions, and designers, and with a few easy clicks, purchase what they see immediately.

This is a clear attempt to vie for space in online shopping against retail giants Amazon and eBay. Google hopes to take the success it garnered from Fashion Week and move further into apparel, and expand into home decor. Shop the Look is currently available in limited locations.