NMPi moves into Asia

In keeping with our global growth strategy, NMPi has launched offices in Singapore and Kuala Lumpur.

The expansion into the Asian market takes advantage of our current international relationship with Clicks2Customers, who have operated in the Asian market successfully for over 7 years. Since October 2016, NMPi has launched offices in Australia, South Africa, the Netherlands, and Switzerland. We’re pleased to finally realise the next step in our global strategy by entering the lucrative Asian market.

“We are excited about the name change as it forms part of the group’s ambitious growth plans for the Asian market. At NMPi we understand that it is important to align to a global marketplace but it is equally important in understanding the local nuances across this region of the world. For this reason, we have localised teams based throughout the ASEAN markets” – Philip Mostert, Managing Director of NMPi Asia.

Our Asian offices bring together an exceptional team of Account Managers, Consultants, and Digital Analysts, who have worked with a number of international clients including, Time Magazine and Standard Charter.

Managing Director, Luke Judge echoed these sentiments, stating, “We have achieved a remarkable amount in the past nine months as we pushed to expand internationally. This expansion allows us to provide our clients with an even greater level of international expertise and local knowledge. It’s been a thrilling year and we still have more planned as we set our sights on the US.”

We offer our clients a full range of digital marketing services: digital strategy and planning, display marketing and media buying, real time bidding (RTB), paid search (PPC), social media marketing, analytics, and data intelligence.

For more information about our services and solutions, click here.

NMPi Netherlands – Shortlisted for 2 Awards!

The IAB Programmatic Award Shortlist has been revealed, and we’re delighted to announce we have been selected for two awards: Innovative Strategy, and Data-Driven Creative.

On June 15th, the awards show will be held at the Westergasfabriek in Amsterdam. Programmatic advertising has been growing quickly the last couple of years in the Netherlands. The Dutch Market is being watched globally for its creative, strategic, and innovative solutions. These awards offer us the right platform to showcase our capabilities and expertise as company.

View the shortlist here

The NMPi Brand Expands to South Africa

NMPi is excited to announce the rebrand of its fourth international office in the space of 6 months. As of today, we are expanding our brand to Cape Town, South Africa.

We are pleased to be partnering once again with our sister company, Clicks2Customers, to bring our agency services together under the same brand.

The South African Agency team will be lead by Adriaan Strydom,  Managing Director of Clicks2Customers. Strydom has an extensive background in digital performance marketing and joined incuBeta’s executive team in 2005.

“The rebrand is a culmination of months of planning to align our service offering and company into a global outfit which is able to provide the very best insight, strategy and delivery to South African companies. Our clients can expect the same business and technical support, with the added benefit of all the knowledge and deep insight from our global team,” comments Adriaan Strydom, Managing Director of NMPi South Africa.

Strydom added, “The South African market is showing a growing sophistication as our local marketing professionals embrace new technology and its ability to deliver meaningful business benefits. NMPi South Africa is ideally positioned to help clients deliver campaigns which can easily measure up to the best in the world,”

CEO of NMPi UK, Luke Judge, was pleased to see the agency on track with its plans for global expansion. “We had planned extensive global expansion this year and I’m thrilled to see that we’re on track with realising those goals” stated Judge, “The rebranding of the South African office is not the end of the road for NMPi this year, we still have plans of reaching across to the US and South East Asia. This has been an exciting, and big year for our agency, and I’m extremely proud of our efforts.”

 

DQ&A Further Expands the NMPi Agency Services to Switzerland

Last October, we joined the NMPi team. Today, we’re excited to announce our continued expansion into Zurich, Switzerland. It’s only been four months since the rebrand to NMPi and we’re looking forward to taking the next steps to further grow our agency services into Switzerland.

Along with the launch, NMPi has announced a new client win: Swiss-based premium denim brand, 7 For All Mankind.

“In the Netherlands, we have seen an incredibly positive response to rebranding from not only our clients but the industry,” commented Rick van Boekel, CEO of DQ&A Media Group. “In order to expand on our successes, we have taken the next step by rolling out the NMPi brand to our Switzerland office. Both businesses will continue to benefit and grow from our shared knowledge and local expertise.”

The Switzerland office, in Zurich, has an experienced team of Account Managers, Strategists, and Analysts, who work with international and local clients including, HP, Swisscard, Avia, and Österreich Werbung.

We’ll retain the DQ&A brand for technology consulting and data management services and also continue as an official technology reseller of the DoubleClick platform. Our Paid Search, Programmatic Display, and Paid Social services will come under the NMPi banner.

NMPi Switzerland will now offer an Analytics service using NMPi’s exclusive strategy, which has helped them deliver successful results for clients such as, Charlotte Tilbury, Papa John’s, and Crew Clothing.

“Being part of the NMPi brand is extremely exciting for us,” stated Leonardo Kopp, Managing Director, Switzerland. “It is a perfect match for us; by combining our strengths and usingNMPi’s proven processes, we can increase our local proposition and continue to drive better results for our clients.”

“NMPi clients across the globe will continue to benefit from our growing expansion,” stated NMPi’s Managing Director, Luke Judge. “As we continue to develop our partnership with sister company DQ&A, we are able to give our clients access to a wider knowledge base, and local market expertise. It ensures we can deliver on our clients’ wider international objectives.”

We’ve also set our sights on continued global expansion, and this year we have plans in the works to grow the business in Asia, the US, and Australia.

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.

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.

Facebook Ad Blocking: What You Need to Know

Facebook recently announced that it will be blocking ad blockers on desktop. This move has advertisers and privacy advocates buzzing, and has reignited the heated debate around ad blocking that’s been raging since autumn when Apple introduced mobile ad blockers.

Why?

Facebook has become an advertising tour-de-force, and has a lot at stake here with thousands of advertisers flocking to its platform to promote their brands to Facebook’s 1.7 million users. By preventing ad blocking on desktop, Facebook protects its advertisers by ensuring their ads are seen, and ultimately, protects its bottom line.

Where?

Facebook Ad Blocking currently only affects desktop, but this doesn’t preclude the social platform from moving to mobile in the near future. According to a recent article in The New Yorker, Facebook may also be looking at Apple’s closed eco-system as one they’d likely adopt. Apple’s mobile platform is not built on web-based sites but on closed system apps. Apple’s mobile blockers only block web-based ads, but cannot block any ads served within an app. By doing this, Apple is trying to push advertisers towards the safety of its unblockable closed-app platform, and away from blockable web-based advertising. Facebook hopes to achieve similar results by making its platform unblockable. This offers advertisers some assurance than their ads will be served and seen on Facebook’s platform.

When?

Facebook Ad blocking was officially released across desktop on August 9th, 2016.

What Does This Mean for Advertisers?

This is an advancement that will make advertisers rejoice. Facebook is offering a safe space where advertising is protected and will continue to reach the user. Advertisers don’t have the same worry they do with other advertising channels about their ability to reach their audience with their ads, and the harm it is doing to their bottom line. If you are an advertiser who has seen a decrease in impressions within the last year from programmatic display activity, Facebook desktop is definitely an area to start putting more ad spend.

What Does This Mean for Users?

Ad Block Plus has already discovered a work around, but it looks like it will be only a matter of time before Facebook circumvents it. The ad blocking wars are raging, with each side trying to outwit the other in a race to protect, (in Facebook’s case), advertiser interests, (in Ad Block Plus’ case) and user interests. Once Facebook finds the next solution to working around Ad Block Plus’ current block patch, users will be forced back to manage ads by updating their advertising preferences.