NMPi Nominated for The Drum Awards for the Digital Industries

NMPi are incredibly pleased to announce we have been nominated at this year’s DADI Awards within the ‘Use of Data’ category for our work with client, Crew Clothing. NMPi developed a PPC strategy using Google Analytics audience lists and sequential messaging to create personalised, relevant messaging to multi-session consumers.

This year is set to be an exciting one for the The DADI Awards who are celebrating their 10th birthday and with the coveted title of the “must enter” in the digital industry’s award calendar, this event will be a milestone in rewarding digital excellence.

DADI's Use of Data 2016 Nomination

Judging for this year’s nominations proved to be tough, with over 40 judges attempting to shortlist hundreds of entries. Led by Podge founder Phil Jones, who has remained chairman of the award judges since DADI’s formation, judges consisted of the likes of Carolyn McKeeve, global head of loyalty at Shell to Universal Music UK’s director of digital, Paul Smernicki.

2016 has been a successful time for NMPi so far with several nominations and awards including holding 7th place in Econsultancy’s Top 100 Media Agencies 2016 list and placing 5th for Elite Media Agency in The Drum Independent Agencies Consensus 2016. We are so proud of the work our team has done and we will continue to innovate in our industry and drive results for our clients.

NMPi Ranks 5th as Elite Media Agency in annual Drum Independent Agencies Census

NMPi are celebrating as the Drum releases their 2016 Independent Agencies Census, and NMPi has seen impressive results in this year’s rankings. Most excitingly NMPi has been ranked 5th as an elite media agency. Furthermore, we have broken the top 10 for media agencies in the financial rankings coming in 7th.

We are extremely proud of this achievement and the work our team has done to help us achieve this honour. We remain focused on providing our clients continued excellence and exceptional service.

Judging Criteria

The rankings were determined by agency status (elite), size and focus. The results were then further broken down by financial performance and client satisfaction ratings. Financial results are important but this report also takes client perception into account as a contributing success factor. Elite tables were reserved for agencies that had achieved a consistently high level of performance in both financial and client performance.

Financial criteria

– Turn over
– Turn over growth (Y-O-Y)
– Turn over percentage growth
– Turn over per head
– Gross profit
– Gross profit growth

On the client side, the following criteria determined ranking:

Client Satisfaction

– Client service
– Creativity
– Strategic thinking
– Value for money
– On time
– On budget
– Number of ratings

To see the full list, please visit: The Drum

Careers: Why Work in Digital Marketing?

Digital Marketing is on the rise as a popular career choice for new grads. What makes this fast paced, busy industry so highly coveted? 

Economic Importance

Digital marketing is vital to the global economy and has been the fastest growing industry over the past two years. Digital marketing employs approximately 1.46 million people in the UK, and by 2020, that number is expected to grow by 5.4 %.

In addition to job growth in this sector, ad spend is rising. The UK is the standout ad market across Europe, with ad spend growing by 9.2% this year alone. Brands are lining up to get the jump on the latest advertising campaigns, tactics and technology. New grads are entering a digital boom, with exciting prospects ahead of them in an industry that shows no signs of slowing down.

Given such statistics, marketers are increasingly looking towards paid search, social media, and programmatic, to achieve their objectives. Brands are investing more in paid search advertising, and hiring the next generation of digital experts. Job growth in digital marketing will surpass all other job categories by 2020.

Seb Salter, Business Development Executive at NMPi, and recent graduate, echoes these sentiments. He chose a career in digital because he enjoys the fast paced environment, the innovation, and meeting new clients. He also likes the level playing field; lesser known companies have the opportunity to compete well against traditional big name brands if they have the right strategy in place. These advances, coupled with continued exponential growth, and tackling challenges head on, are a draw for new grads looking to start a strong, exciting and promising career straight out of university.

Career Progression

There are many diverse career streams within digital: PPC, Programmatic, Social, Analytics, Sales and Marketing, SEO, and Content Marketing. Digital marketing firms tend to invest in, and encourage, regular training to help staff progress in their chosen field. There are also plenty of opportunities for rapid advancement. Many industry newcomers find themselves taking on important roles as digital leaders within 5 years.

The industry, once traditionally male dominated, has seen a flood of women making waves in digital. The Drum annually celebrates The Top 50 Women Under 30, “Women who are disrupting the digital space”, making significant contributions to the advertising, and creating a welcome environment for up and coming female entrepreneurs. NMPi is proud to count our Head of Search, Sophie Kleiner, as one of 2015’s Top 50. Rapid upward mobility, coupled with strong equal opportunities for young women have made digital an attractive choice for university grads.

Social

Digital is appealing to young professionals because the work is not stuffy or staid. It’s well known for its sociable, friendly, informal, and upbeat environment. It is an environment that encourages close knit collaboration and bonds.

“I truly love working at NMPi, not only do I get to do a job that is challenging and every day is different, but my team and the people I work with have become some of my closest friends. On Friday nights we will go out and grab a drink in the local pub, and each quarter we have a team day out to go do something exciting. For instance, last quarter we went mini golfing as a team and this year our summer party will be a boat cruise. It really is an environment that cares about the relationships you have, and for your personal development.” Lisa Rogers, Marketing Manager, NMPi.

If you want to love going to work everyday, love technology, and want do something that you can be passionate about in an innovative environment, then welcome to digital.

The Rise of Personalised Video Ads

Amazon recently made a foray into personalised video advertising. Video has been around for a while in advertising circles, but has only really exploded in the past year. Advertisers are moving away from traditional television advertising to online video channels like YouTube, Instagram, and Facebook, where individuals are now spending a lot of their time watching videos.

Amazon has capitalised on this development by going one step further: showing viewers personalised video ads. These personalised clips present items that viewers have recently shown interest in while browsing. Amazon’s algorithm automatically superimposes an images and text based on the user’s browsing behaviour.

Whilst this development is still in its early beta stages and on a small scale, it has advanced far beyond the usual pre-made video ads which target an audience based on similar interests or behaviours. Amazon’s ads differ in that they are created on the spot, and uniquely targeted to that particular viewer;  i.e., inserting their name, or personal statistics based on collected data, such as We Run Paris using viewer’s run times in their personal video messaging. Previously, this dynamic level of targeting was only available to static ads.

What Does This Mean for Video Advertisers?

Video advertising is a popular and engaging platform; a hot ticket that has tapped into a surge of interest in immersive, over static, advertising. According to Hubspot, 75% of online video viewers have interacted with an online video ad this month. Viewers also remember video advertising more than traditional ads; 80% of viewers can recall a video ad they viewed in the past 30 days.

Video advertising is increasing and is expected to continue to climb upward. The ability to target users individually, during micro-moments, immediately, versus pre-set ads and audiences, is the next step for advertisers in creating a truly personalised journey for their users, which ultimately creates a better experience and greater consumer loyalty.

This is a potential game changer for digital advertising. Due to a higher level of engagement from video advertising over static banner ads, this format could revolutionise an advertiser’s display and video strategy. Advertisers can expect YouTube and Facebook to follow suit with similar technologies if Amazon sees success with this new platform.

4 Tips for Driving Conversions with Video Advertising

2016 is shaping up to be the year for video advertising. While serious forays into video advertising surfaced at least three years ago, the medium didn’t hit full stride until 2015 and is rapidly gaining ground in digital circles. The following four tips and insights will help advertisers supercharge their video marketing strategies and reach the right user in the most effective ways.

Focus: Mobile

While video advertising for desktop remains important, mobile use is driving the a large proportion of video advertising. According to an article in eMarketer, video advertising is set to double by 2019, and the majority of this video consumption will take place on mobile. It has been estimated that mobile video will account for 75% of total mobile data traffic by 2020.

Mobile video viewing has already surpassed desktop, so advertisers serious about seeing strong video advertising ROI need to optimise campaigns to mobile devices. Mobile video receives a higher level of engagement than desktop due to its screen size, and is well designed for remarketing capabilities. In addition to this, Facebook, which has been making a serious dent in YouTube’s video advertising lead, favours video over text for mobile users in its latest algorithm tweak.

Cover All Bases: Cross-Channel Advertising

Video is ideal for cross-channel advertising throughout the entire consumer path-to-purchase. 90% of users say that seeing a video about a product is helpful in the decision making process. Channels such as Facebook, Instagram, and YouTube, can be used by advertisers to promote video content, and reach potential customers during the various stages of the sales funnel, from brand awareness to purchase.

Mobile, in combination with paid social activity such as Facebook and YouTube, has shown high levels of engagement, and higher intent to purchase. According to Invisia,  after watching a video online, 64% of viewers are more likely to buy a product online.  Adding call-to-actions or overlays to your video will help you leverage this information to your advantage.

Targeting: Paid Social is Video Gold

The top video advertising platforms offer excellent targeting capabilities, including retargeting and look-a-likes, and with tracking pixels, they can easily pinpoint conversions.

Facebook and Instagram, when paired together can have a greater impact on consumers, and increase campaign success rates. Facebook and Instagram offer the same targeting capabilities, allowing advertisers to easily target leads and deliver videos to move viewers further down the purchase funnel. Advertisers can use Facebook’s advanced targeting, first and third party data, DMPs, and custom audiences, to create successful video campaigns.

Other Video Advertising Solutions: Alternative Ad-Formats

There are several interesting alternatives to social media and traditional video advertising channels, for instance immersive in-article videos. Videos are played when a consumers is reading a relevant online newspaper article, and is delivered on top of the content as the reader scrolls through.

Immersive in-article video has become popular over the past year with advertisers because they pay on a strictly cost-per-completed-view (CPCV) basis, meaning they are only charged once the ad has been viewed for more than 30 seconds.

Video ads span the length of the article and are also available in a new vertical mobile format. According to video advertising company, Unruly, 53% of users were annoyed by having to turn their phones horizontally to watch content. Vertical viewing, only plays when the ad is in full view, and can be scrolled past at any time, giving users full control of the experience. The new ad format was successfully launched at the end of June with The Sun and the New York Post.

Another successful ad format has come via in-app monetisation. Gone are the days of annoying banner ads with low engagement and CPMs. Mobile game players are rewarded with game boosts and extra lives for watching a video ad, or signing up for a newsletter. The ads can be intuitively placed in the app during specific points of the game and can combine a strong call-to-action, encouraging a service upgrade or purchase. Reward videos can also be used for social media and music apps. Users can be rewarded with free premium streaming for a select period of time as a reward for watching a video ad. Spotify is a great example of a company that uses this strategy.

Reward videos are unskippable, but the viewer retains control by being presented with the ability to opt-in. These incentives result in a higher number of users remaining in-app, or upgrading due to immediate rewards and longer game play.

Conclusion

Video is providing a fresh, exciting, and expansive format for advertisers to reach new audiences and revenue streams. 2016 is video’s year; there is no better time to invest in this platform. Brands can be successful in video advertising if they remember to focus on mobile optimised campaign strategies, use cross channel promotion effectively, explore alternative ad formats, and invest in paid social video opportunities.