We’re gearing up to have a really great year with yet another two nominations. We’ve shortlisted for Most Effective Media Agency and Best Use of Creativity (for Autodesk’s video banner campaign) at the 2017 Drum Digital Trading Awards. The Digital Trading Awards recognize the best talent in automated digital trading, with this year’s theme Living the Dream – Programmatic Everywhere, taking a closer look at how the industry has been doing programmatic. This is the fourth year for the Digital Trading Awards, and the 13th award nomination this year for NMPi.
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!
Apps like Tinder have made online dating the norm for today’s young professionals. What used to be seen as awkward, and only for those who couldn’t find a date on their own, is now the accepted dating standard. It appears unusual to find a single Millennial who doesn’t have an account on at least one dating app.
But what is it about dating apps that should have advertisers paying attention?
For one, they’re slowly creeping into advertising territory that’s currently monopolised by platforms like Facebook and Google. Advertisers and dating apps are now “swiping right” together, with apps like Tinder offering programmatic advertising solutions, and partnering with social media channels to gain access to their extensive databases and seamless native ads. Soon we’ll be seeing ads akin to this: No luck today swiping for love? Perk yourself up with a new hair colour or teeth whiteners to boost your chances of a match next time around.
Tinder’s foray into programmatic is enticing to advertisers due to the brand’s recognizability, global reach, and high levels of engagement. Since many users register using their Facebook accounts, the platform is a rich data mine for advertisers looking to corner the Millennial market, as 74% of users fall into this bracket. Advertisers don’t need to chase users for information because they happily provide their personal details in order to get the most out of the app. The more data you provide, the better your chances of a match. Just think of the custom audiences that can be built with all that data, or the accuracy of look-a-likes, targeting users as they swipe with creatives for perfumes, hair dyes, toiletries, and clothing.
In addition to commonly used data, like age, gender, income, location, and education, dating sites also give advertisers the chance to target based on highly sought after information, such as: favourite movies, TV shows, religion, body type, political views, and something as finite as whether they’re a “drinker” or “non-drinker”. Tinder has also recently stretched its search parameters to include gender identities outside of traditional male-female selections, allowing advertisers to access and meet the demands of a new, quickly rising, advertising demographic.
These apps are no longer just on our phones – Tinder is now on Apple TV, taking the app off the phone, and turning dating selection from a private affair, into a social event. Tinder gets friends and family in on the game by allowing dating to become much like the sitcoms of old, where everyone can sit around on the couch and weigh in on your potential love life. Tinder has even rolled out several light-hearted ads showing friends, parents, and even grandparents, helping singles swipe left and right. The sky is the limit now that Tinder has crossed the device threshold.
Though it is still in its infancy, online dating is a fantastic arena for programmatic innovation. Advertisers have seen dramatic results in CTR and engagement after showing relevant, great looking ads on Tinder that suggest their product will help the user land, or have, that first successful date. Advertisers looking to take advantage of programmatic to boost awareness, engagement, and revenues may want to partner with online dating sites, especially those struggling to connect with this generation. These apps have easy access to the data and target demographic heavily favoured by many brands.
The good news keeps rolling in! In addition to our recent shortlist at the European Search Awards, NMPi have been shortlisted once again for the Drum Search Awards and the Drum Marketing Awards. We’re excited to be included in this list of global industry leaders.
Drum Search Awards:
Entering their third year, they look to recognise agencies and marketers who have been able to adapt to this shift and have done exceptional work in search and campaign management.
- Performance Agency of the Year
- SEO & PPC – Best Use of Technology in a Search Campaign
Drum Marketing Awards:
These awards have just gone global and reward the best in marketing, and campaign excellence.
- Rising stars: Craig Brown and Claire Burgess
- Marketing Agency of the Year
Programmatic Account Executive
Favourite thing about digital marketing?
It is always evolving! Constant growth in this field keeps you on your toes and brings new ways to achieve success with a client. It can push you out of your comfort zones at times, but ultimately that is a good thing.
Favourite aspect of your job?
The obvious answer is the variety of clients that I have handled in the few weeks I have been here.
It’s a hands-on sort of job that gives you room to try out ideas for various campaigns.
Coming from a completely different background, it has been a great challenge.
Why did you choose NMPi?
The people I met during my interview process and my team. Everyone was busy, but not uptight; you aren’t micro-managed. Progress is completely determined by your effort, I love that!
What projects are you working on now?
Between training sessions I’ve been helping build campaigns, create reports, and attend meetings with a number of different clients.
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.