NMPi Shortlisted for 4 RAR Awards!

We’re extremely excited to announce that we’ve been shortlisted for a record 4 categories in this year’s The Drum RAR Digital Awards! Online Advertising, On Budget, Online Media Buying, and Search. The awards ceremony will take place on June 14th at the Sheraton Grand London Park Lane hotel.

What makes these awards special for us is that we’ve been nominated by our clients based on their reviews of our work. It’s always an honour to be recognized for our quality work and efforts by industry peers, but it’s especially nice to get that vote of confidence, and be held in such high regard, by the people who we work for every single day. A big thank you to everyone who helped gather recommendations.

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. This has been an exciting, and big year for our agency, and I’m extremely proud of our efforts.”

 

NMPi Launches DQ&A Brand in the UK

We are excited to announce that as of today, NMPI will be rebranding our DoubleClick Technology Partners division to DQ&A UK and Ireland.

The launch of DQ&A in the UK is part of our commitment to clearly align our advertising management services and advertising technology services with two distinct brands. DQ&A is well known and respected across Europe as a leader in media technology services, and will be a strong strategic partner.

The DQ&A team consists of over 200 specialists across the world, and by merging our technology services with DQ&A, we will gain a wide breadth of knowledge and expertise. Furthermore, we will be able to enhance our current service offering with additional support and training.

The new brand will be headed by former NMPi Head of Performance Marketing, James Sleaford, who assumes the role of Managing Director of DQ&A UK & Ireland:

“This is a huge step on a journey which began with us becoming a DoubleClick Certified Marketing Partner for Technology. The needs and wants of clients have changed, and the enhanced solutions and services we will now be able to offer through DQ&A will really speak to the changing market. This is an incredibly exciting time for us and I’m looking forward to working more closely with our EMEA partners to deliver this market leading proposition to our clients.”  

If you would like to learn more about DoubleClick technology, check out our new DQ&A website, www.dqna.com.

The Importance of A/B Testing Social Media Formats

Why A/B test social media platforms? Why not just use the latest social media innovation for your next campaign? The answer is simple: Social media has evolved. If social media isn’t static, why should your advertising be?

Social media advertising is showing increasingly clever and complex creatives to viewers. In this sudden format influx, how does an advertiser, or brand, know which version will interest their intended audience? Just because a new format has hit the scene, it doesn’t necessarily mean that it’s good for your brand or relevant to your message. A/B Testing allows advertisers to wade through the clutter to determine the best format, and course of action, for that brand. A/B testing isn’t flashy, it is simple, unbiased, empirical evidence of what works (and what doesn’t) for your audience, giving you the best possible ROI.

The Domino Effect: Campaign Success Through A/B Testing

A/B testing ensures you’re using the creative that gets the best interaction with your service or product, vastly improving your campaign performance.

  • Better Interaction: You’re presenting the customer with what they want to see, not what you think they want to see.
  • Reduced Bounce Rates: Better interaction reduces bounce rates, and increases conversion rates, because people are staying on your page longer.
  • Reduced Cart Abandonment: A/B testing can also significantly reduce instances of cart abandonment, which continue to plague eCommerce retailers. A/B testing helps determine the underlying causes, and shows brands how to reconfigure their sites to improve the chance of purchase follow through.
  • Risk Reduction: A/B Testing also reduces risk to your brand by allowing you to test out a new landing page or website overhaul safely before committing time and money to something that isn’t responding well with users.
  • Education: A/B testing educates brands about their end users. They learn, and then understand, what visitors really need and want from brands. It takes the guesswork out of offering a better experience to them.
  • Experience Improvement: It improves the user experience by adapting to changes, such as adding in a certain function to make navigation easier, or removing an extra step that was a barrier to purchase. Problems that aren’t always evident can be revealed by A/B testing.

How to Make it Less Confusing

A/B testing can be a bit overwhelming with so many options available. How do you get accurate test results when faced with so much data, and so much to choose from?

The key is to not test too much at once. Think about what you want to achieve, and the messaging you want to get across and go from there. For example, focus on your call to action button, so that you aren’t overwhelmed by other external factors that could potentially skew results. Focusing on fewer variables also allows you to easily pinpoint what’s not working. If necessary, run more tests to check other areas, but work in batches, focusing on one or two things at a time. You can run tests on anything, from images, text, videos, to dynamic creatives to see what works and what needs tweaking.

Using A/B Testing for Charlotte Tilbury

We recently helped UK makeup retailer, Charlotte Tilbury to better understand how ad formats were affecting their overall KPI’s on Facebook.

Using A/B testing we were able to prove the value of different formats to Charlotte Tilbury’s bottom line. We tested traditional link ads against Facebook’s Offer Ad format, which instills a sense of urgency using a timer countdown to the offer expiry date. It also dynamically populates the ad with the number of customers who have already claimed the offer.

The A/B testing revealed that Charlotte Tilbury’s audience responded with a 20% higher CTR to the Offer Ad over other formats. The Offer Ad drove 48% greater revenue than traditional link ads, and was 30% more efficient.

This is just one example of how brands can leverage A/B testing to get the best possible insights as to where to put their time and money when it comes to creatives that offer the greatest ROI.

Learn more about our social media capabilities here

Can You Teach Creativity?

Creativity is one of these words that gets thrown around a lot in the advertising sphere. As an agency, we advise our clients to be innovative and creative with their ad formats, messaging, and imagry to better attract consumers.

But what does “be creative” actually mean? Is creativity something that can be taught?

Well, let’s start from the beginning…

What is creativity?

Ultimately, creativity is subjective – it can mean different things to different people. Some define it as a characteristic that allows a person to ‘think outside the box’. Others define it as an activity where something new and valuable is formed. According to Stanford University professor, Tina Seeling, there are six characteristics that are shared by people who are viewed as traditionally creative.

  1. Imagination – thinking beyond boundaries
  2. Knowledge – your creativity toolbox
  3. Attitude – the confidence to solve a problem
  4. Environment – your stage
  5. Resources – outside of money: people, community etc.
  6. Culture – they ways in which your culture celebrates or punishes experimentation

Is it Possible to Learn creativity?

Brands often pay lip service to the idea that they are surrounded with creative people, yet, when you look around, there is a strong level of pushback towards brands for getting the message wrong, like Pepsi’s recent gaffe for producing a completely tone-deaf, offensive ad featuring socialite celeb, Kylie Jenner.

While personality, environment, and other factors all play into the limits of one’s initial level of creativity, brands can still nurture the trait in their organisations and teach people to think outside the proverbial box.

Benefits of Creativity

  • Problem-solving: Creativity teaches you to think in new and innovative ways, improving your problem-solving skills. It forces you to be resourceful, and investigate new solutions to old problems.
  • Creativity is disruptive: It challenges the way you think, shakes things up, and forces you out of your comfort zone. Creativity is the enemy of complacency, and complacency is the harbinger of brand death. Any brand that wants to stay ahead of the competition needs to stay creative. So stop what you’re doing, and bring on the big ideas.
  • Builds Better Relationships: Creative environments increase internal morale and engagement. To produce all those great things for your clients, you need to have an engaged, excited, and motivated team. Brands that foster creativity see an uptick in internal collaboration, resulting in higher levels of productivity, and retention. The ability to see things in new ways enhances product and consumer understanding and creates a better overall workspace. Creativity also builds better external relationships; thinking creatively allows you to see things you might normally miss, and also get inside the customer’s perspective.
  • Stand Out: If you can nurture creativity, it can propel you past the competition with minimal effort. Employees enjoy the opportunity to express their creativity. In addition, positive experiences from your creative endeavours will speak volumes for your brand. It will keep you at the forefront of client and consumer minds – and also do the heavy lifting for you. A clever campaign that stands out is far better for brand awareness and recognition than several mediocre, safe campaigns that have been repeatedly parroted.

The are many benefits to fostering creativity. These are just the tip of the iceberg, but they are good examples of how cultivating creativity can help brands, both internally and externally.

How can brands be more creative?

So now that we know you can teach creativity, how do we do it?

Old Foundations, New Twist
You can build on ideas already out there – this isn’t like repeating the same tired trope ad nauseam. Everything that’s new and trendy now once stemmed from an original source with an added twist. Collaborate with your team to find that twist and go from there.

Changing of the Guard
Bring in people from teams and departments you normally wouldn’t consider for a particular campaign. You don’t need to look externally for ‘a new pair of eyes’, they’re already in your office, just sitting on other teams. Shake it up, change it up. Ask the questions people want to ask but are afraid to, challenge your co-workers to get outside their comfort zones, and provide a culture and environment where creativity is welcomed, not shot down.

Mistakes = Creative Take-Aways

Finally, remember, as clichéd as it might sound, embrace failures as learning experiences. See them as sign posts to point your brand in the right direction. If you didn’t fail, you’d never see the path you were intended to take. Failure can set you on the right path by challenging assumptions and forcing you to think creatively to come up with a better solution. It can help your brand grow by taking a negative result or experience and turning it into a positive. Build on mistakes as a better way to do things.


This is not an overnight fix, this is something that needs to become a core part of your company culture in order to inspire the change needed to build and sustain a creative environment.

In times of  uncertainty, with Brexit, brand safety , privacy concerns, and other issues looming over marketers, standing apart from the competition is vital. It may seem safer to stick with what you know, but being risk averse is not an effective strategy. Creativity forces you to evolve, and always stay one step ahead. If your safety net disappears, you will, at the very least, have the tools to rebuild and adapt quickly. Creativity won’t just help you survive, it will help you thrive.

 

 

#5MinuteDigital: 5 Minutes, 5 Questions, All Digital with Craig Trower

Current Occupation?
Senior Business Development Executive.

Favourite thing about digital marketing?
I’m fascinated by the potential size of the audience, and the ability to measure your work in real time. It is also a growing sector, the world becomes more digital everyday.

Favourite aspect of your job?
As it is the beginning of a new career for me, being a sponge and learning a new industry.

Why did you choose NMPi?
It’s an ambitious company with lots of scope for the future

What projects are you working on now?
Gaining springs to my digital bow, learning, and passing it onto prospects