Ad saturation and over-targeting damaging people’s trust in brands

Marketing Week | April 09, 2019

Brands are treading an increasingly fine line between advertising that is relevant and advertising that over-targets, with bombardment causing consumers to become ever more mistrustful and fed up with online advertising.
According to new research from Kantar, 54% of UK consumers object to being targeted based on their past online activity and 55% are completely apathetic towards advertising content. Meanwhile, 70% of consumers say they see the same ads over and over again and only 11% actually enjoy advertising.
However, demonstrating the power of relevancy and precision targeting when it is done right, 44% say they enjoy ads that are directly relevant, 45% agree that ads that are tailored to them are more interesting than other ads, and 61% prefer to see ads relevant to their particular interests.

Spotlight

In a first of its kind, a Ragan/NASDAQ OMX Corporate Solutions survey digs into the social media profession in the corporate world, nonprofits, and government, unearthing answers to the most pressing questions that perplex the pros who juggle social media. The findings are all in our white paper, “Structuring a Social Media Team.” To map out the landscape of the profession, we surveyed 2,714 respondents online. We asked communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media or if they juggle social media on top of their traditional duties. We dug deep on measurement, finding out precisely which tools your colleagues favor, and whether they’re satisfied with the data they’re gathering.

Spotlight

In a first of its kind, a Ragan/NASDAQ OMX Corporate Solutions survey digs into the social media profession in the corporate world, nonprofits, and government, unearthing answers to the most pressing questions that perplex the pros who juggle social media. The findings are all in our white paper, “Structuring a Social Media Team.” To map out the landscape of the profession, we surveyed 2,714 respondents online. We asked communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media or if they juggle social media on top of their traditional duties. We dug deep on measurement, finding out precisely which tools your colleagues favor, and whether they’re satisfied with the data they’re gathering.

Related News

ADVERTISER PLATFORMS

Adform UK Continues its Growth With Four New Appointments

Adform | September 27, 2022

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, announce a significant expansion of its UK team with the appointment of four new team members: Julien Sneeuwjagt – enterprise sales director; Allan Sheriff – global account director; David Lionel – sales account development manager; and Milica Lukic – account director. Adform’s London office has grown to a team of 30 since it was established nearly 10 years ago and mirrors the growth the company is experiencing globally. Established in Denmark in 2002, Adform now has offices in Europe, Africa, North America, Asia, and Australia, and a team of more than 650 employees, serving more than 2,000 clients and supporting over 25,000 accounts. Adform’s solutions include the full spectrum of ad tech capabilities: demand side platform, supply side platform, ad server and data management platform for advertisers and publishers, and a world-leading, award-winning identity solution. Its Adform Flow platform enables seamless management of the whole advertising campaign lifecycle across all digital channels, enabling frictionless cross-media activation and giving clients unprecedented control. A leader in the identity space, its ID Fusion solution enables marketers to deploy campaigns based on first-party IDs alongside third-party cookies, enabling marketers to unlock scale with a cookie-less, ID-agnostic approach. Adform helps both advertisers and publishers thrive and evolve towards an advertising ecosystem that is transparent, open and privacy-centric. In the United Kingdom, Adform works with key global, and independent, advertising agencies as well as direct accounts, serving over 100 clients / accounts in sectors ranging from telecom, financial services, automotive, and retail to FMCG, sports or entertainment. Julien Sneeuwjagt joins as enterprise sales director and will lead Adform’s UK conversations with new clients in retail and e-commerce, food and beverage, and financial services, as well as independent agencies. He has a 20-year career in sales and marketing, primarily in financial services and ad tech. Global account director Allan Sheriff will be responsible for Adform’s largest accounts and brings eleven years of programmatic experience with independent trading desks, agency, and client-side. David Lionel, joining as sales account development manager, will nurture new business and new clients, supporting agencies and advertisers, and helping them engage confidently with Adform’s full stack of ad tech solutions. Milica Lukic joins as an account director, responsible for Adform’s existing clients, focusing on helping them grow their businesses by leveraging Adform’s platform and products. Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.” Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.” About Adform Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Hilton Introduces First Global Brand Platform “Hilton. For the Stay” Putting the Hotels Back into Hotel Marketing

Hilton | July 26, 2022

Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay. “Hilton. For the Stay” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel. Hilton is debuting “It Matters Where You Stay,” a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton Team Members around the world today. In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.” Hilton and TBWA\Chiat\Day New York, Hilton’s agency since 2017, used TBWA’s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay. “With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’” “IT MATTERS WHERE YOU STAY” CAMPAIGN The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more. In one of the featured TV spots, “Haunted,” the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised. “Confirmed Together” zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking. And in “Extra Storage,” Paris Hilton has an innovative solution for her extra luggage. The campaign includes television, audio, social media, print, out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts & Sciences. To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay – whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring “Hilton. For the Stay” to life. “In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own,” said Amy Ferguson, Chief Creative Officer, TBWA\Chiat\Day New York. For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. “Hilton. For the Stay” encompasses the brand’s world-class hospitality; from innovations such as Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members and through thoughtful service, proving out that it matters where you stay. More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at Stories.Hilton.com/ForTheStay. To start planning for future stays and earn exclusive perks, visit Hilton.com and sign up for Hilton Honors – it’s free and easy to join. About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising nearly 6,900 properties and nearly 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 133 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

Read More

AD NETWORKS

Appsumer Launches Free Package to Enable Cross-Channel Insights for Scaling App Advertisers

Appsumer, InMobi | September 21, 2022

Appsumer by InMobi, a leading performance insights platform for mobile app advertisers, has launched Appsumer Starter, a complimentary automated cross-channel dashboard and reporting solution. The globally-available solution automates performance insights for app advertisers who are scaling across the channels they most commonly use—including Meta, Google, Apple Search Ads, TikTok and Snap as well as InMobi—delivering actionable high-level dashboards and granular reports through a centralized platform. A recent Appsumer benchmark report found that scaling advertisers have struggled to diversify across channels compared to the largest advertisers since Apple’s App Tracking Transparency (ATT) was released. Scaling app advertisers' lack of internal data science and engineering resources puts them at a disadvantage when it comes to cross-channel insights, impacting their ability to exponentially scale. “When you look at the massive changes app marketers have had to address—the impact of ATT, SKAdNetwork attribution and looking ahead towards Android Privacy Sandbox, ad measurement became much more complex, especially for smaller apps who bore the brunt,” says Shumel Lais, General Manager for Appsumer by InMobi. “When you look at the massive changes app marketers have had to address—the impact of ATT, SKAdNetwork attribution and looking ahead towards Android Privacy Sandbox, ad measurement became much more complex, especially for smaller apps who bore the brunt,” says Shumel Lais, General Manager for Appsumer by InMobi. “Our recent acquisition by InMobi gave us the opportunity to build a solution to help those players on the rise with the tools they need to grow.” Appsumer Starter leverages the core reporting infrastructure, designed for the scale of the biggest mobile app advertisers, combined with InMobi’s knowledge of diversifying the channel mix to deliver a solution enables app advertisers to reach for scale. Free entry for these first six channels is quick and easy to set up with Appsumer Starter providing smaller advertisers and independent app developers the tools to expand advertising channels quickly and effectively. Appsumer Starter delivers a view of high-level and granular insights across performance advertising channels. The free plan packs the following capabilities: Automated data ingestion: Cross-channel cost data from Facebook, Google, Apple Search Ads, TikTok, Snap and InMobi unified with conversion data from mobile measurement partners including Adjust, Appsflyer, Branch and Kochava. Easy-to-use dashboards and reports: Self-service dashboards and reports deliver high-level glanceable views of key KPIs and granular performance views to identify optimization opportunities for growth. Easy set-up and no fee: Free access to the most used channels and set-up that removes time spent reporting in a matter of days. Scaling app advertisers can leave behind their manual reporting processes in a matter of days by claiming their free account here. About Appsumer Appsumer by InMobi, is a leading performance insights platform built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. Appsumer aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool to help them make more effective optimization decisions and potentially improve performance. Appsumer, part of InMobi, supports user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, and Picsart. For more information, visit www.appsumer.io About InMobi InMobi is a leading provider of content, monetization, and marketing technologies that help fuel growth for industries around the world. The company’s end-to-end advertising software platform, connected content and commerce experiences activate audiences, drive real connections, and diversify revenue for businesses globally. With deep expertise and unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. Incorporated in Singapore, InMobi maintains a large presence in San Francisco, London, and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, and Dubai. To learn more, visit inmobi.com.

Read More