CAMPAIGNS, Digital marketing

5 Ideas for the Future of Advertising

[dropcap style=”2″ color=”#f50a0a” text=”M”]edia is in the midst of a sea change. News organizations are hiring developers and creating beautiful,…

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone

[dropcap style=”2″ color=”#f50a0a” text=”M”]edia is in the midst of a sea change. News organizations are hiring developers and creating beautiful, interactive apps. Social platforms are empowering citizen journalists worldwide. Brands are becoming content creators.

Driving this change is the fact that new technology is being adopted faster than we’ve ever seen. Mobile is one example: devices are smarter and more powerful than ever. Time spent on mobile devices increased by nearly half-an-hour a day from 2011 to 2012 alone. As wireless connectivity and digital screens proliferate, so does digital media: this year, people will spend more time online than watching TV for the first time ever.

As we think about the future of advertising in this new world, here are five ideas for how the ad world will look in the future, and how we can build a long term sustainable advertising ecosystem.

1) Choice: Ad views will be voluntary.

People today have lots of choices – millions of websites, video channels, and apps are all just a click away. Timeshifting and on-demand content have fundamentally changed the way people consume media. In the future, forced ad impressions will no longer fit with this environment. Instead, ad formats that give people choice will be the most effective. The first incarnation of this was search ads, by which advertisers supplied commercial information only on demand.  The same is now happening for video and display advertising: user-initiated display ads and skippable video ads are becoming the norm.  In this world, viewers can choose which ads they see, and the advertiser only pays for those engaged views. When Dove went to launch their video Real Beauty Sketches, they used skippable video ads to find and connect with the people most interested in their brand. Even at three minutes long, it became one of the most-watched video ads on YouTube of all time and drove 8 million more views of additional Dove videos.

2) Connected: Ads will help people live their lives on the go.

We already live in a world where people are constantly connected and switch seamlessly between devices. Marketers tell us that they want to set up their campaigns once, and then have the right ads reach the right people as they’re on the go, across all screens.  Ads should be smart enough to be context and location aware – if someone walking around town searches for [chinese food], they probably want a map of nearby restaurants; if they do the same search at home on a laptop, they probably want a delivery menu.  And when you check into a hotel, why can’t you get a coupon on your phone for the lobby cafe? This philosophy motivated our recent upgrades to our AdWords system, called enhanced campaigns. It enables marketers to create one campaign that delivers the right message in the right context – tailored for location, device and time of day. This type of model can provide great benefits for both users and advertisers.

3) Charm: Ads will be more interactive and beautiful at scale.

Digital media offers an incredible creative canvas for brands. Our recent Art, Copy & Code project with Volkswagen turned driving into a social experience for sharing your road-trip experience. And earlier this year, Burberry Kisses let you send a digital imprint of your kiss to friends (with Burberry lipstick applied!). Countless other campaigns feel less like ads and more like experiences, but currently most of them are one-off implementations. The future of advertising involves beautiful ads, run at scale. Looking forward, the combination of HTML5, dynamic ad construction, touchscreens, and faster wifi will empower creatives in our field. As the technology improves, we’ll unleash a new creative revolution in advertising.

4) Control: Users will participate if we provide value and control.

When we give people control over ads, we know that they value it. For example, Google’s Ad Settings lets people customize their advertising preferences. We’ve found that twice as many people modify their ads preferences to receive more relevant ads than choose to opt out of such ads. We need to develop more ideas that help people tell advertisers what they want, such as Mute this Ad, which enable people to tell us that they no longer want to see a particular ad campaign. To make ads relevant and sustainable in the future, people need to feel in control of their experience. Our industry’s current controls are world-leading, compared to other media and other industries, but there is still significant room for improvement.

5) Calibration: All ads will be measured but clicks will only be one measurement type.

We’ve developed powerful metrics to measure advertising over the last decade – advertisers can tally clicks, reach and the resulting conversions or purchases. This has redefined “direct response” advertising (where the goal is an immediate sale or click). But we need better metrics for brand advertising that can become as important as the click has become. One example: Brand Surveys in AdWords can measure, through online user surveys, the impact of video ad campaigns by measuring brand recall, brand awareness and favorability. These sentiments used to take weeks to measure; now we can do it precisely in real time. We’ve only started to develop these types of more qualitative measurement technologies and standards: their development is going to be a huge area of investment.

Although I’ve worked in digital advertising for more than a decade, I believe that the most interesting and dynamic times are yet to come. As marketing and media move headlong into a digital future, our industry has a unique opportunity to build a future that helps drive our economy, and the web, forward.

About the Author //

Susan Wojcicki Senior VP of Advertising & Commerce at Google.
Susan Wojcicki
Senior VP of Advertising & Commerce at Google.

She oversees the design, innovation and engineering of Google’s advertising, commerce, and measurement platform products, including AdWords, AdSense, DoubleClick, Offers, and Google Analytics.

Susan joined Google in 1999 as the company’s first marketing manager and worked on the initial marketing programs. She also led the initial development of several key successful consumer products including Google Images and Google Books.

Before joining Google, Susan worked at Intel, Bain & Company, and several start-ups. She graduated with honors from Harvard University, holds a master’s in economics from the UC Santa Cruz, and an MBA from UCLA.

 

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone

Knowledge Hub Specialized in Publishing Insights and Analytics Developed for Digital Marketing, Public Relations and Communications Experts.
CAMPAIGNS, Social Media Intelligence

Karim Abdel Aziz stars Telecom Egypt’s WE localized advertising strategy

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year….

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year. Since its creation, WE has only released ad copies for the World Cup qualifiers.

Releasing the telecommunications company’s first card, the ad plays with local themes and sensibilities. This has become a popular recurring theme in many telecommunications brands this year.

Action star Karim Abdel Aziz stars in WE’s newest ad for their new card, Agda3 card. The ad has fun laughing at how Egyptians deal with fighting and superstars amongst themselves.

 

Within 5 hours, the ad has already gained more than 761k views and 24k positive reactions.

Even though the year has only started, many have already released their own ad copies targeting the very same specific segment of the population. Their weapon of choice? Mostly Mahraganat music and funny culturally-appropriate and appreciated jokes.

But why is there such a strong need to become more localized?

 

Famous blunders

To learn from our mistakes is an accomplishment, but to learn from others’ mistakes is a cost-effective strategy. Brands that have failed to localize their campaigns have often either ended in hilarious or terrible results.

KFC’s famous blunder in China, where KFC’s tagline “fingerlickin’ good!” was translated to “eat your fingers off!” Or, a local example, Cadbury Egypt’s decision to apply Cadbury’s previous global campaign to Egypt without much research, resulting in a popular and hilarious social media frenzy.

We can see localization pay off with another chocolate brand, TODO, whose popular and very localized content has made it a beloved brand.

Trying to catch up

For a long time now, telecom companies have been trying to reach the largest population segment, the lower and lower middle classes, with not always the best of luck. But, a stroke of genius and viral content thrust a new way to reach them.

Orange’s now viral ad, “Shamar Yalla,” boosted Mahraganat music to the forefront of marketers’ screens. Now, almost all across the telecommunications section has moved into the new year, aiming to reach new heights with the same type of content and the same success.

We see this in ads especially with Vodafone, who seems to have decided to focus all their efforts towards this demographic. With their newest ads, and even dealings with current culturally relevant celebrities such as Abla Fahita.

Orange continued the trend with “La2 La2,” and now we see WE entering the fray with their newest ad.

For a long time, Mobinil (Now Orange) was the only major player who would focus marketing efforts towards the country’s largest class. Its rebranding and new strategy when switching to Orange changed that, leaving a large target segment with no real penetration.

Now Orange is back at it, and all the telecom players are still trying to catch up.

Why to localize your campaigns?

Don’t allow your campaign to be “amazing” to the wrong people, campaigns such as Cadbury’s Aliens may have worked brilliantly in other countries and regions, but simply translating voice-overs won’t save you from this blunder.

Create new content with local staff around your already great concept, and localize!

Social Media Insights and Data Analysis

And don’t just listen to what people are saying about your brand, listen to the conversations on your competitors’ social platforms as well. Keep an eye, and webpage, out for problems, complaints and popular happenings.

Creating your campaigns through collected data will provide you with a great insight to your target audience. There is so much data floating around that one day of research could supply you with a strong idea on how to reach your target, and build a culture-proof campaign around it. So, don’t forget to hug your analysts!

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
CAMPAIGNS

Etisalat + Sharmoofers = Demagh Mazzika

While it seems that 2018 will witness new trends in music genres introduced by Telecom campaigns, Etisalat decided to abandon…

While it seems that 2018 will witness new trends in music genres introduced by Telecom campaigns, Etisalat decided to abandon the Mahraganat trends and connect with the youth via underground bands by choosing Sharmoofers as the face of Demagh Mazzika because their music is different (Fe Hetta Tanya).

Some brands brilliantly capitalize on emotional messages. When it comes to branding, there might be no better way than using music to help a customer remember your brand promise.

Music for the Digital Era

Successful marketers singularly focus on creating an authentic connection that consumers respond to. They ask themselves, how many people can we estimate would remember seeing our ad if we asked them within 2 weeks?

Music has a unique effect on our brain, which provides marketers with an avenue for brand remembrance.

Music marketing helps people find, and fall in love with, your brand. Music is timeless, and it can elevate the benchmark results when we measure the advertising effectiveness in which a sample of respondents is exposed to.

There is nothing to prove about the effect of associating brand key messages with music themes. We may be in 2018, but no one around the world would not recognize Coca-Cola’s 1993 theme song (Always Coca Cola) or this Nescafé commercial music theme from the 80s.

Kawkab Sharmoofers

Underground Music is termed as music that does not conform to the usual commercial trends and types, making it have a style and mind of its own. That is where Etisalat’s Demagh Tanya package got hooked.

At the heart of Etisalat’s campaign, Demagh Tanya has been completely focused on breaking out of the traditional mold, as its name suggests.

It seems to be a mutual success for the brand to attach itself with one of the country’s biggest underground bands which offer non-traditional stories in the form of music and lyrics.

Sharmoofers, who are now the face of Demagh Tanya, have joined forces with Etisalat to provide youth users with a way to break into the underground music scene.

Introducing Etisalat’s Demagh Mazzika, a music platform specifically made for music that doesn’t conform with its new and different artistic sounds.

Along with their new musical platform, Etisalat will be celebrating the creative differences with various concerts. Their first concert, Music Box, which happened over the weekend, was a great success. Performers included Sharmoofers, Jadal and Aziz Markah.

جدل وعزيز مرقة وشارموفرز قلبوا ال Music Box وبعتوا دماغ الناس كلها لحتة تانية#دماغ_مزيكاSharmoofers

Posted by ‎دماغ تانية في حتة تانية‎ on Friday, February 2, 2018

 

The telecommunications giant is also launching a new VAS (Value-added service) for Demagh Tanya users with Sharmoofers, named Kawkab Sharmoofers.

Etisalat offers some unique features in Kawkab Sharmoofers package, includes daily exclusive content (photos, videos, voice notes), ring back tone, exclusive albums and singles releases.

To subscribe send an empty SMS to 554 and then dial *200# to migrate to any of Demagh Tanya tariffs. For existing customers, get double the value for 1 month with the double offer when you migrate to any of Demagh Tanya tariffs through *200#.

The offer is valid for a limited time.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
CAMPAIGNS

Live the Music; Anghami launches aggressive marketing campaign dedicated for Egypt

In the eve of localizations taking over our screens, with Cadbury’s Aliens failing at it and the subsequent bashing from…

In the eve of localizations taking over our screens, with Cadbury’s Aliens failing at it and the subsequent bashing from almost everyone, Anghami is making us feel like 2018 is the year of localization.

The music streaming platform has just released its newest yet biggest campaign in the Egyptian market. The campaign include massive activation for offline and online platform. Live the Music with Anghami.

Also Read ► How Anghami is taking MENA brands’ sonic identity to the next level

The campaign aims at reaching local youths through new localized and relatable ads. Think Marketing has also received exclusive news that the campaign will include special QR artwork that will be placed in local cafes, shopping malls and even the underground metro, that will enable scanners a free trial.

The campaign includes slice of life spots, focused on situations that local Anghami users, particularly the youth, have to endure.

The campaign’s ad copies will be currently released only on social, and will be available for TV in February.

Featuring MTM band, the first Ad version was release on 26 January to hit 810K views on Facebook in 3 days time span.

Anghami has decided that 2018 is the time for localization and to really step up their game in Egypt.

When asked about the future of Anghami and their new localization efforts, Hossam El Gamal, Anghami’s Country Director in Egypt, stated that they are aiming to be more a part of the local community through localized copies, and campaigns.

“It is crucial for brands to be part of their community.”

 

Anghami’s Marketing Strategy Aims at Explosive Growth in Egypt

Since launching in 2012, Anghami’s been at the forefront of not only music streaming in the MENA region, but also for their smart analytical thinking and usage of data.

Their algorithm goes through their 50+ million worldwide users and 12 million local users, of which are 82% between the ages of 13-25, and provide not only personalized ads but even personalized playlists.

One of that ways that Anghami has been able to use this data is to create personalized special ads for certain markets according to their past usage of the platform.

Currently, Anghami has 14,376,953 total registered Egyptian users (61% male 39% female). In December 2017 only Egyptian streamed
175,447,189 streams from the leading streaming App.

The new Egyptian campaign is designed to reinforce the brand image in the Egyptian market by creating greater brand awareness and increase the App subscribers in Egypt.

Anghami Campaign - Cairo Metro Station Ads
Anghami Campaign – Cairo Metro Station Ads

A reason why marketers may need to look more into Anghami’s platform, is not only for their analytics, is their pre-made playlists. An example of this was this year’s flashback, which allowed users to re-listen to their most played songs of 2017. Another would be their popular weekly mixtapes, which is generated according to previous listens.

According to the platform’s insights, the majority of users jump onto pre-made playlists more than surfing for specific music. They are using them as a companion through certain times of the day, their schedule, and current emotions.

Users are attached to these moments, and are using music to enhance or separate them from their current situation or world.

Now imagine attaching your brand to playlists that enhance moods and experiences. This is exactly how Anghami had gotten big brands such as Lipton and Berskha to join them in special playlists.

And now, Anghami is using those analytics to improve their localization efforts in Egypt.

Are they getting it right? Let us know in the comments below.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
CAMPAIGNS

Orange hits again on the trend and launches its own version of “la2”

Orange hit gold last year with Abo Hafeza’s viral ad, and it seems that the telecommunications service provider is aiming…

Orange hit gold last year with Abo Hafeza’s viral ad, and it seems that the telecommunications service provider is aiming to hit that mark yet again for the new year.

Orange has recently released their newest package, GO, along with this gem of an ad.

Staring Ahmed Amin, the ad uses another very popular song among the youth.

 

La2 La2 plays as a great background for Orange’s fun and witty ad, in which Amin cannot come to terms with his bundle ending.

He laments the loss of his internet by complaining about the things he could be missing, from his Whatsapp groups to losing his GPS.

Social Media Reaction:

The ad is light hearted, fun, and easy to remember, another golden hit from Orange.

Is this song going to match with one of last year’s most memorable ad? Will we be singing it throughout the year?

Only time will tell, and you will too. So, let us know in the comments if you think it’ll be memorable by December!

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading