Norm Johnston appears on AdExchanger Talks podcast

In AdExchanger’s latest podcast, Unruly Media CEO Norm Johnston talks about the evolution of video ads – how they’re bought, how they’re sold and who gets to sell them.

“Nothing against Facebook or Google, but most people would agree they shouldn’t be upwards of 70% of the total industry and 90% of the growth in digital”

Norm talks about how Unruly aims to provide high-quality audiences outside the high-gravity orbits of Google and Facebook.

“Nothing against Facebook or Google, but most people would agree they shouldn’t be upwards of 70% of the total industry and 90% of the growth in digital,” Johnston says. “Most advertisers and agencies are looking to diversify their portfolios.”

The conversation also turned to what UnrulyEQ can do for advertisers. “A lot of advertisers have these wonderful creative agencies that like to win awards and produce beautiful four-minute videos to do that,” Johnston says. “But it doesn’t quite work in programmatic environments and online where you have shorter attention spans … We will find parts of videos that resonate the most strongly. You can cut it up by segment, to target different individuals with different parts of a video that resonate with those groups. If advertisers have a predefined segmentation model with first-party data, it complements that.”

Listen to the podcast:

Read the original article on Adexchanger here.

This week on the Unruly Home Show Live Elena Corchero chats to Neil Stubbings, Managing Director at IV.AI, who shows us how brands can use messaging platforms to communicate with customers in new ways. He also demonstrates how Netflix have been using their tech to communicate with consumers and recommend content depending on their mood, and how Smashbox are using it to help consumers try different types of makeup.

Check out previous episodes of the Unruly Home Show Live.

Recent growth of audience targeting and programmatic implementation has downgraded the importance of environment as the focus for advertising placement. However, we believe that the value of environment in advertising is still an extremely important factor to consider when you are planning an ad campaign.

Recently there has not been much of a focus on the importance of environment in advertising. However there have been a number of independent studies that show the value of context in digital environments on a number of key business and brand measures.

The importance of context

Before we dive into the importance of context in advertising we need to understand how context affects the way we perceive information.

“Information is not processed neutrally. We are swayed by contextual cues.” – Richard Shotton, Deputy Head of Evidence at MG OMD

Take a look at these symbols…

The CAT symbolsTo most people when they look at the above symbols together they read ‘THE CAT’. However if you look closely you can actually see that the same symbol is used for the ‘H’ in ‘THE’ as the ‘A’ in ‘CAT’. Most people can’t tell this on first glance as our brains immediately see ‘THE CAT’ as we try to make sense of the symbols. This exercise demonstrates the impact that context has on our perception of information. 

Original beats social

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davies, Marketing Keynote Speaker

In 2012 AOP and comScore carried out a study to discover levels of trust among consumers. They found that 30% of consumers trusted publishers on social networks. Compared to 60% who trusted publishers on original content sites. Furthermore they found that only 23% of consumers trusted advertising they saw on social networks. While 45% of consumers trusted advertising they saw on original content sites.

The study also found that original content sites saw a 23% uplift over social networks in the usage of branded search terms. Consumers were also 153% more likely to visit an advertiser’s site after seeing their ad on an original content site, compared to social networks.

These results all point to the overwhelming fact that advertising on original content sites is measurably more effective versus other online media in delivering on all levels of the purchase cycle. From awareness all the way through to making a purchase.

So, where does the market stand on trust?

We ran a study in 2018 to find out how consumer trust has changed. We found that 43% of consumers say their trust in advertising on social media has fallen over the past year. 61% of consumers believe that more than 50% of the information they read on social media is fake.

These figures are not surprising given the amount of negative press that has surrounded social networks over the past year. Including the Cambridge Analytica and Facebook scandal, brands boycotting YouTube due to their ads being displayed alongside inappropriate content, and the rise in fake news appearing on social networks.

The study also found that trust amongst consumers was 68% higher for information that appears on newspaper sites compared to social media. Reinforcing the fact that consumers still believe that premium environments offer higher credibility.

Why are premium environments still so effective?

As people aren’t aware of the way in which context impacts their perceptions, it can be hard to articulate why premium environments are so effective. However, removing explicit and conscious responses can give us a greater understanding of their impact.

In 2018 Newsworks ran a study by gathering data from consumers brains when they viewed ads in different environments. We created the below graph from the data they collected in order to show how ads in premium environments produce greater levels of engagement and long-term memory encoding amongst consumers compared to ads on social networks.

2018 Newsworks study graph

As we’ve seen, rather than just serving your ad to the right person, with the right message, at the right time, you also need to consider that it’s in the right place. It’s an overused phrase, but context is still king and the value of environment in advertising is still extremely important. With trust being at the forefront of consumer’s minds, especially when it comes to social media, it’s important to consider which environment you decide to post your ad on as it could make or break an advertising campaign.

To find out more about the importance of trust and environment in advertising, and to discover our unique emotional testing and targeting capabilities, exclusive premium inventory and industry-leading brand safety certifications, head over to our advertisers page or get in touch with one of our team filling in your details on our contact us page.

Each and every week Unruly hunts for the biggest headlines in advertising and marketing, bringing them all together in this handy list so you can stay up to date with what’s happening across the industry.

In this week’s round-up we find out why the number of people watching videos on their smartphones in South-East Asia is exploding, how Unilever is taking on the duopoly and also wonder whether Nike has already created the best ad of the year – in February.

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The most popular ads during May offered a taste of the emotional, the surreal and the technically ambitious, headlined by Nivea Germany’s rather unique ode to Mother’s Day Ein Teil von Dir, roughly translated as “A Part of You”.

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So we’ve run you through the best formal panels, speaker sessions and debates (for publishers and advertisers alike) at Cannes Lions 2016 – but what about the rest of the festival?

Every year media brands, tech giants, and curious start-ups set up camp on the beaches of Cannes to give us a slice of something different, and this year we’ve picked out some highlights, so you can make the most of your time.

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writes Jamie Fraser

Nick Offerman drinks whiskey, Victoria Secret models pretend to sing and a young boy realises his dream of becoming a UPS driver Yep, it’s just another week in AdLand! 

But which ads have caught fire on the web over the last seven days? Here are our five picks.

Enjoy!

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