Be inspired by this years winning Loeries campaigns

Digital Mixed-Media Campaign Loom de Nimes Loom iKineo

Last week saw the Loerie Awards and two of the digital campaigns got our attention as particularly impressive:

  • Volkswagen Street Quest – Ogilvy Cape Town

Ogilvy & Mather Cape Town won a well-deserved Grand Prix for stand out work in Volkswagen’s ‘Street Quest’ campaign to clinch top honours in the Digital & Interactive – Social Media category. The campaign is genius: allowing users to find Volkswagen vehicles on Google Streetview and tag them. The aim was to show how many Volkswagen’s there were on the road. Check this trailer out:

Here’s some further blurb:

Since 1951, South Africans have loved Volkswagen. In fact, you’ll probably find one on every street, road, highway and byway in the country.

We were asked to find an innovative way to celebrate the impact that Volkswagen has had on South African streets, and use it to kickstart Volkswagen South Africa’s Facebook Page.

Volkswagen Street Quest was a Facebook challenge to find as many Volkswagens as possible on South African streets using Google Street View in a custom-designed gaming interface.

The game was played over four weeks and the player with the most Pins each week qualified for the Grand Final – a live playoff in which finalists competed for prizes worth R50 000.

You can check out the case study on Vimeo.

  • Loom de Nimes – iKineo

Another excellent campaign that won gold for “Digital Mixed Media” is the Loom campaign done by iKineo.

Loom’s online and physical worlds collided to create an entirely new and engaging shopping experience. From the pavement to the packaging, passersby and loyal customers were exposed to a new realm of retail that went beyond a simple purchase. By developing a highly integrated experience, we helped to establish Loom as a hub for innovation, whilst setting a new benchmark for immersive retail in South Africa.

Loom Integrated Campaign from iKineo on Vimeo.

For the full list of winners click here and congrats to all the winners.

What sets these digital campaigns apart was that they focused on enhancing the brands and not just merely trying to drive lead generation or sales. Different parts of digital campaigns should be seen as puzzle pieces that drive a brand forward, increases exposure and brand recall and ultimately ends in increased business.

South African online users up by 5 million since last year

Good news for the South African online space, there has been an increase of 5 million new online users in the past year according to the latest results by Effective Measure, the countries official measurement tool.

This is a massive increase, around 33% from the previous level of 14 million unique browsers up to the impressive 19 million. Page impressions are also up 21% and the percentage of users on mobile has moved from 21% to 40%, an impressive increase. This shows the impressive adoption of smartphones in South Africa.

Almost half of users are getting online through ADSL connections and amazingly there are still those using dial-up connections!

How South Africans are getting online

Email is still the most popular activity in South Africa followed by banking although one can assume that social media has had a lot to do with the general increase of users, especially on mobile.why are South Africans going digital

Some other interesting stats on South African online users

  • 6.7 Million users read the news online
  • 54% of South African internet users are male
  • 71% are 35 years and older
  • 19% earn over R50,000 per month

News24 still ranks the highest on the list of top South African website with monthly stats of almost two and a half million unique browers, almost a million more than second place rivals MSN.

Right now it’s apparent that the South African market is booming beyond what we could ever have expected even a year ago. To hit a penetration level of around 40% was unheard of five years ago when we were hovering around 5% of South Africans online. You can access the full report here.

There is a huge continuous growth in internet usage and plans are in the pipeline from a number of companies to continue facilitating this growth. This continued growth creates amazing new opportunities for digital marketers.

The media consumed by users online (through desktops and mobile devices) are on the increase. So presenting products to them in this environment is effectively bringing the products and services to consumers.

Are more online users necessarily good news for affiliate marketers?

The move for many consumers to start getting their news and information online is great news for affiliate marketers! It means that more of the South African public is becoming comfortable with digital channels. This offers affiliate programs to thrive with their lead generation as well as sales offers. In many instances it is becoming the first port of call for consumers when looking at services and products.

If you are not actively engaging online users you are missing out.

Should publishers be moving towards sponsored content?

Can sponsored content be sustainable

Sponsored content is the new sexy topic on the lips of publishers. Once a publisher gets enough traction they can move from a pure advertising model into one where content is paid for by advertisers.

Internationally, sites such as Buzzfeed, Quartz and big traditional publishers such as Forbes. The content is tagged as sponsored but still keeps the tone and style of the website. The economics of sponsored are interesting, especially due to the fact that the “product” is in its infancy.

Buzzfeed, the poster child for sponsored content online, doesn’t put an article up for less than $5,000 however the average spend is between $50,000 and $100,000 for between two to five articles on the site. Interestingly Buzzfeed gets their in-house content team to write the content; an interesting spin on the business model of keeping writers on your payroll to only write content for your own brand.

publishers moving to sponsored content like this

Buzzfeed works heavily on a type of articles known as “listicles” it’s a perfect mix for an advertiser. As we can see above, Purina gets their product associated with fun content that users would be interested in viewing anyway.

Another great example is that of Quartz, a recently newly launched site that focuses on business content. Quartz uses a scrolling layout where the newest content starts at the top. Peppered between editorial content is sponsored content by advertisers such as Boeing and Cadillac. The content is all business related, making it relevant to the reader but still heavily focused on the advertisers product. A perfect example is the Boeing article on the future of safety in flight. While pricing is less transparent than Buzzfeed the content is often created by the client rather than Quartz themselves. This could be indicative of the type of client using Quartz or the size of the editorial team.

The Huffington Post is also a big proponent of sponsored content and charge $40,000 per item of content. In addition they add enough to promotion to ensure around twenty million impressions of the content. Due to the variety of content on the site there is no limitation in types of content so we tend to see information ranging from text posts to infographics and slideshows galore.

The trick with sponsored content is very similar to that normal advertising purchases: keep the content relevant. At the moment it’s the wild west where publishers are scrambling to understand what the market wants. Within the next year sponsored content won’t be a crazy idea and become part of a publishers advertising mix.

What does this mean for affiliate marketing?

Affiliate marketers will struggle to afford paying these types of prices to give their content a boost. If you however are in the fortunate position to have loads of traffic on your website, you will be able to make more money online. It offers you the chance to boost your income over and above your affiliate marketing efforts.

The scramble for digital real estate is becoming more and more intense. If you have quality content with a fair amount of traffic, you can turn your website into a cash-cow

Google takes 50% of all mobile advertising revenue

It’s scary to think but of the $8.8 billion spent per year on mobile advertising Google makes around half of this amount. What this means is that in total Google receives over one third of all revenues spent on digital advertising world wide. This is all according to a report by Emarketer and the estimation is that Google have tripled their mobile advertising in 2012 from 2011.

mobile internet advertising revenues worldwide

As shown in the table above, 2013 looks to be another bumper year with mobile almost doubling in value, a trend we’ve seen for the past two years. Other winners include the likes of Facebook that will be seeing a $2 billion revenue from mobile meaning a total of 12,5% of the marketing budget goes to Facebook.

mobile ad revenue share worldwide by company

It’s also interesting to expand the view to the online advertising industry as a whole. Google still dominates here with a staggering $33 billion a year. Facebook, the second place takes home a “mere” $5 billion of the total online revenue pie. Third and fourth are Yahoo and Microsoft respectively and together they add up to Facebook’s revenues.

net digital advertising revenues globally

It’s heartening to see such massive growth in the digital industry and even more accelerated growth in mobile. Services such as Twitter have grown their revenue over 100% year on year since 2011, an unparalleled increase in any industry. Most excitingly if you look at the table above the “Other” section makes over $61 billion, an absolutely massive opportunity for anyone.

Justifying your online marketing budget

We’ve had it bashed in by repetition that online marketing is the way to go as it’s the best way to prove marketing return on investment. This ROI conversation is a great way to justify your online efforts to the higher ups.

Ad sales, publishers and marketers need to justify their digital marketing efforts.  Time and again, marketers are asked to tie those efforts back to bottom-line results. It became clear that folks are struggling to quantify their return on investment.

Three questions about online marketing

Below are the top three questions CMOs wrestle with, according to a study by Vizu, when trying to explain their digital investments:

  • Why should we move more brand advertising dollars into digital?

As consumers spend more of their time on computers, tablets and phones, more advertising money has moved online. This has led to the development of richer creative formats that allow marketers to create experiences that move beyond direct-response tactics and into immersive experiences — video and social, for example — that are better exploited by brand messages.

Moreover, consistent multi-platform metrics are emerging that allow marketers to compare the relative efficacy of different media and make more informed decisions based on real return on investment.

Nielsen consider effective advertising to be that which reaches your desired audience, influences their opinion and ultimately impacts their behavior at the cash register. We call this the three R’s — reach, resonance and reaction.

  • How can we parse the effectiveness of brand advertising online when there is so much data to choose from?

Nielsen recently released the 2013 Online Advertising Performance Outlook, a survey of marketers, agencies and media sellers. They found that more than half of media buyers and one in three media sellers surveyed described themselves as “drowning in data.” One marketer described online metrics as a “Tower of Babel.”

The same study found that the No. 1 metric marketers were interested in understanding, as in any advertising investment, is sales lift. Sales equate to success, your digital dollars need to justify this.

  • Does TV measurement get more like digital, or vice versa?

Marketers have been trained that television advertising is the greatest possible form of advertising but historically measurement has been tough. The research highlighted two factors generally at play — technology and simplicity. From a technological standpoint, digital media allows marketers to collect more granular data than traditional TV. But those differences are shrinking. As we move to a world of connected TV, everything becomes digital. While that might suggest that TV measurement should become more like digital measurement, we believe simplicity will reign. In fact, we’re already seeing digital metrics become more like TV with the industry adoption of an online GRP for a common, simple method of calculating reach and brand lift for calculating resonance.

The conclusion is simple: keep the results simple without bamboozling with data and explain why digital is a collaborative effort with different mediums and mechanisms which can also work hand in hand with big budget efforts such as TV.

The analytics available with online marketing makes a difference

Digital marketing efforts are aimed at lead generation, make sales online, getting and affiliate marketing income, getting more subscribers and building brands. So basically the same as with all other more traditional marketing efforts.

The difference with digital marketing: You can track it from start to finish.

For a lot of your tracking needs you wouldn’t need to look much further than Google Analytics (and read up especially on event tracking and goal conversions).

Let’s look at how you would handle lead generation through two digital and traditional marketing efforts:
1. Digital marketing efforts start with tracking the number of visitors you got to your website. You can see from the stats what the sources were of the traffic. If you have set up goal conversions it would give you a full picture from source through to completion. This makes it much easier to work out the ROI
2. Traditional marketing efforts including TV, radio and print. You put it out there and hope it generates leads or sales…

That is a bit of an over dramatization, but it is true. Brands in the US have started giving up their coveted spots in the Super Bowl half-time show which is watched by hundreds of millions of people in favor of bigger digital marketing budgets.

When your digital marketing is running, you can make adjustments based on real data in real time to direct spend in the right direction.