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LoopMe Driving Advertising Forward with Mobile in Motion

On Wednesday 25th May, LoopMe held their latest educational breakfast, 'Mobile in Motion'. Focusing exclusively on the automotive industry, the event was a fantastic opportunity to discuss all things mobile and automotive, with talks from a variety of speakers. With the automotive industry being such a large advertising sector, it was exciting to see a number of creative solutions being promoted, as well as debate on the best advertising formats for maximum brand impact.

Selling a vehicle is an entirely different process to selling a consumer product, or promoting the latest film release. As such, advertisers and brands have to adapt their strategies to suit the required audiences - a process that is dependent on personal devices like mobile. With developments in mobile advertising through innovations in ad targeting, data and creatives (especially the rise of 360 video and rich media), those working in digital are now provided with a plethora of opportunities to engage and inform their consumers.

LoopMe would like to thank all of the morning's speakers for their insightful and engaging contributions to the event:

  • Pete O'Mara-Kane, LoopMe
  • Alistair Hill, On Device Research
  • Adam Hopkinson, Ziff Davis
  • Stephanie Beaven, MG OMD
  • Matt Jones, MG OMD
  • Chris Babayode, MMA EMEA
CMO

Press: CMO – Supercharging with AI

Stephen Upstone writes in CMO

Digital marketers still struggle to ensure the entirety of their campaigns deliver ROI and that impressions aren’t wasted. How can artificial intelligence change that for mobile video ads?

Digital advertising has a great advantage over offline media such as TV, in that campaign results and tracking can be implemented on every single impression, not just on a fixed subset of the population. In theory, therefore, it should be easy to get the most out of an advertising campaign but, in practice, this is not always the case. What’s holding it back?

1. Non-Human Impressions
To ensure all impressions are being seen by humans, it’s important to partner with a third-party verification company. These partners can vet ad tech platforms to assess the quality of their traffic—only those classed as premium should be used to run branded content. Each campaign can then overlay tracking to ensure it is being shown to human viewers. By implementing tracking, brands can guarantee at least 98% of their impressions are being shown to real people who would be able to view their advertising.

2. Viewability On Mobile
The next step is to make sure the campaign is viewable. Viewability on desktop has been discussed in great depth, but the industry has been slower to react to mobile. This is partly because viewability issues on mobile can be caused by a number of factors, including Internet connection at the time an ad was served, but also because it has been difficult to track both mobile Web and in-app, as well as a lack of industry-wide standards. With new MRC (Media Rating Council) guidelines due for release shortly, viewability will become easier to monitor on mobile.

Until the new regulations are brought into place, brands can vastly improve viewability by using mobile formats which are full screen and user initiated, ensuring a viewer will have seen and engaged with the advertising. They should also use third-party tracking to receive actionable insights into which provider delivers the best viewability scores.

Read the rest of the article here.

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Video of the Week: Let’s Be Clear with Clearasil

Why target millennials when you can target the idea of targeting millennials? Clearasil really hits the nail on the head with their latest ad - confessing: 'we know acne, we just don't know you'. This is a problem facing marketers all over the country - how to talk to a generation that has cultivated its own language and culture, innovating and adapting on a monthly basis.

It's a tough thing to try and contend with, particularly for a brand that has to deal almost exclusively in teens and young people. So Clearasil's latest tactic may be both a decision to give up or a crafty way to sidestep the issue - either way it'll be interesting to see how the results fare.

Watch the advert here (there are more on the Clearasil youtube channel too)

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LoopMe Gears Up for the MMA Forum London

The MMA Forum is a highlight of the ad tech year - especially in a world where mobile advertising is becoming more and more prominent. As a meeting of some of the greatest marketing minds in the area, the day will feature a series of presentations and panels from thought leaders from both brand and agency backgrounds.

This year the Forum will focus on building capability, knowledge, confidence and understanding to accelerate the transformation of marketing on mobile. Attendees will be presented with a clear and up-to-date picture of a mobile industry in the midst of rapid transformation.

The event will also see a host of speakers in each of the main and break-out sessions. Foremost among these are brands including Samsung, Sainsbury's and Johnson & Johnson, alongside media owners including Channel 4 and SharpEnd, who have recently made tracks in the marketability of the Internet of Things. Topics for the panels include 'The Future of Mobile Video and Cross-Screen', 'Getting Mobile Closer to Consumers' and 'Native Advertising that Targets Niche Audiences'.

As well as attending the main event, LoopMe will be providing video support and recording interviews with key speakers and notable thoughtleaders.

If you want to learn more about the event, check out the MMA Global website here.

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Press: Adweek – Weighing up Skip and NonSkip

Written for AdWeek, Thursday 12th May. 

A round-up report from eMarketer, specializing in mobile advertising, recently landed in my inbox. On page three, a table of completion rates for U.S. digital pre-roll caught my eye. It claimed that, on average, completion rates for pre-roll ads on smartphones was 77 percent, rising slightly to 79 percent on tablet.

By themselves these stats seem pretty unremarkable—depending on the creative, 70 percent to 80 percent completion rate is a fairly standard result for a non-skippable pre-roll campaign. But there's the catch: unremarkable for a non-skippable campaign.

The vast majority of brands and advertisers understand the difference between a non-skippable pre-roll, which obliges a user to watch an ad before viewing video content, or a skippable format, which allows the user to decide whether or not to watch the ad. What is perhaps less well understood is the difference in performance across KPIs that these two buying options will deliver. A non-skippable pre-roll can achieve the highs of 80 percent completion pretty easily (after all, how many people abandon watching a video because of a 15-second ad?) whereas a very successful skippable pre-roll would be looking at a 40 percent completion rate.

This does not mean that the skippable pre-roll is delivering poor results, although seeing them side-by-side in an Excel spreadsheet might make a junior planner very nervous.

There are arguments for using both types of advertising—skippable ads are far more user-friendly, and the people who do watch your ad are probably genuinely interested in the message, unlike users who cannot skip and merely want to watch the video content after the trailer. On the other hand, non-skippable ads do mean more people see your message and, on average, this type of advertising tends to be cheaper.

Read the full article on AdWeek here.

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Video of the Week: You Can’t Out-Smart a Lie Detector

Trust Smart Car to make something actually watchable as well as making products that are remarkably easy to park and drive. In terms of high quality, natural comedy, this ad takes the biscuit - telling its users to undergo a lie detector test whilst driving the new smart fortwo car across a town square.

It's a fantastic video with some hilarious moments - people are always side tickling when put on the spot and making some frank and slightly disturbing confessions.

Check out the new smart advert here: