The FIFA 2018 World Cup™, is set to be one of the biggest sporting events of the year, with an estimated 3.2 billion viewers expected to tune in over the next month.
Brands look to capitalise on the mass attention by creating engaging content across all channels. To celebrate the start of the World Cup, we asked Loopers their most memorable ad campaigns to get you into the spirit. Here’s what they said .
Visa recently partnered with Zlatan Ibrahimović to produce a timely ad campaign used speculation around whether Zlatan was going to come out of retirement and compete at the World Cup to promote their ‘everywhere you want to be’ slogan.
Second on our list is Wieden + Kennedy’s epic campaign for Nike. The ‘Write the Future’ ad, first released in the run up to 2010 World Cup is a fast-paced, dynamic campaign encompassing all the emotion of a World Cup match.
Another office favourite is R/GA’s, ‘The Game Before The Game’ due to its clever user of influencers in combination with an awesome soundtrack. Keep an eye out for stars including Nicki Minaj, Thierry Henry, Serena Williams, Luis Suárez and many more.
As R/GA point out in their case study, back in 2014 Beats wasn’t a sponsor and they weren’t even a sports brand. Plus they’d been banned by FIFA. So, this was all about cutting through the clutter – without actually mentioning the World Cup.
Ciaran McCarthy, Creative Director at R/GA spoke at our sports marketing event back in January about the campaign.
Twenty years after footballer John Barnes appeared in the official song for the 1990 World Cup, Mars recruited him to reprise his role. Check it out!
Agency Wieden + Kennedy created an ad to remember titled ‘Airport Football’ for Nike. This features the Brazilian national team seamlessly playing football through a busy airport, coupled with Tamba Trio’s ‘Mas Que Nada’ which is synonymous with Brazilian culture.
For more data and insights into how to reach a sporting audience, download our free sports marketing one-pager here.
Back to school shopping is the second most important time for retailers, falling behind only the holidays. In 2017 alone, consumers spent $72.6 B in retail on back to school and college shopping. 60% of consumers are planning to start their back to school shopping in July. Here are five stats you should know when crafting your marketing plan.
Want to read more on back to school stats? View our one pager here .
I grew up in the Garden of England - Kent - I then moved to Nottingham to study Media and Cultural studies. My degree pushed me in the right direction for the career I have ended up in, I’m now 12 years strong working in the digital media!
I love yoga, music, festivals, traveling, cooking, drinking wine, beer & coffee- finding a good balance of all of these helps to keep me sane!
Why did you decide to join LoopMe?
LoopMe offered me a great opportunity; the chance to run a team and work in a global role. I was ready for a new challenge and one that would push me to the next level of my career.
What’s your job role and day to day responsibilities?
I am Partnerships Director at LoopMe. I am responsible for all of our supply partnerships globally, ensuring we are running on premium mobile environments delivering the best KPIs to our clients. I have a great team who work on all of our publisher integrations and manage all of the media buys needed to keep our campaigns delivering and we’re supported by our awesome QA team in Ukraine.
No two days are the same, as a supply team we are faced with different requests from all of the markets we service. This can range from replying to sales on a complex site list or brief, ensuring delivery in a niche market, media planning & buying or negotiating rates and volumes with a new publisher. There is a lot of ground to cover.
What’s been the best moment at LoopMe?
My first day was pretty memorable! It was LoopMe’s 5th birthday ,so the whole company was taken to the beautiful De Vere Wotten House in Guilford, where we took part in team building activities followed by a 1920’s themed party. I certainly got an insight into life at LoopMe - a great mix of people, teamwork and great fun.
Tell us a fun fact about yourself?
At age 12 I was part of the team that won the Great British Irish Dancing Championships.
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We’re hiring! Check out our open roles andapply here.
We’re thrilled to announce that last night we were awarded ‘Best Video Marketing & Advertiser Platform’ for our product PurchaseLoop at the Digiday Media Awards.
The Digiday Media Awards Europe is a new program that recognizes the companies helping to modernise and shape the landscape European media. The award for ‘Best Video Marketing & Advertiser Platform’ commends the leading video platform and ad serving solution.
The judges included Lauren Dick, Head of Emerging Platforms at the Mail Online, Kunal Dutta, Chief Editor of Digital Channels at Shell and James Hudson, Head of Digital at Zenith.
LoopMe’s Head of Marketing Lauren Bigland commented, “We're delighted to have taken home our fourth award of the year, underlining the hard work put in by everyone across the business. It shows the market has an appetite for advertising that delivers real-world outcomes, and LoopMe's award-winning platform should be the solution.”
To find out more about LoopMe and PurchaseLoop get in touch.
We’re thrilled to announce that last night we were awarded ‘Tech Provider of the Year’ at Campaign’s British Media Awards ahead of competition from Google and Reuters. We also received Bronze in the category ‘Best Commercial Use of Data’ for our PurchaseLoop product, which uses AI to optimise brand metrics.
Now in its seventh year, the BMA’s recognise ‘media owners and companies that are innovating and adapting at a time of unprecedented change in media’. The judges included Liz Jones, CEO of Dentsu Aegis Network, Jon Slade, Chief Commercial Office at the FT and Gordana Buccisano, Head of Business & Commercial Planning Global Clients, Publicis Media.
They felt that LoopMe addressed a specific problem with brand advertising on mobile in a smart way which benefits the ads ecosystem. The judges also felt that LoopMe offered a new approach to engagement and effectiveness using AI, offering end to end user experience and fantastic results.
LoopMe CEO and Co-Founder Stephen Upstone commented, “To win such a prestigious award is a testament to the hard work everyone has put in globally. From product to data science, this is an award for everyone!”.
While our first guide focused on the principles of AI, this guide, ‘AI: Advertising & Beyond’ takes a deeper dive into the realities of AI and look into how it affects the advertising industry and the wider world.
Download the guide to learn:
- Which industries that are being dramatically transformed by AI and some companies to watch out for
- How to express and analyse data
- The importance of ‘big data’ and how maximise using AI in your ad campaigns
I was born in North West London on a sunny Wednesday in February 1990 where I’ve pretty much lived my entire life. In my 28 years I have dabbled in a few careers such as working for a football agency and trying my hand at music production; but didn't feel quite at home until I landed in media.
My hobbies include going to see my beloved Tottenham Hotspur play & watching the UFC.
Why did you decide to join LoopMe?
In all honesty, I didn't know much about the world of media before joining, but a friend of mine recommended LoopMe to me as they were on the hunt for a new salesperson. I interviewed with Stephen, Rikki and Will and shortly after began my role in sales at LoopMe - It has certainly been a fun journey over the last 4 years.
What’s your job role and day to day responsibilities?
I work in the UK Agency Sales team looking after Publicis - they look after clients including Samsung, Heineken and EA Sports
What’s been the best moment at LoopMe so far?
There have been countless memories, I’d have to say my favourite was when we hosted our Octoberfest party in our old office – for anyone who was there, it was not a night they’re likely to forget!
Tell us a fun fact about yourself?
I am a distant relative of the famous gangster actor Edward G. Robinson
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We’re hiring! Check out our open roles andapply here.
We’re delighted to announce that LoopMe co-founders Stephen Upstone (CEO) and Marco Van De Bergh (CTO) have been included in the ‘Maserati 100’ in partnership with The Sunday Times. The award, which is now in its third year, recognises and celebrates Britain’s ‘game changing entrepreneurs’.
Stephen and Marco were among great company, joined by the founders of Sterling Bank, The Fragrance Shop and ClearScore.
LoopMe’s rapid growth has been largely fueled by PurchaseLoop, the world’s first brand uplift optimizer which has become a leading market solution to brands and agencies alike.
“To be featured in such a prestigious list is fantastic” commented LoopMe CEO and Co-Founder, Stephen Upstone. “This inclusion is not just a reflection of Marco and me, but of the 200+ Loopers worldwide dedicated to LoopMe’s mission - closing the loop on brand advertising”.
Well done to all shortlisted in the Maserati 100. If you’re interested in learning more about LoopMe then get in touch.
Since its start in 1997 the IAB, in conjunction with PriceWaterhouseCoopers (PWC) have measured the size the digital advertising industry with in the UK and this one marked the 21st edition.
The UK digital market continues to grow
2017 proved to be another hyper-growth year for the UK digital advertising industry, worth an estimated £11.55 billion. This is a 1.44 billion increase from 2016, equating to a 14.3% increase.
Smartphone is fuelling growth
It’s been well documented that smartphones are driving the growth of the digital economy of the last decade. 2017 proved to be no different with 45% of all digital advertising displayed on smartphone devices; an 8% increase from the previous year – this makes sense as comScore’s recent research found that the UK’s time spend online is 70% on mobile.
According the IAB & PwC the total smartphone market is believed to be £5.20 billion and that 45% of all digital advertising is on a smartphone.
Online video is the largest display format
The display advertising market is worth £4.18 billion and 61% of it is distributed on smartphone devices. Video advertising has the largest share of the display market totalling £1,609 million which is 39% of the share. This year saw 47% increase from last year for video advertising, which makes video the fastest growing display format for the last 5 years.
For the first time outstream / native video has overtaken pre-roll as the largest video format with 56% of the market share worth an estimated £900 million, showing that the market is coming to terms with more innovative formats. Clearly there’s an appetite for different video formats, which is why LoopMe offers all forms of mobile video, including native, pre-roll, vertical and 360.
Stephen Upstone, CEO & Co-founder of LoopMe commented:
“The growth in in the UK digital economy, especially the surge in display advertising, is an indicator that the market is continuing to think mobile first. We also encourage mobile marketers to think not just about the formats available but the metrics they’re using to measure success.”
Click here to download the full report from the IAB
We heard from spokespeople including Leila Ratnani, Group Digital & Programmatic Director at Dentsu, Julia Lagan, Digital Strategy Director at creative agency FCB Inferno and Matthew Griffin, Futurist of the consultancy company 311 Institute. Attendees took part in VR experiences and had the opportunity to see how PurchaseLoop works in real-time.
For those unable to attend, or who’d like a quick recap – read on! To receive invites to our next event, sign up to our events mailing list.
AI is changing marketing
The morning was kicked-off by Lynette Saunders, Senior Analyst at Econsultancy in her keynote ‘The Quest for Real-Time Experiences’. Lynette discussed how AI should be at the forefront of marketer’s minds, giving successful examples of how the likes of Under Armour, Netflix and Amazon are using AI to increase their efficiency.
LoopMe’s GM International, Pete O’Mara-Kane presented ‘Closing the Loop’, an analysis of more than 150 campaigns run in 20 countries to explain best practice outcomes to help understand how to get the most from PurchaseLoop campaigns.
Following this, Pete interviewed Leonard Newnham, LoopMe’s Chief Data Scientist to debunk some of the myths and jargon around AI. A key takeaway from their conversation was a need to clarify the difference between machine learning and AI – which is also covered in our AI Guide.
Will AI take our jobs? What impact will it have on our industry? These were all addressed in the ‘AI: Risk & Reward’ panel led by Julie lagan. Julie was joined by Dane Hamer, Brand Creative & Media at 02, Alexandra Spiliotopoulou, Digital Strategy Lead at Merkle Periscopix, Michael Migliore, Senior Retention & Engagement Manager at News UK and Leila Ratnani. One point of difference in the panel was that Alexandra thinks AI will slowly take jobs, while Leila was adamant that won’t happen, rather they’ll do mundane tasks.
Part 1 of ‘AI: Advertising and Beyond’ concluded with a chat between LoopMe CEO and Co-Founder Stephen Upstone and John Taysom, NED and Co-Founder of Privitar. John, who has over 18 years of experience in investing in tech companies from discussed everything from the Cambridge Analytica debacle to the surge in the world’s largest economy - data.
After a short coffee break, we started part 2 with another panel discussion on the topic of Altruistic AI. Moderator Stephen Lepitak, Editor at The Drum was accompanied by Saqib Shaikh, Tech Lead of Microsoft ‘Seeing AI’ app, Roger Highfield, Director at the Science Museum and Chris Russell a Research Fellow in computer vision and Machine Learning at the Alan Turning Institute. The session was very insightful, especially in showing how AI is set to disrupt the healthcare industry, with companies such as Babylon Health and Benevolent AI lauded as ones to watch.
This year, The Times and creative agency Rothco teamed up and used AI to recreate JFK’s speech he was meant to deliver the day he was assasinated. Alan Kelly, Executive Creative Director of Rothco was interviewed by LoopMe’s Head of Marketing Lauren Bigland, to learn more about the campaign. In their conversation Alan explained how he was inspired to start the project through a family connection and how he saw the role of AI be used to enhance creativity.
We rounded things off by hearing from Matthew Griffin, founder of the 311 Institute discussing what the future holds in the next 50 years. Matthew emphasised the importance of AI and stated that we’re entering a dawn of a new era – ‘The Age of the Machine’.
Matthew stated that this new era will allow us to increase the rates of innovation in multiple industries (healthcare, advertising and finance) by up to 1000% as well as introducing us to the song ‘Break Free’, showing again how AI is set to disrupt many industries.
Thanks again to our brilliant speakers and attendees, we hope to see you all at another event soon!
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