Category: Blog

Based on the premise that UK public trust in advertising is at an all-time low (25% this year compared to 48% in 1992), LoopMe’s panel at Advertising Week Europe wanted to explore the reasons why and discover how brands can win back public trust.

LoopMe’s GM International, Pete O’Mara Kane was joined by an expert panel which included Carl Carter, Head of Marketing Strategy & Effectiveness at IRI Worldwide, Amy Williams, Co-Founder & CEO at Good-Loop, Celine Saturnino, Chief Commercial Officer at Total Media and chaired by Chris Babayode, Managing Director EMEA at the Mobile Marketing Association UK. This is what they had to say:

Short-Term Focus

In a discussion about the issues marketers have faced in the last year, both Celine and Carl highlighted a shift from long-term strategy to short-term impact such as investing more time into developing ecommerce. FMCG was noted as an industry in a real state of change, with a multitude of data touchpoints but varying understanding of what will work for them, not to mention the issues they have faced in preparing for Brexit.

Lack of Trust

Amy asked the audience to think about why people ad block. Research shows that it’s down to control and choice which is a source of frustration for consumers. She encouraged brands to find more respectful ways of engaging with consumers – don’t follow people around the internet!

Be Authentic

One point which was reiterated by Carl and Celine was the importance of ensuring authenticity. Brands are moving to purpose-led marketing, but this needs to be realised through the entire company and supply chain otherwise they can be perceived as unauthentic. Patagonia and Lush were two examples of brands doing this well, with an honest and transparent business which is reflected in their advertising.

Establish Effectiveness

Pete asked brands to consider their measures of success, to move away from clicks and views and look at the impact their ads are having on their brand goals. Amy expanded on this, talking about the campaigns that LoopMe and Good-Loop have run utilising PurchaseLoop Brand that have measured and optimised to brand perception for ‘ethicalness’.

Close the Feedback Loop

There was a general agreement that brands aren’t using their first-party data enough to close the feedback loop. Pete encouraged brands to stop speaking to broad audiences and start speaking to people, because we don’t sit in broad buckets! The panel concluded by advising brands to focus on their long-term goals and ensure that these are reflected in the advertising and strategy.

Thanks again to our brilliant speakers for making this panel so interesting. See you next year Ad Week Europe!

If you want to find out more about LoopMe’s brand solutions, contact your local account manager or marketing@loopme.com

On March 7^th 2012 Marco and I registered LoopMe as a company. We were working out of the shed in my back garden.

Then, as now, we saw huge potential for data to be used in combination with artificial intelligence to close the loop on brand advertising, providing real-time feed-back and optimization on campaign goals.

Today our flagship product PurchaseLoop has been used by over 150 brands on 200+ campaigns, delivering improved results for brands and experiences for users. Instead of clicks and views, we are delivering incremental store visits, sales and brand sentiment.

We’ve learnt a lot over the last 7 years, first and foremost the importance of building a fantastic team. I’d like to say thank you to all the Loopers, past and present, for their talent, hard work and dedication, which has made LoopMe the success it is today.

Here’s to the next 7 years!

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We’re hiring! Check out our open roles and apply here.

Tell us a bit about yourself?

I was born in Eastern Ukraine, in a town called Stakhanov, but when moved with my family to Makiyivka, most famous as a coal mining and metallurgical centre. Before entering on a career in engineering, I attended the Univerity of Donetsk, where I studied Applied Mathematics.

Why did you decide to join LoopMe?

Having worked for several software companies including Ciklum, a digital solutions Fortune 500 company with expertise in IoT, Chatbot Development and Big Data & Analytics, I wanted to use the skills I’ve acquired in an emerging and innovative industry.

When I first met with the senior management team I was extremely impressed with how their vision and I wanted to be a part of it.

What’s your job role and day to day responsibilities?

LoopMe has a team of extremely talented and enthusiastic developers. My role as VP of Engineering is to guide them so they’re working on the right projects and with the right priorities. I make sure that our products are in line with business needs, that the capacity of our servers is scalable and so we’re constantly innovating and working with new technology.

What’s been the best moment at LoopMe?

To highlight a single moment is really hard, If I had to choose one in recent memory it’s definitely when we closed out the latest investment round.

Tell us a fun fact about yourself.

When I was working as a game developer most of my relatives thought all I did was play games. They still hope that I’ll stop playing with computers and find a “real” job one day.

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We’re hiring! Check out our open roles and apply here.

Halloween is a great way for brands to communicate their message and activations due to its mass appeal, and we know that video is an effective way to communicate this.

To get you in the spooky spirit we’ve identified 3 brands with ‘killer’ advertising campaigns and to get you inspired!

We kick things off by taking a look at this eery ad by Booking.com named ‘Haunted Hotel’. This piece of creative, produced by Wieden + Kennedy follows a woman who is woken by a mysterious noise until the ‘known thing’ enters her room.

Next up is Burger Kings well thought out smear ad which trolls their biggest competitor McDonalds and the infamous Ronald McDonald. The ‘Come as a Clown, Eat like a King’ promotes the offer of free Whoppers to the first 500 people who come in store dressed as clowns.

Insurance is usually a topic which can be difficult to make engaging. We think RPA and Farmers Insurance did a great job of using Halloween to grab their audience’s attention.

powering your campaigns with AI and optimizing to brand outcomes, contact marketing@loopme.com or your local sales representative.