Advertising, particularly since the advent of digital, is a fast-paced industry, changing and adapting to new technologies, innovative brands and dramatically transformed consumer behavior.

Last week The Drum turned to an industry great through the power of artificial intelligence.A man who passed away in 1999, and sought to bring back his wealth of insight into an industry which has changed beyond all recognition in the last 17 years.

Often billed as ‘The Father of Modern Advertising’ David Ogilvy founded Ogilvy & Mather in 1949, based on the principle that the key to successful advertising is not to be loud, or patronising, but instead to respect and gather information about the consumer. The famous adage ‘the customer is not a moron, she’s your wife’ stems from these ideas.

Ogilvy didn’t just pioneer great campaigns during these years, he practically wrote the advertising rulebook. Ogilvy On Advertising became a must-read in the industry, pushing principles of creativity, research, discipline, and, fundamentally, delivering results for clients. This mixture of different ideas is perhaps best summarised in this quote:

‘When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.’

All of these things have become central to our modern approach to the advertising world. But amidst all of the ad tech, the real-time bidding and questions of viewability, it is easy to forget Ogilvy’s mantras. Now moreso than ever, it’s the consumer that needs to be placed right at the heart of the advertising world. With all the new facilities and means of connecting with people, it is important not to bombard audiences with every ad under the sun but to instead sit back and think, just as Ogilvy did over 60 years ago – how do you respect your consumer, find relevant information, and target them accordingly.

Artificial Intelligence is already affecting consumers in ways that would probably not have even occurred to Ogilvy. For example, Twitter has recently acquired AI startup Magic Pony to help oversee their push in social media video, meaning that users on the site are provided not only with content they want, but content they may not have realised they wanted. Artificial Intelligence has also directed, edited and produced a new music video for Saatchi & Saatchi; analysing what video watchers enjoy and creating content that reflects this. IBM Watson, the pioneer of the Ogilvy scheme, is also intended to use AI to let consumers offer them real-time feedback, creating a (literal) dialogue with audiences.

It’s impossible to know exactly what Ogilvy would have made of the modern advertising world, but it’s fair to say he’d stick to his guns – let creativity and consumer information run hand in hand, delivering proper results and maintaining quality standards. His posthumous appearance at Cannes Lions is sure to remind us this.

LoopMe are pleased to announce that LoopMe’s SDK now supports 360^o video advertising on android and iOS.

Following the success of the 360^o Robinson Crusoe campaign, run on mobile web, LoopMe have built the functionality into their SDK, ensuring brands can reach their consumers with engaging, immersive video experiences whether they are browsing in-app or on mobile web.

https://www.youtube.com/watch?v=Z06xp5nhI2Q

The ability to deliver 360^o video advertising on android & iOS, in app and on mobile web significantly enhances the reach brands can achieve with their 360^o video content, opening up the whole of LoopMe’s video inventory to 360^o video – a total of 1.5 billion unique users worldwide.

“With newer formats…scale can be a concern, but LoopMe were able to build the creative in such a way that allowed us to target and reach our core audience without restriction. We were also able to deliver that asset to other media owners to further increase the scale.”

Alice Bartlett, Digital Account Director, Target Digital

The SDK, which is the lightest available on the market, is easy to integrate, and allows publishers to easily host the most engaging video format available on the market.

360^o video uses the device’s gyroscope functionality to allow users to immerse themselves within video content, driving deep engagement and brand affinity. Whether it’s exploring back stage at a concert, the dugout at a football match or taking in the view from Everest, this exciting format delivers outstanding brand experiences.

The format requires a video file created specifically for a 360^o video advertising experience.

The video is recorded using a special camera and ‘wrapped’ in a sphere. This means users explore the video from the inside, allowing them to view every angle, rather than viewing from one fixed point.

When a device shows a 360^o creative it zooms in to show 1/10 of the image, allowing users to explore the other 9/10 using the gyroscope.

To learn more about 360^o video campaigns or LoopMe’s SDK, email contact@loopme.com

The Euros are a ripe opportunity for brands to promote positive images alongside their latest products. Throw in a few of the greatest footballers of a generation and you’re onto a winner.

Nike have had energetic and uplifting advertising for a number of years now, with creatives that have spoken to people across the globe, and undoubtedly this trend will continue in Rio in 6 weeks time. For now, check out the latest advert here:

https://www.youtube.com/watch?v=scWpXEYZEGk

Mobile video platform LoopMe and ad agency Target Media have teamed up to create an immersive 360 degree mobile video experience to promote the launch of Robinson Crusoe, the new animated film from StudioCanal.

The campaign makes full use of the mobile device’s gyroscope functionality to create a 360 degree video environment that users can explore, turning their screens to intuitively reveal more content.

LoopMe’s technology is the only full-screen 360 degree solution delivering global scale, and the company has worked closely with StudioCanal to ensure the video is served to targeted audience who are likely to engage with the innovative format.

“360 degree video is a very exciting opportunity for us, especially when working closely with our animation partners nWave on titles such as Robinson Crusoe, to create exciting and engaging content to be used in advertising,” said Jamie McHale, digital marketing manager of StudioCanal UK.

“As consumers become more familiar with the experience with Facebook and YouTube rolling it out and as animators and film production improves, we look forward to bringing even more immersive experiences from the big screen to the smaller screen.”

Read the full article here.

Here at LoopMe we love a good bit of meta in our advertising. Inventive, original and fun, Johnsonville have really brought home the bacon with this one – after all, meta is an anagram of meat.

We’ll stop with the word play before you get frustrated with us – check out the fantastic series of ads from here:

https://www.youtube.com/watch?time_continue=79&v=w-MrX_0ko4U

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

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.

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)

https://www.youtube.com/watch?v=VzHHMpXaRsE

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.