Datorama Partnership

15/04-19

Dentsu Aegis Network Switzerland have announced their Datorama Partner status, as the first and, so far, only certified implementation partners in the country, servicing the DACH region and beyond.

Datorama, a Salesforce company, is a game-changing Marketing Intelligence platform. It provides an end-to-end solution that shifts time away from data handling and interpretation, strongly towards achieving value from insight and optimisation. Artificial Intelligence is at the core of the technology, enabling sophisticated data ingestion as well as AI-powered insight generation. This ability to ingest, transform and analyse any data with maximum automation is accompanied by over 130 marketing-focussed API and database connections. These integrations are constantly maintained, handling hundreds of critical updates to them each year, which would otherwise be the burden of the Marketer and their IT team. Datorama has a powerful built-in Data Model that is also customisable for unique needs, helping to harmonise siloed datasets and uncover otherwise missed perspectives and insights. This unlocked value is further maximised via connections back into marketing activation platforms, which can have changes to their campaigns handled directly by the Datorama platform, via automated rulesets or user selections from within dashboards. All of this comes together to make it a central and transformative piece of kit for data-driven marketing teams.

Oscar Wooley, Dentsu Aegis Network Switzerland’s Head of Advanced Analytics & Data Visualisation, said, “Having carried out numerous Datorama implementations over a number of years, both for clients and internally, we already knew well the value this tool can bring. Now, with the acquisition of Datorama by Salesforce, along with our Partner status, we are excited to be deploying our expertise on an array of new use cases.”

To learn more about Datorama, DMP and other Salesforce solutions, find Dentsu Aegis Network at the Salesforce Basecamp Zürich on Thursday June 13th, 2019.

Register here:
https://sforce.co/2G6uVWu

Voice Search

15/04-19

Der Aufstieg der digitalen Assistenten ist ein weiteres Beispiel dafür, wie moderne Technologie zunehmend Science-Fiction ähnelt. Es gab eine Zeit, in der es unmöglich war, ein Gespräch mit einem Computer zu führen. Heutzutage kann jeder eine Frage an ein internetfähiges Gerät mit Spracherkennungstechnologie – einen digitalen Assistenten – stellen und eine menschenähnliche Antwort erhalten.

Millionen von Verbrauchern tun dies täglich mit Amazon Alexa, Apple HomePod, Google Assistant, Microsofts Cortana und Samsungs Bixby. Es ist eine sichere Sache, dass diese Art von Technologie keine Modeerscheinung ist.

Daher ist es notwendig, dass auch unsere Kunden auf diesen Trend vorbereitet sind und ihre Search Kampagnen auf Google dementsprechend vorbereiten und optimieren. Die iPro hilft überall gerne dabei.

4 Tipps wie Content Marketing wirklich gelingt

15/04-19

Bei The Story Lab realisieren wir täglich Native-Advertising-Kampagnen für unsere Kunden aus unterschiedlichen Branchen. Auf Basis unserer Erfahrung geben wir vier Tipps, wie Sie Ihre Content Marketing und Native-Advertising-Strategie erfolgreich boosten können.

Mehr Video Content produzieren, mehr Micro-Influencer in Betracht ziehen, Storytelling spannend aufbauen – das sind die Themen, die immer wieder diskutiert werden. Die Basics werden aber schnell vergessen. Hier sind vier Tipps, die entscheidend für Ihren Erfolg sind:

  1. Weg vom Produkt hin zu den Zielgruppebedürfnissen

Der beste Branded Content sollte sich nicht ausschließlich auf Produkte und Dienstleistungen fokussieren. Vielmehr soll es darum gehen, den potenziellen Kunden einen Wert mit Content zu liefern. Ob es in Form von Unterhaltung, Bildung oder Inspiration wird, hängt von den Kampagnenzielen ab.

  1. Werden Sie selbst zu einem Publisher

Die Marken investieren viel in Paid Media um die Reichweite in der richtigen Zielgruppe zu erreichen. Es wird aber oft vernachlässigt, auch in die eigenen Medien zu investieren. Für eine langfristige Content-Strategie ist es nicht zu vermeiden immer wieder an neuen Inhalten für die eigenen Medien zu arbeiten.

  1. Distribution-First Ansatz

Nicht jeder Content wird automatisch viral. Selbst der beste Content braucht eine gute Distributionsstrategie. Denken Sie daran und planen Sie im Vorfeld ausreichend Mediabudget dafür.

  1. Denken Sie als Generalist aber bleiben Sie Spezialist

Erstellen Sie generischen Content, der eine grosse Zielgruppe anspricht aber auch spezifischen Content, der sich auf das bestimmte Zielgruppesegment fokussiert. Jede Zielgruppe ist vielfältig und lässt sich segmentieren. Je relevanter der Content ist, desto angesprochener fühlt sich der Konsument.

The Story Lab ist bereits seit 2015 erfolgreich unterwegs. Dies in mittlerweile über 16 Märkten mit rund 300 Menschen, welche die Leidenschaft für Media, Storytelling, Daten und Partnerschaften in der Content-Unit teilen. Wenn Sie auch Ihre Content Marketing und Native-Advertising-Strategie auf ein neues Level bringen möchten, reicht es eine unverbindliche Anfrage an uns zu senden: olena.atamaniuk[at]storylab.com

SWISS VIDEO ADVERTISING MARKET SHOWING STRONG DYNAMICS

15/04-19

Global growth is forecast at 3.8% in 2019, amounting to US$625 billion, reflecting a relatively benign economic environment and continued broad-based recovery. The pace of ad spend growth is decelerating from 4.1% in 2018. In 32 out of the 59 markets included in our forecasts, growth is forecast to slowdown in 2019, but globally growth will likely accelerate to 4.3% in 2020.

One driver will be the Swiss advertising market, we expect it to continue to grow by 7.1% in 2019. As in the previous year, this growth will be mainly driven by digital ad spend in various categories which outweighs the losses in traditional media categories like print and radio. We also expect growth in ad spend for Cinema and OOH as the past years showed positive effects mainly due to ad product innovations and a dynamic market environment within both sectors.

Especially, the OOH market in Switzerland stays very dynamic. Through the acquisition by Tamedia Neo Advertising, a OOH provider that traditionally had a strong inventory in the French-speaking part of Switzerland, started to contest the duopoly of Clear Channel and APG also in the German part of Switzerland. Furthermore, the digital OOH networks of all providers are continually being expanded, resulting in a bigger inventory and larger ad spend. We expect this trend to continue, but with slightly decreasing growth rates overall. Furthermore, we expect a higher level of OOH spending in 2019, as national parliament elections are going to take place that year.

Programmatic advertising
in Switzerland has been heavily impacted by the ad-fraud and ad-quality debate of the last years. While originally the programmatic dogma stated that the advertising environment was mostly secondary to reaching the right person, clients and agencies developed a stronger conscience for the quality of delivered ad impressions. This process has also been driven by 3rd party technology providers, that provided more transparency about ad-delivery. In the case of programmatic, this process resulted in ad spend being shifted from open exchanges to private deals, improving control of ad environments by advertisers. While this reduced the immediate amount of relevant programmatic ad inventory, the improved level of quality ensures that client trust into programmatic advertising remains intact and share of online advertising is continually rising.

While the Swiss video advertising market hasn’t yet arrived at the same spend levels as in other markets, it still shows strong dynamics. The efforts of YouTube and the big social media platforms to enhance attention and time of engagement for their video content show relevant effects.
New advertising formats cater to the situation of consumption on mobile devices and advertisers begin to deliver an awareness towards the necessity of custom video creatives for online video campaigns. This results in high growth rates for online video spend, that we expect to continue in the future.
In case of programmatic video, demand actually exceeds supply. Providers still receive very good prices on IO orders, leading to a shortage in actual programmatic video inventory.