Forrester Research Cites 3 Reasons Why CMOs are Losing Hope in Digital Display Ads

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Forrester Research Cites 3 Reasons Why CMOs are Losing Hope in Digital Display Ads

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Forrester Research Cites 3 Reasons Why CMOs are Losing Hope in Digital Display Ads

Download Forrester's report "The End of Advertising As We Know It" In early 2017, for reasons of ineffectiveness and lack of transparency in media spending, P&G Chief Brand Officer Marc S. Pritchard declared it would hold media and agency partners to a higher level of accountability. “The days of giving digital a pass are over.” “It’s time to grow up. It’s time for action.” This piece of news is but one of the most shocking trends we’ll see this year – that CMOs of some of the world’s biggest companies might actually rethink the way they digital ad dollars are spent by moving budget away from digital display advertising. But just what is causing this shift away from digital display advertising? Forrester’s recently released report names 3 core forces that are forcing CMOs from the world’s biggest multinational corporations to, essentially, shift the entire digital marketing landscape by shifting budgets. Display Advertising never worked like we pretended It’s the elephant in the room that nobody wants to talk about. If you thought TV ads were bad, just look at the current state of digital display ads. All across the world, the average click-through rate (that is, whether or not somebody [...]
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Marketers Beware – The Ad-Apocalypse is Coming

Digital advertising today is broken. We’re talking about the banner ads selling free trips to the Bahamas, social media ads that force-feed you products next to pictures of your friend’s yacht trip, as well auto-playing ad videos that are only slight better at being less of an eye sore. Why do we say it’s broken? Just think about the last time you clicked on one – that is, if you haven’t already installed an ad blocker. The truth is, consumers find traditional programmatic annoying. Yet brands and marketers pour theoretical truck-loads of marketing budget into boring ads that will only ever get a <1% click-through rate. So why do we keep doing this? What alternatives can we consider?   The Ad-Apocalypse Forrester, an American market research company, predicts a shift of budget toward something we call digital brand experiences in the next 5 years. That, and the complete elimination of the traditional digital advertising as we know it today. Hence the title we have for this blog. Of course, most marketers who’ve done their share of board-room brainstorming know that digital brand experiences aren’t new. They’re just costly - both in terms of the time it takes to make one, [...]
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Seminar: Learn How To Engage Today’s Digital-Addicted Audiences

Seminar: Learn How To Engage Today's Digital-Addicted Audiences Online, real-time brand experiences are the key to engaging today's digital-addicted audiences. But developing them from scratch can take an unrealistic amount of time and cost. Join Richard Jones, CEO of Wayin, as he reveals why top brands need to rely on digital campaigns to win customer loyalty and collect data, and how you can run campaigns at scale quickly with less budget and manpower. Event Details: Venue: Hong Kong General Chamber of Commerce Address: 22/F United Centre, 95 Queensway, Hong Kong Date: May 26th, 2017 Time: 10:00 am - 11:30 am Speaker: Richard Jones, Wayin CEO Fee: Free-of-Charge Registration begins at 9:30 am. Refreshments will be provided. For any enquiry, reply this email or call us at 3916 8960 In this seminar, you will learn how to: Run more digital campaigns faster to meet real-time trends Save campaign development time and manpower costs Gain customer loyalty and drive data using different types of campaigns Use campaign data to optimize marketing efforts For any enquiry, email us at info@i-cgx.com or call us at 3916 8960
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Frankie Luk from BBDO Dissects the Creative Process

Frankie Luk from BBDO Dissects the Creative Process What is it that makes an ad great? Is it the emotion it makes you feel? Is it the noble/shocking concept that makes you think? Or is it the catchy jingle or design that you can’t seem to get out of your head? Frankie Luk, a Creative Director at BBDO, shared from his experience how the creative process takes place. Whether you’re a marketer at an agency, or simply someone who is thirsty for fresh ideas, here are a few key points to take home! Nothing is Original Coming up with that one original ad idea nobody’s ever done before usually consists of sprawling mind-maps, head-to-desk banging, and paper-scrap basketball. But before hating yourself for an apparent lack of originality, it’s important to understand just what makes an idea “original”. In reality, most ideas aren’t. At least, the individual pieces that make up the idea aren’t. Rather, it’s the combination, the arrangement, and the relationship the elements have with each other that make an idea truly revolutionary. On that note… What is the Secret to coming up with Original, Impactful Ideas? The secret is to train your brain to find relationships between [...]
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探索Wayin Campaign App Store

Wayin App Store現已隆重登場! 這個嶄新的平台功能是一個儲集了大量推廣活動單元及類別的數據資料庫,無論是meme生成器,實時社交地圖,以及自定義的廣告單元計劃等,都可以一目了然。 觀看影片了解詳情: 全新Wayin App Store包括多個嶄新體驗: 不斷更新和添加新的推廣活動列表 內部共享的廣告活動系列庫,為您所屬的公司及部門提供不同廣告活動的經驗及成效共享,以便優化目標群設定及活動設計 活動日曆,顯示全年常見活動的廣告系列 iTunes做的是音樂體驗,Google Play則主力於線上媒體,我們Wayin App Store現在就是全力開拓數碼廣告活動計畫的新模式。 閱讀以下新聞稿,了解更多: Scott McNealy旗下Wayin推出革命性數碼市場營銷服務以提高客戶參與度 Wayin App Store幫助市場營銷人員實現互動營銷體驗,節省傳統市場推廣成本及所需時間 美國丹佛 - 2017年3月14日 Wayin於早年已發展出具領先優勢的數碼營銷內容管理系統(CMS, Content management system),並於今天推出了Wayin App Store,一個客製化的營銷推廣活動資料庫,簡化數碼市場推廣活動的創建過程。通過App Store,企業可以更靈活制定和優化以往的數碼營銷推廣活動,針對不同地區的市場重新推出,從而提高轉化率及擴大互動營銷活動的覆蓋面。 Wayin的App Store讓企業能夠透過Wayin CMS頁面,參考所有過去曾推行的數碼營銷推廣活動與數據體驗。營銷人員可利用App Store,根據推廣活動中的詳細資訊(例如特定功能,主要目標和結果分析等),選擇合適的推廣活動,實現其推廣目標。 Wayin首席執行長Richard Jones表示:「營銷是具周期性的,無論是聖誕節、感恩節或超級杯,營銷活動每年都不斷地響應著同樣的文化時刻。不幸的是,大多數全球性企業每年最終都會重新創建相類似的數碼營銷推廣活動,浪費大量時間及資源。通過Wayin App Store,品牌營銷人員可以分析來自不同國家和部門以往曾推出的數碼營銷推廣活動,選擇與其推廣目標相關的內容並加以優化。這不但可增強廣告本身的吸引力從而提升其客戶參與度,營銷人員在推行數碼營銷推廣活動時亦更加容易。」 企業在廣告預算中平均花費約40-60%於廣告代理費用、創建數碼營銷推廣活動、設計推廣活動內容等,不斷浪費時間及資源來重塑每個數碼營銷推廣活動。 Wayin App Store的重點在於協助企業利用過往成功的地區性數碼營銷推廣活動,加以優化、本地化,從而減省創建推廣活動過程中的重覆工序及用於傳統媒體宣傳的成本。 Wayin App Store增添了一系列新的擴充功能,使企業能夠在過往的數碼營銷推廣活動中挖掘更多靈感、結合不同元素並加以本地化。當中的互動應用功能包括meme生成器、實時社交地圖、互動式廣告、Facebook直播功能、Periscope投票和製圖、聊天機器人、增強實景(AR ,augmented reality) 和獎勵設定等等。這些全新的平台功能令市場營銷部門更有效、快捷地掌握故事行銷,增強推廣活動的互動體驗,提高客戶參與度。 Wayin創始人兼執行主席Scott McNealy說:「傳統的數碼營銷如影片、重定向(Retargeting)和原生廣告的成效遠低於預期,但很多企業仍然沿用傳統的概念營銷並希望從中獲得巨大的收益。 Wayin的創新CMS致力於為消費者提供互動體驗,帶來帶來更好、更有價值的行銷效果。 我們還在探索新渠道,並採用新技術如聊天機器人、增強實景、Snapchat廣告和社交媒體直播,迎合消費者喜好,真正提高參與度。ITunes作為網上平台為消費者帶來全新的音樂體驗, Google Play則主力於流動智能體驗,而我們Wayin App Store則全力開拓數碼營銷推廣活動的嶄新新體驗。」 Wayin於2016年收購英國互動式營銷平台EngageSciences,創造能夠應用於全球市場的嶄新網絡營銷工具,協助市場營銷人員向目標市場推出更有效的數碼營銷推廣活動。 更多資訊,歡迎瀏覽:www.wayin.com。   關於Wayin Wayin,數碼營銷CMS平台協助營銷人員和代理機構能夠在不同渠道更有效推行數碼營銷互動推廣活動(包括網絡,社交,流動和合作夥伴渠道),為客戶提供更好的互動體驗。 Wayin的服務遍及全球,為80多個國家和10個不同行業的300多個品牌,包括CNN,可口可樂,MLB,AOL,Discovery和Vodafone等全球具領導地位的品牌,提供互動應用平台。   關於ICGX Asia Limited ICGX是Wayin在香港和亞太地區的首要合作夥伴。 我們致力於市場營銷與科技結合的專業產品和服務,為品牌和機構締造全方位解決方案。了解我們:www.icgx.asia/
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Introducing the Wayin Campaign App Store

The Wayin App Store has launched! Gain access to a growing library of 40+ digital experiences – click in to watch the video.


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