How HxGN Boosted Their Event Audience By Utilizing A New Programmatic Channel

How Hexagon Boosted Their Event Audience By Utilizing A New Programmatic Channel
<p><a href=”http://hxgnlive.com/”>HxGN Live</a>, the annual international conference by global IT-provider, Hexagon, has for years embraced broadcast-quality video streams, captivating an international audience every time the show goes live. But for their most recent conference, we decided to test a new programmatic tool to see if we could expand their already impressive audience.
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<p>The goal was to grow viewers outside of their existing brand channels, bringing live content to new audiences. And for that, we turned to <a href=”https://amp.live/”>AmpLive</a>.
</p><figure data-type=”image”><a href=”/webhook-uploads/1509981770539/Screen%20Shot%202017-11-06%20at%2010.22.30%20AM.png”><img data-resize-src=”http://madrogator.com/wp-content/uploads/2017/11/QG2c_sXgMXsHsvfaoPLKUQvgTYAZkeUdrGd6xa3Bp3JrdABRTNSvSX9wyj-QjVh5CvVbldGGWR5cBeDbYbM6Nxyw_i2″ src=”http://madrogator.com/wp-content/uploads/2017/11/QG2c_sXgMXsHsvfaoPLKUQvgTYAZkeUdrGd6xa3Bp3JrdABRTNSvSX9wyj-QjVh5CvVbldGGWR5cBeDbYbM6Nxyw_i2=s1200″></a></figure>
<p>AmpLive is a programmatic solution for live video, basically enabling a live stream to be placed within banner ad space provided by top publications and media outlets in order to reach new target audiences.
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<p>This tool boasts the ability to “turn live viewers into customers” via a suite of really exciting features, and it was beyond simple to use. You start by asking who you want to reach, then define your audience persona and why you want to reach them (what is your marketing goal), and GO!
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<p>For HxGN Live, we hosted the conference live stream on Livestream.com as we normally would. <span class=”highlight”>AmpLive</span> is a partner with <span class=”highlight”>Live</span>stream, so integration was easy. All we had to do was give them our event details (Name, Date, and Time, and <span class=”highlight”>Live</span>stream Embed Codes ), and then the feed was syndicated through AmpLive to their massive network of publishers based on the audience segmentation we had selected.
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<p>We were able to target audiences by demographics, viewer interests, and even specify the audience size we hoped to capture. For this campaign, the audience goal was 10,000 viewers spread over four days. AmpLive can control how many banner ads are pushed out in order to meet viewer goals, so throughout the four day show, they would increase the ads as needed. And by the end of the show, we did meet that goal.<br>
</p><figure data-type=”image”><a href=”/webhook-uploads/1509982429142/Screen%20Shot%202017-11-06%20at%2010.18.36%20AM.png”><img data-resize-src=”http://madrogator.com/wp-content/uploads/2017/11/IdWRDPPr7jZDpvtyl8eLzX6rZg8CB5yA9ikjEtM0R5O785za2s76nptD3N-KRuxBBBzeG06sbU7FL9ANMbpopuxmKXAQA” src=”http://madrogator.com/wp-content/uploads/2017/11/IdWRDPPr7jZDpvtyl8eLzX6rZg8CB5yA9ikjEtM0R5O785za2s76nptD3N-KRuxBBBzeG06sbU7FL9ANMbpopuxmKXAQA=s1200″></a><figcaption>Creative for HxGN live feed banners</figcaption></figure><figure data-type=”image”><a href=”/webhook-uploads/1509982470949/Screen%20Shot%202017-11-06%20at%2010.19.00%20AM.png”><img data-resize-src=”http://madrogator.com/wp-content/uploads/2017/11/1hVmUCzYkyyacScG4IeO4mm4VdAJopEth4mCHyzWwEmJgNaekiaZScy6BK0eDbo-rOv8TGS0txajQtwUlA4DJIbsfT5iNw” src=”http://madrogator.com/wp-content/uploads/2017/11/1hVmUCzYkyyacScG4IeO4mm4VdAJopEth4mCHyzWwEmJgNaekiaZScy6BK0eDbo-rOv8TGS0txajQtwUlA4DJIbsfT5iNw=s1200″></a></figure><figure data-type=”image”><a href=”/webhook-uploads/1509982537656/Screen%20Shot%202017-11-06%20at%2010.19.14%20AM.png”><img data-resize-src=”http://madrogator.com/wp-content/uploads/2017/11/IijX_3UAGAVZOk-dC2ABGFvV7YmoDo_ccjoGbKz7DCEFInka_eo7oSh7h60-NpbXiHfii9FXCVPjVE3RuAWj8qs74nUb-A” src=”http://madrogator.com/wp-content/uploads/2017/11/IijX_3UAGAVZOk-dC2ABGFvV7YmoDo_ccjoGbKz7DCEFInka_eo7oSh7h60-NpbXiHfii9FXCVPjVE3RuAWj8qs74nUb-A=s1200″></a></figure>
<h3>The result of this live video programmatic strategy was a 13.54% increase in live event viewer engagement over the previous year.</h3>
<p>Though our experiment and results proved powerful (the system worked flawlessly and we were impressed by the reach), we only scratched the surface of AmpLive’s capabilities. After connecting with the AmpLive team to talk about our trial and explore a little deeper down the rabbit hole, we learned about their account-based targeting system, featuring over 6,500 companies primarily in the B2B enterprise space.
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<p>What does that mean? Brands can essentially say, “hey, I want to send the stream to product development people at Amazon,” and they can make that happen.
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<h3>Live Retargeting</h3>
<p>Another really cool feature is live retargeting. AmpLive realized that many people who register for an event live stream, don’t end up actually tuning in when it’s live. To solve <g>for </g>this issue, they drop a tracking pixel on every registered viewer and then when the event video goes live, AmpLive is able to find that user wherever they are on the web, and notify them to tune in and not miss out.
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<p>Additionally, in relation to retargeting, AmpLive can put additional marketing information and creative assets, such as highlight videos or keynote recaps, in front of both registered users and engaged viewers following the event, further increasing your chances of converting a new customer.
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<p>And depending on your desired audience size or targeting metrics, the price per view may be as low as 5 cents. But let’s be honest here, attention is currency. So to capture more engaged viewers, for instance to specify you only want viewers that will tune in for 15-minutes or more, is difficult but can be done (for a bid of up to a dollar or more per viewer).
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<h3>A Home Run in the Audience-First Marketing Ecosystem</h3>
<p>The world of experiential marketing is nothing if not audience-first, and we’ve found this to be one of the most intriguing and impressive new programmatic tools to fit into the audience-first marketing ecosystem.
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<p>The power to deliver live content to prospective audiences where they’re already spending their time would definitely be one of an event marketer’s three wishes from a genie. Well, wish granted.
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<p><strong>For more on strategies to capture attention of audiences outside of your brand channel, and drive acquisition for your events, be sure to <a href=”http://cramer.com/downloads/programmatic-marketing-for-events/”>download our latest white paper, “Programmatic Marketing for Events” today</a>!</strong>
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Are Facebook’s garden walls finally being knocked down?

Anybody who’s come into contact with Facebook Ads Manager knows that accessing any useful insights into your campaigns is like drawing blood from a stone. As such, we could only dream of them giving us access to a competitor insight tool – think the business version of trying to stalk your blind date after Facebook upped their privacy settings in 2014. Paid Search has Adthena, SEO Linkdex – so why doesn’t Facebook have one? All that could be about to change with the introduction of a new feature that will essentially allow businesses to ‘spy’ on competitors ads.

One minute you’re not able to even pull a report split by your chosen targeting segments, the next they give you the means to see every single active ad your competitor is running, – along with how much they’re spending and who they’re targeting – with one single click. So what prompted this giant step? It all stems from that time it came out that a Russian political group had been pushing political messages in ads during the US presidential election. The ads were seen by approximately 10 million people and focused on race, immigration and LGBT treatment, and 44% were seen before the election on the 8th November 2016 – some starting as early as 2015.

The new feature, named ‘View Ads’ (bonus points to the genius behind that one), will enable anyone to click a single button on any Business Page which will then display all active ads across the three platforms (Facebook, Instagram and Messenger), even if the person looking is not in the target audience of that ad. It’s being rolled out in Canada first, with plans to extend this to the US by summer and hopefully all other countries will shortly follow suit.

facebook view ads tool for transparency screenshot

The difference with political ads moving forward is the extra layer of security, requiring buyers to verify their identities, and all election-related ads to include a disclosure that tells the consumer who they were “Paid for by”. Of course, you cry, there will be hundreds of organisations that will point blank refuse to do this!? Well, Mark Zuckerberg announced the company’s plans to hire 1,000 people to review the content, context and targeting of adverts, as well as investing in machine learning to assist and automate the process.

Further steps Facebook is taking to manage the above include tightening restrictions on advertiser content and expanding their policies ”to prevent ads that use even more subtle expressions of violence”. What exactly Facebook classifies as ‘subtle violence’ is currently unclear. They also mention working together with other companies such as Twitter – who have also admitted to being affected by Russian interferers – as well as governments to share information of known malicious accounts, ads and the strategies troll use to banish them from every platform.

So, is this Facebook giving us a competitor analysis tool? Perhaps not, but it can only be a good thing. After all, no one can forget about that ad category disaster back in September (if you’re reading this Facebook, we still want targeting strategies as a reporting breakdown).

Related posts:

The post Are Facebook’s garden walls finally being knocked down? appeared first on Harvest Digital ™.

Friday Reading #117

Did everyone catch the Bake Off Final on Tuesday? No we don’t mean the C4 version, Prue Leith after a few gin and tonics spoiled that for us (but luckily not for the 8.8m who tuned in live – congrats to our friends at C4). Of course we’re talking about the Goodstuff Bake Off final – hosted here at Corinthian House, and featuring some unbelievable baking talent from across the agency.

The finals party brought together clients, media owners and the whole agency to watch a live technical challenge and the final showstopper. And show stopping they were, the talent was as huge as the cakes – but ultimately Carmen’s witches cauldron cast a spell on the judges to take home the crown. But more importantly, the event managed to raise over £1000 for our wonderful charities Alzheimer’s Society and SWAN UK.

image

image

Despite the slightly demonic appearance, these drawings are in fact useful models to make your presentations better. The information monster is the deck we’re all too familiar with, with hundreds of text dense charts – overwhelming you with information and failing to land any of it. The story rainbow is what it could be, based around the singular idea you want to communicate – structured as a narrative, with three key acts. The full article over at Quartz is packed with useful tips, starting points and things to consider to nail that 4pm on a Friday graveyard slot.

Love
podcasts? Have 100 or so spare hours to check out the best the format has to
offer? Reddit user Scarscrabble has listened to ‘way too many podcasts’ and
created the definitive list of the 100 top podcasts with descriptions
personal favourites include 99% invisible, My Dad Wrote a Porno (coming in at a
strong 7th) and Hello Internet. Can you find yours?

image

Remember clipart? The indispensable way to liven up any document in the 1990′s was Microsoft’s library of hundreds of thousands of ready made cartoons. Looking to fill a hole in our hearts, Google have recently unveiled Poly, their free online library of 3d objects – clipart for the VR generation. In much the same way clipart was able to fast track the development of graphic design computing, Google are undoubtedly hoping that Poly will kickstart a new category of graphics.

2017 has
been the year that the power of the ‘Frightful Five’, Amazon, Apple, Facebook,
Google and Microsoft, has come into stark relief. Each of them own a
massive chunk of the digital world we live in; from commerce, to our social
lives, the collective knowledge of the internet and every computer that runs it.
However, none of them has made much of a dent into the lucrative world of entertainment
– Amazon fails to get their hit show, Google’s YouTube hasn’t made much of an
inroads into long-form content, Microsoft quietly closed down its own
entertainment studio and Apple and Facebook talk big but it’s always around the
corner. Is this sector out of the grasp of the big five?

How can
digital advertising engage, rather than simply target? The digital landscape is facing
a significant obstacle at the moment as audiences around the world increasingly associate online ads with spam and fake news, and feel that ads are intrusive and
interruptive.

This
means that digital as we know it is facing a pivotal change in our
communication with audiences: PSFK argue a shift of focus may be required to build uninterrupted engagement and relationships, rather than overzealous use
of pre-rolls and MPUs. This aligns with trends like the rise of branded
podcasts for long-term success for building a brand. From digital perspective,
we must start thinking about how we engage rather than simply target.

Friday Reading #117

Did everyone catch the Bake Off Final on Tuesday? No we don’t mean the C4 version, Prue Leith after a few gin and tonics spoiled that for us (but luckily not for the 8.8m who tuned in live – congrats to our friends at C4). Of course we’re talking about the Goodstuff Bake Off final – hosted here at Corinthian House, and featuring some unbelievable baking talent from across the agency.

The finals party brought together clients, media owners and the whole agency to watch a live technical challenge and the final showstopper. And show stopping they were, the talent was as huge as the cakes – but ultimately Carmen’s witches cauldron cast a spell on the judges to take home the crown. But more importantly, the event managed to raise over £1000 for our wonderful charities Alzheimer’s Society and SWAN UK.

image

image

Despite the slightly demonic appearance, these drawings are in fact useful models to make your presentations better. The information monster is the deck we’re all too familiar with, with hundreds of text dense charts – overwhelming you with information and failing to land any of it. The story rainbow is what it could be, based around the singular idea you want to communicate – structured as a narrative, with three key acts. The full article over at Quartz is packed with useful tips, starting points and things to consider to nail that 4pm on a Friday graveyard slot.

Love
podcasts? Have 100 or so spare hours to check out the best the format has to
offer? Reddit user Scarscrabble has listened to ‘way too many podcasts’ and
created the definitive list of the 100 top podcasts with descriptions
personal favourites include 99% invisible, My Dad Wrote a Porno (coming in at a
strong 7th) and Hello Internet. Can you find yours?

image

Remember clipart? The indispensable way to liven up any document in the 1990′s was Microsoft’s library of hundreds of thousands of ready made cartoons. Looking to fill a hole in our hearts, Google have recently unveiled Poly, their free online library of 3d objects – clipart for the VR generation. In much the same way clipart was able to fast track the development of graphic design computing, Google are undoubtedly hoping that Poly will kickstart a new category of graphics.

2017 has
been the year that the power of the ‘Frightful Five’, Amazon, Apple, Facebook,
Google and Microsoft, has come into stark relief. Each of them own a
massive chunk of the digital world we live in; from commerce, to our social
lives, the collective knowledge of the internet and every computer that runs it.
However, none of them has made much of a dent into the lucrative world of entertainment
– Amazon fails to get their hit show, Google’s YouTube hasn’t made much of an
inroads into long-form content, Microsoft quietly closed down its own
entertainment studio and Apple and Facebook talk big but it’s always around the
corner. Is this sector out of the grasp of the big five?

How can
digital advertising engage, rather than simply target? The digital landscape is facing
a significant obstacle at the moment as audiences around the world increasingly associate online ads with spam and fake news, and feel that ads are intrusive and
interruptive.

This
means that digital as we know it is facing a pivotal change in our
communication with audiences: PSFK argue a shift of focus may be required to build uninterrupted engagement and relationships, rather than overzealous use
of pre-rolls and MPUs. This aligns with trends like the rise of branded
podcasts for long-term success for building a brand. From digital perspective,
we must start thinking about how we engage rather than simply target.

All the MMA SA Smarties 2017 Winners!

The Mobile Marketing Association South Africa (MMA SA) celebrated creativity, innovation, and talent across mobile marketing at the MMA SA Smarties Awards 2017, held at The Capital Moloko Hotel, Sandton on Thursday, 2 November.

The evening drew attention to pioneering mobile campaigns, following the Smarties Forum held earlier in the day at the same venue, and revealed the winners of the sought-after Smarties Awards for mobile marketing excellence.

The Liquorice unicorns came out as a big winner overall with five individual awards for three different campaigns and the title of agency of the year. This follows their excellent showing at the EMEA regional awards held last week.

Yonder Media also did very well in receiving five awards for two different campaigns, as well as the title ‘publisher/media company of the year in mobile’; while Havas Boondoggle brought home four awards as well as the best in show accolade for the Durex ‘The big O’ campaign.

Gorilla was another top performer, responsible for five awards; with Mobitainment & Brainbow Conscious Creatives and AAT (Always Active Technologies) responsible for three awards each, for their ‘Ariel impossible made possible’ campaign and ‘info4africa – Omnichannel mobile user experience’ work respectively; with Boxer Superstores’ ‘Dreams come true at Boxer with Sunlight’ receiving an award; as did Strika Entertainment for ‘KFC Supa Strikas golden shakes’; Conversation Lab for ‘Dunlop lead generation’; Jupiter Drawing Room Cape Town for ‘Burger King #SWHOPPER’; as well as Mobiclicks for the ‘CNA June holiday’ campaign.

MMA SA’s mobile marketing industry awards 2017

  • Agency of the year: Liquorice
  • Enabling technology company of the year in mobile: Google
  • Operator of the year in mobile: Vodacom
  • Publisher/media company of the year in mobile: Yonder Media

 

Winners of MMA SA Smarties Awards 2017

 

MARKETING STRATEGY
Category Award Agency Brand Campaign Name
Brand Awareness Gold Havas Boondoggle Durex The Big O
Silver Liquorice & FCB Amarula Amarula #Namethemsavethem
Bronze Mobitainment & Brainbow Conscious Creatives Ariel Ariel Impossible made Possible
Bronze Yonder Media Shoprite Shoprite Low Price Christmas Brand Awareness Campaign
Lead Generation Gold Havas Boondoggle Durex The Big O
Silver Yonder Media Government Employee Medical Scheme (GEMS) GEMS Evo Switch Campaign
Bronze Boxer Superstores Boxer Superstores Dreams come true at Boxer with Sunlight
Bronze Conversation Lab Dunlop SA Dunlop Lead Generation
Product/Services Launch Gold Strika Entertainment KFC KFC Supa Strikas Golden Shakes
Silver Yonder Media Government Employee Medical Scheme (GEMS) GEMS Evo Switch Campaign
Relationship Building and CRM Bronze Liquorice Surf – Unilever Surf School of Shine
Social Impact / Non for Profit Gold Liquorice Amarula Amarula #NameThemSaveThem
Silver AAT (Always Active Technologies) info4africa info4africa – Omnichannel Mobile User Experience
MEDIA STRATEGY
Cross Media Gold Mobitainment & Brainbow Conscious Creatives Ariel Ariel Impossible made Possible
Silver Gorilla Lux – Unilever We are More
Cross Mobile Integration Gold Yonder Media Government Employee Medical Scheme (GEMS) GEMS Evo Switch Campaign
Silver AAT (Always Active Technologies) info4africa info4africa – Omnichannel Mobile User Experience
Messaging Bronze Gorilla SHIELD – Unilever It’s Your Move
Mobile Website Gold Liquorice Amarula Amarula #NameThemSaveThem
Silver Havas Boondoggle Durex The Big O
Mobile Social Gold Havas Boondoggle Durex The Big O
Silver The Jupiter Drawing Room CT Burger King #SWHOPPER
Bronze Gorilla Mondelez – Stimorol Stimoji
ENABLING TECHNOLOGY
Location Based Services or Targeting Gold Yonder Media Shoprite Shoprite Local Awareness Campaign
Silver Mobiclicks CNA CNA June Holiday Campaign
Bronze AAT (Always Active Technologies) info4africa Non Profit Organisation info4africa – Omnichannel Mobile User Experience
Silver Gorilla AXE – Unilever You’ve got Something
Bronze Gorilla LUX – Unilever We are More
Mobile Video Bronze Liquorice SA Home Loans SA Home Loans House Rules
Mobile Audio Silver Mobitainment & Brainbow Conscious Creatives Ariel Ariel Impossible made Possible
BEST IN SHOW
Havas Boondoggle Durex The Big O

Follow the #MMASASMARTIES17 hashtag for the latest updates!

Source: http://www.bizcommunity.com/Article/196/423/169574.html#topstory

The post All the MMA SA Smarties 2017 Winners! appeared first on Conversation LAB.

Behold A Glorious Night of Fire

Don’t Panic appreciates that sometimes the best way to puncture the tension and threat of complete annihilation is with a little satire. Humour can help broach even the tensest of conversations and deliver some of the most complicated messages. After all, there’s no more ambitious rebrand than that of North Korea’s most glorious general.

Don't Panic Fireworks Feature

Working in partnership with one of the world’s most volatile and rotund leaders, Don’t Panic proudly presents this Bonfire Night’s must-have missile – Kim Jong-Un’s very own branded fireworks! As the North Korean dictator gets his new product launch off the ground, he has released a statement in support of this exciting new partnership:

“This 5th November, I am delighted that Don’t Panic are helping me to bring my unique brand of fiery death to you, the dishonourable imperialist dogs of the USA and United Kingdom. I send Don’t Panic my greatest appreciations for enabling you all to experience my ballistic joy explosions and create seas of hellfire in your very own gardens. Now we will see just who is the Little Rocket Man!”

Many kind regards and death to the West,

Invincible and Triumphant Leader

Don't Panic Kim Jung-Un Fireworks spread

Numbers are limited, so to get you hands on a box, contact jason@dontpaniclondon.com this very instant, as they’re going like incredibly hot cakes. Then light the fuse, stand back and make this a 5th of November that you will most certainly remember, remember.

Kim Jong-un with military band

The post Behold A Glorious Night of Fire appeared first on Don’t Panic London.