* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Hyperlocal advertising
Integrated marketing communications wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Direct marketing wikipedia , lookup
Television advertisement wikipedia , lookup
Neuromarketing wikipedia , lookup
Ad blocking wikipedia , lookup
Youth marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Social commerce wikipedia , lookup
Personal branding wikipedia , lookup
Social media marketing wikipedia , lookup
Social media and television wikipedia , lookup
Digital marketing wikipedia , lookup
Audience measurement wikipedia , lookup
Advertising campaign wikipedia , lookup
Advertising wikipedia , lookup
Advertising management wikipedia , lookup
Digital Innovation Contest Advertising Digital Innovation Contest Advertising #ICtomorrow @ICtomorrow Today’s agenda 14:00 Registration and coffee 14:30 Welcome and application process from Paul Brindley, IC tomorrow 14:50 Challenge One: Next-generation social media analytics tools – IAB UK 15:10 Challenge Two: Enhanced TV advertising - Vizeum 15.30 Challenge Three: Innovation in hyperlocal advertising - Nesta 15:50 Challenge Four: Smart mobile advertising – Mars Chocolate UK/Mediacom 16:10 – 17.00 Networking @ICtomorrow Technology Strategy Board Matt Sansam IC tomorrow @ICtomorrow About the Technology Strategy Board • The UK’s Innovation Agency A national body set up in 2007 to invest in business innovation • Works across business, universities and government • Most staff come from business backgrounds • Has a budget of over £300m/year £390m for 2012/13 £440m for 2013/14 @ICtomorrow What we do • Help strengthen the global competitive position of leading businesses • Identify and grow sectors and businesses with the capacity to become the best in the world • Nurture the businesses that can succeed in the growth sectors of tomorrow @ICtomorrow Facts & figures • Invested >£2.5bn in innovation • Every £1 invested returns £7 in GVA • 50 new competitions in 2011/2012 (~60 last year) • Invested in ~3000 projects • Working with >4000 companies and 110 universities • ~50% funding went to SMEs in 2012 • >£60m invested in small businesses via SBRI • >50,000 businesses on _connect • >9000 people participated at TSB events @ICtomorrow Where we invest @ICtomorrow The toolset Smart Entrepreneur Missions Innovation Knowledge Centres Collaborative R&D Launchpad Innovation Vouchers @ICtomorrow Scale of tools @ICtomorrow About IC tomorrow IC tomorrow, a Technology Strategy Board programme, stimulates innovation and economic growth in the digital sector, by breaking down barriers and opening doors for a new generation of brightest entrepreneurs. The programme serves as a hub for digital innovation, connecting start-ups and SMEs with leading commercial partners and investors through funded contests, events, and strategic matchmaking opportunities. The IC tomorrow network is free to join and supports innovation across a variety of industry sectors including Music, Film, Fashion, Publishing, TV, Education, Games, Culture, Sport, Advertising, Healthcare, Finance @ICtomorrow Some of our partners @ICtomorrow IC tomorrow: 2012 IC tomorrow’s 2012 digital programme results prove a winner in linking start-ups with major players • IC tomorrow awarded £864,000 to 33 projects, and another £75,000 to University- aided Digital Prototype development projects • Universal Music, Warner Music, BBC, FremantleMedia, Samsung, Google, Lionsgate Films & The British Museum among the major contest partners • 88% Network Growth in the initiative over 2012 @ICtomorrow IC tomorrow contests IC tomorrow contests IC tomorrow runs funded contests in partnership with challenge partners: • Aim to fund development of new digital products and services and forge relationships with rights owners/challenge partners • Work with rights owners/challenge partners to set relevant sector challenges for applicants to solve • Solutions should have the potential to work across a wider commercial market – not just solving a single problem • Successful applicants will be expected to trial their proposed solutions with the respective challenge partner for a minimum of three months where appropriate. @ICtomorrow IC tomorrow contests • Applicants must be EU-based SMEs (ie less than 250 employees) • Each entry should clearly indicate the challenge it is addressing • You may submit multiple applications across multiple challenge categories (provided they are different) but the same solution will not be considered across multiple challenges • But you can only be chosen as a finalist in ONE challenge category • If you feel that your solution applies to more than one challenge, consider carefully which one of them would be the best fit • Where multiple applications with the same proposal name are received from the same source, only the latest one will be considered Visit ictomorrow.co.uk to view the latest contest announcements @ICtomorrow Application process Paul Brindley IC tomorrow @ICtomorrow Application process: Stage one A common review process applies to all applications: • Each application is reviewed by multiple assessors • The applications are not forwarded to the assessors until after the closing date for submissions • Each application is reviewed against the same set of assessment criteria • A review panel then assess the collective scoring and identifies a ranked order for review • The review panel will discuss the applications and identify the successful applicants to invite to stage two • All other applicants will be informed they have not been successful with their application. @ICtomorrow Step 1: Your information @ICtomorrow Step 2: Your proposed application @ICtomorrow Step 2: Your proposed application @ICtomorrow Step 3: Costings and details of your proposed solution and trial @ICtomorrow Step 3: Costings and details of your proposed solution and trial @ICtomorrow Step 4: Company background @ICtomorrow Step 5: IC tomorrow feedback @ICtomorrow Application process: Stage two • Up to 12 successful applicants will be invited to the ‘Stage two’ panel session on Wednesday 12 February 2014 • Those chosen to go through to ‘Stage two’ will be required to provide a 10-minute presentation with Q&A. No more than about six minutes should be used to pitch your proposal to the panel with the remaining time used by the panel as Q&A • Only one person is able to present each proposal, but additional people are allowed for the Q&A • Prior to the final event, practice sessions will be arranged in front of the IC tomorrow team to provide feedback and enable you to refine your pitch • We expect to choose up to a maximum of four applications from this stage. @ICtomorrow Successful ‘Stage two’ applicants • Successful 'Stage two' winners will be sent a provisional letter of engagement • Following this, winners will be required to attend a project launch meeting with IC tomorrow and the relevant challenge partner/organisation to discuss their plans for delivery and agree the nature of their collaboration, including any delivery requirements • Once the plan of delivery is mutually agreed, it is worked up into a service agreement which has to be signed off by all parties • Please note the development of the winning solution must start within three months of receipt of engagement letter • Live trial must launch within nine months of the engagement letter and run for a minimum period of three months (where appropriate) • Project must cost no more than the stated amount for each challenge excluding VAT • Payment will be made in three stages: 50% on agreement of service agreement, 25% on delivery of working solution and launch of trial, 25% on completion of trial @ICtomorrow Key dates Closing dates for submissions Monday 6 January 2014 , noon Finalists notified Thursday 23 January Practice pitches at IC tomorrow office Monday 27 January to Friday 7 February Final panel session Wednesday 12 February Partner trials launched Autumn 2014 @ICtomorrow Digital Innovation Contest Advertising The challenges There are four contest challenges and each has been set in conjunction with challenge partners: Challenge one: ‘Next-generation social media analytics tools’ – Internet Advertising Bureau (IAB) Challenge two: ‘Enhanced TV advertising’ – Vizeum Challenge three: ‘Innovation in hyperlocal advertising’ – Nesta Challenge four: ‘Smart mobile advertising’ – Mars Chocolate UK and MediaCom IC tomorrow will be awarding up to four successful companies individual awards of up to £25,000 (excluding VAT) @ICtomorrow Challenge One Next-generation social media analytics tools in partnership with @ICtomorrow Next generation social media analytics tools Partner: Internet Advertising Bureau UK (IAB) Kristin Brewe, Director of Marketing & Communications This challenge aims to spark development of a monitoring solution that helps to unite and/or simplify a view of social media activity across various platforms. The internet, and social media channels in particular, offer a treasure trove of information to advertisers about consumers’ behaviours and tastes and where to reach them. However, brands and agencies face a huge challenge in how they can most effectively gather, analyse and interpret this valuable raw data. There are hundreds of tools that brands can use to monitor and manage their online social presence. However, the sheer proliferation of platforms, tools and monitoring interfaces can make it difficult to gain insightful, real-time analysis that can readily be used to improve performance. This challenge, in partnership with the IAB, is to develop innovative digital analytics tools or applications that can offer enhanced, yet simplified, reporting functionality, ideally across multiple social sources. Solutions should provide brands and agencies with a more efficient way to make the complicated and time-consuming aspects of social media management easier to manage and understand. The successful solution must make data analysis more readily digestible and understandable, through data visualisation or other techniques. @ICtomorrow Next generation social media analytics tools Applicants should aim to achieve or enable any or all of the following objectives: • monitoring, analysing and interpreting the data that is of most relevance to brands and agencies in more cost and time-efficient ways • integration of multiple major data sources, such as Facebook, Instagram, Twitter, Google+ and LinkedIn • provide insights that allow for valuable campaign improvements in real time • measuring campaign effectiveness across particular or multiple channels. The winning applicant will present their solution to the IAB’s Social Media Council, a group of leading industry practitioners from major platforms (Facebook, Google+, LinkedIn, and Twitter) along with top agencies such as Manning Gottlieb OMD, Unique Digital and We Are Social and many of the UK’s leading social brands. The council will then choose a partner(s) to trial the solution. @ICtomorrow Challenge Two Enhanced TV advertising in partnership with @ICtomorrow Enhanced TV advertising Partner: Vizeum Caroline Clancy, Digital Strategy Director This challenge aims to create a new digital application or service that brands can use to enhance the consumer’s TV experience. Television remains the most important channel for many advertisers and still sees more advertising investment than any other medium, even in the digital age. However, with the everincreasing number of viewing platforms, and the majority of people now watching content on multiple devices, the approach to planning TV advertising has evolved to keep pace with changing audience behaviour. There is a need for continued innovation in this area to unlock new opportunities for brands. This challenge, in partnership with Vizeum, is to develop a solution that promotes more interaction between the viewer and a brand’s advertising, enhancing the consumer’s viewing experience. Applicants should focus on areas that will unlock opportunities for brands and add value for the consumer by making the experience more personalised, playful, meaningful or valuable. Solutions may focus on the advertising break or the programming schedule itself. @ICtomorrow Enhanced TV advertising Possible responses might also consider: • delivering more creative and commercially valuable experiences for brand owners through integrated smart apps • creating a dynamic advertising solution that adapts to or integrates real-time data sources such as social conversation and mood • using data visualisation to enhance live content, for example sport • using technology to transform TV advertisement breaks in order to persuade viewers not to avoid them • use of second-screen or other associated technology, such as Kinect, to provide more immersive advertising. The successful solution will be trialed by the Vizeum innovation team for a minimum of three months (where appropriate). @ICtomorrow Challenge Three Innovation in hyperlocal advertising in partnership with @ICtomorrow Innovation in hyperlocal advertising Partner: Nesta Kathryn Geels, Programme Manager ‘Destination Local’ This challenge aims to develop an innovative and scalable solution in hyperlocal advertising. Hyperlocal media is online news or content services relevant to a town, village, single postcode or other small geographic community. Combined with the rapid take-up of connected devices such as smartphones and tablets, it is enabling citizens and consumers to consume media in new ways. In turn, hyperlocal providers increasingly have the capacity to offer more than just news and information services. Research into local advertising markets and hyperlocal media by Nesta, the independent research and investment charity, has highlighted opportunities for providers to play a central role as innovators of key functions in business-to-business and business-to-customer transactions and marketing. This challenge, in partnership with Nesta, is to develop an innovative and scalable solution that enables hyperlocal media providers to be essential links in the local advertising chain. @ICtomorrow Innovation in hyperlocal advertising Solutions should focus on mobile platforms and aligned business models that can help hyperlocal providers to achieve or enable the following aims: • act as a platform for low-cost advertising and marketing on behalf of businesses and services in their area • enable targeted and personalised consumption of advertising • reach a large/targeted audience and/or aggregate consumer data • measure the impact and return on investment (ROI)of providers’ one-stop-shop role and their strategic activities within the community. Aspects that applicants might consider include: • platforms for coupons and special discounts on behalf of local businesses and services • facilitating ‘click & collect’ purchasing and local delivery services • initiating and running ‘shop local’ and other marketing campaigns that will drive footfall back to the high street and independent shops • working with other ‘local interest’ organisations such as business improvement districts, the Association of Town and City Management, chambers of commerce, local enterprise partnerships and local government. The successful applicant will then potentially be invited to trial their solution for a minimum of three months either with one of a number of operational hyperlocal providers, which have previously been funded by either Nesta or the Technology Strategy Board (see the Guidance for Applicants for details of these providers) or with another appropriate partner. @ICtomorrow Destination Local Innovation in hyperlocal advertising 4 December 2013, Kathryn Geels, Nesta… #destinationlocal @nesta_uk @ICtomorrow No standardised definition of what counts as ‘Hyperlocal’ has gained currency as a term hyperlocal referring to a news website, sometimes accompanies by a printed paper serving city suburbs, a small town, village or post-code ‘“The term ‘hyperlocal’ commonly refers–to Baines news coverage(2010) on a neighbourhood or (US zip-code) even block-by-block level. The traditional media models, even in their fattest, happiest days could not field enough reporters to cover every neighbourhood on a granular level– FCC (2011) “Hyperlocal media organisations [HLMOs] are geographically-based, community-orientated, original news reporting organizations indigenous to the web and intended to fill perceived gaps in coverage of an issue or region and to promote civic engagement” –Metzgar, Kurpius and Rowley (2011) [Hyperlocal] it’s no longer necessarily defined by a tight geographical area , but instead it seems to have evolved to describe more of an attitude than a place– Sarah @ICtomorrow Hartley (2010) Ways of thinking about ‘hyperlocalness’ focus on different parts of the value chain Content Creation Content editing / packaging Connectedness to local communities Focus on who creates and edits content and purpose of the content Aggregation Distribution Definitions of (hyper)localness focused on physical location of aggregation and distribution activities– i.e. defined broadcast and circulation areas – but how relevant for this in world of YouTube, Twitter and Facebook? Navigation Device Hyperlocal as proximity and relevance – defined by location of device i.e. user at any given time @ICtomorrow Nesta’s definition – robust & practical: Online news or content services pertaining to a town, village, single postcode or other small, geographically defined community “Online first” but not “onlineexclusive” – recognising shifts towards mobile and online creation and consumption News important, but other content genres have public and private value Size and nature of geographic ‘community’ may vary and contingent on range of factors Range of business models and ownership structures possible May be about ‘proximity’ or ‘locality’ @ICtomorrow Demand for hyperlocal media We know that… Hyperlocal media services provide value beyond the economic to their audiences Destination Local: Our Lessons To Date, Nesta, June 2013 The majority (66 per cent) of adults in the UK are interested in news and information about the immediate area in which they currently live Those with internet access and with devices such as mobile phones, computers or tablets are more likely to be ‘very interested’ in local news and information Use of hyperlocal media has been stimulated by the increasing take-up of connected devices • Overall, nearly two-thirds (66 per cent) of those who use hyperlocal media use a device to access hyperlocal content at least on a weekly basis • Over one-half (55 per cent) who state they use hyperlocal media more now than two years ago said this was due to them getting a smartphone/device UK Demand for Hyperlocal Media, Nesta, April 2013 @ICtomorrow Key hyperlocal challenges Our research highlights key challenges concerning sustainability, growth and audience engagement – ‘findability’ Sustainability – financial and human resource – is a key issue, especially for commercial business models • O&O’s research on local advertising markets and hyperlocal media suggests that advertising spend in this area is likely to be relatively small in comparison to traditional media Research on local advertising markets, Nesta, May 2013 Capturing audience attention • Hyperlocal information providers are competing with a range of other online information sources, therefore, being discovered amongst these requires using the same techniques as other online content owners Understanding the Use of hyperlocal content through consumer search, Nesta, May 2013 – Automating the sourcing and aggregation of relevant hyperlocal content @ICtomorrow Hyperlocal challenges: emerging business and services models There is an important distinction between two types of online local advertising that appeal to different potential advertisers: 1. Location–based advertising – online advertising delivered to consumers’ devices based on their geographic location. Estimated to grow to £1.1 billion by 2018 2. Hyperlocal advertising – advertising that targets a specific town, village or postcode area. Estimated to grow to £32m by 2018 @ICtomorrow Innovation in hyperlocal advertising contest Opportunity for winning applicant • • • • • Nesta’s analysis of the hyperlocal media sector has highlighted the challenges and opportunities relating to the local adverting market – i.e. in relation to hyperlocal providers being able to grow revenue from this stream, in order to help them sustain their service Our research indicates that: “Advertisers who are most likely to be interested in hyperlocal advertising are those who serve a small geographic catchment area.” Hyperlocal providers can provide the knowledge-base, content and data on their local communities that the tech community need to populate their platforms Tech providers can help bridge the gap in local economy There is potential for winning solution to be scaled, therefore, encouraging similar collaborations and opportunities between tech SMEs and hyperlocal providers @ICtomorrow Innovation in hyperlocal advertising contest Also an opportunity for hyperlocal trial partner Build capacity to be more than just a news and information service Opportunity to play a central role in innovating key functions within the local community in b2b transactions and marketing To be a part of the development of a new system / concept To trial new mobile-focused technology and business solution for no cost Develop outcomes and demonstrate learnings from an effective collaborative project @ICtomorrow The bigger Destination Local picture - what else we’re doing… Four priority areas Destination Local Demonstrators competition with the Technology Strategy Board Registration date 11 Dec & application deadline 18 Dec http://www.nesta.org.uk/blog/destination-local-newcompetition-and-new-opportunities Stimulating policy debate Encouraging industry-led research Encouraging collaboration between larger, established and new, emerging players • To develop a strategy with BBC Online @ICtomorrow Get in touch / follow us: http://www.nesta.org.uk/project/destination-local including a blog post re. this competition… http://www.nesta.org.uk/blog/innovationhyperlocal-advertising-competition [email protected] @girlondon @nesta_uk #destinationlocal @ICtomorrow Challenge Four Smart mobile advertising in partnership with @ICtomorrow Smart mobile advertising Partner: Mars Chocolate UK and MediaCom Stefan Bardega, Managing Partner, Head of Digital at MediaCom This challenge aims to create a new digital application or service to track and influence consumer behaviour through mobile advertising. Mobile device usage continues to see exponential growth, with the number of mobile phones currently estimated to be in excess of 4bn globally. These highly personalised and ubiquitous devices offer huge potential for brand owners to better understand and use consumer behaviour. There are now more mobile devices than people in the UK and smartphone penetration is approaching two-thirds of the population. It means there are significant opportunities for new technologies to help unlock ways in which mobile advertising can enable brand marketing to connect at the right time, in the right place, with the right consumer. This challenge, in partnership with Mars Chocolate UK and MediaCom, seeks an innovative application or service that allows fast-moving consumer goods (FMCG) brands to measure the impact of mobile advertising sales. Since many ‘low involvement’ FMCG brands offer products that consumers do not necessarily buy on a regular basis or research online prior to purchasing, solutions need to maximise the reach to new consumers while influencing their impulse purchases. @ICtomorrow Smart mobile advertising The challenge is to develop a solution/application that helps to: • investigate and demonstrate links between online and offline behaviour of a consumer, such as tracking a mobile advertising response through to a physical purchase • demonstrate how mobile could be used to extend the reach of existing brand activity to new consumers. The successful solution should: • be measurable, so that brand marketing can track both ROI and relevant consumer behaviour and data • be scalable so that the solution can be cost-effectively deployed to a large number of consumers • focus on FMCG brands and their particular requirements. The winning applicant will have the opportunity to trial their solution for a minimum of three months with MediaCom and a Mars Chocolate UK brand (see the Guidance for Applicants for details of these brands). @ICtomorrow Get in touch with our friendly team if you have any questions ictomorrow.com @ICtomorrow facebook/ictomorrow 0300 321 4358