- Sep 20, 2019
Updated: Feb 15, 2021
Shoppable Video - The Fastest Growing Digital Ad Format
Last week, Smartzer took on DMEXCO, Europe’s largest congress trade fair for the digital industry and it was big, really big. With about 40,000 delegates attending, there was a vast amount of stands to see and talks to listen to. We just about managed to fit it all in.
To kick things off, the highlight of our trip was definitely presenting to the tour of WPP Delegates and VIP Clientele on the Unruly stand on Wednesday morning. During our presentation, we were able to demonstrate the true power of shoppable video and illustrate why it is one of the fastest-growing digital ad formats in 2019.
Special thanks to Unruly for hosting us in their amazing stand!
Aside from our own demonstration here are our key take-homes from the talks we managed to slip into:
Video Ads - time to get serious
One of the best talks we attended was definitely the ‘Video Ads - Time To Get Serious’ Panel hosted by David Berkowitz. David was joined by an all-star panel that included:
Norm Johnston, CEO at Unruly
Jannika Bock, Director Client Solutions, Central Europe at Google
Irina Petriceck-Steiner, General Manager Operations EMEA at SpotX @ smartclip
Patrick Fischer, Chief Business Officer at OneFootball
Jim Piercy, Group Creative Director at The Trust
The discussion was really flowing throughout the panel and the audience was met with a few heated debates.
Relevance is Key
Faced with the question of the state of Personalisation, the group collectively redefined the true meaning of Personalisation to the user as Relevance. From the Unruly perspective, delivering relevant ads to relevant people online has become a powerful solution for brands and agencies in order to drive effectiveness online.
However, bring that idea to YouTube and they would argue that not only do brands have to consider relevance to their users but also when adapting creative to formats. They have to be cautious not to force anything into the wrong place. With so many different formats available, it is hard to keep up and each format suits different types of messaging. For example, 6 second YouTube Ads might be effective for an extra piece of brand awareness but they would struggle on their own to drive more down the funnel campaign goals such as evaluation and purchase.
It is necessary for brands to think about where their content would be most relevant in order to achieve a powerful emotional reaction from their audience. However, they also need to think about what format best suits their creative. As a result, platforms and advertisers need to possess a clear understanding of what formats drive which outcomes.
Top 3 Quotes:
“85% of current online video ad consumption with is with sound off”
“Most people ignore ads as ads ignore most people”
“Tools don’t make bad creative good creative”
New Age of Digitisation - Henkel x Numberly
Clyde Araujo, Global Senior Manager Customer Experience and CRM at Henkel at HenkelX
Thibaut Munier, Co-founder and COO at Numberly
Integrating 1st party data with marketing strategies has been a challenge for brands in the past. However, nowadays, data is becoming easier to integrate within the marketing industry. When it comes to CRM, the current challenge lies with converting the value of the CRM data into data onboarding platforms, media platforms and retailers. Through utilising their CRM data with Numberly, Henkel has now made precision marketing a reality.
Data aside, one of the big take-homes from our perspective was Henkel’s fantastic approach to fostering relationships with start-ups and innovations in media. Clyde Araujo, Global Experience and CRM Strategist at HenkelX pointed out their process as follows:
Concept Development - 3 Months
Promising Concept Checkpoints:
Value Creation Plan
Fit for Henkel
Fit for Market
Competitive Pressure
Build MVP - 9 Months
Valid Proposition Checkpoints:
Ability to go to market
Clear monetisation plan
Ability to be integrated with eCRM
Scale Up
Proven Demand Checkpoints:
Growth in revenue contribution
Growth in consumer base
Growth in retention rates
Expand - 2 years
Winning Model Checkpoints:
Expansion Plan
Revenue Growth
Net Profits
Large Customer Base
This process enables Henkel to build, test and learn with organisational rigor and agility. Reflective of Smartzer's ethos, it is great to see tech start ups thrive.
DMEXCO was truly a blast. We met some fantastic companies and scores of talented professionals.
Until next year!
- Jul 5, 2019
Updated: Feb 12, 2021
#incubator #tech #startup #themillsfabrica #development #entrepreneur #accelerators #incubation #innovation #businessmodel #techstyle #sustainability
The Mills Fabrica is an open platform for techstyle innovation. Their mission is to create techstyle startup success stories and to build a global techstyle community.
The Mills Fabrica expands to the UK
The Mills – a landmark revitalization project by the Nan Fung Group transforming their old textile factories into a new heritage and innovation center – officially launched in Hong Kong in December 2018.
Fabrica, the innovation arm of The Mills is dedicated to supporting innovators from all around the world within the field of techstyle and aims to build a global techstyle community.
As part of their mission, The Mills Fabrica will be expanding to the UK to create an open platform and bridge the gap between Asia and Europe to support techstyle startups across the two continents.
We are PROUD to announce to be part of the mills fabrica 's incubation programme!
The incubation programme is dedicated to techstyle startups, companies at the intersection of technology and style.
SUPPORT / VALUE-ADD
As one of the first UK incubatees we will benefit from 12-months customised support based on our vision and key milestones.
We will have access to The Mills Fabrica’s vast global network in the techstyle space and exposure opportunities in Asia and around the world.
In addition, we will will receive support in terms of connections and exposure not just in the UK but also in Hong Kong and Asia. This includes sharing our story and innovation on international stages and at some of the world’s biggest startup events/conferences.
Furthermore, our team will have the opportunity to develop our businesses in Hong Kong at The Mills Fabrica having access to:
Fabrica Space – 15,000 sqft of flexible coworking and event space with private offices, fixed and hot desks and event venue for conferences and symposiums
Fabrica Lab – a state-of-the-art prototyping lab, curated in collaboration with The Hong Kong Research Institute of Textiles and Apparel (HKRITA); a space for experimentation and an open platform for entrepreneurs, students, corporates and the general public to unleash their creativity and transform ideas into real products
Techstyle X – an experiential and experimental retail store dedicated to showcasing the latest techstyle innovations and raising awareness of technologies to the end consumer.
As an international technology hub, with Silicon Roundabout in East London and Knowledge Quarter in Kings Cross, London as the world city is the prime location for the next phase of expansion for The Mills Fabrica.
On June 19th, we attended the ‘Techstyle Futures: Innovations for Global Change' symposium in London and together with The Mills ´Fabrica, we celebrated the launch of their expansion into the UK, with pilot cross-border incubation and community events.
TO READ MORE ABOUT OUR NEW INCUBATOR VISIT: http://www.themillsfabrica.com/
- Jun 14, 2019
Updated: Feb 15, 2021
Fifty of the UK's breakthrough businesses and projects harnessing creativity and technology are featured in Createch's "Ones to Watch" report. Published at the Createch 2019 conference, the report was a part of London Technology week.
Smartzer has also been included in the list for their interactive video platform. Featuring shoppable video, livestream shopping videos and clickable images, Smartzer seeks to connect brands with this rapidly developing aspect of video content marketing.
"Ones to Watch" showcases 50 UK-based projects praised by experts for delivering new products, services, and experiences in the fields of Immersive Entertainment; Transformative Experience; Seamless Service and Personalised Tools.
Widely regarded as the world's leading tech conference, Createch 2019 marked its third year. The conference explores various topics including the global ecosystem of businesses, blending creativity and tech to create new products, services and experiences.
The Createch conference 2019 was hosted by Creative Industries Council (CIC), a joint forum between the creative industries and government. With this, the government and industry can work together to bring great creative stories from the UK to the world.
Furthermore, they focus on areas where there are barriers to growth facing the sector. For example, access to finance, skills, export markets, regulation, intellectual property (IP), diversity, and infrastructure.
CIC Co-Chair and BBC Studios CEO Tim Davie said: ‘The UK is world class for brilliant creative talent and technological expertise and Createch 2019 is an exciting opportunity to explore the boundless possibilities presented by the interaction of the two sectors.
Davie writes: "If now is the right time to look at Createch opportunities for your organisation, we believe the UK is the right place to bring those opportunities to market - and from there to the world."