Tag: Meerkat

OMD Oasis at CES 2017: I want my own TV – the rise of addressability

What are the three scariest words to a marketeer? Well, according to David Pogue, Tech Critic at Yahoo Finance, at the OMD Oasis at CES last week they are “skip this ad”. The four members of the panel delved deeper into why consumers want to skip ads and their conclusion? It’s all down to relevance (or lack of it).

Bastien Schupp, Vice President Global Marketing Communications at Groupe Renault, explored the notion of relevance further by equating it to the car industry. He explained that, at any one time, 96% of people are not in the market for a vehicle and yet around 90% of communication is attributed to them. He talked about how we need more balance in focusing on the 4% who are actually ‘in the market’ to buy a car by marketing to individuals rather than marketing to the masses. His stark warning?

“More efficient targeting is about relevance. And if we don’t become more relevant we are doomed.” 

Bastien also added that it goes far beyond targeting, it’s also about relevant content too. Simply put? “You can’t just put your TV commercial on digital platforms”. He pointed out that achieving this shift was “a long process” and to ensure this happens “agencies need to transform rapidly”.

Paul Kelly, Chief Partnerships Officer at Awesomeness TV, elaborated further on the topic of relevance. He made a clear distinction between ‘individual relevance’ (something that satisfies the need state at that particular moment in time) and also ‘cultural relevance’ which he said was “an inconvenient truth… purchase decisions are often made on emotion rather than fact”. Kelly insisted that by continuing to chase increasing accountability through all forms of addressable media “we are possibly missing out on cultural relevance”. He cited an example from Honda who had decided to target younger age groups even though they are obviously not in the market for a Honda. The reasoning behind that move? Because if Honda don’t speak to those younger consumers then by the time they get into the market Honda won’t be in their consideration set. He added, “a lot of big brands are missing out on that right now”.

Nikki Mendonça, President at OMD EMEA, interjected and stated that brands need to become more disruptive. She believes that since the economic crisis many clients had become “risk averse” but she had detected more recently that some clients were becoming “more willing to take risks”. In terms of addressable media, she added that “we are only at the beginning” and the main challenges to adoption would be the acceleration of technology, how we use the data and data protection laws. But she made it clear that both advertisers and agencies need to get on board because “no-one is going to stop the addressability train”.


What followed was a lively debate on the future of live content via the likes of Periscope, Meerkat or Facebook Live. Bastien Schupp believes it’s potential is “hugely overrated”. He conceded that it may offer an interesting opportunity at live sporting events (such as unique viewing at half time during a football match) but for the automotive industry he was much more sceptical: “we could broadcast from a Motor Show but frankly unless we had a flying car then no-one would watch”.

David Pogue disagreed. His assertion was that the power of live video was its authenticity. He offered a personal perspective of taking the unboxing of technology (something we have all witnessed on YouTube) and taking it to a live platform. For example, he had reviewed the Apple Airpots in a 15-minute unveiling last month. Despite the fact that he didn’t think anyone would watch he was astonished that “58,000 people watched me open a box!”. In the following days, the views jumped up into the hundreds of thousands. He went on to say that although it wasn’t necessarily the best quality broadcast the fact that “you can’t edit it and you can’t script it” is one of the main reasons why consumers love it so much.

Paul Kelly had a foot in each camp. He acknowledged that there were limited applications for ‘live’ right now but still felt that we would pivot towards it when we had figured out how best to use it. And that is a challenge for clients, agencies and vendors alike to determine how best to use the platform. What is also true is that the technology will continue to evolve and as such previously undreamed-of applications will inevitably surface. But the key driver of the platform will, as ever, be the consumer themselves. As Kelly put it so succinctly “it depends solely on what the audience wants to see”.

OMD FWD w/c March 7th

A mobile and VR heavy OMD FWD this week! Paid search spend on mobile and tablet overtakes desktop in certain markets, Virtual Reality is being put to good use from curing the fear of heights to  raising money for Charity: Water and Apps prove to have higher conversion rates than mobile web or desktops. Share what you find interesting with #OMDFWD. 





And, finally, if you find normal roller coasters boring…

Matt Adlard, a Senior Planner who works on the Luxottica account

We asked Matt Adlard, a Senior Planner who works on the Luxottica account, four questions to understand a bit more about what he does in his spare time as the ‘Topless Baker’, a half dressed chef who live streams weekly cooking shows on Meerkat. Matt has been recognised as one of the top live streamers by AdWeek who described him as a ‘live streaming star that every brand should get to know’; he has also spoken at the Festival of Marketing about how brands should use live streaming. These questions cover Matt’s live streaming journey and what he has learned along the way.

  1. How did you get into live streaming and why Topless Baker?

We were doing research for Oakley about what owned social channels they should look at in 2016, and came across Periscope and Meerkat. There were some reservations that starting a new social channel would be worth the investment in terms of increased engagement.

I had started a blog, ‘Topless Baker’, earlier in the year, combining my love of food and exercise, and saw this as a perfect opportunity to demonstrate to the client how effective it could be. I knew I had a huge first-mover advantage and I could gain traction quickly so I ran home that night and the rest is history!

  1. So what did Oakley think about all of this?

We presented the business case to them and they were very impressed. Within three months, I had 20,000 followers on Meerkat and 1,800 on Instagram with an engagement rate above 30% per post.

When presenting this to Oakley, we were able to demonstrate that by creating authentic, engaging content, you could drive increased social engagement and organic reach, with minimal investment or paid media required.

  1. What are the benefits of live streaming and why should brands be using it?

Although it might be hard to see how brands can relate to ‘topless baking’, there are key lessons and benefits that can be applied to any brand.

First is the ability to drive increased engagement above and beyond traditional social channels. Consumers are hyper-savvy nowadays – especially the millennial audience. They are looking for engaging, authentic content that they can’t find anywhere else. The challenge we face with many traditional media channels is that it is a ‘one to many’ conversation – live streaming is the exact opposite and it allows you to have direct conversations with fans in real time, which drives huge engagement compared to traditional social channels.

Take OMD’s client Sony Pictures for example: everybody sees the actors going down the red carpet at premieres and can look at photos online, but imagine if fans could get insight into what happens behind closed doors at the event? Seth Rogan could Periscope to fans behind the scenes taking questions about his latest film release, giving exclusive insight that couldn’t be found elsewhere.

Secondly, you will learn more about your audience in one hour than you will through any traditional media. Thanks to the real-time nature of live streaming, you can react to fans’ questions or comments on the go, allowing you to be ‘creatively reactive’. You will learn what your consumers do or do not like about your channel quickly, which in turn allows you to adjust your content accordingly for your next episode.

Finally: the ability to drive cross-channel reach. By asking followers on Twitter what you should do in your next stream, or posting footage and images from the stream on Instagram afterwards, you can leverage live streaming across multiple touchpoints which in turn increases reach beyond the original channels.

  1. What advice would you give to brands looking to live stream?

The key piece of advice to brands is to be brave. There is still a huge first mover advantage within live streaming and brands need to be bold enough to take the first step.

Brands are very much used to having complete control over content, being able to filter, cut and edit footage to make sure it is perfect; however this is exactly what a live streaming audience doesn’t want to see. They want to see brands in their unfiltered, natural state, and although there are uncertainties around this, by taking that first step before competitors a brand can reap the rewards.

Stay in the know

Sign up
Successfully subscribed! Thank you!

By continuing to use the site you agree to our privacy policy