Over the years at OMD EMEA, we have seen technology evolve drastically. Working with some of the largest brands in the world we have been fortunate to be at the forefront of technology, driving our clients through the ever-changing landscape. From the first ever out-of-home programmatic execution in Europe with Google’s real-time digital community noticeboard, to more recently the world’s first programmatically powered cinema. In the below post we take a look at our latest award-winning campaigns with technology and innovation at the heart.
Google showcase their community spirit with the first ever OOH programmatic campaign in Europe
For Google to launch their first OOH programmatic campaign, location was crucial. They selected Old Street, a world-leading technology hub, where they could easily influence their young progressive core audience. The roundabout was taken over by a large digital billboard, displaying real-time data feeds, with content for the local community to interact with via the Google app. Within six months of being live, four out of five people spontaneously recalled the activity, which led to an amazing 93% of people agreeing that they felt positively towards the Google brand!
OMD has also worked with the world’s leading technology giant to recently launch Android Pay’s first ever large-scale brand campaign, in a bid to drive Christmas sales. Working closely with the TFL network for ‘Taps’ and countless payments, they are using clever geo-targeting, audience behavioural data and capturing every moment to deliver the most relevant creative purchase.
Gaming has really taken off in the last few years as virtual reality has quite literally become more of a reality. When HTC first launched their VIVE VR system, the product was too pricey and therefore didn’t appeal to their targeted millennial audience. OMD’s specialist service unit Fuse, experts in partnerships and experiences, collaborated with Noma Labs and HTC to make the product more accessible by creating a fully immersive theatre production, ‘Virtually Dead’. The event was a massive success, selling out in both London and Paris within two weeks, the event exceeded trial KPIs by 91%.
Smurfs capture the hearts of their new digital followers
Having worked creatively with HTC’s technology to launch their product to the masses, we are now working with partners to create technology that is only just scratching the surface!
For the release of Sony Pictures’ Smurfs film, OMD partnered with Oath (AOL) and Unit9 to build an AR experience of the HoloLens, to excite their core target audience, previously only attracting adult fans of the franchise.
The experience itself was a gamified version of the movie in which users, led by Papa Smurf were encouraged to explore the world and unlock hidden content. It was tested countless times to ensure it ‘delighted’ children, exciting them with something they’d never experienced before and allowing them to immerse themselves in one of their favourite films.
Smurfs, “The Lost Village” was one of the biggest releases for Sony Pictures this year. We had incredible PR pick-up generating over 40m media impressions and behind the scenes content resulting in 20.8m impressions and 15.9 million video views.
Intel show off their creativity with a performance of a lifetime
Also within the world of entertainment, we worked with Intel, collaborating with Lady Gaga at the Grammys to produce an unforgettable, tech inspired experience dedicated to music legend David Bowie. This showcased Intel’s innovative technology through artist performance and fan experience. The end product surfaced as a visually stimulating performance by Gaga who controlled the stage effects in real time, thanks to Intel-powered facial scanning and video projecting technology.
Intel also managed to pull off a spectacular performance during the Super Bowl LI halftime show, where again, Lady Gaga was performing. They released a swarm of 300 Shooting Stars to form an American flag in the sky. Watch the behind the scenes video here!
Chatbots promote futuristic TV Series
One of the most significant technologies to recently surface and become more of a reality is Artificial Intelligence. As we now have the data and technology in place, there is a huge opportunity for brands to be innovative over the next few years. OMD was recently recognised for the second year in succession at the Cannes Lions festival, for their work with Channel 4. To launch the second series of Humans last year they created a Facebook Messenger chatbot to answer viewers’ questions, built on the computer conversation service PullString. The series is all about synthetic humans, so the technology was very fitting. Series 2 went on to become Channel 4’s best returning original drama for five years- check out full details of the campaign here.
With a significant leap in technology over the last few years, we are at a time where innovation can accelerate rapidly for most brands. At OMD, we are always striving to take our clients into unknown territory to push the boundaries of what’s possible. As some technologies are only just surfacing, it’s a great time for brands to capitalise and really make an impact!
With programmatic, emerging tech and artificial intelligence increasingly prominent in brand marketing strategies, we look forward to working with our clients to uncover the next big thing in 2018.
For more information about OMD or any of the campaigns mentioned, please contact us at [email protected]
dmexco is the global business and innovation platform of the digital economy, enabling visitors to experience disruptive trends and define the business potential of tomorrow. With over 250 hours of conference programme, more than 1,000 exhibitors and 90,000 square meters of exhibition space – Europe’s leading digital trade fair is growing. As the meeting place for makers and shakers, visionaries, marketing and media professionals, tech enthusiasts and creative thinkers, dmexco combines a leading trade fair for digital marketing with an extraordinary conference.
We are extremely excited that OMD, for the fifth year running is returning to Cologne to help guide our clients, partners and friends through the exhibition and offer an unparalleled experience. This year OMD is offering a comprehensive range of guided tours, from mobile and programmatic to data and social, live hacks focusing on data strategy and marketing technology, and bespoke recommendations for talks and panels you should attend to make your time at dmexco as profitable and educational as possible.
Let us guide you
Start your dmexco experience with a guided tour from our team of OMD experts. For German speaking tours please sign up here. For English speaking tours across mobile, programmatic, data and social please contact [email protected] to reserve your space. English tour timings are as follows:
The mobile and social tour- 10.00
The programmatic and data tour- 12.00
The overview tour- 16.00
The mobile and social tour- 12.00
The programmatic and data tour- 14.00
The overview tour- 16.00
Participation in the tours is only possible after registration. As participants are limited per tour, make sure to secure your place today.
Taking to the stage
Let our experts compile the panels and keynotes that you won’t want to miss. With past speakers including Mondelez’ Dana Anderson, Twitter’s Jack Dorsey, Vice’s Shane Smith and Google’s Sridhar Ramaswamy, the 2017 agenda, including our OMD and Omnicom spokespeople, is bound to be exceptional.
Your home at dmexco
With a jam-packed programme make sure you visit the OMD stand to re-energize. Join us for refreshments, networking opportunities or a guided tour. For more information about dmexco and how we can make your time in Cologne more valuable, please contact [email protected]
Vivian moved to London to join the OMD Programmatic team back in June. The only downside for her so far has been getting used to the London weather! We caught up with Vivian to understand a bit more about her role and the path she took to get where she is today.
What does a typical day in the life of a Senior Programmatic Planner look like?
I would say that I do not have a typical day! With such a vast array of clients, I am literally working on something new each day. Most of my time, you can find me analysing data and numbers to find ways to optimise campaigns. I also spend time building reports for clients to help them understand the steps we have taken and the insights we have uncovered. Moreover, I take part in briefing sessions for clients and pitches, brainstorming ways to make programmatic work for them.
Can you tell us a bit about your role and the path you took to get here?
After graduating university, I worked as a tax accountant for a year. I quickly came to the realisation that my dream of spending the rest of my life as an accountant was bleak. So, I decided to join OMD Sydney in April 2014 as a Digital Assistant.
Thrusting myself into the new world of advertising, I landed with an amazing team of enthusiastic traders looking after a major Australian telco client. Working on their dedicated trading desk (one I have been lucky enough to work with again in London), I learned the ins and outs about digital and, more importantly, programmatic.
Making the leap to London, I joined OMD Programmatic back in June. I have been lucky enough to work on a diverse portfolio of clients including Intel, Footlocker, Allergan, Hilton and Sony Pictures. I would have to say that the only unlucky part is getting used to the London weather!
If you weren’t working on the OMG Programmatic team where would you be working and why?
I would probably still be working up the corporate ladder at an accounting firm somewhere. Most likely, I would be an Audit or Tax accountant doing the same thing every day!
Your favourite thing about OMD/OMG Programmatic is?
The team! I work with an amazing, intelligent and supportive group of people who are always willing to pitch in to help. They share knowledge and learnings on campaigns they have previously worked on. I am learning new things about the industry every week!
Any advice for those looking to follow in your footsteps?
If you love numbers and are curious to work in a space where new technologies and ideas are emerging every day, programmatic advertising is a fascinating space to start! Be curious, ask lots of questions and be willing to learn all the time as the industry is always changing.
Want to search for a job now? Explore current openings at OMD. You can also find out more about life at OMD with #OMDLife
It has been a significant couple of weeks for our understanding of the developing TV landscape. The convergence of TV and Internet technologies has been spoken of as some kind of future event for the past 15 years or so. Now, more than ever, we can understand it as something that has happened and will continue to develop.
The over the top global TV platforms continue to scale.
Netflix announced a global partnership with Liberty Global giving access to a further 30m homes worldwide driving growth beyond the current 29m subscriptions outside the USA. Additionally, RBC Capital Markets reported that 42% of UK internet users used Netflix to watch TV/Movie content in the past 12 months, compared to 54% for YouTube and 62% for the BBC iPlayer.
In terms of high-profile content, Amazon announced a launch date of November 18 for ‘The Grand Tour’ maybe the most prominent global reach show to date for an OTT platform. Twitter streamed their first live NFL Thursday night football match between the NY Jets and Buffalo Bills. In the VR space, the first VR Emmy went to the Oculus Story Studio. We are now witnessing premium content propositions, in virtually every genre, being made available through these new platforms being launched every few weeks.
On the other side of the convergence coin, the traditional broadcasters and platforms have been taking advantage of new technology led opportunities. At IBC in Amsterdam, Sky recently discussed the launch of Sky Go UK inventory sold via the Videology platform on a programmatic basis enabling brands to access content such as live English Premier League outside of traditional broadcast.
At IBC a range of new TV screens were launched that go beyond 4K into High Dynamic Range, Wide Colour Gamut and Ultra HD. Content in these cutting edge formats is more likely to be initially delivered over IP rather than broadcast.
It is not just a zero-sum game, these platforms drive each other.
Nielsen in the US report that increased viewing of related content on YouTube drives viewing of a TV show. Consumers are happy to bounce between platforms, especially on the same device, to create a more personalised experience. Measurement of this behaviour is now a global scale challenge requiring new methodologies for TV measurement, in-store attribution and cross-device targeting.
We can now see a path to better monetisation of video impacts delivered over IP. No longer are they something that is hard to measure, scale and trade. Consumers have taken to new platforms and formats, especially younger and more affluent consumers. Global platforms are creating and distributing some of the most high profile and sought after inventory. Brands can now also access that high-quality content through a range of new buying mechanisms.
Convergence has positive impacts on TV, we just need to frame the opportunity a little differently.
This was very much the focus of discussion amongst the media and advertising community at IBC. It is now especially relevant to have a deep understanding of many audience segments. Through conditional insight, testing different hypotheses and experimental design, we can recognise brand differentiators through value creation mechanisms. A clear measurement framework that operates across devices, platforms and approaches is now the most critical challenge to deliver on the opportunity of the post convergence TV/AV landscape.
Authenticity was key in the launch of Destination Canada’s latest suite of rich content. The ‘Explore Canada’ campaign is focused on bringing to life the amazing sights, wonders and experiences that Canada has to offer.
There are over 6 million European travellers considering Canada as a future holiday destination. Despite being on people’s travel list, there was no urgency to book Canada as their next holiday destination. Our goal was to change Canada from a ‘might visit at some point’ destination to a ‘must see’ and next on the list.
Destination Canada is Canada’s national tourism marketing organisation. They promote Canada’s extraordinary experiences in 11 countries around the world. Their key markets include Germany, UK, Australia and France.
Research shows that consumers are increasingly moving away from traditional media. Instead, they are turning towards more personalised and trusted sources – such as friends, family and key influencers – to research and plan their travels.
Traditional marketing campaigns with sponsored banners or branded social posts are no longer enough to convince consumers to buy a big-ticket item like an international holiday. Our content marketing approach needed to reach and entice consumers at key points along their decision-making journey. We wanted to use more novel, innovative marketing ideas to engage these travellers emotionally.
Based on this, our focus is content like videos, photos and articles. Rather than a traditional branded campaign, the idea was to have viewers come into contact with the content naturally in relevant environments they typically visit for travel planning and purchase.
Over 500 pieces of high-quality content were developed across passion points and locations in Canada. Because authenticity is integral to this strategy, we didn’t include any branding on this content.
For the video content, we are leveraging a high-profile YouTuber from each of our key markets. Each influencer uses their typical filming style to highlight Canada as the perfect vacation setting. Influencers share and promote the content directly with their YouTube followers, allowing the material to seed organically. Many also promote their Canada videos on their Facebook, Snapchat and Instagram accounts.
You can currently view the latest influencer content tailored for the UK and Germany, with France and Australia content coming soon.
We then use data to align consumers with unbranded content that caters to their individual interests, passions and travel purchase behaviours. Once viewers engage with multiple pieces of unbranded content, we then serve them a personalised message from a local tourism partner who can offer them a great deal for the location or experience they’d viewed.
We are in the second exciting year of this campaign. The tremendous success of last year’s efforts included over 50 million content views and over 190K content viewers booked a holiday to Canada, with over $231 in additional tourism revenue generated for a 67:1 ROI.
Until now Amazon has only sold its voice-controlled devices in the US. However, they have confirmed its virtual assistant Echo speakers are heading to the UK, Germany and Austria. The machines can answer questions, control other internet-connected devices, build shopping lists and link to dozens of third-party services including Spotify and Uber. Experts say they appeal to early adopters’ sense of curiosity but tend to be harder to sell to others, potentially due to the raised concerns about the use of listening technology. With an estimated five million speakers already sold and Google working on their own artificial-intelligence-powered speaker to be launched later this year, it appears the mass market is finally ready to bring such technology into the home. Currently the most common smart home device is the thermostat, so we’re excited to see how this product develops.
Facebook adds new functionality to Messenger that includes payments and linking ads to Messenger. The latter could help this platform take off for brands
Snapchat – now at 150 million daily users, 50 million in Europe – introduced new ad targeting, including email and mobile device matching