What is the Difference between HBO and Netflix’s Digital Strategy?

For Content Providers, spring and summer are often considered to be the seasons of new seasons. They are an omen for mega TV productions to emerge or return: AMC’s Better Call Saul and FX’s Fargo have initiated their third season in April. the fifth season of Netflix’s House of Cards was released on the verge of June. HBO’s acclaimed Game of Thrones is scheduled for mid-July and Netflix’s promising Marvel show, Defenders is set to premiere in August.

The emergence of TV shows during these seasons is not Genre-Specific. New comedies, documentaries, and dramas are finding their ways to the screen while each content provider chooses which TV shows and genres to promote massively.

In fact, content providers like HBO, Netflix, Hulu, AMC and Starz have adopted a different approach in terms of number of publishers and YouTube channels, as well as in choosing YouTube as a primary or a secondary medium. Eventually, such emphasis translates into a digital strategy across YouTube and video publishers.

By extracting AdClarity data on the US market during April and May, we are able to point out the competitors’ focus on genres, TV shows, and preferred medium, thus enlightening the competitive landscape in that arena.

 

Medium Focus | Most activity takes place outside of YouTube

 

Within the given time frame (May-April 2017) Netflix is the only “Neutral” competitor. The competition benchmark is 21% on YouTube, but when excluding Netflix, the benchmark drops down significantly to a 14% level

 

Genre Focus | Comedy on YouTube while Drama takes place in Non-YouTube publishers

From a macro view, Drama and Comedy genres are taking the first and second places depending on the platform. YouTube activity is focused on comedy, while Non-YouTube publishers focus is on American Drama shows.

Competitive Analysis | Distribution and Diversity

 

The leading OTT providers, Hulu and Netflix are promoting their TV shows across the largest number of publishers, while HBO and AMC are using relatively small amount of video publishers. On the other hand, HBO and Netflix promote more TV series than the average.

The top 3 TV Titles | Drama is beating Comedy, but HBO and Netflix are comedy-oriented

From analyzing the top TV titles for each brand, Drama is the leader with 4 out of six players we examined. It is a bit surprising, though, that the two comedy titles belong to Netflix, HBO who scored highest in terms of activity, number of publishers and number of promoted TV shows.

 

YouTube Competitive Analysis | Netflix, Starz, HBO are using approximately 2000 top channels on average

As YouTube has its own ecosystem, each channel can be considered as a video publisher. Excluding Netflix, we found a correlation between a low number of publishers to a high number of different YouTube channels.[/av_image]

 

From an audience perspective, Music and Entertainment categories are the most dominant. However, the interesting insights are deriving from the residue. Hulu is focusing on News & Politics, Starz on Science & Technology, and HBO focuses its efforts on Gaming and comedy channels.

 

Takeaways

The difference between Netflix and HBO’s digital activity is mainly shown in distribution strategy and genre focus. On the one hand, Netflix uses high numbers of publishers and YouTube channels to deploy multiple TV shows across genres. On the other hand, HBO focuses on promoting the comedy show Silicon Valley and addresses its audience by using Gaming and Comedy channels.  

Are you looking for advanced digital insights across different ad channels? Get a 1-on-1 Demo of the AdClarity AD Intelligence tools

 

Dashboard of the Month: A New Generation for Lead Generation

After deploying dozens of successful dashboards for international publishers, we are extremely happy to present our Lead Generation dashboard aimed at increasing revenue for publishers.

By combining some basic business principles with AdClarity’s technology, we built modular dashboards that take into consideration the relevant competition and prospects.  The underlying premise is that advertisers are looking for a certain audience when deploying campaigns. In other words, advertisers will choose publishers based on the reach to their desired target audience.

Needless to say, Advertisers are rarely choosing only one publisher for a deployment of the campaign. In fact, there are many equivalents and recognized publishers capturing a similar audience due to the type of content they generate, and advertisers are inclined to distribute their campaigns across such relevant publishers.

However, in the eyes of an advertiser, not all relevant publishers are counted among the favorite ones due to many factors. For that reason, we designed the Publishers Lead Generation dashboard which is set to cope with three main challenges: how to find relevant clients not using my inventory, how to increase the share of wallet among my existing client-base, and how to keep track on advertisers’ activity on a regular basis.

First Challenge| How to reach relevant prospects not using my inventory?

What do I See: Advertisers’ campaigns that were detected on competing publishers and not on your platform. To your left, you get a list of advertisers sorted by the number of ads scanned. Clicking on an advertiser will unfold the share of voice of competing publishers for the advertiser’s activity. Additionally, you can view the creative screenshot to your right.

How could it help me? The combination of advertisers using your competitors’ inventory without using yours indicates a potential client which remained an untapped opportunity. With this dashboard, you can estimate whether some prospects advertise massively with your competition. Then, you can plan on which advertisers you wish to invest resources and draw them to use your inventory.

Second Challenge | How to increase activity among my client-base?

What do I see?  A list of existing advertisers that you own a share of voice that is smaller than 50%. You can view your campaign and overall share of voice for any advertiser you chose.

How could it help me? As a publisher, you are unaware to the share you possess out advertisers’ overall demand. Knowing your position for your current clients, up to the campaign granularity, allows you to approach your client base and offer them to extend activity on your platform.

Third Challenge | How to keep track on clients’ activity?

What do I see? Advertisers’ activity on competing publishers. The percentages on the advertiser list indicate how significant was an advertiser activity on a certain publisher. When you choose specific advertisers, you will get a Share-of-Voice referring only to the advertisers you chose. The charts below provide the daily trending activity, and the filters allow you to choose a certain country, channel, as well as advertisers’ category and delivery method (was it direct or programmatic).

How could it help me? you can view whether a certain advertiser uses your platform consistently when it advertises on competing publishers. Such data can highlight whether an advertiser stopped working with you for a certain period, but still works with your competitors. Also, you can estimate the scope of advertising for each competing publisher relative to yours.

On June, we will present our A/B Testing dashboard focusing in finding your competitors’ most successful creatives for a campaign, and those that did not endure.

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4 Interesting Big Data Facts about 2017 Mother’s Day | US Market

Following Mother’s Day celebration, we would like to share with you 4 quick Big Data facts about 2017 Mother’s Day in a world of advertisement (based on Adclarity April Data)

  • 332 different advertisers promote Mother’s Day products
  • 518 different campaigns
  • 41% of them are cross-channel
  • 58% of all campaigns were promotional and accounted for 81% of total impressions.

Time to crunch more ad data! Send us Demo Request and let us show you how we do it!

Competitive Analysis: Helping Luxury Brands Emerge From The Digital Darkness

Every marketer understands the importance of competitive analysis. It’s vital to ensuring your brand not only keeps pace with your competitors but also stays one step ahead. This is especially true in the digital world, which is always evolving and moving forward.

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Dashboard of the Month: Detect and React to Digital Campaigns

AdClarity’s New Campaigns Alert dashboard is basically a war-room tool allowing you to view the new digital activity of your competitors in different channels and markets. We also call it a Detect-and-React dashboard, since it helps you in detecting new digital activity, and then deciding the proper course of action.

The advantage of TV campaigns data is not obvious on digital media, as campaigns can appear on a countless number of publishers in many variations. Unlike TV or OOH campaigns, digital campaigns contain many call-to-action elements, that are also held by other distributors (retailers, e-commerce sites) that promote your products.

While most marketers are provided with a day-after data to TV campaigns, the long-tail of digital campaigns and their sources that make it almost impossible to track competitors’ activity in real time and choose whether the nest course of action is to respond with a counter promotion or campaign.

Moreover, digital campaigns may contain very important information. For example, they can give vital signals if a campaign is about to run on TV, or alternatively illuminate competitors’ promotional offerings. In some cases, you can even compare how distributors promote you and your competitors’ products.

Let us go over the process of detecting, analyzing and reacting to competitors’ activity.

From this point, we are inviting you to check the video below, explaining all 3 challenges or/and keep reading the article

 

To explore dashboards yourself, please follow The Link  

First Challenge – Detecting | How to view new digital activity on the local or global scale?

digital activity global local

What do I see? The number of new campaigns detected per territory (Country, US Market), and by the entity type – is signified by the campaign URL owned by the brand (Direct activity) or by the distributor (Indirect activity).

How could it help me? An overview of competitors’ activity. You can pinpoint the geographies that have increased activity, and determine if that activity derives from direct or indirect activity.

Second Challenge – Analyzing | What is my competitors’ direct and indirect strategy?

competitors strategy

What do I see? A comprehensive breakdown of new campaigns across channels to your left, and even more elaborate info on campaigns that are launching, including what are the active channels, you can determine whether it is it a branding or promotions campaign, and on how many publishers it was spotted. You can use the filters to determine the timeframe, with an option to only view only activity for certain brands and countries, and you can choose if you want to view distributors or direct activity. Clicking on each campaign name will redirect you to a top campaign creative and landing page view.

How could it help me? You can analyze how your competitors promote new products or on the verge of rebranding their existing products. The scope of publishers indicates if the campaign is small or relatively significant. You can also view what are the creatives and call-to-actions for a campaign that started running in parallel on traditional media.

Third Challenge – Reacting | How to respond effectively to competitors’ campaigns?

respond to competitors campaigns

What do I see? All activity for a certain territory. You can easily select the territories you are interested in to view in both direct and indirect activity.

How could it help me? After analyzing the commercial offerings, you have the tools to decide how to counteract better your competitors. You can launch your own campaign, adapt your forthcoming campaign to the new offering or encourage one of your distributors to promote a campaign. Either way, you can block your competitors’ major activity immediately with designated campaigns, or at least be aware of the activities made by your competitors.

 

In May, we will address how publishers can generate leads by viewing competing publishers’ activity on display and mobile.

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The AI Wars | From Mobile to our Home

With so many AI Assistants out there, companies focus less on technological superiority and more on product positioning and differentiation.

During the past decade, we have witnessed a massive increase in the development of AI technologies. IBM has managed to excel in its AI technology with Watson, the know it-all computer translating vast amounts of data into insightful information, and it can even beat Jeopardy professionals.

Businesses are also finding AI technologies appealing. The best example is chatbots that allow businesses to provide a better, engaging automated service while maintaining or reducing manpower costs. Facebook’s recent announcement to integrate chatbots into its messaging platform has legitimized start-ups and companies to invest in chatbots’ technologies.

Although most people do not interact on a daily basis with supercomputers or with chatbots, they do have their own digital assistant in their pocket, laptop or home.

When Apple introduced Siri with the launch of iPhone 4s, it presented a whole new way of AI communication. In fact, Apple dictated the characteristics of many AI technologies to come: A feminine assistant that mediates between the device abilities and your digital daily needs. The development of new mobile and connected devices allowed AI assistants to penetrate into new territories.

Post Siri’s launch, various technological leaders developed their own proprietary technology to support their devices and services. Amazon introduced Alexa, and provided its connected device Amazon Echo. Microsoft developed Cortana, a supportive assistant in many Microsoft operating systems including laptop and mobile devices. Google presented Google Assistant as one of the main features on the Google Pixel launch, and incorporated it with Allo messenger app and Google Home. Samsung is also a probable candidate to enter the race, as rumors indicate the forthcoming Galaxy S8 will already be equipped with Samsung’s Assistant.

As we look at the competitive landscape we identify that the digital assistant is becoming a point of parity in connected devices. In this battleground, Apple, Amazon, Microsoft and Google are investing heavily in advertisements highlighting the benefits of their AI assistants. However, as this market evolves, the real battle between these companies is focused less on technological superiority and more on product positioning and differentiation.

Exploration of creative messaging and digital activity discloses a different marketing message and a similar humoristic tone. Let us go over how these companies present their AI technology.

Apple – An integral part of your life

Although Apple presented Hands-Free Siri feature already in December 2015, it has come up with another humoristic ad focusing on how Siri meets you in your daily activities. By referring to a lovely routine activity such as cooking for Cookie Monster, Apple is emphasizing how Siri is immersed in your daily life. In other words, apple shifts from a focus on Siri’s massive capabilities to Siri’s role in everyday life.

 

 Amazon #JustAsk – Bringing AI outside mobile

Amazon demonstrates Alexa, the AI Assistant in all Amazon Echo devices, by promoting the #JustAsk campaign. By doing so, Amazon takes a similar position to that of Apple’s, but exports it outside the realm of mobile devices into the connected home territory. Since Alexa was first presented, Amazon promoted it with many short videos demonstrating Alexa’s capabilities: Finding locations, answering questions, playing music and more.

 

Microsoft – Better technology, better assistant

Microsoft parodies Apple’s What’s a computer? Ad, to illustrate how Surface Pro is better than Apple’s iPad Pro. The alleged dialogue between Cortana and Siri presents Siri and iPad Pro as inferiors to Cortana and Surface Pro technology.

Moreover, by looking at previous introductory videos of Cortana, we can see Microsoft implies its AI technology has a more human connection than other digital assistants out there. By comparing itself to a market leader, Microsoft aims to establish itself as the leading AI service.

 

 

Google – A new experience to reach our services

Google is using a new concept to present its pixel iPhone. while parodying Apple on the removal of its 3.5mm headphone jack, Google does not clash with Siri’s technology as Microsoft did.

Google presents Google Assistant as one of Pixel’s main features. Google Assistant is shown as an enabler to Google’s services and as an extension of Google Now. This process is part of Google’s wider strategy to implement Google Assistant into new connected devices.

 

The AI Battle Moves to Our Home

Looking at the activity from November, we see Amazon and Google are both focusing on promoting new products containing a digital assistant with the new Amazon Dot Echo and Google Home.

As the connected devices market is still in its premature stage, both Amazon and Google are following a similar approach and marketing message. They both introduce many daily situations whereby the digital assistant can partake in the activity.

Amazon is using the same humoristic tone from the Amazon Echo launch, while Google mixes between emotional and humoristic tone ads.

Parameter Google Home Amazon Dot-Echo
# Creatives 5 19
Top Ad Duration 15 10
# youtube Channels 1350+ 1450+
Most Popular youtube Category Music Music
# Publishers 6 +1000

AdClarity US Video Data, Pre-Roll Format | Nov 1 – Nov 22

With the data provided by AdClarity, we can point out the differences in video distribution: Amazon uses much more creatives than Google, and distributes video ads in more than a 1000 different publishers. On Youtube, both companies choose music and entertainment channels as their most popular categories. Also, a long-tail of channels is used to distribute their ads. This indicates that while approaching the same audience with mostly short and unskippable pre-roll ads, Amazon media distribution is much wider in both creatives and publishers’ than Google is.

In summary, it seems like the marketing activity differs depending on the device. While Siri probably dominates consumers’ perceptions on mobile devices, Amazon and Google are positioning themselves as the leading home options, and they strive to offer a product that you interact with almost exclusively via the digital assistant.

Interested to Know More about Your Video, Mobile or Display Advertising CompetitorsGet a Live Demo with Adclarity Team 

Understanding Programmatic Advertising

Technology is growing in a revolutionary rate. Advertising, in an effort to stay with the times, is similarly growing and transforming to fit the needs of our increasingly mobile and tech-based consumerist culture. In order to increase efficiency, one of the most revolutionary trends in advertising is automated, or programmatic, buying.

In a nutshell, programmatic advertising involves a software which optimizes ad bidding and hyper-targets consumer audiences so that your advertising reaches consumers most likely to respond to your brand. Programmatic advertising matters due to the efficiency of the approach; Advertisers no longer need human ad buyers and salespeople to contract an advertising deal. Instead, they can produce an advertising outreach in a fraction of the time with higher reliability due to algorithmic processing by programmatic buying software. This therefore allows for more sophisticated, customized campaigns marketed directly to a target audience, thus positively affecting ROI results as well.

The current conversations around programmatic advertising discuss the approach as the “future of ad buying.” Is it true? We believe so, yes. While it is impossible to tell the future, programmatic advertising has reaped such tangible results that more and more users look towards programmatic buying for their brand. Some brands have even built in-house teams to optimize their own use of programmatic advertising buys for their company as part of their marketing budgets. With social networks gaining presence in the lives of brand consumers, companies are turning to platforms such as Facebook, Twitter, Instagram and Twitter to sell ads across the web and beyond the limitations of their personal platforms, with programmatic decision-making software at the core of these advertising outreaches.

At the end of the day, programmatic advertising is good for viewability in that it effectively reaches target audiences through algorithmic means to bring in positive results for a brand.  While it is important to avoid fraud and URL masking, where a buyer has no idea where their ads will actually end up, done right programmatic advertising is one of the most revolutionary approaches for marketing and advertising in today’s world. Programmatic advertising is on the rise, and we certainly don’t expect it to slow down.

Top 5 Advertising Trends for 2016

Even though 2016 is almost over, that doesn’t mean its too late to change your advertising strategy and implement some of the hottest trends in digital advertising.  Plus, it’s not too early to start thinking about your 2017 strategy, and if you don’t want to fall behind, you have to make sure you 2016 trends are on point!

So what trends can you not afford to forego?

#1 – Start incorporating Video’s

The first (and what some may call most important) trend of 2016 is the use of video for digital advertising. A Cisco report concluded that by 2018, 69% of all Internet traffic will be video based. Companies that want to stay ahead and reach out to a captive and ready audience must incorporate video in their digital advertising campaigns.  With digital ad spending on video only increasing, video advertising is one trend advertisers cannot afford to go without.

#2– Mobile Everything

Since the introduction of smartphones, the rise in the use of mobile devices has stunned even the most optimistic analysts. Already in 2014, mobile use surpassed desktop, and by 2015, 51% of the time adults spent with digital devices was spent on a mobile phone.  As digital advertisers begin planning upcoming campaigns, it is important to plan them for mobile devices and only then for desktop, as opposed to the other way around. If your target audience is on the mobile device, it isn’t the mobile campaigns that need to be optimized from desktop ones, but the other way around.

#3– The rise of Gamified Apps

If Pokemon Go taught us anything, it’s that consumers are willing to go above and beyond for something they find engaging and entertaining (just think about the guy who lost 28 pounds in 20 days). Since games have yet to be exploited in terms of advertisement, it is an excellent place for digital advertisers to focus if they want to tap into a captive audience that has shown willingness to go above and beyond for points (or pokemon).

#4 – Programmatic Advertising

Improvements in technology and increased competition has led to nearly two thirds of all display advertising being purchased through programmatic software and tools.  As a digital advertiser, it is important to stay ahead of the competition – and that means finding a programmatic advertising solution that works for you!

#5 – Humanize Your Brand

As machines begin buying ads and consumers grow weary of traditional advertisements, brands have begun turning to storytelling and human connections in order to build a brand identity that consumers want to connect with. Today, consumers don’t just buy a product – they buy a story, a vision and a piece of something they want to be connected to. For a digital advertising strategy to succeed, brands must humanize their story and make it easier for consumers to connect to them.

Top 7 Events For Online Advertising Professionals in 2016

 

The advertising industry is rapidly changing with the evolution of programmatic advertising, augmented reality, hyper-targeting and other technological advancements. In order to stay relevant, it’s important to keep up to date on trends and future predictions – and there is no better way to do that than by attending a conference.

A quick Internet search reveals dozens, if not hundreds, of conferences in the advertising industry. Unfortunately, not all of them are all they are cracked up to be, and many of them invested more in their marketing campaigns than the quality of their speakers and panels. When examining trade conferences, it is important to study the conference agenda, consider the conference attendees and their qualifications and ensure you have the relevant background knowledge in order to get the most out of your conference experience

Even among the interesting ones, not all are relevant for digital advertising professionals. That is why we compiled a list of the top 7 digital advertising conferences for Q3 and Q4 of 2016.

LeadsCon – August 22-24, 2016, New York

LeadsCon has established itself as one of the leading performance marketing conferences, and for good reason.  LeadsCon focuses on lead generation tactics and direct response marketing and draws in international leaders in digital advertising.  The 2016 LeadsCon New York will take place alongside B2B LeadsCon, the only summit geared exclusively towards B2B lead generation, lead acquisition, nurturing and conversion. The two conferences together make it the place to be for digital advertisers this upcoming August.

 

Why should you attend? Not only are these two stellar conferences taking place in one convenient location, this year will also feature a pre-event summit by Path2Conversion that will offer critical tools to optimizing advertising campaigns and improving strategies.  If you’re in the business of digital advertising, and care about converting leads (and don’t we all!), you won’t want to miss LeadsCon.

DMEXCO – September 14th and 15th, Cologne, Germany

Another ‘must attend events’ for digital advertising professionals is the 2016 Digital Marketing Exposition and Conference (or DMEXCO).  For years DMEXCO has established itself as one of the leading conferences for digital marketers interested in global connectivity and innovation. The conference, which drew in over 43,000 attendees, 881 exhibitors and 500 speakers in 2015, is a keynote place to explore the latest disruptive trends in digital advertising.

The 2016 conference is right around the corner and the anticipation of digital marketers is steadily increasing. Jack Dorsey, CEO of Twitter, Sridhar Ramaswamy, SVP Ads and Commerce at Google and Chris Cox, CPO of Facebook are just a few of the speakers that will attend the conference and share their insight on upcoming digital marketing trends, new disruptive technologies to consider and other advancements in the digital marketing world.

So why should you attend? If you are looking to retain market share or grow in your industry, you need to know what trends to follow and what disruptive technology you will need to adapt. Attending the 2016 DMEXCO is a great way to get all of that information sooner rather than later. Plus, Adclarity, one of the leading Media Intelligence Solutions available for digital marketers, will be attending the conference (and we hear they give great perks for conference attendees).

Interested to Know more about your Online Advertising Competitors – Book a Meeting with Adclarity Team during the DMEXCO conference 

RACE Expo, October 7th, Moscow

The 2016 Fifth International Affiliate meet up is shaping up to be one of the most interesting places for digital advertisers to be in 2016. The conference will serve as a hub for digital marketing experts, particularly those in the affiliate marketing world. Whether in the financial trading industry, online gaming, marketing automation or lead generation, this conference is on route towards becoming one of the most appealing ones, particularly for digital advertisers who are results oriented and focus on conversions, CPA’s and CPL’s.

Why attend Race? Race will bring together affiliate program owners and partners alongside digital advertisers, media planners and account managers from large agencies and production studios that are actively seeking tools that will help optimize and atomize digital advertising campaigns in order to increase effectiveness and share their knowledge in a welcoming environment.

PubCon, October 11-13, Las Vegas

PubCon, named as one of the top conferences for growing businesses and must-attend conferences by Forbes, earned it’s place at the list of conferences digital advertisers must attend in 2016.

PubCon is a digital marketing conference focusing on digital advertising with outlook to future trends. PubCon has long established itself as a leader in cutting-edge discussion with provocative topics and world famous keynote speakers which this year include Debra Jasper, Scott Stratten, Gary Illyes and more.

So why should you attend PubCon? In addition to featuring dynamic speakers and showcasing the latest technological trends, PubCo has serves as the launching ground for many products by international enterprises such as Google, Microsoft, Twitter and more, making it all the more exciting to attend (you never know what product or new tool you’ll get to hear about first!)

New Video Frontiers – October 19-20, London

The New Video Frontier conference earns a respectable place in our list of top digital advertising conferences to attend because this is the place to be for all things video (and we all know that video advertising is the hottest thing right now in digital advertising).

The New Video Frontiers conference brought over 500 industry leaders from around the world in 2015, and it is expected to shatter those numbers in 2016 thanks to the rise of dependency on video advertising across social media and search engines. The 2016 conference will focus on programmatic TV and monetization of mobile advertising as well as outsteam opportunities and virtual reality – all hot topics for anyone in digital advertising.

So why should you attend? Because video advertising is on the rise, and if you want to continue to hold your market share or grow your business, you will have to get on the video advertising bandwagon.

Casual Connect – November 1-3, Tel Aviv

Casual Connect, the annual Casual Games Association conference, is going to take place this year in the bustling heart of Tel Aviv. The conference, which takes place 4 times a year (in San Francisco, Amsterdam and Singapore) is geared towards leaders in the gaming industry and draws in over 1600 participants from over 35 countries to each event.  The Tel Aviv conference will focus on the interconnectivity of new media and business, making the center of the Start-Up Nation the perfect place to host the meeting.

Why should you attend? Aside from taking place in a hot location (Tel Aviv tops travel lists almost every year), the 2016 Casual Connect meet up will include over 700 companies and over 100 international speakers including Robert Antokol (Founder and CEO of Playtika, Diamond sponsor of the conference), Sean Ryan (VP Platform Partnerships at Facebook), Iky Sandor (Partner Development Manager at Google Play) and many others.

Affiliate World Conferences – December 5-6, 2016, Bangkok

The Affiliate World Conferences Asia is one of the premium digital advertising conferences, bringing visionaries and global leaders in affiliate marketing together under one roof. This year keynote speakers Christian Rudder (Founder and President of OkCupid) and Alexander Willemsen (Affiliate Expert and Founder of Scito Media) will focus on new trends in digital marketing and the direction affiliate marketing and advertising is going in.

Why should you attend? Aside from visiting Bangkok in December, the Affiliate World Conference will be a great opportunity to explore trends and advertising in affiliate marketing from global affiliate leaders, discover new tools and gain insight into future trends.

 

What Pokemon Go Has to do with Advertising

The immersion of augmented reality into the daily lives of consumers can be split into two – before and after Pokemon Go.

Before Pokemon Go, augmented reality becoming widely accepted was just a dream of advertisers. Today the idea of incorporating digital elements (like cute and fuzzy Pokemons) through our hand held devices and seeing them in our real world is exciting and new and most importantly, accepted by mainstream consumers.

Already in 2008 the first augmented reality was launched, however it wasn’t until 2011 when advertising powerhouses such as Disney and Toyota tried to integrate augmented reality into their advertisements. No matter who the brand, what the product, or how cool the ad, augmented reality just didn’t pick up with mainstream consumers.

All that changed this past month when Niantic unveiled Pokemon Go with unexpectedly little buzz. Despite the lack of pomp and glory, Pokemon Go has quickly become one of the most viral sensations of the summer, taking people out of their homes and into the streets to capture as many Pokemons as they can. In becoming a viral sensation and altering the augmented reality learning curve, Pokemon Go has single-handedly changed the safe of augmented reality, and in doing so, changed the future of advertising for years to come.

With Pokemon Go, Niantic has created an instant desire by consumers to intertwine what they see through their screen with what they see in real life – an act that augmented and virtual reality giants like Oculus and Samsung have tried to do for several years with the launch of their augmented reality lenses.

By bringing augmented reality to the mainstream consumer, Pokemon Go bypassed the need to purchase pricey augmented reality gear and gave the average consumer the chance to try and love this new technology. By simplifying the access and reducing the price barrier, Niantic has given digital advertisers rekindled hope that their dream of augmented reality integrated campaigns can become a reality sooner rather than later.

The result of the widespread acceptance of the augmented reality offered by Pokemon go will likely increase the availability of games that utilize mobile cameras as well as open up the digital advertising world to unlimited possibilities. Instead of struggling to take online ads to an offline location, advertisers will now be able to be a part of the journey consumers take from the moment they see an ad in the comforts of their own home, and all the way until they complete a purchase or visit a storefront.