#adinsights

The impact of fraud is significant, and expected to grow, as more advertising shifts to video formats and mobile devices. As large as the fraud problem is, it's only one part of the inventory quality equation. Other concerns include brand safety, fake news, and viewability. 

We'll break down some of the differences in more detail in the eBook below, but it's not surprising to see that advertisers are concerned with essentially everything under the inventory quality umbrella. Research initiated by Oath, via the Advertiser Perceptions Omnibus study, found significant level of concern across a plethora of brand safety topics.

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Brands need love. In fact, the ones with loyal fans saw an 191% increase in value growth in the past decade. Brand love is manifested in powerful ways: from camping out for the new iPhone to wearing and even tattooing logos onto our skin.

Love is what takes a brand from good to great, from awareness to affinity, from buyers to followers. That's why we, at Oath, study brand love.

In a study we carried out in late 2017, we took a global sample size of 150,000 consumers across 13 markets, and looked at how data can be used to better understand and nurture the intangible.

The 6 drivers of brand love and Hong Kong’s finding

Human love requires Intimacy, Passion and Commitment while Brand Love requires Emotional Connection, Function and Bonding. Brand Love has a functional element to it which makes it distinct from human love.

For industries and generations, we found that brand love is driven by 6 brand behaviours. In general, brands that Exceed Needs, Build Trust and Set Trends reap love in Hong Kong. (Percentage in bracket indicates the Hong Kong findings)

Exceed Needs (26%) - do something no other brand does, or do it better; and give consumers what they want before they ask.

Build Trust (19%) - get personal with customized experiences that build a foundation of trust.

Set Trends (17%) - disrupt, innovate and keep consumers excited about what’s next.

Share Values (14%) - establish core beliefs, then act on them to make the world better.

Respect Consumers (14%) - consistently demonstrate fairness and reliability; and engage with consumers in meaningful, personalized ways.

Elevate Experiences (10%) - key to brand loyalty; make every interaction more creative, thoughtful, and impactful.

In terms of gender,

Men in Hong Kong exhibit slightly more love for brands that Elevate Experiences and Respect Consumers.

Women in Hong Kong lean towards ones that Exceed Needs and Build Trust.

Among different age groups,

Younger Generation tends to love brands that can be Trend-Setters and provide Exceed Needs.

Matured Segment prefers ones with Share Values and Respect Consumers.

Base on the varying industries in Hong Kong, some industries are more unique.

Retail brands that Exceeds Needs and Builds Trust gets more brand love.

Communication Sector should aim to be Trend-Setters that offer Elevated Experiences.

Health & Beauty brands should work towards Being Trust and Share Values.

Apparel brands that Respect Customers reap more love.

Automotive labels that provide Elevated Experiences gain the most followers.

How to build brands people love with Oath

With a fundamental understanding of why consumers love brands and the 6 brand behaviours, marketers can align their strategies in a way that builds on each driver of love. There are 5 things marketers can do and for each of them, Oath provides concrete solutions to help your brand sustain, standout and continuously brand your brand.

1. Outperform and overdeliver

We, as consumers, follow our hearts, but only to a point. So, before building on the consumers emotions, a brand has to fulfill that functional base. In other words: do you bring the best in quality, performance and design?

Click here to find out more about what you can do and how we can help.

2. Take a stand

People want to be seen using brands that share their values. And, while they want brands to care about issues, they don't need you to get into political. Globally, on average, 67% expect public support for equality and diversity, but only 32% care which political party you support.

Click here to find out more about what you can do and how we can help.

3. Rethink, reinvent, repeat

You don’t have to be in an innovation-obsessed industry for consumers to expect you to set trends. In fact, setting trends is more important for news and media brands than for any other industry. Consumers are willing to go out of their way for–and forgive–brands that innovate in order to elevate experiences.

Click here to find out what you can do and how we can help.

4. Make it personal

There's no love without trust. Consumers confirmed they trust brands they can count on and feel understood by. So get personal. Even one mobile touchpoint makes consumers 67% more likely to trust your brand to use their personal data.

Click here to find out what you can do and how we can help.

5. Act their age

All 6 drivers of brand love apply no matter who you ask, but each generation has a favourite.

Millennials worship innovation and memorable moments–their love is most influenced by setting trends and elevating experiences. For love from Boomers & GenX, top up on sharing your consumer's values and showing them respect. The 35+ set prioritized shared values 21% more, and respect 38% more, than Millennials did. Talk to each group on their terms to get more brand love from all.

Click here to find out what you can do and how we can help.

For more information, please visit www.oath.com/hk/advertising/brand-love/.

For advertising inquiry, please Contact Us.

With the economy thriving last year, expectations on the economic performance are growing in tune. According to the HK2A Advertising Spending Projection Report 2018, nearly 40% of the respondents expect improvement in Hong Kong and Global economic conditions in 2018, compare to only 6% in 2017.

High expectations on growth are proposed in different businesses, with the Tourism Industry anticipated the highest growth of 64%. Pharmacy and Healthcare, as well as Banking and Financial Industry are also expected to excel in 2018, with 49% and 45% anticipated business growth rate respectively.

Interactive Advertisements are meanwhile expected to take the lead in the media share of voice in 2018, with more than one-fifth of the share. Newspaper, Free TV and Mobile follow to form the majority of the platforms for advertisements.

Online ad spending surpassed offline for the first time in 2017. In 2018, online ad spending is expected to surge continuously and further widen the gap with offline. A nearly 60% of ad spending is expected in online in 2018.

It is highly expected that online advertising budget would only continue to grow in 2018, as 63% of the respondents indicated their online ad budget will increase. Offline ad budget is likely to remain stagnant by most respondents.

Albeit a slightly drop of 6% from 67% in 2017, Content Marketing remains, by far, the most significant trend for online ad adoption in 2018, amounted to 61%. E-commerce and M-commerce, KOL in Social Media, Paid Social and Programmatic Buy follow.

Over the past few years, video has migrated beyond TV, reaching people in more personalized and engaging environments. Digital video ads have become new and exciting ways for marketers to deliver highly targeted messages directly to the eyes and ears of key consumers, making it a vital part of any successful marketing strategy.

In 2017, eMarketer expects digital video ad spend to grow 24% to more than $13B, with almost three-quarters of all video ad dollars transacting through programmatic pipes.1 To further explore the top trends facing digital video advertising today, Oath partnered with Ad Perceptions to survey 251 advertisers and agencies. Here are the four main themes that we discovered:

Time spent with connected devices has grown rapidly in recent years, resulting in a persistent decline of traditional TV viewing—especially among people younger than 35.2 With digital video, marketers have a powerful storytelling tool at their disposal that can efficiently reach key audiences across devices.

This combination is causing TV video ad budgets to shift to digital. In fact, 56% of our advertising partners said they are likely to move TV ad budgets to digital video in 2017, while 71% felt digital video was as or more effective than TV.3

To meet the growing expectations of today's consumers, every aspect of marketing, including video, is moving toward personalization, targeting, and interactive content. In fact, a recent survey from Boston Consulting Group found that brands using technology and data to offer personalized experiences are seeing 6-10% revenue increases.

Immersive digital video formats are transforming viewing behavior, taking it from a passive to highly interactive experience. By accessing real-time data and insights through programmatic video technology, brands are beginning to harness the full potential of relevant, one-to-one video connections. Our study revealed that 56% of marketers ranked targeting capabilities as the top benefit to digital video advertising, while 77% of marketers cited the ability to leverage programmatic signals from online behavior as a key driver in increasing digital video ad spend.3

When it comes to data, both brand and agency respondents ranked first-party and demographic data as the most valuable in programmatic audience targeting strategies, followed by purchase and search data.

Mobile video is one of 2017's fastest growing ad formats, arriving on the scene with an entourage of game-changing innovation. Between vertical video, programmatic native, and immersive 360/VR video ad units, mobile's potential to redefine the video advertising industry is endless.

But perhaps mobile's video biggest draw is its massive audience reach. With 72% of the over 231 billion digital video viewers regularly watching video on their smartphones,4 it's no surprise that 66% of our advertiser and agency partners said they are likely to shift TV dollars to mobile video this year.3

As data-driven marketers face growing market expectations, transparent and consistent video measurement options are essential. Despite challenges with mobile measurement, digital video measurement continues to drive ad spend, with 75% of senior level marketers citing it as a leading reason to invest.3 Luckily, with the rise of HTML5, omni-channel measurement is quickly becoming a reality. This long-awaited shift opens the door for more comprehensive attention metrics that look at viewability, engaged time in-view, and ROI.

While these advances are great for digital video, measurement models' lack of standardized metrics across TV, over-the-top services, and digital video continues to be challenge. According to our study, 42% of marketers attribute the lack of comparable measurement for digital and TV as the most significant factor limiting digital video growth.3 However, with TV increasingly becoming more digital and budgets shifting to programmatic TV, advertisers can expect to see a continued effort to bridge the gap between traditional TV's panel-based Gross Rating Points (GRP) and digital's census-based approach.

One thing is clear: in today's multi-screen world, digital video has emerged as a must-have strategy for creating deeper connections with consumers across platform. Marketers have long understood targeted video's unparalleled ability to make an impact; it's just that digital, when combined with programmatic technology, gives us the means to do it more effectively than ever before.

Source: Oath.com

1 eMarketer, "US Digital Video Ad Spending, 2017-2021", Jan 2017

2 eMarketer, "Daily Time Spent with Select Connected TV Devices Among US Consumers, by Age, Aug 2016

3 Ad Perceptions, Yahoo Advertiser Study, Jan 2017