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Using Social Listening to drive insights by Christel Quek, VP APAC, Brandwatch

It was a fantastic turnout at the IAB Training Session last week. Thought leaders from Facebook, LinkedIn, VML Qais, We Are Social, Brandwatch and Zeno Group spoke to the industry’s leading publishers, agencies, and brands about how to use social to influence and impact the customer journey. 

Christel Quek, VP of Brandwatch shared the importance of social listening and how it can give brands a real-time look at what their customers really think of their brand. 

What is social listening?

Social listening is monitoring digital media platforms in order to gather information and identify what is being said. It’s used to listen in on the opinions consumers about a company, the brand, its product features, and competitors. Monitoring social mentions allows brands to explore previously-unknown interest areas. 

What are they saying about you?

The discovery of these discussion topics should complement current forms of research such as focus groups and other offline research. Social listening gives valuable global insights and branches can compare mentions across different markets. 

Social monitoring on Brandwatch classifies consumer sentiments into three categories: 

Positive

Neutral

Negative

Thus, providing companies with a real-time look into trending issues. 

Separating the fluff from the real stuff

A strong social listening study should always be aligned with company’s key business questions. For example, it should uncover informative consumer opinions instead of general mentions and buzz. The best insights require broader thinking: category/need level analysis is more informative than mere campaign analysis. 

Tool-driven metrics should be used directionally and should be combined with various metrics for a more holistic measurement of consumer sentiments. Always remember that not every negative mention is an adverse event!

Social listening should drive in-depth consumer insights. Constant monitoring is key to adding insights to consumer journeys. Brand analysis should work alongside content marketing and measurement of campaigns. 

How do we design a strong  listening study? 

Go beyond the buzz - Instead of just looking at buzz, i.e. mentions, look key business questions about consumer opinion. 

Alight to key business goals - Ask audience for feedback directly

Take a holistic approach - Combine social with other forms of research to get the complete picture.

Think broadly - Category/need level analysis is more informative than campaign analysis - e.g. what are customer concerns around baggage related conversations?

Use tool-driven metrics directionally - Don’t obsess over automated sentiment accuracy, but combine different metrics for holistic measurement.

When do we not use social listening? 

What are the limitations of social listening? 

(How to Leverage Social Media Throughout the Buyer Journey to Drive Business Results?)

It was a fantastic turnout at the IAB Training Session last week. Thought leaders from Facebook, LinkedIn, VML Qais, We Are Social, Brand Watch, and Zeno spoke to the industry’s leading publishers, agencies, and brands about how to use social to influence and impact the customer journey.

(Go beyond the jargon, understand your own Ad Tech needs and guide your key Stakeholders towards the right investment decisions)

Why Attend

You are no stranger to these acronyms: DMP, DSP, SSP, DCO, SEO, SEM .... but you want to understand more clearly how they work together to help you maximise your marketing and sales efforts. And learn a hands-on approach to your own ad tech needs.

You want to hear from those who have taken the automated ad buying and selling journey and find out how they steered through the digital fog and created blueprints suited to their needs.

Before worrying about ROI of your plans, understand your Ad Tech needs. They now form the cornerstone of any modern marketing requirements.  

This is your chance to join the best in the industry in a small and personal environment and engage in our interactive session - and as an IAB Training Series, you can guarantee this will be all quality, no sales pitches!

What You Will Learn

We will kick off the session with reflecting on the foundations of the ecosystem and its landscape. We will then outline the options open to brands, with a perspective from one brand owner's experience. This will be followed by a walk through the programmatic journey through the publishers' lens and what it takes to succeed in this space, rounding the stimulus presentations with a new on the hot issues of 2016.

We will then break out into interactive working groups with experts from our Marketing & Ad Tech Committee who can help you with any questions and provide advice on how you too can evolve your business to be more effective in today's tech-necessary marketing environment.

Event Details: Date: Thursday, 26th May 2016 Time:  1 pm - 5 pm Venue: LinkedIn, Marina Bay Financial Centre Tower 2, Level 30

IAB Singapore launches exclusive Tech Tuesdays mentorship competition to support young Singapore startups

A bi-monthly networking event will offer startups the chance to win mentorship from a Leadership Council member of their choice, which includes regional leaders from tech giants such as a Google, LinkedIn and AOL

Singapore, Wednesday, 4th May 2016 - The Interactive Advertising Bureau (IAB) today announced the launch of its new event, Tech Tuesdays, to offer young Singapore startups exclusive access to high level mentorship and networking opportunities. Up to five startup teams will be invited regularly to present their ideas to the IAB Members and the winner will be selected by the Committee who curated the event.

The winning team of Tech Tuesdays will receive an exclusive one-hour mentorship session with an IAB Leadership Council member of their choice: Miranda Dimopoulos, CEO of the IAB; Joanna Flint, Country Director of Google Singapore; Tobias Wilson, CEO of APD; Su-Lin Tan, Deputy Head of SPH Digital; Olivier Legrand, Managing Director of LinkedIn APAC; Alex Khan, Managing Director SEA at AOL, Sonal Patel, Managing Director of AppNexus, John Kerr, Global Chief Digital Officer at Zeno Group, or Joe Nguyen, SVP of ComScore.

“Tech Tuesdays is a regular competition that reflects our commitment to the success of the Singapore startup space. As a connected network, we truly represent the evolving online ecosystem in this region and offer world-class expertise so that companies can drive themselves forward in the digital space in Singapore,” said Miranda Dimopoulos, CEO, IAB Singapore.

“The Singapore Budget 2016 called for more support for entrepreneurs and SMEs. We are providing our own way to match entrepreneurs with mentors, so that they have the ability to unlock the doors they need so as to gain market traction,” continued Miranda Dimopoulos.

Startups are invited to pitch their products or services and the networking event and competition allows entrepreneurs to gain exposure to a targeted audience in the digital advertising industry. Additionally, the selected companies will be able to benefit from valuable networking opportunities for various areas of their business, including marketing, funding and partnerships.

The two hour session will be held once every two months. Each team will receive 20-minutes to pitch to the IAB Members and the winner will also receive a special feature in the IAB newsletter and feedback from Members.

PubMatic released the Q1 2016 Quarterly Mobile Index (QMI) report, which found that ad inventory value on both mobile app and mobile web increased substantially, with CPMs on mobile app up 67 percent and on mobile web up 57 percent, on a year-over-year basis.

The quarterly report, which analysed billions of daily impressions from Q1 2016 operational data, as a whole found five key trends in global mobile advertising for the first quarter:

Android app inventory value was up nearly 150 percent year-over-year, as advertisers targeted the majority of global mobile consumers.

For premium publishers, mobile web represented the majority of mobile traffic and inventory, and a significant monetisation opportunity.

Average mobile CPMs in the Americas and the EMEA region grew 30 percent and 64 percent, respectively, demonstrating increasing quality of mobile inventory on a global level.

Major sporting events attracted significant spending in mobile private marketplaces, driving PMP volume in the sports category over 1000 percent year-over-year.

Programmatic is improving mobile CPMs, driving broader mobile advertising growth.

As premium publishers seek new ways to monetise their mobile ad inventory and advertisers continue to shift their focus to reaching consumers in high-quality, mobile environments, both parties need to understand the broader, macroeconomic trends in mobile advertising in order to develop mobile-specific strategies and stay ahead in the increasingly competitive media environment.

Interactive video advertising are on average more effective than standard and pre-roll advertising in seizing attention, provoking emotion and driving brand impact, according to a new study by Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month. The study is titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising.

In addition to engaging more with interactive teasers compared to a standard animated banner of the same size, users also expressed stronger consideration for product purchase after viewing VDX Pre-roll as opposed to a standard pre-roll.

Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of interactive video. The study compared Exponential’s proprietary VDX video units to 30-second pre-roll units and standard banner units, focusing on three key KPIs – attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated via eye tracking and interaction rates, facial expression and surveys, respectively.

“The choice of ad format has significant implications; interactive video advertising for instance, draws on additional engagement features that provide marketers and advertisers with an opportunity to break through the clutter,” Gerard Lechau, Commercial Director, SEA & North Asia at Exponential. “This study validates what we’re seeing every day across the SEA region / India – that interactive video is a powerful digital vehicle for brand impact. It’s time we paid more attention to it.”

Other key takeaways and statistics of the study include:

An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself: 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size. Interactive teasers are also 3x more likely to stimulate a positive emotional reaction (particularly ‘Focus’). Further, 82 percent of those who viewed the teasers reported “favourable” or “very favourable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner.

Interactive video impacts purchase consideration: 17 percent of users who viewed a VDX Pre-roll and 19 percent of users who viewed the VDX Rectangle units stated they “definitely will” consider purchasing the brand in the future. That statistic was only 13 percent for the standard pre-roll.

Interactive video advertising units generate positive brand perception and make a lasting impression: Compared to standard pre-roll units, video-driven units held attention for over twice as long, produced higher ad recall rates and boosted brand perception.

Methodology

In the study, a sample of 500 panel-recruited participants was asked to browse a series of realistic mock websites how they would naturally – at home and using their own devices. Users were monitored via their webcams for their facial expressions, visual gaze, and navigation while surfing the pages. After users completed their browsing activity, they were exposed to an additional mock webpage with generic editorial content and additional dummy advertisements. To assess brand lift metrics, users were presented with a seven-question survey assessing recall and brand perception. The study was conducted in the United States of America (USA).

Why Attend

As always, the answer is somewhere in between. Get insights and unique perspectives from industry veterans on these topical issues.

Much has been featured and reported in the news about the terrible twins, Ad Blocking and Ad Fraud and their impact on the Digital Advertising Space. Are they a necessary evil, reflective of any new industry, a natural evolution until the industry grows up? Or should they be nipped in the bud before it is too late? Instead of just fretting over it, why not find out for yourself what the implications are and learn strategies on how to deal with the growing problem. Better yet, get insights on how to turn it into an opportunity for your business.

This is your chance to join the best in the industry in a small and personal environment and engage in our interactive session - and as an IAB Training Series, you can guarantee this will be all quality, no sales pitches!

Agenda

Registration starts at 2.30pm ------------------------------------------------------------------------------------------- Welcome and Introductions

03:00pm – Miranda Dimopoulos, Chief Executive Officer (IAB Singapore) ------------------------------------------------------------------------------------------- Ad Blocking

Hype of Impending Doom for the Ad Industry?

03:05pm – Speaker: Shane Mitchell, Chief Digital Officer, Mediacorp ------------------------------------------------------------------------------------------- What would Internet be Like Without Ads?

03:25pm - Speaker: Matt Sutton, Chief Executive Officer, Adknowledge Asia Pacific ------------------------------------------------------------------------------------------- Q&A Session

03:45pm - Moderator: Joe Nguyen, IAB Leadership Council Member & Senior Vice President, comScore ------------------------------------------------------------------------------------------- Ad Fraud

What is it really and How Big of a Problem is this in SEA?

03:50pm - Speakers: Grace Liau, General Manager APAC, Vivaki ------------------------------------------------------------------------------------------- What can be done and How do we, as an industry, deal with it?

04:10pm - Speaker: Krishnan Patel, VP of Business Development, Asia Pacific , Amobee ------------------------------------------------------------------------------------------- Expert Panel with all Speakers (Q&A)

04:30pm -  Moderator: Joe Nguyen, IAB Leadership Council & Senior Vice President, comScore -------------------------------------------------------------------------------------------