iProspect @ Cannes 2022

iProspect @ Cannes 2022

We condensed the Cannes Lions 2022 panels, discussions, and creative work into five major themes, exploring how they are changing the media landscape, and identifying the most important takeaways for brands.

1 mins read

Operating in the intersection of 3 Cs can help brands win

Operating in the intersection of 3 Cs can help brands win

Global President, Amanda Morrissey, delivered a keynote address titled ‘Convergence of Media’ at the unveiling of the dentsu-e4m Digital Advertising 2022’ report

5 mins read

Dentsu Ad Spend 2022

Dentsu Ad Spend 2022

The new dentsu Ad Spend Report forecasts 9.2% growth in global advertising investment in 2022, outpacing real GDP growth projections by 4.7 percentage points. Dentsu combines data from more than 50 global markets on a semiannual cadence. The current report anticipates US$745bn in global ad spend.

5 mins read

5 Minutes with Danielle Gonzales

5 Minutes with Danielle Gonzales

Danielle Gonzales joined iProspect as its first ever North America CEO in October - and at a bit of a transformative moment for the business, having recently launched as a global full-service media agency.

8 mins read

iProspect boosts its global leadership with new appointments and promotions

iProspect boosts its global leadership with new appointments and promotions

Key hires include Shenda Loughnane as Global Managing Director, iProspect and Dan Friel as the new Global Client President & Head of iProspect Global.

3 mins read

Fast Track to Data Maturity

Fast Track to Data Maturity

In response to the unparalleled changes of the last 18 months - specifically the accelerated digital evolution caused by the pandemic, rapid expansion of consumer demand for personalisation and the dwindling data-stream once nourished by the third-party cookie – BCG & Google have collaborated once more to analyse the impact this has had on advancements in Digital Marketing Maturity.

8 mins read

News

dentsu bolsters global media offering by bringing together iProspect and Vizeum brands to form future-focused iProspect brand globally

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Get Ready For The Cookieless World

Get Ready For The Cookieless World

For many years, ‘big data’ in marketing has been ripe for the taking. Tech and ad platforms approached tracking people’s personal data as an implicit and default choice. For businesses that grew in the digital space over the past years, it meant unlimited access to valuable data that enabled them to reach people who were most likely to buy their products or services. At any time. Wherever they were online.

4 mins read

Danielle Gonzales Joins iProspect as Its First North America CEO

Danielle Gonzales Joins iProspect as Its First North America CEO

Danielle Gonzales Joins iProspect as Its First North America CEO

3 mins read

The Beginning of A New Era

The Beginning of A New Era

The global demand for privacy is one of the most consequential consumer dynamics at play today.   Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii]   In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.   For brands and the advertising industry, the magnitude of this evolution is massive.   On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption.   Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]).   In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v]   In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.   For more, download the full report today: http://ow.ly/KDTK50FKTaJ    [i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents   [iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 Content 0

3 mins read

Which creative type should I be using for my campaign

Which creative type should I be using for my campaign

This is a common question asked by many advertisers – unfortunately there is no definitive right or wrong answer, as there are many factors that should be considered when deciding on the most appropriate format: ·         One size does not fit all, different formats serve different purposes which will align with the specific goals and objectives set out by a campaign, and what the advertiser expects to achieve long term ·         An important question to ask yourself is, ‘do you have the expertise and technical knowledge in house to create the desired format and to traffic this correctly?’ Certain formats are more complex than others, so always ensure that you have the ability to execute these before moving forward with anything else ·         Do you have the budget to be able to buy the desired inventory available for the desired format? For example, video creatives are more expensive to serve compared to a standard static ad format. For instance, when using Display and Video 360, you could run the risk of spending too quickly if inventory is of a high cost, however, setting your bids too low to stop this from happening may result in no spending at all as you are below the minimum bid and simply don’t have the funds to purchase the inventory ·         Finally, when determining the best format for delivering your message, consider which formats can be served on multiples devices, in addition to the creative’s appearance Standard vs rich media creatives Standard creatives offer limited functionality, as they are restricted to static images, text and simple animation or video, and can only provide metrics on impressions and viewer clicks. However, they are quick to build, can run anywhere and are relatively inexpensive, so have good inventory available to them. Rich media ads offer the audience a more engaging experience by directly involving them in the ad message, and often result in better metrics than traditional ads, including user behavior and interactions. Common creative formats There are a rich variety of formats to choose from, so here’s an introduction to some of the most common and popular formats for display, video and mobile: Banners - perhaps the most basic ad format, they are set within set borders and don’t expand or cover other page content. Expanding - starting as a standard ad placement on a web page and then expanding over the page’s content when the user interacts with it. Interstitials - floats on top of a publisher’s web page and as they aren’t assigned to a fixed ad slot, they can almost be any shape or size. The ad usually disappears after approximately 15 seconds if the user does not interact with it. Tandem - these are two synchronised creatives that appear together on one page, ‘talking’ to each other to synchronise their animations to work in tandem. These are also known as roadblocks or site takeovers. Pushdown - when the user interacts with this format, the ad expands and pushes the page content down, creating a new space at the top for the ad. YouTube Masthead - a customisable ad with the option to be expandable, which runs the full width of the YouTube homepage for 24 hours Dynamic creatives - also known as data-driven creatives, these enable advertisers to build one creative that can be tailored to multiple audiences, delivering product messages the moment a user is browsing for them. Native ads – component-based ads that enable a single set of creative assets to be constructed to fit the form and function of different sites and apps. In-Stream VAST ads - video ads that play inside the publisher site’s own video player and usually before the main site content plays. TrueView - this format allows YouTube viewers the ability to choose which video ad they want to watch and when, meaning advertisers reduce and don’t pay for unwanted views. Responsive ads - as to not disrupt the user experience, these ads adjust to match the page they are shown on, ensuring they blend into the content that viewers came to see and are also less likely to be skipped over. 0

4 mins read

LinkedIn Names iProspect as Paid Media Partner

LinkedIn Names iProspect as Paid Media Partner

iProspect will handle digital media strategy and buying across all of LinkedIn's global business units iProspect has been named global paid media partner for social networking platform LinkedIn, which is expanding its international presence. In the role, iProspect will be responsible for the full spectrum of digital media strategy and buying across all of LinkedIn’s business units globally, partnering with the company to act as a media extension to LinkedIn’s in-house digital strategy and operation teams. The teams will support the execution of mobile, paid search, programmatic, social and video across B2B and B2C products. “This is a transformative moment for LinkedIn, and we couldn’t be more excited and honored to be a part of this journey with them,” Daniele Renda, SVP, Managing Director at iProspect US said. “Our passion for the business and unparalleled depth and expertise with complex, global enterprise brands will help accelerate the brand forward as they continue to gain more international market share. We look forward to working with this fantastic team.” Exclusive article on Adweek LinkedIn Names iProspect as Paid Media Partner 0

1 mins read

New Expectations Emerge Around Data Privacy

New Expectations Emerge Around Data Privacy

In recent years, data privacy has become an increasingly significant issue for people and brands. In the wake of publicised privacy scandals and heavily discussed regulations such as the European Union’s GDPR and California’s CCPA and CPRA, consumers have grown more aware of the importance of protecting their data privacy. Some of the world’s most famous and beloved brands like Apple have even made privacy a key differentiator at the core of their strategy, bringing major attention to this topic.     According to an iProspect and Microsoft Advertising survey of more than 25,000 consumers in 16 countries, 87% of respondents now believe data privacy is a right, not a privilege, 64% are concerned about the amount of data being collected, and half have already stopped using a service or changed their purchase behaviour due to privacy concerns.   Brands cannot ignore these concerns. It is not only a matter of complying with regulations, but also a critical consideration to preserve their image and business over time. Today, an increasing share of marketers understand that data privacy should not be an afterthought of their strategy, with 68% believing they should make proactive compromises in how consumer data is used to build consumer trust (iProspect 2020 Global Client Survey). Although the traditional value for money equation is not obsolete, it needs to be revisited to factor data privacy as a new variable.   Finding the right balance in the value exchange between data and privacy is no easy feat.   According to our research, marketers generally tend to overestimate the value of the benefits they provide. Half (49%) believe they offer a fair exchange to consumers for the value of their data, while only 37% of consumers agree.   However, as illustrated in the below table, marketers tend to underestimate consumers’ motivations to share their data. Interestingly, only 9% of marketers believe helping a company improve products or services is an incentive for consumers, while 44% of consumers believe so.     These disconnections can create a perceived imbalance in the value exchange, which can result in distrust from consumers or missed opportunities for brands. For that reason, it is important for brands to develop a clear understanding of the specific factors influencing their audiences’ attitudes and behaviours around privacy, and to build upon these insights to adjust the value exchange they propose to consumers.   It is equally crucial to keep in mind the consumer perception of the value exchange is not shaped only during transactions. It is the sum of all the interactions people have with the company and is conditioned by the company’s credibility regarding privacy issues. With two thirds of consumers (67%) having little to no understanding about how their data is used by companies, brands that proactively reach out to customers about how they approach privacy can help alleviate concerns, explain the value they deliver in exchange for data, and seize the opportunity to differentiate from the competition. As only 22% of consumers declare they always read privacy policies, regularly educating your customers about your privacy practices in clear and concise language can demonstrate greater attention to consumer privacy needs compared to competitors reaching out sporadically and in legal jargon when they update their policies.   To explore further our global consumer research on privacy and value exchange, download the report In Brands We Trust: The Intersection of Privacy and Trust in the Age of The Empowered Consumer by iProspect and Microsoft Advertising.   Additionally, brands should not look away from the worst scenarios. No company is fully immune to data breaches, which is why now is a good time to review your response plan in order to be better positioned to conserve or regain your customers’ trust in case of a breach. Assembling a response team, training your employees about the key actions to take in face of a breach, documenting a plan of action and preparing templates to swiftly disseminate communications are best practices to be prepared to respond to a breach transparently and effectively, and doing so, mitigate the damage.   Building trust is a long-term endeavour and protecting data privacy is an integral part of it. As such, data privacy should underpin every action brands take today and tomorrow.   This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0

4 mins read

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