Sam Wade, Amobee @ ad:tech - 'Serving On (and off) Centre Court: How evian Activated Media In Real-time At Wimbledon 2015'
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Sam Wade, Commercial Director EMEA, Amobee, Hugh Ayling, evian & Oliver Levy, Digital Planning Director, MEC speaking at ad:tech London on 14th October 2015 http://ad-techlondon.co.uk/ Register for next year: http://ad-techlondon.co.uk/register
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Sam Wade, Amobee @ ad:tech - 'Serving On (and off) Centre Court: How evian Activated Media In Real-time At Wimbledon 2015'
- 1. Serving on (and off) Centre Court Hugh Ayling | Brand Manager, evian How evian used next generation real time media activation to win at Wimbledon 2015 Oliver Levy| Digital Planning Director, MEC Sam Wade | Commercial Director EMEA, Amobee
- 4. Social was the Catalystof the Moment BringingBrandsClosertoConsumers
- 8. Trends Velocity Brand Associations SentimentLocation Demographics Audiences Interests Devices Timing
- 9. Activating Within the Moment Connects Brands & Consumers
- 10. AmobeeBrandIntelligence ATechnology Platform that Provides Actionable Insights to Help Brands Engage in the Moment
- 11. Competitive Benchmarking Product Opportunities Understanding Interests Informing Strategy Online TV Trends Tactics and Timing Identify Real Time Topics, Trends, Consumer Sentiment, Brand Associations and Interests To Inform Marketing Strategy & Media Activation
- 12. Brand Intelligence 1.Discovery 2.Understanding 4.Optimisation 3.Activation
- 14. Tennis Plays a Key Role in evian's Long-term Brand Strategy
- 15. Tennis is Associated with… Good Health Feeling Energised & Young Elegance & Prestige Aligning with evian’s Brand Values
- 16. evian has Sponsored Wimbledon Since 2008
- 18. 1# Increase Awareness of Associations Between evian & the Championship
- 19. 2# Deliver ‘Live Young’Exploring Self-Expression, Playfulness & Showing the Human Side of the Tournament
- 21. #Wimblewatch Capturing the Spontaneous Moments that Make Wimbledon and the Nation’s Reactions to the On & Off Court Action…
- 23. The Results 71MImpressions & 7XBrand Mentions (vs. 2014) 6677#Wimblewatch Mentions (over 30x KPI) +4.5MViews (450% KPI!) 765K Interactions (+164% KPI)
- 24. evian is the Most Talked About Sponsor of Wimbledon 2015 … again! Source: Synthesio July 2015 / MEC reporting July 2015
- 25. Activating Media in Real Time Oliver Levy. Digital Planning Director
- 26. Film Day’s Play Edit highlights package to screen to pre selected celebrities/cast Film our celebrities/casts reactions to the day’s action Edit footage overnight Review & approve footage Post full length content on evian site & teaser on social media Amobee Brand Intelligence Amobee Brand Intelligence
- 29. The Strongest Discussion Points at Wimbledon are Not Always About the Tennis…
- 30. Our Main KPI Driving Traffic to evian’s Videos
- 32. Monday Wednesday Friday Sunday Tuesday Thursday Saturday Monday #wawrinka #Nike Tennis Heather Watson Eugenie #Vamosrafa Steffi Dustin Brown Maria Sharapova #kyrgios #Votethequeue #royals #anythingispopsipil Beckham Murray Thierry Henry Alex Ferguson Benedict Cumberbatch Rosamund Pike Womens Finals Hamilton Mens Finals The Key Moments Identified
- 33. 33 Wimbledon 2015 KPI Wimbledon 2015 Campaign Delivery 1,024,301 4,400,400 Hero Video Views
- 34. 34 Wimbledon 2015 KPI Wimbledon 2015 Campaign Delivery 0.76% 1.31% Click Through Rate
- 35. 35 June July August September October Pre-tournament June 8th – June 29th Wimbledon 2015 Campaign June 29th – July 19th Post Campaign July 13th – October 8th A Long Term Strategy
- 36. Digital Content Engagement Around evian Increased 140% Around Wimbledon Brand Intelligence Insights Comparing June 29-July 19 with June 8-28
- 37. After Wimbledon, Tennis remained a top evian association Driving the evian Tennis association was the sponsorship of the US Open and continued associations with Wimbledon even after the event ended.
- 38. Make the Most ofYour Moment
- 39. Located between the ‘Networking lounge’and the ‘Street Food Social’ stand 324 For a live demo with your brand or to find out more, please visit us at
Notes de l'éditeur
- Good morning my name is Sam Wade, I’m the Commercial Director at Amobee, a global marketing technology company operating across 21 offices worldwide. I’m joined by Hugh Ayling, Brand Manager for evian and Oliver Levy, digital planning director for Danone at MEC. Together, we are here to: Reveal the power of marketing around moments How to positively impact brand influence through real time insights and media activation Showcase evian, MEC and Amobee’s partnership on a campaign for Wimbledon which supported the brand’s long-term marketing strategy of driving association between the brand and tennis.
- According to eMarketer, nearly 50% of the global population (3.3 billion people) are on a smartphone. This has changed way consumers experience moments and share them with friends. From the big macro moments like sporting events or concerts to the millions of valuable micro moments like getting the keys to a new car – we are all interacting with devices to connect, capture, engage and share what matters to us.
- For example, in this picture the majority of people in the audience are participating in a moment from their mobile, with the exception of the woman in the front row. What does this shift in consumer behaviour mean for brands? It’s an opportunity to drive brand influence and associations like never before. Through Amobee Brand Intelligence we are giving brands and their agency partners the power to understand what is behind a moment and identify how brands can reach their consumer through actionable, real time insights.
- Social was the original catalyst to marketing around moments because it was one of the first channels that allowed brands to get closer to consumers and have two-way conversations. It is the dimension of a moment we are most familiar with when we think of real time media activation. However social is only partially representative of an audience’s behavior.
- Consumers engage with content across the web, mobile, video and social; so it is important to remember that what people are reading is not necessarily what they are most vocal about. So brands must consider what the majority is engaging with to truly understand and in turn reach audiences online and across devices – looking at what is trending across the whole of the internet and not just on social which represents a vocal minority.
- Today and the future of marketing requires agility and speed – to optimize strategy around consumer sentiment, trends and competitive activity that can change in a moment’s notice.
- We understand identifying and activating around moments is complex because of the multitude of factors that define a moment.
- Each of these areas are critical to gaining complete understanding of an audience, and the brands that embrace technology will be able to have this information at their fingertips and empower cross functional teams for successful media activation.
- Activation requires agility, you can’t always plan for the moment, but you can prepare a team that knows how to execute quickly using real time data for strategic decisioning and activation.
- Amobee Brand Intelligence is a technology platform which analyzes and cross correlates over 60 billion content engagements and consumption trends across the digital ecosystem – web, video, mobile, and social – every day to help brands be more agile and activate media around moments that matter.
- With Amobee Brand Intelligence, brands can: Better understand their target audiences, and discover new ones. Understand past, present, and future trends, and isolate specific time frames. Identify specific stories, contexts, or audience interests that are driving brand interest. Discover sentiment around an audience, brand, or topic. Monitor competitors to identify their strengths and weaknesses. Inform content and creative strategy for paid, earned and owned media. Leverage insights and activate media in real time Amobee’s cross channel, cross device platform
- The insights we provide brands are comprehensive because we analyze data across multiple sources; including video, mobile, social, web and a panel
- We apply the following methodology to the process - Discovery, Understanding, Activation, and Optimization. And at this year’s Wimbledon tournament, Brand Intelligence insights were utilized for everything from content development, media activation and ultimately helping Evian to amplify their brand influence and drive association with tennis.
- Now I am going to hand over to Hugh Ayling, Brand Manager at evian who is going to give you some background on the campaign itself.
- We know that there is a clear effect on brand preference for Evian when there is strong brand association with Wimbledon so our association with the sport is central to our long-term brand strategy - it's really important to us in terms of image building. This insight is backed up by market research which showed us the benefits of brand alignment with tennis – firstly that sport is associated with good health, feeling energised and feeling young, but there's also something specific to tennis and the sport of golf which we're also aligned with – elegance and prestige. Source: http://www.theguardian.com/media-network/media-network-blog/2012/jul/11/tennis-evian-wimbledon
- This was the 7th year that we had sponsored the tournament
- And we supported the wimbledon partenrship in both new and traditional ways, but we faced three distinct challenges which we felt could only b accomplished using digital...
- This led to the creation of #Wimblewatch…
- The campaign was a huge success…(Talk Around results)
- And…
- In order to achieve these results, collaboration was a crucial element and it took contributions from many people notably MEC and Amobee, and I am now going to hand you over to Oli Levy, Digital Planning Director at MEC who will talk you through how we achieved these incredible results…
- The biggest challenge we faced with Wimblewatch was the sheer amount of co-ordination and content creation that was required on a daily basis, throughout the entire tournament for 13 days… … and in order to make this process more streamlined we partnered with Amobee. Their Brand intelligence technology was perfect for this campaign in two ways as it’s two core elements – ‘Intelligence and activation’ were able to feed in naturally to this process both at the beginning and the end of each day…
- The intelligence that the technology provides is simply accessed through the Discovery tool. Insights can be delivered on any brand / product / service / person / event / holiday in seconds and the content engagement surrounding that subject will be displayed on via these circles. The size denotes the amount of consumption The colour denotes the velocity at which interest is growing around a particular subject. Red indicates and increase, blue denotes a decrease.
- This analysis can be conducted in real-time or historically. Here we are displaying association with Wimbledon over the last three months, and as you can see Serena Williams still has the largest share of interest surrounding the tournament and as the Female title winner this would make sense. However, upon clicking on that circle to discover what is fuelling this increased velocity in interest, we can see it is nothing to do with her Tennis, but in-fact romantic rumours surrounding her and rapper drake.
- Utilising this intelligence in real time helped us in two ways. Firstly we needed to decide on the best discussion points for our cast of celebrities to discuss on Wimblewatch, and regularly Brand Intelligence would show us that the highest points of interest were not always the tennis… For example, the Blue Tit that invaded Djokiovic’s first match in the tournament dominated day one!
- The second, and most important way Brand Intelligence helped us was through helping us achieve our core KPI. As Brand Intelligence monitors content consumption across the entire web, not just social we got a well rounded view of what was trending around Wimbledon and therefore able to activate media based on this insight to maximise CTR.
- We also used the amobee influencer score to find relevant and influential people to target beyond the obvious ones
- Compiling all of this together meant that we were able to activate media around the key moments, and more importantly quicker than any of our competitors – something that was crucial to the success of this campaign amongst tough competition from IBM, Jaguar and Robinsons. By reacting first, it also meant we would be purchasing inventory before the other competitors caught up and increase the demand, and as a result, the cost.
- And helping us smash the core KPI by 72%!!!
- As we have demonstrated, Brand Intelligence is the perfect tool to take advantage of moments in Real-time, but we can also analyse historical data to bring stories to life retrospectively.
- Amobee were able to help us analyse post campaign using their BI technology
- So Evian made the most of their moment, and moments are here to stay. The future of marketing is based upon brands having the ability to make in-the-moment, data-driven decisions based on real time insights on consumer behavior, brand perception, product analysis, trends, and sentiment. Advancements in digital and technology, changing consumer behavior, and a hyper-competitive global economy, have created a need for brands to embrace agility, dynamism and innovation. Always-on brand moments and opportunities are everywhere Moment marketing needs to be informed, impactful, relevant and engaging Capture and Create Your Brand Moments
- Evian made the most of the moments around Wimbledon through actionable, real time insights for media activation. With the advancements in marketing and technology, brands can keep ahead of evolving consumer behaviors, and remain agile in a hyper-competitive global economy. This is your moment and opportunities to engage consumers are everywhere. We look forward to meeting you at our stand – 324 – and continuing the discussion on this evergreen topic.