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It’s been a productive week at Cannes Lions for Kiip CEO Brian Wong. He rolled out research from the Kiip and IPG Media Lab partnership, introduced mobile’s “age of emotion” and redefined real-time marketing. All between reveling in the South of France, of course.
Source: Facebook, Cannes Lions International Festival of Creativity
Here are a few highlights from this week’s press that clarify Brian’s recent announcements.
News of Kiip’s study with IPG Media Lab flooded North American news outlets, with Marketing Magazine, BizReport, The Hub, Warc, ITBusiness and Telecompaper all publicizing the comprehensive consumer engagement report. The study polled 1,344 consumers on their reactions to traditional ads – banners, full-screen and video – versus moment-based rewards. Unsurprisingly, rewards tested strongest in every category. Ads actually lowered users’ favorability of brands, whereas rewards increased preference, respect and even their perception of “premium.” The most shocking statistic, however, had to do with monetization. Consumers who viewed a reward after a moment of achievement, such as winning a level in a game, were 82% more likely to purchase something from that brand. In comparison, users who viewed a banner ad indicated a mere six percent purchase intent.
Next, Mobile Marketer declared a new trend in marketing where brands seek meaningful, emotional engagements with their audiences. Brands are beginning to advertise more creatively, turning to personalized methods such as moment-based rewards to reach their consumers. The article cites research from MediaBrix and Millward Brown Digital, who ran a similar study to Kiip’s work with IPG Media Lab.
Finally, Brian wrote a guest blog post for iMedia Connection that redefines real-time marketing. He explains how advertisers often fall short when communicating “one size fits all” messages to consumers. Instead, brands must use new mobile tools to anticipate and address consumer needs. By doing so, they can morph their marketing tactics into appreciated assets rather than disruptions.
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