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广州广告翻译公司:数字时代广告业的变与不变

作者: 来源: 日期:2016/11/23 8:56:16

Advertising needs a rethink in a brand new world

数字时代广告业的变与不变

 

广州广告翻译公司:新数字平台意味着,品牌必须重新思考营销产品的方式。但在把广告有效转化为购买方面,广告业与以前一样。

 

Bill Bernbach, a founder of the DDB advertising agency and widely regarded as father of the modern marketing industry, once said that advertising “is fundamentally persuasion and persuasion happens to be not a science, but an art”.

被广泛视为现代营销之父的DDB广告公司创始人比尔•伯恩巴克(Bill Bernbach)曾说过,广告“本质上是说服,而说服碰巧不是一门科学,而是一门艺术”。广州广告翻译公司。

 

Brands spend more than $540bn worldwide on advertising, according to eMarketer, the research company. Yet marketing is increasingly grappling with significant problems. Whether reaching millennial consumers who want to escape marketing messages, or “cord-cutting” television viewers, who ditch cable and satellite subscriptions in favour of ad-free Netflix, advertisers are having to work harder than ever to find their audience.

根据研究公司eMarketer的数据,各品牌在世界各地的广告支出超过5400亿美元。然而,营销越来越需要努力应对种种重大难题。无论是触及希望逃离营销信息的千禧一代消费者,还是触及“掐线族”电视观众(他们抛弃有线电视和卫星电视订阅,更青睐没有广告的Netflix),广告主必须比以往更努力地寻找受众。

 

Technological change has made the task harder still. Ad blocking software has created real problems for digital publishers reliant on display advertising. Ad fraud is a similar worry, with the World Federation of Advertisers, whose members include McDonalds and Unilever, recently warning of “endemic” digital ad fraud and claiming that up to 30 per cent of all online ads are never seen by real humans. The WFA is forecasting industry revenue losses of $50bn by 2025 unless marketers take immediate and effective action.

技术变革让这个任务变得更加困难。广告屏蔽软件给依赖展示型广告的数字出版商带来了真正的难题。广告欺诈同样令人担忧,成员包括麦当劳(McDonalds)和联合利华(Unilever)的世界广告主联盟(WFA)最近针对“普遍存在”的数字广告欺诈发出了警告,声称比例高达30%的在线广告从未被真正的人类浏览过。该机构预测,除非营销人士立即采取有效的行动,否则到2025年营销行业将损失500亿美元的收入。广州广告翻译公司。

 

Is it human beings seeing ads or just a machine? And if it’s a human being is it actually a consumer?” says Brinsley Dresden, head of advertising and marketing at law firm Lewis Silkin.

“看到广告的是人还是只是机器?就算是人,这个人实际上是消费者吗?”Lewis Silkin律师事务所的广告和营销主管布林斯利•德雷斯登(Brinsley Dresden)说。

 

At the same time, there is a big shift in consumer behaviour. Smartphones and mobile devices are fast becoming primary sources of entertainment and advertising dollars are flowing there at an increasingly rapid rate.

同时,消费者行为出现了重大转变。智能手机和移动设备正快速成为娱乐的主要来源,广告支出正以越来越快的速度流向这些渠道。

 

Facebook and Google have become the biggest recipients of digital ad spending. Combined, they accounted for 75 per cent of all new online ad spending in 2015, according to the Internet Trends report published this year by Mary Meeker of Kleiner Perkins Caufield & Byers, the US venture capital fund. In the US, 85 cents of every new dollar spent on digital went to the two companies in the first quarter of 2016.

Facebook和谷歌(Google)已成为数字广告支出最大的接收方。根据美国风投基金凯鹏华盈(Kleiner Perkins Caufield & Byers)的玛丽•米克(Mary Meeker)今年发布的《互联网趋势》(Internet Trends)报告,两家公司合计占2015年互联网广告新支出总额的75%2016年第一季度,美国新数字广告支出的85%流向了这两家公司。广州广告翻译公司。

 

This shift has profound implications for media buying agencies that make money by placing ads for clients, as well as for the clients paying for ad space. The emergence of a digital duopoly caused some concern at the ad industry’s annual shindig in Cannes this summer, with private discussions taking place about creating a “third block” of TV advertising inventory to rival Facebook and Google. The talks centred on owners of television networks pooling inventory but it is unclear whether the talks have progressed much.

这种转变将给依靠为客户投放广告来获利的媒体购买代理商以及为广告位付钱的客户带来深远的影响。今年夏天,在戛纳举行的广告行业年度盛会上,数字广告业的双头垄断引起了一些担忧,与会者就创建电视广告库存的“第三区”以抗衡Facebook和谷歌进行了私下讨论。讨论主要围绕电视网络所有者集中广告库存,但尚不清楚这些讨论是否有所进展。

 

The emergence of new digital platforms and services means brands must also rethink the way they sell their products. For example, Instagram and Snapchat have different audiences and require shorter, punchier ads compared with traditional 30 second TV spots.

新数字平台和服务的出现意味着品牌必须重新思考产品的销售方式。比如,InstagramSnapchat拥有不同的受众,这些平台上的广告需要比传统的30秒电视广告更简短有力。

 

Christopher Vollmer, global entertainment and media advisory leader for PwC’s Strategy& consultancy, says advertising “has always been a combination of art and science. Technology is now becoming a third variable”. Advertisers “have to get all three of these things right”.

普华永道(PwC)旗下咨询公司Strategy&的全球娱乐和媒体咨询负责人克里斯托弗•沃尔默(Christopher Vollmer)说,广告“一直是艺术和科学的结合体。技术正成为第三种变量”。广告主“必须把三件事情都做对”。广州广告翻译公司。

 

Not all aspects of advertising’s tech revolution have been a surprise. Video has become a big driver of advertising online and on social media. “It tends to get the most consumer engagement on social media and mobile devices,” Mr Vollmer says. This was one factor driving telecommunications company AT&T’s blockbuster $85.4bn bid for Time Warner, which faces a year of regulatory scrutiny and no guarantee that it will be approved.

并非广告业技术革命的每一个方面都令人惊讶。视频成为了在线平台和社交媒体平台广告的一大驱动力。“视频往往能在社交媒体和移动设备上实现最大程度的消费者参与,”沃尔默说。这是电信公司AT&T提出854亿美元的惊天报价拟收购时代华纳(Time Warner)的驱动因素之一,这项收购将面临监管机构为期一年的审查,能否获得批准并不确定。

 

Time Warner owns one of the media industry’s most impressive content portfolios, spanning CNN, the Warner Brothers film and television studio, and HBO, the premium cable channel. The ability to sell advertising against some of Time Warner’s content was a big factor in the proposed deal. New technology means the combined entity would be in a powerful position in selling advertising targeted to individuals and specific consumer groups.

时代华纳拥有媒体业最引人注目的内容资产组合,从美国有线电视新闻网(CNN)、华纳兄弟(Warner Brothers)影视制片公司到付费有限电视频道HBO等。这笔拟议收购的一个重要因素,是依托于时代华纳的内容销售广告的能力。新技术意味着结合后的实体将拥有销售针对个人和特定消费者群体的广告的巨大优势。

 

Technology advances should, theoretically, make it easier to market products. Elie Kanaan, executive vice-president of marketing at Criteo, a digital advertising group, says the industry must do a better job of targeting its messages to the right consumer groups.

理论上,技术进步会让营销产品更容易。数字广告集团Criteo主管营销业务的执行副总裁埃利•卡纳安(Elie Kanaan)表示,广告行业必须更好地将讯息瞄准正确的消费者群体。广州广告翻译公司。

 

Criteo uses available data and internet cookies — data sent from a website to a browser — to identify shopping patterns in order to send relevant ads to the right online or mobile user.

Criteo利用可用的数据和互联网cookie——网站发送给浏览器的数据——来识别购物模式,以将相关的广告发送给正确的在线用户或者移动用户。

 

This targeted approach means the advertising beamed at consumers on their mobile devices can be more relevant. “Consumers want a seamless experience . . . they don’t want aggressive advertising that is intrusive,” he says. The company recently worked on a trial with several London retailers that installed beacons sending signals to the smartphones of shoppers. The beacons collected data about how long the people spent in the shops, as well as information about the items they spent time looking at.

这种针对性策略意味着,在消费者的移动设备上投放的广告可能更具相关性。“消费者们想要无缝体验……他们不想看到侵入式的咄咄逼人的广告,”他说。该公司最近与几家伦敦零售商进行了试验,这些零售商安装了能够向购物者的智能手机发送信号的信标台,这些信标台还能收集有关购物者在店内停留时间的数据,以及购物者驻足打量的商品的有关信息等。

 

Advertising is rapidly moving towards the personalised advertising world depicted in the Steven Spielberg movie Minority Report. But will this new era of targeting result in brands selling more products?

广告业正快速朝着史蒂芬•斯皮尔伯格(Steven Spielberg)执导的电影《少数派报告》(The Minority Report)中描绘的个性化广告世界迈进。但精准定位受众的新纪元是否能让品牌卖出更多产品?广州广告翻译公司。

 

The most important aspect is engaging the consumer, says Mr Vollmer. “There’s no shortage of screens and there’s no shortage of impressions. But there’s a shortage of high value connection points between brands and consumers, which is the whole point of advertising. You have to create effective engagement with the consumer that gets them to buy.”

最重要的一个方面是让消费者参与进来,沃尔默说。“广告不缺屏幕,也不缺冲击力。缺乏的是品牌和消费者之间的高价值连接点,这是广告的全部意义。你必须与消费者建立有效的互动,促使他们购买。”

 

In this respect, advertising is the same as it ever was. Technology may have disrupted it but the industry’s artistic heart still has a big role to play.

在这方面,广告和以前一样。技术可能扰乱了广告业,但这个行业的艺术内核依然扮演重要角色。

 

广州广告翻译公司

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