Ryvita has teamed up with Weight Watchers to launch a post-Christmas healthy eating campaign to coincide with the relaunch of the Weight Watchers site, and target users of its newly launched mobile app.

The campaign will promote healthy snack ideas using Ryvita Crispbread and Crackerbread recipes that have been designed to fit into the Weight Watchers ProPoints plan.

A series of advertorials will run across both the website and mobile app (pictured) and will be supported by standard traffic drivers across both platforms.

Since its launch, the mobile app has attracted 800,000 downloads, while the website is expected to attract more than 850,000 unique users in January and generate 20m ad impressions.

It is the first time an integrated campaign has run across Weight Watchers’ multiscreen offering.

The campaign, which will launch on 1 January, was developed by Unanimis Creative Solutions, designed by CMW and planned by ZenithOptimedia, will run throughout the month.

By Lucy Tesseras

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London Stock Exchange

www.londonstockexchange.com – the original, respected source of financial information at the very heart of UK finance.

The London Stock Exchange is a long-established, highly credible and valued brand. The reputation and authority that the Exchange enjoys makes the website a unique advertising environment that attracts large numbers of loyal, high net worth individuals.

Purpose of role

To lead all L.S.E Client Direct sales on behalf of Unanimis targeting FTSE 300 & 500 companies. The successful candidate will be expected to have outstanding contacts within this sector specific to the LSE market. The candidate will also be expected to participate in driving Unanimis sales strategy in this sector and to help increase knowledge and understanding of the market across the wider sales team.

The Account Director is responsible and accountable for:

• The successful candidate will have a strong heritage in Finance Market sales activity, with outstanding relationships in the sector
• The creation, delivery and maintenance of Unanimis sales strategy within the Finance sector, and specifically with regard to the LSE
• Job performance will be measured against the delivery of the LSE revenue target
• Excellent knowledge of LSE and the Unanimis product set and the market, effective time management, campaign planning/management, market coverage
• Ability to think creatively about how to meet a clients objectives and instigate bespoke, tailored ideas to suit their needs
• Strong internal management skills to ensure creative ideas are bought to life when dealing with internal stakeholders
• Revenue Growth: Growing revenue from key accounts and allocated agency buying points
• Revenue Growth: Actively pitching Clients direct, PR and creative agencies to generate new revenue streams into the company
• Strong market coverage and face to face client meeting skills
• Strong team work to achieve targets and build new advertisers into our portfolio.
• We are seeking candidates who are proactive, results oriented, able to thrive in a fast-paced environment and committed to growing relationships. The role is very hands-on and involves relationship building and account management.

Management/admin

Agency team revenue

• To co-ordinate LSE product revenue, including individual targets where relevant
• Managing all pipelines and forecast that come from the department
• To participate in weekly meetings regarding pipeline and booked revenue, and ensure it is always up to date in order to feed back to client services (in conjunction with sales director)

Send CVs to:

Louanne Gronland – Louanne.Gronland@unanimis.co.uk
Unanimis Consulting Limited
Charlotte Building, 17 Gresse Street, London, W1T 1QL

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

Orange subsidiary Unanimis advises advertisers to target affluent older consumers for tablet advertising and recommends that firms start building channels to cater for M-commerce.

Will King is from Unanimis, a UK-based advertising company which clients include theAA.com, thetrainline.com and Match.com. Unanimis has been a wholly-owned subsidiary of Orange since August 2009.

The company provides research data on mobile advertising and King revealed some of the latest statistics when speaking at an Internet Advertising Bureau (IAB) event in London late last week.

At present, 41% of the UK market consumes media on a smartphone, versus 7% for tablet, with King claiming that tablets are for older, more affluent people. “This is where you should be looking, as advertisers”, said the Unanimis spokesman.

King’s study also highlighted a disparity on data for smartphone and tablet owners. He said that 100% of UK smartphone owners have 3G connectivity, compared to just 24% of tablet owners. King explained that this explains why people consume 95% of tablet content in the home, and just 18% on the bus or train.

“We think that smartphones are used to kill time, while tablets are to save time”, said King. The Unaminis spokesman said that, as a result of the rise of the tablet, 70% of consumers use their PC less, but stressed that the tablet is purely complementary to the smartphone.

King also advised advertisers to develop a product for M-commerce as he said that that 61% of people pay for something on their tablet, compared to 28% for smartphone users.

Unanimis sampled mobile behaviour use for the report, which noted tablets for the first time this year, thanks to the increase of critical mass. The data officially launches of 29th November.

By Doug Drinkwater

Click Here to view the article.

Purpose of role

To lead all Video sales on behalf of Unanimis – across both Publisher (Brand) and Network products. The successful candidate will be expected to have outstanding contacts with agency buying teams specific to the Video market. The candidate will also be expected to participate in driving Unanimis sales strategy in this sector and to help increase knowledge and understanding of the market across the wider sales team

The Account Director is responsible and accountable for:

• Day to Day team management
• Excellent knowledge of the Unanimis product set and the market, effective time management, campaign planning/management, market coverage
• Ability to think creatively about how to meet a clients objectives and instigate bespoke, tailored ideas to suit their needs
• Strong internal management skills to ensure creative ideas are bought to life when dealing with internal stakeholders
• Revenue Growth: Growing revenue from key accounts and allocated agency buying points
• Revenue Growth: Actively pitching Clients direct, PR and creative agencies to generate new revenue streams into the company
• Strong market coverage and face to face agency/client meeting skills
• Strong team work to achieve targets and build new advertisers into our portfolio.
• We are seeking candidates who are proactive, results oriented, able to thrive in a fast-paced environment and committed to growing relationships. The role is very hands-on and involves relationship building and account management.

Management/admin

Agency team revenue

• To co-ordinate Video product revenue, including individual targets where relevant
• Managing all pipelines and forecast that come from the department
• To participate in weekly meetings regarding pipeline and booked revenue, and ensure it is always up to date in order to feed back to client services (in conjunction with sales director)

Staff management

• To communicate managerial strategies, to the team where relevant
• To manage team expectations regarding product targets – in conjunction with sales director

Revenue strategy

• To manage pipeline of your business as well as ensure the team does the same
• To liaise with internal departments regarding the need for new products or solutions
• To identify any need for resource or support in areas of the business

Re-sourcing

• Make sure that all required tools are in place in order to carry out revenue objectives
• To identify the need for any new facilities that could facilitate a revenue up lift

Market Intelligence

• To stay abreast of any key developments in the agency sales market and feedback within the company

Agency PR/relationships

• To identify any opportunities for a bespoke deal with individual agencies, and subsequently manage that relationship with the account manager.
• To ensure all key agencies are kept up to date with any developments at Unanimis

Revenue

Secure revenues

• To build and secure revenue from the allocated agency patch
• To ensure these are in line with personal and company targets

Administration

• To stay ahead of signed campaigns to ensure delivery and revenue recognition
• Liaise with finance to minimise bad debt and late payment

Involvement in New business

• Evaluate the need for and subsequently identify any new clients
• Preparing and consulting on pitch strategies and documents – then going on new business pitches when necessary
• Co-ordinating in conjunction with client services and subsequent sales strategies

Company strategy

• Participating, where relevant, in discussion about the direction of the company as whole at a top line level
• To assist MD and other management in any research or ad-hoc work that may dictate the above

Miscellaneous

• To be available on an ad-hoc basis for any one off consultancy jobs
• To grow the business generically in terms of revenue and exposure

Send CVs to:

Louanne Gronland – Louanne.Gronland@unanimis.co.uk
Unanimis Consulting Limited
Charlotte Building, 17 Gresse Street, London, W1T 1QL

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

With consumer privacy concerns around online behavioral advertising continuing to percolate both inside and outside the industry, AdExchanger.com asked a selection of ad technology executives their thoughts on how to articulate the opportunity unlocked by the use of tracking the consumer online for advertising purposes.

Simply, the question is…

“If a consumer asked you “Why is tracking good?”, what would you say?”

Click below or scroll down for more:

• Aaron Bell, CEO, and Adam Berke, President, AdRoll
• Chad Little, CEO, Fetchback (Ebay)
• Bill Todd, President, ValueClick Media
• David Nelson, Operations & IT Director, Unanimis.co.uk
• Eric Bosco, COO, ChoiceStream
• Marla R. Schimke, Vice President of Marketing, AudienceScience

Aaron Bell, CEO, and Adam Berke, President, AdRoll

Dear Internet User,

The Internet is great because it allows ideas and content to flow freely. You can hop from your custom Pandora radio station, to your bottomless Gmail account, to the Twitter feed of an historical liberation movement, to a casual game of “Words With Friends.” We’ve come to rely on these services and expect to access them for free, without paywalls or contracts.

Advertising makes this possible. Advertising is the lubricant of the Internet.

Unfortunately, much of the advertising you’ve seen sucks. That’s because the first phase of online advertising was dominated by direct response marketing. Without robust targeting capabilities, advertisers developed an overreliance on obnoxious practices such as dancing aliens and obtrusive popups.

But ads can be much better. New technologies are enabling ads that are relevant, interesting and provide you value. These technologies can lead us into a new phase of online advertising, where marketing is effective because it’s personalized, not because it’s intrusive. However, the key to this new phase is that you, the user, must be in control.

To illustrate: remember how everyone used to hate email marketing? That’s changed. Now people liberally share their email addresses to access daily deals, sales, and last minute concert announcements. When they don’t want to receive email anymore, they unsubscribe. The rules are clear, abuses are more easily identified and addressed, and the system works well for both marketers and users.

The same systems can work in display advertising. You choose which brands you’re interested in and when to unsubscribe. Advertisers won’t know who you are personally, but they can be confident you are a person receptive to their message. With this confidence, advertisers help your favorite sites flourish by paying them more.

And you will be in the driver seat, with an inside track to products, services and specials that you want. This partnership between users and advertisers will ensure that information and content remain free, as they’re meant to be.

- AdRoll

Chad Little, CEO, Fetchback (Ebay)

To track or not to track….that really seems to be looming questions in the online ad space lately. From a consumer perspective, why is tracking good?

Assuming that we are talking about non-PII tracking, the #1 area of focus is market effectiveness. Today’s consumers have unlimited product options available to them. Some are purely based on marketing, where the actual cost of the good is pennies and marketing behind the brand is tens if not hundreds. The more effective a company is at marketing their product, the lower their costs. The lower their costs the more savings they can pass on to the consumer.

Straight forward and simple.

The more data a marketer can access, the more effective they can be.

The #2 focus is marketing effectiveness…take two. The more effective the ads are, the more revenue publishers and the online ecosystem will produce. The more revenue the publisher produces, the more free content they can provide. This has always been the key mantra. I am not sure how much it would change the current environment, which is why I think the first point is more important to the consumer.

As a designer by training, the less I have to see poorly crafted ads that are not targeted and are purely generated to grab attention with freaky dancing jpgs or creepy facial expressions, the better off I am. Speaking of ‘creep factor’, by removing tracking, the online world will revert to one big nasty infomercial. So, selfishly speaking as a consumers, tracking equals relevancy and, typically (not always), relevancy equals better ads.

Lastly, why not? Consumers need to understand that it is the voice of a few that make the negative perception of behavioral tracking a much bigger issue than it really is.

Behavioral tracking shouldn’t be feared, but instead, embraced. Tracking can simplify and improve a consumer’s online experience. By utilizing gathered behavioral data in a strategic manner, online retailers can put the power of the online tracking to work for their consumers and eliminate the fear factor and providing peace of mind.

Bill Todd, President, ValueClick Media

There has been a lot of debate in Washington amongst policymakers and regulators with regard to online tracking. The debate has called into question whether a subset of online tracking, a practice called behavioral advertising, should be regulated or legislated in order to protect consumer privacy.

Online behavioral advertising (sometimes also called “interest based advertising” or “relevant advertising”) is the use of information collected across multiple websites in order to predict user preferences and show advertising that is more likely to be of interest to the user. Such practice by companies offers some real benefits to consumers and therefore should not be regulated or legislated out of existence.

One of the clearest benefits to consumers is that advertising, especially relevant advertising, helps keep a myriad of content and services on the internet free. Ad targeting commands higher prices, which in turn helps content providers provide new or better content to consumers for free and provides content owners with more sustainable business models. Some examples of content providers that have been able to successfully provide wonderful and innovative content and services for free based on advertising, including behavioral advertising, are Facebook, LinkedIn, Pandora, and mobile games like Angry Birds. Consumers would not be able to consume content online for free without the financial support of online advertising.

Another benefit of interest-based advertising is that consumers value online ads that are more personalized. Most consumers do not like advertising that is not relevant to them. Instead of a consumer seeing another irrelevant teeth whitening ad, he or she likely would rather see an advertisement for a sale on flights to a hometown or a set of outdoor furniture he or she has been searching for.

The key to maintaining the benefits of online behavioral advertising to consumers is for the online industry to adequately balance consumer privacy with the advantages that data collection and use provides. The industry has worked hard to achieve such balance by committing significant resources to provide more transparency and choice to consumers regarding the collection and use of their data for online behavioral advertising. Through company participation and compliance of self-regulatory programs through entities like the Digital Advertising Alliance (DAA), the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB), the industry has come up with innovative and easy ways for consumers to get a better understanding of and greater control over interest based advertising. Such robust and credible programs help ensure that consumers can retain their confidence in the online medium and continue to enjoy the benefits of online behavioral advertising without sacrificing privacy. ”

David Nelson, Operations & IT Director, Unanimis.co.uk

Behavioural targeting is not only good for consumers it’s a rare win for everyone.

The experience online is driven by content. Its content which makes us all use the internet. If there were no cool, interesting, funny, educational content on the web there would be no web. Behavioural targeting online simply ensures that ad placements display content that you might be interested in rather than ads that are irrelevant and uninteresting. I am a consumer and I think that’s a win for me!

Of course there are other winners. Advertisers hope to find consumers who are interested in their product more often than by placing random adverts. They achieve higher brand awareness and a greater chance of selling the product. Publishers also win as being able to offer Behavioural Targeting increases the value of the ad placements and therefore their revenues.

Why should you be concerned about Advertisers and Publishers? Well it all comes back to content. Increased advertiser spends lead to increased publisher revenue which will be re invested in better consumer content. That means a better experience online for you, a wider variety of content and an ever evolving virtual world which is free at the point of delivery. That is most definitely a win for consumers.

Eric Bosco, COO, ChoiceStream

At our company, we think privacy is a good thing. We respect the consumer’s choice to keep all of his information, including web activity, private. We also respect the privacy of consumers who choose to share their information as a means to better customer service.

How does behavioral targeting lead to better customer service? Think of the Internet as a modern-day Mayberry from the Andy Griffiths Show. No, seriously. In Mayberry, the local shopkeeper made a point of knowing each of his customers. He knew their names, the products they liked, and when they were most likely to stop into his general store. As a result, the shopkeeper could greet each customer by name, make sure the products he or she purchases are always in stock when he or she drops by, and recommend other products he or she might like. Because the local shopkeeper built his business on getting to know his customers and building relationships, the residents of Mayberry enjoyed a fulfilling customer experience every time they dropped by the general store.

While this degree of customer experience has all but disappeared from Main Street USA along with small business, it’s actually thriving in e-commerce. Online customers who share their information enjoy highly personalized product recommendations, faster checkouts, and robust membership reward programs. You don’t have to watch TV Land to remember what real personalized customer service was like. It’s alive and well for consumers who choose to allow online merchants to get to know them better via behavioral targeting.

Marla R. Schimke, Vice President of Marketing, AudienceScience

So, what’s so great about targeted advertising?

Since we began executing audience targeted advertising campaigns eight years ago, it’s always been about two key consumer benefits – keeping the Internet free and delivering advertisements that cross the line from clutter to content, adding extra value to consumers’ online experiences. It is these fundamental beliefs that have been attracting consumers to targeted content relevant to their needs and wants. Based on the projected influx of budget dollars, brand-safe audience targeting is a critical function in driving holiday revenue.

Now, with the media driving paranoia and anxiety around buzz words like “tracking” and “cookies” due to a few bad apples, even the beloved Cookie Monster has taken on a new meaning for some. Studies dating back to 2004 indicate that consumers would rather have a more relevant online experience than pay or adopt subscription models. Or worse, be inundated with the noise and clutter we remember from the pre-tracking era. Audience-based marketing makes everyone’s online experience more relevant and enables marketers to deliver content to the most laser-focused audience available, helping them ring in the season walking in a winter profit-land.

By John Ebbert

Click Here to view the article.

Dominic Collins, currently the Chief Executive Officer of Orange Digital, has been appointed CEO of Unanimis, France Telecom-Orange’s advertising network in the UK, unifying Unanimis and Orange Digital under one leadership team. Both brands will continue to operate independently though Collins will be responsible for aligning the businesses to create and implement a new and unified vision and strategy.

Collins will report directly to Stephanie Hospital, Executive Vice President of Audience and Advertising, Orange Group, and replaces Khalil Ibrahimi, President of Unanimis, effective 22 August.

Centralising Unanimis’ advertising and Orange Digital’s technological expertise will enable Orange to create a nimbler agency group focused on providing clients with creative advertising and delivery solutions as the digitisation and consumption of media on multiple screens accelerates.

Khalil Ibrahimi, President of Unanimis, comments: “I founded the Unanimis business 10 years ago and I leave it today with mixed emotions but also with tremendous pride in what I and our employees have achieved. It was always my intention to leave the company once we fully integrated with the Orange business, and Dominic Collins is the best person to lead it forward into the future. His experience of managing major digital businesses for big brands such as BSkyB and Autotrader makes him uniquely qualified to take the helm and deliver continued success for Unanimis.”

Stephanie Hospital, Executive Vice President of Audience and Advertising, Orange Group, says: “Bringing together Unanimis’ strength in advertising and publisher relationships with Orange Digital’s ability to innovate will create new opportunities for growth. It will allow us to better serve our clients and to become more responsive, and ultimately create the most compelling offerings and propositions possible. With his expertise across both advertising, content and online properties, Dominic is the best person to drive both the Unanimis and Orange Digital businesses forward.”

Dominic Collins has had a career spanning advertising, commercial and senior management roles. Before joining Orange in April 2010 to set-up Orange Digital, Dominic was Group Director at Trader Media Group where he managed the autotrader.co.uk business, leading the relaunch of this successful online destination. Previously he worked at BSkyB where he launched Sky’s Online Business Unit following his involvement in the launch of Sky Broadband and was Director of Customer Products & Services in the online group.

About Unanimis
Unanimis is the UK’s largest exclusive digital advertising network specialising in branded and performance display advertising, across internet and mobile. Acquired by the Orange France Telecom Group in Aug 2009, Unanimis now incorporates Orange.co.uk and Orange Mobile Portals into their ad network offering. Unanimis creates value from online audiences for both advertisers and publishers. For advertisers, Unanimis identifies and targets relevant audience segments to help maximise ROI and meet their marketing objectives. For publishers, Unanimis monetizes their advertising inventory to maximise site revenue from their audience. Unanimis sells advertising to leading media and advertising agencies and direct advertisers who are looking to reach a relevant audience through the internet and mobile. It meets the advertisers’ objectives, whether it is to drive brand awareness, convert a customer through direct response channels or retarget an existing customer.

About Orange Digital
Orange Digital is a France Telecom-Orange subsidiary made up of 70+ employees based across sites in London and Leeds. Its remit is to act as a start-up style digital innovation and delivery hub and it provides content, product, search, design/UE, analytics, research and web, mobile and application development services to Everything Everywhere’s Orange portals. Orange operates some of the leading web properties in the world, reaching a global audience of 67 million unique visitors each month. Orange currently has the largest web audience in Europe out of any operator, with 44.4 million visitors every month. It is the group’s ambition to evolve the traditional portal into a service that is more personal – a digital concierge – delivering content and services across multiple screens that are relevant and tailored to the individual user.

About Orange
France Telecom-Orange is one of the world’s leading telecommunications operators with 170,000 employees worldwide, including 102,000 employees in France, and sales of 22.6 billion euros in the first semester 2011. Present in 35 countries, the Group had a customer base of 217.3 million customers at 30 June 2011, including 143 million customers under the Orange brand, the Group’s single brand for internet, television and mobile services in the majority of countries where the company operates. At 30 June 2011, the Group had 158.3 million mobile customers and 14 million broadband internet (ADSL, fibre) customers worldwide. Orange is one of the main European operators for mobile and broadband internet services and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.

With its industrial project, “conquests 2015″, Orange is simultaneously addressing its employees, customers and shareholders, as well as the society in which the company operates, through a concrete set of action plans. These commitments are expressed through a new vision of human resources for employees; through the deployment of a network infrastructure upon which the Group will build its future growth; through the Group’s ambition to offer a superior customer experience thanks in particular to improved quality of service; and through the acceleration of international development

France Telecom (NYSE:FTE) is listed on Euronext Paris (compartment A) and on the New York Stock Exchange. For more information (on the internet and on your mobile): www.orange.com, www.orange-business.com, www.orange-innovation.tv Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited, Orange France or France Telecom.

It’s seen a number of false dawns, but with the activation of every new smartphone or tablet, the world’s digital media advertising inventory gets a little bit bigger.

Today, mobile is still a small if fast growing part of the advertisers’ arsenal. But forecast figures from Informa Telecoms & Media predict that annual revenues generated by mobile internet display advertising will grow strongly over the next four years, from $779.4m in 2009 to $7.54bn in 2015, at a CAGR of around 46 per cent.

So towards the latter end of the forecast range, the future gazers can finally herald the ‘year of mobile advertising’ with confidence.

Will King, head of product development at Unanimis, joined the internet and mobile advertising network when it was four years old, which was five years before it was acquired by France Telecom in 2009. Unanimis now incorporates Orange’s UK network and Orange Mobile Portals, which in turn incorporates the Blyk-powered Orange Shots initiative, into its own ad network offering.

“When you consider the (traditional) web versus the mobile, it’s clear that mobile is still nascent,” he says. “There’s a certain nervousness with advertisers, because you have an advertising schedule that makes use of established channels and brands. But look at mobile and you need some convincing. At this stage in the market we need to do a good job of explaining these benefits to brands, by helping them to understand what the channel looks like for them and how we can help them extend their digital activity. Mobile is a very natural extension of the web and brands are very comfortable online now.”

Rather than digitalisation swallowing up other advertising budgets as expected, brands now appear to want to play the strengths of different channels against the audiences they want to communicate with.

“Mobile advertising is growing very quickly but it’s still at a very early stage,” says Rob Jonas, VP & managing director for Europe & Middle East at mobile ad network InMobi. “The core advertising business in mobile is still around relatively straightforward text and display advertising and maybe a bit of search. Advertisers are still understanding how to make this work for them at scale in order to harness the power of the mobile device.”

Jonas picks up on the often referenced blue skies advertising techniques portrayed in the likes of the film Minority Report and calls it out as just that—science fiction. “Everything around location-based targeting, timeshifting and the multi screen advertising experiencing are all really interesting discussions, but it’s still too early for advertisers to have an appetite for this. They are still learning the basics,” he says.

“The core advertising business in mobile is still around relatively straightforward text and display advertising and maybe a bit of search. Advertisers are still understanding how to make this work for them at scale in order to harness the power of the mobile device.”

Even the hype about in-app advertising needs some tempering. InMobi claims the second placed spot in terms of mobile display advertising network size behind Google, with almost 105 billion ad requests during the second quarter of 2011, up 23 per cent sequentially. Although smartphones and tablets were the driving force behind this increase, delivering 39 billion requests, in- app advertising, while growing quickly, still only represents 17 per cent of all ads. By and large, mobile web browser advertising is still the favoured medium and WAP-based web browsing is still going strong.

“Browser-based ads are still the global, high-level leader versus in-app ads. And we still see a clear distinction between the mobile web and traditional web. Publishers may not have a mobile app strategy but they may well have a mobile web strategy as the mobile web gives you freedom across more platforms,” Jonas adds.

But that’s not to say adverts aren’t evolving beyond basic buttons and banners, with location enablement at the forefront of that evolution. Jonathan Milne, general manager of Europe at Celtra, a web-based platform for creating and tracking mobile ads, believes that location has the opportunity to be seen as “the most important thing in rich media advertising, its purpose is to make the ad relevant to the consumer.” Milne identifies the biggest problem with most advertisements as the lack of relevancy to the viewer, and as a result claims that his business is seeing unbridled appetite and demand for location capabilities. “We get involved in around 50 per cent of campaigns created on our platform and use our own tools for embedding store finders and dealer locators and we’re seeing growing interest in check-in functionality too.

“Brands are using the web to seed and distribute good content globally to their consumers as well as using the traditional ‘user interruption’ model.”

“In the future, most ads will be location aware in some sense, either by GPS or through triangulation of the user’s location. We can look inside the advert and add location services like a map to find your nearest store or check in services like Foursquare. The big questions are ‘where am I right now and what can I do here?’ Or ‘how can I get there?’” Milne says. In another example, he highlights the popularity of location sensitive content, in that ads are dynamic and able to show different content based on location, such as an automotive advertisement for a car with an image gallery that shows a user in California a cabriolet but a user in Alaska a 4×4.

Due to the increasing digitalisation of parts of the market, video makes for an obvious companion to marketing and is another content channel experiencing explosive growth—just look at YouTube. “Stuff like VOD (video on demand) set the agenda for digital marketing around video, and now we’re starting to see it grow,” says King from Orange’s Unanimis.

In July, Orange announced an exclusive partnership with online video provider Dailymotion to deliver integrated display functionality allowing advertisers to target specific audiences with localised content on Dailymotion’s platform. With 20,000 videos added daily to the site, the Orange advertising network will have the exclusivity to monetise Dailymotion’s video advertising inventory across the UK, Spain, Poland and Latin America.

“Video inventory is finite and the situation is maturing and developing to include new kinds of marketing. Dailymotion gives us a strong window into selling video display advertising to video advertisers against Dailymotion content, and gives us the opportunity to distribute content,” says King. “Brands are using the web to seed and distribute good content globally to their consumers as well as using the traditional ‘user interruption’ model. Dailymotion encourages user generated content and virilisation. It’s how advertisers have embraced the social environment to distribute their content. It’s part of their schedule.”

Indeed, larger brand advertisers are doing more cross-platform campaigns, using the PC, the web, offline and increasingly, mobile as well. It’s not uncommon for brand performance campaigns to have multi channel capability. And while there are experiments with NFC and Bluetooth-enabled advertising schemes, the high spend today in terms of mobile is about using the scale of the channel to deliver compelling ad formats, according to InMobi’s Jonas. “Smartphones increase the intensity with which users browse the web and give us the ability to serve more rich media capable advertising to consumers, such as the market’s first 3D advertising campaign we did for Samsung with CoolIris.”

As Celtra’s Milne adds, on a wider scale, the greater use of smartphone capabilities are around messaging, so advertisers can craft a call to action to the local culture, making for more effective and efficient ads. Unless brands can specifically target the right content relevant to each market, it’s like dropping a needle into a haystack. But as the guys who sell the ad inventory concede, the ad-buying market is only just getting to that point.

“We have the capability to do hyperlocalisation, but we’re led by advertisers and they’re not there yet,” says Jonas. “The most granular level of targeting is the major metropolitan area. Urban residents behave differently to non-urban residents and that’s about as granular as we get today. Yes, we have conversations about being able to target a male in a certain postcode who’s done these three things on their phone in the last six months. This is all theoretically possible, but it’s not really the reality for where the majority of advertising spend is going today.”

Orange’s King is in agreement: “As the market matures, we will see a mobilisation of peoples’ digital activity overall and there are very specific benefits that mobile can bring around hyperlocalisation, next generation services and point of sale. But today it’s about educating people about how mobile can be used so it can become a natural and obvious channel for digital marketing.”

There are of course, exciting opportunities involving the oft mentioned treasure trove of subscriber information the operators have access to, with regards to more granular targeting of adverts. “Operators have a very rich amount of information that could be layered into the advertising network to help with targeting, but historically they’ve been reluctant to allow access to this,” says Jonas. “Although there does seem to have been a change and we’ve seen more movement in that direction over the last six months. It’s an observation that appears in several conversations beyond the advertising sector operators are simply coming to terms with the fact that they need to work with third parties. “Effectively the operator is a media owner so they have inventory and, depending on how effective they are on selling that inventory, there’s potential to work with them. We’re seeing this more in markets in the Middle East and Asia where operators are more open to third parties,” Jonas adds.

But some operators, like France Telecom, are keen to keep their advertising initiatives in house through the acquisition of specific skill sets, as was the case with Unanimis, perhaps giving them more control over the very careful steps that must be taken through the minefield that is user privacy.

“The key thing with localisation is that mobile is personal and localisation is key to advertising growth, but there is also the question around users opting in to these services,” says King. “You have to bear in mind what it is appropriate for advertisers to know about users. Hyperlocalisation is a capability unique to mobile, but it needs tempering. In the web space we are in the middle of a process of legislation around privacy, about what can and can’t be used to deliver an advertising message. So a similar code of conduct should be expected for advertisers in the mobile space,” he says.

Several acquisitions, including Google’s $750m purchase of AdMob, appear to have validated the case for the mobile ad industry, but the case for more granular targeting of adverts through localisation and hyperlocalisation is still yet to be proved. “Location is still a small part of the market today but it has huge potential for the future,” says Jonas. “It’s just that you can’t force a new advertising format on a market that is not ready for it. You need to wait to introduce it at an appropriate time or in an appropriate way.”

Click Here to view the Telecom article.

Unanimis has bolstered its reach by adding Friends Reunited, owned by online innovation group brightsolid, to its publisher portfolio. The social networking site, which has over 24 million registered members, has appointed the sales house to exclusively handle all online advertising across the site.

As one of the original social networking sites in the UK, Friends Reunited attracts over 2 million unique visitors and generates 40 million page impressions a month. Unanimis will also be responsible for online advertising of brightsolid online publishing’s other brands, which collectively draw over 120 million page impressions per month and include Genes Reunited, findmypast.co.uk and Friends Reunited Dating.

The online publishing group offers advertisers a unique platform to target a core ABC1 user group aged +35, with a split of 58% males to 42% females. Friends Reunited also has extensive targeting opportunities across age, gender and hobbies, including pets, cars, holidays and jobs.

Matt Bushby, Head of Friends Reunited, said: “We’re delighted to be working with Unanimis, they have a creative approach to implementing ad campaigns and we’ll be working closely with them to develop exciting tailored propositions for our advertisers.

Friends Reunited has over 2m unique visitors every month and we want to give people the ability to share the bigger things in their life with the people who really matter to them.”

About brightsolid
brightsolid began life in 1995 as Scotland Online. It now has two division’s brightsolid Online Publishing and brightsolid online technology. brightsolid’s online technology is a leading UK independent provider of online IT business services. brightsolid online publishing has a number of innovative online businesses around people and places including Friends Reunited. So, whether it’s staying in touch with old friends, finding new friends or a partner to share your life with, building a family tree, tracing your ancestors or exploring the history of your house, brightsolid helps connect you with your present, your future and your past.

Since 2002 brightsolid online publishing has managed ScotlandsPeople.gov.uk, the official genealogy website for Scottish ancestry, in a partnership between the General Register Office for Scotland, the National Archives of Scotland and the Court of the Lord Lyon. In 2007, brightsolid acquired findmypast.com, an online family history site. Recently renamed Findmypast.co.uk, it was the first website to put the complete birth, marriage and death indexes for England and Wales online. In May 2011 findmypast.ie and findmypast.com.au were launched to support both the Irish and Australian (including New Zealand, Papua New Guinea, and the Pacific Islands) markets.

brightsolid also operates the official 1901 census (1901censusonline.com) and 1911 census (1911census.co.uk) websites in partnership with The National Archives.

In March 2010, brightsolid completed the acquisition of Friends Reunited Group. Friends Reunited is the original social network with 23 million members. It was launched in 2000 to put old school friends back in touch with each other and swiftly became a British phenomenon. Friends Reunited Dating is one of the top paid dating websites in the UK. Sister site Genes Reunited was launched in 2003 and is currently the UK’s largest family history website with over 11 million members worldwide and 750 million names listed. This acquisition has further strengthened brightsolid’s expertise in the family history market.

In May 2010, brightsolid announced a partnership with the British Library to digitise up to 40 million pages of historic newspapers. The ten year agreement will deliver the most significant mass digitisation of newspapers the UK has ever seen. Digitisation of the collection will mean that those people who haven’t previously been able to access the physical resource will now be able to access it online. In particular it is an important resource for the genealogy community helping them to bring to life how their ancestors lived. It will also offer a unique insight into major events and key periods of historical interest.

The company’s online technology division specialises in managing clients’ information availability and online presence through hosting, internet access, applications and business continuity products and services. Headquartered in Dundee, the company is owned by the publishers D.C. Thomson and has offices in Edinburgh and London.

Last week Will King was presenting down at the IAB FMCG Conference on ‘Why FMCG brands need to look to Mobile Marketing’.

His presentation which can be downloaded here revealed some compelling insights from our newly fused Mobile Exposure Research and TGI data, which provides unparalleled insights into the European mobile media trends and behaviours.

• 81% of MMU’s (mobile media users) use their phone whilst out shopping
• Nike customers are 50% more likely to use apps than Marmite customers
• 45% spend more than 10 minutes accessing mobile media when “out and about”

If you would like learn how Mobile Exposure Research / TGI data can help you plan, execute and measure mobile advertising campaigns more accurately, you can contact us at marketing@unanimis.co.uk

We also hosted a Unanimis Mobile Workshop for Publishers. Guest speakers included Alex Kozloff from the IAB and George Dixon, from MediaCom, who both provided our publishers with valuable insights into the current mobile market, advertising trends and spends.

Below are some key takeaways for publishers who are either looking to extend into mobile or build on their current offering:

• Mobile market was worth £83 million in 2010 up from £37.6 million in 2009*
• Mobile Advertising revenues to reach £1 billion by 2015*
• Mobile web browsing is expected to exceed desktop by 2014
• Banners are proving to be the most favoured ad format, increasing by 62% from last year*
• Biggest change in industry sector display market share (09 vs10)was Consumer & Goods which increased by 269%, Motors by 160% and Finance by 12%*
• Android is now the largest mobile operating system surpassing Apple
• Golden rule for publishers: Make sure everything you do is optimised for mobile
• When building an app, publishers need to:
  - Consider all operating systems
  - Make sure downloads are trackable
  - Focus on functionality as well as content

Orange Group has fused its pan-European Exposure Research study with Kantar Media’s TGI database in a bid to encourage mobile advertising spend. The operator said it has combined the two data sets so advertisers can compare mobile and traditional media consumption and gain a 360° view of consumer behaviour more easily.

The Orange Exposure Research, which is based on over 5000 consumer interviews from across Europe, documents mobile users’ behaviour, such as app usage, while the TGI study examines brand and product consumption.

Bruce Hoang, Orange Advertising Network’s group marketing director, said, “Hopefully this can act as a catalyst to integrate mobile into the mainstream media mix.”

Hoang said the combined data sets revealed 3% of the UK population owns a BMW car, 44% of whom are regular mobile media users, and that 16% are interested in receiving coupons on their mobiles.

The statistics revealed by the France Telecom-owned company also revealed that 59% of mobile users regularly access content through their mobile browser, while 45% of people spend 10 minutes accessing mobile media when they are “out and about”.

The combined data set also found that 14% of polled respondents have indicated an interest in mobile advertising.

Will King, head of product development at Orange-owned ad sales house Unanimis, said, “This kind of information is necessary if we’re going to get advertisers to spend on mobile. This new information should help brands focus on which ad format they should concentrate [their spend] on.”

Click Here to view the NMA article.