Digital Advertising

Virtual Reality: Reshaping Digital Analytics

The Future of Virtual Reality and Digital Analytics in measuring digital action and attention

Virtual Reality: Reshaping Digital Analytics

Although virtual reality is not exactly a platform for the masses, it is the most innovative approach to delivering content as of today. The platform, still in its early stages and loads of new creative ideas has already challenged the digital analytics. Virtual reality has the potential to redefine how we think about measuring the bread and butter of digital analytics: attention and action. This article helps you to understand the behind-the-scenes on this new trend.

The state of virtual reality in 2016

Virtual reality is A thing, but not THE thing

The advent of Facebook to the masses has been memorable for most. Back then, it was the thing. Virtual Reality is sort of like that. It’s a thing, everyone knows that, but still not the thing that shapes our lives. This platform is sure to bring about more innovations; almost all the major brands will come out with devices supporting this platform, albeit with a limited content format supported. Right now, you won’t read or follow the news on VR; you won’t buy your stuff with it, and it certainly will not be the platform where you hang out with your friends online. At least, not yet.

Virtual reality platform is not that new

An internet forum is not much different compared to an IRL room full of people – maybe net forums have more trolls – and web marketing in the core definitions is not much different from selling stuff IRL; virtual reality isn’t that much different either. The platform currently has some technical and user experience limitations, but the base remains the same. Analysing data collected through virtual reality is also highly similar to the thing we now know – digital analytics. We measure the same things on virtual reality that we measure in digital analytics: attention on digital content and interaction between the content and the user.

The question would be, how it compares to traditional analytics.

Virtual Reality: Reshaping Digital Analytics

The difference between traditional analytics and virtual reality analytics

Digital analytics is all about measuring how users interact with content in a pre-set environment which can be anything from a website to an app or a feature. Virtual analytics is not much different at its very core.

Measuring actions

Measuring actions is pretty much the same in virtual reality as it is in traditional digital analytics. In traditional marketing, when a user clicks on the Purchase button, we can measure the interaction. We can do the same in virtual reality when we measure how many users click-looked on a virtual button. This process can be repeated and used as a default setting for all action-based virtual reality environments. Therefore, measuring an action in virtual reality is easy, and it is pretty much the same as the traditional metrics, only with some slight differences in definitions which can come from the differences between the two environments.

Measuring attention

Attention is one of or maybe the most important insight we need to figure out with metrics. It doesn’t matter how many users visited your site if no one paid attention to your content and bounced off. With today’s digital analytics, we do have some metrics which can define the depth of users’ attention. Mouse overs measure where the users’ cursor are, scroll depth also gives us a clue on how the content consumed and we do have some other sophisticated metrics like frequency, content recycling and page depth.

In virtual reality, measuring attention is a bit different because of two reasons. First of all, due to the platform’s environment, we know exactly where the user’s looking. Second, due to the evolving digital content in the virtual reality environment, we have more data, which makes things a bit more challenging to measure. The immersed amount of data processing is more likely a technical challenge and not an analytics one so for now, let’s focus only on the first: the user’s exact attention.

In virtual reality we know where the user’s eyes are. With virtual reality, we can also measure the very essential difference between looking and watching something. The depth of a website, for example, can be measured with frequency, page depth and other metrics. This can be achieved in virtual reality by measuring the amount of time spent by the user looking at the same direction on the environment. With heat maps and other analytics tools, we can accurately show how users are paying attention to our content. This can be very challenging to traditional display advertisers…

A very different user journey

Drawing up a funnel or a user journey is pretty straightforward with traditional analytics. In virtual reality, the user journey is way more complicated because of one simple reason: users love to wander around virtual environment just for fun or the sake of it. This creates an extensive amount of digital noise and leads to lots of miscalculations. Establishing virtual reality zones, where the attention is highly relevant might be an option, but the technology is just not sufficient enough yet to accomplish this challenge. Also, user journey measurement needs users, and as of now, virtual reality is still in its early adopter stage. Once masses are using this platform, the answer for measuring virtual reality user journeys will surface.

How virtual reality will help us shape traditional analytics

We have learned that measuring actions is pretty straight-forward. Therefore we should not overcomplicate it in digital analytics either. Measuring attention, however, is another story. Virtual reality might help us to learn the real value of our display ads and the actual value of user experience design. By adding sufficient and precise metrics to measure the users’ attention, we can make better user experiences and direct more productive ads to users. We have exciting times ahead of us!

Interested to know more about virtual reality? You’re more than welcome to book a Q&A session where we answer all of your further questions.

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Walter Analytics Insights Resource Roundup 2016

The year 2016 is almost up with just 3 months more to go. Over the past couple of years, we’ve experimented around and tried different ways to deliver valuable content to our readers.

wa-insights

We’ve come up with a lot of strategies to ensure that our readers are delivered helpful and informative content. With that said, we’ve rounded up some of our popular topics this year. Let’s take a step back and revisit them:

How Growth Hacking Can Help Build a Sustainable Business

Check out our basic intro to growth hacking and how it can add value to your business.

How to Use Social Media Channels for B2B Strategy

Here’s how you can take advantage of the various social media platforms to take your B2B Strategy up a notch!

Why You Need Video In Your Content Marketing

Video content has been increasingly popular and made even more so by social networking platforms due to its ability to engage the audience. If you’re still not convinced or still second-guessing whether to add videos to your content arsenal, we’ve highlighted the reasons for you to think it through with this article.

How To Use Google Analytics To Know Your Customers: 3 Practical Tips

Get to know more about your customers and their behaviour in the purchasing funnel using Google Analytics. We’ve compiled 3 practical tips to guide you.

Marketing Analytics Q&A: How Growth Hacking Improves Customer Acquisition

In case you missed our Growth Hacking Q&A, we’ve compiled some of the best questions during the session!

How to Take Advantage of the New Mobile Advertising Updates

Following Google’s latest update on responsive display ads, separate device bidding, and the Expanded Text ads, we decide to enumerate ways on how you can take advantage of these changes.

Why Mobile Users Matter in Display Advertising

Discover why mobile is always a point to consider in every marketing campaign.

Emerging Trends in Mobile Advertising

If you’re keen on connecting to a continuously evolving and diverse market, mobile is the way to go. Check out the emerging trends in mobile advertising and take advantage of them in your next marketing campaign.

Marketing Analytics Q&A: Analytics Battle Plan for 2016

The year 2016 is nearing its end, but this article still packs quite a punch! Use this as your guide to start planning for the year ahead.

Top 5 Tips to Succeed in Email Marketing

If you’re looking to create an email marketing campaign plan, then be sure to check out this article for tips!

Are there any topics in particular that you would like to be featured on our blog? What would you like to be featured next? Feel free to comment it down or connect with us!

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Emerging Trends in Mobile Advertising

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important  mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising.

Source: iBeacon.com

Source: iBeacon.com

If you’re keen on expanding your current market or would like to reach out to a vast market, you have to connect to them where they currently are regarding device usage.

Ads on Wearables

Tablets and smartphones shouldn’t be the only devices to target advertising. With the introduction of wearables in the market, consumers were quick to hop on the trend. Constant innovation has led some brands to upgrade wearables with technology that is compatible to marketing but with considerable limitations due to privacy concerns.

While this can be considered a challenge at the moment, it’s good to keep a close eye on this trend in the future.

PPC on Content Marketing

In case you’ve been living under a rock, you should know how big mobile is right now. Now, couple that with content marketing and you’re on your way to paving your mobile path to purchase.

There are three kinds of online searches:

  1. Navigational
  2. Informational
  3. Transactional

Navigational and Transactional users are typically intent on having just one action in mind; wherein navigational consumers have a particular destination in mind and transactional consumers search for a specific product. Informational searches are those who are more likely to purchase after researching about the product. Most consumers nowadays are more inclined to belong to the Informational category.

Let’s also not discount the fact that mobile usage to access social media networks is regularly growing. And with a vast audience, B2B and B2C alike, using PPC to promote content on Social Media is also the next big thing.

Integrating retail/eCommerce with PPC Strategies

Imagine your target consumers walking past a shop with their mobile phones and they get notified of sales, promos or reminders linking to an app you have installed on your mobile.

With the iBeacon technology, advertisers and marketers can engage their audience using ads targeting their immediate needs.

Integrating Click-to-Call Ad Extensions

Of course, it’s only obvious to take advantage of a smartphone’s primary function which is to make/accept calls as another Mobile PPC optimisation. You can now use Ad Extensions to make conversions easier by allowing consumers to connect to you through calls directly from your ads.

Video Advertising

Encompassing a vast variety of platforms and channels, global reach of video advertising is expanding. This is especially true for mobile users. Video Advertising proves to be an excellent way to increase conversions if done right.

Connect with Walter Analytics if you’re keen to know more about these trends and how you can leverage them in your marketing.

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Why Mobile Users Matter in Display Advertising

Why Mobile Users Matter in Display Advertising

The rise of mobile users delivers both threat and opportunities to marketers, and it’s our mission to take advantage of the strong role that mobile plays in marketing.

Source: Flurry Mobile

Source: Flurry Mobile

Mobile has come a long way. We are in an age where mobile is the primary device of choice to an ever increasing market with a projected 58% increase of mobile use year over year.[1]  With the rise of mobile as a primary device, advertisers and marketers need to regularly adapt their strategy to meet the demands of the market.

To adapt to this evolving trend, we need to focus on the mobile users as they are the target of our advertising.

DISPLAY ADVERTISING PERFORMANCE ON MOBILE

60% of online traffic. That’s how much mobile devices are used to search compared to the 50% share it had just a year ago.[2]  It is only logical to consider mobile when creating ads in order to reach out to this vast market.

Source: SmallBizTrends

Source: SmallBizTrends

Creating and optimising ads for a tiny space is daunting. What’s even more daunting is that it has to be further optimised for varied types of devices in terms of display. To make the most out of this, it is the task of every marketer to create a message that will engage the users.

There are various types of mobile display formats one can use and optimise to engage users. Here are some to name a few:

  • Mobile Web Banners
  • Mobile Text Links
  • Mobile Videos
  • In-App Ads
  • Mobile Rich Media Units

MOBILE PPC PERFORMANCE

Did you know that the average number of annual Google searches amounts to 2 trillion? In the US alone, Google enjoys 89% of the mobile organic search market.[3] That’s a whole lot.

While users who prefer desktop still hold a considerable chunk in the market, you may think that PPC is not a good fit for your business. To determine if PPC is for you, ask yourself the following questions:

  • If I want to search for services similar or the same as those that I offer, would I use my mobile to do so?
  • Are the products or services I offer something that users can purchase outright using mobile?
  • Do I have Click-to-call ads in place?

There are obviously more to consider, but in the Mobile Path to Purchase, you should always consider the behaviour of your online market.

So what’s in store for mobile through the coming years? We can only guess and speculate. One thing is for sure, mobile popularity and usage is not slowing down.

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How to Take Advantage of the New Mobile Advertising Updates

How to Take Advantage of the New Mobile Advertising Updates

It’s official. Starting October 26, standard text ads will no longer be accepted. This news came out along with the updates Google rolled out on device bidding and responsive ads for native advertising as well as the introduction of Google Expanded Text Ads [ETAs] for all devices.

As of present time, standard ads can still run along with ETAs until the October 26. The time in between should serve sufficiently to test ads and make sure they are correctly using the right format.

Source: Google

Source: Google

WHAT ARE EXPANDED TEXT ADS?

Expanded text ads are updated versions of the standard AdWords text ads. As the name suggests, this new ad type format provides longer messaging in your ads with the following features:

  • Two Headlines

With this feature, advertisers can deliver more information and description on the ad copy.

  • Expanded Descriptions

This features an expanded limit of 80 characters in one description line.

  • Added Character

This feature enables the two headlines to have 30 characters which are more than the standard ads.

  • Customizable URL

This feature calculates the display URL from your landing page and path fields enabling the user to know where they will be redirected to when they click.

WHO CAN USE ETAs?

This new format is now available for both test and production accounts.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

ETAs are now optimised to fit even the most popular of smartphones with a whole lot of new features to note of.

  • To take advantage of this new feature, here are some tips you should remember:
  • Bear in mind that the focal point of your ad is your headline. It is the prominent part of the texts in your ad.
  • Don’t forget to add in all the relevant information such as price and description in your ad.
  • Don’t forget your keywords!
  • Remember to test, test, and test multiple versions of your ETAs and evaluate the performance.
  • Don’t delete your standard text ads just yet! Don’t forget to incorporate what worked best in your standard text ads and test away!

WHAT DO I HAVE TO KNOW ABOUT THE NEW SEPARATE DEVICE BIDDING

As mentioned earlier, Google has now enabled advertisers to set their base bid adjustments for various devices such as tablets, mobiles and desktops. This function will let advertisers further separate their campaigns by device. It should also be noted that this functionality is available to Google’s Automated Bidding feature.

While Google is downplaying the function to bid manually according to the device to heavily promote on their automated bidding tools under Smart Bidding, we can expect a lot of testing and experimentation among advertisers.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Define and analyse your business goals and use them as a standard to set your bid adjustments.
  • Consider multichannel and multi-device attribution and use those values for different campaigns.
  • Use Smart Bidding and automate your bids
  • Use campaign-level adjustments

RESPONSIVE DISPLAY ADS FOR NATIVE

Along with the new features rolled out, Google announced that responsive display ads will now be auto-generated from the ad information provided by the advertisers. This feature will be available as an option under the +Ad drop-down in AdWords as soon as it’s available.

With this functionality, advertisers will only need to provide a headline, description, and image and a landing page URL and the ads will be served across multi-devices on the GDN.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Remember to promote your latest promotions in the headlines and descriptions.
  • Highlight your promotions in the description.

If you’re interested in learning more about Google’s new updates and how you can take advantage of them for your business, leave us a message or schedule a call.

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