The scale of the advertising and marketing activity around the Super Bowl has long been on another level compared with any other event and Super Bowl LII was no different. Advertising slots during the game cost a reported $5million and brands have been activating for up to two weeks in the host city of Minnesota. There’s always some fantastic, creative ideas on show and often a little bit of controversy too. Here’s just some of the campaigns that caught my eye this year: 1. Nickelodeon linking up with the NFL’s Play 60 campaign. 2500 children had the chance to roam around sponsored booths at the Super Bowl experience, ‘slime’ some famous sporting volunteers and enjoy YouTube sensation Jojo Siwa live in concert. It was one of the biggest activations at the Super Bowl experience, certainly the biggest children’s brand. The NFL tie-up also gave the organisation a great opportunity to appeal to their prospective players, when child participation is falling amid concerns around head injuries. 2. Built Ford Tough sleigh ride Ford took advantage of the Super Bowl’s northerly home this year by offering free sleigh rides behind a range of their trucks through the streets of downtown Minneapolis. Add to that was the attraction of the appearance of a range of footballing legends and chances to win season passes for fans’ favourite teams. Build Ford Tough sleigh ride in Minnesota. Image from the Ford Media Centre 3. Hyundai’s Hope on Wheels Hyundai chose to focus their advertising and experiential activities on [...]
What an amazing year 2017 has been for us and the experiential industry. We’re delighted that brands have really started to see the importance and value of measuring experiential activity. Experiential marketing spend continues to grow as a proportion of overall budgets and we expect that trend to continue in 2018. We’re looking forward to working with more and more people to evaluate their activity and to help them calculate return on experience. Two major launches have really improved the service we can offer to brands and experiential agencies. Our Aperture system means that as well as monitoring footfall, engagement levels of passers-by and dwell time; we can now evaluate the demographics and sentiment of those who do engage. With the introduction of our 4G battery sensors, Exposure Analytics is now available, any time, anywhere - no need for power or internet. In total we’ve helped clients to analyse 330 events this year, nearly one a day with a the last one just finishing. One of the biggest events we worked on this year, particularly in terms of the size of the area covered, was the Goodwood Festival of Speed, providing site-wide analytics for organisers and sponsors. Continuing the racing theme we’ve also been measuring at the British Superbikes Championship around the country, as well as England football home internationals, and the ATP Tour finals. Our work with the majority of major motor manufacturers continues and we attended motor shows in Geneva, Frankfurt, Los Angeles and New York. Once again Event Tech [...]
What a fantastic day we had at Event Tech Live, we barely had a moment when we weren’t incredibly busy on our stand! It is always good to catch up with familiar faces and meet new event professionals. Thanks to all of you who entered our draw for an Apple Watch, the winner was Ben Cole of Inspired. the guesses we had ranged from 100 to 5000. The correct total was 623, showing just how important it is to measure rather than guess. As we suspected everyone was very curious about our new Aperture technology, and attendees were fascinated by our system’s ability to tell gender, sentiment and age bracket of those who engaged with our stand. Technology @eventtechlive says I appear to be 37 years old. The best technology experience so far ;-) #ETL17 #FontysACI pic.twitter.com/FVVRZQpJ6t — Paul Schreuder (@paul_schreuder) November 9, 2017 Our new video which explains Exposure Analytics was also popular Since Event Tech Live we’ve been following up, taking calls, and replying to all your queries, and issuing quotes, so thank you to everyone who has been in touch. We’ve also been out and about measuring for clients. We’ve worked at the ATP Tour Finals, covered both England games for one of the sponsors - I think analysing the data was more exciting than watching the games! Further afield our technology was in action at the ADIPEC helping one of the participants to evaluate their involvement. If you want to stop guessing and start measuring, please get in [...]
Silvia from Events Uncovered interviews our commercial director Rob Murdoch. Make sure you check out all the other interviews at EventsUncovered.tv.
Have you been asked to quantify the performance of your experiential campaigns? Provide detailed audience metrics, conversion and ROI? It's no easy task and it gets harder all the time. Comparisons are inevitably drawn with the sophisticated tools for measuring digital campaigns, meanwhile, you're stuck with footfall data from the venue that nobody believes and a vaguely accurate count of the hot dogs or cups of tea you gave away. “It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts. ” — Sherlock Holmes, A Scandal in Bohemia Exposure:EX is specifically designed to make your life easier and give you the concrete data you need. Here's a few examples of how our existing clients are using Exposure to deliver detailed reports on their experiential campaigns. Premium Fashion Label - Perfume launch. An experiential campaign, touring major shopping destinations throughout the UK during May 2015. The goal? To promote the product via a popup activation, reaching as many potential customers as possible. How did we measure this with Exposure:EX? An EX smart sensor with 3G connection was deployed centrally on the popup itself and configured to measure passing traffic within visual range. The event staff just have to ensure the sensor is turned on each day, everything else is fully automated. The question.....'How many unique visitors saw the activation?' The answer......16,497. Furthermore we can see that the average length of time each visitor spent within visual range of the activation, the 'dwell time', [...]
Physical and, increasingly, digital interactive content is a key part of any experiential activation. Technology use has increased and numbers of engagements are a critical metric in measuring performance. Through analysis of the data provided by Exposure:EX we've discovered that, taken on their own, these numbers drastically underestimate the number and impact of these interactions. In other words, the 'Party Factor' means your experiential activations are WAY more successful than you think! What is this 'Party Factor' then? Whatever the interactive there's a 'Principle' who you count and the 'Audience' that you don't. Our first example comes from an activation at a sports venue where fans can, through interaction with a camera and large touch screen, dress themselves in their favourite team's uniform and have the image emailed to them or posted to social media. Throughout the game there were approximately 100 recorded completed interactions. Having installed one of our Exposure Smart Sensors behind the screens we measured engagement by distance (within 2m) and dwell time (minimum 60 seconds). Our data shows there were 923 engaged fans with an average dwell time of 3m 36s. A 'Party Factor' of 9! The image above is taken from the Exposure portal, Engaged Visitors are classified as those people detected within 2m of the sensor for 60 seconds or longer. In the past the agency would have reported only the hard data, the 100 recorded interactions. When you think about it, the additional impact uncovered by Exposure:EX make total sense. Who goes to a game on their own? The game [...]
So who's devices are most popular at Mobile World Congress? Our Exposure sensors were on a number of stands at this year's event (in partnership with Gruve consultancy) and one of our reports includes the breakdown of devices detected. The dataset covers 17,000 unique devices, this is the report for this year's event. It comes as no surprise that Apple still come out on top but we can infer from the data that Android probably has the biggest share by operating system. Samsung remain the next biggest single vendor, a pattern that we see replicated at events across the world. LG beat out the rest to claim 3rd place and the biggest surprise to us was Huawei beating HTC. You'll see that we have some 'Unknown' devices, these are devices we have detected that are not included in the current IEEE MAC Vendor database. The 'Other' devices are the aggregate of those vendor's devices that have less than 1% share of the total each. For comparison, here's a recent report from a public shopping space in London. The Exposure analytics platform is primarily used to measure physical engagement and conversion for our clients marketing activity at events across the world, more information is available here. Did any of this data surprise you? Let us know in the comments.
As more marketing $ are being invested by brands both large and small in 'Experiential' how are agencies answering questions about ROI? Experiential is about taking the brand to the consumer in a physical sense, creating experiences that improve the emotional connections, turning consumers into fans and influencers. The power of recommendation in today's crowded marketplace is at a huge premium.Sophisticated tools and strategies have been employed to measure impact generally based around sharing on social media; the instagram photobooth, twitter hashtags, facebook checkins etc.The tools available for measuring the digital world are widely adopted, all the major social platforms have built in analytics and 3rd party services like Topsy, Sprout, Hootsuite, Bufffer etc allow multi channel monitoring.Those are really useful but what's happening at the 'Top of the Funnel".How many people saw your activation?How many chose to physically engage?Once you have that basic data your sophisticated digital analytics can take over, enabling the agency to build a complete picture from 'first look' to 'final action & reach'.Before deciding where to take your Experiential Activation you'll consider the basic demographics and size of the audience in that location. This is data you'll receive from the venue owner, be they a music festival or shopping destination. This data is very general, much like print and television.You want more, you've grown to expect better. This high level data is frustratingly vague.So how do you fill in that data gap?Physical analytics.Our own platform, Exposure Solo, listens for the anonymous WiFi beacons transmitted by every smartphone. This unique [...]
Our Exposure Event Analytics platform has been in operation throughout the year at a range of indoor and outdoor events. Among these were an established rock festival, an up and coming dance music festival and a high profile art fair. Exposure features reports on average dwell time, attendee flow and heatmapping. We are also able to analyse what devices people are using. And one thing is clear, no matter what the sales charts say the cool kids' love affair with Apple products continues. mobstats2 *Market share data is from Comscore's MobiLens report for USA. We used this as the three events we examined were all in the USA.As the audience age drops so does the percentage of Apple devices. You can draw any number of conclusions from that but the percentage difference in mean income for these groups will be wildly different than device ownership. The kids will make sacrifices to own an iPhone and people who can drop $20,000 on a limited edition print probably wouldn't think to buy anything else.It's apparent that even though the overall market share data points to a growing share for Samsung and others Apple still maintains a large customer base in the affluent, younger demographic that attends music and art events.If you have any questions about this data or the Exposure Event Analytics platform email me firstname.lastname@example.org or use the contact form.