Here’s the deal: no ads on the ‘net, but it’ll cost you. Erm, cost me?

Adverts on the Internet are like mothers in law: you can’t live with them, and you can’t live without them. But what if you could have an ad-free browsing experience? The only catch is you’d have to pay something in the region of £140 a year.

Yet according to survey data released by social bods Ebuzzing, a whopping 98% of UK web users said they wouldn’t pay the hypothetical ad tax.

The survey, which polled 1400 consumers, found that users were between a rock and a hard place,...

By James Bourne, 21 August 2014, 0 comments. Categories: Advertising, Brands, Strategy.

100 ways to create a great ad: Challenges

Shredded Wheat – Agency: Colett Dickinson Pearce

Writing a headline or endline in the form of a challenge or dare can help an ad cut through.

A Western Union ad from the early sixties showed a picture of a telegram under the headline ‘Ignore it’. Rather than just claiming that telegrams are hard to ignore, the ad proved it.

 

Western Union – Agency: Benton & Bowles

Several classic campaigns of the sixties, seventies and eighties were written as challenges. In the US, Lays were betting...

By Tim Collins, 20 August 2014, 0 comments. Categories: Advertising, Brands.

PC World’s Surface 2 fruit machine screen stunt pulls in the crowds

Shopping just got a little bit more fun. Patrons who visit the Bluewater shopping centre in Kent are being given the opportunity to win a Microsoft Surface 2 tablet by chancing their arm on a one-armed bandit – with overwhelming engagement levels the result.

The promotion, for Curry’s PC World, was put together by retail marketing bods NexusEngage, and offered passing customers a gamble based on the feature they liked most about the Microsoft slab. Match four in a row on the fruit machine, and...

By James Bourne, 15 August 2014, 0 comments. Categories: Advertising, Brands, Consumers.

100 ways to create a great ad: Killer facts

Copywriters are sometimes criticised for writing flat, straightforward headlines that present facts without any sort of rhetorical twist. But sometimes you’ll come across a fact so compelling it doesn’t need a twist.

The BMW that retained its value better than most stocks. When you have a fact as compelling as this, why not make it the focus of your ad?

BMW - Agency: Ammirati & Puris

In 1981, BMW ran an ad explaining that one of their cars had retained so much of its original value...

By Tim Collins, 12 August 2014, 0 comments. Categories: Advertising, Brands.

100 ways to create a great ad: Playing with the logo

Friends – Courtesy of 4Creative

It’s sometimes possible to crack a brief with just a minor alteration to a logo.

In the UK, the last ever episode of the sitcom Friends ran on a Friday. The poster rearranged the show’s logo to read, ‘ENDS FRI’. Hats off to the creatives for spotting that one.

The McDonald’s ‘golden arches’ logo has a simplicity that’s allowed it to be used as a visual simile for things such as mustard on a hotdog and the string of a...

By Tim Collins, 07 August 2014, 0 comments. Categories: Advertising, Brands.

Malibu steps it up for latest ‘Best Summer Ever’ mobile ad campaign

Rum brand Malibu has launched its latest mobile ad campaign, interacting with users under the banner of ‘Best Summer Ever’.

The campaign, which enlists the help of agencies Havas Media and Millennial Media, utilises Millennial’s Video Ticker and Video Toggle ad units to create personalised campaigns for men and women in the UK aged 18 to 34, providing time and location-based data.

Using Video Toggle, three different videos can be played at any one time, giving consumers multiple content...

By James Bourne, 31 July 2014, 1 comment. Categories: Advertising, Brands.

Goodbye SponsorPay, hello Fyber: Ad optimisation platform rebrands

SponsorPay is no more. The Berlin-based ad optimisation revenue platform has changed its name in favour of Fyber, with the company calling the rebrand “a natural evolution.”

When companies change their name it can be for a myriad of reasons, but it often comes down to two main issues: either because the old name didn’t align with what the company was now doing, or because it felt like the right time to start afresh.

By James Bourne, 18 July 2014, 0 comments. Categories: Advertising, Branding, Developers.

A call to action: Let's put an end to invisible advertising

We are facing a viewability crisis; but users who are forced to watch video ads are not the most interesting target for advertisers, argues Pierre Chappaz, Chairman and CEO Ebuzzing & Teads

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open...

By Pierre Chappaz, 16 July 2014, 0 comments. Categories: Advertising, Brands.

How to ensure the pounds follow the eyeballs when it comes to mobile advertising

In today’s world, there’s nothing that businesses are worried about more than their bottom line, and the impact that advertising has on this figure is no exception. Increasingly brands that use advertising are under more and more pressure to translate advertising spend into cold, hard sales.

Building brand awareness is all well and good, after all, but does it help to demonstrate ROI? With this in mind, there’s no doubt that the question on many brand’s lips when it comes to allocating...

By Joy Dean, 09 July 2014, 0 comments. Categories: Advertising, Mobile.

Adbrain hires Tim Abraham to improve data platform offering

Adbrain has appointed Xaxis EMEA director of data and audience Tim Abraham to take the reins of the multi-channel ad firm’s data solutions.

It’s further proof – if any were needed – about the power of data at marketers’ fingertips as campaigns become more integrated. Abraham joins Adbrain having previously progressed through the AOL machine as head of Advertising.com’s analytical services division.

Adbrain CEO and co-founder Gareth Davies called Abraham “a hugely...

By James Bourne, 08 July 2014, 0 comments. Categories: Advertising.