Brand safety improves as 28 ad businesses recognised for combating online ad misplacement


As brand safety becomes ever more of an issue it has been revealed this week that 28 ad businesses have now been awarded seals confirming that they are working hard to minimise online ad misplacement.

It follows the launch of the Digital Trading Standards Group (DTSG) Good Practice Principles, which were published in December 2013 and which outline six commitments for those involved in buying, selling or facilitating digital display advertising in order to significantly reduce the...

By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Social media key to monitoring and reacting to customer complaints


Getting marketing right is as much about not bombarding customers with unwanted attention as it is about nurturing customers, yet a new report suggests many brands are failing to make it easy for customers to take action over the latter.

And the danger of that is that disdain about a brand’s marketing approach can go viral and totally undermine a brand’s marketing efforts in the first place.

Conversely making it easier for a customer to complain about marketing efforts...

By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising.

Marketing high-flyers lack digital university qualification


The relentless pace of change in the digital marketing world means it is hard even for those in the job to keep up with change. It comes as little surprise, then, that universities have failed to keep up with relevant, timely courses that suit the needs of today’s digital employers.

A new study carried out by digital recruitment specialists The Candidate, reveals that only 49% of top digital professionals in the £88,000 to £130,000 per annum pay bracket...

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital advertising primed to take pole position


Where traditional media once dominated digital marketing could finally be about to take prime position this year, accounting for half of all UK advertising spend in 2015.

The prediction comes thanks to the latest Advertising Forecast from Strategy Analytics which forecasts an £8 billion spend on mobile and internet advertising.

The figure is more than twice that of TV which at £3.8 billion has a 24% share. It also dwarfs predicted spending on print advertising at...

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology.

How can you deliver a personal, digital experience?


Can you imagine what it was like when I started work 25 years ago? Computers were rare; we had to share one in the branch of the bank I worked in. We had no text messaging, no Facebook, in fact we had no Internet which meant no emails, no video conferencing and certainly no online shopping or applications. But we still ran a pretty good business, served customers well and made money.

But the world has changed. Digital services have never had more of an impact on our lives...

New study claims inRead video beats pre-roll advertising for effectiveness


With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Software should do more to infiltrate the sales and marketing divide


Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Privacy and brand safety biggest challenges of mobile


Media agencies face many challenges when translating messaging to mobile  but a new report shows that more than a quarter have ‘no idea’ how to comply with mobile privacy and one in five have ‘no idea’ about brand safety on mobile in the UK.

The shocking statistics have been compiled by Internet Advertising Bureau divisions across Europe with a survey of 154 media agency employees between November and December last year. The result is the IAB Agency...

By Liz Morrell, 17 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital marketing acquisitions at five-year high amid plummeting valuations


Not since 2010 have there been as many mergers and acquisitions (M&A) in the digital marketing sector as there are today, although the number of companies going to market is having an adverse effect on valuations.

For the final six months of 2014 there was M&A activity totalling $9.8 billion in digital marketing, which was seven times that of the first half of the same year thanks to two multi-billion dollar deals and a rise in activity.

Communications network...

By Simon Holland, 17 February 2015, 0 comments. Categories: Advertising, Advertising Technology.

Why technology is making customer experience more personal


21st-century customer interaction is often categorised by being increasingly ‘experience’ focused  as market-aware, brand-weary consumers look for easy and efficient responses alongside personalised engagement.

Strong brand statements are no longer enough when communicating with the customer; the entire experience with a brand has to be responsive and perceptibly tailored to their needs.

Customers also now expect their entire journey with a brand to be an...

Facebook unveils relevance scores to highlight poor targeting


Social network Facebook has rolled out a new relevance score feature that will give advertisers an idea of how well their ad will be received by its intended consumer demographic.

Facebook is using relevance score coupled with the cost of delivering an ad to force advertisers to pay more attention to their targeting. For example an ad with a high relevance score will cost less to be delivered as it is seen by the system as a positive signal.

Relevance is worked out by...

By Simon Holland, 12 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Marketers at loggerheads with consumers over personalisation effectiveness


Most marketers may believe that they are delivering effective personalised experiences to their online customers, but this is at odds with the views of the very consumers they are targeting.

Predictive data service Lytics has released a report detailing how 53% of marketers are convinced by the competency of their personalisation strategy, however 80% of consumers insist brands show little evidence that they are familiar with their online purchasing needs.

Indeed, the same...

IAB UK clamps down on native advertising with new guidelines


Consumer transparency is firmly on the agenda as the internet advertising bureau (IAB UK) releases the first part of its guidelines for native advertising.

Advertisers, publishers, agencies and technology companies will all want to heed these new guidelines that make it easier for consumers to tell native advertising apart from the editorial it is designed to mimic.

The guidelines may have been devised by the IAB UK, but they also have the backing of other advertising...

By Simon Holland, 09 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Native Advertising.

Google claims to be winning battle against bad advertising


Bad advertising comes at a big cost to the marketing industry but the battle against it is being won according to Google. It claims that in 2014 it disabled more than 524 million bad ads and banned more than 214,000 advertisers from its platform.

Of these 7,000 advertisers were banned for promoting counterfeit goods. That was half the number of 2013 and a massive drop on the 82,000 banned in 2012.  It says that its advanced enforcement systems are increasingly difficult...

By Liz Morrell, 04 February 2015, 0 comments. Categories: Advertising, Attribution, Paid Search, Search Marketing.

Virtual reality becomes a more accessible marketing tool for brands

Wearable headsets capable of producing virtual reality (VR) environments are not as wide spread as some brands would like. However one company is investigating a more accessible solution.

Creative technology agency Knit has been working with Google Cardboard, a folding smartphone mount that users wear over their eyes, mimicking the functionality of VR devices, to create a usable solution that brands can use in marketing.

Through its NFC-enabled Cardboard Objects, Knit wanted to create a prototype that could...

Quality key in fight to increase video viewability


Video viewability is on the up as optimisation of media towards viewability and measurement methods continue to improve, according to a new report out this week.  However it still has some way to go.

Integral Ad Science has released its Q4 2014 Media Quality report which analyses data collected from hundreds of billions impressions processed by the company between October to December 2015.

The report shows that video viewability rose 9% on the previous quarter to hit 39% in...

By Liz Morrell, 04 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Is personalised video the future of marketing?


Video has ranked number one as the big marketing trend for about as many years as I can remember and this year, analysts and commentators have started acknowledging that the real trend to watch for 2015 is not just video, but personalised video.

It is an attractive idea, combining the unarguable power of video with that of personalisation. After all, personalising emails can improve click-through rates by 14% and conversions by 10%, according to research group Aberdeen.

If you add the...

By Ben Moore, 02 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Video & Audio Marketing.

2015 native advertising spend set to grow for nearly two thirds of marketers


Native advertising is set for a substantial increase with nearly two thirds (63%) expecting to increase their budgets this year, according to a new report.

In the Association of National Advertisers (ANA) 2015 survey, Advertising is Going Native, 127 client side marketers – more than half of whom were senior marketers - were surveyed at the end of last year to understand how they already were using, and planning to implement native advertising within their...

By Liz Morrell, 02 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Native Advertising.

Has mobile killed Facebook’s advertising exchange?


The news today from Facebook, revealing that it is fast becoming a mobile-first platform, goes a long way to explaining the rumours last week that the company is planning to abandon its ad exchange, FBX, just three years after its inception.

David Fischer, Facebook’s Vice-President of Advertising, was quoted this week as saying there are “better ways” to reach the wider Facebook audience than FBX.

At the time, it seemed an astonishing statement, given...

By Simon Birkenhead, 29 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Media, culture and sport would die without advertising says new study


Without advertising much of the UK’s media, culture and sport would be unsustainable, according to a new report from Deloitte.

Its analysis, presented in its new report Advertising Pays 3, suggests that people value access to these advertising-funded services at almost £10 billion and that consumers are either not willing or able to meet the full cost of providing such services.

The report says that in the media industry advertising accounts for nearly half...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Advertising.