Google introduces click-to-message function on search ads


Customers can now click on search ads to text message brands thanks to a new feature from the tech giant.

Google introduced click-to-message ads this week to make it easier for brands and customers to interact via SMS.

This must be switched on by setting up a messaging extension and will be available in the ‘coming weeks’.

As always, the new Google feature is backed up by stats: 65% of consumers said they would...

By Rachael Power, 18 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

How to apply digital tactics to make ads actionable

(c) Ammentorp Lund

“Many a small thing has been made large by the right kind of advertising,” said Mark Twain.

Of course, when Twain was writing there was no way to measure the real impact of advertising. In fact, the kind of data needed to demonstrate the actual ROI of ads has barely emerged, and it’s still quickly changing.  

Daily, there are innovative approaches offering new ways to measure the direct impact and value of traditional ad formats.

Marketers have always...

By Matt Roche, 18 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why you should be demanding real-time ad feedback

With a name like RTB (real time bidding), you can understand why CMOs assume that the whole programmatic process happens instantaneously. 

Certainly it’s true that the buying process for digital advertising can happen within a fraction of a second of a consumer clicking on a website.  The advertiser will have preset their audience segments and, if the consumer looks to fall into that target group, the highest bidder will win and their ad will be served – all in the blink of an...

By Tim Barnes, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months.

The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

Many analysts and industry leaders...

By Oliver Hayward, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why it’s time for programmatic advertising to get native


Programmatic still has a reputation for remnant display inventory, but it also has huge potential to help brands deliver native campaigns.

And with consumers’ tolerance for disruptive ads depleting and adblocking consequently on the rise, there has never been a better time for brands to use native advertising to engage in a subtler, more complementary way.

Less intrusive and more sophisticated than traditional display formats, native ads create a more seamless user experience...

By Alessandra DiLorenzo, 13 October 2016, 0 comments. Categories: Advertising, Programmatic.

How marketers are using stock photos and visuals differently

Since its inception in 2003 with 30,000 images, Shutterstock has gone on to amass over 100 million images added to its online library. The use of visuals in marketing campaigns is clearly rising, and Shutterstock’s library is constantly growing.

To celebrate the milestone of reaching 100 million images, we have taken a look at some of the ways in which marketers are now using images in brand campaigns differently, and predicted some top trends looking at how their use of images might continue to...

By Robyn Lange, 12 October 2016, 0 comments. Categories: Advertising.

Mobile display ad spend overtakes PC and tablet for first time, IAB says


The amount spent on mobile display ads overtook that of PC and tablet for the first time ever, according to new research by PwC and the Internet Advertising Bureau (IAB).

Mobile display ads raked in £802m of spend, while PC and tablet were behind at £762m, the Digital Adspend report said - signifying rapid growth in time spent on smartphones.

Overall, digital advertising spend increased 16.4% in the first half of this year to...

By Rachael Power, 12 October 2016, 0 comments. Categories: Advertising.

Proxama extends beacon advertising network with new deals

Beacon tech has been on the brink of changing the face of marketing and personalisation for some time now. Following on from previous case studies and experiments using the tech, Proxama has reported that it is expanding its beacon network across three media and location owners' sites. 

The deals with Mobile Media Group, Emblem Group and Hathaway Chivers mean that Proxama now has 4,000 beaconds in its network, which...

By Rachael Power, 11 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

London Underground's ad offering gets makeover with Hello London launch

Exterion Media and Transport for London have announced a new commercial media partnership, Hello London. 

This aims to be a one-stop-shop for advertisers to engage the London audience, using data and tech to make a customer’s experience more tailored, relevant and contextual.

For the first time, Hello London will connect brands with the audience across the entire London Underground and Rail network.

As such, the TfL Underground will be getting a refresh of advertising space, new formats, and an...

By Rachael Power, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

What does the future hold for adblocking and programmatic?

(c) Ltd

Last month we witnessed just how much interest there is in the adtech world, with marketers gathering from across the globe for the event of year, Dmexco.  

With a speaker line-up boasting names including Sir Martin Sorrell and Twitter founder, Jack Dorsey – it’s hardly surprising so many people attended.

The event provided the somewhat rare, one-on-one human engagement, something that is lost in the online world.

There was an even playing field for each brand based...

By Richard Nunn, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Can data help the adtech industry survive?

(c) Ltd

Five years ago, the adtech industry managed to raise a total of $2.7bn in venture capital investments. In 2016, the same industry is barely breaking the $500m investment barrier. You can only wonder, why are VCs jumping ship?

According to The Wall Street Journal, venture capitalists have switched their focus and are now favoring martech over adtech vendors. There is more long-term value in the recurring revenue models promised by SaaS-based martech solutions than the media...

By Mark Smith, 07 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why high impact advertising is the jewel in the marketing crown


In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

Businesses are more digitally aware – so why is marketing waste still so high?


The technology sector’s impact on the digital marketing industry has in the last 10 years dramatically altered how brands engage with consumers. Marketing and advertising spend has continued to skyrocket, with global spend for 2016 set to surpass expectations by growing by 4.4% to $548.2 billion. At the same time, digital marketing understanding has grown. New tools for greater automation continue to emerge. First it was cookies and now...

By Ian O'Rourke, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Search Marketing.

Life after adblock: Why you must maintain your audience's trust

With the recent swing towards mobile, digital advertising increasingly means reaching mobile devices; video marketers need to find ways of effectively engaging a mobile audience, but they’re getting harder and harder to reach.

Apple released advert (and data-tracking) blocking capabilities for their products in the iOS 9 update, which allows users to opt-out of all adverts, and the prolific uptake of adblocking services has made it increasingly difficult for advertisers to reach consumers.

In Europe,...

By Jon Mowat, 23 September 2016, 1 comment. Categories: Advertising, Advertising Technology.

Adblocking: Why it's all about the tech


Irrelevant ads aren't the only element driving the adblocking phenomenon; it's also the overly complex programmatic advertising system which is slowing down the loading of websites.

This is clear from the actions of Eyeo, the company behind Adblock Plus as it announced the launch of its Acceptable Ads Platform this week.

No matter how much more creative and engaging brands and agencies make the...

By Craig Hendry, 19 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Marketing for #LFW: What areas you should be focusing on

Micro moments are all the rage in marketing these days, as brands look to capitalise on their audience's’ attention glued to one particular event.

So far, 2016 has been awash with micro moments, particularly of the sporting variety. Marketers rejoiced at the screen-time consumers were engaging in around the Euros 2016, and then the Olympics and Paralympics.

TV programmes such as the Great British Bake off and Dragons’ Den are also proving to be useful opportunities to...

By Rachael Power, 15 September 2016, 0 comments. Categories: Advertising, Social Media Marketing.

Adblock Plus launches own ad-tech platform for publishers


Popular adblocking software Adblock Plus has taken a few by surprise today by launching its own ad-tech platform for publishers. 

It's partnered up with ComboTag to build the Acceptable Ads Platform, an interactive area where publishers and blockers can choose from pre-whitelisted ads they can drag and drop onto their sites.  

While it may be seen as an outside-the-box move, it is still in keeping what Adblock Plus and similar bodies are aiming for, which is a better ad...

By Rachael Power, 13 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Increase in ad spend leading to adoption of 'micro moment' campaigns


Budget is always a point of contention in every department, but it's appears to be an increasingly difficult area for those in marketing. And the recent battle for consumer attention is pushing up advertising prices even further, a new report says.

Moment marketing company TVTY1 asked 200 digital marketers for their views on ad spend this year, and found nearly all (93%) of respondents said it's become more expensive to gain the same...

By Rachael Power, 12 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

How digital advertising can learn from progress elsewhere

When the news site Quartz released their iOS app earlier this year, it was clear that they had decided to take a radical approach to the user experience.

Instead of the usual news feed of articles, they created a messaging interface with which to distribute content in the app. Users can have a conversation with Quartz that defines what content they receive.

It’s a radical departure from what users would expect but it demonstrates a willingness to look beyond the accepted norms.

Although, there are many...

By Tristan Summerscale, 09 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Poor mobile site speed may be harming user engagement, says Google report


It's not something you would typically think of, but according to a new study by Google, mobile speed can impact user engagement and publisher revenue. 

Google analysed over 10,000 mobile web domains for The Need for Mobile Speed and found that most don't quite meet the standards for being fast and relevant.

In fact, the average load time for mobile sites is 19 seconds over 3G connections - which is pretty slow. 


By Rachael Power, 08 September 2016, 0 comments. Categories: Advertising, Advertising Technology.