Adobe aims to deliver new levels of personalised, data-driven ad buying


Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for...

By Liz Morrell, 01 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Marketing Cloud, Programmatic.

How programmatic is taking centre stage in digital advertising


It’s only five years since but a quarter of the global advertising ecosystem thought programmatic advertising was of any importance at all. Today it has become a marketing technology that more than a third (37%) believe will be the dominant force in digital advertising in the years to come and a further 55% believe will be very important, with only 8% of people believing programmatic will have only a small role to play in the future.

The figures, from Reaching Full Potential...

By Liz Morrell, 30 September 2015, 0 comments. Categories: Advertising, Personalised Marketing.

Facebook retargeting delivering continued improvement and reduced costs for marketers

(c) Lane

Three years after retargeting became possible on Facebook Exchange the social media network continues to thrive when it comes to retargeting campaigns, with a 31% increase in average spend per advertising on the channel.

The results come from the analysis by AdRoll of more than 55,000 campaigns, which served 37 billion impressions worldwide between July 1, 2014 to June 30, 2015 in its Facebook by Numbers report.

Spend is largely increasing thanks to the benefits advertisers are...

By Liz Morrell, 24 September 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Case study: LuckyFish Games wins big with Facebook Custom Audience Campaigns


Finding the killer retention marketing channel is the dream of any marketer but last year retention automation platform Optimove claimed it had just done just that after its integration with Facebook Custom Audiences. And results since from a partnership with casino games developer LuckyFish Games shows just how powerful such an alliance can be, the company claims.

By integrating Facebook Custom Audiences Optimove claims LuckyFish games was able to run highly effective player marketing...

By Liz Morrell, 22 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Social Media Marketing.

Data management platforms becoming marketers' tool of choice


Data management platforms (DMPs) are becoming the marketers’ tool of choice according to new research from Oracle Marketing Cloud and ExchangeWire.

Their study show that DMPs are becoming an essential tool – rather than an early adopter advantage – for marketers who want to better organise, make sense of and activate their data. The research showed that almost three quarters (73%) of those surveyed said that their awareness and knowledge of the benefits of DMPs was...

By Liz Morrell, 17 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding, Data-driven marketing.

SAP claims to reinvent CRM with new product portfolio launch

Picture credit: Flickr/Marc Smith

SAP has this week announced plans to unveil a new portfolio of SAP hybris tools that it claims will help businesses transform their customer relationships through simpler and yet more detailed connectivity to the customer.

The first of the trio of new products, SAP hybris Profile Solution, will the company claims, allow all customer interactions, contexts and behaviours to be captured to then create a continually evolving and dynamic profile of the customer that will allow businesses to...

By Liz Morrell, 15 September 2015, 0 comments. Categories: Advertising, CRM, Customer Experience, Data-driven marketing, Marketing Cloud.

How data-driven advertising is set to become more accurate


Data-driven advertising is set to get more accurate than ever with the launch of a new tool from AdRoll, the company claims.

The new functionality allows brands to target new users from a data pool with similar behavioural patterns to a company’s existing customers. The AdRoll Prospecting platform works by pooling first-party data from more than 300 advertisers who have opted in to the scheme across the UK and Europe. By...

By Liz Morrell, 11 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Instagram gets serious on ads: Best practices and early performance data revealed


In the week that Instagram announced the rollout of ad functionality on its platform across the globe by the end of this month, agile marketing software provider Kenshoo has revealed what it says is best practice about what works on the platform in terms of advertising.

The company has analysed 25 active campaigns managed through its technology on Instagram to provide campaign measurements and learnings that it believes will help advertisers better target campaigns on the platform.

The performance...

By Liz Morrell, 09 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Social Media Marketing.

Fisku industry figures show how marketers are spending smarter, not bigger


Marketers are investing more upfront in order to reach the right audiences, according to the latest Fiksu Indexes published this week.

The results showed that the cost per loyal user (CPLU) fell in July whilst the cost per install (CPI) rose. The CPLU of $2.98 is a 7% decrease on the previous month and a 51% increase year on year. Meanwhile the CPI increased to $1.43 on iOS, up by 24% since June and up 16% year on year. On the Android platform CPI rose further, up 29% on the previous...

By Liz Morrell, 04 September 2015, 0 comments. Categories: Advertising, Advertising Technology.

This tool claims unprecedented visibility into web and mobile traffic


7Park Data, which this week announced a $3 million funding deal, has launched Traffic Intelligence, a new tool that it says will allow unprecedented real-time visibility into web and mobile internet traffic.

The tool, which comprises a global panel of more than 100 million consumers from 75 countries will allow tracking of web and mobile internet metrics such as market share, transaction volume, conversion rates and keyword ranks.

It will also allow deep analysis and visibility...

By Liz Morrell, 01 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

India, Indonesia, Vietnam and the Philippines becoming key targets for mobile advertising


India, Indonesia, Vietnam and the Philippines are witnessing explosive growth in smartphone adoption that is making them a key target for mobile advertising, a new report from Opera Mediaworks suggests.

The Q2 APAC State of Mobile Advertising report, which has been produced in conjunction with the MMA, says that smartphone use in the Asia Pacific region in general continues to grow at a pace on par with the rest of the world with page view volume on mobile websites and apps...

By Liz Morrell, 28 August 2015, 0 comments. Categories: Advertising, Mobile Marketing.

New publisher expansion allows access to 20bn mobile in-app ad impressions per month


Mobile in-app advertising solutions provider Manage has announced an expansion of its relationships with global app publishers which now gives access to 20 million in-app impressions each month across the world.

The expansion means that to date Manage Publisher now has direct supply relationships with more than 100 publishers vetted for a minimum of 100,000 daily active users and 500,000 total downloads. The Manage SDK is used by global scale publishers that include Outfit7 and Banana...

By Liz Morrell, 24 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Fraudulent impressions costing online advertisers nearly £300 million a year


Nearly £300 million a year is being lost by UK advertisers to fraudulent impressions, according to a new report released by Integral Ad Science.

Figures released in its Q2 2015 UK Media Quality Report, which analysed impressions between April and June of this year found that more than one in ten (12.2%) of UK advertising impressions were fraudulent, equating to a total of more than £277 million of adertisers' online budgets.

The figures are supported by figures from a recent...

By Liz Morrell, 20 August 2015, 0 comments. Categories: Advertising, Advertising Technology.

How brands are having to spend more to secure loyal app users


Brands are having to up their spend to find loyal users even though app usage continues to increase, suggests the latest figures in the Fiksu Indexes.

The index measures show that in June the cost per loyal user (CPLU) was $3.21 – a rise of 30% on the previous month and 44% year on year.

This coincided with an increase in app downloads of 24% for the previous month according to the Fiksu App Store Competitive Index, which measures the average aggregate daily downloads of the top...

By Liz Morrell, 19 August 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Publishing, Video & Audio Marketing.

Expansion of mobile ad platform promises greater user retention and engagement


Mobile advertising specialist Opera Mediaworks has announced a new marketing automation platform aimed at game and app developers that will allow them to improve user retention and engagement as well as allowing them to monetise their mobile properties to their best potential.

The move follows an expansion of the company’s mobile ad platform that will deliver a new marketing engagement platform that has been developed by Yvovler, which recently became a part of Opera Mediaworks....

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

Android continues to beat iOS for app monetisation


For the second quarter running Android has maintained the lead for app monetisation, according to new figures from Opera Mediaworks.

In its Q2 2015 State of Mobile Advertising report the company’s figures show that the Android platform captured the most revenue at 47.7% and the most impressions at 63.7% for the second quarter. The figures follow last quarter’s first overtaking of iOS by Android. However the figures showed that again as with the previous quarter iOS...

By Liz Morrell, 14 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Only 6% of consumers recall a brand when exposed to it for six seconds or less


The debate over viewability of online video advertising has been thrown into chaos after new research shows that when shown an ad for six seconds or less only 6% of consumers could recall the brand shown. Under the MRC/IAB’s viewability definition an ad needs to simply be at least half in view for at least two seconds.

The study, which was commissioned by Teads from Millward Brown found, unsurprisingly, that viewability was the leading factor in boosting brand effectiveness.


By Liz Morrell, 14 August 2015, 1 comment. Categories: Advertising, Branding.

Programmatic advertising moves to podcasts


Programmatic advertising has moved to the podcast world – changing the way that ad space is bought on the podcast format forever.

The move follows the integration of Swedish podcasting app and web service Acast with Triton Digital’s ad exchange a2x. The new partnership will mean that the previous manual process could be a thing of the past.

Acast’s mobile, pre-roll inventory will include categories ranging from film and entertainment to sports, business and...

By Liz Morrell, 13 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

New trial proves that direct mail isn’t dead in today’s digital marketing world

(Image Credit: iStockPhoto/Caliphoto)

It may seem old school to some but the days of direct mail – marketing by post – could still have its place in the omni-channel world and is increasingly being seen as the key tool for grabbing customer attention.

It does of course make sense that in today’s virtual world of digital marketing dominance and messaging overload that physical mail can have better...

By Liz Morrell, 11 August 2015, 1 comment. Categories: Advertising.

How mobile is driving the growth of Facebook advertising


Global spend on Facebook advertising has rocketed by 114% year on year for the second quarter of this year according to new data from Kenshoo.

The growth is twice as fast as a year ago as the market continues to grow with mobile phone and tablet ad spend up by 167% year on year and now accounting for 63% of total paid Facebook budgets. The figure is up from 51% the year before.  

The research also showed an increase in paid search for the quarter, up 10% year on year. In this sector...