Good news, bad news: Click through rates on the up – but viewability down

(c)iStock.com/sibgat

Advertisers saw increased click-through rates across Google display ads and Facebook News Feed ads in the last quarter of 2015 according to the Q4 2015 Digital Advertising Report from Adobe, while a report from Meetrics argues viewability of ads is down.

The study showed that Google is starting to close the display gap on Facebook. The latter saw CTR up by 36% for display ads compared to the same quarter the year before. Google’s CTRs meanwhile are up 27% year on...

By Liz Morrell, 09 February 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why the Super Bowl represents a great example of ‘moment marketing’ for brands

(c)iStock.com/Tomasz Wyszołmirski

The Super Bowl just gone may be the biggest and most expensive ever in terms of advertising spend but new research has revealed brands’ plans to “ad-jack” the event, taking advantage of customers second screening during the game.

For the Super Bowl itself, costs are a staggering $5 million per 30 second television advertisement. On average, 87% of consumers second screen whilst watching TV and, whilst this figure may not be as high during the game...

By Liz Morrell, 08 February 2016, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Why brands are failing to maximise the potential of video for advertising

(c)iStock.com/vgajic

Videos will account for half of all internet traffic by 2019 and yet many brands are still not doing enough to maximise their potential as an advertising medium, according to a new report from L2.

This is particularly true in the fashion industry where only a handful of brands take advantage of mobile video advertising opportunities according to L2.

The study showed that video ad spend is predicted to grow by 22% per year over the next five years – particularly on mobile where...

By Liz Morrell, 05 February 2016, 0 comments. Categories: Advertising, Content Marketing, Video & Audio Marketing.

Beating the ad blockers: Why education and change is key

(c)iStock.com/Lisa-Blue

It’s one of the biggest problems facing the digital advertising industry today with nearly one in five (18%) of UK consumers using ad blockers according to the IAB. But are we any nearer to addressing consumers’ preference to install them – or to teach them about why they are a bad thing?  

Data from GlobalWebIndex released this week shows that ad blocking on users’ main computers has seen a 10% rise to 38% in the last quarter of 2015 after previously...

By Liz Morrell, 02 February 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is the adtech industry facing slowdown or just consolidation?

(c)iStock.com/FeelPic

The growth of the adtech industry has been huge, but the news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

The man behind the research, Pivotal Research senior analyst Brian Wieser, admits even he isn’t sure of the reason behind the apparent hiring slowdown, but it seems some sort of change is inevitable...

By Liz Morrell, 28 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

Social advertising rises 50% in final quarter of 2015

(c)iStock.com/cnythzl

Spend on social advertising rose 50% in the last quarter of 2015 compared to the same period last year as the maturation of the market and its offerings prompted huge growth.

The figures are based on Kenshoo’s analysis of more than 550 billion impressions, 11 billion clicks and $6 billion in advertiser spend made through its Infinity Suite, and show that social ad spend was fuelled by a number of changes in the market. These included the introduction of new ad types such as...

By Liz Morrell, 27 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Which half of my marketing campaign is being defrauded?

(c)iStock.com/StockFinland

Famously, American marketing pioneer John Wanamaker (or was it William Lever of Unilever?) is alleged to have said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." If he were alive today, Wanamaker would probably say “Most of the money I spend on digital advertising is wasted, I don’t know what’s effective, and I’m pretty sure I’m being defrauded.”

The attribution problem in digital marketing has been...

By Mike Weston, 22 January 2016, 1 comment. Categories: Advertising, Advertising Technology, Data Science.

Digital ad fraud set to cost $7 billion globally

(c)iStock.com/Antoniooo

Despite an industry that is working hard to tackle ad fraud advertisers are still expected to lose an estimated $7.2 billion globally this year thanks to fraudulent impressions or bots.

The claims are part of the latest study from the Association of National Advertisers (ANA) and online fraud mitigation for digital advertising specialist White Ops.

The study shows that fraud levels are relatively unchanged compared to last year.  However although bot volumes have remained steady...

By Liz Morrell, 20 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

How referral marketing can navigate around the ad block problem

(c)iStock.com/Stephanie Zieber

Nothing works like it used to, things that were free now cost lots of money, and things that were affordable no longer are. Such is the dilemma of a modern marketer.

The rise of ad blocking was a standout feature of 2015, a year which saw the release of Apple's iOS 9, the launch of the AdBlock browser on Android, and Adobe and PageFair forecast that it cost publishers up to $22 billon in lost ad revenue.

This is set against a backdrop of a number of challenges for...

By Gideon Lask, 19 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

Software firm claims first cookieless programmatic ad platform

(c)iStock.com/StockPhotosArt

It is a problem that has plagued digital media – the fact that when websites are viewed through apps rather than a browser cookies just don’t work.

Whilst that can be great for the user for the publishers and advertisers that use cookies to ensure advertising is targeted it isn’t good news.

As an attempt to solve the problem this week has seen the launch of what is claimed to be the first cookieless management and programmatic advertising platform that works...

By Liz Morrell, 15 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Half of marketers buying mobile inventory programmatically don’t understand it

(c)iStock.com/triloks

A new study from the Internet Advertising Bureau (IAB) shows that half of those marketers doing mobile advertising are buying mobile inventory programmatically. That means they must know all about the discipline then, surely? Yet infact the study suggests nearly half of those don’t – with 44% admitting that they have either no or little knowledge of the discipline.

The study, carried out in December 2015, looked at advertisers understanding, use and opinions of mobile...

By Liz Morrell, 13 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Keeping the tags on: Analysing programmatic advertising in 2016

(c)iStock.com/MRaust

Over the past few years, you’ll probably have heard the same message a lot: ‘next year is the year programmatic becomes mainstream’. But we’re firmly past that stage now – programmatic is here, and it’s here to stay. In fact, eMarketer estimates automated ads will account for nearly 60% of the UK’s digital display market in...

By Will Proops, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How Canada is making good strides in interest based advertising

(c)iStock.com/Hreni

Advertising Standards Canada (ASC) has released a new report highlighting how companies taking part in the Digital Advertising Alliance of Canada (DAAC) AdChoices program for online interest based advertising (IBA) have implemented the main principles.

Overall compliance to the AdChoices program was strong according to the report with nearly three quarters of website operators (72%) using the AdChoices icon to show their use of IBA.

The Canadian AdChoices program was developed by the DAAC...

By Liz Morrell, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology.

Three steps to finding the right influencer for your brand

(c)iStock.com/f9photos

In many ways, influencer marketing is already a well-established practice; 84% of marketers planned to include influencer marketing in their strategy this year. Yet when I speak to brands, it is clear that they are spending millions on influencer marketing without the tools to make educated decisions and run effective campaigns.

Until recently, choosing an influencer for a campaign required spending...

By Guy Poreh, 23 December 2015, 0 comments. Categories: Advertising, Best Practice, Branding, Campaigns, Social Media Marketing.

Data science, IoT, and ad blockers: How will data impact the marketing sector in 2016?

(c)iStock.com/wragg

We’re fast approaching the end of the year, so it’s time for the annual tradition of crystal ball gazing. As our favourite Danish proverb says: “Making predictions is a dangerous activity, especially when they concern the future.” Nevertheless, I’m going to stick my neck on the line and look at what 2016 could have in store for marketing professionals, particularly in relation to using data.

A quick scan of articles that came out around this time last year making...

With blocking rocking the mobile ad industry, contextual marketing reigns supreme

(c)iStock.com/AleksandarNakic

In 2016, mobile advertising spend is set to top $100 billion worldwide.  Businesses large and small continue to invest in this rapidly-growing form of advertising and reap the rewards. One example is Facebook: the social media giant has revealed that during the third quarter of this year, mobile advertising revenue accounted for $10 billion in sales –

By Andrew Ford, 21 December 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Third of marketers don’t believe social media is important

(Image Credit: iStockPhoto/cnythzl)

Nearly a third of respondents to a new survey by The Internet Advertising Bureau UK (IAB) said that they don’t believe that social media plays an important role in the marketing function, proving that the discipline still has some maturing to do.

The study of behaviour and attitudes towards social media amongst 180 agencies and brands for the IAB by ICM Research showed that as...

By Liz Morrell, 17 December 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Bluetooth low-energy beacons to go mainstream next year

(Image Credit: iStockPhoto/YiuCheung)

Their potential has long been touted, but a new report says that 2016 will finally be the year that Bluetooth Low-Energy (BLE) beacons hit the mainstream. 

ABI Research is tracking the BLE beacon contract and shipment data across more than 20 verticals – through its new research division BLE Beacon Technologies and Services. It says that a strong third quarter or shipments in...

By Liz Morrell, 15 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Social commerce tops marketing trends for 2016

(Image Credit: iStockPhoto/Booblgum)

With 2016 now just weeks away, marketers are turning their attention to new year planning with a new study revealing the biggest trends and anxieties marketers will face in the coming year – with social commerce topping the list.

The study of 100 UK marketers by digital marketing agency Greenlight, suggests that more than half of marketers (52%) believe that social commerce...

By Liz Morrell, 14 December 2015, 0 comments. Categories: Advertising, Commerce, Social Media Marketing.

Digital advertising accounts for half of UK ad spend

(Image Credit: iStockPhoto/mtreasure)

Digital advertising spend will hit £8 billion in the UK this year – or roughly half of all advertising spend, according to new research from Strategy Analytics. By 2018, it is expected to account for around 56% of the market in the UK.  

The sector is growing quickly with mobile, social media and video advertising proving the most popular and digital...

By Liz Morrell, 09 December 2015, 0 comments. Categories: Advertising.