Instagram confirms UK ads are on their way

Instagram is in the process of rolling out sponsored content and advertising alongside its regular content to UK users, according to a BBC report.

The adverts, which have already been launched in the US, will aim to be “as natural to Instagram as the photos and videos [users] enjoy from brands who are already using Instagram”, according to a spokesperson.

Unsurprisingly, reaction from the social community has been somewhat negative. Yet the photo-based social...

By James Bourne, 18 September 2014, 0 comments. Categories: Advertising, Brands, Social Media.

Want users to pay for content? Work harder, publishers told

A new set of research data released by CloudSense has revealed that the trend for users accessing free news content is inexorable – and concludes publishers need to do more to monetise their content.

The research, which gauged the views of 4000 UK and US consumers, found some interesting differences. Even though far more US consumers are prepared to subscribe to content (24% compared to 7% UK), the overall trend is the same worldwide: users are reluctant to pay.

Of course, this has been a problem for...

By James Bourne, 15 September 2014, 0 comments. Categories: Advertising, Content.

TalkTalk unveils latest billboard campaign for TV offering

Telecoms provider TalkTalk has unleashed its latest billboard campaign specifically targeting its TV packages – with a more than apparent nod to rivals Virgin Media.

The billboards are being rolled across almost 20 sites in London, including a six sheet banner at Euston Station. The campaign will be seen from Elephant & Castle, Edgware Road, and Waterloo Bridge among others.

This campaign follows ‘The Mission’, a TV campaign “in which five household objects embarked on an odyssey...

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

Are mobile ads starting to do their job for brands? New research says yes

More mobile shoppers are clicking on ads, according to the latest study from call management provider Telmetrics.

One in three consumers see mobile ads as helpful and informative, according to the report, which represents a spike of 76% from this time last year.

The researchers argue this boils down to different types of content working on mobile today. More than half of mobile shoppers share ads on social media, particularly the youngest age demographic of 18-34 year olds, while there’s been a 40% in...

By James Bourne, 11 September 2014, 0 comments. Categories: Advertising, Consumers, Mobile.

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.

What to spend where? Making sense of marketing attribution

“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”

Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards. 

Over...

By David Cole, 04 July 2014, 1 comment. Categories: Advertising, Brands, Industry, SME Tips.

NewsCred and Outbrain buddy up for content marketing partnership

Brands, listen up: NewsCred and Outbrain have formed a strategic partnership which enables organisations to more effectively source content and then maximise its social reach.

The deal enables marketers to utilise NewsCred’s more than 4500 content providers in its Publisher Network, with NewsCred customers able to share content out through Outbrain Amplify, a platform which allows marketers to promote stories at scale.

“By integrating Outbrain directly into our Content Marketing Cloud, we’re...

By James Bourne, 03 July 2014, 0 comments. Categories: Advertising, Brands, Content.

Bulmers goes cross-screen for pioneering UK advertising campaign

Cider brand Bulmers has unleashed its latest creative campaign with Microsoft which enables users to watch an advert piece by piece through whichever platform they are on.

The campaign, created by Starcom MediaVest, Adam & Eve DDB and We Are Social, uses technology from Microsoft called Creative Sequencing. This means that Bulmers adverts can appear on a variety of devices and platforms, from Windows 8 to MSN, Skype and Xbox 360.

This is achieved through the logging of a user’s Microsoft ID, which...

By James Bourne, 01 July 2014, 0 comments. Categories: Advertising, Branding, Brands.

Recipe for a McViral video: Why McDonald's World Cup spot works

There is a lot of talk about the McDonald’s two-minute “spot” for the World Cup, but nobody — at least none of the critics — seems to understand why it’s so good. In an embarrassing fail, Ad Age didn’t even take the time to find out that all of the trick shots from everyday people seemingly all over the world are real.

The spot is...

By Point Group, 26 June 2014, 0 comments. Categories: Advertising, Viral.

Viewability: How does it impact your ad campaigns?

Digital advertising platforms are vital in aiding marketers to target their specific audiences across the various digital media channels. They help marketers roll out tailored content to individual demographics at the opportune moment. It’s no wonder that such promises appeal to marketers – especially since consumers are spending more and more time on these digital channels. But can they deliver on their word?

According to recent research by comScore,

By Martin Brown, 25 June 2014, 0 comments. Categories: Advertising.

Footballers need to stop appearing in adverts...but brands are partly to blame too

Sitting at home last night, about to watch the World Cup coverage, the advertising break before kick-off in the Brazil-Cameroon game had two adverts in a row featuring England players. First up was Daniel Sturridge’s Subway promo, and after that was an advert for Head & Shoulders starring goalkeeper Joe Hart.

As a digital marketing reporter, it was interesting to see how brands had utilised the World Cup in their latest campaigns. As a football fan having just seen England get knocked out of the...

By James Bourne, 24 June 2014, 0 comments. Categories: Advertising, Brands.