How to get more out of your advertising production budgets

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The start of any year always begins with some sort of review of where you’re at, how you’re doing against your objectives and goals, but most importantly, what your budget will be or where you stand currently.  One of the most expensive parts of the advertising cycle is production, so even though you may be looking at how you’re doing against agreed budgets, you should also pay extra attention to utilising the best of what you have. Here are a few ways to make...

By Nicole Meissner, 16 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

The marketer’s next challenge: Seamless digital integration

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The way in which people consume content has changed dramatically in the past decade. The uptake in mobile media consumption has created a diverse range of platforms, and marketers now have incredible opportunities for reaching target audiences. However, these technological developments have proven to be somewhat of a double-edged sword; people consume content so rapidly and in so many ways, that it can be hard for brands to catch the eye and convey their message.

Because of this difficulty,...

By Jon Mowat, 13 February 2017, 0 comments. Categories: Advertising, Best Practice, Branding, Social Media Marketing.

Get heard above the noise: Why high-impact ad units are a must

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It may not come as a huge surprise that the mobile phone is one of the most prevalent pieces of technology ever invented, but so much so that Cisco found more people will have mobile phones (5.4 billion) than electricity (5.3 billion), running water (3.5 billion) and cars (2.8 billion) by 2020.

The rapid growth of mobile devices has caused accessibility to outpace the growth of what we consider basic necessities. Pair that with the fact that consumers are spending more time on...

By Kate Barry, 03 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Research argues how brands can benefit through subtitling adverts

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You’ve put together what looks like a knockout campaign; the creative has been done to perfection, the budget is all on side, the analytics have been mined for the best possible reach. Wouldn’t it be a shame if all that hard work was undermined because people viewed the advert with the sound off?

The issue of how to get consumers to connect with advertising has been one marketing teams have faced since time immemorial. Yet a new piece of research from AdColony –...

By James Bourne, 01 February 2017, 0 comments. Categories: Advertising, Branding, Campaigns, Mobile Marketing.

Ad blocking will nurture greater creativity among marketers, CIM argues

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Will ad blocking be a boon or a burden for marketers? It’s a question which has fuelled many an industry event and roundtable over the past 12 months – and this publication has weighed in with its fair share too – but a new study from the Chartered Institute of Marketing (CIM) aims to give a more definitive answer.

The study, which was in partnership with YouGov and comprised...

By James Bourne, 31 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How TV measurement for marketers is changing: Social, programmatic, and more

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Digital outlets have dominated conversations about marketing over the last decade, and are understandably a huge focus for marketers. According to the IAB, cross-platform digital ad spend grew to a staggering £4.8 billion during the first half of 2016 and forecasts estimate this is only set to keep increasing.

But television is still the biggest individual platform by ad revenue, accounting for a record £5.3 billion in ad spend in the UK during 2015 and its delivery is...

Why the next big thing in marketing is...simplicity (part two)

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Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

Why the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

Bridging the gap between static and dynamic

Video has been capturing the hearts and minds of ambitious marketers for some time now, and with good reason — the statistics surrounding its levels of growth and engagement are astounding.

A third of all online activity is spent watching video. 80% of consumers recall a video ad they saw in the last 30...

By Jose DeCabo, 05 January 2017, 0 comments. Categories: Advertising.

Sage's first ever Christmas advert: How and why we made it

When does your holiday season usually start? The moment you send your last email and put your out of office on? The day after the work Christmas party?

Maybe your office is closed for Christmas, so you couldn’t work even if you wanted to. For millions of local, community businesses around the world this year, the office never really closes. For them, the holidays don’t mean a winding down as much as a dialling up of business activity to be there for us.

It is because of these small businesses that...

By Van Diamandakis, 22 December 2016, 0 comments. Categories: Advertising.

Tips to cater for last-minute shoppers: Convenience is king

With the final Christmas countdown now on, we’ve released new research on the Nation’s Christmas spending habits - revealing there are still lucrative opportunities for retailers to snap up a chunk of consumers’ festive spend.

The survey, which interviewed 2,000 UK consumers, showed that 30% of Brits have their Christmas shopping all wrapped up with at least three weeks to spare. However, two in five admit they won’t finish their shopping until a week or less before the big day,...

By Luke Griffiths, 22 December 2016, 0 comments. Categories: Advertising.

What can we learn from the younger generation's Christmas spending?

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The winter holidays are known as a time for families. But what about young adults without children, or new families without established holiday traditions?

We’re talking about the marketer’s favourite target audience, 18-30 year olds. As one would expect, this demographic have their own take on the holidays.

We pulled up data that Exponential collected in December 2015 describing the activities and interests of 18-30 year olds during the Christmas break.

After viewing the...

By Bryan Melmed, 22 December 2016, 0 comments. Categories: Advertising, Mobile Marketing.

What is the next programmatic evolution?

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Programmatic marketing has rapidly become a growing, powerful strategy for marketers, despite the industry frequently encountering challenges from adblocking, fraud, changing data laws and skills shortages resulting in campaigns that miss the mark.

When faced with the expense and complexity of programmatic marketing, many marketers are still wary. The platforms for buying media programmatically are expensive and indistinguishable, the data infrastructure...

By Oli Boyd, 19 December 2016, 0 comments. Categories: Advertising, Programmatic.

Adblocking: Is it controversial to say it's legal?

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“Extortionists, internet killers, an unethical, immoral, mendacious coven of techie wannabes,” – ad blocking (and those within it) have been described using a whole host of imaginative words over the years.

But, as 2016 draws to a close probably the most controversial one yet is being whispered throughout the corridors of advertisers and publishers across the land – ad blocking is now ‘legal’.

In late November Adblock Plus fended off yet another legal challenge....

By Ben Williams, 20 December 2016, 2 comments. Categories: Advertising, Advertising Technology.

Capitalising on the last minute Christmas opportunity

We’ve all had that thought – accompanied with a familiar sinking feeling – that Christmas seems to arrive earlier every year. Indeed, for many, Christmas really does start while we’re still trying to make the most of the longer, lighter summer evenings – during August last year we recorded more than a staggering half a million Christmas related searches on eBay.co.uk.

However, with only a week to go until the big day, our data tells us that there are still plenty of opportunities...

By Rob Bassett, 19 December 2016, 0 comments. Categories: Advertising.

How marketers can harness the zero moment of truth with design thinking

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Many tech companies are immersed in an invention culture: Build it and they will come.

A new business initiative group at a technology Fortune 100 used this mindset to develop a clever idea for an app store marketplace. The tool would compile robust automation software for energy co-ops.

Information and software would be available at the swipe of a thumb. It was a unique concept that would dramatically simplify the sales process for both business and consumer.

Moments of Truth

This group was chasing...

By Dwayne King, 16 December 2016, 0 comments. Categories: Advertising, Best Practice.

So, marketers, what's in store for the coming year?

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The tools that underpin performance marketing are increasingly allowing brands to execute successful digital strategies which in turn provide meaningful and personalised experiences for consumers.

As a company sitting at the heart of the marketing industry, we expect to see several trends in 2017 that will impact how performance marketers do business and will provide brands with further ROI, with the ability to successfully react and respond to their marketing activity more...

By Mark Wrighton, 14 December 2016, 0 comments. Categories: Advertising.

What it takes to organise a high profile product launch

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Earlier this year, Imagination was tasked with coordinating the launch of the new Land Rover Discovery. 

We knew that with this quintessentially British product we had to pull out all the stops - and we did, along with the help of our team, Bear Grylls and 5,805,846 bricks of Lego.

To give you some background on the product we were launching, over six decades, Land Rover has developed into a British icon. This much-loved vehicle has come a long way since its inception as a post-war agricultural...

By Lisa Riordan, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology.