Mobile-only native advertising spend triples in size

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The number of native advertising campaigns based on mobile devices has tripled in size, according to a new study by native advertising platform Adyoulike.

It showed that in 2014 mobile-only spend accounted for 10% of spend but the share tripled to 30% in 2015. Mobile-only has stolen share from desktop-only which fell from 40% in 2014 to 15% in 2015. Half of the spend in both 2014 and 2015 covered all devices.

The conclusions come from the analysis of 1.3 billion in-feed native ads...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital spend highest in seven years, argues IAB

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Digital ad spend grew at the fastest rate for seven years with UK digital ad spend up 16.4% to more than £8.6 billion, according to the latest Internet Advertising Bureau UK Digital Adspend report, conducted by PwC.

The rise is the highest since a 17.1% rise in 2008 and follows a 12% increase in the number of internet-enabled devices in each household. The report claims this now stands to 8.3 per household with connected TVs seeing the biggest rise in ownership at 27%. Smartphones...

New report shows huge increase in social advertising spend

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Social advertising spend is growing rapidly, according to a new report which shows that marketers spent 86% more year on year in the first quarter of 2016. The growth was driven particularly by a 122% rise in mobile ad spend.

An increase in spend on Instagram ads and Facebook Dynamic Product Ads also helped to drive the increase – a trend that goes against the normal seasonal ad buying patterns.

The figures, compiled by Kenshoo, showed that in paid search advertising spend rose 13%...

Why marketers need to up their investment in YouTube for better ROI

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Marketers need to make more use of online video resources such as YouTube, whose ROI is rising compared to TV, according to new research.

In a meta analysis of 56 case studies across eight countries it was found that YouTube delivered a higher return on investment than TV in more than three-quarters (77%) of cases. The research was carried out with a range of partners that included BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare.

Lucien van der...

By Liz Morrell, 21 April 2016, 0 comments. Categories: Advertising, Case Studies, Video & Audio Marketing.

Personalisation as standard: How to get there and not upset the apple cart

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Impersonal, irrelevant, and often intrusive – is it any wonder consumers are growing disillusioned with the online ad experience and increasingly turning to blockers?

Today’s audience expects personalisation as standard. Indeed, almost 50% of users expect brands to know them and tailor ads according to their needs both now, and in the future. Yet brand marketers and the service agencies they employ...

Why programmatic needs to empower the value of brand advertising

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It’s no secret that programmatic has taken the advertising industry by storm, but questions continue to be asked over its ability to deliver digital brand campaigns effectively, as was brought to light at the recent IAB Real Time Advertising Conference.

One of the key obstacles frequently cited is a disconnect with advertising creatives. Programmatic teams tend to be technology focused, and the resulting jargon and acronyms have creatives running for cover. Yet the ability to...

By Paul Lowrey, 11 April 2016, 1 comment. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Why we need to talk about data, personalisation and ad blocking

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Using data to create more personalised experiences in the world of marketing is nothing new, but the avenues we have to explore, especially within content, are constantly changing. This is massively exciting, but it is also one of the areas where I see the most creative and strategic tension. 

The issue stems from a lack of understanding of use of data and consequently a reticence to use it because it’s just not that easy. This has been a huge driver behind the recent...

Why marketers need to clean up their act on customer data

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Businesses are wasting their marketing efforts and need to do more to understand and manage their customer data if they want to be truly successful, according to a new report from Royal Mail Data Services. The survey showed that 70% of organisations were holding out of date or incomplete data about their customers leading to largely ineffective marketing attempts.

In an age where businesses are trying to capture details of their customers across all channels the survey, undertaken in...

By Liz Morrell, 21 March 2016, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

This product claims to be the first fully automated video ad delivery platform

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Global ad delivery and automated workflow company Group IMD has launched what it claims is the industry’s first fully automated video ad delivery platform – cutting the time it takes to approve a video ad to around a sixth of the time it took before.

The automated process replaces the previous matching of orders and manual quality control of video ads before they are sent off to mainstream broadcasters and digital publishers.

The new fully automated, cloud native platform, IMD...

By Liz Morrell, 18 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Early studies show increase in AdWords CTR after Google drops right-side ads

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The change may be relatively new, but research suggests that the CTR of Google Adwords has improved as a result of a repositioning of ads on the platform.

Since mid February Google stopped showing ads on the right hand side of desktop search results, moving instead to showing a fourth ad above the organic search results and up to three ads at the bottom of the page below the organic results.

Analysis from a two-week study of the impact of the change, shows that as a result click through...

By Liz Morrell, 15 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Organic Search, Paid Search, Web Analytics.

Ad blocking continues to rise – but users understanding why they shouldn’t block

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Users are proving more intolerant of online ads than ever with the number of British adults using online ad blockers rising from 18% in October to 22% now. However, they are also more likely to turn their ad blockers off if websites told them it was the only way to access such content – indicating perhaps that the message that ads are needed to support free content may be getting through.

The results come from the latest UK Ad Blocking Report, conducted online by YouGov, for the...

By Liz Morrell, 07 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Marketers seeing programmatic advertising ROI beating traditional media

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The ROI of traditional media is being beaten by that of programmatic advertising, according to a new survey from AdRoll.

The company’s State of the Industry UK 2016 report showed that 61% of marketers said that programmatic ads provided a greater ROI than traditional media with programmatic also continuing to dominate UK media consumption.

Nearly half (45%) of marketers said they planned to increase their spending on programmatic ad budgets this year. They are also buying...

By Liz Morrell, 03 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How beacon technology is transforming transit from captive to captivated customers

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In the ‘mad men’ days of marketing and advertising, you would typically reach the traveller through billboards, press or television ads placed at very strategic locations or times - outdoor billboards featuring warm and exotic holidays to Marrakech or Turkey tactically placed near snow-covered airports in Glasgow.

The fundamental concept of marketing – to be where your customers are – still applies, but the difference today is the access to data and...

By Amer Hasan, 02 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Case Studies.

Rakuten Marketing launches into social advertising with latest acquisition

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Omnichannel marketing specialist Rakuten Marketing has acquired product intelligence company Manifest Commerce, allowing it to improve its offering in the social advertising arena.

The Manifest Commerce product offering, developed by the San Francisco-based firm, encourages product discovery by using its predictive marketing and optimisation engines to introduce new products to relevant audience segments. The technology works by automatically selecting likely to perform products from a...

By Liz Morrell, 01 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

xAd claims to launch first buying and selling platform of marketing locations

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MWC Continuing the location theme of this year’s MWC xAd chose the show to launch what it claims is the first ever platform to allow brands to see real-world footfall in-store and across their high street competitors.

Its self serve MarketPlace platform allows for real-time, location-based campaign planning, buying and reporting – enabling marketers to use such location data to ensure creative, relevant campaigns are delivered at the point that they will have the biggest impact...

By Liz Morrell, 25 February 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Brands warned: Deliver more relevant mobile advertising or lose engagement

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Mobile advertising has long been in a tricky position – advertisers love it since it delivers the message on the go directly into the consumers’ hands but consumers often view it as intrusive, annoying and overpowering. Getting the right mobile advertising strategy is critical – especially since a new report suggests the need for advertisers to deliver more creative and relevant mobile advertising is more important than ever. Those advertisers that fail to take...

By Liz Morrell, 17 February 2016, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Mobile ad provider Widespace secures record £12m funding

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Swedish mobile advertising company Widespace has secured a 15.8 million Euro (£12.2m) growth capital investment that it will use to both solidify its position in Europe and to expand into new markets.

The new round of investment is the company’s largest yet and will allow it to invest further in what is sees as being key areas of technology – including automation and visualisation of data.

The company’s predictive technology helps to ensure that the right ad...

By Liz Morrell, 15 February 2016, 0 comments. Categories: Advertising, Advertising Technology, Big Data, Data-driven marketing.

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

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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

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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

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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.