Life after adblock: Why you must maintain your audience's trust

With the recent swing towards mobile, digital advertising increasingly means reaching mobile devices; video marketers need to find ways of effectively engaging a mobile audience, but they’re getting harder and harder to reach.

Apple released advert (and data-tracking) blocking capabilities for their products in the iOS 9 update, which allows users to opt-out of all adverts, and the prolific uptake of adblocking services has made it increasingly difficult for advertisers to reach consumers.

In Europe,...

By Jon Mowat, 23 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Adblocking: Why it's all about the tech

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Irrelevant ads aren't the only element driving the adblocking phenomenon; it's also the overly complex programmatic advertising system which is slowing down the loading of websites.

This is clear from the actions of Eyeo, the company behind Adblock Plus as it announced the launch of its Acceptable Ads Platform this week.

No matter how much more creative and engaging brands and agencies make the...

By Craig Hendry, 19 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Marketing for #LFW: What areas you should be focusing on

Micro moments are all the rage in marketing these days, as brands look to capitalise on their audience's’ attention glued to one particular event.

So far, 2016 has been awash with micro moments, particularly of the sporting variety. Marketers rejoiced at the screen-time consumers were engaging in around the Euros 2016, and then the Olympics and Paralympics.

TV programmes such as the Great British Bake off and Dragons’ Den are also proving to be useful opportunities to...

By Rachael Power, 15 September 2016, 0 comments. Categories: Advertising, Social Media Marketing.

Adblock Plus launches own ad-tech platform for publishers

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Popular adblocking software Adblock Plus has taken a few by surprise today by launching its own ad-tech platform for publishers. 

It's partnered up with ComboTag to build the Acceptable Ads Platform, an interactive area where publishers and blockers can choose from pre-whitelisted ads they can drag and drop onto their sites.  

While it may be seen as an outside-the-box move, it is still in keeping what Adblock Plus and similar bodies are aiming for, which is a better ad...

By Rachael Power, 13 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Increase in ad spend leading to adoption of 'micro moment' campaigns

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Budget is always a point of contention in every department, but it's appears to be an increasingly difficult area for those in marketing. And the recent battle for consumer attention is pushing up advertising prices even further, a new report says.

Moment marketing company TVTY1 asked 200 digital marketers for their views on ad spend this year, and found nearly all (93%) of respondents said it's become more expensive to gain the same...

By Rachael Power, 12 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

How digital advertising can learn from progress elsewhere

When the news site Quartz released their iOS app earlier this year, it was clear that they had decided to take a radical approach to the user experience.

Instead of the usual news feed of articles, they created a messaging interface with which to distribute content in the app. Users can have a conversation with Quartz that defines what content they receive.

It’s a radical departure from what users would expect but it demonstrates a willingness to look beyond the accepted norms.

Although, there are many...

By Tristan Summerscale, 09 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Poor mobile site speed may be harming user engagement, says Google report

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It's not something you would typically think of, but according to a new study by Google, mobile speed can impact user engagement and publisher revenue. 

Google analysed over 10,000 mobile web domains for The Need for Mobile Speed and found that most don't quite meet the standards for being fast and relevant.

In fact, the average load time for mobile sites is 19 seconds over 3G connections - which is pretty slow. 

It...

By Rachael Power, 08 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

UK still fourth biggest global ad market #DespiteBrexit

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Advertising spend is set to reach over $540bn this year, according to the latest forecast by  a leading global media network.

Carat analysed data from 59 markets across the world, and found the increase in spend - or a 4.4% year-on-year growth - is powered by the ongoing growth of digital advertising.

While the UK’s advertising spend figures had a brief adjustment following the EU referendum, it will...

By Rachael Power, 08 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Programmatic partnerships set to rise for publishers over the coming year

Programmatic has enjoyed a considerable rise in status over the last few years among advertisers, marketers and publishers alike, and recent figures suggest it's only set to keep increasing. 

The Association for Online Publishing’s (AOP) eighth Organisation Census shows that 60% of publishers are expecting the number of programmatic partnerships to rise in 2016. In addition, a further 80% said they see data monetisation as a key area for expanding current business activity.

The study, which also...

By Rachael Power, 05 September 2016, 0 comments. Categories: Advertising, Advertising Technology.

Adblock Plus: Why users, not ads, are at the heart of Facebook's experience

(c)iStock.com/Paolo Cipriani

I’m sure you’ve seen it already – the news that Facebook has decided to circumvent ads on its desktop site for users with adblockers installed.

However, this didn’t sit too well with the open source community who instantly hit back by creating a code to re-block ads. But this wasn’t the end of it.

Facebook changed its code once again, and then without hesitancy the open source community struck back with a new update.

What has then followed is a...

By Ben Williams, 30 August 2016, 1 comment. Categories: Advertising, Advertising Technology.

lastminute.com group gunning for native video with lab launch

There's no greater medium to get people on board with travel content than video, and lastminute.com group's media business is all over native. 

The group has just launched a new video content lab in Europe and aims to move into native advertising. 

The Travel People, its media arm, will run the lab for brands to integrate product placement into ads through the site and the company's social channels. 

As well as creating bespoke videos for brands, the lab will produce its own series of video...

By Rachael Power, 26 August 2016, 0 comments. Categories: Advertising, Video & Audio Marketing.

Yandex launches 'complaint button' for annoying ads as adblocking alternative

(c)iStock.com/Courtney Keating

Have you ever clicked on a link only to be greeted by a massive pop-up ad that blocks your whole screen?

Or - fess up - were you the marketer on the other side of that ad? 

Either way, there are a whole host of reasons why people use adblockers, and experiences like the one above are just one reason. Of course, blanket banning advertisements is awful news for advertising and marketing departments. Not all ads are bad, but the poorly designed ones are ruining their...

By Rachael Power, 25 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

Companies can now be certified against reducing online ad fraud, says JICWEBS

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JICWEBS has been making moves to tackle online ad fraud over the last few years, and its latest initiative is a step in the right direction. 

The independent body focuses on defining best practice and standards for online ad trading in the UK. It announced this week that companies can now sign up to be reviewed via independent audits to verify that their processes reduce the risk of fraudulent ads being served.

According to JICWEBS, those successfully demonstrating that their...

By Rachael Power, 24 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

Four Google Ad updates to watch out for

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Just when you thought you’d finally learned everything there is to know about Google AdWords, the platform will soon be implementing some major changes to its features which you’ll need to master.

Frustrating? Yes? Typical Google? You bet.

But, these new updates will turn paid search into the omnichannel experience we’ve all been dreaming of – so at least it’s worth the hassle.

Here are the four major changes to Google AdWords that you’ll need to...

By Natalia Selby, 24 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

Emotion based tech reveals most engaging US Olympics ads

(c)iStock.com/Jacob Ammentorp Lund

They say a picture paints a thousand words, and facial expressions certainly do just that. How many times have you caught yourself in an expression of emotion (think John Lewis' Christmas adverts), frowning (Go Compare?) or smiling at the TV while in the middle of an ad break?

Emotion tells a tale. That's why Realeyes and Lucid, a US emotion measurement firm, decided to...

By Rachael Power, 23 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

Marketing Nuggets: New ad and marketing automation products, Hangouts on Air changes and more

Adblocking: it's definitely been the marketing word of the week, as far as we're concerned. With the Facebook-Adblock Plus saga and then a pretty positive piece from The Worshipful Company of Marketors, we've read a fair number of words on the topic over the last five days.

Here are our top five stories of this week:

1. Why we should stop fighting adblocking and embrace the opportunities

Adblocking's always been around, it's only now we have the tools to measure it that we really notice it, The Marketors argue. This is a...

By Rachael Power, 19 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

Beacons: Better than display advertising?

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Consume or be consumed; such is the reality of being an impressionable human living in a digital age. For such is the strength of social, print and mobile advertising, where we reject some brands’ marketing efforts, we often endorse others.

Even if psychologists say we are susceptible to certain deals, familiar brands and celebrity-endorsed promotions within the advertising landscape. 

The noise is steadily becoming too loud, and consumers are tuning out and turning off....

By John Kennedy, 15 August 2016, 1 comment. Categories: Advertising, Data-driven marketing.

Why we should stop fighting adblocking and embrace the opportunities

The ongoing debate over adblocking is a clear signal that consumers are tired of unimaginative approaches to advertising online. There can be no doubt that the advent of adblocking software is a huge issue in delivering commercial messages to consumer audiences.

But we may yet look back and see blocking as the biggest boon to advertising of the last 30 years: for consumers, for the creative advertising industry and, especially, for advertising clients.

Despite the range of technologies that have been...

By Murray Chick, 16 August 2016, 1 comment. Categories: Advertising, Advertising Technology.

How to combat banner blindness in digital advertising

(c)iStock.com/Xavier Arnau

Banner blindness is the phenomenon of users consciously or subconsciously ignoring web banner adverts. It can be so powerful that users tend to ignore all content resembling a banner advert – even if it is not one.

The reason is obvious: users are bombarded with excessive amounts of advertising on websites and eventually develop indifference towards them. Other research has found that users have not only developed banner blindness, but they also ignore text-based advertising...

By Martin Häring, 12 August 2016, 0 comments. Categories: Advertising, Advertising Technology.

AI guided ad product launched for SMBs to 'overcome ad fatigue'

(c)iStock.com/Izabela Habur

A new AI guided advertising product aimed at helping small and medium sized businesses overcome "ad fatigue" was announced last week, and will be available later this year.

ReFUEL4's Spark product allows smaller businesses to access a pool of 10,000 multimedia designers from around the world who constantly "refresh and refuel" ad creative on Facebook and Instagram to optimise performance.

The product uses ReFUEL4’s AI engine SHAKA to automatically analyse the performance of...

By Rachael Power, 15 August 2016, 0 comments. Categories: Advertising, Advertising Technology.