Has mobile killed Facebook’s advertising exchange?

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The news today from Facebook, revealing that it is fast becoming a mobile-first platform, goes a long way to explaining the rumours last week that the company is planning to abandon its ad exchange, FBX, just three years after its inception.

David Fischer, Facebook’s Vice-President of Advertising, was quoted this week as saying there are “better ways” to reach the wider Facebook audience than FBX.

At the time, it seemed an astonishing statement, given...

By Simon Birkenhead, 29 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Media, culture and sport would die without advertising says new study

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Without advertising much of the UK’s media, culture and sport would be unsustainable, according to a new report from Deloitte.

Its analysis, presented in its new report Advertising Pays 3, suggests that people value access to these advertising-funded services at almost £10 billion and that consumers are either not willing or able to meet the full cost of providing such services.

The report says that in the media industry advertising accounts for nearly half...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Advertising.

Marketers risk omni-channel success by overlooking mobile retargeting

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Mobile might be a priority in the social and search marketing channels, but there are still a high proportion of display advertisers choosing to keep it at arm’s length.

In research conducted as part of its State of the Industry: Europe report, AdRoll discovered a 44% demographic of marketers who are still refusing to use retargeted display advertising on mobile.

It is a worrying statistic given the omni-channel opportunities that mobile offers marketers and Michael...

Omni-channel marketing: Where does mobile fit in?

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Omni-channel marketing is the practice of ensuring that the customer experience remains exactly the same whenever and wherever consumers come into contact with a brand, whether on mobile, online, in-store or while looking at a billboard. It aims to ensure a seamless, integrated customer brand experience regardless of channel.

In 2015 mobile will continue to be the fastest growing digital advertising format. In fact, research firm eMarketer last year estimated that spending on...

Travel companies underperforming when it comes to social media

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In a world where we all love to share the joys of our travels and holidays, it would seem that the social media opportunities of the travel industry would be a given.

Yet a new report, launched by Facebook and Deloitte Touch Tohmatsu (Deloitte Global), seems to suggest that the industry is, in reality, failing to realise and exploit the business opportunities the channel offers.

The Digital Channels in Travel report concludes that travel companies must do much more to fully...

By Liz Morrell, 27 January 2015, 0 comments. Categories: Advertising.

Marketing technology industry set for explosive revenue gains

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Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.

The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and 2015.

Customer relationship management software is a sizable growth sector of marketing, with projections from IDC’s...

comScore uses Trust Profiles to rally ad industry against bot menace

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Digital measurement firm comScore has taken a step closer to uniting marketers against a common enemy that threatens the advertising industry’s very profitability.

Bots are embroiled in a war with marketers who are buying ads that consumers never get the chance to see because they are instead subjected to fraudulent impressions from these bots, but comScore believes its Trust Profiles hold the answer.

The new solution lets advertisers use comScore’s advertising metrics to view how...

By Simon Holland, 23 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

How marketers need more integrated tools for cross-channel success

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Marketers want to move away from the complex array of tools they currently use to more interoperable tools for improving their deployment of customer engagement data across devices and channels.

The conclusion comes from a study by Winterberry Group and the IAB entitled Marketing Data Technology: Cutting through the complexity. It found that opinion is divided when choosing between suite or best-of-breed solutions and that marketers say neither completely serves their needs of...

Why the relationship between agency and marketer must improve

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Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.

It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Advertising, Branding, Campaigns.

Mobile clicks overtake desktop in UK for the first time

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Consumers are now reported to be clicking more on mobile devices than desktop for the first time in the UK, with mobile impressions, spend and conversions not far off desktop either.

A new study from cross-channel performance advertising cloud Marin Software reveals that mobile devices, including tablets and smartphones, now account for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.

Tablets continue to be the go-to device for consumers...

Programmatic advertising concerns remain in 2015

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If there was one buzzword in the digital advertising space in 2014 it has to have been programmatic.

Last year saw eight out of ten buyers and sellers actively using it, but there remain three big concerns around usage – the biggest of which concerns brand safety.

A new report from Undertone looks at how marketers, publishers and agencies if they are using it, how and what they are buying, what they want and what concerns them. It showed 82% of marketers are using it, 81% of...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Google halts Glass sales days after Tesco announces its first Glass app

Tesco announced earlier this week that it was the first retailer to realise the potential of Google Glass. Yesterday Google revealed that it is halting sales of the device. It was a marketers worst nightmare especially for a retailer that has endured PR disaster after disaster in recent months.

Tesco had triumphed the launch of its Tesco Grocery Glassware, allowing users to browse goods, view nutritional information and add items to their shopping basket all hands-free. This would then allow shoppers to...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Mobile Marketing.

How to build branding packages around mobile

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Omni-channel marketing is a concentrated, seamless approach to the consumer experience. Since the turn of the millennium, the internet has grown to encompass all forms of media; and within the past few years, mobile devices have grown in popularity to surpass traditional electronic devices.

What are you doing to leverage these platforms? And are you taking full advantage of these linked mediums?

Based on the target audience I build almost 100% of my clients branding packages around...

By Blake Howard, 16 January 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Social Media Marketing.

Omni-channel by default

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Today there are more devices connected to the internet than there are people in the world. In fact, looking specifically at mobile, the GSMA reported that global mobile connections passed the 7 billion mark in April 2014; predicting that by year-end, global connections would match the 7.2 billion global population total projected by the United Nations.

Mobile devices are increasingly becoming the first go-to device for communications and content consumption, according to Gartner. Its...

How customers are changing from brand consumers to brand advocates

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Consumers were once a slave to the marketing messages of the brands they consumed. Today that power has shifted with customers in the more powerful role of brand advocate rather than simple brand consumer.

Understandably it is a trend that brands are working hard to embrace and capitalise upon. A new report from Bazaarvoice shows just how important that trend is and how the power of the people is increasing day by day. 

The latest in Bazaarvoice’s semi-annual research...

By Liz Morrell, 14 January 2015, 0 comments. Categories: Advertising, Branding, Social Media Marketing.

Is this the definitive marketing technology landscape graphic?

Lumascape kicked off the trend for bringing an entire industry together on a single graphic while others have followed too, but Scott Brinker’s latest offering adds some vastly improved organisation to this bustling industry.

Brinker’s marketing technology supergraphic manages to incorporate almost 2,000 different companies without ever looking too chaotic. It is no mean feat given how his annual project...

Mobile advertising and the immersive user experience

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Nucleus [noo-klee-uh s, nyoo-] - A central part about which other parts are grouped or gathered; core.

While this is a term usually reserved for chemistry, it is also a perfect description for mobile devices, as they have become the centre of human existence.

What science tells us is that it is very difficult to penetrate nuclei, which is also the case when it comes to getting to the centre of consumer media engagement. The best way to reach and resonate with mobile...

How to embrace the growing appetite for video content

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Do you remember the days when you actually had to read something to get the message? In today’s world it is the visual medium that is becoming the way to communicate whether that is through video or pictures.

The trend to capture life through imagery rather than words is feeding through to advertising too and forcing marketers to rethink how they communicate with their customers.

But it is Facebook that is proving one of the biggest mediums for communicating via video. As...

Two thirds of marketers to win market share with increased tech spend in 2015

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2015 will see marketers winning market share through an increased spend on technology, according to a new whitepaper from Conductor.

It showed that 65% of marketing executives plan to spend more on marketing technology in the coming year, with nearly a third (28%) saying they would spend 25% or more than in previous years. Of those, 18% said they were spending up to 50% more and 10% were planning to spend above that.

The conclusions come from a new whitepaper that surveyed...

By Liz Morrell, 07 January 2015, 0 comments. Categories: Advertising, Advertising Technology.