Adobe aims to deliver new levels of personalised, data-driven ad buying


Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for...

By Liz Morrell, 01 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Marketing Cloud, Programmatic.

How beacons combines experiential and engaging marketing to be a win-win for brands


Beacons present a unique, cheap and simple way to identify a consumer is in a location at a point in time.  This allows promotions and incentives to be targeted not only on customer segment but on location, time and inventory. 

With connected devices becoming increasingly sophisticated, and consumers becoming more empowered, brands must consider how they are going to evolve their promotions and incentives schemes; and include the use of beacon technology; not only to ensure they...

By Paul Brown, 25 September 2015, 0 comments. Categories: Advertising Technology, Branding, Commerce, E-Commerce, Gamification.

Case study: LuckyFish Games wins big with Facebook Custom Audience Campaigns


Finding the killer retention marketing channel is the dream of any marketer but last year retention automation platform Optimove claimed it had just done just that after its integration with Facebook Custom Audiences. And results since from a partnership with casino games developer LuckyFish Games shows just how powerful such an alliance can be, the company claims.

By integrating Facebook Custom Audiences Optimove claims LuckyFish games was able to run highly effective player marketing...

By Liz Morrell, 22 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Social Media Marketing.

Data management platforms becoming marketers' tool of choice


Data management platforms (DMPs) are becoming the marketers’ tool of choice according to new research from Oracle Marketing Cloud and ExchangeWire.

Their study show that DMPs are becoming an essential tool – rather than an early adopter advantage – for marketers who want to better organise, make sense of and activate their data. The research showed that almost three quarters (73%) of those surveyed said that their awareness and knowledge of the benefits of DMPs was...

By Liz Morrell, 17 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding, Data-driven marketing.

How data-driven advertising is set to become more accurate


Data-driven advertising is set to get more accurate than ever with the launch of a new tool from AdRoll, the company claims.

The new functionality allows brands to target new users from a data pool with similar behavioural patterns to a company’s existing customers. The AdRoll Prospecting platform works by pooling first-party data from more than 300 advertisers who have opted in to the scheme across the UK and Europe. By...

By Liz Morrell, 11 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Instagram gets serious on ads: Best practices and early performance data revealed


In the week that Instagram announced the rollout of ad functionality on its platform across the globe by the end of this month, agile marketing software provider Kenshoo has revealed what it says is best practice about what works on the platform in terms of advertising.

The company has analysed 25 active campaigns managed through its technology on Instagram to provide campaign measurements and learnings that it believes will help advertisers better target campaigns on the platform.

The performance...

By Liz Morrell, 09 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Social Media Marketing.

Retailers expected to spend $2.5 billion on IoT by 2020


While it’s pretty obvious that the Internet of Things (IoT) offers huge opportunities for marketers, new data from Juniper Research suggests that retailers are set to spend around $2.5 billlion on the technology by 2020. The figure would mean a four-fold increase in spend in the technology within five years from this year’s estimated $670 million investment.

Retailers are set to invest in both hardware and installation of IoT enabled technology which can include anything...

By Liz Morrell, 08 September 2015, 0 comments. Categories: Advertising Technology, Data-driven marketing, Mobile Marketing.

Fisku industry figures show how marketers are spending smarter, not bigger


Marketers are investing more upfront in order to reach the right audiences, according to the latest Fiksu Indexes published this week.

The results showed that the cost per loyal user (CPLU) fell in July whilst the cost per install (CPI) rose. The CPLU of $2.98 is a 7% decrease on the previous month and a 51% increase year on year. Meanwhile the CPI increased to $1.43 on iOS, up by 24% since June and up 16% year on year. On the Android platform CPI rose further, up 29% on the previous...

By Liz Morrell, 04 September 2015, 0 comments. Categories: Advertising, Advertising Technology.

This tool claims unprecedented visibility into web and mobile traffic


7Park Data, which this week announced a $3 million funding deal, has launched Traffic Intelligence, a new tool that it says will allow unprecedented real-time visibility into web and mobile internet traffic.

The tool, which comprises a global panel of more than 100 million consumers from 75 countries will allow tracking of web and mobile internet metrics such as market share, transaction volume, conversion rates and keyword ranks.

It will also allow deep analysis and visibility...

By Liz Morrell, 01 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

New publisher expansion allows access to 20bn mobile in-app ad impressions per month


Mobile in-app advertising solutions provider Manage has announced an expansion of its relationships with global app publishers which now gives access to 20 million in-app impressions each month across the world.

The expansion means that to date Manage Publisher now has direct supply relationships with more than 100 publishers vetted for a minimum of 100,000 daily active users and 500,000 total downloads. The Manage SDK is used by global scale publishers that include Outfit7 and Banana...

By Liz Morrell, 24 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Fraudulent impressions costing online advertisers nearly £300 million a year


Nearly £300 million a year is being lost by UK advertisers to fraudulent impressions, according to a new report released by Integral Ad Science.

Figures released in its Q2 2015 UK Media Quality Report, which analysed impressions between April and June of this year found that more than one in ten (12.2%) of UK advertising impressions were fraudulent, equating to a total of more than £277 million of adertisers' online budgets.

The figures are supported by figures from a recent...

By Liz Morrell, 20 August 2015, 0 comments. Categories: Advertising, Advertising Technology.

Android continues to beat iOS for app monetisation


For the second quarter running Android has maintained the lead for app monetisation, according to new figures from Opera Mediaworks.

In its Q2 2015 State of Mobile Advertising report the company’s figures show that the Android platform captured the most revenue at 47.7% and the most impressions at 63.7% for the second quarter. The figures follow last quarter’s first overtaking of iOS by Android. However the figures showed that again as with the previous quarter iOS...

By Liz Morrell, 14 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Programmatic advertising moves to podcasts


Programmatic advertising has moved to the podcast world – changing the way that ad space is bought on the podcast format forever.

The move follows the integration of Swedish podcasting app and web service Acast with Triton Digital’s ad exchange a2x. The new partnership will mean that the previous manual process could be a thing of the past.

Acast’s mobile, pre-roll inventory will include categories ranging from film and entertainment to sports, business and...

By Liz Morrell, 13 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

New industry partnership looks to increased data-rich programmatic buying

(c) Lu

A first to market opportunity for advertisers and agencies to gain access to real-time deterministic, privacy compliant network operator data has launched, enhancing the ability for brand to produce increasingly targeted and relevant mobile advertising campaigns.

It follows the joining of forces of Smartpipe, a real-time data broker for network operators, and Tamome, a real-time programmatic mobile advertising specialist.

The two are initially working together in the Middle East after...

By Liz Morrell, 12 August 2015, 0 comments. Categories: Advertising Technology, Programmatic.

How mobile is driving the growth of Facebook advertising


Global spend on Facebook advertising has rocketed by 114% year on year for the second quarter of this year according to new data from Kenshoo.

The growth is twice as fast as a year ago as the market continues to grow with mobile phone and tablet ad spend up by 167% year on year and now accounting for 63% of total paid Facebook budgets. The figure is up from 51% the year before.  

The research also showed an increase in paid search for the quarter, up 10% year on year. In this sector...

Millennial Media’s new SDK promises new video and native ad formats


Independent mobile ad marketplace Millennial Media has today launched new updates to its mobile app software development kit (SDK) that includes mobile video and native ad units.

The new mmSDK 6.0 will enable new mobile first video and native functionality through a number of new enhancements including LIghtbox, a video ad unit that leverages mobile functionality such as swipe, touch and sound to interact with the video player. The company claims that the new auto-play video unit opens...

By Liz Morrell, 24 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Native Advertising.

This new tool aims to make better sense of marketing signals


For marketers struggling to make sense of information and properly manage multiple campaigns a new tool has launched this week that its owners claim will simplify the job.

The Marketing Signals Framework will, claims Origami Logic, allow for better organisation and prioritisation of the overwhelming amount of signals that marketing organisations need to understand in order to properly manage both online  and offline channels.

Such signals are defined as the actions audiences take...

By Liz Morrell, 20 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Search Marketing.

How will wearables influence mobile advertising?


Having read with great interest over the past few weeks a number of different MarketingTech articles on the role of wearable technology in marketing, I wanted to take the opportunity to share my thoughts on what’s happening with wearables in another fast growing area of digital marketing: mobile.

Much like wearables, mobile is still seen by some as a new kid on the block. But while mobile fought to have a presence on media plans in...

By Zac Pinkham, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Wearables.

Data management platforms are key to programmatic success


Data management platforms (DMPs) are key to the future of programmatic advertising as well as offering benefits across other digital channels, according to research from Oracle Marketing Cloud and research house Econsultancy.

It found that more than two thirds (68%) of marketers surveyed agreed with the statement whilst the same number had successfully used data to improve their advertising effectiveness.

The study also showed there are other benefits to using a DMP, with 60% using them...

By Liz Morrell, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Widespace launches BrandView with promise of viewability and relevancy

Picture credit: Widespace

Mobile brand advertising specialist Widespace has announced the pilot launch of BrandView, a new tool that it claims will deliver 100% viewable ads that are optimised based on relevancy – enabling BrandView campaigns to deliver more extensive reach and impact for mobile advertisers.

BrandView will be piloted in selected markets from this month before being rolled out later this year and give super-impressions that are designed to both drive brand metrics but also allow for...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.