Skyscanner launches beacon campaign for new customer acquisitions

(c)iStock.com/Izabela Habur

Global travel search company Skyscanner is hoping to acquire new users through the use of beacon technology in a partnership with Proxama.

It’s launched a multi-channel Nearby and Physical Web consumer engagement campaign with the proximity marketing company, in partnership with Airport Media, Primesight and others.

According to Elise Hilditch, Skyscanner’s marketing manager, Skyscanner chose beacon tech as a way to acquire new customers as it seemed like a good way to...

By Rachael Power, 25 July 2016, 0 comments. Categories: Advertising Technology, Personalised Marketing.

DoubleClick launches AMP ads and landing pages

(c)iStock.com/Ivanki_Brnjakovic

Google’s DoubleClick has announced accelerated mobile page (AMP) ads and landing pages, in a bid to increase loading times for publishers and advertisers.

According to Paul Muret, VP of display, video ads, and analytics at Google, research shows that the average mobile site takes 19 seconds to load.

This presents a missed opportunity for publishers and Google estimates that mobile sites that launch within five seconds can earn up to 2 x more revenue.

By Rachael Power, 22 July 2016, 1 comment. Categories: Advertising Technology, Mobile Marketing.

Adblocking and publishers: 'Something's gotta give'

According to the latest estimates, 70 million people in the US will use an adblocker in 2016, a 34% increase over 2015.

By 2020, researchers also estimate that websites will lose more than $27 billion in worldwide ad revenue. How would you react if I told you that your business, which earns on average 20 to 40% in revenue after cost of goods sold, lost 23 to 30% of your revenue while your costs remain the same?

That’s the effect of adblockers on ad revenue. This is no joke.

By Mark Bauman, 21 July 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why publishers really need to do something about adblocking

(c)iStock.com/kai zhang

The free internet is at risk. This may sound alarmist, but it isn't. If publishers worldwide don't take more aggressive action against ad blockers, a recent research report from Adobe states they will lose $35bn (£26bn) by 2020.

eMarketer recently forecast that approximately one in four US internet users—70 million people—will install an ad blocker on a desktop or smartphone by the end of 2016, and that US...

By Michael Korsunsky, 18 July 2016, 2 comments. Categories: Advertising, Advertising Technology.

Online ad viewability levels drop 18% across the UK

(c)iStock.com/Simarik

Online ad viewability levels in the UK decreased from 54% to 47% in the second quarter of 2016, according to a new report from Meetrics.

This is the lowest level it's been at in 18 months, since it dropped under 46% in the last quarter of 2014. 

However, the UK remains consistant in lagging behind other European countries for viewability levels. For example, Austria's online ads have 69% viewability, while France stands at 62%...

By Rachael Power, 14 July 2016, 0 comments. Categories: Advertising, Advertising Technology.

Google integrates Shutterstock into Adwords and Adsense

(c)iStock.com/Martin Prescott

Photo library Shutterstock has announced an API integration and image licencing deal with Google, meaning marketers and advertisers can now assess the impact of an image alongside ad copy.

The partnership gives Adsense, Adwords and Admob access to Shutterstock's more than 90 million licenced images.

When using one of the above products, Google's tech will programmatically match professional images to ad copy and assess the advertisement performance via Shutterstock's...

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

Why ad tech is driving ad blocking - and what needs to be done about it

(c)iStock.com/PeopleImages

It’s no surprise that there’s currently a lot of debate taking place between publishers, advertising agencies and brands over how to curb the ad-blocking explosion.

Much of the discussion tends to be focused on the quality of advertising content and how it is presented to consumers. The more relevant, inspiring, entertaining and informative the ad content, the more value and less ‘annoying’ it is likely to be, therefore reducing the demand for...

By Andy Mitchell, 12 July 2016, 0 comments. Categories: Advertising, Advertising Technology.

Can contextualisation solve the adblocking problem?

(c)iStock.com/Halfpoint

Have you read the marketing and media press recently without seeing a reference to adblocking? Me neither. There can be no doubt that it’s the current bête noire of the advertising industry (following hard on the heels of the sector’s other ‘problem children’, viewability, brand protection and click fraud). 

And with good reason. Although it’s far from new, the number of people choosing not to see ads on their screens is growing at an...

By Mark Bembridge, 24 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

New digital licence launched for web fonts in HTML5 ads ahead of Google changes

Google announced a few months back that its display ads are going fully HTML5, and from 30 June you won't be able to upload ads built in Flash.

As such, typeface tech company Mototype has launched new digital ad licences for brand sand advertisers to make it easier to use web fonts on HTML5 ads.

Content sources like personalisation are largely dependent on HTML5 to serve up contextual ads in real time. According to Mototype, it’s important that text in these...

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

Yahoo launches new mobile ad format at Cannes

Yahoo has launched its new interactive mobile ad format at Cannes Lions this week: Yahoo Tiles. 

It's available for advertisers through Yahoo Gemini and BrightRoll and early results show up to a 4x lift in user engagement. 

When people click on a Yahoo Tiles mobile ad, they're taken to a custom mobile landing page that can feature 360-degree content, including video, images and social feeds. 

Yahoo has over 600 million mobile users, and the ads can be used to reach this audience in...

By Rachael Power, 22 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

What we learned at London's #DMWF 2016

Some of the biggest players in the digital marketing space, from TSB, Tesco Bank, Sky, BBC, Coca-Cola to GOV.UK, took to The Brewery in London to share their views on today's marketing issues.

The event drew in 450 delegates from around the world - as far away as Argentina and Finland - and was home to a series of talks, masterclasses and panels for the two days.

So instead of picking out one particular session or theme, MarketTech has summarised six of our top takeaways from London’s...

By Rachael Power, 21 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Better creative remains key to combating the rise of adblocking

Adblocking remains a persistent challenge for the digital advertising industry, despite estimates this week that suggest that digital advertising revenues will almost double to $285bn by 2020. 

A new Digital News report from Reuters Institute for the Study of Journalism says that one in five (21%) of the UK population are now using ad blockers – a figure that rises to nearly a third (32%) for those under 35 years of age. 

Elsewhere internationally the figures range from one in ten (10%) for Japan and...

By Liz Morrell, 20 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Publishing.

Global digital ad spend to hit $285bn by 2020

Global digital advertising spend continues to soar, with the latest predictions from Juniper Research estimating a $285bn spend by 2020. 

The figure is a near doubling of the $160bn estimated spend for this year.

Whilst ad blocking adoption may be affecting the market on one hand on the other the report, Worldwide Digital Advertising 2016-2020, found that better audience targeting will still help to drive higher click through rates and increase publisher revenues. 

“Publishers, such as Facebook, are...

Mobile operator ad blocking: How to get all parties on the same page

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Ad blocking. You can’t move for column inches, figures, research and opinion about why it exists and how to remedy it.

What is agreed is the need to deliver a good consumer experience and eliminate any form of intrusive and interruptive advertising - the key driver of ad blocking. It’s simply not in the interests of advertisers or publishers to annoy consumers. This risks driving negative sentiment towards the brand and and a loss of audience for the...

By Steve Chester, 20 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why Google's device-level bidding is 'hugely important'

(c)iStock.com/Courtney Keating

Google’s online advertising service, Google AdWords, has become a major marketing and advertising tool in recent years.

It allows marketers to place search results for their website on a search engine results page (SERP) by paying for them, instead of just waiting for a website to work its way slowly and organically up the rankings.

Advertisers bid competitively to display brief advertising copy to web users, linking the copy to the content of the web pages that has been...

By Johannes Källgren, 17 June 2016, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Native ad network launches new anti-adblocking technology

Native performance advertising network MGID has launched new anti-adblocking technology this week, which promises a 100% yield retention for publishers.

Ad-blocking cost publishers an estimated $22bn worldwide in 2015 and has grown by 41% over the last year, according to a report by PageFair and Adobe.

MGID serves lifestyle and entertainment...

By Rachael Power, 16 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

Facebook launches new mobile advertising products for bricks-and-mortar retail brands

(c)iStock.com/Mikkelwilliam

Facebook is launching new mobile advertising solutions aimed at helping to get customers into stores when they're out and about.

The new solutions will also be able to assess the impact of business' Facebook mobile advertising campaigns through the measurement of shop visits and instore sales.

The company has launched a native shop locator within its Local Awareness adverts which show people the shops nearest to them and offer relevant calls to action such as ‘get...

By Liz Morrell, 15 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Commerce.

Adblocking on smartphones: Three and Tesco Mobile's approaches will set the bar

It’s no secret that ad blocking on smartphones has seen an increase, as more and more apps become available for both iOS and Android by the week.

According to PageFair’s latest research, there are at least 419 million people blocking ads on smartphones using a variety of methods.

And while some telecoms companies such as Three are taking a controversial approach and

By Rachael Power, 14 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why marketers should take Snapchat’s new ad offering seriously

It may be a platform synonymous with doggy-filter-faced teens, but it seems Snapchat is finally ready to move past adolescence.

Over the last few years, it’s worked on building up a loyal, engaged user base, reaching more than 60% of 13 - 34 year old smartphone users.

After several iterations and updates, it’s figured out how its audience likes to interact with the app and slowly, gradually, it’s begun to update its advertising and offering.

First, it...

By Rachael Power, 14 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

US internet advertising spend reaches 'record high', says IAB

Internet advertising revenues hit a new high in the US last quarter reaching almost $16bn, according to latest figures from the Interactive Advertising Bureau (IAB).

After the market hit $50bn in 2015, the new figures suggest 2016 could also be a record year for digital ad revenue as the market continues to rise.

The IAB said that US internet ad revenues hit $15.9bn in the first quarter of 2016, up from a previously record-high of $13.2bn in Q1 in 2015.

The 21% year on year rise marks the sharpest spike in four...

By Liz Morrell, 13 June 2016, 1 comment. Categories: Advertising, Advertising Technology.