RadiumOne launches ad quality division


Ad quality is hot on the agenda at the moment, and marketing tech business RadiumOne is launching a new division centred around exactly this. 

The company will aim to improve the creative quality of ads served via programmatic with its Creative Solutions division. It will ensure that the mechanics of how ad exchanges assess and deliver ads are more heavily factored into the process of creating ads - as well as being creative with ad formats.

This will mean that ads are less likely to...

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

Google introduces click-to-message function on search ads


Customers can now click on search ads to text message brands thanks to a new feature from the tech giant.

Google introduced click-to-message ads this week to make it easier for brands and customers to interact via SMS.

This must be switched on by setting up a messaging extension and will be available in the ‘coming weeks’.

As always, the new Google feature is backed up by stats: 65% of consumers said they would...

By Rachael Power, 18 October 2016, 1 comment. Categories: Advertising, Advertising Technology.

How to apply digital tactics to make ads actionable

(c)iStock.com/Jacob Ammentorp Lund

“Many a small thing has been made large by the right kind of advertising,” said Mark Twain.

Of course, when Twain was writing there was no way to measure the real impact of advertising. In fact, the kind of data needed to demonstrate the actual ROI of ads has barely emerged, and it’s still quickly changing.  

Daily, there are innovative approaches offering new ways to measure the direct impact and value of traditional ad formats.

Marketers have always...

By Matt Roche, 18 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why you should be demanding real-time ad feedback

With a name like RTB (real time bidding), you can understand why CMOs assume that the whole programmatic process happens instantaneously. 

Certainly it’s true that the buying process for digital advertising can happen within a fraction of a second of a consumer clicking on a website.  The advertiser will have preset their audience segments and, if the consumer looks to fall into that target group, the highest bidder will win and their ad will be served – all in the blink of an...

By Tim Barnes, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months.

The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

Many analysts and industry leaders...

By Oliver Hayward, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Could marketers misuse artificial intelligence?


The idea of artificial intelligence (AI) has dominated scientific and popular culture for decades.

Most fictional works that explore the idea of AI focus on its dangers to humanity, with the premise often involving robots or super-advanced computer interfaces that have developed their own freewill and turned against humanity (a la HAL 9000 from Space Odyssey). 

But despite fearmongering around AI, scientists have been developing software and tech to make machines smarter than...

By Andy Hawkes, 11 October 2016, 0 comments. Categories: Advertising Technology, Data-driven marketing.

Proxama extends beacon advertising network with new deals

Beacon tech has been on the brink of changing the face of marketing and personalisation for some time now. Following on from previous case studies and experiments using the tech, Proxama has reported that it is expanding its beacon network across three media and location owners' sites. 

The deals with Mobile Media Group, Emblem Group and Hathaway Chivers mean that Proxama now has 4,000 beaconds in its network, which...

By Rachael Power, 11 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

London Underground's ad offering gets makeover with Hello London launch

Exterion Media and Transport for London have announced a new commercial media partnership, Hello London. 

This aims to be a one-stop-shop for advertisers to engage the London audience, using data and tech to make a customer’s experience more tailored, relevant and contextual.

For the first time, Hello London will connect brands with the audience across the entire London Underground and Rail network.

As such, the TfL Underground will be getting a refresh of advertising space, new formats, and an...

By Rachael Power, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is audience intelligence the key to getting your brand's voice heard?


The sheer volume of available online and social content available at the moment is making it increasingly difficult for brands to drive value from audiences. As such, new insights and methods are needed help overcome this challenge.

To best describe why, I’ll start with two numbers: 3.5 billion and 60 billion. The first is an estimate of the number of global internet users, and the second is the number of Facebook and WhatsApp messages processed every day.

The amount of digital...

By Edward Bass, 10 October 2016, 0 comments. Categories: Advertising Technology.

What does the future hold for adblocking and programmatic?

(c)iStock.com/Rawpixel Ltd

Last month we witnessed just how much interest there is in the adtech world, with marketers gathering from across the globe for the event of year, Dmexco.  

With a speaker line-up boasting names including Sir Martin Sorrell and Twitter founder, Jack Dorsey – it’s hardly surprising so many people attended.

The event provided the somewhat rare, one-on-one human engagement, something that is lost in the online world.

There was an even playing field for each brand based...

By Richard Nunn, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Can data help the adtech industry survive?

(c)iStock.com/Rawpixel Ltd

Five years ago, the adtech industry managed to raise a total of $2.7bn in venture capital investments. In 2016, the same industry is barely breaking the $500m investment barrier. You can only wonder, why are VCs jumping ship?

According to The Wall Street Journal, venture capitalists have switched their focus and are now favoring martech over adtech vendors. There is more long-term value in the recurring revenue models promised by SaaS-based martech solutions than the media...

By Mark Smith, 07 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why high impact advertising is the jewel in the marketing crown


In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

Businesses are more digitally aware – so why is marketing waste still so high?


The technology sector’s impact on the digital marketing industry has in the last 10 years dramatically altered how brands engage with consumers. Marketing and advertising spend has continued to skyrocket, with global spend for 2016 set to surpass expectations by growing by 4.4% to $548.2 billion. At the same time, digital marketing understanding has grown. New tools for greater automation continue to emerge. First it was cookies and now...

By Ian O'Rourke, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Search Marketing.

How AI and advanced self-service are changing the face of customer support


Web and phone self-service are attractive options for most service operators.  That’s clear when you consider that the cost of facilitating a web self-service interaction is negligible and the average cost of a self-service phone session is just 65p (compared to £3.87 for a live agent call and £3.00 for a web chat).

However, it’s not always as effective at delivering great customer experiences (CX) as a live agent service.  While it’s...

By William Gray, 27 September 2016, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

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, 1 comment. Categories: Advertising, Advertising Technology.

Facebook rolls out further retail-driven ad and marketing product enhancements


Facebook has announced new capabilities for retailers to drive sales to their bricks-and-mortar shops.  

Last June, the platform launched new capabilities around this area, but it's now expanded this with the launch of dynamic ads for retail and a Shop Visits variable.

Large retailers such as Abercrombie...

By Rachael Power, 22 September 2016, 0 comments. Categories: Advertising Technology, Social Media Marketing.

Facebook's latest adblocker battle: An in-depth view

Last month, in the latest skirmish in a battle that has been raging for some time between Facebook and adblockers, the social media giant announced a change to its site.

Despite Facebook not being able to hold the adblockers at bay for long, the change could still have lasting implications for the ad industry.

As we all know, when the average Facebook user is browsing online content, ads which aren’t relevant to...

By Geraint Lloyd-Taylor, 21 September 2016, 0 comments. Categories: Advertising Technology, Social Media Marketing.

Three-quarters of marketers aren't scared of tech replacing their jobs, survey says

Marketers aren’t scared by the rise of automation and an increasing presence of tech in their daily working lives. In fact, 80% said they believe adoption is a necessity for success.

Rocket Fuel recently asked over 320 marketing professionals for their view on the industry, coming to conclusions from the data like the ones above.

While mainstream media is rife with headlines such as, “How to not lose...

By Rachael Power, 20 September 2016, 0 comments. Categories: Advertising Technology, Big Data.

RedPoint's marketing platform now allows you to connect to IoT devices


New tech is emerging all the time. From the advent of television to the desktop PC, marketers have had to adapt their style to suit how consumers were interacting with media for decades now. 

And that lifecycle is continuing. We are - or should be - past the age where marketers are figuring out how to engage an audience via smartphone, tablet and personal devices. But the next phase of tech, including internet of things (IoT) devices, will of course throw up...

By Rachael Power, 20 September 2016, 0 comments. Categories: Advertising Technology, Publishing.

Adblocking: Why it's all about the tech


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.