Mobile’s always present consumer role illustrated by new survey

The integral role of the mobile phone in everyday life has been highlighted by a new survey that says that 99% of Brits would return home if they had forgotten their mobile to pick it up. It also showed that more than half (52%) of consumers regularly walked around with their mobile phone in their hand – illustrating its power as an easily accessible direct channel to consumers for marketers.

In a poll by Nationwide Building Society 2,000 consumers were surveyed to find out what they used their mobile for and...

By Liz Morrell, 24 May 2016, 0 comments. Categories: Advertising Technology.

Multiscreen thinking key to ‘emotive’ brand experiences, Yahoo report says

The importance of emotion in marketing is paramount to success. This is evident from brands such as John Lewis and Coca Cola, who are experts at making their Christmas campaigns stand out from the crowd with tear-jerking TV ads.

But television isn’t the only medium of the masses anymore. New research from Yahoo suggests if you want to make your audience feel something, you need to target their most personal device: the smartphone. Indeed, the report found smartphones are the number...

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

PageFair: Seven recommendations on how to approach adblocking

Adblocking is still the bane of many publishers and advertisers' lives, with the rising software use set to cost the industry $27bn (£18bn) in lost revenues by 2020. It's certainly a big deal in the UK, where adoption has increased by 82% in the last year.  

Two bodies been trying to counteract this threat are anti-adblocking solution PageFair and Digital Content Next. They...

By Rachael Power, 24 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Could proximity advertising be the saviour of the app ecosystem?

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With the ‘app economy’ seemingly cooling down and developers and publishers struggling to monetise their creations, a shift towards contextually-relevant in-app advertising has the potential to underpin a new model that delivers enhanced experiences for consumers and sustainability for app publishers.

The creation of the app economy

It’s easy to forget, now that it is firmly established as one of the most significant and globally popular products of all...

By Jon Worley, 16 May 2016, 0 comments. Categories: Advertising Technology, Personalised Marketing.

Nearly quarter of customer queries on Twitter are ignored

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After more than a decade of Twitter it would be assumed that brands have realised the importance of rapid, accurate responses to customer queries. Yet a new report suggests that nearly a quarter (23%) of customer queries are ignored and only 1 in 10 brands respond to all queries.

The results come from the findings of a Twitter mystery shopping report by BDRC Continental that measures how well nearly 400 brands dealt with nearly 10,000 tweeted customer queries in terms of response rate, speed and...

By Liz Morrell, 18 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Millennials most valuable audience for relevant, authentic video ads

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They are already known as one of the most fickle generations when it comes to online content but get video ad content right and millennials are 112% more likely to share it than any other demographic.

The conclusion comes from Unruly’s Future Video Survey, which canvassed the views of 3,200 people worldwide and showed that millennials are also 23% more likely to enjoy ads they find relevant.

43.1% said that they were creeped out by ads following them around the web

But get...

Newly announced Facebook tools raising login rates and advertising revenues

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New tools announced by Facebook last month are already leading to higher login rates and increased advertising revenue claims Chinese partner Android developer Apus Group.

Ahead of the announcement of the new tools at Facebook’s F8 developer conference earlier in April, Apus trialled Facebook’s new Account Kit and Analytics Push tools by integrating them into its account management and user profile tool APUS ME, which gives users an improved experience when using Facebook to...

By Liz Morrell, 27 April 2016, 0 comments. Categories: Advertising Technology, Social Media Marketing.

Adobe product manager on ad blocking: “The industry always finds a way to solve these things”

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Adobe group product manager, media and advertising solutions Pete Kluge said he is confident the advertising and publishing industry will find a solution to the ad blocking situation.

Research announced earlier in the week predicted that ad blocking will cost £27bn of advertising revenues by 2020 - and AdBlock Plus shared it had recentlyreached 100 million users.

Speaking to Marketing Tech News

By Rachael Power, 17 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Facebook announces expansion of brand video ads on Audience Network

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Facebook has announced a significant expansion of its video ad offering as it begins begin selling ads on behalf of brands on its Audience Network.

Facebook's Audience Network is a collection of third-party apps and sites that advertisers can use to extend the reach of their Facebook and Instagram adverts. 

New functionality in Facebook’s Adverts Manager now allows...

By Rachael Power, 17 May 2016, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Online ad viewability at highest level for 18 months

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Online ad viewability may have hit its highest level in 18 months but the UK is still significantly lagging on its European counterparts, according to figures from ad verification company Meetrics.

They show that for the first quarter of 2016 online ad viewability increased to 54%, 1% behind its previous peak in the third quarter of 2014 and up 4% on the previous quarter.

However in France online ad viewability stands at 66%, in Austria it’s 65% and in Germany...

By Liz Morrell, 20 April 2016, 0 comments. Categories: Advertising, Advertising Technology.

Digital ad trends largely similar to Q4 2015

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Digital advertising budgets continued to grow at a steady pace, up by 17% last year, and are predicted to rise around 16% this year, but digital advertising trends remain largely similar to the previous quarter, according to analysis by Marin Software.

By sampling the Marin Global Online Advertising Index, which looks at more than $7.8bn (£5.4bn) of spend on the Marin platform, the company says that Q1 was a return to normality for marketers after the Q4 2015 shopping...

By Liz Morrell, 16 May 2016, 0 comments. Categories: Advertising, Advertising Technology.

Cart abandonment rates fall as remarketing efforts strengthen

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Cart abandonment rates are on the decline across the world, according to a new report from Salescycle.

Although abandonment rates are 74.32% across all regions for the first quarter of 2016 the figure has fallen across every region as less people leave a site without actually going through to convert. Abandonment rates were 76.6% in Q3 last year and 75.45% in Q4.

When it came to email, onsite and SMS remarketing efforts, conversion rates ranged from just over a quarter to nearly a...

By Liz Morrell, 16 May 2016, 0 comments. Categories: Advertising, Advertising Technology.

Quality of digital advertising is on the increase

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Digital advertising quality has seen significant improvements compared to last year, with more online ads in-view, fraud rates down and risk to brand safety also both at their lowest level in Q1 2016 than in the previous four quarters of 2015.

The results of the Q1 2016 Media Quality Report from Integral Ad Science showed that 57% of ads were deemed to be in view whilst 5% of ads were fraudulent. Brand risk – the percentage of impressions found next to content that poses a significant brand...

By Liz Morrell, 13 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Marketers should adopt blended attribution model

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Marketers should look to a blended attribution model that combines both ad views and clicks for the greatest success, according to AdRoll’s whitepaper The Blended Attribution Playbook.

In AdRoll’s 2016 State of the Industry Report, published earlier this year, it found that 84% of marketers said that attribution was critical or very important to marketing success, up from 35% last year.

AdRoll claims that last click measurement only measures a portion of an audience, as...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Attribution.

Salesforce launches Marketing Cloud Lightning

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Salesforce has announced the launch of Marketing Cloud Lightning this week – a new user experience, platform and ecosystem that it claims will give marketers the power to run one to one customer journeys across sales, service and marketing.

The new announcement follows the launch earlier this year of Salesforce’s sales and services offerings built on the Lightning platform – Sales Cloud Lightning and Service Cloud Lightning. The Lightning platform is based on the...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising Technology, Campaigns, Marketing Cloud.

Adobe announces new advertising and data science capabilities at its 2016 EMEA Summit

(c)Adobe 

Day one of the Adobe EMEA Summit held some pretty big product additions for the martech giant, namely its  new advertising and data science capabilities.

Personalisation and contextualisation are two big topics in the arena right now, and Adobe’s no exception when it comes to updating its products to deliver these capabilities.

On average, Europeans now own on average six connected devices, three of which they...

By Rachael Power, 11 May 2016, 0 comments. Categories: Advertising Technology, Data Science.

Adblocking to cost £27 billion - 10% of advertising revenues - by 2020

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Adblocking remains a persistent thorn in the side of the digital advertising industry and is estimated to be set to cost publishers $27bn in lost revenues by 2020, according to a new study from Juniper Research released today.

The company’s Worldwide Digital Advertising: 2016-2020 report estimates that the losses will account for nearly 10% of the total digital advertising market.

And it’s a problem that will only increase for marketers since users are increasingly...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

Mobile top for grabbing branded content attention

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There’s no denying the increasing adoption of branded content in today’s marketing environment but understanding its real power is in mobile, according to a new report from content technology platform provider Polar.

Its recent report, The State of Branded Content Benchmarks and Insights, shows that engagement with branded content on smartphones is significantly higher than on desktop and tablet with a 127% higher CTR on...

By Liz Morrell, 09 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

SEO comes second to email marketing for ROI

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Email marketing continues to top the charts for return on investment (ROI) – ahead of SEO – according to a new report that examines how email marketing has changed over the last 10 years.

The tenth Email Marketing Industry Census report, produced in association with Adestra, surveyed more than 1,100 marketers in February and March of this year and showed that almost three-quarters (73%) of those surveyed said that email marketing offered excellent to good ROI. This is up from...

By Liz Morrell, 09 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Email marketing.