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

(c)iStock.com/digitalgenetics

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.

Ad growth means UK set to boast largest media sector in Europe

The UK is to overtake Germany to boast the largest entertainment and media sector in EMEA within two years, according to new research from PwC.

The company’s latest entertainment and media outlook suggests the UK sector will outgrow Germany’s in 2017 and will be worth £62.8bn compared to Germany’s worth of £58.6bn.

By 2020 the UK entertainment and media sector gap is expected to grow further with the UK worth £68.2bn, compared to £61.3bn for Germany.

The...

By Liz Morrell, 13 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

Buzz Radar launches 'world's first' emotionally responsive ad billboard at Cannes Lions

International advertising festival Cannes Lions kicks off next week in France, with some huge names headlining - including Will Smith, Anna Wintour and Gwyneth Paltrow.

Every year, the eight-day festival produces some major product announcements, news and award winners - and 2016’s no different.

Launching next week will be the world’s first emotionally-responsive billboard from business intelligence company Buzz Radar - whose clients include Samsung,...

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

Marketing Nuggets: IBM's Watson ads, Google's record brand value and more

This week's been particularly good for ad tech movements, with both IBM and Google showing us some impressive new products and figures. As with every week, here are four stories - plus our most read gem - for you to chill and read on a Friday afternoon.

1. IBM launches AI-powered Watson ads 

Machine learning's now at marketers' very fingertips as IMB launches Waton Ads this week - an "industry first". 

Liz Morell goes into...

By , 10 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

90% of publishers seeing higher clickthrough rates on Google AMP ads

Google’s accelerated mobile pages (AMP) have led to 90% of publishers reporting higher clickthrough rates on ads, it said this week.

In a blog post by director of global partnerships Craig DiNatali, Google released stats on AMP, which has only been around since February this year.

AMP is an open source project to create quick loading online content and improve consumer's’ mobile experience. The team works to four core principles in its development to...

By Rachael Power, 09 June 2016, 0 comments. Categories: Advertising, Advertising Technology.

Signal raises $30m to fuel people-based marketing growth

(c)iStock.com/shirnosov

People based marketing – where advertisers work to more accurately reach consumers whatever their audience or device - is big news at the moment. 

In May the technology was called “the marketing strategy of the future” in a report from Signal and Econsultancy which said the technique was being more adopted more strongly than ever thanks to high conversion and click through...

By Liz Morrell, 08 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Personalised Marketing.

Google tops BrandZ list with record brand value

(c)iStock.com/Martin Prescott

Google has once again stolen a lead as the top brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, pushing Apple back into second place.

The analysis, by WPP and Millward Brown, shows that Google has achieved a brand value of $229.2bn – up by nearly a third (32%) on last year. Apple meanwhile fell 8% from its 2015 brand value to $228.2bn.

Google’s success is said to be largely thanks to a focus on continual innovation, increased advertising sales and the...

By Liz Morrell, 08 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Branding.

New guidelines released for online video ad viewability, as growth hits 51%

As Google rightly noted recently, video is no longer the future for marketing - it's already here. As it's become standard practice - growing 51% last year - the Joint Industry Committee for Web Standards (JICWEB) has just published guidelines for advertisers around online viewability. 

The four guidelines are based on a cross-industry group that feeds into the independent body, in addition to learnings from the Media Ratings Council and Internet...

By Rachael Power, 07 June 2016, 0 comments. Categories: Advertising, Advertising Technology.