New programmatic native advertising exchange launches

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A new programmatic native advertising exchange has been launched across Europe this week to give advertisers access to premium in feed native advertising inventory, to be bought and sold programmatically for the first time across desktop, tablet and mobile devices.

The new exchange has been enabled thanks to a partnership between native advertising specialist Adyoulike and AppNexus. The Adyoulike exchange aims to further streamline the process of buying and selling native advertising in a...

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

API launch enabling brands to engage through chat apps aims to change face of digital marketing

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The launch of the world’s first API that will allow brands to engage consumers through chat applications promises yet again to change the current face of digital marketing.

Cloud communications specialist Nexmo has launched the Nexmo Chat App API as the latest addition to its cloud communication portfolio of communications APIs and services meaning that brands are now able to choose whether to engage with mobile consumers via voice, SMS or chat applications.

The functionality...

By Liz Morrell, 09 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Mobile ad spend to overtake desktop by the end of this year

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By the end of this year advertiser spend on mobile ads will have overtaken that of mobile, according to a new report, meaning that advertisers must have a cross channel strategy if they want to ensure their message gets through.

The annual Global Mobile Report from Marin Software says that the continuing rapid adoption of mobile devices, as well as a corresponding surge in mobile ad clicks and conversions means mobile is becoming the channel of choice with the traditional conversion...

By Liz Morrell, 30 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

New tool claims to take Facebook marketing to new heights

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Facebook is becoming a more powerful marketing tool all the time, but a new tool claims to take Facebook marketing to new heights.

Social Ads, from cloud based marketing specialist Emarsys, enables brands to target customers via highly personalised advertisements on the platform – integrating with Facebook’s customer audiences to target individuals via automated advertising campaign.

In a bold claim Emarsys claims the solution allows more accurate targeting than anything...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

InMobi claims five times increase in monetisation of apps

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Monetising social and messaging apps offers great opportunities to drive revenue and those monetising with InMobi have seen up to a five times increase in monetisation according to the company.

It claims that since its launch of what it claims was the world’s first self-service native ads platform in 2014 it has onboarded a variety of social and messaging apps – one of the fast growing categories on app stores. These already include the likes of Tango,...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology.

The five best practice tips for publishers to maximise their mobile ad revenues

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The explosive growth of smartphones over the last few years means we are rapidly approaching the point where mobile will become the dominant channel for accessing digital content. Last year, mobile internet use in the UK overtook desktop and in 2015 mobile searches will supersede traditional desktop and laptop search activity for the first time.

However, despite this dramatic shift to mobile, many publishers continue to regard desktop as the only source of advertising revenues worthy...

By Simon Birkenhead, 26 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Brightcove CEO David Mendels on wearables, video and the CMO outlook

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If anyone’s ever had a campaign which hasn’t gone quite right, it’s always reassuring to know the marketing technology providers can also make the same mistakes.

Take video. B2B video marketing platform providers, such as Brightcove and Nideo, offer vital services to show brands where their campaigns are going wrong. Analytics readings tell marketers where customers are switching off, so they can rejig the length and message of the video.

As Brightcove CEO David...

Standard banner ads decline as content and video get richer

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Video and rich media ads usage is on the rise as consumers engage more fully with such mediums over standard banners advertising.

Research from Mobile Mix, The Mobile Device Index year in review from Millennial Media, shows that video and rich media ads result in nearly twice the engagement of standard banners.

The study showed that in 2014 91% of all developers and publishers on the Millennial Media platform allowed standard banners – down from 93% the year before. Rich media...

By Liz Morrell, 04 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Record investment in digital marketing technology forecast for this year

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Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...

Three quarters of marketers want to increase programmatic spend

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As programmatic advertising continues to dominate brand spend, a new survey has revealed that three quarters of marketers plan to increase their spend on the medium within the next six to 12 months.

It is of no surprise since the same number also saw increasing sales as its biggest advantage.    

However there are still concerns around its usage which, if addressed, would see spend increasing even more dramatically according to the result of a survey by programmatic...

By Liz Morrell, 01 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Brand safety improves as 28 ad businesses recognised for combating online ad misplacement

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As brand safety becomes ever more of an issue it has been revealed this week that 28 ad businesses have now been awarded seals confirming that they are working hard to minimise online ad misplacement.

It follows the launch of the Digital Trading Standards Group (DTSG) Good Practice Principles, which were published in December 2013 and which outline six commitments for those involved in buying, selling or facilitating digital display advertising in order to significantly reduce the...

By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Marketing high-flyers lack digital university qualification

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The relentless pace of change in the digital marketing world means it is hard even for those in the job to keep up with change. It comes as little surprise, then, that universities have failed to keep up with relevant, timely courses that suit the needs of today’s digital employers.

A new study carried out by digital recruitment specialists The Candidate, reveals that only 49% of top digital professionals in the £88,000 to £130,000 per annum pay bracket...

By Liz Morrell, 19 February 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital advertising primed to take pole position

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Where traditional media once dominated digital marketing could finally be about to take prime position this year, accounting for half of all UK advertising spend in 2015.

The prediction comes thanks to the latest Advertising Forecast from Strategy Analytics which forecasts an £8 billion spend on mobile and internet advertising.

The figure is more than twice that of TV which at £3.8 billion has a 24% share. It also dwarfs predicted spending on print advertising at...

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology.

How can you deliver a personal, digital experience?

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Can you imagine what it was like when I started work 25 years ago? Computers were rare; we had to share one in the branch of the bank I worked in. We had no text messaging, no Facebook, in fact we had no Internet which meant no emails, no video conferencing and certainly no online shopping or applications. But we still ran a pretty good business, served customers well and made money.

But the world has changed. Digital services have never had more of an impact on our lives...

New study claims inRead video beats pre-roll advertising for effectiveness

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With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Privacy and brand safety biggest challenges of mobile

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Media agencies face many challenges when translating messaging to mobile  but a new report shows that more than a quarter have ‘no idea’ how to comply with mobile privacy and one in five have ‘no idea’ about brand safety on mobile in the UK.

The shocking statistics have been compiled by Internet Advertising Bureau divisions across Europe with a survey of 154 media agency employees between November and December last year. The result is the IAB Agency...

By Liz Morrell, 17 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital marketing acquisitions at five-year high amid plummeting valuations

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Not since 2010 have there been as many mergers and acquisitions (M&A) in the digital marketing sector as there are today, although the number of companies going to market is having an adverse effect on valuations.

For the final six months of 2014 there was M&A activity totalling $9.8 billion in digital marketing, which was seven times that of the first half of the same year thanks to two multi-billion dollar deals and a rise in activity.

Communications network...

By Simon Holland, 17 February 2015, 0 comments. Categories: Advertising, Advertising Technology.

Why technology is making customer experience more personal

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21st-century customer interaction is often categorised by being increasingly ‘experience’ focused  as market-aware, brand-weary consumers look for easy and efficient responses alongside personalised engagement.

Strong brand statements are no longer enough when communicating with the customer; the entire experience with a brand has to be responsive and perceptibly tailored to their needs.

Customers also now expect their entire journey with a brand to be an...

Facebook unveils relevance scores to highlight poor targeting

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Social network Facebook has rolled out a new relevance score feature that will give advertisers an idea of how well their ad will be received by its intended consumer demographic.

Facebook is using relevance score coupled with the cost of delivering an ad to force advertisers to pay more attention to their targeting. For example an ad with a high relevance score will cost less to be delivered as it is seen by the system as a positive signal.

Relevance is worked out by...

By Simon Holland, 12 February 2015, 1 comment. Categories: Advertising, Advertising Technology, Social Media Marketing.