CMOs expected to have short shelf life over coming years

Longevity may not be a word used to describe a chief marketing officer’s (CMOs) reign over the next few years if the predictions made by market research company IDC ring true.

A quarter of all high-tech CMOs will be replaced every year until 2018, according to the insights revealed during a recent IDC web conference that was part of the company’s new FutureScape report.

The figure might make gloomy reading for some, but Marketing Tech spoke to Donovan Neale-May, executive director of The CMO...

By Simon Holland, 19 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

IAB claims full viewability measurement is not possible

Picture credit: iStockphoto

Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

Multi-device marketing’s reach moves to embrace wearable users

Advertisers can now tap into the growing market for wearable technology using FitAd, a recently launched wearable advertising platform for fitness and health-oriented brands and publishers.

Engagement on mobile health software is higher than almost all other categories of apps, making it a market ripe for advertisers. Nielsen’s own evidence points to 46 million users of apps averaging 16 uses each month for a period totalling one hour per engagement.

New York-based FitAd uses a mixture of programmatic...

Ad fraud hits video campaigns

Picture credit: iStockphoto

More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

Video overtakes social as most popular marketing channel

Picture credit: iStockphoto

Video’s impressive rise as a marketing channel is one of 2014’s success stories, but its comparative performance with other channels has not been analysed until now.

Personalised digital marketing company Conversant has put together a study that reveals video’s meteoric rise. Media professionals in the US, Germany and France are all utilising video more than social.

In the US and UK, 6% more media professionals used video than social, whereas in Germany the...

Twitter introduces tailored audiences from mobile apps

Picture credit: iStockphoto

Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Native advertising benchmarks shows users consume more on the move

Picture credit: iStockphoto

After serving more than one billion native ads on mobiles for publishers ranging from the Washington Post to Associated Press Polar claims to know a thing or two about native advertising on mobile and has revealed the figures to prove it.

The company has announced a series of 20 benchmarks on native advertising on mobile, as well as the reach of more than three billion when all devices are taken into account, that measure mobile native ads...

Mobile and internet see highest ad spend

Picture credit: iStockphoto

The amount of advertising spend on mobile and the internet has exploded in the last year alone, and such growth will continue, according to research from the Advertising Association/Warc.

The figures showed that internet advertising spend (which includes revenues for online, mobile and tablet) had grown 14.1% between 2012 and 2013 to hit £6.3 billion and is expected to show similar growth over the next two years with overall growth of 15.1% expected for this year.

However of...

By Liz Morrell, 10 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

China’s digital media companies reeling in their US rivals

Picture credit: iStockphoto

US-based digital media companies are being caught by their Asian counterparts as more evidence of China’s high growth emerges in the latest Digital Media Index from research firm Strategy Analytics.

While there is unlikely to be a seismic shift in online media spend from west to east anytime soon, there is a feeling of inevitability about China’s emergence as an digital media superpower.

With Baidu and Tencent, Strategy Analytics reports that China boasts two of the six...

By Simon Holland, 09 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce, M-Commerce.

Nearly half of all online ads are not viewable, Google reveals

Picture credit: iStockphoto

Google has been busy delving into its Active View data to find out how well online advertising has been performing and the search company’s findings will not make pleasant reading for publishers or advertisers.

Active View, Google’s tracking metric for viewable ads, reported that 56.1% of all served ads are not measured viewable, however the average publisher’s viewability works out at 50.2%.

In a blog post where Google announced the results, the company reasoned...

By Simon Holland, 03 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Web Analytics.

Asda and Starbucks prove mobile advertising can drive footfall as well as click-through rates

Picture credit: iStockphoto

Online and mobile advertising have traditionally focused on click-through rates and online traffic but, as retailers become more aware of the need to provide an omnichannel rather than single channel experience, that is changing. 

Mobile advertisers are realising that the fact that their customers are shopping both online and instore – and more importantly using their mobiles within the physical store environment – means that they can target advertising to drive...

Native advertising sold programmatically for first time

Picture credit: iStockphoto

A new partnership claims it will deliver the industry’s first global programmatic platform for native advertising – enabling brands to increase their audience exposure. It will initially be launched in the US and UK and roll out to other markets later.

The partnership brings together Xaxis, the world’s largest programmatic media and technology platform, and Disqus, the web’s largest network of discussion communities. The new platform will enable Xaxis...

EdgeRank costing publishers millions in lost revenue

Picture credit: iStockphoto

Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Google Contributor: Biting the advertising hand that feeds?

Picture credit: iStockphoto

Imagine a world wide web without popups, banners, prerolls and takeovers. As a marketer it is a difficult environment to fathom from a monetisation perspective, but it is a concept Google is investigating with the launch of Contributor.

Think the Adblock browser extension with an added revenue-earning element for sites. Google Contributor is an experiment from the search giant where internet users can pay between $1 and $3 a month to browse a site with no Google ads.

Media real...

By Simon Holland, 21 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

How consumers still believe retailers are dual pricing

The variation between online and offline pricing has long been a bone of contention between retailer and shopper.

In the early days of e-commerce price differentials between online and store was common practise but in today’s omnichannel world it can be extremely harmful to a brand to be seen charging different prices across different shopping channels and it’s a practise many retailers have abandoned as a result.

A new report from Displaydata suggests that more than three quarters of shoppers...

By Liz Morrell, 07 November 2014, 0 comments. Categories: Advertising, Advertising Technology, E-Commerce.

Salesforce announces CRM deal with Omnicom, utilises marketing cloud

Marketing comms provider Omnicom has sealed a deal with cloudy CRM provider Salesforce.com to give Omnicom’s agencies more personalised communications through the ExactTarget Marketing Cloud.

The partnership means companies can ‘connect the dots’ between marketing, sales, communities and customer service, leveraging data from a variety of sources and devices.

“As marketers, you need to be wherever your customers touch your brand,” said Lynn Vojvodich, executive vice president and...

By James Bourne, 23 September 2014, 0 comments. Categories: Advertising Technology, CRM, Marketing Cloud, Publishing.

BOOM! AudioBoo rebrands to AudioBoom in “fundamental” name change

Audio content sharing provider audioBoo has rebranded and changed name to audioBoom, alongside putting together an iOS mobile app which works across all iDevices.

Why the name change? It’s a simple one letter addition, but it works on more than one level. As a piece of audio on the site is – or was – known as a ‘boo’, the company found it difficult getting brands and partners to ask their followers to ‘boo’ them on social media.

Add in the word ‘boom’...

By James Bourne, 23 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

If content is king, content distribution is definitely queen

By Olivier Choron, CEO and founder, purechannelapps

We’ve all heard it many times – content is king. This is undeniably a valid fact. Your marketing teams have to create masses of good content, and do so often, to feed your social media activities. Without this regular (and valuable) content, social media simply cannot survive. But this is just the tip of the iceberg. Is content production really the only issue you have?  

Who follows you, and how far does your content reach?...

By Olivier Choron, 18 September 2014, 0 comments. Categories: Advertising Technology.