Beating the ad blockers: Why education and change is key

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It’s one of the biggest problems facing the digital advertising industry today with nearly one in five (18%) of UK consumers using ad blockers according to the IAB. But are we any nearer to addressing consumers’ preference to install them – or to teach them about why they are a bad thing?  

Data from GlobalWebIndex released this week shows that ad blocking on users’ main computers has seen a 10% rise to 38% in the last quarter of 2015 after previously...

By Liz Morrell, 02 February 2016, 0 comments. Categories: Advertising, Advertising Technology.

How concerns over data privacy are stopping half of UK consumers sharing

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Personalised marketing, closer communication and more targeted advertising relies on it; yet a new survey shows that security fears are stopping half of UK consumers sharing the personal data required.

The study, which surveyed more than 2,000 UK adults, found that nearly three quarters of respondents (72%) were concerned about the level of protection given to the information they share and more worryingly more than half (56%) said that they planned to reclaim access to their...

Is the adtech industry facing slowdown or just consolidation?

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The growth of the adtech industry has been huge, but the news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

The man behind the research, Pivotal Research senior analyst Brian Wieser, admits even he isn’t sure of the reason behind the apparent hiring slowdown, but it seems some sort of change is inevitable...

By Liz Morrell, 28 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

Social advertising rises 50% in final quarter of 2015

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Spend on social advertising rose 50% in the last quarter of 2015 compared to the same period last year as the maturation of the market and its offerings prompted huge growth.

The figures are based on Kenshoo’s analysis of more than 550 billion impressions, 11 billion clicks and $6 billion in advertiser spend made through its Infinity Suite, and show that social ad spend was fuelled by a number of changes in the market. These included the introduction of new ad types such as...

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

Which half of my marketing campaign is being defrauded?

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Famously, American marketing pioneer John Wanamaker (or was it William Lever of Unilever?) is alleged to have said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." If he were alive today, Wanamaker would probably say “Most of the money I spend on digital advertising is wasted, I don’t know what’s effective, and I’m pretty sure I’m being defrauded.”

The attribution problem in digital marketing has been...

By Mike Weston, 22 January 2016, 1 comment. Categories: Advertising, Advertising Technology, Data Science.

Digital ad fraud set to cost $7 billion globally

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Despite an industry that is working hard to tackle ad fraud advertisers are still expected to lose an estimated $7.2 billion globally this year thanks to fraudulent impressions or bots.

The claims are part of the latest study from the Association of National Advertisers (ANA) and online fraud mitigation for digital advertising specialist White Ops.

The study shows that fraud levels are relatively unchanged compared to last year.  However although bot volumes have remained steady...

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

How referral marketing can navigate around the ad block problem

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Nothing works like it used to, things that were free now cost lots of money, and things that were affordable no longer are. Such is the dilemma of a modern marketer.

The rise of ad blocking was a standout feature of 2015, a year which saw the release of Apple's iOS 9, the launch of the AdBlock browser on Android, and Adobe and PageFair forecast that it cost publishers up to $22 billon in lost ad revenue.

This is set against a backdrop of a number of challenges for...

By Gideon Lask, 19 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

Software firm claims first cookieless programmatic ad platform

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It is a problem that has plagued digital media – the fact that when websites are viewed through apps rather than a browser cookies just don’t work.

Whilst that can be great for the user for the publishers and advertisers that use cookies to ensure advertising is targeted it isn’t good news.

As an attempt to solve the problem this week has seen the launch of what is claimed to be the first cookieless management and programmatic advertising platform that works...

By Liz Morrell, 15 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Half of marketers buying mobile inventory programmatically don’t understand it

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A new study from the Internet Advertising Bureau (IAB) shows that half of those marketers doing mobile advertising are buying mobile inventory programmatically. That means they must know all about the discipline then, surely? Yet infact the study suggests nearly half of those don’t – with 44% admitting that they have either no or little knowledge of the discipline.

The study, carried out in December 2015, looked at advertisers understanding, use and opinions of mobile...

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

Keeping the tags on: Analysing programmatic advertising in 2016

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Over the past few years, you’ll probably have heard the same message a lot: ‘next year is the year programmatic becomes mainstream’. But we’re firmly past that stage now – programmatic is here, and it’s here to stay. In fact, eMarketer estimates automated ads will account for nearly 60% of the UK’s digital display market in...

By Will Proops, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How Canada is making good strides in interest based advertising

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Advertising Standards Canada (ASC) has released a new report highlighting how companies taking part in the Digital Advertising Alliance of Canada (DAAC) AdChoices program for online interest based advertising (IBA) have implemented the main principles.

Overall compliance to the AdChoices program was strong according to the report with nearly three quarters of website operators (72%) using the AdChoices icon to show their use of IBA.

The Canadian AdChoices program was developed by the DAAC...

By Liz Morrell, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology.

Data science, IoT, and ad blockers: How will data impact the marketing sector in 2016?

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We’re fast approaching the end of the year, so it’s time for the annual tradition of crystal ball gazing. As our favourite Danish proverb says: “Making predictions is a dangerous activity, especially when they concern the future.” Nevertheless, I’m going to stick my neck on the line and look at what 2016 could have in store for marketing professionals, particularly in relation to using data.

A quick scan of articles that came out around this time last year making...

With blocking rocking the mobile ad industry, contextual marketing reigns supreme

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In 2016, mobile advertising spend is set to top $100 billion worldwide.  Businesses large and small continue to invest in this rapidly-growing form of advertising and reap the rewards. One example is Facebook: the social media giant has revealed that during the third quarter of this year, mobile advertising revenue accounted for $10 billion in sales –

By Andrew Ford, 21 December 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Bluetooth low-energy beacons to go mainstream next year

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Their potential has long been touted, but a new report says that 2016 will finally be the year that Bluetooth Low-Energy (BLE) beacons hit the mainstream. 

ABI Research is tracking the BLE beacon contract and shipment data across more than 20 verticals – through its new research division BLE Beacon Technologies and Services. It says that a strong third quarter or shipments in...

By Liz Morrell, 15 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

How the media agency is reinventing itself in the digital age

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There are many sectors and businesses that have seen huge change in the digital age but probably one of the most dramatic changes comes in the world of marketing where digital marketing and advertising technology is now the norm.

The effect that is happening on media agency models, and the staff that they employ, is huge. According to a new survey of 200 UK media agencies by AdRoll 86% of UK media agencies have now evolved their businesses to reflect the influence of advertising...

By Liz Morrell, 04 December 2015, 0 comments. Categories: Advertising, Advertising Technology.

Advertisers not going mobile can’t afford to wait any longer

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Mobile advertising is growing at an exponential rate and one of the best illustrations of its growth comes from Facebook’s most recently quarterly results. The company revealed earlier this month that for its third quarter ending in September mobile advertising revenue accounted for around 78% of advertising revenue or a whopping $10 billion in sales. This compares to 66% for the same period in 2014.

The number of ads shown has also increased dramatically and video advertising...

By Liz Morrell, 24 November 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Ad viewability fails to improve according to latest figures

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Viewability of ads failed to improve in the third quarter of 2015 with figures remaining largely static, according to the latest figures from Integral Ad Science’s Q3 2015 Media Quality Report.

The report is based on insights collected from hundreds of billions of impressions analysed by Integral in the last quarter. It showed that compared to the last quarter display viewability in the US dropped only 1% to 43% whilst video viewability dropped five points to 32% in the...

By Liz Morrell, 23 November 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Why ad blocking is a problem that all must work together to resolve

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Ad blocking is a catch-22 situation that must be resolved, according to a recent event on the subject held by the ISBA. According to a study by IAB and YouGov 15% of adults in the UK online are currently using ad blocking software but more than half (56%) don’t realise that means a subsequent loss of revenue to the website concerned. This of course leads to the risk that such sites can no longer produce content that such users enjoy freely.

Globally 7% of the world’s 3.3...

By Liz Morrell, 13 November 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

VR, AR, and wearables: Ambient interactivity transforming the marketing experience

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The whole scope of ambient interactivity in public places – using virtual reality (VR), augmented reality (AR) and wearable technologies – will dramatically expand over the next five years, as these technologies combine to afford more vivid, dynamic, and extensive interactivity. It also means a huge opportunity for marketers.

Ambient interactivity, which typically refers to ambient interactivity embedded or built into physical structures and environments, could also apply to...

By Michael Mascioni, 12 November 2015, 0 comments. Categories: Advertising Technology, Customer Experience, Wearables.