How to get more out of your advertising production budgets

(c)iStock.com/Pamela Moore

The start of any year always begins with some sort of review of where you’re at, how you’re doing against your objectives and goals, but most importantly, what your budget will be or where you stand currently.  One of the most expensive parts of the advertising cycle is production, so even though you may be looking at how you’re doing against agreed budgets, you should also pay extra attention to utilising the best of what you have. Here are a few ways to make...

By Nicole Meissner, 16 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

Number of marketers who understand consumer mobile usage ‘underwhelming’

(c)iStock.com/Chunumunu

The number of marketing executives who understand the importance of keeping pace with consumer levels of mobile engagement is ‘underwhelming’, according to a new report from MobileBridge.

The report, which surveyed more than 50 professionals in the EMEA and US, argued marketing teams have a ‘rich opportunity’ to integrate ‘beyond push messages’ and create greater integration with consumers. Key initiatives for respondents in their road to digital...

By James Bourne, 08 February 2017, 0 comments. Categories: Advertising Technology, Branding, Mobile Marketing.

How to keep up with the constantly changing world of marketing technology: A guide

(c)iStock.com/nitsawan

Technology has helped digital marketing come a long way. When it comes to marketing, however, change is the name of the game. In fact, just when you think you’re getting the hang of things, you realise that you may be lagging behind.

The 2016 marketing technology landscape supergraphic unveiled at the MarTech Conference last year lists an overwhelming number of 3,874 marketing solutions representing...

By Pratik Dholakiya, 08 February 2017, 0 comments. Categories: Advertising Technology, Best Practice, Social Media Marketing.

Get heard above the noise: Why high-impact ad units are a must

(c)iStock.com/mustafahacalaki

It may not come as a huge surprise that the mobile phone is one of the most prevalent pieces of technology ever invented, but so much so that Cisco found more people will have mobile phones (5.4 billion) than electricity (5.3 billion), running water (3.5 billion) and cars (2.8 billion) by 2020.

The rapid growth of mobile devices has caused accessibility to outpace the growth of what we consider basic necessities. Pair that with the fact that consumers are spending more time on...

By Kate Barry, 03 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Listen up: What marketers need to know about ‘listening devices’

(c)iStock.com/kutubQ

Why tap a command into your phone when you could get the same result from simply uttering a few words? Voice and listening technology is increasingly advanced and, combined with AI, more intelligent than ever. With so much buzz around the technology, you’d be forgiven for thinking that our future virtual assistants will resemble Samantha in Her or Jarvis in Iron Man. We may not be quite there yet, but things are moving quickly.

Almost every smartphone now sports some kind of voice...

By Rebecca Smith, 01 February 2017, 0 comments. Categories: Advertising Technology, Customer Experience.

Ad blocking will nurture greater creativity among marketers, CIM argues

(c)iStock.com/MarioGuti

Will ad blocking be a boon or a burden for marketers? It’s a question which has fuelled many an industry event and roundtable over the past 12 months – and this publication has weighed in with its fair share too – but a new study from the Chartered Institute of Marketing (CIM) aims to give a more definitive answer.

The study, which was in partnership with YouGov and comprised...

By James Bourne, 31 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How artificial intelligence will revolutionise marketers’ lives

(c)iStock.com/BahandirTanriover

Marketers are usually the ones responsible for creating the buzzwords that follow us everywhere we go; that is, until artificial intelligence (AI) turned the tables and made the whole marketing industry buzz with excitement. But will AI make life easier for marketers or will it, in the end, replace them?

We believe that AI will not replace marketers but enhance their knowledge and experience. AI will help unlock deeper customer insights, communicate with prospects and customers...

Entering a new age of customer experience: Data, programmatic, and more

(c)iStock.com/JLGutierrez

While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

What is the ideal online video ad experience?

(c)iStock/martin-dm

Ad blocking, at its core is a reaction against negative advertising experiences. As the debate around its use continues to rage across the industry, Brightcove recently conducted research to examine consumers’ evolving relationship with online video advertising, asking 4,000 viewers across the UK, France and Germany about their experiences, feelings and preferences.

One of the major findings of...

By Mark Blair, 05 January 2017, 0 comments. Categories: Advertising Technology.

Adblocking: Is it controversial to say it's legal?

(c)iStock/DeanDrobot

“Extortionists, internet killers, an unethical, immoral, mendacious coven of techie wannabes,” – ad blocking (and those within it) have been described using a whole host of imaginative words over the years.

But, as 2016 draws to a close probably the most controversial one yet is being whispered throughout the corridors of advertisers and publishers across the land – ad blocking is now ‘legal’.

In late November Adblock Plus fended off yet another legal challenge....

By Ben Williams, 20 December 2016, 2 comments. Categories: Advertising, Advertising Technology.

What it takes to organise a high profile product launch

(c)iStock/Maxian

Earlier this year, Imagination was tasked with coordinating the launch of the new Land Rover Discovery. 

We knew that with this quintessentially British product we had to pull out all the stops - and we did, along with the help of our team, Bear Grylls and 5,805,846 bricks of Lego.

To give you some background on the product we were launching, over six decades, Land Rover has developed into a British icon. This much-loved vehicle has come a long way since its inception as a post-war agricultural...

By Lisa Riordan, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology.

2017 marketing predictions you won't have read elsewhere

Marketers have been frantically planning for 2017 for weeks, if not months, so it may seem a little late in the year to be thinking about what the next 12 months could hold in store.

But even a day is a long time in marketing, and with trends, tech and consumer tastes constantly changing, there are still plenty of opportunities to do things bigger, better and more intelligently, when January comes around.

The challenge, it seems, is knowing which hints and tips to hone in on. Everyone has their marketing...

By Adam Oldfield, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology, Organic Search.

Is adblocking becoming the new norm?

(c)iStock/Peopleimages

The latest IAB UK adblocking Consumer Usage and Attitudes Report shows approximately one fifth of online adults are actively using adblocking software in the UK.

Whilst desktop and laptop adoption rates hold steady, the PageFair AdBlocking Goes Mobile Report indicates the next challenge will come from mobile web and in app adblocking.

The assumption...

By Bethan Crockett, 01 December 2016, 1 comment. Categories: Advertising, Advertising Technology.

UK advertising investment set to grow to £18.8bn in 2017

Investments in the UK advertising industry will be worth over £18.8bn in 2017, with the sector set to enjoy its eighth successive year of growth.

Media investment management business GroupM has released its forecast for the year ahead in advertising, and predicted that the industry will grow up from 6.3% to 7.2% in 2016, and 7.2% in 2017.

While digital display will rise 15% next year, particularly into social media and video, GroupM's outlook for traditional media is set to decline slightly.

We are...

By Rachael Power, 14 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

Adobe launches AI tool to improve digital experiences

(c)iStock/undrey

Adobe has launched a new set of services for improving the design and deliverability of digital experiences for marketers: Adobe Sensei. 

It's a fitting term for the team - and means 'master' or 'teacher' in Japanese - as Sensei aims to help tackle complex experience challenges, such as image matching, understanding meaning and sentiment of documents and using AI and machine learning to target audience segments.

The tool will be built into the company's cloud offerings, such as Adobe...

By Rachael Power, 03 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

eBay Advertising: The future of adspend is bright, and it's digital

(c)iStock/Jacob Ammentorp Lund

News over the last few months seems to have been dominated by the doom and gloom resonating from Britain’s 'shock' vote to leave the EU.

It was therefore refreshing to read in recent reports from both IPA Bellwether and the IAB that ad spend in the UK has increased by 5.1% during the first half of the year to £10bn.

But it’s certainly not all plain sailing from here, and despite the year’s success to date, the advertising industry can’t afford to...

By Rob Bassett, 03 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

A look back at Pokémon Go: The bigger picture

The overnight success of Pokémon Go was a talking point the world over. In an instant we saw two worlds combined – the real and virtual – at the touch of a button, and consumers were enthralled. 

To date there have been over 100 million downloads, and while initial levels of excitement may have subsided, Pokémon Go is likely to be the first in a long-line of mobile-based augmented reality (AR) games that follow in its wake.

The advertising opportunities AR games are tipped to...

By Jamie Evans-Parker, 02 November 2016, 0 comments. Categories: Advertising Technology.

Why it’s not about humans vs. machines in ad tech

(c)iStock.com/ne2pi

Over half a century ago, Alan Turing battled with the profound question of whether machines might one day think like humans. Today, evidence of artificial intelligence can be found in the pockets of every smartphone owner. From simply performing a Google search based on past searches, to services like Netflix which provide the viewer with relevant film recommendations, machines demonstrate how they are effectively learning our interests, preferences and behaviours.

However, the perception of machine...

By Richard Robinson, 31 October 2016, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.