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

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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?

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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?

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“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

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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?

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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

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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

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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

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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.

The reinvention of brand storytelling in a VR, AR, and AI age

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The last few weeks have been abuzz with news stories across the digital and marketing technology industries, as Dmexco 2016 and the ninth annual Social Media Week London has snatched the headlines of the marketing trade press. From Twitter reclassifying its 140-character limit to Facebook Live taking centre stage at Burberry’s SS17 catwalk show and UAE-based bank, Emirates NBD launching AI robot in-branch assistants, one thing is certainly clear – the way we communicate...

By Dan Staples, 28 October 2016, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

Artificial intelligence, data, and the legal debate: What marketers need to know now

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I recently attended the ReWork Deep Learning conference in London, a fantastic event bringing world leading academics, large multinationals and start-ups together to discuss the latest advances in this branch of artificial intelligence and how it can improve our lives. Although very few applications include AI at present, it is predicted to increase exponentially over the next few years as the technology currently in...

By Dr. Janet Bastiman, 28 October 2016, 0 comments. Categories: Advertising Technology, Big Data, Data-driven marketing.

RadiumOne launches ad quality division

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Ad quality is hot on the agenda at the moment, and marketing tech business RadiumOne is launching a new division centred around exactly this. 

The company will aim to improve the creative quality of ads served via programmatic with its Creative Solutions division. It will ensure that the mechanics of how ad exchanges assess and deliver ads are more heavily factored into the process of creating ads - as well as being creative with ad formats.

This will mean that ads are less likely to...

By Rachael Power, 25 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Google introduces click-to-message function on search ads

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Customers can now click on search ads to text message brands thanks to a new feature from the tech giant.

Google introduced click-to-message ads this week to make it easier for brands and customers to interact via SMS.

This must be switched on by setting up a messaging extension and will be available in the ‘coming weeks’.

As always, the new Google feature is backed up by stats: 65% of consumers said they would...

By Rachael Power, 18 October 2016, 1 comment. Categories: Advertising, Advertising Technology.

How to apply digital tactics to make ads actionable

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“Many a small thing has been made large by the right kind of advertising,” said Mark Twain.

Of course, when Twain was writing there was no way to measure the real impact of advertising. In fact, the kind of data needed to demonstrate the actual ROI of ads has barely emerged, and it’s still quickly changing.  

Daily, there are innovative approaches offering new ways to measure the direct impact and value of traditional ad formats.

Marketers have always...

By Matt Roche, 18 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why you should be demanding real-time ad feedback

With a name like RTB (real time bidding), you can understand why CMOs assume that the whole programmatic process happens instantaneously. 

Certainly it’s true that the buying process for digital advertising can happen within a fraction of a second of a consumer clicking on a website.  The advertiser will have preset their audience segments and, if the consumer looks to fall into that target group, the highest bidder will win and their ad will be served – all in the blink of an...

By Tim Barnes, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months.

The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

Many analysts and industry leaders...

By Oliver Hayward, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Could marketers misuse artificial intelligence?

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The idea of artificial intelligence (AI) has dominated scientific and popular culture for decades.

Most fictional works that explore the idea of AI focus on its dangers to humanity, with the premise often involving robots or super-advanced computer interfaces that have developed their own freewill and turned against humanity (a la HAL 9000 from Space Odyssey). 

But despite fearmongering around AI, scientists have been developing software and tech to make machines smarter than...

By Andy Hawkes, 11 October 2016, 0 comments. Categories: Advertising Technology, Data-driven marketing.