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, 0 comments. 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.

Proxama extends beacon advertising network with new deals

Beacon tech has been on the brink of changing the face of marketing and personalisation for some time now. Following on from previous case studies and experiments using the tech, Proxama has reported that it is expanding its beacon network across three media and location owners' sites. 

The deals with Mobile Media Group, Emblem Group and Hathaway Chivers mean that Proxama now has 4,000 beaconds in its network, which...

By Rachael Power, 11 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

London Underground's ad offering gets makeover with Hello London launch

Exterion Media and Transport for London have announced a new commercial media partnership, Hello London. 

This aims to be a one-stop-shop for advertisers to engage the London audience, using data and tech to make a customer’s experience more tailored, relevant and contextual.

For the first time, Hello London will connect brands with the audience across the entire London Underground and Rail network.

As such, the TfL Underground will be getting a refresh of advertising space, new formats, and an...

By Rachael Power, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is audience intelligence the key to getting your brand's voice heard?

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The sheer volume of available online and social content available at the moment is making it increasingly difficult for brands to drive value from audiences. As such, new insights and methods are needed help overcome this challenge.

To best describe why, I’ll start with two numbers: 3.5 billion and 60 billion. The first is an estimate of the number of global internet users, and the second is the number of Facebook and WhatsApp messages processed every day.

The amount of digital...

By Edward Bass, 10 October 2016, 0 comments. Categories: Advertising Technology.

What does the future hold for adblocking and programmatic?

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Last month we witnessed just how much interest there is in the adtech world, with marketers gathering from across the globe for the event of year, Dmexco.  

With a speaker line-up boasting names including Sir Martin Sorrell and Twitter founder, Jack Dorsey – it’s hardly surprising so many people attended.

The event provided the somewhat rare, one-on-one human engagement, something that is lost in the online world.

There was an even playing field for each brand based...

By Richard Nunn, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Can data help the adtech industry survive?

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Five years ago, the adtech industry managed to raise a total of $2.7bn in venture capital investments. In 2016, the same industry is barely breaking the $500m investment barrier. You can only wonder, why are VCs jumping ship?

According to The Wall Street Journal, venture capitalists have switched their focus and are now favoring martech over adtech vendors. There is more long-term value in the recurring revenue models promised by SaaS-based martech solutions than the media...

By Mark Smith, 07 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why high impact advertising is the jewel in the marketing crown

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In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.