Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Why personalised UX requires a new marketing mindset

The days when the one-directional, sweeping message of the billboard ruled are well in the past. Now, as ad blocking continues to grow in popularity, marketers are faced with the constant pressure of trying to come up with innovative ways of capturing people’s attention without being intrusive.

As we enter a new era where advertising will no longer be invasive or off-target, it looks likely that we are finally reaching the advertising Nirvana of creating a hyper-personalised UX that consumers may...

By Joel Davis, 29 October 2018, 0 comments. Categories: Advertising, Advertising Technology.

Why agencies need to take the lead in ad tech transparency

The world’s biggest advertisers have called time on the lack of transparency in digital advertising.

P&G’s ad chief Marc Pritchard summed it up: “The days of giving digital a pass are over – it’s time to grow up. It’s time for action.”

However, agencies can only go so far if they are tied into contracts and relationships with...

By Daryl Young, 24 October 2018, 0 comments. Categories: Advertising Technology, Best Practice.

Why retail marketers should sideline AR and VR technology, at least for a while

Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these technologies, suggesting that marketers...

By Mark Jones, 11 October 2018, 1 comment. Categories: Advertising, Advertising Technology, Customer Experience, M-Commerce.

Adobe reveals Magento integrations following acquistion this year

Less than six months after acquiring for $1.7bn, Adobe has announced the first integration of Magento, outlining ambitions to “make every experience shoppable”.  

The announcement was made at Magento Live Europe in Barcelona, where Adobe’s senior VP of commerce, Mark Lavelle (formerly Magento CEO), explained the goal behind the cloud-to-cloud integrations: “Consumers expect every interaction with a brand to be contextual, intuitive and meaningful, but...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience, E-Commerce.

‘Project Dragonfly’: Google's rumoured censor-friendly launch in China

It’s common knowledge that Google, as present as it is in our daily lives, does not enjoy the same ubiquity in China, and hasn’t done for eight years.

Leaked meeting minutes from the corporation, however, suggest that could be about to change.

Codenamed ‘Project Dragonfly’, the search giant is allegedly in the midst of a bid to launch in China in an iteration that would play ball with Beijing’s hardline censorship policies.

According to a transcript from a meeting led by...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising Technology, Best Practice, Organic Search, Search Marketing.

How much of your ‘working media’ is actually working?

The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.

It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:

1.   Work with partners who can give you full transparency of the programmatic value...

By Joey Henderson, 08 October 2018, 0 comments. Categories: Advertising Technology, Attribution, Programmatic.

Lack of tech skills could hamper $11.5 in global industry growth, finds Accenture

Today’s education and training systems are not keeping up with the current demand for skills and the emergence of new technologies, and the result is a widening skills gap that threatens to hamper $11.5T in global growth.

That’s according to an analysis by the global management and professional services firm Accenture, which concludes that new approaches to learning are desperately needed if businesses are to achieve the growth...

By Mark Jones, 03 October 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.