Google slapped with €1.49bn EU fine for antitrust in advertising

Google has been fined €1.49 billion (£1.28bn) by the European Commission for breaching antitrust rules for its online advertising services.

The Commission concluded that the search giant had abused its market dominance – exceeding 85% for most of the analysed time period – for favouring its own price comparison results for searches through its AdSense for Search platform.

By James Bourne, 20 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Organic Search, Search Marketing.

Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.

The frequency and regularity that new channels, platforms...

By Daniel Kahtan, 19 March 2019, 0 comments. Categories: Advertising, Customer Experience, Mobile Marketing.

Consumers will walk away from brands who go against their values – but brands have their heads in the sand

It’s time for brands to shape up or ship out when it comes to ethics with two in five consumers already having walked away from organisations which have violated their personal values, according to a new industry report.

The study from agency Hotwire, which alongside Sapio Research polled more than 6,000 consumers, as well as more than 1300 CMOs and business decision makers, argued that while consumers are willing to start...

By James Bourne, 18 March 2019, 0 comments. Categories: Advertising, Best Practice, Branding.

Brand suitability: Exploring the next generation of brand safety

Brand safety is big news. It is one of a trinity of major issues facing the advertising industry today, the others being fraud and viewability. But dig beyond the headlines and it is bigger news still – it’s time for advertisers to take a stand and look beneath the waterline.

News publishers risk being unfairly penalised and the industry is at risk of losing quality, independent journalism if advertisers are...

By Nick Welch, 14 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Facebook looking to remove ad relevance score to come up with more ‘actionable’ metrics

How relevant is relevant when it comes to advertising, exactly? Facebook is hoping to have the answer to this question with an update of its metrics.

The social giant is updating three of its ad metrics, focusing on improving relevance and reach as well as eschewing some of its lesser-used options.

The updated, more ‘granular’ ad relevance diagnostics, will focus on three...

By James Bourne, 13 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

How is automation changing the face of brands' social media conversations?

It’s no secret how quickly advancements in technology are changing the digital landscape and diversifying how people talk to one another online – and automation is very much at the forefront.

But as more organisations look into enhancing their everyday communication, it’s important to remember that such systems have been developed to – among other reasons – further assist instant, social media conversations with customers.

There’s no doubt that with the rise in social media...

By Micha Nielsen, 12 March 2019, 0 comments. Categories: Advertising, Attribution, Content Marketing, Social Media Marketing.

The 2019 data outlook sees spending rocket and multi-channel key amid regulatory concerns

Data spending continues to go up - but getting fresh, gleaming, actionable insights remains a challenge. According to a new survey published by the Interactive Advertising Bureau (IAB), organisations are looking to multi-channel to create those harmonious experiences users will love.

The study, which polled 105 professionals focused across marketing service providers, developers and publishers, found cross-channel campaign measurement and attribution - cited by 57.3% of those polled - was a top priority, as...

By James Bourne, 12 March 2019, 1 comment. Categories: Advertising, Branding, Data-driven marketing, Programmatic, Web Analytics.

Barclays: Agencies need to evolve as digital marketing spend rises – but don’t get too close to the behemoths

Digital advertising spend in the UK is set to beat £15 billion in 2019 – but we’ll still have to wait a while before commercial applications of machine learning and augmented reality (AR) will seriously bolster the figures.

That’s the primary finding from Barclays in its latest report. Titled ‘Adtech ascendancy: The next wave of digitalisation in marketing’, the study focused on various...

By James Bourne, 05 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

Exploring the state of small business advertising in 2019: Tangible trends without the ‘millennial’ hook

Settle down, one and all, for yet another piece of research which aims to study the habits of millennials, the mythical catch-all marketing category. Yes, someone who was born when Joe Dolce topped the UK charts is part of the same group as someone born when the Spice Girls hit the summit with Wannabe. But can this latest study tell us anything aside from tiresome platitudes?

In this instance, yes – but you have to look away from the...

Why 2019 will be the year that advertisers successfully adopt digital personalisation

As an industry we’ve long discussed the exciting promise of combining data, with adtech and creative possibilities, to enhance the experience of digital advertising. Although frequently discussed, dynamic creative optimisation (DCO) is yet to fulfil the promise of large-scale, relevant digital communications, meanwhile technology has progressed to differentiate between ‘personalisation’ and ‘dynamic...