'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.

It’s no surprise that brand safety dominated conversations at Cannes – especially when

By Oli Knight, 04 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Let’s get away from ‘digital transformation’ – and move towards key marketing moments

Digital transformation has had its day. In fact, the term ‘transformation’ itself is giving way to a new era as organisations across a wide range of sectors reach what can only be described as digital saturation.

As we move collectively into the post-digital era, the digital capabilities and advantages that were once seen as differentiators are now available to...

By Joel Davis, 07 June 2019, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

Examining the second cycle of programmatic – and the effects for end users and advertisers

If economic cycles turn on average every six to eight years - growth, leading to a tightening or even recession, then to a reset and regrowth - then 2018 was the crescendo in the first cycle of programmatic. Since its early days, programmatic has improved advertising in both process and efficiency, delivering targeted advertising and reducing wasted spend, but over the last year the sector saw rapid growth followed by a peak in the challenges facing it.

A guide to wellness and digital marketing: Go further than comms into corporate methodology

If marketing ‘is the generous act of helping others become who they seek to become’ (thanks Seth), then nowhere is that mission more pertinent than in helping people become ‘well’.

For a generation staring down the barrel of a career that might last 70 years, staying fit and well has never been more important. Wellness is cool....

By Liam Fay-Fright, 03 June 2019, 0 comments. Categories: Advertising, Best Practice, Branding.

How to achieve the best ROI when working with influencers

The majority of marketers (84%) have agreed that demonstrating the ROI from working with influencers is the foremost priority for brands. However, marketers are still finding it a challenge, with 22% saying that proving the ROI of influencers has been their toughest challenge.

As influencer marketing grows and becomes embedded into the marketing strategy of brands, understanding how to achieve the best ROI is crucial to justify budget spending to...

Get the parameters right and influencers could become the saviours of advertising

Opinion The cult of fame has moved from the broadcast world of movies and soap stars to the digital world of social media personalities in no time at all. Instead of films grossing millions at the boxoffice because of a sought after star, now it’s influencers making megabucks in promotional fees based on their follower numbers. Especially for the under 30s.

These changes go far beyond the social media...

Why the future agency model needs to be fast and fluid

Is there such a concept as ‘doing things the traditional way’ anymore? In everything from digital advertising to crowdsourcing and mobile marketing, the standard model doesn’t exist.

Equally, the speed of evolution in marketing has meant that brands have had to take a great deal more control over their process. If you want to be agile, responsive, real-time – there’s no space for multiple layers of...

By Carl Erik Kjærsgaard, 13 May 2019, 0 comments. Categories: Advertising, Branding, Campaigns.

Philip Morris’ influencer campaign goes up in smoke following investigation

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The