Reappraising ‘matching luggage’: How creative consistency could supercharge your campaign

“Short-termism” is currently a growing concern in the digital advertising business. While explicit measurement was the promise of digital advertising a decade ago, that same capability has driven a focus on short-term ad impact metrics, i.e, efficiency over effectiveness. 

Measuring campaign effectiveness is an essential part of digital advertising; but it’s also one of the...

By Dominic Tillson, 19 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How essential are push notifications today in the modern marketer's arsenal?

You have to go way back to 2003 to find what is often credited as the first ever push notification - BlackBerry’s Push Services, designed to inform users of their incoming emails. Back then, the only way to read an email on a train was with a BlackBerry in hand, but fast forward 16 years and push notifications are a part of everyday life.

Research has found that the average opt-in rate for push...

By Maxime Chevallon, 14 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Fashion retailers have multi-channel elements in place – but need to accelerate to omnichannel

Omnichannel may be the buzzword du jour right now when it comes to retail – but like many of these here-today terms there is often more than a kernel of truth. Where omnichannel differs from multi-channel is through its threading. A multi-channel retailer may have distinct presences both in its website, on social media as well as its physical store – but omnichannel truly links them together for a seamless customer experience.

By James Bourne, 13 August 2019, 0 comments. Categories: Advertising, Branding, Commerce, Customer Experience, E-Commerce, M-Commerce.

From A to I – Amazon to interchangeability: A guide to the future of advertising today

Digital transformation has reframed advertising and marketing to such an extent that the once familiar reference points no longer exist.  Which is why we decided to deep dive into our learnings to date to extrapolate how we believe the next decade of advertising and marketing will shape up.

From ultra-personalised as in ‘Minority Report’...

Why marketers need to engage rather than enrage to solve the mobile advertising divide

Keeping a lid on problems doesn’t solve them — as the publishers still losing almost £1 million to ad blocking can confirm. Over the years, the ad block fight has slipped from the number one spot of industry problems; with declining general levels of blocked impressions and increasing advertising investment creating a perception the issue...

By Andrew Buckman, 29 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Mobile Marketing.

How Amazon's ad network fuelled the 2019 Prime Day - and will continue to do so

The richest man in the world, Jeff Bezos, has even more reason to celebrate. Amazon’s 48-hour Prime Day event this year just provided a glimpse of what ecommerce — and most likely, all commerce — might look like in the years to come.

Almost half of online shoppers in the US now begin their product searches on Amazon, compared with 35 percent who turn first to Google. Bezos is also pushing to broaden Amazon’s influence in brick-and-mortar operations, offering Prime member discounts...

Older demographics are great for social media companies - so why aren't they being catered for?

Facebook, Instagram, Snapchat, TikTok: generally speaking, younger generations are more likely to recognise and engage with the platforms at the latter of this list.

Social media platforms all started out as the domains of teenagers and young adults. Facebook was only for college kids back when it began in 2004. In 2012, Facebook bought Instagram for the famous $1 billion price tag – partly because it was young and hip. In 2013, Snapchat’s core audience was 13-25-year olds – and its CEO was...

By Emily Knox, 23 July 2019, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

'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.