The strange tale of how a cartoon prompted McDonald’s to bring back a sauce it discontinued in 1998

For those of you that haven’t seen the widely popular Adult Swim series Rick and Morty, this story is going to seem a little strange.

For fans of the show, McDonald’s recently announced decision to bring back its long dead Szechuan dipping sauce is a victory in keeping with the oddball nature of cartoon.

Rick and Morty follows the dimension-hopping, sci-fi adventures of the titular teenage Morty and his grandfather Rick, a man so smart that he is able to travel through the infinite realities of...

By Colm Hebblethwaite, 03 October 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Rethinking retargeting in the mobile era

Retargeting ads exist because only 4% of people on desktop convert the first time they visit a website. For mobile, this figure is around 1.5%. That makes sense, though, right? After all, the mobile internet isn’t where people do serious shopping, is it? It’s just for WhatsApp, Instagram and Snapchat. The serious stuff happens on desktop. The mobile internet is just there for

By Liubov Khomenko, 02 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

How to get the top industry publications to promote your company - for free

There are many different ways to get your company, your products, services and technologies spotlighted and featured in the top publications and web sites that cover your industry. You can buy your way in through newsletter and supplement sponsorships, you can purchase advertising and advertorials.

Another powerful way is through what is often labeled “earned media” – coverage that your information has earned because of its value.

This includes coverage generated by big news – large...

By Mark Shapiro, 29 September 2017, 0 comments. Categories: Advertising, Content Marketing.

YouGov: TV ads surviving despite subscription video’s rise

There has been a lot of talk about how the rise of subscription TV services has diminished the reach and power of traditional television advertising.

But according to new research from international market research firm YouGov shows that traditional TV advertising is still very much alive in the era of subscription on demand services (SVOD).

Importantly, TV ads are still being seen by consumers who only watch content through subscription streaming platforms.

The

By Colm Hebblethwaite, 27 September 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Eye-tracking research shows majority of mobile ads being ignored

London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.

The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.

In fact, the average time spent looking at these...

By Colm Hebblethwaite, 20 September 2017, 0 comments. Categories: Advertising, Mobile Marketing.

Re-defining the travel experience through experimentation

Today’s ‘always on’ consumer expects a travel experience that delivers a hyper-personalised package of products and services.

This is challenging the highly competitive travel industry to discover new ways to gain attention and sell their services.

Travel companies must deeply understand consumer preferences and adapt their offers to individual needs. Personalised suggestions, pricing and exclusive offers are extremely valued and can be a key competitive advantage for travel companies.

The...

By Marie Despringhere, 15 September 2017, 0 comments. Categories: Advertising, Case Studies, Customer Experience.

European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

Open-source header bidding solution launched

Prebid.org, an independent organisation dedicated to developing and promoting open-source header bidding solutions, has been launched by AppNexus and Rubicon Project.

The organisation wants to promote unbiased and efficient solution for monetisation that allow for fair competition within the digital advertising ecosystem.  

Open to all parties, Prebid requires all partners to become signatories to a code of conduct that dictates bidding wrapper mechanics, data and transparency, and user experience. The...

By Colm Hebblethwaite, 11 September 2017, 0 comments. Categories: Advertising, Advertising Technology.

Who are the people using adblockers?

The use of adblockers might not be something that keeps advertisers up at night, but it does represent a creeping problem for the ruling, internet advertising paradigm.

Advertising revenue is a foundational part of how the internet operates, with many sites giving away their content for free in the hopes that they will be rewarded with increased ad revenue.

The use of technology to simply avoid having to see any ads is a practice that is

By Colm Hebblethwaite, 30 August 2017, 0 comments. Categories: Advertising, Advertising Technology.

Update or step aside: Why marketers must evolve in 2017

Fax machines. VCRs. Landlines. There’s a reason such technologies are now largely obsolete: we have faster, sleeker tools that do the job better.

For marketers, tech evolution has transformed efficacy — enabling them to use data as a basis for enhanced audience understanding and performance optimisation. Yet many are still failing to make the most of modern tech by continuing to use outdated methods.

Too often tactics are driven by teams focused on separate channels, working within different...

By Vanessa Tadier, 24 August 2017, 0 comments. Categories: Advertising, Customer Experience.