Get heard above the noise: Why high-impact ad units are a must

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It may not come as a huge surprise that the mobile phone is one of the most prevalent pieces of technology ever invented, but so much so that Cisco found more people will have mobile phones (5.4 billion) than electricity (5.3 billion), running water (3.5 billion) and cars (2.8 billion) by 2020.

The rapid growth of mobile devices has caused accessibility to outpace the growth of what we consider basic necessities. Pair that with the fact that consumers are spending more time on...

By Kate Barry, 03 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Research argues how brands can benefit through subtitling adverts

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You’ve put together what looks like a knockout campaign; the creative has been done to perfection, the budget is all on side, the analytics have been mined for the best possible reach. Wouldn’t it be a shame if all that hard work was undermined because people viewed the advert with the sound off?

The issue of how to get consumers to connect with advertising has been one marketing teams have faced since time immemorial. Yet a new piece of research from AdColony –...

By James Bourne, 01 February 2017, 0 comments. Categories: Advertising, Branding, Campaigns, Mobile Marketing.

Ad blocking will nurture greater creativity among marketers, CIM argues

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Will ad blocking be a boon or a burden for marketers? It’s a question which has fuelled many an industry event and roundtable over the past 12 months – and this publication has weighed in with its fair share too – but a new study from the Chartered Institute of Marketing (CIM) aims to give a more definitive answer.

The study, which was in partnership with YouGov and comprised...

By James Bourne, 31 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How TV measurement for marketers is changing: Social, programmatic, and more

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Digital outlets have dominated conversations about marketing over the last decade, and are understandably a huge focus for marketers. According to the IAB, cross-platform digital ad spend grew to a staggering £4.8 billion during the first half of 2016 and forecasts estimate this is only set to keep increasing.

But television is still the biggest individual platform by ad revenue, accounting for a record £5.3 billion in ad spend in the UK during 2015 and its delivery is...

Why the next big thing in marketing is...simplicity (part two)

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Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

Why the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

Bridging the gap between static and dynamic

Video has been capturing the hearts and minds of ambitious marketers for some time now, and with good reason — the statistics surrounding its levels of growth and engagement are astounding.

A third of all online activity is spent watching video. 80% of consumers recall a video ad they saw in the last 30...

By Jose DeCabo, 05 January 2017, 0 comments. Categories: Advertising.

Sage's first ever Christmas advert: How and why we made it

When does your holiday season usually start? The moment you send your last email and put your out of office on? The day after the work Christmas party?

Maybe your office is closed for Christmas, so you couldn’t work even if you wanted to. For millions of local, community businesses around the world this year, the office never really closes. For them, the holidays don’t mean a winding down as much as a dialling up of business activity to be there for us.

It is because of these small businesses that...

By Van Diamandakis, 22 December 2016, 0 comments. Categories: Advertising.

Tips to cater for last-minute shoppers: Convenience is king

With the final Christmas countdown now on, we’ve released new research on the Nation’s Christmas spending habits - revealing there are still lucrative opportunities for retailers to snap up a chunk of consumers’ festive spend.

The survey, which interviewed 2,000 UK consumers, showed that 30% of Brits have their Christmas shopping all wrapped up with at least three weeks to spare. However, two in five admit they won’t finish their shopping until a week or less before the big day,...

By Luke Griffiths, 22 December 2016, 0 comments. Categories: Advertising.