Marketing machines still need a human touch

Earlier this year Google rolled out a new ads settings feature that allows users to mute ‘reminder ads’; known in the wider digital industry as retargeting ads.  

But why would consumers want to make use of this feature? When managed effectively, retargeting ads should improve the user experience, reminding them about products they have browsed, suggesting viable alternatives, delivering relevant special offers, and...

By Piero Pavone, 20 April 2018, 1 comment. Categories: Advertising.

Are below the fold ads more engaging?

Conventional wisdom would say that an ad that is above the fold would be more effective than one that a user won’t see unless they actively scroll down the page. New research from ad tech company Sovrn seems to suggest that the opposite may actually be true.

The company looked at over three billion engagements across 130 million page views on 400 websites to see whether ads above or below the fold into which bring the best results.

The research team focused on the difference between engagement time,...

By Aaron Bob, 19 April 2018, 0 comments. Categories: Advertising.

UK Lords call for action on digital advertising

The UK’s digital advertising industry should take greater steps to self-regulate, according to a newly published report from the House of Lords Communications Committee.

The advertising industry is seen as a success story of the last few decades. The UK advertising in a digital age report claims that the UK is a global hub for the ad industry, adding £120 billion and over 1 million jobs to the economy in 2016.

The industry is, however, in a state of flux. Evidence given to the committee in the last few weeks...

By Colm Hebblethwaite, 11 April 2018, 0 comments. Categories: Advertising, Advertising Technology.

Levelling the playing field: Democratising audience data

Today, acceleration is happening to companies that are able to engage the right consumers through social platforms and employ technology to expand market size globally.

Dollar Shave Club went from $0 to $200m in revenue in only 4 years and completed a $1bn exit. HelloFresh scaled to c.€600m of sales in less than 4 years. Tesla booked c.500k of pre-orders for its model 3 without a dollar spent on advertising.

small businesses need ready access to audience insights in order to compete

The key aspect of succeeding in...

By Ali Little, 06 April 2018, 0 comments. Categories: Advertising, Data-driven marketing.

Spotify grows ad revenue by 63%

Spotify seems to have got through its first day of trading as a public company without any major disasters. The company had looked to avoid the big theatrics that can characterise an IPO with a launch that was different in a number of key ways.

The launch didn’t involve the traditional roadshow for investors, the company did not hire any banks to stabilise the price and it did not force existing shareholders to agree to a lock up period.

New figures from Standard Media Index show that the company has...

By Colm Hebblethwaite, 04 April 2018, 0 comments. Categories: Advertising.

Report says brands need to wake up to “dramatically shifting” needs of children

Brands that sell products to children need to make sure that they understand the “dramatically shifting” environment that young people are growing up in.

20,000 UK children were surveyed as part of the latest Future Forecasts report form the research agency Kids Insights. Among the key changes that brands need to consider are technological changes, the evolving demands of younger consumers, the rise of YouTube stars and the increasing demand for gender neutral products.

The report comes as brands...

By Colm Hebblethwaite, 23 March 2018, 0 comments. Categories: Advertising, Social Media Marketing, Video & Audio Marketing.

Consumers don’t mind ads on mobile, as long as they are optimised properly

Ads can be annoying, especially on mobile. But, according to research IAB UK the main source of annoyance for consumers using mobile is not the ads themselves, but the fact that a lot of them aren’t optimised for the format.

12,000 UK adults were asked about their feelings towards mobile advertising, and the vast majority of them are in favour of ads in order to keep online content free. 84% prefer ads to paying for an ad-free experience.

“A sustainable future is about making the experience work...

By Colm Hebblethwaite, 22 March 2018, 0 comments. Categories: Advertising, Mobile Marketing.

GDPR: Two big benefits advertisers can expect in 2018

This year, GDPR will go into effect. With that comes new rules surrounding digital data collection -- specifically, data from consumers. Now, EU audiences will have more control over how their personal information is mined and used.

In the advertising world, reception to this new regulation has generally been icy. Advertisers rely on consumer data to develop personal -- and ultimately successful -- advertising experiences. GDPR, however, will treat both anonymous and personal data in the same way, which could...

By Chris Hogg, 21 March 2018, 0 comments. Categories: Advertising.

IAB: digital display raises brand awareness by up to 12%

The Interactive Advertising Bureau (IAB) has realeased the results of its meta-analysis into the effectiveness of digital display advertising campaigns.

The report, created in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), looked at the results from 675 individual campaigns from 2008 through to 2017.

The metrics used to measure how well campaigns performed were brand awareness, brand perception, education and sales intent.

The results point towards an...

By Colm Hebblethwaite, 16 March 2018, 0 comments. Categories: Advertising.

Developers use adblockers and don’t engage with online ads

Adblocker usage is much higher than the average for internet users, according to the newly released State of Developer Engagement Report from Stack Overflow. The world’s largest online community for developers surveyed its users from the programmer workforce and gained over 100,000 responses from 183 countries.

The responses reveal a number of challenges for advertisers that are specifically looking to target developer audiences.

For a start, 72% of developer respondents reported using an adblocker...

By Colm Hebblethwaite, 13 March 2018, 2 comments. Categories: Advertising, Advertising Technology.