Four ways to get better mobile ads

It is just over 10 years since the first iPhone. It is incredible to think how much we’ve allowed mobile communications devices such as smartphones and tablets to significantly impact our lives.

According to Deloitte, in the UK for most smartphone owners, checking their phone is the first and last thing they do in day. Many of us feel now dependant on our devices. We’ve become obsessed with having access to the internet at all times to the point where 41% of respondents think their partner uses...

By Nick King, 23 November 2017, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Reader/publisher relationship has ‘catalytic’ effect on ad effectiveness

Conventional wisdom says that if the editorial content around an online ad is good quality, then the effectiveness of the ad is increased. While there is certainly some truth to this, a new study purports to show that the issue is far more complicated the many in the industry think.

Inskin Media compared the conscious and subconscious reactions of 4,370 people who were served online ads on websites either with or without publisher branding.

The results indicate that the publisher branding on some of the sites...

By Colm Hebblethwaite, 22 November 2017, 0 comments. Categories: Advertising, Content Marketing.

The future of the iPhone for Advertisers

At the time of its launch Steve Jobs described it as “a revolutionary mobile phone and a breakthrough internet communications device”.

Apple claimed it would completely redefine consumers relationships a mobile phone. And they weren’t wrong. The iPhone is arguably the device that kick-started the smartphone market, and put smart devices in everyone’s pocket – which in turn has revolutionised the jobs of marketers.

However, following the release of the iPhone X and the year...

By Patrik Fagerlund, 17 November 2017, 0 comments. Categories: Advertising, Advertising Technology.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, Customer Experience, Personalised Marketing.

How advertisers can maximise true value from agency partners and adtech vendors

With a growing desire for a more open advertising ecosystem, the programmatic supply chain is coming under intense scrutiny to clarify where media budgets go, what is being bought, for how much and why.

Nearly half of all brands don’t trust a fifth or more of the data upon which they base media buying decisions, according to a recent Metamarkets report. So, how can buyers ensure that they are minimising risk of fraud, whilst maximising the...

By Paul Wright, 08 November 2017, 0 comments. Categories: Advertising, Programmatic.

The changing role of media agencies in the advertising food chain

The World Federation of Advertisers (WFA) kicked up a storm in ad land last month, with new research suggesting that brands are clawing back control over their digital ad campaigns by bringing programmatic in-house.

According to a survey of marketers working at 35 multinationals, 65% of brands have improved their in-house marketing capabilities over the last year.

A fifth have employed an in-house programmatic specialist, while...

By Ilona Lubojemska, 06 November 2017, 0 comments. Categories: Advertising, Programmatic.

Blockchain: the biggest change to the digital industry you've never thought about

A big statement, but there is a technology that has been lurking in the long grass of digital for a number of years and is now really starting to gain traction across all sorts of industry verticals.

With all of the noise about Cryptocurrencies such as Bitcoin, Litecoin and Etherium and the inherent volatility within this space, you could be forgiven for not really noticing that the technology that underpins all of these currencies has the potential to fundamentally change a number of industries and pave...

By James Hudson, 03 November 2017, 0 comments. Categories: Advertising, Advertising Technology.

Advertising fraud: the monster in the room

The scandal over digital advertising appearing next to offensive and/or degrading content has been well reported, with YouTube being a particular offender.

In March of this year, a raft of major brands including M&S, McDonald's, Pepsi and RBS pulled their advertising from the platform after a newspaper investigation uncovered the fact it was being displayed alongside extremist content. Many of them have yet to return, unconvinced by...

By Jim Surguy, 31 October 2017, 1 comment. Categories: Advertising.

Real world measurement features sends Snapchat ad spend soaring 73%

A number of new offline features introduced by Snapchat have added value to advertisers, and led to the company having a mammoth Q3 2017.

According to data science and media technology firm 4C Insights, the social media company’s ad spend rocketed up by 73%. Instagram, which also implemented new features, saw its ad spend up 55% in the third quarter of the year.

4C analysed around $250 million in media spend from over 1,000 brands managed through its platform. Across the broad, there was a 31% increase...

By Colm Hebblethwaite, 19 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Online video spend overtakes banner ads

The continued rise in popularity of online video is one of biggest changes in the digital advertising landscape to occur in the last decade.

Now, according to the Internet Advertising Bureau (IAB) and PwC, advertising spend on online video has overtaken banner ads for the first time in the UK.

According to the duo’s Digital Adspend report, the first half of 2017 saw advertisers spending £699 million on online ads, which amounts to a 46% year-on-year rise. Spend on banner ads meanwhile, fell by 2%...

By Colm Hebblethwaite, 17 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.