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.

Who’s guilty of domain spoofing in display advertising?

Think your brand isn't vulnerable to domain spoofing? Think again. This kind of advertising fraud affects even top marketers. The click-fraud machine Methbot alone stole millions per day in 2016. 

Despite Choozle’s multi-layered, preventative measures, we occasionally find our ads appearing where we don't expect them to.

When searching for the culprits of ad fraud, it’s hard to tell what happens in the nebulous transactions between...

By Jeffrey Finch, 13 October 2017, 0 comments. Categories: Advertising, Advertising Technology.

Ad blocking costing UK publishers £3 billion in revenue a year

The UK has one of the highest rates of ad blocking in the world, with around 39% of users making use of the technology.

According to a new report by, this will cost UK publishers £2.9 billion in lost revenue in 2017.  This is a 15% increase on the £2.5 billion loss in 2016. estimates puts the UK’s annual contribution to the $100 billion global display market at an estimated $6 billion (£4.5 billion), so the loss is pretty significant. The loss in...

By Colm Hebblethwaite, 12 October 2017, 0 comments. Categories: Advertising, Advertising Technology.

Buzzfeed UK reports £3.3m loss

Buzzfeed UK, the subsidiary of the US internet media company, has reported a pre-tax loss of £3.3 million last year.

This is despite more than doubling its turnover to £20.5 million on the previous years. This is the first year that the company’s accounts have been published in full at Companies House. Figures for 2015 show that the company reported a pre-tax profit of 338,395 and a turnover of £9.8 million.

Prior to 2016, the UK arm of the global media giant was still a small enough...

By Colm Hebblethwaite, 09 October 2017, 0 comments. Categories: Advertising, Content Marketing.

Making ‘unsexy’ B2C brands appealing to customers

Thankfully the old and tired maxim that ‘sex sells’ has been largely replaced by a focus on value in modern marketing campaigns. There is, however, still a need for some brands to try and make themselves a bit more appealing to the average consumer.

Not all brands can be sportswear, cosmetics or any other kind of product that can legitimately get away with having beautiful people at the centre of their campaigns. Equally, not all products are exciting or flashy, no matter how useful or necessary...

By Colm Hebblethwaite, 05 October 2017, 0 comments. Categories: Advertising, Campaigns, Case Studies.

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.


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