Closing the sales and marketing gap - to maximise eCommerce opportunities

With rapid advances in digital marketing, data and technology, the journey from awareness to sale can now be very short thanks to eCommerce solutions. You can learn about a product, consider a brand and buy all in one go from a shoppable Instagram post. eCommerce is driving the majority of retail growth and presents a significant opportunity for brands. However, as customer behaviour changes, brands need to ensure they don’t get left behind with legacy sales and marketing models.

Traditionally, many...

By Cassandra Stevens, 10 May 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

How to use visual analytics to optimise your retargeting strategy

Visual analytics, the ability to visually analyse data with software that allows you to ask and answer endless questions, helps marketers to decode the complex world of consumer retargeting. It allows them to understand who their customers are and why they behave the way they do. With data visualisation technology, consumer behaviour can be tracked in real time and analysed to predict future trends, allowing companies to keep their retargeting strategies relevant and up to date.

Saving time, money and...

By Eulalie Masson, 02 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Web Analytics.

Assessing the ‘where’s where’ of geolocation in digital advertising

Global mobile use is expected to make up almost three-quarters (73%) of time spent using the internet in 2018. This is a trend that’s growing, particularly in areas such as China and India, as many consumers around the world own smartphone’s first, ahead of laptops and desktop computers.

As mobile browsing becomes the norm, being able to understand a user’s location is more important than ever – particularly with consumers placing...

By Andy Ashley, 01 May 2018, 0 comments. Categories: Advertising, Advertising Technology.

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

Google Shopping vs. text ads: Where should digital marketers spend their AdWords budget?

With ever-growing opportunities to promote businesses via Google, it can be difficult for digital marketers to know where to focus their efforts. Whilst a number of search specialists are – quite rightly – deploying clever tactics to boost organic listings, businesses should also remember the benefits that paid search can bring – speed, insight and ROI. However, if budgets are limited, what’s the best way to invest time and money with AdWords?

Google Shopping is not new – in...

By Andy McCaul, 24 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce.

From ads.txt to RTB 3.0: Getting to grips with the latest evolution in the ad fraud battle

Like any other fast developing industry, digital advertising has experienced growing pains. As power and influence have increased — its 12% share of all ad budgets in 2009 rising to become 40% of today’s $578 billion spending pot — so has the interest of fraudsters. Recent studies show that global ad fraud losses could cost as much as $16.4 billion...

By Ally Stuart, 23 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

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.