Eye-tracking research shows majority of mobile ads being ignored

London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.

The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.

In fact, the average time spent looking at these...

By Colm Hebblethwaite, 20 September 2017, 0 comments. Categories: Advertising, Mobile Marketing.

Re-defining the travel experience through experimentation

Today’s ‘always on’ consumer expects a travel experience that delivers a hyper-personalised package of products and services.

This is challenging the highly competitive travel industry to discover new ways to gain attention and sell their services.

Travel companies must deeply understand consumer preferences and adapt their offers to individual needs. Personalised suggestions, pricing and exclusive offers are extremely valued and can be a key competitive advantage for travel companies.

The...

By Marie Despringhere, 15 September 2017, 0 comments. Categories: Advertising, Case Studies, Customer Experience.

European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

Open-source header bidding solution launched

Prebid.org, an independent organisation dedicated to developing and promoting open-source header bidding solutions, has been launched by AppNexus and Rubicon Project.

The organisation wants to promote unbiased and efficient solution for monetisation that allow for fair competition within the digital advertising ecosystem.  

Open to all parties, Prebid requires all partners to become signatories to a code of conduct that dictates bidding wrapper mechanics, data and transparency, and user experience. The...

By Colm Hebblethwaite, 11 September 2017, 0 comments. Categories: Advertising, Advertising Technology.

Who are the people using adblockers?

The use of adblockers might not be something that keeps advertisers up at night, but it does represent a creeping problem for the ruling, internet advertising paradigm.

Advertising revenue is a foundational part of how the internet operates, with many sites giving away their content for free in the hopes that they will be rewarded with increased ad revenue.

The use of technology to simply avoid having to see any ads is a practice that is

By Colm Hebblethwaite, 30 August 2017, 0 comments. Categories: Advertising, Advertising Technology.

Update or step aside: Why marketers must evolve in 2017

Fax machines. VCRs. Landlines. There’s a reason such technologies are now largely obsolete: we have faster, sleeker tools that do the job better.

For marketers, tech evolution has transformed efficacy — enabling them to use data as a basis for enhanced audience understanding and performance optimisation. Yet many are still failing to make the most of modern tech by continuing to use outdated methods.

Too often tactics are driven by teams focused on separate channels, working within different...

By Vanessa Tadier, 24 August 2017, 0 comments. Categories: Advertising, Customer Experience.

Tapping into the potential of lock screens for mobile advertising

The average iPhone user unlocks their smartphone 80 times per day; the equivalent to seven times an hour or once every 10 minutes.

And before even unlocking their phone, a consumer will usually check the lock screen for practical information: How many new notifications they have, whether they have any missed calls, or even just to tell the time.

But what if the lock screen could...

By Krishan Patel, 21 August 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Mobile Marketing.

Reduce your mobile marketing costs - by building an app

(c)iStock.com/allvisionn

It should be obvious to most brands by now that investing in mobile advertising is no longer an option. It’s a necessity.

Worldwide, mobile now accounts for more than half of all digital advertising, surpassing desktop Web in Q1 of this year, according to a recent report from UK’s PricewaterhouseCoopers and the Interactive Advertising Bureau.

And, as digital ad spend continues to grow compared to traditional advertising, mobile is becoming increasingly important.

Are podcasts changing advertising?

Podcast listeners were few and far between five years ago, but now they seem to be everywhere.

Whether chuckling on a treadmill or learning about quantum physics on the bus, a growing demographic of people are embracing the medium. If you are reading this on public transport, in an office or some other crowded place, there is probably someone listening to one in your immediate vicinity.

The last few years has seen an explosion in both the number of people and the number of podcasts available. In the US...

By Colm Hebblethwaite, 07 August 2017, 1 comment. Categories: Advertising, Video & Audio Marketing.

How receptive are urban commuters to ads?

Urban commutes are not known as being the most pleasant, life-affirming experiences. Hurtling through a rainy Monday morning in a crowded train carriage, it is perhaps unsurprising that many young urban commuters take to daydreaming of faraway, sunny lands.

The Urban Socialising Report 2017 by Time Out and Exterion Media has looked at what commuters tend to daydream about and whether ads can effectively leverage this.

Unsurprisingly, it is travel that makes up the...

By Colm Hebblethwaite, 24 July 2017, 0 comments. Categories: Advertising.