Snapchat introduces ‘promoted stories’

ASOS and HBO will be the first brands to make use of Snapchat’s new Promoted Story advertising format.

Snapchat ‘stories’ are a format that are used by millions of the social platform’s users to share photos and videos with other users. User stories last for 24 hours and can be viewed any amount of times during that period.

The idea to open this format to brands is an attempt to drive up advertising revenues and help reverse the company’s poor run of financial form....

By Colm Hebblethwaite, 27 November 2017, 0 comments. Categories: Advertising, Social Media Marketing.

UK consumers prefer personalisation over promotions

As the chaos of Black Friday erupts over in the Atlantic, UK consumers are by all accounts enjoying a more sedate end to the working week.

In fact, the yearly sales bonanza has so far to take off in the UK in the same way that it has in America.

New research from Harris Interactive provides one big possible reason for this. The study, carried out on behalf of Sizmek, seems to show a major preference for personalised digital ads over one-off discounts or promotions. 40% of the consumers surveyed were not...

By Colm Hebblethwaite, 24 November 2017, 0 comments. Categories: Advertising, Personalised Marketing, Video & Audio Marketing.

GroupM: UK advertising will grow 4.8% to £19.8 billion in 2018

Despite the economic uncertainty of Brexit and the varying state of retail sales, UK advertising looks set to enjoy its ninth successive year of growth in 2018.

According to GroupM, the world’s largest investment group, the UK will remain one of the fastest-growing media markets in the world with a 4.8% growth. This will take total investment to $19.8 billion.

This is an upgrade from the group’s previous prediction, six months ago, of 4.5%.

GroupM also believes that 2017 will close with better...

By Colm Hebblethwaite, 23 November 2017, 0 comments. Categories: Advertising.

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.