New study claims inRead video beats pre-roll advertising for effectiveness

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With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Why the relationship between agency and marketer must improve

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Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.

It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Advertising, Branding, Campaigns.

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

How forensic analysis helps understand why a marketing campaign failed

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Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

IAB claims full viewability measurement is not possible

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Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

Social intent: Battle of the Christmas ads

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Christmas is well and truly upon us. In fact, I can almost count down the days on my fingers. From here on in all that is left is a frantic scramble for that one present you forgot and a mad dash around the supermarket to make sure your cupboards are stocked to the absolute brim.

For many of us, the start of the festive season has become intrinsically linked to the airing of the first Christmas advert on TV – an event which seems to be turning into a bigger and bigger deal...

By Joel Windels, 17 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Social Media Marketing, Video & Audio Marketing.

Ad fraud hits video campaigns

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More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

Sony comes clean on viral marketed and crowd-sourced product

As one of the biggest brand names in consumer electricals Sony wields enormous brand power. Its decision therefore to test and fund a new product range undercover is revealing. The test was to see the momentum it could build around a new product range using only viral-marketing and crowd-sourcing techniques.

The company has developed a spin-off division called Fashion Entertainments where it is looking to see how it can incorporate electronic paper into fashion products. One of the most significant product...

By Liz Morrell, 11 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...