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...

Why are you not already using crowdsourcing in your marketing strategy?

Crowdsourcing has definitely been a controversial topic in the marketing industry, especially among agency practitioners. Much like Marmite’s famous slogan, many either love it, or hate it. But whether the attitude of industry professionals is all embracing or reactionary, it has become increasingly hard to ignore the power of the crowd, especially when major global brands have doubled their investment into crowdsourcing in 2014.

Why such enthusiasm? The ideas and creations sourced from communities of...

By François Pétavy, 01 December 2014, 0 comments. Categories: Advertising, Campaigns, Social Media Marketing.

Counting the cost of Black Friday as crowds swarm retailers

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So Black Friday is upon us and the marketing hype has done its job it seems as even before 6am this morning there were reports of crazed scuffles for bargains and retail websites crashing under the strain. 

But the real question has to be what will the true cost of Black Friday be? Everyone loves a bargain, especially before Christmas when you can make the excuse that you are buying presents. Of course whether Aunt Maude actually wanted a 40-inch television is another matter....

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, E-Commerce, M-Commerce, S-Commerce, Social Media Marketing.

Inbound marketing is your route to knowing customers

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Knowing your customers inside out in today’s marketing world is not only more of a possibility than ever before but more vital too. New research shows that marketers in the UK lead their way in this but shows that businesses still are not doing enough to embrace the inbound marketing opportunities that are available to them.

The survey, undertaken by Oracle Marketing Cloud and Forrester Research and released today, finds that of 523 marketing decision makers across a range of...

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, Customer Experience, E-Commerce, Personalised Marketing.

EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Expedia taps into Routehappy API for emotional travel data

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Routehappy’s Score & Happiness Factors API has been adopted by travel comparison website Expedia, the two companies have announced.

The agreement lets Expedia add new search functionality into its site that can filter results around seat layout, seat type, equipment type, entertainment, power, wifi and other happiness factors down to the specific airline, sub fleet, and cabin level.

It all stems from Routehappy’s Flightmatch algorithm that matches airline product...

By Simon Holland, 11 November 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Publishing, Social Media Marketing.

Ad fraud targeted by AppNexus-led certification

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Online advertising technology company AppNexus has partnered with a host of industry big hitters to create a new classification standard that the group of businesses hope will eradicate fraud.

DoubleVerify, Integral Ad Science, Microsoft, PubMatic and Xaxis have all joined forces with AppNexus to create a standard that will identify safe and trusted inventory on the internet.

Fraudulent ad impressions mostly stems from bot traffic where computers hijacked by viruses mimic human...

By Simon Holland, 10 November 2014, 0 comments. Categories: Advertising, Campaigns, Programmatic.