Native ad leader Outbrain acquires AdNgin for automated ad content optimisation

New York-based native ad firm Outbrain has acquired AdNgin, a UI (user interface) optimisation specialist built to enhance the reader experience.

The buyout - made for an undisclosed fee - marks the sixth for Outbrain since its founding in 2006, including the more recent purchases of content discovery platforms Zemanta and Revee as part of the company’s aggressive growth efforts and continued leadership in the native advertising sector. 

According to the announcement, Outbrain was attracted to...

Imagine – a chatbot you actually want to chat with? Here’s how it’s possible

As consumers, do we look to the experience or do we look to the result when dealing with brands?

An enjoyable interaction with a brand counts for nothing if we don’t end up with what we want, no matter how charming the sales person was. However, the same can be said if we end up with the thing we want but only after a charmless, cold and unenjoyable experience to get to that point.

Being able to balance the two has always been the ultimate goal of most brands, especially within key consumer led...

How time spent in apps can give you back time in real life

With three hours a day on average worldwide spent in apps, it’s no wonder that our smartphones have become intrinsic to our everyday lives. With the multitude of apps available, our smartphones are overwhelmingly personal – glancing at a few pages of someone’s chosen apps provides a uniquely intimate snapshot into their daily life and personal interests. From mobile banking and retail shopping apps, to Google docs, social messaging and publisher apps, our smartphone is the primary platform...

New ways of selling: Understanding the changing landscape of customers

While there is no doubt that improving customer service quite rightly lies at the top of the page of every business mandate, stopping the problem in the first place – prevention rather than cure – surely must have a place on the list; and investment in that option must be considered as a nearer term strategy?

Understanding the changing landscape of our customers and being able to adapt to their needs requires a different approach to more traditional sales interactions – and means creating...

By Max Eaglen, 21 May 2018, 0 comments. Categories: Commerce, Customer Experience, Personalised Marketing.

The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 - 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing...

By Amir Jirbandey, 18 May 2018, 1 comment. Categories: Best Practice, Branding, Personalised Marketing.

Overcoming the B2B conversion hurdle: What are digital marketers missing?

A recent article on Forbes.com revealed that B2B customers progress more than 70% of the way through the decision-making process before engaging a sales representative. For many organisations, this will have made for a frightening read. And the immediate, almost knee-jerk reaction, will have been to panic about how to ‘seal the deal’ in the final 30% of the time they’ll dedicate to their pre-purchase assessment.

But the trick here isn’t to rush into offering crazy discounts or...

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Four ways to maximise Amazon's social marketing power

Whilst Google is known for dominating search marketing, Amazon has started giving the search giant a run for its ad revenue – something that astute marketers will have seen coming for some time now.

According to WPP, 55% of product searches in the US now emanate from Amazon, and advertising has been a key contributor to their strong growth - 60% year on year.

This should come as little surprise; after all,  the e-retail giant has not only completely transformed the way we do business, both in...

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.

It’s no longer a choice between targeting or audience reach: Both are imperative to succeed

It used to be so simple. If you were looking to acquire new customers you needed the reach of mass campaigns to attract them to you. If you wanted to build and enhance relationships with existing customers, you needed to deploy what you had learned and tailor your targeted messages precisely.

Now, thanks to ad blocking, savvy consumers opt-out more easily than ever, so ensuring communications are accurately targeted to potential customers is imperative.

Simultaneously, respecting and acknowledging...

By Richard Foster, 17 April 2018, 0 comments. Categories: Personalised Marketing.