Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.

Payment issues affect majority of affiliates and publishers

A survey by payment automation company Tipalti of 150 publishers and affiliates has found that the majority have faced some form of payment issues with an advertising network.

69% of respondents are currently ready to drop an advertising network, or have already dropped one, due to problems with payment.

Publishers and affiliate marketers operate in a competitive and crowded marketplace, where there are over 500,000 different media buying destinations for advertisers. This also means that publishers are...

By Colm Hebblethwaite, 13 July 2017, 0 comments. Categories: Advertising, Publishing.

Do people trust brands more than their friends online?

Traditional publishers are the most trusted source of online content, according to Outbrain.

The premium content company asked people who they trust most online and how this affects their purchasing decisions. They found that people often trust content posted by brands more then that posted by their friends.

The survey of over 1,000 UK consumers found that 34% of time online is spent consuming content that the individual did not set out to find.

What does this mean? Outbrain believes it highlights the...

By Colm Hebblethwaite, 29 March 2017, 0 comments. Categories: Native Advertising, Publishing.

Digital publishers optimistic for the next year

Board member confidence on financial prospects improved in Q4 2016, according to research by Association of Online Publishing (AOP) and Deloitte.

Growth forecasts increased for the 12 months from December 2016, accompanied by a 28% rise in sponsorship revenue.

Publishers have shifted their focus away from cost reduction initiatives towards growing revenue through non-advertising services.

This has lead AOP board members to increase their growth forecasts to 6.4% in Q4 2016, up from 4.8% in Q3 2016.

Display...

By Colm Hebblethwaite, 28 March 2017, 0 comments. Categories: Publishing.

Bridging the gap: CMO vs CFO

As marketing spend hits new highs, CFOs demand greater insight into ROI. With very different measures of value, there are huge opportunities for conflict between marketing and finance.

Where is the common ground? 

With a background as both CMO and CFO for organisations such as eBay, and now CFO for Optimizely, I like to think I’m uniquely placed to understand how best to overcome the natural tension between finance and marketing. 

In fact, consensus is not only possible, it is essential.

CMOs...

By David Schwarzbach, 27 March 2017, 0 comments. Categories: Best Practice, Publishing.

Enabling creativity: Collaboration technology at its finest

(c)iStock.com/STILLFX

In the UK the creative industries contribute £84.1 billion to the economy. To put that into perspective, they are growing almost twice as quickly as the rest of the economy. With this exponential growth there is an increased focus on productivity and efficiency — particularly as deadlines become tighter and budgets more constrained.

Time wasting in any industry can be a death knell for bottom lines, but...

By Jan Willem Brands, 03 October 2016, 0 comments. Categories: Best Practice, Publishing.

Why high impact advertising is the jewel in the marketing crown

(c)iStock.com/studiocasper

In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

How to survive the Facebook algorithm change

(c)iStock.com/Prykhodov

In the last few months, Facebook announced that it is changing its algorithms so that users would see fewer posts from publishers and more posts from friends and family.

The publishing industry’s reaction to this has been understandably mixed; some feel slighted while others remain optimistic.

Facebook drives more traffic to publishers than Google, accounting for 38.2% of traffic last year. In the first month alone, almost every major news outlet has seen a double-digit declines...

By Todd Garland, 23 September 2016, 0 comments. Categories: Publishing, Social Media Marketing.

RedPoint's marketing platform now allows you to connect to IoT devices

(c)iStock.com/Highwaystarz-Photography

New tech is emerging all the time. From the advent of television to the desktop PC, marketers have had to adapt their style to suit how consumers were interacting with media for decades now. 

And that lifecycle is continuing. We are - or should be - past the age where marketers are figuring out how to engage an audience via smartphone, tablet and personal devices. But the next phase of tech, including internet of things (IoT) devices, will of course throw up...

By Rachael Power, 20 September 2016, 0 comments. Categories: Advertising Technology, Publishing.