Mobile advertising to win third of global budgets by 2020

Mobile advertising is on track to account for 30.5% of global spend by 2020 to total $187bn (£142bn), according to Zenith’s Advertising Expenditure Forecasts, published yesterday (June 19).

That figure is more than double the $88bn spend predicted on desktop advertising and just $5bn shy of television. By 2021, however, mobile advertising is expected to “comfortably” overtake TV.

This cosmic rise is a direct result of consumers switching out the desktop for the anywhere-anytime...

By Mark Jones, 19 June 2018, 0 comments. Categories: Advertising, Mobile Marketing, Publishing.

Podcasts reeled in $314m in ad spend last year, finds IAB

Popularised by titles such as Serial, Stuff You Should Know and Ted Radio Hour, the humble podcast raked in $314m (£235m) in ad spend throughout 2017 in the US, according to new research by the Interactive Advertising Bureau (IAB) and PwC US.

That’s an 86% hike on 2016, while the study forecasts revenues on the channel to hit $659 million by 2020.

Of the self-reported data provided by top podcast companies in the study - including Audioboom, How Stuff Works and ESPN Radio - revenue for 2017 sat at...

By Mark Jones, 13 June 2018, 0 comments. Categories: Branding, Content Marketing, Publishing, Video & Audio Marketing.

Instagram could be targeting YouTube’s influencer bucks with 60-minute videos

Instagram is rumoured to be rolling out long-form video in what could be a play by Facebook to poach a growing portion of ad spend from YouTube, owned by arch-rival in ad tech Google.

While Instagram currently supports hour-long live streams, videos are capped at just 60 seconds, but unnamed sources speaking to WSJ say this could be extended to 60 minutes, which could make the photo-sharing platform a whole lot more attractive to influencers.

The news comes despite Instagram already becoming the dominant force of...

Buzzfeed sheds further 20 staff in continued move towards programmatic

Buzzfeed is reportedly laying off a further 20 of its staff in part of a reorganisation of its business, as it looks to recover from a loss-making 2017.

The announcement follows the publisher severing 100 employees last year - or 6% of its workforce - when it reported a £3.3m loss, owed in large part to its move away from native advertising.

The company will in turn be hiring a further 45 employees to its business team equipped...

By Mark Jones, 08 June 2018, 0 comments. Categories: Advertising Technology, Programmatic, Publishing.

Google scraps 12-vendor cap on GDPR consent tool for publishers

With the GDPR (General Data Protection Regulation) now in full swing, Google has made a surprising u-turn on its consent management platform (CMP) policy.

The Alphabet-owned search giant has scrapped what was a 12-vendor limit for publishers that used its Funding Choices CMP, used to gain the consent of users to access their data to improve ad personalisation in line with new European data regulations.

The former policy was applied based on tests by Google which found users are more likely to opt-in when...

By Mark Jones, 08 June 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Publishing.

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...

Apple takes aim at Facebook user tracking features

Apple has announced it will be making efforts to block Facebook’s user tracking tools within the next iteration of its iOS and Mac operating systems.

Announced at its WWDC developer conference yesterday (June 4), the tech firm’s software chief, Craig Federighi, said on the social network’s automatic tracking features, “we’re shutting that down”.

Those tracking tools in question allude to Facebook’s like buttons, share buttons and comment fields, which when integrated...

The ugly truth on conducting DIY research campaigns

Today’s data driven economy has theoretically transformed access to information about customers, prospects and competitors.  But drill down into the data provided by DIY research tools and the quality is raising serious concerns about the validity of research activity.

Help yourself

The plethora of self-service data collection platforms has provided organisations of every size with access to unprecedented depths of information. From apparently simple scripting to the wide choice of sample groups,...

By Jane Hales, 15 May 2018, 0 comments. Categories: Case Studies, Customer Experience, Publishing.

Six key ways to distribute your content and grow your following at the same time

If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.

Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...

By John Hall, 11 April 2018, 1 comment. Categories: Content Marketing, Publishing, Social Media Marketing.

Convergence communiqué: Designing your story based on media and message (part two)

Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.

Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...

By Thaddeus Kubis, 06 February 2018, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing, Publishing.

Consent and security: GDPR in the adtech ecosystem

GDPR will come into effect on 25 May 2018, representing the biggest change to data protection across the EU in a decade.

Talking to a lot of advertisers, you could be forgiven for thinking that the sky is falling. But there’s a light at the end of the tunnel, and the change does represent significant opportunities for companies smart enough to take them.

Tiffany Morris is General Counsel & Vice President of Global...

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Programmatic, Publishing.

Media intelligence: understanding the true meaning of press coverage and social sentiment

Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. From identifying new product opportunities to potential new customers, data is becoming increasingly essential in both business and marketing efforts.

However, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information. Communicators are now faced with the complex challenge of not only...

Convergence communiqué: Designing your story based on media and message (part one)

“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.

What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?

The correct answer to this question is determined not by how you define your story, but by how your client...

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.