Three solutions to the 'nonsensical' ad viewability standard

In 2014, I wrote a piece calling out our industry for its pretty feeble definition of ‘viewable’. Little did I know I’d be saying the same things four years later. 

But the fact is, very little has changed. The Media Rating Council’s standard still stands: a digital advert is classed as ‘viewable’ if half of it is in vision for one second or more. Run that by anyone outside media-land and they’d laugh in your face.

I actually have sympathy for the Media...

By Daniel Shaw, 07 August 2018, 0 comments. Categories: Advertising, Best Practice, Campaigns, Programmatic.

12% of UK Instagram influencers are still buying fake followers

Despite surging popularity in the emerging marketing channel, it seems a large chunk of influencers still refuse to play by the book in order to make a quick buck.

A study by independent campaign measurement firm CampaignDeus found 12% of UK influencers to have bought fake Instagram followers in the first six months of 2018. The findings were based on analysis of nearly 700,000 posts, identifying ‘bot-buyers’ by those with low UK followings, inexplicable jumps in follower count and subpar...

By Mark Jones, 01 August 2018, 0 comments. Categories: Campaigns, Influencer Marketing, Mobile Marketing, Social Media Marketing.

Consumer 2.0 – how the internet changed everything

Some of the fresh-faced marketing grads reading this will be too young to recall the biggest shift in consumer behaviour for generations.

It happened right under our noses, and if like me, you’re long enough in the tooth to remember a time before smartphones and super-fast broadband, you lived right through it.

Back then, people didn’t all carry powerful supercomputers around in their pockets. When you needed to buy something, you’d ask a salesperson for advice. And the role of CMO was...

By Abe Smith, 31 July 2018, 0 comments. Categories: Campaigns, Content Marketing, Customer Experience.

The power of Scrum for agile marketing

Agility is the cornerstone of successful digital marketing.

The ability to react quickly, fail fast, adjust accordingly, infuse deliverables with company vision and understand the customer better is critical. Tools like A/B testing are extremely beneficial to marketing agility in terms of quick reaction and course correction; however, these tools are a drop in the bucket if your organisational structure itself isn’t agile.

There are a number of work management frameworks that enable organisations to...

By Renata Lerch, 24 July 2018, 1 comment. Categories: Advertising, Best Practice, Campaigns.

7 secrets for managing tech-driven change

Digital transformation is a crucial consideration for many SMEs (small and medium-sized enterprises) in their business strategies. 

With technologies emerging at a fast pace and business models continuing to evolve, new revenue streams and opportunities for previously technophobic companies are now becoming a reality.

For SMEs, digital transformation is seen more as a business transformation as it is not just about technology, but also people, including staff, customers and stakeholders.

Research by 

By Paul Whitelam, 11 July 2018, 0 comments. Categories: Campaigns, Customer Experience, E-Commerce.

Why 2018 is the year of less waste and more measurability in marketing campaigns

At the end of the 19th century, department store owner and marketing pioneer, John Wanamaker, famously said “half of the money I spend on advertising is wasted.” It’s a phrase that has been repeated throughout history and over a century later, marketers are still losing significant amounts of money on unsuccessful campaigns.

In fact, marketers believe that nearly

By Simon Baptist, 18 June 2018, 1 comment. Categories: Branding, Campaigns, Data-driven marketing, Mobile Marketing.

The new retail frontier: Next level personalisation

The best retailers will embrace new digital tools that make it easier to personalise every encounter from that first moment of inspiration to finally taking action. In spite of this, it’s surprising to see that almost two-thirds (62%) of UK marketers say they do not incorporate personalisation into their campaigns, according to a recent State of Digital Commerce report from Episerver.  

Whether you work for an eCommerce brand, mass retailer, or the next great direct-to-consumer business, we can all...

By Amy Vener, 15 June 2018, 0 comments. Categories: Branding, Campaigns, Data-driven marketing, Personalised Marketing.

The psychological perspective: Can video size affect campaign success?

It’s Saturday night. You’re on your couch under the blankets watching that new romantic drama that came out. The man and woman fall in love, but then something happens and everything gets messed up. At a certain point you find yourself sobbing until they finally make up and she runs into his arms and they kiss and live happily ever after.

Have you ever experienced a similar feeling, be it with a romantic film, a horror film, action or even a sponsored ad? That feeling of watching something and...

By Rachel Zalta, 24 May 2018, 0 comments. Categories: Campaigns, Video & Audio Marketing.

The elusiveness of customer loyalty: Winning the new battleground for marketing-led growth

The digital world has given consumers near-endless choices, and that has made many of them fickle. Easily tempted away to try new products or services, consumers aren’t as likely to be loyal to brands as they once were. In fact, McKinsey research from more than 125,000 consumers shows that 87% of them exhibit a strong propensity to shop around and incumbent brands hold their own just 42% of the time.

Further, our data suggests that most categories are “shopping” categories. In this...

By Dave Elzinga, 08 May 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience, Data-driven marketing.

Why integration is the future for design agencies

Integrated versus specialist is a topic that has been hotly debated in recent years on both sides of the client-agency divide.

For agencies it’s about balancing the need for efficiency of internal processes, with demonstrating true value that you bring to clients, whilst remaining competitive within the continuously fragmented agency landscape.

It’s argued that there is a need for a new model for the ‘agency of the future’ that actually features interdisciplinary teams or even...

By Chris Harris, 27 April 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

Second-hand goods: Why it’s important to not let current trends hinder creativity

“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!

The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.

In the communications...

By David Morgan, 26 April 2018, 0 comments. Categories: Branding, Campaigns, Content Marketing.

Can the year of the influencer thrive through National Day campaigns?

With Mother’s Day and Easter disappearing into the distance for another year, many brands will be analysing the performance of their themed marketing campaigns. This year, there is even more of a compelling argument to include influencers in this strategy.

The 2017 festive season saw around half of young people purchase products promoted by popular influencers on social media - no wonder 2018 has been dubbed ‘The Year Of The Influencer’. With Father’s Day not far behind, brands...

By Aaron Brooks, 16 April 2018, 1 comment. Categories: Branding, Campaigns, Customer Experience, Influencer Marketing.

Marketers set their sights on VR and voice for 2018 sales and marketing strategies

As we enter the final stretch of 2017, many marketing managers and decision makers will be starting to prepare for next year.

A constant theme of modern marketing is the breakneck pace of technological change. Every year sees innovations in the way that consumers interact with brands and in the methods that companies can use to reach out to their audiences.

2017 has been no different, with a host of new technologies breaking into the mainstream. So, what will UK marketers be aiming to incorporate into...

By Colm Hebblethwaite, 26 October 2017, 0 comments. Categories: Campaigns.

Kinetic uses live traffic data to target drivers according to their speed

A new campaign from Toyota and contextual marketing and advertising agency Kinetic will use real-time traffic data to target drivers with different content based on context of their journey.

The campaign will run across the UK for two weeks from the 23rd of October and will look to get motorists interested in Hybrid vehicles as part of Toyota’s ongoing ‘We Choose Hybrid’ campaign.

In 70 locations motorists will be shown a different message depending on what speed they driving at when they...

By Colm Hebblethwaite, 24 October 2017, 0 comments. Categories: Advertising Technology, Campaigns.

Social media is not a marketer’s silver bullet – it is only part of the solution

Social media has never been a quick fix. Marketers are constantly questioned in their purposes when using particular social media channels or marketing methods. More than this, the core goal of every social media activity is questioned. Too many marketers have unclear or ineffective objectives for their campaigns and many businesses seem to think they must ‘do’ social media without understanding why.

Why do you want to do social media? Here are some of the most common reasons given by business...

By Dan Purvis, 20 October 2017, 1 comment. Categories: Campaigns, Social Media Marketing.

Making ‘unsexy’ B2C brands appealing to customers

Thankfully the old and tired maxim that ‘sex sells’ has been largely replaced by a focus on value in modern marketing campaigns. There is, however, still a need for some brands to try and make themselves a bit more appealing to the average consumer.

Not all brands can be sportswear, cosmetics or any other kind of product that can legitimately get away with having beautiful people at the centre of their campaigns. Equally, not all products are exciting or flashy, no matter how useful or necessary...

By Colm Hebblethwaite, 05 October 2017, 0 comments. Categories: Advertising, Campaigns, Case Studies.

American Airlines campaign first to geofence a moving object

American Airlines has teamed up with MediaCom to utilise geofencing technology on a moving object for the first time.

The airline wanted the campaign to drive awareness of its product and network offering from London. Working with taxi-advertising specialists Ubiquitous, classic black taxis around the capital will be ‘wrapped’ in the airlines branding. Location tech platform Mobsta will then use the latest technology to serve mobile ads to consumers phones.

The aim is to present consumers with...

By Colm Hebblethwaite, 22 September 2017, 1 comment. Categories: Advertising Technology, Campaigns.

How uniting marketing and IT can help your company progress

I have a confession: I'm a marketer, but I haven’t always been a fan of marketing. I’d go so far as to say I once liked marketers slightly more than used-car salesmen. Slightly.

Marketers, like many a used car salesman, have the perception of being tone-deaf and “always on.” My perception was no different, and it seems the same was true for Jay Acunzo, a marketer who went so far as to name his blog Sorry for Marketing.

It wasn’t...

By Sean Schroeder, 22 August 2017, 1 comment. Categories: Advertising Technology, Campaigns, Content Marketing.

80% of consumers forget branded content after 3 days

After all of the consumer and market research, the long days, the design and implementation process, how long does your delicately crafted branded content stick in consumers’ minds?

Well, according to research by Prezi, for 80% of consumers the answer is three days.

The research, carried out in conjunction with renowned cognitive neuroscientist Dr Carmen Simon, found that the main three reasons consumers forget content are:

-          irrelevancy...

By Colm Hebblethwaite, 25 April 2017, 0 comments. Categories: Branding, Campaigns.

50% of marketing materials sent out are irrelevant to recipient

50% of people who receive marketing materials over the internet or by phone say that it is never of relevance to them, according to the Chartered Institute of Marketing (CIM).

Of the 2,000 UK adults surveyed, 42% say they receive marketing material via social media daily. 36% report receiving phone calls once a week or more.

A high proportion of this material is irrelevant to the individual receiving it. 61% have been sent promotional materials for a hobby or interest they don’t have,...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing.