Over a third of banner ads across Europe weren’t seen last quarter

Less than two-thirds (61%) of banner ads were considered viewable in Europe last quarter.

The technical criteria for an ad being viewable is being at least 50% within the visible area of a browser for at least one second, and yet 39% of banners failed to meet this standard across the continent.

The findings from ad verification company Meetrics suggest three things; advertisers need to produce better creative, ad exchanges need to acquire better inventory, and that marketers are wasting a lot of money.

But while the study gives support...

By Mark Jones, 24 July 2018, 0 comments. Categories: Advertising, Branding, Personalised Marketing.

Facebook is bringing augmented reality ads to the news feed

With a limited supply of inventory available to advertisers in its news feed, Facebook seems to be trying out slightly more novel ways of ensuring brands are getting the best bang for their buck.  

Limited to its US users at launch, a new augmented reality (AR) feature will enable customers to virtually try on items “in just one click” from certain ads, including fashion accessories and cosmetics, as well as...

By Mark Jones, 12 July 2018, 0 comments. Categories: Advertising Technology, Branding, S-Commerce, Social Media Marketing.

Is artificial intelligence in need of a rebrand?

When we think of cutting-edge technology, it’s usually in a positive context. New technologies are exciting, futuristic and belong in Hollywood’s biggest blockbusters. So why has artificial intelligence (AI) gained such a bad reputation?

Jaywing Intelligence recently conducted research into Twitter conversations about AI - exploring whether the negative media content around ‘robots stealing our jobs’ was fake news. It found that data scientists are principally concerned with the...

By Alex Craven, 10 July 2018, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

Why design-driven companies cut through to customers

Twenty years ago Joseph Pine and James Gilmore welcomed us all to the “Experience Economy” in the Harvard Business Review (HBR). They claimed that ‘services’ alone were not enough to satisfy experience-hungry consumers, and that “staging experiences” would generate more value. Although the examples they used were more physical experiences (aka Niketown) than digital experiences, they had rightly identified a pivotal moment in history.

One month after the HBR article was...

By Adrian Gans, 26 June 2018, 0 comments. Categories: Branding, Customer Experience, Publishing.

Norwegian CMS startup Sanity wants to kick content creation out of the 90s

As a digital marketer, you’ve more than likely to have had a run-in with a content management system (CMS). If you’re lucky, you might even get to use one every day.

Whether it’s Wordpress, SilverStripe, Drupal or Django, tucked away in the backend, it’s easy to take these painfully functional workhorses for granted, but one Scandinavian startup thinks the status quo is well overdue for an overhaul.  

Sanity is the product of Norwegian digital agency Bengler and co-founders...

By Mark Jones, 20 June 2018, 0 comments. Categories: Branding, Content Marketing, Mobile Marketing.

Oath brings virtual reality ads to the programmatic marketplace

Verizon’s media powerhouse Oath, the umbrella for companies including AOL and Yahoo!, has brought VR (virtual reality) to programmatic ad buying.

While not quite transporting audiences to virtual new worlds, and perhaps better described as ‘extended reality’ (XR), Oath’s new ad experiences allow brands to layer on rich and immersive content to product ads, adding an extra layer of detail and dimension. 

Companies already experimenting with the format include LG, Three, Chevrolet...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

IBM & MediaOcean’s blockchain pilot to combat ‘ad-tech tax’ for major brands

IBM’s digital agency network IBM iX has coupled up with ad-world software provider MediaOcean to pilot a blockchain network, in efforts to clear up the murky media supply chain and hack away at “ad tech tax”.

The network, which is set to trial with media deals for top-flite brands including Unilever, Kimberly-Clark Corp, Pfizer, Kellogg and IBM Watson, is aimed at improving transparency, combating...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

Unilever’s top marketer says influencer fraud requires ‘urgent action’

As we’ve seen within the last year, the big-spending FMCG giants have demonstrated some hefty lobbying power when it comes to holding the digital marketing industry to account. This time, they’re getting tough on influencer marketing.

At Cannes Lions today (June 18), Unilever’s chief marketing and communications officer, Keith Weed, said that the growing influencer marketing industry was at a pivotal stage and that its members must take “urgent action” in order to rebuild...

By Mark Jones, 18 June 2018, 0 comments. Categories: Advertising, Branding, E-Commerce, Social Media Marketing.

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.

Are structure and process the glue that holds marketing, technology and creativity together?

Consumers like to feel a human connection to the brands they love. Whether it’s through empowering athlete endorsements like Nike or connection to an inspiring founder like Virgin, humanity is a critical element in successful marketing. That’s why it’s somewhat ironic that while a human touch in brands is more important than ever, the behind-the-scenes technology that makes marketing scalable has also exploded in recent years.

According to a prediction made in 2016 by

By Frazier Miller, 14 June 2018, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

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.

Why we need to use tech to amplify human ambition – rather than turn it off

Stop me if you are still in helplessly in love with the culture and practices of 80s adland, but there’s an inherent decadence in the agency sector these days, as technology surges on and humans lag behind. And it’s not helping anyone.

You can see it on the media side, where so many seem to switch on the tech and go to lunch, not worrying about the detail, because it’s all clever stuff and if it doesn’t get the job done, the offline media probably will. That’s the seductive peril...

By Dan Thwaites, 08 June 2018, 0 comments. Categories: Advertising, Branding, Content Marketing, Customer Experience.

Joining the VUI conversation: The challenges and benefits of voice user interfaces for marketers

Voice user interface (VUI) development has been opened up to brands, people and developers vying for a share of voice in this new, noisy marketplace by both Amazon and Google who have created free ‘skill’ or ‘action’ building platforms for their market-leading personal voice assistants. Although this accessible technology is exciting, it is still in the early stages of adoption and presents a steep learning curve - for both brands and customers. In this world, everyone’s a...

By Iain Millar, 23 May 2018, 0 comments. Categories: Branding, Customer Experience, Data-driven 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.

The Amazon problem: Making adversity the mother of invention

Amazon has long been a kind of big shapeless threat hanging over retail, but now this threat is solidifying into something that could compromise the medium-term survival of even the most established retail brands.

Already in 2018, we’ve noticed that ‘The Amazon Problem’ is now dominating retail conversations more than ever before and we’re also seeing a real sea change in the sense of urgency with which brands are responding.

Change in 2018

If 2017 was the year of fixing the basics -...

By Steve Borges, 14 May 2018, 0 comments. Categories: Branding, Customer Experience.

The ultimate checklist for a successful website's launch: Marketer's edition

It’s the 11th hour and the launch of the new website is imminent. Prospects and customers are primed and colleagues and senior management are stood in the wings, waiting in anticipation for this all-singing, all-dancing new website – god forbid that once it goes live something catastrophic happens. Every T should be crossed and each lowercase I dotted.

Marketers put complete faith in web designers and developers, but it’s worth knowing things to look out for – sometimes the small...

By Maddie Agnew, 09 May 2018, 1 comment. Categories: Branding, Search Marketing, Web Analytics.

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.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.