Why 2019 will be the year that advertisers successfully adopt digital personalisation

As an industry we’ve long discussed the exciting promise of combining data, with adtech and creative possibilities, to enhance the experience of digital advertising. Although frequently discussed, dynamic creative optimisation (DCO) is yet to fulfil the promise of large-scale, relevant digital communications, meanwhile technology has progressed to differentiate between ‘personalisation’ and ‘dynamic...

A look at key martech drivers in 2019: Customer-centricity, consent and collaboration

2018 has been a tumultuous year for technology, with growing concerns of privacy and high profile scandals shaking previously unassailable giants. These giants heralded a new era of capability for marketers, creating new ways of targeting, unprecedented insight and scale. But now that customers are increasingly sensitive to data usage, and turning away from walled ecosystems, what does the future hold for marketing technology in 2019?

Ethics...

By James Gin, 15 January 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Customer Experience.

Data strategies: Fix it, don’t stitch it

The quality of (big) data has for a long time been a crux for CMOs. Instead of creating a true view that positions their brand to make sound decisions, CMOs are having to "stitch together" their data from different sources. They’re creating data Frankenstein monsters from different warehouses, assembling disparate findings, and failing to optimise decisions around the...

By Florian Gramshammer, 14 January 2019, 0 comments. Categories: Advertising, Data-driven marketing, Data Science, Email marketing.

Why the advertising industry needs to reprioritise ad quality urgently

Last year, eMarketer’s Geoff Ramsey highlighted the “crisis of trust” across the digital ecosystem: not only pointing to the need for better relations between brands and consumers, but also within the marketing community itself; covering advertisers, agencies, publishers, and ad tech players.

As 2019 begins, issues with misunderstanding and mistrust persist — especially in programmatic. One of the main talking points at this...

By Rich Ottoy, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Best Practice, Programmatic.

eCPA is dead: Long live the incremental eCPA

Every advertiser wants to spend their advertising budgets in the most efficient way possible. That’s why, in the digital advertising world, it’s vital to measure the results of all campaigns. Advertisers and agencies commonly analyse reports from various tracking tools in order to evaluate the ROI of each of their advertising partners, and these results determine which partners receive budget in the following months. This seems to be a wise approach but...

By Tiago Vila Verde, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Programmatic.

Why generation Z will drive the growth of visual search

eCommerce navigation and exploration has remained largely unchanged in recent years, even as retailers have scrambled to pinpoint more effective and personal ways to engage their customers in the process of product discovery.

This is likely why there’s been no shortage of hype surrounding voice search technology, despite ample grounds for skepticism: A recent

Tabloid news and false positives: Examining the brand safety cycle

Earlier this year, broadcast giant Sky declared it is yet to resume spending with YouTube after stopping advertising on the site 18 months ago. This delivers a clear message: while the dust may have settled on those infamous ad misplacements, brand safety remains paramount for the big spenders. Moreover, protecting brands is still...

By Nick Welch, 05 December 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Moving from AI to ‘applied intelligence’ to identify revenue sources and deliver business value

As companies increasingly adopt CRM technology and improve their data governance, they now have more customer and prospect data than ever before. They have reams of sales and marketing metrics. Yet in the post-GDPR era, with plummeting data confidence, growing numbers now admit the sales funnel is broken.

With a challenging economic climate and Brexit looming, it is not poor products or services...

By James Isilay, 22 November 2018, 1 comment. Categories: Advertising, Automation, CRM.

How to find the right Instagram hashtags for every post: A guide

Instagram is a visual-first platform. When you log on, you’ll see image after image of jaw-dropping scenery, drool-worthy dessert, and high-quality pictures of everything you could ever want to buy. The images and videos being shared are the focus, but that doesn’t mean that you can ignore the text altogether.

Hashtags are an important part of that text on both feed posts and in...

By Maria Raybould, 16 November 2018, 1 comment. Categories: Advertising, Search Marketing, Social Media Marketing.

Why are marketers still breaking the first rule of marketing?

Now that the end of the year is in sight, many marketers will look back and review the flurry of activity that was 2018. GDPR. Fighting for budget. New platforms. Avoiding potential crises. Metrics. More metrics. 

It’s been a busy year – and for that reason, it’s arguably forgivable that the majority of digital marketers today are still breaking the very first rule of marketing: build the...

By Elliott Clayton, 07 November 2018, 0 comments. Categories: Advertising, Campaigns, Data-driven marketing.

A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Why personalised UX requires a new marketing mindset

The days when the one-directional, sweeping message of the billboard ruled are well in the past. Now, as ad blocking continues to grow in popularity, marketers are faced with the constant pressure of trying to come up with innovative ways of capturing people’s attention without being intrusive.

As we enter a new era where advertising will no longer be invasive or off-target, it looks likely that we are finally reaching the advertising Nirvana of creating a hyper-personalised UX that consumers may...

By Joel Davis, 29 October 2018, 0 comments. Categories: Advertising, Advertising Technology.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.

How to unlock your brand’s visual identity

Forget the products and services you’re offering for a minute; your brand’s visual presence is arguably the most powerful way to resonate with your audience.

But don’t think a visual identity is about colour palettes and kerning. In a crowded and noisy digital marketing landscape, brands have to consider frequency, volume and variety across an ever-growing range of customer touchpoints, often spanning multiple markets.

Grant Munro is the senior VP of Shutterstock Custom, and an expert in changing the way...

By Mark Jones, 18 October 2018, 0 comments. Categories: Advertising, Branding, Campaigns.

‘Change-maker' consultancies are lagging with their own digital marketing

A “worrying gap” has been discovered between the low adoption of digital marketing by management consultancy firms and the digital-first approaches now demanded by their clients.

As reported by Consultancy.UK and part of the UK-based ‘State of Digital Marketing in Professional Services 2018’ report, a reliance on traditional word of mouth referrals is lingering among professional...

By Mark Jones, 12 October 2018, 0 comments. Categories: Advertising, Campaigns.

Bid Caching – An innovation in programmatic or reopening the trust wound?

Last month, there was another brouhaha in the programmatic ad world. It was revealed that was a new ad-buying practice was happening and apparently very few people knew that it is going on.

Devised by the ad marketplace Index Exchange and hailed as the latest innovation in programmatic bidding we discovered a practice called ‘bid caching’. New technology that was designed to reduce latency, thereby creating faster ad serving. It...

By Oliver Gold, 12 October 2018, 0 comments. Categories: Advertising, Best Practice, Programmatic, Publishing.