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, 0 comments. 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.

Why retail marketers should sideline AR and VR technology, at least for a while

Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these technologies, suggesting that marketers...

By Mark Jones, 11 October 2018, 1 comment. Categories: Advertising, Advertising Technology, Customer Experience, M-Commerce.

Search accounts for half of digital ad spend in first half of 2018, finds IAB UK

Search accounted for half of all digital ad spend in the UK in the first half of 2018, according to the latest Digital Adspend report published by the IAB UK (Internet Advertising Bureau) and PwC.

In total, digital advertising saw a 15% year-on-year increase amounting to £6.36bn. Enjoying the same rate of growth, spend on search advertising amounted to more than half of that (52%), amounting to £3.3bn.

Non-video display spend was next highest at £1.33bn, a rise of 9% on last year’s...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising, Search Marketing, Video & Audio Marketing.

Customer retention: How relevance trumps loyalty

Most loyalty programs fail to make the mark as they lack value proposition. According to a recent study, 71% of consumers claim loyalty incentive programs don’t make them loyal. That happens because brands fail to adapt to the rapidly changing digital landscape.

That’s why the next generation of consumers is more interested in relevance. It will be the...

By Manish Dudharejia, 09 October 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

EBay accuses Amazon of poaching third-party sellers for its Marketplace

In a clash of the e-commerce titans, online auction platform eBay has accused Amazon of poaching sellers through its internal messaging system.

Calling the alleged scheme “unlawful” in a statement, the platform has issued a cease and desist letter and cautioned that it would take “appropriate steps” to protect itself from the activity.

According to a report by the Wall Street Journal, eBay began to take action after discovering that more than 50 Amazon sales representatives had sent...

By Mark Jones, 04 October 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

Facebook has been rumbled using 2FA phone numbers for ad targeting

As if Facebook needed another mountain in user trust to climb this year, evidence has now emerged of it using phone numbers provided for security purposes to target unsuspecting users with ads.

The activity was uncovered by researchers from Northeastern University and Princeton, along with the tech publisher Gizmodo, following controlled trials where an ad was successfully targeted using phone numbers that had been provided for account security and, in one case, had never been explicitly provided to the...

By Mark Jones, 01 October 2018, 0 comments. Categories: Advertising, Data-driven marketing, Social Media Marketing.

The rise of the commuter-shopper: driving digital commerce in surprising environments

Thanks to the hyper-connected, ‘always on’ world in which we now live, the opportunity for brands to drive commerce is literally everywhere. As with other areas of our lives, connected mobile devices have changed the way we think about buying things; when it comes to shopping, we’re no longer bound by ‘restrictions’ such as location and time of day.

Last week, Instagram announced that it will be...

By Ian Reynolds, 27 September 2018, 0 comments. Categories: Advertising, E-Commerce, M-Commerce, Mobile Marketing.

Google rolls out custom viewability metrics for display & video advertisers

63% of UK display ads were considered “viewable” in the first half of the year according to a study this week by Integral Ad Science. That was considered an “all-time high”, and it means that nearly three-fifths of ad units were in view for one continuous second - or two seconds if we’re talking video.

The findings were based on a widely-used industry standard set by the Media Rating Council...

By Mark Jones, 26 September 2018, 0 comments. Categories: Advertising, Campaigns, Video & Audio Marketing.