How to get the top industry publications to promote your company - for free

There are many different ways to get your company, your products, services and technologies spotlighted and featured in the top publications and web sites that cover your industry. You can buy your way in through newsletter and supplement sponsorships, you can purchase advertising and advertorials.

Another powerful way is through what is often labeled “earned media” – coverage that your information has earned because of its value.

This includes coverage generated by big news – large...

By Mark Shapiro, 29 September 2017, 1 comment. Categories: Advertising, Content Marketing.

YouGov: TV ads surviving despite subscription video’s rise

There has been a lot of talk about how the rise of subscription TV services has diminished the reach and power of traditional television advertising.

But according to new research from international market research firm YouGov shows that traditional TV advertising is still very much alive in the era of subscription on demand services (SVOD).

Importantly, TV ads are still being seen by consumers who only watch content through subscription streaming platforms.

The

By Colm Hebblethwaite, 27 September 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Eye-tracking research shows majority of mobile ads being ignored

London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.

The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.

In fact, the average time spent looking at these...

By Colm Hebblethwaite, 20 September 2017, 0 comments. Categories: Advertising, Mobile Marketing.

Re-defining the travel experience through experimentation

Today’s ‘always on’ consumer expects a travel experience that delivers a hyper-personalised package of products and services.

This is challenging the highly competitive travel industry to discover new ways to gain attention and sell their services.

Travel companies must deeply understand consumer preferences and adapt their offers to individual needs. Personalised suggestions, pricing and exclusive offers are extremely valued and can be a key competitive advantage for travel companies.

The...

By Marie Despringhere, 15 September 2017, 0 comments. Categories: Advertising, Case Studies, Customer Experience.

European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

Open-source header bidding solution launched

Prebid.org, an independent organisation dedicated to developing and promoting open-source header bidding solutions, has been launched by AppNexus and Rubicon Project.

The organisation wants to promote unbiased and efficient solution for monetisation that allow for fair competition within the digital advertising ecosystem.  

Open to all parties, Prebid requires all partners to become signatories to a code of conduct that dictates bidding wrapper mechanics, data and transparency, and user experience. The...

By Colm Hebblethwaite, 11 September 2017, 0 comments. Categories: Advertising, Advertising Technology.

Who are the people using adblockers?

The use of adblockers might not be something that keeps advertisers up at night, but it does represent a creeping problem for the ruling, internet advertising paradigm.

Advertising revenue is a foundational part of how the internet operates, with many sites giving away their content for free in the hopes that they will be rewarded with increased ad revenue.

The use of technology to simply avoid having to see any ads is a practice that is

By Colm Hebblethwaite, 30 August 2017, 0 comments. Categories: Advertising, Advertising Technology.

Update or step aside: Why marketers must evolve in 2017

Fax machines. VCRs. Landlines. There’s a reason such technologies are now largely obsolete: we have faster, sleeker tools that do the job better.

For marketers, tech evolution has transformed efficacy — enabling them to use data as a basis for enhanced audience understanding and performance optimisation. Yet many are still failing to make the most of modern tech by continuing to use outdated methods.

Too often tactics are driven by teams focused on separate channels, working within different...

By Vanessa Tadier, 24 August 2017, 0 comments. Categories: Advertising, Customer Experience.

Tapping into the potential of lock screens for mobile advertising

The average iPhone user unlocks their smartphone 80 times per day; the equivalent to seven times an hour or once every 10 minutes.

And before even unlocking their phone, a consumer will usually check the lock screen for practical information: How many new notifications they have, whether they have any missed calls, or even just to tell the time.

But what if the lock screen could...

By Krishan Patel, 21 August 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Mobile Marketing.

Reduce your mobile marketing costs - by building an app

(c)iStock.com/allvisionn

It should be obvious to most brands by now that investing in mobile advertising is no longer an option. It’s a necessity.

Worldwide, mobile now accounts for more than half of all digital advertising, surpassing desktop Web in Q1 of this year, according to a recent report from UK’s PricewaterhouseCoopers and the Interactive Advertising Bureau.

And, as digital ad spend continues to grow compared to traditional advertising, mobile is becoming increasingly important.

Are podcasts changing advertising?

Podcast listeners were few and far between five years ago, but now they seem to be everywhere.

Whether chuckling on a treadmill or learning about quantum physics on the bus, a growing demographic of people are embracing the medium. If you are reading this on public transport, in an office or some other crowded place, there is probably someone listening to one in your immediate vicinity.

The last few years has seen an explosion in both the number of people and the number of podcasts available. In the US...

By Colm Hebblethwaite, 07 August 2017, 1 comment. Categories: Advertising, Video & Audio Marketing.

How receptive are urban commuters to ads?

Urban commutes are not known as being the most pleasant, life-affirming experiences. Hurtling through a rainy Monday morning in a crowded train carriage, it is perhaps unsurprising that many young urban commuters take to daydreaming of faraway, sunny lands.

The Urban Socialising Report 2017 by Time Out and Exterion Media has looked at what commuters tend to daydream about and whether ads can effectively leverage this.

Unsurprisingly, it is travel that makes up the...

By Colm Hebblethwaite, 24 July 2017, 0 comments. Categories: Advertising.

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.

Qatar Airways scores a viral hit

Qatar Airways has managed to go viral with its latest social media campaign, which has been viewed by a massive 54 million people.

As usual with this kind of campaigns, it is unlikely to be just the advertising message that has contributed to the widespread visibility of the campaign. The secret to viral success remains hard to pin down.

The ‘No Borders, Only Horizons’ video has so far been watched 50 million times on the company’s Facebook page,...

By Colm Hebblethwaite, 11 July 2017, 0 comments. Categories: Advertising, Social Media Marketing.

Game changer: The iPhone celebrates its 10th anniversary

A decade ago the world was a very different place. A young website called Youtube had been founded two years earlier and the 6th edition of the iPod was the must-have consumer product.

Until a certain, era-defining product called the iPhone dropped into the hands of consumers on this very day 10 years ago.

It can be difficult to recall exactly what life was like back in the pre-smartphone dark ages, such is the seismic changes that have followed since 2007.

In 2017 there are around 2.39 billion smartphone...

By Colm Hebblethwaite, 29 June 2017, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Is this the end of pre-roll video ads?

The days of the pre-roll video ad are numbered as the digital industry slowly turns its back on this obstructive and ineffective format.

Trendsetter Facebook is maintaining its long-held stance that pre-roll has no place on the social network, despite its imminent rollout of mid-roll ads that will allow content creators to monetise video.

At the same time Google is limiting the use of

By Estelle Reale, 15 June 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Teens switching to ‘on demand’ instead of live TV

A study of the viewing habits of children and teenagers in the UK highlights a number of important shifts in the way media is consumed.

The research, carried out by MediaCom, shows that a third of teenagers regularly view TV content on their smartphones. This has risen from 25% in 2016.

On demand services are increasingly popular amongst younger consumers, with 38% saying this method is the way they watch most of their programmes.

One of the factors underpinning this trend could be growing smartphone...

By Colm Hebblethwaite, 14 June 2017, 0 comments. Categories: Advertising.

Where next for flexible branding?

Branding styles and trends are ever changing – from the hand painted calligraphic signs of the forgotten age to neon, ever-moving brands of today.

Every few years a new style comes into fashion (or more often, back into fashion). 

Flexible identities is the trend that’s been developing in the last four to five years. Every few months you’ll see an article labelling it as the future of branding. But is it really?

Let’s find...

By Nick Pomeroy, 14 June 2017, 0 comments. Categories: Advertising, Branding.

Tilt and shake: Taking smartphone advertising up a level

As another year brings new devices from Samsung, Apple and Google and others, smartphones continue to be ubiquitous in the modern world.

As such, today’s consumers are very used to the idea of advertising being delivered through their favourite devices. We’re used to swiping, tapping and pinching to view content that interests us.

However, when it comes to the creatives behind these campaigns, there are far more engaging ways for brands to interact with their...

By Rob Garber, 02 June 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Server-side header bidding is the future for video advertising

Ever since Google revealed it would be launching its own server-side header bidding product last year, the industry has been buzzing with predictions that traditional browser-side header bidding is 'dead.’

And for once, it looks like the conjecture may be about to become fact.

New technology has emerged to create a faster, sleeker version of header bidding — capable of running video ad units smoothly and resolving early latency issues that slowed...

By Alex Bornyakov, 25 May 2017, 0 comments. Categories: Advertising.