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.

Is this the end of the display ad?

A new report by Forrester claims that the current ad model has lost its effectiveness and CMO’s should shift spending to relationship building.

The report, titled The End of Advertising As We Know It argues that ‘society doesn’t need advertising like it used to.’ The current interruption-driven model of display ads is being usurped by new digital tools and less receptive consumers.

So, what is going to replace the current model?

The system worked – for a while

In many ways, advertising has...

By Colm Hebblethwaite, 23 May 2017, 1 comment. Categories: Advertising, Advertising Technology.

Marketers consistently overestimate success of ad campaigns - Adobe Digital

Marketers and consumers have different ideas about what constitutes relevant online advertising, and the gap is growing according to Adobe Digital Insights.

The research, based on data from over 1000 consumers and 300 marketers in Western Europe, found that many marketers are overestimating the success of their campaigns.

In Germany for instance, 69% of marketers report that they are delivering relevant ads, while only 49% of consumers agreed.

In the UK the picture is a little more pessimistic. Just under...

AppNexus leads ‘people-based’ programmatic consortium – with Facebook and Google in sights

AppNexus, alongside LiveRamp and MediaMath, have announced the launch of a technology industry consortium which will enable programmatic advertising buyers and sellers to create relevant campaigns and improve customer experience – with two companies at the forefront of their attack.

“Today, 48% of all digital advertising dollars accrue to just two companies – Facebook and Google,” said Brian O’Kelley, CEO of AppNexus in a statement. “That dynamic has placed considerable...

By Marketing Tech, 05 May 2017, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Channel 4’s personalised ads: Creepy or Cool?

So, Channel4, and Ronseal’s media agencies Mediavest/Spark, Mindshare and MediaCom Manchester  are accused of being ‘creepy’ in their latest ads.

Firstly, let’s be clear. At Innovid, we’re not uninvolved.  We are not uninvolved in this in the same way that Mercedes Benz was not uninvolved in Lewis Hamilton and Nico Rosberg’s performance in the Formula One world championship...

By Matt Colebourne, 03 May 2017, 0 comments. Categories: Advertising, Advertising Technology.

The Death of Interstitial ads

Interstitial, also referred to as banner or pop-up ads, may be calling on death’s door.

Previously thought to boost conversion rates, prestitials (loaded at app and mobile website entry) and interstitial ads (displayed at intervals covering the entire screen), had been praised for their attention-grabbing ability.

Until recently, publishers and advertisers found it difficult to measure the impact that this intrusive ad format had on engagement levels.

We now know that interstitial ads do more harm than...

By Quentin Le Pape, 25 April 2017, 0 comments. Categories: Advertising, Advertising Technology.

The secret behind effective video ad strategy

Watching video online is no longer the future – it’s here today. 32% of digital video viewers in the UK and US now watch more than 4 hours of digital video every week.

It's no surprise then that video has become one of the most effective ways for brands to engage with their customers.

The good news for marketers is that consumers have become more comfortable with watching branded video content. Our

By Mick Loizou, 21 April 2017, 1 comment. Categories: Advertising, Video & Audio Marketing.

The value of messaging: Steering clear of self-inflicted brand problems

Target, United, Google, Starbucks, Wells Fargo, and most recently Pepsi are members of a short list of brands that have damaged their image and their stock price via avoidable self-inflicted wounds.

Even after receiving vast social media and press backlash, brands continue to shoot themselves in the foot and seem not to learn anything.

Lucky for all these brands, the self-inflicted wounds have not proven fatal.

But it is only a matter of time before a...

By Thaddeus Kubis, 18 April 2017, 0 comments. Categories: Advertising.

5 game changing content marketing industry trends in 2017

As swiftly as digital spaces and online platforms are changing, the way we display content online is changing as well.

There was an explosion of innovative shifts in content marketing in the last year, and the following five trends are promising to significantly influence advertising in 2017.

Email automation

Although the concept of automated emails is definitely nothing new, streamlining content automation through email to the extent that today’s marketers do is a certainly developing trend.

Managing...

By Michael Korsunsky, 05 April 2017, 1 comment. Categories: Advertising, Native Advertising.

Insights are not fit for purpose

Global digital advertising spend hit $178bn last year, according to IPG’s Magna. This year, internet ad spend is even expected to overtake TV ad spending.

Today, around $500bn is being spent on global advertising per year. Yet, fast-forward to a world where all media are digital media, growing fast, and it is not hard to imagine the overall pie growing to a total $1,000bn.

But what if all of this money was not spent but, rather, invested?

What is the difference? Let me explain.

Making sense of it all

Data has always been the fuel...

By Vincent Potier, 29 March 2017, 0 comments. Categories: Advertising, Advertising Technology, Search Marketing.

As content rains, context must reign

For marketers in the B2B arena, engaging with the C-suite has never been more challenging.

A clear majority of senior business decision-makers are significantly time-poor, with three-quarters claiming “there aren’t enough hours in the day to do all I’d like”.

As a result, they possess a very limited media repertoire, restricting marketers’ potential points of contact. To confound matters further, of the few media channels that they do access, most are unreceptive to the...

By Paul Phillips, 21 March 2017, 0 comments. Categories: Advertising, Content Marketing.

The rise of native and the changing role of the third party ad server

In an industry with a habit of regular reinvention, it can be hard to tell which innovations will be a passing fad and which will drive a significant shift in gear.

Right now, it’s apparent native advertising is one trend set to permanently alter the direction of digital travel. And for third-party ad servers this will mean big changes. 

Accounting for 29% of UK display ad spend, native advertising — bespoke ads that take on the look of...

By Andrew Morsy, 16 March 2017, 0 comments. Categories: Advertising, Advertising Technology.

How to get more out of your advertising production budgets

(c)iStock.com/Pamela Moore

The start of any year always begins with some sort of review of where you’re at, how you’re doing against your objectives and goals, but most importantly, what your budget will be or where you stand currently.  One of the most expensive parts of the advertising cycle is production, so even though you may be looking at how you’re doing against agreed budgets, you should also pay extra attention to utilising the best of what you have. Here are a few ways to make...

By Nicole Meissner, 16 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

The marketer’s next challenge: Seamless digital integration

(c)iStock.com/Yuri_Arcurs

The way in which people consume content has changed dramatically in the past decade. The uptake in mobile media consumption has created a diverse range of platforms, and marketers now have incredible opportunities for reaching target audiences. However, these technological developments have proven to be somewhat of a double-edged sword; people consume content so rapidly and in so many ways, that it can be hard for brands to catch the eye and convey their message.

Because of this difficulty,...

By Jon Mowat, 13 February 2017, 0 comments. Categories: Advertising, Best Practice, Branding, Social Media Marketing.

Get heard above the noise: Why high-impact ad units are a must

(c)iStock.com/mustafahacalaki

It may not come as a huge surprise that the mobile phone is one of the most prevalent pieces of technology ever invented, but so much so that Cisco found more people will have mobile phones (5.4 billion) than electricity (5.3 billion), running water (3.5 billion) and cars (2.8 billion) by 2020.

The rapid growth of mobile devices has caused accessibility to outpace the growth of what we consider basic necessities. Pair that with the fact that consumers are spending more time on...

By Kate Barry, 03 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Branding.