Meaningful brands matter: A look at 2016’s Christmas adverts

For years now, the public has looked forward to the launch of Christmas adverts from the world’s biggest retailers. For some, the feeling is that Christmas has not properly started until Coca-Cola’s classic ‘Holidays are coming’ advert has aired.

In more recent years, it has been the John Lewis adverts that have best captured the hearts and imaginations of the public. However this year we have seen a...

By Rob Leggatt, 29 November 2016, 0 comments. Categories: Advertising.

UK advertising investment set to grow to £18.8bn in 2017

Investments in the UK advertising industry will be worth over £18.8bn in 2017, with the sector set to enjoy its eighth successive year of growth.

Media investment management business GroupM has released its forecast for the year ahead in advertising, and predicted that the industry will grow up from 6.3% to 7.2% in 2016, and 7.2% in 2017.

While digital display will rise 15% next year, particularly into social media and video, GroupM's outlook for traditional media is set to decline slightly.

We are...

By Rachael Power, 14 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

There's more to Christmas content than John Lewis ads, research says

It just isn't Christmas in the UK without John Lewis' heart-rending TV advert, but new research shows that content runs deeper than television jingles. 

Festive pictures are indeed the most popular Christmas-related online content, according to reserach by RadiumOne, followed by videos, present ideas and sales and promotions. 

According to the research, advertisements feature seventh along the ladder, alongside Christmas wishlists. 

Sales, promotions and present ideas will each be shared by about...

By , 09 November 2016, 0 comments. Categories: Advertising.

Adobe launches AI tool to improve digital experiences


Adobe has launched a new set of services for improving the design and deliverability of digital experiences for marketers: Adobe Sensei. 

It's a fitting term for the team - and means 'master' or 'teacher' in Japanese - as Sensei aims to help tackle complex experience challenges, such as image matching, understanding meaning and sentiment of documents and using AI and machine learning to target audience segments.

The tool will be built into the company's cloud offerings, such as Adobe...

By Rachael Power, 03 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

eBay Advertising: The future of adspend is bright, and it's digital

(c)iStock/Jacob Ammentorp Lund

News over the last few months seems to have been dominated by the doom and gloom resonating from Britain’s 'shock' vote to leave the EU.

It was therefore refreshing to read in recent reports from both IPA Bellwether and the IAB that ad spend in the UK has increased by 5.1% during the first half of the year to £10bn.

But it’s certainly not all plain sailing from here, and despite the year’s success to date, the advertising industry can’t afford to...

By Rob Bassett, 03 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why it’s not about humans vs. machines in ad tech


Over half a century ago, Alan Turing battled with the profound question of whether machines might one day think like humans. Today, evidence of artificial intelligence can be found in the pockets of every smartphone owner. From simply performing a Google search based on past searches, to services like Netflix which provide the viewer with relevant film recommendations, machines demonstrate how they are effectively learning our interests, preferences and behaviours.

However, the perception of...

By Richard Robinson, 31 October 2016, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

How Generation C is turning marketing upside down

Picture credit: Lobster

Cast your mind way back into the past, when segmentation was easy. A time when marketers would safely assume a whole array of collective traits based on something as a simple as an age group. Baby boomers valued individual choice, Generation X were results-driven and Generation Y craved changed.

Compare that with today, where consumer data is seemingly everywhere. We know where our customers are, what they’re eating, what they buy and who they know. And perhaps most importantly,...

By Andy Shield, 27 October 2016, 0 comments. Categories: Advertising, Content Marketing, Personalised Marketing.

RadiumOne launches ad quality division


Ad quality is hot on the agenda at the moment, and marketing tech business RadiumOne is launching a new division centred around exactly this. 

The company will aim to improve the creative quality of ads served via programmatic with its Creative Solutions division. It will ensure that the mechanics of how ad exchanges assess and deliver ads are more heavily factored into the process of creating ads - as well as being creative with ad formats.

This will mean that ads are less likely to...

By Rachael Power, 25 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Google introduces click-to-message function on search ads


Customers can now click on search ads to text message brands thanks to a new feature from the tech giant.

Google introduced click-to-message ads this week to make it easier for brands and customers to interact via SMS.

This must be switched on by setting up a messaging extension and will be available in the ‘coming weeks’.

As always, the new Google feature is backed up by stats: 65% of consumers said they would...

By Rachael Power, 18 October 2016, 1 comment. Categories: Advertising, Advertising Technology.

How to apply digital tactics to make ads actionable

(c) Ammentorp Lund

“Many a small thing has been made large by the right kind of advertising,” said Mark Twain.

Of course, when Twain was writing there was no way to measure the real impact of advertising. In fact, the kind of data needed to demonstrate the actual ROI of ads has barely emerged, and it’s still quickly changing.  

Daily, there are innovative approaches offering new ways to measure the direct impact and value of traditional ad formats.

Marketers have always...

By Matt Roche, 18 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why you should be demanding real-time ad feedback

With a name like RTB (real time bidding), you can understand why CMOs assume that the whole programmatic process happens instantaneously. 

Certainly it’s true that the buying process for digital advertising can happen within a fraction of a second of a consumer clicking on a website.  The advertiser will have preset their audience segments and, if the consumer looks to fall into that target group, the highest bidder will win and their ad will be served – all in the blink of an...

By Tim Barnes, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months.

The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

Many analysts and industry leaders...

By Oliver Hayward, 17 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why it’s time for programmatic advertising to get native


Programmatic still has a reputation for remnant display inventory, but it also has huge potential to help brands deliver native campaigns.

And with consumers’ tolerance for disruptive ads depleting and adblocking consequently on the rise, there has never been a better time for brands to use native advertising to engage in a subtler, more complementary way.

Less intrusive and more sophisticated than traditional display formats, native ads create a more seamless user experience...

By Alessandra DiLorenzo, 13 October 2016, 0 comments. Categories: Advertising, Programmatic.

How marketers are using stock photos and visuals differently

Since its inception in 2003 with 30,000 images, Shutterstock has gone on to amass over 100 million images added to its online library. The use of visuals in marketing campaigns is clearly rising, and Shutterstock’s library is constantly growing.

To celebrate the milestone of reaching 100 million images, we have taken a look at some of the ways in which marketers are now using images in brand campaigns differently, and predicted some top trends looking at how their use of images might continue to...

By Robyn Lange, 12 October 2016, 1 comment. Categories: Advertising.

Mobile display ad spend overtakes PC and tablet for first time, IAB says


The amount spent on mobile display ads overtook that of PC and tablet for the first time ever, according to new research by PwC and the Internet Advertising Bureau (IAB).

Mobile display ads raked in £802m of spend, while PC and tablet were behind at £762m, the Digital Adspend report said - signifying rapid growth in time spent on smartphones.

Overall, digital advertising spend increased 16.4% in the first half of this year to...

By Rachael Power, 12 October 2016, 0 comments. Categories: Advertising.

Proxama extends beacon advertising network with new deals

Beacon tech has been on the brink of changing the face of marketing and personalisation for some time now. Following on from previous case studies and experiments using the tech, Proxama has reported that it is expanding its beacon network across three media and location owners' sites. 

The deals with Mobile Media Group, Emblem Group and Hathaway Chivers mean that Proxama now has 4,000 beaconds in its network, which...

By Rachael Power, 11 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

London Underground's ad offering gets makeover with Hello London launch

Exterion Media and Transport for London have announced a new commercial media partnership, Hello London. 

This aims to be a one-stop-shop for advertisers to engage the London audience, using data and tech to make a customer’s experience more tailored, relevant and contextual.

For the first time, Hello London will connect brands with the audience across the entire London Underground and Rail network.

As such, the TfL Underground will be getting a refresh of advertising space, new formats, and an...

By Rachael Power, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

What does the future hold for adblocking and programmatic?

(c) Ltd

Last month we witnessed just how much interest there is in the adtech world, with marketers gathering from across the globe for the event of year, Dmexco.  

With a speaker line-up boasting names including Sir Martin Sorrell and Twitter founder, Jack Dorsey – it’s hardly surprising so many people attended.

The event provided the somewhat rare, one-on-one human engagement, something that is lost in the online world.

There was an even playing field for each brand based...

By Richard Nunn, 10 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Can data help the adtech industry survive?

(c) Ltd

Five years ago, the adtech industry managed to raise a total of $2.7bn in venture capital investments. In 2016, the same industry is barely breaking the $500m investment barrier. You can only wonder, why are VCs jumping ship?

According to The Wall Street Journal, venture capitalists have switched their focus and are now favoring martech over adtech vendors. There is more long-term value in the recurring revenue models promised by SaaS-based martech solutions than the media...

By Mark Smith, 07 October 2016, 0 comments. Categories: Advertising, Advertising Technology.

Why high impact advertising is the jewel in the marketing crown


In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.