How to keep up in the era of digital progression

Technological innovation has transformed the way we work, play, interact, and behave.

Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.

For some marketers, digital disruption has moved too quickly. Alongside...

By Vanessa Tadier, 05 July 2018, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Google’s delayed entry into GDPR consortium puts ad-funded sites at risk

Google has delayed its entry into a consortium of ad tech companies, hampering the group’s efforts to comply with the new European law for data privacy.

The information was reported to Reuters by sources involved in the programme.

The search giant’s decision to join in August will have left some firms that use its advertising services, particularly “unwitting owners” of ad-funded websites and apps, exposed to fines.

Hundreds of ad tech companies came together to build consent...

How to facilitate the return of storytelling in advertising

Storytelling in advertising is nothing new. From the eighties’ Nescafe Gold Blend commercials featuring the romance of Tony and Sharon, to the noughties’ BT family ads that followed the domestic trials of Adam and Jane, the most memorable TV campaigns took years to build characters that audiences could relate to and care about.

But the art of storytelling is disappearing. Creators of TV ads such as the John Lewis Always a Woman, and more recently the

By Andrew Buckman, 19 June 2018, 0 comments. Categories: Advertising, Content Marketing.

Mobile advertising to win third of global budgets by 2020

Mobile advertising is on track to account for 30.5% of global spend by 2020 to total $187bn (£142bn), according to Zenith’s Advertising Expenditure Forecasts, published yesterday (June 19).

That figure is more than double the $88bn spend predicted on desktop advertising and just $5bn shy of television. By 2021, however, mobile advertising is expected to “comfortably” overtake TV.

This cosmic rise is a direct result of consumers switching out the desktop for the anywhere-anytime...

By Mark Jones, 19 June 2018, 0 comments. Categories: Advertising, Mobile Marketing, Publishing.

Unilever’s top marketer says influencer fraud requires ‘urgent action’

As we’ve seen within the last year, the big-spending FMCG giants have demonstrated some hefty lobbying power when it comes to holding the digital marketing industry to account. This time, they’re getting tough on influencer marketing.

At Cannes Lions today (June 18), Unilever’s chief marketing and communications officer, Keith Weed, said that the growing influencer marketing industry was at a pivotal stage and that its members must take “urgent action” in order to rebuild...

By Mark Jones, 18 June 2018, 0 comments. Categories: Advertising, Branding, E-Commerce, Social Media Marketing.

LinkedIn rolls out Carousel Ads to ‘humanise’ B2B marketing

In similar fashion to its consumer-facing counterparts, B2B social network LinkedIn has launched Carousel Ads, allowing advertisers to display up to 10 customised, swipeable cards within one ad.

According to a blog post by product manager, Rohin Rajiv, the company hopes the update will “humanise” B2B marketing efforts and add a little colour to an otherwise non-too-descript news feed, encouraging users to engage with brands on both desktop and mobile.

By Mark Jones, 12 June 2018, 0 comments. Categories: Advertising, S-Commerce, Social Media Marketing.

UK marketers are picking up Weibo, WeChat & QR codes to target fast-growth regions

When it comes to digital marketing, there are no longer any borders, but are marketers equipped for effective advertising overseas?

A new UK-based report by Rakuten Marketing has revealed that nine in 10 marketers (89%) are now managing international marketing campaigns as companies pursue overseas growth opportunities in the borderless age of digital.

Of that majority chunk, 55% are active within Europe and an additional 14% are operating further afield.

But while digital allows for more or less unbridled...

By Mark Jones, 12 June 2018, 1 comment. Categories: Advertising, Advertising Technology, S-Commerce.

Why we need to use tech to amplify human ambition – rather than turn it off

Stop me if you are still in helplessly in love with the culture and practices of 80s adland, but there’s an inherent decadence in the agency sector these days, as technology surges on and humans lag behind. And it’s not helping anyone.

You can see it on the media side, where so many seem to switch on the tech and go to lunch, not worrying about the detail, because it’s all clever stuff and if it doesn’t get the job done, the offline media probably will. That’s the seductive peril...

By Dan Thwaites, 08 June 2018, 0 comments. Categories: Advertising, Branding, Content Marketing, Customer Experience.

Closing the sales and marketing gap - to maximise eCommerce opportunities

With rapid advances in digital marketing, data and technology, the journey from awareness to sale can now be very short thanks to eCommerce solutions. You can learn about a product, consider a brand and buy all in one go from a shoppable Instagram post. eCommerce is driving the majority of retail growth and presents a significant opportunity for brands. However, as customer behaviour changes, brands need to ensure they don’t get left behind with legacy sales and marketing models.

Traditionally, many...

By Cassandra Stevens, 10 May 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

How to use visual analytics to optimise your retargeting strategy

Visual analytics, the ability to visually analyse data with software that allows you to ask and answer endless questions, helps marketers to decode the complex world of consumer retargeting. It allows them to understand who their customers are and why they behave the way they do. With data visualisation technology, consumer behaviour can be tracked in real time and analysed to predict future trends, allowing companies to keep their retargeting strategies relevant and up to date.

Saving time, money and...

By Eulalie Masson, 02 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Web Analytics.

Assessing the ‘where’s where’ of geolocation in digital advertising

Global mobile use is expected to make up almost three-quarters (73%) of time spent using the internet in 2018. This is a trend that’s growing, particularly in areas such as China and India, as many consumers around the world own smartphone’s first, ahead of laptops and desktop computers.

As mobile browsing becomes the norm, being able to understand a user’s location is more important than ever – particularly with consumers placing...

By Andy Ashley, 01 May 2018, 0 comments. Categories: Advertising, Advertising Technology.

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

Google Shopping vs. text ads: Where should digital marketers spend their AdWords budget?

With ever-growing opportunities to promote businesses via Google, it can be difficult for digital marketers to know where to focus their efforts. Whilst a number of search specialists are – quite rightly – deploying clever tactics to boost organic listings, businesses should also remember the benefits that paid search can bring – speed, insight and ROI. However, if budgets are limited, what’s the best way to invest time and money with AdWords?

Google Shopping is not new – in...

By Andy McCaul, 24 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce.

From ads.txt to RTB 3.0: Getting to grips with the latest evolution in the ad fraud battle

Like any other fast developing industry, digital advertising has experienced growing pains. As power and influence have increased — its 12% share of all ad budgets in 2009 rising to become 40% of today’s $578 billion spending pot — so has the interest of fraudsters. Recent studies show that global ad fraud losses could cost as much as $16.4 billion...

By Ally Stuart, 23 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Marketing machines still need a human touch

Earlier this year Google rolled out a new ads settings feature that allows users to mute ‘reminder ads’; known in the wider digital industry as retargeting ads.  

But why would consumers want to make use of this feature? When managed effectively, retargeting ads should improve the user experience, reminding them about products they have browsed, suggesting viable alternatives, delivering relevant special offers, and...

By Piero Pavone, 20 April 2018, 1 comment. Categories: Advertising.

Are below the fold ads more engaging?

Conventional wisdom would say that an ad that is above the fold would be more effective than one that a user won’t see unless they actively scroll down the page. New research from ad tech company Sovrn seems to suggest that the opposite may actually be true.

The company looked at over three billion engagements across 130 million page views on 400 websites to see whether ads above or below the fold into which bring the best results.

The research team focused on the difference between engagement time,...

By Aaron Bob, 19 April 2018, 0 comments. Categories: Advertising.

UK Lords call for action on digital advertising

The UK’s digital advertising industry should take greater steps to self-regulate, according to a newly published report from the House of Lords Communications Committee.

The advertising industry is seen as a success story of the last few decades. The UK advertising in a digital age report claims that the UK is a global hub for the ad industry, adding £120 billion and over 1 million jobs to the economy in 2016.

The industry is, however, in a state of flux. Evidence given to the committee in the last few weeks...

By Colm Hebblethwaite, 11 April 2018, 0 comments. Categories: Advertising, Advertising Technology.

Levelling the playing field: Democratising audience data

Today, acceleration is happening to companies that are able to engage the right consumers through social platforms and employ technology to expand market size globally.

Dollar Shave Club went from $0 to $200m in revenue in only 4 years and completed a $1bn exit. HelloFresh scaled to c.€600m of sales in less than 4 years. Tesla booked c.500k of pre-orders for its model 3 without a dollar spent on advertising.

small businesses need ready access to audience insights in order to compete

The key aspect of succeeding in...

By Ali Little, 06 April 2018, 0 comments. Categories: Advertising, Data-driven marketing.