Spotify grows ad revenue by 63%

Spotify seems to have got through its first day of trading as a public company without any major disasters. The company had looked to avoid the big theatrics that can characterise an IPO with a launch that was different in a number of key ways.

The launch didn’t involve the traditional roadshow for investors, the company did not hire any banks to stabilise the price and it did not force existing shareholders to agree to a lock up period.

New figures from Standard Media Index show that the company has...

By Colm Hebblethwaite, 04 April 2018, 0 comments. Categories: Advertising.

Report says brands need to wake up to “dramatically shifting” needs of children

Brands that sell products to children need to make sure that they understand the “dramatically shifting” environment that young people are growing up in.

20,000 UK children were surveyed as part of the latest Future Forecasts report form the research agency Kids Insights. Among the key changes that brands need to consider are technological changes, the evolving demands of younger consumers, the rise of YouTube stars and the increasing demand for gender neutral products.

The report comes as brands...

By Colm Hebblethwaite, 23 March 2018, 0 comments. Categories: Advertising, Social Media Marketing, Video & Audio Marketing.

Consumers don’t mind ads on mobile, as long as they are optimised properly

Ads can be annoying, especially on mobile. But, according to research IAB UK the main source of annoyance for consumers using mobile is not the ads themselves, but the fact that a lot of them aren’t optimised for the format.

12,000 UK adults were asked about their feelings towards mobile advertising, and the vast majority of them are in favour of ads in order to keep online content free. 84% prefer ads to paying for an ad-free experience.

“A sustainable future is about making the experience work...

By Colm Hebblethwaite, 22 March 2018, 0 comments. Categories: Advertising, Mobile Marketing.

GDPR: Two big benefits advertisers can expect in 2018

This year, GDPR will go into effect. With that comes new rules surrounding digital data collection -- specifically, data from consumers. Now, EU audiences will have more control over how their personal information is mined and used.

In the advertising world, reception to this new regulation has generally been icy. Advertisers rely on consumer data to develop personal -- and ultimately successful -- advertising experiences. GDPR, however, will treat both anonymous and personal data in the same way, which could...

By Chris Hogg, 21 March 2018, 0 comments. Categories: Advertising.

IAB: digital display raises brand awareness by up to 12%

The Interactive Advertising Bureau (IAB) has realeased the results of its meta-analysis into the effectiveness of digital display advertising campaigns.

The report, created in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), looked at the results from 675 individual campaigns from 2008 through to 2017.

The metrics used to measure how well campaigns performed were brand awareness, brand perception, education and sales intent.

The results point towards an...

By Colm Hebblethwaite, 16 March 2018, 0 comments. Categories: Advertising.

Developers use adblockers and don’t engage with online ads

Adblocker usage is much higher than the average for internet users, according to the newly released State of Developer Engagement Report from Stack Overflow. The world’s largest online community for developers surveyed its users from the programmer workforce and gained over 100,000 responses from 183 countries.

The responses reveal a number of challenges for advertisers that are specifically looking to target developer audiences.

For a start, 72% of developer respondents reported using an adblocker...

By Colm Hebblethwaite, 13 March 2018, 2 comments. Categories: Advertising, Advertising Technology.

International Women’s Day: comments from the ad industry

Today (8 March) is International Women’s Day, and this year’s them is all about pushing for gendar parity. A recent report from the World Economic Forum claims that while the difference in pay between the genders has been a topic of growing importance, real progress seems to be some far off.

The report estimates that it will take 217 years to achieve gender parity across the world.

The marketing and advertising industry have been eager to jump on the...

By Colm Hebblethwaite, 08 March 2018, 0 comments. Categories: Advertising, Best Practice.

Third of Winter Olympics viewers watching online

A global survey of over 30,000 Winter Olympics fans has found that 35% are now consuming the sports extravaganza online.

The data was compiled by tech company GlobalWebIndex, who is calling the findings a “huge opportunity” for online advertisers. The company polled people who identified as Winter Olympics fans by the fact that they watch the event either on TV or online. These fans spend an average of two hours and 24 minutes a day on social media.

Amongst online viewers, it is YouTube, perhaps...

By Colm Hebblethwaite, 20 February 2018, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Google’s Chrome ad blocker switches on tomorrow

February 15th marks the date that Google will enable its highly-anticipated in-built ad blocker for Chrome.

Google has said that the aim is not to get rid of all ads from Chrome, but to specifically target the most annoying and intrusive ads out there. The company will be using the standards set out by the Coalition for Better Ads to judge which ads will be blocked.

Of particular focus will be full page ads that block users from seeing page content (prestitial) and flashing animated ads. This were identified...

By Colm Hebblethwaite, 14 February 2018, 0 comments. Categories: Advertising.

Unilever threatens to pull ads from Facebook and Google

Unilever, one of the world’s biggest advertisers, has announced that it is considering pulling its ads from Facebook and Google in a bid to avoid platforms that “create division”.

The consumer goods multinational, which owns brands Lynx, Persil, Ben & Jerry’s and PG Tips, does not want its ads appearing on platforms that promote hate or fail to protect consumers.

Unilever is the world’s second largest marketing spender, behind Proctor and Gamble. Last year the company spent...

By Colm Hebblethwaite, 12 February 2018, 0 comments. Categories: Advertising.

Facebook users spending less time on the site as revenue grows

Facebook’s newly released figures for Q4 2017 show that revenue came in well above analyst expectations at $12.97 billion. The consensus projection was that sales revenue would come in at $12.6 billion.

Mobile ad revenue accounted for around 89% of the social media giant’s total ad sales for the quarter.

The number of monthly active users rose 14% to 2.13 billion, which was a slightly lower rate of growth than the previous quarter. The company cemented itself as the world’s second largest ad...

By Colm Hebblethwaite, 01 February 2018, 0 comments. Categories: Advertising, Social Media Marketing.

UK ad viewability hits three year high

According to a report from ad verification company Meetric, the viewability of UK ads has hit its highest level since Q2 2014.

The IAB defines ad viewability as a measurement of whether a display ad has the opportunity to be seen. So, for a desktop standard banner, the minimum threshold for viewability is 50% of the creative asset are being in view for at least one second. For a desktop video, half of the creative asset should be in view for at least for two consecutive seconds.

According to the Meetrics...

By Colm Hebblethwaite, 26 January 2018, 0 comments. Categories: Advertising.

Facebook seen as least brand-safe platform

Linkedin is viewed as the platform that provides brands the most safety, according to a new survey by AI company GumGum.

The company interviewed more than 200 industry professionals in the US, UK and Canada as part of it’s The New Brand Safety Crisis report. Among the respondents, Facebook was viewed by a wide margin as the most unsafe platform for brands (-23), followed by Twitter (-11), publisher sites (-10) and YouTube (-8).

The results suggest that despite its numerous and very public issues with brand safety...

By Colm Hebblethwaite, 25 January 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Instagram cements its place as an influencer marketing hotspot in 2017

 

Influencer marketing really came into vogue in 2017. While the principle of utilising famous people to sell your products is nothing new, the concept has undergone a major evolution in the last few years as it merged with social media.

Instagram has positioned itself right at the heart of this growing section of digital marketing. As a mainly picture-based network with around 800 million users (as of September 2017),...

By Colm Hebblethwaite, 16 January 2018, 1 comment. Categories: Advertising, Influencer Marketing, Social Media Marketing.

What does 2018 have in store for marketers: Industry predictions

As 2017 comes to an end, it is time for those involved in the marketing industry to look forward to what the next 12 months could hold.

From the growing ubiquity of AI and machine learning to the game-changing GDPR, 2018 promises to be just as eventful as its predecessor.

We asked a range of industry professionals to gaze into their crystal balls and give us their predictions for what the new year has in store for marketers and brands.

AI and machine learning

Oliver Bronner, Founder of Berlin-based brand consultancy,

Group of seven dominate holiday paid search advertising

New figures from Kantar Media’s AdGooroo platform show that an elite group of consumer brands dominated the click share in UK paid search advertising in the 2017 holiday season.

The search marketing intelligence platform analysed google Desktop and mobile text ad activity on 990 top retail keywords from 1 November to 11 December. Among the most popular keywords for the period were ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘xbox one’ and...

By Colm Hebblethwaite, 19 December 2017, 0 comments. Categories: Advertising, Paid Search.

Every £1 spent on display ads drives £1.94 in sales

A year-long research project involving Unilever, Nestle and the Internet Advertising Bureau (IAB) has put a number on the effect that online display ads can have on the sales of popular household brands.

The project tracked the performance of ads for nine brands - Nescafé, Häagen Dazs, Persil, PG Tips, Magnum, Surf, Maille, Tropicana and Aquafresh -  across a range of popular desktop and mobile sites such as The Guardian, Yahoo!, eBay, Gumtree, AutoTrader and Mail Online.

The researchers were...

By Colm Hebblethwaite, 12 December 2017, 0 comments. Categories: Advertising.

Emojis don’t drive brand engagement

The use of emojis has added a lot to text communication. We all know that when you receive a disco dancing emoji followed by three wine glasses in response to the question of whether your friend is still on for a few after work drinks, that the night could be about to spiral out of control.

While emojis are great for adding additional meaning onto messages sent to family and friends, they could actually be detrimental to a brands image.

New research by martech company Pure360 shows that many consumers in the...

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

Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...