ASA’s announcement to ban gender stereotypes impacts 57% of UK marketers

The results of Shutterstock’s 2017 survey of marketer’s use of imagery, shows that the Advertising Standards Authority (ASA) decision to remove gender stereotypes is having a pronounced effect on ad campaigns.

The survey of 500 UK marketers found that 57% of respondents said they were already being impacted by the ASA’s plan to bring in new guidelines on gender stereotyping in 2018.

35% reported using a larger number of images that featured women in the last 12 months. The data also showed...

By Colm Hebblethwaite, 06 December 2017, 0 comments. Categories: Advertising, Best Practice.

Snapchat introduces ‘promoted stories’

ASOS and HBO will be the first brands to make use of Snapchat’s new Promoted Story advertising format.

Snapchat ‘stories’ are a format that are used by millions of the social platform’s users to share photos and videos with other users. User stories last for 24 hours and can be viewed any amount of times during that period.

The idea to open this format to brands is an attempt to drive up advertising revenues and help reverse the company’s poor run of financial form....

By Colm Hebblethwaite, 27 November 2017, 0 comments. Categories: Advertising, Social Media Marketing.

UK consumers prefer personalisation over promotions

As the chaos of Black Friday erupts over in the Atlantic, UK consumers are by all accounts enjoying a more sedate end to the working week.

In fact, the yearly sales bonanza has so far to take off in the UK in the same way that it has in America.

New research from Harris Interactive provides one big possible reason for this. The study, carried out on behalf of Sizmek, seems to show a major preference for personalised digital ads over one-off discounts or promotions. 40% of the consumers surveyed were not...

By Colm Hebblethwaite, 24 November 2017, 0 comments. Categories: Advertising, Personalised Marketing, Video & Audio Marketing.

GroupM: UK advertising will grow 4.8% to £19.8 billion in 2018

Despite the economic uncertainty of Brexit and the varying state of retail sales, UK advertising looks set to enjoy its ninth successive year of growth in 2018.

According to GroupM, the world’s largest investment group, the UK will remain one of the fastest-growing media markets in the world with a 4.8% growth. This will take total investment to $19.8 billion.

This is an upgrade from the group’s previous prediction, six months ago, of 4.5%.

GroupM also believes that 2017 will close with better...

By Colm Hebblethwaite, 23 November 2017, 0 comments. Categories: Advertising.

Four ways to get better mobile ads

It is just over 10 years since the first iPhone. It is incredible to think how much we’ve allowed mobile communications devices such as smartphones and tablets to significantly impact our lives.

According to Deloitte, in the UK for most smartphone owners, checking their phone is the first and last thing they do in day. Many of us feel now dependant on our devices. We’ve become obsessed with having access to the internet at all times to the point where 41% of respondents think their partner uses...

By Nick King, 23 November 2017, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Reader/publisher relationship has ‘catalytic’ effect on ad effectiveness

Conventional wisdom says that if the editorial content around an online ad is good quality, then the effectiveness of the ad is increased. While there is certainly some truth to this, a new study purports to show that the issue is far more complicated the many in the industry think.

Inskin Media compared the conscious and subconscious reactions of 4,370 people who were served online ads on websites either with or without publisher branding.

The results indicate that the publisher branding on some of the sites...

By Colm Hebblethwaite, 22 November 2017, 0 comments. Categories: Advertising, Content Marketing.

The future of the iPhone for Advertisers

At the time of its launch Steve Jobs described it as “a revolutionary mobile phone and a breakthrough internet communications device”.

Apple claimed it would completely redefine consumers relationships a mobile phone. And they weren’t wrong. The iPhone is arguably the device that kick-started the smartphone market, and put smart devices in everyone’s pocket – which in turn has revolutionised the jobs of marketers.

However, following the release of the iPhone X and the year...

By Patrik Fagerlund, 17 November 2017, 0 comments. Categories: Advertising, Advertising Technology.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, CMO, Customer Experience, Personalised Marketing.

How advertisers can maximise true value from agency partners and adtech vendors

With a growing desire for a more open advertising ecosystem, the programmatic supply chain is coming under intense scrutiny to clarify where media budgets go, what is being bought, for how much and why.

Nearly half of all brands don’t trust a fifth or more of the data upon which they base media buying decisions, according to a recent Metamarkets report. So, how can buyers ensure that they are minimising risk of fraud, whilst maximising the...

By Paul Wright, 08 November 2017, 0 comments. Categories: Advertising, Programmatic.

The changing role of media agencies in the advertising food chain

The World Federation of Advertisers (WFA) kicked up a storm in ad land last month, with new research suggesting that brands are clawing back control over their digital ad campaigns by bringing programmatic in-house.

According to a survey of marketers working at 35 multinationals, 65% of brands have improved their in-house marketing capabilities over the last year.

A fifth have employed an in-house programmatic specialist, while...

By Ilona Lubojemska, 06 November 2017, 0 comments. Categories: Advertising, Programmatic.

Blockchain: the biggest change to the digital industry you've never thought about

A big statement, but there is a technology that has been lurking in the long grass of digital for a number of years and is now really starting to gain traction across all sorts of industry verticals.

With all of the noise about Cryptocurrencies such as Bitcoin, Litecoin and Etherium and the inherent volatility within this space, you could be forgiven for not really noticing that the technology that underpins all of these currencies has the potential to fundamentally change a number of industries and pave...

By James Hudson, 03 November 2017, 0 comments. Categories: Advertising, Advertising Technology.

Advertising fraud: the monster in the room

The scandal over digital advertising appearing next to offensive and/or degrading content has been well reported, with YouTube being a particular offender.

In March of this year, a raft of major brands including M&S, McDonald's, Pepsi and RBS pulled their advertising from the platform after a newspaper investigation uncovered the fact it was being displayed alongside extremist content. Many of them have yet to return, unconvinced by...

By Jim Surguy, 31 October 2017, 1 comment. Categories: Advertising.

Real world measurement features sends Snapchat ad spend soaring 73%

A number of new offline features introduced by Snapchat have added value to advertisers, and led to the company having a mammoth Q3 2017.

According to data science and media technology firm 4C Insights, the social media company’s ad spend rocketed up by 73%. Instagram, which also implemented new features, saw its ad spend up 55% in the third quarter of the year.

4C analysed around $250 million in media spend from over 1,000 brands managed through its platform. Across the broad, there was a 31% increase...

By Colm Hebblethwaite, 19 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Online video spend overtakes banner ads

The continued rise in popularity of online video is one of biggest changes in the digital advertising landscape to occur in the last decade.

Now, according to the Internet Advertising Bureau (IAB) and PwC, advertising spend on online video has overtaken banner ads for the first time in the UK.

According to the duo’s Digital Adspend report, the first half of 2017 saw advertisers spending £699 million on online ads, which amounts to a 46% year-on-year rise. Spend on banner ads meanwhile, fell by 2%...

By Colm Hebblethwaite, 17 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Who’s guilty of domain spoofing in display advertising?

Think your brand isn't vulnerable to domain spoofing? Think again. This kind of advertising fraud affects even top marketers. The click-fraud machine Methbot alone stole millions per day in 2016. 

Despite Choozle’s multi-layered, preventative measures, we occasionally find our ads appearing where we don't expect them to.

When searching for the culprits of ad fraud, it’s hard to tell what happens in the nebulous transactions between...

By Jeffrey Finch, 13 October 2017, 0 comments. Categories: Advertising, Advertising Technology.

Ad blocking costing UK publishers £3 billion in revenue a year

The UK has one of the highest rates of ad blocking in the world, with around 39% of users making use of the technology.

According to a new report by OnAudience.com, this will cost UK publishers £2.9 billion in lost revenue in 2017.  This is a 15% increase on the £2.5 billion loss in 2016.

OnAudience.com estimates puts the UK’s annual contribution to the $100 billion global display market at an estimated $6 billion (£4.5 billion), so the loss is pretty significant. The loss in...

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

Buzzfeed UK reports £3.3m loss

Buzzfeed UK, the subsidiary of the US internet media company, has reported a pre-tax loss of £3.3 million last year.

This is despite more than doubling its turnover to £20.5 million on the previous years. This is the first year that the company’s accounts have been published in full at Companies House. Figures for 2015 show that the company reported a pre-tax profit of 338,395 and a turnover of £9.8 million.

Prior to 2016, the UK arm of the global media giant was still a small enough...

By Colm Hebblethwaite, 09 October 2017, 0 comments. Categories: Advertising, Content Marketing.

Making ‘unsexy’ B2C brands appealing to customers

Thankfully the old and tired maxim that ‘sex sells’ has been largely replaced by a focus on value in modern marketing campaigns. There is, however, still a need for some brands to try and make themselves a bit more appealing to the average consumer.

Not all brands can be sportswear, cosmetics or any other kind of product that can legitimately get away with having beautiful people at the centre of their campaigns. Equally, not all products are exciting or flashy, no matter how useful or necessary...

By Colm Hebblethwaite, 05 October 2017, 0 comments. Categories: Advertising, Campaigns, Case Studies.

The strange tale of how a cartoon prompted McDonald’s to bring back a sauce it discontinued in 1998

For those of you that haven’t seen the widely popular Adult Swim series Rick and Morty, this story is going to seem a little strange.

For fans of the show, McDonald’s recently announced decision to bring back its long dead Szechuan dipping sauce is a victory in keeping with the oddball nature of cartoon.

Rick and Morty follows the dimension-hopping, sci-fi adventures of the titular teenage Morty and his grandfather Rick, a man so smart that he is able to travel through the infinite realities of...

By Colm Hebblethwaite, 03 October 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Rethinking retargeting in the mobile era

Retargeting ads exist because only 4% of people on desktop convert the first time they visit a website. For mobile, this figure is around 1.5%. That makes sense, though, right? After all, the mobile internet isn’t where people do serious shopping, is it? It’s just for WhatsApp, Instagram and Snapchat. The serious stuff happens on desktop. The mobile internet is just there for

By Liubov Khomenko, 02 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.