Search accounts for half of digital ad spend in first half of 2018, finds IAB UK

Search accounted for half of all digital ad spend in the UK in the first half of 2018, according to the latest Digital Adspend report published by the IAB UK (Internet Advertising Bureau) and PwC.

In total, digital advertising saw a 15% year-on-year increase amounting to £6.36bn. Enjoying the same rate of growth, spend on search advertising amounted to more than half of that (52%), amounting to £3.3bn.

Non-video display spend was next highest at £1.33bn, a rise of 9% on last year’s...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising, Search Marketing, Video & Audio Marketing.

Google rolls out custom viewability metrics for display & video advertisers

63% of UK display ads were considered “viewable” in the first half of the year according to a study this week by Integral Ad Science. That was considered an “all-time high”, and it means that nearly three-fifths of ad units were in view for one continuous second - or two seconds if we’re talking video.

The findings were based on a widely-used industry standard set by the Media Rating Council...

By Mark Jones, 26 September 2018, 0 comments. Categories: Advertising, Campaigns, Video & Audio Marketing.

Facebook launches Watch video-streaming platform globally

Facebook’s Watch video-streaming platform has been rolled out worldwide, nearly a year after its initial launch in the US.

Watch gives users of the social network a hub to discover content (including live streams), create watch feeds and archive saved videos from the news feed. Facebook also promises to bring ‘interactive’ experiences, including ‘Watch Parties’, premieres and interactive quiz-style shows, and unique-to-platform content.   

Making the service available...

By Mark Jones, 30 August 2018, 0 comments. Categories: Advertising Technology, Social Media Marketing, Video & Audio Marketing.

Singtel-owned Amobee completes $100m bid for video ad specialist Videology

The Singtel-owned digital marketing tech outfit Amobee has completed a $100m (£77.6m) purchase of TV and video advertising specialist Videology.

According to an official release, the deal equips Amobee with connected TV and digital video solutions, linear data-driven TV planning tools, premium inventory partnerships and activation opportunities for worldwide clients. It also clicks with an ongoing narrative of ad tech acquisitions this summer, particularly that of

Spend on video advertising set to reach $30bn in 2018, driven by mobile

Advertisers worldwide are expected to spend $29.8bn (£23.2bn) on online video in 2018, according to WARC’s latest global ad trends report.

The figure represents a year-on-year hike of 27.5%, while the majority of ad dollars will be directed at the rise of mobile video bought via social media platforms, but the readiness to spend on the channel comes despite video placements posing an everyday risk for brand safety.

WARC reports that one in 10 placements pose a “negative adjacency” risk for brands....

By Mark Jones, 24 August 2018, 0 comments. Categories: Advertising Technology, Social Media Marketing, Video & Audio Marketing.

Facebook rolls out tools for creating video ads on mobile

Facebook has launched a new set of tools to help marketers create mobile-ready video ads on its platform and Instagram, which include the ability to add motion to images and brand logos for simple animations.

Announcing the update on a blog post yesterday, the social media platform cited its findings that mobile-first creative has a 27% higher likelihood of driving brand lift, while message association went up 23% compared to video ads...

By Mark Jones, 23 August 2018, 0 comments. Categories: Advertising Technology, Social Media Marketing, Video & Audio Marketing.

Twitch-based influencer marketing platform PowerSpike lands $500K as esports boom

Do the names shroud, tfue, dakotaz and ninja sound familiar?

Probably not, but they are some of the top 10 most-watched gamers on the Amazon-owned live-stream platform Twitch, and together they racked up over 10m in viewing hours in just the first week of this month.  

Ninja in particular - a self-titled “professional Battle Royale player” - accounted for 4.8m of those hours alone, and recently surpassed landmark 10m Twitch followers who currently...

By Mark Jones, 09 August 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

YouTube in hot water again as Mars departs over brand safety concerns

Social video sharing site YouTube is once again in hot water over advertising brand safety.

This time, it’s Mars that has suspended marketing on the platform after an advert for Starburst sweets was found to be placed at the start of a rap music video allegedly supporting gang violence in London.

The film by a group called Moscow 17 is part of an emerging genre called ‘drill’ which has been cited as violent “soundtrack” to gang warfare in London, with rival gangs often using the...

By Mark Jones, 06 August 2018, 0 comments. Categories: Best Practice, Social Media Marketing, Video & Audio Marketing.

US music-streaming giant Pandora opens programmatic audio marketplace

One of the United States’ most popular music-streaming services, Pandora has joined the programmatic audio arms race, opening up the largest set of ad-supported listeners in the country to targeted, audio-based advertising.

The announcement marks an opportunity for brands to access the largest addressable audience in the streaming audio space - the California-based music recommendation service owns the largest inventory of its kind in the US, while 92% of its audience is ad-supported.

That’s more than double...

By Mark Jones, 31 July 2018, 0 comments. Categories: Advertising Technology, Automation, Programmatic, Video & Audio Marketing.

5 ways to integrate video into your digital strategy on a shoestring budget

For years, mobile has been a key part of marketing dialogue and the industry-standard for many advertisements. However, innovation runs rampant in world of mobile and there are certain aspects of mobile that should get more attention by brands and advertisers. This year, the star of the show is clearly mobile video.

Time spent on mobile has continued to increase, and more than 75 percent of video viewing is mobile. But what does that mean for...

Channel 4 gets in on AI action with contextual TV ads

UK broadcaster Channel 4’s progressive approach to content is seeping through to its ad strategy.

While publicly-owned and touting a successful on-demand digital arm, the television company still relies on good old TV advertising for a large part of its revenue. However, gains from ad spend, which makes up about 93% of its total revenue, dipped around £40m last year as a result of a TV ad market decline of 3%.

To offset this,...

YouTube tweaks monetisation model in response to ‘adpocalypse’

Social video sharing platform YouTube is rolling out a “channel membership” paid subscription option to its top creators, following criticism that its latest ad policies make it hard for publishers to earn money.

In a model already employed by competitors such as Twitch and Patreon, the platform will let publishers with more than 100,000 fans charge $4.99 a month for access to exclusive content, while those with over 10,000 followers will be able to host live-streamed “premieres” and...

AT&T eyes programmatic giant AppNexus for $1.6bn

US telco AT&T is reportedly in talks to snap up ad tech firm AppNexus for a possible $1.6bn (£1.2bn), according to Wall Street Journal, in a move that would equip it with firepower enough to take on the likes of Facebook and Google in the advertising space.

The news emerges just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner, while a bid for the New York programmatic specialist would likely be backed by the complete buyout of Otter Media, a video streaming company...

Podcasts reeled in $314m in ad spend last year, finds IAB

Popularised by titles such as Serial, Stuff You Should Know and Ted Radio Hour, the humble podcast raked in $314m (£235m) in ad spend throughout 2017 in the US, according to new research by the Interactive Advertising Bureau (IAB) and PwC US.

That’s an 86% hike on 2016, while the study forecasts revenues on the channel to hit $659 million by 2020.

Of the self-reported data provided by top podcast companies in the study - including Audioboom, How Stuff Works and ESPN Radio - revenue for 2017 sat at...

By Mark Jones, 13 June 2018, 0 comments. Categories: Branding, Content Marketing, Publishing, Video & Audio Marketing.

Reddit roles out native autoplay video ads with focus on user engagement

Following its recent redesign, Reddit has rolled out a new native video ad format that will auto-play by default when a user scrolls through a feed.

The update is part of the massively popular site’s tentative efforts to monetise its 330m active monthly users, which can be widely resistant to any large-scale changes to user experience, particularly when there’s a commercial slant involved.

Users will, however, be able to turn off the autoplay function, while the ads themselves will only be served...

By Mark Jones, 13 June 2018, 1 comment. Categories: Native Advertising, Social Media Marketing, Video & Audio Marketing.

Instagram could be targeting YouTube’s influencer bucks with 60-minute videos

Instagram is rumoured to be rolling out long-form video in what could be a play by Facebook to poach a growing portion of ad spend from YouTube, owned by arch-rival in ad tech Google.

While Instagram currently supports hour-long live streams, videos are capped at just 60 seconds, but unnamed sources speaking to WSJ say this could be extended to 60 minutes, which could make the photo-sharing platform a whole lot more attractive to influencers.

The news comes despite Instagram already becoming the dominant force of...

The psychological perspective: Can video size affect campaign success?

It’s Saturday night. You’re on your couch under the blankets watching that new romantic drama that came out. The man and woman fall in love, but then something happens and everything gets messed up. At a certain point you find yourself sobbing until they finally make up and she runs into his arms and they kiss and live happily ever after.

Have you ever experienced a similar feeling, be it with a romantic film, a horror film, action or even a sponsored ad? That feeling of watching something and...

By Rachel Zalta, 24 May 2018, 0 comments. Categories: Campaigns, Video & Audio Marketing.

The three priority tasks of the Chief Influence Officer for 2018 and beyond

2017 has seen a systemic change in influencer marketing. Innovative brands such as Nissan UK have integrated influencer marketing throughout the customer journey, making it an integral part of their marketing and communication strategies.

Other organisations have moved from experimentation to transformation, now acknowledging how influencer marketing is transforming workflows, processes and expertise across multiple...

By Nicolas Chabot, 11 April 2018, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.