Facebook aims to assuage user trust concerns with Off-Facebook Activity tool

Facebook is giving its users more guidance on data it holds on apps and websites interacting with the social giant.

The company is launching Off-Facebook Activity, which aims to ‘help shed more light on practices that are common yet not always well understood’, in the words of Erin Egan, Facebook chief privacy officer for policy and David Baser, director of product management.

By James Bourne, 21 August 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.

Reappraising ‘matching luggage’: How creative consistency could supercharge your campaign

“Short-termism” is currently a growing concern in the digital advertising business. While explicit measurement was the promise of digital advertising a decade ago, that same capability has driven a focus on short-term ad impact metrics, i.e, efficiency over effectiveness. 

Measuring campaign effectiveness is an essential part of digital advertising; but it’s also one of the...

By Dominic Tillson, 19 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Beware of shiny new candy: R3 principal Greg Paull on shaping the future of martech

For many marketing professionals, the opportunity to get to grips with new technology is like being a child in a candy store.

So many choices, so much opportunity. Yet there is always a caveat. The need for speed may be important, but so is getting things right. Experimentation is fruitful, but do not work with technology for technology’s sake.

Luckily, help may be at hand. R3 is a global...

By James Bourne, 19 August 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

How essential are push notifications today in the modern marketer's arsenal?

You have to go way back to 2003 to find what is often credited as the first ever push notification - BlackBerry’s Push Services, designed to inform users of their incoming emails. Back then, the only way to read an email on a train was with a BlackBerry in hand, but fast forward 16 years and push notifications are a part of everyday life.

Research has found that the average opt-in rate for push...

By Maxime Chevallon, 14 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

From A to I – Amazon to interchangeability: A guide to the future of advertising today

Digital transformation has reframed advertising and marketing to such an extent that the once familiar reference points no longer exist.  Which is why we decided to deep dive into our learnings to date to extrapolate how we believe the next decade of advertising and marketing will shape up.

From ultra-personalised as in ‘Minority Report’...

Five key tips to drive value from content and martech experimentation

Customer behaviour changes every month, every week and every hour. If brands want to prosper, they need to move at the same speed. The most successful digital companies are using experimentation to make this a reality. Experimentation is a mindset adopted by organisations enabling them to constantly progress their online platforms, driving the customers digital experience.

By using tools such as design and coding to trial new features on their online platforms, businesses can...

The fluctuating fortunes of Britbox and Netflix: What does the future of OTT look like for marketers?

Last week, Britbox finally nailed its colours to the mast, pricing its wide range of British content at a very reasonable monthly fee of £5.99 – a full £3 cheaper than Netflix’s most popular subscription. That announcement is just the latest news in a year of serious changes in the OTT landscape, including slowing Netflix growth, the upcoming Disney+ and Apple TV+ launches and more.

These...

By Dallas Lawrence, 01 August 2019, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Why marketers need to engage rather than enrage to solve the mobile advertising divide

Keeping a lid on problems doesn’t solve them — as the publishers still losing almost £1 million to ad blocking can confirm. Over the years, the ad block fight has slipped from the number one spot of industry problems; with declining general levels of blocked impressions and increasing advertising investment creating a perception the issue...

By Andrew Buckman, 29 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Mobile Marketing.

The three barriers stopping marketers investing in AI - and how to knock them down

Marketers love a buzzword. It makes sense - our industry is all about promoting and selling the latest thing. So it’s perhaps not surprising that the marketing industry has well and truly been taken in by what has to be the buzziest buzzword of the past couple of years - AI. The irony? For all the talk at industry events and in the media - never mind sales material - only 27% of marketers in the UK are actually using AI or machine learning in their jobs.

By Parry Malm, 26 July 2019, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

How Amazon's ad network fuelled the 2019 Prime Day - and will continue to do so

The richest man in the world, Jeff Bezos, has even more reason to celebrate. Amazon’s 48-hour Prime Day event this year just provided a glimpse of what ecommerce — and most likely, all commerce — might look like in the years to come.

Almost half of online shoppers in the US now begin their product searches on Amazon, compared with 35 percent who turn first to Google. Bezos is also pushing to broaden Amazon’s influence in brick-and-mortar operations, offering Prime member discounts...

Why virtual reality needs to become the new reality for marketers

Virtual reality (VR), an immersive computing technology that submerges consumers in a virtual world, is predicted to completely transform the shopping experience. Goldman Sachs estimates that investments in VR, along with augmented reality, will reach a staggering $1.6 billion by 2025.

While brands are clambering to become part of the virtual environment, there is very little known about how to enhance the brand experience for all consumers and where to employ VR technology. Thus, marketers may be asking...

By Kirsten Cowan, 22 July 2019, 0 comments. Categories: Advertising Technology, Video & Audio Marketing, Wearables.

How to build the best martech stack for data-driven marketing: A guide

20 years ago, when Salesforce launched its SaaS CRM platform, times were simpler. The majority of customer relationships were managed by a single sales team who manually added their (copious) customer notes to the CRM. 

We’ve since evolved to a multi-channel world, where customers engage with brands across everything from mobile to social media. The sales team’s input into a CRM platform no longer captures the whole customer relationship and doesn’t give marketers what they need to...

By Tido Carriero, 19 July 2019, 0 comments. Categories: Advertising Technology, Big Data, CRM, Customer Experience.

How digital asset management takes immersive marketing strategies to the next level

It’s arguably more difficult for marketers to do a good job in today’s digital economy. Gone are the days of relying solely on promotional catalogues, stuffed through letterboxes, or batch-and-blast emails, sent to a mailing list.

While traditional tactics still have a time and a place, the business landscape today is hyper competitive. Technology has flooded every industry, making it easier to...

By Jake Athey, 18 July 2019, 0 comments. Categories: Advertising Technology, Branding, Content Marketing, Customer Experience.

'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

Please stand by: Exploring the future of media and entertainment – and the VR, AR, and AI tech advancing it

It has been 83 years since TV hit UK screens, nearly 40 since Channel 4 broke the boundaries of a three channel TV service, and just over seven years since all television broadcasts went from analogue to digital. There is estimated to be 27,000 hours of domestic content produced a year at a cost of £2.6 billion.  But that’s just TV.

We all know that how we consume media and...

Emerging martech implementation: From AI to blockchain – augment not alter the customer experience

Getting to grips with emerging technologies is the backbone of any digital marketer’s role. From artificial intelligence – whether it is process automation, chatbots or dealing with machine learning methods – to blockchain, the temptation to avoid ‘shiny new object’ syndrome and find a practical strategy for building and adopting technology is key.

A new report from independent consultancy R3 has...

By James Bourne, 09 July 2019, 1 comment. Categories: Advertising Technology, Customer Experience.

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.

It’s no surprise that brand safety dominated conversations at Cannes – especially when

By Oli Knight, 04 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.

Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase....

The power of propensity: Understanding this measure's role in your marketing efforts

Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.

A 2018 report from Kantar, a global media research consultancy, predicted that the measuring tools and methods marketers rely on will evolve rapidly in 2019. While most marketers remain fixated on standard metrics — cost per click...

By Brian Baumgart, 20 June 2019, 0 comments. Categories: Advertising Technology, Attribution, Customer Experience.