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.

How testing can harm sales

Testing is important in marketing. An ongoing cycle of testing, optimising and retesting helps to ensure that you’re always improving, and A/B and multivariate testing are incredibly popular for websites. Identifying the factors or combination of factors that deliver the best results is extremely valuable.

But one thing that is commonly overlooked is the impact of testing on websites – or specifically, on page load times.

Not everyone realises that third-party testing services can slow web pages...

By Alex Painter, 20 February 2018, 0 comments. Categories: Best Practice, Web Analytics.

UK small businesses planning to increase marketing spend in 2018/19

The average UK SME owner will be putting around 16% of their 2018/19 on marketing, according to a study by performance marketing network affilinet.

The company polled 1,394 SME business owners in the UK who had set up their business in the last five years. Half of them were planning to up their marketing spends as a direct result of seeing their competitors get high levels of return on their own spending.

32% of respondents said that their plan to increase marketing spend was the result of a successful year...

By Colm Hebblethwaite, 19 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

Five ways to combat shopping cart abandonment

It’s February, and that means only one thing - its 11 months until the next set of January sales.

A few years ago, consumers would have to battle huge crowds, trudging from shop to shop in the freezing cold, elbowing people out the way to get the best deals only to find they’ve run out of stock...but, this year it is likely that many of us were getting our hands on cut price products from our warm and cozy living rooms.  

In 2018, sales shopping on the high street is but a distant memory for...

By Sam O'Meara, 16 February 2018, 0 comments. Categories: E-Commerce.

Third UK consumers will exercise GDPR right to be forgotten

Over a third of British consumers are planning to use their ‘right to be forgotten’ when GDPR comes into effect, according to research by independent media agency the7stars.

In a survey of over 1,000 UK consumers, 34% said that currently want to use their new powers to ensure that companies do not use their personal data for marketing purposes. The research revealed that concerns over data protection and privacy are weighing fairly heavily on the mind of consumers.

Only 19% of those surveyed were...

By Colm Hebblethwaite, 15 February 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

Prioritising mobile first design

Mobile first design is not a new concept.

It has been around for more than a decade and it’s used to refer to the strategy of designing and developing digital experiences for mobile devices at the very start of a project; rather than the traditional approach of first designing for desktop and consequently for mobile.

However, the term is possibly more relevant in the business world today than ever before.

As the information we consume online reaches us faster, wherever we are and as the growing use of...

By Matt Oxley, 15 February 2018, 0 comments. Categories: Content Marketing, Mobile 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.

Facebook messaging or live chat software?

Facebook has announced a (free) version of Messenger for use by businesses on their websites. Talk goes that this add-on will swallow the live chat market whole and spell the end for all rival web chat solutions.

There are, however, big differences between live chat software and Messenger when it comes to connecting with customers.

Those who are already predicting the demise of traditional chat channels may wish to take these differences into account before ringing the death knell.

Trust and...

By Howard Williams, 14 February 2018, 0 comments. Categories: Customer Experience.

Google extends AMP with new story format

Google’s Accelerated Mobile Pages (AMP) was initiated as a project to improve the performance of mobile web pages. The project has so far mostly focused on making loading and rendering for existing text-heavy articles such as those found on news sites or cooking blogs.

The company is now looking to extend the project beyond this with the launch of the AMP story format.

On mobile, users tend to browse a lot of articles, but only engage with a few in-depth. This is because the majority of articles on the...

By Colm Hebblethwaite, 13 February 2018, 0 comments. Categories: Content Marketing, Mobile Marketing.

Creating vertical video for a mobile first generation

In this discussion from Eurobest in London, Grant Munro: General Manager at Shutterstock Custom, Milton Elias: Head of Mobile and Video at News UK and Kat Hahn: Lead at Facebook and Instagram’s Creative Shop, talk about the solutions for brands to create vertical-specific video content both quickly and affordably.

A mobile world

Munro: “Mobile is by far the biggest driver of vertical video. Consumers spend around three hours per day on their mobiles, and check them on average 150 times a...

By Grant Munro, 13 February 2018, 0 comments. Categories: Mobile Marketing, Video & Audio Marketing.

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.

Establishing a progammatic mobile media buying solution: Perils, pitfalls and partnerships

Many advertisers are now looking to internalise their mobile media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space.

There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is.

Because DSP stands for “Demand Side Platform” it should be intrinsically associated with technology-based companies that allow media buyers...

By Noelia Amoedo, 12 February 2018, 0 comments. Categories: Mobile Marketing, Programmatic.

Gen Z engaging with 10 hours of online content a day

One fact has become indisputable in the last few years: the British population is addicted to digital content. According to research by Adobe into the UK’s content consumption habits, millennials spend an average of 8.5 hours a day reading, watching, creating and engaging with content on their devices.

If this sounds high, it is above the UK average of 6.9 hours, but well below that of the generation below them. According to the research, Generation Z spend a whopping 10.6 hours engaging with online...

By Colm Hebblethwaite, 09 February 2018, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

Embracing the chill: how brands can cash in on winter weather woes

British winter weather. We all know it, and we all hate it - driving rain, biting frosts, and evenings spent huddled under the duvet. But as consumers are holed up inside wishing they were sunning themselves on an exotic beach, advertisers should be aware of the lucrative opportunities that exist to cash in on weather-induced shopping.

At The Trade Desk, we recently looked into consumer receptiveness to advertising during last year’s cold snaps, with some interesting revelations.

Consumers shop as the...

By Sacha Berlik, 09 February 2018, 0 comments. Categories: Commerce, E-Commerce.

Twitter posts its first ever profitable quarter

Twitter’s shares jumped over 20% on news that the social media company returned to revenue growth after reporting its first-ever profitable quarter.

The company’s performance in the last three months of 2017 brings a positive end to an otherwise difficult year. The company instituted a number of changes aimed at making it more competitive with regards to advertising.

The company, which has long trailed being Google and Facebook in terms of building a userbase and advertising revenue, brought in...

By Colm Hebblethwaite, 08 February 2018, 0 comments. Categories: Social Media Marketing.

Interactive video: A powerful engagement tool for every step of the digital customer journey

As colder and darker weather is upon us—the perfect time for cosying up on the sofa to watch a movie—I’m reminded of a very memorable experience that took place in my living room not too long ago. I was sitting down with my laptop to watch a favourite show. It was dark outside and I was alone at home.

The adverts came on…all normal so far, but then a gripping ad for an upcoming movie came on. It was not the sight of the alien bursting from its cocoon, or the alien on the roof of the...

By Ben Samuel, 08 February 2018, 0 comments. Categories: Video & Audio Marketing.

Snapchat quarterly figures break losing streak

Snapchat has reported quarterly sales and user growth for the first time since going public in March 2017.

The news that the beleaguered social media company had soundly beaten Wall Street’s estimates sent its stock rocketing by over 20% on Tuesday. This was the closest the parent company, Snap, has come to topping its IPO price of $17 since July 2017.

The centrepiece of the positive results was a 72% jump in sales from this time last year to $286 million. This was heralded as a vindication of the...

By Colm Hebblethwaite, 07 February 2018, 0 comments. Categories: Social Media Marketing.

How to be smarter with customer data audits

Each year, the data that marketing teams hold on their customers will degrade by around 10 – 20%. This is simply because approximately 1% of the population will die, 10% will move house, and email addresses and phone numbers will inevitably change.

Not all data will take the same amount of time to degrade. For example, details on customer segments, products or customer type will all deteriorate at different rates. The age of the data plays a part too. If it is over 3 years old then 30% of customers will...

By Rob Frost, 07 February 2018, 0 comments. Categories: Data-driven marketing, Data Science.

Convergence communiqué: Designing your story based on media and message (part two)

Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.

Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...

By Thaddeus Kubis, 06 February 2018, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing, Publishing.