Kinetic uses live traffic data to target drivers according to their speed

A new campaign from Toyota and contextual marketing and advertising agency Kinetic will use real-time traffic data to target drivers with different content based on context of their journey.

The campaign will run across the UK for two weeks from the 23rd of October and will look to get motorists interested in Hybrid vehicles as part of Toyota’s ongoing ‘We Choose Hybrid’ campaign.

In 70 locations motorists will be shown a different message depending on what speed they driving at when they...

By Colm Hebblethwaite, 24 October 2017, 0 comments. Categories: Advertising Technology, Campaigns.

Forensiq uses machine learning to expose sports bot fraud

Ad fraud detection company Forensiq has introduced a new generation of botnet detection algorithms to detect the latest strategies used to generate invalid traffic and steal advertising spend.

Through machine learning, the new algorithms can spot botnets that attempt to mimic human browsing patterns in order to evade detection.

It works by using behavioural analysis to identify automated browsing. The new algorithms have already had some success, flagging up 75% of pre-bid requests to NFL team domains as...

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

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.

The particular challenges of marketing luxury brands

Luxury brands occupy a unique position within the digital marketing landscape, and can provide interesting insight into how the one-size-fits all approach to selling yourself on the internet is not always effective.

What makes a brand count as ‘luxury’? Is it the quality of the design or of the materials used? A little bit, but if these were the only criteria then any well-made smartphone or pair of trainers would count. The key to luxury when it comes to marketing is the idea of exclusivity, the...

By Colm Hebblethwaite, 18 October 2017, 0 comments. Categories: Content Marketing, Personalised Marketing, 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.

Facebook ‘Frames’ and Instagram ‘Geostickers’ highlighted as potential patent infringements

Facebook and Instagram have been issued cease and desist notices over their respective ‘Frames’ and ‘geostickers’ use of geolocation-based image overlays.

The notices were issued by Miami-based United American Corp (UnitedCorp), a holding and management company that focuses on telecommunication and information technologies.

The potential patent violation relates to UnitedCorp’s iFramed technology, which was granted a patent by the US Patent Trademark Office on October 3 2017. The...

By Colm Hebblethwaite, 16 October 2017, 0 comments. Categories: Content Marketing, Social Media Marketing.

Facebook is the most valuable social media for businesses

The effects that a well-maintained social presence that manages to both communicate your brands identity and sell its products or services can have on a company’s revenue and sales are significant.

There is, however, no one-size-fits-all approach to social media success, and the last few years have seen many companies charging headlong into the fray with no real strategy in place and an expectation of increased sales.

A lot of these companies have not had the desired results from their social campaigns,...

By Colm Hebblethwaite, 13 October 2017, 0 comments. Categories: Social Media Marketing.

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.

Netflix is most positively talked about brand by millennials

Among UK millennials, Netflix is the brand that is most positively talked about brand.

The streaming service came out on top of YouGov’s annual BrandIndex rankings, which is made of over 2.5 million consumer interviews a year.

The list of brands with positive word of mouth among those aged 18-34 years old was dominated by those in the technology sector. Netflix won out with a score of 73.8, which was only just ahead of Facebook (73.5), Apple (73.3) and Airbnb (70.5).

You can see the rest of the top 10...

By Colm Hebblethwaite, 11 October 2017, 0 comments. Categories: Branding.

New technology uses subliminal facial expressions to decipher human emotion and personality traits

New software from ‘artificial emotional intelligence’ (AEI) company Human has the ability to recognise and track human emotions and characteristics in real time.

The technology looks at an individual’s subliminal facial expressions, those little ticks, twitches and micro-gestures that a person is not aware that they are making, but paint a detailed picture of their mental state.

The software is the first of its kind, and looks to take a brave new step from facial...

By Colm Hebblethwaite, 10 October 2017, 0 comments. Categories: Data-driven marketing, Data Science.

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.

What does the Twitter character-limit increase mean for influencer marketing?

Twitter is currently in the process of rolling out a doubling of the 140 character limit that has defined it since its launch.

“We want every person around the world to easily express themselves on Twitter, so we’re doing something new: we’re going to try out a longer limit, 280 characters, in languages impacted by cramming,” said Twitter product manager Aliza Rosen.

The issue of ‘cramming’ effects al languages aside from Japanese, Chinese and Korean, where it is possible to convey more...

By Colm Hebblethwaite, 06 October 2017, 1 comment. Categories: Social Media 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.

Measuring consumer sentiment on mobile

As marketers continue to become better able to measure and utilise the data they collect about consumers, the focus is starting to shift. Whereas the first wave was all about where a consumer is and how exactly they interact with an app or website, the next stage is trying to work out how consumers feel when they come into contact with marketing content.

Mobile advertising platform AdColony has conducted a survey of over 1,500 consumers in North America and Europe to try and work out their sentiment while...

By Colm Hebblethwaite, 04 October 2017, 0 comments. Categories: Mobile Marketing.

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.

B2B companies struggling with complex buying journeys and partner networks

A new study by Accenture shows that B2B companies seem to struggling to deliver the kind of personalised customer experiences that drive loyalty and growth due to the growing complexity of customer buying journeys.

The global professional services company surveyed 1,350 sales, service and marketing executives from organisations around the world, and found that 21% thought that they had have “total control over their organisation’s sales networks and overall customer experience”.

According to...

By Colm Hebblethwaite, 02 October 2017, 0 comments. Categories: Best Practice.

Spotify: 61% of UK adults regularly listen to podcasts

Music streaming service Spotify has revealed that the UK is increasingly becoming a nation of podcast listeners.

Still a relatively novel form of content five years ago, the sheer number and varied scope of the podcasts available to consumers have turned many into converts.

According to Spotify’s research, 61% of UK adults now regularly listen to at least one podcast, with 21% listening once a week.   

The figures also confirm that this love of podcasts is a recent phenomenon. 68% of...

By Colm Hebblethwaite, 29 September 2017, 0 comments. Categories: Video & Audio Marketing.

Transactional emails critical to customer retention

A lot of us know the feeling. Waiting anxiously for the confirmation email to arrive once we have paid for something on the internet. For a lot of people, this email is a crucial final step to the process of making a purchase, a full stop that makes the whole thing real.

But, what if that email never comes? First of all, how can you be sure that the transaction has gone through and, secondly, how do you know that the company is in control of its ecommerce process.

New research by email service provider...

By Colm Hebblethwaite, 28 September 2017, 0 comments. Categories: Customer Experience.

YouGov: TV ads surviving despite subscription video’s rise

There has been a lot of talk about how the rise of subscription TV services has diminished the reach and power of traditional television advertising.

But according to new research from international market research firm YouGov shows that traditional TV advertising is still very much alive in the era of subscription on demand services (SVOD).

Importantly, TV ads are still being seen by consumers who only watch content through subscription streaming platforms.

The

By Colm Hebblethwaite, 27 September 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Google announces new YouTube tools for advertisers

Google has announced the release of four new tools for YouTube to help capture the attention of viewers.

Google knows all too well about the importance of catching consumer attention with advertising. In an ever-connected world, where we watch TV while flicking idly through our phones or listen to podcasts while working, advertising is everywhere and consumer attention is a valuable commodity.

And while the majority of us have seemingly developed an ability to tune out TV adverts or billboards as we go about...

By Colm Hebblethwaite, 26 September 2017, 1 comment. Categories: Advertising Technology, Video & Audio Marketing.