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.

How to facilitate the return of storytelling in advertising

Storytelling in advertising is nothing new. From the eighties’ Nescafe Gold Blend commercials featuring the romance of Tony and Sharon, to the noughties’ BT family ads that followed the domestic trials of Adam and Jane, the most memorable TV campaigns took years to build characters that audiences could relate to and care about.

But the art of storytelling is disappearing. Creators of TV ads such as the John Lewis Always a Woman, and more recently the

By Andrew Buckman, 19 June 2018, 0 comments. Categories: Advertising, Content Marketing.