Marketing budgets at record jump, according to IPA Bellwether Report

The latest edition of the IPA Bellwether Report, the quarterly document of marketing budgets published by Markit Economics on behalf of the IPA, has revealed that marketing budgets have seen their biggest increase in 14 years.

The report is certainly one of the more positive to hit the stands, according to the IPA – and the figures certainly show why.

A net balance of 20.4% of companies registered an increase in budgets during Q114, ahead of Q413’s number of 11%. This number smashes the survey...

By James Bourne, 17 April 2014, 0 comments. Categories: Advertising, Commerce.

Adpoints CEO Martin Pugh: Trying to solve brand ad avoidance

It’s something of a misnomer to say that ad avoidance is a digital issue, with generations of TV watchers leaving the room like clockwork to make a cup of tea when the ad break arrived.

This is something of a tradition in the UK, but it’s actually not a myth – famously, the National Grid reported a power surge during the ad break of British soap opera Coronation Street because of several million people all boiling kettles and opening fridge doors at the same time, in what is

By James Bourne, 16 April 2014, 0 comments. Categories: Advertising, Campaigns.

Why we shouldn’t be surprised Honda makes the most viral car ads

Analysis Japanese car manufacturer Honda has hit first and second place in terms of the top 10 most viewed car adverts in the UK since 2010, according to figures published by video analytics provider Visible Measures.

Colour us at MarketingTech as less than surprised. Infact, if the story had to be delivered in a Buzz Feed-styled headline, it would be: “You Won’t Believe Which Car Manufacturer Creates The Most Viral Ads...Oh Wait, Yes You Will.” So why would this be?

Looking at the figures only goes to prove that the biggest...

By James Bourne, 15 April 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns.

Rachel’s Organic gets mobile responsive site design

Aberystwyth-based organic food provider Rachel’s Organic has announced the launch of a mobile responsive site, led by creative agency Haygarth.

The food stockist, arguably best known for its range of yoghurts, was Britain’s first organic dairy and has products stocked in supermarkets nationwide.

And after Haygarth redesigned the Rachel’s Organic website two years ago, this represents a natural step forward for the company.

“It’s no secret that more and more consumers are...

By James Bourne, 14 April 2014, 0 comments. Categories: Advertising Technology, Campaigns.

CISAC’s Eric Baptiste: Why intellectual property is a universal, human rights concept

The issue of intellectual property for creative artists in the YouTube, Spotify-oriented age has never been more pronounced.

Radiohead musician Thom Yorke has publicly denounced the Sweden-based streaming service. The quote that Spotify was ‘the last desperate fart of a dying corpse’ predictably got the headlines, but the message was clear. “I feel like as musicians we need to fight the Spotify thing,” he told Mexican website Sopitas

By James Bourne, 11 April 2014, 0 comments. Categories: Advertising Technology, Publishing.

AA, Google and Johnson’s Baby score strongly in UK’s most trusted brands

The AA has been named as the most trusted brand among British consumers, according to a new survey released by agency Rainey Kelly Campbell Roalfe/Y&R (RKCR/Y&R).

The research, of over 3000 people in the UK, was conducted using the company’s BrandAsset Valuator technology.

The automotive club – whose ads famously used to claim that their workers were ‘Britain’s fourth emergency service’ – came out on top ahead of the Post Office, Boots, Google and Johnson’s...

By James Bourne, 10 April 2014, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Santander awarded LatAm ‘record breaking brand’ gong for football campaign

Santander Group has taken the ‘Record Breaking Brand’ award by Guinness World Records at its Global Festival of Media in Rome following a successful football-based campaign.

The bank put together an integrated campaign in Latin America in order to find the most passionate and knowledgeable football fan, which attracted over 1.1 million players and set a record for the largest sports trivia competition. The winner of the competition was 27 year old Luzinei Neves from Brazil.

As a result, Santander...

By James Bourne, 09 April 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Microsoft pens deal with Entertainment One UK for film promotion

Microsoft Advertising has announced a year-long strategic partnership with Entertainment One UK (eOne UK) to deliver new film launches across the Microsoft platform ecosystem.

The films will be promoted by eOne UK on MSN, Skype, Windows 8 and Xbox, with Microsoft Advertising’s in-house team creating content-led ads which fit in to the ecosystem. For their part, eOne UK will use Microsoft data to identify specific verticals to target ads for certain films.

Films included in the partnership include The...

By James Bourne, 07 April 2014, 0 comments. Categories: Advertising, Campaigns.

Less than half of SMEs are investing to improve their web presence

Research released today by Browser media has revealed that while the majority of smaller businesses acknowledge their website is critical to their business, less than half have any budget to improve their online presence.

The research, which spoke to 188 SME owners and managers at The Business Show in December, found that 79% of SMEs said their website was “critical or very important”. However only a quarter (28%) of respondents said they were happy with their company’s SEO ranking on...

By James Bourne, 03 April 2014, 0 comments.

Why Facebook's still left a gap for organic reach #SMWF

Dom Burch, head of social at Asda, told delegates at Social Media World Forum earlier today that while Facebook has made it "hard" for organic reach, there's still a gap in the market if you get the content right.

"I think Facebook was for us a massive turning point, and we were very pure up to that point," he explained, noting that even though it was "galling" to create content for an audience for three years who now can't see content, it's Facebook's ball and their rules. "Tough. Get on with it," he...

By James Bourne, 31 March 2014, 0 comments. Categories: Social Media Marketing.

Sean Gardner: The best ways to improve social engagement #SMWF

Sean Gardner, the co-founder of the Huffington Post 'Twitter Powerhouses Series' and Forbes #1 social media influencer, shared his content strategy and social objectives in front of a packed crowd at Social Media World Forum this morning.

"Nobody does anything alone," he told delegates. "I listen for people who use bridge terms."

What are bridge terms? For Gardner, social media is like a bridge; every retweet, repin, every endosement are "the bricks that help construct the bridge to where you want to...

By James Bourne, 31 March 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

"You've got to be liked, so don't be a d*ck": Thoughts on brand advocacy #SMWF

For brands today, a key element of their strategy is to build a customer base that aren't just fans of the product, but are brand advocates. It requires more engagement, and maybe thinking outside the box - but as brand advocacy becomes more prominent, those who aren't up to speed are falling behind quickly.

This was the theme of an engaging panel session at Social Media World Forum this morning, with representativies from brands including McLaren, Universal and Disney offering their insight.

When asked about...

By James Bourne, 31 March 2014, 1 comment. Categories: Advertising Technology, Campaigns, Social Media Marketing.

App Annie report reveals freemium rules for app revenue

Freemium is the fastest growing business model for mobile app revenue, according to the latest industry report.

The report from analytics provider App Annie in conjunction with IDC showed that in key countries – Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, the UK and the US – freemium revenues went up by 211% between 2012 and 2013. In app advertising money also went up, but not as quickly – 56%.

Paid revenue, by contrast, went down by 29% from 2012 to 2013, while...

By James Bourne, 28 March 2014, 0 comments. Categories: Advertising.

Pinterest expects to roll out paid ads in near future

Pinterest is going ahead with its paid advertising strategy in Q2 of this year, according to various reports.

MarketingTech reported the move by Pinterest to roll out paid ads back in September, with CEO and co-founder Ben Silbermann saying at the time the company should be “a service that will be here to stay.”

Pinterest updated its blog post on October 9 to say it was “starting to test promoting pins”, and now these promoted pins...

By James Bourne, 26 March 2014, 0 comments. Categories: Advertising, Social Media Marketing.

Socialbakers CEO claims there is a “witch hunt” against Facebook

The CEO of social analysis tool provider Socialbakers, Jan Rezab, has claimed that people are trying to create a “witch hunt” against Facebook amidst a research note from Forrester exec Nate Elliott claiming that Facebook was continuing to fail marketers.

In a blog post on his personal site, Rezab derided Facebook bashing as “cool and trendy” and “click bait”, adding the general consensus of Facebook’s marketing – lack of organic reach, lots of fake fans –...

By James Bourne, 25 March 2014, 0 comments. Categories: Advertising, Campaigns.

Four in five CMOs feel “underprepared” for big data explosion

IBM has released its Global C-Suite Study with some interesting findings – chief of which that 82% of CMOs are less than prepared for the huge amounts of data imminently at their fingertips.

The research, from Big Blue’s Institute for Business Value (IBV), also showed how chief marketing execs have barely made crawling progress with social media – 67% now feel underprepared for tackling social, compared with 68% in 2011.

Interestingly, the three primary challenges for CMOs in 2011 stay the...

By James Bourne, 24 March 2014, 0 comments. Categories: Branding, Commerce, Publishing.

The new £1 coin: MarketingTech’s favourite parodies

For those in the UK, the yearly Budget announcement is filled with expectation, anticipation and tradition. Inevitably, the past few years have seen more bad news than good for the economy, but there were some very interesting moments in Chancellor George Osborne’s speech yesterday.

The news which created the most front page headlines was the announcement of a new ‘resilient’ 12-sided £1 coin.

“Our new pound coin will blend the...

By James Bourne, 20 March 2014, 0 comments. Categories: Advertising Technology.

Mobile devices will make up half of paid search clicks by 2015

The latest research report, this time from Marin Software, has uncovered a fascinating statistic: mobile devices will account for half of all paid search clicks by December 2015 if the current growth rate is maintained.

It’s certainly a prevalent trend. The research, which asked the opinions of brands and advertisers managing over $6bn in annual online spend, also found that the rate of cost per click (CPC) was faster on mobile than on desktop – with tablet CPC moving ahead of desktop CPC in some...

By James Bourne, 19 March 2014, 0 comments. Categories: Advertising.

Spreadshirt CEO Philip Rooke on how to make wearable tech work

Philip Rooke, the chief executive of Spreadshirt, is an opinionated man. He believes five years will pass before people make “real money” out of wearable technology, as well as thinking that Amazon’s drone delivery service is “going to be near impossible to make a reality.”

Yet his interest in wearable technology goes beyond the commercial. As a long-time user of Fitbit, Rooke believes the ‘hype’ around wearable tech is...

By James Bourne, 14 March 2014, 0 comments. Categories: Campaigns, M-Commerce, Wearables.