Goodbye SponsorPay, hello Fyber: Ad optimisation platform rebrands

SponsorPay is no more. The Berlin-based ad optimisation revenue platform has changed its name in favour of Fyber, with the company calling the rebrand “a natural evolution.”

When companies change their name it can be for a myriad of reasons, but it often comes down to two main issues: either because the old name didn’t align with what the company was now doing, or because it felt like the right time to start afresh.

By James Bourne, 18 July 2014, 0 comments. Categories: Advertising, Advertising Technology.

Google ends ‘real name’ YouTube commenter policy, shuffles Google+ pack again

Last month MarketingTech noted the third birthday of Google+ with the question: Is it time to wave the white flag? It was one of the most popular articles of the month, and the sentiment certainly resonated among our community with over 50 comments.

Well, Google has had another crack at modifying its problem child social...

By James Bourne, 16 July 2014, 0 comments. Categories: Search Marketing, Social Media Marketing.

Take a look at how McDonald’s, Guinness and Coca-Cola have kept their brands fresh over 100 years

For any historic, established big brand, they can’t rest on their laurels if they want to stay at the top. Whether it’s through a catchy marketing slogan, or a change to the company logo, the sands of time are constantly shifting.

Take three of the world’s biggest brands; McDonald’s, Guinness and Coca-Cola.

It’s fair to say that the ubiquitous soft drinks manufacturer has suffered slightly over the past year or so, where before it was at the very summit of its brand power. Earlier this week

By James Bourne, 11 July 2014, 0 comments. Categories: Campaigns.

Apple, Cadbury and McDonald’s top charts for best storytelling brands

Apple has retained its position as the UK’s top storytelling brand, according to research published by AESOP in association with One Poll.

Cadbury and McDonald’s were second and third respectively, with IKEA moving up six places to fourth and crisp manufacturer Walkers rounding off the top five.

There’s no place in the top 100 for Google – interesting given the daily stories which are told in the Google Doodles – yet YouTube makes the top 10, the highest new entry at #8.

The...

By James Bourne, 10 July 2014, 0 comments. Categories: Campaigns.

Adbrain hires Tim Abraham to improve data platform offering

Adbrain has appointed Xaxis EMEA director of data and audience Tim Abraham to take the reins of the multi-channel ad firm’s data solutions.

It’s further proof – if any were needed – about the power of data at marketers’ fingertips as campaigns become more integrated. Abraham joins Adbrain having previously progressed through the AOL machine as head of Advertising.com’s analytical services division.

Adbrain CEO and co-founder Gareth Davies called Abraham “a hugely...

By James Bourne, 08 July 2014, 0 comments. Categories: Advertising, Programmatic.

NewsCred and Outbrain buddy up for content marketing partnership

Brands, listen up: NewsCred and Outbrain have formed a strategic partnership which enables organisations to more effectively source content and then maximise its social reach.

The deal enables marketers to utilise NewsCred’s more than 4500 content providers in its Publisher Network, with NewsCred customers able to share content out through Outbrain Amplify, a platform which allows marketers to promote stories at scale.

“By integrating Outbrain directly into our Content Marketing Cloud, we’re...

By James Bourne, 03 July 2014, 0 comments. Categories: Advertising, Campaigns.

Bulmers goes cross-screen for pioneering UK advertising campaign

Cider brand Bulmers has unleashed its latest creative campaign with Microsoft which enables users to watch an advert piece by piece through whichever platform they are on.

The campaign, created by Starcom MediaVest, Adam & Eve DDB and We Are Social, uses technology from Microsoft called Creative Sequencing. This means that Bulmers adverts can appear on a variety of devices and platforms, from Windows 8 to MSN, Skype and Xbox 360.

This is achieved through the logging of a user’s Microsoft ID, which...

By James Bourne, 01 July 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns.

Facebook’s study may help their experience, but it also breaches their ethics

In case you missed it over the weekend, Facebook has admitted to conducting a psychological experiment of 689,000 of its users to assess how they reacted to manipulating their news feeds.

The study, in partnership with Cornell University and the University of Columbia, attempted to assess if “exposure to emotions led people to change their own posting behaviours.”

The experiment, which took place in 2012, has understandably caused distress and outrage,...

By James Bourne, 30 June 2014, 0 comments.

As Google+ turns three, is it time to wave the white flag?

June 28 2014 marks three years since Google+ was launched. It represents an interesting tipping point in the history of the social network, for whom mass adoption has often been difficult to come by.

Despite having only a quarter of the userbase of Facebook, 359 million active users compared to 1.28 billion is still a hefty number. But there’s another issue at stake.

At Google I/O earlier this week, during the two and a half hour keynote conference there was mention of various new announcements and...

By James Bourne, 27 June 2014, 1 comment. Categories: Search Marketing, Social Media Marketing.

BuzzFeed denies collecting personal data from users

BuzzFeed is collecting far more data about its readership than the majority of other news sites, a blogger has claimed.

According to ecommerce expert Dan Barker, writing on his blog, alongside the out-of-the-box analytics Google provides, BuzzFeed has actively decided it requires more information on users, thus classified as ‘Custom Var’.

So far this only covers such mundane information such as whether the user links BuzzFeed to Facebook and whether email updates...

By James Bourne, 25 June 2014, 0 comments. Categories: Social Media Marketing.

Footballers need to stop appearing in adverts...but brands are partly to blame too

Sitting at home last night, about to watch the World Cup coverage, the advertising break before kick-off in the Brazil-Cameroon game had two adverts in a row featuring England players. First up was Daniel Sturridge’s Subway promo, and after that was an advert for Head & Shoulders starring goalkeeper Joe Hart.

As a digital marketing reporter, it was interesting to see how brands had utilised the World Cup in their latest campaigns. As a football fan having just seen England get knocked out of the...

By James Bourne, 24 June 2014, 0 comments. Categories: Advertising, Campaigns.

Ensure you make your Facebook ads relevant as real estate is scarce, StitcherAds warns

Facebook has caused outrage, controversy and no little discussion about its gradual move towards brands paying for real estate on news feeds.

Given the average number of likes per UK and US Facebook user is heading north of 50, as research from Socialbakers last year showed, it’s a simple question of mathematics; if each brand is pushing regular content as they should, users aren’t going to see everything.

Naturally it’s even more pertinent on mobile. So what should brands do?

Declan Kennedy...

By James Bourne, 20 June 2014, 0 comments. Categories: Advertising, Campaigns.

The social media sentiment at the World Cup gathers pace

As more than 40% of tweets sent in the evening relate to television according to Twitter statistics, and given kick off times in the World Cup are between 5pm and 2am for UK viewers, it’s no surprise that the biggest football tournament on the planet is getting some serious buzz on the micro-blogging network.

So much so that Twitter itself has issued a series of stats pre-tournament; specifically, nine in 10 UK Twitter...

By James Bourne, 16 June 2014, 0 comments. Categories: Programmatic, Social Media Marketing.

Which football clubs are top of the league in social and responsive design?

With the FIFA World Cup just two days away, new research from Brand Perfect has revealed that Real Madrid, Manchester United and Barcelona are among the best football clubs in social media and website optimisation.

The research, which analysed the top football leagues in Brazil, England, Germany and Spain, found that only 18% of the clubs examined had online presences to work responsively across both smartphones and tablets, with 36% having separate mobile domains.

In England, only Arsenal and Sunderland had...

By James Bourne, 10 June 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

Quip CEO Bret Taylor: I continue to be “awe-inspired” by Mark Zuckerberg

Bret Taylor, the CEO of collaborative document app Quip, says that Facebook’s continued aggressive pursuit of mobile is a “smart move” and that he continues to be “awe-inspired” by Mark Zuckerberg even after leaving the post of CTO in June 2012.

Taylor, who admitted that during his three year tenure Facebook’s transition to mobile had been “awkward”, explained why he thought tech companies who didn’t move to mobile would go the same way of firms who failed...

By James Bourne, 06 June 2014, 0 comments. Categories: Publishing.

SendGrid aims to get marketers and developers singing off same page with new release #AppsWorld

“Our goal is to ship the world’s wanted mail, not the world’s spam.” So claims Scott Williamson, director of product management at cloud-based email template provider SendGrid.

This goal is something the Colorado-based company takes very seriously, to the extent that they will “absolutely fire” customers who don’t follow email sending best practice.

Good sending habits, according to SendGrid, includes dropping non-responsive respondents, understanding the path of...

By James Bourne, 05 June 2014, 0 comments. Categories: Email marketing.

Mercedes-Benz suffers ad impression scare

German car manufacturer Mercedes-Benz has hit the headlines after reports emerged that the majority of hits on its latest advertising campaign were provided by robots rather than human beings.

According to the Financial Times, in a sample of 365,000 ad impressions from agency Rocket Fuel, UK-based ad fraud investigator Telemetry found that 57% of impressions were viewed by automated computer programs.

Mercedes said that the overall number was nearer 6% throughout the whole campaign, and had been remunerated...

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

Latest research reveals how Western brands still face issues in emerging markets

Despite big brands being predominantly recognised in emerging markets, only half of consumers are planning to spend with these brands – and Amazon is far behind the competition.

That’s the key takeaway from a survey by mobile marketing provider Upstream, who found that Amazon was recognised by significantly fewer customers who also wanted to spend less with the retail giant.

The most recognised brand in emerging markets Brazil, China, India, Indonesia, Nigeria and Vietnam, according to the...

By James Bourne, 27 May 2014, 0 comments. Categories: Campaigns.

Salesforce: Why you can’t create a culture of brand advocacy overnight

Dan Rogers, VP EMEA marketing at Salesforce.com, sits down at a press table in the ExCeL. “Well, today was just about the highlight of my career,” he begins.

Looking at the Salesforce1 World Tour, with the announcement of a UK data centre and the renaming of the Heron Tower to the Salesforce Tower, it’s easy to see why. “Hearing that we have huge customer momentum and growth, and the growth of the partner ecosystem, is just amazing,” Rogers explains.

“As a marketer,...

By James Bourne, 23 May 2014, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Twilio: The ‘age of the customer’ emphasises why brands need APIs

The issue of why brands should have APIs is not a new one, with articles as far back as 2011 espousing this notion. For Twilio, a provider of cloud-based APIs and a leader in the market, it’s about what CMO Lynda Smith calls “building great customer experiences.”

“What we’ve started to see as we looked across the customer base that we have, and all the interesting ways that we’re using communications, it’s...

By James Bourne, 21 May 2014, 0 comments. Categories: Automation, Campaigns, Publishing.