40% of marketers expect increase in brand safety concerns

A hard hat on the ground.

Mediaocean, a mission-critical platform for omnichannel advertising, has released its 2022 Market Report and 2023 Outlook.

The bi-annual report highlights the forces driving the advertising economy as seen by industry leaders, including major changes in consumer behaviour and the overall macroeconomic environment.

In a survey conducted among 600+ leaders from media providers, advertising agencies, and tech companies, Mediaocean collected insights that focused on key...

UK companies’ social media ad spend trumps global average

Spocial media apps on a smartphone

UK brands spent 59% more on social media ads in Q2 2022, compared to the global average of £3118.

This is according to a study by Emplifi, a unified customer experience (CX) platform, which analysed thousands of brands worldwide between 1 April, 2022 till 30 June, 2022. UK brands spent the most on social media advertisements globally, despite engagement levels across social channels declining year-on-year.

Key findings from the report include:

UK tops global...

Maximising consumer engagement with attention

A woman paying for items in a shop.

Since the pandemic, consumers have become a lot more discerning when it comes to their ad consumption.  Super Bowl LVI’s national ads, for example, accounted for more than 40% of all TV ad impressions on linear TV in 2022. And since ‘nostalgia’ was the theme of the event, it was successful in resonating and instilling happy emotions, hence being memorable and giving the event a longer lasting impression.

We’ve seen the success from brands bringing in the old with a...

Gen Z avoiding advertising at all costs

Adverts and bright signs in Times Square, New York.

Any company looking to target Gen Z consumers (those born between 1997 and 2012) shouldn’t even bother with traditional advertising.

That is the stark finding from a new report released by digital consumer research firm, Bulbshare, which gathers insights from thousands of consumers around the world.

Titled 'Ad blockers and advocacy: Why Gen Z is blocking paid ads in favour of real voices', the report finds that 99% of consumers in this generational cohort will hit...

Half of marketers have lost revenue due to new ad regulations

59% of marketers have lost revenue since Apple’s IDFA changes, the phasing out of third party cookies by Google, new privacy updates, and changing ad regulations.

This is according to ‘The App-ocalypse’, a new report from Bango, which revealed that marketers are experiencing a negative impact to their bottom line due to new ad regulations and privacy changes.

The report argues that the four horsemen of the App-ocalypse – the phasing out of Cookies, iOS IDFA...

GumGum partrners with Ad Council to support Ukraine

Ukraine.

GumGum, a contextual-first advertising technology company, is working with the Ad Council on a new disaster and crisis relief effort that encourages audiences to give financial donations to the Ukraine Crisis Relief Fund through GlobalGiving.

GumGum is providing support to the Ad Council with GumGum Smile, a programme that enrols clients to contribute a portion of every advertising dollar towards the Ad Council’s social impact initiatives. This programme enables campaigns to get...

Ru Roberts, Waze: On non-distracting and privacy-conscious advertising

MarketingTech caught up with Ru Roberts, UK Country Manager for Waze, to discuss how the popular satellite navigation app advertises to drivers in a responsible manner.

As a free app, Waze relies on advertising. However, displaying ads to drivers could be a recipe for disaster.

Waze has faced its fair share of criticisms in the past for distracting drivers. Early users will remember things like messages from random drivers popping up constantly. Fortunately, Waze heard...

Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover

Quartile, an ad optimisation platform for top e-commerce marketplace sellers, has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands.

The two companies will combine under the Quartile name, growing the brand into the world’s largest cross-channel e-commerce advertising platform. Both platforms apply machine-learning and natural-language processing to provide data-driven strategies and best practices to brand marketers while also...

76% of Instagram influencers hide advertisement disclosure in their posts

Someone using Instagram on their smartphone.

More than three quarters of influencer adverts on Instagram have the disclosure hidden somewhere in the post, whether that be in the middle, at the end or in a comment.

This is according to research undertaken by the team behind global affiliate network Awin.com as part of a wider look into disclosure in affiliate marketing.

For the study, the top 100 posts for each disclosure hashtag were analysed to see whether the hashtag was visible in the original post, or needed...

Majority of consumers feel positively about personalised advertising

Adverts and bright signs in Times Square, New York.

58% consumers in the UK and US feel positively about receiving a hyper-personalised online ad.

This is according to research from Iterable, a cross-channel marketing platform, which surveyed 1,500 consumers.

The survey crossed two regions with very different data regulations. The UK, and Europe more broadly, has been proactive on data privacy. The Data Protection Act 2018 brought in the European Union General Data Protection Regulation (otherwise known as GDPR), imposing...