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7 things you need to know about LinkedIn’s new advertiser solutions

linkedin is ten years old this weekLinkedIn is the world’s largest professional network with over 347m users. Professionals are signing up to join LinkedIn at a rate of more than two new members per second, so getting your advertising right can pay dividends.

LinkedIn’s new advertiser solutions tools is a big deal for the platform, which in the past has struggled to meet the needs of the modern b2b advertiser. A friend who works at LinkedIn reliably informs me that it has spent the last six weeks training its staff on this new platform, so it is clearly something everyone is taking very seriously.

What does the savvy marketer need to know about LinkedIn’s new ad tools? I’ve distilled things into seven easy points.

Humans put the ‘hyper’ in hyper-personalisation

topshopUntil very recently, I was under the impression that when a TV football commentator said things like “And that’s the 27th time Wayne Rooney has received a yellow card against a team that plays in white”, they were simply surfacing one of the many facts swimming round in their brains.

Of course, it turns out that commentators are delivered these sorts of statistical nuggets in a constant, real-time feed from the good folk at Opta.

It strikes me that this combination of real-time data delivered with the subtly and nuance only a human can provide is something of a Holy Grail for brands.

Today’s inspirational woman: Anne Frank

Anne Frank by Keith Putnam/FlickrIn celebration of International Women’s Day on Sunday 8 March, all this week we are asking senior industry figures who their most inspirational woman is.

Alex Altman, managing director of Global Solutions at MEC, has chosen Anne Frank…

The Daily Poke: Finding Mr Swipe Right

Finding Mr Swipe RightValentine’s Day saw Swipe Right, a romantic hotel package, being offered by W Hotels to those interested in finding love or perhaps something a little more casual. This romantic hotel package builds off of the popularity of dating apps and appeals to those who are familiar with Tinder, Hinger, Grindr or 3nder. (Thanks to matchmaker Julie)

Smartphone dominance is here; marketers must shift their approach

smartphones by Yutaka Tsutano/FlickrYesterday marked the 20th anniversary of Yahoo being incorporated as a company. While it’s amazing to think how much the internet has evolved and changed in the last two decades it’s even more exciting to look forward.

Coincidentally, yesterday also marked the start of Mobile World Congress in Barcelona where the tech world is focused on the unstoppable rise of mobile, which is bringing about smartphone dominance.

User activity has shifted to mobile across the globe with users now spending more time on mobile devices than PCs.

7 steps to combatting ad fraud

keyboardThe advertising industry is rapidly evolving and it’s predicted that digital ad spend will reach £8 billion in 2015. However, the industry must confront an uncomfortable dirty secret – the epidemic that is digital ad fraud.

Digital ad fraud has been found to account for up to 36% of digital ad impressions – impressions which are served but never seen by a human. The good news is that advertisers and publishers alike are beginning to accept that an issue exists, and we are now working together to detect and tackle fraudulent inventory.

So, what are the seven steps companies can take to protect themselves?

TV goes back to the future 

Marty McFlyMarty McFly, when faced with a tricky situation, often described it as “heavy”. When Marty finds himself in 1955 and Doc Emmett Brown tells him that the girl who will become his mother fancies him, Marty says “Whoa. This is heavy”. Doc takes him literally. “Why are things so heavy in the future?” he asks. “Is there a problem with the Earth’s gravitational pull?”

Why am I telling you this? Well, to be honest, it is mainly to delay the detailed statistical analysis of the BARB data for 2014 that follows. This is my first blog for Thinkbox and inevitably it was going to feature lots of numbers, so I needed a way in that would keep you with me for at least one paragraph before you nod off.

But it is relevant: there is a bit about the past and future – and heaviness.

The Daily Poke: Locker room groomer

Locker room groomerIt’s official. The days of lingering suggestively over your lingerie at the laundrette are well and truly over. As is having to dash to the dry cleaner in an already overloaded day. Right now, it’s all about the locker, and 24/7 laundry services.

This American concept has made its way to Amsterdam, where new venture Bubble&Stitch offers text message ordering, app notifications and swipe card payments on its laundry lockers. (Tidy tip-off, Damo.)

5 tips for creating value from raw data

Databigstock-300x200Our world is obsessed with data, but run by human emotions. But data and creativity don’t need to be at loggerheads.

Here are five tips for successfully combining your gut instinct with raw data to unlock value:

4 make-or-break rules for personalisation

Tesco1Brands are working harder than ever to personalise their websites, apps and all other communications. And the leaders of the pack are sturdy consumer brands, such as Tesco and Pizza Hut.

Even the best, however, aren’t yet using their full potential. Here are their four essential tips for personalisation: