Posts Categorized: advertising

Does programmatic video signal the end of the TV ad?

WEB_TV_televisionVideo is a key portal to the consumer with its emotional appeal and its ability to tell stories like no other medium bar TV.

As such, advertisers increasingly look to blend video-based advertising and programmatic technology to market products. According to a 2014 eMarketer report, advertisers and publishers spent $700m (£468m) on programmatic technology and this is set to triple by the end of 2015.

Programmatic video has many advantages over traditional TV advertising; the only other medium with the same visual appeal. Firstly, it delivers ads to individuals based on their preferences, live digital footprint and intent signals. Read more on Does programmatic video signal the end of the TV ad?…

Instagram’s move deeper into e-commerce is missing a trick for brands

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It’s inevitable that Facebook-owned Instagram will follow the footsteps of Facebook, Twitter and lately Pinterest and add more e-commerce features for advertisers.

While Instagram first made sponsored postings available back in November 2013, it announced new carousel ads with links to brand websites as recently as March 2015. Recent reports now suggest it will also launch ‘click to shop ads’ which would be a further step in this direction.

If confirmed, these recent changes together mark a significant increase in the options available to advertisers to tap into Instagram’s 300 million user base.  Read more on Instagram’s move deeper into e-commerce is missing a trick for brands…

Why the A-list love TV

Kit HarringtonAfter an agonising wait, Game of Thrones has burst back into our living rooms. I felt the 1.6 million other viewers for the first episode – Sky Atlantic’s highest ever overnight audience – breathe a collective sigh of relief along with me as Kit Harrington returned to our screens (swoon).

This somewhat filled the hole of the legendary Charles Dance after Tywin Lannister’s dramatic demise last season – although the vision of his pebble-eyed corpse is something I can’t unsee.

But that aside, the return of this corking show and its corking cast made me think about the relationship between Hollywood and TV now, and how A-listers have become a permanent part of the TV landscape. Read more on Why the A-list love TV…

What neuroscience can reveal about DOOH’s impact on our subconscious

Beyond OOH 2Measuring consumers’ subconscious reactions to advertising messages and media is rapidly gaining traction as marketers and media owners seek ever more accurate data to support marketing decisions.

So when out-of-home media owner Ocean Outdoor wanted to understand how their full motion digital out-of-home (DOOH) sites influenced responses to other media, they opted to use brain imaging research carried out by Neuro-Insight to explore the neurological impact of DOOH in priming responses to magazines and mobile devices.

Ocean chose neuro–research as the way to explore impact because it offers a way of looking at people’s emotional subconscious responses which are difficult to assess via traditional research based on asking questions. So how did it work?  Read more on What neuroscience can reveal about DOOH’s impact on our subconscious…

Word of mouth marketing in the digital age

trnd-com-domino2.jpgWord of mouth is marketing nirvana for brands.  We’re far more likely to buy something if it comes with a friend’s endorsement. According to Nielson, 92% of consumers around the world say they trust recommendations above all other forms of advertising and a recent landmark study by the Word of Mouth Marketing Association (WOMMA) revealed that an offline WOM impression drives at least five times more (up to one hundred times more) sales than a paid impression.

Personal recommendations drive sales, and we know it. Research from the American Marketing Association and WOMMA shows that 64% of marketers believe WOM marketing is ‘more effective than traditional marketing’, yet only 6% are ‘advanced’, so why is this Holy Grail of marketing so hard to grasp? Read more on Word of mouth marketing in the digital age…

The Daily Poke: Let the love flow

Let the love flowRumours that McDonald’s has lost that lovin’ feeling, have been greatly exaggerated. Since New Year, the world’s favourite burger chain has re-invested continuously in its long running campaign ‘I’m Lovin’ It’. (Tasty spot Damo).

Starting with a new packaging launch, and marketing around the Super Bowl, then on to the Pay With Lovin’ campaign leading up to Valentine’s Day. The love continued to spread across urban US markets to coincide with Black History Month in February. Read more on The Daily Poke: Let the love flow…

Infographic: Twitter Advertising’s 5th birthday

WEB_Twitter_advertising_infographicTwitter is now ubiquitous in the social networking world and many of us spend a good portion of our day on it. We even use it simultaneously while we watch TV.

Like most businesses, Twitter needed some element of revenue and so Twitter Ads were created back in April 2000. Initially they were rolled out to select partners but have now been made available to many territories worldwide. Read more on Infographic: Twitter Advertising’s 5th birthday…

Online advertising: a matter of timing

img0410 Black Sheep VodkaOne of the tenets of TV planning is that the value of an impression changes throughout the day. Advertisers are prepared to pay significantly more to reach consumers in the evening.

One of the reasons for this premium is that audiences tend to be more attentive later in the day. Yet this interest in dayparts has not been replicated in online planning to anything like the same degree.

Perhaps this is due to it being unclear, up to now, whether this is a medium specific finding: is higher attention on TV driven by the content or the time of the day per se? Read more on Online advertising: a matter of timing…

IAB results prompt advertisers to take a cross-channel approach

MobileholdingphoneLast week, the Institute of Advertising Bureau’s 2014 Digital Adspend report revealed phenomenal growth yet again: across 2014 a massive £7.2bn (up from £6.26bn in 2013) was spent on digital advertising as a whole.

However, most interestingly, spend on mobile advertising accounted for a massive 23% of the total spend – a growth of 63% YoY. Read more on IAB results prompt advertisers to take a cross-channel approach…

2015 is the year of video – but only if people can see them

Man watching video on tabletOnline video is the rapidly rising star of the digital ad world. Last week’s IAB figures revealed that spend grew 43% year-on-year to £442m in 2014, with mobile video climbing even faster – by 142% to reach £162m.

But why now? After all, video ads have been around for years.What’s changed is that brands now feel comfortable with the format. Read more on 2015 is the year of video – but only if people can see them…