Posts Categorized: Advertising

How much is a Christmas advert worth? Or, how to measure the impact of a Christmas marketing campaign

Jeff Goldblum in Curry's PC World Christmas campaignMoggies, moon man, muppets and Jeff Goldblum: Christmas marketing campaigns are often highly expensive and creative endeavours. Conventional wisdom is that this is money well spent. Research conducted last year by Shoppercentric suggested that 65% of shoppers consider Christmas ads effective. However, there’s a big gap between understanding that a Christmas ad or marketing campaign makes people feel “Christmassy” and linking a specific element of a campaign to an actual purchase.

At this point, you’d be forgiven for shaking your head at me for touching on the perennial attribution problem in marketing. Nevertheless, for every John Lewis spending £7 million on one commercial, there are tens of thousands of other companies spending money on smaller, but as a proportion of their businesses much more costly, marketing campaigns. So it is worth considering if Christmas campaigns are still worth it. Read more on How much is a Christmas advert worth? Or, how to measure the impact of a Christmas marketing campaign…

3 ways to get your mobile ads holiday ready

mobile in store wallThis holiday season will be dominated by mobile. As consumers continue to spend more of their time on mobile devices, the importance of capturing their attention when they’re on the go becomes increasingly important.

A recent report from comScore found that 60% of a consumer’s time spent online is through a mobile device, but these mobile sessions average just 70.8 seconds. With just micro-moments to capture and maintain consumer attention, marketers are under more pressure than ever to optimize their mobile strategies.

After years of analyzing millions of data points from countless retailers, we’ve come up with a few tips and tricks to help retailers nail their mobile ad strategy this holiday season. Read more on 3 ways to get your mobile ads holiday ready…

Pitches: Why eBay has introduced a new way to reach parents

Parent“Millennials,” “baby boomers,” “Gen X/Y/Z” – advertisers use a huge number of labels to describe the needs, wants and interests of different demographics. But what’s in a name? And does a label really help us connect with an audience?

The industry is now recognising that to truly engage consumers we need to move beyond reductive demographic targeting, but all too often brands still resort to pigeonholing consumers by age or gender.

With more insights than ever at our fingertips, brands should be able to go beyond stereotypes. However, as an industry we’re still not where we should be when it comes to using this insight to be relevant and effective.

The adblockalypse is a good case in point when it comes to the issue of relevancy. Consumers have the right and the ability to opt out of irrelevant content, and time and again we see that poor targeting actually damages a brand’s relationship with its audience.

At eBay, we have long focussed on using observed behavioural insight to drive accurate targeting. Recently, we have taken this a step further, by developing Advanced Targeting, which uses behavioural and contextual insights from eBay’s 18 million UK users to segment shopper groups that would usually be targeted as a whole. Read more on Pitches: Why eBay has introduced a new way to reach parents…

Pitches: A solution to ad blocking

FramestrAdvertising is the life blood of a free and open internet. It has helped break down barriers to information that was once only accessible to the developed world and has helped fund and foster unique apps that billions of people use on a daily basis. However, ad-blocking has gone mainstream and has become a serious threat to continued development of the internet and its applications.

Browsing the web without ads is not just nice, it’s liberating. No popups stealing your screen. No accidental clicks taking you away to a non-relevant site. No auto-playing video ads making the page load as slowly as if it were being dialed up through America Online circa 1999.

Check out this image circulating on Reddit, titled When you accidentally turn off adblock.

Online advertising has become so invasive that consumers are taking matters into their own hands. Over 198 million consumers agree by actively employing ad blocking software, and that number is growing at 41% annually.

What can be done? Read more on Pitches: A solution to ad blocking…

The ethics of attention and the inevitable future of digital advertising

GoldfishWe are living in an attention economy, as attention has become one of our most valuable yet fragile resources.

In the last 15 years, the human attention span dropped a third to about 8 seconds (now a second shorter than a goldfish!). In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.

As marketers we are spending more and more on platforms that command consumers’ time (i.e. social and mobile), but if our industry is to sustain itself we have a responsibility to think of the ethics of how we generate attention for our brands. Read more on The ethics of attention and the inevitable future of digital advertising…

Views and viewability

I’m told that the view from Corcovado, the mountain atop which the giant Christ looms over Rio de Janeiro, is breath-taking. The view of Sydney Harbour at night from Mrs Macquarie’s Chair is also a sight to behold. London from the Eye isn’t exactly bad on a clear day. However the view of the bins out the back of Budgens in Crouch End is less appealing, unless bins are your thing. Maybe you’re a fox.


My point is that not all views are the same quality. This applies to panoramic views as well as to video views, which are the type I’m more interested in professionally.

However, we’re in a time where video views often do get treated as though they are equivalents. Video is everywhere – the phrase ‘video is everywhere’ is everywhere – and boasts about numbers of ‘views’ spew from the numberwang spigot; a meaningless look-at-my-big-number game, where quality of context is either not counted or just ignored. Read more on Views and viewability…

Infographic: Will mobile ad blocking ruin advertising?

Gonzalo Baeza - Mobile central to marketing campaignsLet’s do the math. How much time on mobile will be impacted by iOS9 mobile ad blocking? That’s the question that our team at mobile ad platform, The Mobile Majority, have aimed to answer with this infographic on Apple ad blocking.

It’s an important question to ask, especially when you consider that mobile consumers use apps the majority of the time, and when they do use a mobile browser, it’s not always Safari. And even if/when a consumer does use Safari, that consumer still has to have the ad blocker downloaded. The result? A very small number. Read more on Infographic: Will mobile ad blocking ruin advertising?…

Data without borders: How the battle for friction-free advertising will be won

(Thinkstock/Peter Macdiarmid)

(Thinkstock/Peter Macdiarmid)

The nation loves apps. It’s a fact. We’ve all heard the hackneyed phrase, “there’s an app for that”, but it happens to be true. There are now more than 1.4 million apps on the Apple store, while some studies indicate we could be spending as much as 86% of our smartphone time within apps themselves. Today there’s even an app that monitors your other apps.

The most successful apps are often the ones that are simplest to use. And those that are most popular are now slowly expanding upon their original remit in a battle to become an all-in-one ecosystem that users never have to leave. Wired UK editor, David Rowan, highlighted the importance of a friction-free experience at the launch event for AdRoll Prospecting. Read more on Data without borders: How the battle for friction-free advertising will be won…

Why marketers need to look sideways, not forwards

Sir-William-Preece_3089415c“The Americans have need of the telephone, but we do not.  We have plenty of messenger boys.” 

William Preece, Post Office. 1876

This week 30,000 marketers will trek to Dmexco, one of the world’s biggest digital advertising conferences, to hear predictions about the long-term future of advertising. Read more on Why marketers need to look sideways, not forwards…

Non-profit publishing and its new secret weapon

WEB_Meaningful_Content_FundIf there’s one industry that you wouldn’t expect to see at the bleeding edge of digital publishing, it would be the non-profit sector. Turns out, this is far from the case.

In the last few years we’ve seen a trend of nonprofit, volunteer and charity organisations producing gorgeous content online that has scaled to full-fledged publications like NRDC’s onEarth and WWF’s World Wildlife Magazine, which is also a print magazine.

Like all good content marketing, the large non-profits’ content strategies are focusing on what the consumer wants to share rather than what he or she should share. This is a win-win for an industry not known for lavish marketing budgets, since content marketing tends to be a cost-effective tactic for gaining trust and building relationships. Read more on Non-profit publishing and its new secret weapon…