Posts Categorized: advertising

The 1,072 words that will change how you write headlines forever

ContextWordsGhostCreating a great headline can feel like a science experiment. Whether you’re in advertising, marketing, PR, or journalism, all forms of digital communication revolve around crafting words for a desired effect.

If you’re like me, you often makee unsubstantiated guesses about the best combination of words or ideal headline style. Do I write for the curiosity gap? Is this a how-to post or listicle? Should I put a number in the headline? Or is this an SEO-play, and I’m writing for Google?

From search to social to editorial and even print, each channel is different. That’s why it’s important for content creators, marketers and brand advertisers to know the right tricks for the right channels. Read more on The 1,072 words that will change how you write headlines forever…

OpenRTB 2.3 unlocks the creativity of programmatic native

native adThe arrival of the OpenRTB 2.3 standard ushers in a major change in the digital advertising space, opening up programmatic trading for native ads for the very first time. It also heralds a new dawn where programmatic is taken seriously as a creative advertising force.

The real difference between programmatic trading of display/video and native advertising is the addition of metadata. Unlike video and digital banners, which constitute a single ad unit file, native adverts generally include multiple elements: typically a headline, thumbnail image, description, brand name and logo. OpenRTB 2.3 means these additional pieces of information can be added programmatically for the first time. Read more on OpenRTB 2.3 unlocks the creativity of programmatic native…

Heard of programmatic advertising but not sure what it means? 

Word cloud concept illustration of media advertising glowing light effectProgrammatic advertising is a broad term for advertising that is bought and sold using data and software. Buying and selling is done automatically and in less than a second. The use of data is key as it means adverts are being shown to a targeted audience on sites they use and at the times they browse.

To fully understand, we need to step back in time and look at how online ads were bought.

Online advertising started by allowing advertisers to buy blocks of impressions on a website. This would be done over the phone or even in person. Very ‘Mad Men’ and everyone would see the same ad when they landed on the website.

Then came real-time bidding (RTB). Read more on Heard of programmatic advertising but not sure what it means? …

Mobile viewability: Making impressions count

Gonzalo Baeza - Mobile central to marketing campaignsViewability is taking centre stage in the mobile arena—and for good reason. Consumers are spending more time on mobile devices, and advertisers are allocating larger budgets to reach them. In 2014, marketers spent more than $42bn in mobile according to eMarketer, reflecting a 122% year-over-year growth for mobile specifically.

With increased budget spend of course comes ever greater scrutiny. For example, Kellogg’s recently announced that it has stopped buying YouTube ads due to viewability verification issues. Read more on Mobile viewability: Making impressions count…

Five ways advertising automation is changing the media landscape – part two

Word cloud concept illustration of media advertising glowing light effect3. Publisher trading desks

As publishers become more confident in their use of advertising technology and begin to take back more control from third parties, publisher trading desks are in many ways the next step in their programmatic evolution.

‘Publisher trading desk’ is really just another way of saying the publisher is extending their audience across other sites and apps. In other words, broadening their reach (and potential revenues) by selling their audience both on their own properties, as well as others. Read more on Five ways advertising automation is changing the media landscape – part two…

Five ways advertising automation is changing the media landscape – part one

ProgrammaticAutomated advertising is hard to summarise briefly – a key benefit is enabling your workforce to be more productive but ultimately it’s about making buying and selling ads easier. And it’s already mainstream in many markets: in the US, for instance, where the IAB has reported that 98% of publishers have a programmatic strategy already in place. Read more on Five ways advertising automation is changing the media landscape – part one…

The Daily Poke: Queen of beers

Queen of beersBeer advertising has traditionally been geared towards a male market. From Dos Equis’s Most Interesting Man in the World to Australians who couldn’t give a XXXX for anything else, lads are generally at the heart of the lager audience.

But German beer brand Astra is looking to tap into the female market with an interactive billboard campaign that talks only to women. Fitted with the latest facial recognition cameras, the outdoor sites can identify the gender and age of people looking at the poster and react accordingly. Read more >> Read more on The Daily Poke: Queen of beers…

The revolution will be personalised

KANNUU IMAGE - Brand Republic Wall BlogWe now take it for granted that highly targeted advertising is the norm on most platforms. Yet despite the advent of connected TV, it wasn’t personalised, which made it challenging to target TV advertising. But all that is about to change and for marketers, this is going to be a revolution.

Innovative software now enables truly personalised TV viewing, whether you watch on a TV, mobile or other devices. No longer will you scroll endlessly around the electronic planning guide, or wear out your thumb trying to enter stuff using the ridiculous ‘letter grid’ search. Read more on The revolution will be personalised…

Data is the key to targeted engagement

WEB_London_underground_Tube

FEPE’s annual congress, which represents the biggest players in the out-of-home (OOH) industry worldwide, took place last week, entitled ‘Your Audience is Waiting’.

The rapid growth of the digital OOH sector and the proliferation of data have significantly impacted the way advertisers are now able to identify, target and serve audiences. Read more on Data is the key to targeted engagement…

The week in native: Instant articles are instant awesomeness

We’re waiting for the programmatic native tipping point, Facebook’s Instant Articles brings newfound speed and design to publishing, two-pence video views on Snapchat…oh, and you might have heard: Verizon bought AOL.

Read more on The week in native: Instant articles are instant awesomeness…