Category Archives: advertising

Nostalgic Christmas ads might be a thing of the past

bear and hareAnother year brings another fanfare as mid-Autumn ads from the big brands are rolled out to entice consumers to spend big both in-store and online this Christmas.

Last year we had Debenhams highlighting its elegant clothing, M&S taking us down the rabbit hole, and of course – who can forget – John Lewis’ Bear and the Hare. Christmas ads inevitably form part of the national psyche in the run-up to the festive period, so it’s crucial that brands get it right. It’s a huge opportunity to connect with and reach consumers at a time when their attention turns to budgeting for Christmas.

The best Christmas ads can warm consumers to a brand by harnessing the emotional attachment many people have with the period. However, get it wrong and you risk being remembered for all the wrong reasons long after the decorations have come down. So what do I think we can expect this year?

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Happy 20th birthday to the display ad

cakeThis week exactly 20 years ago, the very first online ad, by AT&T, was introduced to the world. It had a 44% click-through rate, and marketers were ecstatic.

This ad from AT&T that appeared on HotWired.com (now Wired.com) was simple, yet effective, and was enough to launch an entire industry over the next two decades.

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Six vital ad:tech themes for 2015

ad-techThis week, I attended ad:tech London, which was celebrating its 10th birthday. It was a packed two days; here are the trends that stood out for me as we plan for 2015…

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5 tips for a cross-device Christmas

ScreensThis year, technology and communications devices are undoubtedly due to top Christmas wish-lists in the developed world. With the September launch of the iPhone 6 and 6 Plus and October launch of new iPads, Apple is hoping that larger screens, faster internet connectivity and greater product variety will see the US company dominating the Christmas market.

Competition will come from Samsung’s Gear Fit and Google’s Chromecast, with Amazon Fire TV and the low-cost Tesco Hudl also making their way onto the list – while Xbox One and Playstation 4 fight it out to be this year’s must-have games console. Read More »

Convergence is key: The future of the ad industry lies in building bridges

Bridge by O PalssonToday’s advertising industry is changing rapidly, with consumers actively engaging in an ever-diverse mix of online and offline media channels on a daily basis.

Individuals now have more control over how, when and where they engage with different media and – as a result – marketing models need to be dynamic and agile to keep up with changing consumer demands. Read More »

How did Israel become an ad tech giant?

Tel Aviv by Gabriel:FlickrSometimes, good things come in small packages. With only eight million residents, Israel’s entire population is roughly the same as London and a tenth of Germany. Yet, despite its size, Israel has already established itself as a leader in ad tech and is often credited with having the second Silicon Valley. Owing to a combination of geography, culture, and innovative minds, this nation has been able to pull well above its weight in the global tech scene. Read More »

How Coca-Cola’s ‘Share a Coke’ campaign succeeded by putting the audience first

cokeCoca-Cola’s ‘Share a Coke’ campaign has been credited for increasing the company’s US soft drink sales for the first time in a decade and the campaign’s success is further demonstration of why they are such a strong marketing business - creating a talking point every time you visit the fridge by providing a moment of joy when you drink a bottle with your name in it.

But arguably the biggest strength of the campaign was Coca-Cola’s commitment to the idea by re-visiting it. Consistency is a much under-valued virtue in the digital age, when too often “new” is the primary goal. But by understanding the power of consistency and investing in an idea that’s resonated with their audience, Coca-Cola is developing an asset that’s becoming one of its marketing institutions alongside annual advertising staples such as their Christmas ad. Read More »

Is strategy the enemy of creativity?

Creativity by JD Hancock FlickrSome years ago I was asked to talk, on the question ‘Is planning entering a new golden age?’ Naturally, the answer I gave was ‘it depends’ (I am a planner after all…).

On the one hand I could point to the fact that we now had more sophisticated tools and understanding at our disposal than ever before. On the other, a cursory glance at the advertising landscape would seem to suggest we’d perhaps passed ‘peak creativity’.

It was almost as if one could draw a graph showing consumer understanding and sophisticated, even scientific, strategic processes increasing steadily over time – and really great ideas on the decrease (this was pre-digital boom).

And though we could blame media fragmentation, dwindling attention spans, permanent beta marketing etc. What if it wasn’t? What if it’s strategy itself that was destroying creativity? Read More »

How 2014 colour trends are influencing ads

colour trends bubblesEver wondered how big an influence colour trends have on advertising and marketing all over the world?

Shutterstock has taken a look at this year’s top colour trends based on images being used from its extensive archives. It’s infographic below explains why green has peaked in the year of Brazilian football, and how grey is the stalwart of palettes. Read More »

The phablet: The end of display advertising as we know it?

IpadgirlSo the iPhone 6 has arrived and added its name to the growing list of smart phones with extra-large screen sizes, otherwise known as ‘phablets’. However, it is the entrance of Apple into the market that has cemented them as a mainstay for mobile users everywhere.

Larger screens and better battery life mean that the phablet is raising engagement and usability on mobile to new levels. Recent IMRG research shows that half (52%) of retail web traffic now happens on mobile and with 40% of clothing sales being made via mobile, now is the time for advertisers to sit up and take notice – the iPhone 6 is the final link in a chain of events that will change the way advertisers undertake display advertising. Read More »