Posts Categorized: Advertising

The Daily Poke: Sexting sells

Sexting sellsBrook Shields, Kate Moss, Marky Mark – Calvin Klein has never been one to shy away from sexuality in their ads. But for autumn winter 2015, the jeans brand has updated the idea that sex sells, with a campaign all around sexting. Read more on The Daily Poke: Sexting sells…

How mobile ads appeal to consumers

Location-based mobile ads: how do you get it right?Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global vice-president of marketing & communications, EMEA, looks at how ads appeal to mobile users, and the specific actions it pushes them to.

Beyond the click

Of those that clicked on a mobile ad (62% of 4,018 consumers polled), more than a third were prompted to specific action on their smartphone (35%) or tablet (38%). The four most popular actions beyond the initial ad engagement can be seen in the chart below. Read more on How mobile ads appeal to consumers…

Infographic: Back-to-school campaigns

(Thinkstock/martince2)

Back-to-school campaigns by retailers may be a constant irritation to schoolchildren watching the holiday clock tick down to zero but for retailers, they’re a critical point in the year.

These campaigns focus on getting customers – the parents – into physical stores, the idea being that once they’re in they’ll buy as much of the equipment their children need that they can in. For that reason, increasing foot traffic is the goal of 64% of back-to-school campaigns – a rate that is four times greater than for a normal campaign. Read more on Infographic: Back-to-school campaigns…

With GoPro, a media company takes shape

WEB_GoPro_cameraGoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at NATIVE 2015, the premier native advertising conference presented by Sharethrough.

“We sell products — cameras, mounts, accessories, etc — but the ethos, and the culture of the company is built on content enablement,” Lurie said during a one-on-one conversation with Sharethrough president Patrick Keane.

Lurie’s statement will come as no surprise to those familiar with GoPro, a company whose rise from surfer’s pipedream to tech behemoth is as awe-inspiring as any of the feats captured by its signature cameras. Read more on With GoPro, a media company takes shape…

The power of localised digital copy

WEB_Carlos_Tevez_SkyAs billboard placements go this one from Sky Sports takes some beating. Sky has run a poster featuring a giant image of Carlos Tevez scoring the goal for West Ham that relegated Sheffield United outside the club’s stadium, Bramall Lane. This seems extraordinary considering the bitterness surrounding that particular match.

The Premier League ruled that transfer irregularities meant Carlos Tevez was ineligible to play and fined West Ham £5m. West Ham also allegedly paid a £10m out of court settlement to Sheffield United. Read more on The power of localised digital copy…

The Daily Poke: Billboard beds

Billboard bedsHomelessness is a huge problem in every major city of Pakistan. Of the estimated 500,000 sleeping rough at night, most then go on to work as labourers during the day – their poor sleep of course affecting the work they can do and the money they can earn. Read more on The Daily Poke: Billboard beds…

The globalisation of fraud filtering and verification

WEB_globe_earth_worldOnline ad fraud costs millions. Every year, advertising dollars are wasted and the urgency of ensuring content is seen by human eyes has been building to a crescendo. As if to reinforce this point, FIPP recently announced that internet advertising is expected to overtake TV by 2017 – a significant milestone for the industry.

With the news that Nielsen will take its digital advertising rating services to Asia and Latin America, the right steps are slowly being taken to establish guidelines. However, more needs to be done to elevate the discussion of verification and viewability standards that work holistically for every segment across the digital landscape. Read more on The globalisation of fraud filtering and verification…

How to make private marketplaces work for you

WEB_private_marketplaces_PMPNot knowing where your ad will be placed, and the absence of the most premium inventory from programmatic campaigns, has long been a concern for many marketers looking to run digital advertising campaigns.

The emergence of private marketplaces (PMPs) is changing that, giving advertisers the opportunities to buy the best ad placements, in real-time, in media of their choosing, whilst bringing the efficiency of programmatic buying to a closed marketplace.

But what exactly are PMPs? A PMP is a programmatically traded invitation-only marketplace where advertisers gain access to premium inventory from a specific publisher or title, like the Daily Mail or Vogue, before it is made available in an open exchange environment. This enables advertisers to buy on a first-look or private auction basis. Read more on How to make private marketplaces work for you…

IRL versus URL: Why real-world advertising trumps online

WEB_Captain_Morgan_Captive_MediaAdvertisers love online. In the two decades since the birth of the internet global spending on online ads has swelled to £180bn, or 30% of global ad spend. Curiously though, for all the hue and cry about e-commerce, 94% of consumer spending remains right where it’s always been: in shops. In 2014, according to eMarketer, global online spending amounted to just 5.9% of total consumer spend.

Why the disparity of ad spend and consumer spend? A common argument is that online ads influence offline purchase behaviour. This is clearly true for many product categories which consumers research online before buying in store. High value purchases like cars and holidays are good examples, and Google itself has published compelling analysis of online’s influence on the path to purchase. Read more on IRL versus URL: Why real-world advertising trumps online…

Intrusion and innovation in advertising

May Day DemonstrationsHow do we reconcile the fact that people don’t like their data being shared, but publish it openly online? It’s clear that users are uncomfortable with advertisers having access to their data, with many unsure about how their data is used to target ads. Advertisers never see a user’s data unless it’s given to them or is from their own properties, but it can be available as a targeting option on a variety of platforms. It’s an important distinction, but not one many people are aware of.

For advertisers, the goal is to serve fewer ads, which effectively reach the target audience. If my ad is annoying, I’ll do anything I can to stop showing it to you. Digital therefore offers a unique opportunity for brands to target users who match certain criteria, but also to filter those who don’t, therefore saving money by avoiding those unlikely to become customers. Read more on Intrusion and innovation in advertising…