Posts Categorized: advertising

7 things you need to know about LinkedIn’s new advertiser solutions

linkedin is ten years old this weekLinkedIn is the world’s largest professional network with over 347m users. Professionals are signing up to join LinkedIn at a rate of more than two new members per second, so getting your advertising right can pay dividends.

Read more on 7 things you need to know about LinkedIn’s new advertiser solutions…

7 steps to combatting ad fraud

keyboardThe advertising industry is rapidly evolving and it’s predicted that digital ad spend will reach £8 billion in 2015. However, the industry must confront an uncomfortable dirty secret – the epidemic that is digital ad fraud.

Digital ad fraud has been found to account for up to 36% of digital ad impressions – impressions which are served but never seen by a human. The good news is that advertisers and publishers alike are beginning to accept that an issue exists, and we are now working together to detect and tackle fraudulent inventory.

So, what are the seven steps companies can take to protect themselves? Read more on 7 steps to combatting ad fraud…

TV goes back to the future 

Marty McFlyMarty McFly, when faced with a tricky situation, often described it as “heavy”. When Marty finds himself in 1955 and Doc Emmett Brown tells him that the girl who will become his mother fancies him, Marty says “Whoa. This is heavy”. Doc takes him literally. “Why are things so heavy in the future?” he asks. “Is there a problem with the Earth’s gravitational pull?”

Why am I telling you this? Well, to be honest, it is mainly to delay the detailed statistical analysis of the BARB data for 2014 that follows. This is my first blog for Thinkbox and inevitably it was going to feature lots of numbers, so I needed a way in that would keep you with me for at least one paragraph before you nod off.

But it is relevant: there is a bit about the past and future – and heaviness. Read more on TV goes back to the future …

How advertisers can be more relevant on Facebook

Facebook adsFor the Mark Zuckerburgs of this world, there has always been an uncomfortable friction between connecting the world and getting paid to do it.

To exploit the vast amount of data they own, platforms turn to marketers, offering them the opportunity to engage with their customers in ever-more meaningful ways. Ad revenue is invariably the means for social networks to justify the billion dollar valuations placed on them by investors. Read more on How advertisers can be more relevant on Facebook…

“For brands to advertise they have to stop advertising”

digital evolution“BRAND – a bundle of meanings, feelings and values, as seen and perceived in the eye and mind of the consumer.”

Brands communicate in hope that our view of them is consistent; that we may covet them and want to draw them close. Conversely, we all bring our own perceptions and prejudices, conscious and subconscious, to the table.

In consequence, advertising is quite the see-saw, where a brand becomes the sum total of what it says and does – and of how we, the audience, interprets and so feels about it.

From the first dawn of brands, to the ‘digital now’, this concept of what a brand is has not changed.

But what is changing, ever changing, is the construct of how brands are built and perceived. Meaning advertising, in nature and nomenclature, is changing irrevocably. Read more on “For brands to advertise they have to stop advertising”…

Coming soon: A programmatic native standard that will change the industry

BuzzFeed nativeThe Internet Advertising Bureau released its first native ad guidelines yesterday, but that’s just the tip of the iceberg.

In late 2013, Facebook kicked off the merger of native advertising and real-time bidding with the introduction of FBX and its exchange ads. To accommodate the social giant, major demand-side platforms (DSP) backed FBX by adding support for creative metadata, such as headlines, thumbnails and the like.

Seeing the success of FBX, web publishers and ad tech companies began hypothesising about how they could bring the same native real-time bidding (RTB) capabilities to sites and applications outside of Facebook.

Those murmurs have become louder over the past two years. Now we are at a point where the worlds of native ads and RTB will merge with the upcoming release of a new standard called OpenRTB 2.3. Read more on Coming soon: A programmatic native standard that will change the industry…

Mobile is the new frontier for retargeting

Target, photo by viZZZual.com/FlickrMobile is set to become the hottest topic in retargeting this year ahead, according to 20% of the European marketers surveyed in AdRoll’s ‘State of the Industry’ report, launched this week.

Mobile retargeting has already been an early method for success, driving conversions and boosting brand awareness by serving impressions to those key users who have already demonstrated interest in a brand’s website.

Yet many marketers are struggling to build analytics with this still-developing medium.

Read more on Mobile is the new frontier for retargeting…

Vox pops: Which campaign won the Super Bowl?

Lost puppyBudweiser’s ‘Lost Puppy’ may have been the most popular ad of this year’s Super Bowl as far as the number of TV viewers go, but what does the industry think?

We ask three experts from The Minimart, Indicia and Zak Media Group to share their views on the best Super Bowl XLIX campaigns. Read more on Vox pops: Which campaign won the Super Bowl?…

4 native advertising predictions

nativeFollowing the hype of native advertising in 2014, here are some insights into what to expect from native in 2015 as the industry matures. Read more on 4 native advertising predictions…

Read more on 4 native advertising predictions…

Why native needs metrics all of its own

Tape measure by Randen PedersonNative is hailed as the answer to engaging banner-blind, content-hungry consumers. But marketers still need to be able to prove its value.

As native adoption increases, it is clear that traditional display performance metrics are inadequate for measuring the success of this format.

Read more on Why native needs metrics all of its own…