Posts Categorized: Advertising

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…

Ad blocking: Unblocking the way for digital OOH – part two

TheHunted-DigiComThis is the second part in our review of the myths and opportunities around Apple’s iOS9 content blocking debate – part one can be found here. Here, we look at current and possible industry reactions and what this could mean for digital out-of-home (DOOH).

Content blocking is ignored at your peril 

Apple’s announcement in June saw Criteo, a French based display advertising business, take an overnight 7% hit in share price – at the time of writing, this has increased to a 20% drop since June ($45 to $36) – investors are clearly concerned. Read more on Ad blocking: Unblocking the way for digital OOH – part two…

YouTube ads should be about social discovery

youtubelogoFollowing this morning’s (7 September) news that YouTube will let brands see whether the ads they place at the start of videos are being shown to the right audiences, Juliette Otterburn-Hall, chief content officer at digital marketing agency Beamly, discusses why video ads should focus on being shareable rather than coming first.

We’re much more likely to enjoy an activity when we have actively made the choice to participate rather than being told to. So why don’t brands adopt the same approach for advertising? Ads at the start of a video can feel forced and many viewers skip them when possible. Social discovery, on the other hand, is far more successful in reaching and engaging the target audience. Read more on YouTube ads should be about social discovery…

Ad blocking: Four myths and one opportunity for outdoor – part one

Credit virusreearch.orgIf you haven’t heard ad blockers could be the biggest thing that have happened to the internet since kittens found a home on YouTube. The doom-mongers are heralding it as a the end of small online publishers, while others are a little more relaxed. But as Steve Jobs showed the music industry, what could be a disaster for one sector could sporn something great for another.

Before we get into the opportunities for outdoor, let’s dispel four myths about the threat of mobile ad blocking:

Ad blocking is not just ad blocking, its content blocking

For better or worse, this means you’ll be able to block cookies, images and other trackers that help identify you to advertisers. Read more on Ad blocking: Four myths and one opportunity for outdoor – part one…

Inside the walled gardens: How Time Inc. is distributing content on other people’s properties

(Facebook/Time Inc)

(Facebook/Time Inc)

If Time Inc. and the rest of publishing’s “Old Guard” are going to stay relevant to modern audiences, they need to branch out, even if that means distributing content outside of their own ecosystems.

Few people understand this better than Chris Hercik, vice-president of the Time Inc. Native Studio. In a recent onstage interview at NATIVE 2015, Hercik talked with Buzzfeed’s Alex Kantrowitz about the importance of embracing offsite distribution models, such as Facebook’s Instant Articles.

“With some of the new technology that’s coming [out], we have the ability to reach younger audiences, we have the ability to reach more mobile audiences,” Hercik said. “We realise that we have to start distributing outside our own ecosystem.” Read more on Inside the walled gardens: How Time Inc. is distributing content on other people’s properties…

Programmatic for posters

ThinkstockPhotos-458355307Spend for programmatic digital display advertising reached the $21bn (£13.7bn) mark globally last year and is predicted to increase to $53bn (£35bn) by 2018, according to Magna Global. But some segments of the advertising industry have been considerably slower in the uptake of programmatic than others.

Programmatic in the out-of-home (OOH) industry is yet to develop despite the significant investment in digital screen technology. So what’s the problem? In short, some 95% of OOH’s audience delivery relies upon manual paper and paste posting of classic posters, not exactly ripe for real-time trading.

And there are other issues too. The OOH sector has never had quite the same reliance on tech as other media. In order to make the shift to programmatic, the industry needs to begin to develop standardisation in software and inventory management systems. Read more on Programmatic for posters…

Mobile advertising has a measurement problem

Tape measure by Randen PedersonBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement.

Impressions shouldn’t be wasted

Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view. Read more on Mobile advertising has a measurement problem…