Category Archives: advertising

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 »

Is Coca-Cola big, bad and stupid?

coca-cola lifeCoca-Cola is the giant of the soft drinks industry, yet the original mass marketer with the distribution reach of God has received quite a bit of negative press lately: carbonated soft drinks are losing their fizz with volumes down and profits harder to maintain. On top of this, it seems that the Coca-Cola Company has become the company we all love to hate.

It’s Coca-Cola’s fault we are obese. It’s Coca-Cola’s fault that our kids are out of control and high on preservatives. It’s Coca-Cola’s fault our rivers are polluted with empty bottles. It’s Coca-Cola’s fault our teeth are rotten. It’s Coca-Cola’s fault we don’t understand what “in moderation” means. Big, bad Coca-Cola. 

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The marketing world after Atlas

facebook atlasIn today’s digital world, new online marketing innovations, platforms and concepts are announced on a weekly basis. The latest big change that brands and marketers are facing is the relaunch of Facebook’s ad platform, Atlas. Atlas is aimed at gaining maximum value out of social and mobile customers. Specifically, certain features attempt to bridge the marketing gap between online and offline users to secure better ROI for marketing/ad campaigns.

Atlas boasts an array of new features including tools to let advertisers refine their ad targets around ‘likes’ and consumer interest in apps and third-party websites. It allows marketers to see if a product was purchased on a different platform after viewing an ad on a mobile device, and the ability to create better cross-channel advertising campaigns. Read More »

What do Instagram sponsored ads mean for brands?

InstagramAs of 23 September Instagram has started serving brand sponsored ads on its platform to users in the UK. Its approach to the roll out is refreshingly sedate, only allowing a small number of hand-picked brands to participate, following strict guidelines for both content and frequency of posts.

But what does this ultimately mean for the platform? I think we all understood in April 2012 when Facebook paid $1 billion to bring Instagram into its fold that this wasn’t going to be a free ride and at some point the platform was going to have to sing for its supper. Are the introduction of ads, and the new revenue stream they bring with them, justification for the hefty price tag spent on its acquisition?

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Could connected TVs offer another way for advertisers?

smart tvFor most of us, TV remains the focal point of our living rooms, however, a report by eMarketer predicts that in 2014, UK consumers will spend more time viewing digital media than watching broadcast TV. It is this shift towards online video streaming and on-demand TV – as well as an increase in multi-screen viewing – that is making it difficult for advertisers to reach their target audience through traditional linear TV alone.

This is the reason why advertisers have started looking towards connected TV (CTV), which can be used alongside mobile, tablet, and desktop, as a channel for digital video. CTVs are televisions that connect to the internet, allowing online video streaming, as well as web browsing and other online activities. As the benefits of multi-screen video advertising are being realised, CTV is expected to prove just as important as other screens for advertisers when vying for the consumer’s attention. Read More »