Posts Categorized: Advertising

Super egos: the marketing big dick off

deadpool filmWhy is Batman fighting Superman, they’re both goodies… aren’t they? It’s a question I’m sure we have all asked over the past couple of months. Sadly for DC and Warner Brothers, the hype behind the million-dollar question has fizzled out. So much so that it recorded the biggest slump of 55% in Friday to Sunday ticket sales ever! Why? Well it’s a culmination of the damming reviews and a shoddy, boring marketing campaign.

This is in stark contrast to Marvel’s latest superhero flick Deadpool, which was the highest grossing R (18) rated film ever. There have been numerous articles singing Deadpool’s marketing praises, there was also Ryan Reynolds ego singing his own praises, taking claim for some of the campaign ideas. I call bullshit. Read more on Super egos: the marketing big dick off…

Brands beware of undisclosed advertising online

The Competition and Markets Authority (CMA) has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of the implications of doing so, in a bid to repair consumers’ trust in online content.

Oreo LIck

The announcement comes after the CMA found that Starcom Mediavest and TAN Media arranged for endorsements in online articles and blogs without making it clear the content was advertising.

This isn’t a new issue; the Consumer Protection from Unfair Trading Regulations 2008 have always banned the use of editorial content in the media to promote products where the publisher has paid for the promotion and this has not been disclosed to the consumer audience. Read more on Brands beware of undisclosed advertising online…

What a waste! How agencies are squandering client budgets

Agencies are up in arms after ISBA sent its 450 brand members its new framework agreement.

programmatic

It is disheartening that the level of trust between clients and agencies has fallen so low but the breakdown in relations is no surprise.

New technology has made agency practices increasingly complex and has fuelled bad practice agency-side.

Debbie Morrison, director of best practice at ISBA has even stated “I don’t believe that [the media agencies] have got the best interests of their clients at heart any more”.

Read more on What a waste! How agencies are squandering client budgets…

The importance of video content in the consumer purchase journey

As the memory of Ad Week Europe 2016 fades into the sunset, many across the industry are still debating one of the most controversial hot-topics to have emerged from the week which saw Google put TV advertising in its crosshairs.

youtube

In a much anticipated presentation, top-ranking European Google executive, Matt Brittin unveiled a report analysing ad campaigns across eight countries which showed that in 80 per cent of cases, YouTube ads are more effective than TV ads in driving sales.

This is hardly a shocking statement given the exponential growth the channel has experienced in recent years, with recent updates including: Live Streaming services, 360 videos and greater cross-channel integration – to name a few.

But what is surprising, is that we’re surprised.

Read more on The importance of video content in the consumer purchase journey…

The path to absolute video viewability

Absolute viewability is the dream of the ad tech industry, with every impression in total view for the required length of time – but there’s still a long journey ahead to make this a reality.

Viewability

Meetrics’ ad viewability benchmarks indicate overall online ad viewability was at 50% in Q4 2015, and the picture for video advertising is broadly similar, with a recent Google report revealing 46% of the video ads it serves outside of YouTube don’t meet viewability standards.

Clearly this is an unacceptable situation for both marketers and publishers, so what are the steps the ad tech industry as a whole needs to take to achieve absolute viewability?

Read more on The path to absolute video viewability…

The mumblings and grumblings of Ad Week Europe

Advertising spent the last half century or so secure in its position as the most senior of the marcoms disciplines.

adweekeurope

It sat at the client’s right hand, partly reflecting the fact that it took the lion’s share of marketing budgets and partly reflecting its powerful creativity and cultural relevance.

But if the mumbling and grumblings coming out of Advertising Week Europe are anything to go by, those days are long gone. Senior advertising types have been queuing up to lament their industry’s decline.

Its revenues may be increasing but it is no longer the client’s favourite, and has lost much of its creativity as its cultural relevance has diminished.

Read more on The mumblings and grumblings of Ad Week Europe…

Marketing to a new generation of modern men

As evident in the death of the “lads’ mag” with the closure of Zoo and FHM, men are changing the way they are consuming media.

zoo cover

Fundamentally, the attitudes each generation has towards gender are evolving and it will be essential for brands to acknowledge and incorporate these transforming gender perceptions into their marketing and advertising campaigns.

So where do you start?

Read more on Marketing to a new generation of modern men…

Content: The unifying belt

On Saturday evening in front of a thunderous home crowd Anthony Joshua defeated Charles Martin to become the IBF heavyweight champion of the World.

WEB_Shutterstock_content_king

For the first time in almost two decades, speculation of a long-awaited unified champion could be heard amongst spectators and commentators.

With domestic bouts against David Haye and Tyson Fury on the cards and an international tie with Deontay Wilder in the offing, the WBA, WBC, IBF and WBO belts could soon belong to the same champion.

Heavyweight boxing has been divided between four championships for almost 30 years. Each belt signifies a different facet of the heavyweight division, yet they all belong under the same umbrella, and ultimately perform a singular function by regulating and administering the sport.

Read more on Content: The unifying belt…

Mobile’s ‘100% loaded + 1 second’ ad measurement standard

To the layperson, one second may not seem like much time, but it can make all the difference in a mobile advertising campaign.

Mobile

In today’s fast-paced, hyper connected world, one second is the minimum time it takes for a fully loaded ad to reach a user’s attention on mobile.

Viewability not only impacts brand awareness and click-through, but when it is combined with other important contextual factors, it leads to engagement, which is a key to mobile marketing success.

Hence, if the industry is to get engagement with mobile advertising right, it needs a higher standard of measurement. Say hello to the “100% fully loaded + 1 second” measurement standard.

Read more on Mobile’s ‘100% loaded + 1 second’ ad measurement standard…

Five reasons to use artificial intelligence

Driverless cars, personal assistants and a robot Scarlett Johansson have all made headlines in the past three months.

AI

Artificial intelligence is taking the world by storm. But how can AI have an impact on your advertising?

Here are five reasons it should be overlaid onto every single campaign.

Only reach relevant users

When running any advertising campaign it’s accepted that the ad will be shown to some people who, while fitting the target audience perfectly, are not interested in your product. By using AI it is possible to dramatically reduce the number of impressions wasted in this manner.

Read more on Five reasons to use artificial intelligence…