Posts Categorized: Advertising

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.


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.


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.

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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.


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?

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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.


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?

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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.


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.

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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.


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.

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Five reasons to use artificial intelligence

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


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.

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Sensory advertising: a mobile strategy that makes sense

We live in a time where our phones are constantly in our hands, as we touch, move and feel them…shouldn’t we be looking beyond the sense of sight to touch people with our marketing messages?

mobile phone senses

Since its inception, advertising has engaged mainly two senses – sight and sound – and this, for the most part, hasn’t changed as we’ve moved into a mobile era.

However, this approach has, for the first time, started to feel out dated, as our phones rely hugely on our other senses.

We touch our touch-screen phones, we move them around and feel them buzz in our pockets (even sometimes when they haven’t, as many of us have experienced with something now called Phantom Vibration Syndrome).

The average person checks their phones 221 times a day (that’s over 80,000 times a year). Think for a moment, of the 80,000+ times you checked your phone in the last year, how many brand messages can you actually remember? (If you’re anything like me, it’s likely to be zero). Read more on Sensory advertising: a mobile strategy that makes sense…

Could better targeted push notifications be an answer to ad blocking?

At this year’s Mobile World Congress in Barcelona, one of the most talked about headlines was Three’s decision to pair-up with ad blocking outfit Shine Technologies and launch an opt-in, operator level ad blocking service.

Target, photo by

The pact means that Three can now filter out media attempted to be served by advertisers on its network across Europe. For both publishers and advertisers, it was bad enough when consumers could vote with their feet over irrelevant digital ads by downloading ad-blocking software.

Now, mobile operators are joining in and saying that unless something is done about irrelevant and interruptive advertising, they’ll side with the consumer and block everything on their behalf.

Read more on Could better targeted push notifications be an answer to ad blocking?…