Category Archives: advertising
As native adoption increases, it is clear that traditional display performance metrics are inadequate for measuring the success of this format.
Recent research by YouGov describes the West as posh, East as gritty, North as cosmopolitan and the South as rough. But how realistic is this picture? Moreover, should we be defining London and Londoners in such a simplified, clichéd way? Read More
Digital video took a giant leap into programmatic buying, experiencing huge gains in both viewership and ad spend.
With such an eventful year under our belts, I’m confident that this will be the year that online video advertising fully comes into its own. Read More
On the one hand you have in-feed native that sits within the main content feed, while on the other you have content recommendations at the base of articles.
Despite widespread recognition that last click attribution is flawed, it is still used by many brands and agencies due to its convenience and simplicity. Unfortunately, last click has created numerous challenges for the industry, such as incentives being misaligned due to marketing teams operating in competing silos, as well as the potential for conversions to be ‘gamed’ in RTB.
What alternatives to last click should marketers consider when implementing an attribution solution?
Programmatic buying is on a strong growth trajectory – with an average annual growth rate of 27% – and is set to reach $53 billion globally by 2018. While the US is leading the way – with 62% of its display-related ads purchased using this method – the UK is following suit with programmatic forecasted to account for almost half of digital display ads (47%) bought in 2014.
As brands continue to discover programmatic’s unprecedented efficiency, ability to reach targeted audiences across all devices, and potential to optimise KPIs in real-time, it is set to become the main engine in digital trading.
To maximise the benefits and achieve a healthy ROI, brands need to choose a solid programmatic advertising partner that can provide the following: Read More
Seasons tweetings – which supermarket’s Christmas campaign won with a 52% share of voice on Twitter?
Every year the battle between supermarket and retail brands across the country to be the star at the top of the retail Christmas tree is fiercer than ever.
It’s big business too. In fact, last year Tesco was the biggest spending supermarket splurging an eye-watering £25m on their Christmas campaign, followed by Asda, Morrisons, Aldi and Sainsbury’s, according to unofficial figures from data research firm Nielsen. Read More
These have been closely followed by an onslaught of social media reviews, some good, some not so good.