Category Archives: advertising

6 things a programmatic advertising partner should provide

Robot by littlelostrobot FlickrProgrammatic 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?

WaitroseIt’s beginning to look a lot like Christmas. Adverts on every channel…. each one out-vying the next to be the most sparkly/heartwarming/schmaltz (take your pick) of all.

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 »

How the Christmas ads fared on social

sainsbury's christmas the wallFor this year’s Christmas ads we’ve had the lot. Almost every major retailer has now released their ads, laying out their stall for what they can offer consumers this Christmas.

These have been closely followed by an onslaught of social media reviews, some good, some not so good.

Read More »

Apple of the advertiser’s eye?

AppleGoogle’s Android platform is the most-used smartphone operating system with a leading market share of 51% in the US, and just over 36% in the UK, compared with iOS’ 28%.

However advertisers are willing to spend more to reach Apple users with iOS estimated to account for a considerable 75% of mobile ad spend in 2013.

Why is the brand still the apple of the advertiser’s eye when Android has a larger market share; and is prioritising iOS over Android a smart move? Read More »

Why Monty isn’t living up to our digital expectations

Monty the PenguinMonty the John Lewis penguin stole the hearts of the nation earlier this month when he debuted during an episode of Channel 4’s Googlebox, but despite already racking up 17m+ views on YouTube, he simply is not living up to our expectations in the digital space. Read More »

Teasing the ad tech trends of 2015

Apple WatchNext year promises to be a watershed. A number of trends will go from dominance to mainstream, including content marketing, digital channel fragmentation and related omni-channel marketing.

The increased legitimacy of digital marketing will become an ecosystem and not merely a tactic.

Here are five trends to take note of:

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Watch: A-listers go mad for M&C creative team

M&c Saatchi creativesSick of being endorsed by people they have never worked with on LinkedIn, creative duo Matt Roach and David Lawrie, at M&C Saatchi London, found a cleverer way to promote themselves – with a compilation of celebrities apparently recounting their experiences of working with the guys.

Using their ‘uncreative names’ to their advantage, the duo trawled YouTube for clips of stars speaking highly of famous people called Matt or Dave, such as Matt Damon, David Beckham, and Doctor Who actors Matt Smith and David Tennant. Read More »

How to tackle online ad fraud

Robot by littlelostrobot FlickrOnline advertising is a now a dynamic, $140 billion industry and there’s no sign that revenue growth will slow any time soon. However, one topic threatens to overshadow this growth, cast doubt on the viability of the ecosystem, and undermine confidence in investment – online ad fraud.

The industry struggles to keep ahead of the changing nature and sophistication of the issue. It is a valid concern, but the situation appears to be in part driven by the industry itself, which overly focuses attention on the topic and releases scaremongering statistics to support and highlight the issue. Read More »

Must watch: Union’s hilarious response to agency of the year success

UnionWho said Canadians don’t know how to take the piss? Toronto-based creative agency Union proved it could mock agency life with the best of them after releasing this video expressing its gratitude at being shortlisted for Strategy magazine’s Agency of the Year 2014 awards. Read More »

#MontyThePenguin flies into an early Twitter lead

Monty the PenguinJohn Lewis’ Christmas ads have become as synonymous with the British festive season as mince pies and Les Dennis panto.

But how does this year’s tale of a young boy and Monty the Penguin compare to 2013’s The Bear and the Hare in terms of social mentions? Kindred Agency looked at the success of each ad in the 24 hours after its release. Was the initial buzz around this year’s ad greater than last year? Read More »