Category Archives: Digital Ads

2015 is the year for video advertising

Play button, photo by Martin Kenny:FlickrAt the start of each year most of us naturally seek to do a bit of crystal ball gazing. For online marketers this is especially important.

Being able to accurately predict how the ad market will unfold in the year ahead can often make the difference between boom and bust, writes Eliav Moshe, senior VP of mobile at Dmg Media.

However, for 2015, the picture is actually a lot clearer than in previous years. The dominant trends online marketers saw last year, principally the continuation of the rise of mobile and the establishment of video advertising, are likely to gather more pace over the next 12 months.

Turning to video, 2015 is going to be defined by better content, increased competition and a war against fraud. Read More »

5 ways to achieve mobile success

ScreensWhen did mobile advertising become so complicated?

At a time when our use of smartphones is continuing to bring us closer than ever before to the online retail experience, it seems strange to consider that many advertisers are still struggling to get to grips with how they can effectively use mobile as a channel to increase brand awareness.

Where we should be seeing effective, targeted, interactive and content-rich campaigns that can make the most of the processing power of the latest generation of these devices, instead we’re seeing the opposite.

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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 »

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 »

Display advertising: 5 predictions for 2015

crystal ball by Christian SchnettelkerThere’s no denying that programmatic trading has changed the face of display advertising forever. As change continues apace, here are my top five predictions of how the display market will evolve in 2015. 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 »

Programmatic is not a four letter word

Robot by littlelostrobot FlickrThe programmatic market continues to grow and shows no signs of slowing down. IAB research predicts that the share of ads bought through programmatic technologies is set to rise to 47% by the end of this year, reaching up to 60-75% of total digital display advertising by 2017.

This really is big. Programmatic is a huge growth area and has the potential to play a substantial part in addressing the issues in the digital system if managed correctly – and the key to this is education.

Without education and understanding at each level, programmatic faces the danger of becoming the next marketing buzz phrase, a bit like “big data.” For marketers and publishers alike there is a lot of noise, yet still, how many organizations have actually got a handle on what to do with the volumes of data they now have access to and what they can do with it to add real value to the business? Read More »

Do you know where your ads are being shown?

Connected TV will become an important part of the living roomIf you don’t, you should. Almost 70% of firm value is intangible with the biggest portion of that value sitting in branding. Your ads should encompass your brand and protect this value, there are reasons people buy Coca-Cola over an own brand cola drink – brand trust and uniformity.

The number of brands that advertise online is huge, it is a great resource for spreading brand awareness, however there are certain tools that must be employed to protect your brand’s image in the eyes of the consumer. Read More »

Will driverless cars signal a new opportunity for roadside posters?

Driverless car by Maria Ly FlickrThe UK is set to allow driverless cars on the roads of Britain from January 2015. Business secretary Vince Cable said computer-controlled vehicles will be trialled in three cities next year, and the government will be making a £10m fund available for developing the technology in the UK. But what’s this mean for the out of home (OOH) industry?

Alarmists are likely already jumping at the chance to declare this the beginning of the end for roadside OOH sites. After all, if no one’s driving the car, who’s looking at the road and the adverts around it?

 

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The writing is on the wall for TV too

TV by Lubs Mary. FlickrMeasurement within print advertising has come under fire recently, criticism that online advertising has been seeing for sometime – not least from chair of Thinkbox, Tess Alps.

This is not the first time that transparency across online advertising has been compared unfavourably to other channels, and it is often TV that is held up as a shining example of an advertising model, but we often forget where it falls down and where online excels in terms of measurement and accountability. Read More »