Posts Categorized: Digital Ads

The week in native: Social media wants to own the news

Google's New Card-Based Ads On MobileEvery week, we feature four articles about native advertising, one piece of brand content and an interesting industry stat.

This week in native…

Google’s text ads get a massive makeover on mobile, Facebook makes it easier for publishers on the Audience Network to go native, who will own the news, and don’t miss the latest startup – Pied Piper. Read more on The week in native: Social media wants to own the news…

The single biggest challenge mobile advertising is facing right now

WEB_mobile_phone_thumbs_upBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn (£29.2bn) in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement. Read more on The single biggest challenge mobile advertising is facing right now…

What’s the answer to stop the scourge of ad blocking?

Who should own social media? PR, digital or ad agencies?Some of you might have read some recent research by Adobe and Pagefair, which worryingly highlighted that the number of people using ad blocking software has increased to 144 million globally.

The growth in this ad blocking technology in the digital space is clearly bad news for publishers who have already taken a hit from nose-diving print revenues, as well as for advertisers who see a reduction of their audience pool.

However, the less commented side of this debate is that ad blocking is bad for the audience too as it undermines the economic model that feeds good journalism. If you’re not willing to pay for content, even indirectly by viewing ads, then that content will cease to exist in its current form. Read more on What’s the answer to stop the scourge of ad blocking?…

The Daily Poke: A pour show

A pour showAdverts used to be a time to pop the kettle on. These days we can fast-forward right through them. Well, you can count on Coca-Cola to come up with a rather neat idea to keep our undivided attention – and still get that drink you were after. Read more on The Daily Poke: A pour show…

Does programmatic video signal the end of the TV ad?

WEB_TV_televisionVideo is a key portal to the consumer with its emotional appeal and its ability to tell stories like no other medium bar TV.

As such, advertisers increasingly look to blend video-based advertising and programmatic technology to market products. According to a 2014 eMarketer report, advertisers and publishers spent $700m (£468m) on programmatic technology and this is set to triple by the end of 2015.

Programmatic video has many advantages over traditional TV advertising; the only other medium with the same visual appeal. Firstly, it delivers ads to individuals based on their preferences, live digital footprint and intent signals. Read more on Does programmatic video signal the end of the TV ad?…

Infographic: digital ad crimes

Click-Fraud_infographicDigital advertising adoption rates continue to soar in the UK and is on pace to outstrip all other traditional formats combined. The total UK advertising market will hit £15.8bn in 2015, with just under £8bn of that going to digital ads.

However, the rapid growth of digital hasn’t come without obstacles for advertisers.

Although digital advertising makes it easier to target audiences, track campaigns and in many ways is more efficient than traditional advertising, it has its own host of challenges. At the forefront of the discussion are paid ad impressions that are not seen, ads appearing next to or within risqué content and clicks that are logged from non-human traffic. Read more on Infographic: digital ad crimes…

Instagram’s move deeper into e-commerce is missing a trick for brands

WEB_Instagram_logo

It’s inevitable that Facebook-owned Instagram will follow the footsteps of Facebook, Twitter and lately Pinterest and add more e-commerce features for advertisers.

While Instagram first made sponsored postings available back in November 2013, it announced new carousel ads with links to brand websites as recently as March 2015. Recent reports now suggest it will also launch ‘click to shop ads’ which would be a further step in this direction.

If confirmed, these recent changes together mark a significant increase in the options available to advertisers to tap into Instagram’s 300 million user base.  Read more on Instagram’s move deeper into e-commerce is missing a trick for brands…

What neuroscience can reveal about DOOH’s impact on our subconscious

Beyond OOH 2Measuring consumers’ subconscious reactions to advertising messages and media is rapidly gaining traction as marketers and media owners seek ever more accurate data to support marketing decisions.

So when out-of-home media owner Ocean Outdoor wanted to understand how their full motion digital out-of-home (DOOH) sites influenced responses to other media, they opted to use brain imaging research carried out by Neuro-Insight to explore the neurological impact of DOOH in priming responses to magazines and mobile devices.

Ocean chose neuro–research as the way to explore impact because it offers a way of looking at people’s emotional subconscious responses which are difficult to assess via traditional research based on asking questions. So how did it work?  Read more on What neuroscience can reveal about DOOH’s impact on our subconscious…

Online advertising: a matter of timing

img0410 Black Sheep VodkaOne of the tenets of TV planning is that the value of an impression changes throughout the day. Advertisers are prepared to pay significantly more to reach consumers in the evening.

One of the reasons for this premium is that audiences tend to be more attentive later in the day. Yet this interest in dayparts has not been replicated in online planning to anything like the same degree.

Perhaps this is due to it being unclear, up to now, whether this is a medium specific finding: is higher attention on TV driven by the content or the time of the day per se? Read more on Online advertising: a matter of timing…

IAB results prompt advertisers to take a cross-channel approach

MobileholdingphoneLast week, the Institute of Advertising Bureau’s 2014 Digital Adspend report revealed phenomenal growth yet again: across 2014 a massive £7.2bn (up from £6.26bn in 2013) was spent on digital advertising as a whole.

However, most interestingly, spend on mobile advertising accounted for a massive 23% of the total spend – a growth of 63% YoY. Read more on IAB results prompt advertisers to take a cross-channel approach…