Category Archives: Digital Ads

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 »

Viral chart: World Cup highs and lows, a hedgehog’s birthday and undressing with strangers

Beer tankardBrand chart

Despite fine efforts from viral big-hitters Adidas and Old Spice to capitalise on the World Cup final, this week’s branded chart is topped by a 10 second clip created by German radio station Bayern 3.

Released within minutes of the tournament’s finale, the image of a mighty German stein smashing a Brazilian cocktail has clearly resonated with fans and the video has just topped 15 million views. It’s great to see a simple but perfectly timed idea beating bigger budgets to the top spot, and hopefully it’ll be the last time we hear those samba jingles. Until 2016 at least…
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Advertisers should see the value in cookieless technology

IpadgirlIt has been more than 18 months since Safari began blocking third party cookies and it is possible other browsers will follow suit, with continued threats from Mozilla. As the mobile channel and Safari emerge as drivers of conversions, now more than ever advertisers need to concentrate on cookieless technology.

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