Category Archives: Digital Ads

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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How brands are generating revenue on social

mobile payment payments cashless contactlessConsumers are becoming ever more mobile and increasingly social. As brand advertisers strive to influence their purchase decisions on social media, how can they be sure they’re optimising their efforts?

We recently conducted a study* that sought to size UK consumers’ social media spend resulting from (paid) advertising and (earned) personal recommendations from their contacts. Overall, the study established that in the last 30 days, 14% of social media users had purchased something they initially came across on a social media platform – items that they would otherwise not have bought. Read More »

Sponsored: Putting consumer experience back at the heart of DOOH

Campaign compIf you build it, they will come – to misquote, among numerous possible sources for this phrase, Kevin Costner’s 1989 movie Field of Dreams. Yet despite growth in the number and scale of Digital Out of Home (DOOH) networks and some increase in brands using them, are significantly more and bigger budgets materialising? I don’t think so. Which is where a new initiative called The Campaign CityLive Challenge comes in. Read More »

Viral chart: Proud whoppers, celebrity impressions and Greenpeace takes on Lego

santaIn this weeks chart, we see a host of awesome branded videos that successfully evoke all sorts of emotions out of us without having to even mention a football. The World Cup: sorry, what’s that?

Whether it is paying homage to soldiers fighting in Iraq or a stand against the damaging effects of a fuel company, this week has brought a high standard that has played on our heartstrings.
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Joining the dots with HTML5 cross-screen advertising

HTML5 – not just the latest buzzword in this content crazy worldLast year saw extraordinary growth in mobile advertising with a 105 per cent increase in global mobile ad spend. What’s more, predicted growth for 2014 is almost as high as advertisers continue their quest to reach today’s distracted, on-the-move consumers. By the end of the year, mobile is expected to account for almost a quarter of digital ad spend worldwide.

With all the noise around mobile advertising, it’s easy to believe that mobile is actually replacing other screens such as desktop, but while mobile use is increasing, consumers still interact with traditional screens just as often as they do with tablets and smartphones. Consumers are not only on the move, but are continually switching between devices for different uses and expecting a seamless transition along the customer journey. Rather than being a separate media bucket, mobile should be considered as part of a wider strategy that enables cohesive advertising campaigns across every conceivable device including gaming consoles, connected TVs, and desktop. Read More »