Posts Categorized: Digital ads

Why performance (NOT ad fraud) should keep you up at night

Tape measure by Randen PedersonFew marketers would disagree that ad fraud is the stuff of nightmares for the digital advertising industry. Brands are expected to lose an estimated $7.2bn globally to bots in 2016, and the reach of online fraud is stretching ever further down the conversion funnel. Falsified clicks, impressions and interactions leave a ghostly trail of activity that yields no positive results for marketers, yet costs them dearly.

Given its devastating and widespread impact, it would be easy to assume that fraud is the most significant challenge facing the advertising industry, and the most-pressing issue that keeps marketers up at night. In truth, fraud is only one part of a much bigger industry concern — advertising performance. Fortunately for brands, measuring advertising performance also offers the greatest area of opportunity. Read more on Why performance (NOT ad fraud) should keep you up at night…

As social messaging grows, how can businesses best exploit it?

social-messagingThere are big questions looming for digital marketers with the accelerating growth of social messaging apps. Should we advertise on this platform?

Is it too personal for business or is it the best opportunity to engage with customers yet?

Snapchat has over 100 million users, Facebook Messenger has around 800 million monthly users and WhatsApp, under ownership of Facebook has 990 million users and that’s only been around since 2009.

When you understand that WhatsApp sends 30 billion messages daily, it’s clear that we are dealing with a huge, active and powerful social community. Read more on As social messaging grows, how can businesses best exploit it?…

Coping with life after right side ads

googleLast month, Google redesigned its search engine results page, removing the paid results on the right hand side. The move reduced the total number of ads on the page and added a new fourth ad at the top. This has aligned the desktop user experience to that on mobile and caused major search advertisers to rethink their approach.

Read more on Coping with life after right side ads…

What does ad-blocking mean for creative agencies?

Ad-blocking. It’s happening everywhere you look.

adblock

It’s the digital equivalent of sticking all the direct mail that comes through your front door straight into the bin, without even a glance.

Like online ads, all that direct mail is a form of targeted marketing but the chances are you really don’t want another pizza/curry/minicab/estate agent.

It’s the same online. 22% of British adults are now doing it, according to the latest IAB research, and that’s 47% if you’re 18-24 years. Chances are you’re one of the digitally aware who’ve had enough of the unwanted pop-ups just as much as those unwanted flyers.

Read more on What does ad-blocking mean for creative agencies?…

With evolving native video formats changing what metrics should you pay attention to?

The digital advertising landscape is rapidly changing and to keep pace publishers are offering up new ad units and formats that allow advertisers to engage directly with their audiences.

Word cloud concept illustration of media advertising glowing light effect

One of the most discussed of these new ad formats has been native video, which was recently defined by the IAB and is one of the many ways publishers are responding to growing advertiser demands.

New ad formats can be confusing, even if you’ve been in the industry for a long time.

One of the largest points of publisher confusion for native video has been around measurement.

Read more on With evolving native video formats changing what metrics should you pay attention to?…

Convergence is the bottom line for tech

Back in 2006, Henry Jenkins made convergence  the go-to buzzword du jour. The du jour extended pretty much to the decade’s end.

convergence

Cited by futurologists and industry pundits and headlining agency annual conferences, convergence felt like a pretty big deal.

At the time, many considered convergence within the context of devices.

When tech transforms, we invariably first think in tangible terms. The physical, tangible, hardware is easier for us all to get our heads around.

Read more on Convergence is the bottom line for tech…

Native ads move further into the programmatic era

Sharethrough and The Trade Desk have announced a major new programmatic native advertising RTB integration.

Programmatic

Through this new programmatic native partnership, buyers will be able to purchase in-feed ads through The Trade Desk’s Omnichannel RTB platform, accessing massive audiences with in-feed ad placements across hundreds of premium sites and apps through the Sharethrough Exchange (STX).

Read more on Native ads move further into the programmatic era…

Study: the Millennial perspective on native ads

girlwithPhoneMuch has been said about the ever-buzzworthy “Millennial.” With their eyes and thumbs glued to their phones, Millennials practically live online, spending nearly 18 hours a day with different types of media, albeit some of it simultaneously. They’re a generation of early adopters, with just enough life experience to influence the direction of trends, while being young and open enough to the ever-changing landscape of technology to not be stuck in their ways — at least not yet.

TL;DR: What’s important to Millennials today will be embraced by everyone tomorrow.

For these reasons and more, brands and advertisers are hungry for Millennial data and eager to understand this elusive, yet essential segment. Read more on Study: the Millennial perspective on native ads…

How digital is driving out-of-home advertising growth

battersea dogs & cats home digital out of homeThe Out-of-Home (OOH) industry has achieved great things in 2015 and with 3.9 per cent sector growth predicted in Western Europe, according to Carat’s Ad Spend Report, the future is looking brighter still. Better yet, Carat is forecasting a 4.3 per cent rise in OOH advertising spend in 2016.

Growth in Digital Out-of-Home (DOOH) has played a huge part in this. The proliferation of data in the sector, driven by technology, is allowing media owners to facilitate campaigns that are more targeted and contextual, driving engagement with consumers like never before. Campaigns now are also more measurable, offering greater accountability to advertisers keen to optimise their messaging and creative in real-time. Read more on How digital is driving out-of-home advertising growth…

It’s time to ditch display ads

Of all the “Zucker” web pioneers in the World, Ethan Zuckerman is surely the most loathed.

BuzzFeed-page

Working for Tripod.com in the 1990s he invented the odious pop-up advertising format that has enjoyed a lucrative career assaulting the eyeballs of innocent web browsers with sponsored messages and swindling clickbait.

Last year he issued a public apology for “creating one of the most hated tools in the advertiser’s toolkit” in a paper questioning whether advertising – the “default business model on the web” – has had its day in the sun.

His pop-up has been given the boot, but it won’t be the last tool for the scrapheap.

Read more on It’s time to ditch display ads…