Category Archives: Media Owners

Digital ad spend hits a record high, with 2014 set to rocket

MobileholdingphoneThe Digital Britain conference returned to Manchester last week, for the unveiling of the latest IAB/PwC 2013 digital ad spend report. A packed and lively event, demonstrating the growth and energy in the industry, and an energy that goes beyond London.

The methodology that drives the report is essentially revenue submissions from over 100 key players in the digital space, publishers, intermediaries and buyers. Critically, as some major players don’t submit (Facebook), and others don’t segment between their different business models, such as display vs search (Google), the model is then also checked against an advisory board, made up of the agency trading groups that influence the majority of advertiser dollars that flow through the industry.

In case you missed it, here are the key take-outs: Read More »

How big data and personalisation will make the future of brand communications U-shaped

PersonalisationAs brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that mass digitalisation, big data and personalisation are drivers for significant change. Brand marketers are striving to innovate at any available opportunity leading to a scenario where data scientists are desperately extracting insights and channelling them into mass market, personalised digital communications.

With this in mind, it is essential for marketers to spot the impact of digitalisation on the landscape of brand communications and set a long-term strategy for its implementation. With big data still in its relative infancy and personalisation often interpreted as a crude method of marketing, inspiration can be drawn from other industries where the mass adoption of digital has had a polarising effect. Read More »

Why marketers need to be directors of their brand’s online story

story booksDuring the course of the 19th century, writer George Polti compiled a categorical list of every dramatic situation which might occur in a story, which is now known as The Thirty-Six Dramatic Situations.

Although there are only 36 possible narratives, there have of course been countless different films, novels and plays produced. This responsibility of crafting a single dramatic situation into a great story that people want to watch and engage with lies with the director, writer or producer, and their unique interpretation of a plot. Read More »

The best bits from Advertising Week Europe

IdrisAll this week our LIVE@AdvertisingWeek blog has brought you the best news, views, videos, pictures, tweets, interviews and behind-the-scenes gossip from the four-day event. As our teams try to stop their heads from spinning, The Wall brings you a best of the best bits curation from all the daily highlights. Read More »

Branded content is the Cara Delevingne of the marketing world

CaraWhen Simon Daglish, ITV’s group commercial director, said at Advertising Week Europe that “90% of content is crap”, I skipped a little celebratory dance. While it might seem harsh to tell brands that want to become programme makers that most consumers “don’t give a stuff” about them, the sentiment behind the statement is right. The essence of what you are trying to communicate will die a bloody death if it has even the faintest whiff of corporatese about it.

I also agree with Daglish’s follow-up statement to the Guardian: “One needs to be careful in this world of anybody-can-produce content. If you are a brand, and thinking about producing content, talk to people who produce content.” Read More »

Bauer Media launches new female lifestyle brand site

The DebriefSlowly but surely media companies are realising there is a growing need for female voices and content, and advertisers are realising what a boon such content is. Today Bauer Media is launching The Debrief, a lifestyle site that they describe as “an innovative multi-platform brand for constantly connected, influential ABC1 20-something women.”

The site goes live today, with major brands Bacardi and H&M as launch partners, and will place significant emphasis on delivering content and campaigns through social. Read More »

Brands don’t just own media – they can create it too

bakingmad.comIt’s not news to suggest that brands are now media owners.

In the pre-digital world, advertising was simple – you found a media vehicle that gave you access to your target audience, and bought space alongside their content to promote your brand.

As the media landscape became more sophisticated, audiences got better at filtering marketing messages. So brands began to find other opportunities to talk to their customers by creating media space – via customer magazines, brand websites, email newsletters and the like.  Read More »

Using audience data to breathe new life into TV advertising

Netflix: House of CardsTraditionally, TV data such as audience figures has been collected through set top-based research panels, and used as trading currency by the whole advertising industry. However, the advent of digital, cable TV and on-demand platforms, coupled with changing viewing habits, mean broadcasting companies are increasingly mining their own data and are using it to exponentially add value to TV advertising.

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We are all advertisements now. And that’s not a good thing.

facebookI’m not saying we should rewind the clock. But I am saying we need to discuss the future.

I spend a lot of time noodling around Facebook and on blogs and forums, much of it for professional reasons.

But the blurring of editorial and advertising via personal (and apparently editorial) endorsements is starting to genuinely worry me. I therefore really like the fact that in the last couple of days, regulators on both sides of the Atlantic seem to have started to pay close attention to how the world is changing

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Infographic: ABC reports strong growth in consumer magazine digital editions

economist iPadMedia owners, journalists, advertisers, people who love magazines: there is good news. The number of digital editions of consumer magazines sold over in the first six months of the year is up by 64 per cent compared with the same period in 2012, according to figures released by the Audit Bureau of Circulations today.

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