Category Archives: Mobile

Viewability in focus – a workable model

Magnifying glass by Theen Moy:FlickrThe topic of viewability shouldn’t be a new one to most digital advertisers – after all, what could be more essential than ensuring that a consumer had the opportunity to actually view an ad – but this week’s announcement by the IAB of viewability standards for display advertising is a major step forward for the industry.

Measurability has long been cited as one of the key strengths of digital advertising, but until recently, technology has been unable or unreliable in helping advertisers understand if their ads are actually seen. Multiple factors impact ad viewability – from ad unit positioning, to page load times, to outright fraudulent practices – and the industry has come a long way in terms of providing more transparency and accountability around impressions. Read More »

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 »

Five keys to sequential storytelling for marketers

ScreensFor a growing number of consumers, accessing digital content from a single smart device is increasingly unsatisfying. Limited by screen size, resolution, and battery life, individuals use multiple devices throughout a typical day and multi-device use in and out of the home is quickly becoming the norm.

Around two thirds of consumers (66%) use another device simultaneously while watching TV – typically a smartphone (25%) or a laptop (20%) or a tablet (11%) – and this use of mobile devices has doubled the amount of time spent online. There are also differences in the way consumers use each type of device – the most important role for tablets and smartphones is research, with most reverting to desktop PCs and laptops to take advantage of the larger screen when making a purchase. Read More »

How should businesses tackle the digital skills shortage?

Words relating to digital mediaThe shortage of digital marketing skills in UK businesses, and the struggle to recruit and retain talented candidates, has been causing well-deserved panic in UK businesses over the past few years.

There have been many studies revealing that the demand for digital skills in UK businesses is increasing at a significant rate, however the number of under-graduates who have ambitions to work in the digital industry is not keeping up with demand. Many companies have been forced to either seek out highly-trained recruits from other countries to plug holes in their workforce, or to constrain the pace at which they grow. In some cases, businesses are forced to outsource to advertising agencies, who themselves are understaffed and under skilled. Read More »

Nokia and Centrefold: an unlikely coupling?

Centrefold Nokia LumiaIn this day and age, the union of cutting-edge digital technology with a large-format photojournalism print product shouldn’t work. But in the case of Nokia and Centrefold it absolutely did.

Andrew Hobbs is the founder and editor of poster-sized publication Centrefold, which showcases established and emerging artists in the fashion, art and design industries. He approached Nokia about collaborating on its 10th anniversary issue last year. The result was nine international photographers commissioned to shoot a complete issue of the magazine, cover to cover, exclusively on the Nokia Lumia 1020, which has a 41 megapixel camera, to the theme of ‘beyond’. Read More »

Are marketers missing a trick with online gaming?

The console is dead: The Socialising of gamingTV has always been the mass-market media of choice for brands, providing huge, emotionally engaged audiences across a wide range of content designed to appeal to specific groups. But the way we consume entertainment media has changed dramatically over the passed few years and the TV is no longer the “living room” focal point it once was.

Look at the modern family room and you’ll see a range of different screens in use; from the TV itself to touch devices and laptops. Smart TV may be trying to re-address this, but the reality is that it is still some way from reaching its full potential due to a disparate selection of operating systems and a cumbersome interface. Read More »

Apps and mobile web: which strategy will lead the future?

social media appsEvery business today needs a mobile presence to effectively reach and engage their audiences. Many brands are seeing mobile (both smartphone and tablet) visitors now constituting between a third and half of their overall digital interactions, yet a lot still struggle to embrace this omni-channel world and to create the best experiences across multiple platforms.

Consumers move between multiple screens throughout their daily lives – smartphone, tablet, TV or laptop, not to mention any wearable tech – and this fragmentation of different device touch points drives a fundamental question as to whether companies should develop a different native application for each screen or build a web presence that is responsive adapting to each unique screen? Read More »

How to stop your mobile advertising from being ignored

laptop mobile tabletIf you ask the average person walking down the street what mobile advertising is, you’re likely to hear the response “spam”.

Of course, we are not talking about the canned precooked meat product that was popular in the 1940’s, but rather mobile spamming. Irrelevant or unsolicited messages sent over the internet, typically to large numbers of users, for the purposes of advertising, phishing, or spreading malware. So how can you avoid your mobile adverts from being ignored? Read More »