Posts Categorized: Mobile

3 ways to get your mobile ads holiday ready

mobile in store wallThis holiday season will be dominated by mobile. As consumers continue to spend more of their time on mobile devices, the importance of capturing their attention when they’re on the go becomes increasingly important.

A recent report from comScore found that 60% of a consumer’s time spent online is through a mobile device, but these mobile sessions average just 70.8 seconds. With just micro-moments to capture and maintain consumer attention, marketers are under more pressure than ever to optimize their mobile strategies.

After years of analyzing millions of data points from countless retailers, we’ve come up with a few tips and tricks to help retailers nail their mobile ad strategy this holiday season. Read more on 3 ways to get your mobile ads holiday ready…

2016: A lean and mean year for digital marketing

Bodybuilders In Afghanistan  (Photo by Majid Saeedi/Getty Images)It’s not easy to admit when you’re out of shape, but the digital marketing industry is finally starting to acknowledge that it needs to slim down and get fit. In 2016, I predict that the industry will get leaner and meaner than ever before.

Slimming down and getting L.E.A.N.
2015 highlighted the real risks when tech bloat overwhelms the ecosystem. The commotion around security, privacy and speed prompted the IAB to launch the L.E.A.N. initiative – Light, Encrypted, Ad Choice supported, Non-invasive ads – in an attempt to slim down the sell-side of digital advertising. In 2016, I expect the L.E.A.N. principles to shift the emphasis from ad inventory quantity to quality. Read more on 2016: A lean and mean year for digital marketing…

Combatting the ‘threat’ of the ‘adblockalypse’

Ad blockingThe Internet Advertising Bureau UK’s recent Ad Blocking Report conducted by YouGov revealed the number of British adults using ad-blockers has risen from 15% to 18% since it was last tested in early June. If we proceed on the premise that consumers are at the heart of this great ad-blocking debate, we can reluctantly accept that if we (advertisers, publishers and media owners) don’t start serving more engaging content that is both relevant and interesting, the number will continue to steadily increase.

Fetch’s very own Creative Director has said, on more than one occasion, that “Ad-blocking isn’t a problem, it is but a symptom of bad advertising,” and I for one would echo his sentiment in saying that whilst the number of those adopting ad-blocking software is on the rise, it needn’t be classed as a threat, but instead, a challenge and much needed revolution in the digital marketing space. Read more on Combatting the ‘threat’ of the ‘adblockalypse’…

Christmas ads will no longer be dominated just by TV

unnamedLike it or not, advertising has become a part of Christmas. And it seems that most people are welcoming Christmas creatives into the festive tradition. Advertisers the world over dream of the opportunity John Lewis has skilfully crafted for itself: hundreds of thousands of consumers impatiently waiting to see its advert ‘premier’.

But this eagerly anticipated tradition is already changing. Only a few years ago, the UK retailer’s advert would have broken during a prime-time slot on The X Factor for maximum impact. Now, there is no comparison to the impact that can be achieved on mobile, hence why this year’s premier debuted on social media and YouTube. Read more on Christmas ads will no longer be dominated just by TV…

How can brands use mobile data to turn browsers into buyers this Christmas? 



Purchases via smartphones and tablets drove sales last Christmas. Consumers spent £5.18bn via mobile devices, with John Lewis experiencing an impressive 76% of Christmas Day traffic from mobile.

Mobile commerce generates a wealth of real-time customer data that enables brands to make powerful audience connections and improve targeting accuracy. So how can brands use the insight afforded by mobile data to enjoy greater online and offline retail success during the festive season? Read more on How can brands use mobile data to turn browsers into buyers this Christmas? …

Vice media and broadcast

Vice logoVice Media has never been in finer health, not only has it cemented itself as the edgier go-to source for the millennial generation, last year it secured an additional $500m (£324m) worth of funding for web and mobile apps.

Whilst the brand’s commitment to digital cannot be ignored its announcement that it plans to launch a free to air TV channel, double its production presence and embark on an ambitious broadcast strategy, which will see 12 further channel launch across Europe next year, seems to suggest the brand is hedging its bets. Read more on Vice media and broadcast…

Candy Crush valuation: A warning of a coming tech crash?

Candy Crush by m01229:Flickr

Candy Crush has been of one of the most successful games designed for Facebook and has provided a large chunk of the gaming revenue for the social media giant. Gaming accounts for about 10% of Facebook’s total revenue; the other 90% comes from advertising.

Candy Crush has now been bought for $5.9bn (£3.8bn).

Is this successful company that provides a substantial portion of the biggest social media firm in the world worth it? Read more on Candy Crush valuation: A warning of a coming tech crash?…

Searching for the future

(Thinkstock/Anatolii Babii)

(Thinkstock/Anatolii Babii)

“Where can I find a good pizza in London?” the casual smartphone user asks as he strolls down a brightly-lit Oxford Circus. The search query pulls up a list of results, which relays relevant information back to the user: distance from current location, restaurant rating, address and a brief description.

While many are unaware, the human language is drastically redefining the future of SEO. The form and structure of text search is laconic and succinct, which makes it markedly different from the way we speak in normal conversation. Think about how you search when you type with a smartphone; the same search query would probably read: “London Pizza.”

The idea is logical. As voice search develops into a sophisticated and popular option, SEO will need to adapt by placing an increased emphasis on phrases and questions (rather than keywords), which means optimising for queries like “Where can I find…?” or “What is the…?” Read more on Searching for the future…

Mobile data, what’s next?



Mobile devices are now so firmly entrenched in our society that’s it hard to remember a time before. Figures from Ofcom show that more than 90% of the UK adult population now own a mobile device, of these over two thirds are smartphones.

In coming years, the amount of mobile data generated will increase exponentially. What will this mean for marketers, and will the consumer experience get better or worse as every click and interaction is tracked?

Here are a few predictions of what to expect next: Read more on Mobile data, what’s next?…

The importance of transparency – why it’s crucial everyone can see

WEB_mobile_phone_thumbs_upWith latest research not only showing more than a third of Brits check our mobile phones between 25 and 50 times a day, but also that 87% of Facebook’s one billion daily users are on mobile, it’s obvious that a strong mobile advertising campaign is an important part of any advertisers’ arsenal.

And, with so many eyes on phones, they need to ensure they’re working with the right partners and technologies to ensure that they’re reaching the right audience at the right time. Let’s face it, mobile is the way forward, and any advertiser whose mobile advertising doesn’t perform well is simply doing it wrong. Read more on The importance of transparency – why it’s crucial everyone can see…