Have you noticed how difficult it is to spot your own typos? Research has found that we’re often so focused on trying to convey meaning when carefully crafting a message that our brains generalise details like spelling and sentence structure.
However, these pesky mistakes should not be overlooked. Typos can confuse readers, disengage audiences and, ultimately, undermine your brand. Here are our top tips for diffusing the problems typos can create.
Few 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.
Many times we’re faced with the eternal question of what defines the success of a paid social campaign. More often than not, we approach paid social with the traditional way of media buying without taking into account the rules of programmatic and real-time bidding.
That said, we fall into the assumption that the success of every campaign is very much dependent on the level of coverage we will achieve at the lowest cost possible. Hence why, for those of us who have clients, we are often asked to run campaigns with ‘Reach’ as the main objective.
Do we, however, really understand what reach means in a real-time bidding environment? Even in traditional media buying, not all impressions cost the same. The only difference in offline media is that inventory pricing is predetermined and you know what you’re getting for the investment you’re making, whereas in real-time bidding, advertising inventory buying is auction-based and automated.
Feeling lonely? Well fear not. Facebook have added automated ‘bots’ to messenger, so you’ll always have someone to talk to – like Poncho.
Poncho is a cat from Brooklyn. He must be from British decent because he knows everything about the weather. A betaworks product, it’s hoped Poncho’s cracking personality will make him the world’s first ‘funny bot’. Poncho is pretty witty, but if you ask him anything too deep, he’ll respond like a cat.
Programmatic can deliver unprecedented scale and speed, yet for marketers who also want certainty, its capacities have been limited — until now. New tools, such as programmatic guaranteed, provide a simple and efficient method of ad trading that also offers certainty. And with the potential to enhance trust, viewability and ad quality, programmatic guaranteed is set to draw a new wave of brands to automated tech.
A lack of understanding is, however, still holding some brands back. To help them get to grips with this innovative trading method, here is a guide to the basics.
There is a lot of talk right now about marketing to millennials. Every brand seeks to make an impact with this generation in the digital era.
But can you really target everyone born between the 1980s and early 2000s with the same approach?
Those born in the early 80s grew up with VCRs, Walkmans and dial-up internet (if they were lucky), while those born in the early 2000s likely grew up with DVDs, Blu-rays, iPods and high-speed broadband.
Agencies are up in arms after ISBA sent its 450 brand members its new framework agreement.
It is disheartening that the level of trust between clients and agencies has fallen so low but the breakdown in relations is no surprise.
New technology has made agency practices increasingly complex and has fuelled bad practice agency-side.
Debbie Morrison, director of best practice at ISBA has even stated “I don’t believe that [the media agencies] have got the best interests of their clients at heart any more”.
According to Kantar Media’s most recent SportScope* study into consumer interest around different sports, almost half of the UK population, a whopping 23.1 million people, consider themselves football followers.
And of those followers, as many as 48.8% define themselves as either “extremely” or “very” interested in the EUROs in particular.
That means a very lucrative opportunity, and enormous audience, for brands this summer.
For marketers hoping to tap into the impending ‘football fever’, here are some valuable considerations.
The software procurement process is fundamentally flawed.
It’s a waste of time and I’d go as far to say that neither the buyer nor the supplier ever really get the result they are looking for, says Steve Peters at Code Computerlove.
I hold this view as a digital director who’s dealt with a fair number of tender processes over the years and, while I understand why the process is still in use (despite it simply being a legacy of traditional advertising), I just feel it’s time to urge businesses to reconsider how they ‘buy digital’.
In fact I’m urging business to think differently about digital within an organisation all together.
So what’s the problem?