Posts Tagged: digital advertising

Premium is always tailor-made: even in advertising

Hitting the high street or shopping Saville Row? As London Fashion Week and Men’s Week approach, it strikes me that there are some interesting parallels with the world of premium online advertising.


The efficiency of automation has become extremely attractive to advertisers: programmatic advertising is now an irreplaceable part of the digital eco-system in terms of display advertising.

Every brand marketer wants to reach premium audiences with qualitative, safe and measurable delivery but that does not necessarily translate to media planning accordingly.

Read more on Premium is always tailor-made: even in advertising…

The tipping point for TV and digital video

8674797024_b73c49020b_zFor the first time, this year digital advertising will become worth more than double TV advertising. Whilst TV ad spend is predicted to rise 3.2% to £4bn, digital advertising will make the UK the first country where more than 50% of ad spend will be on digital media.

With this in mind, buyers need to make TV and digital budgets work together to ensure money is spent wisely. There are barriers preventing effective cross-channel planning and buying, but TV and digital video buyers can also capitalise on the shifting media landscape.

Brand safety

Ad fraud has cost UK advertisers more than £277m of their online budgets in Q2 2015. While marketers are vigilant about holding partners to guaranteed brand safety measures, there is still room for improvement, especially on mobile. Read more on The tipping point for TV and digital video…

The internet killed the newspaper business

newspapercollageHere’s the stark reality for newspapers in 2015: most of them have not successfully made the transition from print to digital.

The growth of digital advertising doesn’t come close to the steep and continual decline of print ad budgets. Since 2003, spend on print ads has fallen from £30bn to a little more than £11bn. Yet, at 82% of newspaper ad revenue, print is still top dog.

The stark reality for the news itself is a much prettier picture: it’s easier than ever for people to read high-quality journalism. Read more on The internet killed the newspaper business…

The 1,072 words that will change how you write headlines forever

ContextWordsGhostCreating a great headline can feel like a science experiment. Whether you’re in advertising, marketing, PR, or journalism, all forms of digital communication revolve around crafting words for a desired effect.

If you’re like me, you often makee unsubstantiated guesses about the best combination of words or ideal headline style. Do I write for the curiosity gap? Is this a how-to post or listicle? Should I put a number in the headline? Or is this an SEO-play, and I’m writing for Google?

From search to social to editorial and even print, each channel is different. That’s why it’s important for content creators, marketers and brand advertisers to know the right tricks for the right channels. Read more on The 1,072 words that will change how you write headlines forever…

Programmatic buying brings new opportunities to digital advertising

Embracing the evolution of digital advertising is a necessity. Programmatic buying is a relatively new approach to the market; it presents a great opportunity for a more transparent and efficient way of selling vast amounts of digital space. Using premium display alongside automated services can increase revenue for all publishers.

It is important for publishers to have an in-depth understanding of how both bespoke sales teams and automated trading can enhance their digital offering; truly understanding these options is the first step. In order to use these complementary options efficiently, every publisher needs to determine what their unique proposition is and what they want to be known for as a publisher. Read more on Programmatic buying brings new opportunities to digital advertising…

Why aren’t retailers maximising marketing on facebook?

Facebook clearly know that they are suffering in terms of driving people to purchase as a result of seeing a link/post on the site. They are looking at every angle which turns out to include using the button “want”.

“I want that” will replace “I like that”. Sounds like petulance will replace affection. Do we really want people to go around “wanting” rather than “liking” ? It’s a tactic employed by rival Pinterest and is a way to encourage shared “wanted” items to be bought for/by friends.

Read more on Why aren’t retailers maximising marketing on facebook?…

Big brands warming to Facebook but advertising spend remains skewed

Despite some recent success enjoyed by big brand advertisers—like Ford’s spokespuppet ‘Doug’ campaign—Facebook is forecast to capture only 6.4% of total online ad spending this year.

According to the Wall Street Journal, Ford spent more than $95m promoting its ‘Doug’ campaign on TV and print, but less than 5% of that was spent on Facebook, which garnered 43,000 “likes”. Of ‘Doug’s’ Facebook fans, 61% said they were more likely to consider buying a Ford Focus, the car it was advertising. Read more on Big brands warming to Facebook but advertising spend remains skewed…

A few thoughts on Google brain implants

I was chatting with our Innovation Director, Rob Meldrum, the other day about what might happen if Google decides to officially make a play for developing a brain implant. As I tore an almond croissant into miniature chunks to enjoy with my yummington hot beverage, I began to wonder what the implications would be for digital advertising and permission-based marketing.

The Google brain implant is something that Eric Schmidt has spoken about before (or, at least, been asked about, to which he replied: ‘there’s what I call the creepy line. And the Google policy about a lot of these things is to get right up to the creepy line, but not cross it. I would argue that implanting things in your brain is beyond the creepy line…at least for the moment, until the technology gets better’.  He has to say that, doesn’t he, especially with things around such as H+, a new web series on a similar theme, produced by Brian Singer). Have a gander at the trailer here.
Read more on A few thoughts on Google brain implants…

Two billion minds. One digital campaign

According to the UN’s telecommunications agency, The ITU, the number of worldwide internet users has reached over two billion people. Just imagine how many slices of cheese on Ryvita that lot gets through.

Add the two-billion internet users statistic to a quote from science writer Matt Ridley that ‘The internet is the latest and best expression of the collective nature of human intelligence’, and it would seem to hold exciting possibilities for digital marketing that uses ‘collective brain’-based insight. Read more on Two billion minds. One digital campaign…

Is your digital campaign visual, auditory or kinesthetic?

Chatting to my good friend Jo recently, who is a primary school teacher, about methods of learning, it struck me that there are some clear parallels between classroom teaching methods and digital marketing.

As I took another gazzolop of sweet tea, I considered the fact that as education continues to gravitate towards increasingly stimulatory learning techniques, so digital advertising – whether it be online ads, social media campaigns or mobile marketing – also calls for similar measures to cut through and resonate. After all, success in both professions is essentially determined by how well you have inspired your audience to engage with the points you are trying to get across. Read more on Is your digital campaign visual, auditory or kinesthetic?…