Posts Tagged: online advertising

Online advertising: a matter of timing

img0410 Black Sheep VodkaOne of the tenets of TV planning is that the value of an impression changes throughout the day. Advertisers are prepared to pay significantly more to reach consumers in the evening.

One of the reasons for this premium is that audiences tend to be more attentive later in the day. Yet this interest in dayparts has not been replicated in online planning to anything like the same degree.

Perhaps this is due to it being unclear, up to now, whether this is a medium specific finding: is higher attention on TV driven by the content or the time of the day per se? Read more on Online advertising: a matter of timing…

London: The European ad tech capital

LondonEyeEdfEnergyAdvertising is big business. And as the gateway to Europe from the US, London has long been regarded as one the most important business hubs globally.

The signs are relentless. PWC predicts that the UK entertainment and media sector will be worth £63 billion by 2016. Crucially, PWC forecasts this will be driven by 12% year-on-year growth in internet advertising; cementing the UK’s position as the largest internet advertising market in EMEA.

Read more on London: The European ad tech capital…

Insight driven online advertising is now a given not a privilege

Online advertising has never been more effective for brands, and now the final barriers to reaching vast online audiences have finally been removed. 

Brands want specific online engagement with consumers, so they need a very specific analysis of consumer habits on the web when planning and executing online display advertising. Read more on Insight driven online advertising is now a given not a privilege…

Online Advertising: Questions of Time and Doctor Who

It’s difficult to talk about time without stumbling into cliched phrases, but it seems right to talk about the importance of time for two reasons. The importance of time-spent cropped up in a recent survey conducted by the IPA that ranked the best  in the industry. I should take this chance to congratulate the guys at InSkin, who pipped us to the post by a mere 0.7%. Such a close run race shows that clients really do have a choice of quality partners.

But given that the technologies we use is broadly similar – it’s the X factors that create the differentiation, and most of these X factors are determined by the relationship with the client: the quality of brief responses, the delivery of innovative content solutions,  proactive communication of opportunities, regular constructive contact with the sales team, and the all-important agency/media owner partnership. Read more on Online Advertising: Questions of Time and Doctor Who…

Does display advertising online work for brand awareness?

Does display advertising online work for brand awareness?According to IAB UK, online ad spend in the UK grew by over 12 percent in the first half of 2012. While the market is unquestionably exploding, understanding of how it actually works can at best be described as evolving at a snail’s pace. This disconnect has its reasons – but also repercussions, especially when it comes to measuring how display ads online impact something as seemingly nebulous as brand awareness.

With established channels like TV and print, advertisers have long grasped the difference between a growth in brand awareness and an increase in immediate response. But in the digital world, that lesson has apparently yet to be learned. Read more on Does display advertising online work for brand awareness?…

The lowdown from LinkedIn – it’s all about the individual

A few weeks ago I wrote a story about LinkedIn and their aggressive approach in turning their platform into Temptation Island when it came to moving jobs. My ire was drawn from all the fabulous new ways they’ve conjured up to move jobs. Clever display adverts that put my head under a fancy job title, jobs I might be interested in floating down my newsfeed and a daily digest of jobs I might like on a weekly basis, usually at my weakest on a Monday.

The post had quite a lot of interest from business owners, to recruitment consultants to, would you believe it, LinkedIn themselves. They got in touch and wanted the chance to explain their vision and why my view, though valid, might have different facets unconsidered in the original piece.

Read more on The lowdown from LinkedIn – it’s all about the individual…

Internet advertising is bigger than newspaper advertising (official)

Print isn’t dead, not by a stretch, but print advertising is looking at the tail lights of internet advertising in the US for the first time. A significant moment, but TV remains much bigger than online.

Even though this has come ahead of predictions, it was expected later this year, it can’t be much of a surprise. Read more on Internet advertising is bigger than newspaper advertising (official)…

Facebook is dominating the US display ad market

According to the latest comScore figures Facebook is dominating the US display market with a 23% share and that domination, as it pushes towards one billion users, is only going to grow.

Facebook had more than double the share of impressions of Yahoo! at number two and almost five times as many as third placed Microsoft with top ten advertisers including AT&T, GM, Walt Disneyand Procter & Gamble. Read more on Facebook is dominating the US display ad market…

When is an ad not an ad? The new CAP codes for social media

Last week we got the news that the ASA (Advertising Standards Authority) are due to extend their remit of internet control via the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code). Now it will also apply to marketing communications online in non-paid-for spaces, such as publisher’s own websites and social networking sites.

Read more on When is an ad not an ad? The new CAP codes for social media…