Tag Archives: ROI

4 reasons native advertising is exploiting brands

nativeAs content marketing continues to take over the popular marketing psyche, native advertising in particular is fast-becoming the most popular conception of the practice.

Native advertising has been billed as something of a panacea for brands who are seeing diminishing returns from traditional advertising that is blatant, irrelevant and overtly salesy. The promise of native advertising for brands has been the opportunity to access audiences that can be subtly exposed to branded content that has been published ‘natively’ and are therefore increasingly likely to pay attention. Off the back of this promise, a $44billion industry (source: Custom Content Council) has developed, with publishers, agencies, content creators and technology providers all clamouring to join the goldrush of this new opportunity.

However, whilst the spike in interest around native advertising has led to all kinds of collective back-patting, no one is able to answer the most important question of all – is native advertising making any money for the brands that do it? Read More »

The writing is on the wall for TV too

TV by Lubs Mary. FlickrMeasurement within print advertising has come under fire recently, criticism that online advertising has been seeing for sometime – not least from chair of Thinkbox, Tess Alps.

This is not the first time that transparency across online advertising has been compared unfavourably to other channels, and it is often TV that is held up as a shining example of an advertising model, but we often forget where it falls down and where online excels in terms of measurement and accountability. Read More »

Research measurement needs to think outside the box

Billboard ooh by Christiano Betta, FlickrThinkbox’s latest Pathways To Profit research, carried out in conjunction with Ebiquity, proclaims TV advertising creates the most profit for advertisers. The study also suggests out-of-home (OOH) advertising delivers a negative return on investment.

Can this be true? The world’s longest-running ad medium has been delivering negative ROI for the globe’s most successful brands all along? No.

 

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The 4 magic Rs that online gambling marketers must make work together

gamblingReputation, responsibility, regulation and ROI

Gambling brands are among the best-known brands in the UK, with a quarter of British adults saying that they gamble online, according to our recent research with ComRes. Yet the polarising effect the industry has on the public makes it one of the toughest industries for a digital marketer to work in. Read More »

Data vs creativity: Mobile advertising needs both

binary dataAs confirmed by the IAB’s recent digital ad spend study, mobile is now taking up an ever greater portion of media plans today – which is great news for those of us deep in the trenches. But as marketers, and their agencies, increasingly invest in the mobile channel striking the balance between data-driven targeting and creativity remains a challenge.

When it comes to integrating mobile, marketers are increasingly being attracted by the targeting potential the channel offers to reach an individual in a certain place at a certain time on their personal device. And this is, without doubt, an exciting opportunity. But the growing emphasis on mobile-derived data, and its application within programmatic buying in particular, is potentially stifling an equal focus on creativity – as more decisions are being made on the basis of tracking data rather than consumer-centric design thinking. Read More »

Does your marketing data speak the same language as your business?

Tape measure by Randen PedersonMeasuring marketing performance has never been more important, yet many marketers only review results once a campaign has ended, rather than evaluating throughout. As a result, it can be easy for marketers to become sidetracked and miss valuable, actionable insights. Given today’s advanced analytic tools, it is possible to quantify marketing performance as part of an ongoing process to ensure any activity aligns with your business objectives.

Seven out of ten (70%) marketers report that their marketing efforts are under greater scrutiny than they were in the past. Challenged to align marketing strategies with the objectives of the business as a whole, they need to prove that campaigns are delivering consistent results against specific goals. At the same time, they need to ensure that the organisation is willing and able to take action on the insights being generated by marketing measurement, so that resources can be focused on strategies that deliver the best returns for the business

To meet these challenges, marketers need to put in place a robust goal-based measurement framework. By implementing the following five steps in the planning stages of a campaign, marketers can ensure they are utilising resources effectively and providing the optimum ROI for their brand: Read More »

Managing the risk of your search engine marketing tactics

Photo by hosullivanAlthough you wouldn’t immediately think so, Search Engine Marketing (SEM) and the popular board game Risk have a lot in common.

In the tactical game of Risk, victory or defeat is based on how the dice are rolled. Offensive and defensive strategies are based on the strength of your army and how many battles you’re willing to lose before winning the war on that territory. Similarly, in SEM, victory for online marketing managers is decided on customer behaviour online and the strength of keywords. Just as you would in a game of Risk, online marketing managers must make sacrifices – only in this case they have to ask themselves how much they are prepared to lose in order to occupy a keyword position to win a customer and reach their ROI target. Read More »

Is the digital industry unprepared for further rapid growth?

iskills 1Based on last year’s performance, 2014 is predicted to be a good year for the UK advertising industry with digital marketing at the forefront of growth. As development in this sector continues, the Emarketeers iSkills survey, has set out to understand what shape the digital marketing industry is in when it comes to skills, experience, resource and recruitment.

Here are our key findings from the survey: Read More »

Some tips on using social media for lead-generation

Twitter logoMost companies now recognise the need for a social presence for their business, whether that’s a corporate blog for a company with a serious business message, a fun Pinterest board for a design company or a Facebook page for a consumer brand launching its latest product. While Twitter works for engagement and brand awareness for media brands that can tap into two-screening (be that Heat Magazine or Channel 4) or huge global brands with huge marketing budgets (such as Coca Cola), a belief persists within most businesses that the ROI of Twitter as a channel cannot be measured or proven.

For many businesses, particularly B2B companies, proving ROI is all about generating leads. So when businesses learn that 82% of social media leads come from Twitter, suddenly the business case for investing in Twitter becomes much more tangible.

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How brands can finally monetize Facebook

facebookVanity marketing has had its day. Organisations can no longer afford to spend money on social media campaigns that deliver no quantifiable return. It is time for Facebook to justify its $80bn valuation and for social marketers to demonstrate something more tangible than nebulous brand recognition figures.

The problem is that social campaigns don’t generate sales. Consumers rarely click on Facebook ads – perhaps then even only by mistake. So how can brands exploit this rich platform of one billion regularly returning users and deep behavioural insight to turn engagement into revenue?

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