Posts Tagged: Yahoo

Smartphone dominance is here; marketers must shift their approach

smartphones by Yutaka Tsutano/FlickrYesterday marked the 20th anniversary of Yahoo being incorporated as a company. While it’s amazing to think how much the internet has evolved and changed in the last two decades it’s even more exciting to look forward.

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How to really nail content marketing

Megaphone2Content marketing has come of age.

It’s a much more intimate experience and it’s important that brands take the right approach. Tone is clearly important, as is the use of storytelling for marketers to engage in a two-way dialogue with their target audience.

Advertisers are having to quickly become adept at using different forms of media, often visual and short-form, such as animated gifs to capture consumer attention and create a conversation. Done right, content marketing can seriously cut through the noise. Read more on How to really nail content marketing…

Lights, camera, innovation! How digital is driving cinema-going

cinema by Humberto Marum on FlickrAs more people watch films online through subscription services viewing long-form content on devices has become a daily habit.

At Yahoo we conducted entertainment research to look at whether this trend for consuming films online is impacting on cinema’s footfall in the UK, France, Germany, Spain and Italy.

The great news for movie studios is that it’s not an either or consumption pattern – our research reveals that it’s the same audience who use online streaming services who are more likely to buy tickets to the movies (14% more likely). They engage with content whatever size the screen. Read more on Lights, camera, innovation! How digital is driving cinema-going…

Mobile advertising: Why blending in is the new standing out

yahooChanging content consumption habits, driven by the proliferation of devices means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices. At Yahoo, we looked at how consumers are reacting to brands’ new efforts to engage with them, what they like already and what they want in future.

Our study looked specifically at mobile native advertising and reveals that, when consuming a stream of content on mobile, users don’t filter ads specifically from the stream – in the way that they do through ‘banner blindness’. Read more on Mobile advertising: Why blending in is the new standing out…

5 key differences between the Japanese and UK/US search markets

Tokyo Japan by Guwashi999 FlickrIt’s not often you get the opportunity to work in Tokyo, let alone in one of the region’s leading digital agencies. Luckily for me, our partnership with Frontier Digital Marketing in Japan gave me the chance to re-locate for a three month placement.

Here are the five key differences that I observed between the Japanese search market and that of the UK/US, including some top tips for anyone looking to run search campaigns in the region.

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The new face of mobile ads

appleiPad2In the past six weeks, three of the most visible companies in the digital world have made similar announcements: Google, Twitter, and Yahoo have disclosed plans for dedicated advertising products for app marketers.

Why the sudden rush of activity? Simple: the incredible success of Facebook’s mobile app install ads can’t be ignored. App-specific advertising products are the future of mobile app advertising – here’s why. Read more on The new face of mobile ads…

Categories are great for awards… but not real life

BRda judgingSpring is the air, and the industry award season is in full swing.  Across London, agencies are scrambling to write up their best work, begging for deadline extensions like students who’ve pissed away a whole term in the union bar and left their coursework to the last minute.

When the shortlists get revealed, though, all that hard work seems worthwhile. Today, I’m off to join my fellow judges to compile the shortlist for the Brand Republic Digital Awards. Working through the longlist ahead of the judging, two things struck me about our industry. Read more on Categories are great for awards… but not real life…

How digital advertising is changing the way films are brought to market

Anchorman 2The BAFTAs have signalled that Awards Season is upon us, and with the Oscars on Sunday 2nd March, the juggernauts of the silver screen will continue to battle it out for more top gongs.

Be it the dizzying and jaw-dropping effects of Gravity, the moving screen adaptation of 12 Years A Slave, or the seductive crime drama American Hustle; there really is a film for every taste at the cinema right now.

Each of these films has triumphed with awards wins at the BAFTAs and the Golden Globes. Having wooed the critics they are now wowing audiences, but outside of this golden sphere how do film makers and entertainment brands resonate amongst the watching public when they lack critical acclaim? Read more on How digital advertising is changing the way films are brought to market…

Clash of the tech titans: email is the new battleground

gmail iconGoogle, Microsoft, and Yahoo have long been battling for the lion’s share of the $250 billion global digital advertising market. In the last 5 years, social upstarts like Facebook and Twitter have begun to take increasingly large bites of the revenue pie by offering advertisers the opportunity to target known preferences of consumers in the form of ‘likes’ and ‘follows’. Caught on the hop, the old guard’s initial response was to jump on the social bandwagon, but this strategy had very limited success.

However, in the last year or so – led by Google – the ultimate fight for supremacy among the internet juggernauts has not continued over social platforms. Rather belatedly in my view, the battleground has shifted to that staple of online communication: the email inbox. Read more on Clash of the tech titans: email is the new battleground…

What can we expect in 2014?

iOS7 apple iphone 2013 iphone 5SInevitably at this time of year, the marketing media starts to look ahead to what the year ahead will bring. It is human nature to look for so called “big bangs”. Single, seismic events in a defined time span with easily identifiable outcomes. The much mocked “Year of Mobile” is a stark reminder for our industry to be cautious with sweeping predictions and yet increasingly we see 2014 already labelled with other terms such as programmatic, biddable, on demand and native.

Yet, whilst there is no doubt all of the listed will grow in importance in 2014 and drive yet more growth in the digital spend (in addition to the always burgeoning search market), the tectonic shifts will be more grey than black and white. We are living in a time of constant, iterative change. Those changes will be faster than the naysayers affirm, or would like, but much slower than the ad tech evangelists proclaim or the investing community are banking on.

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