When a big company wants to grow mindshare, it supplies brand creative to its media partner, along with instructions for targeting. The task is to place the ads for maximal effect. This was a straightforward task when only a handful of networks...
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Social media started out with Myspace and Bebo (oh the nostalgia) before graduating to platforms such as Twitter and Facebook. Here we are now in 2019, ‘hashtagging’ and ‘storying’ like it’s nobody’s business.
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Because a (very) large part of the worlds’ population is surfing the web and visiting apps, the sheer reach/availability - the marketing-discipline; programmatic display advertising offers – is unmatched/unique.
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Connected TV (CTV) is taking off. We reached 42% penetration in UK households alone last year – but the momentum is truly global and shows no sign of stopping. That presents a wealth of opportunity for advertisers, with some studies showing...
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Sir Martin Sorrell recently sat down to chat with leading digital marketing investor, Florian Heinemann, the founding partner of Project A Ventures, for the Online Marketing Rockstars (OMR) Podcast. OMR is a German digital media and marketing news...
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“If you want to make a ton of money you can help clients figure out their social creative. The agencies don’t want to touch it” Some choice words at my leaving drinks in 2016 after five and a bit years working for a big blue chip...
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We’re an amazing global group of consumers. According to a study by Nielsen, Americans spend nearly 12 hours a day consuming media. Today, content can be seen anywhere, at any time, on any device, nearly worldwide. Platforms like Amazon...
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Agencies! Your competitors are no longer your neighbours in the league tables. In fact, your competitors are no longer limited to agencies in the UK.
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Despite the ease of email and simplicity of social media, meeting people in real life is still essential for successful business relationships. According to a 2018 Ofcom report, the average person in the UK now spends more than one full day a week...
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IAB UK recently launched National Anti Click-Through Rate Day, to highlight the industry’s over-reliance on vanity metrics for measuring digital ad effectiveness. This light-hearted message underlined a more serious need for advertisers to...
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There are two main ways in which a company can be set up nowadays: we have the traditional, or brick and mortar one, and the online businesses which have started growing in popularity. Even so, most people still choose to create traditional...
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2018 will go down as the year in which advertisers spent a huge amount of time and energy debating whether they should in-house or outsource different elements of their marketing supply chain. And while the debate has often been led by digital...
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Influencer marketing used to be an ad hoc marketing experiment. However, over the last few years, the industry has become more sophisticated, in part based on the demands of the more educated influencer marketing customer. Most brands already...
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2018 has been a huge year for digital advertising, with H1 this year showing that the total UK digital advertising market is now worth £6.4bn, up 15% y-o-y. Digital video continues to transform and innovate the digital advertising experience...
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Throughout 2018, it seemed the pressure on retail marketers reached boiling point. With a string of retailers closing their doors for good, many have been left wondering how it’s possible to survive in such a tough environment. Does this...
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Everyone remembers the litmus test from chemistry class at school, where a piece of litmus paper is dipped briefly into a liquid substance to determine its level of acidity. A simple test devised to draw broad conclusions from a single factor;...
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Optimising the customer experience is the single most exciting opportunity in today’s marketplace and while marketers are struggling to deliver – they aren’t the problem: ‘empty software’ is.
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The unrelenting storms of change buffeting the retail world continue to impact our industry with brick and mortar chains downsizing or shutting down altogether. E-commerce platforms continue to secure bigger shares of consumer spending, thanks in...
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With half of all marketing budgets expected to be allocated to online channels by 2020, we have more data at our fingertips to power decision-making than ever before. CMOs have had to re-invent themselves and become technologists, and there is...
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