Why audience targeting may hold the key to the future of TV adverts February 23, 2014 @LiamWardProud TELEVISION has long reigned as the dominant force in global advertising, accounting for almost 58 per cent of international ad spend in the first three quarters of 2013. But its crown may be slipping. In many digitally-advanced markets, TV’s share of ad budgets has already been eclipsed by online – the transition happened as [...]
Don’t fear the rise of the algorithm – humans still rule media buying February 16, 2014 @LiamWardProud THE RISE of programmatic and automated media buying has been as controversial as it’s been rapid. Take real-time bidding (RTB), where ad space is purchased through automated bidding programmes milliseconds before a web page loads. It’s expected to grow from 14 to 41 per cent of US digital spend between now and the end [...]
The tipping point: Why smartphone advertising may be set to soar February 9, 2014 @LiamWardProud MOBILE is the future” – we’ve heard it so many times it’s almost become a platitude. But while consumers have flooded into the smartphone market with haste (the chief executive of the Internet Advertising Bureau recently forecast that UK penetration will reach 75 per cent this year), ad spend is making the transition at [...]
Digital advertising on the street: Why posters are no longer static February 2, 2014 @LiamWardProud WITH online marketing campaigns accounting for an ever greater share of advertising budgets, digital posters and billboards are catching up fast. There were over 79,000 digital out of home (OOH) advertising sites in the UK in 2013, according to a recent report by OOH specialist agency Kinetic. This figure is set to grow to [...]
Content saturation: The issue on every advertiser’s mind January 26, 2014 @LiamWardProud IN AN increasingly crowded media landscape, how to reach through the morass of content and connect with the audience? The question is a pressing one for everyone working in the media, but particularly so for advertising and marketing professionals. “People are absolutely bombarded with content these days,” says Mindshare’s chief client officer Nick Ashley. [...]
A pioneering approach to internet advertising September 23, 2012 WHAT DOES APPNEXUS DO? AppNexus is today’s most powerful, open and customisable advertising technology platform. The largest and most innovative companies in advertising (like Microsoft and eBay) build their businesses on AppNexus. We’re trying to establish a new standard for advertising technology, and we’re leading the charge to make online advertising a “force for good”. [...]
Good marketing can be as impossible as trying to read minds June 10, 2012 THE blond haired, middle-aged PR guru slouched back in his armchair and confidently announced his “stunning” idea to me. The little girl, Madeleine, had recently disappeared in Portugal and there was massive public sympathy and frenzied press coverage. To my sensitive agent, struggling to justify his hefty monthly fees, this represented a fantastic opportunity. “A [...]
CASE STUDY WUNDERMAN MARKETING AGENCY – BRENDAN TANSEY, CEO May 30, 2012 At Wunderman we have been using the cloud for all of our email services since June last year. We were one of the first marketing agency of any size to embrace cloud services for email and our 340 staff in the UK migrated all email services to cloud technology. The move has allowed us to [...]
For London 2012 a marketing firm is both service provider and client May 15, 2012 COUNTDOWN TO THE LONDON 2012 OLYMPIC GAMES 72 DAYS TO GO Q What was your brand’s primary reason for being involved with the Games? A The task of marketing the London Olympic Games has been described as the biggest assignment in UK marketing history. For a group of agencies to collectively and collaboratively be able [...]
How to manage the web of social media April 25, 2012 SOCIAL media has revolutionised the way that companies communicate with their clients, allowing instant responses to customer needs. Whether via embedded instant messenger (IM) help on a customer query site or publicising your latest pension offering, social media can help your business. British retail banks are hardly known for their willingness to embrace change and [...]