Advertising

The latest advertising best practice, case studies, trends, training and more. From affiliate marketing and behavioural targeting to native and programmatic

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Paid Search Best Practice Guide

Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything marketers need to know about the complex, though potentially very lucrative, area of paid search advertising.

Optimising Programmatic Campaigns

This report provides guidance on setting up and running a highly effective programmatic marketing campaign, serving as an informational tool for advertisers who run their ads programmatically, an audit guide for agencies that deliver the programmatic activity and a best practice manual for the trader.

An overview of the third-party cookie crackdown

In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]

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Online Video Best Practice Guide

This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.

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Internet Statistics Compendium: Advertising

A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.

FMCG brands are re-evaluating media strategies as consumers shift to online grocery shopping

With shoppers now turning to ecommerce channels as part of their everyday purchase journey, FMCG manufacturers are suddenly having to re-evaluate how they create and convert demand for their products and re-consider how and where they invest in brand advertising and marketing. There is a growing need to divert more spend towards digital media to influence their target audiences closer to the online point of purchase.

Cookies

Data trends in 2021: the expert view on cookies

As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.

Latest Articles

Social stories monthly

The best social media campaigns from September 2021

Welcome back to our regular roundup of the stand-out social stories from the month just gone. In September, we saw many brands continue to adopt sentiments of togetherness, authenticity and self-expression in their campaigns as life returns to normal, social lives ramp up, and young people return to school and university. TikTok has maintained its […]

nikki hawke

Hivestack’s CMO on the benefits of digital out-of-home

Nikki Hawke is the Chief Marketing Officer of Hivestack – a global ad tech leader in programmatic digital out of home (DOOH) advertising. We caught up with Hawke to find out more about her role, the benefits of programmatic DOOH, and why she believes it should be a key part of a wider omni-channel strategy. […]

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How travel marketers are engaging consumers as the industry reboots

International travel might be permitted again, but big challenges still remain for the travel and tourism industry. With safety rules (and the ever-changing traffic light system) still in place, levels of consumer doubt and confusion remain high, while staffing issues plague companies. So, how are travel and tourism brands using marketing to get back on […]

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How should marketers adapt to new privacy measures such as ATT, and what now for personalisation?

New privacy measures are starting to impact the digital advertising landscape, as costs increase and user targeting becomes less efficient following Apple’s ATT rollout. For digital agencies and advertisers, paid social isn’t as straightforward as it once was, and new questions are arising about whether Facebook’s domination of this world will be affected. I spoke […]

Social stories monthly
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The best social stories and campaigns from July 2021

It’s time for another round up of the best social campaigns from the month gone. July brought us the return of Back to School season, and the much-anticipated delayed Tokyo Olympics, the latter dominating this month’s most engaging activations. In particular, TikTok has made every effort to raise enthusiasm for the great sporting event among […]

Social stories monthly

The best social stories and campaigns from June 2021

Summer is well and truly here, and we’re back with another roundup of the best social stories and campaigns from June 2021. Lots has been happening in the last four weeks. This time, we’ll be covering campaigns celebrating Pride Month, the Euros and – of course – the return of Love Island and Wimbledon. For […]

Wunderman Thompson's Living Buying Using framework in action with grocery brands

Wunderman Thompson CSO Sid McGrath on repairing fractured retail brands

On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning.

Microlearning courses

24 Min
Advertising

Advertising

An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.

Econsultancy
30 Min

Integrated marketing communications

Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.

Econsultancy

Planning and RFP Templates

Display: Strategy and Branding Template

Display: Reporting and Measuring Template

Display: Media Plan and Forecast Template

Affiliate Marketing – Request for Proposal

Location-based advertising

person using phone

Six ways marketers can fight location-based ad fraud

According to BIA/Kelsey, location data will be used in upwards of $38bn of mobile ad spend in the US this year, but unfortunately for marketers paying to reach consumers in specific locations, the evidence suggests that much of the location data being used in location-based ad targeting is not only inaccurate but totally fraudulent.

Connected TV

Audio and podcasts

Amazon Echo, the voice recognition streaming device from Amazon

Are smart speakers making audio advertising more enticing?

According to Canalys, global smart speaker usage is forecast to grow 82.4% in 2019, rising from 114 million units in 2018 to 207.9 million this year. In the UK, specifically, the number of smart speaker users is predicted to grow 31.6% to 12.6 million also in 2019.

Fast Track Digital Marketing

 ‌ Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing. Includes modules on advertising and measurement.

Advertising - Econsultancy's Internet Statistics Database

Advertising statistics – explore the ISD

Keep up to date with the latest advertising statistics via the Internet Statistics Database. Browse, save and export charts as you go.

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