1. Executive summary This report, published by Econsultancy in partnership with MediaMath, is based on a global survey of more than 400 digital professionals involved in online advertising, carried out in April and May 2018. The research covers key trends in the digital advertising sector, and highlights the growing requirement for a consumer-first approach to […]
1. Introduction ‘The Future of Marketing’ is based on an exploratory and descriptive research enquiry into the trends shaping the future of marketing. The report examines the main objectives and key priority areas for marketers within the next five years. A survey was conducted among 492 respondents who classified as advertisers/ client-side marketers, media owners […]
1. Introduction Powerful technological forces are impacting the marketing profession and the companies and industries where marketers work. Econsultancy identifies, analyses and writes about many of these forces; ubiquitous connectivity[1], artificial intelligence[2] and the Internet of Things[3] to name a few. The same technologies are also enabling new and agile innovators to launch digitally enabled […]
While marketers in many industries are now routinely allocating more than half their digital advertising budgets to programmatic advertising, by one estimate, pharma marketers are only dedicating up to 5% of their budgets to programmatic.
There are numerous reasons for this.
25 years ago, we signed up to one of the greatest deals in history. We accepted that, in order to receive unlimited access to the weird and wonderful world of the internet, we would see ads alongside our content.
This exchange is how all of that well-loved cat content is paid for – and underpins the entire web.
As programmatic becomes more mainstream and better understood, brands are getting more involved in the digital media buying process and seeking greater control and transparency when it comes to their digital ads.
Over the next five years, I think every brand that has the desire to cut costs has the potential to take programmatic in-house.
Google and Facebook are said to account for over a quarter of UK internet time, or one in every three and a half minutes that Brits spend online.
Essentially, when we’re online, it’s highly likely that we’re using a Google or Facebook-owned app or website, whether that be Gmail, Chrome, WhatsApp or Instagram.
Competing with Google and Facebook for ad revenue is a worldwide problem for publishers, but in Asia-Pacific’s fragmented media market the situation is even more dire.
Marketing may be about a lot more than just producing ads, yet when marketers meet, advertising is almost always a topic of conversation.
What a year 2017 was for programmatic advertising! Surely, 2018 can only see more transparency and greater creative execution?
But I’m not the man to ask, so I went in search of some experts. Here’s what they said…
A perfectly planned ad campaign, sabotaged by brand messages popping up next to extremist or inappropriate content. This nightmareish prospect is enough to fill most marketers with fear – and for some, unfortunately, it has become a reality.
2017 seems like it may prove a somewhat seminal year for programmatic advertising.
Ahead of a lengthier take on what 2018 might hold, our experts take a look at four key trends from this year.
Lifestyle brand Bamford worked with digital agency Verb Brands to create a more user-friendly experience that boosted conversion and average order value.
Foolproof partnered with Hyundai and Cancer Research UK to build the world’s first car enabled for contactless payments, raising over £60,000 for the Stand Up To Cancer campaign.
Independent banking group CYBG finds a brand new audience following a display and social campaign that resonated strongly with millennials.
Run quarterly, our experts focus on distilling the key developments that are really going to affect how markets are operating, what tools are used, and how digital marketing and ecommerce practices are changing.
Next Digital Shift: October 18th, 2018.
This week’s stats roundup includes news about Amazon, digital ad formats, mobile sales, and much more.
Mary Keane-Dawson believes that something is fundamentally broken about the way we advertise.
According to Outsmart, out of home advertising grew 5.3% from Q1 2017 to reach £267 million in Q1 2018.
Gavin McNicholl is head of production at Vungle, a specialist in mobile video advertising. Here we find out what his typical day looks like.
