Advertising

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

An introduction to the third-party cookie crackdown

‌ With so many different developments, it can be hard to keep track (ha!) of what exactly is happening and what all of it might mean. So, here is a potted summary of the key developments in the ‘cookiepocalypse’, the impact they are having on marketing and advertising, and what industry professionals can and should do about it.

 

Latest Research, Trends and Best Practice

A Marketer’s Guide to Price Comparison Websites

1. Introduction Over the last two decades a swathe of price comparison websites (PCW) have emerged, offering consumers a one-stop-shop for comparing the prices of a product or service. PCWs act as vertical search engines, aggregating product listings from multiple retailers. PCWs such as uSwitch, Confused.com, MoneySuperMarket and GoCompare are an important part of the marketing […]

Social Media Platforms Overview

Social Media Platforms Overview

 1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide,  and Content Strategy Best Practice Guide. Its purpose is to provide a snapshot of some of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media. It provides […]

Paid Social Media Advertising

Social Media Advertising

1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview, B2B Social Media Best Practice Guide and Paid Search Best Practice Guide. The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget […]

Getting to Grips with Digital Advertising Best Practice Guide

1. Introduction Digital advertising has grown to become the largest advertising medium in the UK, and is expected to represent 50% of total advertising spend across the world as early as 2019.[1] Thanks to people spending more time than ever online, the uniquely low barriers to entry and the wealth of data that digital advertising […]

Optimising Programmatic Campaigns Pack Shot

Optimising Programmatic Campaigns - Best Practice Guide

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

Microlearning

tiktok

How ByteDance rose to become China’s second-biggest digital ad player

‌ TikTok owner ByteDance has leapfrogged over some of China’s most important tech companies, including Tencent, the owner of super-app WeChat, to become the second-biggest player in the Chinese digital advertising landscape. In this briefing, we look at ByteDance’s impact on the market and how it has succeeded in becoming one of the biggest players in Chinese advertising.

Planning and RFP templates

The rise of programmatic outdoor: What advertisers need to know

 ‌ In this briefing, we nail down exactly what programmatic outdoor advertising is and how it works, and the ways in which it differs from regular DOOH and online programmatic. We discuss the advantages and disadvantages of programmatic for OOH advertising, and look at the future: where programmatic outdoor is going based on current trends, and what advertisers need to bear in mind as this channel continues to grow.

From the Blog

The new age of audio: What does it mean for advertising?

 ‌ After years of taking a back seat to more attractive and measurable ad formats, audio is suddenly the new golden child of advertising and marketing.

This briefing explores the developments behind the “audio renaissance”. How new audio media like podcasting changed what listeners have come to expect from audio advertising and why these new ad formats are believed to be so effective. It also looks at the challenges around audio advertising and the solutions that are being created to try and address them.

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