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.
Foreword Welcome to Adobe’s Digital Trends report, our annual survey of marketing, advertising, ecommerce, creative and technology professionals around the world. Now in its 10th year, Digital Trends continues to reveal the most significant shifts in the industry that are driving marketing strategies, company investment and consumer behaviour. This tenth edition of the report gives […]
Welcome to the Top 100 Digital Agencies Report 2019 Gurman Hundal Co Founder and CEO, MiQ Huge congratulations to all the agencies which have made it into the Econsultancy Top 100. We know how hard agencies work to deliver for the brands they work with, and it’s great to see that hard work recognised. We […]
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 […]
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.
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.
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Understand what programmatic means and the key terminology for marketers.
How the video advertising market provides new targeting and content opportunities.
The key types, how they appear to users, and the rich data targeting capabilities.
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.
This report is an introductory guide aimed at advertisers who are new to digital. It covers the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
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.
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
Mykim Chikli is CEO at Performics UK. She admirably begins her average day with yoga at 5.30am! But what else does Chikli need to excel in her role? Let’s find out…. Please describe your job: What do you do? My job is really interesting. I spend majority of my time building the Performics culture and […]
Lindsay Turner is CEO of media agency Spark Foundry, part of Publicis. We caught up with her to ask about her typical day, and the demands on her time and skillset. Please describe your job: What do you do? I’m the agency CEO. It is a very wide reaching role from working with clients, to […]
Econsultancy’s Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.
As we head on into March, we’re back with the best digital marketing stats of the week.
In a recent article, I identified reactive marketing as a growing content marketing trend for 2020, following its increased adoption by marketers over the last decade.
Welcome to Econsultancy’s stats roundup for the last week of February.
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.
Caroline Hugonenc is Global VP Research & Insights at Teads. She began her career in TV and digital audience measurement for Mediamétrie in the French market, before moving to Nielsen Ireland, again working on TV, and then returning to France in 1998, where she worked at Carat and now Teads. We asked Hugonenc about what […]
Gavin Flood is Senior Marketing Director, EMEA & APAC at AdRoll. The company’s Growth Marketing Platform specifically helps D2C brands to grow through unified data, channels, and measurement. We caught up with Gavin to find out more about his role at AdRoll and his career so far. Please describe your job: What do you do? […]
We’re taking a trip to Crispin Porter Bogusky today, to speak to London MD Helen James. She admits her friends think her job is ‘Madmen-esque’ – so hopefully they’re reading this and will get a better idea of what her average day looks like. Please describe your job: What do you do? I head up […]
As travel research and booking moves online, and more and more consumers find content online, native advertising is a logical choice for travel brands. In this article, we’ll look at why native advertising is so powerful in travel, and we’ll share eight tips that will help your native travel campaigns fly. Why native? – Considering […]
We’ve reached the end of January – hooray!
Over the past decade, management consultancies have increasingly intruded onto agencies’ traditional turf, competing for media budgets and marketing operations engagements. No news there.
Aidan Danaher works at Fifty Five and Five, an agency he says has “the most comprehensive selection of teas in our pantry that you could wish for.” Aside from making such bold claims, we found out what Danaher does every day and asked him for a few words of advice. Please describe your job: What […]
This week we’ve got news about digital ad spend, digital literacy, AI and lots more to help beat the January blues. Before we get going, make sure to take a look at our Internet Statistics Database for additional insights into a plethora of marketing topics. FMCG has been identified as the highest paid sector in […]
Google plans to block third-party cookies in its Chrome browser by 2022 and the ad industry is up in arms.
Back in January 2016, the BBC launched its own in-house creative agency, BBC Creative, which now comprises over 150 staff.
2010 marked the launch of Instagram. It was also the year that Byron Sharp released “How Brands Grow”.
Consent management platforms (CMPs) are a key part of many companies’ GDPR compliance efforts but according to a new study conducted by researchers at MIT, UCL and Aarhus University they are falling short.
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.
ADEY’s ‘Pimp Their Boiler’ campaign, which sought to reach and educate installers and industry influencers about the benefits of fitting a MagnaClean device, reaches more than 460,000 people and leads to a 5% increase in year-on-year warranty registrations.
Working with influencers Mother Pukka and Father of Daughters, Renault receives about 1.9m engagements with #BehindCarDoors campaign, which positions the Scénic as the ultimate family car.
Fashion retailer Vavavoom boosts transactions by 15% and revenue by 22% with a highly targeted campaign that used YouTube’s TrueView for action.
We’ve got a lot of adtech friends at Econsultancy, as well as some more ‘left brain’ agency types. So, we called on a bunch of them to ask what the heck is going to happen in digital advertising in 2020.