UK advertisers are planning to cut-back on offline media in favour of digital spend, as the recession puts increased pressure on budgets. This is according to research from ISBA and Ebiquity, who surveyed 59 brand advertisers (which included three of the UK’s top 10 by spend and 11 of the UK’s top 50).
Nikki Gilliland speaks to a few people in attribution and media optimisation about what’s happening in advertising right now, and how this might impact the over-arching goals of digital media spend.
What exactly do we mean when we talk about contextual advertising? Why is this particular type of advertising – once the predominant method of online ad targeting, which later took a back seat to behavioural targeting – experiencing a resurgence in popularity? And how can brands employ it to best effect?
This special edition of Digital Transformation Monthly looks at the rise of retail media networks and the conditions that have led to their growing appeal, featuring key stories from individual retailers.
What does digital media look like in the second half of 2022? We talk to some experts about media budgets, CPCs, CTV, first-party data, and retail media.
The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
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.
This quick guide looks at the potential benefits for brands from price comparison websites and looks at how they can help deliver on a brand’s broader marketing objectives and strategy.
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 […]
This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
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.
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.
Stelrad partnered with Absolute Digital to optimise its SEO, PPC and digital PR activity through ongoing analysis
FDM Group partnered with Semetrical to improve its online visibility and bolster its sales pipeline more cost effectively across eight markets.
Pendle Bike Racks worked with pjm:digital to serve optimised ad creative to high intent audiences in real time
Moneypenny used automation to optimise its keyword and bidding strategy at scale, leading to savings despite rising PPC costs
Stone Refurb partnered with 43 Clicks North for a granular, test-and-learn approach to increase sales and customer spend cost-effectively
Viber worked with Braze to analyse and optimise personalised in-app messages to international audiences depending on their engagement levels and country
RNID worked with psLondon on a paid social and search campaign whose playful creative led to a 53% increase in online visitors
Anglo American partnered with the tree agency to increase positive brand sentiment by 54%
Rezdy partners with the Rocket agency to increase the number of quality leads and reduce the cost per sellable lead
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.
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 […]
Lynchpin’s Andrew Hood says though it might be described as a “new version”, GA4 brings with it “different implementation requirements, different metrics, different reports and different limitations for everyone to get their heads around.”
Google plans to block third-party cookies in its Chrome browser by 2022 and the ad industry is up in arms.
UK advertisers are planning to cut-back on offline media in favour of digital spend, as the recession puts increased pressure on budgets. This is according to research from ISBA and Ebiquity, who surveyed 59 brand advertisers (which included three of the UK’s top 10 by spend and 11 of the UK’s top 50). Sixty nine […]
Dominic Dunne, commercial lead at Clear Channel, which runs programmatic out-of-home buying platform, LaunchPAD, outlines what ecommerce marketers need to know about this fast-growing channel.
What does digital media look like in the second half of 2022? We talk to some experts about media budgets, CPCs, CTV, first-party data, and retail media.
Csaba Szabo is Managing Director EMEA at Integral Ad Science. I recently caught up with Csaba to find out more about his role, trends in advertising such as contextual advertising and connected TV (CTV), and what’s next for IAS. Tell me about your role at IAS – what are you most focused on right now? […]
Amelia Dabell is Digital Planning Director at Fuse, a global sports and entertainment agency. We caught up to find out about her role, and how sports media and sponsorship is changing. Tell us about your role – what does a typical day look like for you? I am primarily responsible for leading and growing Fuse’s […]
Lucy Hinton is SVP Client Success EMEA at Flashtalking, the ad management platform that was acquired by Mediaocean in 2021. I recently chatted with Lucy to find out more about her role, how to put together a winning multichannel ad campaign, and how the adtech industry could evolve over the coming months. Tell us about […]
Rob Sewell is the CEO of SmartFrame Technologies – an image-streaming service that aims to give image owners, publishers, and advertisers more control and protection of their images, while enabling opportunities to monetise them. I recently spoke with Rob to find out more about his role and the company, why he thinks that contextual advertising […]
Susan Pratchett is Managing Director for Europe at Virtue Worldwide, a creative agency born from the Vice Media Group. I recently caught up with Susan to discuss her role and her opinions on the evolution of brand advertising. Tell us about your role… What does a typical day look like for you? I’m Managing Director […]
Companies are ramping up investment in experiential marketing, as consumers crave in-person experiences. According to AnyRoad, 81% of brands say their event and experiential budgets will “match or exceed” pre-pandemic levels in 2022. But post-pandemic, is experiential strategy the same? Here’s a look at how companies are attracting people IRL, and some trends driving the industry. […]
In June 2021, China officially passed one billion internet users, with 71.6% of its population connected to the internet, according to the 48th Statistical Report on Internet Development in China. For would-be advertisers, this is an immense potential market, and programmatic advertising offers a flexible, efficient, scalable and targeted way to reach these consumers. However, […]
Leadfamly’s CEO shares some key takeaways from recent research into the impact of game mechanics in marketing.
Pritesh Gadhia is Managing Director, UK and Ireland, at Accenture Song (formerly Accenture Interactive). We asked him about his role, his opinions on the metaverse and the future of brand marketing. Tell us about your role – what does a typical day look like for you? There is no typical day! I’m fortunate to be […]
Naeem Alvi-Assinder is the Founder and Managing Director at brand strategy and design agency, Notepad. I chatted with Naeem to find out more about Notepad, its ethos, and what he thinks are some of the key factors for brand growth in 2022. Tell me about Notepad – what was the motivation behind starting the company? […]
Ben Potter argues that although many agencies have become more efficient during the pandemic, there are still those that must sharpen their positioning to prevent common mistakes in pitching.
Location data is a valuable commodity and its value is only increasing as the war on cookies intensifies and some marketers embrace it as a “cookie for the real world”.
Location, location, location. Advertisers know it’s important, which is why they often target users by their location. Location represents more than a place; from it, advertisers often make inferences about everything from intent to demographic characteristics.
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.
There is currently a thirst in the industry for a solution to bridge the gap between television advertising and online advertising.
If I asked you to think of your favourite advert, what comes to mind?
The popularity of streaming shows no sign of waning.
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
We are currently in a new age of audio opportunity and potential.
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.
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.
Keep up to date with the latest advertising statistics via the Internet Statistics Database. Browse, save and export charts as you go.
