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Author: Ben Davis

Ben Davis

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

real

Six advantages of real-time bidding for publishers

There's no doubt there are still issues with programmatic advertising; fraud, poor creative, and a lack of transparency from media agencies cause much debate.

Despite this, real-time bidding (the automated auction of ad impressions) has many obvious advantages for publishers.

So, I thought I'd help programmatic newbies with a list of the benefits of RTB.

0 comments
twitter and facebook logos

Facebook & Twitter make UX changes in fight to stay social

Facebook and Twitter may be experiencing contrasting fortunes when it comes to monetising their user base, but they share many of the same problems.

Chief among which is the need to satisfy personal users and business users.

Both platforms need to maintain an enjoyable social network that helps users communicate, while allowing publishers and brands to prosper.

Facebook and Twitter have recently made changes towards these ends. Let's have a look.

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tete a tete

Why email is the king of one-to-one marketing

Marketers in the West are currently fascinated by WeChat's success in the East.

I think part of the fascination is that something other than email is being used for one-to-one marketing and communication.

Companies are interacting with consumers in all sorts of inventive ways through this ubiquitous messaging app.

It got me thinking about one-to-one marketing, and the fallacy that certain channels can provide it.

5 comments
apac

The best APAC digital marketing stats from January 2016

India, Australia and China feature prominently in January 2016's APAC stats roundup.

Mobile payment, online retail growth, martech, ad spend and Netflix are all in the mix.

For more statistical fun, subscribers can download the Econsultancy Internet Statistics Compendium.

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creative programmatic

What are the advantages of RTB for buying display advertising?

If you're new to real-time bidding (RTB) in display advertising, the acronyms can be an obstacle to understanding a fairly simple concept.

It's just like PPC; using real-time auction technology to sell ad space, often to a known or lookalike audience (which you may be familiar with via Facebook advertising).

0 comments
subscribe

Six things that make a good subscription service

In my right hand I have a mug of Brazilian coffee (Fruit and Nut Espresso).

The coffee was delivered through my letter box yesterday, courtesy of Pact Coffee, one of many coffee subscription services.

However, Pact doesn't like to think of itself as a subscription service. Its founder, Stephen Rapoport, believes many subscription services work for the business but not for the customer.

So, if the model is often abused, just what makes a good subscription service?

4 comments
novel

Eight novels digital marketers will enjoy

There's no accounting for taste, but I often think it a bit of an anomaly that many of the world's incisive businessmen and women spend their spare time with their heads in books that look like they came from the self improvement aisle of an airport book shop.

I'm sure you know the business books I'm talking about - they have grandly ambiguous titles and include hyper-extended metaphors.

Perhaps these books are more useful than my blog posts, but I'd like to recommend some alternatives all the same.

4 comments
hope locker

The smartest experiential & charity marketing campaign you'll see this year

I had to cover this campaign trial by WaterAid.

It's creative on so many levels.

You can watch the explainer video below, then I've added some thoughts on the work.

3 comments
economist ad

The Economist: finding new readers with creative programmatic display

For a while now, many have bemoaned the lack of creativity in display and programmatic advertising.

The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process.

Proximity London was behind the work, marrying provocative content and contextual targeting to help The Economist target new users. 

1 comment
aldi website

Online shopping at Aldi: Is it any good?

Aldi has begun selling its much vaunted wine selection online, with plans to add its Specialbuys in spring.

I've had a scoot through the updated website of the Masters of Marketing Brand of the Year, to see what's worth noticing.

Here we go...

0 comments
google

Does your SME need an SEO agency? Here's how to decide

Should SME owners employ an agency to carry out SEO?

Of all the questions we get asked at Econsultancy, this is the one that always jumps out at me.

We get asked by SMEs that are using an agency and not seeing great results, as well as those who haven't yet attempted anything in earnest, either in-house or with a partner.

15 comments
people.io

Start Me Up! People.io allows people to monetize their personal data

Despite consumers becoming more comfortable inputting data online over the past decade, 2015 saw mounting pressure on crappy ad formats, data resellers and unsolicited communication.

It's in this context that people.io launches today, a platform that allows consumers to benefit from giving away their personal data.

We caught up with the team...

1 comment