As the number of ad technology vendors grow and their functions expand, companies continue to implement more and more tags on their websites.
This process takes place in stages and incorporates various departments in the organisation, often without a central role governing their organisation.
This can result in a slower, less efficient, and more vulnerable website. Over the past five years, the average number of elements per page has doubled from 50 to over 100.
In an increasingly complex online advertising environment driven by analytics, ad delivery and site optimisation, how well are companies managing the many scripts and cookies found across their websites?
Digital ad spend in Australia reached $3.3b last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.
Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m.
The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.
In an attempt to deliver more tangible returns from their social media investments, brands are falling back on tried and tested methods of 'pushing the needle', most often using the familiar tools of advertising.
This partly stems from the misuse of 'proxy' measures in determining social ROI, such as followers, likes, shares and fans. None of these deliver value and are easily abused - with many marketers seeing them as just another contact list.
However, advertising and social media are like oil and water and should never be mixed, here's three reasons why.
Seeing an ad outdoors has a greater impact on us than one served to our laptop or phone. We come across it, 'discover it' if you want to be properly cheesy, we trust it more, and the creative is tied to a more unique and memorable set of circumstances.
This is of course debatable; there are lots of caveats, but I believe it to be true.
Bear with me on this post, there is going to be some pontificating on a Brian Cox-esque scale (for non UK readers, he's a TV broadcaster who gets very reflective about the universe).
The official launch of the Twitter Ads API was inevitable but still important for the marketing ecosystem. One of the world’s biggest human-fed and –curated platforms has taken a step in the right direction – using technology to help make marketers’ lives easier.
Twitter is taking a page out of the playbook of Facebook, which started its journey toward a mature advertising business with its own API in 2009. They built on this success with the launch of Facebook Exchange in 2012. As one of the original FBX partners, we have seen the data and scale available become important to many top brands.
2013 is the year of content marketing, and that means an increase on eye strain and inbox space for the editorial team here.
As Econsultancy's Content Marketing Executive, I schedule and source content from contributors that might align well with our reports, and there are a few things I'd like to highlight as tips for both PRs and journalists working with Econsultancy.
This includes what we do and do not cover on the blog, and pitching best practice outlined below.
Though the definition of social TV does expand beyond second screening to the advancement of technology in our TVs themselves and the interaction with programming, it still often relates to how consumers use their tablets and mobiles while watching traditional TV programming.
With the rise of video in 2013, it is only natural that we will continue to look at our relationship and interaction with all of our devices. As the use of mobile while watching TV is steadily increasing, 2013 may bring more overlapping content that moves beyond advertising.
This month, photo-sharing app/hipster lifestyle accessory Instagram is changing its terms of service, and as expected, it’s caused the usual round of shouting and boycott threats to emanate from users.
Personally I don't think it's any great shock or cause for outcry, but I do think it may be indicative of a deeper problem within the marketing and advertising industries: underestimating our customers...
Without a doubt, the most significant media disruptor in recent history has been the internet, and it’s reasonable to consider the last 10 to 15 years the “internet era.” If the long history of disruptions has taught us anything it is that we need to ask, what era will be next?
Even if we can’t predict the future, we need only look around us in digital media and technology to guess and stay informed of what’s down the road. As we have seen how quickly prominent companies have fallen, foresight is sure to pay dividends for marketers, publishers, and generally everyone who interacts with the world around them.
It’s a time for bold statements. It’s a time for stretching the imagination to glimpse at our future “beyond the internet.”
Australia dominated the Digital Asia Awards this month, bringing home more trophies than any other country involved. New Zealand also did incredibly well, tying for fourth place in the final trophy tally.
The Digital Asia Awards, organised by Lions Festival and Haymarket Media Asia, are a celebration of the best that Asia’s digital marketing industry has to offer.
This year the event was held as part of a two-day Digital Asia Festival in Beijing, allowing over 300 members of the digital industry to come together, share inspiration and network.