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Contrary to some reports, display advertising is alive and well.
However, marketers must rethink their approach if they want their online ads to drive engagement, clicks and conversion.
The World Cup in Brazil has created an online buzz;. Swathes of content have outpoured online and social media activity has been off the scale.
While England, Spain and Italy will be licking their wounds and flying home in disappointment, we take a look at what comparisons can be drawn between native advertising and the sporting event of the year.
Hello Brian. There are many ways an online ad can be personalised and targeted.
In this introduction to personalised ads online, I thought I'd order the information by marketing channel, rather than by types of targeting.
Ads can be targeted to behaviour, demographic, time and audience. Most people think of personalisation as a little more tailored than, say, device type, and more about personal information that a company has about you, be it name and age, or browsing and purchase behaviour.
Personalisation, despite implying one-to-one interaction, is often a more sophisticated automated and rules-based take on traditional segmentation of a database and delivery of a marketing message.
It can be based on information you have given to a company or on information inferred or collected with tags, or matched up with third-party data.
With marketing technology becoming more sophisticated and at the same time arguably easier to use, personalisation is an area set for prominence in marketing over the next couple of years.
CRM software allows companies to tailor web experiences to different segments of users and this redefines the purpose of a previously static web page or marketing message.
In this post though, I'm concentrating on advertising online and how it is personalised. Away we go!
Publishers are increasingly embracing real-time bidding via exchanges and SSPs, according to a new Econsultancy report.
Our Online Publishers Survey Report also shows how more publishers are using data to improve the effectiveness of advertising.
Here are a few tasters from the new report...
In the paid search world, 2013 was as busy at it gets. Major changes to Google included the Enhanced Campaigns migration and rise of Product Listing Ads (PLAs) not to mention the maturing of Facebook as an advertising platform.
However, one of the biggest shifts was outside of paid search with Google’s move to [not provided] on SEO keyword data removing visibility for advertisers in the SEO channel, boosting paid search in the process.
This is fantastic for those of us who work in paid search, but what is next? Looking forward I’ve been thinking about what will be the hot search marketing topics in 2014.
Online video has always felt to me like one of those technologies where brands have varied massively in their commitment to innovate.
That was kind of understandable until the last couple of years, as YouTube and video streaming (NetFlix, NOW TV,4OD etc) are now so pervasive.
With brands committing to more online video advertising, it’s obvious the technology will be maturing. In effect, what’s possible on your website should now be possible in an online video ad.
As web viewers aren’t captive in the same way live TV viewers are (even they can go and make a cup of tea), advertisers have to get cuter at delivering changing and tailored ad content that is essentially fun or useful enough to be voluntarily engaged with. A tall order?
Well let’s look at what can be achieved? Here are a few examples, mostly taken from Innovid, who I chatted to last week.
Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.
Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.
There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.
The fastest growth in ad spend is coming not from mobiles but from tablets. Campaigns for tablets are often grouped with mobile, and yet consumer behaviour is different on each.
Understanding that difference is critical in creating an effective campaign for tablet users.
Internet advertising has seen a rapid proliferation over the last decade and in 2012 is predicted to outrank print ads, becoming the second-biggest global media category after TV.
The downside of this explosive growth is that consumers are becoming overwhelmed with commercial messages, making it increasingly difficult to get what’s relevant, important and interesting for them.
As such, it has never been more important for brands to cut through the advertising clutter and reach the right digital audience.
Infographics are becoming more and more popular in digital marketing circles in the Middle East, particularly as the volume of statistics, market data and research increases in the region.
Here we round up five of the most interesting infographics we've seen in 2012, related to internet marketing, online trends, and social media.
Search budgets have increased by 19% over last year, Facebook spend has doubled in the same period, and the money for Facebook campaigns isn't cannibalising other online budgets.
Anyone in the online marketing space from large, million-pound retail sites to a retired teacher who sells animal portraits are subject to new and changing regulations, updates and directives.
The responsibility to understand these new regulations now falls not just on those marketing online, you now just have to be online.