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Those that have used Medium (300,000 have published there) know it to be a slick and enjoyable tool.
But now Medium has decided it's a platform and not just a social network for writers.
So, what should marketers know about Medium?
For years, brands and publishers in particular have been warned of the dangers of wallowing too far into Facebook.
The rationale was that if brands didn't prioritise their own publishing platforms (apps and websites), they would be vulnerable if Facebook decided to shake things up.
2016, to my mind, has seen the old argument finally put to bed, as Facebook steams into new features and publishers realise the art is in hedging bets and learning as they go.
The Economist has caught the eye of late, with notable successes in creative programmatic and experimentation with social platforms.
I caught up with Heather Taylor, Director of Content Strategy at The Economist, to ask a few probing questions.
The ad blocking debate continues to rage on, showing no signs of slowing. A tsunami of mixed opinions and bad misunderstandings.
The latest high-profile figure to publicly grab the wrong end of the stick entirely is culture secretary John Whittingdale, who last week referred to ad blocking as “a modern day protection racket” in which publishers have to pay to appear on a whitelist.
Just when you think things can’t get any worse for the publishing industry, somebody goes and hammers another nail in its coffin.
Well, it’s not quite as dramatic as that. But recent news from mobile network provider Three certainly got the ad industry talking over the weekend.
The network has announced that it will roll out ad blocking technology on its network after initially trialling it in Italy.
The new Quartz app is fun, perhaps divisive, but bang on trend, showing us what content distribution might look like soon.
When Quartz was founded, it was pretty revolutionary for news on the web - mobile first, big bold text, single stream layout, changing topics, great data viz, free to use (!), a daily digest email, etc.
Since then, it has adapted somewhat to compete with click bait on social media, but hasn't really been 'bleeding edge' in rapidly-evolving mobile.
The Quartz app changes that. Here are six things to take note of, that all media companies should be investigating.
At the beginning of 2016 things are much rosier at The New York Times than they were two years ago.
Though print is still suffering, there seems to be a greater degree of parity between the incumbent's digital know-how and that of new online-only upstarts.
The paywall is bearing fruit, social media platforms court its content and Google is trying to shine a light on longer form journalism.
The paper has shown itself again to be a restless experimenter across digital platforms and with new digital technology.
'Please turn off your ad blocker!' The plaintive cry echoes down the tubes of the internet.
Although the ad blocker dilemma is a complex and important one, I get perverse enjoyment from reading the different messages that publishers display, imploring users to disable their ad blockers.
Here are 10 of them.
Our latest Digital Shift presentation is here, and it’s packed full of exciting predictions and marketing trends.
From new approaches to content, to wearable tattoos and the changing ways in which marketing functions integrate with the rest of a business, there is plenty for marketers to get stuck into in the coming year.
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.
The content marketing gold rush doesn’t seem to be slowing, and articles advising brands they need to jump on the bandwagon continue to plague the internet like timeshare salesmen in 1970s Spain.
But does your brand really need content marketing?
Maybe. Personally I’m pro-content, but I also don’t believe enough thought goes into why and how brands are doing it.
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.