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A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
With two thirds of adults now connected to at least one Social Media platform, its rise over the past few years has been staggering.
It’s hardly surprising therefore, that companies have followed consumers on to these social platforms in an attempt to engage with them and get noticed.
What is surprising however, is that some brands don’t seem to have put much thought into their social engagement strategy; they’re more about being social for social’s sake, rather than being social by design and really understanding what it is they want to achieve by connecting with existing and prospective customers via Social Media.
If you're an avid user of popular social media sites, there's a decent chance you've been exposed to the significant criticism that's been leveled at NBC over its tape-delayed coverage of the Olympics.
While the media giant is live streaming events online, NBC's rationale for airing the biggest events on a broadcast tape delay is simple: it can earn far more advertising dollars by capturing prime time eyeballs. That's important given that NBC isn't guaranteed to make a profit from the Olympics given the costs associated with airing them.
A wise man once said that “you always fear what you don’t understand” and, despite being over a decade since its initial conception, people still fear performance marketing.
The wise man in question was Carmine Falcone in Batman Begins, and for a brutal leader of Gotham’s criminal underworld, his philosophy certainly rings true.
I don’t think there are obvious comparisons to performance marketing and Batman, although it is nice to think that our industry is the anti-hero striving for universal approval, but his simple ethos has been resonating loudly throughout the performance channel recently.
New research from the IAB shows that when it comes to advertising on tablets, interactivity is key.
A quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads.
A majority of respondents (55%) also agreed that tablet ads can do things that other media can’t.
So how can marketers take advantage of this opportunity?
Here we round up nine of the best interactive ads that have appeared on iPad.
Using a second screen while watching TV is now the norm for most consumers, whether it be a laptop, smartphone or tablet.
Gone are the days of sitting glued to the screen for an entire episode of EastEnders or tolerating ad breaks, nowadays viewers have other options if the action on-screen is a tad dull.
Our recent report, The Multi-Screen Marketer, shows that 52% of respondents that own a television and computer are likely to be using another device while watching TV. This rises to 60% among smartphone owners.
The Olympics is the perfect opportunity for brands to grab viewers’ attention with second screen apps as people will be hungry for updates and stats from other events while watching the live action on TV.
If you're a retail brand or online retailer, the popularity of services like Pinterest is a reminder of the prominence of images online. Each day, countless photos are uploaded and shared on the web, and many of them relate to products brands and retailers hope to sell.
Which raises an important question: how can they capitalize on this?
American Eagle (AE) was founded in 1977 and now has over 1,000 stores in the US, Canada, Asia and the Middle East. As more and more customers are moving online, AE has been adopted a strategy of bringing offline to online and vice versa.
When you have a store front, it's much easier to get your offline message out to the customers who love your product. They are already coming in to buy so you have a chance to integrate that experience with an online one or just make them aware you have one!
Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.
But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.
You’re in the doctor’s office as she tells you that she’s very sorry, but you have lymphoma. Later, before you walk out of her chilly exam room and into your changed life, when you ask how you can find out more about your disease, she says, “Whatever you do, don’t go looking on the Internet.”
Yet that’s precisely what you will do because guess what: Looking for health information is the third most popular activity online, according to a Pew report released last year.
That “human capacity to be online? That’s the most powerful tool any organization has,” said Dr. Farris Timimi, a cardiologist at the Mayo Clinic and keynote speaker at the annual Social Communications and Healthcare conference organized by the Business Development Institute in New York City last week.
Timimi has made his name in digital circles praising the benefit of social media for healthcare and, more importantly, for science.
Multi-screen activities while watching TV are very common with many viewers also on their computers, tablets and mobiles.
According to the Econsultancy/ IAB report, The Multi-Screen Marketer, the way viewers engage with their other screens changes depending on what program they are watching.
We've broken down the percentage of commerce and non-commerce activities for seven major program areas as well as highlighted the top activities for specific programmes and put them in a handy infographic.