When can Facebook advertising challenge Google?

As Google approaches its 16th birthday, it is virtually impossible to question its value to online businesses.  

Over the last decade, companies from almost every sector have used the search giant to grow and reach customers that were previously inaccessible.

But with costs and competition rising, when can we look to Facebook as a real alternative?

I thought it would share some of my experiences to help invest your budget in the most effective way.

CPM is dead: a guide to viewability in online advertising

We are all exposed to display and video advertising and we all have a view on its efficacy.

In this post I’m going to take a beginner’s look at measurement in display and video advertising and ask if advertisers are finally getting a good (read ‘transparent’) deal.

How is improved measurement across display advertising changing the nature of the web? Will it start to feel lighter on ads as advertisers demand their ads are not just served but viewed by a human being?

What are the standards for viewability and if the networks are adopting them, is this the death of the impression?

What is retargeting and why do you need it?

This is an exercise in trying to figure out whether or not retargeting can be done effectively and responsibly.

Much like similar posts where I looked at native advertising and content marketing, this is also a ‘beginner’s guide’ in which I uncover what is meant by the term retargeting, how it works and what I generally consider to be ‘best practice’. 

First of all, let me tell you of my own experience of retargeting and the almost detrimental effect it had on my marriage proposal.

Is ‘ad-bombing’ ruining the internet?

Poorly placed ads are spoiling the internet for millions of UK consumers, with 87% saying these messages regularly get in the way of what they are trying to view online.

The survey of 1,900 UK web users was sponsored by AdPlus, a browser plugin which allows customers to only see ads from brands and markets that interest them.

Obviously there is an agenda here, but it’s hard to deny that ads can be intrusive and annoying, and I do wonder whether such plugins and ad blockers are just the natural response to bad UX. 

On the other hand, publishers offering free content need to pay the bills somehow, and perhaps more web users need to understand that. 

Will the number of consumer reviews in PPC ads affect credibility?

Consumer reviews work. They have been shown to drive sales, and so now they are used by most retailers online. 

The problem is, marketers know this too, and it’s no surprise that reviews are used as much as possible, particularly to improve seller ratings for PPC ads. 

Having looked into this recently, i wonder whether the sheer volumes of review gathered for some brands’ seller ratings are diluting the effect and making the feedback less valuable for other customers. 

How to win at driving app downloads

According to Juniper Research’s latest report, they forecast that over 160bn apps will be downloaded globally onto smartphones and tablets in 2017.

Although the UK is the most expensive country in the world to drive app downloads, with 58% of the country owning a smartphone and 19% owning a tablet, the UK represents a lucrative territory to crack now and increasingly so in the next four to five years.

Here we’ll take another look at InMobi’s App Insight Report, released last week, and reveal some key insight and advice on how your company can best drive app downloads on mobile and tablet.

The science of sharing videos: marshalling the subjective

As we’ve just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.

If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.

The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.

With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.

What if web ads became opt-in?

Brazil is set to be a busy place over the next few years with a World Cup and an Olympic Games to host. These grand events not only bring with them some of the greatest sportspeople on the planet, they’re now synonymous with money via an influx of tourism and a strong scent of advertising dollars.

This need to satisfy the interests of big businesses could be interesting in São Paulo (the world’s seventh largest city) where in 2006 the local government enacted Lei Cidade Limpa, (the Clean City Law) which banished all forms of outdoor advertising.

Imagine if one day, those who control the web decided that advertising was no more: leaderboards, skyscrapers and rollovers, all resigned to the Wayback Machine.

Three important marketing lessons from Apple’s latest iPhone adverts

The next few years will be interesting for Apple. With innovation inevitably slowing and consumers becoming aware of its incremental design tactics there will be worries in the camp.

But regardless of these growing concerns, there is no question that Apple is still marketing in a way which is incomparable to any other brand.

While the company is still innovating in its marketing output, we should take a second to learn a thing or two…