This post is by Ari Levenfeld, Senior Director of Privacy and Inventory Quality at Rocket Fuel.
It has been forecasted that ad fraud in 2014 will cost brands £6.5 billion ($11 billion), according to the Internet Advertising Bureau (IAB). This represents a 22 percent increase in the level of fraud seen in 2013 and means that between 25-50% of digital ad spend could be wasted on ads that are never viewed by humans (Association of National Advertisers).
With the global digital ad spend expected to be worth $121 billion in 2014, it is little wonder that more and more criminals are realising the money-making potential the online advertising world has to offer.
This post is based on a webinar Warc hosted in partnership with comScore. The full webinar is available to view here.
Are you getting the most from our digital advertising? Given the continual developments in techniques and measurement of online advertising it can be difficult to benchmark success. On November 18 Paul Goode, svp regional marketing at comScore, brought some clarity to the conversation. Drawing on years of in depth global research, comScore has produced six guiding principles that help shed light on the state of the industry and enable more effective planning and improved results.
There's a brief overview of the six lessons learned below, for more in-depth findings watch Paul's webinar.
The big debate is on. Has John Lewis done it again with #MontyThePenguin? Or might Sainsbury's have pulled it out of the bag?
John Lewis has done so well with its Christmas ads in the past that people have begun to anticipate its launch. This year was the turn of a cute little penguin in search of love – lovely, but perhaps not quite as powerful as previous campaigns.
The Warc Prize for Asian Strategy went live on warc.com last night. Warc subscribers can browse all 176 of them here. The awards recognise the best strategic thinking in the region - campaigns that demonstrate interesting and original ideas that help a brand meet its objectives.
Hindustan Unilever won the Grand Prix award while
The Akanksha Foundation,
NetEase, a Chinese news portal
Gillette were awarded Gold.
I’ve dug a little deeper into the 176 case studies to showcase several campaigns that stood out - perhaps for their innovative use of media, or for successfully overcoming difficult marketing challenges.
This post by Christopher Snowdon, director of lifestyle economics at the Institute of Economic Affairs, was originally published on that organisation's blog.
The economist Julian Simon once wrote that 'the economic study of advertising is not deserving of great attention', ruefully adding that 'this is not a congenial point at which to arrive after spending several years working on the subject'. Few economists dedicate as much time to advertising as Simon. Most ignore it altogether because its impact on a nation's economy, though broadly beneficial, is not seen as being terribly important from their perspective. Advertising is certainly important to businesses because it helps decide how much of a given market is taken by each firm, but it does not typically increase the size of the market itself.
This fundamental point is often missed by the critics of advertising who see it as a powerful and malign force that enables businesses to exert control over the hapless public. The most common complaint is that clever marketing manipulates people into buying products that they do not really want while encouraging a culture of rampant consumerism. Some want advertising heavily restricted or even banned.
This post is by Richard Hocking, EMEA Director of Performance Marketing & Mobile Development at Starcom MediaVest Group.
With the increased emergence of new technology within the household, UK homes now possess on average 10 connectable devices, as a result cross screen planning, activation and tracking has quickly become a necessity for agencies and brands.
However, stitching together the customer journey across smartphone, tablet and desktop, each with their own tracking nuances, is no easy job. Historically the key method of tracking users online has been via the cookie – which functions across desktop, but is relatively useless across mobile devices; both mobile applications and Apple's Safari browser are cookieless environments.
Advertising expenditure in magazine brands dipped 6.7% year-on-year in Q2 2014 to £254m, according to the latest data from the Advertising Association/Warc Expenditure Report. This is the 35th consecutive quarter of decline for the sector, with growth last recorded in Q2 2005. But, according to the latest forecast, adspend growth should finally return for magazine brands – including both print and digital platforms – this time next year.
Of the print media, it is magazine brands (alongside the regional press) which have fared worst as spend has shifted online. Looking at the chart below, we can see that from a peak in 2000, print advertising in magazines has more than halved, dropping from £2,020m to just £786m in 2013.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the question 'is it ownable?'
Here we go again, we thought. It has happened so many times before. A senior client eagerly anticipates the unveiling of a new campaign idea. The reveal and the slow smile. He really likes it. It will stand out brilliantly – generally and from his competitors. He agrees with us that this will be an intriguing and distinctive tone of voice.
He doesn't even mind that we are not showing the target audience in the ad. But then we show our endline, which sums up the campaign idea and would be used across all our communications. He seems to like that too… at first. Then the moment's pause. And the four-word question: 'But is it ownable?'
It's interesting how often this question crops up. And it's interesting, too, how little it is challenged and picked apart to understand what false thinking might lie behind it. So what does it mean for an endline (or any other brand property) to be 'ownable'?
This post is by Joy Dean, head of partnerships at Widespace.
Despite the meteoric rise of smartphones and tablets, mobile advertising has yet to be truly embraced by the vast majority of marketers and advertisers. A significant issue we face comes down simply to traffic versus revenue. While mobile traffic numbers are on the rise, this has not yet translated in terms of revenue. Indeed, when speaking to a number of publishers at a roundtable event in London recently, it became apparent that many are seeing around 50 per cent of their traffic on mobile, yet this is not reflected in overall yield. And there are still more issues that when boiled down come to convincing the industry that the future really is on mobile.
The answer, for now at least, begins and ends with market education. At present, despite what we first thought, the advertising industry is not yet convinced by mobile. Too many sales teams and publishers harbour a fear of mobile, thinking of it only as an add-on, or gimmick, and not as a branding channel that will add value to their organisations or publications for years to come.
Earlier this year, we announced the Warc 100 – our ranking of the smartest marketing campaigns and companies of the year, based on their performance in effectiveness and strategy awards. And taking the number one spot on the creative agencies rankings was an agency far from the traditional ad industry powerhouses of London and New York: Colenso BBDO, based in Auckland, New Zealand.
Colenso had an exceptionally strong showing on our ranking of the top 100 campaigns of the year, with work for food brand Tip Top, V, the energy drink and Mountain Dew all making the cut. But how can other agencies learn from all this success? According to Andy McLeish, Colenso's head of planning, replicating this success is a matter of taking risks, establishing clear metrics... and keeping clients' trust.