Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry. And along with that data, more management platforms - generally more stuff.
With this stuff has come the early association of poor-quality, irritating advertising that is so ineffective as to induce users to download ad-blockers. It feels a little out-of-control – too powerful for human hands. This is because humans, consumers, are deeply complicated and bring with them a set of constantly shifting needs and demands. In a sense, what has happened is that we've discovered our own complexities, and these show no sign of falling into line any time soon.
Assessing the current adoption of and attitudes towards digital video advertising from both buy and sell-side stakeholders is important to elevate industry understanding and identify areas for guidance.
This guest post is written by Timo Tuominen, senior software consultant at digital innovation consultancy Futurice.
Sectors ranging from banking to retail are drawing lessons from the success of Pokémon GO, a global media and marketing phenomenon. Closer to home, this location-based, augmented reality mobile game provides four clear learnings for the burgeoning gamification app and pure gaming sectors.
Four out of the 30 shortlisted papers for this year's Warc Prize for Social Strategy were from financial services brands. For a sector renowned for uninspiring advertising, that's a pretty good result. Perhaps what's more surprising is that the four campaigns could not be more different, incorporating an insight-driven database, a content-rich campaign designed to simplify finance, a push for student accounts and a nudge to get thinking about your retirement years.
Debbie Weinstein is Director, Brand Solutions & Innovations (EMEA) at Google. This year, she will appear at Warc's Future of Strategy event at Cannes 2016
Warc's case study editor, Lucy Aitken, interviewed her earlier this month.
This guest post is by John Ounpuu who is co-founder of Modern Craft, a digital strategy agency . @jounpuu
Econsultancy recently published a detailed report on Marketing Budgets in 2016. According to its authors, the report is "a bellwether for the health of the marketing industry." This 54-page document contains the word "strategy" a grand total of (wait for it) once.
It's a sign of the times. Because, these days, strategy seems to be falling out of fashion. But why?
Stephen Hawking, among others, has said that artificial intelligence (AI) is the beginning of the end. The end for us, anyway. I must say that I am inclined to agree. Recently, a futurist was telling me that D-Wave, the quantum computing system from Google and NASA, is one million times faster than the fastest computer today. And that IBM's cognitive learning labs are self-learning without any human direction needed. They will be the future of trading and a great many other things.
The latest content on Warc includes new insights on digital ROI, brand growth and the rise of crowdfunding. There's also new analysis on the Warc 100 plus case studies from the Warc Prize for Innnovation and the ARF Ogivly Awards.
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I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling', so let me tell you a tale.
Humans love stories. We use them to make sense of the world. When we cannot understand something, we use stories to explain it to ourselves, and each other. Stories are everywhere because everything is literally complex, the product of many things interoperating and creating endlessly emergent effects.
This guest post is from Mobbie Nazir, Chief Strategy Officer at We Are Social
This year I have the pleasure of once again judging the Warc Prize for Social Strategy, the Prize designed to recognise work from all over the world that uses social ideas to drive business results. Last year's brilliant, diverse winners proved just how much social marketing has evolved. In fact the work was so diverse it was difficult to distinguish a clear set of "best practice principles" - which is partly because the category is moving so fast but also partly because social has the power to impact so many different aspects of a brand's business. From marketing to product and service innovation to customer service.