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.
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.
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.
When has a week gone by for you when you haven’t shopped on line for a brand? For most of us in our team at least, shopping online or using mobile during the shopping experience has become a habit.
From Showrooming (looking at products in store and buying on line), to Webrooming (looking at products on line and then buying in store) to Boomerooming (researching on line, seeing and touching the product in store and then buying on line) we are changing our shopping habits and the implications for retailers and brands is profound.
Partnership, collaboration and the brave new world of media and marketing in the technology era
This post is by Fay Miller, Marketing Director, International at The Exchange Lab.
We've only just begun was the theme for the 10th anniversary of IAB Engage where the media, marketing and digital digiratzi assembled. Digital is in a state of disruption, the traditional media model is in a state of flux and marketing continues to collide and overlap with technological innovation. This is all happening at speed and it's the pace of change that almost everyone seems to be struggling to keep up with. It was the one thing every speaker seemed to agree on, that and how it's only going to get faster.
This post if by Guy Norwell, Business Development Director, UK & EMEA at RedWorks.
Over the past few years, as more and more brands look to achieve one-to-one marketing, personalised content has become the buzzword that everyone wants to own and the area every agency wants to be seen as expert in.
In the rush to deliver this personalised content and be seen as the people to turn to, agencies have gone to battle, vying for the lead position in this evolving discipline. At the forefront of this battle, hoping to position themselves as the organisation of choice, have been the advertising agencies – focusing on their ability to create and tell stories. However, in the era of personalised content, advertising agencies are arguably the least fit to take this crown.
Our instincts are key to survival but as we explore in this blog post, we don’t believe they are enough for us to thrive in such rapidly and dramatically changing digital times.
Last month we delivered a lecture for the London Marketing Academy entitled “From Surviving to Thriving, Sharpening your Instincts for the Digital Age,” in which we covered 4 instincts we need to sharpen for success in the digital age...
This post is by José Luis Valdivielso, COO Affiperf Espana Latam. He spoke at the LATAM Festival of Media in Miami and regularly visits Latin America to promote the benefits of programmatic.
Until brands start demanding more automated inventory and agencies develop the necessary skill-sets, Latin America will always lag behind its European counterparts.
Last year, €878.4 million was spent on digital advertising in Spain. That's a 21% share of the overall advertising spend, second only to TV. This year, it's expected to rise again and could reach €1 billion by the end of 2014.
This post is by Grant Allaway, Group Managing Director at ad2one.
Programmatic – it's the buzzword of the moment, but there's a reason for that. All sorts of brands have publicly declared their commitment to programmatic recently, from eBay to Coca-Cola to Kellogg's. It seems that brands who weren't keen to use programmatic are now on board – we know this through the recent launch of our premium marketplace, where brands can operate as publishers in their own right. But why is this and how can publishers ensure they get the most out of programmatic?
Firstly, addressing the issue of why publishers are suddenly joining the programmatic party, recently questions around brand safety and best practice have been answered in more detail, meaning that issues around inventory quality and transparency are no longer as much of a concern.