In this blog, MEC's Ed Kitchingman suggests that Social media hasn't set the ad industry back, nor is it a poor misguided cast-off. Brands that get it right, benefit from campaigns with greater reach, engagement and creativity
Ian Leslie wrote a much-praised piece last year in the Financial Times on 'How the Mad Men lost the plot'. the article critiqued the ad industry and its previous obsession with digital. It's a good read and makes some great points.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like 'attribution fraud'.
Years ago, when the internet was young, a digital strategist held forth at a party. "The thing about digital marketing," he said "is we know everything about customers and precisely how they respond to our ads. Online everything is measurable."
This guest post is written by Ollie Henderson, Founder of engagement marketplace, Silence Media
As digital ad spend reached a record high in 2015, the cost of ad fraud also rose to an estimated $18.5 billion – accounting for 34% of overall digital expenditure. It’s hardly surprising, therefore, that ad fraud and viewability remain at the top of the agenda as the new year begins.
Ad tech has become integral to agencies' need to future proof, but agencies must continue to adapt their traditional models and fully embrace what technology has to offer, if they are to keep pace with client expectations, according to the buyers, managers, directors and business owners AdRoll surveyed for its report ‘Welcome to the Era of Mad Tech'.
This post is by Mobbie Nazir, Chief Strategy Officer, We Are Social
Predicting the future is a dream as old as history, from consulting the Oracle at Delphi in ancient Greece to the work of Nostradamus in Medieval France. This fascination has persisted into the modern day, which is littered with visions of the 21st century that never came true - but that doesn't stop people and organisations from trying to see what's around the next corner.
Today, we make forecasts all the time - from predicting traffic flows to the demand for turkeys at Christmas. Traditionally, these predictions have been based on what people have already done - but now with the wealth of real-time data available at our fingertips, we're starting to see models of prediction of how people are "about to act".
Programmatic is not a revolution, but a necessary evolution and will drive agencies, advertisers, and media owners to understand and develop new ways of collaboration.
This post is by Martin Beauchamp, MEC.
The rampant rise of programmatic would not have failed to grab your attention, the industry is buzzing with excitement around the opportunities it can deliver on. according to e-Marketer its growth is rampant and puts programmatic digital display ad spends in the UK at £1.80bn (66%) in 2015.
Simply put, programmatic is becoming the new normal and is something agencies, advertisers, and media owners must now strive to understand and develop new ways of collaboration.
This post is by Chris Childs, Managing Director, UK, TabMo.
Smartphones have overtaken laptops as the most important device for connecting to the internet in the UK (Ofcom Communications Market Report 2015). To engage with their target audiences, advertisers are therefore looking to run mobile campaigns, with programmatic trading increasingly a key element.
But for campaigns to be as effective as possible, mobile advertisers need to be proactive. The following issues should be explored in detail when looking for a programmatic provider:
The advertising industry "has made it a principle to abuse the consumer," declared Roi Carthy of Shine during a panel debate at the IAB's recent Video Conference. Shine, the Israeli start-up supplying ad-blocking software at a network level, is used to making waves, most recently by taking out a full page ad in the Financial Times to have a swipe at the Interactive Advertising Bureau. That – unblockable – ad showed the famous image of Muhammad Ali standing over a floored Sonny Liston with the line: "The @iab knew we could block. Now they know we can punch, too".
Carthy went on to claim that mobile advertising was more likely to maliciously affect users than malware. "This genie is not going back in the bottle," he said of ad blocking.
For the past 5 years, SaleCycle has been tracking online cart abandonments – more than 1 billion of them in fact. Now that's a lot of data to sift through. They thought it was about time they shared what they've learned, so here are their top 10 headlines.
This post is by Jerry Wright, secretary, and Pedro Silva, president, of IFABC.
The decision we have made to replace the 'circulation' in our name to 'certification', after over 50 years, is not just a trivial one and a bid to keep our well-known acronym the same, though that factor is not to be ignored. Our name change is more than that, but reflects the evolution of media business models worldwide and more appropriately points to an increasingly digital future.
The old institution of the ABCs – Audit Bureaux of Circulation – which the media industry has come to know, love and maybe even fear a little, was no longer fit for purpose. The term 'circulation' has become archaic and synonymous with our print-bound past. It simply does not reflect how the explosion of digital media consumption worldwide has irrevocably shifted or the way that publishers have recognised they must not just engage, but, so much more crucially amidst ongoing economic pressure, make money from new channels.