This guest blog is by Scott Curtis, European Mobile Strategy & Development Director, Starcom
Google's quest to continue its dominance of our digital spend continues with its latest efforts to protect the web. Its most recent announcement is to penalise pages that contain annoying 'intrusive' interstitials with site-ranking algorithms.
Since their launch in 1980, the IPA Effectiveness Awards (the full archive of which is available for warc.com subscribers) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach. The announcement of the awards winners, every two years in November, is therefore one of the ad industry's most closely-watched events.
This time around, the IPA has expanded its programme: from the traditional black-tie awards evening to a five-day festival of marketing effectiveness. Effectiveness Week, launched at an event in London yesterday, takes place on the week of October 31st, with the awards themselves handed out on November 2nd. The programme includes over 50 speakers, with a mix of presentations and seminars taking place across 11 different venues. And it won't be a closed forum for agencies: the IPA is aiming to have 50% of attendees and participants coming from the client side.
Of all the decisions made by the colonial governor in Delhi, offering a bounty for dead cobras was one of the worst.
It had seemed a sensible policy. After all, cobras were a deadly hazard that needed culling. But as the governor had limited manpower at his disposal, he needed others to conduct the cull. So a small bounty was offered for every dead cobra handed in to the authorities.
This is a guest blog by Stephen Upstone, CEO and founder, LoopMe
A recent survey of 1,000 mobile users in the US and UK asked if people who watch mobile video ads actually go on to buy the product advertised in store or online, and if not, why not.
The results showed that 55% of people who have watched a mobile video ad had gone on to make a purchase, showing that as an industry we are doing the right things more than half of the time.
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?