Mike Follett, Admap, June 2018, pp. 30-32
Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.
LONDON: Brands grappling with the complexity and fragmentation of the digital media supply chain might do better to think in terms of analytics than audits if they want to improve their digital media communications.
NEW YORK: Accenture Interactive is launching a Programmatic Services practice which will add the planning, buying and management of programmatic campaigns to its previous offer of advice on bringing programmatic buying in house.
CANBERRA: A levy on digital technology giants, including Google and Facebook, may soon be a reality in Australia, according to multiple media reports, as the Federal Government puts a “digital tax” in play as part of legislative ...
GLOBAL: Some of the world’s biggest advertisers, including Procter & Gamble and Unilever, have joined forces with the World Federation of Advertisers (WFA) to design a new framework to help the industry improve digital advertising.
GLOBAL: Luxury brands may have been initially reluctant to embrace digital advertising but they are now catching up fast and will invest one third of their adspend in digital this year, according to new research.
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges.
LONDON: Spending on traditional media channels has suffered for several years at the hands of a succession of digital ones – internet, mobile, social – but there are signs of change that could herald a more stable future.
LONDON: Smartphone advertising expenditure keeps growing, driven largely by smartphone video ads which jumped by 69% in 2017 according to new data from the IAB UK, making this by far the fastest-growing online ad format.
MIAMI BEACH: The Advertising Protection Bureau led by the 4A’s (American Association of Advertising Agencies) will help advertisers run campaigns in line with their “risk” preferences and provide mechanisms to enhance brand ...
GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.
SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.
ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.