This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
FMCG brands are re-evaluating media strategies as consumers shift to online grocery shopping
With shoppers now turning to ecommerce channels as part of their everyday purchase journey, FMCG manufacturers are suddenly having to re-evaluate how they create and convert demand for their products and re-consider how and where they invest in brand advertising and marketing. There is a growing need to divert more spend towards digital media to influence their target audiences closer to the online point of purchase.
The organization responsible for the consistent application of the GDPR across Europe has weighed in on two of the most controversial issues in GDPR compliance: the use of so-called cookie walls and scrolling to obtain consent from users.
Google plans to block third-party cookies in its Chrome browser by 2022 and the ad industry is up in arms.
As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
International travel might be permitted again, but big challenges still remain for the travel and tourism industry. With safety rules (and the ever-changing traffic light system) still in place, levels of consumer doubt and confusion remain high, while staffing issues plague companies. So, how are travel and tourism brands using marketing to get back on […]
Welcome back to our regular roundup of the stand-out social stories from the month just gone.
New privacy measures are starting to impact the digital advertising landscape, as costs increase and user targeting becomes less efficient following Apple’s ATT rollout. For digital agencies and advertisers, paid social isn’t as straightforward as it once was, and new questions are arising about whether Facebook’s domination of this world will be affected. I spoke […]
Today’s ‘Day in the Life’ features Michael Scantlebury, the Creative Director and Founder of creative agency, Impero. I chat with Michael about advertising for alcohol brands – (a particular area of expertise for Impero) – as well as the value of augmented reality, and why understanding cultural trends is the key to brand longevity. Talk […]
It’s time for another round up of the best social campaigns from the month gone. July brought us the return of Back to School season, and the much-anticipated delayed Tokyo Olympics, the latter dominating this month’s most engaging activations. In particular, TikTok has made every effort to raise enthusiasm for the great sporting event among […]
Summer is well and truly here, and we’re back with another roundup of the best social stories and campaigns from June 2021. Lots has been happening in the last four weeks. This time, we’ll be covering campaigns celebrating Pride Month, the Euros and – of course – the return of Love Island and Wimbledon. For […]
Weetabix is one of the most beloved breakfast brands in the UK, with half of all households reportedly buying it in the past year. But how does Weetabix reach new consumers?
On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning.
Josh Partridge is Managing Director & VP UK and Co-Head of EMEA at Verizon Media. We recently caught up with him to find out what it has been like taking on his role during the pandemic. Plus, we hear his thoughts on the state of the ad industry, and the key trends that will continue […]
Spring has arrived, and as lockdown begins to lift, we’ve got another roundup of the best social media stories and campaigns from April 2021. There’s a wide variety of different campaigns to cover this month, ranging from Cadbury’s virtual Easter egg hunt to Dove weighing in on the topic of self-esteem. We’ve also thrown in […]
Nils Andersson Wimby, Agency Director at Isobar Sweden, argues that marketers always need to be open to new perspectives.
This report provides guidance on setting up and running a highly effective programmatic marketing campaign, serving as an informational tool for advertisers who run their ads programmatically, an audit guide for agencies that deliver the programmatic activity and a best practice manual for the trader.
1. Executive Summary It has been suggested that programmatic advertising is getting boring. And this is a good thing. The programmatic sector seems to be moving from edgy, seat-of-your-pants entrepreneurialism towards staid and reliable big business (characterised by Verizon’s purchase of AOL). Advertisers will be forgiven for not quite agreeing with this view as many […]
Out of home (OOH) advertising has been one of the hardest-hit channels during the pandemic – but significant recovery is forecast for next year. Jean-Christophe Conti, CEO of VIOOH, a global marketplace for out of home, explains why he believes programmatic OOH will be key to this recovery and to the future of the medium.
The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
Direct-to-consumer (DTC) brands are often in the privileged position of having full control of their marketing. Many have grown through in-house expertise starting in paid search and developed into social.
ByteDance, the company behind the wildly popular short video app TikTok, is a rapidly rising star in the Chinese tech scene.
An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Understand what programmatic means and the key terminology for marketers.
How the video advertising market provides new targeting and content opportunities.
The key types, how they appear to users, and the rich data targeting capabilities.
10 tips for success in optimising programmatic media.
Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.
Ben Potter argues that although many agencies have become more efficient during the pandemic, there are still those that must sharpen their positioning to prevent common mistakes in pitching.
Danny Donovan is the UK CEO of Mediahub. We caught up with him to find out how his role has been impacted by Covid-19, as well as his hopes for the future.
Lesley Duncan is the strategy director at ForwardPMX, a brand performance agency. We caught up with Lesley to find out how Covid-19 has impacted her working life.
Location data is a valuable commodity and its value is only increasing as the war on cookies intensifies and some marketers embrace it as a “cookie for the real world”.
Location, location, location. Advertisers know it’s important, which is why they often target users by their location. Location represents more than a place; from it, advertisers often make inferences about everything from intent to demographic characteristics.
According to BIA/Kelsey, location data will be used in upwards of $38bn of mobile ad spend in the US this year, but unfortunately for marketers paying to reach consumers in specific locations, the evidence suggests that much of the location data being used in location-based ad targeting is not only inaccurate but totally fraudulent.
Audio and podcasts
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
We are currently in a new age of audio opportunity and potential.
According to Canalys, global smart speaker usage is forecast to grow 82.4% in 2019, rising from 114 million units in 2018 to 207.9 million this year. In the UK, specifically, the number of smart speaker users is predicted to grow 31.6% to 12.6 million also in 2019.
Share Our Strength partners with location technology company GroundTruth to add mobile ad targeting to its ‘Dine for No Kid Hungry’ campaign, driving 26,857 visits to participating restaurants.
The magazine worked with RocketMill to boost year-on-year subscriptions and cut CPA by 62% by targeting new users with Facebook Ads as well as Instagram in-feed and Story ads.
Toyota Europe works with The&Partnership to build a platform that can tailor ads in real time based on audience preferences, leading to a 19% YoY increase in consideration for the AYGO car.
Fast Track Digital Marketing
Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing. Includes modules on advertising and measurement.
Advertising statistics – explore the ISD
Keep up to date with the latest advertising statistics via the Internet Statistics Database. Browse, save and export charts as you go.