Why the phasing out of third-party cookies will see digital marketing become more collaborative

If 2020 was a year of rapid change for the digital marketing landscape, 2021 must be one of transformation. The events of the last year or so, from the deprecation of third-party cookies to the announcement of changes to Apple’s IDFA, have deeply impacted the way much of digital marketing works, but rather than worrying about these changes, we should ask ourselves how we can move forward in a way which puts consumers first and creates a better adtech ecosystem for...

23 February 2021 | Advertising

Optimising marketing strategy effectiveness in an increasingly data-driven world: A guide

Marketing teams have not traditionally been at the forefront of conversations around company data efforts. However, as we enter 2021, consumers are expecting more, and they’re expecting it faster. Consumer attitudes have been so altered by digitalisation – particularly accelerated by the pandemic – that to stay agile, companies have to make swift and well-informed decisions. To accurately answer customer needs, business decisions need to be based on what the data is...

18 February 2021 | Advertising

Let’s be direct: Why supply and demand needs to move closer for programmatic

Bringing transparency to the programmatic supply chain has been on the digital advertising agenda for some time, but the ad budget constraints of 2020 combined with ISBA’s revelations around the ‘unknown delta’ have propelled it to the top of the industry’s wish list. As 2021 continues, there is widespread determination to resolve transparency issues once and for all; to move programmatic advertising out of the shadows, shine a light on inefficient and outdated practices, and enable...

16 February 2021 | Advertising

Which martech solutions are the most essential for remote collaboration?

While many companies originally transitioned to remote situations in 2020, it’s looking like many are considering making this a permanent move. In a recent survey from Gartner, 80% of business leaders plan to allow employees to remain at least partially remote indefinitely. For some departments and businesses, letting employees work from home just makes a lot of sense.

Those in the marketing industry have certainly benefitted from working at home. According to research from...

11 February 2021 | Advertising Technology

Imagining a better way to trade advertising – across all video platforms

Linear television channels are under threat. If some are to be believed, it is an existential threat. Yet linear broadcasting will always likely remain superior at delivering content to large audiences live and as it happens: sport, news and big-event television being the most obvious examples.

At the same time, broadcasters cannot simply pretend that streaming does not exist. No broadcaster today would be without a strong digital presence, offering streaming linear, catch-up...

1 February 2021 | Advertising

How agencies are able to remain relevant in an in-house world

Marketing technology is growing and evolving in amazing ways. For many businesses, technology has been a gift. But for agencies, it’s been a gift and a curse.

Agencies can use technology to manage campaigns more efficiently, drive better results, and deliver deeper insights to their clients. But they’ve also seen clients take their advertising efforts in-house because the same technology enables them to handle all marketing independently.

Platforms like Google,...

29 January 2021 | Advertising

How to make digital audio a headline act for the ad industry

During lockdown 1.0, publishers saw digital audio consumption increase up to more than 30%; with 74% of listeners intending to continue engaging at the same rate. Lockdown 2.0 further cemented streaming and podcast content as the consumer’s constant companion, making it crucial for the industry to harness its large-scale connection potential.

To achieve that, however, advertisers will need a better understanding of how they can turn this developing opportunity into their newest...

28 January 2021 | Advertising

What Apple’s update means for your Facebook ads (and what to do about it)

The total advertising audience on Facebook is thought to consist of around 2.14 billion people. What’s more, the average Facebook user clicks on 12 ads per month.

For advertisers and brands, Facebook has long provided a huge opportunity to reach a large, targeted audience. But it isn’t without its challenges.

The most recent challenge to the prevalence and power of Facebook Ads actually arrived last October with the release of Apple’s latest iPhone operating...

27 January 2021 | Advertising

Why digital ad strategy needs a serious reboot in 2021

The start of 2021 has had its ups and downs, but it certainly hasn’t given businesses the hope of stability or the kick-start so many needed to start the year off on a high. In times like this, it’s easy to feel that everything is outside of your control, but the key to taking on the new year and grasping the opportunity ahead will be in the ability to spot what you can control.

Welcome to your new flagship store

Whether your business deals in goods or is service or...

25 January 2021 | Advertising

Thinking of going shoppable? Don’t forget to A/B test your video ads

Shoppable video is poised for stardom. Expected to soon become one of advertising’s fastest growing categories, the format is already gaining sizeable investment; with marketing spend climbing by 40% this year in the US alone, up from 33% in 2019.

Much of this meteoric rise is due to the recent ecommerce boom. Amid rapid acceleration in online purchasing — now accounting for 16.4% of all global sales — the blend of commerce and content that shoppable media provides has...

19 January 2021 | Advertising Technology