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Posts tagged with Advertising

le tour - yellow sheep

Tour de France: How have Yorkshire brands used The Grand Départ?

It’s not often that Yorkshire, England, is in the spotlight on the world stage, but this weekend it certainly was.

The Tour de France kicked off and Yorkshire businesses and infrastructure experienced millions of people turning out to see the Départ.

I thought I’d do a little round up of the official supporters of the Grand Départ that have been making the most of the media’s attention.

2 comments
Viagra alternative advertorial

Native advertising: will there be a reader revolt?

Search for native advertising on the Guardian and you'll likely find this article.

The irony is almost unbearable. As Doug Kessler pointed out at FODM 2014 (all credit goes to Doug), he didn't find the Guardian's point of view on native advertising. He found this article in a paid-for position.

What does this mean for publishing and advertising? Keep reading and you'll find my rules for succeeding with native advertising.

1 comment
auctioneer

Programmatic mobile: what trends does it reveal?

Programmatic advertising has been around since 2009. On mobile though, it's only recently started to take off

Penetration and performance of the smartphone has increased and programmatic buying companies have seen the opportunity. Whilst Facebook and Google are taking most of the mobile advertising dollar, programmatic is certainly on the rise as it seeks to deliver quality and quantity.

Talking with RTB.com's Mike Miller, it struck me that the factors making for the success of programmatic mobile are those we see as trends across marketing. So what are these trends?

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unilever logo

Advertising trends: Unilever is out in front

Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.

These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.

Unilever is a company that continues to innovate in advertising. Let’s look at how.

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facebook like

A guide to the new power of Facebook advertising

A friend of mine with a new app-fronted business was recently waxing lyrical about Facebook advertising.

He told me it was great value for money when targeting users with a call-to-action to download his app, especially when users are in a specific location on their mobiles.

I've also heard lots of people talking about the power of targeting audiences on Facebook, either from a standing start or by uploading your own data and spreading out from there.

Due to the fact that it's still difficult to track users across different devices, Facebook's advertising is gaining prominence. The network is accessed on mobile by the overwhelming majority of its subscribers.

In this post I thought I'd give a brief overview of ad formats and targeting, as well as some insight into where the platform is going and how to succeed.

3 comments
vine logo

20 of the best branded Vines from May 2014

It’s the end of another month and therefore it’s time again to crawl through the six second efforts from brands both small and gigantic in order to bring you the very best mini advertorial marvels.

We have everything here from nuclear lizards, ultra-low budget remakes of classic car chases to some mind-bending perspective fun.

So strap yourself in for exactly two minutes of entertainment. Longer if you stop to read my various witterings.

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Madison Ave

Are consumers killing Madison Avenue?

Marketing, as we know it, is obsolete.

So say Simonson & Rosen in their recent book 'Absolute value'. Theirs is not a lone voice,  similar sentiments date from as early as 1999, in the Cluetrain Manifesto.

As it came in the peak of the dot-com bubble, though, that message was largely ignored.

Why do they say we’ve no use for marketing? It’s because of the rising power of the voice of the customer. With the growing availability of consumer opinions, the importance of brand messaging is diminishing.

Consequently, things are changing in the world of advertising. Slowly, but surely.

1 comment
buzzfeed

The BuzzFeed way: examples of shareable native advertising

BuzzFeed is successful in anyone’s book when it comes to creating content their audience wants to consume wherever they are and then share with their friends.

I listened to Will Hayward, VP Europe, BuzzFeed, at the Adobe Summit EMEA 2014. He was talking about how traditional display advertising is still inefficient and how new methods of social distribution of native content are worki.ng for BuzzFeed.

Here I’ve attempted to sum up some of Will’s thoughts.

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18 of the best branded Vines of April 2014

It’s the end of another month and therefore it’s time again to crawl through the six second efforts from brands both small and gigantic in order to bring you the very best mini advertorial marvels.

Did anyone used to watch that Jasper Carrot thing from years ago where he would sit on a stool and present weird adverts from around the world?

I suppose this is a bit like that, only this is probably slightly less interminable and you don’t have to look at Jasper Carrot’s face in between videos.

This is also less of an excuse to parade soft European erotica to a post watershed audience and more of an excuse to show how your brand can use the platform in interesting and engaging ways.

Well I’ve blathered on long enough, here’s the round-up.

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LinkedIn advanced people search feature

Why LinkedIn needs to improve its search and ad targeting

LinkedIn search targets ads poorly, resulting in wasted clicks, and returns poor people search results.

Here's why this is important and how LinkedIn can improve this feature.

5 comments
mobile logo

Mobile is now the main driver of global adspend growth: stats

Mobile advertising, including display, search and in-app ads, is now growing six times faster than desktop internet.

Forecasts suggest that mobile advertising will continue to grow by an average of 50% a year between 2013 and 2016, thanks to the widening penetration of smartphones and tablets.

These figures come from ZenithOptimedia’s latest advertising expenditure forecast. It reveals that overall global advertising spend will rise from 3.9% in 2013 to 5.5% in 2014, with further growth expected to increase to 6.1% in 2016.

In other optimistic news it seems that advertisers are now committing to spending more in the Eurozone. Since the financial crisis began there has been a 15% drop in adspend, however this year will see Eurozone adspend rise 0.7%, the first growth since 2010.

The internet is the fastest growing medium for adspend by quite some distance though. Let’s take a look at the forecast and what the future holds in store for internet adspend.

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mcdonald's little picca

McDonald’s shows interactivity is next for out-of-home media

Out-of-home advertising has been changing a great deal in the last ten years.

Digital screens are now a fixture in most cities, big data is starting to make pricing fairer, and it won’t be long before day parting and perhaps, some day, one-to-one ads are served.

Add to that mix the interactive ad, which McDonald’s is getting stuck into at its most famous ad spot, above Eros in Piccadilly Square, London.

The concept is a website optimised for mobiles that allows one to create a character and then share it or download it. If one is near the Piccadilly screen, the character can be uploaded to ‘Little Piccadilly’ and virtually Lord it over the square.

In this post you can see some imagery from the campaign and I postulate what interactive ads might mean for engagement and content.

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