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Firstly, thanks for all the great comments and emails I received following the first instalment of this article.
A lot of people commented on the many overlaps between the themes and particularly around the tagging requirements.
Tagging is a great area to explore, so I thought I would take this and a few of the other themes that were proffered before looking at areas to postpone focus, in the next instalment.
If you would like to see these prioritised further or which companies are differentiating themselves in this space, please let me know or add in the comments field below.
The Axel Springer group is pretty big, it’s active in 44 countries and generated revenue of €3.3bn in 2012.
13,650 people are employed across the group, which includes more than 230 publications such as Bild, but also companies such as Zanox (which includes Affiliate Window).
But despite its size, Axel Springer is using startups and a new culture to drive digital change and growth across the group.
This has been a big step and is a trend we’re seeing in many industries – see John Lewis’ recent announcement of JLabs, a call for entrepreneurs with a £100,000 investment to the best new startup.
At Digital Media Strategies 2014, Springer Electronic Media CTO Ulrich Schmitz talked to us about developing a digital portfolio.
How does one develop new business models in the light of digital? What is the best way to foster innovation and entrepreneurship? And when does one integrate digital investments or indeed keep them separate.
It’s February and already, according to a number of statistical sources, around a quarter of us have failed to uphold our New Year’s resolutions.
Interestingly, 39% of people in their twenties achieve their resolution each year compared to only 14% of people over 50. That’s interesting given the prevailing attitudes towards younger generations.
In the same vein, marketers are mapping out the conversations they want to have this year to stay ahead of the curve. Given the influx of ‘2014 Trends’ in January, I thought it would be a useful point to review the best and highlight a few that might follow New Year’s resolutions.
What was the year? 2009? 2010? QR codes were 'the next big thing'. They had such great promise. Turn any print advertisement, packaging or promotional experience into a digital touchpoint.
Richer engagement. Richer analytics. But they never delivered. (Some people perpetually say 'next year' is the year for mass adoption).
But there is one technology that comes pre-installed on 100% of handsets and which can exceed both the engagement and analytics that QR codes promised.
Chris O'Hara, Co-Founder and CRO of Bionic Advertising Systems, is the author responsible for our recently published Programmatic Marketing: Beyond RTB Best Practice Guide.
Below, he answers some questions about the new programmatic direct landscape and other topics covered in the report.
I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.
There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.
While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.
My last post covering the mechanics that underpin programmatic media provoked some interesting questions.
In particular, the following comment...
With so much attention now being given to 'owned' and 'earned' media, it's easy to forget that it is still paid media which command the biggest chunk of marketing budgets and where the stakes are highest.
However, despite the large sums of money being invested, new research by Econsultancy and Adobe shows that few companies are taking an integrated and cross-channel approach to paid-for digital media.
Before we start, thanks for the feedback on my first instalment on programmatic media, this was much appreciated and forms a useful basis for this next piece.
This post covers the mechanisms that underpin programmatic, and attempts to portray the varying perspectives of those involved.
This week there's, of course, the royal baby's impact on web traffic, some Facebook ad commentary, following their Q2 results, and some global ad spend data from Nielsen.
Feast on these, and try not to speak with your mouth full.
How does Econsultancy get people to come to its events? With the Festival of Marketing set to be an intense, fun, insightful....erm..fest, here's some of the stuff we've done to market events and to make them successful on the day.
I should add, there's a ton of stuff I've missed off, here (not least, effectively segmenting your audience), as I've concentrated on creative.
Digital advertising is thriving in the Asia-Pacific region, outshining North America and Europe in some categories, according to a new global benchmark report by DG MediaMind.
The Viewability: A New Lens for Engagement report compares the digital advertising behaviours from 47 countries around the world, analysing more than 600 billion display advertising impressions during last year.