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How to make private marketplaces work for you
Not knowing where your ad will be placed, and the absence of the most premium inventory from programmatic campaigns, has long been a concern for many marketers looking to run digital advertising...
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The globalisation of fraud filtering and verification
Online ad fraud costs millions. Every year, advertising dollars are wasted and the urgency of ensuring content is seen by human eyes has been building to a crescendo. As if to reinforce this point,...
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The Daily Poke: Billboard beds
Homelessness is a huge problem in every major city of Pakistan. Of the estimated 500,000 sleeping rough at night, most then go on to work as labourers during the day – their poor sleep of course...
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The power of localised digital copy
As billboard placements go this one from Sky Sports takes some beating. Sky has run a poster featuring a giant image of Carlos Tevez scoring the goal for West Ham that relegated Sheffield United...
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With GoPro, a media company takes shape
GoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at...
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Infographic: Back-to-school campaigns
(Thinkstock/martince2) Back-to-school campaigns by retailers may be a constant irritation to schoolchildren watching the holiday clock tick down to zero but for retailers, they’re a critical point in...
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How mobile ads appeal to consumers
Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global...
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The Daily Poke: Sexting sells
Brook Shields, Kate Moss, Marky Mark – Calvin Klein has never been one to shy away from sexuality in their ads. But for autumn winter 2015, the jeans brand has updated the idea that sex sells, with a...
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Mobile advertising has a measurement problem
Brand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement. Read more on...
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Programmatic for posters
Spend for programmatic digital display advertising reached the $21bn (£13.7bn) mark globally last year and is predicted to increase to $53bn (£35bn) by 2018, according to Magna Global. But some...
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Inside the walled gardens: How Time Inc. is distributing content on other...
(Facebook/Time Inc) If Time Inc. and the rest of publishing’s “Old Guard” are going to stay relevant to modern audiences, they need to branch out, even if that means distributing content outside of...
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Ad blocking: Four myths and one opportunity for outdoor – part one
If you haven’t heard ad blockers could be the biggest thing that have happened to the internet since kittens found a home on YouTube. The doom-mongers are heralding it as a the end of small online...
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YouTube ads should be about social discovery
Following this morning’s (7 September) news that YouTube will let brands see whether the ads they place at the start of videos are being shown to the right audiences, Juliette Otterburn-Hall, chief...
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Ad blocking: Unblocking the way for digital OOH – part two
This is the second part in our review of the myths and opportunities around Apple’s iOS9 content blocking debate – part one can be found here. Here, we look at current and possible industry reactions...
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Non-profit publishing and its new secret weapon
If there’s one industry that you wouldn’t expect to see at the bleeding edge of digital publishing, it would be the non-profit sector. Turns out, this is far from the case. In the last few years we’ve...
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Why marketers need to look sideways, not forwards
“The Americans have need of the telephone, but we do not. We have plenty of messenger boys.” William Preece, Post Office. 1876 This week 30,000 marketers will trek to Dmexco, one of the world’s...
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Data without borders: How the battle for friction-free advertising will be won
(Thinkstock/Peter Macdiarmid) The nation loves apps. It’s a fact. We’ve all heard the hackneyed phrase, “there’s an app for that”, but it happens to be true. There are now more than 1.4 million apps on...
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Infographic: Will mobile ad blocking ruin advertising?
Let’s do the math. How much time on mobile will be impacted by iOS9 mobile ad blocking? That’s the question that our team at mobile ad platform, The Mobile Majority, have aimed to answer with this...
View ArticleViews and viewability
I’m told that the view from Corcovado, the mountain atop which the giant Christ looms over Rio de Janeiro, is breath-taking. The view of Sydney Harbour at night from Mrs Macquarie’s Chair is also a...
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The ethics of attention and the inevitable future of digital advertising
We are living in an attention economy, as attention has become one of our most valuable yet fragile resources. In the last 15 years, the human attention span dropped a third to about 8 seconds (now a...
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