How agencies can revitalise the lost art of media planning
I’ve recently changed roles.
A day in the life of… head of media at Ebiquity
After more than 10 years in agency-land and time as an independent consultant, Martin Vinter is now head of UK Media Practice at Ebiquity, a marketing and media consultancy.
Secret Escapes: How machine learning reduced cost per lead by 38% [case study]
The digital travel sector continues to grow, with increased competition across channels resulting in more expensive CPL (cost per lead) and CPA (cost per acquisition).
A day in the life of… head of an out-of-home agency
Our latest ‘day in the life’ takes us to the heady world of outdoor advertising, where arresting copy and imagery are quickly being augmented by digital tech.
The week in martech: Oracle’s tech stack, image tracking & overhyped blockchain
Welcome to The Week in Martech, a new column in which we round up some of the most interesting developments from the world of marketing technology over the past week.
This week, cloud-based software platform Oracle wants its clients to know that its tech stack is not a 7-Eleven (but it’s happy to help them make a chocolate cake), and the blockchain hype in advertising is starting to lose momentum.
Amazon is courting advertisers with video ads, external links
After years of speculation and predictions about Amazon’s ability to become a digital advertising powerhouse, it’s happening.
The online retail giant now has annual ad sales exceeding $2bn, and advertising is its fastest-growing segment. With over half of consumers starting their product searches on Amazon, there’s every reason to believe that Amazon’s ad revenue will continue to grow.
The division between strategy & execution is meaningless in a biddable world
The differences between the digital and pre-digital era of advertising aren’t as big as many like to think.
Underlying any marketing campaign, there is still (as there was in the past) a big idea that unifies communication across every channel, a distribution plan, an audience strategy, a measurement strategy, and a set of objectives.
China is a “massively untapped market” for US media sellers
Western companies looking to expand their brands into China often face significant challenges in doing so successfully.
Many companies have struggled to compete with favored local competitors, and some have even been forbidden from entering the Chinese market in the first place.
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What brand marketers and agencies need from each other
Long before WPP’s current woes, it has felt like the relationship between brands and agencies is in a state of terminal decline.
Brands have been complaining that agencies are not delivering on their promises and agencies are always saying that brands lack the strategic thinking to provide useful direction.
Google’s response to header bidding is now available to all DFP publishers
Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers.
Exchange Bidding is Google’s response to header bidding, which some have suggested poses one of the greatest threats to the world’s most powerful digital advertising business.
Second-Party Data
Introduction The promise of Big Data has tantalized brands for the better part of a decade. Their interest was focused on the maturation of the programmatic marketplace, where it became possible to easily buy audiences instead of space. The evolution of the ecosystem has been fueled by previously underutilized troves of customer and aggregate data. […]
Unilever fires a shot across the bow of Google and Facebook, but is it all bark and no bite?
Recent history hasn’t been so nice to Google and Facebook.
In the wake of a growing number of scandals involving fake news and high-profile content creators that publish through their platforms, the two digital behemoths have found themselves facing scrutiny and scorn from the public, politicians and advertisers at a level they haven’t experienced previously.