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Consumers increasingly engaging with e-marketing campaigns

Consumers are increasingly engaging with brands' e-marketing campaigns, a new report reveals. Yes Lifecycle Marketing has published its 'Email Benchmark Report: The New Age of Email Marketing' study, which shows that the e-marketing click-through rate has risen to its highest level in four years. Figures show that 16 per cent of consumers are now regularly engaging with these emails to access more content from brands. Marked growth has been recorded over the last quarter, with email open rates...

Listening Britain 2017 infographic

Using the latest RAJAR MIDAS research, the IAB wanted to take a deep dive into the UK's digital audio audience. The results revealed that: In total, 22.3 million people in the UK listen to online audio, over 41.3% of the population People spend 9.9 hours a week on average listening to digital audio, increasing to 11.6 hours on average for 15-24 year olds 19% of people who listen to digital audio listen exclusively online. This increases to 35% of 15-24 year olds. The IAB’s audio council defines...

listening britain

Industry overview

Facebook testing takeaway ordering service

Facebook is making another step in its aim to become a 'one-stop shop' for as many of its users' needs as possible by testing a new takeaway ordering feature. The social media platform is rolling out a new 'order food' function to both web and mobile users of the site, which is recognised by a blue and white hamburger icon. By clicking on this, consumers will be taken directly to the Delivery.com or Slice webpages, from where they can place an order for food to be delivered from a takeaway...

Instagram Stories adds location and hashtag features

Instagram has announced two new updates to its Stories feature, which now allows users of the image-sharing app to search for content based on their location and popular hashtags. In a blog, Instagram explained that these are "two new ways to discover the world around you", with the new features set to have benefits for both consumers and brands. For consumers, searching for content using hashtags will help to generate more Stories results that they are interested in, while adding a location...

IAB UK response to ICO feedback request on profiling

The IAB has responded to ICO feedback request on profiling. Read the response below.

Consultation responses

Snapchat and VR slide at centre of new Topshop campaign

Topshop is launching its summer season clothing range at its flagship store on London's Oxford Street with an innovative digital campaign. The Drum reports that shoppers at the store are being given the chance to take part in the immersive Splash experience, which is taking place in the outlet's windows. Customers can wear a virtual reality (VR) headset while sitting in a giant inflatable, with the technology showing them moving images of a giant water slide that travels along a virtual Oxford...

Samsung to provide immersive event viewing to Gear VR users

Samsung has announced a new collaboration with UFC, X Games and Live Nation to provide immersive event viewing experiences to users of its Gear VR headsets. Owners of the Samsung gadget will be able to watch events such as live music concerts, boxing matches and football games via immersive virtual reality technology by purchasing a VR Live Pass, which will be available from next month. Younghee Lee, chief marketing officer and executive vice-president at Samsung Electronics, commented:...

The IAB’s response to CAP’s consultation on the sexual portrayal of under-18s in advertising

See the IAB's response to CAP’s consultation on the sexual portrayal of under-18s in advertising.

Consultation responses

Channel 4 launches Snapchat campaign to accompany new teen drama

Channel 4 has teamed up with image-sharing app Snapchat for a digital advertising campaign for its new TV show Ackley Bridge. The programme's main characters are young people, with Snapchat one of the most popular social media sites for this age group, so Channel 4 has been using the platform to show short clips of the drama to its target audience. As images and videos are only available on Snapchat for a short time before disappearing, the idea behind this marketing tactic was to build up...

Smirnoff takes on internet trolls with new creative marketing campaign

Drinks brand Smirnoff has launched a new online campaign that it sees it taking on internet trolls while promoting creative artwork. June marks Pride Month in the UK, with Smirnoff working closely with the LGBT community over the past two decades to support diversity and equality in society. To mark the month-long event, Smirnoff is seeking out homophobic and other hate-related posts on Twitter, replying to them with unique illustrations and other forms of artwork that are accompanied by the...

Engaging users in the new age of mobile advertising

The glitzy launch of the Samsung 8 in April acutely demonstrated the rate at which smartphone technology is evolving. Iris and fingerprint scanners have brought biometric identification into the mainstream, while high-quality cameras can scan products and quickly find the best places to shop for them online. The recently announced DeX docking unit even turns the newest Samsung phone into an ultra-portable PC. The sight of people tapping and swiping their phones has become a cultural phenomenon...

mobile advertising

MEMBER RESEARCH: IAB Europe AdEx Benchmark Study

The IAB Europe AdEx Benchmark report is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%...

Industry overview

UKOM: Insights - Online Newspapers

Using UKOM approved comScore data, this report aims to provide insights into what happened in the last two major UK votes This time last year, much of the UK population were still deciding which way to vote in the Brexit Referendum. This time 2 years ago, the country had just cast their vote on which party they wanted to lead the country. For the third successive year, the UK is about to take to the polls. It’s unusual to have three major political votes in quick succession but that’s good news...

UK ad spend per head emphasises significant market lead in Europe

IAB Europe recently released preliminary results from its AdEx Benchmark Study, stating that European online advertising grew 12.2% in 2016 to €41.8bn. Online has established itself as the dominant advertising medium in Europe, with traditional media gradually falling since 2011 and online growth offsetting this decline. Online ad spend has been consistently growing and 2016 marks a new advertising market high in Europe for the first time since before the recession. All markets participating in...

advertising spend

online advertising

Facebook 'key marketing tool' ahead of general election

Facebook has emerged as a key marketing tool for the main political parties in the UK in the run-up to the general election taking place today (Thursday June 8th). Estimates from Who Targets Me, a firm that is tracking targeted political ads, predict that around £1 million has been spent by both Labour and the Conservatives since the snap election was announced in April. Facebook algorithms are using data such as links users have clicked, pages they have visited and content their friends are...

Snapchat glasses launched in UK

Snapchat Spectacles have launched in the UK and Europe, with the potential to transform the way that brands create digital content. The gadget takes the form of a pair of glasses, which may look like normal sunglasses, but are in fact fitted with a camera that the wearer can use to record ten-second videos of everything they are able to see in a given moment. This means that people can use the wearable tech to record content while they are walking down the street, unbeknown to everyone else in...

snapchat glasses

To work well with influencers, brands need to chill

From their iconic logos to as far as the people that buy their products [1], brands have always wanted complete control of their product and image. Brand managers are even employed for the purpose of ensuring things stay 'on brand'. Ranging from ad recall through to brand love, there are many consumer benefits to this consistency [2]. The rise of social media has however changed the dynamic of only brands being able to reach and impact large audiences. Many people have now become brands...

Starcom Mediavest

YouTube Works for Brands 2017 winners announced

Google has announced the winners of its 2017 YouTube Works for Brands prize, which is designed to recognise organisations that use the video platform innovatively in their marketing campaigns to generate good results. Among the winners was BT Sport, which allowed its customers to watch the UEFA Champions League Final for free via YouTube, generating a return on marketing investment of 170 per cent and driving brand familiarity up by 43 per cent. Food brand Sarson's was also recognised by Google...

Always On: A Global Perspective Of Mobile Consumer Experience

IAB (US) and its Mobile Marketing Centre of Excellence, in conjunction with 17 IABs from around the globe, aimed to uncover the latest trends of mobile behaviours and perceptions, particularly among global smartphone owners and mobile internet users. This study examines how consumers access and use the mobile internet and how they perceive and react to mobile advertising. Key takeaways: The global mobile adoption and usage is prevalent. Mobile devices are an integral part of consumers’ daily...

Twitter chatbot update changes brands' customer interactions

Twitter has introduced another update to its direct messaging function, allowing businesses to use a chatbot to interact with their customers in an innovative new way. The social media platform has updated its chatbots so they can automatically get in touch with Twitter users who 'favourite' or retweet brands' posts, enabling companies to build relationships with their customer base via the network. Direct messages received from the chatbot will now also feature a set of buttons designed to...

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