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48 hours in Cologne - a whole lot of adtech, data and discussion

As a Dmexco newbie, I was slightly unsure what to expect as I arrived at the whirlwind tech highlight of the year. My expectation that this would be a mash up of ATS and Mobile World Congress wasn’t far off, however this was undeniably a tech-led event, and unlike MWC (which has been invaded by the growth in adtech over the years), Dmexco was very much technology first. It is a hugely impressive event with every key established global player in attendance, but there was also plenty of room for...

Twitter drops media attachments from character limit

Images, videos and gifs no longer contribute towards the 140-character limit on Twitter, the social media platform has confirmed. From this week, people using Twitter who want to add media to their tweets will not have to sacrifice some of their available characters to do so. Previously, a significant portion of the limit could have been taken up by embedding media. The move also affects polls and Quote Tweets, and comes around four months after Twitter first announced the move. However, @names...

Digital 'most relevant marketing channel' for Adidas

Adidas is focusing its marketing strategy on digital campaigns, with its global head of digital ecosystem design David Greenfield comparing TV to the fax machine. The sports brand is currently looking to fend off competition from the likes of Nike and Under Armour, Marketing Week reports. Mr Greenfield believes digital can "play a big role" in winning back dominance in the sector, as it reaping greater rewards for the company than other platforms. "If we look at our recent marketing activity for...

MEMBER RESEARCH: Weve's Primary Entertainment Research 2016

Weve’s primary research looks into the underlying shifts that are occurring in the entertainment market. With the explosion of digital content across film, TV, music and gaming, consumers’ attitudes have changed alongside it. The impact of streaming is being felt: digital content is in fact cannibalising analogue forms and the idea of ownership of content doesn’t matter to people anymore. Research objectives: To help inform and plan higher quality advertising campaigns by understanding the...

Jack Dorsey outlines vision for 'simplified' Twitter

Twitter's chief executive has said he wants reinvent the social network as a news sharing platform. Speaking at the DMEXCO event, Jack Dorsey said Twitter has the ability to break news faster than any other service. This, he stated, is one of the key benefits of the platform, whereas alternative tools such as Snapchat are more focused on entertainment and social networking. "You are not going to find the same things [on Twitter] that you would on a social network," Mr Dorsey said. "That really...

Mobile in a cognitive world

At the start of 2016, the global 4G connection base passed the one billion mark as 4G mobile networks became available in over 151 countries across the world. By the end of this year, the number of 4G connections across the developing world will overtake the developed world. With the near ubiquity of high-speed broadband access and an additional 2.6 billion people connected to faster mobile broadband networks in countries such as India over the next five years, we are entering a global cognitive...

IAB Europe report: Global Mobile Advertising Revenue 2015

See the report here Mobile display continues to drive investment with the highest growth at 92.6%, whilst mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms. In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at €19bn ($26bn) and search takes a 42.8% share at €16bn ($21bn). Messaging’s share continues to decline with a 5% share at €2bn ($2.4bn). The...

Snapchat ventures into hardware

Snapchat is expanding yet again, with the launch of its first hardware, 'Spectacles'. This product costs $130 (£100.51), and is a pair of sunglasses with a video camera embedded. The same as the app, Spectacles focuses only on capturing moments, with footage recorded on them sent to the Snapchat app via Bluetooth or WiFi. It's then placed in the memories section, where users can view it. Spectacles uses one of the smallest wireless cameras in the world and can operate for a full day with just...

Fifty-five UK ad blocking white paper

Adoptions, reactions and opportunities. Ad blockers enable users to surf the web without any ads showing on webpages. They are in their vast majority browser extensions like Adblock Plus that prevent banner and video ads from being displayed. Since many internet business models are mainly if not solely based on advertising – offering free content and/or services in exchange for the exposure to advertising –, ad blockers are deemed as a threat for publishers, advertisers, and the ad tech...

IAB UK promotes new ad formats

The IAB’s current portfolio of 33 different ad formats will reduce dramatically and will only comprise those which are (a) flexible in that they use responsive design to automatically resize to best fit whatever device they’ll be served on and (b) compliant with the LEAN principles (Light file size, Encrypted, Ad Choices-enabled and Non-invasive) . The new formats – created by the IAB Tech Lab and chosen based on a combination of industry feedback, consumer research and testing – comprise...

Mobile Commerce: a global perspective

Survey of mobile users in 19 countries shows mobile ads and social media can trigger purchase interest and aid product discovery. With the ubiquity of mobile devices and mobile Internet around the globe, purchasing products and services on mobile devices has become increasingly common. This research, in support of the IAB Global Research Initiative, aims to explore and understand the similarities and differences in consumer purchase and payment activities that take place on mobile devices across...

Mobile marketing

Could the #DigitalDetox mean cold turkey for data-driven marketers?

“Can you just put it down for five minutes” is a phrase I use far too often and almost always to my kids. Whether it’s over meals, watching TV together, or almost any other activity, I can’t help but feel that I need to make an ‘intervention’; and ration their access to their ever present smart phones; before I lose them forever, forever, forever? It’s a serious issue and the growing trend among the tech-savvy to admit and announce they need a #DigitalDetox, like they are some kind of celebrity...

Could family photos kill social media?

When I was 14 I had a birthday party at home. I say ‘birthday party’, it was really 6 teenagers hanging out in a bedroom, playing music and being moody. It was all going well until we went downstairs for something to eat… and somehow, in that short period, my mum unearthed the family album. She’d done it with the best intentions, in her eyes these photos were a source of pride and love. Every naked baby picture was a cherished memory. But for 14-year-old me, it was the most embarrassing moment...

Financial Times content to show on Santander ads

Santander digital displays will now also show Financial Times headlines, thanks to a partnership developed by digital-out-of-home (DOOH) advertising company Outdoor Plus. The top-third of these displays will pull real-time headlines from the newspaper's website, a move which is expected to benefit both Santander and the Financial Times. This creative partnership will be visible on six screens across London, including the City of London Gateway, Canary Wharf Curve, the CEO’s Choice Euston...

Mastering Moment Marketing - TVTY

Ad inflation drives moment marketing boom. Brands are being forced to rethink their marketing strategies as the battle for consumer attention has pushed up advertising prices, according to a new report from TVTY. The report shows 9 in 10 brand marketers feel the pinch of rising advertising costs. Over nine in ten brand-side marketers (93%) say it has become more expensive to gain the same audience attention over the past 12 months, supporting findings from the Harvard Business Review. 1 in 5...

moment marketing

International IAB/ABC Spiders and Bots list

Established in partnership with the IAB US and launched in 2006, this is a list of known robotic user agents that is updated each month and shared with subscribers. Media owners can apply the list to any analytics, ensuring all known spiders and robots to date can be recognised and separated. Did you know that ABC UK has had to adjust claimed web traffic figures by up to 60% due to robot activity? By using the International IAB/ABC Spiders and Bots list you are taking a key step to eliminate non...

spiders and bots

Data-driven marketing is the way forward

Marketing has changed significantly in recent years, with businesses constantly looking for new ways to reach their target audiences. Slowly, the move seems to have been made towards the use of data to drive marketing decisions, and new research shows that this strategy is now the norm. The study, which was conducted by Oxford Economics and SAP, showed that 55 per cent of businesses across the world use data in order to develop their marketing strategies. In addition, 46 per cent of respondents...

How the cocktail party effect can help brands get noticed

We're so inundated with information that we screen most of it out. And that includes ads. However, Colin Cherry's idea of the cocktail party effect provides a solution for brands who want to get noticed. Friday afternoon. You work in advertising, so you're enjoying a lukewarm pint in your crowded local. Oblivious to the background chatter, you listen to your colleague's latest preposterous anecdote. Then your ears prick up: faintly from across the room, you're sure you heard your name. Sound...

personalisation

Zenithoptimedia

Guardian gives advertisers more control

The Guardian conducts almost 200 million data capture events each month, giving the publisher massive opportunities to understand its audience and act on this. Currently, the insight from that data is used to direct both how and where online content is shared with users. However, it now plans to expand this further and use that insight to also give its advertisers value. Clearly, the Guardian has nailed data capture, so it's no wonder that the publisher is now looking at turning those insights...

Time Spent Online: January-June 2016

The IAB and UKOM publish figures every 6 months on how long people actively spend online each day, to bring clarity to the market by removing any confusion around the conflicting sources claiming to measure time online. UKOM, the official cross-industry standards body that measures online audiences using approved comScore data, revealed that the average Briton spent 45% of their online time on smartphones, 41% on desktop / laptops and 15% on tablets. Methodology change for 2016: 18+ number used...

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