Contrary to what you might believe, being “big” isn’t easy… especially from a marketing perspective. In a recent piece of research undertaken among senior executives at global organisations, we found a number of key areas in which these brands felt they came up wanting compared…
For a lot of brands, face-to-face and online events form an integral part of their overall marketing strategy. Vast volumes of data are generated in the course of these events, and digging out that data should be a critical part of the overall sales and…
As publishers battle with a decline in subscriptions and advertising sales, and marketers search out new ways to grow sales online, could there be a way to drive revenues that works for both parties? Native advertising is one buzz word that is drawing together many…
“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates, 1996 It’s hard to believe Bill Gates coined the phrase “Content is king” only 18 years ago in a 1996 essay about the Internet – at a time…
At The Drum Live, hundreds of media and marketing experts gathered for a day of real-time media inspiration. Say Media’s Carla Faria and Lawrence Horne hosted a panel with UK content partners Fritha Strickland of Tigerlilly Quinn, Christine Chang-Hanway of Remodelista, and Charlie Gardiner-Hill of The Gentleman’s Journal. The session covered How…
Following the official opening of Heathrow Terminal 2 by the Queen and Duke of Edinburgh on 23 June, Blackjack Promotions Managing Director Sally Alington takes a look back at what worked so well to make the new terminal’s soft opening such a great success….
Programmatic or automated media buying is prompting discussion across the advertising industry. Andy Mitchell, European managing director of BrightRoll, the video advertising platform, sets a few things straight. Andy Mitchell: European managing director of BrightRoll 1. It’s about the power of programmatic, not what it…
The digital video ad industry is awash with debate around viewability and measurement. Traditionally, digital video advertising has been transacted based on models such as cost per engagement (CPE), cost per view (CPV) or cost per thousand (CPM). Understandably, most advertisers assume the ads they…
Included from the outset as a core element of the creative marketing mix, experiential has the power to wow. In the same way that you create standout for the consumer, to engage with the brand, experiential agencies need to create standout for the marketers…
Martin Sorrell summarised it perfectly when he pointed out that ‘Mad Men’s’ Don Draper would be perplexed by today’s advertising world and its shift in focus towards “Math Men” and data-driven advertising. Speaking ahead of Cannes Lions 2014, Sorrell said the emergence of programmatic was…