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…
“I was fascinated to read that three quarters of global consumers feel that branded content is lacking in quality (new study from Social@Ogilvy and Survey Monkey, released at Cannes Lions 2014). As a passionate ambassador for quality branded content, my immediate reaction was to think…
Private marketplace is the latest confusing term to come out of the ad tech space, which seems to delight in buzzwords, acronyms and complex explanations. Depending on whom you ask, this broad concept may be referred to as a private marketplace, private exchange, publisher-direct, programmatic…
Antoine Boulin, president, media at Purch, explains the reasoning behind the group’s recent rebranding. Find me an example of a successful rebrand and I’ll find you one that has failed. In the UK, UKTV G2’s decision to change its name to Dave was a perfect…
Like this summer’s blockbuster monster Godzilla, mobile is crushing it in media and mobile ads are crushing it hard. Last week Kleiner Perkins’ Mary Meeker presented data at the re/code conference showing that mobile ads are up 47 percent over 2013, and should continue going through…
Branded content is fast becoming more than just a shiny new marketing tool. If executed well, it allows brands to do more than just get their message into the right hands, it gives them access to the kinds of inter-consumer conversations that previously, they could…
To help online visitors with orientation and to speed up a user’s search for the right product, most web shops use an auto-suggest function. This means, having typed the first few characters into the search field a list of word suggestions will appear. Today’s searching…