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.
On Sunday, advertising’s biggest annual event in the U.S., The Super Bowl, took place.
With 30-second ad spots selling for a cool $5m, the stakes are high for brands that opt to participate. Creating an ad that isn’t well-received, or worse, is forgotten, by the more than 100m people who tune in to the Big Game, is a big fear.
Biddable media is not the same as traditional media. You do not do deals, buy it upfront and report on the results later.
In AdWords, for example, you bid on trillions of different data points in a live auction.
So why do I keep seeing PPC as a line on the media plan? It’s a nonsense that weeds out the amateurs.
The digital publishing industry was hit with a surprise late last week as reports broke indicating that digital media darling Mashable was sold to Ziff Davis for just $50m.
That’s a small fraction of the $250m investors had valued the company at in its most recent funding round last year.
Advertising and politics don’t mix and the despite the ample evidence to this effect, brands continue to demonstrate an inability to keep themselves out of trouble.
The latest example of this: Keurig, the manufacturer of a home brewing system.
For years, brands have grappled with questions about which agency model is the best fit for their business.
When it comes to programmatic, however, a new survey recently released by Advertiser Perceptions indicates that a growing number of brands are hoping to bring their efforts in-house.
Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?
According to data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July.
Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.
The word ‘story’ is so compelling (and so heavily employed) in marketing, because it evokes emotional reactions rooted in our childhood. Many of the stories told us by our parents were in turn heard from their parents before that and so on.
It is this transferred passion and heritage that makes the word, and associations we have with it, so powerful.
Thanks to all of the scandals and controversies that have hit online advertising in the past year, a growing number of companies are taking a closer look at their digital ad campaigns.
Some of them aren’t liking what they’re finding.
This week we get an insight into the mind of an agency planner – namely, Nicky Lloyd of Six.
Before we get stuck in, remember if you’ve got itchy feet yourself, you could do worse than checking out all the digital marketing and ecommerce jobs listed over on the Econsultancy jobs board.
Ever wondered what it might be like to work for an adtech platform such as a DSP?
Carl Millikin, trading director for the UK and France at The Trade Desk, is here to give us some insight. Let’s try his shoes on for size.