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Articles by Ally Stuart
Why businesses must address their video management headache
Over the last decade, the internet has changed the way businesses market themselves. This has resulted in video becoming an integral part of most businesses’ marketing strategy, with research finding that 87% of marketers now use video as a tool. Even SMEs that in the past weren’t creating content online due to budget constraints, now have a relatively cheap way to utilise video and 83% of marketers believe that it gives good ROI.
A buyer and seller’s guide to auction dynamics
One of the most common questions we get from both buyers and sellers is about the impact of auction dynamics. Namely, about whether first-price or second-price auctions are better for their bottom line. The debate has raged in the industry for years and demystifying this can be important for driving positive results – here’s everything you need to know. First vs second-price auctions – what’s the difference?
Merging online and offline: the 3-dimensional customer view
In the past, the aim of direct marketing was to sell directly to the public using sales pitches which were based completely on the possible behaviour of groups of customers who had things in common. These usually consisted of location, typical purchases, family structure, household geodemographics and in-store and mail order transactions; then only once grouped together would campaigns be targeted across a couple of channels such as direct mail and telephone for example.
Something old, something new: the challenges of advertising in a multi-format world
We live in a time of change. Barely a day goes by without new developments in the world of technology, whether it’s new consumer tech – such as the boom in connected home devices with Amazon’s Alexa or Google Home – or broader movements disrupting the sector, from alternative reality to artificial intelligence and virtual reality. These technologies have the potential to change our lives on an individual level – but they’re also transformative in what they can offer the advertising industry.
How to Make Video Content That Is More Engaging
If there’s one goal that you should have when you create video content, it is to make it as engaging as possible. Engaging videos will be far more effective at fulfilling any goal, and will get more exposure while at the same time drive viewers to take action. But how do you actually make video content that is ‘engaging’ in the first place?
Reaching the ‘Uninterruptible’ Mobile Customer
Consumers are reclaiming control of their online experience, especially on mobile. Not only are they swiftly scrolling past any ad that doesn’t engage them with a clear and succinct call to action, but also preventing the ads from appearing in the first place; with 60% percent of global ad blocking activity – equal to 308 million devices – now taking place on mobile.
From ads.txt to RTB 3.0: Getting to grips with the latest evolution in the ad fraud battle
Like any other fast developing industry, digital advertising has experienced growing pains. As power and influence have increased — its 12% share of all ad budgets in 2009 rising to become 40% of today’s $578 billion spending pot — so has the interest of fraudsters. Recent studies show that global ad fraud losses could cost as much as $16.4 billion annually.
Mastering the art of blending in: the future of native video
The past few years has seen a major shift in video advertising from blanket marketing to contextually relevant, non-intrusive ads. Much of the change is owing to social media, with rising user demand for ads that don’t disrupt mobile newsfeeds, fuelling a movement towards ‘environmentally friendly’ formats across the entire online ecosystem.
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