Articles by Romany
Matching our fast-paced lifestyles and expectations, digital subscriptions to a variety of media sources have become increasingly attractive as an alternative way of delivering news. But as the industry stabilises, like print, online publications are reaching scale and hitting new challenges – traffic growth is stagnating, and ad revenue simply isn’t enough anymore. In this piece, Christophe Bize (pictured below), VP data and mobile analytics at Ogury, explains that using a correct balance of data is key to to reaping [...]
This week’s LATAM Roundup brings the following stories: Mining company Vale drives the process of converting its actions with digital campaigns; PwC Argentina and Think-Tanks present PwC Digital Services; SEMrush lists the most expensive keywords in AdWords campaigns; and ZAP and Navegg present audience segment.Vale invests in digital to convert shares
Vale bets on digital advertising to boost the process of converting actions and the result exceeded expectations. One of the largest mining companies in the world, the Brazilian multinational got [...]
The explosion of new marketing technology over the past decade has not only led to organisations improving their customer experience, but has also led to an expectation from customers to have a good experience. With B2C leading the way, in most cases, customers expect that same experience across all buying journeys. In this piece, Sylvia Jensen (pictured below), senior director EMEA marketing, Oracle Marketing Cloud, explains how B2B marketers can be successful in driving customer experience by tapping into their existing [...]
It’s an understatement to say that smartphone use is growing at an exponential rate, which is making the convergence between the physical and online worlds easier and more seamless than ever before. The already-established AR tech available on smartphones is ripe for brands to build immersive apps that will capitalise on this shift. In this piece, Matt Phelan (pictured below), CEO of 4Ps, proposes that VR will catch up sooner than you think – and when it does, Wimbledon’s coverage [...]
There’s one definitive way to address the issues surrounding brand safety and transparency, but the industry’s not set up to deliver it, says Simon Stone, commercial director, Collective.
Unsurprisingly, with the issues surrounding Facebook and YouTube in recent months, there’s growing concern among advertisers over brand safety and a call for transparency in terms of exactly what kind of content their ads will appear next to. This is driving a shift in thinking about digital advertising.
Years ago, when I started out [...]
Digital advertising is booming in terms of growth, but is struggling to personalise ads effectively. This is stagnating performance and undermining the industry, says Cablato Founder and CEO, Adrian Pearmund (pictured below).
If you take a look at the recent Advertising Expenditure Forecast from Zenith Global, it looks as if everything in the digital ad garden is rosy. The respected report reveals that digital ad spend will grow by 13% to top USD$205bn (£159.3bn) in 2017. Zenith Global also [...]
These are good times for Google and Facebook. Combined, these two giants capture 57% of the total digital advertising spend in the US this year, as well as 74% of predicted growth for all of 2017. That means all other channels will compete for an ever-shrinking piece of the pie. Writing exclusively for ExchangeWire, Avishay Raviv (pictured below), Co-CEO, Edge 226, explains why now is not the time to get discouraged – or worse – undercut prices. Now [...]
The recent update to Google’s Play Store algorithm, and new app marketing offerings and partnerships that Google announced at their annual flagship event, have renewed a spotlight on app marketing metrics. Writing for ExchangeWire, Shani Rosenfelder (pictured below), Head of Mobile Insights, AppsFlyer, explains why instead of just buying users, app marketers and developers must build and promote apps that users will love and continuously use – and they’ll be rewarded for their efforts.
With a shift in how [...]
With Facebook and Google practically pinning their futures on it, marketers really can’t afford to ignore mobile advertising. In this piece, Matthew Phelan (pictured below), CEO of 4Ps, part of NetBooster Group, discusses how critical connecting online and offline customer journeys is to avoid becoming the next brand failure cliché.
In 2016, digital formats dominated once again, with internet ad spend up 13.4% to £10.3bn, according to the Advertising Association and Warc. In fact, mobile accounted for 99% of this growth, with ad spend for [...]
RTB is an excellent way to test formats because it allows you to evaluate, iterate, and optimise without a large minimum spend per campaign and placement. In this piece, Tim Koschella (pictured below), CEO, AppLift, breaks down its benefits to advertisers, and why he predicts an overdue surge in mobile video spend.
Mobile video real-time bidding is about to take off; and that means good things for publishers and advertisers alike.
RTB empowers advertisers because it gives them more control over [...]