How to Stay Ahead of the Personalisation Game
Data-driven personalisation is the key to conversion – yet most consumers continue to complain about being targeted with irrelevant ads. So, how can brands tailor and target their campaigns successfully to create a better customer experience? John Nardone (pictured below), CEO, Flashtalking, takes a look at dynamic creative, data sources, connectivity, native, and other factors that can improve personalised campaigns. Channel 4 was the first broadcaster to implement 100% targeted advertising across its on-demand service. Doing this involves drawing on first-party data to [...]
Waking the Sleeping Giants for Mobile Opportunities: Q&A with Itamar Benedy, CEO, Glispa
Mobile continues to drive programmatic growth, reaching record highs in 2017 – and promising outlooks for the future. That makes it more important than ever to get attribution and measurement right, says Itamar Benedy (pictured below), CEO, Glispa. In this Q&A with ExchangeWire, he talks about GDPR as an opportunity for mobile, how to create more transparency in the supply chain, and why MNOs and OEMs are the sleeping giants of mobile advertising. ExchangeWire: What are the challenges in mobile ad measurement [...]
Playable Ads Need Emphasis on Creative & Technical Design: Q&A with Jeff Marshall, CrossInstall
Arguably, one of the most crucial aspects of performance advertising for in-app gaming is creative. From leveraging the correct ad format – depending on your user acquisition, retention, and reactivation strategies – to multivariate testing of creative across those different target segments, gaming developers need to place a lot of importance on creative output. TheGamingEconomy speaks exclusively with Jeff Marshall (pictured below), CEO, CrossInstall, about its newly launched Creatives as a Service (CaaS) platform, to help gaming developers do just [...]
Successful Audience Modelling: Retail Data as a Catalyst for Creativity
In this piece, Lars Engelbrecht, director, ad operations and solutions, Retail Media Group (pictured below), tells RetailTechNews how advertisers have increasingly come to understand that it generally makes little sense to roll out campaigns using a scattershot approach. Pure branding campaigns that work via wide reach and broad slogans following the one-size-fits-all principle usually suffer from substantial scatter loss. Nevertheless, the larger the database, the more information can be gathered about target groups and more interesting audiences can be generated. [...]
Upper vs Lower Funnel: What Native Advertising Can Do for Retail Performance
In a challenging market, where almost a fifth of retailers are issuing profit warnings, marketers need to extract maximum performance from every penny of their advertising budgets. In this piece for RetailTechNews, Ally Stuart, managing director EMEA, Sharethrough, outlines that, to achieve this, they must choose advertising techniques that not only engage consumers, but also push them to the next stage in the complex purchase path, bringing audiences a step closer to conversion. Native advertising is becoming an intrinsic part of the [...]
AdWeek Europe 2018: Industry Responds
With Advertising Week Europe 2018 leaving a lot of talking points for the industry to think about, ExchangeWire took the opportunity to ask attendants Media iQ, Mindshare, Tug, and Impact for their take on themes and trends of AWE 2018. Among the key takeaways from the event were insights into programmatic, and how we need to tackle the diversity issue, combining creativity and data, GDPR and transparency. A Need for Agility “At this year’s AdWeek Europe, there were a number of [...]
97% of Targeting Strategies Have No Targeted Creative: Q&A with Oli Marlow Thomas, Ad-Lib Digital
A few years ago, the relationship (or lack thereof) between programmatic and creativity was one of the hot topics of digital advertising, as programmatic advertising started its steady rise. With recent, greater challenges having taken the fore, the creative-versus-programmatic debate has taken a backseat, but does that mean the situation has improved? ExchangeWire speaks exclusively with Oli Marlow Thomas, founder of Ad-Lib Digital, about why creative still needs to be part of the programmatic conversation. ExchangeWire: Why is there still such [...]
APAC Programmatic to Go For Co-Ops & More Bidding Options
In this industry byliner, RTB House’s Asia-Pacific managing director Jakub Ratajczak outlines three key trends that will see publishers band together and more bidding options emerge. Programmatic was originally developed as a practical tool for selling leftover inventory, but it has evolved to become the primary driver in online ad spend for the biggest brands. According to Magna, digital ad spend across Asia-Pacific increased 5.6% last year to reach USD$156bn (£112.6bn). And according to Zenith Programmatic Marketing Forecasts, the share of advertising [...]
Targeting China Consumers Requires QR & Other Local Support
China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences. These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire. He also strongly touts the need for advertisers [...]
Media's Third Wave: Buying More Creatively
The process of media buying has changed enormously over time, moving from a simple demographic approach to today’s data-rich, AI-infused programmatic buying. As agencies and brands have gained a deeper understanding of how to use data, their ability to deliver more relevant, more personalised messaging has improved dramatically; and a key driver of that improvement has been the forward evolution of media buying. Writing exclusively for ExchangeWire, Mark Grether, CEO, Sizmek, explains why the third wave of media buying centres [...]
